Alliance For A Green Revolution In Africa (AGRA)- Request For Proposal For Consultancy For A Public Relation Communications Agency

DEADLINE: 2ND JULY, 2021
ALLIANCE FOR A GREEN REVOLUTION IN AFRICA (AGRA)
SYNOPSIS OF THE REQUEST FOR PROPOSAL.
CONSULTANCY FOR A PUBLIC RELATION COMMUNICATIONS AGENCY

(1.0) Background
The Alliance for a Green Revolution in Africa (AGRA) is a not-for-profit organization working with African governments, other donors, NGOs, the private sector, and African farmers to significantly and sustainably improve the productivity and incomes of resource poor smallholder farmers in Africa. AGRA aims to ensure that smallholders have what they need to succeed; good seeds and healthy soils, access to markets, information, financing, storage and transport and policies that provide them with comprehensive support. Through developing Africa’s high-potential breadbasket areas, while also boosting farm productivity across more challenging environments, AGRA works to transform smallholder agriculture into a highly productive, efficient, sustainable and competitive system, while protecting the environment. AGRA works across several African Countries including Burkina Faso, Ghana, Ethiopia, Kenya, Malawi, Mali, Mozambique, Nigeria, Rwanda, Tanzania and Uganda.

To boost AGRA’s brand and visibility in the Africa and Global markets, AGRA is seeking the services of a Public Relations and Communications Consultant (PR Agency) for a one-year renewable (twice) contract based on performance  and availability of budget.

(2.0) Overall Objectives
The objectives of this consultancy assignment are to:

• Conceptualize, produce and disseminate high level communications products in English, French and Portuguese.
• Deliver regular, high quality coverage in top and influential global, Pan-African and national media.
• Support reputation management work with strategic thought leadership and outreach to EU and US markets.
• Position AGRA as the go-to organization and thought leader on agricultural transformation in Africa.
• Support the production of insightful, reflective, inspiring and relevant content.
• Provide strategic 360 degrees communications support.

(3.0)    Scope of Work
Based on the overall objectives of this assignment, the consultant will be engaged in the following:

(A) Campaigns and Strategy Development

• Support the development of a communications strategy around AGRA Strategy 2030 and related campaigns.
• Campaign to support agriculture transformation in Africa – akin to 2016 “Seize the moment”.
• Campaign to build support for AGRA’s work in Europe and the United States.
• Develop thought leadership around AGRA’s interventions and impact – e.g. consortia model, leadership academy, seeds systems work, etc.
• Distil key messages for use in production of major communications collaterals.
• Provide guidance on the integration of traditional, emerging and social media for maximum impact.
• Conduct regular market research and advise on emerging approaches to optimize media coverage.
• Conduct weekly media monitoring to identify opportunities for engagement and seize such opportunities for placement of AGRA messages.
• Provide support in the conceptualization and development of audio-visual products including story board development, scripting and editing.

(B) Media Relations Management and Outreach
The overall aim is to build a stronger relationship with top tier global, regional and national media outlets and journalists to increase AGRA’s positive media coverage by about 35-50% above the 2017 coverage: http://app.trendkite.com/report?id=6195d953-ef57-47d9-b927-b4131e9b98b5.

The Agency will:

• Lead the development of at least ten (10) high quality editorials and place them in influential traditional and emerging global and regional outlets like the New York Times, The Guardian, The Africa Report, CNBC-Africa, All Africa, Devex, Al Jazeera, etc.
• Lead the development of about 15-20 strategic press releases on AGRA’s and African agriculture’s main announcements and moments and place them in influential traditional and emerging global and regional outlets like the New York Times, The Guardian, The Africa Report, CNBC-Africa, AllAfrica, Devex, Al Jazeera, etc.
• Develop and release press releases to appropriate audiences; 1-2 per month.
• Secure 10 – 12 prime time one-on-one interviews for AGRA experts in major global media. This to include securing spots for AGRA’s experts on continental and global panel discussions on agriculture and offering AGRA experts for comments on emerging agricultural related topics to global media.
  • Prepare comprehensive briefing/speaking notes for the experts.
• Provide strategic support in managing international media relations and grow the pool of journalists writing regularly on agriculture from broad perspectives including economic, scientific, social, political and technological.
• Conceptualize, plan, pitch and manage at least four (4) high-impact site visits for international and local journalists.
• Pitch stories to local media markets written by AGRA stringers. Deliver minimum 4 placements per quarter in local media  in each of AGRA’s regions – East, West, Southern Africa.
• Follow up on conducted interviews for filling, tracking of published stories and compiling coverage reports with lessons learned.
• Organize media roundtables as appropriate around major “moments” and launches.

(C) Key Events and Moments
The Agency will provide a complete suite of communications support for key events and moments. This includes the Africa Food Prize, the Annual Report and the Launch of the Africa Agriculture Status Report (AASR).

• The Africa Food Prize

AGRA hosts the secretariat of the Africa Food Prize that it manages in partnership with AGRA, Yara International ASA (Yara), and Corteva AgriScience. This is a preeminent award that identifies and recognizes outstanding individuals or institutions that are driving agricultural transformation in the continent. Read more about the Africa Food Prize at: http://www.africafoodprize.org/

• Key Launches and Other Opportunities

The Agency will support the production and launch of major AGRA knowledge products like the Africa Agriculture Status Report (AASR) including development of key messages, press release(s), organizing and managing the launch press conference and related media interviews and media field visits.

(4.0) Key Deliverables
The Agency will provide monthly reports covering the following:

Strategic communications

• Monthly strategic advice on AGRA communications planning.
• Development of new communications strategy around strategy 2030.
• Develop key messaging documents around IAT, Climate change and Resilience.
• Build out thought leadership around at least three priority areas for  AGRA; this could be CALA, Seeds, Flagships.
• Regular conference calls with the AGRA Communications Unit and updates into a shared work plan.
• Identify and secure strategic speaking roles and other outreach opportunities for AGRA specialists.
• Support the identification and enlisting of and engagement with strategic communications partners.

Media relations management and outreach

• Support for 3 high impact media outreach activities such as the promotion of the annual AASR report, the Annual Report and the AFP.
• Writing, pitching and placement of minimum 10-12 high impact opinion pieces.
• 4 high impact media interviews (one per quarter).
• 4 media roundtables (one per quarter)
• Liaise with media agencies in AGRA regional focus areas and place at least one high level op-ed /article in AGRA focus country each month (11 for the year).
• Media trips in 3 focus regions (3 per year).
• Support AGRA to build out media relations with EU/US agencies based in Nairobi.

Media monitoring

• Daily monitoring for negative flags for articles or social.
• Weekly monitoring report and social listening report.
• Monthly media monitoring and social listening report.

Reputation management

• Month to month support on reputation management.
• Build out and deliver on EU/US reputation management strategy and related campaign.
• Develop collaterals, talking points, holding statements on an “as needed” basis.

Key events and moments

• Use at least one key moment per month as a hook for AGRA messaging, International Women’s Day, World Food Day, Soil Day and International Rural Women’s Day.

Africa Food Prize

• Continue driving media coverage for the current laureate by organizing a minimum of ten (10) high level media engagements, providing briefing/speaking notes and speeches and generating media products including at least op-eds and placing them in high level media outlets.
• Produce key communications collateral including 8 op-eds, brochures, newsletters, fact sheets and blogs as well as provide editorial support for all Prize materials.
• Provide media and communications support to drive nominations for the next cycle.
• Provide support in the conceptualization and development of audio-visual products including storyboard development, scripting and editing.
• Manage the opening and closing of nominations, announcement and award ceremony of the next winner by organizing and managing at least 4 press conferences/events, preparing and distributing at least eight (8) press releases, and organizing twenty (20) media interviews for the laureate and the Prize committee members.
• Provide strategic direction on social media outreach for the Prize.
• Generate content for the Africa Food Prize website to be updated on a monthly basis.
• Manage all live media coverage during the award ceremony.

Other key moments such as AASR, Annual Report

• Development of key messages.
• Press release(s), organizing and managing the launch press conference and related media interviews and media field visits.

Campaigns

• “Getting Ag right” campaign – tie to building back from Covid, youth unemployment, etc
• Launch of Strategy 2030.

(5.0) Duration of Contract
The contract will be for a period of one year. This will be renewable twice subject to satisfactory performance and availability of budget.

(6.0) Pricing for the Assignment
Interested media firms shall propose a fixed monthly fee based on clear deliverables per month covering the scope of work detailed above.

(7.0) Reporting Arrangements
The consultant shall report to the AGRA Head of Communication who will assign all activities under the contract and approve all deliverables and invoices.

(8.0) Evaluation Criteria
Interested bidders shall be evaluated against the following technical criteria:

(A) Organizational Capacity 10%

Company profile and company accreditations.

(B) General experience and experience in global communications and media engagement 20%

• Experience in related services or projects, experience in the Africa region, number of years in business and client portfolio.
• At least three reference letters of similar work carried out.
• List of current and past clients and their contact details.

(C) Proposed approach, methodology and work plan criteria 30%

Understanding of the project/assignment requirements, practicality of the proposed methodology relative to the context of the service, proposed work plan, staffing schedule, risk assessment and mitigation strategies integrated into the service, planning, appropriateness of the implementation schedule to the project timelines and project quality assurance measures.

(D) Demonstration of partnership with media houses in Kenya, Ghana, Rwanda, Tanzania, Ethiopia, Mozambique, Malawi, Nigeria, Mali, Burkina Faso and Uganda 10%

(E) Experience and Qualification of key personnel 30%

The key positions should include but should not be limited to the following: Team leader, Communications Expert, Social Media Expert, PR Expert. The team shall have the following qualifications and experience:

• Masters or Bachelor’s degree in Communications or PR and 5 years of demonstrated minimum experience in global communications and media engagement.
• Wide and proven experience in communication of agricultural transformation, rural development and agricultural economics in Africa.
• Exemplary analytical,  writing and editing skills.
• Proven ability to conceptualize, plan and execute ideas as well as transfer knowledge and skills.
• Excellent written, oral and comprehension command of English. Knowledge of French and Portuguese is an added advantage.
• Demonstrated ability to work independently and manage multiple projects and deadlines simultaneously with a sense of urgency.
• Ability to organize, manage and facilitate stakeholder engagements.

Total Score 100%

NB:

• Only proposals that score 75% and above shall be considered for financial evaluation.
• Technical weight shall be evaluated out of  80%.
• Financial proposals shall be evaluated out of 20%.

(9.0) Application Submission Requirements.

The proposal should include:

Technical Proposal

1. Company profile and company accreditations.
2. Proposed methodology and approach.
3. Proposed key staff, their roles including their CVs.
4. Demonstration of existing partnership (s) with media houses in Kenya, Ghana, Rwanda, Tanzania, Ethiopia, Mozambique, Malawi, Nigeria, Mali, Burkina Faso and Uganda.
5. Relevant experience including list of clients and at least three reference letters.
6. Current company registration documents/certificate of incorporation.

Financial Proposal

1. A breakdown of the financial proposal in USD indicating monthly rate, applicable taxes and total cost based on the monthly deliverables as well as all applicable reimbursable expenses (international and/or local travel, accommodation as applicable);
2. All applicable taxes (VAT and withholding taxes) should be quoted separately. Please note that the contracting office is Nairobi, Kenya and therefore, the contract shall be governed by the Laws of the Republic of Kenya and applicable taxes under the Kenya Jurisdiction will apply;
3. If the financial proposal is silent on taxes, AGRA shall assume that these are inclusive;
4. Other costs, e.g. accommodation and travel will be reimbursed based on the actual costs incurred.
5. Use the template provided under Annex 1 for the financial proposal.
6. Payments will be made in USD.

(10.0) Guidelines for Preparation and Submission of Proposals

1. The proposals SHALL be submitted to procurement@agra.org by the deadline indicated in the synopsis.
2. The proposal and ALL attachments submitted via email SHALL NOT exceed 10MB.
3. VALIDITY of the proposal shall be for a period of 90 days from the date of bid closure.
4. Financial proposal shall be sent as a separate attachment and MUST be password protected. The password shall be requested from bidders meeting the minimum technical score of 75%.

Download full RFP:
https://agra.org/wp-content/uploads/2021/06/RFP-0223-COMMS-2021-PR-Communications-Agency.docx