# 3_T10191 Question and Answer ComReg Brand.pdf
# Tender: ComReg-Brand-LOST

Questions & Answers in relation to Invitation to 
Participate for Provision of Consumer and Public 
Communications Services to ComReg, 2023 to 2025. 
ComReg Ref: T10191
Q & A Date: 28 September 2023
An Coimisiún um Rialáil Cumarsáide
Commission for Communications Regulation
1 Lárcheantar na nDugaí, Sráid na nGildeanna, BÁC 1, Éire, D01 E4X0.
One Dockland Central, Guild Street, Dublin 1, Ireland, D01 E4X0.
Teil | Tel +353 1 804 9600 Suíomh | Web www.comreg.ie
ComReg Brand Strategy, Guidelines and Templates 

ComReg Brand Strategy, Guidelines and Templates


Questions & Answers in relation to Invitation to
Participate for Provision of Consumer and Public
Communications Services to ComReg, 2023 to 2025.


ComReg Ref: T10191



Q & A Date: | 28 September 2023



An Coimisiún um Rialáil Cumarsáide
Commission for Communications Regulation
1 Lárcheantar na nDugaí, Sráid na nGildeanna, BÁC 1, Éire, D01 E4X0.
One Dockland Central, Guild Street, Dublin 1, Ireland, D01 E4X0.
Teil | Tel +353 1 804 9600 Suíomh | Web www.comreg.ie

Q&A ComReg T10191

The Invitation to participate (ITP) requires that all queries regarding the mini competition process must be forwarded to the Commission not later than 22nd September 2023 at 17:00 (Irish time). Further information regarding queries is in the ITP.

As the deadline for submission of queries has passed, a list of all queries received with corresponding answers is provided below for the information and clarification of all candidates. 

Please take these Q&A into consideration when completing tender application, the deadline for receipt of Tender application and delivery per instructions of the ITP.

Questions | Answers
1 | We've noticed that the Award Criteria of the Invitation to Participate for this mini-competition (section 5, page 12) are different to the Award Criteria that are set out for all mini-competitions in the overall Framework Agreement (section 7, page 48). Specially, criteria C should relate to Cost instead of Team Mix, and it is criteria B that should include the Team Mix according to the Framework Agreement. To avoid a situation where another contractor could challenge the awarding of a contract, we'd like to suggest a solution whereby Criteria C is reserved for Cost as required, and that the 10 marks for Team Mix be evaluated under Sub Criteria B2 instead. Would you be open to revising the award criteria accordingly? | Please see revised Award Criteria in line with Section 7 of the Framework Agreement. 

Participants must submit a Tender that separately addresses each of the Award Criteria set out below. 

Award Criteria | Range of Weightings 
A: Demonstrate an understanding of the requirements outlined in the;
• Specification Requirements; and
• Scope of the project as outlined | 30

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Q&A ComReg T10191

B: Proposed approach and team mix
Sub Criteria B1:
Outline the proposed approach to the brand development.
Outline any challenges you foresee. 
Demonstrate past experience with developing and implementing similar brand development work. | 30

Sub Criteria B2: 
Team Mix | 10

C: Cost | 30

Award Criterion B1: 
The proposal should include:
• the proposed approach to the brand development and the creative development; and 
• the key challenges it considers the Commission faces and how it would propose to meet those challenges. 
The Applicant should consider: 
• how the work will be done; 
• what tasks are foreseen; 
• tracking of work items, ensuring quality and timely deliverables.
Demonstrate past experience with developing and carrying out similar projects. 
Outline one recent example and include: 
• the client name; 
• budget; 
• objectives; 
• summary of deliverables; and
• creative examples. 
Please give a maximum of two examples. 

Award Criterion B2: 
Proposal should include key personnel who will deliver the project and outline their relevant experience.
The Applicant at a minimum must:
a. List the service delivery team (including the Account Manager) who is proposed will be directly involved in delivering the required services;
b. Describe the role and expertise of each person on the team;

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Q&A ComReg T10191

Sub Criteria B1:
Outline the proposed approach to the brand development.

Outline any challenges you foresee. | 30

B: Proposed approach and team mix

Demonstrate past experience with developing and implementing similar brand development work.
Sub Criteria B2:
Team Mix | 10

C: Cost | 30

Award Criterion B1:
The proposal should include:
• the proposed approach to the brand development and the creative development; and
• the key challenges it considers the Commission faces and how it would propose to meet those challenges.

The Applicant should consider:
• how the work will be done;
• what tasks are foreseen;
• tracking of work items, ensuring quality and timely deliverables.

Demonstrate past experience with developing and carrying out similar projects.
Outline one recent example and include:
• the client name;
• budget;
• objectives;
• summary of deliverables; and
• creative examples.
Please give a maximum of two examples.

Award Criterion B2:
Proposal should include key personnel who will deliver the project and outline their relevant experience.
The Applicant at a minimum must:
a. List the service delivery team (including the Account Manager) who is proposed will be directly involved in delivering the required services;
b. Describe the role and expertise of each person on the team;

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Q&A ComReg T10191

c. Provide a statement which describes the suitability of the team as a whole, who it is proposed will be directly providing the services. 
Page Limit: The Page limit for points a – c is TWO (2) X A4 pages.

d. Submit an organisational chart demonstrating reporting and management accountability of the full team involved in the delivery of service. Applicants should note that there is no limit to the size of the team outlined within the organisational chart.
Page Limit: The organisational Chart must not exceed ONE (1) X A4 page.

e. Individual profiles detailing relevant professional qualifications, experience and skillset for members of nominated core team who will be responsible for service delivery for the services. This team must have immediate availability. 
The Account Director, Account Manager, and Account Executive CVs are required for evaluation and must outline:
o Name;
o Proposed Role in the Service Delivery Team;
o Details of education/qualifications;
o Expertise and previous experience relative to the service to be provided.
Page Limit: Each CV must not exceed ONE (1) X A4 pages for each key resource proposed.
For the purpose of evaluation, CVs for the Account Director, Account Manager, and Account Executive will be evaluated. (Max 1 A4 page per CV)

Page Limit: A maximum of SIX (6) X A4 pages should be provided for Award Criteria C.

Award Criterion Cost C: 

Cost 
The evaluation of Award Criterion Cost will be undertaken in accordance with the following price evaluation methodology and on the basis of the Pricing set out below. 
ComReg is prepared to take into account discounts offered by a Framework Participant on the Fees, provided that any discount is offered on an unconditional basis. Any discounts offered only on the basis of certain conditions being fulfilled will not be considered by ComReg

Price Evaluation Methodology:
The Participant with the lowest "Total Evaluation Price" will be awarded 100% of the marks available under Award Criterion Cost 
The evaluation of Award Criterion C (Cost) will be undertaken in accordance with the price evaluation methodology set out below.

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Q&A ComReg T10191

Score for tender price N = Maximum points X LowestTenderFee / Fee of Tender N. 
Where N = the "Total Evaluation Price" of the Participant concerned
The "Total Evaluation Price" is the sum of The Participant's maximum unconditional fixed Cost (excluding VAT) for the delivery of the Services and must include the Participant's maximum envisaged expenses to be incurred by it in the delivery of the Services. 
The Total Evaluation Price is then used in the Price Evaluation Methodology calculation.
The specific daily rates for each key personnel and number of days should be set out in the breakdown showing how the Overall total is calculated. Sample table is included below. 
Please complete and include a Price Table in your application. 
NB: The Daily Rate(s) used for this Mini Competition must not exceed the Maximum Daily rates for each grade as per the Framework Agreement. 

Example of Pricing Table : Euro €
Name of Key Team Members | Daily Rate € | Number of days | Total, excluding VAT €
Name a ( grade 1 Project Director)
B
C
D
(… list as appropriate)
Unconditional Fixed Cost (excluding VAT) | _ | _ | 
Maximum envisaged Expenses | _ | _ |
Any other charge
Total Evalutation Price.
participants maximum unconditional fixed cost (excluding VAT) and including expenses. | _ | _ | € ___________

Score for tender price N = [(Maximum points X LowestTenderFee) / Fee of Tender N].

Where N = the "Total Evaluation Price" of the Participant concerned

The "Total Evaluation Price" is the sum of The Participant's maximum unconditional fixed Cost (excluding VAT) for the delivery of the Services and must include the Participant's maximum envisaged expenses to be incurred by it in the delivery of the Services.

The Total Evaluation Price is then used in the Price Evaluation Methodology calculation.
The specific daily rates for each key personnel and number of days should be set out in the breakdown showing how the Overall total is calculated. Sample table is included below.

Please complete and include a Price Table in your application.

NB: The Daily Rate(s) used for this Mini Competition must not exceed the Maximum Daily rates for each grade as per the Framework Agreement.


Example of Pricing Table : Euro € | Daily Rate € | Number of days | Total, excluding VAT €
Name of Key Team Members | € | | 
                          |   |   | €
Name a ( grade 1 Project Director)
B
C
D
(… list as appropriate)

Unconditional Fixed Cost (excluding VAT) | _ | _ |
Maximum envisaged Expenses | _ | _ |
Any other charge

Total Evalutation Price.
participants maximum unconditional fixed cost (excluding VAT) and including expenses. | _ | _ | € ___________

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Q&A ComReg T10191

Note, From applicants' price table, the following should be clear.
• the participants maximum unconditional fixed cost (excluding VAT) for the provision of the Services required and 
• the Participant's maximum envisaged expenses to be incurred by it in the delivery of the Services.
• Name(s) of key team member(s) and number of Day(s) 

2 | We note that criteria C for Team Mix includes new additional requirements for specific roles and education/qualifications that were not specified in the original framework RFT or the overall framework agreement. Can you kindly confirm that these new Team Mix requirements are optional and will not be evaluated to ensure consistency with the overall framework agreement's minicompetition rules? | The framework agreement does not specify the specific roles or education/qualifications for the delivery of the Services under this mini competition.

See Award Criteria B2 (e) above. The specific references have been deleted.

For the purposes of evaluation, the Account Director, Account Manager, and Account Executive CVs will be evaluated.

Award Criteria is as per Answer to Question 1.

3 | Why does ComReg need to evolve its brand? | ComReg has a requirement to evolve the ComReg brand to support its overall communications strategy by taking essential elements from the already developed ComReg style guide and elements from the now devolved ComReg Connects brand into the new guidelines.

4 | What are the key business issues you are experiencing with your current brand and guidelines? | The requirement is to evolve the ComReg brand rather than address any key issues. 

5 | Do you require us to define your brand positioning in the consumers' minds? | Yes.

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Q&A ComReg T10191

Note, From applicants' price table, the following should be clear.
• the participants maximum unconditional fixed cost (excluding VAT) for the provision of the Services required and 
• the Participant's maximum envisaged expenses to be incurred by it in the delivery of the Services.
• Name(s) of key team member(s) and number of Day(s) 

2 | We note that criteria C for Team Mix includes new additional requirements for specific roles and education/qualifications that were not specified in the original framework RFT or the overall framework agreement. Can you kindly confirm that these new Team Mix requirements are optional and will not be evaluated to ensure consistency with the overall framework agreement's mini-competition rules? | The framework agreement does not specify the specific roles or education/qualifications for the delivery of the Services under this mini competition.

See Award Criteria B2 (e) above. The specific references have been deleted.

For the purposes of evaluation, the Account Director, Account Manager, and Account Executive CVs will be evaluated.

Award Criteria is as per Answer to Question 1.

3 | Why does ComReg need to evolve its brand? | Award Criteria is as per Answer to Question 1.
ComReg has a requirement to evolve the ComReg brand to support its overall communications strategy by taking essential elements from the already developed ComReg style guide and elements from the now devolved ComReg Connects brand into the new guidelines.

4 | What are the key business issues you are experiencing with your current brand and guidelines? | The requirement is to evolve the ComReg brand rather than address any key issues.

5 | Do you require us to define your brand positioning in the consumers' minds? | Yes.

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Q&A ComReg T10191

6 | Do you need us to redefine your mission, vision and purpose? | The requirement does not include redefining mission, vision and purpose. This is set out in ComReg's Electronic Communication Strategy 2023-2025. We also have a Consumer Communications and Stakeholder Engagement Strategy.

7 | You mention creating "striking communications" in your RFT document, can you describe how you see the ComReg visual identity evolving? | Please refer to section 1.2 of the ITP.

8 | Can you share with us your current ComReg style guide? | Information will be shared with the successful applicant.

9 | What essential elements are contained in your style guide? | We have the foundation of a style guide, which are looking to enhance and evolve. ComReg welcomes expertise and recommendations for best approach on further elevation.

10 | Can you share your communications strategy? | Communication strategy one page summary is set out below (confidential):

11 | Can you describe what you mean by a "graphic device"? | A graphic device is a design concept used in communications to create a cohesive, recognisable visual identity that ties all of our communications together.

12 | Does this RFT include the redesign of your logo? | The requirement does not include the redesign of ComReg's logo.

13 | Can you provide a detailed list of all your requirements? | Please refer to section 1.2 of the ITP.

14 | What formats do you require titles and end cards to be supplied as? | ComReg welcomes expertise and recommendations for best approach.

15 | What do you envisage as being part of the roll out plan to staff? Will these be a series of presentations or | ComReg welcomes expertise and recommendations for best approach.

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Q&A ComReg T10191

6 | Do you need us to redefine your mission, vision and purpose? | The requirement does not include redefining mission, vision and purpose. This is set out in ComReg's Electronic Communication Strategy 2023-2025. We also have a Consumer Communications and Stakeholder Engagement Strategy.

7 | You mention creating "striking communications" in your RFT document, can you describe how you see the ComReg visual identity evolving? | Please refer to section 1.2 of the ITP.

8 | Can you share with us your current ComReg style guide? | Information will be shared with the successful applicant.

9 | What essential elements are contained in your style guide? | We have the foundation of a style guide, which are looking to enhance and evolve. ComReg welcomes expertise and recommendations for best approach on further elevation.

10 | Can you share your communications strategy? | Communication strategy one page summary is set out below (confidential):

Strategy Summary

Vision
That the public in Ireland recognise ComReg as the country's leading organisation for consumer advocacy and information for communications services.

Mission
Through effective communication empower consumers to choose and use communications services with confidence.

Role
The consumer engagement initiatives and public awareness campaigns are to inform and provide impartial trusted expert advice, so Irish consumers are enabled to make the best decision to support their needs.

Objectives
1. Increase awareness of ComReg and educate on who we are and what we do to the Irish public.
2. Provide independent accurate information to the public about communications services.
3. Inform consumers of communications services of their rights and protections at every stage of the Consumer Journey.
4. Be an effective advocate for consumers of communications services.

Target audience
• The Irish public
• Consumers of communications services (SMEs and Home services)
• Consumer stakeholder organisations

11 | Can you describe what you mean by a "graphic device"? | A graphic device is a design concept used in communications to create a cohesive, recognisable visual identity that ties all of our communications together.

12 | Does this RFT include the redesign of your logo? | The requirement does not include the redesign of ComReg's logo.

13 | Can you provide a detailed list of all your requirements? | Please refer to section 1.2 of the ITP.

14 | What formats do you require titles and end cards to be supplied as? | ComReg welcomes expertise and recommendations for best approach.

15 | What do you envisage as being part of the roll out plan to staff? Will these be a series of presentations or | ComReg welcomes expertise and recommendations for best approach.

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Q&A ComReg T10191

a once off meeting with team members to introduce and inform about the application of the new design guidelines?

16 | Will you be supplying example content for the infographic and leaflets? | Information will be shared with the successful applicant. For existing content, please refer to comreg.ie/consumer.

17 | Can you outline who the key people are in ComReg who will be managing this design process? Can you describe what the approval process will be and who needs to be involved? | Information will be shared with the successful applicant.

18 | Will the winning bidder need to supply a version of the design guidelines in Irish? | The requirement does not include a version of the design guidelines in Irish.

19 | In Award Criterion B you ask bidders to provide one recent example and then ask to provide a maximum of two examples. Can you confirm how many examples you would like to include? | Please outline one recent example to demonstrate past experience.

Please give a maximum of two creative examples of the application of the brand development within the example of past experience.

20 | Does the work involve evolving both the main ComReg brand and the ComReg Connects sub-brand, or only the main ComReg brand? | Only the main ComReg brand, as per Answer to Question 3.

21 | Does developing a "graphic device to strengthen the ComReg identity" include creating a new logo for ComReg? | As per Answer to Question 12.

22 | As regards the following section in the tender:

"Include background and approach, using research and insight on how to best evolve the ComReg brand."

1. Are you suggesting that we need to include a research approach as part of our proposal or suggesting we use our experience, insights and secondary research on how best to evolve the brand?

2. Do you want creative? | ComReg welcomes expertise and recommendations for best approach.

There is no requirement to include developed creative design in the tender proposal.

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Q&A ComReg T10191

a once off meeting with team members to introduce and inform about the application of the new design guidelines?

16 | Will you be supplying example content for the infographic and leaflets? | Information will be shared with the successful applicant. For existing content, please refer to comreg.ie/consumer.

17 | Can you outline who the key people are in ComReg who will be managing this design process? Can you describe what the approval process will be and who needs to be involved? | Information will be shared with the successful applicant.

18 | Will the winning bidder need to supply a version of the design guidelines in Irish? | The requirement does not include a version of the design guidelines in Irish.

19 | In Award Criterion B you ask bidders to provide one recent example and then ask to provide a maximum of two examples. Can you confirm how many examples you would like to include? | Please outline one recent example to demonstrate past experience.

Please give a maximum of two creative examples of the application of the brand development within the example of past experience.

20 | Does the work involve evolving both the main ComReg brand and the ComReg Connects sub-brand, or only the main ComReg brand? | Only the main ComReg brand, as per Answer to Question 3.

21 | Does developing a "graphic device to strengthen the ComReg identity" include creating a new logo for ComReg? | As per Answer to Question 12.

22 | As regards the following section in the tender:

"Include background and approach, using research and insight on how to best evolve the ComReg brand."

1. Are you suggesting that we need to include a research approach as part of our proposal or suggesting we use our experience, insights and secondary research on how best to evolve the brand?

2. Do you want creative?

"Include background and approach, using research and insight on how to best evolve the ComReg brand."

1. Are you suggesting that we need to include a research approach as part of our proposal or suggesting we use our experience, insights and secondary research on how best to evolve the brand? | ComReg welcomes expertise and recommendations for best approach.

2. Do you want creative? | There is no requirement to include developed creative design in the tender proposal.

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Q&A ComReg T10191

3. Do you have a budget in mind for this? Are any associated research costs to be included in this? | The approximate value of the Call off Contract over the duration is up to €100,000 excluding VAT.

ComReg will assess tenderers proposals on how the requirements will be achieved, including costs, under the award criteria outlined in Section 5 in the ITP and as per Answer to Question 1.

Q&A ComReg T10191

3. Do you have a budget in mind for this? Are any associated research costs to be included in this? | The approximate value of the Call off Contract over the duration is up to €100,000 excluding VAT.

ComReg will assess tenderers proposals on how the requirements will be achieved, including costs, under the award criteria outlined in Section 5 in the ITP and as per Answer to Question 1.

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