UK Export Finance web presence: campaign microsite

Description

Summary of the work UKEF requires a team to build a multi-page campaign microsite in WordPress. These pages will help users find the right UKEF product or service to meet their needs. Expected Contract Length 8 weeks + possible 4 week extension Latest start date Tuesday 1 February 2022 Budget Range £25,000-£40,000 (excl VAT) Why the Work is Being Done UK Export Finance (UKEF) ran a discovery in January 2021 reviewing key aspects of the customer journey on our gov.uk site, assessing its compliance to the latest accessibility standards. The user research from the discovery revealed our external users (financial institutions and exporters) struggled to use our GOV.UK platform, comparing it negatively to our competitors. While some of the usability issues concerned content, more was around navigation and site structure. These usability concerns harm the performance of UKEF’s marketing campaign. As such, UKEF requires a multi-page campaign micro-site, built in WordPress. These pages will help users find the right UKEF product or service to meet their needs. This new site will also serve as landing pages for users responding to UKEF's considerable investment in paid media. They will replace the pages currently used for this purpose on great.gov.uk/trade-finance. Problem to Be Solved UKEF's digital footprint is split between GOV.UK and great.gov.uk, hindering the customer journey. What's more, users on our GOV.UK platform have found our pages difficult to navigate and hard to find or understand what they need. Taking these factors into account, user needs are left unmet. Therefore, we require a new site that clearly explains our offering and is easy to use. Who Are the Users As an exporter I need: - to understand UK Export Finance's offer and determine my eligibility - so that I can establish whether UKEF support is appropriate for my business As an organisation I need: - to provide information and guidance for my users - to meet public sector accessibility regulations - to present product information in a clear and accessible way - so that customers and potential customers are clear on what we offer As an overseas buyer I need: - to understand how I can access project finance - so that I can procure UK goods and/or services As a banker I need: - to understand how UKEF works with banks - so that I can help my client get the support it needs to export Work Already Done UKEF has carried out previous discoveries reviewing the customer journey and can provide summary reports to the chosen supplier if requested. Existing Team The internal team will provide a product owner to support the delivery of the project. If invited to submit a proposal, UKEF would like the supplier to suggest the make-up of the team to be provided to solve the problem. However, it is estimated the team would include a user researcher, content designer, delivery manager and a developer. Current Phase Not started Skills & Experience • Demonstrate your experience of developing fully customisable and responsive WordPress sites including theme and plugin development using agile methodology (2%) • Expert knowledge of WCAG 2.1 AA accessibility standards and applying this to content, design and code (provide an eg of building accessible-friendly site in WordPress) (1%) • Demonstrate your experience integrating WordPress sites with CRM plugins that capture customer information, ensuring the data were handled in compliance with GDPR (1%) • Demonstrate your experience of configuring cookies, tracking pixels and UTM campaign tagging (1%) • Demonstrate knowledge of on page, technical and paid SEO best practice, and website auditing tools, eg Google lighthouse to achieve better page user experinces (1%) • Demonstrate your expertise across all aspects of website design, API integration, build, promotion and analytics (1%) • Expert knowledge of Information Architecture, User Experience and applying existing research to deliver user needs (1%) • Demonstrate expertise in providing WordPress website technical support and in providing maintenance capacity (1%) • Demonstrate your expertise in content marketing (ie strategy, writing, images, optimisation) (1%) Nice to Haves • Implementing brand strategy (ie market research, strategic documentation, management, reporting) (1%) • Actively participate in industry or local knowledge networks related to digital comms (1%) • Working knowledge of GOV.UK design system how have they applied gov.uk standards to building websites (1%) • Experienced in delivering WordPress training (1%) • A commitment to reducing carbon impact (eg evidence of upholding standards and practices relating to sustainable web design) (1%) Work Location UKEF, 1 Horse Guards Road, London, SW1A 2HQ Working Arrangments UKEF now operates with a hybrid office/remote-based working system, as a result of the COVID-19 pandemic. There will be no requirement to work in our London office in Westminster. The chosen supplier can therefore work remotely. Security Clearance Any contractors, temps or consultants working on UKEF systems or data must be SC cleared. No. of Suppliers to Evaluate 3 Proposal Criteria • Approach and methodology outlined to meet UKEF's requirements (15%) • How the approach will ensure UKEF meets user and business needs, as well as accessibility requirements (10%) • The structure and experience of the proposed team (10%) • Delivery plan to deliver within the stated time frames (10%) • Evidence and experience of adopting an agile approach in a government setting unfamiliar with that approach (5%) • Presentation (5%) Cultural Fit Criteria • Be confident written and spoken communicators, especially within a remote-working environment (4%) • Have a diplomatic approach to problem solving, using data, evidence, sound judgement to reach desired outcomes, show resilience and pragmatism (3%) • Have a collaborative approach, for example seeking understanding, working cooperatively, seeking mutual solutions to conflicts (3%) Payment Approach Capped time and materials Assessment Method • Case study • Work history • Reference • Presentation Evaluation Weighting Technical competence 70% Cultural fit 10% Price 20% Questions from Suppliers 1. Re. paid media – do you need purpose-built landing pages or just require the site to be optimised for any PPC/other paid activity? No purpose-built landing pages are planned for launch. Site will need optimising for PPC/other paid activity. 2. Have you any specific APIs and plug-ins in mind at this stage? API: Companies House identity service, https://developer-specs.company-information.service.gov.uk/WordPress plugins (tbc):All in one SEOXML SitemapsNovasharePretty LinksWPFormsConstant ContactPushEngageElementor 3. Will we have access to an image library or do you require support with image sourcing? We can supply images/access to library. There may be some support that will be needed for image sourcing. 4. Do you need us to create new content or edit existing copy for the new site? Content will be supplied/uploaded. Some content editing may be required. 5. Who will be updating the site with content etc? Content support will be in-house. 6. Who will be supporting the site on an ongoing basis? Content support will be in-house. Hosting support from hosting supplier and maintenance/development support from a supplier under a new contract. 7. Will you be using an existing host for your website or do we need to include this in the budget? We'll be using a Managed WordPress hosting provider, so no need to include in the budget. 8. Can you please clarify the CRM currently being used, and how you expect any plugin or custom integration to work? We need to bring leads via a webform into Salesforce, our CRM. 9. Can you please explain why suppliers will require SC clearance? We expect this will be particularly prohibitive for smaller suppliers hoping to bid.If this is required, will you be able to offer sponsorship for supplier teams to gain SC clearance? SC clearance is not required but preferred, as the project will be delivered remotely and does not require access to UKEF offices or IT systems etc.