Annex A: Terms of Reference RFQ/PH/2018/001 Request for Quotation for the development and implementation of a local lead generation campaign August 2018 Reference: RFQ/PH/2018/001 1
1 Introduction 1.1 Background UNHCR (www.unhcr.org/ph) UNHCR, the UN Refugee Agency, is the world s leading organization dedicated to saving lives, protecting rights and building a better future for refugees. We are in the field in some 127 countries, saving lives, protecting rights and building a better future for refugees, forcibly displaced communities and stateless people around the world. Our staff is on the ground, putting people first and delivering results. UNHCR leads international action to protect people forced to flee their homes because of conflict and persecution. It delivers life-saving assistance like shelter, food and water. We also help safeguard fundamental human rights and develop solutions that ensure people have a safe place to call home and build a better future. In the Philippines, UNHCR helps provide a favourable protection environment for refugees and helps end statelessness. The organization also co-leads the Mindanao Protection Cluster to support the government s response to forced displacement and advocate for the protection of forcibly displaced communities. Lead generation: Amplifying voices for refugees and generating critically needed funds Forced displacement, most of it arising from war and conflict, has risen sharply in the past decade, largely a result of the Syria crisis, but also due to a proliferation of new displacement situations and unresolved old ones. Some 65.6 million people are today forcibly displaced, of which 21.3 million are refugees who have been forced to flee across international borders, and the rest are people displaced within their own countries. Sadly, 51% of these are children. In 2017, the exodus of Rohingya stateless persons from Myanmar to Bangladesh also spurred the fastest growing forced displacement of our time. With record-high displacement globally since the Second World War, UNHCR is actively working with the private sector and generous individuals who will stand in solidarity with refugees through financial support. This Request for Quotation is for a lead generation campaign will be managed by the Private Sector Partnerships (PSP) unit of UNHCR in the Philippines. The team is committed to work in a collaborative and respectful way with any agency. Our approach includes open and honest communication, our availability whenever the agency requires input and a commitment to meet deadlines and give timely feedback. We are very excited about the project and about creating an innovative and effective campaign. Examples of some existing and previous UNHCR lead generation and public engagement campaigns: This is a relatively new area for UNHCR but there is great potential for development particularly with the current spotlight on refugee issues. 2
The following are some examples of current and previous campaigns and public engagement activities. 1. Always-on lead generation campaign on Facebook Through Facebook s built-in lead generation form, UNHCR Philippines has actively acquired supporters with an always-on approach. Current and previous pitches include: Mindanao Displacement This campaign highlights UNHCR s response to forced displacement in Mindanao and the efforts to provide durable solutions that will empower displaced communities. Syrian Refugee Crisis This campaign draws attention to the humanitarian crisis and protected displacement caused by the seven-year Syrian civil war. The main call-to-action is to support UNHCR s life-saving work for Syrian refugees and those still living in displacement within their country. Rohingya Emergency This campaign supports UNHCR s overall emergency fundraising operations for Rohingya refugees in Bangladesh. The main call-to-action is to help provide emergency shelter and core relief items to the Rohingya. Share the Gift of Hope (UNHCR Philippines Holiday Campaign) This campaign is part of UNHCR s integrated multichannel communications and fundraising campaign for the holiday season. UNHCR Philippines response to the Marawi conflict was the key message used in the 2017 holiday campaign. 2. #WithRefugees Petition In the run-up to World Refugee Day since 2016, UNHCR has implemented the global #WithRefugees campaign. One of its main components is a petition that calls on governments and global leaders to: -Ensure every refugee child gets an education. -Ensure every refugee family has somewhere safe to live. -Ensure every refugee can work or learn new skills to support their families. Once part of UNHCR Philippines database of supporters, all leads are automatically included to its cultivation program which makes use of email marketing and telemarketing. 1.2 Statement of Purpose & Objectives UNHCR is seeking to enter into a Contract with an agency specialized in public engagement/lead generation to implement an effective lead generation campaign. The aim of this campaign is to meet the target of generating a minimum of 14,000 new leads with at least the following information: First Name, Last Name, Email Address, and Phone Number. Secondary data sets include: Age, Gender, Date and time of subscription, Location Leads must also be aware that they are fully consenting to giving their details to UNHCR and that the lead generation process must comply with data protection policies. The lead generation strategy will be developed by the agency in collaboration with the PSP unit in the Philippines. 3
The agency appointed will be given significant creative freedom, yet still in accordance with the UN Refugee Agency s Branding Guidelines and messaging arcs. It is also vital that on top of generating a high volume of leads, the campaign must also generate a high quality of warm leads, meaning that they have the financial means to convert well when asked for a donation. Therefore any agency responding to this brief must demonstrate knowledge and understanding of campaigns with a very clear call to action with a strong conversion rate. It is also important to note that the activity can raise the profile of UNHCR and build understanding and empathy for refugees but this is not the primary objective. This is not a campaign to gain media coverage alone, it is not to raise awareness or gain likes and shares. Rather, it is to gain leads. Timing This campaign is scheduled to launch in August so the concept and assets must be made available to UNHCR Philippines within July. Target Audience Profile Aged 30 and above, M/F Non-existing UNHCR donor Has credit card/s and with good credit standing Socioeconomic strata: Class AB Has high purchasing power Has a high propensity to donate to charities Has a high propensity to support UNHCR and the refugee cause 2 Requirements 2.1 Core requirements 2.1.1 Strategy development: Development of a lead generation strategy that will act as a device to obtain telephone numbers or email addresses from supporters for conversion to donors. Some elements that the strategy should include are as follows: Easy to execute in the Philippines with different levels of digital penetration Generate quality leads i.e. those who will convert well to donors because they have the propensity to donate Create a high quantity of leads so it must have a very clear call to action which involves capturing contact details to follow up and convert to donors. It could also be a straight-to-donation campaign Adaptable to advertising formats across the main digital channels, including Facebook, Twitter, email, SEM, display advertising, mobile platforms including local digital platforms as well as some offline activities where applicable 2.1.2 Execution of lead generation assets: Along with the strategy we require the execution of the following assets: 4
Videos, ads, content and/or whatever else is required to support the creative concept. This must be easily adaptable and focused on getting leads. Content may include but should not be limited to: Facebook, Twitter, Instagram, e-mail, SEM, SEO, display ads (including real-time bidding and re-targeting) Integration with landing pages, as needed 2.1.3 Total Volume Requirement per month We are requesting for the delivery of a total of 14,000 leads beginning September 2018. The desired delivery schedule is as follows: MONTH VOLUME September 2018 3,000 October 2018 3,500 November 2018 4,000 December 2018 3,500 TOTAL 14,000 The volume target per month may be subject to change depending on the following factors: Volume target per month may increase if there s a need to push new pitches, or if new, unforeseen campaigns arise during the calendar year (e.g., emergency fundraising). Volume target per month may increase if the agency s lead generation campaign is proven to successfully complement other existing communications and fundraising initiatives. 2.1.4 Data Delivery Sign-up Date and Time All leads must be validated to ensure the data accuracy through real-time filters like email bounce tests, phone-pinger tests, filtering of duplicate leads, and blacklisting of invalid leads. Data of valid, warm leads must be provided to UNHCR in an encrypted MS Excel file (.xls) via email on a daily basis, preferably at the start of every business day or at 9:00 AM. It is most ideal if API integration with UNHCR s database is possible and applicable, Please refer to Section 1.2 or the table below for the data structure and required fields. First Name Last Name Email Phone Age Gender Location 2.2 Other services, required for the performance of the key requirements 2.2.1 Agency credentials required: Bring significant knowledge and experience of developing successful public engagement and lead generation activities in multiple countries and have developed a sector-leading reputation for these initiatives Core digital competency shown through past work and client references A proven track record of delivering successful lead generation campaigns that employ current digital marketing channels, including design of a clear conversion strategy 5
Relevant experience of working on non-profit campaigns to gain leads or action Experience of strategically utilizing celebrities, both in terms of the creatives but also in terms of related online promotion and PR Experience in conceiving of and producing globally adaptable digital assets to back up a creative idea Be able to work closely with staff in the Private Sector Partnership service (PSP) in Copenhagen and with key stakeholders across the UNHCR network in a collaborative and creative working environment Have the capacity to adapt creatives as needed once live testing of any public engagement activity begins 2.3 Scenario The agencies will be expected to work on this project as soon as they are contracted in order to deliver the activity by 1 September 2018. 2.4 Customer Responsibilities UNHCR is responsible for: Working with the selected agency to develop a full project brief. Meeting deadlines set in collaboration with the agency, providing timely feedback and dedication to a collaborative and creative approach to project delivery. Availability for work sessions, brainstorming and any other requirements of the agency in order to deliver the project. Access to PSP financial data, supporter data and fundraising results will be provided as required under terms of strict confidentiality only to the winning agencies. Payment Method UNHCR shall pay the vendor(s) within 30 days after satisfied completion of each service requested. Payment shall be made against invoice and based on the quotation submitted by the vendor(s). 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 Please specify the location of the company s headquarters, and the branches that will be involved in the project work Examples of similar projects with results Number of similar projects currently underway Any relevant experience working with non-profit organizations preferably in a number of different markets 6
You are requested to provide three references that we may contact from your current client list 3.2 Proposed Services An outline of your approach to this project A draft or a number of draft strategies as outlined in point 2.1.1 A quotation of the cost of the three elements of this project as set out in points 2.1.1, 2.1.2 and 2.1.3 Please provide your cost proposal as per requirements on Annex C of this tender. We are looking at a maintaining a cost-per-lead of USD 2. Demonstration that you have taken into account all the factors listed under Requirements in proposing your approach 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 D). 3.4 Applicable General Conditions Please indicate your acknowledgement of the UNHCR General Conditions of Contract for the Provision of Services (Annex B) including it in your submitted Technical Proposal. 4 Evaluation PSP Philippines will carefully review all technical proposals to make sure that all requirements are met. Please make sure that all elements of Section 2 & 3 are properly outlined in your proposal. The evaluation will be based on the below aspects: Agency Credentials and Company Qualifications Lead Generation Strategy Ability to Meet Lead Targets Efficiency of Data Delivery Quality of Service The contract will be awarded to the company offering a technically compliant, lowest price offer. 5 Key Performance Indicators 5.1 Performance Evaluation 7
UNHCR will monitor the performance of the selected supplier throughout the project. Key Performance Indicators (KPIs) will be set in collaboration with the chosen agency and these will be the indicators that we will monitor together. Primary KPIs include: - Numbers of leads generated; - Contact rates and conversion rates from leads to donors 8