Consultancy for conducting a “marketing and branding” training (ET)

Scope of the consultancy

The consultant is a national expert from the private sector, with a background in providing marketing and branding training for participants from different sector background. The participants are within the following sectors: Basic veterinary skills, Clothing and textile Sector, Dairy mouneh production, Dry food preparation, Greenhouse installation and agriculture, Home gardens and small-scale agriculture.

This consultant will conduct a 2 day- training in the topic of marketing and branding for Akkarouna’s ET beneficiaries (429 participants). Each participant is expected to take the topic ‘training for a period of 2 days, attendance will be recorded and monitored throughout the training delivery; Number of students per class is recommended to be between 15 – 20 students per group. Working days and time will be determined in accordance the to the students’ flexibility and mobility. The timeframe to finish this activity is by end of August.

The consultant is expected to provide high level support to Akkarouna and SCI’s field team. The consultant will be expected to meet regularly at the SCI office in Tripoli and Akkar by providing technical support on the market linkage activities under INMAA’s project. The consultant should be able to determine constraints faced by vulnerable youth in the labor market and support in the identification of potential employment and self-employment opportunities for project participants.

Administrative deliverables:

• Work plan which describes planned activities and expected deliverables;
• Curriculums and summary of the training should be delivered to Akkarouna’s focal point in Arabic and English to be distributed to participants. 
• A comprehensive final report submitted to SCI project team for revision and approval following the structure:
  • Scope and objectives of the training sessions
  • Approach adopted for conducting the training sessions
  • List of outputs produced during the training sessions
  • Description of the outputs produced during the mission
  • Problems and challenges encountered during the mission
  • Recommendations for the improvement of project implementation

Training deliverables:

Day 1: Market Research, Analysis, and Planning

This day will focus on incapacitating the trainees to do the necessary research and analysis in order to decide on their pricing strategy, market positioning, channel selection, and go-to-market plan.

After this training, they should be able to:

• Perform competitive analysis
• Create their buyer personas
• Draft their marketing mix
• Choose their Unique Selling Proposition
• Create a go-to-market plan

Day 2: Branding, Packaging, and Market Activation

This day will focus on showcasing the importance of branding, and how a relevant brand can be created using freely available tools. Trainees will also learn how to freely design their product packages as well as be able to create designs for online publishing. They will also learn how to build collaborations and launch their products into the market.

After this training, they should be able to:

• Create a visual brand (logo, color palette, typography…)
• Design their product packaging
• Create visual designs
• Use AI to assist in media creation, designs, and copy writing
• Preliminary certification and export requirements
• Formulate retail collaborations
• Choose proper product outlet channels