TENDER N°: CFT/11/ETF/0003 TITLE: “PROVISION OF DIGITAL COMMUNICATIONS SERVICES” TENDER DOSSIER PART A: TENDER SPECIFICATIONS PART B: DRAFT CONTRACT PART A: TENDER SPECIFICATIONS 1. Terms of Reference SUMMARY OF SERVICE REQUESTED Title of this service Provision of digital communication services Expected start date June 2011 Expected end date May 2015 Maximum budget available € 1,500,000 ETF Contact person Francesca Ferrandino BRIEF BACKGROUND RELEVANT FOR THE SERVICE The ETF Communication Unit The ETF Communication Unit is responsible for producing accurate and substantive communications materials, which describe EU-funded activities, implemented by the ETF. As the ETF is a centre of expertise in human capital development and policies, knowledge sharing is also a dominant objective of the ETF communication activities. The overall objectives of the ETF communications efforts therefore are: To contribute to the ETF’s development and recognition as a centre of expertise helping transition and developing countries to harness the potential of their human resources through the reform of education, training and labour market systems in the context of the EU’s external relations policy. To support policy development and knowledge sharing in the field of the ETF competence and responsibility. To enhance the impact of the EU external assistance programmes as well as identify and exchange good practice. To meet the obligations of the ETF as a public organisation in increasing the transparency of its activities and providing public access to the relevant documentation. The ETF has many highly diverse target groups: Key stakeholders / policy makers (the European Parliament, the Council of Ministers, the European Commission, national governments and public institutions, etc.) need highly structured and synthesised information and analysis including concrete examples, clear conclusions and recommendations as the basis for policy making. Practitioners, sector specialists and other professionals need more detailed, action-relevant information, including analysis and comparable data, but also examples of good practice which can be used for further initiatives and decision making. 2 Experts and researchers are interested in entire comprehensive scientific reports, preferably including raw data. Media need short, highly structured and synthesised information including concrete examples and clear conclusions. These audiences are far from homogeneous in interests, requirements and attitudes. A further dimension to the diversity of the ETF audiences is the use of languages. Many of the above mentioned specialist and non-specialist target groups are used to communicate in English, while others are not. The ETF digital communication activities The ETF’s website and digital communication activities share the same overall objectives that are the basis of all ETF communication activities. They include all operations and tools developed to reach our external and internal audiences primarily by means of our website, but also our extranets, our intranet as well as presence on third party websites. Also, the same target groups are addressed. More specific target groups of the website include policy makers, EU and government representatives - this audience is mostly interested in accessing administrative or regulatory documents and overseeing the project management process human capital development and country experts and practitioners - looking for in-depth content and data on our specific expertise and for interesting information on developments in the field media - general and specialised media finding highly reusable, structured content job seekers, contractors and potential suppliers general public – audience with no EU or specific expertise While the general public look for general information about the organisation and its activities in a userfriendly, guided way; the practitioners, experts and decision makers need a more specialised approach including interactive exchange. The ETF web presence The ETF website is multilingual. Its original language is usually English. Its main content is provided in six languages: four official EU languages (EN, FR, IT, DE) and two partner countries languages (AR and RU). Core pages that represent the skeleton of the website are available in all six languages. Some indepth or frequently updated information is provided only in English or only in some of the website languages on a needs basis (e.g. country specific information, news, events, special announcements, press releases, job vacancies). The ETF website has been recently redesigned and is currently under development and integration and due to be launched in the first half of 2011. It is developed using Lotus Notes and is fed by several Lotus Notes databases as well as dedicated web database for which a web based interface has been designed and developed. 3 The ETF also maintains a basic presence and distributes some information on the main social web platforms such as Twitter, Facebook, YouTube. On the occasion on some specific events this presence can be reinforced and dedicated mini-websites can also be developed. The ETF is also running an information based intranet which we are looking at further developing with some more interactive functionalities and knowledge sharing tools. OBJECTIVE AND EXPECTED RESULTS OF THE SERVICE The objective of the requested service is: The purpose of this tender is to select a contractor to provide services in the areas of digital design, communications and marketing as well as - more occasionally - in the areas of multimedia communication. It will also be – albeit less frequently – required to design and produce multimedia/audio/video communication supports mainly (but not only) to be embedded in the website. The expected results are: The successful tenderer will be mainly required to provide services in the area of digital communication, web design and web marketing. The main focus will be on the continuous improvement and maintenance of the ETF website, extranets and intranet so that: they are easy to navigate information is soundly organised and easy to find they are captivating in its look and effective in the way it provides information to all its target groups they are a container for the totality of the ETF's expertise and knowledge and it makes the most of available information, providing it in different ways (web page, text, video, audio, downloadable pdfs, etc.) depending on the content and the audience they are effective in - marketing the ETF as an organisation - providing a reputable knowledge sharing platform for ETF expertise - meeting the transparency obligations of the ETF as a public organisation they are up to the latest trends in web communication they offer means for interaction they are well marketed and promoted across the web their content is maintained in the most cost-effective way Advise on and/or implementation of activities in the areas listed below may be required and it may include, but not be limited to, the subset of activities detailed under each area. 1. Business analysis, researches and feasibility studies Provide, upon request: Analysis, research, benchmarking activities related to digital communication, related reports and recommendations to improve ETF digital communication activities, web site usability and accessibility Feasibility studies on web communication aimed at analysing the applicability of selected services and practices to the ETF website(s) and digital communication activities and related reports and recommendations Surveys and questionnaires aimed at analysing the experience of current and potential ETF digital communication recipients, identifying areas of possible improvement and providing recommendations All the above may include, but not be limited to, selecting the panels and audiences, defining methodology, developing and implementing questionnaires, collecting results, compiling qualitative and quantitative reports, providing detailed recommendations. 4 2. Web navigation structure Information architecture, labelling and navigation structure and technologies (e.g. to improve the current structure or accommodate new sections/content when required) applying usability and accessibility principles and approaches across both internal and external communication channels and digital offerings. 3. Web design and layout applied to website(s), extranets and intranet ● Organisation and design of the layout of the homepage ● Organisation and design of the layout of internal pages created through the content management system ● Organisation and design of the layout of internal pages created by content fed by other databases ● Design and layout of new templates to accommodate new content and new products (eg new sections, new pages, web versions of new publications and editorial products, new audio or video content, blogs, wikis, etc.) ● Redesign of templates and pages whenever new content needs to be added to them ● (Re)design of usable navigation bars, interaction buttons, definition of stylesheets ● Scoping, layout and design of digital on online application interfaces (GUI) All web designs shall be provided according to web standards (XHTML+CSS), allow implementation with the use of standard and accessible HTML coding and shall normally be provided as HTML files. All markup shall pass W3C validation and all content/objects/documents shall be optimised for the web. Vector or bitmap graphics may also be required as well as other file formats for objects or documents to be embedded in the web site or other multimedia materials. 4. Digital marketing Provide advice and services to promote the ETF web presence and communication as well as the visibility of the website and its content throughout the web by means, for example, of social media presence, search engine optimisation, and any other forms of technical or commercial web marketing practices. 5. Web traffic analysis and reports Set up templates for standard periodical reports using Urchin software licensed to the ETF and provide specific reports and analysis of the relevant data and trends periodically as well as upon request. 6. Web content sourcing, drafting/editing and updating On request, provide support in updating content through the content management system, this could include inserting text and pictures in the backend database and may be requested on-site at the ETF premises. While most technical content is sourced and drafted internally or through other contracts, the contractor may be asked to manage general content in some occasions. One case may be for example a conference web site when the contractor may be asked to source and update the content for generic sections. 7. General ongoing support in the maintenance of the current website - including consulting, creative and technical services delivered monthly in the following key areas: Site analytics report and analysis (providing monthly report and suggestions on site performance improvements) SEO analysis and audit report (providing monthly report and suggestions on optimisation options for increasing search engine exposure) Production of new simple visual and creative elements (icons, images, photos touchups when/as required) General content review (provide content monitoring and advise on and/or apply changes needed) Site maintenance report (provide monthly report on possible site changes needed in technology, structural design, navigation and data architecture) 5 8. Multimedia tools design and production Design and produce multimedia products (e.g. CD-ROMs, DVDs, etc.). These may typically contain one or more or all of the following: publications, papers, videos, photos, presentations, interactive content. The contractor shall be asked to provide upon request finalised products from design to production of a master copy, e.g. typically: ● a user interface design to present the content provided by the ETF ● conversion of files where applicable (e.g. into Flash or other applications) ● implementation of, for example, the interactive CD-ROM including all applications in it. ● design of the booklets and covers ● delivery of a master CD-ROM 9. Video editing / post production Editing raw footage and producing final video products of diverse nature, in different formats, for different supports or optimised for the web, according to specifications provided. This may go from a simple conversion of a video file for its publication on the web to editing and postproduction, visual effects design, animation, video graphics production, voiceovers, subtitles, mounting, etc. The contractor may also be asked to provide some of the above services for other web-based projects: project websites, intranet, web campaigns, backend interface or other web-based productions. In case of particular project events, the contractor may also be asked to provide a full web service from design to implementation including development, integration, hosting. HOW SERVICES WILL BE CONTRACTED UNDER THE FRAMEWORK CONTRACT The ETF can issue order forms for specific services under the framework contract. An example of the order form used is attached to the Draft Contract. The procedure for concluding an order form is as follows: 1 The ETF will send a Request for Offer (RfO) with specific Terms of Reference (TORs) for the assignment to the contractor together with a time schedule and any other information it considers relevant e.g. maximum budget available; 2 The contractor will present to ETF, within five calendar days, a detailed budget breakdown of the assignment, which will be based upon the prices quoted in the framework contract (see Section 3.2.ii) 3 The ETF and the contractor will agree on the distribution of the budget into fees, and reimbursable costs where applicable; 4 The ETF will send a signed order form to the contractor and the assignment can begin. At no stage in the process is the ETF legally bound to issue an order form. Therefore the ETF has no legal commitment to the contractor in case the agreement is not reached on the budget, an activity is cancelled, etc. BUDGET 6 Any change in the specifications which will impact on the budget occurred during the life of the contract must be agreed in writing with ETF before implementation. The maximum budget available to issue order forms under the framework contract is € 1,500,000. The budget for each assignment will be that agreed between ETF and the contractor in the signed order form. The actual fee rates and/or prices will be those quoted by the successful tender in his financial proposal. Please, refer to the financial proposal for more information on the budget. Any other more specific requirements for the use of the budget may be mentioned in the specific terms of reference attached to the order form. Reimbursables: Reimbursement of travel and subsistence costs shall be made in accordance with the applicable ETF rules, which will be provided to the tenderer to whom the contract will be awarded. APPENDIX Appendix A: Joint offers and subcontracting 7 Appendix A Joint offers and subcontracting A. JOINT OFFERS 1. Definition A joint offer is a situation where an offer is submitted by a group of tenderers. Tenders can be submitted by groupings of service providers/suppliers who will not be required to adopt a particular legal form prior to the contract being awarded. However, the selected group might be required to adopt a given legal form after it has been awarded the contract if this is necessary for proper performance of the contract. 2. Tendering documents The offer has to be signed by the lead partner of the group which has been duly authorised by the other members of the grouping when the tenders have not yet formed a legal entity. Partners in a joint offer assume joint and several liability towards ETF for the performance of the contract as a whole. The group must clearly indicate which service provider will be carrying out which tasks as well as who has been appointed by the others as the lead partner. The lead partner shall be the contracting party with ETF and shall be responsible for the overall performance of the contract and management of the other members of the consortium. All the information on exclusion and selection criteria of each member of the group must be included in the offer. 3. Evaluation of exclusion and selection criteria The exclusion criteria will be assessed in relation to each company individually. Each member of the group must be eligible in accordance with section 3.1 below and provide the required evidence. The exclusion of a member of the group leads to the exclusion of the group. The selection criteria will be assessed in relation to the combined capacities of all members of the group as a whole. Therefore, as evidence of the financial capacity of the group, combined evidence must be submitted (e.g. a statement indicating the combined turnover of all the members of the group). 4. Evaluation of award criteria The award criteria will be assessed in relation to the tender, irrespective of whether it has been submitted by a single legal/natural person or by a tendering group. 8 B. SUB-CONTRACTING 1. Definition Sub-contracting is a situation where a contract has been or is to be established between ETF and a contractor and where the contractor, in order to carry out the contract, enters into legal commitments with other legal entities for performing part of the work, service or supply. An economic operator may, where appropriate and for a particular contract, rely on the capacities of other entities, regardless of the legal nature of the links which it has with them in order to contribute directly to the performance of the activities mentioned in the tender specifications. The tenderer may include in its request to participate/offer any level of subcontracting in order to demonstrate that it fulfils the selection criteria. 2. Tendering documents The tenderer must provide in his offer: (1) A document - clearly stating the identity, roles, activities and responsibilities of subcontractor(s) and; - specifying the volume/proportion for each subcontractor (2) A letter of intent by each subcontractor stating its unambiguous undertaking to collaborate with the tenderer if he wins the contract and the extent of the resources that it will put at the tenderer’s disposal for the performance of the contract. If the above-mentioned documents are not provided, the contracting authority shall assume that the tenderer does not intend subcontracting. 3. Evaluation of exclusion and selection criteria The tenderer has to furnish the documents regarding the exclusion and selection criteria on his behalf and the subcontractor has to countersign them. In this case, if the subcontractor is subject to exclusion, the tenderer will be excluded. The selection criteria will be assessed in relation to the combined capacities of the tenderer and the subcontractor. Therefore, as evidence of the financial capacity, combined evidence must be submitted (e.g. a statement indicating the combined turnover of the tenderer and the subcontractor). 4. Evaluation of award criteria The award criteria will be assessed in relation to the tender. 9 3. Timetable The timetable for this tender procedure and signature of the resulting contract(s) is as follows: Date Comments Tender launch date 24.01.2011 Date publication sent to OJ Deadline for request of clarifications 15.04.2011 Last date on which clarifications are issued by ETF 20.04.2011 Deadline for submission of offers 29.04.2011 See ‘Guidelines for ETF public procurement’ for more details Opening session 06.05.2011 At 14.30 local time Evaluation of offers 18.05.2011 Estimated Notification of award One week after evaluation date Estimated Contract signature Three weeks after evaluation date Estimated June 2011 Estimated Commencement date of activities 10 3. Preparing a tender: required documents 3.1 Supporting Documentation Tenderers must provide a full set of documents for each of the following three areas, which the evaluation committee will assess before proceeding with evaluation of offers. i) Declaration on Exclusion Criteria Tenderers are required to provide the completed and signed ‘Declaration on exclusion criteria’. This standard declaration form is available for downloading at the following address: www.etf.europa.eu/tender-documents. Tenderers will be excluded in case they are in any of the situations listed in the declaration on exclusion criteria. The ETF may request further documentary evidence to support this selfdeclaration before contract award. ii) Selection documentation Tenderers must prove that they have the technical & professional, and economic & financial capacities to effectively perform and administer the contract. Technical & professional capacity The tenderer must have the following technical and professional capacity to perform the contract: The Tenderer must have the following technical capacity to perform the contract: 1. The tenderer must have at least three years experience relevant to this tender 2. The tenderer must be able to provide a team covering the following experience and skills: - At least five years experience in: web design project management planning, designing and implementing web site structures and navigation layouts with dynamic content web design, HTML, XHTML, CSS to W3C standard, client-side scripting. Experience with Lotus Script would be an asset. - At least three years experience in: flash development graphic design web and digital marketing and communication digital audio and video editing, production and output delivery 3. The tenderer must be able to provide an account handler who will act as a contact person for the ETF, with at least five years experience in web, communications or marketing consulting and account management and who is fluent in both written and spoken English. Evidence of this capacity must be provided by: 1. List of assignments that the company has carried out in the past three years, indicating the names of clients and a brief explanation of the activities carried out. 11 2. CV’s* of the company’s staff that demonstrate the required experience (one person’s CV can be provided as evidence of one or more of the skills required). The tenderer is required to clearly indicate at the top of each CV provided the role(s) for which this person is proposed. 3. Undersigned CV of the account handler demonstrating the required experience and language skills. Economic & financial capacity The tenderer must be able to prove that he is in a stable financial position. Evidence of this capacity must be provided by a statement of the yearly turnover of the past three financial years. In the case of a consortium submitting an offer, each member of the consortium must provide the required evidence. For ‘technical and professional capacity’ the evidence provided by each member of the consortium will be checked at consortium level to ensure that the consortium fulfils the criteria. iii) Standard forms Tenderers must provide the following forms duly completed and signed: Legal Entity Form and related supporting document(s): http://ec.europa.eu/budget/execution/legal_entities_en.htm Financial Identification Form : http://ec.europa.eu/budget/execution/ftiers_en.htm * Standard format attached in Section D.3 Standard Forms. This form is available in electronic format at the following address: http://europass.cedefop.europa.eu 12 3.2 Offer: Technical Proposal & Financial Proposal The tenderer’s offer must demonstrate an understanding of the ETF terms of reference and be presented in clear concise language. i) Technical proposal Your offer must consist of three elements. One of these elements is the technical proposal, which must, where applicable, clearly contain the following information: A. Description of the methodology applied In the technical proposal tenderers shall provide a methodology consisting of the following: A full description of all the web and digital communication services the tenderer can provide and how they will be carried out, with particular reference to the specific tasks indicated in the terms of reference. A description of the methodology that you would apply to review and evaluate the ETF current website or intranet (at your choice) including an explanation of how your organisation would offer ongoing analysis, support and consultation services and how this would add value to the ETF. (Please note that it is not important at this stage to provide a solution but only to indicate a methodology). An outline of how the contract and individual projects will be managed. B. Case studies A portfolio showcasing outputs of services listed in the ‘products and services’ section that relate to this tender Three case studies to illustrate similar assignments in ○ Digital business analysis, information architecture and web design ○ Digital / web marketing ○ Extranet and/or Intranet design and how you carried them out, that illustrate your organisation's operational and consulting ability – providing a brief rationale as to why these projects have been selected and their relevance to the ETF. The case studies should include at least the following elements: ○ Background Brief / Challenge ○ Process ○ Result (include also examples if you wish) ○ Any additional information, explanation or clarification can also be provided C. Scenario The following event scenario has been set as an example of a project for which the ETF would request provision of digital communication and web design expertise and services. The “Promoting Social Inclusion” conference is an event aimed at exchanging information on practices to promote social inclusion and combat poverty through cooperation in education and training and work in the EU neighbouring countries, particularly focusing on the ETF partner countries. The purpose is to enhance policy dialogue and cooperation on the role of education and training and on how to make it more accessible for all. The event will build upon existing experiences to identify future avenues for cooperation. All stakeholders participating in the event will bring their knowledge, cultures, values, policy priorities and experience from their specific contexts to the discussions. 13 Particular attention will be given to the strategic value of young people, as both a key challenge and opportunity for progress towards equity and social inclusion. The conference will consist of plenary discussions and thematic workshops on the gender dimension of social inclusion partnership for social inclusion youth employability The event is dedicated to the ETF’s 29 partner countries policy makers, researchers, experts and practitioners and participation is by invitation only. However, to build on as many experiences as possible we would like to involve many more people through the web, in order to collect their experiences, distribute them, open them for discussion before, during and after the event. During the event, general discussions will take place on equality, social inclusion and on identifying who are the excluded and how and what policies and practices can be put in place to overcome this problem. Also, case studies will be presented which will focus on actual social inclusion projects in the three areas of gender, youth and partnership. In this scenario, the tenderer is required to produce: 1) A digital communication plan aiming at before the conference: promoting the issues of the conference; establishing contacts and partnerships with active people in the arena and build on their existing networks to raise further awareness on the issue; sourcing case studies and participants for the thematic workshops; during the conference: facilitate live discussion and involvement of also remote participants; after the conference: build on the network created on occasion of the conference and capitalise with a corporate digital communication plan for follow up 2) A proposal for a website, which will actively promote the conference as well as allow participants’ access to all documents and useful information. The site will also remain active as document repository after the event. The website should be designed in line with the conference look and feel and the ETF corporate identity should be respected. It shall be in English only, but downloadable documentation will be in up to five languages (Italian, French, German, Russian, Arabic). The content of the site should reflect the real situation of the conference and what outlined in the digital communication plan at point 1. and the website should be envisaged in such a way to cater for three different stages: before the conference, during the conference, after the conference. The proposal shall include: The proposed content for the website, highlighting any changes to occur during the three different stages A navigation structure for all the three different stages of the website life span also indicating the suggested format for each item displayed A page layout and look and feel for the website homepage in the three stages (in graphic printed form) A page layout and look and feel of one three internal pages of choice (in graphic printed form) An outline of the methodology that would be used to cover all the tasks required, including a specification of the timeline, the staff involved and the time allocated to each of them. 14 The technical proposal shall also contain: indication of the name and contact details of the person responsible for the tender; any other specific requirement contained in the Terms of Reference; any elements of the terms of reference on which he feels remarks, comments or suggestions are necessary. ii) Financial proposal Tenderers must use the following standard format (see next page) to present their financial proposal. 15 FINANCIAL PROPOSAL General comments on the financial proposal: All prices must be quoted in Euro. If necessary, please use the conversion rates published in the Official Journal of the European Communities on the day when the invitation to this tender was issued. This information is available on the following website of the European Central Bank: http://www.ecb.int/stats/eurofxref. The assumptions stated below the table must be included on the tenderer’s Financial Proposal which must be undersigned for acceptance. Prices must be quoted free of all duties, taxes and other charges (including VAT) as the ETF is exempt from such charges under Articles 3 and 4 of the Protocol on the privileges and immunities of the European Communities. For tenderers to which the exemption does not apply, please indicate the corresponding tax in seperate column. Please note that for the evaluation of the price, the total price including taxes will be considered. Fee for 1 day in € ROLES Fee for half day in € Project / Account Manager Project Officer / Account Executive Business Analyst / Digital Marketing Consultant Creative Consultant Technical Consultant Information Architect User Experience Designer Web Designer Graphic Designer Video Editor Content Entry Staff – on site Content Entry Staff – off site Junior Web Developer Senior Web Developer SUBTOTAL FEES € Monthly fee for the services mentioned under “Products and services to be provided”, point 7 Comments on evaluation of the price: Please note that only the roles in bold will be used for evaluating the financial offer (quoted in day/half day). I hereby acknowledge and accept the financial proposal presented above: Name (legal representative) Signature Date 16 4. Evaluating the offers: award criteria ETF will use the following award criteria to evaluate the offers received: Technical award criteria Weighting (out of 100) A. Description of the methodology applied 20 B. Case studies 20 C. Scenario 30 Financial award criteria Fees (for roles indicated in bold) 30 Minimum threshold score against technical award criteria: Tenderers scoring less than 40 points of the total score for all of the technical award criteria will be excluded. Furthermore, tenderers scoring less than half marks for any one of the technical award criteria will be excluded. The sum of all criteria gives a total of 100 points. The respective weighting between the different award criteria depends on the nature of the task required and is consequently closely related to the terms of reference. The award criteria are thus quantified parameters that the offer should comply with. 17 5. Checklist for submission of tender When submitting a tender you must acknowledge that you have read and understood the Guidelines for ETF public procurement (www.etf.europa.eu/tender-documents) and ensure that you have compiled your tender in accordance with the below checklist, to be attached to your technical proposal. Please Tick the boxes below I have read and understood the Guidelines for ETF public procurement I have read and I accept the terms and conditions of the draft contract I have submitted my tender within the stipulated deadline I have submitted my tender in three separate inner envelopes (A, B and C) within an outer envelope or parcel I clearly stated the following information on the outer envelope or parcel: The reference number of the Call for Tender (CFT/XX/ETF/XXX°). The title of the tender The name of the tenderer The indication “Offer – Not to be opened by the internal mail service” The ETF address for submission of offers A clear postmark showing the date I have sealed the outer envelope or parcel with adhesive tape and signed across the seal I have drafted my tender in one of the official languages of the European Union Both the technical and financial proposals are signed by the tenderer’s legal representative I confirm that Envelope A contains one signed original of the following supporting documentation: The required Declaration on Exclusion Criteria The required evidence of the Selection Documentation The duly completed and signed Legal Entity Form and required supporting document(s) The duly completed and signed Financial Identification Form I confirm that Envelope B contains: One signed original and 3 copies of the technical proposal The present checklist duly signed and dated I confirm that Envelope C contains: One signed original of the financial proposal presented in the requested format Name (legal representative) Signature Date 18 PART B: DRAFT CONTRACT This draft contract, together with the ETF terms of reference and the successful tenderer’s offer - technical and financial proposals – will form the legal agreement between the two parties for implementation of the service and all required administrative and financial conditions. 19