Performance Marketing Agency
A practical guide to understanding what the buyer really wants and how to build a winning response.
Think beyond just marketing
This opportunity is about more than just marketing.
Nest is looking for partners to build a mature, always-on marketing capability.
That means strategic thinking, not just execution.
The framework spans strategy, performance marketing, CRM and more.
From paid and organic search to content and website optimisation.
It's a wide scope.
And it's clear that Nest is looking for partners who can do more than just deliver campaigns.
They want partners who can help shape their marketing strategy.
Getting on the framework is the first win
Remember, this is a framework.
Winning a place is the first victory.
It doesn't guarantee work.
But it puts you in a strong position for future opportunities.
Nest is seeking strategic partners.
Those who are ready to contribute to the bigger picture.
You need to demonstrate your strategic capability.
And how you can add value over time.
Pay attention to what they say
Nest is clear about what they want.
They need partners who can help build and mature their marketing capabilities.
This means focusing on strategy, business case development and performance marketing.
They mention "always-on marketing capability."
That's a big clue.
Your response should highlight how you can support continuous improvement.
And how you can integrate with their existing operations seamlessly.
Evidence always beats promises
Evidence is crucial.
Claims of excellence are common.
But Nest will be looking for proof.
If you've got case studies or examples of past successes, include them.
- Demonstrated success in building strategic marketing capabilities
- Evidence of effective performance marketing campaigns
- Examples of successful CRM and direct marketing initiatives
- Proven experience in ad operations, tracking and measurement
Real-life examples will carry weight.
Understanding the end users
Think about Nest's stakeholders.
Members, Employers and Connectors.
Each group has different needs.
Your proposal should reflect an understanding of these distinct audiences.
And how your services can meet their unique requirements.
The importance of consistency
This framework will likely run for several years.
Consistency is key.
Nest will want to know that you can deliver high standards over the long term.
I'd be detailing how you manage staffing, resources and quality assurance.
How will you ensure continuity and reliability?
That's what I'd be focusing on.
Be ready for further competition
Winning a place on the framework isn't the end.
Further competition will come.
Nest may run mini-competitions for specific projects.
Your initial submission should position you as a strong contender.
But be ready to respond quickly to these future opportunities.
Direct award potential
There's a chance for direct awards.
If you make yourself known to Nest and demonstrate reliability, you could be chosen directly for certain projects.
This is where being easy to work with and having a strong reputation pays off.
Lot strategy
Though not explicitly divided by lots, focus on where you can genuinely deliver.
Don't stretch beyond your capabilities.
Being honest about your strengths will serve you better in the long run.
Common mistakes
Avoid submissions that:
- Focus solely on campaign delivery without strategic insights
- Lack evidence or case studies to support claims
- Ignore the distinct needs of Members, Employers and Connectors
- Overpromise without clear plans for delivery
- Fail to demonstrate long-term consistency and reliability
- Present a one-size-fits-all approach
- Neglect to address further competition readiness
- Miss the importance of continuous improvement in marketing
My Final Thoughts
Nest is looking for partners who can help them build a mature, always-on marketing capability.
This isn't just about running campaigns.
It's about strategic partnership and long-term support.
With a framework value of £4,100,000, the opportunity is significant.
But remember, winning a place doesn't guarantee work.
The quality of your submission will be crucial.
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.
Kim
Founder, Bid Trawler
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.
Ready to decide whether this contract is worth bidding?
View the opportunity on BidTrawler and access everything you need to make an informed decision, including the full tender information, direct access to the tender documents, the current supplier, who's winning similar contracts, who else may be bidding, buyer intelligence, our exclusive Inside View, your personalised Winnability Score and an AI-powered contract review.
View the Full Contract & Exclusive Inside View on BidTrawler →
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.
Ready to decide whether this contract is worth bidding?
View the opportunity on Bid Trawler and access everything you need to make an informed decision, including the full tender information, direct access to the tender documents, the current supplier, who's winning similar contracts, who else may be bidding, buyer intelligence, our exclusive Inside View, your personalised Winnability Score and an AI-powered contract review.
View the Full Contract & Exclusive Inside View on Bid Trawler →About our "How to Win This Contract" guides
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.