TERMS OF REFERENCE
COMMUNICATIONS CAMPAIGN CONSULTANT
BACKGROUND:
The ITC-GRASP is seeking to enhance the visibility and understanding of the business registration process among potential entrepreneurs in Pakistan. To achieve this, we intend to launch a comprehensive communication campaign aimed at educating the target audience about the benefits and procedures of business registration, as outlined in our training manual. The main goal of this assignment is to develop and ensure successful implementation of communication campaign to supplement training drive of ITC-GRASP and to train entrepreneurs and business owners who are planning to establish a business in Pakistan or looking to restructure their existing business.
OBJECTIVES:

• Develop simplified versions of the five training modules.
• Raise awareness about different types of business structures, including sole proprietorship, partnership, limited liability partnership, private limited company, and public limited company.
• Raise awareness about the importance of business registration.
• Encourage entrepreneurs to formalize their businesses through proper registration.
• Enhance understanding of the various business structures available in Pakistan.
• Equip entrepreneurs with the knowledge to make informed decisions about selecting the appropriate structure for their business.
• Create easy-to-understand short videos of the five training modules to complement the training drive.
• Develop digital content for social media in collaboration with the communication team.
• Produce Urdu and Sindhi booklets, brochures, and flyers for the five modules to enhance understanding and adoption of the training material.
• Produce the training manual in Urdu so that participants can easily understand different business models and to ensure that the manual acts as a living document from which other entrepreneurs, who are not part of the training drive, can also benefit.

DUTIES AND RESPONSIBILITIES:
The consultant is required to produce communications and knowledge content. More so to produce promotional materials to be published and disseminated for public knowledge on multiple platforms using multiple tools of communications. The specifications of content productions are provided in the following manner.

• The consultant will be responsible for preparing Urdu and Sindhi versions of brochures, handouts, and booklets. He need to focus on content translation and localization, accurately translating the training materials from English to Urdu and Sindhi. This process involves not only converting the language but also adapting the content to suit cultural and regional tones to maintain the original meaning and intent.
• The consultant will meticulously review and proofread the translated materials to ensure they are error-free and consistent. He will verify the correct translation of technical terms and business jargon, ensuring that the materials are both professional and understandable.
• The consultant will work closely with manual writer and communication specialist to ensure the translations are accurate and effective, incorporating feedback to refine and improve the content. Additionally, he will ensure that the translated text fits well within the existing design templates, maintaining the visual appeal and professionalism of the materials.
• The consultant will ensure high-quality designing of booklets, brochures, and handouts, making sure that the graphics and visuals used in the designs effectively communicate the essence of the manual.
• The consultant will also gather feedback from communication specialist, making necessary revisions to improve the materials based on this feedback. Ensuring compliance and standards, the consultant will verify that all translated materials meet relevant standards in Pakistan, maintaining high-quality translation practices.
• Documentation and reporting will be part of the consultant's responsibilities, maintaining detailed records of the translation processes and decisions, and providing regular progress reports to supervisor.
• The production of videos will include script writing, interviews, videography, editing, audio balancing, subtitling, format exporting, archiving raw and edited work etc. Video must be of the highest quality to adequately represent the organization. The optimal standards are: 1080 25p/1080 29.97p or 30p. All material should be shot in 16:9, HD 1080 4K or any recent video format use by the professional.
• Conduct interviews of ITC officials and trainers the consultant shall use his own HD quality video camera and professional editing software.
• Record and edit narration/voice over where needed in accordance with guidance from communications specialist.
• Embed sub-titles in the video as per need.
• Audio balance the final product and convert it in formats for use on TV, radio, web, social media.
• Clearly identify name, title and organization of interviewees, and any relevant details.
• Archive the edited output in an external hard disk.
• If needed the consultant should ensure photo documentation that should successfully capture and emotionally express the core elements of the situation assigned for coverage and, ensure capturing of action oriented photographs.
• The coverage should include different visual perspectives (close-up, medium range, long distance), with a preference for portrait framing.
• Photos should be technically good (properly exposed, framed, focused, and edits well optimized).
• Ensure branding and donor visibility in communications material.
• Assist in knowledge management and documentation of the training results.
• Update and systematization of the project publications database including communication materials, knowledge products, photos and videos.
• Write and ensure the publication of articles in English, Urdu, and Sindhi (one in each language) in newspapers to create awareness amongst general public and entrepreneurs about various types of business structures, including sole proprietorship, partnership, limited liability partnership, private limited company, and public limited company.
• Ensure timely completion of any other task assigned by the Communications Specialist

EXPECTED OUTPUTS AND DELIVERABLES:
The specific deliverables of the Communications and visibility Consultant:
Deliverable 1:
Inception Report covering overall strategy and methodology to ensure timely completion of all deliverables.
Deliverable 2:
Translate and design Urdu version of Training Manual
Deliverable 3:
Develop communications content in the form of booklet, brochures, flyers and posters of all five modules. The communications content will contain detail information of training modules. The communications content to be reviewed and edited by parties involved.
English, Urdu and Sindhi Versions of Training Modules:
Deliverable 4:
Deliverable 5:
Deliverable 6:
INSTITUTIONAL ARRANGEMENTS:
The consultant will work closely with the communications specialist and impact reporting consultant. The consultant will directly report to communications specialist in day to day matters.
DURATION OF THE WORK:
Six months from start date.
DUTY STATION:
The consultant will be required to work from home and may from time to time be stationed with the ITC-GRASP Islamabad.
COMPETENCIES:
Video Production:

• Videography: Proficiency in operating cameras and understanding of framing, lighting, and shot composition.
• Editing: Expertise in video editing software (e.g., Adobe Premiere Pro, Final Cut Pro) to compile and refine video content.
• Sound Design: Skills in recording and editing audio to ensure clarity and quality, including background music and voiceovers.

Graphic Design:

• Design Software: Proficiency in tools such as Corel Draw, Adobe Photoshop, Illustrator, and In Design for creating visual content.
• Layout and Composition: Knowledge of principles for arranging text and images in an appealing and effective manner.

Content Development:

• Scriptwriting: Ability to write clear, engaging, and informative scripts for video content.
• Storyboarding: Skills in creating visual representations of how a video will unfold, scene by scene.
• Copywriting: Writing concise and impactful text for various IEC materials, such as brochures, posters, and flyers.
• Article writing: Strong article writing skills with a proven track record of publishing articles in Urdu and English newspapers.

Project Management:

• Needs Assessment: Capability to understand and assess client needs and translate them into project requirements.
• Feedback Handling: Skills in receiving and incorporating feedback constructively.
• Management: Competence in managing timelines, budgets, and resources effectively.
• Coordination: Working efficiently with other team members such as trainers, writers, and project professionals.

Creativity:

• Innovative Thinking: Ability to come up with fresh and engaging ideas for video and IEC material.

Digital and Social Media Skills:

• Social Media Management: Skills in creating and managing content for various social media platforms.
• Analytics Tools
• Data Analysis: Proficiency in using tools like Google Analytics to track and interpret the performance of digital content.

Subject Matter Expertise

• Understanding of IEC Objectives: Knowledge of SMEs, ITC, GRASP, or relevant fields to create accurate and effective IEC materials.
• Cultural Sensitivity: Awareness of cultural norms and the ability to create content that is culturally appropriate and sensitive.

Personal Attributes

• Attention to Detail: Ensuring all content is accurate, high-quality, and free of errors.
• Adaptability: Flexible and able to adapt to changing project requirements and feedback.
• Time Management: Ability to prioritize tasks and manage multiple tasks simultaneously to meet deadlines.

PAYMENT CALENDAR AND DELIVERABLES:
REQUIRED EXPERIENCE AND QUALIFICATION:

• Master's degree in Mass Communication or Media Relations.
• Over 19 years of relevant experience in communications, both nationally and internationally, including electronic media and the production of brochures, success stories, flyers, videos, and other advocacy and communication materials.
• Strong writing and editing skills in English and Urdu.
• Experience in managing social media platforms (such as Facebook, Twitter, Linked In, and You Tube) and article writing.
• Proficiency in using computers and office software packages, with a solid command of video editing and graphic design tools like Adobe Creative Suite.
• Desirable experience in creating compelling human-interest stories, brochures, flyers, and short videos.
• Demonstrated strong article writing skills with a proven track record of publishing articles in Urdu and English newspapers.

SKILLS:

• Proven ability in effective and creative communication skills.
• Results-oriented, proactive, and able to work under pressure to meet tight deadlines.
• Capable of working independently with minimal supervision.
• Highly motivated with a positive attitude and a strong problem-solving approach.
• Excellent interpersonal and communication skills.

LANGUAGE:

• Excellent writing skills of English and Urdu languages are required.