GHR
COMMUNICATIONS M+L
SCOPE OF WORK
Girl Hub Rwanda is a
catalyst organization, a strategic partnership between the Nike Foundation and
DFID, working to enable all adolescent girls in Rwanda to fulfill their
potential.
Girl Hub seeks an agency specializing in communications monitoring, evaluation
and learning. The agency will support Girl Hub to develop and execute an M+L
plan for communications to show how communications directly work to achieve the
Girl Hub Rwanda goals.
OBJECTIVES
The agency will work
closely with Girl Hub Rwanda to develop a Communications Framework that tracks
Girl Hub Rwanda communications work, and shows how that work directly delivers
against the Girl Hub Rwanda macro indicators.
The Communications Framework will track Girl Hub Rwanda communications goals:
– Internal: All Girl Hub/Nike Foundation, DFID, and NIKE, Inc. employees know
about, understand, and engage with Girl Hub Rwanda + Ni Nyampinga
– External: Select Rwandan and global influencers understand why girls +
actively champion girls in their work, using Girl Hub Rwanda + Ni Nyampinga as
best in class examples
The Communications Framework will additionally show how communications
activities deliver against Girl Hub Rwanda goals:
All girls are born Ni Nyampinga
All girls are financially literate
All girls are free from violence
All girls graduate from secondary school
WHY COMMUNICATIONS M+L
As a catalyst organization, communications is a critical function for Girl Hub
Rwanda to achieve its mission. Yet, catalyzing is the hardest type of activity
to measure. Not having direct programme or service implementation,
catalyzing happens behind the scenes, rarely overt in its strategy or tactics.
Measuring how Girl Hub Rwanda is able to catalyze Rwanda and the world to
deliver for Rwandan girls is critical. The catalyzing work Girl Hub Rwanda will
embark upon in 2013 is a groundbreaking strategy learning and proving what
works will be instrumental in scaling the girl effect globally. It will also
inform partners and others in the development community how they might look at
changing hearts and minds differently.
Finally, in looking at reporting to DFID and any future funders having a strong
framework that fits into the DFID culture of programme activities will only
strengthen our relationship and future funding.
Bringing on an agency/consultant who specializes in communications M+L will
ensure we have the most robust evidence of our activities and able to hone
strategy moving forward.
DELIVERABLES
1) Monitoring of
Communications activities, including
– Review of Girl Hub Rwanda Communications Strategy: Review Girl Hub Rwanda
communications strategy and tactics and provide recommendations for what
metrics can be measured, over what timeframe, to show incremental change and
long term impact
– Examples include:
o Storytelling knock-on effects: while our PR agency will track the direct
distribution numbers for storytelling, the communications M+L agency will take
a wider scope to see how that storytelling is propelling delivery for girls.
I.e. the PR agency will track how many hits a specific piece of content
receives. The communications M+L agency will track how that wording used in
that specific piece of content, for example, spreads throughout the media.
o Talking points: what is the value for Girl Hub Rwanda including talking
points for a high-level influencer. How did those talking points propel change?
o Events: what kind of brand recognition, delivery for girls, was generated by
Girl Hub Rwanda´s participation in partner events, its own events?
o Content sharing: how does including Girl Hub Rwanda content on partner sites
propel those partners and those of partners’ audiences to deliver for girls?
o Placement of Ni Nyampinga journalists as spokespeople: How has placing Ni
Nyampinga girls as spokespeople propelled influencers to deliver for girls?
o Placement of Ni Nyampinga magazines: What is the amplification effect of
strategically distributing magazines in, say, Ministry lobbies.
2) Show Value for Money for communications activities
The plan and ongoing monitoring should show the value for money for all
communications activities.
3) Develop ongoing recommendations for areas of highest impact, and areas where
delivery can be improved
Develop a system for enabling the communications function to actively orient
strategy to the highest impact activitie.s
4) Budget + Timeline
Budget for suggested activities and timeline for delivery
TIMELINE + MILESTONES
– Intensive consultations onboarding: weeks 1+2
– Draft plan: week 4
– Revisions: weeks 5-6
– Final plan: week 8
– Ongoing monitoring: following week 8
The Girl Hub team will make itself very open through the content development
process. We hope this to be a close collaboration, with iterative working
between Girl Hub and the agency.
REQUIRED EXPERIENCE
– History of
measuring influence
– Understanding of the Rwandan cultural and influential landscape
– Capacity in Kinyarwanda
– Experience working with girls
PROPOSAL REQUIREMENTS
Please provide the
following in your proposal to Girl Hub Rwanda:
– History and
background of the agency (no more than 2 pages)
– Relevant work completed and 3 case studies (no more than 1 page each)
– Reference list
– Client list
– Relevant team member bios
– Proposal to complete the above-mentioned deliverables
– NB: Budgets should include personnel, direct costs, overhead, and profit
margin
Please send your proposals to recruitment@linkagesrwanda.com . No canvassing is
allowed. Telephone calls are not allowed. Only shortlisted agencies will be
contacted. Deadline is 18th April 2013. Any canvassing will lead to automatic
disqualification.
