Institutional Consultancy on Search Engine Advertising Services

Location: Vietnam

Organisation name: UNICEF Viet Nam

Deadline: by end 07 Nov 2021, Hanoi local time

1. Background

UNICEF has core funding that supports operating costs and creates programmes and approaches that save the lives of children. However, this out-of-country funding is diminishing.

In line with the changing country context, UNICEF Viet Nam seeks to identify new partnerships and relationships, introducing additional resource mobilization/funding opportunities in order to reach and address the challenges facing children in this country.

The main fundraising approach will be digital. The PSFR Business Plan has set out the ambition of the country office leading innovative digital fundraising towards 60,000 regular givers within 5 years. In this journey, an institution specializing in digital marketing and search engine advertising (SEA) will help the country office to achieve this goal.

2. Purposes and Objectives

UNICEF seeks to hire an institution to work on Search Engine Advertising planning and implementation. UNICEF will work closely with the selected institution to ensure this planning and implementation process is tailored to feature the agreed key words related to the key programmatic content and business of UNICEF in Vietnam, with an aim to:

Generate revenues coming from donations through SEA sources
Generate Leads, increase the conversion rate to turn Leads to donors, pledge donors, major donors and any kind of supporters
Generate quality traffic, more engaged audience and reach new audience.
Increase the click-through rate, as the number of clicks on UNCEF Vietnam’s website can quickly be increased through the posting of advertisement space.

Objectives

Clicking from SEA to UNICEF Viet Nam website 200,000-300,000 visits
Conversion rate from user coming from CPC to UNICEF Viet Nam website to donationsat 3% (from the date donation forms go live)

Increase the click-through rate, as the number of clicks on UNCEF Vietnam’s website can quickly be increased through the posting of advertisement space.
Generate Leads, increase the conversion rate to turn Leads to donors, pledge donors, major donors and any kind of supporters

Target audience: includes but not limited to the general public over 30 years old using search engine platforms, individual supporters, existing pledge donors, etc.

3. Qualifications and experience required

The consulting institution should have:

Ability and proven experience in digital marketing, developing and implementing SEA campaigns and digital intelligence.
Relevant experience to Viet Nam’s context, having Vietnamese language capacity and working on children’s right issues or public engagement is an asset.
Qualified staff with higher education degree level in the field of digital marketing, communication, advertising, public relations, and a minimum of ten years of relevant professional experience.
Availability of technical equipment for creative and digital marketing execution.
Ability and proven experience in multi-tasking, in taking initiative and working effectivelyunder tight deadlines.
Excellent written, oral and interpersonal skills (capacity to deliver in English andVietnamese is required).
Working experience with UNICEF and UN agencies are the assets

4. Technical evaluation criteria and relative points

The ratio between technical and financial proposal for this task is 70:30 respectively. Only those proposals that score 50 points (70% of technical points) on the technical proposal will be shortlisted. Each technical proposal will be assessed first on its technical merits and subsequently on its price. A maximum of 70 points is allocated to the technical component and 30 points for the price component, with a maximum possible total score of 100 points.

The proposal obtaining the overall highest score after adding the scores for the technical and financial proposals is the proposal that offers best value for money and will be recommended for award of the contract. UNICEF will set up an evaluation panel composed of technical UNICEF staff.

In making the final decision, UNICEF considers both technical and financial aspects. The evaluation panel first reviews the technical aspect of the offer, followed by the review of the financial offer of the technically compliant vendors.

The Proposers must have relevant experience of Viet Nam's context and working on children's right issues or public engagement, and have Viet Nam language capacity.

Details of the project can be found in attached Terms of Reference and the LRPS-2021-9170782

Proposals must be sent by email to procurementvn@unicef.org