Organizational Development Expert - SEED
Adam Smith InternationalFull time Full day
13th September, 2023
Last date to apply
22nd September, 2023
Remote (with regular travel to Peshawar)
Sustainable Energy and Economic Development (SEED) Terms of Reference
TOR Name: KP Culture & Tourism Authority (KPCTA) Marketing and Promotion Strategy Development & Implementation
SEED Output: Output 1
Informs Log-frame indicator #: 1.1 Policy reforms and institutional support to attract private investments
Duration: 6 months (September 2023 – February 2024)
Location: Remote (with regular travel to Peshawar for stakeholder consultation)
Sustainable Energy and Economic Development (SEED) is a £37.5 million programme that aims to support provincial economic development and sustainable energy in Pakistan. It will support the province of Khyber Pakhtunkhwa (KPK), to plan and finance the infrastructure and investment it needs for growth, jobs, and prosperity. The programme will also address Pakistan’s energy crisis by providing innovative financial solutions to industry for the adoption of sustainable energy practices. Within SEED, ASI has been contracted to deliver the first component - Improved Economic and Urban Planning in Khyber Pakhtunkhwa (KP) – with a budget of £15 million. The outcome of the programme will be public and private investments generate greater economic, social, and environmental returns. The programme will be managed by the UK’s Foreign Commonwealth and Development Office (FCDO).
Khyber Pakhtunkhwa (KP) boasts a delightful climate and breathtaking landscapes, making it an ideal destination for tourists. With three-fourths of the country's tourism assets, the region showcases archaeological, cultural, historical, and religious sites of great significance. It also offers stunning natural beauty and a rich history spanning over two millennia. The tourism sector in KP has witnessed significant growth, and this upward trend is expected to continue, attracting more tourists and investments to the province.
The Khyber Pakhtunkhwa Culture and Tourism Authority (KPCTA) has been established to promote culture and develop the tourism industry of the province of Khyber Pakhtunkhwa. The overall objective of KPCTA is to provide an enabling environment for economic growth and sustainable development of the tourism sector through formulation and administration of policies and plans to regulate the tourism sector and promote the rich culture of KP, simultaneously.
Within this context, SEED has assisted KPTCA in development of an overall tourism business plan for the Authority, in addition to presenting transaction options for the Authority, the business plan also provides a roadmap for sustainable implementation of its mandate as defined under the Khyber Pakhtunkhwa Tourism Act 2019.
Within this context, SEED is now seeking to support implementation of KPCTA business plan and requires a consultant/firm to support in KPCTA’s organizational development through strategic sponsorship partnerships, improved marketing strategy, enhanced social media outreach, and strengthened promotion of its properties and touristic activities. In line with these goals, the organization intends to engage professional consultants/firm with expertise in business development/ marketing including developing sponsorship proposals and onboarding sponsors, marketing strategy, branding, and social media management.
The objectives of this assignment are to;
- Develop a comprehensive marketing/ sponsorship package for KPCTA to attract potential sponsors and partners,
- Formulate an effective marketing strategy to promote KPCTA and its touristic offerings,
- Identify and onboard sponsors to establish long-term partnerships.
- Enhance social media outreach to engage a wider audience and increase visibility.
- Improve branding of KPCTA's properties and touristic activities to drive revenue growth.
The selected consultants/ firm will be responsible for the following tasks:
- Conduct a thorough assessment KPCTA's current marketing approach and strategies, social media presence, and promotional efforts.
- Develop a comprehensive marketing package including sponsorship tiers, benefits, and promotional opportunities for potential sponsors.
- Collaborate with KPCTA to devise a targeted marketing strategy that highlights key attractions, unique selling points, and values.
- Identify and approach potential anchor sponsors, presenting them with tailored sponsorship proposals and negotiating terms in coordination with KPCTA.
- Create and execute a social media plan that includes content creation, scheduling, community engagement, and analytics tracking.
- Propose a branding strategy to enhance KPCTA's visual identity and messaging across various platforms.
- Provide regular analytics, advisory support and recommendations for ongoing improvement.
Deliverables & Payment Schedule
Payment Disbursement (%)
D1. Comprehensive Sponsorship Package
- Sponsorship Tiers and Benefits: Clearly defined levels of sponsorship (e.g., Platinum, Gold, Silver) with corresponding benefits such as logo placement, event participation, promotional opportunities, and recognition.
- Promotional Opportunities: Detailed descriptions of how sponsors will be promoted through various channels, including events, online platforms, and marketing materials.
- Customization Options: Options for sponsors to tailor their involvement based on their preferences and business objectives.
- ROI Demonstration: Clear explanations of how sponsors' investments will translate into tangible returns and value for their businesses.h
D2. Signed Agreements with Sponsors
- Shortlisting of Potential Sponsors: Based on their relevance to tourism and eco-friendly practices.
- Customized Proposals: Tailored sponsorship proposals for each potential sponsor, addressing their specific goals and how the partnership aligns with their brand.
- Partnership Terms: Clear outline of the rights, responsibilities, and benefits for both the organization and the sponsor.
- Financial Arrangements: Details of the financial commitments, payment schedules, and any revenue-sharing arrangements.
- Activation Plans: Description of how the sponsor's brand will be activated and integrated across various platforms and events.
- Long-Term Vision: An emphasis on establishing a lasting partnership that benefits both parties beyond individual campaigns and or events.
- Engaging Prospective Sponsors: Crafting persuasive pitches, and successfully sealing the deal
- Signing of Agreement with Sponsors
Note: The consultants shall only support the process by laying guidelines and necessary documentation. Final selection and approvals or otherwise shall solely be based on decisions by KPCTA authorities as per their best judgements.
D3. Marketing Strategy
- Target Audience Analysis: In-depth research and segmentation of the target audience, understanding their demographics, preferences, behaviors, and needs.
- Promotional Strategy: Identify effective channels, develop messaging, plan content, and create campaigns to reach and engage the target audience.
- Promotional Campaigns: Proposed promotional campaigns and initiatives aligned with key events, seasons, or industry trends.
D4. Collaboration with organizations & influencers (at least 3 organizations & 5 influencers)
- Influencer Collaboration: Identification and collaboration with relevant influencers or brand advocates to amplify social media reach.
- Original Content Creation: Creation of engaging and relevant content, including text, images, videos, infographics, and interactive posts.
- Content Calendar: A monthly plan outlining the type, frequency, and timing of social media posts across various platforms.
- Community Engagement: Strategies for fostering audience engagement through responses to comments, messages, and participation in discussions.
Social Media Analytics & Conversion
- Metrics and Analytics: Identification of relevant metrics to measure the effectiveness of the marketing strategy, such as website traffic, social media engagement, and conversion rates.
- Reports: Regular reports detailing key performance indicators (KPIs) such as follower growth, engagement rates, click-through rates, and reach.
The duration of the assignment will be 6 months from September 2023 to February 2024.
The consultant/firm will report directly to the SEED Output Lead and will work closely with the SEED Team Lead.
Technical Assistance Structure:
The TORs are open both for a firm or a team of individual consultants. Ideally the team should include an investment expert, financial expert and a communications/ social media expert.
Experience and Skills
The Consultant/ firm will be selected based on the following criteria:
- Demonstrated expertise in sponsorship development, marketing strategy, branding, and social media management.
- Relevant experience in the tourism or hospitality industry and successful track record of increasing revenue through similar initiatives.
- Proposed approach, creativity, and alignment with KPCTA’sobjectives
- Strong project development and stakeholder management skills
- Ability to liaison with a range of stakeholders.
- Ability to communicate effectively in order to communicate complex and technical information to technical and general audiences.
- Excellent interpersonal and communication skills and sensitivity to cultural, socio-economic and political differences.
Social Inclusion Checklist
Follow up guidance if yes
Are there chances that the initiative will negatively impact socially excluded groups?
Are there opportunities within the initiative to incorporate the views of and/or collect data on socially excluded groups? (For example, in consultative sessions). Are there opportunities to add SI nuanced analysis/recommendations?
Are there opportunities within the initiative to positively impact socially excluded groups?
The initiative may increase tourist activities/influx in low-income areas through outreach and promotional activities that may eventually lead to improved public spending and development in those areas
Values & Obligations:
All members of the SEED team are expected to adhere to the following values and obligations:
- At all times working collaboratively and openly with other members of the SEED team, proactively providing guidance, advice and sharing experiences in order to solve problems, overcome challenges and manage risks together.
- Freely and openly sharing information gained from government counterparts, FCDO or other international projects with other members of the team.
- Respecting the confidentiality of the SEED team’s discussions, assessments, decisions and plans or agreements with FCDO; sharing information with external parties only when authorised to do so by the Team Leader or Deputy Team Leader.
- Adhering to decisions taken by the programme’s leadership and taking collective responsibility for implementing those decisions and communicating them to counterparts or other external parties.
- Ensuring they have an accurate understanding of policies and decisions made by FCDO that relate to SEED and respecting and adhering to those policies.
- Complying with the channels set out by ASI for all communications with FCDO through the SEED leadership structure.
- Careful coordination with other team members of communications and meetings with government counterparts to ensure coherence of technical advice and as efficient use of counterparts’ time as possible.
- Constant monitoring of risks to the delivery of SEED activities and achievement of objectives, as well as the reputation of SEED and FCDO, and swift referral of those risks to the Team Leader and Deputy Team Leader.
- Consultants are obliged to look out for, and report human rights abuses known and rumoured to have taken place connected with or undertaken by our counterparts. In the event that consultants gain information about any such abuses they should report the matter in line with the procedure contained in the SEED Human Rights Assessment and Framework document.
- Professional coordination with other internationally funded programmes supporting SEED, including briefing those programmes when requested by the Team Leader or Deputy Team Leader.
- Contributing constructively to team meetings, development of workplans, risk assessment, progress reviews and report writing, as well as external evaluations by FCDO or its independent evaluation advisers.
- Complying with SEED’s media policy of referring all inquiries from the media to the Team Leader and Deputy Leader before responding in any way to those inquiries.
- Minuting all meetings with officials from FCDO and sharing those minutes with the Team Leader and Deputy Team Leader at the earliest opportunity.
- Maximising the impact of the programme’s limited resources by ensuring expenditure on travel, accommodation or other costs is as efficient as possible.
- Complying with financial procedures designed to protect the financial integrity of the programme and notifying the Deputy Team Leader and Project Managers of any incidents that threaten that integrity.
- Complying with ASI’s Duty of Care and security procedures designed to ensure safety of personnel and notifying the Deputy Team Leader and Project Managers of any incidence that threaten the security of personnel or assets of the programme.
Compliance with Working Policies
- Consultant(s)/Subcontractor(s) shall observe the highest ethical standards during the performance of Services related to this assignment and must comply and apply business practices that follow the Adam Smith International’s `Code of Conduct available at: https://www.adamsmithinternational.com/about-us/policies/code-of-conduct-2018/.
- Consultant(s)/Subcontractor(s) shall apply zero tolerance to terrorism or the financing of terrorism; bribery or corruption of any kind; human trafficking or modern slavery; safeguarding or child protection breaches, money laundering, fraud, or tax evasion; and discrimination. They shall use reasonable endeavours to give effect to any reasonable request from Adam Smith International to adjust working practices for this purpose or otherwise to promote positive social or environmental impact.
- Consultant(s) and subcontractors shall perform all obligations under the contract with necessary skill, diligence, efficiency, and economy to satisfy acceptable professional standards and in accordance with Good Industry Practice and payments are subject to the satisfaction of ASI in relation to the performance by the Consultant(s)/Subcontractors of obligations under this contract.
- If for any reason ASI is dissatisfied that the Consultant(s)/Subcontractor(s) is not or has not been carrying out their duties, obligations and responsibilities under this contract, an appropriate sum may be withheld from any payment otherwise due to the consultant(s)/subcontractor(s). In such event, ASI shall identify the element(s) of the Services with which it is dissatisfied together with the reasons for such dissatisfaction in coordination with the SEED technical team. Any payment by ASI to the contractor/subcontractor of the amount outstanding will be made upon remedy of any unsatisfactory work or resolution of outstanding queries.
- Should ASI determine after paying for a particular part of the Services that this has not been completed satisfactorily, ASI may recover, or withhold from further payments, an amount not exceeding that previously charged for that part of the Service until the unsatisfactory part of the service is remedied to its satisfaction.