ANNEX-C

TECHNICAL PROPOSAL - CONTENT & FORMAT

The technical proposal of the bidders should contain the following minimum
information and should be submitted in a pdf format and should not exceed 10-15
pages. Bidders are free to provide, any other information that they deem fit and
relevant in support of their bid.
PLEASE REFER TO ANNEX-F FOR THE TECHNICAL EVALUATION CRITERIA

Section-1. Contractor’s Credentials:

a) Company Profile: An introduction to the company, its structure, resources and
its USP
b) Similar industry projects / assignments handled
c) Certifications / Awards etc. List of clients from commercial and non-profit
industry.

Section-2: Expertise and experience in traditional digital channels:

In this chapter you should provide
a) Your expertise and experience in handling traditional digital channels.
b) Your agency's partnerships with platforms and technology providers
c) Experience in handling large budget media planning.
d) Highlight the potential problems/risks associated with the requirement and
explain the approach you would adopt to mitigate them

Section-3: Expertise and experience in new digital channels and technologies:

In this chapter you should provide all of the above requirements mentioned in
Section-2 with reference to new digital channels and technologies

Section-4: Digital Expertise Brief: which contains two scenarios whereby the
bidder is required to respond to both (Please refer to Annex-I)
a) Scenario 1 - Existing campaign propositions - Please provide optimizations
and improvements
b) Scenario 2 - New proposition - Please provide a media plan and strategy

Section-5: Team Composition:

a) List your team structure (organogram) along with Project leader who would
coordinate/lead the work on this account and the core team member’s with specific
roles and responsibilities.
b) Company/agency team members working on the project with their technical
skills/experience.
c) Capacity and infrastructure indicating in-house and sub-contracting arrangements

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 ANNEX-D
CONTRACTOR’S EXPERIENCE – FORMAT

Assignment name: Country:

Location within country:

Name of Client: Address:

Duration of assignment (months): Total No of staff-months of the assignment:

Start date (month/year):
Completion date (month/year):
Approx. value of the contract (in INR):

Name of associated Contractors, if any:

Name of associated Contractors, if any:
Narrative description of Project:
Name of senior professional staff of your firm
involved and functions performed (indicate
most significant profiles such as Project
Director/Coordinator, Team Leader etc):

Description of actual services provided by your staff within the assignment:

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 ANNEX E

PLEASE PROVIDE THE FINANCIAL PROPOSAL ON COMPANY'S LETTERHEAD

FINANCIAL PROPOSAL - BREAKDOWN OF PROFESSIONAL FEES & EXPENSES

Name Description of Number of Suggested Estimated

Role/Function Person Days Fee Rate Amount
in a month (INR) (INR)

Total Fees on a monthly retainer basis

Note:

ACCEPTANCE OF GENERAL TERMS AND CONDITIONS (GTCs) AS PER ANNEX – A

OF THE RFP IS MANDATORY.

SELECTED BIDDER WILL HAVE TO ADHERE TO THE SAME GTCs AS PART OF THE
CONTRACT.

THESE ARE RETAINER RATES WHICH WILL BE ESTABLISHED FOR A DURATION OF

12+12+12 MONTHS. SEPARATE CONTRACTS WILL BE ISSUED WITH THE SELECTED
BIDDER FOR CAMPAIGN BASED REQUIREMENTS.

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 ANNEX-F
EVALUATION CRITERIA FOR TECHNICAL PROPOSAL
CATEGORY MAX.
POINTS
1. Credentials (10)
- Types of projects/campaigns handled for the similar industry
- Required certifications
- Awards and accolades
2. Expertise and experience in traditional digital channels (10)
- Agency experience in handling large scale performance campaigns on
traditional channels like Google, Facebook, Twitter, LinkedIn, affiliates, natives
and other SEM/SMM channels
- Agency connections and partnerships with platforms and technology providers
for better deals and faster issue resolutions
- Agency experience in large budget media planning, budget allocation and
quality control
- Agency experience in identifying and mitigating risks.
3. Expertise and experience in new digital channels and technologies (10)
- Agency experience in handling performance campaigns on new channels like
TikTok and technologies like programmatic, martech, CDPs, DMPs, etc.
- Agency connections and partnerships with platforms and technology providers
for better deals and faster issue resolutions
- Agency experience in developing strong media strategy on new channels
- Agency experience in identifying and mitigating risks
4. Response to Digital Expertise brief which contains to scenarios whereby (30)
the bidder is required to respond to both (attached as Annex-I)
- Scenario 1 - Existing campaign propositions - Please provide optimizations and
improvements
- Scenario 1 - New proposition - Please provide a media plan and strategy
5. Team structure and capabilities (10)
- List the core team members’ roles and responsibilities
- List the experience of team members and why they are chosen to work
on this account
- Capacity of infrastructure – in-house / sub-contracting arrangements
whenever needed.
TOTAL MARKS FOR TECHNICAL COMPONENT (49/70) 701
6. FINANCIAL PROPOSAL - PRICE
30 marks are allocated to the lowest priced proposal. The financial scores of the 302
other proposals will be in inverse proportion to the lowest price.
TOTAL MARKS 100

1 For this RFP, the Technical Proposal has a total weightage of 70. Bidder must score a minimum
49 points to be considered technically compliant and in order for the Financial Proposal to be opened.
2
For this RFP, the Financial Proposal has a total weightage of 30.

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 ANNEX-G

TERMS OF REFERENCE

1. BACKGROUND / RATIONALE

Individual Giving is a vertical of the Resource Mobilisation and Partnership section.

Digital team engages with various digital channels and systems to raise funds for
UNICEF India. As part of this mission, a digital agency plays a very important role in
building the brand and acquiring the donors (OT or monthly) to utilize the digital
platforms and services optimally to yield best results.

In the past, such activities were being done with the help of internal resources and
external agencies. However, with increase in the scale of work and engagement with
new channels. It has become imperative to look for a partner(s) who have the
capabilities to match up to the increasing requirements of the Digital team and the ever
increasing digital trends/technologies to be able to contribute to the growth.

Based on the previous records it can be found that as an audience, we are required
to interact with well-educated, well-travelled people who are generally above the age
of 24 and live in tier- 1&2 cities. They are updated and concerned with social issues
and would like to make a difference to the society.

With new partner on board, continued audience testing and scaling up media buying
investment on audiences converting into donors will be the key component of our
strategy.

2. PURPOSE OF ASSIGNMENT

The purpose of assignment is to avail the expertise of a digital media agency, for
them to provide with solutions to optimize the digital platforms in order to acquire
donors through digital medium and achieve the desired targets.

3. OBJECTIVE(S)

a) Creation and management of all the accounts on various digital platforms

b) Help acquire monthly donors and one-time donors as per the yearly targets
through digital channels
c) Maintain positive Return on Ad Spends for the digital channels
d) Help launch emergency campaigns at immediate notice
e) Provide learnings ap increase institutional knowledge on what is and isn’t
working and implement the same in current campaigns
f) Provide hands-on support to internal UNICEF team members on advertising
platform use and best practice optimization
g) Identify trends and market opportunities to scale campaigns on time

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4. MAJOR TASKS TO BE ACCOMPLISHED
To fulfil the above objectives, the agency needs to perform the following tasks:
S. Major Task
No.
1 Planning and strategy
2 Monitoring and
optimising
3 Managing the channels
4 Administration tasks
5 Coordination with other
agencies/suppliers
Deliverable Specific delivery
date/deadline for
completion of
deliverable
- Calendar plan Monthly/weekly
- Budget allocations to
channels
- Campaign wise channel
strategy
- Build out advertising
campaigns from scratch
- Daily monitoring of Daily and on-going
campaigns
- Suggesting measures to
optimise the performance
of campaigns
- Tracking and tagging to
monitor the performance
- Testing and iterations of
the key strategic
components of the
campaign
- Online reputation Weekly
management (ORM)
- Social listening to
identify trends
- Ensure ownership/admin As required
rights to all ad accounts
remains with UNICEF
India
- Ensure all platform
invoices are cleared on
time or credit limit is
satisfactory to avoid
sudden campaign pauses
or account suspensions
- Engage contracts with As required
third-party
agencies/suppliers when
requested by UNICEF
India (if possible, within
your company policy)
- Coordinate seamlessly
with UNICEF
telemarketing and creative
partners to ensure
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 optimization of campaigns
and delivery of targets
7 Reporting - Daily reports Daily/weekly/monthly
- Weekly reports
- Monthly reports
8 Evaluating - Quarterly performance Quarterly/as needed
reports as per the targets
allocated
- Acquiring third party
tools for measurement
and analysis of
performance
- Providing insights on
campaign performance
9 Training and knowledge - Suggest UI/UX/website Monthly/As needed
sharing recommendations to
improve the donor
experience
- Share and suggest new
digital industry trends,
new beta features,
technologies and
platforms
- Training on digital and
social platforms, and keep
them abreast with new
additions/changes in the
existing and new channels
and platforms

The above shall be done while managing our fundraising ads on the following digital
and social media channels (including but not limited to)- Google, Facebook, Instagram,
Twitter, WhatsApp, Snapchat, Quora, LinkedIn, YouTube, Taboola and other affiliates,
publishers, native and programmatic platforms.
These activities shall be based on the internal targets set for the agency and will need
to be achieved during the time of the contract.

5. DELIVERABLES AND DEADLINES

The deliverables will be decided as per the mutually agreed contract terms.

6. DUTY STATION

The LTA holder can be based anywhere in India.

7. ESTIMATED DURATION OF CONTRACT (PART TIME / FULL TIME)

LTA for 12 + 12 + 12 months

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8. QUALIFICATIONS / SPECIALIZED KNOWLEDGE / EXPERIENCE/
COMPETENCIES (CORE/TECHNICAL/FUNCTIONAL) / LANGUAGE
SKILLS REQUIRED FOR THE ASSIGNMENT (Please use as applicable)

The important skill sets required for these requirements are:

➢ Functional and technical know-how of the channels mentioned above,
especially Facebook and Google
➢ Industry knowledge and in-depth knowledge of Indian market and trends
along with understanding of UNICEF’s model
➢ Infrastructural and resource capabilities to handle the assignment
➢ To handle the same, UNICEF recommends the following:
▪ Client Servicing Director
▪ Account Manager
▪ 2 or more Account executives
Bidder is permitted to submit their suggested team structure.

The range of the budget spends on UNICEF for the digital initiatives / campaign,
varying from $60,000 to $110,000 monthly. The selected partner should have
experience of handling similar budgets and have a proven record of successful
campaigns.