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Tender Details
- Country: Ethiopia
- Summary: Localized Content Creation and Marketing Consultant for MicroMentor Somali Language
- ETT Ref No: 62583747
- Deadline: 07 Feb 2022
- Competition: ICB
- Financier: Other Funding Agencies
- Purchaser Ownership: -
- Tender Value: Refer Document
- Notice Type: Tender
- Document Ref. No.:
- Purchaser's Detail :
- Description :
- Tenders are invited for Localized Content Creation and Marketing Consultant for MicroMentor Somali language. Project Location(s): Somali Region, Ethiopia. Deadline: 7th Feb.2022 at 5:00 PM. Background: MicroMentor is an initiative of the Mercy Corps Innovations Team. This online platform enables the world's largest community of purpose-driven entrepreneurs and business mentors to create powerful connections to solve problems and build successful businesses together. At MicroMentor, our mission is to leverage the power of mentoring to help small businesses thrive. We strive to overcome geographical limitations and deliver business resources at scale to under-resourced communities around the globe, in one-to-many mentoring forums and meaningful one-on-one relationships. Entrepreneurs matched with a mentor have shown significant results in terms of improved job creation, business survival, and revenue growth. Based on the findings from MicroMentor global annual impact evaluation, 94% of mentored entrepreneurs reported an increase in confidence in one or more business-related skills over time. The MicroMentor initiative in Ethiopia, specifically the Somali region is being implemented across two active projects, i.e. Resilience in Pastoral areas (RiPA) and Strengthening Socio-Economic Development and better Employment Opportunities for Refugees and host communities (STEDE). RiPA is a five-year USAID Feed The Future Funded project that aims to improve the resilience capacities of households, markets, and governance institutions across the Somali, Afar and Oromia regions target woredas, collectively contributing to enhanced food security and inclusive economic growth for over 129,000 households. STEDE is funded by a grant from the EU trust fund aiming to improve employment and livelihood opportunities for up to 54,000 vulnerable refugees and host community individuals, contributing to the government of Ethiopia-s commitment to the comprehensive Refugee Response Framework (CRRF) pledge. As part of the MicroMentor initiative in the Somali region of Ethiopia, The World bank Gender Innovation Lab is also engaged with a focus on female entrepreneurs to access digital mentoring services. Previous Gender Innovation Lab research in Ethiopia suggests that female entrepreneurs tend to have lower levels of education, less access to relevant business information, and face higher childcare and household demands, restricting their ability to attend traditional training and networking activities. A digital mentoring application that facilitates digital connections between mentors and mentees has the potential to overcome some of these constraints, potentially benefiting Ethiopian women entrepreneurs. Thus the content development and marketing work to be undertaken under this consultancy is expected to have in-depth focus on reaching out to female entrepreneurs through tailored physical and digital contents that takes into consideration the gender, social dynamics, access and use of local and social media in the Somali region. Purpose / Project Description: The Global MicroMentor platform was localized and launched in the Somali language during December 2020 to serve entrepreneurs and mentors primarily from Somali region of Ethiopia but also across Kenya and Somalia. Historically, Micro Mentor-s main channel to reach users has been through digital marketing (paid advertising through different channels such as Facebook, etc.). Based on our recent experience of producing localized content creation, entrepreneurs reach has improved slightly but number of female entrepreneurs is still very low. Thus to significantly increase female entrepreneurs outreach and engagement on the MM platform, we would like to utilize wide range of in person, printed materials and local media outreach and campaign services. To enhance MicroMentor access and utilization in the Somali region, we are looking for an experienced, enthusiastic, and motivated Content Creation Consultant team/s that are capable of designing diverse modalities to engage more Somali-speaking female entrepreneurs and mentors from Ethiopia to join the MicroMentor community through the digital platform. To be successful in this role, the Content Creation Consultant team should have exceptional writing, storytelling, and research skills (in both English and Somali). The ideal Content Creation Consultant team is creative, proactive, organized, and someone who enjoys being in front of the camera. The activity will entirely be implemented across the Somali region of Ethiopia through identifying real-time and catching stories and practices among female and youth entrepreneurs. Objective: Develop and localize new content through in person campaign/s across selected woreda based hubs, local media (cable TV,radio) outlets, and other feasible social media content, to expand promotional outreach methods to proactively engage female and youth entrepreneurs and mentors on the Somali MicroMentor platform. Consultant Activities: The consultant will: 1. Organize tailor made interactive in person campaigns across eleven operational woredas in collaboration with potential government partners, public institutions, and financial service providers 2. Produce localized MicroMentor contents (brochures, flyers, banners, screen contents)and advertisements with text and images 3. Design, produce and implement social media campaigns using different graphic designs incluing motion graphics and visuals across eleven woredas which are tailored and intentionally targeting female entrepreneurs 4. Develop content, undertake production, and implement local and/or regional TV advertisements, billboards, which have an excellent outreach among the wider Somali community and specifically women entrepreneurs across the Somali Region 5. Create and edit original copy that is accurate, well researched and when relevat and appropriate with realted with religoius, cultural, busienss related events and meets MicroMentor deadlines, including videos, advertisement copy, select images, brochures, and other materials. 6. Conduct interviews with MicroMentor team members, female and male users, and other stakeholders to gather relevant information to clearly indicate and send a message on how women, youth male, and female respond to new entrepreneurship opportunities 7. Gather and write success stories, quotes, and select images that will be used for digital marketing campaigns and other purposes, both in English and Somali. 8. Learn and research the audience with special attention to female entrepreneurs and successful channels in the Somali region to create and develop the most impactful messaging. 9. Assist in other aspects of the creative writing or research processes to develop cohesive and accurate content. 10. Understands and thoughtfully considers the cultural context and gender dynamics while creating content to ensure the translation is appropriate and acceptable by the user community. 11. Collaborate with potential government stakeholders like Regional and Woreda level bureaus and officers of innovation and techonology, women and youth affairs Bureau, women associations and micrifinace instituions. 12. Initiate and engage on conversation with social media followers to respond to potential users queries Consultant Deliverables: The consultant will: 1. Register 1500 entrepreneurs on the MicroMentor platform of which 65% need to be female entrepreneurs 2. Ensure that at least 550 mentoring connections are created between mentors and entrepreneurs by proactively engaging at woreda level registration and orientation of entrepreneurs 3. Provide written weekly updates to Mercy Corps- Country and HQ team Timeframe / Schedule: ● 16-24 weeks from the Date of Hire to the date of Final Delivery. ● We expect that the firm will share final drafts of all promotional content for a quality assurance check with Mercy Corps- local team. To apply to this consultancy the consultant is required: ● To have Professional License and registration ● To have qualification on MA/BA in Communications, Marketing, Journalism, or related field. ● To be based in the regional capital-Jigjiga or they need to have an established partnership with a local company which have language experience and understand the cultural context in the Somali region ● Demonstrated writing and communications skills in Somali and English, at least two team members need to be experts in the Somali language and based in the region ● Proven and strong experience in defining personas, developing content, producing stories, and undertake broadcasting through traditional as well as social media networks for community groups with limited literacy level ● Good understanding of the local context, gender dynamics, communities perception and understanding about engaging in entrepreneurship ● Empathetic and able to establish rapport with users in different countries, and other stakeholders. ● Strong attention to detail, organization, flexibility and motivation. ● Proven experience designing and implementing engaging creative concepts across major social media platforms (FB, Telegram, IG, TW, Pinterest, etc.), previous experience with Micro, Small and Medium Enterprises is highly preferred. ● Proven exp
- Documents :
Purchaser : MERCY CORPS ADDIS ABABA
Hayahulet Near Gollagul Square, in Front of Shola Taxi Station, Afro House, P.O. Box: 14319, Addis Ababa,
Tel: +251-11-1110777
Email :et-tender-questions@mercycorps.org
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