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Request for Proposal (RFP): FY24 social media content development and management for young KPs

: Family Health International

: Nonprofits / องค์กรไม่แสวงหาผลกำไร

: 1141

: 5 April 2024

30 April 2024

Background

About FHI 360:

FHI 360 is a nonprofit human development organization dedicated to improving lives in lasting ways by advancing integrated, locally driven solutions.  Our staff includes experts in health, education, nutrition, environment, economic development, civil society, gender, youth, research, technology, communication, and social marketing- creating a unique mix of capabilities to address today’s interrelated development challenges.  FHI 360 serves more than 70 countries and all U.S. states and territories.

 

EpiC Project – Young KPs Intervention Background:

The Young KPs Intervention by the Meeting Targets and Maintaining Epidemic Control (EpiC) Project is a forthcoming initiative scheduled to commence in May – September 2024 aiming to increase the number of  HIV testing and PrEP uptake and also reach the unserved and high-risk group among young KPs who are MSM and TG aged between 15-24

The intervention plans to engage young KPs from diverse social settings to expand access to HIV services among friends and young neighbors within their respective communities. They will also support EpiC to develop targeted media outreach strategies to normalize and mainstream HIV services among young people. EpiC will promote collaboration between young KPs, government, and the private sector to amplify the reach and impact of these outreach efforts.

One of the key components of the Young KP Intervention is the development of a dedicated social media campaign to effectively communicate with young people, with a particular focus on out-of-school KPs, young migrants, and young chemsex users. EpiC seeks a digital marketing /social media agency – ideally experienced in marketing to youth generally and key population audiences specifically - to design, to manage, and to run the campaign with inputs and oversight from a Young KP Committee established by FHI 360.

EpiC supports a number of local community-based, KP-led organizations in Thailand who conduct their own online and offline activities to promote HIV services. The selected social media agency will coordinate activities under the Beyond campaign with our other partners to ensure consistent messaging and reach a wider audience and will also provide capacity strengthening for these organizations to improve their own social media activities.

In summary, the Young KPs Intervention by the EpiC Project in FY24 is a comprehensive effort to increase the accessibility and utilization of HIV services among young KPs. It focuses on community engagement, awareness campaigns, and targeted outreach to ensure that all young KPs, including those in marginalized groups, can access essential HIV and STIs services.

 

Required Services:

1. Social Media Strategy and Content Development:

• Develop the social media strategy based on the information obtained from the focus group discussion activity with young KPs conducted by EpiC or others reliable resources
• Create engaging and informative platform-native contents related to PrEP, HIV self-test, U=U concept, mental health, and young MSM/TG-interested topics for Facebook and TikTok.
• Curating the content from relevant and reliable sources.
• Develop and produce visually appealing graphics, videos, and written content that resonate with the young target audience.
• Ensure content complies with TikTok and Facebook account policies and guidelines.

2. Social Media Management:

• Regularly update (refer to Worklist and Deliverables section) and maintain the "Beyond" TikTok and Facebook fan page account.
• Schedule posts at optimal times for maximum visibility and engagement.
• Respond promptly to comments, messages, and inquiries on both platforms.
• Implement strategies to grow the fan base and increase followers.
• Find opportunities for collaborating with trending influencers or build brand ambassadors.

3. Advertisement Tracking and Optimization:

• Set up and monitor advertisements promoting sexual pleasure with additional knowledge about PrEP, HIV self-test, and other relevant content.
• Utilize analytics tools to track the success of advertisements, including reach, engagement, and conversion rates.
• Implement A/B testing to optimize ad performance aiming to have the highest level of engagement and identify the most effective messaging and visuals.
• Provide quarterly reports on advertising metrics and insights.

4. Integration with "TestMeNow" Booking System:

• Collaborate with the "TestMeNow" booking system to ensure seamless integration with the advertising campaign.
• Track conversions from advertisements to bookings and analyze the user journey.
• Implement strategies to increase the conversion rate of users booking tests.

5. Coordination with EpiC Project:

• Collaborate with other social media accounts supported under but not limited to the EpiC project to amplify messaging and reach a wider audience.
• Share relevant content and coordinate joint campaigns to enhance the overall impact.

6. Coaching and Mentoring for EpiC Thailand Partners and Young KPs-Led Committee and young KP influencers:

• Conduct training sessions on advertisement optimization, focusing on best practices and strategies for effective outreach and short video editing on TikTok.
• Conduct workshops to promote young KP influencers’ engagement in HIV-raising awareness campaigns targeted on HIV testing and PrEP service uptake.

7. Reporting and Evaluation:

• Generate quarterly reports summarizing the performance of the advertising campaign.
• Evaluate the effectiveness of different content types and advertising strategies on a quarterly basis.
• Provide recommendations for continuous improvement on a quarterly basis.

8. Adaptation to Emerging Trends:

• Stay updated on trends in social media, advertising, and sexual health communication.
• Implement strategies to adapt to emerging trends and technologies for maximum impact.

9. Feedback and Iteration:

• Solicit feedback from the target audience and stakeholders.
• Use feedback to iterate and improve content and advertising strategies.

 

Worklist and Deliverable:

Work Item	Description	Deliverables
Proposed plan and strategy	Develop the social media strategy including, Beyond mission and vision, branding ideas, key drivers of behavior, behavioral goals, mood tone & theme, and list of potential influencers.	1 presentation of proposed plan presented to EpiC Tech Team for review. And 1 final presentation of the revised plan according to EpiC Tech Team.
Content development and advertisement design	Develop content related to the SOW and finished design ready for advertisement on TikTok and FB account	12 finished-designed graphic contents per month on FB account. And 20 short videos per month on TikTok account. 10 or more influencers (with 20k followers) sharing contents regularly.
Social Media management	Manage advertisement on Beyond TikTok and FB account to ensure the efficiency and effectiveness of advertisement.	3 Reports on advertising metrics and insights as well as conversion to TestMeNow booking system on quarterly basis.
Coaching and Mentoring for EpiC Thailand Partners	Provide 2-5 training sessions on advertisement optimization, focusing on best practices and strategies for effective outreach and short video editing on TikTok.	1 report of coaching and mentoring result of advertisement.
Feedback and Iteration	Summarize the lesson learned and deliver a r report on recommendations for effective social media management.	1 Summary report.

 

Remark: Format and topics of the report to be mutually agreed upon between the vendor and FHI 360 after commencing the contract.

Deliverable Period: All the services need to be submitted to FHI 360 no later than September 20, 2024.

 

Qualifications/Skills

• High expertise on online campaigning, social media management, especially on TikTok platform.
  • High expertise on influencer marketing for young LGBTQIA+ under 25.
  • High expertise on develops the HIV and sexual health related creative content for online marketing.
  • High expertise on building social media brand value and design.
• Having experiences and expertise on content development related to the lifestyle of Man who have sex with man (MSM), Sex worker (SW), and Transgender women (TGW)
• Familiarity with MSM, SW and TGSW context and knowledge of HIV testing, PrEP/PEP, HIV treatment, U=U and Chemsex issue in Thailand for content production.

 

The vender must include the following components:

• Company profile or past portfolio
• Quotation which includes their service fee and transportation fee
• Payment condition and other necessary information.

 

Method of Deliverable Submittal:

• The vendor will be submitted all admin and finance related documents to Procurement.EpiC.TH@fhi360.org
• The vendor will be submitted the summary report via e-mail with attached document in Microsoft Word and PDF format to sutida@FHI360.org

 

Timetable and Address for Submission:

• Proposals are due no later than 5:00 PM on April 18, 2024
• Required documentation listed below must be e-mailed to: Procurement.EpiC.TH@fhi360.org

 

Evaluation Criteria:

Proposals will be evaluated in accordance with the following criteria:

• The proposal demonstrated the understanding of social media for young KPs (Preferably having knowledge in sexual health and HIV prevention): 50% 
• Value for the proposed cost: 30% 
• Relevant experience: 20%

 

Reserved Rights

All RFP responses become the property of FHI 360, who reserves the right in its sole discretion to:

• Disqualify any offer based on offeror failure to follow solicitation instructions.
• Reserve the right to award based on the initial evaluation of offers without discussion.
• FHI 360 will not compensate vendors for preparation of their response to this RFP.
• Issuance of this RFP is not a guarantee that FHI 360 will award a purchase order.

Disclaimers:

The vender to be selected to perform this work is subject to all the terms and conditions set forth at this web location [https://www.fhi360.org/poterms] Supplier’s delivery of products, performance of services, or issuance of invoices in connection with this purchase order establishes Supplier’s agreement to the Terms, including, the safeguarding policy [https://www.fhi360.org/about-us/compliance-office].

Contact : Procurement.EpiC.TH@fhi360.org

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นักสื่อสารออนไลน์ / Online communication