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Terms of Reference
Provision of Direct Marketing Services for UNICEF Bulgaria


Start date: 01.09.2013

End date: 28.02.2014



  1. BACKGROUND INFORMATION

Since 1946 UNICEF has been the world’s leader for children, represented in more than 190 countries to help children survive and thrive, from early childhood through adolescence. UNICEF supports child health and nutrition, quality basic education for all boys and girls, and the protection of children from violence, exploitation, and AIDS.

 

UNICEF is funded entirely by the voluntary contributions of individuals, businesses, foundations and governments thus UNICEF needs regular funding in order to operate and deliver results for children.



Special focus in terms of fundraising for 2013 in Bulgaria is the area of early childhood development (ECD). UNICEF approach is based both on scientific evidence that survival, growth and development of children cannot effectively be achieved and sustained through partial interventions and on the recognition that children as human beings have inalienable human rights. UNICEF approach to ECD recognizes the pivotal role of families and the need to invest in their capacity to protect and nurture children. Parents generally have the first line of responsibility to provide for a child’s basic needs, to protect the child from harm, and to create a family environment that supports the child’s optimal development. A focus on ECD ensures that the child and family are at the center.

UNICEF programmes in Bulgaria have specific focus on the group of the most disadvantaged children such as children in institutions, children living in poverty and children with disabilities.



In 2013 UNICEF started the development of early childhood development programme “Best start in life” in Shumen region aiming to address the needs of the families of small children. The long-term objective is this pilot program to become a model which will be implemented in other regions of the county.

See the Annex for details on the ECD programme. Additional information on the project is available online at: http://unicef.bg/proekti/Nay-dobar-start-v-zhivota-na-vsyako-dete/18


UNICEF approach in fundraising in Bulgaria

UNICEF Fundraising activities support the UNICEF programs in Bulgaria and abroad. The fundraising campaigns of UNICEF aim to:



  • Sensitize the general public towards the challenges and the needs of the children in Bulgaria (presenting the issue).

  • Engage the public with the solutions that are the best for children and families. (presenting the solution – support to families and visiting nurses)

  • Raise funds from individuals and corporate sectors (presenting the impact and call for action)

  • Engage individuals and companies in long-term support as UNICEF pledge/monthly/regular donors. More information on BLAGODETEL programme for monthly donations is available on: http://unicef.bg/kampanii/Badi-BLAGODETEL-i-daryavay-detstvo/1



II. SCOPE OF WORK
As part of Bulgaria CO Fundraising Strategy 2013-2017 to mobilize Bulgarian society (including individual citizens and corporate sector) for the benefit of children, UNICEF Bulgaria is planning to carry out two direct marketing campaigns in the second half of 2013 for recruitment of new one-off and pledge donors. The campaigns will integrate direct mailing (DM), direct e-mailing (eDM) and telemarketing activities (TM).

In order to meet its fundraising targets UNICEF in Bulgaria is looking for agency contractor to develop and execute direct marketing activities as per UNICEF internal fundraising plan 2013.



1. Objectives of the campaigns

  • Drive individual and corporate one-off donations to UNICEF;

  • Convert UNICEF house list of individual donors to monthly donors (BLAGODETEL);

  • Engage UNICEF supporters and inspire them to spread the word: build a list of UNICEF supporters via new media.


2. Target Audiences of the direct marketing campaigns


  • Business sector: senior management of top Bulgarian companies and Small and Medium Enterprises (20 000, 30 000 or 40 000 contacts). UNICEF house list of donors (about 1000 companies).

  • Individuals: UNICEF house list of individual cash donors (about 1000); UNICEF e-mail list of online supporters (15 000 to 20 000).


3. Topics of the campaigns

  • The first campaign will contain appeal for donation via bank transfer/ direct debit in support of “Best Start in Life” programme for ECD. Additional information on the project is available online at: http://unicef.bg/proekti/Nay-dobar-start-v-zhivota-na-vsyako-dete/18

The DM and eDM will be a key element of an integrated communication and fundraising campaign that will take place in September – October 2013. The creative concept of the Direct Mail and Direct e-mail should be aligned with the main messages and key visuals of the media campaign which will be provided by UNICEF following the signing of contract. The agency should develop and/or adapt creative materials based following consultations with UNICEF fundraising team.

  • The second DM/eDM campaign will focus on raising funds for all UNICEF programmes in Bulgaria and will be implemented in the frame of wide media Christmas campaign. The creative concept should be aligned with the main message and key visuals of the media campaign, which will be provided by UNICEF.

4. Specific tasks of the assignment


  • Develop creative concept, copywriting and graphic design of 2 DM packs;

  • Print, personalization and packing of 2 DM packs;

  • Design, develop and send 2 eDM campaigns;

  • Provide rented or own distribution mailing list of 20 000, 30 000 or 40 000 contacts of senior managers of Bulgarian companies and SMEs;

  • Distribution of 2 DMs to approved data base of 20 000, 30 000 or 40 000 rented contacts and 2000 contacts of house list donors provided by UNICEF;

  • Follow up on undelivered and returned mails;

  • Elaborate contact list of people who positively replied to the DM.

  • Design, print and distribute Thank you letters to donors from the campaigns;

  • Implement and manage 2 TM campaigns following the sending of the DM to a small segment of the mailing list (1000, 2000 or 3000 of major companies and UNICEF house list of donors).

  • Monitor and report on the implementation of the campaigns. Provide weekly reports on the status of the mailing. Suggest adjustments if needed. Prepare final detailed report of the direct marketing campaigns against set KPIs by UNICEF.


5. Technical specification


5.1 Data base

Applicants are expected to provide proposal for data base (rented or own) of 20 000, 30 000 or 40 000 contacts of senior managers of Bulgarian companies and SMEs depending on availability. The proposal should include preliminary list of companies.



The source of the list should be identified as well as the price for rental and processing of the data base.
Segmentation criteria: Senior managers of major Bulgarian companies and SMEs based on annual turnover, number of employees, business sector.
Minimum required requisites of the database

  • Name of company

  • Business sector

  • Address for correspondence

  • Post code

  • Telephone

  • Number of employees

  • Turnover for 2012

  • Contact person: CEO/ Executive Director

  • Marketing Manager – if available

  • Finance Manager - if available

  • IT Manager - if available


UNICEF will provide additional list of house list donors (about 2000 contacts of both companies and individuals).
The donor database provided by UNICEF remains an exclusive property of UNICEF, which holds full copyrights of the database as a whole and its parts separately. Any technical transmission of the marketing database from UNICEF to the Agency does not lead to a change in ownership or copyrights. The contractor undertakes the obligation to use the donor database only as set down in the contract specific objectives - direct mailing. The contractor shall not reproduce, spread, sell, provide for commercial or any other purposes the database or parts of it, without written consent of UNICEF.

5.2 DM Pack production



  • Window enveloppe C6/5, 4+0

  • Letter - A4, 4+4, 80 gr, with personalization of name, address and amount

  • Donation form - blank A4, 1+0, with personalization of tracking code

  • Handling

  • Distribution by post or other;

  • Quantity: 20 000, 30 000 or 40 000 (depending on selected option) plus 2000 DM packs to UNICEF house list donors (provided by UNICEF);

  • Target groups: The DM Pack will be sent to a list of rented contacts of companies and UNICEF House list of individual and corporate donors. The appeal will be customized according to the target group (5 to 10 target groups will be specified based on various criteria).

  • Messages: The DM should clearly present the issue, the solutions that are the best for children and families (UNICEF project on visiting nurses) and the impact of UNICEF, followed by a call for action (appeal for one-off donation to companies; appeal for monthly donation to individuals).


Applicants are free to offer additional (to the requirements listed above) technical specification of the pack if this is in line with their creative concept for the DM activity in general.
Applicants are expected to provide price offers for 2 DM campaigns. Each of them includes production and distribution of a total of 22 000, 32 000 or 42 000 DM packs (includes rented data base and UNICEF House list).

5.3 Thank You Pack production


  • Enveloppe C6/5, 4+0

  • Letter A4, 4+4, 80gr, with personalization of Name, Address and ask amounts

  • Direct debit form - Blank A4, 1+0, with personalization

  • Handling

  • Distribution with Bulgarian Posts or courier or other;

  • Quantity: The expected forecast is 1% response rate (approximately 220, 320 or 420)

  • Target groups: The Thank you pack will be sent to contacts who made a donation within the campaign.

  • Messages: Thank you and pledge proposition for long-term support.

Messages will be customized according to the target group (5 to 10 subgroups groups will be specified based on various criteria).
Applicants are free to offer additional (to the requirements listed above) technical specification of the pack if this is in line with their creative concept for the DM activity in general.
Applicants are expected to provide price offers for 2 Thank you campaigns. Each of them includes production and distribution of approximately 220, 320 and 420 Thank you packs (based on actual response rate).
5.4. eDM


  • Design and HTML of eDM (appeal letter)

  • Sending of eDM to UNICEF House List of donors and supporters (15,000 to 20,000) segmented in 10 subgroups;

  • Design, development and sending of reminder e-mail and thank you e-mail;

  • Responsive e-mail design /mobile friendly;

  • Personalization of name, appeal and links to UNICEF donations page;

  • Tracking codes to be implemented for each target group.


Applicants are expected to provide price offers for 2 eDM campaigns based on the above described requirements.

5.4. Telemarketing
The Telemarketing will be delivered to a small segment of the database (1000, 2000 or 3000 contacts) of major companies and UNICEF house list of donors. The segmentation criteria will be specified prior to the launch of the campaigns.
Applicants are expected to provide price offers for 2 TM campaigns. Each of them will target1000, 2000 or 3000 contacts. Prices per unit successful call should be clearly defined for landlines and mobiles.
NB! All activities, visuals, materials, and etc. should be executed in line with the Brand Rules of UNICEF (the Brand book is attached).
The Price offers should be in separate sealed envelope in the main envelope of the proposal.

III. DELIVERABLES
Each direct marketing campaign will be carried out in 4 main stages:

  • Production and sending of direct mail and eDM

  • Follow up TM

  • Production and sending of thank you letters

  • Tracking of results and reporting

The assignment includes two direct marketing campaigns and the following deliverables:


1. Direct mail, eDM and Telemarketing September – October 2013

  • Creative concept, copy and design of first DM pack on “Best Start in Life” programme – 5 days following the signing of the contract;

  • Design of Direct e-mail based on approved creative concept of the DM and segmentation requirements of UNICEF – 10 days following the signing of the contract;

  • Provision of distribution mailing list (data base) as per UNICEF requirements – 5 days following the signing of the contract;

  • DM packs printed and eDM developed – 7 days following the approval of design and copy by UNICEF;

  • DM packs distributed to UNICEF house list of donors and rented address list – 5 days following the printing of the DM packs; Launch of the 1st DM campaign is planned between 1st - 10thOctober 2013. The second DM campaign will be carried out in November – December 2013;

  • eDM successfully conducted and sent to the set target groups and UNICEF e-mail list;

  • TM campaign implemented to a small segment of contacts – 10 days following the sending of the DM/ eDM

  • Thank you mails and e-mails delivered – up to 10 days following the donation;

  • Resending of undelivered and returned mailings in case they exceed 5% of the total letters sent;

  • Full contact list of people who positively replied to the DM is provided to UNICEF – up to 1 week after the donation;

  • Full Report on the TM campaign with comments by responders; - 5 days following the end of the TM campaign;

  • Detailed report of the first direct marketing campaigns against set KPIs. – by 15 November 2013;

2. Direct mail, eDM and Telemarketing November - December 2013

  • Creative concept, copy and design of second DM pack to be finalized by 15 October 2013;

  • Design of Direct e-mail based on the approved creative concept of the DM and segmentation requirements of UNICEF – by 25 October 2013;

  • Provision of distribution mailing list (data base) as per UNICEF requirements – 5 days following the signing of the contract;

  • First DM packs printed and eDM developed – 7 days following the approval of design and copy by UNICEF;

  • DM packs distributed to UNICEF house list of donors and rented address list - 5 days following the printing of the DM packs; The second DM campaign should be launched between 20th November – 1st December 2013;

  • eDM successfully conducted and sent to the set target groups of UNICEF e-mail list;

  • TM campaign implemented to a small segment of contacts– 7 days following the sending of the DM/eDM

  • Thank you mails and e-mails delivered – up to 10 days following the donation;

  • Resending of undelivered and returned mailings in case they exceed 5% of the total letters sent;

  • Full contact list of people who positively replied to the DM is provided to UNICEF – up to 1 week after the donation;

  • Full Report on the TM campaign with comments by responders; - 5 days following the end of the TM campaign;

  • Detailed report of the second direct marketing campaign against set KPIs. – by 31 January 2013;

3. Expected outputs and key performance indicators of the Direct marketing campaigns:

  • Maximum 5% bounce rate (undelivered mails) from DM;

  • At least 1% response rate to DM by rented data base of companies (actual one-off donations/ total number of successfully delivered mails)

  • About 10% response rate to DM by house list donors - companies (actual one-off donations/ total number of successfully delivered mails);

  • About 5% response rate to DM by house list individual donors (actual pledge subscriptions/ total number of successfully delivered mails);

  • About 5% response rate to eDM by e-mail list of donors and supporters (actual donations and pledge sign-ups/ total number of successfully delivered e-mails);

  • About 5% response rate to TM (actual donations and pledge sign-ups/ total number of successful calls)

  • Minimum 70% contact rate from TM (successful calls/ overall contact list)

  • At least 3.0 Return on Investment (ROI)

*UNICEF definition of ROI: gross income/ cost of investment

IV. TIMEFRAME
The assignment will be completed on 2 phases within the period September 2013 - February 2014. The first DM campaign is planned for beginning of October 2013, and the second one for beginning of December 2013.

V. REQUIRED EXPERIENCE AND COMPETENCIES


  • Demonstrated ability of the consultant/company to fulfill the Terms of Reference; Resources to provide the required services.

  • Experience in direct marketing activities (presented portfolio of successful projects - minimum of 3 conducted DM campaigns).

  • Experience in development of creative materials.Experience in DM fundraising campaigns for social causes in Bulgaria would be considered an advantage.



VI. SUBMISSION OF PROPOSALS AND SELECTION CRITERIA
Candidates are requested to submit a proposal and a detailed budget in BGN, VAT included.
Technical and creative proposals should be send also by email to kdimitrov@unicef.org or submitted on CD together with the sealed paper proposal. No electronic submission of price offers. Price offers should be submitted only in separate sealed envelope in the main envelope of the proposal.
SEALED Proposals should be sent to:

UNICEF Bulgaria, 87 Dondukov Blvd., fl. 2, Sofia 1504

Subject: Provision of Direct Marketing Services

Attn: Mr. Krassimir Dimitrov


Offers received later than 12.00h on 29 July 2013 and not as per the requirements will not be reviewed.
Selection criteria:

  • Technical proposal – understanding of project requirements; completeness of the proposal and overall correspondence with the Terms of Reference (specific tasks, deliverables and timeframe)

  • Price proposal

  • Creative proposal for first DM pack (based on the project description in Annex 1)

  • Volume and quality of mailing list provided – source of the data base should be specified.

  • Proposed timeframe for implementation of the campaigns.

  • Experience in DM, eDM and TM campaigns.

Strong creative proposal and internal resources of the candidate to deliver the whole set of services will be considered an advantage.



VII. MONITORING AND EVALUATION OF THE ASSIGNMENT

The selected company will work under the overall supervision of the Individual Donor Relations and Fundraising Officer of UNICEF who will also submit the evaluation report concerning agency’s work. The Fundraising Officer will be responsible for final approval of all materials.


UNICEF should be informed at a regular basis about the development and will validate all the process steps. UNICEF will approve each final product.

Contractor’s performance will be evaluated against the following criteria: timeliness, responsibility, initiative, communication, and quality of the products delivered.


In case of unsatisfactory performance the contract will be terminated by notification letter sent 5 days prior to termination. In case of non-agreed delays in the implementation of the activities under the responsibility of the contractor, compensations or financial consequences may be imposed.
VIII. PAYMENT SCHEDULE
The agency will be given an UNICEF contract and General Terms and Conditions for the duration of the provided services. The budget will be split between two campaigns in September and December.

Up to 30% of the fee of the first DM campaign will be transferred upon presenting the first deliverable (Finalized creative concept, copy and design of first DM pack) and the remaining will be transferred upon submission of deliverables under the contract. 10% of the agreed amount will be transferred after full delivery of the service and final report approved by UNICEF.




Designed by:

Petya Petkova

Individual Donor Relations and Fundraising Officer

Approved by:

Tanja Radocaj

UNICEF Representative in Bulgaria
16.07.2013, Sofia

ANNEX

PROJECTS OVERVIEW

UNICEF Bulgaria will raise funds via direct marketing activities in 2013 for the following local project:

ПРОГРАМА ЗА РАННО ДЕТСКО РАЗВИТИЕ „НАЙ-ДОБЪР СТАРТ В ЖИВОТА“

През 2013 г. предстои УНИЦЕФ България да открие Център за майчино и детско здраве в област Шумен, който ще предоставя патронажни грижи (домашни посещения) на бременни жени и майки с деца до 3 години.

Вече няколко години УНИЦЕФ работи по закриването на Дома за медико-социални грижи в гр. Шумен, подкрепа на семействата в областта, за да се предотврати изоставянето на деца. Като част от този процес в Шумен, Нови Пазар и Велики Преслав има вече създадени семейно-консултативни центрове, които работят със семейства от рискови общности. Разкриването на Центъра за майчино и детско здраве е естествено продължение на работата  ни до момента, който ще я разшири и допълни. 

Центърът за майчино и детско здраве ще бъде създаден в съществуваща структура от системата на здравеопазване в област Шумен, като например МБАЛ Шумен. Цялостната дейност на центъра (включително необходимия персонал) ще се финансира със средства по проекта.



I.          Същност на дейността на Центъра за майчино и детско здраве

Центърът ще осъществява в област Шумен здравно-информационни, здравно-обучителни, здравно-консултативни, координиращи и насочващи услуги за бременни, родилките и децата до 3 г., с цел подобряване на извънболничното обслужване на тези групи.

Здравните услуги се предоставят от квалифицирани медицински сестри/акушерки в дома на семействата. Дългосрочната цел на центъра е да допринесе за подобряване на някои ключови показатели, свързани със здравето и ранното детско развитие.  

Патронажните сестри от Центъра ще наблюдават здравното състояние на майката и детето от най-ранен стадий на бременността и след раждането, за да разпознаят евентуални проблеми и подпомогнат семейството да получи необходимите грижи и лечение. Една от основните роли на Центъра ще бъде да предоставя здравна информация, консултации за безопасна бременност, подготовка за раждане, помощ в първите грижи за детето, кърмене и хранене стимулиране на развитие и др. въпроси, свързани с отглеждането на малкото дете.
 

II.        Целеви групи

Центърът ще предоставя услуги, насочени към нуждите на бременни и родилки, деца от раждането до навършване на 3 - годишна възраст и членове на техните семейства и подкрепяща среда. Целевите групи ще бъдат обхванати с различни пакети от здравни дейности в зависимост от техните конкретни потребности и медико-социални рискове за здравето и развитието на децата.


Приоритет в работата на Центъра ще бъдат групите в повишен риск.

III        Основни задачи

Центърът ще реализира дейности в изпълнение на следните основи задачи:

•   активно издирване за обхващане на целевите групи с комплекс от здравни и социални услуги в зависимост от потребностите (с приоритет рискови групи);

•   подпомагане достъпа на целевите групи до системата на обществено здравеопазване и социалните услуги;

•   промоция на здраве, превенция и профилактика на болестите;

•   подготовка за родителство и подкрепа за добро родителство;

•   подпомагане отглеждането на децата в семейна среда;

•   подпомагане правилното нервно-психично развитие на детето чрез насърчаване на добри родителски практики;

•   осигуряване на емоционалното и социално развитие на детето и намаляване на  рисковете от изоставяне и насилие чрез подкрепа за изграждане на  привързаност между детето и майката, както и чрез насърчаване на позитивни методи за възпитание;

•   оценка на рисковите фактори в т.ч. и социалните с негативно влияние  върху здравето и развитието на детето и качеството на родителските грижи;

•   ранна интервенция при рискове и проблеми в здравето и развитието на детето;

•   медицински здравни грижи при необходимост.



IV.       Обхват на дейността на Центъра

Основен подход в работата на центъра е патронажната дейност т.е извършване на структурирани посещения в дома на бременните и децата от раждането до навършване на 3 години за провеждане на комплекс от здравни и социални дейности като:

•   наблюдение и оценка на здравното състояние и развитието на бременността (за здравно-неосигурени жени) и на детето, разпознаване на евентуални проблеми и подпомагане на семейството за достъп до необходимите грижи и лечение;

•   предоставяне на здравна информация, съвети и обучение за безопасна бременност, режим и диета по време на бременността,  подготовка за раждане, обгрижване на детето, кърмене и хранене, сън, дневен режим, стимулиране на нервно-психическото развитие и др. въпроси, свързани с бременността или с отглеждането на детето;

•  подкрепа и насърчаване на кърменето;

•  консултиране по въпросите на семейното планиране, сексуалното и репродуктивното здраве;

•   наблюдение на санитарно-хигиенните, противоепидемичните и профилактични  грижи за опазване здравето на детето и предлагане на съвети и препоръки за тяхното подобряване;

•  оценка на медико-социалните и поведенчески фактори в семейната среда с негативно влияние върху бременността и отглеждането на детето и предприемане на мерки за тяхното отстраняване (напр. консултиране и мотивиране на родителите за промяна на рисково поведение, като тютюнопушене и злоупотреба с алкохол, здравословно хранене и др.);

•    насочване и подкрепа за имунизация и скрининг за различни заболявания;

•    разпознаване на белези на насилие (вкл. неглижиране) и риск от изоставяне и предприемане на действия за информиране на компетентните власти.

•    оценка на грижите за стимулиране на когнитивното развитие на детето чрез общуване, говорене, четене на книжки и игра и обучение на родителите. Оценка и стимулиране на привързаността майка-дете, както и насърчаване на позитивни методи за възпитание и общуване с детето;

•     при нужда насочване към специалисти (рехабилитатори, психолог, логопед и пр.) и подходящи профилактични програми (мобилни кабинети, профилактични програми за рискови бременности, и други), предлагани на територията на областта и общината.

•   насочване и подкрепа за достъп до общопрактикуващи лекари, педиатри, акушер гинеколози и др.

•   медицински грижи (при необходимост)

Домашните посещения ще започват в пренаталния период с цел да се обхванат бременните жени във възможно най-ранен стадий на бременността и ще продължават след раждането докато детето навърши три години.

Посочените по-горе здравни дейности ще бъдат структурирани в три основни пакета – универсален, допълнителен и екстра, прилагани в зависимост от индивидуалните потребности и съществуващи медико-социални рискове за здравето и развитието на децата. Пакетите се различават по броя и интензивността на домашните посещения, както и по вида и обхвата на включените дейности. Участието на потребителите като ползватели на услугите ще бъде доброволно.


V. Устойчивост на проекта

Проектът ще продължи три години. Министерството на здравеопазването принципно подкрепя концепцията и е в процес на сформиране на работна група, която да одобри методика за дейността на центъра, както и да направи предложения за правното регламентиране и финансово обезпечаване на новата структура.

Към настоящия момент няма правна регламентация на Център за майчино и детско здраве в Закона за здравето и Закона за лечебните заведения. В този смисъл реализирането на пилотния проект може да стане само ако дейността се осъществява от съществуваща структура в системата на здравеопазване, като ДКЦ, медицински център, лечебно заведение или Регионална здравна инспекция, в рамките на която да се обособи допълнително център „Център за майчино и детско здраве“.



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