INTEGRATED MARKETING AND COMMUNICATION AGENCY 2023 _ CALL FOR PROPOSAL

ABOUT FAIRTRADE AFRICA

Established in 2005, Fairtrade Africa (FTA) is a member of Fairtrade International and the umbrella network organization representing Fairtrade-certified Producer Organizations in Africa and the Middle East. It has four (4) regional networks – Eastern & Central Africa; Southern Africa; West Africa; and the Middle East & North Africa. FTA currently represents 1,354,294 farmers and workers in 660 producer organizations spread across 28 countries in Africa and the Middle East by providing services to them that contribute to the improvement of their livelihoods. www.fairtradeafrica.net

ASSIGNMENT BACKGROUND

Fairtrade Africa is embarking on operationalizing its 2021-2025 strategic plan. One strategic pillar of this strategy is product and market development which includes building the Fairtrade brand in Africa.

Fairtrade-certified products can be identified through Fairtrade Marks. Fairtrade Mark(s) are all individual trademarks and certification marks worldwide that protect the original design of the black core logo which are owned by Fairtrade International. The Fairtrade Mark(s) may be used under a respective license agreement on consumer-ready products, including Packaging and Promotional Material, for the following use scenarios, namely:

1. Single-ingredient and composite (multiple ingredient) food products where every ingredient is certified under the Fairtrade Standards (e.g. a coffee pack);
2. Composite food products containing both certified and non-certified ingredients (e.g. a chocolate bar);
3. Non-food composite products containing both certified and non-certified components (e.g. cosmetics, cotton and gold etc);
4. Non-food products processed or manufactured under specific supply chains supervised by the Assurance Providers (e.g. shoes, sports balls and textile products, which are certified according to the textile standard etc).

An overview of the Fairtrade Marks, including its various use scenarios and corresponding designs as well as a list of all registered and pending Fairtrade Marks worldwide, is available at https://www.fairtrade.net/about/fairtrade-marks

ASSIGNMENT DESCRIPTION

Fairtrade Africa’s Commercial Directorate is looking for an integrated marketing agency to strategize and implement brand and product campaigns to achieve the following:

• Increased brand awareness, recognition and trust in Africa.
• Increased demand and usage of Fairtrade labelled and Fairtrade certified products in Africa.
• Increased loyalty to Fairtrade labelled and Fairtrade certified products in Africa.

The proposed format of the marketing and communications campaigns is:

• Thematic campaign.
• Country-focused tactical campaigns aligned to the thematic campaign and localized to fit the Kenya and Ghana market and audience needs.
• Product promotions.
• B2B Campaigns / Promotions.
• Stakeholder Management.

Required output:

Disruptive and impactful marketing campaigns targeted to different audiences with specific messaging. Our key audiences are:

Kenya

Audience:

• Consumers [Middle class and above, 18 – 55y/o male and female, urban]
• Manufacturers, Retailers, and HORECA channels.
• Industry Players [Associations, Policy Makers etc].
• Internal Fairtrade Africa staff and producer organisations.

Key Message:

• Reason to buy
• Fairtrade Offer to Business
• Fairtrade Impact & SDG contribution
• Campaign updates and news on relevant thematic areas.

Ghana

Audience:

• Manufacturers, big buyers, traders and exporters.
• Industry Players [Associations, Policy Makers etc].

Key Message:

• Fairtrade Offer to Business
• Fairtrade Impact & SDG contribution

Key delivery channels will vary based on campaign objectives, audience and budgets available and these will be [and not limited to]:

Owned:

• Digital and social media.

Earned Media:

• ATL: Radio, Print, OOH such as partner channels.

Paid:

• BTL: Experiential Activations
• Influencers / Brand Ambassadors.
• Other digital platforms
• Any other disruptive media as recommended by the agency.

MILESTONE TRACKER

1. Inception stage
   1. Contract signing with agency.
   2. Review of current strategy, adaptation / optimization and sign-off of 2023 marcomms plan that will cover both brand and product.
2. Content Creation
   1. Development of content [multi-media content].
3. Campaign Execution.
   1. Campaign go-live.
   2. Weekly reporting of progress.
4. Final consolidated report
   1. Final campaign report.

PROPOSED WORKPLAN

The assignment is projected to begin on 1st February 2023 and conclude on 31st January 2024. A proposed work plan for consideration is outlined below.

Milestone Allocation of days

Inception stage + Review of the current strategy for adaptation/optimization 15 days

Content Creation 15 - 20 days

Campaign Execution [Phased out] Feb’23 – Jan’24

Final consolidated Report 3 days

Estimated Duration of assignment 12 Months

DELIVERABLES [IN SCOPE – WITHIN THE RETAINER FEE]

• An impactful and actionable integrated marketing and communications plan.
• Impactful integrated marketing and communications campaigns [end-to-end conceptualization, production and execution].
• General community management.
• General creative design as required.
• KPI reporting.

OTHER DELIVERABLES ON PROJECT BASIS [OUT OF SCOPE - BILLABLE SEPARATELY]

• Impact documentation [Video production].
• PR and media management.
• Event planning.

All third-party costs, as agreed upon prior to spend, will be met by Fairtrade Africa.

REQUIRED QUALIFICATIONS

• Demonstrable experience in integrated marketing in Africa [Creative, Experiential marketing and product promotions, Digital media marketing, Stakeholder engagement.]
• Good understanding of sustainable and ethical production and consumption as well as agricultural supply chains.
• Extensive experience in the Fast-Moving Consumer Goods (FMCG) industry as well as General Trade, Modern Trade and Online Trade.

PROPOSAL FORMAT

• The technical proposal should comprehensively detail:
  • Understanding of the assignment.
  • Proposed approach and methodology to deliver the assignment.
  • CVs of all members of the consultancy team, including a description of foreseen roles and responsibilities for each member.
  • Evidence of relevant / similar assignments delivered over the past 5 years.
• Detailed financial proposal in euros, inclusive of all applicable taxes.
• Business registration certificate.
• Tax compliance certificate.

EVALUATION CRITERIA

• Technical Evaluation – 70%
• Financial Proposal – 30%

How to apply

APPLICATION PROCESS

Interested applicants are requested to submit their proposals in electronic format by December 19, 2022, to [email protected] no later than 1700 EAT.