Request for Proposals (RFP) for an Individual Consultant to Work as Communication Consultant for Rwanda Fertilize Company

Section 1 – General Information

Section 2 – Scope of Procurement

1. Introduction to Offerors: CNFA is an international agricultural development organization that specializes in the design and implementation of sustainable, enterprise-based agricultural initiatives. CNFA implements the Feed the Future Rwanda Hinga Wunguke Activity, a USAID-funded $28M five-year (January 2023-January 2028) initiative with the objective to increase incomes and improve nutritional outcomes by sustainably increasing agricultural productivity and strengthening domestic consumption of and markets for safe, nutritious food products (raw and processed).

The activity applies a market systems development (MSD) approach to strengthen private-sector engagement through co-investments and partnerships to improve agricultural productivity, markets, farmer incomes, and nutrition. Hinga Wunguke has four complementary Intermediate Results (IRs) referred to as activity components: 1) Sustainably Increase Agricultural Productivity; 2) Access to Finance for Farmers and Agribusinesses Increased, 3) Improve Producers’ Market and Nutrition Outcomes, and 4) Strengthen the Enabling Environment to Foster Market Driven Agriculture.

Hinga Wunguke (HW) is focusing its interventions in the USAID Feed the Future Zone of Influence (ZOI), namely: Bugesera, Burera, Gakenke, Gatsibo, Karongi, Kayonza, Ngoma, Nyabihu, Nyamagabe, Nyamasheke, Ngororero, Rubavu, and Rutsiro. The Activity works with public and private sector actors in rural, urban, and peri-urban areas across Rwanda relevant for a well-functioning system in selected agriculture value chains. HW is prioritizing value chains which have the greatest potential impact on increasing farmer incomes, MSME profitability and nutrition outcomes. Its current priority value chain includes Maize, Beans (HIB, French beans, dry & shelled beans), Soybean, Irish Potato, peas (dry & green), Sweet Potato (OFSP), Carrot, Tomato, Mango, Avocado, Peas, and Passion Fruit.

The purpose of this Solicitation is to identify an expert to support in the delivery of communication activities for Rwanda Fertilizer Company.

2.0 Scope of Work: Summary of communication deliverables:

• Supporting RFC marketing efforts:
• Developing marketing tools on consumer trends such as surveys, opinion polls or questionnaires).
• Engaging in company research on consumer opinions and market analysis.
• Monitoring consumer satisfaction with products or services.
• Supporting communication efforts:
• Managing the company’s media relations, and social media platforms, as needed.
• Collecting data on project successes and organizing social media campaigns.
• Creating project-related audio-visuals such as photography, video and graphics.
• Collecting news and success stories for use in a variety of mediums; and
• Providing administrative support to RFC staff as needed.

2.1 Background and Rationale: CNFA’s partner organization, the Rwanda Fertilizer Company, (RFC) recently opened its fertilizer-blending facility in Bugesera and is now actively delivering blended fertilizers to stakeholders in the agricultural sector. To increase the pace of the rollout of these new blends, it seeks to recruit an experienced communication advisor to implement a formal multi-year marketing and communications strategy and associated deliverables that will allow RFC to establish a strong competitive position and to meet communication and marketing needs of commercial and smallholder farmers, its key market.

The Communication consultant will assist in the communication and marketing efforts of RFC, especially in the context of implementing its communications and marketing strategy for the increased brand awareness, distribution and market penetration of its blended fertilizers. Considering this ambitious project to bolster its market presence and outreach with its new fertilizer blends, this six-month assignment demands a delivering communication approach encompassing a broad range of activities, outputs, and qualifications.

2.2 Objectives: Hinga Wunguke’s support for RFC includes communication, marketing and creating brand awareness for its new fertilizer products. This collaboration will ensure that there is increased promotional and brand awareness and update in the use of blended fertilizer products in order to improve agricultural productivity.

 Specific to the Hinga Wunguke support for RFC communication efforts includes the following elements:

1. Alignment with improved use of quality fertilizers: Hinga Wunguke’s objective to improve productivity requires improved advocacy and awareness on the use of improved and high-quality fertilizers among farmers to increase productivity and profitability.
2. Facilitation for innovative products: One of the key results for Hinga Wunguke is achieving milestones in improved food security. By supporting RFC to promote and market its quality products, Hinga Wunguke targets to improve yields and productivity, leading to food security.
3. Leveraging the benefits of Market Systems Development Approach: Hinga Wunguke’s use of the Market Development Approach is crucial for sustainable use of quality farm inputs. By providing this technical assistance, Hinga Wunguke can help RFC to sustainably increase awareness and use of quality inputs for sustainable agricultural development.
4. Strengthening Private Sector Partnerships: Hinga Wunguke’s focus on private sector collaboration resonates with the partnership with RFC that involves various stakeholders. This collaboration can lead to more knowledge sharing, and promotion of innovation in agricultural practices and technologies.

To achieve these objectives and to support in the delivery of communication work for RFC, a consultant will be engaged over a 6-months term ( should be based at RFC and or CNFA and full presence during working hours or five days a week) to ensure completion of the tasks. The selected consultant should possess a deep-rooted understanding of communication, marketing and Rwanda’s agricultural sector. The consultant also must be equipped with critical and strategic thinking capabilities, able to work independently while also excelling as a collaborative person ensuring the development and understanding of RFC’s vision.

2.3 Tasks.

The consultant’s tasks and responsibilities are structured to ensure the successful implementation of marketing and communication activities and outputs:

The following are the needed activities and outputs of the engagement:

1. Promotional and Marketing Materials Preparation: Produce a variety of promotional materials such as brochures, flyers, and digital content to effectively communicate the benefits of RFC’s blended fertilizers.

2. Social Media Campaign Management: Develop and implement social media campaigns targeting both commercial and smallholder farmers. This includes content creation, scheduling, monitoring, and analytics review to adjust strategies as needed.
3. Digital Marketing Engagement: Implement strategy to utilize digital platforms for wider reach, employing innovative communications strategies, digital marketing, and advertisements that can attract the attention of farmers and agro-retailers in its key market segments.
4. Media Content Design and Development: Create content and manage RFC’s social media presence to ensure consistent and engaging communication with stakeholders. This will include audiovisual and outdoor campaigns to build brand awareness and recognition and use of public and community opinion leaders to drive messaging.
5. Identify other communication and marketing channels to increase market penetration of blended fertilizers: Utilize appropriate communication channels to reach and educate farmers and partners through demonstrations and trainings, workshops, events and expert sessions.

2.4 Deliverables

The consultant will provide daily updates,weekly reports and monthly reports showing the progress of the assignment for the tasks highlighted above. (2.3).

The overall allocation of the work to be done by the consultant will be managed by the Hinga Wunguke Communications Director in close consultation with RFC.