Consultant for Gratuities Online (GOL) Social Media Campaign

USAID CEGAH
Terms of Reference

Position                      : Consultant for Gratuities Online (GOL) Social Media Campaign

Languages Required : Indonesia

Duration of Contract: 30 days

Working Period        : May 2018 – June 2018

BACKGROUND

In 2017, KPK collaborated with USAID CEGAH to develop Gratuities Online (GOL) website and application, an online platform that makes gratuity reporting much easier. The GOL application and website was officially launched on December 12^th 2017 during the National Conference on Corruption Eradication.

The launching event was widely covered by major news channels and attended by at least 700 people of which many of them showed eagerness to use the application. However, the high enthusiasm has not been equally reflected on the incoming reports via GOL.. Since its launch, the GOL system only recorded 4% of all the incoming gratuity reports. Partially, it appears that the efforts to promote and advertise the system have been insufficient, and many government staff have simply never heard of the system. On the other hand, some have heard of the system, yet fail to adequately understand it, the value it offers, or the risks they face by not declaring gifts and other gratuities they may have received.

According to the Ministry of Communication and Informatics[1], Government Employees/Polices/Militaries (GEPM) which is projected as the main users of GOL is in the highest rank of internet user percentage based on occupancy: about 70.3% of GEPM are active internet users in 2016. Taking the advantage of this fact, KPK is keen to broadly spread what GOL Application is and how to use it as well as to urge gratuity reporting by using internet platforms. These activities will be hosted on popular social media such as Facebook, Twitter, Instagram, and WhatsApp Group.

It is expected that after intensive promotional activities, there will be a significant increase on the percentage of gratuity reports received by KPK through GOL’s website and mobile application and a raise of public awareness on gratuity. To assist KPK in realizing the efforts to attain the expected outcomes, USAID CEGAH is seeking a qualified individual consultant to undergo the following activities.

SCOPE OF WORKS

A.    Objective

The main objective of the consultancy is to assist KPK to promote awareness among government officials on the existence and importance of reporting gratuities through the GOL website, smartphone apps, or local Unit Pengendalian Gratifikasi (UPG) offices. The campaign will be designed to capitalize on the existing social media reach of the KPK and other USAID CEGAH partners to maximize reach while minimizing cost.

B.    Activities

In pursuing the objective and outcomes, the selected applicant will need to coordinate intensively with the team of the KPK’s Directorate of Gratuities and Directorate of Public Complaints to carry out activities as follow:

Five (7) days for:

a.      Meet with KPK’s representatives to gain a better understanding of the general ideas of gratuities and the system of GOL;

b.     Conduct a quick need assessment of the existing and future promotional activities; and

c.      Draft and present to KPK a proposed materials and strategies of the promotional activities based on the assessment..

Twenty (23) days for:

a.      Produce materials (interactive infographics) to promote gratuities and GOL application and website on social media;

b.     Communicate and attend meetings with KPK to discuss the developed materials;

c.      Revise the developed contents based on KPK’s feedback;

d.     Assist KPK on how to deliver the developed promotional contents based on the drafted strategies to achieve a high social media outreach; and

e.      Analyze the effectiveness of the social media campaign and report the results to KPK monthly, including recommendations/follow-up plans based on the analysis.

 DELIVERABLES*

Program deliverables shall include the following:

1.     A brief need assessment report;

2.     A proposal of promotional contents and strategies;

3.     Promotional materials (infographics);

4.     Monthly reports; and

5..     A final report.

KEY PERFORMANCE INDICATORS

The selected consultant will help KPK to raise public awareness on gratuity and to increase gratuity reports received by KPK through GOL’s website and mobile application. His/her performance will be measured by outputs and intermediate-outcome indicators as stated below.. The work of the selected consultant is expected to contribute to increase gratuity reports via GOL through social media campaign. The effectiveness of the campaign program will be measured by the increase of percentage of gratuity reports received by GOL.

  

Outputs/Intermediate-Outcome Indicators

Mid-Term-Outcome Indicators

Outputs: ·       A brief need assessment report is approved by KPK and USAID CEGAH ·       A proposal of promotional contents and strategies is approved by KPK and USAID CEGAH ·       At least 10 promotional materials approved by KPK and USAID CEGAH are produced ·       Recommendations to increase the effectiveness of social media campaign in boosting gratuity reports by GOL are submitted to KPK Outcome Indicators: ·       5% social media engagement rate on average (the speed and number of likes, comments, shares/retweets, saves, replies, hashtags, etc. of every posting on various distribution channels e.g. Facebook, Twitter, Instagram, and WhatsApp Group);

·       10% of gratuity reports are received by the GOL system by the end of Consultant Assignment ·       30% of gratuity reports are received by the GOL system by the end of 2018

EVALUATION CRITERIA

Awards will be made to a responsible and responsive applicant whose application offer the greatest value to the CEGAH program and the approval standards of USAID. Applications will be evaluated and scored based on the following evaluation criteria:

·       Bachelor Degree in public relations, communications, journalism, or a related field, master is highly preferred;

·       At least two-year work experience in social media management and graphic design for digital media campaign purposes;

·       Demonstrated experience in utilizing social media as public outreach tools, especially Facebook, Twitter, Instagram, and WhatsApp Group;

·       Demonstrated experience on developing materials for digital promotional activities that generate a great response from audience. The prospective applicant shall include portfolios of previous related projects;

·       Good understanding of the project objectives, CEGAH goals, challenges and opportunities vis-à-vis regarding gratuities and GOL interfaces;

·       Clear working plan and timeline to undergo all the defined activities;

·       Having work experience with government organizations is preferred.

* All deliverables should be branded according to the USAID CEGAH branding & marking requirement

Please send CV and application letter to info@msi-cegah.com  before 7:00pm Jakarta time on Monday,  March 26, 2017. Only candidates who have been selected for an interview will be contacted. No phone calls, please.

MSI is an EEO/AA/ADA Veterans Employer.