Call for Digital marketing & social media consultancy - ARYAF

Context & Background

Berytech is a leading organization in the Entrepreneurial Ecosystem in Lebanon, that aims to provide a conducive environment for the creation and development of startups, through incubation, business support, counseling, funding, networking, and company hosting, hence taking part in the economic revival of the country, participating in wealth and job creation, and retaining graduates and high-level skills in Lebanon.  

About ARYAF PROJECT

ARYAF serves Micro, Small, and Medium Enterprises operating in food processing, local hospitality, tourism, the restaurant industry, eco-tourism, and Agri-tourism within west Bekaa, Zahle, and South Mount Lebanon.  

The program aims to empower sixty MSMEs (Micro, Small, and Medium Enterprises) to increase their sales volume, implement a business continuity plan, and provide training to their staff, including youth, women, and disabled individuals.

The program is funded by The German Federal Ministry for Economic Cooperation and Development (BMZ) and implemented by Deutsche Gesellschaft für International Zusammenarbeit (GIZ), in partnership with Berytech, within the framework of Strengthening Agriculture, Local Communities and Small and Medium Enterprises project (ACE). 

Background

Established in 1990 within Jahiliya Al-Shouf, Mount Lebanon, the Art Cave Museum, with roots dating back over 400 years to the Ottoman era, repurposed ancient cellars used for secret meetings into a cultural, artistic, and environmental landmark. This transformative space showcases the essence of mountain life through oil paintings, sculptures, mosaic works, and natural formations like mud walls and dry trunks. The artist’s architectural vision integrated these caves with an environmental garden, stone structures, and a cultural hub while fostering practices like yoga, meditation, and poetry. Beyond its artistic offerings, the museum offers diverse activities, aiming not only to preserve heritage, but also to revitalize rural life, boost tourism, and create local employment opportunities, standing as a symbol of peace and cultural revival amidst economic challenges.

Scope of Work

The appointed consultant has a multifaceted role in shaping the museum’s digital presence.

The consultant will be responsible for the following:

1. Conduct a comprehensive analysis of Cave of Art Museum’s current digital marketing and social media activities and evaluate the strengths and weaknesses while providing recommendations for improving the museum’s online visibility, engagement, and reputation.
2. Develop a digital marketing and social media strategy that aligns with the museum’s objectives such as increasing awareness, attracting visitors, or promoting education based on the target audience considering their demographics, interests, and online behavior. The Digital marketing strategy must include the following elements:
   1. Clear and consistent identity that reflects the museum’s mission and values.
   2. A content plan that outlines the types of content to be created and shared on different platforms.
   3. A social media plan that defines the goals, channels, tone, frequency, and metrics of the social media presence and guidelines for engaging with followers and influencers.
   4. Timeline that sets deadlines and milestones for execution of the strategy.
   5. A monitoring and evaluation system that tracks and measures the performance and impact of digital marketing and social media activities.
3. Develop a 12-month social media calendar, a document that specifies the type, frequency, and timing of the social media posts, as well as a social media toolkit, a collection of templates, graphics, hashtags, captions, and other resources, that can be used to create and customize the social media content.
4. Launch and manage a social media campaign for the museum based on the digital marketing strategy using the most popular and relevant social media platforms. The consultant will manage the social media page for one full month and will be responsible for all social media posts, activities, and inquiries.
5. Design a user-friendly and responsive website landing page for the museum, based on the brand identity, and using the best practices of web design and development.
6. Measure and evaluate the performance and impact of the marketing project using various metrics and tools such as social media analytics and customer feedback.

Deliverables

The deliverables for this project are as follows:

1. Assessment Report.
2. Digital Marketing and Social Media Strategy
3. Social Media Calendar and Toolkit
4. Social Media Campaign Management
5. Website Landing Page
6. Final report

Methodology

The consultancy process for shaping the Cave of Art Museum's digital presence includes a systematic approach involving several key stages to fulfill the project's objectives outlined in the Terms of Reference (TOR).

• Initial Assessment:

The methodology begins with a comprehensive analysis of the museum's current digital marketing and social media activities. This phase involves in-depth analysis to identify strengths, weaknesses, opportunities, and threats. A combination of tools, including analytics platforms, data evaluation, and qualitative assessment, will be utilized to derive insights.

• Strategy Development:

Following the assessment, a tailored digital marketing and social media strategy will be formulated in alignment with the museum's objectives. This strategy will integrate elements such as a cohesive brand identity, a detailed content plan for various platforms, a social media plan defining goals, channels, tone, metrics, and a timeline outlining execution milestones.

• Creation of Social Media Calendar and Toolkit:

A 12-month social media calendar detailing the types, frequency, and timings of posts will be devised. Additionally, a comprehensive social media toolkit encompassing templates, graphics, hashtags, captions, and other resources will be curated, facilitating the creation and customization of engaging social media content.

• Implementation and Campaign Management:

The consultant will oversee the launch and management of a social media campaign, utilizing the identified popular and relevant platforms. Management responsibilities will include handling social media activities, and posts, and addressing inquiries for a full month, aligning with the devised digital marketing strategy.

• Website Landing Page Design:

In parallel, a user-friendly and responsive website landing page will be designed, adhering to best practices of web design and development. The page will reflect the museum's brand identity and offer an intuitive interface for visitors.

• Performance Measurement and Evaluation:

Throughout the project lifecycle, various metrics and tools, including social media analytics and customer feedback mechanisms, will be employed to measure and evaluate the project's performance and impact. This continuous assessment ensures alignment with project objectives and facilitates necessary adaptations

Qualifications

• A degree or diploma in branding marketing graphic design web design or related field.
• Proven track record of working with businesses in the tourism industry.
• Demonstrated expertise in digital marketing development and online reputation management with a portfolio of successful branding and marketing campaigns for similar businesses
• Proficiency in various relevant digital marketing channels, including SEO optimization, content marketing, social media marketing, and online advertising.
• Proficiency in managing and growing social media accounts with a focus on platforms relevant to the industry.
• Strong project management capabilities including the ability to set and meet deadlines manage resources and adapt to changing circumstances
• Awareness of legal and regulatory considerations specific to the industry such as data privacy and advertising standards
• Ability and willingness to collaborate and communicate with management and staff and to incorporate their feedback and approval
• A portfolio of previous work and projects that demonstrate their creativity quality and professionalism