CM3601 Marketing Services
A practical guide to understanding what Yorkshire Water really wants and how to build a winning response.
The real focus isn't just marketing
Yorkshire Water is looking for something bigger than just marketing services.
They want partners who will help them build trust, engage with customers and promote positive behaviours.
That's a big ask.
This framework is about supporting strategic objectives and enhancing public service priorities.
The contract covers a wide range of services like strategic planning, brand development, creative strategy, digital marketing and more.
Think about long-term engagement, not just campaigns
Yes, the framework involves campaigns.
But it’s really about long-term engagement with Yorkshire Water’s customers.
They want to raise awareness about key services and initiatives, as well as strengthen customer relationships.
If I were writing this tender, I'd focus on how my strategies engage people over time, not just for a single campaign.
Don't underestimate the importance of flexibility
Yorkshire Water stresses the need for flexibility.
The framework is designed to adapt to changing business requirements.
So, your response should highlight your ability to be flexible and responsive.
How will you handle shifts in strategy or sudden changes in project scope?
That's something I'd address head-on.
Pay attention to what they say
Yorkshire Water spells out that collaboration and consistency with their brand and values are crucial.
They want suppliers who can work well with stakeholders and other partners.
This isn't just about delivering services. It's about fitting into a larger picture.
Show them how you'll maintain consistency with their brand and values while delivering innovative and effective solutions.
Evidence always outweighs good intentions
Yorkshire Water is looking for evidence of expertise and creative capability.
Promises won't cut it.
I'd want to see proof of past successes, like:
- Case studies of similar successful projects
- Testimonials from previous clients
- Metrics showing past campaign effectiveness
- Awards or recognitions for innovative work
Show them you've done it before and can do it again.
Remember the people of Yorkshire
Your work will impact the communities Yorkshire Water serves.
Think about how your marketing strategies can positively influence these communities.
One thing I'd keep reminding myself is the importance of understanding local needs and concerns.
That understanding should be woven into every part of your submission.
Consistency over the whole term
Frameworks last several years, and consistency is key.
Address how you’ll maintain high standards throughout the term.
Discuss your approach to recruitment, training and staff retention.
Explain how you'll ensure quality control and performance measurement over time.
I'd want to see exactly how you plan to deliver consistent results year after year.
Avoid spreading yourself too thin
If the framework is divided into lots, be strategic about where you bid.
Focus on the areas where you have genuine expertise and can deliver the most value.
Don't try to cover too many bases if it means compromising on quality or spreading your resources too thin.
Common mistakes
Avoid submissions that:
- Lack clear evidence of past successes
- Fail to demonstrate flexibility and adaptability
- Ignore the importance of brand consistency
- Overpromise without backing up claims
- Don't address long-term engagement strategies
- Are vague about collaboration with stakeholders
- Miss the focus on community impact
- Spread resources too thin across potential lots
My Final Thoughts
Yorkshire Water is looking for partners, not just service providers.
They're focused on strategic objectives, community impact and long-term engagement.
The framework is valued at £14,250,000 and runs from April 2027 to April 2030, with an option to extend to 2033.
This is a significant opportunity.
Quality and innovation will be key, and your written submission must reflect that.
Focus on delivering measurable outcomes, collaborating effectively and staying aligned with the buyer's values and priorities.
Thanks for reading.
I hope this guide has helped make public procurement feel a little less daunting. If it has, then it's done its job.
P.S. Got a question?
If you've got a question about anything you've read, or you're stuck on a tender, just send me an email.
Whether it's a quick question or you simply need pointing in the right direction, I'm always happy to help if I can.
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Our guides are written using publicly available procurement information, including contract notices and published tender documents where available. They are designed to help suppliers understand the buyer's likely priorities and think more strategically about their approach. They are not based on any bidder's confidential submission, bespoke bid strategy or non-public procurement information.