Strategic Marketing Consultancy – Terms of Reference

Assignment Overview

The USAID-funded Health Policy Plus (HP+) project is supporting PT Sijariemas Teknologi Inovasi (STI) to strengthen its core business model as a health technology company focused on improving maternal and newborn health. HP+ will provide support in improving scale and sustainability of STI’s core product (SijariEMAS Rujukan) and strengthening one or two priority products that have the highest potential for expansion.

STI was established in 2017 after the end of the USAID-funded EMAS program and is continuing to sell products independently with the lead of their founders, Bambang Wijayanto and Carwoto Sa’an. The company has 17 full-time employees—and has operated with positive net profits for the last three years. STI’s product portfolio includes:

• SijariEMAS Rujukan: emergency referral platform for mothers and babies
• SijariEMAS PWS KIA: tracks and monitors high-risk pregnancies
• SijariEMAS PSC 119: call center for emergency referrals
• SijariEMAS Covid-19: tracks positive patients for Covid-19
• SMILE Puskesmas: health management system for local clinics (Puskesmas)
• InfoBidan: education and consultation app for midwives
• InfoBunda: education and consultation app for pregnant mothers
• E-Promoter: emergency situation reporting to police department
• IT Maintenance: general IT maintenance (server, storage, security, etc.)

The majority of its products are offered to local government at the district/city level as support to their health system and management of emergency referrals. Only one product (IT Maintenance) is offered to private companies. Because STI has a clear competitive advantage with several of its products in the public sector (with relatively little competition), in the short-term STI will focus its emphasis on expanding their business-to-government (B2G) business model. Currently STI uses a direct sales approach (contacting each district individually) and attending events by the Ministry of Health to source new leads, with little direct marketing and public relations.

To achieve their 2020 targets, STI will need assistance to build a short- and medium-term marketing strategy where they can maximize users while making efficient use of their limited funding and human resources. This might be done in a number of ways, utilizing a variety of offline and online channels to create a 360 degree marketing model.

HP+ is therefore seeking a consultant to support STI’s marketing and expansion efforts in 2020. Consultant will also assist in making strategic decisions about identifying and prioritizing resources for market expansion.

This is a duration-based contract. The Consultant will report to the STI senior management team and closely follow their guidance and vision for the company, but also deliver regular updates of ongoing activities to HP+.

Purpose

This role is to support STI as a partner of HP+, in driving marketing activities across all channels and accountable for delivery of challenging growth targets.

Consultant’s Responsibilities

• Work together with STI senior management on developing overall marketing strategy
• Support the wider team with marketing insights and ideas to continuously drive performance
• Deploy innovative and cost-effective marketing activations
• Oversee and develop consumer interactions to ensure we are delivering excellent costumer experience across all touchpoints
• Support execution across all marketing channels including digital/performance marketing, offline marketing/events, partnerships, and public relations
• Focus on continuous improvements across all channels to optimize marketing ROI
• Build strong brand and corporate partnerships
• Work with tech team to improve website and customer engagement touchpoints
• Hone and develop all marketing processes and practices to increase team effectiveness
• Participate in periodic calls and meetings with HP+ as necessary and requested by the project; actively communicate with HP+ on issues/delays affecting the assignment

Final Products

1. Develop and assist in executing a clear marketing strategy (PowerPoint) to achieve their annual targets.
2. Detailed report of the activities and initiatives conducted in the space of the timeline.
3. Feedback and recommendations for PT STI going forward as a business entity.

Requirements

* Bachelor’s degree in business and/or marketing/communications
* At least 10 years’ experience in a business environment, ideally with strategic marketing experience in a high-growth or tech-based business
* Experience in digital/performance marketing and social media would be a strong advantage
* Have a good knowledge of web analytics tools (eg. Google Analytics)
* Fluency in English and strong writing, communication, and reporting skills
* Creative and have a visual design acumen
* Experience in rolling out new marketing programs, both online and offline
* Experience conducting offline activation events
* Excellent interpersonal and communication skills
* Ability to work within tight deadlines
* Have flexibility, adaptability, resourcefulness, and a can-do attitude

Period of Performance

June – December 2020 (6 months)

Interested candidates should submit their CV, salary history (last 3 positions), and letter of interest by Friday, May 15^th, email to stefana.ruri@thepalladiumgroup.com, subject_Marketing Consultant_Name. Follow-up online interviews will be held for qualified candidates—who will be asked to review a brief PT STI portfolio—to discuss approach and initial ideas.

About the Organization

Palladium implements the USAID-funded Health Policy Plus (HP+) Project. HP+ works with key stakeholders to advance health policy and financing for family planning and reproductive health (FP/RH), HIV, and maternal and newborn health at national and subnational levels. The project aims to improve the enabling environment for equitable and sustainable health services, supplies, and delivery systems through policy development and implementation, with an emphasis on voluntary, rights-based health programs, and by strengthening in-country partners' capacity to navigate complex environments for effective policy design, implementation, and financing aligned to the existing priorities.

PT Sijariemas Teknologi Inovasi (STI) is a leader in online referral platforms in Indonesia. They have been working to implement a tech-based referral system across Indonesia since 2017 with focus in Banten, West Java, and Central Java. Their products are used by 65 districts/cities across Indonesia, and they are contributing to the decrease in  maternal and neonatal (MNH) deaths with innovative solutions urgently needed to improve the Indonesian healthcare system. With their holistic approach to healthcare solutions and steady increase in technology adoption, STI has a limitless room to grow and expand across the nation.