The Impact of Social Value in Creative Sector Contracts

Introduction

Social value has become a key factor in procurement decisions across all industries, including the creative sector. Businesses and public organizations are increasingly required to demonstrate how their projects contribute to society beyond just delivering a service. For creative agencies, integrating social value into bids for PR, marketing, video production, and design contracts can be a game-changer, making proposals more competitive and aligning businesses with modern procurement expectations.

In this blog, we will explore the importance of social value in creative sector contracts, how it influences RFP evaluations, and strategies to showcase it effectively in bid submissions.

What is Social Value?

Social value refers to the broader positive impact that businesses can create for society, including economic, environmental, and social benefits. In the context of RFP, it involves demonstrating how a contract will contribute to local communities, improve sustainability, and support diversity and inclusion.

For creative agencies, social value can take many forms, such as:

• Supporting local talent and freelancers
• Implementing environmentally friendly production methods
• Running community engagement projects
• Encouraging diversity in the workforce and creative outputs

Why Social Value Matters in Creative Sector Contracts

1. Growing Procurement Requirements

Many public and private sector clients now prioritize social value as part of their RFP evaluation process.  This means that creative businesses bidding for government or council-led projects must incorporate measurable social benefits into their proposals.

2. Competitive Differentiation

Including social value in your bid can give you a competitive edge. Many businesses offer high-quality creative services, but those that can showcase a commitment to social impact stand out. Demonstrating how your agency contributes positively to communities, the environment, or underrepresented groups can make your proposal more compelling.

3. Strengthening Brand Reputation

Incorporating social value into your business strategy isn’t just beneficial for winning contracts—it enhances your brand’s reputation. Clients and customers prefer to work with ethical businesses that support sustainable and inclusive practices. A strong social value approach can lead to long-term partnerships and attract like-minded clients.

Key Areas of Social Value in Creative Contracts

1. Economic Contribution

Creative businesses can demonstrate their economic impact by:

• Hiring local freelancers, apprentices, and interns
• Partnering with small businesses or social enterprises
• Offering training or mentorship programs for emerging creatives

2. Environmental Sustainability

Sustainability is a major aspect of social value. Creative agencies can highlight their environmental efforts by:

• Using eco-friendly materials in branding and packaging
• Reducing carbon footprint in video production
• Implementing digital-first marketing strategies to minimize print waste

3. Community Engagement

Clients appreciate agencies that give back to the community. Consider showcasing:

• Pro bono projects for charities and non-profits
• Public workshops or events to promote creative education
• Art or media campaigns that support social causes

4. Diversity and Inclusion

A diverse and inclusive creative sector fosters innovation and authenticity. Demonstrate your agency’s commitment by:

• Implementing inclusive hiring practices
• Creating content that represents diverse voices
• Supporting minority-led businesses or initiatives

How to Effectively Showcase Social Value in Bids

1. Align with Client Priorities

Before including social value in your bid, research the client’s priorities. Many organizations outline their social value goals in RFP documents. Tailor your response to match their objectives, whether it’s reducing environmental impact or supporting local employment.

2. Provide Tangible Examples

General statements about social value won’t make an impact—concrete examples will. If your agency has successfully implemented social value initiatives, highlight them with data and case studies. For example:

• “Our recent campaign for [Client] employed 10 local freelancers, contributing £50,000 to the regional creative economy.”
• “We reduced carbon emissions by 30% on a video project through sustainable production methods.”

3. Set Measurable Goals

Clients prefer bids with clear, measurable commitments. Instead of vague promises, specify achievable targets, such as:

• “We will allocate 20% of project resources to hiring local creatives.”
• “We commit to using 100% recycled materials for printed marketing materials.”

4. Collaborate with Social Enterprises

Partnering with social enterprises or charities can enhance your social value proposition. If applicable, mention collaborations with:

• Local non-profits
• Ethical supply chains
• Initiatives that promote equal opportunities in the creative industry

5. Integrate Social Value Throughout Your Proposal

Don’t relegate social value to a single section of your bid. Weave it throughout your proposal to demonstrate its integration into your company’s ethos and project delivery.

How Creative RFPs Can Help

Understanding and incorporating social value in RFP submissions can be challenging, especially for agencies new to the bidding process. Creative RFPs provides a streamlined way for creative businesses to access contract opportunities, stay ahead of procurement trends, and refine their bidding strategies.

Our platform connects creative professionals with relevant RFPs in PR, marketing, design, branding, and video production. We also offer insights on social value requirements, helping agencies craft compelling proposals that align with modern procurement standards.

Conclusion

Social value is no longer an optional component in RFP submissions—it’s a crucial factor that influences contract awards. For creative agencies, integrating social value into bids can set them apart, align with client expectations, and enhance brand reputation.

By focusing on economic contribution, sustainability, community engagement, and diversity, creative businesses can strengthen their bids and secure more contracts. With the support of platforms like Creative RFPs, agencies can navigate the RFP process with confidence and maximize their chances of success.

Start integrating social value into your bid strategy today and position your agency as a forward-thinking, socially responsible creative partner.