SOW – Onboarding a Media and PR Agency on a retainer basis

 Scope of Work – Onboarding a Media and PR Agency on a retainer basis 

1. About Room to Read India

Room to Read India was established in 2003 and presently has programs in ten Indian states – Andhra Pradesh, Chhattisgarh, Delhi, Jharkhand, Karnataka, Madhya Pradesh, Maharashtra, Rajasthan, Telangana, Uttarakhand, and Uttar Pradesh.   

Room to Read is a global organization transforming the lives of millions of children in low-income communities by focusing on literacy and gender equality in education. Since 2000, Room to Read has benefited more than 39 million children across 23 low-income countries. Learn more at www.roomtoreadindia.org.

2. Objective

Room to Read intends to onboard a proficient Public Relations (PR) agency on a retainer basis to enhance brand building and thought leadership positioning for Room to Read India. The selected agency will be responsible for strategically positioning Room to Read India through various media channels,emphasizing its visibility, brand value, and thought leadership positioning. 

3. Scope of Services

The PR Agency will be expected to provide the following services on a monthly basis (retainer) throughout the contract period of May 2024 to April 2025. 

 3.1 Leadership Positioning

• Develop and execute a comprehensive plan/calendar for Room to Read India leadership team through Op-ed’s, authored articles, interviews, television, and radio appearances. 

3.2 Campaign Promotion

• Position Room to Read India’s campaigns as flagship initiatives in the education domain. These would include key annual campaigns such as India Gets Reading Campaign, Har Kadam Beti Ke Sang Campaign, She Creates Change movement, and Children’s Literature Awards. 
• Maximize the visibility of these initiatives and utilize the occasions to position Room to Read thought leadership.  

  3.3 Event Promotion

• Room to Read holds three major national summits, one each around Children’s Literature Award, Literacy Summit, and the Girls’ Education Program Summit. The agency would be expected to position Room to Read through these events as a thought leader in the Foundational Literacy and Girls’ Education & Gender Equality domain. 

  3.4 National and State Activities

• Secure coverage for the key newsworthy Room to Read activities happening across 10 Room to Read India intervention states through digital, print, and broadcast media platforms as well as at the national level. 

  3.5 Reporting and Analytics

• Provide comprehensive monthly reports on PR activities, including metrics, reach, and engagement. 
• Do a competitor analysis, highlighting Room to Read India’s present position vis-à-vis relevant competitor organizations, and identify areas for improvement. 

4. Duration

The PR Agency will be engaged for an 11-month period, starting from May 2024 to April 2025. 

5. Proposal Submission

Interested PR agencies are invited to submit their proposals by April 23, 2024. The proposal should include a detailed plan, relevant evidence of prior experience, and a separate financial proposal. 

6. Pre-Bid Meeting

To offer further clarity on the scope, we will schedule short meeting (on request) for interested agencies.  

• Date: April 16, 2024 
• Mode: online (meeting/s to be scheduled upon receiving requests from agency/ies) 
• Time: 11a.m. to 1p.m. 
• Point of Contact: David Durani, email: [email protected]
• Meeting Link :

1. Join Zoom Meeting
   
2. https://us02web.zoom.us/j/8419572083?omn=88108297590
3. Meeting ID: 841 957 2083

7. Evaluation Criteria

Profile of the bidder and format for relevant documents for bid submission

8. HOW TO APPLY

Proposals are invited from the interested agency for the above assignment and the last date for receiving the proposal is 23^rd April 2024 at [email protected] [do not copy anyone from RtR]

• Kindly submit two separate emails with following subject lines:

1. EMAIL-1 : TECHNICAL PROPOSAL – PR & Media Agency
2. EMAIL-2 :FINANCIAL PROPOSAL – PR & Media Agency 

• Read the ToR thoroughly before applying, also please share queries before pre-bid or attend the pre-bid meeting as mentioned above for any clarification.
• Any incomplete application or process deviation, the proposals will automatically be rejected.
• Only Shortlisted agencies will be contacted and might be called for a face-to-face interaction with the panel.
• Proposals received after the prescribed deadline will not be considered.

The TDS will be applicable on the consultancy fee.

Selected Consultant/agency will be required to sign and abide by the Child Protection policy of Room to Read.

For queries, please contact:

Vivek Shrawat

[email protected]