Global Alliance for Improved Nutrition (GAIN) Ethiopia

BACKGROUND

GAIN was launched at the UN in 2002 to tackle the human suffering caused by malnutrition. GAIN is a global, Swiss-based foundation that mobilizes public-private partnerships and provides financial and technical support to deliver nutritious foods to those people most at risk of malnutrition.

We build alliances between governments, local and global businesses, and civil society to deliver sustainable improvements at scale. We are part of a global network of partners working together to create sustainable solutions to malnutrition. Through alliances, we provide technical, financial and policy support to key participants in the food system. We use specific learning, evidence of impact, and results of projects and programmes to shape and influence the actions of others.

One of the programs that GAIN convenes globally, alongside the World Food Programme (WFP) is called the Scaling Up Nutrition Business Network (SBN). The SBN is one of four global networks within the Scaling Up Nutrition (SUN) Movement which supports 65 Countries, including Ethiopia, to develop a multi-stakeholder approach to nutrition. The SBN Ethiopia’s ambition is to increase the availability and affordability of safe, nutritious foods in Ethiopia through:

• Convening and organizing business around national nutrition priorities;
• Assessing the challenges and opportunities facing businesses in scaling up their actions and investments in nutrition and facilitating partnerships at national and global level to support national businesses
• Improving the enabling environment to incentivize business to act on nutrition, fostering strong links and partnerships for the SBN Ethiopia with SUN’s Civil Society, Donor and UN networks, along with the Government of Ethiopia

GAIN Ethiopia hosts the secretariat of the SBN Ethiopia and has created the SBN Ethiopia Executive Committee and works closely with the SUN Focal Point in Ethiopia.

REQUIREMENT OVERVIEW

As part of its engagement in SBN, GAIN wants to employ the use of digital communication tools to build on its PR and advocacy strategy to disseminate the nutrition agenda, build on more partnerships, and link towards opportunities for scale to reach out to more businesses as part of its growing membership. The specific tools will enable SBN to;

• Access more businesses through the various digital channels including its website to recruit members through smart campaigns that provide incentives to be part of SBN. 
• Disseminate vital information towards opportunities, resources and partnerships to enable businesses to scale up and invest in nutrition actions.
• Disseminate content and communications through the global SBN team by sharing and adopting best practices from other National SBNs, particularly in Africa.
• Develop a PR platform to create more awareness on the existence of SBN and its various program components towards reaching out to new partnership opportunities to support businesses scale up.
• Monitor the effectiveness of communication activities.

OBJECTIVES

Based on the above, the communications management of SBN Ethiopia aims to achieve the following objectives

• Develop digital assets management with focused messaging/text to sensitize businesses and create a follower base on the selected social media channels to reach out to its network members and external businesses to engage them in the day-to-day activities of the SBN Ethiopia
• Implementation of the website membership database development and manage the registration and recruitment of businesses to grow its membership base.
• Run the communication and advocacy activities in relation to use of digital assets for its various programs being run up to June of 2024.

SCOPE OF WORK

Based on the above and seeing the vital role digital communication plays in meeting the above objectives, GAIN seeks to establish the SBN Ethiopia’s digital presence, focusing on management of social media channels and its website, to implement its PR and advocacy strategy as well as grow its membership base.

The creative agency will be tasked with the implementation of the agreed PR and communication activities based on the developed SBN strategy and workplan by GAIN until the program period ends by June 2024.

The agency is expected to complete the following activities as it implements the digital communications management activity during this period specifically.

• Develop SBN Ethiopia Communication strategy with a complementary communication plan and style guide.
• Run all communication management and developing digital creative assets of the SBN Ethiopia for all three social media channels (Twitter, LinkedIn, Facebook).
• Develop messaging and content for a visual digital promotional campaign that communicates weekly activities being carried out by SBN that will run until June 2024. The create agency should;
• Create a content calendar containing captions with agreed messaging towards the target group. Roll out weekly posts as required
• Create attractive artwork designs with developed key messages based on activity materials provided by GAIN according to the digital marketing regulations for promotion using Facebook, Twitter, and LinkedIn channels for each post.
• Develop additional creative artwork for use on digital channels and for additional SBN programmatic activity as workshops, webinars, events, competitions, special promotional campaigns organized by SBN throughout the management period.
• Manage ad upload, scheduling posts using targeted ad sequences on social media platforms
• Provide monthly analytics and reporting of activities, including number of communication uploads, insights into audience profile and reach targets, number of follower base engagement and data base of any businesses who have provided their interest/information through these communication channels.
• Layout the groundwork of the membership database for its website including its information architecture, graphics user interface (GUI), integration with the SBN brand.
• Develop a content management system (CMS) displaying SBN member profiles, data for contact information and an application for members to register and provide specific expression of interest for assessment on the site.
• Provide multiple email hosting’s for GAIN’s internal communication and link to other social media pages along with the website development.
• Provide an interactive platform for uploading SBN activity updates such as blogs and news on the platform
• Link the website to the global SBN site under country profile representing Ethiopia.

Job Requirements

ACTIVITIES/DELIVERABLES AND TIMELINE

Considering the above scope of work, below are the specific deliverables with key indicators the agency is expected to fulfill as part of the assignment.  

Scope of Activity Tentative Timeline

Stream- social media and

Program Communications

Submit SBN Ethiopia communication strategy----------------April 2022-June 2022

Develop SBN Ethiopia communication plan

Finalise SBN Ethiopia style guide

Content Development 

Social media content management strategy-------------------June 2024

Content calendar containing active post

schedules with captions and target

interest identifications.

Digitally acceptable artwork and messaging

for all content developed for the project period

Scheduling and Promotion

Create content schedule for each post/

developed content for promotion on Facebook,

Twitter and LinkedIn -----------------------------------------------April 2022-June 2024

Provide promotional activity per post per schedule

including boosting services.

Phase III- Analytics and Reporting

Provide monthly analytics and evaluation report

in achieving set targets

Stream- Website and Membership Data Base Management

Providing the pre-liminary design on the web

management system based on the agreed layout

and content provided by GAIN-------------------------------------May 2022

Deliver content management system (CMS)

displaying SBN member profiles, data for contact

information and an application for members to

register and provide specific expression of interest----------June 2022

Web management of uploading SBN activity

updates such as blogs and news on the platform------------May 2022-June 2024

Management of registration database and

documentation of online membership profiles-----------------May 2022-June 2024

AGENCY QUALIFICATIONS 

• Proven record with full creative agency capabilities, tools, and technologies to perform the design and execution of digital marketing and website development campaigns.
• Proven experience in creative implementation of digital communication, promotional and targeted ad building tools across various industries.
• Experience on consumer feedback and insight assessment towards implemented digital promotional activities.
• Clear and systematic thinking that demonstrates good judgment, expert problem solving, and creativity for innovative recommendations.  
• Any experience towards engagement in creative works on food business or health or nutrition sectors. A focus on complementary foods is a plus.
• Experience working in a public/private partnership environment highly desirable
• Qualified team expertise in creative digital strategy, content development, design work, digital marketing expertise, promo production, website development, online database, management, digital ad building.
• Ability to provide translation services in Amharic in digital executions.
•  Ability to deliver on short deadlines with the expected quality and outcome intact.

How to Apply

All documents should be delivered in hard copy in person at GAIN Ethiopia Office, located in Bole Sub-city, Woreda 13 area, in front of Ethiopian Youth Sports Academy, at Moya Foods Building, 2nd floor. Further technical clarifications on this ToR could be requested at: afeleke@gainhealth.org  

Include the documents listed below with your applications:- 

• Submit a technical proposal (maximum of 10 pages), including methodology for designing and implementing the required activities with detailed work plan. 
• Each page of submitted documents should be stamped or signed by the applicant
• The technical and financial proposals must be sealed separately for submission
• Any document that can provide supporting experience can be annexed along with the proposal. 
• This includes renewed license and vat/tot registration certificates
• Submit updated CVs of the key project implementing team and copy of portfolio demonstrating experiences related with the post

Deadline for submissions is by no later than 15 working days from this announcement date, on or before April 4, 2022, 5:00 PM.

Note: Late submissions will not be accepted.