T. +31 (0) 40 247 31 82 info@innoenergy.com

The Institute of Sustainable Energy Stichting Kennispoort 6th floor John F. Kennedylaan 2 5612 AB Eindhoven The Netherlands

Request for proposals

Master’s School campaign agency for intake 2020

InnoEnergy

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1. Table of contents

1. Table of contents 2

2. Overview of InnoEnergy 3

2.1. About InnoEnergy Master’s School 3

3. Scope of work 4

4. Proposal Process 7

4.1. Participation 7

4.2. Submission of proposal 8

4.3. Validity of the proposals 8

4.4. Requests for additional information or clarification 9

4.5. Costs for preparing proposals 9

4.6. Ownership of the proposals 9

4.7. Clarification related to the submitted proposals 9

4.8. Negotiation about the submitted proposal 9

4.9. Evaluation of proposals 10

4.10. Signature of contract(s) 11

4.11. Cancellation of the proposal procedure 12

4.12. Appeals/complaints 12

4.13. Ethics clauses / Corruptive practices 12

4.14. Annexes 12

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2. Overview of InnoEnergy

InnoEnergy SE is a European company fostering the integration of education, technology, business and entrepreneurship and strengthening the culture of innovation. The challenge is big, but our goal is simple: to achieve a sustainable energy future for Europe. Innovation is the solution. New ideas, products and services that make a real difference, new businesses and new people to deliver them to market. At InnoEnergy we support and invest in innovation at every stage of the journey – from classroom to end-customer. With our network of partners we build connections across Europe, bringing together inventors and industry, graduates and employers, researchers and entrepreneurs, businesses and markets.

We work in three essential areas of the innovation mix:

• Education to help create an informed and ambitious workforce that understands the demands of sustainability and the needs of industry.

• Innovation Projects to bring together ideas, inventors and industry to create commercially attractive technologies that deliver real results to customers.

• Business Creation Services to support entrepreneurs and start-ups who are expanding Europe’s energy ecosystem with their innovative offerings.

Bringing these disciplines together maximises the impact of each, accelerates the development of market-ready solutions, and creates a fertile environment in which we can sell the innovative results of our work.

For more information about our company please visit the following website:

http://www.innoenergy.com/about-innoenergy/ InnoEnergy is supported by the EIT, a body of the European Union

2.1. About InnoEnergy Master’s School

InnoEnergy Master’s School is a flagship element of our educational portfolio. Our Master’s School

is the go-to-destination for tomorrow’s energy professionals.

InnoEnergy offers eight different two-year programmes hosted by a network of partner universities1 including fourteen different technical universities and three business schools located across Europe. Our dual-degree programmes enable young professionals to add to their technical knowledge, develop creative engineering skills, acquire international skills, build a powerful network within the European energy sector and acquire the necessary understanding of the related business, entrepreneurial and innovation management issues that the energy industry is looking for. InnoEnergy Master’s School students benefit from access to the InnoEnergy network of start-ups, scale-ups and industrial partners as InnoEnergy is considered the largest accelerator in sustainable energy in Europe. In addition, students enjoy state-of-the-art teaching methodologies such as real-life challenges provided by industry. The combination of top-notch education, industry exposure, training in entrepreneurial skills and personal development results in graduates ready to engineer the future of energy.

1 An overview of partner universities can be found here: http://www.innoenergy.com/education/master-school/our-

partner- universities/

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For the intake 2020, InnoEnergy will offer the following programmes:

• Master’s in Renewable Energy

• Master’s in Energy Transition

• Master’s in Energy Technologies

• Master’s in Energy Storage

• European Master’s in Nuclear Energy

• Master’s in Environomical Pathways for Sustainable Energy Systems

• Master’s in Smart Electrical Networks and System

• Master’s in Energy for Smart Cities More information regarding InnoEnergy Master’s School can be found on our website: http://www.innoenergy.com/education/master-school/

3. Scope of work

Since 2017, InnoEnergy started a transition from fully-funded (scholarship) to self-funded students. This resulted in 30 fee paying students enrolled in 2017 and over 50 students enrolled in 2018. For 2020, InnoEnergy has an ambitious target to attract 150 self-funded students from a total of 300 seats available across all programmes. The participation fee of all programmes is €15,000 per year. Partial waivers/scholarships are also available. To achieve this goal: InnoEnergy is looking for an agency to lead the creative content development and implementation of digital marketing and advertising efforts focused on lead generation within the framework of InnoEnergy Master’s school value proposition. As a result of the efforts developed by the agency, InnoEnergy expects:

• 3000+ qualified leads

• 1500 applicants

• 150 fee paying students The activities developed by the agency will complement activities that InnoEnergy currently runs such as event management, content generation and programmes listing. In addition, InnoEnergy is currently utilising the services of a nurturing agency who is responsible for one-to-one communications with leads, applicants and offer holders.

3.1. Background InnoEnergy Master’s School’s ambitions is to attract the best talents and shape them into the next generation game changers and energy engineers equipped with technical and entrepreneurial skills. As a result, InnoEnergy and our partner universities perform a strict and extensive selection process. Attracting the best candidates translates into reaching large volumes of potential students with our marketing activities. Our activities aim to identify and attract candidates with the skills and qualifications required to access our programmes. In addition, InnoEnergy Master’s school brand is

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still relatively unknown although our Master’s programmes take place at highly recognised universities and business schools. The combination of above factors requires smart, targeted, effective and measurable strategic marketing initiatives. Over the last years, research has been done to identify needs, pains and relievers for potential (fee paying) students and determine customer segments. As a conclusion, the main decisions drivers have been identified:

• Topic: applicants want reassurance that the knowledge taught in the programmes is highly relevant and it includes the latest insights into the different energy fields

• Network and career opportunities: applicants want to obtain the best value for money. This is reflected in the quantity and quality of the employment opportunities. The power of the network acquired during studies is directly connected to this

• Quality: applicants want to ensure that the education/diplomas received are of high quality

• Impact: applicants want to make a positive impact in society Previous marketing campaigns have focused on some of the aspects above and have revolved around different themes to keep up with energy market trends. For example, the 2019 campaign encourages students to become part of the energy 3.0 generation and to make a positive impact in society. Previous campaigns have focused on promoting the whole Master’s School portfolio with limited differentiation between programmes.

3.2. Creative brief The campaign for intake 2020 should leverage on the Master’s School positioning, namely:

• The best academic knowledge in the different fields of energy offered by top technical universities and business schools

• Training in business, entrepreneurship and innovation

• Access to an unparalleled network of energy start-up’s, scale-up’s and industrial partners across Europe who are actively involved in our programmes

• International mobility and skills thanks to the dual-degree dual-location approach and international community of students

• Innovative teaching methodologies which involve industrial partners and business training

• Improved labour market prospects thanks to the support of Careers Centre hosting activities such as real-business challenges and the Game Changing Impact Programme

• A strong, connected and active CommUnity of students and graduates

• (Under construction) exclusive access to internships and employment opportunities within InnoEnergy’s network of 200+ start-up’s, scale-up’s and innovation projects

The impact of our education is reflected in the performance of our graduates in the labour market where more than 90% obtain a job within six months after graduation, 80% of them are employed in Europe, 12% of them start their own company, many of them have won international awards and four have been recognised as part of the prestigious list of Forbes 30 under 30. Based on the research mentioned on section 4.1, the campaign for 2020 intake is intended to highlight the impact of the network and career opportunities that students access by enrolling in one of InnoEnergy Master’s programmes. InnoEnergy has started the creation of inspirational success

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stories such as: Francesco Guzi & Eirik Eide Pettersen. Additional similar videos are currently in production. The campaign for intake 2020 should leverage on this content and complement it with new creative solutions, content and messages that match the different stages of the sales funnel. As a result, potential students should immediately recognise the great value for money that InnoEnergy Master’s school offers and the impact that the programmes have in their careers as the engineers of tomorrow. The creative conceptualisation of the campaign should include both expressions that introduce the entire portfolio as well as expressions that can also be used to promote individual programmes Target audience:

• Engineering students and recent graduates in the fields of mechanical engineering, chemical engineering, electrical engineering, electronics engineering, power engineering, energy engineering, physics and similar between 22-28 years (primarily)

• Interested in sustainable energy, innovation and entrepreneurship. They believe in contributing to positive change by developing new technologies. Some of them aspire to become their own entrepreneurs (12% graduate start their own company)

Target markets:

• All EU countries

• Outside of Europe: mainly Brazil, Chile, Colombia, Egypt, India, Indonesia, Japan, Malaysia, Mexico, Peru, Russia, South Korea, Taiwan and Turkey.

Marketing channels: The campaign is intended to include some of the following channels: paid and organic search, social media, referrals, online portals, programmatic, re-marketing and more. InnoEnergy is open to the recommendation of the agency regarding additional (digital) channels. In addition, it is expected for the agency to support InnoEnergy in conversion optimisation throughout the campaign. Additional information:

• InnoEnergy recognizes increasing competition from programmes with lower study fees

• InnoEnergy currently holds a Hubspot marketing license. Thus, the campaign activities need to be integrated with this system

• InnoEnergy is currently engaged with a lead-applicant-offer holder nurturing agency with takes care of the direct one-to-one contact with candidates

• InnoEnergy is in the process of launching a new website which will be used for the Master’s School campaign intake 2020

• All campaign expressions need to be compliant with InnoEnergy brand book and address that InnoEnergy is supported by the EIT, a body of the European Union

• InnoEnergy holds a central LinkedIn account to which the agency(ies) will be granted access to create and manage advertising in this particular channel

• The campaign for 2019 intake is currently running and it will stop on 10 June 2019

• The campaign for 2020 intake should start on 01 July 2019

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3.3. Deliverables* InnoEnergy requires several types of services for this campaign. Therefore, the scope of work is divided into three LOTs. It is allowed to bid on all of these or just one single lot. LOT N° 1 – Creative concept development

• Development of a campaign concept to support the campaign objectives

• Design of expressions based on the campaign concept tailored to the different stages of the sales funnel (for both Master’s School and individual programmes)

• Validation of the campaign concept with target audience LOT N° 2 – Online advertising and campaign management

• Creation and execution of a multi-channel online advertising plan following a well-defined conversion funnel with relevant content per stage/channel

• Production, copywriting and design of content/collaterals based on the campaign concept • Continuous monitoring and reporting of campaign performance • Agile campaign optimization based on performance and reporting throughout the campaign • Integration of campaign activities with Hubspot (CRM) and Google Analytics

LOT N° 3 – SEO, SEA & conversion optimisation

• Defining and deploying search engine optimisation and search engine advertising strategies to support the campaign objectives

• Review and optimisation of website conversion of Master’s school, programme and campaign landing pages based on website analytics and customer intelligence

* Video and photo are not included and will be part of separate agreements.

InnoEnergy intents to engage in a contractual agreement with the same supplier(s) for the campaign

2021 upon satisfactory performance of the services in any of the above mentioned LOTs between

June 2019 and June 2020.

4. Proposal Process

4.1. Participation

a) Participation in this proposal procedure is open to all tenderers.

b) All participants must sign the Tenderers’ declaration form attached and submit it with the proposal. Please note that the tenderer may not modify the text, it has to be submitted signed as provided by InnoEnergy attached to the request for proposal document.

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4.2. Submission of proposal

DATE (Calendar dates)

Sending out RFP invitations to the potential suppliers 08.05.2019

Deadline for requesting clarification from InnoEnergy 15.05.2019

Deadline for submitting proposals 11.11 18.05.2019

Intended date of notification of award 24.05.2019

Intended date of contract signature 31.05.2019

Proposals must be emailed in English to the following address to:

Contact name: for the attention of Mr. Javier Arias

E-mail: Javier.arias@innoenergy.com

The proposal shall contain:

- the technical response to the service requested (point 3).

- the financial offer (the price for the services.) The Financial offer must be presented in <Euro

(use the applicable currency of your country>. Prices must be indicated as net amount + VAT.

- an indication of supplier’s insurance coverage. The proposal must specify whether the

supplier has taken out a company liability insurance and/or professional liability insurance

including the maximum amount of coverage in <Euro (use the applicable currency of your

country>) per event per insurance.

Responses should be concise and clear. The tenderer’s proposal will be incorporated into any

contract that results from this procedure. Tenderers are, therefore, cautioned not to make claims

or statements that they are not prepared to commit to contractually. Subsequent modifications and

counter-proposals, if applicable, shall also become an integral part of any resulting contract.

The tenderer represents that the individual submitting the natural or legal entity’s proposal is duly

authorized to bind its entity to the proposal as submitted. The tenderer also affirms that it has read

the instructions to tenderers and has the experience, skills and resources to perform, according to

conditions set forth in this proposal and the tenderers’ proposal.

Tenderers are requested to submit with their proposal together with the filled-out Tenderer’s

declaration form (see point 4.1)

4.3. Validity of the proposals

Tenderers are bound by their proposals for 90 days after the deadline for submitting proposals or

until they have been notified of non-award.

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The selected winner must maintain its proposal for a further 60 days to close the contract.

Proposals not following the instructions of this Request for Proposal can be rejected by InnoEnergy.

4.4. Requests for additional information or clarification

The request for proposal should be clear enough to avoid tenderers having to request additional

information during the procedure. In case the tenderers are in need of additional information or

clarification, please address it to the address below. All information requested or answered may only

be done through written communication – email only. All questions should be sent prior to deadline

for requesting clarification as specified in 4.2. In case of complex or high value procurements,

InnoEnergy could arrange a clarification session which will be communicated to the tenderers.

Contact name: for the attention of Mr. Javier Arias

E-mail: Javier.arias@innoenergy.com

The InnoEnergy has no obligation to provide clarification.

4.5. Costs for preparing proposals

No costs incurred by the tenderer in preparing and submitting the proposal are reimbursable. All

such costs must be borne by the tenderer.

4.6. Ownership of the proposals

InnoEnergy retains ownership of all proposals received under this tendering procedure. Proprietary

information identified as such, which is submitted by tenderer in connection with this procurement,

will be kept confidential.

The potential or actual supplier should accept that during the implementation of the contract and

for four years after the completion of the contract, for the purposes of safeguarding the EU’s

financial interests, InnoEnergy may transfer the proposal and the contract of the supplier to internal

audit services, to the EIT, to the European Court of Auditors, to the Financial Irregularities Panel or

to the European Anti-Fraud Office.

4.7. Clarification related to the submitted proposals

After submission of the proposals, they shall be checked if they satisfy all the formal requirements

set out in the proposal dossier. Where information or documentation submitted by the tenderers

are or appears to be incomplete or erroneous or where specific documents are missing, InnoEnergy

may request the tenderer concerned to submit, supplement, clarify or complete the relevant

information or documentation within an appropriate time limit. All information requested or

answered may only be done through written communication – email only.

4.8. Negotiation about the submitted proposal

After checking the administrative compliance of the tenderers, InnoEnergy may negotiate the

contract terms with the tenderers. In this negotiation InnoEnergy will ask all tenderers to adjust the

proposal or specific sections of the proposal within an appropriate time limit. In case of negotiation,

InnoEnergy shall provide further information about the proceedings and timing.

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4.9. Evaluation of proposals

The quality of each proposal will be evaluated in accordance with the below mentioned award

criteria. The award criteria will be examined in accordance with the requested service indicated in

Section 3 of the document.

LOT 1.

Technical criteria Points

Proven experience in development of effective creative concepts that result in positive commercial impact for the advertiser (within and beyond the education sector)

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Creative capabilities to translate campaign concept into winning expressions to be used across marketing channels.

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Ability to perform the campaign activities within requested timeframe

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Methodological approach to concept testing and validation amongst target audiences (proven capabilities and in-house resources)

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Availability of company liability insurance 1

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Financial criteria

Lowest offered expert unit price shall receive the highest score, other shall be calculated in relation to that in linear equation

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Total maximum score 100

LOT 2.

Technical criteria Points

Proven experience in international multi-channel online campaigns that cover the entire conversion funnel.

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Skilled resources for production of high quality campaign expressions such as creative copy writing and graphic design.

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Ability to perform monitoring, reporting and optimisation of activities integrated with Hubspot and Google Analytics.

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Availability of company liability insurance 1

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Financial criteria

Lowest offered expert unit price shall receive the highest score, other shall be calculated in relation to that in linear equation

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Total maximum score 100

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LOT 3.

Technical criteria Points

Proven experience in generating high quality traffic through customer-centric search engine optimisation and advertising strategies (within and beyond the education sector)

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Proven experience increasing website conversion through optimisation of (landing) web pages using analytics and customer intelligence.

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Ability to perform monitoring, reporting and optimisation of SEO/SEA activities integrated with Hubspot and Google Analytics accounts.

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Availability of company liability insurance 1

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Financial criteria

Lowest offered expert unit price shall receive the highest score, other shall be calculated in relation to that in linear equation

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Total maximum score 100

The proposal shall contain:

• the technical response to the service requested (point 3).

• the financial offer (the price for the services.) The Financial offer must be presented in Euro.

Prices must be indicated as net amount + VAT.

• Information on GDPR compliance

• an indication of supplier’s insurance coverage. The proposal must specify whether the

supplier has taken out a company liability insurance and/or professional liability insurance

including the maximum amount of coverage in Euro per event per insurance.

4.10. Signature of contract(s)

The successful and unsuccessful tenderers will be informed in writing (via email) about the result of

the award procedure.

For the contract the Service Agreement in Annex 2 shall apply. Any change desired by the tenderer

in the provisions contained in the body of this Service Agreement needs to be communicated to

InnoEnergy as part of the proposal of such tenderer. Background for this is that such desired

changes need to be taken into account in the evaluation of the proposal of each tenderer under

Liability Exposure above. Significant changes are likely to lengthen the negotiation process, making

it less likely that the Service Agreement can be signed in time.

Within 5 days of receipt of the contract from InnoEnergy, the selected tenderer shall sign and date the contract and return it to the InnoEnergy. Upon receipt, InnoEnergy shall also sign and send back

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to the winner one signed copy. In case the winning tenderer is unable to enter into the contract within the above mentioned time period, InnoEnergy may decide to contract the second best.

4.11. Cancellation of the proposal procedure

In the event of cancellation of the proposal procedure, InnoEnergy will notify tenderers of the cancellation. In no event shall InnoEnergy be liable for any damages whatsoever including, without limitation, damages for loss of profits, in any way connected with the cancellation of a proposal procedure, even if InnoEnergy has been advised of the possibility of damages.

4.12. Appeals/complaints

Tenderers believing that they have been harmed by an error or irregularity during the award process

may file a complaint. Appeals should be addressed to InnoEnergy. The tenderers have 5 days to file

their complaints from the receipt of the letter of notification of award.

4.13. Ethics clauses / Corruptive practices

The InnoEnergy reserves the right to suspend or cancel the procedure, where the award procedure

proves to have been subject to substantial errors, irregularities or fraud. If substantial errors,

irregularities or fraud are discovered after the award of the Contract, the InnoEnergy may refrain

from concluding the Contract.

The supplier shall take all measures to prevent any situation where the impartial and objective

implementation of the contract is compromised for reasons involving economic interest, political or

national affinity, family or emotional ties or any other shared interest (‘conflict of interests’). He

should inform the InnoEnergy immediately if there is any change in the above circumstances at any

stage during the implementation of the tasks.

4.14. Annexes

Annex 1: Tenderers’ Declaration form

Annex 2: Draft Contract Template