Digital RFP Issued By Population Services International (PSI)
The PSI Social Business Unit team is seeking a partner digital agency that can help us create and execute effective and inspiring launch of a digital marketing solution and lifestyle brand that will: Improve access to relevant, personalized and on-demand sexual wellness information on digital channels, by becoming the go-to source for edutainment content;
Background:
PSI is a nonprofit global health organization active in 50 countries with global programs targeting malaria, HIV, and reproductive health.
Overview of the program, goal/objective
PSI is a non-profit and has been in operation for 50 years. To continue to sustainably meet the health needs in developing markets, the East Africa Social Business Unit project was initiated. The project aims to create a startup social business called VIYA in East Africa to sustainably meet the health needs of women. The business will have the health of women at the core of its goal and will be delivered through a commercial business model to achieve financial sustainability which ensures products and services continue to be available in the long term.
Our vision is to engage Sara (our target audience) with trustworthy, reliable information and quality products and services, so she can make her own choices about health without stigma and taboo.
Scope of Work:
The PSI Social Business Unit team is seeking a partner digital agency that can help us create and execute effective and inspiring launch of a digital marketing solution and lifestyle brand that will: Improve access to relevant, personalized and on-demand sexual wellness information on digital channels, by becoming the go-to source for edutainment content;
Create a safe, reliable space for conversations to happen, building a community where consumers are our biggest advocates;
Help improve consumers health and wellness by signposting to PSI’s (and its strategic partner’s) portfolio of high -quality products and services to ensure Sara gets what she needs, when and where she needs it;
Leverage digital engagement and insights to help refine our business model and product/service offerings through consumer co-creation and brand ambassadors.
We invite you to participate in this competitive solicitation for pricing, delivery, and terms of service to provide digital marketing services as detailed below.
Strategic planning, implementation, data analysis and optimization of the following elements for a brand launch to introduce the VIYA brand and digital companion (chatbot) to the Kenya and South Africa market.
Digital Advertising: provide digital advertising strategy, creative, and media plans to deliver on identified key performance indicators and return on ad spend by utilizing a mix inclusive of SMO, paid search, social media, influencer marketing, display, and other advertising categories.
Social media growth and engagement: launch brand, create content, deepen conversations, grow communities, inspire brand advocates, generate demand.
Measurement & Optimization: develop testing and optimization strategy, implement ongoing testing and optimization plan, and provide recurring reporting on leading and lagging KPIs (Key Performance Indicators) to ensure maximum ROI.
Ecosystem setup: Develop the microsite and avatar for the brand as part of the broader digital ecosystem, which currently includes instagram, facebook, and a virtual companion/chatbot.
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What to include in your proposal.
Please provide a maximum of three case studies that best demonstrate your approach capabilities, and results for a brand launch with a similar market or target audience. We will be analysing based on the following six areas:
Campaign strategy: What is your approach for the campaign/brand launch? Include media/channel mix, core messaging, objectives, etc.
Creativity: What is your creative process for the brand launch? How will you optimize this for digital channels? Include examples of the creative materials for the campaign.
Community: How will the campaign leverage the power of buzz and community to increase the impact of the launch?
Consumer experience: How will your campaign approach identifying a prospect and connecting with them across every stage of their journey from brand awareness to advocacy? What are the results of those connections? How did you measure and optimize their experience with the campaign?
Data driven decision-making: How will you apply consumer insights, testing, analytics, and to help clients meet their ROI and other critical revenue, acquisition, and engagement goals for the campaign?
ROI and Key Metrics: What will be your approach to measuring return on digital marketing investment? How will you ensure continued efficiency improvements across all online marketing executions?
We would also like you to include the following.
Agency credentials; key clients, projects and volume of business, handled in 2020
Team for the project: Profiles (Years of experience, previous work and time with firm) that will be assigned to this project and their role within the project.
References: Three client references we may contact.
Technical Proposal: this includes a campaign launch proposal
Financial Proposal
Due Date: August 10, 2021
Address:
Proposals responding to the RFP should be sent electronically addressed to the attention of Andrea Novella, at anovella@psilac.org
Agencies to consider for this assignment include Coyne PR and Ruder Finn.
