1 TERMS OF REFERENCE EU4BUSINESS: ESTABLISHING A NETWORK OF SUSTAINABLE BUSINESS SUPPORT CENTRES IN UKRAINE 1. BACKGROUND 1.1. EBRD: EU4Business Initiative The European Bank for Reconstruction and Development (“EBRD”) supports the economic transition to an open market economy by fostering enterprise change in small and medium-sized enterprises (“SMEs”) and developing the local consultancy market to achieve a sustainable support structure of business advisory services in its countries of operation. In 2016, the EBRD signed an Agreement with the European Commission to provide business advice, information, training and other support to small and medium-sized enterprises in Ukraine under the EBRD’s Small Business Initiative and the European Union’s EU4Business initiative. Thousands of Ukrainian SMEs will benefit directly from the new assistance Programme (“the Programme”), which will strengthen their competitiveness in domestic and international markets through the provision of advisory services, training courses and awareness-raising activities. 1.3. Business Support Centres The Programme includes the establishment of a Network of Business Support Centres (“BSCs”) across Ukraine through existing local business support institutions. These BSCs will be responsible for raising awareness among SMEs about the value of external advice for business growth and about the opportunities of EU initiatives such as Horizon 2020 and COSME, as well as the Deep and Comprehensive Free Trade Area (DCFTA). BSCs are also expected to be responsible for organising trainings and deliver other relevant services for SMEs. In order to establish this Network, a number of local business support institutions (“Partners”) were selected and engaged as local partners in 15 pre-selected regions across Ukraine. The EBRD supports Partners in order to help them establish and fully operate the described BSCs. Establishing a Network of sustainable BSCs will therefore include the development of a clear strategy, part of which will be dedicated to Marketing and Communication component, and a sustainable model for the BSCs as an additional service provided by the local Partners to SMEs, a review of the Par tners’ needs to independently deploy and operate the BSCs and capacity building for the Partners to address identified needs. Effective communications and outreach activities will form a fundamental component of ensuring the success and sustainability of the network of Business Support Centres, ensuring appropriate outreach to SMEs across the country to raise awareness of the support that is available under the programme, both through the Business Support Centres and directly from the EBRD. 1.2 Direct support The programme also helps SMEs access business advice to develop their businesses and provides risk enhancement to support EBRD direct lending to SMEs in the country.
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TERMS OF REFERENCE
EU4BUSINESS: ESTABLISHING A NETWORK OF SUSTAINABLE BUSINESS SUPPORT CENTRES IN UKRAINE
1. BACKGROUND
1.1. EBRD: EU4Business Initiative
The European Bank for Reconstruction and Development (“EBRD”) supports the economic transition to an
open market economy by fostering enterprise change in small and medium-sized enterprises (“SMEs”) and
developing the local consultancy market to achieve a sustainable support structure of business advisory
services in its countries of operation.
In 2016, the EBRD signed an Agreement with the European Commission to provide business advice,
information, training and other support to small and medium-sized enterprises in Ukraine under the EBRD’s
Small Business Initiative and the European Union’s EU4Business initiative. Thousands of Ukrainian SMEs
will benefit directly from the new assistance Programme (“the Programme”), which will strengthen their
competitiveness in domestic and international markets through the provision of advisory services, training
courses and awareness-raising activities.
1.3. Business Support Centres
The Programme includes the establishment of a Network of Business Support Centres (“BSCs”) across
Ukraine through existing local business support institutions. These BSCs will be responsible for raising
awareness among SMEs about the value of external advice for business growth and about the opportunities
of EU initiatives such as Horizon 2020 and COSME, as well as the Deep and Comprehensive Free Trade
Area (DCFTA). BSCs are also expected to be responsible for organising trainings and deliver other relevant
services for SMEs.
In order to establish this Network, a number of local business support institutions (“Partners”) were selected
and engaged as local partners in 15 pre-selected regions across Ukraine. The EBRD supports Partners in
order to help them establish and fully operate the described BSCs.
Establishing a Network of sustainable BSCs will therefore include the development of a clear strategy, part
of which will be dedicated to Marketing and Communication component, and a sustainable model for the
BSCs as an additional service provided by the local Partners to SMEs, a review of the Partners’ needs to
independently deploy and operate the BSCs and capacity building for the Partners to address identified
needs.
Effective communications and outreach activities will form a fundamental component of ensuring
the success and sustainability of the network of Business Support Centres, ensuring appropriate
outreach to SMEs across the country to raise awareness of the support that is available under the
programme, both through the Business Support Centres and directly from the EBRD.
1.2 Direct support
The programme also helps SMEs access business advice to develop their businesses and provides
risk enhancement to support EBRD direct lending to SMEs in the country.
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The EBRD therefore proposes capacity building and support activities in the area of Marketing and
Communication (“the Assignment”) for both the network of 15 Business Support Centres and to the EBRD’s
SME Finance & Development Group in Ukraine, the implementers of the Programme.
2. OBJECTIVES
The overall objective of the Assignment is to raise awareness on the opportunities available for SMEs in
Ukraine under the Programme, by providing Marketing and Communication support to the EBRD and to the
established Network of 15 business support centres across Ukraine.
The Assignment will include the following specific objectives:
1) Increase understanding among SMEs in Ukraine of the value of access to finance and external
advice for business development by demonstrating the tangible impact generated under the
Programme;
2) Improve the Programme’s outreach to target groups within the SME sector, including regional
businesses, women-led businesses and trade-oriented businesses
3) Highlight the EBRD and the European Union’s strong engagement in the area of SME support,
including highlighting the role of this programme within the wider EBRD Small Business
Initiative and the European Union’s EU4Business Initiative
4) Strengthen the BSCs’ ability and capacity to independently and effectively deliver Marketing
and Communication component in line with the efficient, effective and sustainable operational
model and as part of the nationwide network serving SME community.
2. SCOPE OF WORK
The Consultant shall be aware of the EU4Business Initiative’s context and the expected results of the
Programme and particularly the Network of Business Support Centres component, to which the Marketing
and Communication Assignment will contribute, as well as the activity, mission and goals of the EBRD and
particularly the SME Finance & Development Group, who is an implementer of the Programme.
The Consultant is expected to possess sufficient capacity to deliver the full scope of services under the
Assignment. As such, a dedicated team of specialists, hired full time, should be on place ready to support all
kind of requests stated in the Assignment. The profile of such specialists should be provided. If there is a
need to hire a dedicated staff for the Assignment, a profile of the best candidate for the position should be
provided to the EBRD. The EBRD Communications should be involved in taking the final decision on the
candidate. The Project team specialists should be able to cover request from BSCs or the EBRD of any
Marketing and Communication area (digital, production, design, media, marketing, event management, etc.).
The Consultant should calculate the capacity bearing in mind that several kinds of similar tasks and requests
could be required to be processed simultaneously. The EBRD reserves the right to replace any
Expert/Key Expert, if the one fails to provide the required support at any stage of the Assignment.
The adequate replacement shall be provided within the two weeks after the written request from the
EBRD.
To achieve the Assignment’s objectives, the Consultant shall provide Marketing and Communication support
to the following organizations:
- 15 Business Support Centres across Ukraine
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- EBRD SME Finance & Development team staff based in the EBRD Resident Offices in Ukraine
The Consultant will complete the following tasks, inter alia:
2.1. Component 1: Marketing and Communications support of 15 Business Support Centres across
Ukraine
2.1.1. Increase capacity (educate) on Marketing and Communications component
- Training on the Marketing and Communications component for all BSCs with further follow up and
testing their understanding.
- Daily support of BSCs Marketing and Communications activities, explaining on why and how it
works in a systematic way.
2.1.2. Ensure consistent understanding and messaging from BSCs of the main communication rules
with all the parties involved: SMEs, media, stakeholders, donors, EBRD, other participants of the market
- Development of communication guidelines on how to communicate with each of the identified
audiences.
- Conduct trainings on how to communicate with clients, media, stakeholders, donors through
different communication channels.
- Support BSCs in implementing adequate CRM systems.
2.1.3. Ensure consistent understanding and messaging from BSCs of their role in creation of SME
support infrastructure
- Develop and implement the agreed guidelines and provide with Marketing and Communication
support to the BSCs in incorporating these messages through the review of materials put out by the
BSCs.
- Regular communication with BSCs on their understanding of their role and the role of donors and
the Initiative in the whole.
2.1.4. Increase visibility of the network
- Implement activities according to the Action Plan, Capacity Building conclusions, Marketing
Research results and Communication Strategy, which should contain, but be not limited to: media
relations, event management, production, marketing activities, digital promotion, etc.
- Digital promotion also envisages the creation of Social Media presence of the Network.
2.1.5. Increase understanding of BSCs' role by SMEs in Ukraine, as well as by all the stakeholders
- Conduct awareness raising and educational activities targeting the key audience through different
communication channels.
- Produce visibility materials that will allow delivering messages effectively.
- Develop communication channels the most effective for reaching this goal.
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2.1.6. Increase understanding of BSCs' role by media in Ukraine
- Regular Communication with media (meetings, events, invitation to EBRD and BSC events);
- Provision of briefs and reference materials; as well as confirming accurate understanding.
- Provide information on a regularly basis from the BSCs.
2.1.7. Ensure proper donor and the EBRD visibility
- Ensure adherence to brand guidelines provided by the EBRD covering EU4Business, as well
as the BSCs' network brand.
- Brand all BSCs according to the brandbook developed and guidelines provided.
- Ensure all messages delivered by the BSCs contain the right wording, with
acknowledgement of donor's contribution.
2.1.8. Ensure high quality of events conducted by the BSCs
- The BSCs will have to organize events by themselves, however the Marketing and
Communications Agency is expected to monitor the quality of the final delivery and provide
implementation support and guidance as agreed with EBRD.
2.1.9. Build capacity within the Communications role for the sustainability of the Network, including
in client relations (other business processes that might influence the Marketing and
Communications function) for all 15 BSCs
- Provide training on importance of Marketing and Communications function for
sustainability of the Network;
- Provide tailored training on business etiquette and client relations (other business processes
that might influence the Marketing and Communications function);
- Design and conduct an assessment on whether the level of understanding and qualitative
client management has increased over the course of the Assignment (knowledge of how to
process calls, requests, provide qualitative information and manage crisis situations
professionally etc.).
2.1.10 Enhance systematic Marketing and Communications function in all areas: marketing, media,
digital, event management, etc. in all BSCs
- Refine the Marketing and Communications strategy and implementation Plan to cover all
areas of Marketing and Communications, including Marketing, media, digital, event
management and others.
2.1.11. Sustainable communications skills and functions embedded sustainably in the operations of
the BSCs by the end of the Initiative
- Conduct trainings covering all the Marketing and Communications areas.
- Develop assessment forms for measurement of BSCs readiness to operate understanding the
importance of Communication component for the Network sustainability.
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2.1.12. Produce high quality communications materials in coordination with BSCs
- Support BSCs on production of all promo materials (including design, concept development
and production itself) for the Network of BSCs.
- Develop and draft promo materials for use by the BSCs (social media stories, press releases,
articles, interviews, videos, etc.)
2.1.13. Support the development of web-platform for BSCs in terms of Marketing and
Communications
- Under the Initiative a dedicated platform for BSCs is expected to be developed. The
Marketing and Communications agency is expected to be closely involved into the
Assignment in terms of Marketing and Communications part (content, whether it is in line
with overall Marketing and Communications Strategy, promotion, etc.).
2.1.14. Reports to EU on Communication and Visibility activities of BSC and Programme in a
whole
- Provide quarterly input to donor reporting efforts in terms of highlighting Marketing and
Communications activities. Examples of such reports will be provided to the selected
Agency for reference.
2.1.15. Mitigate reputational risks of the BSCs and the activities that could cause damage to the
EBRD reputation
- Developed list of the most risky factors in terms of communication.
- Develop and incorporate Anti-crisis Communication Plan.
- Conduct trainings on Anti-crisis Communication Plan understanding and use.
- Develop assessment forms.
- Monitoring and prompt reaction to the communication threats and negative content.
2.1.16. Process ad hoc Marketing and Communication requests with a common sense of priority
2.2 Component 2: Marketing and Communication support for EBRD activities under the
programme
2.2.1. Increase understanding and awareness on opportunities for SMEs provided by the
programme among the SME target audience
- Drawing from the results of existing EBRD Market Research and Communication Strategy
provided by the EBRD, develop an Implementation Plan on recommended Marketing and
Communications activities to reach the goal.
- Such activities should include, but not limited to: media presence (including digital),
developing key messages (with prior approval with the EBRD), develop promotion
materials (infographics, videos, presentations, etc.), activities in digital channels, events
(including 4 road shows per year in the regions).
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2.2.2. Increase understanding and awareness on opportunities for SMEs provided by the
programme, among relevant media in Ukraine
- Activities and events to awareness of the opportunities provided by the programme among
media in Ukraine.
- Individual work with journalists promoting the necessity to provide the market with
qualitative information, information on opportunities for SME development and importance
of consulting services for business development.
2.2.3. Increase understanding and awareness of the importance of business advice for business
development among SMEs and media
- Events and other activities with SMEs, media and consultants to increase level of
understanding the importance of consulting for business development.
- Support of the events conducted by the EBRD for SMEs in Marketing and Communications