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| TOR: Social media content, campaigns, and graphics design for BRAC Tanzania Finance Ltd |
TERMS OF REFERENCE
Social media content, campaigns, and graphics design for BRAC Tanzania Finance Ltd
1. BRAC
BRAG is an international development organisation founded in Bangladesh in 1972 that partners with over 100 million people living with inequality and poverty globally to create sustainable opportunities to realise potential. BRAC's community-led, holistic approach is reflected in its unique integrated development model, which brings together social development, microfinance, social enterprises and humanitarian response for lasting, systemic change.
BRAC has been one of the pioneers of microfinance. Having started its microfinance programme in Bangladesh in 1974, BRAC first expanded its microfinance operations internationally in 2002 and now operates in seven countries outside of Bangladesh - Myanmar, Tanzania, Uganda, Rwanda, Sierra Leone, Ghana and Liberia and serves more than 920,000 clients, 96% of whom are women.
2. BRAC Tanzania Finance Limited (BTFL)
BRAC Tanzania Finance Ltd's (BTFL) was launched in 2006 and has grown to become the largest microfinance institution in the country. Our mission is to provide a range of financial services responsibly to the people living in poverty, particularly women, in rural and hard-to-reach areas, to create self-employment opportunities, build financial resilience, and harness women's entrepreneurial spirit.
We offer inclusive, accessible, and convenient loan and savings products, tailored to the needs of the local community. Our core credit products include group-based microloans provided exclusively to women, and small enterprise loans for entrepreneurs seeking to grow their businesses.
3. Purpose of Engagement
BTFL aims to raise visibility of our work among diverse stakeholders including clients, investors and partners, peers and think tanks, policymakers, and the public in Tanzania.
The agency partner will be primarily responsible for the design and development of campaigns and content for BTFL's social media page (Facebook and Linkedln). Additionally, the agency partner will develop communications and marketing materials such as brochures, fliers, and behavior change communication materials and campaigns targeting staff and clients.
4. Objectives
We are seeking a creative agency partner to provide high-quality, visually engaging, and timely creative design services and design campaigns to support the communications and marketing objectives of BTFL. The specific objectives are as follows:
• Boost external brand visibility (public, regulator, partners) via BTFL's social media pages.
• Enhance client outreach via material development, grassroot and digital campaigns.
5. Scope of work
Social media visibility
• Develop a monthly content calendar to showcase BTFL's products, services, impact, mission, events and outreach via social media.
• Design of social media graphics and visuals such as client stories, product posters, financial literacy, etc, to communicate BTFL's impact, mission and product and services
• Develop a chatbot for BTFL facebook page to answer frequent client queries leading to
successful conversation.
• Design of social media graphics and visuals for national holidays and events.
• Design and development of motion graphics, icons, infographics, and illustrations for different communication materials.
• Design corporate branding materials and merchandise such as desk calendars, diaries, pens, and notebooks.
• Coordinate media buying and promotion efforts, including sponsored content and advertisements on platforms such as Facebook, YouTube, and Linkedln.
• Stay informed about social media trends and provide insights on content strategies aligned
with BRAC's brand identity and objectives.
Client communications
• Develop campaign plans and channels in collaboration with BRAC communications to effectively convey BTFL's product and services to its target clients through grassroot campaigns and utilising BTFL's field operations staff.
• Develop communication materials and grassroot campaigns to launch new products such as digital financial services, agrifinance, etc and sensitise clients on existing product and services.
• Design marketing materials promoting products and services including brochures, flyers, posters, and banners as required.
• Develop behavior change communication materials such as pre-disbursement orientations, financial literacy materials and positive financial behaviors among clients.
Performance Monitoring & Reporting
• Analyze key social media metrics such as engagement rates, reach, and audience demographics to identify areas for improvement.
• Use insights from analytics to optimize content strategies and enhance campaign
performance.
• Share monthly reports summarizing key performance highlights and recommendations.
Specific Deliverables
The agency partner will work on the following campaigns and activities during the six-month contract:
• Weekly Social Media Posts
o Create a content calendar and 3 posts for facebook, Linked In and lnstagram every week on products and services, mission and impact.
• Mobile Loan Repayments & Disbursements (Internal & External Campaign)
o Develop an animated video explaining how to navigate the mobile money menu for loan repayment for clients.
o Create awareness materials for BTFL staff and clients on the benefits of using
mobile money.
o Develop client success stories and videos to build awareness within BRAG client groups on the benefits of using mobile money.
• Digitization of Field Operations (Internal Campaign)
o Develop internal campaign materials to educate BTFL staff on using the DFA
platform for day-to-day field operations.
• Microfinance Youth Product Flyers (External)
o Refine existing youth product flyers to ensure clarity and effectiveness for the target audience.
• Customer Service Week Campaign (Internal & External)
o Develop a campaign and communication materials to promote customer service excellence across BTFL.
The agency is expected to work closely with BTFL's communications team to ensure all deliverables align with branding guidelines and strategic objectives. Monthly reviews and check• ins will be scheduled to track progress and make necessary adjustments to campaigns and content strategies.
6. Duration of the project
Selected agencies or agency partners will be contracted for a period of six months. The contract may be renewed based on the achievement of agreed key performance indicators.
7. Payment milestones
Payment could be made monthly or bi-monthly based on the items delivered by the agency partner.
8. Interested agency partners should meet the following eligibility criteria
• Minimum of 3 years of experience in designing and executing social media campaigns, microfinance, financial institutions, International NGOs or UN agencies.
• At least 5 years of experience in graphics design for a range of digital and non-digital platforms.
• Demonstrated experience of working for brands in East and West Africa. Established
presence in Kenya, Tanzania, Uganda will be an added advantage.
• Understanding of microfinance, financial inclusion, and global development concepis is preferred.
• Experience in media buying, particularly on platforms such as Facebook, YouTube and
Linkedln, with a proven ability to optimize ad performance and maximize ROI.
• Strong understanding of social media platforms and trends, with proven success in creating content that drives engagement and audience interaction.
• Proficiency in utilising design software and tools such as Adobe Creative Suite
(Photoshop, Illustrator, lnDesign), as well as experience with animation and multimedia software.
• Demonstrated expertise in developing visually engaging content that aligns with brand identity and messaging guidelines, as evidenced by a portfolio of past projects and client testimonials.
• Knowledge of search engine optimization (SEO) best practices and experience in
optimizing content for improved search engine visibility and organic traffic.
• Ability to work collaboratively with diverse stakeholders and work with a multicultural team across different time zones.
• Demonstrated track record of delivering high-quality work within agreed-upon timelines and budgets, with a focus on attention to detail and accuracy.
9. How to apply
Interested design firms and consultants are requested to submit the following •
• Include a comprehensive portfolio showcasing relevant samples of previous work, highlighting projects that demonstrate expertise as per the scope of work.
• Present your understanding of the brief and creative approach to developing campaigns
for social media and grassroots marketing.
• Submit CVs of the team members who will be involved in working with our brand, detailing their relevant experience, skills, and qualifications.
• Present a detailed breakdown of costs per item as per the scope work (rate chart) including all-inclusive pricing for the services offered. Include country-specific VAT and tax considerations.
• KYC documents ie Business licence,TIN and VRN certificates, Register of Companies
Detailed information and Audit Financial reports of at least last one year.
10. Queries
For any queries about the TOR please email to below addresses - ladislaus.mganga@brac.co.tz. All questions must be submitted before 29 April 2025.
11. Terms & conditions:
a) Proposals to be submitted by email to - ladislaus.mganga@brac.co.tz by close of business 29 April 2025.
b) Delivery Timeline: As per Terms of Reference.
c) Offer Validity: 30 days from the date of submission. d) Evaluation: As per Terms of Reference
e) Payment: As per Terms of Reference. Final payment will be transferred to the supplier's bank
account directly within 30-60 days after satisfactory delivery of work. The supplier must mention their Account Name, Account Number, Bank Name, Branch Name, Routing number and e-mail address in the Invoice/Bill. For international firms the supplier must comply with their country VAT and Tax regulations and international standards. The supplier is responsible for ensuring that all provided information is accurate and up to date to avoid any delays in payment processing.
f) Partial payment against partial delivery is not allowed.
g) Only one organisation can participate in the bidding process under the same proprietorship or family.
h) BRAC reserves the right to accept or reject any or all quotations/tenders without assigning any
reason.
Confidentiality and compliance
BRAC will own the intellectual property rights of the produced artwork, images, illustration, scripts, stories, and creative rights. Any data, information, documents, and other materials related to the work shall remain the property of BRAC and shall be kept confidential by the supplier. The supplier will not be allowed to transfer or divulge any information to any other person or organisation without prior approval of BRAC. The supplier is also not allowed to sub-contract, delegate or otherwise transfer or dispose of any of its rights or obligation of the work to a 3rd party without prior written approval from BRAC.
Safeguarding
The supplier agrees, for the purposes of this agreement to take all reasonable steps necessary to ensure that the supplier does not support sexual harassment, fraudulent activities and misconduct relating to implementation of this agreement and in the operation of its organisation. The supplier also confirms that it will comply with the national laws and rules along with the
internationally accepted laws, rules and regulations regarding contract, employment conditions, labourissues, sexual harassment, fraudulent activities and misconduct etc.
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