Request for Proposal (RFP) – Influencer Marketing Agency: Room to Read
The deadline to submit your proposals is July 25th, 2023
Room to Read India was established in 2003 and presently has programs in twelve states – Andhra Pradesh, Bihar, Chhattisgarh, Delhi NCR, 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. Founded in 2000 on the belief that World Change Starts with Educated Children®, our innovative model focuses on deep, systemic transformation within schools during two time periods that are most critical in a child’s schooling: early primary school for literacy acquisition and secondary school for girls’ education.
We work in collaboration with local communities, partner organizations, and governments to develop literacy skills and a habit of reading among primary school children and ensure girls can complete secondary school with the skills necessary to negotiate key life decisions.
By focusing on the quality of education provided within the communi¬ties and ensuring these outcomes are measured, we have created a model that can be replicated, localized, and sustained by governments. With its global headquarters in San Francisco, Room to Read has benefited 32 million children across 21 low-income countries.
We are seeking proposals from qualified influencer marketing agencies to assist our company in implementing a successful influencer marketing campaign. As a leading Non Profit in our industry, we recognize the importance of leveraging influencer partnerships to reach and engage our target audience effectively.
Objective:
The primary objective of this collaboration is to increase brand awareness, drive user engagement, and boost conversions through strategic influencer marketing efforts. The agency will be supporting in the promotion of 3 main areas:
- Reading Campaign
- Literacy Cloud
- Room to Read India Book Awards 2023
- Other strategically important initiatives as identified by the organisation.
Through influencer marketing we aim to establish meaningful connections with our target audience and generate authentic content that resonates with them.
Scope of Work:
Strategy Development:
a. Conduct comprehensive research to identify relevant influencers who align with our brand values and target demographic.
b. Devise an influencer marketing strategy that outlines the campaign’s objectives, key messaging, content formats, and target platforms.
c. Provide guidance on optimal budget allocation, including influencer fees and campaign expenses. Influencer Identification and Outreach:
a. Utilize industry tools and expertise to identify potential influencers across various social media platforms (e.g., Instagram, YouTube, Facebook).
b. Evaluate influencer suitability based on factors such as audience demographics, engagement rates, content quality, and previous brand collaborations.
c. Develop a systematic approach to outreach, negotiation, and securing influencer partnerships, ensuring a clear understanding of deliverables and expectations.
Execution:
a. Coordinate and manage influencer relationships, including content creation, publication, and tracking.
b. Ensure all influencer-generated content complies with our brand guidelines and adheres to legal and ethical standards.
c. Monitor and analyze campaign performance metrics, providing regular reports on key performance indicators (KPIs) such as reach, engagement, and conversions.
d. Collaborate with our internal team to integrate influencer content into our overall marketing strategy across various channels.
Measurement and Evaluation:
a. Implement tracking mechanisms to measure the impact and effectiveness of influencer marketing efforts.
b. Conduct post-campaign analysis to assess the success of the campaign, identify areas for improvement, and gather insights for future campaigns.
Timeline:
The agency will be hired for a period of 4 months August – November. Please provide an estimated timeline for the execution of each phase, including strategy development, influencer identification and outreach, campaign execution, measurement and evaluation.
Proposal Submission:
Interested agencies should submit their proposals no later than 10th July. The proposal should include the following:
- Agency background and experience.
- Case studies highlighting successful influencer marketing campaigns.
- Proposed strategy and approach for our specific brand and objectives.
- Timeline and milestones.
- Relevant team members and their expertise.
Evaluation Process:
Proposals will be evaluated based on the agency’s experience, understanding of our brand and target audience, creativity, proposed strategy, budget, and team expertise. We may request additional information or conduct interviews before finalizing our decision.
Thank you for considering our request. We look forward to receiving your proposal and the opportunity to work together to create a compelling and successful influencer marketing campaign.
How To Apply
Proposal are invited from the interested agency for the above assignment and the last date for receiving the proposal is 25th July 2023 at procurement.india@roomtoread.org [do not copy anyone from RtR].
Kindly submit Technical Proposal via email on above mentioned email address with following subject lines:
EMAIL: TECHNICAL PROPOSAL – Influencer Marketing
The agency should apply with the following:
Requirements for Technical proposal
- Kindly note that interested individuals/agencies need to submit TECHNICAL PROPOSALS ONLY in a PDF format
- Please send in your portfolio with details of working on similar projects
- Relevant samples of previous work including client list The CVs of the suggested members for the study can be provided as Annexure.
- Read the ToR thoroughly before applying
- Only Shortlisted agency will be contacted and might be called for a face-to-face interaction.
- Any incomplete application or process deviation, the proposals will automatically be rejected
- Proposal received after the prescribed deadline will not be considered.
- 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
