Request for proposal: development of Communications and Branding Strategy for the Great Blue Wall Initiative

Introduction

The marine and coastal ecosystems in the Western Indian Ocean (WIO) play a significant role in ensuring the food security and livelihoods of coastal communities. However, these ecosystems are facing increasing threats from rapid urbanization, population growth, coastal development, land reclamation and conversion and unsustainable resource exploitation. Climate change exacerbates these threats and leads to a rise in incidents of coral bleaching, flooding and related risks, and sea-level rise.

The Regenerative Seascapes for People, Climate and Nature Program (ReSea), funded by Global Affairs Canada, as part of the Partnering for Climate engagement, and implemented by implemented by IUCN and Mission Inclusion, aims to enhance the physical and socio-economic resilience of women, men and young people, living in coastal communities in Kenya, Tanzania, Mozambique, Comoros and Madagascar. Anchored to the WIO-led and Africa-driven Great Blue Wall (GBW) initiative, the Program will support the establishment of a network of regenerative seascapes that contribute to enhanced climate and socioeconomic resilience of coastal communities.

The Great Blue Wall initiative, a global conservation effort aimed at preserving marine ecosystems and promoting sustainable ocean use, invites proposals from qualified marketing and branding agencies. The objective is to develop a comprehensive communications and branding strategy that enhances our visibility, engages our stakeholders, and amplifies our mission globally.

Background

The Great Blue Wall initiative seeks to unite conservation efforts across international waters to protect marine biodiversity, combat climate change, and support coastal communities. As we expand our reach and deepen our impact, a cohesive and resonant brand identity is crucial for engaging with our audience and stakeholders effectively.

Scope of work

The selected agency will be responsible for delivering the following services:

Phase 1: Brand Strategy Development

– Conduct an audit of existing brand assets and market positioning.

– Perform stakeholder analysis to understand expectations and perceptions.

– Develop a comprehensive brand strategy, including positioning, messaging framework, and value proposition.

Phase 2: Brand Identity Creation

– Design a distinctive visual identity that reflects the initiative’s mission and values, including logo, color palette, typography, and imagery style.

– Create a brand guidelines book to ensure consistency across all communications.

Phase 3: Implementation Planning

– Develop an implementation plan for rolling out the new brand identity across all channels and touchpoints.

– Propose strategies for brand launch and ongoing brand management.

Phase 4: Communications strategy

Develop an inclusive, gender-responsive communication strategy to increase awareness and knowledge of the Great Blue Wall initiative and to prepare a one-year detailed workplan and budget for its implementation.

• Identify target audiences and key stakeholders.
• Identify communication objectives for each target audience.
• Create key messages based on the initiative’s goals, accomplishments, and evidence.
• Identify main communication channels and strategies to reach the different audiences.
• Identify communication products and activities tailored to each audience.
• Provide recommendations for organizational capacity required to implement the proposed strategy.
• Conduct meetings with key stakeholders to review the draft strategy.

4. Deliverables

• GBW brand guidebook
• GBW brand strategy
• GBW brand implementation plan
• GBW communications strategy
• GBW communications workplan and budget

5. Required Skills and Experience

The assignment will be performed by a consultant expert with the following qualification:

1. Advanced University degree in Communication, Marketing or related field.
2. Extensive work experience and proven record in communications, marketing, advocacy, policy, campaigns, strategic management.
3. Demonstrated prior experience in developing a branding and communications strategy, ideally in the conservation and/or development sector. Experience in the conservation communication would be an added advantage.
4. Proficiency in English