Hungary – Advertising services – Komplex ügynökségi tevékenység

Between 1 September 2026 and 31 August 2027, the Károlyi Gáspár Református Egyetem will conduct advertising campaigns to promote its educational programs and improve their general awareness. This will be done through a framework agreement for media agency and related production tasks. The tenderer will order the specific tasks directly, via Individual Orders (commitments). The individual order will include the exact specification of the tasks to be performed, the deadline for completion, the unit prices, fees, discounts, and the mandatory costs and expenses to be paid at the time of ordering as specified in the Price List, as well as any data or information essential for completion that is not explicitly mentioned in the procurement documents, the Bidder's offer, or the Framework Agreement. GENERAL INFORMATION: 1. The tenderer's advertising (media-communication) activities can be divided into the following main categories: 1. General admission campaign 2. Reorder campaign 3. Supplementary admission campaign 4. Campaign for specialized further training 5. Advertising campaign for foreign language courses 6. Image communication 7. Event communication 2. Communication objectives: The primary goal of the campaigns is to present and make the university and its programs attractive to the target group of those interested in further education and those with a diploma who are interested in the KRE's specialized further training programs. The aim is for approximately 3,500 applicants to choose the tenderer's basic and master's programs as their first choice in the General Higher Education Admission Procedure, for approximately 500 applicants to apply for the programs announced by the tenderer within the framework of the Supplementary Higher Education Admission Procedure, and for approximately 500 individuals to apply for the specialized further training programs initiated by the tenderer. The secondary goal of the campaigns is to strengthen the tenderer's social and professional integration and to promote the organization's broader public appearance. 3. Target groups: - Young people planning to submit an application for higher education admission in February 2027 during the general higher education admission procedure (nationwide, but primarily those living in Budapest and Pest County). - Young people planning to apply to a higher education institution in August 2027 during the supplementary higher education admission procedure (nationwide). - Lawyers with a diploma, as well as experts in economic, pedagogical, humanities, social sciences, theological, social and health sciences who wish to develop professionally through specialized further training. - In the case of foreign language courses, the target group consists of university students interested in further education abroad and young adults seeking international professional experience and a competitive diploma. - The target group for public events organized by the Károlyi Gáspár Református Egyetem consists of external visitors interested in cultural and scientific programs, regardless of age, professional audience, and members of the local community. 4. Expected tasks: - Carrying out media agency and production tasks related to the tenderer's planned domestic media campaign, and carrying out media agency tasks on the chosen online platform during the advertising campaign for foreign language courses. - Creative and graphic design is NOT a task. The tenderer will provide the creative materials to be displayed on the media in a ready-to-publish format (except for public space advertisements, where print-ready material, and in the case of radio spots, only text will be provided). - In the case of advertisements requiring printing (e.g., public space advertisements), organizing and managing the necessary printing (using print-ready material received from the tenderer). - Forwarding and delivering the advertising materials to the respective medium. - Designating a dedicated (one-person) contact who is available to the tenderer by phone within at most 3 hours and by email within at most 24 hours on weekdays between 8:30-17:30. - The tasks according to the individual orders will be finalized and specified in the individual orders after the consultations and briefing process.