UMOJA WENDANI SACCO LTD SAVE REGULARLY, BORROW WISELY AND REPAY PROMPTLY

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TERMS OF REFERENCE REBRANDING SERVICES Background A savings and credit co-operative Society registered under the ministry of Co-operative Development.

1 TERMS OF REFERENCE REBRANDING SERVICES Background A savings and credit co-operative Society registered under the ministry of Co-operative Development. Its coined name Umoja Wendani is meant to describe a Sacco which is bound by Unity in Love within the pastoral area of Presbyterian Church of East Africa (PCEA), Nairobi East Presbytery. It was observed in a Presbyterian Church Men Fellowship (PCMF) setting, that few church members had access to formal credit to start or expand their business projects. Eleven concerned PCMF members committed themselves to start and promote a Sacco for this purpose in The sport by church members has been overwhelming. The Sacco as at September 2018 prides it s self of a membership of over 7,000. In 2017 the Sacco implemented Microsoft Dynamics NAV a fully integrated ERP (Enterprise Resource Planning) system in order to streamline the Sacco s business by automating and optimizing operational core functions. The Sacco also embarked on a journey to formulate a 5 year strategic plan as a key growth driver as well as formulating key policies that will guide business operations. The strategic plan and the organization policies will be launched on Quarter 2 of year As part of the strategic objectives of 2018, the Sacco plans to embark on extensive marketing to promote and grow the Sacco in terms of Market reach, Membership, Share capital and Member Deposits. The current Sacco brand is outdated and does not fully reflect the current and future business image. To enable the Sacco meet these objectives, breathe new life to the business products and services as well as align the Sacco with the strategy, the Sacco needs to rebrand itself. This will also help the Sacco to align itself with the ever-changing nature of the marketplace. The Sacco seeks the services of a Marketing and Branding Agency / contractor to re-brand which will take place within Q1 and Q2 of year P a g e

2 Objectives The key objectives in this rebranding process are to create a long-term brand identity that clearly communicates the strategy, business and values of the Sacco, establish the concepts of the brand, and develop a roll-out plan for the new identity with distinct achievable phases as well as implementation of the plan within the specified time lines and budget The Contractor is expected to design and develop editable templates for publications, visibility materials, corporate items, branding elements, identity elements, typography, color, resources and the like Scope of Work 1. Brand Analysis Thorough analysis and audit of the existing brand and formulate reports areas of improvements as well as set benchmarks to compare after rebrand 2. Development of a brand guide Develop a brand Guide book for the Sacco. The brand style guidelines should provide a set of parameters to ensure the brand is implemented consistently across all of Saccos marketing materials. Selection of brand archetype that will help the Sacco create a strong connection with the Sacco target audience 3. Development of Visual Brand Identity Development of the visual elements that will communicate the Sacco brand - Name, logo, tagline, colors, business card design, stationary, Application forms, Staff uniforms, Document templates and the like. Development of front office visibility 4. Development of Marketing Collateral Development all of the marketing materials that needed to communicate the Sacco brand and services messages. Brochures, one-sheet fliers, Product data sheets, Sales presentation/sales scripts, Web Content 2 P a g e

3 5. Development of Outreach visibility items Development of Banners, Marketing tents, information stands, roll- banners, billboards, and the like 6. Development of Publications Design of publications such as Company Profile, Annual financial reports templates, company by-laws and policy documents 7. Website and Online Presence Fully integration of the Sacco brand into the Sacco website and Social media platforms Mandatory Requirements Minimum 5 years of experience in the field of development of branding design for companies. Provided 5 samples of previous work of similar scope and Recommendation letters from the clients. Provide sample photography work from previous clients Provide detailed company profile indicating key personnel skills in Marketing, Content developers, Creative Artists, Web developers, Copywriter, Photographer, Graphic designers (with a minimum qualification of a degree for creative director and the marketing personnel) Key personnel s academic qualifications. Time frame to delivery for the various items Company Documents o Certificate of Incorporation o Company PIN. o Business Permit o 3 years Audited Financial Report 3 P a g e

4 Umoja Wendani Sacco Inputs During the contract, Umoja Wendani Sacco shall provide sport in organization of meetings with board members and staff on discussion of all related questions regarded to development of branding design 4 P a g e

5 Deliverables and Costs S/No. Item No. Item Description 1 Logo revamp: 1.1 Develop new brand identity that reflects company mission and vision. 2 Brand guideline: 2.1 This includes; Logo usage, color palette, typography and Image style Design deliverables 9 different concepts, to 3 alterations on selected option Brand Guidebook in PDF Format Unit Price Ksh ( Inc VAT) Production Deliverable Unit Price Total Price N/A N/A N/A N/A N/A N/A 3 Stationery Design: 3.1 Business Cards Design in Soft 21 People x 500 cards single sided non-laminated cards 21 People x 500 cards double sided card non-laminated 21 People x 500 cards double sided card laminated. 3.2 Letterheads PDF and Word Document 500 Letterheads x 5 Rims templates 3.3 Account opening / Member Registration forms Forms in Different formats 5000 Forms. A4 double sided two color print 3.4 Loan Application forms Forms in Different formats 5000 Forms. A4 double sided two color print 5 P a g e

6 3.5 PowerPoint presentation Power point template N/A N/A N/A template 3.6 Notebooks 3 x Design formats 100pcs Note books Wire-o-Wire binded, 100 leaves, full color print 3.7 Executive & standard Diaries 3 x Design formats Executive Diary sample Standard Diary sample 4 Rebranding of Company Products 4.1 Product Naming; Redefining suitable product names ( per product) Copywriting of Product data sheet A5 in soft N/A N/A N/A 4.2 Redefining product descriptions(per Product) 4.3 Free standing perspex Brochure/Leaflet holder ( A4,A5) 5 Publications 5.1 Company Profile Design, copywriting and typesetting ( about 16pg) Copywriting of Product data sheet A5 in soft 500 product datasheets A5 leaflet single sided flier 500 product datasheet A5 leaflet double sided flier 2 Creative Concept 2 Floor stand Brochure holder. Customized and made of perspex Company profile concept in PDF. 500 Copies booklet double sided, full color 5.2 Annual Financial Report template Sample template in Soft ( year 2007 book) 5.3 Fliers / Brochures Company summary and products brochure concepts in soft Sample 3 copies of Year 2017 Annual report. 35 Pages booklet 5000 Brochures. A4 Folded to DL double sided 6 P a g e

7 5.4 Posters Sample template in Soft 5000 Posters. Size; A3 single side, non-adhesive 5.5 Company By-Laws and Forms in Different formats 30 Copies of 35 pages each Policy Documents, 35 Pages Document. 5.6 Design of sales presentation and selling script with pictorials Power Point presentation 10 Booklets of about 10 pages A5 size 6 Promotional items / Merchandise 6.1 Staff Uniforms At least 3 concepts to 18 (9x2 )Staff - Shirt/Blouse 21 (12board +9 staff) Polo with full color logo. 6.2 Tshirts At least 3 concepts to 6.3 Caps At least 3 concepts to 6.4 Notebooks At least 3 concepts to 6.5 Pens At least 3 concepts to 6.6 Folders At least 3 concepts to 6.7 Non-Woven / Shopping At least 3 concepts to Bags 25 Tshirts 25 Caps 50 Notebooks. Wire-o-Wire binded, 100 leaves, full color print 50 Pens. Basic Pens 50 Pens. Standard 50 Pens. Executive 100 Folders A4 Size 50 Non-Woven / Shopping Bags ( Size M) 7 P a g e

8 6.8 Backpack bags At least 3 concepts to 7 Corporate branding 7.1 Front / Office branding ( Creative concepts and Mock site visit allowed before Quoting on request) 7.2 Office Signage ( site visit allowed before Quoting on request) 7.3 Vehicle branding -Toyota Voxy Creative concepts and Mock Creative concepts and Mock 7.4 Branded Tents Creative concepts and Mock 7.5 Roll- banners Creative concepts and Mock 7.6 Tear-drop banners / Flags Creative concepts and Mock 7.7 promotional booth Creative concepts and Mock 8 Online Branding 8.1 Website development and rebranding Website redesign of frontend, development and programming. 1 Sample Front / Office branding. Need for site visit to take actual measurements. 3 x Office Signage. Need for site visit to take actual measurements. Partial Branding for Toyota Voxy, 1 Unit 2 Tents of size; 3m x 3m 4 Roll- banners; Broadbase & artwork printed on Polymatt 4 Tear-drop banners/pop- banners; Flags material with stands. 3.5meter Portable branded booth with a carry case 2pcs Website Hosting for 1 year. Website basic maintenance 1 year Website Search Engine Optimization 1 year 8 P a g e

9 8.2 Social Media branding, maintenance and posts 9 Professional Photography 9.1 Areas to cover: Sacco premises, board members, Staff and projects if any. This can be used in Website and company profile. Monthly Social Media accounts' maintenance and designing of Social Media Posts; 3 products e-fliers per week. Edited High definitions images / photos in soft copy. N/A. Different images can be printed and mounted on request. Summary of Deliverables and costs S/No. ITEM DESCRIPTION TOTAL COST ( Inc VAT) 1. Design Deliverables 2. Production Deliverables GRAND TOTAL 9 P a g e

10 Evaluation criteria NO. EVALUATION ITEM PERCENTAGE OF SCORE SCORE 1 Experience field of development of branding design Rating on Samples of previous work Recommendation letters Rating of Company profile including customers list Rating on photography work Personnel Qualifications Delivery time frames Company documents Financial proposal P a g e

What is Branding? Does logo = brand? Visual Marketing Made Easy Bootcamp Angelique Duffield -

What is Branding? Does logo = brand? What is Branding? Your logo or colours might change but your brand message should be constant. Branding encompasses your core values or beliefs. It is represented by: