Supplier marketing toolkit

As a Government Commercial Agency (GCA) supplier, we encourage you to promote your position to public sector buyers.

This helps them to understand your arrangements, and channels more public sector spend through our agreements; creating value for the nation.

This marketing toolkit includes advice and guidance on:

• our supplier logo
• press release and communications guidance
• notes to editors text
• case studies

If you have previously used the Crown Commercial Service (CCS) supplier toolkit, logo and copy in your materials, you must update these. Replace any CCS supplier logos with the GCA supplier logo.

GCA supplier logo and identity guidelines

Our supplier logo can be used to help you promote your position.

You can use it on materials such as:

• business cards
• email signatures
• presentation slides
• letterheads
• promotional material such as brochures, leaflets, and emails
• web pages
• event stands

The logo should be used in line with our identity guidelines and only placed where it is relevant.

It should not be used for the purpose of promoting products or services you offer outside of your GCA agreement.

Access the GCA logo and identity guidelines (zip download).

Important: this is our only supplier logo, and no other assets signifying GCA supplier status should be used. Suppliers are not permitted to use The Royal Coat of Arms, as use of this is exclusive to central government and arms-length bodies.

Press release and communications guidance

We encourage you to actively promote your organisation to existing and potential customers. The following  guidance will help you position the messages correctly. 

How to describe GCA:

• please use our full name in the first instance with GCA in brackets for example, Government Commercial Agency (GCA)
• after this is done, it is fine to use GCA
• there is no ‘The’ before Government Commercial Agency 

Include the following paragraph in your release:  

Government Commercial Agency (GCA) is the UK’s central commercial and procurement organisation, connecting public and private sectors to achieve the best outcomes for the UK and its citizens. GCA uses its commercial expertise to create a simpler procurement experience that redirects valuable resources into essential public services – creating value for the nation. 

What to say about your agreement: 

• “[Insert company name] has been named as a supplier on Government Commercial Agency’s [insert framework number] [insert framework name] framework.” 
• give the full title of each Lot your company has been named on 
• say what customers can access through the lot, and check the wording of this with your category manager 

Notes to editors

Include the following text in the ‘Notes To Editors’ section of your press release:

GCA is an executive agency of the Cabinet Office, supporting the public sector to achieve maximum commercial value when procuring common goods and services. 

To find out more about GCA, visit: www.gca.gov.uk

Follow us on X: @gov_procurement

Follow us on LinkedIn

 

Case studies and value for the nation stories

We encourage you to work with your category manager to develop case studies that show:

• the benefits of the agreement
• the savings customers have achieved by working with you
• the real-world value your work brings to the public sector

These help you to encourage more customers to use the agreement.

We also encourage you to develop stories that can be used to show the value you offer to customers. These are called value for the nation stories and go beyond traditional case studies. They bring the impact of procurement to life in a more human way.

A great value for the nation story focuses on the real-world difference your work makes to people, organisations and communities.

Examples of value for the nation include:

• reducing NHS waste or improving services
• building skills in young people
• improving community services
• improving outcomes in schools and universities 

Case studies and value for the nation stories need approval from your category manager. Once approved, they will be added to our website and customer communications. You can also use them in your own marketing activity.

How to promote your position

Do:

Content and press releases:

• for all press releases and content regarding your position you must share and get approval from your category manager – this ensures accuracy and awareness of what is being issued to potential customers
• state your position accurately and only refer to the goods and services that you offer that are available under the terms of the agreement
• include a paragraph describing who GCA is and what we do
• include the Notes to Editors section at the end of any press release you issue
• keep your company profile up to date in the eSourcing tool as this information also appears on our website

Logo

• use the logo (in line with the brand guidelines) when promoting your organisation – this helps to highlight your position to potential customers

Case studies

• develop case studies to show the benefits of the arrangement and customer savings – we encourage you to work with your category manager to develop case studies
• always include specific benefits related to the goods and services you offer in your actual savings where possible

 

Do not:

• do not use the following words to describe your position:
  • accredited supplier
  • chosen supplier
  • endorsed supplier
  • selected supplier
• do not describe your agreement as a “contract”
• do not present the indicative potential spend value stated in the Official Journal of the European Union (OJEU) notice as committed spend
• do not refer to your score or ranking in the tender process in any marketing and communications materials – once awarded all suppliers are considered to be equal
• do not refer to goods or services that you offer that are not available under the terms of your agreement

You might also be interested in:

Search our commercial agreements

Search over 100 commercial agreements covering a wide range of products and services.

Search agreements.

You might also be interested in:

Glossary

Find explanations for common terms and abbreviations used in public procurement.

Explore our glossary.