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.
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.
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.
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:
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.
You will be responsible for the end-to-end marketing of physical products, including but not limited to:
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.
The agency should have local operations (or have done several projects) in Kenya. The Assignment is to be carried out in Kenya.
Skills and expertise:
Attitudes we are looking for:
Your proposal, should you be interested (Max 10 pages), should cover
Technical Proposal
Financial Proposal
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.
The criteria against which proposals will be evaluated are listed below.
Technical Evaluation
Financial Evaluation
If you have any questions about this RFP, please email suppliers@girleffect.orgby 24th July 2024. All questions will be answered and shared through an FAQ.
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
All materials/documents arising from this consultancy work shall remain the property of Girl Effect.
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 (suppliers@girleffect.org).
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.
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.
Please submit proposals, as described above, to suppliers@girleffect.org by 9th August 2024. Please clearly mark your email with the subject ‘Marketing Agency for Kenya‘
Tagged as: Girl Effect, Kenya
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