Request for Proposal (RFP) for Digital Marketing Plan

Term of Reference (ToR)

Digital Marketing 

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". 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 partner private sector are exploring innovative digital marketing strategies to raise awareness about EPCs, educate potential customers on their usage and benefits, and ultimately increase EPCs sales. The 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, savings 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. 

Scope of work

• Develop specific monthly content calendar, number of contents and timing for various target audiences to implement digital marketing plan. 
• The service vendor does not need to manage the social media platform of the private sector but need to provide digital marketing content on monthly basis as planned and agreed. The service vendor will have to collaborate with private sector as and when needed under the supervision of PAC to finalize the contents.
• Digital marketing may include such as; 
  • Developing engaging and visually appealing contents targeting end-users. This may include reels shoot, infographics (also infographics from research findings), and articles, highlighting the benefits, usage, and features of EPCs. 
  • Introducing digital campaigns across social media platforms (Facebook, Instagram, Twitter, etc.) and other relevant online channels.
  • Propose strategy to use Search Engine Optimization (SEO) and search engine marketing to promote relevant EPC brand.
  • Identify list of influencers setting certain criteria to work with to promote the EPCs. From the identified list, 2 influencers will be selected. 
  • 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 EPCs via social media. 
  • Track and report on key performance indicators (KPIs) for digital marketing initiatives. 
  • Any events that can engage customers of EPC and potential customers of EPC.
  • Service Vendor can propose the digital marketing plan that they consider would be best for promoting EPCs.

Budget 

Budget ceiling for this engagement should not exceed NPR 1,000,000 (Rs. One million with VAT).

Payment 

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

Assignment Duration

The digital marketing plan will cover the period from September 2024 to August 2025.

Eligibility criteria

• The service vendor should be legally registered including in VAT.
• Minimum of 3 years of proven track records on digital marketing for different products and service.

Shortlisted vendors will present digital marketing strategy for promoting EPCs within 20 minutes. The presentation should cover but not limited to following;

• 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 of the digital marketing performance in every two months.

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 VAT Certificate.
• Submit copy of latest tax clearance certificate of last fiscal year.
• Submit the last three year’s audited financial statements.
• Reference from 3 companies for which the service vendor has provided the service within last 3 years.
• Share links to three web/social media pages for which the service vendor has provided the service within last 3 years. Or marketing collaterals can also be shared on google or other drive.

Evaluation Criteria

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

Deadline for submission of proposal

Proposal must be received on or before 5 PM 19th August 2024 at the below given email id with details as mentioned;

1. info.pacasia@practicalaction.org.np
2. Subject: Proposal for digital marketing plan_[organization’s name]