SoW - Onboarding a Media and PR Agency on a retainer basis

Scope of Work – Onboarding a Media and PR Agency on a retainer basis  

1. About Room to Read India

Room to Read India was established in 2003 and presently has programs in ten Indian states – Andhra Pradesh, Chhattisgarh, Delhi, Jharkhand, Karnataka, Madhya Pradesh, Maharashtra, Rajasthan, Telangana, Uttarakhand, and Uttar Pradesh.   

Room to Read is a global organization transforming the lives of millions of children in low-income communities by focusing on literacy and gender equality in education. Since 2000, Room to Read has benefited more than 39 million children across 23 low-income countries. Learn more at www.roomtoreadindia.org.  

2. Objective 

Room to Read intends to onboard a proficient Public Relations (PR) agency on a retainer basis to enhance brand building and thought leadership positioning for Room to Read India. The selected agency will be responsible for strategically positioning Room to Read India through various media channels, emphasizing its visibility, brand value, and thought leadership positioning.  

3. Scope of Services 

The PR Agency will be expected to provide the following services on a monthly basis (retainer) throughout the contract period of May 2024 to April 2025. 

 3.1 Leadership Positioning 

• Develop and execute a comprehensive plan/calendar for Room to Read India leadership team through Op-ed’s, authored articles, interviews, television, and radio appearances. 

 3.2 Campaign Promotion 

• Position Room to Read India's campaigns as flagship initiatives in the education domain. These would include key annual campaigns such as India Gets Reading Campaign, Har Kadam Beti Ke Sang Campaign, She Creates Change movement, and Children’s Literature Awards. 
• Maximize the visibility of these initiatives and utilize the occasions to position Room to Read thought leadership. 

  3.3 Event Promotion 

• Room to Read holds three major national summits, one each around Children's Literature Award, Literacy Summit, and the Girls’ Education Program Summit. The agency would be expected to position Room to Read through these events as a thought leader in the Foundational Literacy and Girls’ Education & Gender Equality domain. 

  3.4 National and State Activities 

• Secure coverage for the key newsworthy Room to Read activities happening across 10 Room to Read India intervention states through digital, print, and broadcast media platforms as well as at the national level. 

  3.5 Reporting and Analytics 

• Provide comprehensive monthly reports on PR activities, including metrics, reach, and engagement. 
• Do a competitor analysis, highlighting Room to Read India’s present position vis-à-vis relevant competitor organizations, and identify areas for improvement. 

4. Duration 

The PR Agency will be engaged for an 11-month period, starting from May 2024 to April 2025. 

5. Proposal Submission 

Interested PR agencies are invited to submit their proposals by April 23, 2024. The proposal should include a detailed plan, relevant evidence of prior experience, and a separate financial proposal. 

6. Pre-Bid Meeting 

To offer further clarity on the scope, we will schedule short meeting (on request) for interested agencies.  

• Date: April 16, 2024 
• Mode: online (meeting/s to be scheduled upon receiving requests from agency/ies) 
• Time: 11a.m. to 1p.m. 
• Point of Contact: David Durani, email: david.durani@roomtoread.org  
• Meeting Link :
  • Join Zoom Meeting
    https://us02web.zoom.us/j/8419572083?omn=88108297590
  • Meeting ID: 841 957 2083

7. Evaluation Criteria 

Sr. No.	Specific requirement	Evidential documents	Weightage
1.	Minimum 5 years of experience in Media and PR industry, out of which atleast 2-3 years of working with a not-for-profit organization is desired.  Total team strength of the agency	1.Company /Organization incorporation certificate   2.Experience certificates projects	Marks: 25
2.	Proficiency of the team to handle projects of such nature and deliver quality output	The Agency should propose and justify the structure and composition of their team for the project     CV of the team members working on the project    Project work orders and completion certificate for top 3 projects     Details in the format provided below – project citation format for top 3 projects mentioned above	Marks: 25
3.	Submission of approach methodology for the project	A write-up on:   Understanding the scope of work   Approach and methodology on how the PR plan will be implemented to achieve key deliverables.   Workplan with deliverables and timelines for completing work	Marks: 50
	Total		100 marks

Profile of the bidder and format for relevant documents for bid submission 

Sr. no.	Heads	Details
1.	Company Name
2.	Year of Establishment
3.	Registered/ Incorporated in India (Yes or no)
4.	PAN
5.	GST
6.	CIN
7.	Contact Name and position
8.	Head Office Address
9.	Mobile (of contact person)
10.	Telephone (of contact person)
11.	Email Address (of contact person)
12.	Brief Description of the Organization
13.	Office Address

Project Citation (Previous work experience) format – last 3 engagement citations
Name of Bidder entity
Assignment Name
Name of Client
Client Contact Details (Contact Name, Address, Telephone Number)
Roles/Designation of the resources deployed
Details of the State/UTs where the resources are deployed under this project
Narrative description of the services provided
Total cost of the project
Documentary evidence as required- Work order , completion certificate

CV of the proposed team member
Name of the employee
Proposed role
Education qualifications
Years of work experience

8. HOW TO APPLY

Proposals are invited from the interested agency for the above assignment and the last date for receiving the proposal is 23^rd April 2024 at procurement.india@roomtoread.org [do not copy anyone from RtR]

• Kindly submit two separate emails with following subject lines:

• EMAIL-1 :  TECHNICAL PROPOSAL – PR & Media Agency
• EMAIL-2 :  FINANCIAL PROPOSAL – PR & Media Agency

• Read the ToR thoroughly before applying, also please share queries before pre-bid or attend the pre-bid meeting as mentioned above for any clarification.
• Any incomplete application or process deviation, the proposals will automatically be rejected.
• Only Shortlisted agencies will be contacted and might be called for a face-to-face interaction with the panel.
• Proposals received after the prescribed deadline will not be considered.

The TDS will be applicable on the consultancy fee.

Selected Consultant/agency will be required to sign and abide by the Child Protection policy of Room to Read.

For queries, please contact:

Vivek Shrawat

vivek.shrawat@roomtoread.org

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