Request for Proposal (RFP): FY24 Social Media Content development and management – Thailand

Background
About FHI 360:

FHI 360 is a nonprofit human development organization dedicated to improving lives in lasting ways by advancing integrated, locally driven solutions. Our staff includes experts in health, education, nutrition, environment, economic development, civil society, gender, youth, research, technology, communication, and social marketing- creating a unique mix of capabilities to address today’s interrelated development challenges. FHI 360 serves more than 70 countries and all U.S. states and territories.

EpiC Project Background:

Meeting Targets and Maintaining Epidemic Control (EpiC) has been supporting the rollout of the targeted, PrEP campaign targeting young MSM to raise awareness and promote PrEP service update at CBOs’ health centers under the project since the beginning of FY20, the campaign is primarily – though not exclusively – focused on online reach and conversion due to shifting preferences among our target audiences, the potential for greater targeting afforded by online platforms, the (relatively) low cost of online advertising per size of potential audience reached, and the opportunity to test and iterate demand generation approaches quickly in digital spaces.

Starting with “PrEP Me Now” campaign with its focus on highly sexually active MSM/MSW between the ages of 19-35 broadly speaking, with sub-audiences of “well-educated, gay-identified men” and “fitness-driven men” for whom messages will be framed around reduction in HIV risk and healthy lifestyles, respectively. The focus on these two initial groups is intended to help our media agency to rapidly test and refine targeting and message framing strategies so that this “microtargeted” approach can then be applied to other audience segments. The campaign has consistently generated a positive impact toward PrEP uptakes in the previous quarters and has been re-introduced to “The Journey to Your Health” campaign in the beginning of 2021 up to the present day. The campaign is primarily designed to continue to focus on PrEP promotion with the extension to other key services namely “treatment initiation” and “U=U messaging”, specific health content for MSM who engage in Chemsex as an alarming issue in Thai MSM community, “Index-testing” as a main strategy to improve HIV case finding under the project “HIV self-testing” as an alternative testing and strategy available in FY 23.

In FY24, the project aims to continue working on the development and production of media materials to disseminate through project’s existing platforms. In addition, the project will focus on leveraging the performance of the current platform by re-evaluating the performance and identify strengths, weaknesses and opportunities to improve the performance of media towards the target audiences on the issues of U=U, PrEP uptake, PEP and index testing.

Require Services:

1. Content Development:

• Create engaging and informative content related to PrEP, HIV self-test, U=U concept, mental health, and MSM-interested topics.
• Develop visually appealing graphics, videos, and written content that resonate with the target audience.
• Ensure content complies with Facebook and X account policies and guidelines.

2. Social Media Management:

• Regularly update and maintain the “People of Pride” Facebook fan page and X (Twitter) account.
• Schedule posts at optimal times for maximum visibility and engagement.
• Respond promptly to comments, messages, and inquiries on both platforms.
• Implement strategies to grow the fan base and increase followers.

3. Advertisement Tracking and Optimization:

• Set up and monitor advertisements promoting PrEP, HIV self-test, and other relevant content.
• Utilize analytics tools to track the success of advertisements, including reach, engagement, and conversion rates.
• Implement A/B testing to optimize ad performance and identify the most effective messaging and visuals.
• Provide regular reports on advertising metrics and insights.

4. Integration with “testmenow” Booking System:

• Collaborate with the “testmenow” booking system to ensure seamless integration with the advertising campaign.
• Track conversions from advertisements to bookings and analyze the user journey.
• Implement strategies to increase the conversion rate of users booking tests.

5. Coordination with EpiC Project:

• Collaborate with other social media accounts supported under the EpiC project to amplify messaging and reach a wider audience.
• Share relevant content and coordinate joint campaigns to enhance the overall impact.

6. Promotion of Community Clinic and Pharmacy Shop:

• Develop content to promote community clinics and pharmacy shops in consultation with FHI 360.
• Implement targeted advertising campaigns to drive awareness and foot traffic to these locations.

7. Building “People of Pride” as a Brand and Business Partnership Exploration:

• Develop a business profile for “People of Pride” as a valuable platform for MSM and LGBT social media advertising.
• Explore potential business partnerships with private sector entities interested in advertising their products or services to the MSM community.
• Document lessons learned from the process of commercializing “People of Pride” as a brand for sharing with EpiC Thailand partners.

8. Coaching and Mentoring for EpiC Thailand Partners:

• Conduct training sessions on advertisement optimization, focusing on best practices and strategies for effective outreach.
• Provide guidance on chatbot AI implementation to enhance user interaction and support.

9. Reporting and Evaluation:

• Generate quarterly reports summarizing the performance of the advertising campaign.
• Evaluate the effectiveness of different content types and advertising strategies in quarterly basis.
• Provide recommendations for continuous improvement in quarterly basis.

10. Adaptation to Emerging Trends:

• Stay updated on trends in social media, advertising, and sexual health communication.
• Implement strategies to adapt to emerging trends and technologies for maximum impact.

11. Feedback and Iteration:

• Solicit feedback from the target audience and stakeholders.
• Use feedback to iterate and improve content and advertising strategies.

Deliverable

1. Content development and advertisement design: Develop the contend related to the SOW and finished design ready for advertisement on FB and X account
   1. Deliverables: 12 finished-designed contents per month posted on FB and X account
2. Social Media management: Manage advertisement on People of Pride FB and X account to ensure the efficiency and effectiveness of advertisement.
   1. Deliverables: 3 Reports on advertising metrics and insights as well as conversion to testmenow booking system on quarterly basis.
3. Promotion of Community Clinic and Pharmacy Shop: Advertise KPLHS clinic and pharmacy shop that FHI 360 provided information.
   1. Deliverables: 20 finished-designed contents posted on FB and X account.
4. Building “People of Pride” as a Brand and Business Partnership Exploration: Develop the business profile of people of pride and explore potential business partnerships.
   1. Deliverables: 1 business plan and 1 lesson learn report on business development of people of pride
5. Coaching and Mentoring for EpiC Thailand Partners: Provide 10 sessions coaching and mentoring on advertisement optimization and 4 session coaching and mentoring on chat bot AI to EpiC’s partners
   1. Deliverables: 1 report of coaching and mentoring result of advertisement and Chatbot AI.
6. Feedback and Iteration: Summarize the lesson learn and recommendation report on management social media.
   1. Deliverables: 1 Summarize report.

Remark : Format and topics of the report to be mutually agreed upon between the vendor and fhi 360 after commencing the contract.

Deliverable Period: All the services need to be submitted to FHI 360 no later than September 20, 2024

Qualifications/Skills

• High expertise on social media planning and online marketing tools, namely Facebook, Line chatting application and Google Ad
• High expertise on website content development, UI and UX design
• High expertise on develops the HIV and sexual health related creative content for online marketing
• Having experiences and expertise on content development related to the lifestyle of Man who have sex with man (MSM), Sex worker (SW), and Transgender women (TGW)
• Familiarity with MSM, SW and TGSW context and knowledge of HIV testing, PrEP/PEP, HIV treatment, U=U and Chemsex issue in Thailand for content production

The vender must include the following components:

• Company profile or past portfolio
• Short concepts note
• Quotation
• Any relevant documents