United States of America, Canada and Mexico

Transcription

1 TECHNICAL SPECIFICATIONS AND SELECTION PROCESS OF THE IMPLEMENTING BODY OF THE PROGRAMME FOR INFORMATION AND PROMOTION OF AGRICULTURAL PRODUCTS IN THE THIRD COUNTRIES Agriform Sca Agricultural cooperative company, with registered address at via Rezzola, Sommacampagna (VR) ITALY, VAT no , tel / , fax /1974, PEC it is intended as proposing organisation to present a Program of informational and promotional activities within the framework of the Invitation with upcoming publication by the European Commission in conformance with the Regulation (EU) no. 1144/2014 on information provision and promotion measures concerning agricultural products implemented in the third countries. For this reason, it hereby announces, in accordance with the articles of reference of the Regulation (EU) no. 1144/2014, of the Delegated Regulation (EU) no. 201/1829 and of the Implementing Regulation (UE) n. 201/1831, a Public Notice of Tender for the selection, by means of an Open Competitive Procedure, of an Implementing Body engaged for the realisation of the Actions (activities/initiatives) directed at the attainment of the objectives that are provided by the Programme that will be presented and which shall be carried out in the following third countries: United States of America, Canada and Mexico, using as testimonial products Parmigiano Reggiano PDO, Grana Padano PDO, Asiago PDO, Piave PDO, Montasio PDO. Companies/agencies in possession of the requirements that are indicated in the aforementioned EU Regulations (including but not limited to: agencies or companies that are experts in activities of public relations, promotion, information, event organisation, advertising and press campaigns, or activities at points of sale) are invited to present an offer (a technical proposal) on the basis of the indications that are described in this document under the paragraph entitled "TECHNICAL SPECIFICATIONS". 1 It is hereby specified that with such an invitation to present proposals, which is oriented toward the implementation of a European project with an upcoming presentation, in the event of a lack of approval of the same on the part of Community bodies in favour of Agriform Sca, the adjudication of the actions that are contained in this document shall be considered null and void de facto. PRIMARY INFORMATION PROPOSING ORGANISATION: TARGET MARKETS: TESTIMONIAL PRODUCTS: AGRIFORM SCA United States of America, Canada and Mexico (to be used within the framework of the proposed activities and initiatives) Parmigiano Reggiano PDO Grana Padano PDO

2 Asiago PDO Piave PDO Montasio PDO IMPLEMENTATION PERIOD 36 months (3 years), starting approximately from the month OF THE PROGRAMME: of December 2017 TARGET GROUPS OF THE ACTIVITIES: FINANCIAL RESOURCES: (in the target markets of the Programme) Consumers Those who work and assist in the agricultural-food and HO.RE.CA. [hotel, restaurant and cafe] sectors Journalists, bloggers, commentators 2,00, plus VAT. These resources are intended only for the realisation of the activities and initiative, and thus do not include the quantification of the fee for the implementing body or other administrative expenses that do not fall within its competence. 2

3 TECHNICAL SPECIFICATIONS MAIN OBJECTIVES OF THE PROGRAMME The main objectives of the Program that will be presented by Agriform Sca the proposing organisation regard the reinforcement of the competitiveness of the agricultural sector of the European Union as well as the increase and spread of knowledge about the European quality schemes, about European products that have been provided with a designation of quality, and about the value of the European system of designations of origin as an attribute of quality and safety, by means of the example of excellence established by testimonial products that have been provided with PDO certification. The focus in particular in the target countries is on: 1. Increase awareness of the merits of the agricultural products of the European Union and of the high standards applicable to the production methods in the European Union; 2. Increase the competitiveness and consumption of European Union agricultural products and certain food products and to raise their profile outside the European Union; 3. Increase the awareness and recognition of the European Union quality schemes; 4. Increasing the market share of agricultural products and certain food products from the European Union;. Contributing to countering more and more widespread phenomena of agricultural-food product pirating relating to European agricultural products, allowing consumers to make more informed and aware purchase choices. The bodies (companies, agencies, etc.) that participate in this Call for tender for the selection of the implementing body shall draw up a body of activities and initiatives (including informational and promotional materials) that are consistent with a well-identified and targeted strategy, in consideration of the goals to be achieved, the typology of the target countries, the target groups of the initiatives, the duration of the programme, and the financial resources that are available. 3 MAIN SUBJECTS TO BE HANDLED In order to achieve the project objectives and fulfil the requirements of the reference regulations (the EU regulations cited above), the main thematic areas to be considered are the following: - For the purpose of increasing the competitiveness of European agriculture in the target markets, it is necessary to go into detail on the distinctive characteristics of the latter, and thus to generically and technically go into depth (depending upon the typology of the target groups that are the recipients of the specific initiatives) on the meaning that quality holds for the European Union. - Within the framework of the concept of quality, utilising and presenting the Programme s testimonial products which are provided with PDO, as an example of the value which the European system of quality confers upon the products from the various territories in the European Union. That value is explained not only in the rigorous standards relating to production methods and inspections of the chain, but also in the increase in value of the European cultural heritage and in the promotion of the diversity of agricultural production and the maintaining of

4 rural spaces. Within that framework, it will furthermore be possible to go into depth on concepts such as the traditionalness of the production methods and of the raw materials, as well as the originality of the productions themselves. - The thematic areas that are indicated above provide the opportunity to introduce in-depth analyses that are more specific on the meaning and functioning of the European certifications of quality (PDO Protected Designation of Origin, PGI Protected Geographical Indication, and TSG Traditional Specialty Guaranteed), of which the testimonial products of the Programme are a concrete example of excellence. - The EU logos that express the certifications of European quality are symbols (in the graphic expression) that are common to all Member States and thus may be searched for on the labels of all of the agricultural products and agricultural foods of quality that originate in the European Union. - One part of the project s thematic areas will also have to do with becoming aware of the phenomena of agricultural/food piracy. 4

5 TYPES OF ELIGIBLE ACTIVITIES AND INITIATIVES The activities and initiatives that are eligible within the framework of the Programme that will be presented by Agriform Sca, in respect of the reference regulations are similar to those classic activities and initiatives of information on and promotion of high-quality agricultural, wine, and food products, taking into account the thematic areas to be handled and the objectives as indicated above (above all else in terms of the contents of the communication): - STRATEGY: definition of the strategy of communications, of the distinctive key visual of the programme, market research, and other necessary elements. - PUBLIC RELATIONS: ongoing activities of public relations (Public Relations Office), organisation of press events. - WEBSITE, SOCIAL MEDIA: creation, updating, and maintenance of a website dedicated to the Programme; social media (creation of accounts, periodic publication), and similar activities (applications for mobile devices, e-learning platforms, webinars, etc.) - ADVERTISING: press inserts, TV, radio, online. - COMMUNICATION TOOLS: drafting of publications, informational materials for use by the media (media kits), brochures, recipe books, materials, and promotional videos. - EVENTS: participation in tradeshows and exhibitions in the sector; organisation of seminars, workshops, B2B meetings, trainings for trade/cooks, activities in schools; Restaurant tasting weeks; sponsoring of events; realisation of study trips (incoming) to the production territories of testimonial products; other events. - PROMOTIONS AT POINTS OF SALE: tasting and informational days; promotion in publications of retailers, advertising at points of sale, promotion in canteens, and similar activities. - OTHER ACTIVITIES.

6 SELECTION PROCEDURE FOR THE IMPLEMENTING BODY OF THE PROGRAMME REQUIREMENTS FOR PARTICIPATING IN THE TENDER Absence of causes for exclusion from participation Participation in this competitive procedure is reserved for economic operators who, on the date of the presentation of the offer, declare that no reasons for exclusion exist in accordance with the Directive 2014/24/EU, or else reasons for exclusion that are associated with: - Criminal convictions; - Payment of taxes or social security contributions; - Insolvency, conflict of interest or criminal business acts. The absence of these reasons for exclusion shall be attested to by means of the attached declaration (Annex A) signed by the legal representative. Requirements of economic and financial capacity The economic operator that intends to participate in this tender for selection must have realised in the three year period of total global revenues of no less than 2,00, (in words: two million and five hundred thousand Euros) net of VAT, resulting from VAT declarations or the tax equivalent within the EU. The possession of these requirements shall be attested to by means of the attached declaration (Annex A) signed by the legal representative. 6 Requirements of technical and professional capacity The economic operator that intends to participate in this tender for selection must have realised in the three year period of services which are analogous to those that are the subject of this tender for a total amount of no less than 1,000, (in words: one million Euros) net of VAT, including the realisation of at least one structured project in communications, promotion, and the related advertising campaign. The possession of these requirements shall be attested to by means of the attached declaration (Annex A) signed by the legal representative. ADJUDICATION CRITERIA The contract will be awarded with the criteria of the best value for money, also taking into account the criteria of quality. In the presence of only one valid offer, Agriform Sca shall have the option of proceeding or not with the awarding of the tender.

7 In the event of a tie in the points attained, the contract shall be awarded to the competitor that has achieved the greatest number of points in the technical offer. In the event of a tie in the points in both the financial offer and the technical offer, a random drawing shall be held. Aspects of both the quality of service and price shall be jointly taken into account, and therefore the total 100 points shall be evaluated with the following proportions: QUALITY (TECHNICAL OFFER) MAXIMUM POINTS : 80 PRICE (FINANCIAL OFFER) MAXIMUM POINTS : 20 TOTAL POINTS TO BE ASSIGNED MAXIMUM POINTS : 100 The points shall be assigned according to the following criteria: QUALITY: TECHNICAL OFFER (80 POINTS) The adjudicating commission shall provide for the examining of the technical offer and shall assign the points on the basis of that which has been declared, up to a maximum of 80 points, according to the subdivision indicated below: CRITERIA SUBCRITERIA POINTS MAXIMUM 1. ASPECTS OF THE COMMUNICATION PROJECT AND THE OVERALL STRATEGY 2 points a) Articulation of the Strategy Coherence and completeness of the technical proposal (detailed, clear and complete description of the proposed activities in relation to the goals of the Programme and the requirements of the Technical Specifications); coherence between the overall strategy and the goals to be pursued; coherence between the overall strategy and the individual activities. b) Innovation and Originality Creativity in the conceiving of the various coordinated graphic lines designed to facilitate the understanding and reading of the promotional messages; appeal of the visual impact, ability in the use of advanced technologies applied to communications; proven ability to realise informational campaigns by making use of all of the most recent technological innovations that are broadly widespread (the Web, television, digital reproduction of sounds and images, radio, etc.). c) Communicational effectiveness of the idea (degree of understanding of the different typologies of the target groups: Coherence of the means proposed with the goals of the Programme, as far as the media plan with classical means, the proposals of new formulas for

8 CRITERIA SUBCRITERIA POINTS MAXIMUM communication/promotion using television, web, and radio, possible telepromotions, presentations in programmes, etc. 2. CONCEPTION AND DEVELOPMENT GRAPHIC COMMUNICATION FORMAT 3 points a) Project for the creative development of the communications campaign on topics covered by the Programme: Coherence of the communications concept and creative strategy with the Programme; use of ideas targeted at reaching the various target groups that are recipients of the promotional messages. b) Coherence with the communications strategy that was previously developed Quality of the proposed elements of graphic continuity and their effectiveness for the purpose of the degree of recognition of the identity of the proposing organisation and of the products that are the subject of the Programme. c) Originality and uniqueness of the creative format which makes the communications recognisable in all of its aspects: Evaluation of the use of a mix of techniques and solutions aimed at providing a clear and complete response to different target groups, taking into account that the completeness of the project requires the full correlation between the tools and actions of communication and the promotion goals of the Programme. d) Flexibility and reproducibility of the coordinated image: Assessment of the degree of flexibility (scalability) and reproducibility of the graphic format in the various applications; Assessment of the effectiveness and communicative immediacy of the proposal. e) Graphic promotional materials proposal (brochure, recipe books, gadgets): Assessment of the proposals/consultations relating to formats, supports, graphic /visual solutions that are most suitable for guaranteeing the achievement of the goals that are established in the programme. f) Social media actions (detailed indication of the actions to be carried out on various social media, with the relative motivations): Effectiveness and functionality of the architecture, the navigation system, and the social strategy. g) Execution methods of the actions under the preceding criterion: Description of the technical equipment, the materials, 6 4 8

9 CRITERIA SUBCRITERIA POINTS MAXIMUM tools, including those for study and research, that are used for the rendering of services, and the relevant coherence with the purposes and goals of the proposed communications campaign and the Programme. 3. METHODOLOGICAL AND EXPRESSION APPROACH (VARIETY, BALANCE SYNERGIES BETWEEN THE ACTIONS PROPOSED, COMPLETENESS OF THE DOCUMENTATION PRODUCED 20 points a) Creation and description of the group and the work methods: Quality of the organisational structure and of the professional characteristics of the work group, proposed in terms of the competences that they possess; Efficiency level of the proposed operational and organisational methods. b) Timeline Assessment of the completeness, adequacy of times and resources that are envisioned in the timeline, and its coherence with the Programme which shall be organised into three years. c) Supervision and examination of the realisation of the initiatives: Description of the analysis of the proposed activities, measuring and evaluating the effectiveness of the communications actions, including in relation to, for example, satisfaction, effects, images, etc. TOTAL PRICE: FINANCIAL OFFER (20 POINTS) 1. FINANCIAL ANALYSIS 14 points 2. FEE 6 points a) Analysis of the costs-effectiveness of the proposed initiatives, according to market prices. b) Analysis of the unit cost of every action expressed through the ratio between total costs of the action (including the fee) and the number of direct contacts expected. a) Assessment of the congruity of the fee, expressed in days/person, required for the realisation of every action, on the basis of the cost of every action and of the expected benefits. TOTAL

10 METHOD OF PRESENTATION OF THE PROPOSALS With a failure to comply resulting in exclusion from the competition, the bodies that are interested in participating in the Call for Tender for the selection of the implementing body shall deliver all of the necessary documentation in a packet containing three envelopes: - ENVELOPE A Administrative documentation, which shall contain: o Annex A filled out and signed by the legal representative, - ENVELOPE B Technical offer, which shall contain: o Detailed description of the activities/initiative o Detailed financial plan for every activity/initiative proposed; introduction of the economic operator participating in the Tender for Selection; - ENVELOPE C Financial offer, which shall contain: o Detailed table of the amount of the fee. In the subsequent sections (Instructions for the presentation of the technical offer and Instructions for the presentation of the financial offer), indications shall be provided on how the technical offer and the financial offer shall be drawn up. The documentation may be drawn up in either Italian or English, and it shall be presented by the participant in the competition both in paper format and in electronic format printable and copyable - on a CD or USB stick, within and no later than January 13 rd The delivery of the packet shall remain at the exclusive risk of the sender in the event that for any reason whatsoever, it does not reach the destination with the aforementioned final deadline. 10 At the same time as the sending of the packet, the packages shall be sent in advance, once again within and no later than January 13 rd 2017, by PEC [certified system] or by regular . Mailing address to which to deliver the proposals within the aforementioned deadline Agriform Sca, via Rezzola, 21, Sommacampagna VR ITALIA Attn.: dott. ssa Simona Allora PEC address: agriform@pec.it Regular address: s.allora@agriform.it The subject line of the PEC or of the regular should be the following: Call for Tender Promotional and Informational Programme and the name of the body/agency/company participating in the Tender for Selection. In this case, it is recommended to make available a link which is possible to access in order to download the documentation. The material shall be made available at the opportune time by the Evaluation Committee which the Agriform Sca shall create in order to carry out the selection activities.

11 The Selection Committee, an ad hoc body created especially for the evaluation and selection of the proposals that have arrived, and composed of representatives of Agriform Sca, shall meet on January 17 th 2017 for the purpose of carrying out the selection procedure. Timely communication shall be provided by to all participants of the results of the Tender for Selection. The results shall also be published on the website of the Agriform Sca no later than January 20 th Additional information may be requested from the following address: dott.ssa Simona Allora COMPETITION DOCUMENTS - PUBLIC NOTICE - TECHNICAL SPECIFICATIONS - ANNEX A 11

12 INSTRUCTIONS FOR THE PRESENTATION OF THE TECHNICAL OFFER ENVELOPE B Presentation of the economic operator General presentation in terms of: contacts, experiences completed within the sector of the promotion of/information on high quality agricultural products, experience in the realisation of events in general, PR activities, and Press Office, organisation of tastings at points of sale and press campaigns, development of promotional/informational materials, management of websites and social media. Information on its own structure (with particular reference to the activities that have already been realised) and on possibly belonging to networks of similar bodies operating within the same field, at the European and international level and, if so, in the countries involved in the Programme. Description and cost of the activities/initiative: A financial operator that participates in the Tender for Selection shall define the promotional and informational plan, proposing the activities/initiatives that it considers to be most effective and structuring them according to that which has been indicated in the previous paragraph. The choice of the activities/initiatives that are proposed shall be motivated, in relation to the effectiveness in achieving the Programme objectives, by the thematic areas to be disseminated and treated and by the typology of the target countries and groups, demonstrating a well-considered reflection in view of the maximum impact that can be attained. It is advised to propose initiatives of critical mass (with a broad capacity) capable of achieving the envisioned goals at the highest levels. 12 The description of each individual activity/initiative shall indicate at least: - The title of the activity/initiative - The number of contacts expected - The brief description of the activity - Main cost headings With regard to the main cost headings, some examples are provided: - PUBLIC RELATIONS press event: o Hall rental: o Audio/video set-up: o Catering (light dinner for people): o Support personnel ( hostesses): o Other (provide details): - EVENTS Participation in tradeshows and events in the sector o Cost of participation and insertion in the catalogue: o Stand realisation: o Support personnel ( hostesses):

13 The costs of the various activities and initiatives must be indicated separately by country and by year in which they are incurred. In addition, they must be detailed by individual cost heading and presented net of VAT. The total amount of 2,00, available for the implementation of the actions, can be broken down approximately as follows on the three target countries: USA: 6% CANADA: 2% MEXICO: 10% The costs must be organised and presented in a table (called the Financial Plan or Budget) which shall contain the name of the initiative and the individual cost headings that comprise it, for the purpose of arriving at a total sum (total cost of the actions) composed of the costs of the individual initiatives which, in turn, are composed of the individual cost headings. Within the framework of every action, costs may be envisioned for the activity of supervision in the target countries on the part of the implementing body, such as flights, room, and board. The description of the activities/initiatives and the detail of the financial plan shall together form the technical offer and shall be inserted into Envelope B Technical Offer (see the paragraph Method of Presentation of the Proposals ). 13 INSTRUCTIONS FOR THE PRESENTATION OF THE FINANCIAL OFFER ENVELOPE C Cost of the fee for the implementing body With regard to the costs relating to the fee for the implementing body, they may be presented in the form of days/person in relation to each individual initiative, detailing the methods and the data necessary to quantify them. These costs regard all of the activities that are necessary for the organisation and realisation themselves of the activities (such as the selection of and contact with suppliers, price research, the selection of the location, reservations, organisation of events, etc.) The provision is therefore required for each country of a table that summarises by year the total costs of the proposed activities and the relative costs of the agency s fee, indicating the number of days envisioned and the cost per day. An example table is provided:

14 Public Relations YEAR 1 YEAR 2 YEAR 3 Permanent Public Relations activities Total annual activity XXXXX XXXXX XXXXX Agency fee (unit cost per day for a senior consultant or a junior consultant) XXX XXX XXX Press Events Number of days envisioned XX XX XX Total agency fee XXXX XXXX XXXX Complete total annual fee XXXXX XXXXX XXXXX Total annual activity XXXX XXXX XXXX Agency fee (unit cost per day for a senior consultant or a junior consultant) XXX XXX XXX Number of days envisioned X X X Total agency fee XXXX XXXX XXXX Complete total annual fee XXXX XXXX XXXX For the purpose of this table, the total cost of the actions shall be summarised (equal to 2,00, the sum of all of the activities/initiatives proposed) and the total costs of the fee (to be defined on the part of the economic operator that is participating in the Competition the sum of the fees envisioned for each activity/initiative proposed, indicated in the table as described above). 14 This table shall form the financial offer and shall be inserted into Envelope C Financial Offer (see the paragraph Method of Presentation of the Proposals ).