Terms of Reference – Branding specialist 2022

about shona

SHONA(www.shona.co) is an East African business development support organisation that exists to transform East Africa’s economies and societies by building a thriving African private sector driven by Good Businesses. We believe Good Businesses are key to growing our economies and societies. They create good jobs; produce products & services that improve quality of life; and generate wealth while intentionally building the communities where they are based and protecting the environment. This is good business and at SHONA, we call these Good Businesses.  

We help entrepreneurs to build Good Businesses, by: Giving them practical advice and expertise; Helping them secure the right financing; and Expanding their networks to grow their businesses. 

We work with entrepreneurs and SMEs through:  

• SHONA Consulting – A business management consulting and financial advisory service working directly with SMEs to provide them with business solutions to help them grow into flourishing businesses. Some of the areas we’ve helped SMEs with include: Strategy development; Financial modelling; Sales strategy and implementation; Hiring key staff; Investment raising, and more. 
• SHONA Programs – Partnering with Investors, NGOs, Corporates and Development partners to design and implement programs and initiatives to help entrepreneurs build flourishing businesses.
• SHONA Capital – An SME lender that provides affordable and accessible debt combined with hands-on business support to small and growing businesses in East Africa. 

The Agroecology Accelerator and Agroecology Revolving Loan Fund

As part of our Programs work, SHONA, in collaboration with Biovision Foundation, is launching The Agroecology Accelerator and The Agroecology Revolving Loan Fund to increase the flow of capital into Agroecological Enterprises in East Africa by identifying and supporting growth-oriented Agroecological Enterprises to achieve economic success through increased availability of suitable capacity building, investment and networks. By providing capital, knowledge and networks, The Agroecology Accelerator seeks to advance food system innovators and entrepreneurs who are working toward a more regenerative and agroecological food production and contributing to a more holistic and circular agrifood economy. 

As part of the launch of The Agroecology Accelerator and Agroecology Revolving Loan Fund, SHONA is looking to launch an Agroecology Campaign, an online and offline campaign to build momentum, sensitise and create awareness of agroecology, mobilise key stakeholders and build a pipeline of agroecology businesses and stakeholders.

scope of work

SHONA is looking for a Branding Specialist (or agency) to design, launch and run the Agroecology Campaign in Q4 2022.  The specific tasks and deliverables are outlined below:

Marketing, Communications and Brand strategy

Developing a comprehensive marketing, communications and brand strategy for The Agroecology Accelerator and Agroecology Revolving Loan Fund that simplifies and mainstreams the concept of Agroecology for Ugandans and Kenyans.

Key deliverables include:

• Marketing, Communications and Brand strategy

Brand Identity and Brand Guidelines

Develop a sub brand identity and brand guidelines for The Agroecology Accelerator and Agroecology Revolving Loan Fund in line with SHONA’s and Biovision’s brands. 

Key deliverables include:

• New name and/ or tag line
• New logo
• Colour palette
• Font 
• Tone of voice
• Brand manual 
• Website design

Agroecology Campaign

Develop an online and offline campaign to build momentum, sensitise and create awareness of agroecology, mobilise key stakeholders and build a pipeline of agroecology businesses and stakeholders.

Key deliverables include:

• Design Agroecology campaign
• Implement Agroecology Campaign

qualifications of the consultant

We are looking for a branding consultant/ agency that has extensive experience in and knowledge of:

• Agriculture in Uganda and Kenya. Knowledge of Agroecology is a bonus
• Developing marketing, communications and brand strategies that simplify and mainstream new and complex concepts and ideas
• Designing and implementing creative marketing campaigns to launch and mainstream new and complex concepts and ideas 

evaluation of bids

Technical offer: The technical offer will be awarded based on:

• General quality of the proposal including: Completeness; Cohesion; Coherence; and How well it reflects the TOR
• Understanding of the TOR and how it is processed into proposal(Goals, Objectives, Deliverables)
• Methodology suggested 
• Language (clarity and intelligibility)
• Relevant experience of consultants 
• Availability and time budgeting in work plan

Financial offer: The financial offer will be mainly assessed on the basis of the best bidder, i.e. the financial offer together with the best technical bid (the most realistic). A comparative advantage will be given, if possible, to the least costly offer.

proposal submission

Please submit your proposals to Joachim Ewechu (jewechu@shona.co) titled Agroecology Branding Specialist, with a:

• Technical proposal outlining your background, methodology, approach and expertise
• Financial proposal outlining the cost of delivery

Deadline for submission is Monday 7th November, 2022. 

key stakeholders

Biovision (www.biovision.ch) is a Swiss-based foundation for ecological development. Since 1998, Biovision Foundation has been promoting the development, dissemination and application of sustainable ecological agricultural practices around the world. This study is supported with funding from Biovision.

SHONA (www.shona.co) is an East African business development support organisation that exists to transform East Africa’s economies and societies by building a thriving African private sector driven by Good* Businesses. Since 2013, SHONA  has supported the growth of more than 450 businesses in East Africa.