Request for Tender - Brand, Media and Communications Engagement Strategy
A practical guide to understanding what the buyer really wants and how to build a winning response.
Don't just focus on the strategy
Yes, PKAT is asking for a brand, media and communications engagement strategy.
But what they're really buying is confidence.
Confidence that Deacon Keys Academies will stand out and make a strong first impression.
Confidence that the launch will resonate with both internal and external stakeholders.
You're not just creating a strategy. You're helping to shape a new identity.
The contract covers the development and delivery of this strategy, supporting the launch in January 2027.
Think about the stakeholders
This isn't just a marketing exercise.
It's about people.
The stakeholders include everyone from students and parents to staff and external partners.
Each group has its own concerns, expectations and aspirations.
If I were writing this tender, I'd be thinking about how to address each group's specific needs and anxieties.
What reassurances will parents need?
How will staff feel a sense of ownership and pride?
Pay attention to what they say
PKAT is clear about one thing.
The vision, values, strengths and benefits of the new academies must be communicated clearly and consistently.
This isn't just a one-time announcement.
It's an ongoing narrative.
They want a partner who understands how to weave these elements into every piece of communication.
Your submission should reflect this priority.
Show your understanding of the education sector
This isn't a generic PR campaign.
The education sector has its own unique challenges and opportunities.
Demonstrate your understanding of these nuances.
What are the current trends in education that could impact the launch?
How will your strategy align with educational goals and standards?
Don't underestimate the importance of internal alignment
It's easy to focus on external messaging.
But internal alignment is just as crucial.
Staff need to be on board, enthusiastic and informed.
How will you ensure that everyone within the academies understands and supports the new brand identity?
Evidence always trumps promises
One thing I noticed when I worked in the public sector was the weight evidence carries.
It's not enough to promise great results.
You need to prove it.
- Case studies from similar projects
- Testimonials from previous clients
- Data showing the impact of your past strategies
These are the kinds of evidence that will set your submission apart.
Show how you'll manage the project over time
Consistency is key.
The strategy's success depends on its sustained implementation.
How will you ensure that the messaging remains consistent over time?
Consider aspects like:
- Regular progress reviews
- Feedback loops with stakeholders
- Adjustments based on evolving needs
Remember the human element
In all the talk of strategy and messaging, don't forget the people involved.
This is about creating a community.
A place where students, staff and parents feel connected and valued.
Keep this front and centre in your submission.
Common mistakes
Avoid submissions that:
- Overlook the importance of internal stakeholder engagement
- Lack specific evidence of past success
- Focus too heavily on generic PR tactics
- Ignore the unique context of the education sector
- Fail to address the needs of different stakeholder groups
- Don't provide a clear plan for maintaining consistency over time
My Final Thoughts
At its core, this tender is about creating a lasting, positive identity for Deacon Keys Academies.
PKAT isn't just looking for a strategy; they're looking for a partner who can bring their vision to life.
With a focus on clear communication and stakeholder engagement, your submission can truly stand out.
Even though the contract value is set at £0, the opportunity to shape a brand from the ground up is invaluable.
Quality is key here, and your written response will carry the weight.
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.