East Midlands Railway Media Buying

• Value: £4M

Looking for a long term strategic media planning and buying agency to deliver our media activity. This will cover all traditional above and below the line media channels and any digital activity but excludes digital display which is part of Lot 2. Our focus is on stimulating leisure trips from our regions into London and growing commuter and business travel across our two regions EMR Intercity and EMR Connect. Our media is therefore bought on a regional basis to ensure we reach our audience in the most effective way whilst not compromising on quality. … Reporting on the success of our activity is paramount with the Department for Transport (DfT) a key stakeholder to present plans to and share learnings. In addition to weekly/ post campaign reporting and optimising you will work closely with our econometric provider to ensure learnings are captured in a timely way and fed into future plans. Additional information: To register your interest in this notice you should submit an expression of interest via the Procurement portal shown within this notice and request a copy of the PQQ which is to be submitted by the date shown in IV.2.2. Scoring Matrix The PQQ scoring will be as follows:- SCORE GIVEN - QUALITATIVE GUIDANCE - SHORT GUIDANCE 0 - Question not answered or answer is irrelevant. - Not answered/irrelevant. 1- Weak : Insufficient information to enable evaluation or contains major shortcomings or errors to make it non-complaint. - Worst in class/errors in submission. 2 - Below Satisfactory : partially complaint answer but with obvious deficiencies. Brief or incomplete answers with little or no supporting detail or wholly generic answer. - Below industry standard. 3 - Satisfactory : Answer meets the minimum requirements but lack convincing supporting detail to give confidence that they will meet requirements. Some attempt to provide relevant answers not generic. - In line with industry standard. 4 - Good : Thorough response with relevant supporting detail and evidence to give confidence that the requirements will be met. Tailored answers. - Above industry standard. 5 - Excellent : Comprehensive and well-structured response with excellent supporting evidence. Wholly bespoke for the protect and demonstrates exceptional understanding of the requirements. - Market leading. SCORING PROCESS Where Yes is the required answer: YES = PASS NO = FAIL EMR will assess additional information provided by the interested parties who select NO, but have additional information to justify their selection.

We are looking for a digital display media agency to deliver our always on conversion driving dynamic digital display and manage the creative build process. We require an established platform to deliver this functionality and an understanding of timeframes for the onboarding process to ensure there is no break in service continuity. We currently run dynamic route specific leisure, commuter and promotional display activity using customer location, search information and audience insights for prospecting and retargeting strands. Reporting on the success of our activity is paramount with the Department for Transport (DfT) a key stakeholder to present plans to and share learnings. In addition to weekly/ post campaign reporting and optimising you will work closely with our econometric provider to ensure learnings are captured in a timely way and fed into future plans. Additional information: To register your interest in this notice you should submit an expression of interest via the Procurement portal shown within this notice and request a copy of the PQQ which is to be submitted by the date shown in IV.2.2. Scoring Matrix The PQQ scoring will be as follows:- SCORE GIVEN - QUALITATIVE GUIDANCE - SHORT GUIDANCE 0 - Question not answered or answer is irrelevant. - Not answered/irrelevant. 1- Weak : Insufficient information to enable evaluation or contains major shortcomings or errors to make it non-complaint. - Worst in class/errors in submission. 2 - Below Satisfactory : partially complaint answer but with obvious deficiencies. Brief or incomplete answers with little or no supporting detail or wholly generic answer. - Below industry standard. 3 - Satisfactory : Answer meets the minimum requirements but lack convincing supporting detail to give confidence that they will meet requirements. Some attempt to provide relevant answers not generic. - In line with industry standard. 4 - Good : Thorough response with relevant supporting detail and evidence to give confidence that the requirements will be met. Tailored answers. - Above industry standard. 5 - Excellent : Comprehensive and well-structured response with excellent supporting evidence. Wholly bespoke for the protect and demonstrates exceptional understanding of the requirements. - Market leading. SCORING PROCESS Where Yes is the required answer: YES = PASS NO = FAIL EMR will assess additional information provided by the interested parties who select NO, but have additional information to justify their selection.

We are looking for a long-term partnership to facilitate the growth of the EMR PPC account covering always on activity across multiple routes and campaign activations. Performance reporting is a key priority to ensure we are continually analysing and improving our ROAS and CPC with clear bidding and targeting strategies based on understanding our market share, market size and potential growth. We would require aggregated weekly / monthly real time reports to be developed to track performance down to specific station/flow performance or at a campaign level. You will also be required to work collaboratively and share actionable insights with our other media agencies most notably our SEO provider. Additional information: To register your interest in this notice you should submit an expression of interest via the Procurement portal shown within this notice and request a copy of the PQQ which is to be submitted by the date shown in IV.2.2. Scoring Matrix The PQQ scoring will be as follows:- SCORE GIVEN - QUALITATIVE GUIDANCE - SHORT GUIDANCE 0 - Question not answered or answer is irrelevant. - Not answered/irrelevant. 1- Weak : Insufficient information to enable evaluation or contains major shortcomings or errors to make it non-complaint. - Worst in class/errors in submission. 2 - Below Satisfactory : partially complaint answer but with obvious deficiencies. Brief or incomplete answers with little or no supporting detail or wholly generic answer. - Below industry standard. 3 - Satisfactory : Answer meets the minimum requirements but lack convincing supporting detail to give confidence that they will meet requirements. Some attempt to provide relevant answers not generic. - In line with industry standard. 4 - Good : Thorough response with relevant supporting detail and evidence to give confidence that the requirements will be met. Tailored answers. - Above industry standard. 5 - Excellent : Comprehensive and well-structured response with excellent supporting evidence. Wholly bespoke for the protect and demonstrates exceptional understanding of the requirements. - Market leading. SCORING PROCESS Where Yes is the required answer: YES = PASS NO = FAIL EMR will assess additional information provided by the interested parties who select NO, but have additional information to justify their selection.

Ongoing technical and content SEO management including digital outreach and PR is required to increase visibility of our EMR website for key phrase terms and to drive sales from organic search traffic. Our e-commerce platform is a white label of Trainline; optimisation of the e-commerce platform comes at a significant cost, and so we rely on the front-end brochure site to drive traffic to our sites. We are looking for a strategic partner to provide a future roadmap as well as clear in year deliverables to work towards our future targets. We are looking for an agency of driven, organised individuals that are continually keeping up with the latest success factors and take a proactive role in measuring performance and delivering periodic audits. Additional information: To register your interest in this notice you should submit an expression of interest via the Procurement portal shown within this notice and request a copy of the PQQ which is to be submitted by the date shown in IV.2.2. Scoring Matrix The PQQ scoring will be as follows:- SCORE GIVEN - QUALITATIVE GUIDANCE - SHORT GUIDANCE 0 - Question not answered or answer is irrelevant. - Not answered/irrelevant. 1- Weak : Insufficient information to enable evaluation or contains major shortcomings or errors to make it non-complaint. - Worst in class/errors in submission. 2 - Below Satisfactory : partially complaint answer but with obvious deficiencies. Brief or incomplete answers with little or no supporting detail or wholly generic answer. - Below industry standard. 3 - Satisfactory : Answer meets the minimum requirements but lack convincing supporting detail to give confidence that they will meet requirements. Some attempt to provide relevant answers not generic. - In line with industry standard. 4 - Good : Thorough response with relevant supporting detail and evidence to give confidence that the requirements will be met. Tailored answers. - Above industry standard. 5 - Excellent : Comprehensive and well-structured response with excellent supporting evidence. Wholly bespoke for the protect and demonstrates exceptional understanding of the requirements. - Market leading. SCORING PROCESS Where Yes is the required answer: YES = PASS NO = FAIL EMR will assess additional information provided by the interested parties who select NO, but have additional information to justify their selection.