USAID CEGAH
Terms of Reference
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
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 12th
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.
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