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Universal App Program Marketing Consultant
Terms of Reference
Background
The Global Disaster Preparedness Center (GDPC) is a joint venture between the International
Federation of Red Cross and Red Crescent Societies (IFRC) and the American Red Cross. The
GDPC aims to expand and enhance disaster preparedness (DP) capacities of RC/RC national
societies and other DP practitioners through a service, demand-driven approach. The GDPC
focuses on three areas of services: knowledge management, technical assistance and
research.
Established by GDPC in May 2013, the Universal App Program (UAP) proves the concept that
simultaneous app development by multiple national societies is not only possible but also cost
effective and efficient. National societies are able to manage their own customization in the
easy to use interface that efficiently and cost effectively provides access to app development.
To date, the GDPC has worked in tandem with national societies to develop more than 50 First
Aid and Hazard apps.
Justification for Consultancy
Our experience with the Universal App Program shows that the success of a mobile application
– demonstrated in part by download numbers and interest of the public -- depends on a national
society’s commitment to developing a focused and sustained marketing program to engage the
public. Our experience further demonstrates that capacity of national societies vary and that
some lack resources or experience to develop a strong marketing strategy to engage the public.
In response, the GDPC seeks to research and develop materials that will assist national
societies to launch and promote the app.
Objective of Consultancy
This is a 6-week consultancy. The goal is to produce reference materials and guidance tools
that will encourage national societies to promote a successful app launches.
Scope of Work
The consultant will work with the UAP team at the GDPC as a marketing advisor and social
engagement specialist. In close coordination with the GDPC, the consultant will develop easy
to use marketing tools for use in planning for future app launches and in promotional marketing
where the app is live. The consultant will capture, document and share lessons learned from the
program in order to identify, understand and replicate successful app launches and promotion
campaigns. The consultancy will be done remotely with possible travel to Washington DC to
meet and debrief with the UAP team. Travel to national societies will not be required. As
needed and in consult with the GDPC, the consultant will be in contact with national societies by
email, phone and/or Skype in order to collect information.
Supported by:
Length of consultancy: 6-weeks, available as soon as possible
Deliverables and timeline
Phase 1: Mapping of good practice: In consult with the GDPC App team, the consultant will
compile and sort information to create files and a summary documents outlining what other
national societies have done. The consultant will produce a literature review of research
practices used by other organizations for good marketing practices to plan for official
launches.
Deliverables:
1. A shareable electronic document with Timeline: 2 weeks – total consulting days: 10
a summary of identified good
practices for the whole of the UAP.
2. A shareable electronic list of
examples used by national societies
broken down by geographic region.
This list will include the contact
information for national societies
willing to serve as references for other
national societies in the program.
3. Compiled folder on Google Drive with
photos, screenshots all labeled and
sorted by the name of national
society.
Phase 2: Capacity-building marketing: Design, develop and create orientation modules on
key marketing and communication strategies and produce a reference kit to distribute to
current and new participants that will include best practices and guidance for use in all
national societies.
Deliverables:
1. Orientation modules on key marketing Timeline: 4 weeks – total consulting days: 20
and communication strategies.
2. Universal marketing kit that contains
written and electronic materials that
will include guidance for press
releases, template for a press
release, ideas for creating an app
logo/icon, slogan, screenshots and
other templates at the discretion of
the consultant.
3. Templates for print and electronic
materials with the understanding they
will be replicated by national society
members.
Supported by:
4. Instructional PowerPoint presentation
that includes marketing methodology
and pictures.
Requirements of consultant
1. Demonstrated experience with marketing trends and methodology.
2. Ability to work independently and in collaboration with a team – sensitivity to different
cultures.
3. Familiarity with work of the Red Cross and Red Crescent global network and knowledge
of the international humanitarian relief sector preferred.
4. Knowledge and familiarity with mobile applications and social media, including Skype,
Twitter, Facebook, Instagram and LinkedIn.
Selection Process
The proposal will be evaluated on the above criteria and should include the following:
1. Demonstration of an understanding of the terms of reference with an innovative
approach to undertaking the research on case study methodology and a guidance
document on developing marketing tools.
2. CV/Résumé and biography of consultant(s) with experience as applicable to the project.
3. Concise work plan and budget broken down by activities.
4. Proposal template not to exceed
Payment terms
Payments are all-inclusive and are contingent upon above stated deliverables. The initial
disbursement of 30% of the budget will occur upon receipt of the Phase 1 deliverable. The
second and final disbursement of 70% of the total budget will occur upon receipt of the Phase 2
deliverable.
Deadline for submissions: April 15, 2015
Please send CV and proposal template to [email protected], specifying ‘Universal App
Program Marketing Consultant' in the subject line. Applications will have a maximum of five
pages using the GDPC template, excluding budget and annexes. Only complete applications
will be considered.
Supported by: