RFP for KE Marketing Agency

Top Line Objective

Be our Marketing execution partner – bring our media products to life for the launch of our Kenya brand – designed to inspire and propel a generation of Kenyan youth to reach their full potential.

Co-develop and execute a marketing plan for our youth brand for Kenya across an ecosystem of media products by providing strategic direction and high visibility through branding, tools and a comprehensive campaign.

Who We Are

Girl Effect is an international non-profit that builds media that girls want, trust and need. From chatbots to chat shows and TV dramas to tech, our content helps adolescent girls in Africa and Asia make choices and changes in their lives.

We create safe spaces for girls, sharing facts and answering questions about health, nutrition, education, and relationships, empowering girls with the skills to negotiate and redefine what they are told is possible “for a girl”.

Our reach is 50 million and counting. And we’re using technology to reach girls at scale so every girl can choose to be in control of her body, her health, her learning and her livelihood.

Because when a girl unlocks her power to make different choices that change her life, it inspires others to do so too. She starts a ripple effect that impacts her family, community, and country.

That’s the Girl Effect.

Our Approach

Girl Effect uses a branded media approach towards delivering behavioural change messaging.

We reach girls across the world, where they are -online and offline, to support them at the critical moments in life when choices around their health, education and economic future need to be made.

We use our expertise in behaviour change science to motivate and equip girls with information and support to help them see a different future for themselves, act on those choices, and drive greater demand for the opportunities and services available to them.

Girl Effect builds youth brands that girls love and trust, reaching girls where they are and creating change. Chhaa Jaa in India, Tujibebe in Tanzania, Yegna in Ethiopia, Ni Nyampinga in Rwanda – these are some of our youth brands. They exist across multiple channels – digital ( Facebook, Instagram, Youtube, TikTok, Whatsapp), TV, radio, print and offline. Together, these brands reach over 50 Million girls worldwide.

Scope Summary

Girl Effect is currently seeking a Marketing Agency to collaborate with on the marketing of creative products for the anticipated launch of our brand. The Marketing Agency will work closely with our Global and Kenya Create teams to develop, implement and manage marketing campaigns that help girls discover and engage with the brand’s content and product ecosystem. We are eager to partner with a Marketing Agency that shares our vision and enthusiasm for this exciting venture.

The goal is to launch the brand campaign alongside a slate of multimedia content, the most wide-reaching being a 10-episode TV series, broadcasting nationwide.

We envision closely collaborating with the chosen Marketing partner to refine a go-to-market strategy and launch plan. The product mix for the launch could incorporate a blend of offline and online strategies. Here’s a breakdown:

Broadcast Partnership: Suggest and connect GE with relevant broadcast and media partners to amplify launch activities.

Offline Activations: Small-scale events such as pop-ups, video screenings and open mics in selected provinces. The agency will be responsible for designing all event collaterals.

BTL Promotions: Utilize various below-the-line (BTL) promotional activities, including billboards, posters, taxi advertisements etc. (to be determined), to generate excitement and promote the planned activations.

Social Media: Leverage social media platforms such as TikTok and Facebook (exact channels to be determined) to reach and engage the target audience. The agency will play a crucial role in designing and implementing effective social media strategies.

Influencers and Ambassadors: Identify online and offline influencers and ambassadors who can actively participate in the offline activations, interacting with young people, and/or engaging them on social media.

Radio: Utilize radio stations for ads, talk shows, podcasts, etc. to extend the reach and impact of the soft launch.

Website: Design and launch a dedicated website as a central hub for information and engagement. The website will serve as a key channel to direct people to more details about the brand and its offerings.

The Marketing Agency will play a pivotal role in designing and executing strategies across these diverse channels, ensuring a cohesive and impactful launch.

The scope of work would include:

• Designing and implementing marketing strategies to align with the overall strategy for the brand and its product ecosystem.
• Provide end-to-end ideation and production support to Kenya Create team across this ecosystem of media products – social media (Meta, Facebook) static & video, influencer content, posters, billboards, podcasts, and events.
• Onboard or collaborate with experienced producers, writers, illustrators, influencers and animation artists who will work on the project.
• Ensure that the assets we produce are aligned with the brand we are developing.

Coordinate with Girl Effect’s in-house Kenya Creative team to lock all concepts, designs, and influencers and define a process for approvals at different stages of marketing.

• Validate learnings and insights from campaigns and overall brand activities.
• Social listening and reporting to help us stay connected to the pulse of the Kenyan youth.
• Learn and consistently apply Girl Effect’s editorial policies and values, production standards, and safeguarding policies.
• Comply and adhere to our Safeguarding policies.

Deliverables

You will be responsible for the end-to-end marketing of physical products, including but not limited to:

• Marketing Strategy for roll-out & implementation plan.
• End-to-end marketing of creative content to support the brand launch campaign.
• Recruitment and contracting of any required talent to support the brand and launch activities.
• Roll out of the launch campaign in line with approved strategy and tactics.

Expected Commitment

• The assignment is expected to take approximately 6 months to complete, with the possibility of an extension.
• The agency/ies will be classified as preferred vendors and will be on the GE supplier roster for 1 year.
• The agency will be expected to liaise with the GE Create team and other stakeholders.
• The agency assignment period is from September 2024 to February 2025, with the possibility of an extension.

Procurement Timelines

• Terms of reference published: 18th July 2024
• Deadline for Questions/Clarifications: 24th July 2024
• Deadline for responses from GE: 29th July 2024
• Deadline for Proposal Submission: 9th August 2024
• Agency selection, contracting and briefing: Mid-August 2024
• Project commencement: September 2024

Reporting

This engagement will be managed by the Creative Lead in Kenya, who will work with the successful consultant to ensure its timely and thorough execution. The contract supervisor shall approve all deliverables submitted by the agency before any payment is made.

Location

The agency should have local operations (or have done several projects) in Kenya. The Assignment is to be carried out in Kenya.

Who You Are

Skills and expertise:

• Creative Ideation: Skill to generate innovative and unique ideas aligned with our objectives and target audience (girls and women), fostering creativity and pushing boundaries to deliver outstanding creative work. You will have a proven ability to work with subject matter experts and ‘translate’ their expertise into appropriate content for the target audience.
• Experience marketing content for global brands.
• Have worked on projects, with social media influencers as needed. Passionate about making a positive difference in the lives of young people.
• Project Management: Ability to effectively manage projects, coordinate teams with diverse skill sets, develop project strategies, and ensure successful execution from start to finish. Have a strong work ethic to execute all projects in the intended timeline with support from the GE team.
• Local Market Knowledge: Strong understanding of local trends, media landscape, and cultural nuances to tailor creative solutions that resonate with the target audience in Kenya. Experience creating content, content and campaigns for youth audiences, especially Kenyan girls from low-middle income backgrounds. Social Media + radio experience would be a bonus.
• Time and Budget Management: Proficiency in delivering projects on schedule and within budgetary constraints, ensuring efficient allocation of resources and adherence to financial targets.
• Strategic Thinking: Ability to analyse client goals, target audience preferences, and market trends to develop a strategic approach that drives results and provides effective creative solutions.
• Multi-platform Expertise: Proficiency in creating content for diverse platforms such as digital, social media, print, TV, radio, and emerging media channels (chatbots), leveraging each platform’s unique features to engage the target audiences. Experience in health-related content/Behavior change content production in the field of Sexual and Reproductive Health and Rights would be a massive bonus.
• Branding and Storytelling: Capability to craft compelling brand narratives and storytelling techniques that effectively communicate the Girl Effect message, create emotional connections, and build brand loyalty.
• Visual and Design Skills: Strong aesthetic sense and knowledge of design principles encompassing graphic design, photography, videography, and visual effects, enabling the creation of visually appealing and impactful creative assets.
• Technical Proficiency: Familiarity with the latest creative production tools, software, and technologies, including design software, video editing tools, and content management systems, to ensure efficient and high-quality output.
• Collaboration and Teamwork: Demonstrated ability to collaborate effectively with clients, creative teams, copywriters, designers, and stakeholders to bring ideas to life, fostering a collaborative and productive work environment.
• Language: Effective communicator and writer in English, Kiswahili and Sheng.
• Safeguarding: Experience working with young adults and understanding of policies involved when working with minors.

Attitudes we are looking for:

• Comfortable with complex organizational structures and multiple stakeholders
• Comfortable with shared decision-making
• A ‘do-er thinker’
• Enthusiastic about talking to and interacting with people across cultures and geographies – this role will require extensive conversations, presentations, documentation and fire-fighting
• Highly empathetic and context-sensitive – able to balance conflicting needs and priorities decisively
• Mission-driven and cares about making a difference in the lives of young people and vulnerable sections of society.

Proposal Submission

Your proposal, should you be interested (Max 10 pages), should cover

Technical Proposal

• Your understanding of the brief and why you feel you are well-placed to advise us on this
• Credential/Profile/CV
  • Please showcase any previous work that you consider relevant to what we are trying to achieve, how we approach our work, and the audience we cater to. Describe the qualifications, experience, and capabilities of the firm or consultant in providing the requested services.
• Reference – Provide at least three references for similar contracts with a description of the service provided and the contract periods of performance.

Financial Proposal

• A breakdown of the financial proposal in KES indicating the daily or hourly billing rate, time input, and all applicable reimbursable expenses. Alternatively, you can provide a fixed fee for the requested deliverables.
  • All applicable taxes should be quoted separately;

In their proposal, the bidder must demonstrate an understanding of the requirements described in the RFP and demonstrate how the bidder will meet the requirements of the evaluation criteria.

Technical and Financial proposals will need to be submitted as separate documents. Financial bids will not be opened until the technical evaluation and then only for those proposals deemed qualified and responsive.

GE is not liable for any cost incurred during the award/contract preparation, submission, or negotiation of the award/contract. All submitted documentation and/or materials shall become and remain the property of GE.

VALIDITY of the proposal shall be for 90 days from the date of bid closure.

Evaluation Criteria

The criteria against which proposals will be evaluated are listed below.

Technical Evaluation

• Interpretation and understanding of this TOR – 10%
• Showcases relevant experience in having done previous similar work with relevant agencies or organizations – 20 %
• Geographical Experience in Kenya -10%
• Evidence of a minimum of three contactable references – 10%
• Experience and Qualification, share your Profile/Credentials/CV- 20%

Financial Evaluation

• Value for money/proposed budget breakdown – 30%

Questions/Clarifications

If you have any questions about this RFP, please email [email protected]by 24th July 2024. All questions will be answered and shared through an FAQ.

Tax

Girl Effect is obliged by the Kenyan tax authorities to withhold taxes on service contract fees as well as ensure that 16% VAT, is charged where applicable. Applicants are advised to ensure that they have a clear understanding of their tax position regarding provisions of Kenya tax legislation when developing their proposals

Copyright

All materials/documents arising from this consultancy work shall remain the property of Girl Effect.

Disclaimer

GE reserves the right to determine the structure of the process, the number of short-listed participants, the right to withdraw from the proposal process, the right to change this timetable at any time without notice and reserves the right to withdraw this tender at any time, without prior notice and without liability to compensate and/or reimburse any party. GE shall inform ONLY successful applicant(s). The process of negotiation and signing of the contract with the successful applicant(s) will follow.

Please note: We will evaluate only proposals submitted following the application process outlined in the TOR and using our specified email address ([email protected]).

Safeguarding

You may be required to undertake safeguarding checks. Shortlisted consultants will be assessed on our organizational values at the interview stage. The successful consultant will be expected to adhere to our safeguarding policy. We encourage you to read and understand our safeguarding policy, the executive summary of which can be found Here. We have zero-tolerance for all forms of violence against children, beneficiaries and staff.

Equal Opportunities

Girl Effect Services is committed to equal opportunity regardless of race, color, ancestry, religion, sex, national origin, sexual orientation, age, marital status, disability, gender, gender identity or expression. We are proud to be an equal opportunity workplace.

We are committed to building an organization that is increasingly representative of and works extensively with the communities that we serve. To this end, due regard will be paid to procuring consultancy service organizations and individuals with diverse professional, academic and cultural backgrounds.