ISTEP TOR Social Marketing

7/23/2019 ISTEP TOR Social Marketing

1/7

Page 1of 7

Improving Skills Training for Employment Program (ISTEP)TANZANIA

Terms of Reference (TOR)

Consultancy in Marketing of TVET Programs

POSITION DESCRIPTION

TITLE: CONSULTANCY IN MARKETINGNational (Tanzanian) consulting contract, part-time

REPORTS TO: DIRECTOR, CARIBBEAN AND ANGLOPHONE AFRICA,INTERNATIONAL PARTNERSHIPS

DIVISION: INTERNATIONAL PARTNERSHIPS

DURATION OCTOBER 26, 2015MARCH 31, 2017, part-time

BACKGROUND

The Improving Skills Training for Employment Program (ISTEP), an Education forEmployment (EFE) program of the Colleges and Institutes Canada (formerly ACCC) working incollaboration with the Ministry of Education and Vocational Training (MOEVT), the leadregulatory bodies and Tanzanian employer associations, will build the capacity of Tanzaniantechnical and vocational training institutions to deliver effective skills training programs, resultingin 1,200 Tanzanian youth with the right skills sets to find employment in the extractives andtourism sectors or to create their own employment.

ISTEP is a five-year (2014-2019) $13,000,000 CDN program funded by the Department ofForeign Affairs, Trade and Development Canada (DFATD) (formerly CIDA).

ISTEP requires the services of Canadian and national consultants to support the delivery ofspecific outcomes and outputs of the program, to include the development and delivery of asustainable leadership and management model for vocational and technical education andtraining institutions in Tanzania.

GENERAL ACCOUNTABILITY:

Reporting ultimately to the Director, Caribbean and Anglophone Africa, InternationalPartnerships in Ottawa or designate, and working closely with the ISTEP Senior Technical

Advisor, the ISTEP Gender Specialist, and other stakeholders in Tanzania, this position willeffect the establishment of a gender-sensitive marketing strategy to promote TVET programs,the development of tools to support the strategy, and the piloting of the tools with sample groupsand institutions in ISTEP. Target groups for this messaging include parents, potential students,employers, government policy makers, school counsellors, and other educators in both the K to12 school system and the post-secondary education and training system.


2/7

Page 2of 7

The Terms-of-reference (TOR) for this consultancy are related to the following ISTEPrequirements.

Immediate Outcome 1320 - Strengthened ability of partner training institutions to attract andretain male and female students, particularly female and disadvantaged groups, to gender andenvironmentally sensitive skills for employment programs.

Output 1321 - Technical assistance provided to develop a gender-sensitive marketing and

outreach strategy for skills for employment programs for use by TVET stakeholders in Tanzania.

Activity 1321.1- Support a consultancy to develop a marketing strategy, sample tools andmaterials.

a) Develop a gender-sensitive marketing strategy and validate with stakeholders, includingthe Tanzania Media Women Association.

b) Develop gender-sensitive tools (e.g., social media tools, print tools) to support thestrategy.

c) Pilot the tools with sample groups and institutions.d) Revise strategy if/as required.

Activity 1321.2- Provide training in the use of the strategy and tools and disseminate to

Tanzania ministries, departments and agencies (MDAs) and targeted institutions.a) Share strategy and tools through meetings with ISTEP stakeholders.b) Develop a how to guide for using and adapting tools.c) Establish an online repository of tools to allow ongoing access.

The expected results are: One gender-sensitive marketing promotion package (strategies and tools) developed by

March 2017 (Indicator #49) Eleven of thirteen partner training institutions & MDAs using marketing strategy, tools,

and materials by March 2018 (Indicator #50)

The consultant is also expected to consider, and if appropriate for the Tanzanian context, tomodify and/or build upon, any relevant marketing work undertaken in other CICan EFE

programs. Copies of these materials will be made available to the successful bidder.

SPECIFIC ACCOUNTABILITIES:

The consultant(s) will: Conduct a literature review to identify international best practice in gender-sensitive

marketing strategies and tools in developed and developing countries, and discuss theirrelevance to the TVET post-secondary system in Tanzania.

Conduct meetings with stakeholders in Tanzania (e.g., partner institutions in ISTEP, theISTEP Gender Specialist and the Cross Cutting Themes Working Group, employers,and students and parents/community in both the TVET post-secondary system and the

K to 12 school system). Conduct a situational needs assessment to identify marketing strategies and tools in

place; to be developed; and to be enhanced in ISTEP partner institutions. Develop a work plan to establish a gender-sensitive marketing strategy and tools for use

by the institutional partners in ISTEP. The work plan will include a specific marketingstrategy and specific tools to promote gender-neutral occupational choices and to attractfemales and males to non-traditional occupations.

Present the proposed work plan to the ISTEP Program Coordination Unit for approval.


3/7

Page 3of 7

Provide technical assistance to implement the work plan, including but not limited to:o Develop a gender-sensitive marketing strategy and tools;o Train staff and conduct workshops in the use of the marketing strategy and tools;o Pilot the marketing strategy and tools with the partner institutions in ISTEP,o Validate the marketing strategy and tools with stakeholders; ando Present on the project to ISTEP stakeholders.

Participate, as requested, in ISTEP forums to share best practices developed in this

consultancy with other stakeholders. Communicate with stakeholders using ICT where possible to minimize travel. Participate in ISTEP consultations and meetings as required. Prepare reports and documents as requested by the Director, Caribbean and

Anglophone Africa or delegated program staff. Provide verbal updates periodically as requested by the Director, Caribbean and

Anglophone Africa or delegated program staff.

CONTRACT PERIOD: October 26, 2015March 31, 2017, part-time

LOCATION

The Consultant(s) will be based in Tanzania. The Consultant(s) will be required tocommunicate via ICT with key stakeholders throughout the consultancy. Travel within Tanzaniawill be required for a number of key activities and should be scheduled strategically to minimizetravel costs.

REPORTING

The Consultant will report to Ms. Susan Sproule, Director of Caribbean and Anglophone Africa,International Programs, CICan in Ottawa or designated staff. All consultants are expected to

work proactively and collaboratively with ISTEP stakeholders.

MINIMUM REQUIREMENTS

All consultants in this consultancy must have: A proven ability to work with a wide range of stakeholders in government and education. A degree in a relevant area (e.g., marketing, media studies). Experience with developing and delivering gender-sensitive marketing strategies and

tools. Experience working with diverse clients in a multi-cultural setting. A proven ability to work in a team environment.

Excellent written and oral communication skills in English. A good level of proficiency with using the Internet, MS Office applications (Word, Power

Point, Excel, and Outlook), and Skype (or a similar application).

PREFERRED ABILITIES, QUALIFICATIONS, AND EXPERIENCE

The Consultant(s) will preferably have: Marketing experience in a range of TVET institutions and systems.


4/7

Page 4of 7

An understanding of, and experience with, the challenges facing primary, secondary,and post-secondary education in developing countries, and in particular, Tanzania.

Sensitivity to, an understanding of, and experience with, approaches to address genderand environmental sustainability issues.

Experience working in a donor-funded program environment.

MAXIMUM BUDGET

The maximum budget for this National (Tanzanian) consultancy is CAD $25,000, for all-inclusivefees and travel (including taxes).

DELIVERABLES

1) Draft consultant work plan and literature review submitted to CICan by November 30,2015.

2) Conduct meetings with ISTEP stakeholders by December 30, 2015.3) Meeting report and work plan submitted to CICan by January 22, 2016.

4) First Draft of a marketing strategy and tools submitted to CICan by March 18, 2016.5) Training in the marketing strategy and tools delivered by May 20, 2016.6) Pilot of the marketing tools by December 15, 20167) Draft version of the marketing strategy and tools submitted to the PCU for approval by

February 15, 2017.8) Final electronic copies of marketing materials and supporting resources, with responses

to PCU comments and inputs integrated, submitted to CICan by March 15, 2017.9) Final consultant report and invoice submitted to CICan by March 31, 2017

SUBMISSION REQUIREMENTS

Submit an electronic copy of your proposal (not more than 12 pages including the cover page)outlining:

1) Relevant experience and qualifications of the organization (2 pages maximum).2) CV of the consulting team members that will be responsible for the fulfilling the mandate

(2 pages maximum).3) Samples of previous work, including results (2 pages maximum).4) Proposed methodology (4 pages maximum).5) Proposed budget with detailed costs (2 pages maximum). Note on budget: The

proposed budget must include all projected expenses (all-inclusive fees, travel, otherout-of-pocket costs, and taxes). The travel cost of ISTEP stakeholders who participate inany of the activities/events related to this consultancy will be financed separately by the

program (these costs should NOT be included in your budget).

Submit your proposal via email to Elsa Sumido ([email protected])by 12:00 noon,Eastern Standard Time, September 11, 2015.

A selection committee will be set up to review all proposals. Up to three candidates will beshortlisted for interview.
mailto:[email protected]:[email protected]:[email protected]:[email protected]


5/7

Page 5of 7

EVALUATION CRITERIA (The maximum number of points is 100).

a) Understanding of the needs and expectations of ISTEP and/or other CICan Educationfor Employment (EFE) programsExcellent Very Good Good Poor Very Poor(10 - 9) (8 - 7) (6 - 5) (4 - 3) (20)

b) Relevance of the proposed methodology (i.e. How the Consultant proposes to meetthe specific requirements in the Terms of Reference)Excellent Very Good Good Poor Very Poor(20 - 17) (16 - 13) (12 - 9) (8 - 5) (40)

c) In the proposed methodology, the Consultant has taken in consideration the cross-cutting themes of Gender Equality, Governance, Environmental Sustainability, andMarketing.Excellent Very Good Good Poor Very Poor(5) (4) (3) (2) (1 - 0)

d) Expertise (relevant qualifications and experience in the area of marketing)Excellent Very Good Good Poor Very Poor(20 - 17) (16 - 13) (12 - 9) (8 - 5) (40)

e) International experience in marketingExcellent Very Good Good Poor Very Poor(10-9) (8-7) (6-5) (4-3) (2 - 0)

f) Familiarity with competency-based education and training (CBET) programs andcurriculaExcellent Very Good Good Poor Very Poor(10 - 9) (8 - 7) (6 - 5) (4 - 3) (20)

g) Other abilities (Ability to work in a team environment, excellent written and oralcommunications in English, a good level of proficiency with using the Internet, MS Officeapplications and Skype)Excellent Very Good Good Poor Very Poor(10 - 9) (8 - 7) (6 - 5) (4 - 3) (20)

h) Budget (lowest bid to get perfect points)/15Lowest Bid Second Lowest Third Lowest Fourth Lowest Fifth Lowest15 12 9 6 3

Note on budget: The proposed budget must include all projected expenses (including taxes).The travel cost of ISTEP stakeholders who participate in any of the activities/events related tothis consultancy will be financed separately by the program (these costs should NOT be

included in your budget). The cost of piloting the marketing materials will also be financedseparately by ISTEP.


6/7

Page 6of 7

BACKGROUND INFORMATION

The Improving Skills Training for Employment Program (ISTEP), an Education forEmployment (EFE) program of the Colleges and Institutes Canada (formerly ACCC) working incollaboration with the Ministry of Education and Vocational Training (MOEVT), the leadregulatory bodies and Tanzanian employer associations, will build the capacity of Tanzaniantechnical and vocational training institutions to deliver effective skills training programs, resulting

in 1,200 Tanzanian youth with the right skills sets to find employment in the extractives andtourism sectors or to create their own employment.

ISTEP is a five-year (2014-2019) $13,000,000 CDN program funded by the Department ofForeign Affairs, Trade and Development Canada (DFATD) (formerly CIDA). It builds onsuccesses resulting from other EFE programs funded by DFATD and managed by the Collegesand Institutes Canada in Tanzania, Mozambique and Senegal (2008-2013), the CARICOMregion (2010-2018) and the Andean region (2012-2017).

ISTEPs ultimate outcome is increased gainful employment, including self-employment, ofgraduates (m/f) from skills for employment programs. The three (3) planned IntermediateOutcomes include:

Improved coordination and promotion of relevant gender and environmentally-sensitiveskills for employment programs in Tanzania.

Enhanced management, design and delivery of demand-driven, gender andenvironmentally sensitive skills for employment programs for the extractive and tourismsectors in targeted training institutions.

Increased availability of technical & vocational graduates with relevant & needed skillsfor the extractive & tourism sectors.

ISTEP will achieve these outcomes by: Working with the Ministry of Education and Vocational Training and other

stakeholders to develop a framework for skills development. Engaging with the lead extractive and tourism private sector organizations to identify

priority training requirements and occupational standards required by sectoremployees.

Building capacity to gather labour market intelligence to inform educational andcareer planning.

Improving the quality of TVET provision through teacher training, leadershipdevelopment and the development of demand-driven, competency-based curriculum.

Strengthening the capacity of technical and vocational training institutions to developand deliver demand-driven, gender and environmentally sensitive skills foremployment programs, based on labour market needs and occupational standardsidentified by the extractive and tourism sectors.

Increasing access to skills for employment programs through marketing strategies,

career guidance programs and bridging programs for students who do not meetminimum entry requirements.

ISTEP will draw on the expertise and experience of Canadian colleges and institutes, theadvanced skills educators of choice. Aligned with the needs of employers, and operating on theleading edge of skills identification, economic trends, and market shifts, colleges solicit businessand industry input into curriculum development through Program Advisory Committees. Theysupport business growth and sustainability by supplying graduates with advanced skills, re-skilling displaced employees, offering customized education and providing applied research and


7/7

Page 7of 7

development support. They also increase possibilities for access of disadvantaged individuals topost-secondary education and facilitate credential recognition for immigrants.

Canadian colleges and institutes will be partnered with Tanzanian technical and vocationalinstitutions to develop demand-driven, competency-based programs that will prepare studentsfor the world of workas employees with large-scale extractive or tourism operators or asentrepreneurs who can create their own jobs and potentially employment for others. Employerorganizations will determine the programs to be developed and will be engaged in definingoccupational requirements and priority labour market needs. The partnerships betweenCanadian and Tanzanian training institutions will also support leadership and managementdevelopment and teacher training, strengthening the capacity of the institutions to beentrepreneurial and responsive to needs of students, industry and their communities.

ISTEP will collaborate with MOEVT and regulatory bodies responsible for technical andvocational education and training (TVET) to strengthen skills development in Tanzania. It willassist with developing strategies to implement the TVET Policy (June 2012) and will contributeto key priorities identified in the TVET Development Programme (December 2013). Withincreased capacity to deliver services and carry out their regulatory responsibilities, MOEVT andits regulatory bodies will be better placed to achieve the TVET policy vision: a TVET system thatwill serve as the driving force for the productive and competitive workforce capable ofcontributing to socio-economic development of Tanzania.

ISTEP will also support partnerships between the industry associations in the extractives andtourism sectors of Tanzania and the equivalent sector skill councils of Canada. ISTEP will workwith the Chamber of Minerals and Energy of Tanzania, the Tourism Confederation of Tanzaniaand oil and gas sector employers to develop capacity in labour market analysis, development ofoccupational standards, and engagement with training institutions.

Documents

ISTEP TOR Social Marketing