INVITATION TO TENDER Digital Partner Please treat all information in this document as private and confidential; strictly not to be shared outside of your agency. Page 1 of 17 Pitch Date(s): 26th January 2018 (Provisional) Pitch Location: Birmingham Invitation to tender issued by: England Athletics Limited Budget: Maximum £160,000 within the initial contract (February 2018 - April 2019) Pitch Process: We seek to be as transparent as possible throughout the process. As part of England Athletics’ (EA) tender process we are advertising this opportunity on the EA website for a minimum of 10 days. We are aiming to decide and inform all agencies by 19 th January, assessed against the following criteria: Assessment Criteria: • Approach to working in partnership with England Athletics • Ability to demonstrate relevant expertise of: o Producing high quality user focussed websites o Producing websites with high quality design o Using digital solutions to increase revenue o Using digital solutions to create efficiencies o Highly complex digital integrations such as single sign on and synchronisation services • Approach to project management working with England Athletics Digital Project Manager • Capacity to work intensively on projects over the next 12-18 months • Ability to lead the co-ordination of developments in a multi-vendor environment • Fit with the culture of England Athletics • Day rates for development and standard ongoing management fees to allow delivery within the £160,000 allocation • Value for money – The budget described above is to ensure that we can deliver our digital strategy in line with the requirements detailed in this tender documentation, please provide an outline of any value-added proposals you may wish to include as part of this opportunity. The pitches will take place at Alexandra Stadium in Birmingham and each agency will have 90 minutes to present and answer questions. Tendering Timetable: EA has set the following tendering timetable to ensure that the evaluation and award process is completed, and the Contract executed prior to the Commencement Date. EA reserves the right to amend the timetable at any time during the tender process at its sole discretion. Activities Proposed Dates & Deadlines Invitation to Tender Advertised on EA Website 19 th December 2017 Deadline for receipt of Method Statement and Supplier Profile Form 17 th January 2018 Agencies informed whether they are invited to pitch stage 19 th January 2018 Pitch meetings 26 th January 2018 Award notification 29 th January 2018 Formal contract documentation completed 31 st January 2018 Development commencement date 1 st February 2018 Development completed date (Website) 31 st May 2018
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INVITATION TO TENDER Digital Partner
Please treat all information in this document as private and confidential; strictly not to be shared outside of your agency.
Page 1 of 17
Pitch Date(s): 26th January 2018 (Provisional) Pitch Location: Birmingham Invitation to tender issued by: England Athletics Limited Budget: Maximum £160,000 within the initial contract (February 2018 - April 2019) Pitch Process: We seek to be as transparent as possible throughout the process. As part of England
Athletics’ (EA) tender process we are advertising this opportunity on the EA website for a minimum of 10
days. We are aiming to decide and inform all agencies by 19th January, assessed against the following
criteria:
Assessment Criteria:
• Approach to working in partnership with England Athletics
• Ability to demonstrate relevant expertise of:
o Producing high quality user focussed websites
o Producing websites with high quality design
o Using digital solutions to increase revenue
o Using digital solutions to create efficiencies
o Highly complex digital integrations such as single sign on and synchronisation services
• Approach to project management working with England Athletics Digital Project Manager
• Capacity to work intensively on projects over the next 12-18 months
• Ability to lead the co-ordination of developments in a multi-vendor environment
• Fit with the culture of England Athletics
• Day rates for development and standard ongoing management fees to allow delivery within the
£160,000 allocation
• Value for money – The budget described above is to ensure that we can deliver our digital strategy
in line with the requirements detailed in this tender documentation, please provide an outline of
any value-added proposals you may wish to include as part of this opportunity.
The pitches will take place at Alexandra Stadium in Birmingham and each agency will have 90 minutes to
present and answer questions.
Tendering Timetable: EA has set the following tendering timetable to ensure that the evaluation and award
process is completed, and the Contract executed prior to the Commencement Date. EA reserves the right to
amend the timetable at any time during the tender process at its sole discretion.
Activities Proposed Dates & Deadlines
Invitation to Tender Advertised on EA Website 19th December 2017
Deadline for receipt of Method Statement and Supplier Profile Form 17th January 2018
Agencies informed whether they are invited to pitch stage 19th January 2018
Pitch meetings 26th January 2018
Award notification 29th January 2018
Formal contract documentation completed 31st January 2018
Development commencement date 1st February 2018
Development completed date (Website) 31st May 2018
INVITATION TO TENDER Digital Partner
Please treat all information in this document as private and confidential; strictly not to be shared outside of your agency.
Page 2 of 17
Initial contract review 31st March 2019
Method Statement: As part of the process, you are required to submit a written proposal to EA, in the exact
format and sequence as listed below, which will enable the evaluation to be carried out fairly. Your proposal
to carry out the Services may be subject to tender clarification and this will form part of the final evaluation.
1. A proposed approach for how you will work with us to deliver our digital strategy, demonstrating a track
record of delivering similar projects. Please outline how you would project manage the process and co-
ordinate other software vendors.
2. Supporting information that would provide EA with evidence of relevant skills, knowledge and experience
suitable to the delivery of the requirements of the digital strategy. Please demonstrate with case studies
understanding and experience of delivering digital strategies and web platforms relevant to this brief.
3. The estimated cost for each element of the digital requirement (excluding points 5,6,7), together with
the fee breakdown for each team member against each element of the project. Expenses should be
included and shown separately to the fee as part of the total project cost. Where possible please provide
details of any ongoing costs e.g. maintenance and hosting etc.
4. Details of the person (or people) to be employed on the project, their qualifications to carry out the work,
role in the project, estimated individual time commitment to the project (in person days) and the
proposed day rates to be charged for each individual team member.
5. In addition, outline who would carry out this work should an unforeseen circumstance render them
unable to deliver.
6. An outline of any value-added proposals.
The method statement will be reviewed against the assessment criteria outlined in the document and
successful agencies will be invited to pitch.
Expectations at Pitch Stage:
• Bring the method statement submission to life in a presentation to the panel. Please refer to the
assessment criteria above and should include:
o Examples of previous work including visuals
o A vision for the future: presentation of an initial concept for the England Athletics website using
the information provided below
• Questions from the panel
Pitch Panel:
Dan Isherwood // Head of Insight & Performance Management
Nicky Hill // Digital Projects Manager
Chris Jones// Chief Executive
The pitches will take place at Alexandra Stadium in Birmingham and each agency will have 90 minutes to
present and answer questions.
INVITATION TO TENDER Digital Partner
Please treat all information in this document as private and confidential; strictly not to be shared outside of your agency.
Page 3 of 17
Contract Commencement date: The Contract will commence no later than 1st February 2018 and will be for
a minimum period of 14 months as we look to work in true partnership with our digital provider. Following
a review of the partnership in April 2019, based on KPIs to be determined at the commencement of the
project, we aim to extend the contract through to March 2021.
About England Athletics
England Athletics (EA) develops grass roots athletics and running in England, supporting affiliated clubs to
prosper, developing more and better coaches and recruiting and supporting volunteers and officials. We
provide and support competition opportunities at an international (England representative), national, area
and county level.
Mission: To grow opportunities for everyone to experience athletics and running, to enable them to reach
their full potential
Vision: Athletics will be the most popular and inclusive sport in England, led by a network of progressive
clubs and organisations and supported by a sustainable, respected and trusted governing body
Key Values:
• Pride - We take pride in the work that we do and demonstrate commitment to our athletes in
recognition of the important role that we have to play. Athletics in England has a rich history and
heritage and we will celebrate the achievements of our athletes from today and yesteryear to
inspire future generations.
• Integrity - Our sport is founded on integrity. We will demonstrate this in all that we do to earn
respect and to build effective partnerships at all levels. We will challenge ourselves and each other
to ensure that we adhere to this value at all times.
• Inclusivity - Inclusivity is an important aspect of athletics and must be embraced at all levels of the
sport. We believe that athletics can contribute towards a healthy lifestyle and a sense of
achievement, whatever the age, ability or background of the athlete or volunteer. We should
promote inclusive working at all times and reflect this in our actions.
Strategic Priorities:
1. To expand the capacity of the sport by supporting and developing its volunteers and other
workforce
2. To sustain and increase participation and performance levels in our sport
3. To influence participation in the wider athletics market
EA works with UKA (United Kingdom Athletics) who also provide many services within athletics in England
and across the UK. UKA works to develop and sustain elite performance at world class level. It acts as a
policy maker and works with the home countries, including England Athletics, to secure resources to enable
the development of the sport at a grassroots level.
INVITATION TO TENDER Digital Partner
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Page 4 of 17
EA Digital Partner Opportunity
To help us to deliver our digital strategy we are looking to procure a new ‘digital partner’ to work in true
partnership with EA from February 2018 onwards. The reference to ‘partner’ rather than ‘supplier’ should
not be under estimated and we are looking for a company who will:
• Be reliable
• Be part of our team and work with us long term
• Be innovative
• Challenge our thinking and provide added value
• Deliver results
The appointment of a new digital partner for EA is critical for the organisation and we acknowledge that the
appointment will play a major part in our success and the delivery of our 2017-21 strategic plan.
EA Current Digital Footprint
Our current digital footprint is highly complex and is made up of over 30 different platforms, including the
following;
• England Athletics website
• Club management portal
• Member management portal
• Event entry and management system
• RunTogether platform
• ‘Trinity’ database
We are requesting the same data from users across multiple platforms and users are required to log in
across multiple platforms with different log in credentials.
There is a lack of clarity both internally and externally with regards to what platforms should be used to
complete key tasks and the customer experience could be greatly improved by looking at how we can
integrate user journeys across platforms.
EA have a shared service level agreement with UKA with regards to the provision of IT software and
hardware, core to this agreement is ‘Trinity.’ Trinity is a MSSQL database and collection of applications
managed by UKA under the shared services agreement, it is used by EA to process all club and athlete data.
Coaching and officiating data owned by UKA is also stored in Trinity, as is Welsh Athletics’ club and athlete
data, however EA members make up the largest proportion of the data.
EA Digital Strategy
EA have recently undertaken a large piece of work to create a digital strategy which will become the basis
for our digital footprint over the next 5 years.
INVITATION TO TENDER Digital Partner
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Page 5 of 17
Our targeted digital strategy sets the future digital direction for England Athletics in line with our
organisational strategy, with a focus on key areas such as operations, commercial activity and value.
• Value:
o A user centric philosophy with demonstrable value for athletes and clubs.
• Commercial:
o Enhancement of existing revenue streams and creation of new revenue streams.
• Operations:
o Greater automation, simplified workflows.
o Greater flow of data, removal of silos.
o Optimising existing staff without the need to hire additional people.
Our digital strategy will adopt the following key concepts and digital principles:
Key Concepts:
• Open
o Be receptive to exploring the principles of open data and sharing appropriate data
o Use of open source technologies
o Enables innovation and provides higher return on investment
• Transparent
o Be transparent both within EA and outside of EA
o Require full transparency by all partners, with reciprocation
o Allows EA to be better informed and to make better decisions while ensuring greater
accountability
• Accessible
o Require the freedom to manage and change all EA systems and data, without any
barriers.
o Allows EA to be in control of their own destiny, at a pace they choose with the freedom
to invent.
Digital Principles:
1. Do fewer things better
2. Be user-centric i.e. start with the user and build layers around them
3. Be service-focused, with a more strategic approach to the delivery of content
4. Be interoperable
5. Offer value for money
6. Integrate appropriate leading solutions in a multi-platform / multi-vendor model
7. Create a platform that can comply with data protection legislation, both now and for the future
EA Future Digital Footprint
Based on the budget available and the ambition of EA we are adopting a multi-platform, multi-vendor
model to implement our digital strategy. In this model we will look to work with selected vendors, choosing
appropriate leading software platforms to create an application network.
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Page 6 of 17
This application network enables EA to offer the best possible experience to its audiences by using tried
and tested off-the-shelf software, negating the need to heavily invest in the development and maintenance
of bespoke software.
The applications in the network will be loosely coupled using APIs. APIs (Application Programming
Interfaces) allow the different applications in the network to share data and thus create a seamless
customer experience.
Diagram 1: Proposed Digital Footprint
Digital Requirements
The digital requirements and the role that our ‘digital partner’ plays in delivering these requirements will be
open to discussion as part of the tender process, however, some of the main elements that we can foresee
at this current time are detailed below.
1. A new EA website (Phase 1)
Creation of a new multisite web platform which will predominantly be used to signpost users to the
various services offered and managed by England Athletics. The website will have a strong
emphasis on customer experience and should help us to deliver optimised user journeys across our
multiple platforms.
The website will be fully responsive working across all devices and will meet required accessibility
standards to ensure that all users have equal access to information and functionality.
A comprehensive, efficient and effective CMS will be integrated as part of the website which will
provide EA with as much control as possible over content, template designs, user management etc.
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Page 7 of 17
2. Content Review & Strategy (Phase 1)
A review of current content, gap analysis and formulation of a content strategy for the organisation
moving forwards will need to be completed for us to determine how to best service the needs of
our key audiences.
3. Visual Language Guidelines (Phase 1)
Creation of a set of digital guidelines to be applied across the design and build of our multiple
platforms. This will help to improve the user experience across our multiple platforms through
ensuring consistency in design and interaction.
4. Athletics Dashboard (Phase 1)
Creation of a dashboard for the user to access a personalised view of the key activities aligned to
their participation in Athletics. This will be an essential part of the new digital strategy to ensure
the user is placed at the heart of the digital landscape.
5. Single Sign-On Service (SSO)*
To enable synchronisation across a multi-platform, multi-vendor application network, we want to
develop an EA SSO service which allows users to log in across various platforms using a single set of
log in credentials.
6. Data Synchronisation*
The core challenge in an application network, is one of data synchronisation. Appropriate user data
will need to be synchronised across the network to provide the best customer experience to all
users, for example, if a user updates their email address in the Competitive Events application, that
change should be synchronised across the other applications. Your proposal should include
recommendations for what data synchronisation techniques will be used to keep the various
applications synchronised and evidence of expertise in this area of work.
7. Software services
Several software providers are already being used to underpin our key services e.g. Clubspark
(RunTogether) and Full On Sport (Event Management). More providers will come on board over the
next few months. ^ The website will be the conduit/ access point for the various services. The role
of the Digital Partner, as the developer of the website, will be co-ordinate the delivery of the
strategy. Therefore, we need to know that we are entering a relationship with a partner who can
work effectively with other agencies.
8. CRM / Customer Support / Email Platform
A third-party platform that will be used to deliver customer support and marketing
communications. This will enable EA to:
• Manage support conversations and track responses
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Page 8 of 17
• Coordinate our marketing communications across the organisation and enable
segmentation of users and targeted communications
• Implement marketing automation
• Deliver email marketing campaigns
9. Hosting & Hardware Maintenance
A fully managed hosting solution, deployed on cloud based web services. Includes the provision of
all hardware, such as servers and load balancers that live in a data centre, with an accompanying
content delivery network that speeds up delivery of the application to any user, anywhere in the
world.
10. Software Maintenance
The software maintenance service will be used to ensure that all applicable software is safe, secure
and fully up to date. The practical work involved will include performing software updates such as
security patches, operating system updates, checking the performance of the project using
monitoring software, checking system logs for any errors as well as identifying opportunities to
improve system performance.
11. Ongoing Maintenance and SLA
We will require continual ongoing service based on a pre-agreed amount of time per month with
regards to maintaining service, site performance and speed, bugs, small developmental changes
and system improvements. Where relevant this should include out of hours support.
Due the nature of the work and the fast-moving nature of the digital environment it is more than likely that
the requirements from our appointed digital partner will move and shift on an ongoing basis. Therefore,
the list above is not an exclusive list of requirements and may change based on discussions throughout the
partnership. If there are additional elements that you believe will be critical to the delivery of our digital
strategy, please include these in your proposal documentation.
*Owing to the current shared service agreement and database management model in operation, the IT
department at UK Athletics IT will need to be involved in all integration projects. For these aspects,
additional budget will be available and therefore not currently included within the £160,000 allocation.
^Services will be funded separately on a project by project basis and therefore not currently included
within the £160,000 allocation.
Questions
Please feel free to contact Nicky Hill, Digital Project Manager (contact details in Appendix 1) with any
questions relating directly to this tender opportunity.
INVITATION TO TENDER Digital Partner
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Page 9 of 17
Appendix 1 - Conditions and Considerations of Tender
CONSIDERATIONS PRIOR TO SUBMISSION OF TENDER
1. Any modification to the Tender Documents will be notified to all tenderers. If necessary, EA shall revise
the tender closing date to accommodate this.
2. The tender and all accompanying documents are to be submitted in the English language.
3. Further Information and Enquiries
3.1 At any time before 17th January 2018 the tenderer may write to EA requesting any information
or raising any query in connection with the Tender Documents, the procedure leading to award
of Contract or seek clarification if any part of the document or procedure is unclear,
contradictory or contains provisions that mitigate against efficient and effective provision of the
supply described in the scope. Any such communication must be emailed to Nicky Hill, Digital