Request for Proposals for Brand and Content Consultancy

Click here to download full RFP

Introduction

Statement of Purpose
PSI is seeking proposals from qualified agencies and/or consultants to develop the global
brand and content guidance to help support standardized in-market and global execution for
VIYA, a PSI brand, across Latin America, Africa and Asia.

Project Background
Women in many lower middle-income countries (LMICs) –who are connected, informed, and
have disposable income available to them – need comprehensive, easily accessible sexual
and reproductive health (SRH) resources that adapt to their needs. Yet, as more SRH products
and services become available, health markets are becoming increasingly fragmented and
confusing to navigate. A single resource is needed that offers easy, discrete, and trustworthy
access to a range of products and services, accompanied by tailored information, all delivered
with a sense of respect and fun.

PSI knows that there are digital solutions to the SRH challenges women face. Through pilots
rolled out by PSI-owned social businesses in East Africa, South Africa, Central America,
Pakistan, and India, we learned that digital approaches to SRH care can effectively reach
consumers (women) in many lower middle-income countries (LMICs) and increase product
sales. The success of new and existing digital SRH services hinges on our ability to provide a
frictionless and comprehensive health journey, from query to purchase, to engage our
consumers.

Scope of Work

The selected person/agency will provide the following:
1. Brand Book Development

• In depth Brand Book guidance to supplement current VIYA brand manual &
  brand strategy.
• In depth examples of what to do / what not to do and how to localize/ adapt
  guidance for each market.
• Detail of how to manage co-branding with partners or other PSI brands.

2. Brand Launch Toolkit Development

• In depth campaign guidance and SOPs detailing how to launch brand in market
  by adapting the global brand launch campaign concept to the market while
  remaining aligned to global brand standard and concepts.
• Include guidance/SOPs around media planning, channel mix, metrics, and
  more.

3. Digital Communications and Strategy Guidance

• Adaptation/templatization of current digital communications/social media
  guidance documentation and SOP’s, with clear guidance around how to
  adapt/localize all sections.

4. Content Creation Guidance
Guidance Manual and SOPs to guide all in market content creation efforts, including:

• Content approvals matrix including local and global approvals and
  medical/technical SRHR approvals*
• Content guidance by channel
• Content pillars guidance (incorporating the stakeholder workshop format
  developed for PSI SA).
• Include guidance around incorporating PSI brands/products.
• Link to List of vetted content resources (provided by SRHR/QoC from PSI)
• Pleasure content guidance. (Bold and provocative versus porn and how it can
  be adapted to cultural social and political sensitivity. (SRHR/Qoc support))
• Guidance on how to test in market including AB testing with our consumers

5. Brand Ambassador and Influencer Guidance

• Generate global guidance and SOPs for implementation of our influencer/
  brand ambassador/volunteer strategy
• Create onboarding packet, templates, key talking points, and basic guidance
  for communications for our brand ambassadors/influencers

6. Social Media Content Development
Develop and implement engaging and impactful organic content for social media
channels and website that can be used by all markets globally, with guidance around
adaptation.

7. Provide 100 pieces of NEW multimedia content in various formats
i. To be deployed across channels (enough for 4-6 months of continuous content)
and to cover all VIYA content pillars (contraception, pleasure, sexual health,
pregnancy, (reviewed by SRHR/QoC)*
ii. To Include key dates (e.g., International Family Planning Day) in alignment to PSI
institutional key dates.

8. Digital and Social Content Templates
Develop templates for social media and digital channels to support in market Content
creation (or content adaptation from other markets) and publishing specific creative
and copy outputs as defined in the social media and digital marketing strategy,
including Facebook, Instagram and/or TikTok and which will be guided by a content
calendar proposed by the agency and approved by PSI.

Proposal Requirements

• Provide a brief overview of your company’s relevant business and service offering
  capabilities to perform the requested services and functions. Identify any specific
  advantages your firm has to offer in relation to this assignment. Omit generalities and
  vague narratives.
• Demonstrate your understanding of the PSI requirements. Provide an explanation of
  how you will ensure PSI will receive the desired result, including but not limited to how
  you assure quality, and promote professionalism in your output.
• Provide specific approaches to be employed to satisfy what your firm feels are the
  most critical considerations for this assignment.
• Provide a description of your firm’s approach to maintaining good client relationships
  and delivering high-quality service with concrete examples, including but not limited to
  performance metrics and indicator reports that we can expect to receive during
  business reviews and issue resolution, to the satisfaction of the PSI.
• Include a quote with cost breakdown inclusive of staff hourly rates, positions, and
  number of hours required per task

Proposals (and questions) can be submitted until March 26, 2023 11:59 PM PST to:
Andrea Novella (anovella@psi.org)                                                  Arzo Kaderi (akaderi@psi.org)
Digital Health Advisor, Social Business Unit                                     Associate Project                                                                                                                                Manager,Social Business Unit

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