Education Recruitment Advertising and Resourcing Services
A practical guide to understanding what the buyer really wants and how to build a winning response.
It's not just about recruitment
When you look at this contract from Southern Universities Management Services (SUMS), it's tempting to focus solely on recruitment.
But it's so much more than that.
SUMS is looking for a partner who can enhance their brand, attract the best talent and ultimately support the educational mission of universities in the South East.
This contract encompasses a wide range of services, including advertising, marketing, attraction and student recruitment.
A comprehensive approach is key here.
Think about the entire student journey
Your response shouldn't just focus on getting students through the door.
Think about the entire journey.
From the first point of contact to the point of enrollment.
SUMS will want to see how you can make this process seamless and engaging.
Consider how your strategies will not only attract students but also retain their interest and commitment.
Don't underestimate the power of branding
Universities are not just educational institutions.
They're brands.
And strong brands attract strong candidates.
Your approach should highlight how you can enhance the university's brand to make it more appealing to potential students.
Think about the unique selling points of each university and how you can leverage these in your campaigns.
Pay attention to what they say
SUMS is clear that this contract is about more than just filling vacancies.
They’re looking for a partner who can deliver value for money.
Quality is likely to outweigh price here.
Your submission should reflect that focus.
Demonstrate how you can offer innovative, effective solutions that provide a good return on investment.
Evidence always beats promises
If I were evaluating bids, I'd be looking for evidence of past successes.
Not just promises of what could be achieved.
Showcase case studies or testimonials that highlight your ability to deliver results in similar contexts.
Evidence might include:
- Increased student enrollment figures
- Successful marketing campaigns
- Improved brand recognition for educational institutions
Show how you'll make life easier for SUMS
Every supplier should aim to reduce the workload for their client.
Explain how your processes and systems will simplify operations for SUMS.
Will your communication be clear and consistent?
How will you ensure that campaigns are delivered on time and within budget?
These are the things that will set you apart.
Consider the long-term partnership
This isn't just a two-year contract.
It's potentially a four-year relationship if extended.
SUMS will want to know that you're thinking beyond the initial contract period.
How will you maintain and build on the successes over time?
Consider aspects like continuity, adaptability and ongoing innovation.
Remember the people at the heart of this contract
Ultimately, this contract is about people.
The students, the faculty and the staff who make up the university community.
Keep them in mind as you craft your responses.
Will your strategies positively impact their experiences?
How will your services contribute to the overall mission of education?
Common mistakes
Avoid submissions that:
- Focus only on recruitment without considering branding and marketing
- Lack evidence of past successes or similar project experience
- Overemphasise cost savings at the expense of quality
- Fail to demonstrate a clear understanding of the university environment
- Ignore the importance of a seamless student journey
- Neglect to consider the long-term relationship beyond the initial contract term
My Final Thoughts
This contract is about more than just providing services.
It's about partnering with universities to enhance their brand and attract the best talent.
With a value of £80,000,000 over a possible four-year term, quality will be crucial.
SUMS will likely be looking for innovative and sustainable solutions that offer real value.
Focus your written submission on demonstrating your ability to deliver this value, as quality is often weighted heavily.
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.