Digital Marketing Agency Consultancy at Population Services International (PSI)

To Provide : Digital Marketing Agency Services
Terms of Reference for Digital Marketing Agencies to develop and run digital campaigns targeted at bringing health information closer to consumers across multiple countries. Department: Digital Health & Monitoring
Period: September 2021 – August 2023

Obj ect i ve

PSI’s Global Services Hub is looking for a digital agency with a global footprint or affiliates that can help us create and execute effective and inspiring digital marketing solutions that will improve access to relevant, personalized and on-demand health information on digital channels; Create a safe, reliable space for conversations to happen, building a community where consumers are our biggest advocates; Help improve consumers health and wellness by signposting to PSI's (and its strategic partner's) portfolio of high -quality products and services to ensure Sara gets what she needs, when and where she needs it; and Leverage digital engagement and insights to help refine our health programs.

Scope of Work

The Digital agency will work closely with PSI’s Digital Health and Monitoring team on a project-by-project basis to:

• Shape and support execution of digital marketing strategies underpinned by robust creative, and media buy plans that contribute to identified key performance indicators
• Provide support on campaign optimization through the effective use of ads, Search Engine Optimization, social media influencers amongst other approaches
• Support digital brand/content creation, deepen associated conversations, grow communities, inspire brand advocates, generate demand
• Develop testing and optimization strategy, implement ongoing testing and optimization plan, and provide recurring reporting on leading and lagging KPIs (Key Performance Indicators) to ensure maximum
• Support shaping of a digital marketing ecosystem that would enable multiple channels of engagement (e. via FB Messenger, WhatsApp, web browsers etc) and optimize positioning of these channels for use by our target audience

Given that PSI has a presence in approximately 50 countries spanning Sub-Saharan Africa, Asia, and Latin America, hence we ideally seek an agency that has a presence in multiple countries or one that has existing partnerships with other agencies in multiple countries.

Deli ve r a bl es

Deliverables

1. Digital marketing strategies, creative and media plans to better reach our audiences in different contexts
2. Brand/content creation deployment
3. Digital community management
4. Campaign measurement and optimization

Tim e lin e

The assignment, which is expected to run from September 1st, 2021, to August 30th, 2024.

Pr oposa l

Bidders Are Asked To Provide

• A technical proposal with a maximum of three case studies that best demonstrate your approach capabilities, and results for a digital campaign (preferably health) targeting women and/or men in any market in Sub-Saharan Af We will be analysing based on the following six areas:
• Campaign strategy: What preliminary research informed your campaign strategy? What was your approach for the campaign/brand launch? Include media/channel mix, core messaging, objectives,
• Creativity: What was your creative process for digital advertising? How did you optimize this for digital channels? Include examples of the creative materials for the
• Community: How did the campaign leverage the power of buzz and community to increase the impact of a campaign/brand launch?
• Consumer experience: How did your campaign approach identifying a prospect and connect with them across every stage of their journey from brand awareness to advocacy? What were the results of those connections? How did you measure and optimize their experience with the campaign?
• Data driven decision-making: How did you apply consumer insights, testing, analytics, and to help clients meet their ROI and other critical revenue, acquisition, and engagement goals for the campaign?
• ROI and Key Metrics: What was your approach to measuring return on digital marketing investment? How did you ensure continued efficiency improvements across all online marketing executions?
• Demonstrates that they have relationships/networks to provide the services required in multiple contexts, preferably across Sub-Saharan Africa, Asia, and Latin America countries
• Agency profile (including all details of the firm) and Team profile (Years of experience, technical expertise, previous work, and time with agency) that will be assigned to this contract, including their proposed level of effort and daily Full CVs of the proposed team should be submitted as annexes.
• A financial proposal with a breakdown of costs.
• Three client’s reference who can be contacted regarding relevant experienc
• Key clients, projects and volume of business handled in 2019/2020.
• Statutory documents not limited to certificate of incorporation or registration status for firms outside Kenya, tax compliance certificate, PIN certificate etc.
• Audited accounts for the past 3
• Digital Health ecosystem: How does your technology fit within the Principles for Digital Development that PSI has endorsed? http s ://d igitalin vestmentp rincipl org/ . Show evidence of the same.