Terms of Reference (ToR) for Communications Strategy Consultant

1. Organizational Background

YouthLink Somalia (YouthLink) is a local non-profit, non-governmental humanitarian, and development organization headquartered in Mogadishu in Somalia to responding to a need. YouthLink focuses on aspects of emergency, humanitarian responses, and development/resilience programs. YouthLink’s programmatic thematic areas include Livelihoods, Resilience, women and youth empowerment, Health, Nutrition, WASH, Education and protection of vulnerable communities and individuals, YouthLink has been able to nurture and grow strong and vibrant partnerships and collaboration with a range of stakeholders including the regional states and the Federal.

2. Summary:

YouthLink is undertaking a reform initiative for its communications department to address current challenges and achieve specific goals. The reform aims to strengthen YouthLink’s brand identity and visibility through consistent branding guidelines, develop a comprehensive communications strategy aligned with the organization’s mission, and establish a structured department with defined roles and responsibilities. By implementing these reforms, YouthLink aims to enhance its reputation, improve communication effectiveness, and effectively engage stakeholders in its humanitarian and development efforts.

Thus, YouthLink is seeking the services of a qualified Communications Strategy Consultant to lead the reform process of the Communications of the Organisation. The consultant will provide expertise, guidance, and support in developing and implementing a comprehensive communications strategy.

3. General Objective of the assignment:

YouthLink aims to enhance its communications effectiveness and strengthen its brand identity through the completion of the Communications department reform initiatives. The organization seeks to achieve improved visibility, increased stakeholder engagement, and enhanced consistency in messaging across all communication channels. By implementing a comprehensive communications strategy and establishing clear guidelines and structures, YouthLink aims to elevate its reputation and ensure that its mission, values, and activities are effectively communicated to its target audience, including beneficiaries, donors, partners, and the public.

Specific objectives:

3.1 Conduct a thorough analysis of the current Communications needs/gaps of the orgaisnation and its functions.

3.2 Facilitate discussions with the Senior Management Team to determine the communication strategy and organsiational structure.

3.3 Review and new develop strategy to align with the  Organisation’s name  and structure.

3.4 Lead the rebranding process, including revising the logo, defining the color palette, selecting a font family, and creating logo variations.

3.5 Develop unique templates for case studies, consent form, Banner design templates, Press Release and Factsheet templates presentations, and reporting.

3.6 Provide guidance and support throughout the reform process, ensuring its successful implementation.

3.7 Training staff on the new communication strategy 

4. Deliverables:

The consultant will deliver the following:

a)  Assessment inception and final report on the current Communication needs

b) Strategy, aligned with the organisation’s name and structure.

c) Revised logo, color palette, font family, and logo variations.

d) Unique templates for case studies, consent letters, presentations, visibility template, letter head and reporting.

e) Organizational structure and operational area map.

f) Isogan visibility for programme activities

5. Required Outcome:

Logo Use, Branding, and Visibility Guidelines:

a) Clear guidelines on logo usage, including size, placement, and color variations.

b) Specifications for the logo design, including dimensions, file formats, and file naming conventions.

c) Guidelines for using the YouthLink’s logo in different mediums, such as print, digital, and merchandise.

d) Branding guidelines, including the color palette, typography, and visual elements.

e) Instructions for maintaining consistency in branding across all communications.

Communication Strategy, Structure and Job Descriptions:

a) Revised departmental structure, clearly defining reporting lines and roles.

b) Updated job descriptions for each position within the organisation’s outlining responsibilities, qualifications, and reporting relationships.

c) Guidelines for collaboration and coordination between different roles and teams within the department.

d) New strategy, aligned with organisation’s name and structure, providing a clear roadmap for the organisation’s programme activities and programme activity briefs.

Guiding Documents for Template Use:

a) Instructions for using templates for case studies, consent form, presentations, and reporting.

b) Guidelines for customizing templates to suit specific requirements while maintaining the organization’s branding.

c) Best practices for formatting and organizing content within the templates.

d) Recommendations for version control and document management.

Important Templates:

a) Case Study Template: A standardized format for presenting case studies, including sections for background, objectives, interventions, results, and lessons learned.

b) Consent Letter Template: A template for obtaining consent from individuals or organizations to use their images, stories, or data in communications materials.

c) Presentation Template: A professional and visually appealing template for creating presentations, including slide layouts, fonts, and color schemes.

d) Reporting Template: A structured template for reporting on activities, progress, and outcomes, ensuring consistency and clarity of information.

E) Final payment is dependent on the submission of a high quality, well-written final report covering all the specific tasks detailed in the TOR.  A digital copy of all reports will be required by YouthLink at the end of this work.

Code of Conduct:

a) Code of Conduct document outlining expected behavior and ethical standards for all organisation’s staff members.

b) Guidelines on maintaining professionalism, confidentiality, and respectful communication within the Organisation.

c) Procedures and ethical considerations in handling, collecting and dissemination of sensitive information.

d) Protocols for interacting with external stakeholders, including media, partners, and the public.

6.        LINES OF COMMUNICATION

The Consultant is accountable to YouthLink Programme Director or his designate overall consultancy management

6. Timeline:

The expected duration of the consultancy is 4 Weeks, starting from the date of signing the contract. The consultant will work closely with the Senior Management and other relevant stakeholders to ensure timely completion of the deliverables.

The consultant should possess the following qualifications:

a) A minimum five years of experience in communications strategy development and implementation.

b) Strong expertise in branding and visual identity.

c) Excellent facilitation and stakeholder engagement skills.

d) Knowledge of the NGO sector and experience working with strategic partners.

e) Proven track record of successfully leading similar reform projects.

f) Advance skills in producing original, clear, and mature style of design, demonstrating an understanding of the branding of NGOs.

g) Demonstrated experience in producing client-facing and high-quality branding packages that is engaging, lively, and relevant to NGO audience, partners, and donors.

h) Knowledgeable about current trends in styles and genres directly related to branding communication.

i) Extensive experience in non-profit branding or development branding is highly desirable.

j) Excellent verbal & written communication skills

k) Analytical and problem-solving mindset and able to remain open to feedback

8. Evaluation and Selection:

The selection of the Communications Strategy Consultant will be based on a thorough evaluation of applications/proposals received. Criteria for evaluation will include qualifications and experience, proposed approach, and methodology, understanding of the assignment, and budget considerations.

9. Methodology

The methodology will be proposed by the consultant. The consultant will prepare an inception report prior to the commencement of the developing the assignment. The inception report will present the proposed methodology that will be used for the purpose of having conducting desk study, collecting data and proposed timetable for the entire process.

· The consultant will work closely with the Communications lead in setting up meetings, exchanging information and providing documentation.

· The strategy work will be concluded with a feedback session where initial findings are presented to the Communications lead, and SMT for their final comments.

10. Budget and Planning

Remuneration is based on the submission of deliverables, provided that the report meets the specified requirements as started in the ToR.

The application should include a proposed budget and timeline. The proposed budget should include all evaluation expenses and applicable taxes. The contractor will have to make provisions for covering all costs associated with the assignment.

10.1 Budget

This procured procedure is organized to contract a consultant consultancy to develop a robust and standard branding strategy through a consultancy agency or an individual lead consultant.

11. Submission of the Proposal

YouthLink requests the consultants to hand in a proposal of a maximum of 2 pages, consultant’s/company profile (excluding CVs, sample work, and references).

In the proposal, please provide a concise, well-documented approach detailing your way of working with the underlying project; a rate in USD with a break-down of man days/rate per team member; a Clear description of the project team, relevant experience of team member(s) and time allocation per team member; CV of the team member(s) and three examples from prior work for assessment of capability.

12.  YouthLink Code of Conduct

YouthLink has an organisational Code of Conduct (YLCoC). This has been developed to ensure the maximum protection of programme participants from exploitation, and to clarify the responsibilities of YouthLink staff, consultants, visitors to the programme and the standards of behaviour expected of them. In this context, staffs have a responsibility to the organisation to strive for, and maintain, the highest standards in the day-to-day conduct in their workplace in accordance with YouthLink’s core values and mission. Any candidate offered a job with YouthLink will be expected to sign the Staff Code of Conduct as an appendix to their contract of employment. By signing the Code of Conduct, candidates acknowledge that they have understood the content of YouthLink Code of Conduct and agree to conduct themselves in accordance with the provisions of the policy

The proposal must be sent in PDF format to [email protected] by 20th  July at 12pm  with the subject line “Proposal for Communication Strategy & Branding Implementation.”