TERMS OF REFERENCE
MEDA (Mennonite Economic Development Associates) is searching for a qualified event organizer or marketing agency to organize a three days marketing event in Bahir Dar, which is one part of EMERTA’s marketing campaign for rice sector to promote and create awareness.
MEDA (Mennonite Economic Development Associates) is an organization dedicated to creating business solutions to poverty, funded by Global Affairs Canada to implement EMERTA project (meaning leaping to a great height in Amharic) with the objective of contributing to increased income and employment opportunities for producers and Micro, Small and Medium Enterprises (MSMEs) focusing on three value chains: rice, vegetables and gemstones.
Currently, large volume of rice is produced in the project areas of Dera, Fogera and Libo-kemkem woreda’s of South Gondar zone, Amhara region. Its production volume is growing from year to year. Through the continuous support provided by MEDA and other partners quality is improving. Moreover, MSME’s started value additions which include packing in various size, labelling and parboiling. However, it is not recognized by large number of population due to low promotional activities and weak integration among stakeholders. Consequently, all value chain actors are not benefiting and possibility of import substitution is not addressed. Therefore, MEDA is looking for a qualified and experienced firm/marketing agency/advertising company to organize a three days marketing event in Bahir Dar.
2. Key objective
The objective of the marketing event is to create market recognition, improving brand image, strengthen integration among stakeholders and motivate the latent demand for local rice.
3. Expected Results
§ Contributed to the ongoing effort of positioning/improving local rice brand image.
§ Market linkage enhanced through B2B networks and relationships.
§ Awareness about nutritional value and import substitution role of local rice improved.
§ Integration among stakeholders strengthened.
§ MSMEs showcased their products and shared experiences.
Gender/Environment role:
§ Assist women MSMEs to showcase their products and gain market opportunity.
§ The panel discussion will recognize women role, opportunities, and address their challenges.
§ Women consumers will access thorough information about: preparation of rice with other dishes, nutrition value, availability of different products (white milled, brown and parboiled rice).
§ Create awareness on environment sensitive rice value chain development.
4. Scope of the Work
The event organizer is expected to deliver the following activities:
A. Before the event
§ Promote the event through mass-media (TV and radio), social media and/or other marketing communication platforms (out-door adverts, printing medias etc…). This must be done for 10 days prior to the event, continue promoting the event for three days during the event.
B. During the event
§ Facilitate entertainment using well known DJ for three days
§ Promote the local rice using audio-video set for 3 consecutive days
§ Distribute 2000 pieces of a one pager local rice promotional coloured brochure in Amharic version
§ Support MSME’s to display quality products (white and brown parboiled, white milled)
§ The event organizer should ensure to secure the regional exhibition centre for the event
§ The organizer should share the market event schedule and list of materials required to conduct the market event
§ Facilitate the panel discussion
§ Prepare 3*1 four banners, 1*2 two and 1*4 one banners required for the campaign (standard one type 4, standardized type3*1, big sized 1
§ The event organizer can consult MEDA team about the content of the banners
5. Venue and Date
The marketing event will be demonstrated in Bahir Dar bazar and exhibition centre between 2nd and 3rd week of June for 3 consecutive days.
5. Required Competencies
The consultant must have:
§ Broad experience of more than 5 years in organizing related bazaar and exhibition
§ Letter showing prior good performance/execution of an event
§ Having legal and renewable trade license