WORLD BANK ISSUES RFP FOR SOCIAL MEDIA MARKETING

2020-01-24 by JamesD

MIGA currently has corporate accounts on Twitter, LinkedIn and Youtube. While content is produced for individual project signings and special events, longer shelf-life material in support of key strategic prioirity areas (such as Development Impact, performance standards, mobilizing private capital, Fragility Conflict Violence (FCV), International Development Association (IDA)) is produced sporadically. Moreover, the visibility and engagement on MIGA social media channels is currently small.  This effort will establish a baseline as well as template for the Agency for ongoing content production and social media promotion.

Content – Review reports and other documents on key priority areas, and translate messages into intuitive and highly-engaging visual content. Produce high-quality visual material that is in line with current industry best practices. Produce creative and engaging copy (Tweets, posts) for distribution through social media channels.

Managing Promotion – working closely with the MIGA Communications team, create accounts where necessary with social media platforms, and allocate budgets for strategic promotion, keeping in mind key criteria such as core stakeholders, geotargeting and timing.

Reporting – Closely monitor the impact of outreach efforts and generate a reporting dashboard on a monthly basis that highlights key indicators. Come up with actionable recommendations for improving performance on an ongoing basis.

Background:

The Multilateral Investment Guarantee Agency (MIGA) is a member of the World Bank Group. Our mandate is to promote cross-border investment in developing countries by providing guarantees (political risk insurance and credit enhancement) to investors and lenders.

Our guarantees protect investments against noncommercial risks and can help investors obtain access to funding sources with improved financial terms and conditions. The agency derives its unique strength from the World Bank Group and from its structure as an international organization whose shareholders include most countries of the world. This enables us to provide an umbrella of deterrence against government actions that could disrupt projects, and assist in the resolution of disputes between investors and governments. We also add value through our ability to offer clients extensive knowledge of emerging markets and of international best practice in environmental and social management.

Scope of Work:

MIGA is seeking the assistance of a firm with expertise in online content & marketing to help promote materials on the Agency’s core value proposition, initiatives, and support for development projects through key social media channels (on Twitter, Youtube and LinkedIn). The selected firm will (i) produce content for distribution on social media, (ii) manage the online promotion effort – including managing paid promotion, and (iii) generate reports that provide advice on how best to raise the visibility of MIGA online.  The selected firm will undertake the promotion effort within the stipulated time, and provide equipment and related resources. Proposals should be inclusive of advertising budgets for social media channels.

Content – on a monthly basis, produce content on key priority topcis (including, but not limited to Sahel, SOEs, transparency, women entrepreneurs, learning poverty, FCV, IDA, Development impact, performance standards, mobilizing the private sector). Outputs will be 5 static postcards (illustrations, images, infographics), 3 animations (lasting up to one minute each) and creative copy (Tweets, Posts).

Promotion – in partnership with MIGA Communications, active (as necessary, hourly, daily or monthly) and strategic spending of paid promotion on social media channels. Paid promotion will coordinate closely with micro targeting activities undertaken by MIGA Communications.

Reporting – Monthly reports submitted to MIGA Communications demonstrating spending on paid promotion and related outcomes. In addition to core metrics (spend, Follows, Likes, Shares, Retweets, View, Comments) reports will provide a qualitative assessment of progress being made, and recommendations for increasing impact on an ongoing basis. Reports will also be used to inform MIGA Management and Staff on progress being made.

METRICS

The online promotion efforts will be considered successful if key indicators as below are met by June 30, 2020

·         LinkedIn Followers reaches 20,000

·         Twitter Followers reaches 15,000

·         Videos posted on Youtube attract 500 views

·         Traffic to Miga.org reaches 60,000 pvws/mo

·         MIGA’s product brochure attracts 500 downloads

·         Interactive deal diagrams attract 1,000 pvws

Microtargeting to key constituencies (media, host governments, donor countries, clients, bilateral and multilateral agencies, and WBG peers) resulting in increased engagement will also be a key criteria.

An additional content production metric that will be considered is matching the volume of Tweets currently produced by other WBG institutions.

While indicators are a useful rule of thumb, a key gauge of success will also be production of quality content emphasizing the World Bank Group’s and MIGA’s thematic priorities, which are as follows:

·         World Bank Group: Sahel, SOEs, transparency, women entrepreneurs, learning poverty, FCV, IDA

·         MIGA: Development impact, performance standards, mobilizing the private sector

The objective of these outreach efforts will be to establish a perception of MIGA as a credible mechanism for delivering development impact at scale. The ultimate gauge of a successful effort will be increased engagement (Likes, Shares, Retweets, Views, Comments) by the core constituencies mentioned above.

Due Date:

JANUARY 28, 2020 @ 11:00 AM EST

Address:

The World Bank Group

Corporate Procurement, MSN C 4-400  

1818 H Street, NW

Washington, DC 20433 (USA)

Attn: Lily Cheung and Beatriz M. Romero-Junquera                        

Email: lcheung@worldbank.org and bromerojunquera@worldbank.org

Agencies worth considering include Zeno Group and Edelman PR.