Terms of Reference Consultancy

Design Campaign’s Communication Strategy and Production of Digital Communication Products

Consultancy title	Design Campaign’s Communication Strategy and Production of Digital communication products
Start Date	30 August 2023
End Date	15 January 2024
Oxfam point of contact	procurement.jerusalem@oxfam.org

Purpose of the consultancy:

Oxfam is developing a report and a high-impact public campaign set to be launched in multiple capitals in January 2024. To ensure the campaign’s success and to achieve maximum impact and that it effectively reaches its targeted audiences we are seeking for a highly-skilled and creative communications agency, advertising agency, or consultant with expertise in delivering outstanding communication strategies and products specifically focusing on engaging digital content for social media. The timeframe for the consultancy is from 30 August 2023 to 15 January 2024.

The primary objective of this consultancy is to develop a comprehensive communication strategy and action plan that not only addresses multiple target audiences but is also adaptable for different markets with varying risk appetites concerning Palestine and related issues. The successful delivery of this strategy will maximize the report launch and public campaign's impact and reach while enabling effective engagement with diverse audiences across the globe.

By working closely and collaboratively with the campaign team, the consultancy will be instrumental in delivering the following key deliverables:

Key deliverables:

1. Communications strategy

In collaboration with the campaign team and Oxfam affiliates,  the consultancy will develop the (online) campaign's communication strategy, which will include:

• Designing of the (online) communications strategy:
  • Identifying measurable objectives that align with the campaign’s mission and key messages. These objectives will serve as the foundation for all communication efforts and will be regularly evaluated to ensure the campaign's success.
  • Crafting a detailed action plan that outlines specific steps and timelines to achieve campaign goals. The plan will include a well-defined roadmap for implementing various communication activities and initiatives.
  • Conducting comprehensive audience analysis to understand the interests, preferences and values of target groups in various capitals. This analysis will inform the customization of communication messages and strategies to effectively engage each audience segment.

• • Developing clear and compelling campaign messages that resonate with different audiences based on the audience analysis. These messages will be aligned with the campaign's key objectives and tailored to address the unique needs and concerns of each audience.

• Identifying the most suitable communication, tools, and channels (both digital and traditional) to engage diverse stakeholders effectively. The recommendation will include clear timeframes and a well-structured calendar for content publication.
• The consultancy will develop a captivating campaign narrative that effectively communicates the campaign's key messages and objectives to diverse audiences. This narrative will be designed to evoke emotions, inspire action, and raise awareness about the campaign's cause.
• Identification of relevant global influencers together with Oxfam that can help amplifying the campaign messages and raising awareness on the campaign goals.

To achieve the stated objectives, the consultancy will employ the following methodology:

• Stakeholder Consultation: Engaging with the campaign team and Oxfam affiliates through collaborative workshops and consultations to gather insights and align the communication strategy with the campaign's goals.
• Research and Analysis: Conducting thorough research on target audiences, utilizing both qualitative and quantitative methods to gain a comprehensive understanding of their preferences and values.
• Message Development: Crafting campaign messages using evidence-based approaches and principles of effective communication to ensure maximum impact and resonance.
• Incorporating private and public messaging: The communication strategy should align public messaging and rationale to effectively engage diverse stakeholders and maximize the public campaign's impact. Messaging will emanate from the report currently being finalized by the Oxfam policy team and will include targeted recommendations to capital level stakeholders. Public messaging must be based and aligned with the messaging and content of the report with a focus on engaging the broader public and raising awareness of the campaign, inspiring public support and mobilization.
• Communication Channel Selection: Utilizing data-driven analysis to recommend appropriate communication tools and channels that best connect with the target audiences.
• Implementation Planning: Developing a detailed action plan with clear steps, timelines, and responsible parties to execute the communication strategy effectively.

2. Influencers outreach and engagement

• Selection and contracting of relevant global influencers based on their connectivity to the campaign objectives and selected target audience, performance of due diligence check and prior engagement with charities.
• Engagement and relationship building with the selected influencers and provision of digital toolkit and action plan.
• Technical support to the production of digital content and ensuring the content is in line with the developed communications strategy

3. Digital content for social media

In coordination and collaboration with the campaign team, the consultancy will be responsible for producing and delivering a compelling range of digital content optimized for social media platforms considering the risks that need to be mitigated by a large organization such as Oxfam:

• Production of 2 impactful short videos/ promos tailored specifically for each social media platforms. The videos might include voiceover with archived clips from recent events (with necessary rights secured) plus editing. 

• Development of visually appealing graphics for social media that aligns with Oxfam branding ensuring consistency and brand recognition across social media channels
• Creation of multiple compelling stories for the campaign, both written and filmed, inspiring action and fostering engagement with the campaign.

4. Graphic design

You will propose and deliver the following communications products:

• Creation of an aesthetically appealing and informative policy paper design (any suggestions on the format for maximum reach and readability are welcomed) making it accessible to diverse audiences 

TIMEFRAME OF ASSIGNMENT:

Products	Deadline
Audience research	30 September
Communications Strategy - draft 1	15 October
Communications Strategy - final draft	30 October
Stories for the Campaign & Digital Content for Social Media (incl. digital content produced with influencers)	15 December
Final versions of Digital Content	15 January
Graphic Design Report	15 January

Specification: 

• Demonstrable experience working with non-profit organizations or social movements preferably on campaigns addressing social justice and human rights issues.
• Demonstrable experience and proven track-record working on campaigns with civil society organizations on impactful campaigns
• Demonstrable experience in effectively portraying and illustrating stories related to land rights and related social justice topics
• Proficiency in translating complex issues into engaging videos and visual illustrations that resonate with diverse audiences
• Ability to work in close collaboration with the project team and receive and incorporate feedback and maintain a collaborative approach throughout the consultancy.
• Demonstrated creativity, innovation and  expertise in creating content that inspires and mobilizes people to take action.
• Strong organization and expertise in utilizing digital media platforms to amplify campaign messages effectively.

Language Requirements:

• All communications and deliverables must be in English.

By selecting the most qualified consultancy, Oxfam aims to develop an inclusive and adaptable communication strategy that will propel the campaign forward effectively. The selected consultancy will play a vital role in inspiring global action and engagement on the pressing issues surrounding Palestine, ensuring that the campaign's objectives resonate across diverse audiences and markets with varying risk appetites. The publication and dissemination plan will further amplify the impact of the campaign report, while the incorporation of both private and public messaging will enable comprehensive outreach and advocacy efforts.

Application Process

• Interested candidates (individuals or companies) should send a technical proposal (incl. CV) and financial proposal (incl. all-inclusive day-rate), as well as a portfolio of performed communications / campaign work by August 22 to procurement.jerusalem@oxfam.org
• The proposals must be sent in English.
• The available budget for this consultancy is a maximum of EUR 30,000.

Evaluation Criteria
Oxfam will review and weigh consultancy applications based on the following criteria. It is worth noting that Oxfam prefers a value for money approach and does not necessarily weight a lower price over a quality candidate. Advertising/PR/Communications agencies are encouraged to apply.

 

Criteria	Percentage Weight
Experience and capacity in carrying out the assignment	40%
Workload/proposal quality, creativity and suitability	30%
Budget	30%