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REQUEST FOR EXPRESSIONS OF INTEREST
CONSULTING SERVICES – FIRMS SELECTION
Republic of Serbia
Inclusive Early Childhood Education and Care (ECEC)
Project ID No. P157117
Assignment Title:
- Consulting Services – Public Awareness Campaign (PAC),
Reference No. SER-ECEC-8693YF-QCBS-CS-19-36
The Republic of Serbia has received financing in the amount of US$ 50,000,000 equivalent
from the World Bank toward the cost of the Inclusive Early Childhood Education and Care
Project, and intends to apply part of the proceeds for consulting services.
The scope of assignment for consulting services include:
Activities in the area of public awareness will be implemented simultaneously alongside
other components and sub-components of the ECEC project. The consulting firm is also
expected to build adequate capacities within the Ministry of Education, Science and
Technological Development (MoESTD) and municipalities to carry out regular effective
public communication upon the completion of ECEC.
The activities proposed under the PAC will be approved by the MoESTD, which will
provide guidance to the Consultant on the most strategic aspects of the PAC. The MoESTD
will need to give its formal approval for the proposed Communications Strategy and
Implementation Plan before the Consultant proceeds with the implementation of the PAC
activities
Options for media channels used in the campaign might include: TV (national and
regional), radio stations, newspapers, social media, internet/web/blog pages, brochures,
posters, pamphlets, trainings, round tables, conferences. Design of different brochures,
posters, pamphlets, infographics and video material may be defined and created differently
depending on target groups, so each target group may have different products.
The assignment undertaken by the consultant will be divided into six parts:
1) Defining of the strategy and design of the PAC;
2) Production;
3) Media;
4) Trainings, conferences and logistics;
5) Online communications and social media; and
6) PR.
The activities proposed under the scope of work will enable achievements under the
objectives of PAC related to the purpose, process and benefits of ECEC.
The first 3 months after signing the Contract are reserved for the phase on defining of the
campaign strategy and design. The other phases (Production, Media, Trainings and
Conferences, Online communication and PR) will start after 3 months from the moment of
signing the Contract. The expected deadline for the completion of the final report is end of
June 2022.
The detailed Terms of Reference for the above referenced consulting services and is posted
on the website of the MoESTD at http://www.mpn.gov.rs/ipvo-ecec/
The Central Fiduciary Unit (CFU) of the Ministry of Finance now invites eligible consulting
firms (“Consultants”) to indicate their interest in providing the Services. Interested
Consultants should provide information demonstrating that they have the required
qualifications and relevant experience to perform the Services.
The shortlisting criteria are:
In order to be selected, the Consultant must possess, at the minimum, the following
qualifications:
a) It must be a legal entity;
b) The Consultant must prove its capability by listing its experience in similar
engagements:
o experience in establishing and implementation of public awareness
campaigns in the Region
o experience in at least 3 national wide public awareness campaigns of national
importance; experience in the Region would be an advantage
o experience in the field of establishing and implementation of at least 3 public
campaigns for governments/ministries in previous three years, demonstrating evidence of
capability to form teams that will secure successful execution of services; experience in the
Region would be an advantage.
As a proof, the Consultant shall prepare a table listing following information: name of the
relevant assignments, short scope of work, year of contract’s implementation,
country/region, contact reference (name, e-mail, phone number).
The attention of interested Consultants is drawn to paragraph 1.9 of the World Bank’s
Guidelines: Selection and Employment of Consultants under IBRD Loans and IDA
Credits & Grants by World Bank Borrowers January 2011 Revised July 2014 (“Consultant
Guidelines”), setting forth the World Bank’s policy on conflict of interest.
Consultants may associate with other firms to enhance their qualifications, but should
indicate clearly whether the association is in the form of a joint venture and/or a sub-
consultancy. In the case of a joint venture, all the partners in the joint venture shall be jointly
and severally liable for the entire contract, if selected.
A Consultant will be selected in accordance with the Quality and Cost-Based Selection as
set out in the Consultant Guidelines.
Further information can be obtained at the address below during office hours 09:00 to 15:00
hours.
Expressions of interest in English language must be delivered in a written form to the address
below by mail, by March 28, 2019, 12:00 hours, noon, local time.
Contact: E–mail: Address:
Ms Ljiljana Krejovic
Procurement Specialist
Ministry of Finance
Central Fiduciary Unit
3-5 Sremska St
11000 Belgrade, Serbia
Tel/Fax: (+381 11) 202-15-87
Terms of Reference
for Public Awareness Campaign
1. Background
The Government of Serbia and the World Bank have identified skills development and
inclusion of vulnerable groups as strategic priorities for their next phase of cooperation,
based on a Systematic Country Diagnostic (SCD) and Country Partnership Framework
between the two partners. In particular, the SCD highlights the importance of building
human capital to increase labor productivity, and of closing pre-primary education
enrollment gaps for low-income and Roma students to enhance social inclusion. Quality
early childhood education and care programs play a critical role in laying the necessary
foundation for skills development early on and for narrowing the equity gap in education
access and performance.
The Inclusive Early Childhood Education and Care (ECEC) project also directly
contributes to the goals outlined in the Strategy for the Development of Education in Serbia
in 2020 (SED 2020), and to its related Action Plan. This strategy defines mechanisms for
assuring accessibility, quality, and equity in ECEC and sets clear priorities for: (i)
increasing coverage; (ii) enhancing quality of the service delivery and outcomes; (iii)
increasing efficiency; and (iv) attaining and maintaining relevance for the overall system.
The Inclusive ECEC project, implemented by the Ministry of Education, Science and
Technological Development (MoESTD) and with support from the Project Management
Unit (PMU), will directly support these priorities through its various components.
Objective of ECEC Project
The objective of the project is to improve access to quality Early Childhood Education and
Care, with a focus on children from socially disadvantaged backgrounds for all children
ages 0 to 6.5 years. Activities for children ages 3 to 6.5 years focus on increasing access to
inclusive quality preschools (i.e. child-centered and with age-appropriate learning
opportunities) while also supporting their transition to the early grades of primary
education. Activities for younger children, i.e. from birth onwards, focus on empowering
parents and families to support children’s holistic development through increased
knowledge about the importance of early stimulation at home and access to relevant
services in the community.
The overall fiduciary responsibilities of the proposed Project, procurement, financial
management and disbursement issues, rest on the Central Fiduciary Unit (CFU). The CFU
is housed under the Ministry of Finance (MoF) as per the agreement reached between the
MoF and the MoESTD.
2. Campaign Objectives
MoESTD intends to engage consulting services for a Public Awareness Campaign (PAC)
implemented under the communications strategy for Component 3: Support to young
children and families of the ECEC project. The municipalities are also key component
stakeholders and partners.
The aim of the PAC is to support young children’s development both inside and outside of
the school system, and particularly through raising awareness among parents and ensuring
their active engagement in children’s development. The focus will be on families with
young children from birth to the time they transition to primary. A special effort will be
made to ensure that information on school system and other relevant institutions and
services are accessible to the most vulnerable families including children and families from
vulnerable backgrounds, children with disabilities, Roma families, and families from low
socio-economic backgrounds.
The PAC will cover the following strategic objectives:
• Strategic Objective 1: Act as a credible source of information. Improve the
quality and quantity of information provided by MoESTD related to increasing
knowledge about the importance of early stimulation at home by all household
members (with information and tools provided to conduct that stimulation), and
provide information about access to relevant services in the community.
• Strategic Objective 2: Boost dissemination of information. Improve the
mechanisms for dissemination of information that the MoESTD and municipalities
use to inform and support the public on topics related to benefits of ECEC and
preschool education, including targeting and directing only the most important
information/ messages to specific audience segments.
• Strategic Objective 3: Improve media reporting. Improve the understanding of
and reporting by local and national media on the purpose, process, activities, and
benefits of ECEC and preschool education and its importance for the local
community and society, and provide the tools needed to help them actively support
parents and other relevant stakeholders.
• Strategic Objective 4: Improve communication and cooperation among
stakeholders. Improve communication and coordination among relevant project
stakeholders working in the ECEC space (such as MoESTD, municipalities, NGOs,
and more) and which may appear as sources of information in specific contexts.
This objective will include increasing the visibility of activities, goals, and key
messages from the ECEC project, and improving the coordination towards
achieving targets at the local and national levels.
3. Target groups and levels of informing
The PAC will improve the quality and quantity of information and communications
provided to and with key stakeholders on topics related preschool education and parenting,
including both awareness and targeted support (such as skills-improvement towards
behavioral change) to stakeholders. The Campaign will be focused on the following target
groups: (a) internal public, (b) vulnerable groups (c) professional community, (d) the
general public, and in particular, parents of young children (e) private sector, (f) non-
governmental organizations, and g) media.
(a) Internal public
This target group is comprised of implementers of the ECEC project, including
municipalities. Municipalities will include both those which are targeted as well as those
not included under the ECEC project. Specific stakeholders will be the municipality
management, as well as the departments overseeing preschool education.
(b) Vulnerable groups
This target group is comprised of different social groups who will be directly affected by
the ECEC project (low-income, Roma population, disabled, ethnic minorities, etc.)
(c) Professional community
This target group is comprised of universities, professional associations and other
associations and institutions related to area of preschool education (pedagogues,
psychologists, preschool teachers, etc.).
(d) The general public, and in particular, parents of young children
It is vital to get diverse points of views from the variety of stakeholders affected by the
ECEC project. Parents, caregivers, and families with young children (from pregnancy to
the time of transition to primary school) will be a primary focus within this group, along
with parent associations/groups, and local community leaders and workers.
(e) Non-governmental organizations (NGOs)
This target group includes NGOs that are focused on the issue of early child stimulation
and preschool education in Serbia, as well as those which are focused on inclusion. The
priority focus of campaign should be NGOs that have a critical role in preschool education
and early childhood stimulation.
(f) Media
The PAC seeks to address one of the most significant developmental and educational
challenges that Serbia currently faces. For this very reason it is crucial that PAC
appropriately incorporates and builds on the position of various media establishments in
the country as conduits of information to different constituent groups. The PAC will thus
help facilitate the sharing of specific knowledge and supportive content (i.e. providing
strategies on how, when, where, etc.) related to the purpose, process and benefits of
preschool education, early childhood stimulation, and parenting. The Consultant will
coordinate with the media to increase awareness and knowledge, and to change behaviors,
of other target groups (e.g. general public, NGOs, professional community).
3.1 Key messages for target groups
The PAC will provide access to timely, adequate, and specific key messages to each target
group. This section briefly provides information about the roles and interests of each
specific target group, and the information needed by each on the ECEC project.
a) Internal public
The institutions that comprise the ‘internal public’ target group have a role in creating and
implementing policy. They will coordinate on the project’s other components and sub-
components to ensure successful implementation. Another role of this group is to transmit
adequate and credible information to the public about preschool education, as well as about
the role of ECEC in this process. The PAC should thus be focused on improving
knowledge of MoESTD and municipality staff, and on building their capacities, so that
they can coordinate on the ECEC project as well as communicate clearly the key messages
to other stakeholders. This should be achieved through trainings in order to build capacity
of staff in the MoESTD and the municipalities, and distribution (electronic and print
version) of different kinds of brochures and publications and guidelines.
b) Vulnerable public
The ECEC project has a special focus on decreasing low and inequitable access to
preschool education, early learning, and overall development opportunities. These groups
will be direct users of all benefits established trough implementation of ECEC project and
MoESTD activities on national and local levels. The messages that will be created for the
vulnerable public should be written in simple and easily-understandable language, and
messages should be adjusted to reach different vulnerable groups. All communication
channels will be used to inform these target groups on:
• The importance of early stimulation at home and how to improve early learning and
development (e.g. strategies of steps to take);
• The necessity, benefits, and significance of preschool education and early childhood
development;
• How to access relevant services in the community and quality preschool education; and
• How to support children’ transition to early grades of primary education.
c) Professional public
The interest of this target group is to develop and implement preschool education and early
childhood development programs with high professional standards and achievement.
Another role of the group is to work within the ECEC and preschool process alongside and
in support of other target groups. The PAC will develop round tables, publications, and
more to achieve a high level of awareness, knowledge, and collaboration with of the
professional public on the following topics:
o ECEC objectives and their importance; and
o The importance of dissemination of correct information by professional
associations and universities to the public.
d) The general public, and in particular, parents of young children
Component 3 focuses on outreach activities to encourage parents and caregivers to improve
child stimulation and caregiving practices, and to stimulate demand for relevant services
for families with young children (from pregnancy to the time they transition to primary
school).
Another role of the general public, made up of many sub-groups based on region, urban-
rural, and socio-economic characteristics, is to provide input on local community problems
related to ECEC, and to provide their proposals for solutions to those problems and on the
improvement of local communities.
The PAC will improve knowledge and awareness on ECEC for general public, including
practical strategies and steps. In this sense, messages that are created for the general public
should be written in simple and easily understandable language and may require adjusting
the messages to reach specific sub-groups. The PAC should explain in a simple and clear
way the need to get the general public engaged in the planning process, especially in the
target areas for the project. All communications channels should be used to inform this
target group about:
o The benefits and advantages of preschool education, and how and where to access
early childhood education and relevant services;
o The legal framework, rules, procedures, rights and obligations related to young
children Information about parenting and development of young children, including
early stimulation at home by household members, and specific strategies/activities
on early stimulation.
o Why (rationale and benefits of citizen participation), how (methods), and when the
public should be involved;
o ECEC objectives and importance, and planned and implemented project activities
and (expected) results.
e) NGOs
The PAC will support NGOs focused on preschool education, and early childhood
parenting and stimulation, as well as other groups which may be directly or indirectly
involved (including NGOs focused on inclusion). This target group has a mediating,
consultative, educational, and monitoring role in early childhood education and care.
NGOs are able to facilitate interaction with communities and within communities among
different social groups during planning and implementation stages. In addition, NGOs are
committed to increasing transparency and to bringing about local initiative and community
participation in the development of quality programming. Through media, workshops,
round tables and publications, the PAC can contribute to the knowledge and awareness of
NGOs on:
o How NGOs can engage with the ECEC project, and the importance of their
‘interactive’ roles;
o ECEC objectives and their importance, and planned and implemented project
activities and (expected) results;
o How and why NGOs should motivate participation and the support of a broad base
of citizens and social groups (such as disabled persons, low-income groups,
women and minorities, etc.) in preschool education and parenting;
f) Media
This group is both a target group of the PAC as well as a partner in achieving the
campaign’s major objectives. One of the activities will be to increase the media’s
knowledge about ECEC, including the benefits of and access to preschool education.
Another will be to engage the media to disseminate of correct information on ECEC to
the public. Accordingly, through round tables, informal meetings, and press releases,
the media (including TV, radio and newspaper journalists) will be informed about:
o promotional and other ECEC-related activities;
o the role of the media to continually monitor development of preschool education
and ECEC topics in Serbia;
o the importance of the ECEC’s objectives, and planned and implemented activities
and (expected) results and benefits;
4. The client
The Government of Serbia – MoESTD - intends to engage a Consultant for preparation
and implementation of a PAC.
The selection of consultant will be performed in accordance with the World Bank’s
Guidelines: Selection and Employment of Consultants under IBRD Loans and IDA Credits
& Grants by the World Bank Borrowers, January 2011 (revised July 2014).
5. Scope of work
Activities in the area of public awareness will be implemented simultaneously alongside
other components and sub-components of the ECEC project. The consulting firm is also
expected to build adequate capacities within the MoESTD and municipalities to carry out
regular effective public communication upon the completion of ECEC.
The activities proposed under the PAC will be approved by the MoESTD, which will
provide guidance to the Consultant on the most strategic aspects of the PAC. The MoESTD
will need to give its formal approval for the proposed Communications Strategy and
Implementation Plan before the Consultant proceeds with the implementation of the PAC
activities
Options for media channels used in the campaign might include: TV (national and
regional), radio stations, newspapers, social media, internet/web/blog pages, brochures,
posters, pamphlets, trainings, round tables, conferences. Design of different brochures,
posters, pamphlets, infographics and video material may be defined and created differently
depending on target groups, so each target group may have different products.
The assignment undertaken by the consultant will be divided into six parts:
1) Defining of the strategy and design of the PAC;
2) Production;
3) Media;
4) Trainings, conferences and logistics;
5) Online communications and social media; and
6) PR.
The activities proposed under the scope of work will enable achievements under the
objectives of PAC related to the purpose, process and benefits of ECEC.
I Defining of the strategy and design of the PAC
(i) Production and presentation of the Proposed PAC strategy and content. The Consultant
will collect comments and suggestions, as well as the draft Communications Strategy,
from the MoESTD and municipalities. The Consultant will then produce the final
communication strategy under which the PAC strategy and content will operate.
(ii) The consultant will create a visual and audio identity which will include:
- Proposal of the key visual design for PAC;
- Proposal of a minimum of three visual design solutions for the PAC logo
(printed and digital form); and
- Proposal of a minimum of three solutions for the PAC slogan/jingle.
(ii) PAC implementation plan. After approval of the final communications strategy and
PAC content. the Consultant will develop an implementation plan with detailed
schedule of activities and products which will be submitted to the MoESTD for
approval.
(iii) Design samples and plan for the delivery of products through different media (Media
Plan).
(iv) Design of internet solutions for presenting PAC content; this will include review of
Client’s existing web pages and proposal for incorporating the PAC content.
(v) Design of all promo materials which will be printed (mini guides, brochures, posters,
billboards, roll ups and backdrops).
(vi) Copywrite for TV and radio commercials.
(vii) Event scenario creation.
II Production
• Issuance of at least 4 mini-guides for the major target groups identified (general
public, private sector, professional public, NGO’s). The mini-guides should contain
key information which supports development of SUPs in municipalities targeted
under the project, preschool education and parenting in Serbia, and other relevant
information. The content must be written in a simple way to make it easy to
understand, and guides will be distributed in accordance with the MoESTD ECEC
project.
• Production (printing and distribution in accordance with the MoESTD ECEC
project) of brochures, flyers, and posters which will contain important information
in order to support preschool education and parenting, to support preschool
education in Serbia, and also to provide key information.
• Production, posting, and renting of billboards which will be posted around the
country in accordance with the MoESTD ECEC project.
• Production of backdrops, roll-ups and print infographics which will be distributed
to municipalities by the consultant and which will be used during the press
conferences and other media events.
• Production of video and audio spots, to be broadcast on radio and TV stations,
conferences, and other agreed-upon locations, which will carry the key messages
(purpose, process, and benefits) related to preschool education and parental
stimulation.
• Preparation and organization of special broadcasts in cooperation with national TV
and Radio stations about preschool education and early childhood and care.
III Media
A mix of media will be created based on the communications strategy. The PAC should
implement a 360-degrees’ campaign involving all relevant channels and formats for
message dissemination. To support this, the following will be conducted by the
consultant:
• Media analysis;
• Media planning;
• Media strategy;
• Media monitoring;
• "Post buying" analysis.
IV Trainings and conferences
• Assuming that the public interest on the topic will increase as the implementation
of the ECEC project starts, it is crucial to adequately and effectively incorporate
the final target group of media in the implementation process by increasing their
knowledge and awareness on ECEC project activities and results, as well as PAC
content. Therefore, it is necessary to:
1. Strengthen capacities of the public relations department in MoESTD and municipality-
level PR staff. Three trainings shall be organized over the course of three years, each
focusing on the media relations skills and providing an update on planned ECEC and
PAC results and activities.
2. Organize working breakfasts with the members of the media who will be up to date
with key messages of the PAC, along with ECEC project results and activities.
• Preparation, organization and logistics related to the organization of 6 events such
as round table discussions / public forums / press and other conferences at the
national and local levels with focus on purpose, process and benefits of preschool
education and parenting. The purpose of the events will be on one hand to encourage
citizen participation and their effective input for preschool education, as well as to
increase the overall level of knowledge and awareness on specific topics in the area.
• Organization of discussions and public fora at the national level partnering with the
NGOs at the local level, with purpose to involve and elicit input from as many
stakeholders as possible from the given municipality.
• Preparation and organization of alternative methods of dissemination of key
information/ messages to the public through creative activities. One possibility
could be a nationwide contest and display of citizens’ creative perspectives on the
use of spaces in their municipality for ECEC (e.g. through painting, photography,
other media, etc.).
V Online Communication
• Review, analyze and provide expert suggestions for improving the organization and
content of MoESTD websites, with a goal of establishing an online informational
one-stop shop for citizens to obtain all necessary information on ECEC, preschool
education, and parenting. In addition, provide continuous and, at a minimum,
monthly ECEC-related updates of the MoESTD’s website.
• In cooperation with the relevant departments of MoESTD, design and implement an
e-mail campaign that includes:
creation of a database with a minimum of 2,000 e-mail address
sending e-newsletters developed in cooperation with the MoESTD
every month, which will contain relevant key information and
messages
• In cooperation with the competent department of the MoESTD, design, develop and
brand YouTube videos, the MoESTD Facebook page, and Viber groups with PAC
content related to ECEC.
VI Public Relations
As part of the PR strategy implementation, the Consultant will undergo:
• Preparation of media materials for further distribution to the media (announcement
of events, press releases, articles for daily and specialized print media, etc.);
• Distribution of materials intended for the media;
• Preparation of questions and answers and client statements (key messages) for the
needs of the TV and radio interviews or for specialized events;
• Arranging TV, print, and Radio interviews;
• Professional support in the formulation of messages and public appearances;
• A strategic approach to working with journalists and other members of the media;
• Complete communication support during specialized client events (protocol, press
materials, presentations, speech, media work, event presence, registration, Q&A,
collaboration with moderators, work with subcontractors on the technical aspect of
the organization, contracting);
• Monitoring, analyzing and delivering media announcements or media clippings to
the client;
• Creation of monthly reports on implemented activities.
5. Consultant Deliverables
• The consultant should deliver the following products:
1
Campaign strategy and design which includes:
• Communication strategy under which the PAC strategy and content will contribute
• Proposal of key visual design for the PAC
• Proposal of minimum three visual design solutions for the PAC logo (printed and digital
form).
• Proposal of minimum three solutions for the PAC slogan/jingle
• Copywrite: TV and radio commercials
• Event scenario creation
• PAC implementation plan
• Media Plan
• Strategic communication and PR plan
• Design/content of PAC page on the website of MoESTD for incorporating the Campaign
content
• Proposal of design of all promo materials (mini guides, brochures, posters, billboards,
flyers, roll ups and backdrop) in digital form.
2 Issuance of at least 4 mini-guides for the major target groups. Maximum number of pages
per each guide is from 8-12. Total circulation is 6,000 (format A5, color print),
3 Publishing material on PAC page of MoESDT website, on regularly basis.
4 Production 120.000 brochures (format A5, color print, 8 pages)
5
Production of 9.000 posters (format B2, color print)
6
Insertion of 500.000 flyers (A5 dimension, 2 or 4 pages, depending on the creative
concept) in daily newspapers
7 Production, posting and renting of 170 billboards which will be posted around the country
8 Production of 3 backdrops, and 6 roll-ups
9 Production of 4 video (30 seconds long) and 7 audio spots (30-45 seconds long) that will
be broadcast on radio and TV stations, as well as other agreed-upon channels.
10
Media buying for broadcasting video and audio spots, digital and social media (Google,
You Tube, Facebook page and Viber for placing appropriate information relevant to the
purpose, process and benefits of preschool education.)
11 Three trainings for strengthening capacities of the PR department in MoESTD and PR staff
in municipalities and representatives of local municipal secretariats for education
12 6 events (round tables and press conferences) at the local or national level
13
Organization of special 33 TV and 33 radio shows in national media, and 9 radio shows
per each local media in 35 ECEC municipalities, and at least 18 ordered text in national
newspapers/magazines which will be dedicated to the purpose, process and benefits of
preschool education.
14 18 working breakfasts with journalists in Belgrade, Vojvodina and Central Serbia.
15 Organization of 3 conferences on the national level partnering with the NGOs
16 Preparation and organization 35 educative and creative activities with parents and children
(one activity per municipality)
17 E-mail campaign, (specified above in Scope of work, under section Online
Communication, paragraph two)
18 You Tube, Facebook page and Viber for placing appropriate information relevant to the
purpose, process and benefits of preschool education and parenting.
19 PR Strategy implementation
20 36 monthly activities reports which should be submitted to the MoETSD.
21 3 semiannually activities reports which should be submitted to the MoETSD
22 3 annually activities reports which should be submitted to the MoESTD.
23 One final report regarding the implementation PAC of ECEC which should be submitted
to the MoESTD.
The consultant may propose alternative options related to the above-mentioned products
within the agreed total budget. Any change must be previously approved by the MoESTD.
The official language of the Campaign will be Serbian. All products and reports produced
within this contract will be in Serbian and in English in electronic and printed form. An
exception will be audio-visual products prepared for the Campaign. These products will be
delivered only in Serbian.
6. Time frame
number
of
phase
PHASE 2019 2020 2021 2022
I Campaign strategy
and design
II Production
III Media
IV
Trainings,
conferences
V
Online
communications
VI PR activities
VII Monthly,
semiannually and
annually activities
reports
VII Final Report
activities
The first 3 months after signing the Contract are reserved for the phase on defining of the
campaign strategy and design. The other phases (Production, Media, Trainings and
Conferences, Online communication and PR) will start after 3 months from the moment of
signing the Contract.
7. REPORTING AND COORDINATION
All Campaign reports in hard copy will be delivered to the Client in Serbian (6 copies) and
English (3 copies). Also, reports should be submitted in electronic form (using following
formats:.doc, .xls, etc). All produced materials will be the property of the Client and will
not be released without the Client’s prior written consent.
Regarding completed activities, the firm has to report to the MoESTD monthly,
semiannually, and annually. At the end of PAC, the firm will submit a final report. The
MoESTD will provide a decision (approve/or not approve) within 7 days of receiving each
report.
- The expected deadline for the completion of the monthly report is the first week of
the month that follows the reporting period.
- The expected deadline for the completion of the monthly report is the first week of
the month that follows the reporting period.
- The expected deadline for the completion of the annual report is the first week of
the month that follows the reporting period
- The expected deadline for the completion of the final report is end of June 2022.
The firm has to have approval of MoESTD prior to each PAC-related activity.
8. PAC performance indicators
• PAC-number of activities developed and delivered
• Citizens awareness of PAC- 35% citizens have received information about PAC
• Citizens’ awareness of PAC- 40% citizens that have received information about
ECEC project
• Citizens awareness of PAC- 15% citizens that have received information about
understood main PAC message
• Media monitoring: main understood from negative to positive coverage regarding
the benefits of early childhood education of the family. Qualitative analysis of
increase of positive coverage of PR activities based on tonality estimated 70%
• Citizens’ knowledge, awareness and satisfaction with the preschool education,
along with measurements of preschool-related behaviors (enrollment, etc.). This
will be regularly monitored every year (2020-2022), with an end goal of at least
25% improvement in indicators.
• Citizens’ knowledge, awareness and satisfaction with the process of PAC. This will
be regularly monitored every year (2020-2022), with an end goal of at least 35%
improvement in indicators.
• Citizens’ knowledge, awareness and satisfaction with the process of ECEC, along
with measurements of behaviors related to parenting. This will be regularly
monitored every year (2020-2022), with an end goal of at least 40% improvement
in indicators.
• Number of informational mini-guides, brochures, documentary movies, flyers and
informational events organized, broadcasted and distributed
• Number of visits on MoESTD relevant website
• Digital indicators: web site trafficking parameters - estimated clicks for all digital
campaigns, per year 300,000 clicks
• TV indicators - estimated TV reach 1+ 70%, est 5,500 TRP for spot 30 sec
10. Client’s input
The Consultant will be provided with copies of the Project Appraisal Document (PAD), POM,
GOM, the draft communications strategy, prior relevant communications materials, and other
relevant documentation and materials.
During the preparation of the documents, the consultant will work closely with MoESTD and
municipalities. In particular, ECEC experts within the MoESTD, PMU, and partner
organization will provide key inputs, technical knowledge, and expertise on message
relevance, content, and implementation schedule, cooperating closely with the consultant. The
MoESTD will facilitate faster access to all relevant data that may be needed by the Firm for a
more efficient implementation of tasks, and provide all available documentation and
information.
11. Qualifications of the Consultant
In order to be selected, the Consultant must possess, at the minimum, the following
qualifications: a) It must be a legal entity;
b) The Consultant must prove its capability by listing its experience in similar engagements:
o experience in establishing and implementation of public awareness campaigns in
the Region
o experience in at least 3 national wide public awareness campaigns of national
importance; experience in the Region would be an advantage
o experience in the field of establishing and implementation of at least 3 public
campaigns for governments/ministries in previous three years, demonstrating
evidence of capability to form teams that will secure successful execution of
services; experience in the Region would be an advantage.
As a proof, the Consultant shall prepare a table listing following information: name of the
relevant assignments, short scope of work, year of contract’s implementation,
country/region, contact reference (name, e-mail, phone number).
More specifically, the Consultant must ensure that the key staff1 that will perform the listed
assignments possess the following qualifications:
Key staff:
K-1 : Team leader
The Contractor should designate a project manager that will be fully responsible for and
excel in conceptualization, planning and implementation of all outputs under the Contract,
as well as full quality control envisaged under this contract. The Team leader will be the
primary contract point for both the Beneficiary and the Contracting Authority. Team leader
will ensure the timely identification of short-term and other experts, determine their
1 The Consultant shall not propose more than one person per Key Expert’s position
profiles and inputs; supervise and coordinate their actions and ensure the quality control of
all team outputs.
Qualifications and skills:
• Graduate degree awarded following the completion of a course of study of at least four years’
duration (240 ESPB) in the social science
• At least 15 years of working experience in marketing and advertising industry; creating,
designing and implementing of public awareness and marketing campaigns; Adequate relevant
experience in the Region would be an advantage;
• At least 15 years of working experience as a team leader of diverse teams and departments
• Experience in development of campaigns strategies and campaigns implementation;
development of campaign strategies implementation for governments/ministries would be an
advantage
• Experience in conducting nationwide public awareness campaign related to education would
be an advantage
• Experience in at least 3 nationwide public awareness campaigns of national importance;
experience in the Region would be an advantage
• Experience in development of similar campaigns for international organizations: World Bank,
UNICEF etc. would be an advantage
• Fluent in written and spoken Serbian language mandatory
• Excellent knowledge of English language
• Excellent leadership, management and communication skills; Management of cash flow
would be an advantage
K-2: Strategic Planner Expert
Main task of Strategic Planner is related to designing and supervising design of
communication strategy. He/She will be responsible for conceptualising, creating,
operationalising, coordinating and implementing all public information and
communication campaigns envisaged under this contract. He/She will be responsible for
the research and analysis, public opinion analysis, analysis of opinion leaders and
influencers. He/She shall develop and supervise the implementation of visibility
campaigns.
Qualifications and skills:
• Human Science postgraduate academic or professional degree (master’s degree, specialist
academic degree, or specialist professional degree), or graduate degree awarded following the
completion of a course of study of at least four years’ duration (240 ESPB); PhD would be an
advantage;
• At least 15 years of working experience as a Strategic Planner or Business Consultant in
marketing and advertising industry; Adequate relevant experience in the Region would be an
advantage;
• Experience in development and supervising of campaign strategies; Development of campaign
strategies for governments/ministries would be an advantage
• Experience in development and strategic planning of national wide public awareness
campaigns related to education would be an advantage
• Experience in at least 3 nationwide public awareness campaigns of national importance;
Experience in the Region would be an advantage
• Experience in development of similar campaigns for international organizations: World Bank,
UNICEF etc. would be an advantage
• At least 15 years of experience in market research and data analysis; Experience in the Region
would be an advantage
• Knowledge of business operations and procedures
• Organizational and leadership skills
• Fluent in written and spoken Serbian language mandatory
• Excellent knowledge of English language
• Excellent communication skills
K-3: Creative Director
Creative industry expert plays an essential role in the marketing, creative, communications
and digital departments. He/She is responsible for developing creative guidelines and
directing creative work, including copywriting for different formats: print materials, web
sites, e-mail campaigns, television and radio advertising, and many related tasks. Main task
of creative industry expert is related to overseeing project from start to finish, keeping to
deadlines, and signing off on these projects before they are presented. Among other things,
responsibilities also include: collaboration with other key experts and team members to
obtain knowledge of the clients’ requirements; direct and motivate teams of art directors,
illustrators, copywriters etc. to help them use their talents effectively; revise content and
presentations, approve/reject ideas, provide feedback to the team etc.
Qualifications and skills:
• Graduate degree awarded following the completion of a course of study of at least four years’
duration (240 ESPB) in the social sciences
• At least 15 years of working experience in marketing and advertising industry; creating,
designing and implementing of public awareness and marketing campaigns; Adequate relevant
experience in the Region would be an advantage;
• Experience in at least 3 nationwide public awareness campaigns of national importance
• At least 15 years of experience in organizing, implementing and supervising creative team, the
whole creative process and integration of all creative activities; Adequate relevant experience
in the Region would be an advantage;
• Experience in development of creative guidelines and directing creative work, including
copywriting for different formats: print materials, web sites, e-mail campaigns, television and
radio advertising, and many other related tasks for governments/ministries; Experience in the
Region would be an advantage
• Experience in creating and guiding socially-sensitive campaigns. Experience in the Region
would be an advantage.
• Experience in at least 3 national wide public awareness campaigns of national importance;
Experience in the Region would be an advantage
• Experience in development of similar campaigns for international organizations: World Bank,
UNICEF etc. would be an advantage
• Fluent in written and spoken Serbian language mandatory
• Excellent knowledge of English language
• Excellent organizational, management and communication skills
K-4: PR, Training and Event Management Expert
Mobile, flexible and dynamic, he/she will implement and coordinate activities related to PR and
media activities, defining topics and organizing trainings, workshops and other events for selected
target groups
Qualifications and skills:
• Graduate degree awarded following the completion of a course of study of at least four years’
duration (240 ESPB) in the social science
• At least 15 years of working experience in communication, PR, training and event management
activities; Adequate relevant experience in the Region would be an advantage;
• Experience in communication, PR and event management activities in at least 3 nationwide
public awareness campaigns of national importance; Experience in the Region would be an
advantage
• At least 15 years of experience in training delivery to different audiences; Experience in
working with children, NGOs, municipalities, government and expert publics in the Region
would be an advantage
• Experience in communication, PR and trainings/event management activities of similar
campaigns for international organizations: World Bank, UNICEF etc. would be an advantage
• At least 10 years of experience as a team leader of programmes, projects and initiatives related
to the communication, PR, training and event management activities. Experience in the Region
would be an advantage
• At least 15 years of working experience in establishing, organizing and implementing of
trainings / group instruction / lectures / demonstrations / conferences / roundtables / meetings
/ seminars and/or workshops; Experience in the Region would be an advantage
• Authorship or co-authorship of brochures/guidelines/handbooks related to topics of national
importance in the Region would be an advantage
• Fluent in written and spoken Serbian language is mandatory
• Excellent knowledge of English language
• Excellent communication, writing, presentation, organizational and management skills
Selection of the Consultant
The Consultant will be selected in accordance with QCBS (Quality-and Cost-Based Selection)
method set out in the World Bank’s Consultant Guidelines (January 2011, revised July 2014).
Evaluation of the Proposals will be done in accordance with following criteria:
# Criteria Weight
1 Specific experience of the Consultant (as a firm) relevant to the assignment 5
2 Adequacy and quality of the proposed methodology and work plan in responding to the Terms of
Reference 35
3
Key Experts’ qualifications and competence for the assignment
a) Position K-1: Team Leader [points 15]
b) Position K-2: Strategic Planner Expert [points 15]
c) Position K-3: Creative Director [points 15]
d) Position K-4: PR, Training and Event Management Expert [points 15]
60
The Key Experts’ qualifications shall be evaluated according to the following sub-criteria and their belonging
weights:
a) General qualifications (general education and experience) 10
b) Adequacy for the Assignment (relevant education and experience in the sector/similar assignments) 50
c) Relevant experience in the Region (working level fluency in local language / knowledge of local
culture, administrative system, government organization, etc.) 40
The minimum passing score is 75 points.
Each of the criteria and sub-criteria shall be evaluated according to the following point scale:
Points range Label
0-40 Unsatisfactory
41-60 Satisfactory
61-80 Very good
81-100 Excellent
The score per each of the criteria and sub-criteria is calculated in the following manner: score = (0-
100 points) *weight.
QCBS uses a competitive process among short-listed firms that takes into account the quality of
the proposal and the cost of the services in the selection of the successful firm.
The MoESTD will publish Request for Expression of Interest and upon evaluation of received
EoI, six best evaluated firms will receive Request for Proposal. Those firms will be called to submit
technical-and financial proposals.
Confidentiality
All matters related to the Consultant’s work under the assignment, including these terms of
reference and any information or documentation provided to the Consultant, are to be treated as
confidential. All persons connected with the Consultant that have access to such information or
documentation should be instructed as to the importance of maintaining complete confidentiality.
The Consultant shall not, without prior approval of the MoESTD, discuss (the result of) the
diagnostic review with third parties.
