REQUEST FOR PROPOSAL – GREENSTAR MARKETING / CREATIVE & MEDIA MANAGEMENT
Date:11thSeptember, 2016Client:Greenstar Social Marketing
Field:Family Planning and Reproductive Health/Maternal and Child Health
INTRODUCTION/BACKGROUND
Greenstar is an affiliate of Population Services International (PSI), a global health organization dedicated to improving the health of people in the developing world. Greenstar was established in 1991 as a non –governmental organization under the company name Greenstar Social Marketing Pakistan (Guarantee) Ltd. The company works through both private and public channels towards improving health care in Pakistan.
Greenstar Social Marketing was established with a goal of increasing access to health services and information, particularly among low-income women, through private sector franchise clinics.
Greenstar is Pakistan’s largest private sector NGO offering a range of over 20 socially marketed products and services for family planning, reproductive health, mother and child health, tuberculosis, nutritional supplements for children and safe water.
Greenstar’s products are distributed through a nation-wide network of over 7000 franchised clinics, 75,000 retail outlets and community based distribution. The private sector social franchise health outlets are strengthened by Greenstar’s training and health services team, which enhances skills of services providers and quality of services.
Furthermore, Greenstar has also partnered with the public sector and donor agencies to implement voucher schemes, which provide subsidized access to institutionalized health care for mother.
OBJECTIVE
Greenstar Social Marketing (GSM)is seeking proposals from agencies interested in designing and facilitating development of a marketing/promotion plan for all its products and brand categories.
SCOPE OF WORK
The agency will be required to propose a promotion strategy to achieve the below mentioned objectives:
-Develop demand generation tactical plan in order to increase consumption / off-take of GSM Pharma and FMCGs products (Condoms, Pills,Injectables, IUCD’s and Implants) across all channels such as health service providers, pharmacies, FMCG outlets and others.
- 360* Campaigns to be planned and executed for the following brands:
- Sabzsitara
- Sathi
- Touch
- GSM Corporate
-Establish brand equity of SABZ SITARA as a provider of quality family planning products and services. Project Sabz Sitara network of clinics as premium facilities providing quality family planning services.
-Develop specific evidence based strategies to address barriers/ myths and misconceptions associated with Family planning and birth spacing. Reference to PDHS (Pakistan Demographic and Health Survey 2012-13)
-Increase over all awareness and acceptance about family planning products and services
-Promote POOCHO helpline and ensure GS Helpline is effectively leveraged as a tool for imparting FP knowledge, counselling and advice
-Develop strategies to engage religious leaders for advocacy of family planning and birth spacing as maternal and child health issue.
-Create awareness and engage youth for endorsing family planning and birth spacing as maternal and child health intervention.
-Develop advocacy strategy for Provider/Doctors to promote family planning and birth spacing methods. To overcome provider’s inert bias for large families.
-Establish communication strategies (BTL) for community mobilization through GS interpersonal communication workers (IPC workers) at grass root level.
-Develop programs for induction and involvement of male IPC workers to specifically target male users/influencers.
-Develop initiatives for involvement of Lady Health Workers (LHW’s) for supplementing IPC effort.
-Develop PR initiatives for all concerned stakeholders. Also identify avenues for projection of Greenstar on mass media through placement in television programs.
-Leverage digital marketing strategies to supplement for maximum effectiveness of the overall promotion strategy.
-Plan and execute media campaign for the following brands:
- Sabzsitara
- Sathi
- Touch
- GSM Corporate
TOTAL BUDGET
PKR 100 Million – for development and execution of all suggested activities. All costs and applicable taxes inclusive.
- Sabzsitara: 50 Million
- Sathi: 20 Million
- Touch: 20 Million
- Corporate: 2 Million
- Advocacy & PR: 8 Million
TIMELINE
The activity should cover the span of 10 months.
NOTIFICATION OF INTENTION & QUESTION ANSWER SESSIONS.
The prospective agency should submit the letter of Intention within two days after the receiving of the RFP and the for the queries on the proposal a separate session will be arrange with the GS communication team members to answer the queries. The Schedule date will communicate later on.
PROPOSAL REQUIREMENT/TIMELINES
Agency to share and present their strategywithin 7 days of receiving the proposal.
Agency to submit the Brief presentation and proposal about the approach and strategy.
-Proposals must be received via hard copy and email, before September 11th, 2016.
-Please address your proposal to: Mr. Saad Waheed.
-An email confirming receipt of the proposal will be sent to all proposers. A proposal will not be considered received officially until a confirmation email has been sent.
Confidentiality Clause: All information contained within this brief is strictly confidential and not to be divulged to any 3rd party without the prior, written consent.