Design Campaign’s Communication Strategy and Production of D...
Terms of Reference Consultancy
Design Campaign’s Communication Strategy and Production of Digital Communication Products
Consultancy title
Design Campaign’s Communication Strategy and Production of Digital communication products
Start Date : 30 August 2023
End Date : 15 January 2024
Oxfam point of contact
Purpose of the consultancy:
Oxfam is developing a report and a high-impact public campaign set to be launched in multiple capitals in January 2024. To ensure the campaign’s success and to achieve maximum impact and that it effectively reaches its targeted audiences we are seeking for a highly-skilled and creative communications, PR or advertising agency or consultant with expertise in delivering outstanding communication strategies and products specifically focusing on engaging digital content for social media. The timeframe for the consultancy is from 30 August 2023 to 15 January 2024.
The primary objective of this consultancy is to develop a comprehensive communication strategy and action plan that not only addresses multiple target audiences but is also adaptable for different markets with varying risk appetites concerning Palestine. The successful delivery of this strategy will maximize the report launch and public campaign's impact and reach while enabling effective engagement with diverse audiences across the globe.
By working closely and collaboratively with the campaign team, the consultancy will be instrumental in delivering the following key deliverables:
Key deliverables:
Communications strategy
In collaboration with the campaign team and Oxfam affiliates, the consultancy will develop the (online) campaign's communication strategy, which will include:
Designing of the (online) communications strategy:
Identifying measurable objectives that align with the campaign’s mission and key messages. These objectives will serve as the foundation for all communication efforts and will be regularly evaluated to ensure the campaign's success.
Crafting a detailed action plan that outlines specific steps and timelines to achieve campaign goals. The plan will include a well-defined roadmap for implementing various communication activities and initiatives.
Conducting comprehensive audience analysis to understand the interests, preferences and values of target groups in various capitals. This analysis will inform the customization of communication messages and strategies to effectively engage each audience segment.
Developing clear and compelling campaign messages that resonate with different audiences based on the audience analysis. These messages will be aligned with the campaign's key objectives and tailored to address the unique needs and concerns of each audience.
Identifying the most suitable communication, tools, and channels (both digital and traditional) to engage diverse stakeholders effectively. The recommendation will include clear timeframes and a well-structured calendar for content publication.
The consultancy will develop a captivating campaign narrative that effectively communicates the campaign's key messages and objectives to diverse audiences. This narrative will be designed to evoke emotions, inspire action, and raise awareness about the campaign's cause.
Identification of relevant global influencers together with Oxfam that can help amplifying the campaign messages and raising awareness on the campaign goals.
To achieve the stated objectives, the consultancy will employ the following methodology:
Stakeholder Consultation: Engaging with the campaign team and Oxfam affiliates through collaborative workshops and consultations to gather insights and align the communication strategy with the campaign's goals.
Research and Analysis: Conducting thorough research on target audiences, utilizing both qualitative and quantitative methods to gain a comprehensive understanding of their preferences and values.
Message Development: Crafting campaign messages using evidence-based approaches and principles of effective communication to ensure maximum impact and resonance.
Incorporating private and public messaging: The communication strategy should align public messaging and rationale to effectively engage diverse stakeholders and maximize the public campaign's impact. Messaging will emanate from the report currently being finalized by the Oxfam policy team and will include targeted recommendations to capital level stakeholders. Public messaging must be based and aligned with the messaging and content of the report with a focus on engaging the broader public and raising awareness of the campaign, inspiring public support and mobilization.
Communication Channel Selection: Utilizing data-driven analysis to recommend appropriate communication tools and channels that best connect with the target audiences.
Implementation Planning: Developing a detailed action plan with clear steps, timelines, and responsible parties to execute the communication strategy effectively.
Influencers Outreach and Engagement
Selection and contracting of relevant global influencers based on their connectivity to the campaign objectives and selected target audience, performance of due diligence check and prior engagement with charities.
Engagement and relationship building with the selected influencers and provision of digital toolkit and action plan.
Technical support to the production of digital content and ensuring the content is in line with the developed communications strategy.
Digital content for social media
In coordination and collaboration with the campaign team, the consultancy will be responsible for producing and delivering a compelling range of digital content optimized for social media platforms considering the risks that need to be mitigated by a large organization such as Oxfam:
Production of 2 impactful short videos/ promos tailored specifically for each social media platforms. The videos might include voiceover with archived clips from recent events (with necessary rights secured) plus editing.
Development of visually appealing graphics for social media that aligns with Oxfam branding ensuring consistency and brand recognition across social media channels
Creation of multiple compelling stories for the campaign, both written and filmed, inspiring action and fostering engagement with the campaign.
Graphic design
You will propose and deliver the following communications products:
Creation of an aesthetically appealing and informative policy paper design (any suggestions on the format for maximum reach and readability are welcomed) making it accessible to diverse audiences
TIMEFRAME OF ASSIGNMENT:
Products
Deadline
Audience research : 30 September 2023
Communications Strategy - draft 1 : 15 October 2023
Communications Strategy - final draft : 30 October 2023
Stories for the Campaign & Digital Content for Social Media (incl. digital content produced with influencers) :15 December 2023
Final versions of Digital Content : 15 January 2024
Graphic Design Report : 15 January 2024
Specification:
Demonstrable experience working with non-profit organizations or social movements preferably on campaigns addressing social justice and human rights issues.
Demonstrable experience and proven track-record working on campaigns with civil society organizations on impactful campaigns
Demonstrable experience in effectively portraying and illustrating stories related to land rights and related social justice topics
Proficiency in translating complex issues into engaging videos and visual illustrations that resonate with diverse audiences
Ability to work in close collaboration with the project team and receive and incorporate feedback and maintain a collaborative approach throughout the consultancy.
Demonstrated creativity, innovation and expertise in creating content that inspires and mobilizes people to take action.
Strong organization and expertise in utilizing digital media platforms to amplify campaign messages effectively.
Language Requirements:
All communications and deliverables must be in English.
Application Process
Interested candidates (individuals or companies) should send a technical proposal (incl. CV) and financial proposal (incl. all-inclusive day-rate), as well as a portfolio of performed communications / campaign work by August 25 to [email protected]
The proposals must be sent in English.
The available budget for this consultancy is a maximum of EUR 30,000.
Evaluation Criteria
Oxfam will review and weigh consultancy applications based on the following criteria. It is worth noting that Oxfam prefers a value for money approach and does not necessarily weight a lower price over a quality candidate. Advertising/PR/Communications agencies are encouraged to apply.
Criteria
Percentage Weight
Experience and capacity in carrying out the assignment 40%
Workload/proposal quality, creativity and suitability 30%
Budget 30%
