New strategic communication services framework will deliver savings
New strategic communication services framework will deliver savings while listed firms will have a better chance of winning government work.
Details of how government departments and organisations across the public sector can now buy strategic communications services were announced today by the Cabinet Office.
The new approach makes the most of the public sector’s buying power and will deliver savings of up to £1 million a year for the taxpayer whilst maximising the quality of innovative work offered by agencies.
The new Strategy & Planning framework, managed by the Government Procurement Service, will give the public sector access to 15 agencies providing strategic communications support including: campaign strategy development, trend forecasting and target audience identification.
Alex Aiken, Executive Director for Government Communications said:
Our reforms to the way Whitehall works have seen us crack down on unnecessary marketing and advertising campaigns to make sure we’re as effective and innovative as possible when communicating with the public. Since 2010 we’ve saved £378 million for hardworking taxpayers through our strict spending controls. But where we do need to spend on strategy and planning; this new approach maximises the most of our buying power to deliver savings of up to £1 million a year.
The new streamlined approach gives the 15 listed suppliers a better chance of winning public sector work and replaces two legacy COI arrangements of 37 pre-approved suppliers, of which only 35% received any business during the last two financial years.
With 60% of suppliers on the framework (9 of the 15) being small and medium enterprises (SMEs), the new framework gives SMEs real opportunities to secure government contracts.
The full list is now being published following the completion of the formal standstill period which concludes the procurement process.
The new framework reveals a broad mix of smaller and larger agencies who can apply their vast expertise to the variety of customer requirements and comprises of two lots: Marketing & Communications Strategy Development and Communications Channel Strategy & Planning.
Lot 1: Marketing & Communications Strategy Development
Strategic market analysis involving the analysis of market opportunities and drivers, identifying and prioritising market segments and value analysis. This provides insights into markets, customers and potential value which allow strategic marketing and development decisions to be made. Requirements include:
- marketing audits
- trend forecasting
- target audience identification and analysis
- behaviour change & modelling
- insight generation – method and message
- communications strategy development
- strategic planning of content/messaging
- stakeholder strategy and evaluation strategy
- implementation and reporting
Lot 2: Communications Channel Strategy & Planning
Translating the communications strategy into actionable, effective, cost efficient and measurable communications plans across all relevant channels, including: online, offline, owned and earned, as well as paid-for. This includes:
- communication channel strategy and planning
- communication evaluation and reporting
Suppliers by lot
| Lot 1: Marketing and Communications Strategy Development (12 suppliers) |
|---|
| 8hwe |
| Aegis Group plc t/a Equal |
| Bray Leino Ltd |
| Diva Creative Ltd |
| Draftfcb London Ltd |
| Enter Here LLP |
| Manning Gottlieb OMD |
| Mediaedge:CIA (UK) Holdings Ltd |
| MediaCom UK Ltd |
| Oxygen Brand Consulting Ltd |
| RKCR/Y&R Ltd |
| Quadrant Consultants Ltd |
| Lot 2: Communications Channel Strategy and Planning (6 suppliers) |
|---|
| Carat |
| Manning Gottlieb OMD |
| MediaCom UK Ltd |
| Mediaedge:CIA (UK) Holdings Ltd |
| Mindshare Media (UK) Ltd |
| UM London |