1.  About READY Pakistan: Resilient, Early Action to Disasters around the Year, Pakistan (READY Pakistan) is leading change in humanitarian aid in Pakistan. It aims to build a system for humanitarian equal partnership in Pakistan, linked globally, striving for quality results, localisation and innovation to benefit disaster-affected communities. Once registered as a legal entity, READY Pakistan will be a platform for in-country local, national and international organisations for effective management of their own resources and defining their own responses to crises, under the overall policy framework of Start Network.

 2.      About Start Network: Start Network’s mission and vision of transforming the humanitarian system through localised action, innovation, and new ways of financing are shared by many humanitarian actors in Pakistan, who see a clear alignment between Start’s potential and the challenges; they face in their own context. Since 2017, Start Network members and partners in Pakistan have come together to design and create their own network structure that could bring together Start’s current and future activities in-country through a coherent and locally led initiative which is called READY Pakistan Hub.

 3.      About IDEA: Initiative for Development & Empowerment Axis (IDEA) has been selected as hub host organisation (HHO) to facilitate the READY Pakistan Hub activities in Pakistan till the later secure its registration with the Government of Pakistan as an independent legal entity. Capitalising the success of READY Pakistan, its National Steering Committee (NSC) has appointed IDEA to take forward the Incubation Program/Project implementation and registration of Pakistan Hub under the relevant laws of the country. IDEA is accountable to the NSC in the delivery of its activities on behalf of the Hub.

 4.      Scope of work

READY Pakistan is currently looking for a consultant to provide us with the following services for our Pakistan hub:

• Develop a Communications Strategy that will guide the Hub’s messaging, outreach, media engagement, and digital platforms to enhance visibility, build trust, and drive awareness among key stakeholders.
• Create a Brand Book that defines the Hub’s visual identity, tone of voice, and overall branding guidelines, ensuring a consistent representation of the Hub across all communication channels and materials.

Both outputs will be guided by the communications and visibility frameworks established by Start Network but largely informed by the local context.

The consultant will be responsible for producing the following outputs through collaboration and coordination with the READY Pakistan Communications team:

A. Communications Strategy

1. Communications Analysis

○        Conduct an assessment of the Hub’s current communication efforts, challenges, and opportunities.

○        Evaluate the communication needs and preferences of the key stakeholders, including humanitarian actors, beneficiaries, donors, and local communities.

○        Analyze the media landscape, including social media, traditional media, and digital communication channels fit for Hub

2. Strategic Communication Framework

○        Define clear communication objectives aligned with the Hub’s mission and goals.

○        Identify target audiences and develop audience-specific messaging.

○        Outline the communication channels and platforms best suited for the Hub’s outreach efforts.

○        Develop key themes and messaging pillars that will guide all communication activities.

3. Content and Media Strategy

○        Propose a content creation plan, including storytelling techniques, visual assets, and key content formats (e.g., blogs, videos, infographics).

○        Suggest strategies for media outreach and building relationships with journalists at outlets

○        Include a digital engagement plan, considering the role of social media platforms, website content, and email newsletters.

4. Monitoring and Evaluation

○        Propose mechanisms for tracking and measuring the impact and effectiveness of the Hub’s communication activities.

5. Communications Work Plan

○        Develop a 2-3 month communications work plan for the Hub to implement. This work plan should outline key activities, deliverables, and timelines that will enable the Hub to achieve the initially set communication objectives.

B. Brand Book

1. Brand Identity

○        Define the Hub’s brand values, mission, and vision, ensuring alignment with the humanitarian objectives.

○        Develop a clear brand positioning statement that differentiates the Hub from other humanitarian entities.

2. Visual Identity

○        Design the Hub’s logo (if necessary), color palette, typography, and imagery guidelines.

○        If the Hub already has an existing logo, it should be refined and reworked to ensure high-quality resolution and consistency with the updated brand identity.

○        High-resolution files should be provided and turned over

○        Provide templates for documents, presentations, and digital assets that adhere to the visual identity.

3. Tone of Voice and Messaging Guidelines

○        Develop a tone of voice guide that reflects the Hub’s personality and values (e.g., empathetic, authoritative, inclusive).

○        Outline messaging guidelines that ensure consistency in all written and spoken communication.

○        Create a boilerplate for the hub to be used for introductions etc

4. Application of Branding

○        Provide examples of how the brand should be applied across various materials and media, including website, social media, reports, brochures, presentations, and print materials.

1. 5.      Timelines

We aim to conclude the project by 28^th March 2025. Estimated timelines are as follows:

• February 2025 - Contracting
• End of February 2025 - Kick off call
• First Week of March 2025 - Workshops with the hub
• Second week of March 2025 - First draft of the Communications Strategy and Brand book
• Third week of March 2025 - Second draft of the Communications Strategy and Brand book
• Last week of March 2025 - Final output

    6. Point of Contact:

To ensure effective communication and a smooth workflow between both parties’ READY Pakistan and the consultant, the point of contact from READY Pakistan will be:

Communication Officer

Details: Nadia Zafar

[email protected]

     7. Mode of Payment

The payment will be made as per the following schedule:

1. 30% as the first payment upon signing of a contract
2. 30% as second payment upon completion of events
3. 40% as final payment upon submission of deliverables within the stipulated timeframe

8. Submission Details

Qualified Firms/Consultants / Individuals are requested to submit;

1). Technical Proposal detailing as pointed out.

2). Financial Proposal within 7 days of the publication of this advertisement by (28th February'2025) 11:00 PM (PST).

Qualified and interested parties are requested to submit the following;

• A detailed proposal clearly demonstrating an understanding of this TOR which may include the following:

○        Proposed approach, activities, and timeframes for the Communications Strategy and Brand book

○        CV of a consultant, and supporting personnel who would be the main points of contact;

○        Details of experience appropriate to the needs of READY Pakistan and the activities addressed as per the Scope of Work and Deliverables;

Each of the Technical and Financial Proposals should be packed and sealed in a separate envelope before packing both in a single envelope, addressed to:

Address: Office # 4, 4th floor, RDF Complex MAUVE Area, G 9-1,  Islamabad