Terms of reference (ToRs) for the
procurement of services below the EU
threshold
Form 41-14-1-en 1
Digital Marketing and Production of Social Protection IEC Materials
Project number/
cost centre:
0. List of abbreviations ... 2
1. Context ... 3
2. Tasks to be performed by the contractor ... 3
3. Concept ... 6
Technical-methodological concept ... 6
Project management of the contractor ... 6
4. Personnel concept ... 6 5. Costing requirements ... 9 Assignment of personnel ... 9 Travel ... 9 Workshops, training ... 9 Other costs ...10
Flexible remuneration item ...10
6. Inputs of GIZ or other actors ...10
7. Requirements on the format of the bid ...10
0. List of abbreviations
AVB General Terms and Conditions of Contract (AVB) for supplying services and work 2018
GS-NSPC General Secretariat of the Social Protection Council IEC Information, education and communication
NSPC National Social Protection Council
NSPPF National Social Protection Policy Framework SHPP Social Health Protection Project
SEO Search engine optimisation SEM Search engine marketing ToRs Terms of reference
3
1. Context
The Cambodian National Social Protection Council (NSPC) was set up in end-2017 with the adoption of National Social Protection Policy Framework by the Royal Government of Cambodia. The NSPC members consist of ministers of various ministries and is chaired by the Minister of Economy and Finance. Directly under the NSPC is the Executive Committee and both bodies are supported by the NSPC’s General Secretariat (GS-NSPC). The function of the overall NSPC structure is to set the overall policy agenda and drive the reform of Cambodia’s social protection system.
As per the National Social Protection Policy Framework (NSPPF), the Royal Government of Cambodia is embarking on a programme to reform the country’s social protection system over the next 10 years (2016-2025). The reform is supposed to benefit all the population of Cambodia. Therefore, the NSPC recognises the importance of raising awareness and understanding of the public on social protection.
Under this context, GIZ Cambodia is providing technical assistance to the GS-NSPC in this endeavour. The GIZ Social Health Protection Project (SHPP) is looking to hire a professional production and digital marketing company to work with the communications team at the GS-NSPC. The objectives are to support the communications team with digital marketing, production of information, education and communication (IEC) materials and capacity building of the team with an overall goal of strengthening public knowledge of social protection.
2. Tasks to be performed by the contractor
The contractor is responsible for providing the following services: 1. Digital Content Marketing
A. Always-on content marketing:
- 10 Posts Per Month (Static Image/ Heavy Graphic) - 5 Motion Posts per month
- A Facebook Page Cover Design - Public Holiday Posts
B. Social Media Marketing:
- Monthly Content Calendar (1 Month ahead) - Content Development & Artworks Design
- Facebook and Instagram Content Management (Posting & Optimization- 2 Times Revision Per Content)
- Monthly Reporting + Key Learning C. Digital Ads:
- 1 Page Like Ad Development (Copy & Key Visual) D. Monitoring & Analysis
- Analyze Target Characteristic & Input the Finding into the boosting algorithm - Audience demographics (age, gender, location).
A. YouTube Ads Campaign - Post video in YouTube
- Link google ad account to social media page - Keyword Research
- Placement/Topic Research - Audience Analysis
- Bidding Strategy Research - Campaign Setup
- Optimizing ad & keywords - Predict ad Performance B. Google Display Network Ads
- Website Analysis - Keyword Research - Audience Analysis - Bidding Strategy
- Ad & Keyword Optimization - Conversion Tracking - Banner Ads Placement - Search Network Boost - Build Landing Pages 3. IEC Materials Production
A. Seasonal Content / Video Production
- Khmer New Year, Pchum Ben, Water Festival, New Year 4 thirty-second videos B. Commercial/ Profile Video Production
- Suggest for a video production for the whole campaign – 1 six-minute video C. Interview Video Production
- Suggest for 3 videos production for the whole campaign - 3 three-minute videos D. Educational Video Production
- Suggest for 3 videos production for the whole campaign - 3 three-minute videos E. Short Documentary Production
- Suggest for a video production for the whole campaign - 1 six-minute video F. Infographic / Leaflet/ Booklet/ Publication
- 1 infographic, 1 Leaflet, 1 booklet, 3 publications
5 - 10 hours, in one-hour increments, of training support for the collaborative communications working group on general search engine optimisation (SEO) / search engine marketing (SEM) education.
5. TV, Radio & Billboard Advertising
- Propose media plan to achieve maximum campaign results (negotiating best rates, at selected times negotiating pro-bono or highly discounted rates and placements) - Based on approved plan manage buying, placement, tracking and reporting TV,
airtime buying, radio airtime buying and billboard placement
Certain milestones, as laid out in the table below, are to be achieved by certain dates during the contract term, and at particular locations:
Milestone Deadline/place/person responsible
Digital Content Marketing Always-on content marketing:
15 posts/month
Social Media Marketing: monthly Digital Ads: monthly Monitoring & Analysis: monthly
Search Engine Marketing YOUTUBE Ads Campaign: monthly Google Display Network Ads: monthly Seasonal Content/Video Production May, June, October, November Commercial/ Profile Video Production July
Interview Video Production May, July, September Educational Video Production June, August, October Short Documentary Production October
Infographic/Leaflet/Booklet/Publication Leaflet – July Infographic - August 3 Publications – June, September, November
Capacity Building - Training Support July, August, September TV, Radio & Billboard Media Buy Monthly Report
3. Concept
In the bid, the bidder is required to show how the objectives defined in Chapter 2 are to be achieved, if applicable under consideration of further specific method-related requirements (technical-methodological concept). In addition, the bidder must describe the project management system for service provision.
Technical-methodological concept
Strategy: The bidder is required to consider the tasks to be performed with reference to the
objectives of the services put out to tender (see Chapter 1). Following this, the bidder presents and justifies the strategy with which it intends to provide the services for which it is responsible (see Chapter 2).
The bidder is required to present the actors relevant for the services for which it is responsible and describe the cooperation with them.
The bidder is required to describe the key processes for the services for which it is responsible and create a schedule that describes how the services according to Chapter 2 are to be provided. In particular, the bidder is required to describe the necessary work steps and, if applicable, take account of the milestones and contributions of other actors in accordance with Chapter 2.
Project management of the contractor
The bidder is required to explain its approach for coordination with the GIZ project.
• The contractor makes available equipment and supplies (consumables) and assumes the associated operating and administrative costs.
• The contractor manages costs and expenditures, accounting processes and invoicing in line with the requirements of GIZ.
The contractor reports regularly to GIZ in accordance with the AVB of the Deutsche Gesellschaft für Internationale Zusammenarbeit (GIZ) GmbH from 2018
4. Personnel concept
The bidder is required to provide personnel who are suited to filling the positions described, on the basis of their CVs (see Chapter 7), the range of tasks involved and the required qualifications.
The below specified qualifications represent the requirements to reach the maximum number of points.
Account Manager
Tasks of the account manager
- Overall responsibility for over project of the contractor (quality and deadlines) - Coordinating and ensuring communication with GS-NSPC, GIZ, partners and
7 - Personnel management, in particular identifying the need for short-term tasks to be
performed to achieve each activity mentioned above - Regular reporting in accordance with deadlines Qualifications of the account manager
- Education/training (2.1.1): University qualification in marketing, communications or any relevant sector
- Language (2.1.2): Good business language skills in Khmer and English
- General professional experience (2.1.3): 5 years of professional experience in the production of the IEC materials above or relevant media sector
- Specific professional experience (2.1.4): 3 years of experience in projects working with government sector or international organisation
- Leadership/management experience (2.1.5): 3 years of management/leadership experience as project team leader or manager in a production company
- Regional experience (2.1.6): 5 years of experience in projects in South-East Asia region, of which 5 years in projects in Cambodia.
- Development Cooperation (DC) experience (2.1.7): 2-3 years of experience in DC projects
-
Other (2.1.8): Portfolio of previous production materialsExpert 1: Digital Ad Expert
Tasks of the digital ad expert
- Overall responsibility for digital marketing both social media marketing and social engine marketing (quality and deadlines)
- Work in cooperation with GS-NSPC, GIZ, partners and others involved in the project - Identify trends and insights and optimizes spend and performance based on the
insights
- Regular reporting in accordance with deadlines Qualifications of the digital ad expert
- Education/training (2.1.1): University qualification in digital media or any relevant field - Language (2.1.2): Good business language skills in Khmer and English
- General professional experience (2.1.3): 3 years of professional experience in digital marketing or relevant media sector
- Specific professional experience (2.1.4): 2 years of experience in projects working with government sector or international organisation
- Leadership/management experience (2.1.5): 2 years of management/leadership experience as project team leader or manager in a digital media agency
- Regional experience (2.1.6): 5 years of experience in projects in South-East Asia region, of which 5 years in projects in Cambodia.
- Development Cooperation (DC) experience (2.1.7): 2-3 years of experience in DC projects
-
Other (2.1.8): Portfolio of previous digital marketing services to other clientsTasks of the graphic designer
- Develop designs for communication materials based on assignment brief (quality and deadlines)
- Work in cooperation with GS-NSPC, GIZ, partners and others involved in the project - Transform text-based communications materials into visual graphic design
materials
- Regular reporting in accordance with deadlines
Qualifications of the graphic designer
- Education/training (2.1.1): University qualification in graphic design or any other related qualifications including art and design.
- Language (2.1.2): Good business language skills in Khmer and English
- General professional experience (2.1.3): 3 years of professional experience in the designing IEC materials above or relevant media sector
- Specific professional experience (2.1.4): 2 years of theoretical and practical background in graphic design, including the use of design software such as Adobe Design Premium, In-Design, CorelDraw, or similar. At least 3 examples of previous works to be listed
- Leadership/management experience (2.1.5): 2 years of management/leadership experience in leading the designing team of a production company
- Regional experience (2.1.6): 5 years of experience in projects in South-East Asia region, of which 5 years in projects in Cambodia.
- Development Cooperation (DC) experience (2.1.7): 2-3 years of experience in DC projects
-
Other (2.1.8): Portfolio of previous design materialsExpert 3: Photographer/Videographer
Tasks of the photographer/videographer - Take high-resolution photographs
- Record and produce HD videos (A and B-roll) for overall project (quality and deadlines)
- Work in close cooperation with with GS-NSPC, GIZ, partners and others involved in the project
- Regular reporting in accordance with deadlines
Qualifications of the photographer/videographer
- Education/training (2.1.1): University qualification and/or professional training in photo documentary, photojournalism, video production or awards in a related field.
- Language (2.1.2): Good business language skills in Khmer and English
- General professional experience (2.1.3): 3 years of professional experience in photo, video production or both
- Specific professional experience (2.1.4): 2 years of extensive experience in producing news, documentary films, TV programmes and 3 to 4 minute short format films
- Leadership/management experience (2.1.5): 3 years of management/leadership experience as project team leader in photo/video production
9 - Regional experience (2.1.6): 5 years of experience in projects in South-East Asia
region, of which 5 years in projects in Cambodia.
- Development Cooperation (DC) experience (2.1.7): 2-3 years of experience in DC projects
-
Other (2.1.8): Excellent technical capacity to ensure smooth and high-quality production (including availability of professional video production equipment and softwareSoft skills of team members
In addition to their specialist qualifications, the following qualifications are required of team members:
- Team skills - Initiative
- Communication skills - Sociocultural competence
- Efficient, partner- and client-focused working methods - Interdisciplinary thinking
- Ability to respect timeframes and meet deadlines
5. Costing requirements
Assignment of personnel
Account Manager: On-site assignment for 140 expert days.
Digital Ad Expert: Assignment in country of assignment for 140 expert days
Graphic Designer: Assignment in country of assignment for 140 expert days
Photo/Videographer: Assignment in country of assignment for 140 expert days
Short-term expert pool: total 0 expert days
Travel
The bidder is required to calculate the travel by the specified experts and the experts it has proposed based on the places of performance stipulated in Chapter 2 and list the expenses separately by daily allowance, accommodation expenses, flight costs and other travel expenses.
Workshops, training
The contractor implements the following workshops/study trips/training courses: • Capacity Building – Training Support
• 10 hours, in one-hour increments, of training support for the collaborative communications working group on general SEO/SEM education.
Other costs
• The contractor is also expected to support the boosting of NSPC website on social media, Search Engine Optimisation/Search Engine Marketing and TV, Radio & Billboard Media buy. The budget limit which should be used (and reimbursed against receipts from relevant platforms):
▪ social media boosting monthly cost of $4,000 per month for 7 months, ▪ SEO/SEM monthly cost of $2,000 per month for 7 months,
▪ TV, Radio & Billboard Media buy cost of $9,000 per month for 7 months ▪ Total of $105,000.
Flexible remuneration item
- Not applicable -
6. Inputs of GIZ or other actors
GIZ and/or other actors are expected to make the following available:
• Workshops logistics: GIZ advisors will be on hand to facilitate the cooperation between the contractor and the GS-NSPC communications team. Meetings and workshops can be co-organised as needed.
7. Requirements on the format of the bid
The structure of the bid must correspond to the structure of the ToRs. In particular, the detailed structure of the concept (Chapter 3) is to be organised in accordance with the positively weighted criteria in the assessment grid (not with zero). It must be legible (font size 11 or larger) and clearly formulated. The bid is drawn up in English.
The complete bid shall not exceed 10 pages (excluding CVs).
The CVs of the personnel proposed in accordance with Chapter 4 of the ToRs must be submitted using the format specified in the terms and conditions for application. The CVs shall not exceed 4 pages. The CVs must clearly show the position and job the proposed person held in the reference project and for how long.
If one of the maximum page lengths is exceeded, the content appearing after the cut-off point will not be included in the assessment.
Please calculate your price bid based exactly on the aforementioned costing requirements. In the contract the contractor has no claim to fully exhaust the days/travel/workshops/ budgets. The number of days/travel/workshops and the budget amount shall be agreed in the contract as ‘up to’ amounts. The specifications for pricing are defined in the price schedule.
8. Annexes
