About the job
Who We Are
Girl Effect is an international non-profit that builds media that girls want, trust and need. From chatbots to chat shows, TV dramas to tech, our content helps adolescent girls in Africa and Asia make choices and changes in their lives.
We create safe spaces for girls, sharing facts and answering questions about health, nutrition, education, and relationships, empowering girls with the skills to negotiate and redefine what they are told is possible “for a girl”.
Our reach is 50 million and counting. And we’re using technology to reach girls at scale so every girl can choose to be in control of her body, her health, her learning and her livelihood.
Because when a girl unlocks her power to make different choices that change her life, it inspires others to do so too. She starts a ripple effect that impacts her family, community, and country.
That’s the Girl Effect.
The Brand
Tujibebe is a youth brand that provides young Tanzanians with the information and inspiration they need to make choices and changes in their lives - from setting up their own small business and saving for the future, to taking control of their health and visiting health centres.
Meaning “let’s lift ourselves up, together” in Swahili, Tujibebe brings young people together to overcome life’s challenges and realise their ambitions.
Tujibebe was launched in July 2019 with an insight that still holds true to this day - Tanzanian girls know that they have potential but they face many challenges in their lives and all too often lack the knowledge, confidence and support to overcome them and realise their ambitions.
The brand refresh will enable Tujibebe to step into this next phase of its growth with its foundations strong and future-ready.
Objective
Make Tujiebebe a household name synonymous with new, positive values and ideas related to adolescent girls and young women. Re-position Tujibebe as a brand which is ready for mass scale , mass awareness and a greater connection to its audience - a brand that can expand to multiple audiences and impact areas, even as it stays anchored in its core values and brand purpose.
What we are looking for
We are seeking a creative agency that will work with us to reposition and update the Tujibebe brand architecture and identity in Tanzania.
Scope of Work
Working closely with the Tujibebe team based in market and global stakeholders to :
- Work closely with GE team members to conduct an evaluation of brand health. Assess brand value proposition, character, brand attributes and personality.
- Clarify, confirm and, if necessary re-do Tujibebe’s brand positioning. Map the brand’s current and future positioning against key competitors.
- Re-define the brand architecture. Understand whether a sister brand might be required in order to reach young girls for the HPV vaccine program.
- Update the brand identity to reflect the new positioning
- Support the internal team in testing out the updated brand positioning and identity
- Update Tujibebe’s brand guide based on the new positioning and DNA. This should include Tujibebe’s visual identity, naming options for sister brand, look and feel and style guide.
What Success Looks Like
An updated positioning, architecture and brand identity guide - that helps Tujibebe in its objective of expanding to new audiences across different themes and programs and increasing brand awareness, recognition and affinity - setting it up for the next stage of mass success.
Who You Are
We are looking for a partner with rich experience in both global and local brand-building who can help us update our current brand - in order to make it more relevant, future facing and fit for purpose for what we want to achieve through our programs in Tanzania - both existing and new ones.
We need someone who can think strategically as well as creatively - be able to understand how to best position the brand, draw from earlier learnings, use the test results to refine our understanding and finally, be able to creatively execute on the updated brand identity.
The agency will need to :
- Put together a team keeping in mind the requirement of GE
- Build an execution plan keeping our timelines in mind
- Facilitate regular sessions with the GE team - for concepts, brainstorming, ideas and feedback
- Execute the deliverables mentioned above
Intended Timelines
- Terms of reference published: Nov 1, 2022
- Questions/Clarification Deadline: Nov 9, 2022
- Deadline for responses: Nov 14, 2022
- Deadline for proposal submission: Nov 14, 2022
- Supplier selection, contracting and briefing: Nov 24, 2022
- Project commencement: Nov 30, 2022
- Project end: Mar 28, 2023
Reporting
This engagement will be managed by the head of create, who will work with the successful consultant to ensure its timely and thorough execution.
Proposal submissions
Your proposal, should you be interested (Max 10 pages), should cover
- Your understanding of the brief and why you feel you are well placed to deliver on the requirements.
- Credentials - Please showcase any previous work that you consider to be relevant to what we are trying to achieve and how we approach our work, and the audience that we cater to
- CVs conforming to the qualifications for persons to manage and conduct the refresh.
- Detailed reference list indicating the scope and magnitude of similar assignments
- Breakdown of Costs including (and not limited to) agency costs, rate cards etc.
- Workplans: Timelines - Starting date, Key milestones and Reporting milestones
Evaluation Criteria
The criteria against which proposals will be evaluated are listed below:
- Technical Evaluation
- Company profile and Organizational Capacity [10%]
- Experience in carrying out similar assignments in Organizational Brand refresh/repositioning [20%]
- Proposed methodology and approach criteria [20%]
- Experience and Qualification of key personnel [20%]
- Financial Evaluation
- Value for money/proposed budget breakdown - 30%
Technical and Financial proposals will need to be submitted as separate documents. Financial bids will not be opened until the technical evaluation and then only for those proposals deemed qualified and responsive.
Please note that Girl Effect is not liable for any cost incurred during the award/contract preparation, submission, or negotiation of the award/contract. All submitted documentation and/or materials shall become and remain the property of Girl Effect.
VALIDITY of the proposal shall be for 90 days from the date of bid closure.
How to apply
To apply for this opportunity, please submit a proposal by email with the subject line “TZ Brand Refresh” to suppliers@girleffect.org by November 14 th 5:00 PM EAT.
Prospective respondents who may have questions regarding this RFP may submit their enquiries to the same address provided by November 9th 5:00 PM EAT.
Tax
Applicants are advised to ensure that they clearly understand their tax position regarding local jurisdiction tax legislation provisions when developing their proposals.
Disclaimer
GE reserves the right to determine the structure of the process, number of short-listed participants, the right to withdraw from the proposal process, the right to change this timetable at any time without notice and reserves the right to withdraw this tender at any time, without prior notice and without liability to compensate and/or reimburse any party. GE shall inform ONLY successful applicant(s). The process of negotiation and signing of the contract with the successful applicant(s) will follow.
Safeguarding
You may be required to undertake safeguarding checks. The successful applicant will be expected to adhere to our safeguarding and data policies. We encourage you to read and understand our safeguarding policy, the executive summary of which can be found Here We have zero tolerance for all forms of violence against children, beneficiaries and staff.
Equal Opportunities
Girl Effect Services is committed to equal opportunity regardless of race, color, ancestry, religion, sex, national origin, sexual orientation, age, marital status, disability, gender, gender identity or expression. We are proud to be an equal opportunity workplace.
We are committed to building an organization that is increasingly representative of, and works extensively with, the communities that we serve. To this end, due regard will be paid to procuring consultancy service organizations and individuals with diverse professional, academic and cultural backgrounds.
