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Campaign Planning and Delivery & Associated Services (GCU)

Glasgow Caledonian University

This public procurement record has 2 releases in its history.

Award

18 Sep 2026 at 11:11

Award Notice
Tender

03 Feb 2026 at 16:44

Tender Notice
Summary of the contracting process

Glasgow Caledonian University appointed an agency to plan, deliver and measure student-recruitment campaigns across domestic and international markets. The service covers higher-education recruitment strategy, performance marketing, media buying, campaign planning supported by artificial-intelligence tools, and transparent measurement and conversion tracking across platforms. This is an advertising campaign service requirement, delivered for Glasgow Caledonian University in Glasgow. The appointed supplier is expected to provide end-to-end campaign planning and delivery, with performance-led recruitment outcomes and reporting. The work is relevant to agencies with higher-education marketing expertise, international and domestic student-recruitment experience, paid-media and media-buying capability, and the systems needed to track enquiries, conversions and campaign performance across multiple channels.

The procurement has been awarded following a completed open procedure. Penna plc was selected for the single lot, and the contract is active. The contract was signed on 3 June 2026 for £1,370,331.08. The planned contract period is 1,080 days, with potential for a 24-month extension. Bids closed on 6 March 2026 at 12:00 UTC, with evaluation beginning that day; seven electronic bids were received. Evaluation weighted service-delivery methodology at 30%, price at 30%, experience at 20%, reporting at 10%, key personnel at 5%, fair-work practices at 2.5% and community benefits at 2.5%. Bidders had to submit in English, could not offer variants, and were required to name proposed staff and qualifications.

This award shows a substantial, recurring requirement for measurable student-recruitment marketing at a Scottish higher-education institution, covering both domestic and international markets. A credible future competitor would need a demonstrable higher-education strategy record, strong performance-marketing and media-buying capability, and practical experience turning campaign activity into recruitment results. Essential delivery capabilities include artificial-intelligence campaign-planning tools, reliable cross-platform conversion tracking, and clear performance reporting. The evaluation also signals that methodology, experience and reporting carry significant weight alongside price. Suppliers should be able to field suitably qualified named personnel, demonstrate robust financial standing, and maintain employer’s liability insurance of £5 million and professional liability insurance of £1 million. Fair-work practices and community benefits are also part of the quality assessment.

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Notice Information

Notice Title

Campaign Planning and Delivery & Associated Services (GCU)

Notice Description

The University is seeking a Contractor for campaign planning, delivery, and performance -led student recruitment. The selected agency must demonstrate capability in delivering measurable recruitment solutions across domestic and international markets. Required expertise includes, but is not limited to: Higher Education sector strategy Performance marketing and media buying AI-powered campaign planning and organisation tools Transparent measurement and conversion tracking across all platforms

Lot Information

Lot 1

The University is seeking a Contractor for campaign planning, delivery, and performance -led student recruitment. The selected agency must demonstrate capability in delivering measurable recruitment solutions across domestic and international markets. Required expertise includes, but is not limited to: Higher Education sector strategy Performance marketing and media buying AI-powered campaign planning and organisation tools Transparent measurement and conversion tracking across all platforms

Renewal: Potential for 24 month extension

Notice Details

Publication & Lifecycle

Open Contracting ID
ocds-h6vhtk-0615ce
Publication Source
Find A Tender Service
Latest Notice
https://www.find-tender.service.gov.uk/Notice/088561-2026
Current Stage
Award
All Stages
Tender, Award

Procurement Classification

Notice Type
Award Notice
Procurement Type
Standard
Procurement Category
Services
Procurement Method
Open
Procurement Method Details
Open procedure
Tender Suitability
Not specified
Awardee Scale
Large

Common Procurement Vocabulary (CPV)

CPV Divisions

79 - Business services: law, marketing, consulting, recruitment, printing and security

CPV Codes

79341400 - Advertising campaign services

Notice Value(s)

Tender Value
Not specified
Lots Value
Not specified
Awards Value
Not specified
Contracts Value
£1,370,331 £1M-£10M

Notice Dates

Publication Date
18 Sep 20261 months ago
Submission Deadline
6 Mar 2026Expired
Future Notice Date
Not specified
Award Date
Not specified
Contract Period
Not specified - Not specified
Recurrence
Estimated timing for further notices to be published: Next iteration will be tendered when this contract is due to expire

Notice Status

Tender Status
Complete
Lots Status
Cancelled
Awards Status
Active
Contracts Status
Active

Buyer & Supplier

Contracting Authority (Buyer)

Main Buyer
Glasgow Caledonian University
Contact Name
Available with D3 Tenders Premium →
Contact Email
Available with D3 Tenders Premium →
Contact Phone
Available with D3 Tenders Premium →

Buyer Location

Locality
GLASGOW
Postcode
G4 0BA
Postcode Area
Glasgow
Country
Scotland
Major Region (ITL 1)
TLM Scotland
Basic Region (ITL 2)
TLM3 West Central Scotland
Small Region (ITL 3)
TLM32 Glasgow City
Delivery Location
TLM82 Glasgow City
Local Authority
Glasgow City
Electoral Ward
Anderston/City/Yorkhill
Westminster Constituency
Glasgow North

Supplier Information

Number of Suppliers
1
Supplier Name

Penna Plc

Further Information

Open Contracting Data Standard (OCDS)

View full OCDS Record for this contracting process

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The Open Contracting Data Standard (OCDS) is a framework designed to increase transparency and access to public procurement data in the public sector. It is widely used by governments and organisations worldwide to report on procurement processes and contracts.

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