Request for Expression of Interest at The World Bank
International Finance Corporation
World Bank Group
Request for Expression of Interest for Selection #1169662
Assignment Title: Lighting Africa, Nigeria – Consumer Education: Above-the-Line (ATL)
Assignment Country: Nigeria
Publication Date: 12-January-2015
Deadline: 27-January-2015 at 11:59: 59 PM (EST)
Language of Notice: English
Assignment Description
Nigeria continues to face grid expansion challenges, with the Nigerian Energy Policy report estimating that less than 40% of the country’s total population and 10% of the rural population is connected to the national electricity grid.
Lighting Africa, a Joint World Bank/IFC program aims at helping address the lighting needs of consumers who rely predominantly on fuel- based kerosene lamps and candles by enabling them gain access to non-fossil fuel-based, low-cost, high-quality, safe, and reliable lighting products.
The Lighting Africa. Nigeria program has identified consumer education as a critical component in developing the market for off-grid lighting products in Nigeria. The objective of this assignment is to develop a comprehensive above-the-line strategy (ATL) and design for Lighting Africa’s consumer education campaign targeting the different segments that are either not connected to the grid or suffer acute shortage in electricity supply in Nigeria. The consumer education initiatives will include an above-the-line campaign through a broad range of marketing and public awareness activities including TV and radio programs, print advertising, out-of-home advertising, social media and mobile advertising etc. designed to reach target consumers and create behavioral change. It is also anticipated that the ATL consumer education campaign components will involve close collaboration with the media, private sector companies in the lighting industry, and civil society. The desired outcome is to increase the demand and build a sizeable and sustainable market for sales of off grid lighting products in the Nigerian market.
The scope of work will include to:
- Develop a clear ATL strategy and implementation plan for Lighting Africa’s TWO YEAR consumer education campaign in Nigeria.
- Provide recommendations for specific activities.
- Execute the plan and undertake regular reviews to align the plan with the dynamic environment.
Eligibility
The following eligibility restrictions apply:
- The consultant will be a firm.
- The firm must have been registered and in this business for a minimum of five years.
- The firm must have an operation and presence in Nigeria.
Qualification Criteria
The firm should:
(1) Provide information showing that they are qualified in the field of the assignment and have the ability and proven experience in rolling out successful ATL activities/campaigns for consumer products (fast moving consumer goods – FMCG) specifically targeting rural markets in Nigeria.
(2) Provide information on the technical and managerial capabilities of the firm with specific focus on social marketing, creative development, and ATL strategy design and implementation.
(3) Provide information on their core business, years in business and demonstrate knowledge of the Nigerian market.
(4) Provide information on the qualifications of key staff who would be involved in this assignment.
Submission Requirements
The World Bank invites eligible consultants to indicate their interest in providing the services. Interested consultants must provide information indicating that they are qualified to perform the services (brochures, description of similar assignments, experience in similar conditions, availability of appropriate skills among staff, etc. for firms; CV and cover letter for individuals). Please note that the total size of all attachments should be less than 5MB.
Consultants may associate to enhance their qualifications. However, any association and engagement with a third party to execute the services requested should be declared by the firm.
Interested consultants are hereby invited to submit Expressions of Interest, in English, electronically through World Bank Group eConsultant2 (https://wbgeconsult2worldbank.org/wbgec/index.html) on or before January 27. 2015.
Following this invitation for Expression of Interest, a shortlist of qualified firms will be formally invited to submit proposals.
