United Kingdom3 days leftOpen

Student Recruitment Marketing Agency Framework

Tender Overview

ORGANIZATION

University of Exeter

LOCATION

Devon, United Kingdom

VALUE

£3,420,000

DEADLINE

February 06, 2026 at 00:00

CATEGORY

Other

CPV CODE

79340000

REFERENCE

006280-2026

Project Timeline

Contact Information

View Original

Original Tender Description

The University is looking to establish a multi‑supplier Framework Agreement for marketing, media planning and buying, and campaign delivery services. The Framework will support brand and reputation activity, student recruitment (UG, PGT and where relevant B2B), international marketing, and the growth of online programmes. We are seeking a group of experienced suppliers who can provide strategic insight, high‑quality campaign delivery, and access to specialist expertise across key domestic and international markets. Framework partners must demonstrate proven higher education experience, the ability to work collaboratively across complex stakeholder groups, and a commitment to transparent pricing, innovation, regulatory compliance and value for money. The Framework will be used for a range of activity including integrated campaign planning, media buying, optimisation, analytics and reporting. Suppliers will be appointed to provide flexible capacity and diverse capability, with call‑offs awarded via direct award or mini‑competition depending on project requirements.
⚠️

MANDATORY EXCLUSION GROUNDS

  • None explicitly mentioned in the provided text.

ELIGIBILITY REQUIREMENTS

  • Be an experienced supplier in marketing, media planning, buying, and campaign delivery services.
  • Be capable of providing services for brand and reputation activity, student recruitment (UG, PGT, B2B), international marketing, and online programme growth.
  • Be able to provide flexible capacity and diverse capability.
🔧

TECHNICAL CAPABILITY REQUIREMENTS

  • Demonstrate proven higher education experience.
  • Possess the ability to provide strategic insight.
  • Demonstrate high-quality campaign delivery capabilities.
  • Provide access to specialist expertise across key domestic and international markets.
  • Possess the ability to work collaboratively across complex stakeholder groups.
  • Be capable of integrated campaign planning.
  • Be capable of media buying.
  • Be capable of optimisation services.
  • Be capable of analytics and reporting.
💰

FINANCIAL REQUIREMENTS

  • Commit to transparent pricing.
  • Commit to value for money.
📋

SUBMISSION REQUIREMENTS

  • Submit the bid by the deadline: 2026-02-06T00:00:00.

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HTM
Planning Notice
Administrative Documents006280-2026.html
Summary:
The University of Exeter is seeking experienced marketing agencies for a multi-supplier framework agreement to provide strategic insight, media planning, buying, and campaign delivery services for student recruitment and brand activity, requiring proven higher education experience and collaborative capabilities.
DOC
OCDS Record
OCDS Data006280-2026_ocds_record.json
Summary:
The University of Exeter seeks experienced marketing and media suppliers with proven higher education experience to join a multi-supplier framework for strategic insight, campaign delivery, and specialist expertise across various recruitment and brand activities.
DOC
OCDS Release Package
OCDS Data006280-2026_ocds_release.json
Summary:
The University of Exeter is establishing a multi-supplier framework agreement for marketing, media planning, and campaign delivery services, seeking experienced suppliers with proven higher education experience and strategic insight for campaign execution.
PDF
Official PDF Version
General Information006280-2026_official.pdf
Summary:
The University of Exeter seeks experienced marketing, media planning, and campaign delivery suppliers for a multi-supplier Framework Agreement, requiring proven higher education experience and strategic insight for student recruitment and brand activities.

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59
Fair

Tender Quality Score

This tender for a student recruitment marketing framework shows moderate quality, with clear service descriptions but significant deficiencies in legal compliance, completeness, and fairness due to missing critical information like procedure type, evaluation criteria, and full tender documents.

Score Breakdown

Legal Compliance60/100

The tender lacks a clearly defined procedure type and explicit mandatory exclusion grounds, which are fundamental for legal compliance. The absence of a reveal date makes it difficult to fully assess the reasonableness of the 14-day submission window for a complex framework. While CPV codes are correct and no disputes are noted, these omissions present notable compliance risks.

Procedure type not defined
Mandatory exclusion grounds not explicitly mentioned
Clarity65/100

The description of services and AI-extracted requirements are generally clear and understandable. However, the critical absence of specified evaluation criteria is a major clarity deficiency, preventing potential bidders from understanding how their proposals will be assessed. Performance conditions are also not fully detailed.

No evaluation criteria specified
Performance conditions not fully detailed
Completeness55/100

While basic information, estimated value, duration, and location are provided, the tender is significantly incomplete. Key missing elements include the procedure type, explicit evaluation criteria, and what appears to be the full tender documentation (as only summaries marked 'Required: No' are available). The missing reveal date also contributes to incompleteness.

Missing procedure type
Missing evaluation criteria
Fairness50/100

Fairness is significantly compromised by the complete absence of evaluation criteria, which are essential for transparent and objective assessment. The requirement for 'proven higher education experience' could be seen as restrictive, potentially limiting competition. Furthermore, the lack of e-submission and potentially short preparation time for a complex framework raise concerns about equal access and opportunity.

No evaluation criteria specified
Requirement for 'proven higher education experience' may be restrictive
Practicality60/100

The tender's practicality is hindered by the lack of support for electronic submission and the absence of a direct document URL, which are standard expectations in modern procurement. While the contract start date and duration are clearly specified, these omissions create unnecessary barriers for potential bidders.

No e-submission supported
Document URL not provided
Data Consistency80/100

Most key fields are populated, and dates are logical. There are no reported disputes or suspensions. However, the 'Type' and 'Procedure' fields are empty, and the 'Liable Person' is not specified. The 'planning' status, despite having a firm submission deadline, introduces a minor inconsistency in the process stage.

Empty 'Type' and 'Procedure' fields
Empty 'Liable Person' field
Sustainability50/100

The tender mentions a general 'commitment to innovation' for framework partners, which is a positive aspect. However, it explicitly lacks specific green procurement criteria or social aspects, which are increasingly important for public tenders and reflect a broader commitment to sustainability.

No explicit green procurement criteria
No explicit social criteria

Strengths

Clear description of required services and scope
Estimated value, duration, and contract start date are specified
CPV code and NUTS code are correctly assigned
Framework agreement structure with direct award/mini-competition options

Concerns

Absence of defined procedure type and evaluation criteria
Lack of full tender documentation and e-submission support
Potentially restrictive 'proven higher education experience' requirement
Missing explicit mandatory exclusion grounds and reveal date

Recommendations

1. Publish the full tender documentation, including detailed specifications, terms, and conditions, and clearly define the procurement procedure type.
2. Specify clear, objective, and transparent evaluation criteria to ensure fairness and allow bidders to prepare relevant proposals.
3. Enable electronic submission and provide a direct URL to all tender documents to enhance accessibility and practicality.

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C
Tender Quality Score
59/ 100 · Fair

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