Request for Proposal

The Development of a Gender Sensitive Communications and Marketing Strategy for Aswan Skills Development Programme (ASDP)

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To : Moustafa Elamir – Procurement Officer


Purpose of the Consultancy

The Aga Khan Foundation Egypt (AKF,E) and Om Habibeh Foundation (OHF), in partnership with Aga Khan Foundation Canada (AKF,C) is currently implementing the Aswan Skills Development Programme (ASDP) – an initiative funded by Global Affairs Canada. ASDP is primarily designed to improve the livelihoods of 6000 young women and men in Aswan City and Kom Ombo District through improving prospects for employment, employability and job creation opportunities (including self-employment and entrepreneurship) for both young women and men; and strengthening local gender and environmentally-sensitive labour market system to support young women and men in Aswan in entrepreneurship and employability. To achieve the project goal, OHF requests proposals by qualified communications and marketing consultancy agencies and/or qualified consultants to develop a detailed gender sensitive communications and marketing strategy to support the programme implementation in designing effective messaging and campaigning in reaching out to the targeted communities and ensuring that that young women and men are equally represented in all programme activities including the Technical Education and Vocational Training (TVET), the Continuing Education Center (CEC)  and Entrepreneurship.


Background and Context

Young men and women in Aswan face a combination of obstacles to enter the labor market including mismatched skills, access to affordable training, coaching and mentoring that is directly linked to market requirements and needs, lack of information about labor market opportunities as well as challenges associated with norms and traditions in the enrolment of highly labor demanded professions including TVET jobs and nursing. In this regard, (ASDP) is designed to focus on the enhancement of employment and employability for at least 6000 young men and women in Aswan Governorate. To achieve its goal, ASDP will focuses on the three intermediate outcomes:

  • (1100) Improved prospects for employment and employability for young women and men in Aswan and Kom Ombo;
  • (1200) Improved job creation opportunities (including through self-employment, entrepreneurship) for young women and men in Aswan and Kom Ombo;
  • (1300) A strengthened local gender and environmentally-sensitive labour market system to support young women and men in Aswan and Kom Ombo in entrepreneurship and employability

The programme activities are designed with relevant labour market actors to support young women and men in Aswan to have better employment and entrepreneurship opportunities, addressing the key sectors where jobs are likely to be available within Aswan and provide the necessary capacity building to address the critical skills gaps in enabling Aswan youth to enter the labor market. The programme includes (and not confined to):

  1. Supporting continuing educational institutions including OHF’s Continuing Education Center, satellite centers in West Aswan and Kom Ombo, etc.
  2. Delivering a set of capacity building programmes and trainings in technical education and vocational fields including: electricity, solar energy, occupational health & safety course, agri-business, nursing, etc.
  3. Delivering market driven professional skills including: English courses, work essentials and soft skills, marketing, finance, etc.
  4. Delivering technical entrepreneurship and self-employment trainings including the generation of business ideas, pitching, participating in business competitions, etc.
  5. Coaching, mentoring and other business development services to entrepreneurs;
  6. Organizing employment specialized events: job fairs, career counseling, information sessions, etc.
  7. Supporting programme initiatives: Women’s Professional Learning Network, etc.
  8. Generating policy discussions related to employment, employability and entrepreneurship
  9. Building the capacities of public sector institutions including the Ministry of Manpower, University of Aswan, etc.

These activities adhere to quality standards in order to help young women and men in Awan in entering the workforce. It integrates elements that contribute towards the beneficiaries professional and personal transformation enabling them to succeed in their chosen careers.

Gender-Sensitive Communications and Marketing – Objectives and Deliverables   

Communications and marketing are key elements in implementing programme activities. It is the channel through which the programme objectives, activities and outcomes are achieved and promoted. The programme relies on various online and offline tools of communications and marketing to address the variety of audience to the project including the delivery of social mobilization sessions within the targeted communities in Aswan city and Kom Ombo districts with a special focus on rural young women and men.

In addition, the project is entitled to support the improvement of the image of various professions in the TVET sector especially for women. The project aims to address gender-based and negative perceptions on highly demanded professions among communities in Aswan and Kom Ombo.

Therefore, ASDP seeks to develop a gender –sensitive communications and marketing strategy to gain a deeper understanding about the different target groups of the programme. The strategy aims to understand the demand and behaviour of the target audience in order to develop the appropriate messaging and campaigns. The strategy should ensure equal representation of males and females and the inclusive participation of beneficiaries in all programme activities. The advocacy messages should promote gender equality and challenge gender stereotypes.

The main deliverables within the scope of the assignment:

  1. Provide a marketing assessment of ASDP activities (trainings, events, capacity outreach, etc.) in terms of its strengths, limitations and opportunities and potential risks especially the ones associated with the enrolment of females in untraditional professions and reach out to the target groups.
  2. Develop gender sensitive communications and marketing core messages and design campaigns, tactics and advocacy activities that increase the participation of young women and men in Aswan for all programme components. The strategy should address the remote targeted areas in Aswan within the scope of ASDP for the three different components: TVET, CEC, CDC, Nursing and Entrepreneurship activities. This strategy shall include concept note, implementation plan, media mix, creative gender-sensitive messages, target groups, communication channels including social mobilization sessions, techniques and tools to deliver the messages, risks and mitigation measures, team roles and responsibilities.
  3. Provide tools and checklists for monitoring the implementation of gender sensitive marketing campaigns and tactics and evaluating the outcomes and adapting campaigns for community changes.
  4. Enhance the perception of the implementing partners as trusted parties and leaders in development in Aswan community. Reflect the organizations’ values, mandate and programmes are effective in implementing economic empowerment and gender equality
  5. Assess different communication and marketing tools, identifying opportunities and limitations in equal representation of women and men in the programme activities.
  6. Design communication activities that integrate different stakeholders and partners (training institutions, teachers, recruiting companies and investors, government representatives, CSOs and labor unions) to generate and disseminate positive messages about TVET, CEC and Entrepreneurship.
  7. Provide recommendations for the sustainability of the communications and marketing outputs taking into consideration the gender lens.
  8. Deliver a technical training on gender sensitive communications and marketing to the team.

The consultant will carry out the above-mentioned deliverables in consultation with AKF,E/OHF and under the supervision of the Communications, Marketing and Policy Manager of AKF,E.

Expected Time-Frame

The consultant is expected to commence on March 10, 2019. The total duration of the consultancy will be a maximum of 20- 25 days with the submission of all deliverables by January 28th, 2018 according to the following draft:

  1. Submission of Inception Report that includes the following (preliminary assessment, strategy outline, needed resources, etc. (2-3 days)
  2. Research, data collection, field work (10 days). The consultant should attain necessary approvals if needed.
  3. Submission of the final gender sensitive communications and marketing strategy (10 days)
  4. Delivery of the technical training and reporting (2-3 days)


The consultant should meet the following criteria:

  • At least 5 years of experience in the communications, marketing and advertising sector;
  • Previous experience in working with international organizations in communications and advertising for development projects;
  • Proven experience in the design, planning, and implementation of large-scale, gender-sensitive marketing and communication plan;
  • Demonstrated experience of communication plans in the Egyptian context;
  • Excellent written and oral communication skills in English and Arabic;
  • A relevant graduate-level degree.


Application Procedure(s)

Agencies or individuals meeting the above criteria are invited to submit an application consisting of the following:

  1. Detailed technical proposal of not more than 8 pages clearly demonstrating a thorough understanding of this request for proposals and including the following:
  2. Description of methodology
  3. Demonstrated previous experience in developing gender-sensitive communications and marketing strategy
  4. A proposed time frame detailing activities and a schedule/work plan (including a detailed Gantt chart)
  5. Team composition and level of effort of each proposed team member
  6. Curriculum Vitae(s) of all proposed staff outlining relevant experience (annexed to the technical proposal)
  7. A consulting firm profile (if applicable).
  8. Letter of interest, including the names and contact information of two previous clients who can be contacted regarding relevant experience, and which discloses any conflict of interest related to this mandate with AKF,E/OHF.
  9. A financial proposal with a detailed breakdown of costs for the assessment, using the following template (where necessary, please include footnotes to explain assumptions made)
Item Cost
Consultancy fees
Administrative expenses


Itemized consultancy fees

Name Title Days Daily Rate Total


Itemized administrative fees

Description of item Quantity Unit Cost


Proposals will be evaluated only if complete package as outlined above is received. Proposals will be first reviewed from the technical component based on the following criteria

Criteria Maximum Score
Demonstrated experience in conducting similar assignments 30
Education and technical experience of team 20
Proposed methodology and approach 35
Gender equality experience and proposed approach 15
Total Technical Component 100
  • Applicants with successful technical proposals will then be evaluated for their financial proposals, in consideration of how realistic the proposed costs are and that all relevant costs required to carry out the proposed work are included. Agencies or individuals meeting the above criteria are invited to submit an application by email with the reference “Communications and Marketing Gender Sensitive Strategy” to:

Moustafa Elamir – Procurement Officer