Breakthrough Action Nigeria (BA-N)- Request For Proposals For Media Independent Buying Agency

DEADLINE: 10TH FEEBRUARY, 2023
BREAKTHROUGH ACTION NIGERIA (BA-N)
REQUEST FOR PROPOSALS FOR MEDIA INDEPENDENT BUYING AGENCY

The Johns Hopkins Centre for Communication Programs (JHUCCP), Baltimore USA, has received USAID (United States Agency for International Development) funding, under the Breakthrough ACTION Nigeria (BAN) project, to implement health promotion and social and behaviour change interventions in Nigeria from 2018-2025. This project works with the Federal and State Ministries of Health to build their capacity in social and behaviour change communication leadership and implement cutting-edge social and behavioural interventions to improve the health and well-being of Nigerians across a broad array of health issues, including Maternal, Neonatal, Child Health and Nutrition (MNCH+N), Family Planning, Malaria, Tuberculosis and Zoonotic Diseases. We work in most of the states in Nigeria including the FCT, spanning each of the major geographical zones in the country.

Description

• BA-N seeks to engage the services of 1 or more media buying agencies in Nigeria that will coordinate all marketing communications activities including strategy, planning, buying, post campaign analysis reports, and vendor payments for BA-N campaigns on all traditional media. The media independent buying agency will work closely with BA-N’s in-house media team to ensure all the campaigns objectives are achieved.
• The contracted agency must demonstrate the ability to work with various media houses across the country with the ability to ensure full compliance to our media plans by the stations.
• The contract will be for a period of 1 year subject to renewal based on satisfactory performance and available funding.

Specific Duties

• Prepare media strategies in line with the media buying briefs to be provided by BA-N
• Prepare media plans in line with the approved strategy
• Compare and competitively negotiate rates
• Handle all media buying activities including creation of Media Purchase Orders (MPOs), weekly/monthly deployments, etc.
• Handle all media procurement including vendor recruitment, contracts, invoice specifications, payments etc.
• Develop and maintain relationships with media owners
• Ensure compliance with media orders and schedules by media owners
• Submit comprehensive monthly/quarterly post campaign reports to the project with verifiable data. The monthly analysis should include booked, aired, missed and complementary spots.
• Ensure corporate social responsibility activities are conducted by stations, such as; complementary spots, live appearances on programs, free studio sessions to record health messages, free hypes, time checks, and health related programs
• Work closely with BA-N staff at Abuja HQ and state level to address all issues with deployments, correction of MPOs, compliance and payment queries from stations and others.
• Provide monthly media data- Reach, Gross rating points (GRPs), Frequency and other available data to expose the quality of BA-N’s campaigns targets
• Submit monthly invoices, COTs and/or station logs for payment
• Ensure on time and consistent monthly payment to media partners
• Propose new media houses to work with and keep ahead of trends in the industry.

Media Brief
The media brief below outlines details such as the objectives, target audience and location for a typical BA-N campaign.

The Proposer is expected to provide a method of execution for this campaign in response to the brief in the form of the technical proposal. See additional detail on the technical proposal following the brief information below.

BACKGROUND:
Breakthrough Action-Nigeria would like to raise awareness concerning the Tuberculosis call centre and the USSD code in Nigeria which are 3340 and *3340# respectively. This is in line with the mandate set by the National Tuberculosis and Leprosy control programme (NTBLCP) and USAID to eradicate Tuberculosis disease in Nigeria. The call centre offers information on hospitals where people can access free TB treatment and answers to other common questions about the disease.

CAMPAIGN OBJECTIVES:

• Raise awareness regarding the TB Hotline and USSD Code

TARGET AUDIENCE:

• Primary Target Audience- Male 18-50yrs. Socio Economic class (SEC)- C,D,E
• Secondary Target Audience- Female 18-50yrs, Socio Economic Class (SEC)- C,D,E
• Illiterate, semi -literate and literate (in order of focus)
• Rural semi-urban and urban (in order of focus)

MEDIUMS:

• Radio
• TV
• Propose additional channels for consideration

TARGET LOCATIONS:
Radio- Plateau, Nasarawa, Benue, Akwa Ibom, Cross River, Oyo, Bauchi, Kano, Lagos, Rivers, Imo, Kaduna, Taraba, Anambra, Delta, Katsina, Ogun, Osun

TV- National campaign with focus in Plateau, Akwa Ibom and Oyo

CAMPAIGN DURATION: Full Year Campaign with 1 month break after every 3 months run (approx. 9 active months in a year) Starting from January, 2023

CONTENT:
Content available in 60 secs and 5 languages (Pidgin, English, Yoruba, Hausa and Igbo). Multiple concepts available and would be alternated during the campaign implementation phase

MEASURE OF SUCCESS:

• Reach
• Compliance
• Productivity e.g. complementary spots, other contributions.
• Increased calls to the hotline and dialing of the USSD
• Others: Gross Rating Points (GRPs), Frequency, Reach

BUDGET:
70M- 100M Naira

PAYMENT:
Upon submission of Certificate of Transmission (COTs) and Confirmation of compliance by an external monitoring party

SUBMISSION:
This should be submitted together with the other stated deliverables on the RFP. Deadline for submission is 10 February, 2023.

THE TASK BRIEF for the Technical Proposal below:

Develop a media campaign strategy and plan with focus in high rated programs and stations on both channels and propose additional channels. Also capture the buying and monitoring process that would be adopted for this campaign.

Evaluation Criteria
Proposals will first be scrutinized for meeting eligibility criteria by confirming submission of legal and other essential supporting documentation (see Eligibility Criteria below). Only proposals that pass the eligibility criteria test will be evaluated according to the quality of the Agency Capacity, Technical and Financial proposals, described in more detail below:

Shortlisted agencies will receive a visit by BA-N team to assess physical office location, available equipment and resources owned by the proposer.

(1) Eligibility Criteria
Organisations or institutions eligible to respond to this RFP should be based in and registered in Nigeria. All bidders must show their eligibility to participate in this procurement by providing copies of the following documents.

• Legal Certificate of Incorporation in Nigeria – submit as a single document with no other attachments.
• Tax Identification Certification – submit as a single document with to other attachments
• Evidence of Agency’s physical address (copy of tenancy agreement or any other bills or sites may be included)
• Affiliation with Advertising Practitioners Council of Nigeria (APCON) and Media Independent Practitioners Association of Nigeria (MIPAN)

(2) Agency Capacity:

• Cover letter- a one-page cover letter signed by a responsible official of the bidding agency. The letter should contain the name, mailing address, telephone number, email address and other relevant contact information of the proposer,
• Organization Profile- Provide a description of the agency/company profile, the number of years the business has been in existence (minimum 3 years’ operating as a media buying agency) as well as the general purpose and mission statement.
• Agency ownership and leadership- Provide a description of the human resources, administrative, and fiscal credentials and resources that support the agency’s ability to conduct the work successfully. In addition, the applicant should also submit its most recent audited financial report, an organisation chart and list of board of directors.

• Key Staff- The Agency must also indicate the individual staff members to be assigned to the project and their CV (1-2 pages total per person), a short description of their job role for BA-N, as well as their work status (i.e. full-time, part-time or consultant) with the agency.

(3) Samples of past work

2-3 examples of relevant work similar to the media brief. The samples should, at a minimum, include a media plan, a media strategy, a media purchase order, a compliance report, a post campaign report for a similar work in the past. Provide three references from these past contracts.

(4) Technical Proposal

The technical proposal must be submitted in the following format and include the following categories of information below:

• The overall media strategy that details how the campaign described in the media brief above will be executed. The media strategy will need to include how the Agency will effectively and creatively meet the objectives of the media strategy. This must be submitted as a PowerPoint presentation with no more than 20 slides. Details on the following must be included:

-Buying process.

-Media houses engagement method.

-Approach to engage stations in hard- to-reach locations, such as North-East and community stations, how marketing communication activities will be coordinated with BA-Nigeria to effectively deliver on media brief’s objectives.

-Plan for compliance analysis, post campaign report and target/actual KPIs, including timeline for submission to BA-N

• A media plan (in Excel) which includes: the states, the stations, the program or time belt, the rate and discount, calendar of the campaign, final cost of the campaign including productivity, based on the media brief above.

-Tab A: Summary- final cost

-Tab B: Monthly breakdown of spots

-Tab C: Radio Plan

-Tab D: TV plan

-TAB E: Planned KPIs

-Other Tabs as needed (not more than 2 additional tabs)

Financial Proposal

• Provide the agency’s proposed amount to be charged separately for each option below:

A – Fees through retainership (if this engagement is to be by retainership) and

B – Percentage fee per campaign (if the engagement will be based on a percentage per campaign).

• Vendor should provide rate cards showing negotiated rates and discounts and complementary spots for all media partners that the agency has relationships with for the following durations:

-60 secs TV spots (including satellite, terrestrial TV stations/channels)

-60 secs radio spots

-5 minute radio spots

-30 minute radio spots

-Any other property types available may be included.

• Proposals will be evaluated based on the agency’s ability to match or beat BA-N on rates, discounts, and productivity, demonstrated by the cost component of the sample media plan.

Proposals will be evaluated according to how well they respond to the requirements above, with points awarded to each section based on the point system below. No points are given for meeting the Eligibility Criteria, as only Agencies that fully establish eligibility will be able to proceed for evaluation.

Submission of Quotes – All bids must be on the company’s official letterhead, duly signed and dated and emailed to batenders@ba-nigeria.org. Please ensure that proposals capture all the requirements for selection. Any questions should be emailed to the procurement team at batenders@ba-nigeria.org, response to questions will be shared with all bidders. Any bids received without following the submission instructions will be disqualified.

Only shortlisted vendors will be contacted for further discussions.

Proposals should be addressed to:

Project Director,
Media independent Buying Agency Contract for Breakthrough ACTION-Nigeria
Abuja.

Payment Terms.
Please state your payment terms while quoting. However, BA-N’s preferred term is full payment after confirmation of airing and it’s based on actual spots aired, verified by BA-N and upon receipt of media partner monthly invoices, their COTs or logs, MPO, and a copy of the monitoring report or analysis.

BA-N is VAT exempt, so please do not include VAT fees when quoting. Also note that BA-N will deduct withholding lax at the applicable rate (5%) from the total value, to be remitted to FIRS.

NOTE
BA-N reserves the right to consider any quotations received before and after the end of the deadline. Any deviation from the specifications contained in the RFQ will lead to the vendor’s DISQUALIFICATION.

Award will be made to the responsible applicant(s) whose application(s) best meets the requirements of this RFP and the selection criteria contained herein. Issuance of this RFP does not constitute an award commitment on the part of CCP or its funding agency. Applications are submitted at the risk of the applicant and all preparation and submission costs are at the applicants expense. Applicants must provide all required information in their application or may be deemed non-responsive.

JHU reserves the right (but is not under obligation) to enter discussions with one or more applicants in order to obtain clarifications, additional detail, or refinements in the application. Oral discussions may be conducted. JHU reserves the right to award either the entire scope of work to one applicant or a partial scope of work to more than one applicant.