Target Audience Analysis – Consultant

 

Title                 : Target Audience Analysis – Consultant

Project             : USAID Ber-IKAN

Location           : Jakarta, Indonesia

Reports To       : Communication and SBCC Specialist

 

 

GENERAL DESCRIPTION 

Company Description 

Resonance is a global consulting firm that delivers market-based solutions to address the world’s toughest challenges. 

 

We work with changemakers in the private sector and the international development community to solve wicked problems and promote market opportunity. We specialize in developing partnerships, innovation, sustainable business models, and impact finance that drive impactful results. 

Across our work, we integrate diverse voices and perspectives, and promote collaboration across sectors and up and down the chain—from the field to the boardroom. Throughout, we translate client ambition into action and impact on the ground. 

 

Position Mandate  

Resonance is seeking candidates that are local nationals to serve as the Individual Consultant to conduct Target Audience Analysis to be based in Jakarta, Indonesia for the USAID/Indonesia Ber-IKAN Activity, which is a five-year project through July 2027. The Collaborative Fisheries Management or “Ber-IKAN” Activity seeks to advance Indonesia's self-reliance to protect marine biodiversity by improving sustainable and equitable management of fisheries. This 5-year project contributes to the 2020-2024 USAID Indonesia Country Development Cooperation Strategy (CDCS), and focuses on the following four main objectives:

1.     Improved adoption of and compliance with evidence-based fisheries policies for priority fisheries. 

2.     Strengthened small-scale fisheries governance. 

3.     Increased government and market-based incentives for sustainable seafood products.  

4.     Improved protection of ETP marine species affected by fishing practices. 

 

A.    ACTIVITY DESCRIPTION

The purpose of this work is to:

·       Provide USAID Ber-IKAN and KKP with audience intelligence and suggestions on practical tools and actions that increase effectiveness of KKP and USAID Ber-IKAN communication, outreach, and social behavior change;

·       Provide segmented/disaggregated target audience information to enable USAID Ber-IKAN and KKP to tailor information and communication of project findings in a manner that amplifies relevant public policy messaging in ways that resonate with specific audiences;

·       Provide information that helps KKP and USAID Ber-IKAN shape communications around specific policy issues and raise awareness among the most important stakeholders (e.g., policymakers, advisory bodies, conservation groups, fisheries industry, and private sector) relative to specific objectives or outcomes;

The study’s target audiences, as with USAID Ber-IKAN, include all stakeholders in the fisheries sector including small-scale fishers and the private sector. However, to be effective messages must be tailored appropriately to individual audiences in a way that resonates with those audiences and leads stakeholders to advocacy and achieves constituency building.

The Consultant will work with USAID Ber-IKAN Communications and SBCC Specialist and the public relations staff at KKP to conduct the following activities:

1.     Review of existing KKP’s Communications and Social Media Outreach Efforts: This activity requires the Consultant to work closely with the public relations staff from KKP to gather and analyze existing communications and social media outreach that KKP uses to push forward fisheries-related agenda and messaging. The Consultant will analyze and use this information to determine gap and how USAID Ber-IKAN can strengthen and amplify existing efforts, strategies, and goals.

 

Deliverable: A dashboard report for quick analysis and a summary of existing communications and social media outreach with recommendations on steps that can be taken to close the gap.

LoE: 5 days

 

2.     Target Audience Analysis: USAID Ber-IKAN focuses on two geographic areas: WPPNRI 711 in Western Indonesia including the provinces of Riau Islands and West Kalimantan, and WPPNRI 715 in Eastern Indonesia covering the provinces of North Sulawesi, Central Sulawesi, Gorontalo, Maluku, North Maluku, and West Papua. To support KKP’s social media outreach and USAID Ber-IKAN’s efforts in these specific areas, the Consultant will analyze the needs, habits, and main social media channels (demographic and psychographic) of targeted stakeholders (TBD in collaboration with KKP and USAID Ber-IKAN) through online surveys and key informant interviews. The results should be sufficient to shape the practical tools and action plans used by KKP and USAID Ber-IKAN to connect effectively with target audiences in ways that inform project findings, amplify relevant public policy messaging, shape the conversations around a policy issue, and raise awareness among the most important stakeholders (e.g., policymakers, advisory bodies, conservation groups, fisheries industry, and private sector).

 

Deliverable: A research report that provides useful and actionable audience insights, including the prioritized audience personas.

LoE: 20 days

 

3.     Develop Integrated Practical Tools and Action Plans: USAID Ber-IKAN’s objectives focus on bringing diverse stakeholders together in a participatory and inclusive way that encourages buy-in and leads to increased compliance with fisheries management policies and measures. Building from the comprehensive review and target market analysis, the Consultant will develop practical tools and action plans for review by KKP and USAID Ber-IKAN that include a concise set of core messages and creative approaches, including subject matter and matters of style and techniques, to deliver essential information to the target audience.

 

Deliverable: An audience intelligence report with a variety of practical tools and action plans to connect effectively with USAID Ber-IKAN target audiences.

LoE: 5 Days

 

B.    SCOPE OF WORKS

Under this project, USAID Ber-IKAN will engage a Consultant to undertake a Target Audience Analysis. In close coordination and consultation with USAID Ber-IKAN Communications Specialist, USAID, and relevant public relations staff from KKP, the Consultant will undertake the following activities:

 

1.     Engage in a consultation meeting with KKP to obtain information on their existing Communications and Social Media Outreach

2.     Analyze and review analyze KKP’s existing Communications and Social Media Outreach to determine the gap and how USAID Ber-IKAN will strengthen and amplify existing efforts, strategies, and goals

3.     Draft a study protocol, including questionnaire and procedures for conducting online survey and key informant interviews for review by KKP, USAID, and USAID Ber-IKAN.

4.     Determine appropriate sample sizes and disaggregate groups (rural, urban, peri-urban) from which the survey data will be gathered and design data collection schedule.

5.     Revise the study protocol in response to USAID Ber-IKAN feedback.

6.     Conduct target audience analysis according to the established protocol.

7.     Prepare the audience intelligence report.

8.     Develop a Powerpoint presentation and respond to feedback from KKP, USAID, and USAID Ber-IKAN.

9.     Ensure that the survey is designed in such a way as to be able to determine attitudinal changes over time as the USAID Ber-IKAN project progresses in key representative geographies.

 

C.    TIMELINE AND DELIVERABLES

The service is expected to take a maximum of 12 weeks.  USAID Ber-IKAN expects the services to start in the first week of May 2023, and have it completed and reported by the end of July 2023.

 

D.   QUALIFICATION / EXPERIENCE

The USAID Ber-IKAN is seeking an Individual Consultant that demonstrates:

 

•       Experience in conducting research on communications, social media, and/or marketing strategies in Indonesia;

•       Minimum five-years of experience in business consulting, market study, and experience in the fisheries sector in Indonesia;

•       Experience in consumer insight surveys in Indonesia;

•       Experience in working with KKP and/or other government ministries;

•       Market and social behavior change research and analytical skills relative to Indonesia;

•       Demonstrated experience in effectively communicating results of market and social behavior change research in Indonesia;

•       Demonstrated ability to deliver quality work against tight deadlines and targets.

 

E.    APPLICATION INSTRUCTIONS

Qualified and interested applicants should submit application to

ber-ikanrecruitment@resonanceglobal.com no later than May 5, 2023. Applicants are required to write “Target Audience Analysis – Consultant – NAME” as the Subject line of their email.

Please submit a PDF Word-formatted single document consisting of:

i.                Cover Letter and Curriculum Vitae: Include contact information (phone and email address)

ii.               Project Understanding and Technical Approach Overview:  Provide a brief description of the Consultant’s understanding and approach to the required services.

 

We regret that we are unable to acknowledge receipt of all applications and only shortlisted candidates will be notified.