Terms of Reference Marketing Consultant 9 January 2012 Marketing Train the Trainer Programme Background The Pacific Cooperation Foundation (PCF) successfully developed and launched the True Pacific quality assurance programme in 2011. The programme aims to raise consumer awareness of quality products of Pacific Island origin. True Pacific promotes Pacific products under the banner the best of the Pacific in export markets. Twenty five businesses were licensed to carry mark after the first round of assessments. The Pacific Island Private Sector Organisation (PIPSO) is a regional body that represents private sector interests in the Pacific. PIPSO works with national private sector organisations and supports business development across the 14 Forum Island countries. PIPSO has noted the demand amongst its constituency for better training in marketing and in assessing and implementing third party quality assurance systems to improve trade opportunities. PCF and PIPSO have formed a project partnership to develop training in these two key areas. The project will involve working with eight National Private Sector Organisations (NPSOs) from across the Pacific region. 1 The Project 1 NPSOs are national private sector representative bodies such as Chambers of Commerce or Business Councils. 1
The project is to develop and deliver a train the trainers training programme and toolkits in partnership with eight NPSOs in the Cook Islands, Fiji, Papua New Guinea, Tonga, Samoa, Solomon Islands, Vanuatu and Niue. The objective of the training is to strengthen the individual NPSOs ability to deliver training on an on-going basis to embed both a sustainable quality and marketing culture in the Pacific s business community and particularly those focussed on export. In the longer term, it is expected that Pacific businesses increase trade opportunities through effective marketing and greater utilisation of quality assurance systems. There will be two parallel projects operating. The first is focussed on marketing and advancing knowledge of market requirements and understanding consumer expectations. The second is training businesses to develop an understanding of market requirements and engaging with appropriate quality assurance mechanisms. The consultants will need to demonstrate an ability to work collaboratively. When travelling in the region, they will travel as a team with PCF and PIPSO staff. Outcomes The outcomes sought for the marketing component of the project are, that: End users of the training understand how to optimise and grow their brand presence in their target market including: meeting regulatory requirements; how to articulate their brand s core values and how they meet customer/client expectations; identifying key platforms for promoting their product and how to develop a marketing plan. That the national private sector organisations representatives are appropriately trained and confident in implementing the training in-country. As a group, these representatives will independently train over 80 export businesses over 2013 and 2014. That more businesses have the opportunity to become licensees of the True Pacific programme or take up other marketing opportunities. That the tools and programme designed are valued by export businesses and the programme is sustained beyond 2014. Deliverables Tools and Trainer Development Description: Design a training toolkit and train the trainer programme in consultation with business operating in-country on market access requirements and quality assurance mechanisms. Deliver training utilising the toolkit to trainers from the national private sector organisation. Work includes: 2
Researching and reviewing: 1. relevant information that Pacific exporters need to meet minimum labelling, packaging and barcoding requirements in international markets including: New Zealand, Australia, USA, Japan and China; 2. best practice on brand development, management and promotion; 3. optimal marketing and promotional platforms for Pacific Islands based businesses in both local and international markets. Draft concepts for the toolkit and train the trainer programme prior to stakeholder consultation visits based on the above review. This should involve elements of selfreview and assessment to bed in frameworks for constant improvement. Work collaboratively with other specialists/consultants involved in the broader PCF programme to ensure that the marketing and quality projects effectively link. Consult with PCF, PIPSO, NPSOs and key stakeholders in the 8 designated countries on applicability and relevance of the toolkit and train the trainer programme to their country. Plan, develop and conduct a 3 day workshop for the 2 NPSO representatives from each of the 8 islands in Auckland to finalise the quality assurance training tools and train the trainer programme (May 2012). Develop and deliver a train the trainer regional training programme in Auckland for the two NPSO representatives from each of the 8 islands (October 2012). Analyse, review and provide a final report on the overall consultancy project. Tasks Develop draft concepts including core components for the toolkits and training programme based on best practice 8 country visits to develop the documents in context and meet the NPSO partners Conduct 3 day workshop to finalise training toolkit and complete documentation in Auckland. NPSOs will be in attendance. Conduct 3 day regional workshop to train the trainers utilising the toolkits and complete report. Review and reporting against the monitoring and evaluation framework for the project Proposed Deadline End of February 2012 March April 2012 May 2012 October 2012 As required Partners PCF as a project coordinating body: funding and contract management, logistics and information provision and staff support. 3
PIPSO as a project coordinating body: coordinator of the NPSOs and in-country support, contacts, information provision and staff support. NPSOs in the 8 island nations: delivery agents for the training to businesses and users of the toolkits that will be developed. Travel The consultant(s) must be available to travel between March-April, 2012 for Phase 1 and between August-September for Phase 2. Costs The cost of flights, accommodation and daily travel allowances will be met by PCF. Given the scope of work, the expertise of the consultant, the timeframe (estimated 52 Days) the work will cost no more than NZ$62,400 Consultant PCF and PIPSO will select an individual consultant or firm to work with project partners and other relevant stakeholders to plan, implement and deliver the outcomes and deliverables specified in this TOR. Expertise required The consultant should possess the following attributes: degree in a relevant discipline at least 5 years work experience in a related field at least 3 years experience working as a consultant Experience in undertaking at least two similar assignments in the past Experience in working with the public and private sector in the Pacific Island Countries (desirable) Experience in brand development & management, labelling & packaging and pitching to the retail/distribution sector Experience of training / mentoring an advantage. Submissions The submission should address the expertise required in this TOR and include: Curriculum vitae highlighting relevant qualifications and work experience A summary (including outcomes) of similar assignments undertaken previously Relevant experience and knowledge of working in or with Pacific Island Countries An outline of the approach, methodology and work plan Statement that you are eligible to apply. 4
Statement that you either have no conflict of interest or briefly explaining the nature of any past, current or potential conflict. Contact details of 3 referees An itemised proposed budget (incl GST) in NZ$ specifying daily rate (fee) and other expenses involved in completing your proposed work plan. Evaluation PCF will evaluate applicants on the basis of its responsiveness to the TOR with a key focus on: (a) (b) (c) (d) General qualifications: general education and training, length of experience, positions held, time as a consultant, experience in developing countries Suitability for the assignment: education, training, experience in the sector and other information relevant to the particular assignment Experience of having undertaken similar assignments in the past Experience in the region: knowledge of the local language, culture, administrative system, private sector and government organisation All submissions must be consistent with the TOR and should arrive no later than 12pm, 1 February 2012 (NZ Time) by email to: meg@pcf.org.nz Markerita Poutasi Pacific Cooperation Foundation PO Box 74084, Greenlane, Auckland 1546, New Zealand T: +64 4 9691494 E: meg@pcf.org.nz 5