TERMS OF REFERENCE:TANZANIA BRAND REFRESH, STRATEGIC AND CREATIVE PARTNER At Girl Effect

REQUEST FOR PROPOSAL (RFP)

Tanzania Brand Refresh : Strategic and Creative Partner for Girl Effect

OCT 2022

Top Line Objective:

Tujibebe, our youth brand in Tanzania needs an updated brand positioning, architecture and identity.

Who We Are

Girl Effect is an international non-profit that builds media that girls want, trust and need. From chatbots to chat shows, TV dramas to tech, our content helps adolescent girls in Africa and Asia make choices and changes in their lives.

We create safe spaces for girls, sharing facts and answering questions about health, nutrition, education, and relationships, empowering girls with the skills to negotiate and redefine what they are told is possible “for a girl”.

Our reach is 50 million and counting. And we’re using technology to reach girls at scale so every girl can choose to be in control of her body, her health, her learning and her livelihood.

Because when a girl unlocks her power to make different choices that change her life, it inspires others to do so too. She starts a ripple effect that impacts her family, community, and country.

That’s the Girl Effect.

Girl Effect uses a branded media approach towards delivering behavioral change messaging

We reach girls across the world, where they are -online and offline, to support them at the critical moments in life when choices around their health, education and economic future need to be made.

We use our expertise in behaviour change science to motivate and equip girls with information and support to help them see a different future for themselves, act on those choices, and drive greater demand for the opportunities and services available to them.

Chhaa Jaa in India, Tujibebe in Tanzania, Yegna in Ethiopia, Ni Nyampinga in Rwanda – these are some of our youth brands. They exist across multiple channels – digital ( Facebook, Instagram, Youtube, Tiktok, Whatsapp), TV, radio, print and offline. Together, these brands reach over 20M girls worldwide.

The Brand:

Tujibebe is a youth brand that provides young Tanzanians with the information and inspiration they need to make choices and changes in their lives – from setting up their own small business and saving for the future, to taking control of their health and visiting health centres.

Meaning “let’s lift ourselves up, together” in Swahili, Tujibebe brings young people together to overcome life’s challenges and realise their ambitions.

Tujibebe was launched in July 2019 with an insight that still holds true to this day – Tanzanian girls know that they have potential but they face many challenges in their lives and all too often lack the knowledge, confidence and support to overcome them and realise their ambitions.

Tujibebe’s content is accessible online whether girls own or borrow a mobile phone – connecting with girls via radio drama, radio chat show, interactive audio stories, digital channels and clubs. Our Interactive Voice Response (IVR) line featuring inspirational stories about female entrepreneurs, top tips about how to safely make money or save for the future, is free to access on Tanzania’s biggest network provider, Vodacom.

Tujiebebe currently reaches 4.3M people through its radio drama, has 820,000 IVR users, 800,000 web product users and 96,000 girls connected to its social media platforms. We started with a target of 400,000 girls and have reached between 1.7M to 2.3M girls so far. Over the next few years we want to reach 15M people in Tanzania, which could mean upto 6M girls and young women.

Tujiebe’s core audience, so far, has been girls between the ages of 13 to 15, although our data tells us that girls between the ages of 16-21 also consume our content and are aware of our brand. This has important implications for the future of the brand.

Tujibebe’s Ambitions:

Looking to the future, we have ambitious plans for Tujibebe. In order to achieve our ultimate goal of creating irreversible change for girls in Tanzania we need to reach greater scale and acceptance. This means increasing our brand awareness throughout society, increasing our connection with girls on the ground, working directly with local community radio stations within their community and piloting new ground-breaking programs with our partners.

In order to reach our goals, in the next year we will be looking to expand the reach of the brand to accommodate a new core audience of young women (18 – 24 year-olds with a bullseye on 18*). In doing so, we will address new impact objectives such as girls accessing a health service for Sexual Reproductive needs or opening a bank account for greater economic agency.

As we expand Tujibebes’ reach, we will also need to consider new partnerships and programs across a wide range of impact objectives across SRH, routine immunization, education, HPV uptake etc. Tujibebe will need to stretch across multiple audiences and areas of impact, for example: girls from the ages 9-15 years for HPV programming or young women from the ages of 18-24 years for economic empowerment goals.

Tujibebe will become a name instantly recognizable across Tanzania – as a brand with an engaged and loyal audience, and one that equips them with the knowledge, support and confidence to make positive choices for their future.

Our Challenge:

As we seek to expand the Tujibebe brand, both in terms of audience,products and impact outcomes, there are 3 challenges we are looking to overcome. –

• The challenge around our reach & brand affinity: In the past 2 years, Tujibebe has aired two seasons of content across our products. While the audiences that are exposed to our branded content report high brand affinity and better outcomes related to health, we want to ensure that we become a household name among adolescent girls and young women, which is not yet the case. To set up our brand for future success, we need to become a brand that is top of mind for girls and for them to see us as a supporter and enablers of their dreams and ambitions.
• The challenge around perception: Many of the girls with Tujibebe exposure have exposure to only one Tujibebe product. There seems to be a perception that Tujibebe is only a radio show rather than an ecosystem of multiple products.
• The challenge around different audiences: As mentioned earlier, Tujibebe has to stretch across multiple audiences while still building and retaining a strong brand awareness and, as it grows, salience and affinity. The brand architecture and positioning need to evolve, keeping this in mind.

The brand refresh will enable Tujibebe to step into this next phase of its growth with its foundations strong and future-ready.

Objective:

Make Tujiebebe a household name synonymous with new, positive values and ideas related to adolescent girls and young women. Re-position Tujibebe as a brand which is ready for mass scale , mass awareness and a greater connection to its audience – a brand that can expand to multiple audiences and impact areas, even as it stays anchored in its core values and brand purpose.

What we are looking for:

We are seeking a creative agency that will work with us to reposition and update the Tujibebe brand architecture and identity.

Location : Tanzania

Scope of Work:

Working closely with the Tujibebe team based in market and global stakeholders to :

1. Work closely with GE team members to conduct an evaluation of brand health. Assess brand value proposition, character, brand attributes and personality.
2. Clarify, confirm and, if necessary re-do Tujibebe’s brand positioning. Map the brand’s current and future positioning against key competitors.
3. Re-define the brand architecture. Understand whether a sister brand might be required in order to reach young girls for the HPV vaccine program.
4. Update the brand identity to reflect the new positioning
5. Support the internal team in testing out the updated brand positioning and identity
6. Update Tujibebe’s brand guide based on the new positioning and DNA. This should include Tujibebe’s visual identity, naming options for sister brand, look and feel and style guide.

The agency will also need to :

1. Work closely with a GE team member to map out the process and timelines, set up recurring meetings and drive the execution forward.
2. Be responsible for consistent updates on progress
3. Facilitate any brainstorming sessions/working sessions needed
4. Work with a GE member of the Impact and Evidence team to conduct any tests, review feedback and learnings and integrate them into the final product.

Deliverables:

1. Regular check-ins – Meet with the teams at least once weekly to discuss progress
2. Workshops – Run 3-4 workshops with the teams to arrive at the final positioning, architecture and brand concepts
3. Deck 1 – with brand health evaluation, assessment of brand value proposition assessment, current brand attributes and personality. Also a mapping of current and potential brand positioning against competitors.
4. Brief on testing the Brand Positioning Options – Put together a brief on testing the brand positionings for our research team and support in interpreting the results from the tests.
5. Deck 2– incorporating research results, develop a deck with the updated brand positioning, brand architecture and DNA
6. Brand Guide Book – An updated brand guide based on the new positioning and DNA- including updated visual assets, identity, naming and identity for sister brand.
7. Deck 3– Final guidance, recommendations and concepts on the way forward and re-launching the brand.

What Success Looks Like:

An updated positioning, architecture and brand identity guide – that helps Tujibebe in its objective of expanding to new audiences across different themes and programs and increasing brand awareness, recognition and affinity – setting it up for the next stage of mass success.

Tentative Workplan

TASK

DATE OF COMPLETION

Start date of the work – 24th November

Week 1 – Deep dive into Tujibebe – 9th December

Week 2 – Workshop 1 – Coming up with Brand Architecture and DNA – 16th December

Week 3- Finalize Brand Architecture and DNA -22nd December

Week 4 – Holidays

Week 5 – Presentation of Brand Architecture and DNA -6th Jan

Week 6- Workshop 2 – Coming up with Brand Positioning Options -13th January

Week 7 – Finalize brand positioning options and build brief for testing -20th January

Week 8-10 – Testing to be carried out by internal teams – 3rd Feb

Week 11 – Analyze the tests and present final brand positioning, architecture and DNA ( Deck 1) -11th feb

Week 12 and 13 – Update brand identity and present guide book – 17th Feb

Week 14 – Workshop 3 – Brand concepts for re-launch – 24th Feb

Week 15 – Present Deck 2 – Final guidance, recommendations and concepts on way forward and re-launching the brand – 3rd Mar

Who You Are

We are looking for a partner with rich experience in both global and local brand-building who can help us update our current brand – in order to make it more relevant, future facing and fit for purpose for what we want to achieve through our programs in Tanzania – both existing and new ones.

We need someone who can think strategically as well as creatively – be able to understand how to best position the brand, draw from earlier learnings, use the test results to refine our understanding and finally, be able to creatively execute on the updated brand identity.

The agency will need to :

1. Put together a team keeping in mind the requirement of GE
2. Build an execution plan keeping our timelines in mind
3. Facilitate regular sessions with the GE team – for concepts, brainstorming, ideas and feedback
4. Execute the deliverables mentioned above

Intended Timelines

• Terms of reference published:Nov 1, 2022
• Questions/Clarification Deadline: Nov 9, 2022
• Deadline for responses: Nov 14, 2022
• Deadline for proposal submission: Nov 14, 2022
• Supplier selection, contracting and briefing:Nov 24, 2022
• Project commencement: Nov 30, 2022
• Project end:Mar 28, 2023

Reporting:

This engagement will be managed by the head of create, who will work with the successful consultant to ensure its timely and thorough execution.

Proposal submissions:

Your proposal, should you be interested (Max 10 pages), should cover

• Your understanding of the brief and why you feel you are well placed to deliver on the requirements.
• Credentials – Please showcase any previous work that you consider to be relevant to what we are trying to achieve and how we approach our work, and the audience that we cater to
  • CVs conforming to the qualifications for persons to manage and conduct the refresh.
  • Detailed reference list indicating the scope and magnitude of similar assignments
• Breakdown of Costs including (and not limited to) agency costs, rate cards etc.
• **Workplans:**Timelines – Starting date, Key milestones and Reporting milestones

Evaluation Criteria The criteria against which proposals will be evaluated are listed below:

• Technical Evaluation
• Company profile and Organizational Capacity [10%]
• Experience in carrying out similar assignments in Organizational Brand refresh/repositioning [20%]
• Proposed methodology and approach criteria [20%]
• Experience and Qualification of key personnel [20%]
• Financial Evaluation
  • Value for money/proposed budget breakdown – 30%

Technical and Financial proposals will need to be submitted as separate documents. Financial bids will not be opened until the technical evaluation and then only for those proposals deemed qualified and responsive.

Please note that Girl Effect is not liable for any cost incurred during the award/contract preparation, submission, or negotiation of the award/contract. All submitted documentation and/or materials shall become and remain the property of Girl Effect.

VALIDITY of the proposal shall be for 90 days from the date of bid closure.

Tax

Applicants are advised to ensure that they clearly understand their tax position regarding local jurisdiction tax legislation provisions when developing their proposals.

Disclaimer

GE reserves the right to determine the structure of the process, number of short-listed participants, the right to withdraw from the proposal process, the right to change this timetable at any time without notice and reserves the right to withdraw this tender at any time, without prior notice and without liability to compensate and/or reimburse any party. GE shall inform ONLY successful applicant(s). The process of negotiation and signing of the contract with the successful applicant(s) will follow.

Safeguarding

You may be required to undertake safeguarding checks. The successful applicant will be expected to adhere to our safeguarding and data policies. We encourage you to read and understand our safeguarding policy, the executive summary of which can be found Here We have zero tolerance for all forms of violence against children, beneficiaries and staff.

Equal Opportunities

Girl Effect Services is committed to equal opportunity regardless of race, color, ancestry, religion, sex, national origin, sexual orientation, age, marital status, disability, gender, gender identity or expression. We are proud to be an equal opportunity workplace.

We are committed to building an organization that is increasingly representative of, and works extensively with, the communities that we serve. To this end, due regard will be paid to procuring consultancy service organizations and individuals with diverse professional, academic and cultural backgrounds.