Special technical specifications for the contract of media planning, purchase of advertising spaces and evaluation of campaign results for the Castilla y León education system

Summary

This tender concerns the provision of services for strategic media planning, purchase of advertising spaces and evaluation of the results of campaigns and punctual promotional actions for Castilla y León's education system in 2027. Objectives include promoting the educational offer, increasing visibility and knowledge of the education system, and ensuring effective media planning, public expenditure efficiency, and outcome evaluation in line with applicable regulations and regional advertising guidelines. The procurement is via open procedure in a single lot, with a base budget of EUR 1,138,500 (VAT included) and a contract duration of one year, with the possibility of up to three annual renewals to ensure continuity. Minimum media mix requirements are at least 80% press and specialised media and at least 10% radio. The contract covers media planning, advertising space purchasing, and results monitoring, and requires the contractor to provide a media planning team and evidence of prior work.