RFP-2023-78-Branding and Digital Marketing Strategy Development

The purpose of this Request for Proposal (RFP) is to enter into a contractual agreement with a successful bidder and select a suitable contractor to carry out the “development of a branding and digital marketing strategy for the Soy Clave initiative in support of its Communication and Influencing Action Plan (CIAP). The CIAP and its tools will support community-led advocacy activities for the expansion of HIV services for key populations and people living with HIV in 11 countries in Latin America.

The work to be performed includes, but is not limited to:
− Development of a brand strategy aligned with the Soy Clave initiative and its objectives.
− Development and/or improvement of tools needed to communicate the brand, such as logo, tagline, digital platform (website), templates and other related creative materials, digital and physical user-friendly materials to be used by communities and partners for advocacy and campaigning.
− Development of brand strengthening strategies for brand positioning, such as messaging, content marketing strategy, social media and email marketing, paid media and data analysis to adjust strategy throughout the contract window, among others.
− Creation and promotion of a two-level website (landing page and repository platform) for knowledge materials, including reports, Soy Clave key products, templates for campaigns and advocacy activities, all communication and visibility content, among others.
− Weekly production and update of intelligence reports (social listening, audience mapping, campaign and website monitoring, paid media impact).
− Final intelligence report with key conclusions and recommendations for the continuation of the initiative and its web platform.

The provider shall be a public institution, company, individual or NGO operating in the field of of digital marketing, with proven expertise in digital solutions such as branding, digital and content marketing development, social media and data analytics, creative communication, audiovisual production, and website creation. Duration: 3 months from October 2023. For details on the activities and expected outcomes please refer to the attached RFP document.