Social Marketing Support Full Time

Background

Tiko, previously Triggerise, is a non-profit leveraging technology to transform sexual and reproductive health for underserved girls in urban and peri-urban Africa facing the ‘triple threat’ of teenage pregnancy, HIV and sexual violence. Tiko, founded in 2014, has over ten years of experience in evolving healthcare solutions that are accessible, adaptable, scalable and locally relevant, with verifiable impact. Tiko uses a tech-powered model to connect otherwise fragmented stakeholders on the ground, such as private and public medical service providers, community-based organizations (CBOs) and pharmacies, so that adolescent girls have access to high-quality sexual and reproductive health services and products, at no cost to them. Tiko’s model removes social and financial barriers to care, ultimately empowering girls as agents in their sexual and reproductive health journey. We have presence in Uganda, Ethiopia ,Burkina Faso, Zambia, Nigeria, South Africa and Kenya which is our largest, most developed and most primed for evolving into new arenas. We looking at achieving that level of scale in other markets that we have presence in and in time expand further beyond these geographies.

The Tiko Platform & Ecosystem

Our membership platform, Tiko, connects members to a range of health and wellbeing offers for them to explore on their own terms. It is accessible to anyone with a mobile device through social media platforms, SMS,Whatsapp or Telegram or membership cards if one hasn’t access to a device. Tiko is also a motivational platform that encourages its members to adopt positive behaviours using periodic behavioural “nudges” driving them to make good choices. For example, people fail to follow through on many types of important intentions; in order to address and attempt to close the intention-action gap regarding a health service, Tiko platform would send a personalised “planning prompt” to a user due for a clinic appointment soon. This “planning prompt” not only reminds the user of their appointment, but encourages them to think about how and when they will get themselves there thus aiding them along the consumer journey. We close this motivation loop with rewards which we call “Tiko Miles” , a reward which acts as a digital currency that users redeem at a local shop or kiosk for essential goods. As they maintain their behaviour, the rewards continue to accumulate. Think of Vitality points, but for the bottom of the consumer pyramid.

Tiko Pitch Process- Background & Expectations

Tiko is seeking a social media agency to offer their Social Marketing Services aimed at increasing our brand equity and achieving key growth metrics. The agency will be responsible for driving a significant increase in our online community size, engagement levels, and self-enrolments from social media platforms. The campaign will focus on promoting our current offerings, including SRH (Sexual Reproductive Health offers), HIV Services, SGBV (Sexual and Gender-Based Violence), Menstrual Health, Skills Offer and Mental Health, as well as any additional offers requiring attention during this period.

The Agency is expected to deliver the following key tasks:

1. Comprehensive Content Strategy Development:

Objective: Develop a content strategy that:
● Increases brand equity and strengthens our relationship with existing users.
● Encourages Continuity and uptake of multiple offerings by Tiko Members.
● Highlights the new offerings: SGBV, Menstrual Health, Mental Health, and any other relevant campaigns
during the contract duration.
● Ensures that content resonates with target audiences and is tailored to address our impact goals.
● Outlines clear KPIs for growth, including increasing online community size by 60%, digital engagement by 60%, and self-enrolments by 60%.

2. Growth and Engagement Strategies:

Objective: Outline clear strategies to:
● Increase the online community by 60% across all social media platforms (Facebook, Instagram, and others).
● Achieve a 60% increase in continuity of our offerings and uptake of multiple offerings.
● Achieve a 60% increase in digital engagement across our social media channels.
● Drive a similar 60% increase in the number of self-enrolments for individuals matching our impact targets via social media.
● Ensure strategies focus on increasing user interaction, using clear Call-to-Actions (CTAs), and frequently sharing self-enrolment instructions.

3. Digital Marketing Strategy Effectiveness:

Objective:
● Continuously monitor and adjust digital marketing efforts by tracking channel performance and user
behavior.
● Proactively align marketing efforts with the overall content strategy, ensuring the effectiveness of campaigns.
● Utilize tools to analyze performance and make data-driven recommendations to optimize engagement and self-enrolments.

4. Generation of Digital Resource Bank:

Objective:
● Create a comprehensive digital resource bank (e.g., infographics, videos, templates, etc.) that can be used across social media and other digital platforms.
● Ensure the resources are in line with the content strategy and can be repurposed to maximize engagement and shareability.

5. Content Creation and Distribution:

Objective:
● Manage all aspects of content creation, including copywriting, creative production, content calendars,
scheduling, distribution, and amplification.
● Ensure that content aligns with Tiko Kenya’s mission and goals, maintains consistency, and drives
engagement.

6. Community Management:

Objective:
● Provide daily community management for all Tiko Kenya social platforms (Facebook, Instagram, and any emerging platforms).
● Respond to comments, messages, and queries promptly, ensuring continuous engagement.
● Escalate any crisis or negative sentiment to the Triggerise team in a timely manner.
● Audit social channels regularly to stay ahead of community sentiments and user feedback

7. Media Buying and Campaign Management:

Objective:
● Manage paid media campaigns on social platforms, with a focus on increasing traffic and engagement.
● Identify ideal ad placements, locations, and times to maximize the effectiveness of paid campaigns.
● Ensure all media buys align with overall content strategy and deliver measurable results

8. Monthly Reporting:

Objective: Provide detailed monthly reports by the first week of each month, summarizing the following metrics:
● Growth in the online community size by 60% over the contracting period.
● 60% increase in digital engagement across platforms.
● 60% increase in the number of self-enrolments of individuals who match our impact targets via social media.
● Provide insights into any challenges, successes, and recommendations for optimization in the following
month.

Tiko Pitch Process- Expectations

Deliverables

●Content Strategy: A comprehensive plan detailing the content themes, key messaging, campaigns, and content distribution channels.
● Growth and Engagement Strategy: A detailed action plan to achieve the 60% growth targets for online community size, engagement, Continuation, uptake of multiple services and self-enrolments.
● Digital Resource Bank: A collection of digital assets (graphics, videos, templates) for reuse across platforms.
● Monthly Activity Reports: A report at the end of each month detailing the campaign’s performance against KPIs.
● Community Management & Crisis Response: Daily community management support and crisis management protocols.

KPIs

● Increase in Online Community Size: 60% growth over the contract period.
● Increase in Continuation and Uptake of Multiple offerings from social platforms.
● Increase in Digital Engagement: 60% growth in digital engagement across social platforms.
● Increase in Self-Enrolments: 60% increase in self-enrolments from social media.
● Effective Campaign Delivery: Alignment with the content strategy, constant performance tracking,
and optimization.

Tiko Pitch Process

Technical Response

The information is required but not limited to:
● Proven experience in managing social media campaigns with similar objectives.
● A portfolio of successful projects with measurable results in growing communities and engagement.
● Expertise in content strategy development, community management, media buying, and analytics.
● Strong understanding of digital marketing trends, particularly in the nonprofit and social impact sectors.
● Ability to work collaboratively and proactively, aligning with Tiko Kenya’s mission and goals.

Creative Response

The information is required but not limited to:
● Strategic response to the brief
● Creative approach to satisfy the positioning and ambition.
● Technical and logistical requirements
● Detailed costs and Roll-out plan
● Proposed agency structure to service account.

For more information, please click on this link here: https://drive.google.com/file/d/12xczO3YphBuNa7ASqlyGtCV2lJFW1Xvd/view?usp=sharing

Tagged as: Kenya, Tiko