Download TERMS OF REFERENCE NATIONAL SHORT

TERMS OF REFERENCE
NATIONAL SHORT-TERM CONSULTANCY (NSTC)
1 MONTH TOTAL INPUT
CONSULTANCY FOR KFS COMMUNICATION STRATEGY
BACKGROUND
The overall objective of the “Miti Mingi Maisha Bora – Support to Forest Sector Reform in
Kenya” (hereafter MMMB Programme) is: “A reduction in poverty through ensuring that the
forest sector contributes to improving the lives of the poor while restoring the environment, and
aiding the economic recovery and growth of Kenya, within the context of Vision 2030”. The
Programme purpose is: “Improved forest and woodland management and utilization practices,
and a transformation of policy and institutional arrangements to serve the needs of communities,
the private sector, civil society and the government”. Three institutions - Ministry of
Environment, Water and Natural Resources (MEW&NR), the Kenya Forest Service (KFS) and
Kenya Forest Research Institute (KEFRI) are responsible for the programmes implementation.
Kenya Forest Service is a State Corporation formed through the Forest Act 2005 with a mandate
to conserve, develop and sustainably manage all forestry resources. The Corporate
Communications Department was hence formed in October 2007 to provide communication
support to the Service. Since 2009, it has undertaken numerous activities in support of
implementation of specific objectives and programmes set down in the KFS Strategic plan.
However, much more still needs to be done to publicize KFS and build its brand.
In 2009, a Communication Strategy was drafted to cover a period of five years (to June 2014).
This Strategy is therefore naturally due for revision; however the need has recently been
amplified by significant changes in the Kenya public domain, several of which will have a
significant impact on the shape and form of KFS and on its interface with key stakeholders and
the public at large. It is very necessary that the KFS communication approaches keeps pace
with these changes and particularly those associated with amalgamation of Parastatal’s and
devolution of roles and functions to County Government administrations.
The Communication Department within KFS also needs to grow and deliver services that are
aligned to the revised KFS Strategic Plan and other national development blueprints. It must
keep abreast of technological advances and make full use of social media and social networks.
As a new organization, the current strategy focused on building a recognizable KFS brand to
differentiate from the former Forest Department. The need now is to focus on uplifting this KFS
brand and to ensuring a trajectory in accord with its aspiration of being a leading organization in
sustainable forest management and conservation globally.
PURPOSE OF THE CONSULTANCY
The purpose is to role the KFS Communication Strategy forward, and to modernize it with
respect to making effective use of technology and bringing it into line with contemporary public
sector changes and parastatal reorganizations.
This Strategy will guide communication investment for the next five years from July 2014 to
June 2019.
SPECIFIC TASKS AND MODE OF WORK
Taking into account the mandate, roles and functions of the KFS and its relationship with wider
public, the consultant will undertake the following tasks:
1. Review KFS communication objectives and policies, with particular reference to the
objectives and programmes set down in the KFS Strategic plan
2. Carry out a situational analysis on existing communication processes within KFS,
including identifying existing actors, roles and expectations with regard to
communication processes
3. Identify crucial bottlenecks, gaps and constraints in the present handling of
communication at KFS that, if addressed, could lead to more efficient management and
use of information;
4. Develop clear and attainable goals for the future communication management at KFS;
5. Formulate a draft KFS Communication Strategy which clearly establishes the purpose,
scope and approaches and which includes a range of specific and implementable substrategies;
6. Assess the capacity within the Corporate Communication Department, and of KFS at
large, with view to identifying opportunities to more effectively deliver communication
services
7. Within the context / framework of the KFS Corporate Strategy, identify target focus
groups
8. Review and develop the key messages for each target group and identify appropriate
methodologies for delivering these
9. Provide a financial estimate for the implementation of the Strategy.
10. Present a final draft strategy including a road-map for implementation to a Technical
Committee
11. Revise and present a final draft Communication Strategy and Roadmap For
Implementation, having regard to the comments and direction provided by the KFS
Technical Committee
REQUIRED OUTPUTS
1. A draft ‘Communication Strategy (July 2014 – June 2019)’ for KFS
2. A ‘Roadmap For Implementation’ of the Strategy; and
3. A financial estimate for implementing the Strategy
TIME TABLE
The national consultancy input is 1 months (21 days). The consultants will work at KFS
Headquarters in Nairobi.
QUALIFICATION
The consultant should have the following qualifications and experience:

A Master’s degree in a relevant field (for instance in Mass Communication).

Familiarity with contemporary communication approaches, tools and methodologies,
including use of social media networks

Knowledge of and experience in developing communication approaches within a Kenya
government or parastatal institution

Experience in communication strategy design and management in the private sector
would be an added advantage

A minimum of 5 years working experience (post-graduation) in corporate
communications
SUBMISSION, RECEIPT, AND OPENING OF PROPOSALS
The original proposal (Technical Proposal and Financial Proposal) shall be prepared in indelible
ink. It shall contain no interlineation or overwriting, except as necessary to correct errors made
by the firm itself. Any such corrections must be initialed by the persons or person authorized to
sign the proposals.
For each proposal, the consultants shall prepare the number of copies indicated in herewith
below. Each Technical Proposal and Financial Proposal shall be marked “ORIGINAL” or
“COPY” as appropriate. If there are any discrepancies between the original and the copies of
the proposal, the original shall govern.
The original and all copies of the Technical Proposal shall be placed in a sealed envelope clearly
marked “TECHNICAL PROPOSAL,” and the original and all copies of the Financial Proposal
in a sealed envelope clearly marked “FINANCIAL PROPOSAL” and warning: “DO NOT
OPEN WITH THE TECHNICAL PROPOSAL”. Both envelopes shall be placed into an
outer envelope and sealed. This outer envelope shall bear the submission address as indicated in
the advertisement and other information indicated herewith below and be clearly marked, “DO
NOT OPEN, EXCEPT IN PRESENCE OF THE OPENING COMMITTEE.”