Call for a Web, Branding and Marketing Consultant- Basatine

1.Context & Background  

Bolstering Agriculture Systems’ Ability to Invest, Nourish, and Employ (BASATINE) is a four-year project that aims to support farmers and other value chain and associated sector actors in areas of Beqaa and Akkar focused on the production of wheat and vegetables, seeking a territorial approach and promoting linkages with other value chains. Through complementary interventions designed in alignment with the humanitarian-development-peace nexus, the project will immediately address food insecurity and provide needed income and technical support to farmers to survive this tumultuous time, as well improve the capacity of food systems to maintain employment and growth in the longer term via stronger domestic production and system linkages. This will ultimately contribute to greater economic stability – particularly for women, improved rural development, and more positive social cohesion between host/refugee communities at a local level.

To this end, Berytech, through the BASATINE Program, plans to recruit a consultant to provide tailored branding and packaging solutions for a targeted SME, develop an informative website, and conduct a study and implementation of a virtual shop. These services will ensure the SME has a cohesive identity, effective packaging designs, and engaging digital platforms to increase sales and market reach.

ESG Consideration: The chosen consultancy service will ensure that all branding and marketing materials are gender-responsive, inclusive in terms of language, and convey messages and visuals that resonate with women end-users.

Impact: The primary objective of this Technical Assistance (TA) is to support the company in establishing its brand profile, enhancing its online presence, and expanding its sales both in Lebanon and for export.

2. Objectives:

The primary objectives of this consultancy are as follows:

1. Refine and uplift the SME’s brand identity to create a cohesive and professional visual presence.
2. Identify the most suitable social media platforms for the SME, develop a tailored content strategy, and create a comprehensive content calendar to ensure consistent and engaging online presence.
3. Develop an informative, responsive website that effectively showcases the SME’s products, values, and export capabilities.
4. conduct a technical assessment of the targeted company's capacity and needs to evaluate the most appropriate format for a virtual shop ( 2D, 2.5D, or 3D) considering user experience aspect and develop a fully operational and user-friendly virtual shop tailored to the SME’s business objectives and customer needs.

3. Scope of Work:

The consultant is expected to perform the following tasks:

1. Conduct an in-depth assessment of the SME’s current branding and identify areas for improvement. This includes analyzing the logo, color schemes, typography, and overall visual identity to ensure alignment with the target market and export standards.
2. Develop a comprehensive suite of branding materials. These should include a refined logo with clear usage guidelines to be used for stationery items such as the company profile, business cards, letterheads, and envelopes, as well as invoice and receipt templates. The goal is to create a unified and professional brand image.
3. Develop packaging design for the SME’s  key products, including Soft White Bulgur, Soft Brown Bulgur, and Moghrabieh (3 different flavors). Each design should be tailored to the product type and include export-compliant labeling, high-quality graphics, and consumer-focused design features.
4. Research and identify the most suitable social media platforms based on the SME’s target audience and industry. Develop a tailored content strategy for each platform and create a detailed content calendar that outlines posting schedules, topics, and themes to ensure consistent engagement with the audience.
5. Develop and launch a comprehensive website that serves as a powerful online platform, reflecting the company's identity, values, and offerings and showcasing the company's unique value proposition, product range, and quality standards. The website should also incorporate SEO optimization to improve visibility and a contact form for customer inquiries. This must include a professional photo-shooting session.
6. Develop and launch the virtual shop based on the chosen design. The shop should feature interactive elements such as 360-degree product views, an intuitive navigation system, and analytical tools for tracking user behavior and sales and Provide training for the SME team on how to manage and update the virtual shop effectively.
7. Prepare user manuals and training materials for both the website and virtual shop and Conduct the required training to ensure the SME team is equipped to maintain and utilize these tools independently.

4. Deliverables:

The consultant is expected to deliver the following:

1. A comprehensive technical assessment report that outlines the SME’s branding and packaging requirements and includes the findings of the virtual shop’s assessment.
2. Fully developed branding materials, including a refined logo, stationery designs, and invoice/receipt templates, all presented with clear usage guidelines.
3. Export-compliant packaging designs for Soft White Bulgur, Soft Brown Bulgur, and Moghrabieh. These designs must meet industry standards and include all necessary labeling and branding elements.
4. Development of a yearly calendar outlining the schedule and topics for posts on the agreed upon social media platforms, ensuring a consistent posting schedule – number of posts and timeline for posting is to be determined based on the consultant’s advice and the need of the targeted company.
5. A fully operational virtual shop with all required features, including interactive product displays and analytical tools. This must include 2 training sessions and a detailed user manual for managing the virtual shop must also be delivered.
6. A final end-of-intervention report summarizing all completed tasks, outcomes, and recommendations for sustainability and future improvements.

6. Qualifications and Expertise:

The consultant should possess the following qualifications and expertise:

1. Extensive experience in branding and packaging design, particularly for SMEs in the agribusiness sector.
2. Proven track record in website and virtual shop development, including technical studies and implementation.
3. Familiarity with export market requirements and e-commerce best practices.
4. Strong graphic design skills and proficiency in relevant software tools.
5. Excellent communication and training abilities to effectively engage with the SME team.
6. Knowledge of SEO and digital marketing strategies to maximize online visibility.
7. Excellent communication skills, both written and verbal, to effectively convey recommendations and strategies to the targeted company and its internal team.
8. Comfortable working collaboratively with cross-functional teams to implement changes and improvements.

7. Deliverables and payment terms:

- Contract signed : 10% of the contract value upon singing the contract   

- Branding and packaging assessment, along with virtual shop technical study.: 15 % of the contract value upon approving the assessment report.

- Delivery of all branding materials and packaging designs as specified in the tasks section.: 15 % of the contract value upon approval of the developed website by the program team and the targeted company

- Delivery of a detailed social media strategy, including platform recommendations and content calendar.: 10 % of the contract value upon approving the content calendar

- Launch of a fully functional, SEO-optimized website.: 20% of the contract value upon approving the submitted guidelines and calendar by the  program team and the targeted company

- Completion of an operational virtual shop and training sessions for the SME team.: 20% of the contract value upon finalizing training on virtual shop operational guidelines

- Final report summarizing outcomes and sustainability recommendations.: 10% of  the contract value following the submission and approval of the final report by the program manager