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Media Buying Agency in Tunisia

Location Tunisia
Deadline 17 May 2024

Project Overview

With the support of the European Union’s STRIVE II program, Hedayah aims to support the Tunisian Government via the Counter Terrorism Commission (CNLCT) in Tunisia with strategic communication skills to strengthen Tunisian societal resilience against extremism & violent extremism ensuring that the campaign reaches 80% of the total population aged between 18-45 years 

Submission deadline

If you are interested in submitting a Proposal in response to this RFP, please prepare your Proposal in accordance with the requirements and procedure as set out in this RFP and submit them via email on media.proposals@hedayah.ae not later than 17 May, 2024, 11: 59 pm GMT. Email Subject for the proposal should be ‘ Tunisia_ CNLCT_ Technical & Financial Proposal’ 

The final selection will be based on the principle of “best value for money” i.e. achieving desired outcome at lowest possible fee.  

Service Provider Role

Hedayah is looking to hire a service provider – a media buying agency to support Hedayah’s activity in Tunisia including: 

  • Optimize the already developed Ads for TV, Radio and Digital communications. 
  • Conducting a half day training on how to optimize the reach and effectiveness of a communication campaign. 
  • Lead on the media buying strategy, cross media coordination, data analysis and optimization. 
  • Provide detailed reports and analysis on a daily basis via a dashboard about the performance of the campaign on the selected media (TV, Radio and online). 
  • Conduct a second half day training to present the results of the campaign, lesson learned and key recommendations. 

The selected service provider will play a crucial role throughout the project, from the workshop to the media buying and negotiation and the final campaign report, requiring strong experience in online and offline media, particularly within the Tunisian context. 

Activities

Hedayah, along with the selected service provider, will support the CNLCT to implement the 2023-2027 counter-terrorism strategy through strategic communications and counter-narrative campaigns, with three key phases

Phase 1: Capacity Building Workshop 

This one-day workshop will bring together core members of the CNLCT and communication officials from key ministries to foster a unified national narrative and holistic approach to campaigning. Participants will include representatives from the Ministry of Cultural Affairs, Ministry of Religious Affairs, Ministry of Social Affairs, Ministry of Youth and Sports, Ministry of Women, Family, Children, and Seniors, Ministry of Education, Ministry of Higher Education and Ministry of Technology. The workshop, led by Hedayah experts, will orient attendees to the campaign development process, its objectives, and execution strategies. 

The latter part of the workshop will focus on technical metrics for monitoring and evaluating campaigns, both online and offline. This segment will be supported by the selected service provider to ensure relevance and applicability. Participants will also discuss crisis communication, equipping them to effectively manage potential challenges during campaign execution.

Phase 2: Campaign Launch and Monitoring 

Following the workshop, the campaign will be launched across various media platforms, both online and offline, and will run for a maximum of ten days to two weeks. During this period, the impact of the campaign and the audience’s sentiment towards the key messages will be closely monitored. A dashboard will be created to track these metrics, allowing for real-time adjustments and optimization to maximize effectiveness.

Phase 3: Campaign Assessment Workshop 

After the campaign’s dissemination, a half-day workshop will reconvene the initial participants to review the compiled analytics, data, and insights from both online and offline sources. This session will evaluate the campaign’s success, discuss key learnings, and arise actionable insights to inform future initiatives. The focus will be on understanding the impact of the campaign against its objectives and refining the strategy for subsequent efforts. 

This structured approach ensures that the CNLCT and its partners are not only prepared to launch an effective communication campaign but are also capable of sustaining these efforts through informed assessments and adaptive learning while building their capacity in a learning by doing approach. 

Service Provider Deliverables

Phase 1: Capacity Building Workshop 

1. Pre-Workshop Preparation: 

  • Coordination with Hedayah experts to outline the workshop agenda. 
  • Preparation of workshop materials tailored to the campaign development process and its dissemination plan online and offline, including media strategy and presentation slides. 

2. Workshop Execution:

  • Facilitation of a half-day workshop for representatives from the CNLCT and key ministries on the approach for media buying and objectives setting for a campaign. 
  • Presentation of the campaign development process, its objectives, and execution strategies. 
  • Conduct sessions on technical metrics for campaign monitoring and evaluation, integrating online and offline data. 
  • Recommendations for campaign development based on participant feedback. 
  • Guidelines for crisis communication and management.

Phase 2: Campaign Launch and Monitoring

1. Media Buying and Planning: 

  • Adapt the media strategy based on the outcomes of the workshop if needed that targets the key audience both online and offline channels. 
  • Negotiation and purchasing of media space across selected platforms. 

2. Campaign Implementation and Monitoring:

  • Launch and manage the advertising campaign over a period of 10 days to two weeks maximum. 
  • Setup and maintenance of a campaign monitoring dashboard that provides real-time data on key metrics like reach, engagement, and audience sentiment. 

3. Adjustments and Optimization:

  • Real-time adjustments to the campaign based on monitoring insights to maximize effectiveness. 
  • Weekly reporting on campaign performance, including analytical insights and recommendations for ongoing optimization.

Phase 3: Campaign Assessment Workshop

1. Pre-Workshop Analytics Compilation:

  • Compilation of comprehensive analytics and data from the campaign, including insights from both online and offline sources. 

2. Workshop Facilitation:

  • Conducting a half-day workshop to analyze the campaign results with initial participants. 
  • Presentation and discussion of the data, insights, and key learnings from the campaign. 

3. Post-Workshop Deliverables:

  • A detailed final report on the campaign’s overall performance, its impact relative to objectives, and actionable insights for future initiatives. 
  • Recommendations for refining the strategy and improving future campaigns.

General Responsibilities:

Optimize the format of the TV ad, the radio ad and digital campaign if needed (the campaign is already developed).

  • TV Ad length: 1min 25 Sec  
  • Radio Ad length: 2 version (30 Sec and 35 Sec) 
  • Digital Video: 1min 25 Sec 

Maintaining consistent communication with the client to report progress and address any issues. 

Providing expert advice and support in the realms of media buying, campaign strategy, and analytics. 

Deliverables and Delivery Dates

Deliverables to strengthen Tunisian societal resilience against extremism & violent extremism. 

Phase 1: Capacity Building Workshop

1. Pre-Workshop Preparation: (One Week) 

  • Coordination with Hedayah experts to outline the workshop agenda;
  • Preparation of workshop materials tailored to the campaign development process and its dissemination plan online and offline, including media strategy and presentation slides;

2. Workshop Execution: (1 Day Preparation and 1 Day implementation) 

  • Facilitation of a half-day workshop for representatives from the CNLCT and key ministries on the approach for media buying and objectives setting for a campaign. 
  • Presentation of the campaign development process, its objectives, and execution strategies. 
  • Conduct sessions on technical metrics for campaign monitoring and evaluation, integrating online and offline data. 
  • Recommendations for campaign development based on participant feedback. 
  • Guidelines for crisis communication and management. 

Deadline: End of May 2024

Phase 2: Campaign Launch and Monitoring

1. Media Buying and Planning: 

  • Adapt the media strategy based on the outcomes of the workshop if needed that targets the key audience both online and offline channels. (2 days) 
  • Negotiation and purchasing of media space across selected platforms. (2 days) 

2. Campaign Implementation and Monitoring: 

  • Launch and manage the advertising campaign over a period of 10 days to two weeks maximum. 
  • Setup and maintenance of a campaign monitoring dashboard that provides real-time data on key metrics like reach, engagement, and audience sentiment. (daily during the active period of the campaign dissemination) 

3. Adjustments and Optimization: 

  • Real-time adjustments to the campaign based on monitoring insights to maximize effectiveness. (daily during the active period of the campaign dissemination) 
  • Weekly reporting on campaign performance, including analytical insights and recommendations for ongoing optimization. (Twice during the active period of the campaign dissemination) 

Deadline: First two weeks of June 2024

Phase 3: Campaign Assessment Workshop

1. Pre-Workshop Analytics Compilation: 

  • Compilation of comprehensive analytics and data from the campaign, including insights from both online and offline sources. (1-2 days) 

2. Workshop Facilitation: (1 Day) 

  • Conducting a half-day workshop to analyse the campaign results with initial participants. 
  • Presentation and discussion of the data, insights, and key learnings from the campaign. 

3. Post-Workshop Deliverables: (4 days) 

  • A detailed final report on the campaign’s overall performance, its impact relative to objectives, and actionable insights for future initiatives. 
  • Recommendations for refining the strategy and improving future campaigns.

Deadline: End of June 2024


Reporting requirements 
 

The selected service provider will maintain regular communication with the Hedayah team for guidance, feedback, and coordination to ensure the successful execution of all project phases. 

Qualifications & Experience

The service provider is expected to possess the following qualifications:

  • Proven Track Record in Media Buying and Planning: The service provider should have substantial experience in media planning and buying, with a portfolio that demonstrates successful management of comprehensive media campaigns across various channels (digital, print, television, radio).  
  • Experience with Social, Humanitarian, and Development Campaigns: The service provider must have a background in managing campaigns that cover social, humanitarian, and development subjects.  
  • Familiarity with Tunisian Public Institutions and INGOs: The agency should have prior experience working with Tunisian public institutions and international non-governmental organizations. The service provider should be based and officially registered in Tunisia. 
  • Knowledge of Ethical Reporting Standards in Peacebuilding: The service provider must demonstrate knowledge of and adherence to ethical standards in reporting, particularly in sensitive areas such as peacebuilding. This involves understanding the impact of media on public opinion and the ethical implications of messaging in conflict or post-conflict scenarios. 
  • Analytical Capabilities and Tools for Campaign Monitoring and Evaluation: The service provider should possess advanced analytical capabilities, equipped with modern tools and technologies for real-time campaign monitoring and evaluation. This includes the ability to create and manage dashboards for tracking key performance indicators and making data-driven adjustments to campaign strategies. 

Technical & Financial Proposal

The service provider is requested to submit a Technical and Financial Proposal, with a description of their experience and a portfolio of previous work

Technical Proposal:

The Technical Proposal should include, but not be limited to, the following:

  • In written or through the presentation provide the rationale on how you conduct the requested tasks and activities in order to achieve the objective of this project while optimizing the resources. 
  • Short profile, including CV of key team members that will be working on this project and the CV of the profile that will deliver the workshops.  
  • Company portfolio showcasing a range of work in the sphere of media buying.  
  • Demonstrated experience in campaign reporting and campaigns optimization; AND 
  • Production capabilities: quality video production, including related hardware and editing software. 
  • Provide a timeline for the implementation of this project.  

Financial Proposal:

The Financial Proposal shall specify an all-inclusive fee inclusive of taxes per deliverable, which should include transport charges to attend the workshop in Tunis city, national campaign online and offline targeting the 24 governorates and focusing on audience male and female aged between 18-45 years. The Financial Proposal should be in Tunisian Dinars and final figures converted to Euros.