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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.”