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Public Relations and Branding Consulting Firms Opportunity

Mercy Corps is the implementing partner of the USAID funded Yes Youth Can / National (YYC/N) program.

Yes Youth Can (YYC) is a nationwide program designed to empower Kenyan youth to improve their lives and communities.

They achieve a greater voice in national policy making and create new livelihood opportunities.

Yes Youth Can! is USAID’s largest youth-empowerment program in the world.

The core of the program is that it is:

  • Youth-led: Youth ideas, local knowledge and innovations drive the process.
  • Youth-managed: Youth implement program elements (grants, investments, Youth Bunges, research) while leveraging mentoring and coaching.
  • Youth-owned: Youth are in control of all decisions within the institutional structures as a result of fair democratic elections, using a bottom up, localized demand approach.
Mercy Corps is seeking consulting services for Public Relations and Branding services for the YYC/N program.

The consulting firm will work with a designated in-house team to design materials, rollout the launch, and implement the communications strategy for Yes Youth Can.

Specifically the firm will undertake the following tasks:

a) Branding Strategy

Work with Yes Youth Can National leadership team to quickly and thoroughly develop brand strategy that integrates directly into the broader communications strategy

b) Brand Development

Develop an actual brand including logos and accompanying materials

c) Media Engagement

Stemming from the communications strategy, lead the development of the media engagement strategy and work with Yes Youth Can National leadership to rollout large-scale national, regional, and localized media campaign through various channels including but not limited to: television, radio, newspapers, magazines, and social media

d) Promotional Materials

Design effective promotional materials like advertisements, headings, slogans in Kiswahili and local languag
es, press release template, Yes Youth Can brochure, Yes Youth Can five minute video, banners, brochures, caps, t-shirts, etc. The firm must have or work with a creative designer to meet the expectations of the envisioned materials

e) Pre-Launch Event documentary

The PR firm will produce a 10-12 minutes documentary on selected topics and personalities from the project to mark the event. The documentary should be run on the selected TV channels between two to three days before the Launch Event. Yes Youth Can will meet the cost of airing the documentary

f) Newspaper

The consultant in collaboration with Yes Youth Can National will assist in the preparation and publishing of a full color two page newspaper supplement to be carried in the Daily Nation two to three days before the Launch Event. Yes Youth Can National will meet the cost of the supplement.

g) Radio or Television show

The consultant will organize for a pre-Launch Event launch radio or morning TV interview with selected key stakeholders before the main launch to highlight the road towards this great achievement.

h) Launch Event

Organize and implement a Yes Youth Can National medium to large scale launch event the end of the week of 15 December 2011

i) Media Coverage of the Launch Event

The consultant shall provide media services for the launch event described in section e above.

The following outputs will be expected:
  • Coverage of the event in at least two leading newspaper, television and radio station
  • Provision of a 30 minute video footage of the event
  • Mobilization of at least one foreign channel to cover the event i.e. BBC, MSNBC, Reuters, Radio France International (RFI), or equivalent channel approved by Yes Youth Can
j) Post-Launch Event Coverage

The PR firm will undertake to publish a feature or a commentary or a news report in a pertinent newspaper platform bordering on Yes Youth Can, its innovations, non-political attributes, Government of Kenya linkages, and methodology.

Also organize a press conference that will give Yes Youth Can an opportunity to release critical information.

Knowledge and experience of the consultingt firm:
  • Evidence of being able to engage key stakeholders and other partners
  • Show examples of other public relations campaigns for innovative programs
  • Show media clippings and ratings for events organized in 2010/2011
  • Show examples of press kits that have been prepared before for other successful events
  • Show evidence of excellent communication skills
  • Show evidence of other promotional materials that have been developed for such events and level of creativity
  • Show evidence of decor, branding of venues, layouts, presentation, logistics, and creativity
  • Show evidence of being able to coordinate multiple activities
  • The quotation should be inclusive of all the above listed components broken out individually
NB. Mercy Corps may select certain services depending on costing. 

Interested consultants should send soft copies or sealed bids clearly labelled “Public Relations and Branding services Yes Youth Can” to email

Sealed bids be delivered to

Mercy Corps Kenya Office,
ABC place, Waiyaki Way,
Building 2, Floor 4,

or P. O Box 11868 -00100, Nairobi.

Deadline for submission:
 November 25, 2011 at 10:00 AM.

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