Marketing Design & Creative Services Framework at Imperial War Museums (IWM)
A practical guide to understanding what the buyer really wants and how to build a winning response.
Think beyond just design
Imperial War Museums is looking for more than just creative services.
They're searching for partners who can capture and convey the essence of their heritage.
This isn't just about creating visuals or writing copy.
It's about communicating history and engaging the public with compelling narratives.
The framework covers a wide range of services: from advertising and brand campaign ideation, print and digital design, to video production and photography.
But the real task is to resonate with the museum's audience.
Each Lot is a separate challenge
With seven distinct Lots, each has its own set of requirements and evaluation.
You can bid for one, a combination or all Lots.
But remember, being appointed to one Lot doesn’t guarantee others.
Think carefully about where your strengths lie.
Lot 1, for instance, is the heavyweight at £520,000, focusing on advertising and brand campaign ideation.
If that's your forte, emphasise creative ideation with strong examples.
Tell a story that matters
When you're crafting responses, remember that IWM is about storytelling.
Think about how your services can enhance their narrative.
Whether it's through a campaign, a video or an illustration, show how you can bring their stories to life.
Don't just list capabilities.
Explain how you've done this before, with examples that highlight your impact.
Make it easy for them to choose you
The framework is about building trust.
IWM wants partners who'll be reliable over the entire term.
So, how will you make their lives easier?
Talk about your processes, your team and how you manage projects from start to finish.
If I were in their shoes, I'd want to know you won't be adding to my workload.
Pay attention to what they say
IWM spells out their priorities clearly.
They’re judging based on "confidence in their ability to deliver the required services".
What does that mean for your submission?
Prove your capability with evidence, not just promises.
- Past project success stories
- Client testimonials
- Awards or recognitions in your field
- Demonstrations of innovation and creativity
These aren't just nice-to-haves. They're essentials.
Consistency over the term
This framework runs until 2029, with an option to extend to 2030.
That’s a long-term commitment.
How will you ensure quality remains high throughout?
Consider staff training, regular reviews and adapting to new technologies.
I'd outline how you plan to keep standards consistent, regardless of staff changes or market shifts.
Evidence always beats promises
One thing I noticed when I worked in the public sector was that concrete evidence always outshone future promises.
IWM is no different.
They want to see proof of your reliability and creativity.
If you've done something innovative, show it.
If you've worked with a similar institution, share it.
Be clear about your capacity
You might be tempted to bid for all Lots, but consider your capacity realistically.
Overreaching could dilute your strengths.
Focus on where you can genuinely deliver.
If you're great at video production but only so-so at copywriting, it’s better to excel in one Lot than to be mediocre in both.
My Final Thoughts
Imperial War Museums is looking for partners who can help them tell their story in innovative and compelling ways.
The framework is valued at £816,664 and spans multiple Lots, each with its own focus and budget.
With no guaranteed work, the emphasis is on getting your name onto the framework list.
Quality matters, and IWM will be looking closely at how you can deliver consistently over the term.
Remember, the written submission is your chance to shine. Show them why they should trust you with their stories.
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.