Education Cannot Wait - communication strategy

Clarifications Q&A December 20, 2017: - In reference to audience-specific deliverables (mapping & analysis, recommended outreach methods, etc); how many audiences should be detailed in the final report – all 8 listed in the TOR? – The final strategy should include recommendations on how to reach all 8 audiences. - As part of our information-gathering and audience analysis, we would recommend performing interviews with key representatives of each audience to be considered, and/or doing an online survey of a broader group of individuals in each audience. Would ECW be able to provide access to such contacts? How much access can we expect for stakeholders, both internal and external? - Yes. ECW can provide access to such contacts. We conducted a similar survey when devising the brand identity and ECW assisted in the outreach to both internal and external stakeholders. - In reference to the request to “revise existing brand guidelines” - can you detail the amount of change you expect to be involved here – is this a minor update to add the new values and voice; or do you expect a more thorough evolution (or revolution?) of the visual design system to reflect the new narrative? Are the logo and primary color expected to stay the same? Can you provide the current guidelines document for our reference? - This is a minor update. We do not envisage any significant changes to the visual assets and require only minor updates to reflect the voice/values. We expect the logo and primary colour to stay the same but would like to revisit the secondary palette. Please find attach the Brand Book for your reference. - For pricing purposes, can you provide additional detail on the scope of the following components: ECW map & infographics (is this a template or a series of final artwork?), press kit (how many components included) - The infographics are a set of templates that ECW can update accordingly. The map should show where ECW is operational and the donor countries. We will explore making this a more interactive piece with the support of our web developers. With regards to the press kit, we will develop a dedicated media strategy in house but the press kit should include some insights to feed into the development of the strategy, essential questions for the media Q & A and an ECW boilerplate. - What are the primary criteria for success of this initiative? - Our goal is to become a trusted voice for children in emergencies and success in this case means having the right approach and architecture in place to support our wider advocacy and engagement goals. The strategy itself is about communicating to advocate, inform, engage and raise resources. Is there a specific, defined, budget for this initiative? This sort of project can be done very thoroughly – with deep research into the needs and expectations of each audience – or very ‘lean,’ with fewer interviews, for example. Any guidance would be useful to ensure we can meet your needs. This is the an open tender. UNICEF is looking for the best offers for the services. It will be a mix of the two. We want deeper research on our primary audiences who are elite-level decision makers. We can be leaner in the case of audiences that are less relevant for our advocacy including the private sector and the general public.

Clarifications Q&A December 18, 2017: - On page 4 of the Terms of Reference document, section 6 (evaluation process and methods) item B, the document references a financial proposal format outlined in Annex 2. I do not see a financial format attachment in the available documents. Can you please send your preferred outline document? – Attached. - What is the preferred pricing structure? a. Itemized by individual service with project total – Preferred. b. Fully loaded hourly rate by job title/function c. Overall total cost 3. Is there currently an incumbent providing similar services to the ECW program? – N/A 4. Are there any budget parameters set for this RFP? – This is the an open tender. UNICEF is looking for the best offers for the services.