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TERMS OF REFERENCE FOR THE PROVISION OF CONSULTANCY SERVICES TO CONDUCT A REBRANDING EXERCISE FOR THE FOUNDATION FOR COMMUNITY AND CAPACITY DEVELOPMENT- FOCCAD
1. Introduction
The Foundation for Community and Capacity Development (FOCCAD) has its beginning as a youth group that started in 2009. In 2009 FOCCAD was registered with Nkhotakota Local District Council as a Community Based Organization (CBO). In 2011 FOCCAD was registered with the Office of the Registrar General under the Limited Companies Act, limited by grantee. Moreover, FOCCAD was registered as a national non-governmental organization (NGO) in 2014 under the Trustees Incorporation Act. During the same year, FOCCAD also got registered with the voluntary umbrella border of all NGOs in Malawi, the Council for Non-Governmental Organizations in Malawi (CONGOMA), the government oversight body for NGOs the Non-Governmental Organizations Board (NGO Board), and the Malawi Youth Council. Thus FOCCAD is a national NGO that is currently implementing its interventions in some districts in Malawi.
FOCCAD was founded in 2009 and has evolved in programming, growth, and messaging over the years. To stay relevant, market research was important for the organization to align communications with the shifts in the global world while also addressing the needs of customers and partners. The following are potential reasons for the FOCCAD proposed rebrand journey:
- Outdated Brand Identity:
Creating a new brand identity can bring new life to a forgotten brand. FOCCAD will develop a brand guide that encompasses all communications and visibility aspects of the organization.
- Shift in Organization Structure and Mission:
Bringing brand awareness to a new set of values and purpose. After the strategic planning process in 2022, FOCCAD hired a consultant for the functional review process which introduced new dimensions to communications and structure. FOCCAD had planned to introduce rebranding at the start of 2025.
- Market Changes:
Adapting to consumer expectations, emerging trends, and preferences for the target audience is key to an organization that actively mobilizes donor funding and resources. There are a lot of emerging competitors with vibrant and up-to-date marketing tools attracting the same funders and partners. At the same time, there are emerging partners and opportunities which FOCCAD should attract.
2. Objective of the service
FOCCAD developed a new five-year strategic plan- 2022-2027. In line with the strategic plan’s goal of achieving organizational capacity strengthening a rebranding process is vital to determine alignment with the growing market, shifts in strategic focus, and direction of partners and supports. FOCCAD proposes to conduct a Brand Refresh instead of a complete Brand Overhaul. Some of the features of the FOCCAD brand were already addressed during the strategic planning session in 2022. The proposed rebranding supports and finalizes the entire process of organizational strengthening. FOCCAD will employ a transition process of the rebranding recognizing that several other brand products currently exist and such will have minor touches and these include an existing website, social media platforms and networks, strategic plan, social media strategy, email-based newsletter template, tagline, and logo.
3. Scope of the service
- Asses the efficiency and effectiveness of FOCCADs brand identity including name, logo, and color pallets, and consultatively work with management and board to develop new ones.
- Examine key FOCCAD massaging and propose new message designs in a set of communication tools and materials according to the deliverable package.
4. Expected Deliverables
The Consultant will facilitate the necessary consultations with the Management and Resource Mobilization and Visibility committee of the board for the rebranding process. The Consultant will be expected to come up with the following reports on the functional review:
- Inception Report to be submitted within 1 week after contract signing
- Consultative report on proposed name change and legal processes.
- Proposed Logos and taglines
- Develop brand identity/ Guide, Proposed Colour pallet,
- Develop graphics and Visual samples (Visibility Materials),
- Proposed Website Review and design
- Email newsletter template
- Pitch Deck and one pager
- Organizational Profile
- Develop a Communication strategy.
- Business cards
- Letterhead
5. Qualification and Experience of the Consultant
- Master’s Degree or equivalent in media and communications or any related field.
- Minimum 5 years of working experience in organizational branding communications.
- Demonstrated experience through shared portfolio evidence of branding and communications.
6. Duration of the Assignment
The proposed assignment is expected to be executed by an individual consultant within 1 month. The estimated level of effort is 20 man-days.
7. Obligations of the Consultant
The consultant(s) is expected to be fully self-sufficient in terms of office space, supplies, communications, computers, and transport during the period of the assignment. The consultant is expected to discharge his/her responsibilities with diligence and to the expected professional standards in terms of both skills and integrity.
8. Obligations of the Client
FOCCAD shall provide access to reference materials and any relevant existing reports, data, and information that may be required by the successful consultant. FOCCAD Senior Management Team and Resource Mobilization Committee of the board will also be available for interviews and workshops to enable the Consultant to carry out the assignment efficiently.
9. Reporting Requirements
The successful consultant shall report and be required to submit all written reports to the Executive Director through the following address:
10. Submissions
A clear technical proposal with proposed methodology and financial proposal should be submitted by email and addressed to:
The Executive Director
Foundation for Community and Capacity Development
P.O. Box 23
Nkhotakota
Malawi.
Email: foccadjobs@gmail.com
Closing Date:25th October 2024
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