Promotional and Marketing Campaign to Advertise for the Use...

Term of Reference

Promotional and Marketing Campaign to Advertise for the Use of Market Price Index (MPI) App.

The Palestinian Farmers’ Union (PFU) is a widely recognized network in Palestine, representing farmers from all agricultural sectors and communities. PFU advocates for farmers' rights and interests, aiming to foster a supportive and enabling policy and business environment. Through quality services, PFU strengthens farmers’ skills in production, processing, and marketing, helping them navigate challenges and maximize resilience.

In partnership with Oxfam, PFU is implementing two key projects focused on inclusive, fair, and sustainable agricultural development in Palestine. These projects are:

• Power of Voices Partnership – Fair4All (PVP), which advocates for improved agricultural policies that align with farmers' rights.
• Women, Youth, and Other SSPs as Change Agents in the Fresh Vegetable Value Chain (DGD), which empowers women, youth, and small-scale producers to gain better access and opportunities in the vegetable sector.

Context
Fresh vegetable farming is vital to Palestine's agricultural economy, yet farmers face numerous challenges, including Israeli occupation policies, fluctuating prices, and market instability. To address these issues, PFU developed a Market Price Index (MPI) mobile application. The app provides real-time price data for fresh vegetables, sourced directly from the Ministry of Agriculture and central markets across the West Bank, empowering farmers to make informed decisions and improve their market access. This app plays a crucial role in reducing price uncertainty and enhancing transparency within the fresh vegetable sector. As a strategic long-term initiative for PFU, the MPI App will be continuously supported with multiple weekly update and real-time data, ensuring its long-term value in helping farmers secure better prices, make smarter decisions, and contribute to the economic stability of Palestine's agricultural sector.

To promote the MPI app and ensure its widespread adoption, PFU is launching a marketing campaign specifically targeted at small-scale and commercial farmers. The campaign will emphasize how the app helps farmers secure better market prices, plan harvests, and reduce exploitation by middlemen.

Purpose of the Consultancy

The marketing campaign will raise awareness about the MPI App among small-scale and commercial farmers. It will highlight the app’s value in helping farmers make better pricing decisions and improve their income through real-time market data. The campaign will also encourage farmers to regularly use the app and educate them on its features.

Objectives

• Increase awareness of the MPI App's benefits for small-scale and commercial farmers.
• Promote consistent app usage by providing clear, practical guidance on how to use it.
• Help farmers plan their harvests and sales based on real-time price trends.
• Empower farmers to secure better market prices and reduce middlemen exploitation.

Target Audience

• Primary audience: Small-scale and commercial farmers who require real-time market price information to improve decision-making and income.
• Secondary audience: NGOs, government bodies (e.g., Ministry of Agriculture), and social media users interested in agriculture and food security.

Scope of Work

Roles and Responsibilities

• PFU’s Role: PFU will handle coordination with farmers and speakers, ensuring smooth implementation of the campaign.
• Media Company’s Role: The selected media company will be responsible for designing and producing all media content, including video production, radio spots, and promotional materials, as well as handling printing services In addition to broadcasting and promotion

1. TV Episodes:
   Two 40-minute TV episodes will be produced, featuring:
   • Content: The 1st episodes will include representatives from PFU and Ministry of Agriculture to discuss the importance, benefits, and services of the app. And how the app will support farmers in making informed decisions, provides real-time market price data, and ensures better price transparency. The 2nd episodes will include PFU and farmer. Farmers will discuss the challenges they face in production, such as fluctuating market prices, difficulty in predicting demand, and exploitation by middlemen. PFU will explain how the MPI app can assist in overcoming these challenges by providing reliable price data, allowing them to plan harvests, time sales, and negotiate better prices.
   • Broadcast Plan: The episodes will air on local news channels and be promoted on Facebook to reach a broad audience.
   • Frequency: Each episode will be aired twice within a four-week period to maintain audience engagement.

2. Mini-Documentary Series on Local TV
   • Content: Create and broadcast a short documentary series highlighting success stories.
   • Feature real farmers who have benefited from the app, showing before-and-after scenarios.
   • Designed for TV and social media platforms.
   • Quantity: 5 short documentaries.
3. Offline Activities & Physical Marketing Tools

Since many farmers rely on face-to-face interactions and traditional media, offline marketing is crucial. The following activities will be implemented:

  Printed Materials & Physical Tools

• Brochures & Flyers
  • Content: Simple infographics explaining how the app works, QR code for easy download, testimonials from other farmers.
  • Specification: High-quality A5-sized (148 × 210 mm)
  • pocket-sized (100 × 150 mm), weather-resistant paper with a laminated cover.
  • Quantity: 200 flyers and 200 pocket-sized.
• Wall Posters for Farmer Gathering Points
  • Placed in cooperative buildings, and Ministry of Agriculture offices.
  • Specification: A2-sized (420 × 594 mm) with bright colors, simple instructions, and key benefits.
  • Quantity: Approximately 50 posters.
• Billboards in Jordan Valley
  • Strategically placed along main roads and agricultural routes frequently used by farmers.
  • Specification: Large, weatherproof billboards with clear messaging about the MPI app.
  • Suggested Locations: Main roads connecting agricultural hubs in the Jordan Valley.
  • Quantity: Approximately 2 Billboards.

NOTE: In the technical Offer, please suggest examples of locations and Suggested size for the Billboards

NOTE: In the financial offer, please indicate the unit cost and the total cost.

4. Radio Spot (20 seconds):
   A 20-second radio spot will promote the MPI app’s benefits:
   • Content: A statement from PFU urging farmers to download the app.
   • Broadcast Plan: The spot will air during peak times (early morning and late afternoon) on two local radio stations, with 26 airings per station, for one month.
5. Social Media Reels & Posts:
   • Reels: A 15-20 second animated reel for TikTok and Instagram, featuring simple and engaging visuals to demonstrate the app’s features and how it helps farmers plan harvests, secure better prices, and avoid exploitation.
   • Posts: Two informative posts showing the app interface and instructions on how to use it effectively. The posts will focus on easy-to-understand language and visuals, encouraging farmers to download and engage with the app.

TIMEFRAME

All deliverables must be developed and submitted within 6 weeks (1.5 month) of signing the contract. The developed deliverables will be reviewed by PFU staff, and feedback will be provided to the consultant.

MANAGEMENT

The commissioning manager of the service provided will be PFU's Project Manager. PFU's Project Manager will provide technical support for developing the required service and review all produced materials.

Advertising Fee: $58, paid to the Jobs website by the party awarded the price offer(the second party).

REQUIRED SKILLS AND QUALIFICATIONS

1. Proven experience in advocacy and media campaigns, including content creation and strategic messaging.
2. Strong familiarity with the Palestinian agricultural sector and related challenges.
3. Established relationships with local media outlets and influencers.
4. Expertise in producing high-quality TV, radio, and social media content.
5. Effective project management and reporting skills to meet tight deadlines.

Please submit the proposal (separate technical & financial offer) and requested documents by inhaled envelopes to the Palestinian Farmers Union headquarters (al-Bireh, close to the representative office of the Netherlands) no later than 9/3/2025 3:00 clock.

Please find the link for the TOR

For any questions, feel free to contact the Project Coordinator:

Amjad Anabtawi

 0566119055

[email protected]