Organisation of Eastern Caribbean States OECS MSME Facility Project
Loan No/Credit No/Grant No: P157715
Assignment Title: PR and Marketing Consultant
Reference No: KN-ECPCGC-303603-CS-CQS
The countries of the Organisation of the Eastern Caribbean (OECS) have received financing from the World Bank toward the cost of the OECS MSME Facility Project and intend to apply part of the proceeds for the consulting services of a Public Relations / Marketing firm.
The consulting services (“the Services”) include, but are not limited to:
- Assessment of ECPCGC’s market in the 6 member states, an analysis of current PR efforts, and the provision of statistical data on the various markets, in a comprehensive report
- Preparation of a strategic Public Relations Communications and Marketing plan for the organisation
- The provision of technical advice and support for the implementation of the programme
The detailed Terms of Reference (TOR) for the assignment are attached. The start date of this assignment is December 2022.
The Eastern Caribbean Partial Credit Guarantee Corporation (ECPCGC) now invites eligible consulting firms (“Consultants”) to indicate their interest in providing the Services. Interested Consultants should provide information demonstrating that they have the required qualifications and relevant experience to perform the Services.
The attention of interested Consultants is drawn to Section III, paragraphs, 3.14, 3.16, and 3.17 of the World Bank’s “Procurement Regulations for IPF Borrowers” July 2016 (“Procurement Regulations”), setting forth the World Bank’s policy on conflict of interest.
Consultants may associate with other firms to enhance their qualifications but should indicate clearly whether the association is in the form of a joint venture and/or a sub-consultancy. In the case of a joint venture, all the partners in the joint venture shall be jointly and severally liable for the entire contract, if selected.
A Consultant will be selected in accordance with the Consultants Qualification Selection (CQS) method set out in the Procurement Regulations.
Further information can be obtained at the address below during office hours 8 am to 4 pm.
Expressions of interest must be delivered in written form to the address below (in person, by mail, or by e-mail) by 24 November 2022.
Eastern Caribbean Partial Credit Guarantee Corporation
Eastern Caribbean Central Bank
Basseterre, St Kitts
Tel: 868 620 8144
Attn: Carmen Gomez-Trigg
E-mail: [email protected]
or:
Bernard Thomas [email protected]
or [email protected]
Terms of Reference for Public Relations/Marketing Firm
for the Eastern Caribbean Partial Credit Guarantee Corporation
November 2022
Background
The Eastern Caribbean Partial Credit Guarantee Corporation (ECPCGC) was created to increase the amount of financing available to micro, small and medium enterprises (MSMEs) in the Eastern Caribbean Currency Union (ECCU). ECPCGC provides guarantees of up to 80% on loans made by private sector lenders to qualifying MSMEs. The programme became operational in 2020 and is working with banks in 6 of the nations that comprise the ECCU. The guarantee programme was rolled out in October 2020 and started receiving applications for guarantees in early 2021. At this time, Covid-19 was pronounced a pandemic and the economies of all member countries became stagnated. The commercial banks, the first entrants to the programme, became involved in securing the businesses of their clients by granting moratoria and assisting with short-term financing needs. Occurring simultaneously were the mergers of national banks with former Canadian-owned banks. There were therefore scant opportunities for the commercial banks to focus on the marketing of this new programme as was originally intended. In the interim, ECPCGC commissioned radio and internet ads and provided support to banks in their outreach efforts.
The Current Issue
The guarantees are designed to assist MSMEs to access finance through financial institutions that are signatories to the programme. This presupposes a knowledge of the programme by the financial institutions and the entrepreneurs themselves, and an understanding of the benefits that could accrue. The programme continues to be undersubscribed, even now in the post-Covid recovery period. While ECPCGC has undertaken several in-person sensitisation events and more recently has financed radio and social media ads, the response continues to be less than optimum, especially as there are so many entrepreneurs that need funds to re-energise their businesses.
The Purpose of the Assignment
The main objective of this engagement is to develop a Strategic PR / Marketing Plan for ECPCGC and to direct its implementation. At the core of this consultancy is the undertaking of a PR and Marketing campaign which is essential to increasing entrepreneurs’ and other project stakeholders’ sensitisation of the ECPCGC guarantee program. There is a need for increased awareness (beyond the current radio and social media ads) among entrepreneurs, financial institutions, small business development services, and government institutions, on the benefits of the ECPCGC guarantee programme.
The assignment is segmented into the following areas:
1. Market Assessment
- Assessment of the current PR efforts and the fit into the unique elements of each member country
- Report on the assessment above and recommendations for improvements
- Provision of market research/statistical analysis on the target audiences so that campaigns could be tailored
2. Strategy development
- Preparation of a strategic Public Relations Communications and Marketing plan for the organisation. This should encompass the following areas, which are not exhaustive:
- Brand awareness
- Media presence
- Public Relations
- Renewed focus on women entrepreneurs
- Importance to be placed on the entrepreneurs operating outside of the capital cities and the main islands
3. Technical advice and support
- Development of a media plan to advance the organisation’s visibility
- Creation of education and communication materials on the Guarantee program to include, among others, documents and/or templates for brochures, and flyers
- Creation of radio and virtual advertisements
- Organisation of radio spotlights with government agencies to discuss ECPCGC’s role in post-Covid recovery efforts.
- Organisation of trade fair-type events (at least one in each country) where ECPCGC and Participating Lenders can meet and interact with entrepreneurs. These events could include keynote speakers from the government.
- Organisation of a regional recovery event with the participation of the Eastern Caribbean Central Bank, OECS, and World Bank Management
