REPUBLIC OF KENYA THE PRESIDENCY MINISTRY OF PUBLIC SERVICE, YOUTH AND GENDER AFFAIRS STATE DEPARTMENT OF PUBLIC SERVICE AND YOUTH

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1 REPUBLIC OF KENYA THE PRESIDENCY MINISTRY OF PUBLIC SERVICE, YOUTH AND GENDER AFFAIRS STATE DEPARTMENT OF PUBLIC SERVICE AND YOUTH REQUEST FOR PROPOSALS SELECTION OF AN AGENCY WITH EXPERTISE IN COMMUNICATION, RESEARCH AND AUDIENCE ANALYSIS, PUBLIC RELATIONS & EVENT MANAGEMENT FOR IMPLEMENTING THE COMMUNICATION/MEDIA STRATEGY OF THE MINISTRY OF PUBLIC SERVICE, YOUTH AND GENDER AFFAIRS Background TENDER NO. MPSYGA/02/ The Ministry of Public Service, Youth and Gender Affairs (MoPSYGA) was established following the reorganization of government by His Excellency the President in November The Ministry comprises two state departments namely the State Department for Public Service and Youth and the State Department for Gender Affairs. Its mandate is to provide leadership, coordinate and create an enabling environment for transforming public service delivery, empowering youth and women, and promoting gender equity and equality. Priority areas include the Youth Empowerment Programme, efficient public service delivery, affirmative empowerment funds and programmes, promotion of equitable socio-economic development between men and women, coordination of youth, gender and special interest groups, gender mainstreaming, gender policy and family protection. The ministry has responsibility over several agencies including The National Youth Service (NYS), Huduma Kenya, Anti FGM Board, Youth Enterprise Development Fund (YEDF), Women Enterprise Fund (WEF), Uwezo Fund and National Youth Council. OBJECTIVES AND SCOPE OF ASSIGNMENT A Communication/Media strategy is important for the purpose of regularly conveying information to stakeholders and creating awareness, through direct and indirect engagement. In order to facilitate the implementation of the Communication/Media Strategy and activities, an agency will be appointed on a one year contract and mandated to undertake, communication,

2 public relations and event management activities for the entire Ministry including its agencies namely NYS, Huduma Kenya, and the affirmative action empowerment programmes among others. The agency will also conduct research on stakeholders perspectives, audience analysis, track public perception of the brand, and develop mechanisms of measuring, monitoring and evaluating progress. The ultimate objective of the assignment is to create and sustain increased positive awareness of the ministry s programmes, scale up the uptake of its products and services and win public support and participation in the programmes. Develop a comprehensive, innovative communication strategy and ensure its alignment to the Ministry s Strategic Plan. The Agency will be responsible for reviewing the ministry s communication and information needs and developing a comprehensive communications strategy including social media. This will be developed in a consultative format, including all the critical stakeholders within the Ministry, from concept stage. It will include an action and visibility plan. In developing the communication strategy, the consultant will analyse and map channels of communication and identify the most appropriate techniques and approaches for using either (For example, print media vs electronic media vs press conferences, workshops, seminars and events). Research and audience analysis The agency will be responsible for conducting research on stakeholders perspectives, brand standing and audience analysis to inform communication design and ensure that communication strategy is aligned to the ministry's objectives. The agency will track public perception of the brand and the campaigns on an ongoing basis. This will involve developing mechanisms of measuring and assessing progress. This includes a situational analysis and strategic positioning review in the beginning in addition to baseline brand audits, continuous tracking of the same and communication testing as well as a monitoring and evaluation approach designed to deliver entry, monthly and exit metrics. Event Management The Agency will coordinate hosting of the ministry s events right from their inception to execution. The design and execution of each event will be informed by the strategy and design of the communication campaign as well as the events lay out. Ensure adequate coverage of Ministry related issues in all mass media The Agency in consultation with the Ministry, will ensure that there is adequate, relevant, appropriate coverage of all activities and issues related to the Ministry, including functions, programmes and partnership activities of the Ministry. This will involve providing ready information to media houses and follow up with additional support and information as required. The Agency will assist the Ministry in the independent evaluation of the programmes and

3 facilitate the production of appropriate campaigns/programs, such as films/documentaries, audio spots, video spots for release to appropriate stakeholders and partners. Brand and Reputation management The Agency will review the Ministry s positioning, develop and implement an overarching as well as a programatic brand strategy. The brand strategy will be agreed upon through consultation and clearly documented for reference. The Agency will work at positioning the Ministry and ensure that the Ministry maintains a positive image. The Agency will vividly convey the Ministry s key messages, create interaction and establish a relevant connection with stakeholders. The Agency will be responsible for closely monitoring feedback and adjusting the brand strategy where appropriate and in real time. Design Public Relations plans that will guide PR activities in the Ministry The Agency will design PR plans that will guide PR activities to be undertaken during events/activities across the country and localize the same for relevance across the counties. The PR plan will consider the objectives of the activity, target audience, media to be used, tactics to handle the objectives and the breakdown of activities to be undertaken. Additionally the Agency will lead in the identification of specific media to invite during Ministry s functions and for purposes of raising awareness of activities. Media Monitoring The Agency will monitor all mass media including: newspapers and magazines, social media, websites, TV stations and radio stations for all mentions and coverage of the Ministry and related activities. The Agency will also monitor all advertising campaigns to ensure that the procured services are run as per the media schedule. Communication capacity building across the organization The Agency will take the lead in ensuring that the Ministry s employees, consultants and key internal stakeholders are equipped with requisite communication skills. In addition, workshop and training exercises will be organized with external stakeholders to include journalists to provide them with greater exposure to key ministerial issues, functions and programmes. Public Affairs The Agency in partnership with the ministry will identify information that is of interest to the public and disseminate the same through relevant and most appropriate media, including social media. Brochures, fliers and other materials will be developed for the respective target groups as is appropriate. Provide a report on the implementation of the Communication Action Plan/Strategy after an initial 12 - month period The Agency will take lead in monitoring and reporting on the implementation of the Ministry Communication Action Plan/ Strategy, on a quarterly basis.

4 Translation of Material produced in the Ministry The agency will be responsible for translating all documents and information from the Ministry into Kiswahili to ensure that this information can be used by a broader spectrum of audiences. DELIVERABLES Develop a comprehensive and innovative communication strategy and ensure its alignment to the Ministry s Strategic Plan. 1.This will include amongst other elements: - Comprehensive action plan including a clearly defined strategy for increasing the visibility of the Ministry. - Details of media channels and tools that will be employed. - Include a detailed brand strategy Research and audience analysis -Public perception research/surveys -Situational analysis briefs -Audience analysis report -Baseline brand audits -Tracking channels for measuring and assessing progress -Monitoring and evaluation matrix Preparation, Implementation and Monitoring of the Media Plan 1. Comprehensive media plan, including media schedule prepared and regularly updated. 2. Implementation task sheet presented weekly to the Ministry. 3. The effects/impacts of the media products tracked periodically and report provided. Event management 1. Undertake PR activities to ensure extensive coverage of Ministry events and launches in print & electronic media. 2. Organise events and launches and coordinate the release of media related materials to the press and others; 3. Identify and book suitable venues 4. Identify appropriate branding relevant to the venue 5. Identify suitable suppliers from pre-qualified vendors in the Ministry database to provide services during the event. 6. Advise on event themes based on Ministry s vision of the event, corporate strategy and the brand characteristics. 7. Oversee Ministry arrangements. 8. Ushering and registration of participants during events. 9. Proper use of branding materials during the events. Ensure adequate coverage of Ministry related issues in the Print and electronic media; 1. Ready information to media houses provided to ensure exhaustive coverage of Ministry issues including key functions 2. Follow up with additional support and information provided. Brand and Reputation management

5 1. Brand Audit 2. Reputation analysis 3. Brand immersion and positioning 4. Communication Plan 5. Corporate Identity System 6. Brand ID standards manual to guide the use and application of the brand 7. Style guide implementation 8. Website and online property development Design PR plans that will guide PR activities in the Ministry 1. Develop a comprehensive PR Plan 2. Place stories/orders with the media identified 3. Monitor output from the placed content 4. Provide a media report Media Monitoring 1. A weekly report showing newspapers and magazine clippings as well as links to video and audio 2. A monthly report, analyzing Ministry perceptions and coverage. This report should also include online mentions. 3. Post event/campaign report tracking procured services were implemented and assessing the impact of the campaign on stakeholders and target audience Communication capacity building across the organization 1. Organise participatory communication activities such as Media Trainings 2. Organise communication skills workshops and trainings 3. Organise media workshops on key Ministry issues to enable linking of media experts, NGOs and success stories at the local level 4. Prepare all communication materials and document necessary for all capacity building efforts. Public Affairs 1. Organize events such as open days and exhibitions for the public to meet Ministry representatives and learn more about Ministry activities. 2. Develop necessary communication materials to be disseminated and or screened through media for the sole purpose of educating the public on the various activities of the Ministry. Provide a report on the implementation of the Communication Action plan/strategy after an initial 12 - month period 1. Provide comprehensive communication report

6 Translation of Material produced in the Ministry 1. Produce materials in Kiswahili Clarifications The interested candidates may request for clarifications on the Request for Proposals up to four (4) days before the RFP submission date. Any request for clarifications must be in writing and addressed to: The Principal Secretary Ministry of Public Service, Youth and Gender Affairs State Department of Public Service and Youth 11th Floor Harambee House P.O. Box Nairobi, Kenya A Complete set of Request for Proposal documents with detailed qualification criteria may be obtained by interested candidates from the Supply Chain Management office 12th floor Harambee House Room No or downloaded from and Treasury portal Completed Request for Proposal documents enclosed in plain sealed envelopes and marked with the tender name and reference number should be addressed to: The Principal Secretary Ministry of Public Service, Youth and Gender Affairs State Department of Public Service and Youth P.O. Box Nairobi, Kenya And be deposited in the Tender Box situated at the entrance of 12 th Floor, Harambee House so as to be received on or before 3rd March, 2016 at am. The RFP documents will be opened immediately thereafter in the boardroom at 11th floor Harambee House in the presence of the candidates or their representatives who choose to attend. Late bids will be rejected and returned unopened. HEAD/SUPPLY CHAIN MANAGEMENT SERVICES FOR: PRINCIPAL SECRETARY