Annex A: Terms of Reference RFP/2017/UNHCR/PSP/MENA/001. Public Advocacy and Engagement for UNHCR Private Sector Partnership in the.

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1 Annex A: RFP/2017/UNHCR/PSP/MENA/001 Public Advocacy and Engagement for UNHCR Private Sector Partnership in the MENA Region 10/10/2017 Reference: RFP/2017/UNCR/PSP/MENA/001

2 Table of Contents 1 Introduction Background Statement of Purpose & Objectives Requirements Core requirements Brand equity PR (public relations) strategy development Implementation throughout the year Scenario for the technical and related financial offer Theme (please see details under 1.2 / number 3): Points to consider The technical proposal should include Content of the Technical Offer Company Qualifications Personnel Qualifications Vendor Registration Form Applicable General Conditions Evaluation Technical Evaluation Key Performance Indicators Performance Evaluation Customer Responsibilities...13 Page 2 of 13

3 1 Introduction 1.1 Background The United Nations General Assembly established UNHCR (UN High Commissioner for Refugees) on December 14, The agency is mandated to lead and co-ordinate international action to protect refugees and resolve refugee problems worldwide. Its primary purpose is to safeguard the rights and well-being of refugees. It strives to ensure that everyone can exercise the right to seek asylum and find safe refuge in another State, with the option to return home voluntarily, integrate locally or to resettle in a third country. It also has a mandate to help stateless people. In more than six decades, the agency has helped tens of millions of people restart their lives. Today, a staff of some 8,600 people in more than 125 countries continues to help 33.9M persons. UNHCR is an impartial, non-political humanitarian organization. Private Sector Partnership Service in the MENA UNHCR s Private Sector Partnerships (PSP) department plays a crucial role in helping expand the organization s funding base, while ensuring a sustainable and predictable stream of income. These non-governmental funds raised by PSP are very crucial for dealing with new displacement crises as well as the progression of numerous on-going emergencies. PSP MENA focuses on two main income pillars: leadership giving (high net worth individuals, corporations, foundations, and national partners from the Gulf region) and individual giving (digitally raised from the public in the region). PSP MENA region includes the following countries: UAE (United Arab Emirates) KSA (Kingdom of Saudi Arabia) Kuwait Oman Bahrain Qatar Lebanon Egypt Jordan Morocco Tunisia Libya Algeria Iraq Besides raising funds, PSP s vision is to maximise UNHCR s private sector awareness and to amplify the voices for refugees. PSP s long-term strategy is to engage 10 million supporters in 100 countries who will raise their collective voice for refugees. PSP has been investing in the model of multichannel public engagement campaigns in several countries across the globe and see great opportunities for advancement in such campaigning models for advocacy purposes in key markets, one of which is the Arab Gulf region. PSP s Strategy in the MENA is summarized in the chart below: Page 3 of 13

4 United Arab Emirates and Kingdom of Saudi Arabia Now UAE and KSA are the two biggest markets within the MENA region; these two countries are the primary focus of PSP. Our largest digital income comes from generous Saudi donors who sympathize with the refugee cause (mainly from the Mecca region, Riyadh, and the Eastern province). However, a branding equity survey done by UNHCR shows that familiarity and awareness of UNHCR in Saudi is low with only 23% of those surveyed claiming that they are somewhat familiar with UNHCR. Additionally, only 9% of those somewhat familiar with UNHCR in Saudi hold positive attitudes towards the organization. The rest were unsure. Increased familiarity with an organisation correlates with higher probabilities of donation to that specific organisation. In the UAE, due to long term and sustainable leadership giving partnership, the income generated to UNHCR remains the highest in the MENA region. Furthermore, PSP wishes to explore the wider MENA market in the long-term run, identify opportunities and start building the UNHCR brand as the lead organization for fundraising, advocacy and awareness on behalf of refugees. This wider market will include countries as listed above. 1.2 Statement of Purpose & Objectives In order to select the appropriate agency to work with, UNHCR Private Sector Partnerships (PSP) MENA invites agencies to submit a proposal that provides PR (public relations) services within the MENA Region, with focus on the Kingdom of Saudi Arabia (KSA) and the United Arab Emirates (UAE) as an indicator of their capabilities. As indicated above the agency is expected to be as proficient in UAE and KSA markets as well as the wider MENA Region. The Frame Agreement will be signed with the successful bidder(s) for three (3) years and may be extended at the sole discretion of the UNHCR for an additional two (2) years upon satisfactory performance. Total length of contact is a maximum of five (5) years (from January 2018 to December 2022). PSP MENA is looking forward to contracting two agencies, as main and back-up service providers. The service provision is planned to commence as of January Page 4 of 13

5 Service providers will be requested to maintain their quoted price structure for the duration of the contract. The estimated annual requirement of UNHCR is approximately eight (8) campaigns. Please note that figures have been stated to enable bidders to have an indication of the projected requirements. It does not represent a commitment that UNHCR will purchase as minimum quantity of services. Quantities may vary and will depend on the actual requirements and funds available regulated by issuance of individual Purchase Orders and Statement of Work (SoW) against the Frame Agreement. PSP MENA aims to: - Improve and increase UNHCR s visibility in a strategic manner - Support fundraising campaigns in order to increase donations, and - Increase engagement with the refugee cause and UNHCR Please find hereunder the list of campaigns in order to familiarise yourself with the current and planned activities in the region: 1. Ramadan engagement and fundraising campaign Ramadan, the month of mercy, generosity and charity is our biggest fundraising momentum. We campaign for 30 days digitally, socially, on the ground and on TV (MBC) through a TV show of Touch of Hope (#BasmetAmal), with a mind-set that every day is of high importance and consideration. Each Ramadan campaign creatively and strategically aims to bring the Arab/Muslim audience closer to refugee families and calls for support to respond to the needs of these vulnerable families. By engaging public figures and social media influencers in field missions in Lebanon and Jordan, we seek to broadcast live coverage and direct ask for donations to help refugees 2. Cash assistance fundraising campaign (on-going) UNHCR s cash-based assistance programme has been a real game changer in the way we help refugees. We have now decided to make it a worldwide policy and expand it to all our operations, where feasible. For that, UNHCR tries to recruit single and monthly donors to help with the Cash assistance program in the MENA on a regular basis throughout the year. These cash-based interventions help refugee families get access to food, water, healthcare, shelter, and make displaced families less likely to resort to harmful coping strategies, such as child labour, family separation and forced marriage. They also directly benefit the local economy. Refugees access the funds by scanning their iris at ATM machines and thanks to this innovative programme refugees simply use their irises as a form of identification which provides an instant, cost-effective and fraud-proof methodology to directly support vulnerable families Zakat fundraising campaign (during the month of Ramadan) In September 2016, UNHCR in coordination with the Tabah Foundation launched its first zakat programme, aiming to raise much needed funds for refugees in the region. For now, all collected zakat funds are dedicated to UNHCR s cash assistance programme in Jordan under which 32,000 refugee families are enrolled. These Zakat Page 5 of 13

6 funds are distributed to the most vulnerable families living in urban areas in Jordan and have enabled beneficiaries to cover essential costs of living such as rent, debt repayment, utilities, and medical care for children, clothing, school fees and food. Unlike other fundraising program, UNHCR guarantees people s zakat will entirely reach refugee families through the iris scan technology, without deducting any fees. Zakat campaign is mostly active during Ramadan; however, the awareness is still low and the potential to collect Zakat is massive Winter emergency fundraising campaign (November till February) A bitter winter is fast approaching. For many refugee families, this will bring further misery as they struggle to survive in incredibly harsh conditions. Every year, UNHCR launches an emergency fundraising appeal for winter, asking the public to donate to help distribute winter survival kits including high thermal blankets, sleeping bags, winter clothes, heating stoves, gas supplies and cash assistance #Voice4Alan engagement and lead generation campaign (Week of September 2) As UNHCR, we think it is important to commemorate September 2 nd, the day the Syrian toddler, Alan Kurdi, drowned, to continue highlighting the ongoing plights of refugees and mobilize more people to act was the first year where we introduced Alan s commemoration day, but we are planning to continue to do so every year, until it becomes an initiative empowered by the public Public Engagement activities in the form of Offline activation to gather support and expand UNHCR supporters database lead (on-going) We have started rolling out face to face programs at malls across 1 to 2 countries in the region in Two activations have already taken place at Dubai s Festival City Mall. Due to market specifications and regulations, the program will roll out in 2- phases whereby we sign up qualified leads on the spot in public places in these markets, and then convert these voices to donor's/process donation via our existing telemarketing program. 7. Emergency fundraising outreach In emergencies, we must think quickly and act rapidly. Whether conflict has caused people to flee their homes or political upheaval has displaced a population overnight, UNHCR is there to help and is ready to launch an emergency operation within 72 hours - thanks to a global network of suppliers, specialist agencies and partners. To maintain this capacity, PSP MENA must also be able to fundraise quickly, typically within 1 day after the start of an emergency, digitally from the public and from existing partners. Our most recent and current emergency is Rohingya: 8. Voices for refugees UNHCR MENA has started its own public engagement platform that allows people to enlist as supports of refugees by signing up to voice their solidarity. Once they sign up, supporters get s from UNHCR MENA that update them on the refugee Page 6 of 13

7 situation in the region, what UNHCR is doing in the region, and asks for donations. This page can be found at voices.unhcr.org. More information For more information on UNHCR s activities, please visit: UNHCR Arabic website: UNHCR Arabic Facebook page: Voices4Refuges Facebook page: Target audience breakdown: Public in the UAE and KSA more detailed audience segmentation will be applied to the different campaigns. UAE and KSA media scenes, with an emphasis on Saudi Arabia (mass, online, and social media). Potential donors from the UAE and KSA (locals and expats with purchasing power and are comfortable to donate online). High net worth individuals, thought leaders, high ranking government officials, influencers, and corporations in KSA and other countries that are interested in philanthropy and CSR initiatives. Credible celebrities, public figures, and social media influencers Page 7 of 13

8 2 Requirements 2.1 Core requirements Agencies are expected to provide the following services: Brand equity PR (public relations) strategy development Bring significant knowledge and experience of private sector fundraising and have developed a sector-leading reputation by developing successful PR strategies to introduce and inform KSA locals & UAE audiences about UNHCR (the mandate and work). Bring in depth knowledge of private sector fundraising markets in all territories to deliver market insight to inform PR strategy development and market entry. The proposed strategy is to include: Offline media buying Creative PR services Media monitoring (mass media, social media and online media) Implementation throughout the year A strong focus on implementation of the proposed strategy to establish familiarity and build a strong connection with KSA & UAE nationals. 2.2 Scenario for the technical and related financial offer It is anticipated that there will be approximately eight campaigns on yearly basis. In order to provide PSP MENA with a technical and related financial proposal, bidders are requested to provide firm offers based on a single theme for strategy development and implementation. The quotation is to be based on daily consultancy rate for the two main pillars listed under 2.1 Core requirements. There is no set format to submit your technical proposal. Please use Annex B for your financial proposal. Please note that the proposed consultancy daily rates on Annex B should reflect your agency real fees as the successful bidders will be requested to maintain their quoted price model for the duration of the Frame Agreement for each campaign. Please only include the rates for the roles and the number of days required to carry out the activities for each section Theme (please see details under 1.2 / number 3): Zakat fundraising campaign (during the month of Ramadan) for KSA in 2018 (one year frame) The proposal should encompass a 360 and yearlong campaign that is both creative and innovative resulting in a 60% positive increase in Saudi awareness of UNHCR by the end of Provide a detailed strategy plan on the most engaging, innovative and effective ideas. Page 8 of 13

9 2.2.2 Points to consider Results of the survey on UNHCR MENA show that the Saudi public view UNHCR as untrustworthy because it is a western organisation based on western ideals, when UNHCR is a non-political humanitarian agency that mostly employs Arabs in MENA. Consider the use of traditional and new media. Ramadan/Zakat as an opportunity to gain more donors and to rally the Muslim community behind refugees. Offline activations; on the ground initiatives and events. Social media influencers as brand amplifiers The technical proposal should include Key messages of the main campaign and each sub-campaign, which fully respond to main campaign s objectives. Communications and media strategies. Advice on offline-online media mix to create the needed awareness and engagement. Types of content marketing needed to support PR goals. Your experience in handling media relations, press releases, and media briefings with the Saudi market. Recommendations on influencers outreach. Suggestions on how to manage and resolve any unforeseen PR incidents Identify publications and blogs with guest posting opportunities and web stories to expend reach and drive your campaign. To identify opportunities for UNHCR s spokespeople to speak about the campaign. Page 9 of 13

10 3 Content of the Technical Offer Your Technical proposal should be concisely presented and structured in the following order to include, but not necessarily be limited to, the following information: 3.1 Company Qualifications A description of your company with evidence of your company s capacity to perform the services required, including: - Company profile, - Registration certificate - Last audit reports - Year founded If a multi-location company, please specify the location of the company s headquarters, and the branches that will be involved in the project work with founding dates; Similar experience in the business or the number of similar and successfully completed projects; Number of similar projects currently underway; Any relevant experience working with UNHCR, other UN Agencies and NGOs should be included; You are requested to provide three (3) references that we may contact from your current client list, including ones from working relationships with UNHCR or other UN Agencies. 3.2 Personnel Qualifications A list of the core staff that will be assigned to projects within this agreement detailing their experience in fundraising and/or PR strategy development. 3.3 Vendor Registration Form If your company is not already registered with UNHCR, please complete, sign, and submit with your Technical Proposal the Vendor Registration Form (Annex C). 3.4 Applicable General Conditions Please indicate your acknowledgement of the UNHCR General Conditions of Contract for the Provision of Services (Annex D) by including a signed copy with your submitted Technical Proposal. Page 10 of 13

11 4 Evaluation 4.1 Technical Evaluation The overall evaluation is based on a 100 points scale. The Technical offer will be evaluated using inter alia the following criteria and percentage distribution; 70% (i.e. max 70 points) from the total score. Company Qualifications (15) Proposed Services (45) Personnel Qualifications (10) TOTAL - 70% - Overall PR experience/time in business (10) - Relevant experience working with international/regional non-profit agencies and/or UN organizations (5) - Comprehensiveness of proposal (10) - Quality/clarity and creativity of interpreting and presenting PR strategy development services (15) - Quality/clarity and creativity of interpreting and presenting PR strategy implementation services (10) - Experience of completing similar projects (or currently in progress) (10) - Experience of core people who will work on the project (10) Agencies will be asked to deliver a presentation on their proposal and to introduce the team members who will work with UNHCR via web/teleconference. The minimum passing scores of the evaluation is 42 out of 70; if a bid does not meet these minimums it will be deemed technically non-compliant and will not proceed to the financial evaluation. The financial component is 30% (i.e. 30 points) of the total scores. The maximum score is allocated to the lowest price and the rest is calculated on proportional way. Page 11 of 13

12 5 Key Performance Indicators 5.1 Performance Evaluation With every project or campaign, UNHCR PSP expects to monitor the performance of the selected supplier according to a pre agreed KPI s unique to the specific project. However, the below KPI performance indicators will be applied across all projects commissioned by the selected agency: - Increase in market penetration and positive media coverage of all campaigns. - A 20% increase in spontaneous awareness of UNHCR as an organization helping refugees, across each country. - A 20% increase in the level of trust in UNHCR across the countries. - A 30% increase in website and digital traffic to UNHCR donation and lead generation pages. - 5% increase in the recruitment of new leads and donors. Page 12 of 13

13 6 Customer Responsibilities Appointed agency will work closely with UNHCR PSP team where UNHCR will provide: Concept briefs for each service requested, which will detail the following: objectives, target audiences, and tonality required. Access to media produced and owned by UNHCR Facilitation for field visits and on-field production Support with approaching and securing partnerships with media partners for air space or other, as needed. Digital buying services in support of the digital angles of the campaigns developed as needed Social media support for the campaigns developed as needed. Page 13 of 13