Description
Specific activities designed to promote a product, service or business. A marketing campaign is a coordinated series of steps that can include promotion of a product through different mediums (television, radio, print, online) using a variety of different types of advertisements.
Appendix 1
TERMS OF REFERENCE (TOR) FOR CONTRACTS FOR SERVICES AND WORK Advertising and Media Campaign for the National Institute of Standardization and Quality (INNOQ)
Maputo, Mozambique
Page 1 of 10
TERMS OF REFERENCE Advertising and Media Campaign (INNOQ) EE/MOZ/08/001
Table of Contents
1. 2. 3. 3.1 3.2 4. 5. 6. 7. 8. 9. 10. 11. 12.
General Background Information ....................................................................... 3 Aim of the Project .............................................................................................. 3 The Scope of the proposed Contracted Services ................................................ 4 General Considerations .................................................................................. 4 General Criteria .............................................................................................. 4 Objectives .......................................................................................................... 6 Scope ................................................................................................................. 7 General Time Schedule ...................................................................................... 8 Personnel in the Field ........................................................................................ 8 Language Requirements .................................................................................... 9 Deliverables ....................................................................................................... 9 Evaluation Criteria .......................................................................................... 9 Equipment Component ........................................ Error! Bookmark not defined. Recommended Table for Specification of Supply .......................................... 10
Page 2 of 10
TERMS OF REFERENCE Advertising and Media Campaign (INNOQ) EE/MOZ/08/001
1. General Background Information The needs assessment of this project was completed upon the diagnostic study carried out by the Integrated Framework initiative, and, in particular by its Diagnostic Business reports that identified the main constraints to foster business development Trade Integration Study (DTIS). This intervention proposes also to link with the Doing
for each country (start-up, licensing, labour, registration, credit, investor protection, two would be the trade chapter of the Doing Business reports (trading across borders).
taxes, trade facilitation, enforcing contract and bankruptcy). The linkage between the
The DTIS workshop held in Mozambique at the end of 2004 validated the report’s main conclusions, which relate to the following areas where the constraints are concentrated: (i) business environment; Mozambique must attract outward-looking
investment, especially in labour-intensive production or in operations with strong linkages to labour-intensive sectors of economy; (ii) (iii) trade procedures, transport); facilitation (Mozambique Revenue Authority (Customs), border,
trade and investment information and advisory service providers (in particular
those services provided by the Ministry of Industry and Commerce, the Promotion Agency, and the Investment Promotion Centre); and (iv) transport infrastructure (key roads, railway lines, ports, etc).
National Institute of Standards and Quality (INNOQ), the Investment
Facilitation (B.E.S.T.F), jointly funded by European Commission and UNIDO, constraints.
The implementation of a project on Business Environment Support and Trade
commenced during 2008 with specific objectives to address a number of these
2. Aim of the Project One of the aims of the BESTF project is to provide support to INNOQ to strengthen
its visibility in the country through a media and advertising campaign, with aim of
the services being offered by INNOQ in Mozambique. This will include the
creating awareness of INNOQ as the lead institution for national quality system and
development of a holistic marketing strategy to improve the image of INNOQ with notably the private sector but also other economic players to promote and ensure various metrology services (calibration) and also certification services on offer. the use of the national (also technical) standards developed by INNOQ, utilise the
Page 3 of 10
TERMS OF REFERENCE Advertising and Media Campaign (INNOQ) EE/MOZ/08/001
It is also important to recognise that INNOQ faces significant challenges to maintain and sustain its operation even though there is recognition of important role this organisation has for the economic and social development of the country. INNOQ’s economic development of Mozambique. It is therefore of real importance that the visibility and image of INNOQ. mission is indeed critical to provide services which have significant impact on the campaign also focuses at country level, including the public sector and addresses the
3. The Scope of the proposed Contracted Services 3.1 General Considerations An essential element of the scope of this project will be to arrange and conduct an advertisement campaign through different forms of media. It is recognized that advertising cannot be considered an intuitive activity, and is subject to the inspiration of some media experts and professionals. It is a discipline dealing with so many variables that any reductionist model rarely is able to reach a
satisfactory level of accuracy, effectiveness or confidence. The advertisement a minimal scientific and technical base that guarantees the opportunity and suitability of the selected advertisement solution.
communication requires a key artistic, intuitive and creative element, but always with
The effectiveness of an advertising campaign is dependent on an adequate level of specific information and professional expertise. This requires knowledge on a wide variety of aspects, including knowledge of the target groups for an advertising knowledge related the communication media, which choices are available, the appropriateness of different forms of media, the use thereof, the formats required, campaign (the creative tendencies, the narrative formulas, etc.).
campaign, what they expect, what they think, what they like, etc. Also specific
etc. Also importantly what the most appropriate strategy is in order to plan the
What really works and what does not work in the specific market situation is a very relevant question that must be deeply considered and this aspect further justifies the need to target specialized agencies in the bidding process.
3.2 General Criteria
Page 4 of 10
TERMS OF REFERENCE Advertising and Media Campaign (INNOQ) The advertising agency to be contracted is expected to provide in depth knowledge of the agency will be: • • • EE/MOZ/08/001
on the communication strategy to be followed for this campaign. The main functions the creation of advertising services/products which will successfully convey the desired message to the target audience, (phase 1) the roll-out of the campaign (phase 2), and
reporting on the impact of this campaign (phase 3)
The agency must be able to deal with all the complex elements of a media campaign, including media planning, purchase of advertising products (eg
broadcasting time, radio slots, space in printed media (newspapers, magazines),
television
outdoors, etc.) and the ability to monitor (verify/track) that these schedules are adhered to, or if required, take the necessary pro-active action to ensure that the results are achieved. Equally important therefore is the ability of the agency to work closely with the particular communication service provider (eg television station, radio broadcasting station, newspaper or magazine) in order to obtain data on the success of the particular action (eg circulation, audience, etc).
INNOQ will supply the selected advertising agency at the start of the project with the will be transmitted orally during meetings with the INNOQ Director and his team to be held in Maputo, at INNOQ premises.
necessary information required in order to conduct the campaign. This information
A detailed briefing document must be presented for consideration by INNOQ. This
briefing should include data concerning the institution and its services portfolio, explanations of the specific market characteristics in which the institution operates and other various indications like the tone and style, image to be respected, legal is the past experience/track record of the agency in working in Maputo, Mozambique, especially being familiar with Mozambique advertising and define the advertising campaign’s objectives, target audience, budget, deadline restrictions, parallel promotional actions, public relations, etc. Of specific importance media
(television, printed media, etc) and very importantly regulations and laws relate to NOT allow non-Mozambique companies to engage in any form of such publicity or campaigns)
media and publicity (eg, it is important to note that Mozambique Legislation does
to also make a presentation to INNOQ and UNIDO in Maputo should the detailed proposals presented not allow for final decision making.
NOTE: UNIDO reserves the right to request short-listed agencies (at their own cost)
If specific market research is required for any of these or other aspects of the campaign, a market research process can be included. If it will be the case, the market research may carry out specific research relative to how the messages may be
Page 5 of 10
TERMS OF REFERENCE Advertising and Media Campaign (INNOQ) perceived by the target audience, what type of attributed or characteristics may be relevant, research/information must be current. the convenience of specific types of presentations, etc. Market EE/MOZ/08/001
It is also considered essential for the agency to be selected to comply with the following: a) General knowledge on communication and persuasion tactics (the advertising rhetoric, oratory, lines of argument and be able to apply them in favour of promote the institution in the market context);
professionals must be communication and persuasion experts, know the basic
b) Practical knowledge on communication (the advertising agency is supposed to be a company specialised in communications, and must be capable of consulting capable of advising how to focus the communication, how to appeal to the target and guiding the advertisers on the subject). The agency’s professionals must be audience, what information or messages to highlight, how to make the adverts attractive and effective, how to optimise the budget, and what message combinations is most persuasive, etc. c) Knowledge of advertising media (the advertising agency to be selected must be diffusion of the messages, knowing what can be done with the conventional media - newspapers, radio, television, internet, outdoor - and what can be achieved through unconventional media like events).
up-to-date on the latest tendencies in using communication media as means of
d) The selected advertising agency should plan and purchase the media (this stage time restraints can oblige the two phases to be developed in parallel). e) f) advertising activities and agencies;
must logically come after the second phase, producing the campaign, but the Comply with the current Mozambican laws and regulations applicable to Be able to produce all the advertisement materials in Portuguese.
4. Objectives The general objective is to call for expression of interest from Advertisement
Agencies to develop an advertisement campaign, using several media and public relations methods, to significantly enhance the visibility of INNOQ and to promote its services to Mozambican society in general and the economic players in particular.
The specific objectives for the advertisement campaign are: • • Generate awareness Increased participation by various stakeholders in Mozambican (National) standards development processes as well as in regional and international standardization activities; • Promote the use of National Standards and related standardization activities;
Page 6 of 10
TERMS OF REFERENCE Advertising and Media Campaign (INNOQ) • • Promote awareness and enlarge the use of metrology services, particularly calibration services; Create awareness on conformity assessment issues, such as certification and other related activities. 5. Scope The institution to be promoted through this campaign is INNOQ, which should be as the focus of the media campaign and guide for all actions developed. EE/MOZ/08/001
considered as the leading agent. The private sector/economic players must be seen
The services to be contracted will consist of a series of advertising message through
embody a wide range of activities. Care should therefore be taken that campaign campaign (eg an advert in a magazine one day and a television promotion the
the use of various forms of media with a uniform look and feel and which will
presents a consistent message with clear links between various components of the following week should enable the target audience to understand that these are all part of the same promotional campaign).
strategic (a well-built advertising strategy must be envisaged).
The campaign must be well planned and the intervention (execution) must be
It is further important that the campaign makes the necessary references to recognise the donor of the project under which this campaign is supported, the contributing financial to the project. (further information will be provided to the successful agency). European Commission and also to the implementing agency UNIDO who is
The advertisement services to be contracted should comprise both Publicity and Public Relations, including the following: (a) Publicity: • Communication strategy;
• Publicity materials creation;
• Production of the approved publicity materials; • Media plan design and execution; (b) Public Relations: • Purchase of advertisement spaces and time in media.
• Communication strategy;
The creation process being followed by bidding agencies should be well defined and to be broadcast through conventional media, unconventional combination of both.
• Description of an activities programme
presented as part of the proposal. Consideration should be given for the campaign media, or a
Page 7 of 10
TERMS OF REFERENCE Advertising and Media Campaign (INNOQ) EE/MOZ/08/001
The advertising agency to be contracted should fully cover all of the possible
scenarios, it is required that a general proposal will be produced to describe the each case. intervention (of each area of expertise) and what their documentation needs are in
It is worth noting that the advertising campaign could begin, as a first phase, with the research and knowledge generation process (collecting information, selecting it, evaluating it and deciding on what seems the most appropriate). This will establish implementation and roll-out of the campaign.
the campaign’s aims and the resulting framework for actions required for the
radio, brochure, webpage, etc.), the planning and purchase of the media’s space and time should be carefully defined.
In the second phase, the specific messages for each medium to be used (television or
intervention, implying that various forms of data should be collected/monitored though the campaign in order to allow for a detailed assessment of the impact of the campaign
The third phase should primarily allow for the evaluation of the results of the
6. General Time Schedule It is realised that the duration of the campaign will be limited by the budget allocated for this purpose. It is therefore proposed that the proposal tabled considers two scenarios and that the proposals clearly indicates the total costs associated with each of the two scenarios: Scenario 1: Scenario 2:
be launched for a 6 month period
That, following an initial design and development phase, a campaign That, following an initial design and development phase, a campaign
be launched for a 12 month period
7. Personnel in the Field The team will be based and working from Maputo.
The roles and contribution of the various professionals (copywriters, account executives, art directors, media planners, research technicians, etc.) involved in the managed accordingly. advertising campaign project must be clearly defined and tasks allocated and The team structure and reporting lines should be clearly defined.
Page 8 of 10
TERMS OF REFERENCE Advertising and Media Campaign (INNOQ) EE/MOZ/08/001
8. Language Requirements The working language for the complete campaign will be Portuguese and all communication with INNOQ will be in Portuguese. 9. Deliverables The successful service provider is expected to deliver to UNIDO and INNOQ a set of important items comprising: • • • • • advertisers; Comprehensive briefings for all the meetings that will take place with the The creative/original work/materials developed for the campaign; Media plans (and any revisions); Comprehensive documentation supporting the use of the budget;
Monthly reports (in most suitable format) providing statistical data and analysis monitor the campaign and respond readily if required;
on the impact of the campaign in order to provide the means to INNOQ to • A final report (2 copies) with an overview of the total impact of the campaign to UNIDO and INNOQ (for approval by the Head of Cluster on Quality and the INNOQ Director), not later than 15 days after the campaign concluded.
10. Evaluation Criteria The following evaluation criteria should be considered in the bidding process: a) Qualifications of the vendor (the qualifications and experience of the vendor and b) Experience with similar projects (record of recent past performance of similar c) Past performance (record of past performance on contracts with government ability to meet schedules). projects of similar scope). its members being proposed to be assigned to the contract).
agencies with respect to such factors as control of costs, quality of the work, and the
d) Availability of the vendor (considering the current and projected workloads of the vendor that would affect its ability to perform the required work on schedule, and the availability of key personnel to be assigned to the project) familiarity with the subject to be addressed).
e) Familiarity with the Country (familiarity of the vendor with the Country and
Page 9 of 10
TERMS OF REFERENCE Advertising and Media Campaign (INNOQ) EE/MOZ/08/001
11. Recommended Table for Specification of Supply UNIDO RFP reference No. Specification of Supply
UNIDO REQUIREMENTS Item Name and required parameters Quantity TO BE COMPLETED BY THE INVITEE Unit price Currency Total item price Compliance*) Currency Yes/no Remarks
1. 1.1 1.2 1.3
I. Technical Services, incl. SCENARIO 1 (6 months): Preparation (design/development) of campaign Campaign roll-out Monitoring of impact of campaign Total 1: SCENARIO 2 (12 months): Preparation (design/development) of campaign Campaign roll-out Monitoring of impact of campaign Total 2: II. Equipment, parts, supplies (no equipment required) III. Installation, commissioning (not applicable) IV. Cost of transportation & insurance (not applicable)
2. 2.1 2.2 2.3 …
*) Compliance must be confirmed in detail by the supplier’s offer and technical documentation and will be verified by UNIDO during technical evaluation; if not compliant with UNIDO parameters, the supplier must indicate his parameters in column ‘Remarks’. Note for AH: in preparation of the Terms of Reference mark mandatory requirements, if any, by word "mandatory". Note for the Suppliers: In cases when a two-envelope system is applicable, the suppliers shall complete the table separately for their technical offer (without unit and total prices) and for commercial offer, (with unit and total prices).
Page 10 of 10
doc_441832723.pdf
Specific activities designed to promote a product, service or business. A marketing campaign is a coordinated series of steps that can include promotion of a product through different mediums (television, radio, print, online) using a variety of different types of advertisements.
Appendix 1
TERMS OF REFERENCE (TOR) FOR CONTRACTS FOR SERVICES AND WORK Advertising and Media Campaign for the National Institute of Standardization and Quality (INNOQ)
Maputo, Mozambique
Page 1 of 10
TERMS OF REFERENCE Advertising and Media Campaign (INNOQ) EE/MOZ/08/001
Table of Contents
1. 2. 3. 3.1 3.2 4. 5. 6. 7. 8. 9. 10. 11. 12.
General Background Information ....................................................................... 3 Aim of the Project .............................................................................................. 3 The Scope of the proposed Contracted Services ................................................ 4 General Considerations .................................................................................. 4 General Criteria .............................................................................................. 4 Objectives .......................................................................................................... 6 Scope ................................................................................................................. 7 General Time Schedule ...................................................................................... 8 Personnel in the Field ........................................................................................ 8 Language Requirements .................................................................................... 9 Deliverables ....................................................................................................... 9 Evaluation Criteria .......................................................................................... 9 Equipment Component ........................................ Error! Bookmark not defined. Recommended Table for Specification of Supply .......................................... 10
Page 2 of 10
TERMS OF REFERENCE Advertising and Media Campaign (INNOQ) EE/MOZ/08/001
1. General Background Information The needs assessment of this project was completed upon the diagnostic study carried out by the Integrated Framework initiative, and, in particular by its Diagnostic Business reports that identified the main constraints to foster business development Trade Integration Study (DTIS). This intervention proposes also to link with the Doing
for each country (start-up, licensing, labour, registration, credit, investor protection, two would be the trade chapter of the Doing Business reports (trading across borders).
taxes, trade facilitation, enforcing contract and bankruptcy). The linkage between the
The DTIS workshop held in Mozambique at the end of 2004 validated the report’s main conclusions, which relate to the following areas where the constraints are concentrated: (i) business environment; Mozambique must attract outward-looking
investment, especially in labour-intensive production or in operations with strong linkages to labour-intensive sectors of economy; (ii) (iii) trade procedures, transport); facilitation (Mozambique Revenue Authority (Customs), border,
trade and investment information and advisory service providers (in particular
those services provided by the Ministry of Industry and Commerce, the Promotion Agency, and the Investment Promotion Centre); and (iv) transport infrastructure (key roads, railway lines, ports, etc).
National Institute of Standards and Quality (INNOQ), the Investment
Facilitation (B.E.S.T.F), jointly funded by European Commission and UNIDO, constraints.
The implementation of a project on Business Environment Support and Trade
commenced during 2008 with specific objectives to address a number of these
2. Aim of the Project One of the aims of the BESTF project is to provide support to INNOQ to strengthen
its visibility in the country through a media and advertising campaign, with aim of
the services being offered by INNOQ in Mozambique. This will include the
creating awareness of INNOQ as the lead institution for national quality system and
development of a holistic marketing strategy to improve the image of INNOQ with notably the private sector but also other economic players to promote and ensure various metrology services (calibration) and also certification services on offer. the use of the national (also technical) standards developed by INNOQ, utilise the
Page 3 of 10
TERMS OF REFERENCE Advertising and Media Campaign (INNOQ) EE/MOZ/08/001
It is also important to recognise that INNOQ faces significant challenges to maintain and sustain its operation even though there is recognition of important role this organisation has for the economic and social development of the country. INNOQ’s economic development of Mozambique. It is therefore of real importance that the visibility and image of INNOQ. mission is indeed critical to provide services which have significant impact on the campaign also focuses at country level, including the public sector and addresses the
3. The Scope of the proposed Contracted Services 3.1 General Considerations An essential element of the scope of this project will be to arrange and conduct an advertisement campaign through different forms of media. It is recognized that advertising cannot be considered an intuitive activity, and is subject to the inspiration of some media experts and professionals. It is a discipline dealing with so many variables that any reductionist model rarely is able to reach a
satisfactory level of accuracy, effectiveness or confidence. The advertisement a minimal scientific and technical base that guarantees the opportunity and suitability of the selected advertisement solution.
communication requires a key artistic, intuitive and creative element, but always with
The effectiveness of an advertising campaign is dependent on an adequate level of specific information and professional expertise. This requires knowledge on a wide variety of aspects, including knowledge of the target groups for an advertising knowledge related the communication media, which choices are available, the appropriateness of different forms of media, the use thereof, the formats required, campaign (the creative tendencies, the narrative formulas, etc.).
campaign, what they expect, what they think, what they like, etc. Also specific
etc. Also importantly what the most appropriate strategy is in order to plan the
What really works and what does not work in the specific market situation is a very relevant question that must be deeply considered and this aspect further justifies the need to target specialized agencies in the bidding process.
3.2 General Criteria
Page 4 of 10
TERMS OF REFERENCE Advertising and Media Campaign (INNOQ) The advertising agency to be contracted is expected to provide in depth knowledge of the agency will be: • • • EE/MOZ/08/001
on the communication strategy to be followed for this campaign. The main functions the creation of advertising services/products which will successfully convey the desired message to the target audience, (phase 1) the roll-out of the campaign (phase 2), and
reporting on the impact of this campaign (phase 3)
The agency must be able to deal with all the complex elements of a media campaign, including media planning, purchase of advertising products (eg
broadcasting time, radio slots, space in printed media (newspapers, magazines),
television
outdoors, etc.) and the ability to monitor (verify/track) that these schedules are adhered to, or if required, take the necessary pro-active action to ensure that the results are achieved. Equally important therefore is the ability of the agency to work closely with the particular communication service provider (eg television station, radio broadcasting station, newspaper or magazine) in order to obtain data on the success of the particular action (eg circulation, audience, etc).
INNOQ will supply the selected advertising agency at the start of the project with the will be transmitted orally during meetings with the INNOQ Director and his team to be held in Maputo, at INNOQ premises.
necessary information required in order to conduct the campaign. This information
A detailed briefing document must be presented for consideration by INNOQ. This
briefing should include data concerning the institution and its services portfolio, explanations of the specific market characteristics in which the institution operates and other various indications like the tone and style, image to be respected, legal is the past experience/track record of the agency in working in Maputo, Mozambique, especially being familiar with Mozambique advertising and define the advertising campaign’s objectives, target audience, budget, deadline restrictions, parallel promotional actions, public relations, etc. Of specific importance media
(television, printed media, etc) and very importantly regulations and laws relate to NOT allow non-Mozambique companies to engage in any form of such publicity or campaigns)
media and publicity (eg, it is important to note that Mozambique Legislation does
to also make a presentation to INNOQ and UNIDO in Maputo should the detailed proposals presented not allow for final decision making.
NOTE: UNIDO reserves the right to request short-listed agencies (at their own cost)
If specific market research is required for any of these or other aspects of the campaign, a market research process can be included. If it will be the case, the market research may carry out specific research relative to how the messages may be
Page 5 of 10
TERMS OF REFERENCE Advertising and Media Campaign (INNOQ) perceived by the target audience, what type of attributed or characteristics may be relevant, research/information must be current. the convenience of specific types of presentations, etc. Market EE/MOZ/08/001
It is also considered essential for the agency to be selected to comply with the following: a) General knowledge on communication and persuasion tactics (the advertising rhetoric, oratory, lines of argument and be able to apply them in favour of promote the institution in the market context);
professionals must be communication and persuasion experts, know the basic
b) Practical knowledge on communication (the advertising agency is supposed to be a company specialised in communications, and must be capable of consulting capable of advising how to focus the communication, how to appeal to the target and guiding the advertisers on the subject). The agency’s professionals must be audience, what information or messages to highlight, how to make the adverts attractive and effective, how to optimise the budget, and what message combinations is most persuasive, etc. c) Knowledge of advertising media (the advertising agency to be selected must be diffusion of the messages, knowing what can be done with the conventional media - newspapers, radio, television, internet, outdoor - and what can be achieved through unconventional media like events).
up-to-date on the latest tendencies in using communication media as means of
d) The selected advertising agency should plan and purchase the media (this stage time restraints can oblige the two phases to be developed in parallel). e) f) advertising activities and agencies;
must logically come after the second phase, producing the campaign, but the Comply with the current Mozambican laws and regulations applicable to Be able to produce all the advertisement materials in Portuguese.
4. Objectives The general objective is to call for expression of interest from Advertisement
Agencies to develop an advertisement campaign, using several media and public relations methods, to significantly enhance the visibility of INNOQ and to promote its services to Mozambican society in general and the economic players in particular.
The specific objectives for the advertisement campaign are: • • Generate awareness Increased participation by various stakeholders in Mozambican (National) standards development processes as well as in regional and international standardization activities; • Promote the use of National Standards and related standardization activities;
Page 6 of 10
TERMS OF REFERENCE Advertising and Media Campaign (INNOQ) • • Promote awareness and enlarge the use of metrology services, particularly calibration services; Create awareness on conformity assessment issues, such as certification and other related activities. 5. Scope The institution to be promoted through this campaign is INNOQ, which should be as the focus of the media campaign and guide for all actions developed. EE/MOZ/08/001
considered as the leading agent. The private sector/economic players must be seen
The services to be contracted will consist of a series of advertising message through
embody a wide range of activities. Care should therefore be taken that campaign campaign (eg an advert in a magazine one day and a television promotion the
the use of various forms of media with a uniform look and feel and which will
presents a consistent message with clear links between various components of the following week should enable the target audience to understand that these are all part of the same promotional campaign).
strategic (a well-built advertising strategy must be envisaged).
The campaign must be well planned and the intervention (execution) must be
It is further important that the campaign makes the necessary references to recognise the donor of the project under which this campaign is supported, the contributing financial to the project. (further information will be provided to the successful agency). European Commission and also to the implementing agency UNIDO who is
The advertisement services to be contracted should comprise both Publicity and Public Relations, including the following: (a) Publicity: • Communication strategy;
• Publicity materials creation;
• Production of the approved publicity materials; • Media plan design and execution; (b) Public Relations: • Purchase of advertisement spaces and time in media.
• Communication strategy;
The creation process being followed by bidding agencies should be well defined and to be broadcast through conventional media, unconventional combination of both.
• Description of an activities programme
presented as part of the proposal. Consideration should be given for the campaign media, or a
Page 7 of 10
TERMS OF REFERENCE Advertising and Media Campaign (INNOQ) EE/MOZ/08/001
The advertising agency to be contracted should fully cover all of the possible
scenarios, it is required that a general proposal will be produced to describe the each case. intervention (of each area of expertise) and what their documentation needs are in
It is worth noting that the advertising campaign could begin, as a first phase, with the research and knowledge generation process (collecting information, selecting it, evaluating it and deciding on what seems the most appropriate). This will establish implementation and roll-out of the campaign.
the campaign’s aims and the resulting framework for actions required for the
radio, brochure, webpage, etc.), the planning and purchase of the media’s space and time should be carefully defined.
In the second phase, the specific messages for each medium to be used (television or
intervention, implying that various forms of data should be collected/monitored though the campaign in order to allow for a detailed assessment of the impact of the campaign
The third phase should primarily allow for the evaluation of the results of the
6. General Time Schedule It is realised that the duration of the campaign will be limited by the budget allocated for this purpose. It is therefore proposed that the proposal tabled considers two scenarios and that the proposals clearly indicates the total costs associated with each of the two scenarios: Scenario 1: Scenario 2:
be launched for a 6 month period
That, following an initial design and development phase, a campaign That, following an initial design and development phase, a campaign
be launched for a 12 month period
7. Personnel in the Field The team will be based and working from Maputo.
The roles and contribution of the various professionals (copywriters, account executives, art directors, media planners, research technicians, etc.) involved in the managed accordingly. advertising campaign project must be clearly defined and tasks allocated and The team structure and reporting lines should be clearly defined.
Page 8 of 10
TERMS OF REFERENCE Advertising and Media Campaign (INNOQ) EE/MOZ/08/001
8. Language Requirements The working language for the complete campaign will be Portuguese and all communication with INNOQ will be in Portuguese. 9. Deliverables The successful service provider is expected to deliver to UNIDO and INNOQ a set of important items comprising: • • • • • advertisers; Comprehensive briefings for all the meetings that will take place with the The creative/original work/materials developed for the campaign; Media plans (and any revisions); Comprehensive documentation supporting the use of the budget;
Monthly reports (in most suitable format) providing statistical data and analysis monitor the campaign and respond readily if required;
on the impact of the campaign in order to provide the means to INNOQ to • A final report (2 copies) with an overview of the total impact of the campaign to UNIDO and INNOQ (for approval by the Head of Cluster on Quality and the INNOQ Director), not later than 15 days after the campaign concluded.
10. Evaluation Criteria The following evaluation criteria should be considered in the bidding process: a) Qualifications of the vendor (the qualifications and experience of the vendor and b) Experience with similar projects (record of recent past performance of similar c) Past performance (record of past performance on contracts with government ability to meet schedules). projects of similar scope). its members being proposed to be assigned to the contract).
agencies with respect to such factors as control of costs, quality of the work, and the
d) Availability of the vendor (considering the current and projected workloads of the vendor that would affect its ability to perform the required work on schedule, and the availability of key personnel to be assigned to the project) familiarity with the subject to be addressed).
e) Familiarity with the Country (familiarity of the vendor with the Country and
Page 9 of 10
TERMS OF REFERENCE Advertising and Media Campaign (INNOQ) EE/MOZ/08/001
11. Recommended Table for Specification of Supply UNIDO RFP reference No. Specification of Supply
UNIDO REQUIREMENTS Item Name and required parameters Quantity TO BE COMPLETED BY THE INVITEE Unit price Currency Total item price Compliance*) Currency Yes/no Remarks
1. 1.1 1.2 1.3
I. Technical Services, incl. SCENARIO 1 (6 months): Preparation (design/development) of campaign Campaign roll-out Monitoring of impact of campaign Total 1: SCENARIO 2 (12 months): Preparation (design/development) of campaign Campaign roll-out Monitoring of impact of campaign Total 2: II. Equipment, parts, supplies (no equipment required) III. Installation, commissioning (not applicable) IV. Cost of transportation & insurance (not applicable)
2. 2.1 2.2 2.3 …
*) Compliance must be confirmed in detail by the supplier’s offer and technical documentation and will be verified by UNIDO during technical evaluation; if not compliant with UNIDO parameters, the supplier must indicate his parameters in column ‘Remarks’. Note for AH: in preparation of the Terms of Reference mark mandatory requirements, if any, by word "mandatory". Note for the Suppliers: In cases when a two-envelope system is applicable, the suppliers shall complete the table separately for their technical offer (without unit and total prices) and for commercial offer, (with unit and total prices).
Page 10 of 10
doc_441832723.pdf