1. INTRODUCTION
TechnoServe (TNS) is a non-profit international development organization founded in 1968. Its mission is to help entrepreneurial men and women break the cycle of poverty by building businesses that create jobs, income, and economic opportunities for families, communities, and countries. TechnoServe Ethiopia is implementing a project named Majang Forest Livelihood Improvement project in two woredas, Godere and Mengesh, of Majang zone, Gambella region. The project aims to support the sustainable development of Majang zone by increasing income of men and women from non-timber forest products such as coffee, honey and spices. TNS is implementing interventions aimed at building the capacity of key players within Majang’s market system for NTFPs by using a market system facilitation approach.
2. RATIONALE OF THE ASSIGHMENT
Media plays an important role in social, economic and political transformation by providing information to communities. Through its Majang Forest Livelihood Improvement Project, TechnoServe Ethiopia, is collaborating with Mizan Aman Fana FM 92.5 and other key players in Majang’s market system to promote NTFPs agronomy and marketing by developing radio programming and broadcasting for local farmers in and around Majang zone.
Among 11 regional stations of Fana Broadcasting Corporate (FBC), Mizan Aman Fana FM 92.5 is the only radio station that covers four SNNP regional state zones (Bench Maji, Sheka, Keffa, and South Omo zones) as well as some Oromia and Gambella regions (Majang zone). Mizan Aman Fana FM 92.5 is creating awareness for communities in the above mentioned areas on different issues through radio programming, such as agriculture. However, the organization has capacity gaps in terms of marketing strategies and promotion of their media work, particularly in terms of raising advertising revenue.
With that background, the radio station requested TNS to support them in building their capacity in business plan development, marketing strategies and promotion with the goal of achieving sustainability of quality programs from advertising revenue instead of NGOs or government based. With the purpose mentioned above, TNS seeks to hire a short-term consultant who can train and coach the station on sustainable business plan development, which includes advertising revenue generation.
3. OBJECTIVES OF THE CONSULTANCY ASSIGNMENT
The overall purpose of the training, coaching and support on business plan development and advertising revenue generation is to build the capacity of Mizan Aman Fana FM 92.5, in Majang market system, in order to further enhance the sustainability of their programming by improving their advertising, marketing and customer relationship management.
4. SCOPE OF THE ASSIGNMENT
The scope of the work broadly includes:
· Assess the current practices of Mizan Aman Fana FM 92.5 in terms of revenue generation and marketing of advertising through their media channels
· Developing training material (manual and training guideline) on business plan development and advertising revenue generation strategy
· Deliver training on business plan development and advertising revenue generation strategy for Mizan Aman Fana FM 92.5 staffs
· Support Mizan Aman Fana FM 92.5 to develop a business plan and advertising revenue generation strategy
5. DELIVERABLES OF THE ASSIGMENT
The main deliverables of the consultancy assignment are final training manual and guideline. This includes:
6. WORKPLAN OF THE ASSIGMENT
The following is an illustrative work plan to complete this assignment
i. Develop a workable action plan to complete all the assignment
ii. Rapid assessment of Mizan Aman Fana FM 92.5
iii. Participate in the consultancy work related meetings organized by TNS during the contract period
iv. Submit exhaustive outline of the training manual content in person to TNS and Mizan Aman Fana FM 92.5 team and present it
v. Incorporate feedback from the meeting and submit the final outline to TNS and Mizan Aman Fana FM 92.5
vi. Submit draft training manual and a separate training guideline (including schedules, PowerPoint presentation (if any), pre and post training evaluation and other facilitation tools and methods)
vii. Incorporate feedback and clarify questions from TNS and Mizan Aman Fana FM 92.5 team
viii. Deliver trainings for three days in Mizan
ix. Follow up training with coaching and support to radio staff for business plan development and ad campaign implementation
x. Submit draft training report with full list and contacts of participants in the annex
xi. Incorporate any feedback and comments to the training report and submit the final version both in a hard and soft copy
7. PRELIMINARY CONTENT OF BUSINESS PLAN DEVELOPMENT AND ADVERTISING REVENUE GENERATION STRATEGY TRAINING
The training on business plan development and advertising revenue generation for journalists and staffs of Mizan Aman Fana FM 92.5 is expected to cover but not limited to the following topics:
i. Promoting the Media: Scope and Goals
ii. Business Plan Development
1. Concept of business plan
2. Content and the process of business plan development
iii. Market Research of Likely Advertisers and Audiences
iv. Advertising Revenue Generation Strategy
1. Concept of advertising
2. Difference of radio programme advertising from other contents
3. Revenue generation strategies
v. Marketing Radio
vi. Management and Budgeting in Promotion
vii. Designing On-Air, Print, and Online Promotion
viii. New Radio Programme Promotion
ix. Attracting Sponsors and Partners and Handling Relationship
x. Recommendations for Sustainably Building Internal Capacity in Ad Revenue Generation
8. TRAINING APPROACH
The participants of the training are journalists and marketing staff of Mizan Aman Fana FM 92.5 (women and men). Hence, TNS requires the training to be tailored to the day-to-day business activities, practical challenges and realities of the radio station in business development and revenue generation. The trainers are expected to demonstrate capacity and experience of developing and using adult education approaches and interactive tools that can help to fully engage all women and men participants and tailoring the content of the training to the real working life of the participants. The consultancy firm needs to demonstrate training evaluation methods and tools to be used to evaluate and demonstrate immediate outputs and overall evaluation of the trainings.
9. NUMBER OF TRAINEES AND DURATION
Participants are all radio station journalists and marketing staffs of Mizan Aman Fana FM 92.5. The number of targeted participants are 18. The training will require three days.
10. LEVEL OF EFFORT AND DURATION OF THE ASSIGNMENT
The maximum level of effort required for this assignment is 30 working days. From the total number of days, 19 days are for preparation of the training materials, traveling, training and report writing and the remaining for coaching and follow-up during business plan preparation. The consultant will be working 13 days in Mizan and the remaining from convenient place. The estimated start and completion date of the contract is from August 6th, 2018 to September 18th, 2018.
11. PROPOSED TRAINING DATES
The training will be delivered in Mizan Aman town of Benchi Maji Zone, SNNP region for three days.
Place | Dates | No. of Targeted Participants | # of Days |
Mizan Aman | August 27-29, 2018 |
18
|
3
|
12. REPORTING
All deliverables shall be submitted as per the time schedule to be decided between TNS and consultant.
13. PAYMENT MODALITY
The payments will be done in three instalments based on consultancy firm proposed timeline and instalment rate ones agreed up on by TNS.
14. EVALUATION CRITERIA AND PROCESS
The applications will be evaluated based on the parameters below by TNS and as needed, shortlisted candidates will be requested to sit for interview as part of the competition for the award. Below are the criterial and weightage that will be used in assessing the proposals.
Criteria | Weight |
1. Technical Assessment |
|
1.1. Qualifications, competence and experiences of the key staff related to the assignment | 30 |
1.2. Adequacy of understanding the terms and responding to the terms of references |
10 |
1.3. Methodology and the proposed work plan in responding to the Terms of Reference | 20 |
1.4. English Language | 5 |
1.5. Understanding and responding to possible gender issues related to the consultancy theme | 5 |
2. Financial Proposal | 30 |
Total | 100 |
TNS is looking for individual consultants or firms who fulfill the requirements below.
· BA/MA in Business Administration, Marketing, Journalism and Communication, Public Relation, or very closely related field of study
· Minimum of 7 years for MA and 9 years for BA in business development service, marketing and promotion and direct experience in media and communication
· Proven record of accomplishment of similar assignments, developing robust and actionable business plans, experience carrying out market research, and developing impactful marketing plans
· Excellent analytical skills and able to analyze both quantitative and qualitative data
· Strong understanding of Ethiopian media sector
· Exposure and experience working with the media industries in Ethiopia or elsewhere is a plus
· Strong communication and information-gathering skills
· Proven training organization and facilitation skill
· Workshop facilitation and organization skill
· Report writing skill and fluency in English language