Assignment: Supporting small coffee producers in East Africa to improve their branding and marketing communications

ITC is looking for marketing and branding consultants based in Burundi, Kenya, Rwanda,
Tanzania, and Uganda.

BACKGROUND ON THE OVERALL PROJECT

The Market Access Upgrade project (MARKUP) is a regional initiative focusing on increasing the participation of small and medium-size enterprises (SMEs) based in the East Africa Community (EAC) in intra-regional trade1 and the European market.

The MARKUP project aims to contribute to the economic development of the EAC region.

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The specific objective is to improve market access to EU and the East African region for five EAC partner countries (Burundi, Kenya, Rwanda, Tanzania and Uganda) agro-industrial crop and horticultural sectors – avocado, cocoa, coffee, spices and tea. The EAC partner countries have all selected coffee as a sector for intervention under the project.

The project started in late 2018 and is expected to complete in 2022.

Background to this assignment

Year 3 (July 2020-June 2021) has a major focus on improving the marketing capacities of
small coffee producing firms in each of the 5 East African countries (Burundi, Kenya, Rwanda, Tanzania, Uganda). We aim to work with 50 companies from across the region and boost their capacities in branding, marketing communications and packaging. Each of the 50 companies will receive:

– Training on the importance of branding and marketing communications

– Examples of best practice in branding and marketing communications in coffee

– Social media guidelines and other relevant resources (videos, E-Learning, access to
coffee and social media experts)

– Coaching how to develop or improve a value proposition, and define priorities for their
brand and implications for marketing communications

– Support in:

o Creating or improving their logos and basic brand design guidelines
o Creating a simple 2 page B2B brochure
o Creating or improving a basic website giving information about their coffee brand

– Each of the companies will be interviewed and photographed to provide materials for website, brochure and social media

– Social media campaign / digital audit

o Each company will be supported to create a short series of social media posts
and run a campaign of up to 3 months

o Review and advisory on design of website and social media listings

This intervention will take place in 2 phases, combining online and classroom sessions and
accompanied by coaching from locally based marketing consultants in each of the 5 countries.

Important remark:

Due to the ongoing uncertainty about the restrictions that will apply in relation to travel and the ability to hold meetings as a cause of COVID19 the exact project delivery mode may be subject to change. This may mean, for instance that training workshops are held as a series of several online sessions, and that not all of the coaching may be possible in physical contact with the companies. We expect our work with the coaches to be flexible in this regard – and also rely on them for input on the latest local conditions are possibilities.

DUTIES AND RESPONSIBILITIES

For this contract, the local consultant will work under the direct supervision of the Associate Adviser on Marketing, Branding and E-commerce in the Sector and Enterprise
Competitiveness (SEC) Section and the overall guidance of the Senior Advisor on Marketing, Branding, and E-commerce. He/she will be expected to perform the following duties in two phases:

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How to apply

If you are interested, please send your application (CV, cover letter, examples of your
own work that demonstrate the competencies, knowledge and abilities outlined in this
ToR) to Markup.marketingcoaches@gmail.com, before 30 September 2020.

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