Term of Reference (ToR): Implementing Digital Marketing Plan and Video Production

Term of Reference (ToR)

Implementing Digital Marketing Plan and Video Production

1. Introduction 

Practical Action Consulting (PAC) Pvt. Ltd is supporting a private sector led initiative titled "Escalating the uptake of Electric Pressure Cooker in Nepalese Households-Phase II" from April 2024 to December 2025. The project will focus on three clusters: Pokhara and Damauli, Butwal and Parsa, Chitwan, and Banepa along with its surrounding areas. Modern Energy Cooking Services (MECS) program through Loughborough University, funds this research, which builds upon Phase I findings identifying supply chain and market actors promoting Electric Pressure Cookers (EPC) in urban and peri-urban Nepal.

Phase II aims to activate the EPC supply chain within these clusters. Despite other eCooking appliances being actively promoted in Nepal, awareness of EPC remains low. The private sector, though having EPC in its product lineup, has been passive in its promotion, resulting in minimal market share compared to induction and infrared cooktops. Thus, the research seeks to understand factors influencing potential customers' decisions to adopt or reject EPCs.

To address these challenges, PAC and the private sector partner are exploring innovative digital marketing strategies to raise awareness about EPCs, educate potential customers on its usage and benefits, and ultimately increase sales. Electric Pressure Cooker (EPC) is a newer household appliance that hasn't received the same level of promotion as other electric cooking devices such as induction and infrared cooktops. Research underscores several key benefits of EPCs, including energy efficiency, saving in cooking fuel costs, preservation of the natural taste of food, and the ability to multitask due to its automation features. PAC intends to support a private sector to promote EPC majorly in three clusters mentioned above. As a means of promotion, we are looking to incorporate digital marketing in promotion of EPC. 

2. Scope of work

• The consultant agency is to develop an extensive digital marketing strategy plan with focus on below aspects, but not limiting to them. 
  • Develop engaging and visually appealing content targeting end-users, including videos/reels, infographics (also infographics from research findings), and articles, highlighting the benefits, usage, and features of EPCs. 
  • Introduce engagement led digital campaigns (those like engagement contest, comment sweepstake) across social media platforms (Facebook, Instagram, Twitter, etc.) and other relevant online channels.
  • Propose strategy to use Search Engine Optimization (SOE) and search engine marketing to promote the EPC brand.
  • Identify list of influencers and work with influencers to promote the EPC. The consultant should propose selection criteria for influencers that will work towards promoting EPC.
  • Monitor campaign performance, analyze metrics, and provide regular reports to evaluate effectiveness and make data-driven optimizations.
  • Provide a monthly report summarizing the performance and impact of proposed digital marketing initiatives including a breakdown of performance on each platform, and areas of improvement for promoting EPC via social media. 
  • Track and report on key performance indicators (KPIs) for digital marketing initiatives. 
  • Propose events that can engage customers of EPC and potential customers of EPC.
• Develop specific monthly content calendar highlighting number of contents and timing based on target audience to implement digital marketing plan. 
• The consulting firm will not have to manage private sector’s social media page, but the consulting will provide digital marketing content to PAC. The consultant will have to collaborate with private sector and provide advice as and when needed under the supervision of PAC to finalize the content.

3. Deliverables

• The consulting firm will analyze the clean cooking sector in the country and create a 20-minute presentation outlining a detailed digital marketing strategy for promoting EPCs. 
• Excel sheet with detailed activities and corresponding budget.
• Content calendar and digital marketing plan covering the scope of work.
• Influencer selection criteria and content ideas to engage with the influencer.
• Monitoring and reporting plan.

4. Budget 

• The budget proposed by the consultant should cover the digital marketing plan. Consulting firm will have to propose a flexible budget that accommodates varying levels of activity intensity, allowing for scalability as needed. 

5. Assignment Duration

The digital marketing plan will cover the period between August 2024 to July 2025.

6. Payment 

The consultant is encouraged to propose the payment schedule. The payment schedule will be reviewed and finalized through mutual consensus.

7. Eligibility criteria

• The consulting firm should be legally registered.
• Minimum of 3 years of proven track records on digital marketing for different products and service.

8. Documents required for submission of proposal

Sealed quotation and proposal/profile must be submitted in hard copies to our office. 

• Company profile.
• Registration certificate of the vendor/ firm/service providing company. 
• Copy of PAN/VAT Certificate.
• Submit copy of latest tax clearance certificate 
• Submit last three year’s audited financial statements.
• Reference from 3 companies for which the consultant has provided the service within last 3 years.
• Share links to 3 pages for which the consultant has provided the service within last 3 years.

9. Evaluation Criteria

• Clarity and quality in presentation
• Cost effectiveness 
• Innovative and creative marketing ideas
• Influencer selection criteria 

10. Deadline for submission of A Proposal

29th July 2024 before 5 PM at Practical Action Consulting Pvt. Ltd. Office, Indira Niwas, Lazimpat Road (opposite Embassy of UAE)

To find the location please visit the link