Media Services

⁠⁠⁠Federation University is looking for a media services partner that can work closely with the organisation to not only provide an effective media strategy but suggest innovative ways to engage customer segments that may not be traditionally engaged with or are hard to reach, such as the school leaver segment, to support both the student acquisition targets.

Over a typical month, Federation may be running advertising to support the brand, school leaver or returning learner segments, along with TAFE, Research and international recruitment. The partner would need to have the capabilities to support the management of media services, with sufficient resources to undertake the work envisaged, including all queries, or issues of a day-to-day operations with multiple Federation marketing staff (TAFE, Higher education, or international).

There may also be a requirement on occasion to work to very short timelines in order to take advantage of a market opportunity. The media agency would need to show a capacity to bring in additional short-term resources to meet an increase in demand.

These resources would include account management staff, strategy, planning and delivery. It would also be necessary for agency staff to work collaboratively with the Federation ITS, conversion and business intelligence teams on occasions to deliver an integrated customer experience or superior user experience as part of a student attraction strategy.

To provide the necessary service levels Federation requires extended hours on occasion to cover the Brisbane campus. An appropriate level of experience for key staff members particularly account director/manager, planning and strategy managers in either the media or creative agency. Evidence through case studies of working with past clients would be expected to show how the agency managed a past higher education or TAFE client organisation.

Federation marketing is driven by evidence which requires partner agencies to have access to market research and trends to support media and creative strategies. This includes the domestic and international higher education and TAFE markets.

Media Services requirements:

Ongoing media campaign implementation and management using tracking or measurement of effectiveness against agreed objectives such as driving brand awareness or student acquisition

Reporting on and optimising the effectiveness of campaigns as well as measurement of performance against industry campaign benchmarking.

Regular reviews of performance on key terms, flagship programs and research attributes with details recommendations to drive continuous improvement.

Management of media content – ensuring it is delivered media as per schedules.

Live dashboard which providing real time reporting including Federation owned social media channels and Search, and at the minimum include:

• Overall application submissions (all channels)
• Overall conversions for all conversion points tracked (all channels)
• Social media channel - applications
• Google Ads channel - applications
• Overall Priority Course Applications - split or aggregated by channel.
• Google Ads dashboard – split by brand & generic. Cost, Clicks, CPC, conversion value, ROAS, applications, cost per application.
• Facebook dashboard – split by objective: awareness, consideration, conversion.
• A funnel view of the digital marketing performance:

Awareness – cost, reach, impressions, engagements, cpm

Consideration – cost, landing page views, CPLPV, engagements engagement rate

Conversion – Cost, conversions, cost per conversion

This tender has a TWO STAGE process:

STAGE 1 - closes Wednesday 27th April 2022, 2pm AEST. PRE-QUALIFICATION -

Pre-Qualification is a quick response of select (Yes/No) questions that are deemed a must have criteria for the provision of service required. These responses are evaluated after the pre-qualification close off date and an email is then sent to the supplier advising either qualified or not qualified. All response to the Pre-Qualification quick response questions must be made before the Pre-Qualification close off date. Please allow 30 minutes to complete this stage.

If the supplier receives notification that the pre-qualification has been deemed Not Qualified there is no further action required for this tender. The supplier has been deemed unsuccessful at this point.

STAGE 2 - closes Friday 27th May 2022, 2pm AEST. FULL TENDER ACCESS RESPONSE TO FURTHER QUESTIONS IS REQUIRED -

If the supplier is deemed qualified access is provided straight away to the full tender via the tender portal and the supplier needs to access the tender portal again and go to the RESPONSE TAB and complete the set questions, save the submissions. All submission's must be made prior to the close off of the tender. Please allow at least 1 hour before cut off to load completed documentation against the questions in the response tab.

Shortlisted suppliers may be required to provide a presentation and will be advised of this if required.

In order to be considered as a conforming bid, tenderers must provide all the documents listed as conforming. All questions listed as mandatory must be responded to. Non-conforming tenders representing unacceptable levels of risk may be excluded from further consideration.

Interested parties wishing to post a submission for this tender or ask questions may only do so through the University’s Tender Portal.

Questions posed by this method will be brought to the attention of the Project Manager and their response distributed to a