REQUEST FOR PROPOSAL: MARKETING, COMMUNICATIONS, AND OUTREACH CONSULTANCY

1. TERMS OF REFERENCE (TOR)

1.1 BACKGROUND

Colleges and Institutes Canada (CICan) is partnering with the Mastercard Foundation to implement the Young Africa Works-Kenya: Youth Employability through Technical and Vocational Education and Training (Young Africa Works in Kenya-TVET) in close collaboration with the Ministry of Education (MOE), other relevant Government of Kenya agencies, and the private sector. Young Africa Works in Kenya-TVET is a 5-year program (2020-2025) that is working through a partner-driven participatory approach focusing on developing 26 Centres of Excellence (COEs) as model institutions that will increase the participation of young Kenyans, particularly women, in market-relevant skills training programs to ultimately increase the number of youth in dignified and fulfilling work in the Big Four and digital sectors. The program will also work with 75 other institutions through an institutional mentorship structure.

Young Africa Works in Kenya-TVET builds on CICan’s experience and leadership in the Kenyan TVET sector and current initiatives such as the Kenya Education for Employment Program (KEFEP). Key elements of CICan’s philosophy that have shaped Young Africa Works in Kenya-TVET include deeply embedded industry linkages, a participatory partner-driven approach, a focus on gender equality in teaching and learning, and partnerships between Kenyan and Canadian TVET institutions to build lasting peer-to-peer collaboration.

Young Africa Works in Kenya-TVET has three overall objectives (listed below) that are being delivered in an integrated manner through all program activities.

Objective One: TVET institutions deliver high quality Competency Based Education and Training (CBET) courses linked to labour market demands

• Identify 15 additional TVET institutions to be established as Centers of Excellence (COEs)
• Conduct rapid labour market scans to identify sectors in which employment and self-employment potential exist within the Big Four and digital sectors
• Conduct curricula gap audit to identify new levels and content needed for programming in the Big Four and digital sectors
• Develop processes for institutions to use when conducting local labour market information gathering exercises
• Develop gender-responsive curricula and curricula delivery plans where needed, based on the gap audit, and in collaboration with industry and sector committees
• Expand employer engagement activities at TVET institutions
• Assess facilities and implement upgrading plans to ensure they are adequate, including for accommodating young women
• Support implementation of model monitoring and evaluation systems and procedures at TVET institutions
• Establish and strengthen policies and procedures that promote safe learning environments, particularly for female trainees
• Provide gender training to administrators and awareness workshops for government officials addressing policy, governance, budgeting, and monitoring
• Establish CBET assessment centres at partner TVET institutions to serve their graduates and graduates from surrounding area TVET institutions

Objective Two: Technically competent TVET trainers use CBET methods to deliver up-to-date curricula

• Develop/enhance pre-service TVET trainer training curriculum to facilitate CBET delivery across the TVET sector, incorporating gender-responsive pedagogy
• Develop in-service training courses in partnership with government and roll out delivery to trainers and administrators in TVET institutions
• Facilitate trainer exchanges between Kenya and Canada
• Provide training to trainers delivering TVET curricula in the targeted sectors

Objective Three: Pathways created from unemployment through training to work

• Implement Prior Learning Assessment and Recognitions (PLAR) procedures to provide certification for experiential learning and to facilitate admission and advanced standing in TVET institutions
• Develop models for comprehensive career education and career guidance services, including mentorship programs for female students, for use in TVET institutions
• Enhance capacity to deliver life skills training at partner TVET institutions
• Develop institutional agreements to establish academic pathways for trainees
• Develop outreach programs to recruit youth, particularly young women, to TVET institutions and support locally based organizations to deliver outreach programs
• Facilitate trainee exchanges between Kenya and Canada
• Establish innovation fund supporting youth learning at partner TVET institutions

The Terms of Reference for this consultancy will contribute to Objective Three:

• Activity 3.5: Develop outreach programs to recruit youth, particularly young women, to TVET institutions and support locally based organizations to deliver outreach programs.
• Indicator: L1.10.1 # of community members reached with outreach activities.

1.2 CONSULTANCY OVERVIEW

The Young Africa Works in Kenya-TVET program is currently in Year 3 of the 5-year initiative and the Canadian and Kenyan partners are working towards rolling out new CBET courses under the phase 2 institutional partnerships at the 25 partner TVET institutions. The program requires the services of a consultant to support in addressing the challenges that partners experienced during the first phase of course roll-out relating to enrolling students in new competency-based education and training (CBET) courses. For example, there is a need for more active marketing of new courses to promote higher student enrolment, in particular, to increase awareness and understanding of CBET courses/credentialing which are still new to Kenya. There is also a need for TVET institutions to build their capacity in developing and implementing effective strategies for outreach and community engagement to build awareness and interest in enrolment in new courses.

The consultant will support CBET course marketing, communications and outreach capacity building at partner TVET institutions. The marketing, communications and outreach activities will support partner institutions in the design and implementation of tools and strategies to increase awareness of Young Africa Works in Kenya-TVET partner institutions, promote new CBET courses launched through the project, and help address gender enrolment challenges in CBET courses thereby supporting enhanced equitable access to TVET.

The consultant shall draw on extensive professional expertise and experience in the design and development of marketing plans and tools in the context of Kenyan TVET programs. Through the development of relevant branding, marketing and communication materials, Kenyan partner institutions will strengthen their ability to successfully reach their target audiences, especially about new CBET courses. The partner TVET institutions will be able to develop their brand voice and use it to deliver key messages to various learner groups within their communities. The consultant shall guide the partner TVET institutions on how to effectively implement marketing and outreach campaigns, using the tools and approaches developed by the Consultant.

The consultant will support Young Africa Works in Kenya-TVET program in increasing the enrollment of students into the new and existing CBET courses at partner Kenyan TVET institutions.

The consultancy will support reach the following objectives:

• Increasing the awareness of young people, parents and caregivers about CBET, particularly new CBET courses to be launched through the program and why they are more industry aligned and more employable than traditional TVET courses.
• Increasing the perception among young people, parents/caregivers/community leaders that CBET courses are a useful and relevant pathway to dignified and fulfilling work.
• Increasing the knowledge of young people with regards to TVET institutions, CBET courses, applications processes, required qualifications/experience, CBET credentialing, and a better understanding of what they can expect when enrolled in a CBET course.

Methodology:

Data Collection and Analysis

CBET courses are new and unique to the Kenyan TVET ecosystem. It is important to understand the specific realities of CBET courses and how these aspects factor into the marketing/ communications plans. Lessons learned and information collected during CICan’s Kenya Education for Employment Program (KEFEP) and Phase 1 of Young Africa Works in Kenya-TVET will inform this stage of the activity. Together with CICan, the Consultant will collect data on the partner institutions branding and marketing approaches for CBET courses, current enrollment trends and outreach in the local communities, and research and explore current undertakings by the MOE and other government agencies. Information gathered through the TVET National Communications and Advocacy Strategy will also be used as a data source.

The Consultant will analyze the data to identify gaps in the current communications, marketing and outreach activities for CBET courses, including comparisons to non-CBET courses. This information will be used to identify specific support activities and approaches that will enable the partner institutions to develop relevant marketing tools as well as to use them efficiently resulting in increased awareness about their institutions and new CBET courses.

Branding, Marketing and Outreach Toolkit

Based on data collected during the data collection stage, the Consultant will collaborate and coordinate with CICan and the partner institutions in the creation of a branding, marketing and outreach toolkit for CBET courses. This document will address the current gaps and needs in these areas and will allow the partner TVET institutions to strengthen their capacity to raise awareness about their institutions and CBET courses in the local communities, including potential students, and their parents. The awareness raising activities will lead to increased interest in these skills upgrading programs and resulting in higher enrollment rates for CBET courses. The toolkit will have a specific focus on young women and increasing the equitable access and enrolment of young women in TVET.

Training Sessions/ Implementation Support

Once the branding, marketing tools and communication tools have been developed, the Consultant will build the capacity of partner institutions through training webinars and online sessions on the toolkit. A hybrid training model will also be explored that would combine face-to-face and remote training with all partner TVET institutions ideally receiving at least 5 days of training as well as some initial joint training. In-person training sessions with partner institutions could be done in clusters to allow for small group trainings (for example 5 clusters of 5 partner TVET institutions each).

Communication Materials

The Consultant will then work directly with each partner institution to develop marketing and communications tools and strategies based on the toolkit and their unique needs. This work can be done remotely; each partner TVET institution should receive approximately 3 days of support to develop marketing and communications tools and strategies.

The successful implementation of this task will result in proper messaging for potential students, parents, employers and community groups about partner TVET institutions and their CBET courses as well as skills development and employability advantages for learners, including female students.

Ongoing Implementation Support

The Consultant will provide ongoing technical assistance (coaching and support) on the implementation of marketing and outreach strategies throughout the implementation stage of the workplans. The consultant will hold regular meetings with the partner institutions to discuss progress accomplished as well as potential challenges and ways to address them. This ongoing support will help build capacity at the partner institutions to improve and sustain branding, marketing and communication efforts. Each partner TVET institution should receive approximately 3 days of ongoing implementation support.

1.3 SPECIFIC ACCOUNTABILITIES

The consultant(s) will have the following specific responsibilities:

• Conduct a situational analysis to identify gaps in the current communications, marketing and outreach activities for CBET courses and to identify specific support activities and approaches that will enable the partner institutions to develop relevant marketing tools as well as to use them efficiently.
• Develop a branding, marketing and outreach toolkit for use by Kenyan partner TVET institutions, including resources, templates and guides
• Conduct capacity building sessions for Kenyan partner TVET institutions on the branding, marketing and communication tools through webinars and online sessions on the toolkit (Hybrid option to be explored, minimum 5 days training per partner TVET institution, cluster approach for small group training)
• Work directly with each partner institution to develop marketing and communications tools and strategies based on the toolkit and their unique needs (3 days of remote support for each partner TVET institution)
• Provide ongoing technical assistance (coaching and support) to the partner institutions throughout the implementation stage of the workplans on the implementation of marketing and outreach strategies (3 days of remote support for each partner TVET institution)
• Conduct regular meetings with the partner institutions to discuss progress accomplished as well as potential challenges and ways to address them
• Submit reports to CICan with updates on progress and challenges of implementation of the new toolkit and their solutions by the end of every month

1.4 DELIVERABLES AND TIMELINE

• Submit a consultancy workplan by August 31, 2022
• Situational analysis report summarizing research findings and key marketing and communication needs for partner TVET institutions submitted by September 30, 2022
• Draft branding, marketing and outreach toolkit for use by Kenyan TVET institutional partners, including resources, templates and guides submitted to CICan by October 31, 2022
• Final branding, marketing and outreach toolkit for use by Kenyan TVET institutional partners, including resources, templates and guides submitted by November 30, 2022
• Capacity building training sessions to 25 TVET institutions by February 28, 2022 (or sooner)
• Marketing and communications tools and strategies for each of the 25 partner institutions based on the toolkit and unique needs of the 25 partner TVET institutions in a phased approach based on course roll-out schedule throughout the consultancy
• Reports to CICan of ongoing technical support to 25 partner TVET institutions in the development of branding and marketing materials and coaching and support in the implementation of marketing and outreach strategies by the end of every month throughout the consultancy, until November 31, 2023
• Submit final consultant report to CICan by December 20, 2023

1.5 LOCATION

This Consultant will be based in Kenya.

1.6 REPORTING

The consultant will be reporting to the Director, Caribbean and Anglophone Africa or designate. The consultant is expected to work in close collaboration with the Young Africa Works in Kenya-TVET team.

1.7 RFP TIMELINES

The timelines for this RFP are outlined below.

• Deadline for proposal submission by college(s)/institute(s) – Monday, July 18
• Evaluation committee reviews proposals – July 19-27
• Interviews with 3 shortlisted Consultants. Consultants will be invited to present their proposal to the evaluation committee and answer questions – August 2-4
• Final selection of consultant – August 10
• The signing of contracts by CICan and Consultant – August 15

2. PROPOSAL SUBMISSION REQUIREMENTS

2.1 LANGUAGE

All proposals must be submitted in English.

2.2 PROPOSAL FORMAT REQUIREMENTS

Proposals must include the information listed below in the order provided adhering to the page length guides for each section.

Main documentation includes:

1. Cover page (1 page)
2. Acronyms (1 page)
3. Consulting firm profile (1 page)
4. Letter of expression of interest and demonstration of capability in developing marketing, communications and outreach toolkits and delivering training on these topics (2 pages)
5. Technical proposal (methodology proposed to undertake the assignment in the TOR and content) (5 pages)
6. Description of the consulting team (2 pages)
7. Financial proposal in Kenyan Shillings (2 pages)

Supporting documentation includes:

1. Up to 3 Project Summary Sheets relevant to the TOR, including three most recent clients (ideally from the education/ development/ NGO sector) with whom the Consultant engaged in similar assignments and their contact information (1 page per Project Summary)
2. Up to 3 CVs for key technical personnel (2 pages per CV)
3. A sample material from a previous communications and marketing consultancy work
4. Valid Business License
5. KRA PIN certificate and valid KRA tax compliance certificate

The proposal must be submitted as a single PDF document. The main text (Sections B, C, D, E and F) must be prepared in 8.5 x 11 format, with one-inch (2.5 cm) margins, typed in 11 point Arial, with single line spacing. The supporting documentation does not need to follow this formatting requirement, but must be included in a single PDF document with sections A-L. The footer on each page of the proposal must include the RFP Number Young Africa Works in Kenya-TVET-28) and the name of the consulting firm.

APPENDIX 1. PROPOSAL TEMPLATE

Young Africa Works-Kenya: Youth Employability through Technical and Vocational Education and Training

Proposal: MARKETING, COMMUNICATIONS, AND OUTREACH CAPACITY BUILDING CONSULTANCY

1. Cover page (1 page maximum)

• Please include the following information on the cover page:

YOUNG AFRICA WORKS IN KENYA-TVET-28: MARKETING, COMMUNICATIONS, AND OUTREACH CAPACITY BUILDING CONSULTANCY

2. Acronyms (1 page maximum)

3. Consulting firm profile: (1 page maximum per Canadian institution)

• Contact person and complete contact details (including website address if available)
• Name of the consulting firm
• Main characteristics of the consulting firm
• Other pertinent details

4. Letter of expression of interest and demonstration of capability in Marketing and Communications(*developing marketing, communications and outreach toolkits and delivering training on these topics)(2 pages maximum)

• Note: include up to three Project Summary Sheets (1 page maximum per Project Summary) of relevant past projects in the supporting documentation (Section H)

5. Technical Proposal (5 pages maximum)

• Please briefly outline the methodology proposed for addressing the assignment in the TOR and content

6. Description of the consultancy team members who will be involved with the consultancy work (2 pages maximum)

• Describe skills, competencies, and major undertakings by the team
• Note: include up to three CVs (2 pages maximum per CV) for key technical personnel in the supporting documentation (Section I)

7. Financial Proposal in Kenyan Shillings (2 page maximum)

• Consultants are required to submit a financial proposal in Kenyan Shillings
• Include the proposed daily rate in Kenya Shillings with applicable taxes
• CICan will organize and separately cover the costs to deliver in-person training when necessary; travel should not be quoted
• Submit the financial proposal in Excel, including detailed budget notes, in addition to including the budget in the proposal as a pdf document

8. Project summaries (1 page maximum per project summary)

• Up to a maximum of three Project Summaries Sheets of past projects relevant to the TOR, including three most recent clients and their contact information (ideally from the education/ development/ NGO sector) with whom the Consultant engaged in similar assignments (Please follow this link for a copy of RFP and project summaries template, 1 page per project summary)

9. Up to 3 CVs for key technical personnel (2 pages per CV)

10. A sample material from a previous communications and marketing consultancy work

11. Valid Business License

12. KRA PIN certificate and valid KRA tax compliance certificate

How to apply

Interested consultants/organizations should submit the following by July 18, 2022 at 12 noon to [email protected] with the subject line TVET-28 Marketing and Communications Consultancy.