Published date: 8 December 2017
Awarded contract - This means that the contract has been awarded to a supplier.
Contract summary
Industry
Business services: law, marketing, consulting, recruitment, printing and security - 79000000
Location of contract
NP10 8XG
Value of contract
£128,362
Procurement reference
PU-18-0120B
Published date
8 December 2017
Closing date
29 October 2017
Contract start date
30 October 2017
Contract end date
18 December 2017
Contract type
Service contract
Procedure type
Call-off from a framework agreement
A mini-competition or direct purchase from a pre-established framework agreement.
Contract is suitable for SMEs?
Yes
Contract is suitable for VCSEs?
No
Description
The Office for National Statistics (the Contracting Authority) requires support in developing a data-driven segmentation of the UK population to underpin marketing and communications activities and deployment of the Census.
This segmentation is needed to:
•provide a means to understand different sections of our audience, their willingness and ability to engage in the census, and their anticipated responsiveness to different channels and messaging;
•provide a consistent framework to underpin the planning, design and deployment of our engagement strategy and monitor its efficacy; and
•build the foundation of a flexible platform that can evolve and be enhanced with additional data as the programme progresses.
The segmentation will provide a common understanding of the Census audience to underpin and align the activities from functions across the ONS. It will be specifically applied in:
•campaign strategy/design and messaging;
•customer journey design (marketing, and end-to-end (awareness to completion and advocacy);
•media strategy and delivery/ management; and
•supporting a response forecasting model.
The segmentation will provide information on propensity to respond for each segment, key stimulants, key channels, and other descriptors, integrated through qualitative personas to 'bring them to life'. The customer segmentation may be phased or layered, with early 'cuts' shaping scope and providing a framework for the segmentation.
The outputs will need to align to existing knowledge and activity around hard to reach groups and forecasting. This Phase 2 contract covers the detailed requirement gathering/ prioritisation from each workstream, combined with supported analysis of a commercial dataset to enable immediate build of MVP segmentation and early insight for high priority 2017 use cases.
Award information
Awarded date
29 October 2017
Contract start date
30 October 2017
Contract end date
18 December 2017
Total value of contract
£128,362
This contract was awarded to 1 supplier.
DELOITTE LLP
Address
2 NEW STREET SQUARE
LONDON
EC4A 3BZ
GBReference
Companies House number: 0
Supplier is SME?
No
Supplier is VCSE?
No
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Closing: 29 October 2017
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