UNOPS eSourcing v2017.1

Section II

Schedule of Requirements Request for Proposal

Provision of services for Raising Public Awareness Campaign on Availability of Local Level e-Government Services

(UNOPS-SWISSPRO-2021-S-001)

e-Sourcing reference: RFP/2021/18398

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TERMS OF REFERENCE

Raising Public Awareness Campaign on Availability of Local Level e-Government Services (UNOPS-SWISSPRO-2021-S-001) ​ ​

1. BACKGROUND

The Programme “Enhancing Good Governance and Social Inclusion for Municipal Development - Swiss PRO” improves local capacities primarily in 99 local self-governments in Šumadija and Western , and South and Eastern Serbia regions1 to apply good governance (GG) principles in local policies and regulations and thus increase social​ cohesion. The Government of Switzerland has allocated USD 6.9 million for the Programme, with the United Nations Office for Project Services (UNOPS) responsible for its implementation, in cooperation with the Standing Conference of Towns and Municipalities (SCTM).

The Programme has to fulfil two main goals: 1. To contribute to the enhancement of organisations and officials’ knowledge and skills 2. To positively change the scope and quality of public services rendered to citizens, especially to those from excluded groups.

Both goals will lead to improved regulations, institutional, technical and human capacities for the enhancement of e-services. In addition, capacity building will be provided to local civil society organisations (CSOs) as well as institutions dealing with social inclusion and gender equality.

Overall, this will contribute to the improved rule of law at the local level, increased accountability, transparency and efficiency and effectiveness of the local self-governments (LSGs), and ultimately improvement of quality of life of citizens, especially excluded groups.

The Programme will coordinate its activities with the key line-national-level institutions, while observing the national strategies, laws and relevant development documents, which will contribute to sustainability, ensure national ownership and develop national capacities. The content and the scope of the Programme will significantly complement the European Union Support to Municipal Development – EU PRO Programme.

Key stakeholders, at the same time the main beneficiaries, are LSGs and its institutions and staff. In addition, the Ministry of Public Administration and Local Self-government (MPALSG), the Ministry of Labour, Employment, Veterans and Social Affairs (MLEVSA), local CSOs, Centres for Social Work (CSW), are beneficiaries as well. The final beneficiaries are the inhabitants of the area where the Programme will be implemented (est. 3.5 million citizens of 99 municipalities).

1 Programme Area of Responsibility: , , Aranđelovac, , Babu nica, Bajina Ba ta, Batočina, , , , š š , Bor, , , , Čačak, Ćićevac, , Dimitrovgrad, Gad in Han, , , , Knić, Knja evac, ž ž , Kosjerić, , , Kru evac, Kučevo, Kur umlija, , , , , , Lučani, , , š š , , Malo Crniće, Mero ina, , , Ni , Nova Varo , , Osečina, Paraćin, Petrovac na Mlavi, , š š š Po arevac, Po ega, , , , Ra ka, Ra anj, , , , , , , , ž ž š ž abac, , Trgovi te, Trstenik, Tutin, Ub, U ice, , , Velika , Veliko Gradi te, Vladičin Han, , Vrnjačka , Zaječar, Š š ž š abari, agubica, itorađa, Bogatić, , Čajetina, Ćuprija, , , , , Medveđa, Pre evo, Rača, , Ž Ž Ž š i .

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2. JUSTIFICATION OF THE INTERVENTION

The Government of Serbia is determined and focused on reforming the public sector as a whole, 2 and specifically the public administration ,​ into a far more accountable, transparent, efficient and effective service to the citizens and the ​society. To that end, the introduction, development and functioning of e-government and e-services3 is seen as one of the crucial elements in that process ​ which, appropriately regulated and deployed, could rather swiftly bring tangible benefits to citizens and businesses, improving their quality of life and ease for doing business, through better public services delivery. The line Ministry (MPALSG) and the Office for Information Technologies and eGovernment (OITeG) have adopted the new programme for Developing eGovernment in Serbia 4 for 2020-2022 ​ period. ​ Fully understanding the all-important issue of the said, the Swiss PRO developed and implemented an activity focused on providing support to LSGs in improving their institutional and governance capacities for delivering improved e-government and e-services, as well as introduction of open data. As a first step in that process, the Swiss PRO conducted Assessment of e-Government 5 ​ status in 60 LSGs in Serbia ,​ with the objectives to gauge current e-government status at local ​ level, which then served as a basis for the further intervention. Having in mind the findings, conclusions and recommendations from the Assessment, the Programme developed and carried an open Call for Proposals directed to all LSGs in the AoR, the result of which were 35 supported ​ projects. ​

Apart from procuring the IT equipment, the Swiss PRO is also delivering the all-important technical assistance to the awarded 35 LSGs, in accordance to their needs. The technical assistance launched is pertained to development and/or application of internal policies, protocols, regulations and other normative processes that will enable functioning of all elements of e-government system and delivery of e-services. Also, in 11 LSGs the technical assistance is pertained to introducing assistive technologies for persons with disabilities, elderly and other similar excluded groups, while in nine LSGs to establishment of a functional e-participation and/or e-hearings dedicated sections of LSGs web sites. Additionally, for 30 more LSGs from the AoR a focused support on opening their data and transferring them into machine-readable formats is provided.

The latest official data on usage of information and communication technologies in Serbia6 indicate ​ that less than 20 percent of people living in the Šumadija, Western, Southern and Eastern Serbia have ever sent online a completed form to any public institution, which is a basis of using e-services, while recently published analysis of the effects of the new programme for Developing eGovernment in Serbia7 is highlighting the need to conduct campaigns in order to raise citizens' ​ awareness of availability of e-services. This became even more important during the crisis caused by the COVID-19 pandemic, when most of the work processes have adjusted to online mode.

This is why the Programme will conduct an awareness-raising campaign on benefits of new e-services and improved e-government and open data at the local level for citizens and businesses in 65 supported LSGs. This campaign will be implemented by an outsourced legal entity (service provider), selected in a public tendering process.

2 http://www.pravno-informacioni-sistem.rs/SlGlasnikPortal/eli/rep/sgrs/vlada/strategija/2014/9/1/reg ​ 3 As defined in the Law on Electronic Government, “an electronic service means implementation of electronic administrative procedures and electronic communication with users”. Electronic servicing includes certain activities of public entities at the national, provincial and local level, in line with their authority, which enable physical and legal entities and other public entities (G2C, G2B, G2G) to exercise their rights, under strictly defined procedures. 4 http://mduls.gov.rs/wp-content/uploads/Program-razvoja-eUprave-u-RS-2020-2022.pdf?script=lat ​ 5 Assessment of e-Government Status in LSGs – Swiss PRO eGovernment Development Index ​ 6 https://www.stat.gov.rs/sr-latn/vesti/20200922-godisnje-istrazivanje-o-ikt/?a=27&s=0 ​ 7 http://mduls.gov.rs/wp-content/uploads/Izvestaj-o-ex-ante-analizi-Programa-razvoja-eUprave-06022020.pdf ​

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3. OBJECTIVES OF THE INTERVENTION

Overall objective of the intervention is to contribute to enhanced use of available e-services and open data in targeted local self-governments.

Specific objective of the intervention is to raise awareness of citizens and businesses in targeted LSGs about Swiss PRO contribution to improved or new e-services and enhanced access to open data.

The purpose of the campaign, however, will be to facilitate the introduction and adoption of the e-services by the widest possible base of local users, especially those from excluded groups.

4. SCOPE OF THE INTERVENTION

Under the direct supervision of the Programme Officer for Good Governance and Gender Equality and guidance of the Media and Communications Officer the selected service provider will prepare and implement a raising awareness campaign in accordance to the submitted and approved campaign proposal and in line to the accepted descriptions of activities and the timeframe.

4.1. Area and the Target Groups

In geographical terms, campaign activities will be focussed primarily on 65 LSGs s​ upported by the Swiss PRO within the above mentioned CfP for improving e-services and technical assistance for 8 open data .​ ​ The campaign will be addressing availability of new and/or improved local level e-government services in these LSGs, especially aiming at excluded groups. The following target groups have ​ ​ been identified:

Primary:

● Citizens of the above mentioned 65 towns and municipalities ● Local self-governments

Secondary:

● Local media ● Local businesses ● Local civil society organisations ● Others to be identified in the proposal if appropriate.

A special feat of this campaign will be an outreach segment towards the excluded groups. The ​ campaign proposal will need to include a separate approach, activities, and tools, for reaching out to excluded groups, living both in urban and rural areas, such as:

8 Programme supports improvement of e-services in following municipalities: Aleksandrovac, Babu nica, Bačka Palanka, Bojnik, Bor, Čačak, Ćuprija, ​ ​ š Di​mitrovgrad, Golubac, Ivanjica, Jagodina, Kosjerić, Kragujevac, Kraljevo, Krupanj, Loznica, Mali Zvornik, Medveđa, Nova Varo , Novi Pazar, Osečina, š Rača, Ra anj, Rekovac, abac, Smederevska Palanka, Sokobanja, Surdulica, Svilajnac, Tutin, Vladimirci, Vlasotince, Vrnjačka Banja, agubica, Zaječar. ž Š Ž Programme provides assistance in opening data in following municipalities: Aleksinac, Aranđelovac, Arilje, Bujanovac, Despotovac, Gornji Milanovac, ​ ​ Knja evac, Kru evac, Kur umlija, Lajkovac, Lebane, Leskovac, Lučani, Mionica, Negotin, Ni , Paraćin, Petrovac na Mlavi, Po arevac, Priboj, Prokuplje, ž š š š ž Ra ka, Sjenica, Smederevo, Topola, Trstenik, U ice, Valjevo, , Veliko Gradi te. š ž š

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● elderly; ● women (especially those with multi-layer vulnerability); ● national minorities (especially Roma); ● persons with disabilities; ● long-time unemployed; ● one-parent families; ● children and youth; ● poverty stricken people in general.

At least three specific excluded groups from the list above should be engaged through the outreach campaign. The groups may be clustered, including for an inter-municipal coverage, where intervention is deemed to be relevant and founded on the research findings and recommendations.

Direct communication and cooperation with LSGs, national and local CSOs and associations of excluded groups (Roma, persons with disabilities etc.), as well as with local communities (mesne ​ zajednice), should be established in order to further disseminate information on new e-services ​ available to citizens.

Partnership: In order for the campaign to be implemented as successfully as possible, it is necessary t​o plan joint activities involving, primarily LSGs, as well as other local stakeholders. The service provider should in addition ensure participation of MPALSG and OITeG, as well as other national institutions in implementation of the campaign activities, as/when appropriate.

4.2. Themes and Messages

The campaign will be directed towards promotion of new or enhanced e-services, availability of open data and their benefits for the citizens.

The campaign will be developed under the existing slogan of the Swiss PRO public call “Let's click 9 ​ together” (Da kliknemo zajedno) ,​ to allow for continuity and easy identification in promotion of ​ support to LSGs in improvement of e-government and e-services. New set of graphics and visuals should be created for the campaign, in line with the visual identity of the Swiss PRO.

A set of clear and concise messages to be directly and clearly communicated to target groups must be d​ eveloped for the campaign. The​ messages should communicate the following information, but not be limited to:

- Availability of e-services and simplicity of their usage. - Better access to public services for both citizens and businesses through improved e-government. - Greater citizen participation, especially those from excluded groups, through new and/or improved eParticipation and eHearing. - The benefits of e-government, e-services and open data for the citizens, businesses, excluded groups, local self-governments.

All 35 LSGs will provide the same set of e-services developed with the Programme support, and all 30 LSGs will open similar sets of data. Therefore the messages could be the same for two groups of LSGs, but the selected service provider must ensure that developed messages are tailored for specific target audiences.

9 https://www.swisspro.org.rs/uploads/files/171-483-sp_cfp_08-2019_euprava-rezultati_sr_fin.pdf

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4.3. Tasks and Activities

The assignment will be comprised out of three phases, which should be described in detail in the ​ ​ project proposal: 1) Design Campaign Plan, including Media Plan and Online Communication Plan, with timeline, 2) Design and production of the campaign products, and 3) Implementation of the campaign (with the detailed plan of action).

Evaluation of the campaign will be carried out by the Programme based on achieved results and listed outputs. The service provider should ensure qualitative and quantitative monitoring of the progress compared to the campaign plan, expected outputs and outcomes.

5. OUTPUTS

The following outputs must be delivered during the campaign and should also be elaborated within the plan for the implementation of the campaign:

Inception Phase

1) Campaign Plan developed. This document should outline the dynamics of activities and media exposure of the campaign for the period of at least six months of implementation. ​ The service provider shall get in depth understanding of the Swiss PRO Programme objectives, and in particular its work on e-government and e-services, as well as understanding of the issues to be tackled by the campaign and knowledge of the local context; confirm campaign objectives; identify target audiences, communications channels and tools; provide Media Plan and Online Communications Plan; provide a list of products, design proposals and distribution plan; include a detailed schedule of activities. The first deliverable is Campaign Plan and assignment will continue upon its acceptance.

2) Campaign messages developed. Simple, distinctive and memorable suggestion for the ​ campaign messages, in line with the set campaign goals and target audiences, promoting availability of new and/or improved local e-services and the benefits of enhanced e-government and open data at the local level. The Programme reserves the right to request modifications of the suggested messages and must approve the final versions.

Implementation Phase

3) Consultations and/or coordination with relevant partners conducted.

● To ensure national mainstreaming, and to avoid overlap in activities with other stakeholders, the service provider should, with the Programme, participate in meetings with the MPALSG and the OITeG representatives, and, if needed, other relevant national and local institutions, to introduce the campaign goals and to establish cooperation in implementation of activities. ● To ensure measurable indicators for the success of the campaign the service provider should hold meetings with the above mentioned technical assistance provider to plan and organise collection of data on current utilisation of existing e-services the campaign is aiming to improve. The collected data will form a baseline to measure changes in usage of e-services for the duration and three months after the implementation of the campaign. ● To ensure responsible promotion of e-services these meetings should also result in a “per municipality” plan on timing of local campaigns which will take in consideration availability of services for the duration of campaign.

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4) Campaign promotional material produced. At least following material should be produced ​ and distributed:

● Web banner(s) - minimum one campaign web banner, in different sizes and formats; ● Online promotio​ nal content - minimum five unique graphic solutions (visuals, GIFs etc.) for promotion on Facebook or other online communication channels. ● Video and audio spots - minimum two video spots and two audio spots in the form ​ ​ of radio jingle, one on availability of e-services and one on benefits of open data. The video and audio spots should be between 30 seconds and one minute long. The video material has to meet the highest quality standards. Minimum requirements are as follows: (Codec - Apple ProRes 422 (HQ) file standard or 50i HQ; Video Bit Rate - 50 Mbit/s CBR, or it may be higher depending on HD format; Chroma Subsampling - 4:2:2, 8 bit; Video Resolution/Frame size - 1920x1080; Aspect Ratio - 16:9 Full frame, adjustable to various media upon requests, including 1:9, 1:1 square, 4:5 vertical, 2:3 vertical; Frame Rate - 25 frames/s, constant; Audio - 48.000 Hz, Stereo, max -3dB, or -6 to -3 dB. The video must include post-production animation and the highest quality of picture and sound, as specified below, and may include production and integration of the animated infographics. ● Posters - minimum quantity: 1,000; minimum technical requirements: Full colour, process CMYK, 170g matte kunstdruck; ● Leaflets - minimum quantity: 50,000; minimum technical requirements: Full colour, process CMYK, folded; 120g matte kunstdruck; ● Roll up banners - minimum two for public and promotional activities; ​ ● Promotional stand and/or tent - minimum one, with awning, for outdoor events; ​ ● Promotional cups - minimum 1,000; minimum technical requirements: ceramic mug, full colour printing over the larger part of mug, with a suitable branded box. ● Other promotional items, if needed.

- Graphic solutions of all online promotional items and the pre-press ready files for printed promotional materials in appropriate format and in line with the ​ Programme graphic standards (which will be shared with the contracted service ​ provider), must be provided to the Programme for approval before distribution. ​ ​ - The Programme will be involved in the process of development of video and audio content and must approve the final versions before distribution. - The promotional material will be distributed in accordance with the Campaign Plan which will be developed by the service provider and approved by the Programme, and the distribution list is to include, amongst other things, municipal administration ​ ​ offices in above mentioned 65 LSGs.

5) Online Communication Plan implemented. Prepare a detailed document for strategic ​ online engagement, in line with the overall Campaign Plan.

● Publish minimum three posts per week on Facebook, and minimum two posts per month on YouTube, for the period of minimum six months, promoting the campaign with relevant, original and high-quality content. ● Conduct minimum one ads campaign on Facebook per week, and minimum one paid advertisement on YouTube per month, for the period of minimum three months. ● Manage the responding community by mitigating negative comments and responding to enquiries in coordination with the Programme team. ● Distribute campaign web banners to targeted LSGs, as well as local media, local CSOs and other relevant websites.

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- The online communication will be delivered through an existing Swiss PRO Facebook ​ page and Youtube channel, along with the Twitter account and website (which will be ​ ​ ​ ​ managed by the Programme). - Additional online communication activities (such as Google Ads, content marketing, email marketing, etc.) contributing to campaign objectives and reaching specific target groups will be considered an advantage. - Since the objectives are to raise awareness of the availability of e-services and open data, and enhance their usage, online communication will be the biggest part of the campaign. - The Key Performance Indicators for the entire online campaign will be lead ​ ​ generation, such as number of unique visitors and conversion rate for the web pages with new or improved e-services provided by 35 municipalities supported by the Swiss PRO, or number of impressions for social media posts and link clicks to web pages with information on benefits of enhanced open data in 30 municipalities supported by the Swiss PRO. - The service provider should ensure coverage of all 65 municipalities through ​ implementation of online communication activities, i.e. balanced representation of the campaign in target municipalities according to specified target groups. - The Programme will assist in the development of specific content and must approve the final versions before distribution.

6) Media Plan implemented. Media component of the campaign should target the general ​ population of 65 municipalities and contribute to campaign objectives.

● Direct media placement of campaign video and audio spots on at least 10 TV and ​ 10 radio stations with regional/local coverage in the targeted municipalities, with ​ at least two broadcasts per day, in the period of at least 15 days. ● The radio jin​ ​gle and TV spot must be distributed to other media wi​th local, regional and national coverage as well, free of charge for broadcasting. ● Ensure at least three appearances of Programme representatives on TV channels ​ or radio stations with national coverage and at least three appearances of ​ Programme representatives in local or regional media in order to promote the campaign objectives. ● Publish press releases announcing all outdoor events and municipal competition ​ organised within the campaign, as well as reporting on the final event.

- This component of the campaign should generate at least 100 media pieces about the campaign. - The Programme will assist in the development of specific content for the media and must approve the final versions of press material before distribution.

7) Outdoor events organised. The Programme puts focus on excluded groups, and therefore events should focus on exclu​ ded groups (as defined in section 4.1.) and less developed LSGs, with lower internet penetration and more households in rural areas, as to ensure coverage of all target groups.

● Organisation of at least five outreach activities should include outdoor events which ​ should ensure adequate dissemination of promotional material and information about availability of e-services, especially to citizens in rural areas and/or those from excluded groups. ● LSGs, local CSOs and associations of excluded groups, as well as public institutions (local centers for social work or local offices of National Employment Service) should be engaged to participate in the events.

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● During the visits, dissemination of anonymous questionnaires about the degree of ​ awareness among citizens about the availability and type of e-services is planned. The questionnaire should be available through social media as well, for information purposes, but also for the reason of data collection.

- The service provider must cover all costs of the organisation of the above events ​ including those that require simultaneous translation. - Location of outreach activities ultimately to be agreed with the Programme. - The Programme will be involved in defining planned events. All contents must be approved by the Programme prior to the realisation thereof. - These events must directly target minimum 1,000 citizens from excluded groups, as listed above. - These events must be announced to local media, and need to generate at least 50 ​ reports in local, regional or national media and further transfer the campaign messages to a larger number of people through press releases, media statements, social media posts, etc. - The Programme will attend events and encourage participation of relevant audiences. - A report for the Swiss PRO website, accompanied with photos, should be submitted to the Programme on each conducted public event within 24 hours. ​ 8) Municipal Competition organised. In order to stimulate LSGs to enhance e-service ​ delivery and availability of open data, as well as citizens demand, municipal competition in provision of e-services and open data will be conducted, for the 65 LSGs that are supported by the Programme.

● In close cooperation with the Programme, develop the competition propositions, including the topics and the manner of submission and evaluation of the competing municipalities. ● Promote the municipal competition through traditional and social media, direct contact and through organising three info-sessions for direct promotion of the ​ competition, presentation of propositions and evaluation criteria to the representatives of eligible LSGs and media, in the previously agreed localities in the Programme AoR. ● Develop promo materials, including award certificates - minimum quantity: 9; minimum technical requirements: Material - white artificial leather, matte, with no texture. Branding: Ink Jet solvent printing, partial UV lacquer.. ● Prescreen and present results of the competition to the Programme team.

- The service provider must cover all costs of the organisation of the info-sessions, such as transportation, space rental, audio and presentation equipment, refreshments, etc. The Programme personnel will participate in preparation and implementation of the info-sessions. - The Programme will finance the symbolic awards (procurement of IT equipment) for the winners of municipal competition.

Final phase

9) Final event organised. In order to present effects of the conducted activities within the campaign, with particular emphasis on municipal competition award ceremony, a public event will be organised.

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● Organise a public award ceremony for the winning municipalities at the location agreed with the Programme. ● Invite all relevant participants and secure participation of relevant national institution representatives, in consultation and cooperation with the Programme team. ● Promote the event through traditional and social media.

- The service provider must cover all costs of the organisation of the final event, which must include transportation, space rental, audio and presentation equipment, translation, refreshments, etc. - Location and venue for the final event will be agreed with the Programme. In case of virtual event due to pandemic situation, the concept and virtual platform for the event will be agreed with the Programme. - The Programme will be involved in defining the planned event. All contents must be approved by the Programme prior to the realisation thereof. - The event must directly target a minimum 80 participants from LSG, national institutions, international organisations, other projects etc. - This event must be announced to the media, and need to generate at least 30 ​ reports in local, regional or national media and further transfer the campaign messages to a larger number of people through press releases, statements, social media posts, etc. - A report for the Swiss PRO website, accompanied with photos, should be submitted to the Programme on each conducted public event within 24 hours. ​ - The Programme will attend the event and encourage participation of relevant audiences.

10) The final report submitted and approved. The report presenting and analysing effects of the conducted activities, with particular emphasis on outputs, outcomes, data analyses using the set baseline information on utilisation of existing e-services and data collected during the campaign implementation (through dissemination of anonymous questionnaires, etc.), potential impact, detailed insight into visibility and publicity, lessons learned, risks encountered, recommendations for similar campaigns in the future, in a clear and easily understandable format previously agreed with the Programme, must be submitted to and approved by the Programme minimum 10 days prior to the expiration of the contract.

6. DELIVERABLES

1) Inception phase ● A detailed work plan, final methodology, time frame of expected outcomes per month, and reporting structure completed. ​ ● Campaign Plan with Media Plan and Online Communication Plan developed, including campaign messages in line with the set objectives and target audiences, and set of campaign graphics and visuals, in line with the visual identity of the Swiss PRO.

2) Implementation phase ● Consultation and/or coordination meetings with relevant partners completed. ● Campaign promotional items and material produced. ● At least five outreach activities and municipal competitions organised.

3) Final phase ● Online Communication and Media Plan implemented. ● A final event organised.

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7. INPUTS

Contribution from the Programme

● The Programme will be involved in the fine-tuning, approval and implementation of campaign elements. ● The Programme personnel will participate in the key activities, when appropriate, and will advocate for participation of relevant stakeholders in the selected activities. ● The Programme will provide communications/PR support for the implementation of the campaign. ● The Programme will make available all communications material produced within the Programme, including video material, photographs, texts etc.

Service Provider’s Input

A potential bidder should be professional services company / organisation / consortium and must have at least five years of experience and proven track record of expertise in:

● Design, preparation and implementation of public awareness campaigns; ● Public relations and advocacy; ● Communication work; ● Project management work.

The selected service provider shall be responsible for the provision of:

● Translating/interpreting services needed during the implementation of the Contract. ● Organisational costs of all planned events. ● Assistance in the implementation of the Contract (secretarial, driving, logistics). ● Any equipment necessary to provide proper and unremitting working conditions for the project team engaged under this Contract.

8. MONITORING AND REPORTING

The contracted service provider will remain in close contact with appropriate Swiss PRO personnel during the entire campaign and will discuss and agree all relevant points/steps both during the planning and implementation stages.

The following reports, for which the respective templates will be agreed with the Programme are expected from the service provider in English language:

● Inception Report with a detailed work plan, final methodology, time frame of expected outcomes per month, and reporting structure, within the 30 calendar days after the contract is signed. ● Monthly progress reports (after the first month and thereafter), at the latest by 30h of ​ each month. Reports on the conduct of particular campaign activities described in the section Outputs, should be included as an annex to the Monthly report of the month of implementation. ● Articles in both Serbian and English on particular campaign activities prepared for Swiss PRO website, at the latest 24 hours upon completion of an activity. ● Progress reports in line with the deliverables defined in Section 6.

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● Final Report with executive summary and cumulative report assessing and analysing effects of the conducted activities, with particular emphasis on outputs, outcomes and potential impact of implemented activities, best practices, lessons learned, risks encountered, recommendations for similar campaigns in the future, detailed insight into achieved publicity submitted to and approved by the Programme at least 10 days prior to expiration of the contract. ● All material produced during the implementation of the campaign should be delivered in electronic copies, and if requested in hard copies as well.

Data collection, analysis, developed design, materials and reports will remain the intellectual property of UNOPS.

9. VISIBILITY

The contracted service provider will have to ensure appropriate visibility for the Programme and especially its donor, the Government of Switzerland, and throughout the implementation of activities be fully compliant with the Communication and Visibility Guidelines of the Swiss PRO. These will be provided to the contracted service provider by the Swiss PRO personnel.

10. GENERAL CONSIDERATIONS

The suggested staff of the service provider must be eligible to work in the Republic of Serbia. The Programme will make available to the contracted service provider all documents at its disposal that may be relevant to the campaign design and delivery.

a. Intervention limitations

● It is necessary to ensure, to the extent possible, balanced geographic distribution of specific campaign activities between 65 municipalities. ● UNOPS reserves the right to modify planned activities only in case that the implementation is not feasible due to official measures related to the COVID-19 pandemic.

b. Partnerships

● Maintain regular communication with the Programme and agree monthly work plans throughout the implementation of the campaign. ● Close cooperation with MPALSG, OITeG, LSGs, local media and CSOs is necessary to expand the network of associates and participants in the campaign realisation. Representatives of local and national level institutions should participate in public events. ● The programme will encourage partnerships with institutions and organisations that work on similar topics/campaigns at the local level.

c. Language

● The language for communication between the service provider and the Swiss PRO is both English and Serbian. However, all official correspondence should be in English only. ● For specific event(s) that involve the participation of the donor (such as the final event) or other non-Serbian speaking participants, the service provider must ensure simultaneous or consecutive translation. ● The campaign will be implemented in the Serbian language. In municipalities with significant

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10 national minorities population ​, a part of the campaign materials should be provided in their ​ mother tongue (translation should be covered by the service provider).

d. Timeframe

● The contract with the service provider is expected to be signed in February/March 2021 and it will last a minimum of six (6) months and no longer than nine (9) months (one month ​ ​ ​ for preparation of the Final Report included). ● The campaign messages and planning of activities should be finalised 30 calendar days after signing of the Services Contract. ● Indicative campaign implementation start date is March/April 2021. The campaign implementation should last at least six months, with additional one month for Inception period and one month for preparation of the Final Report.

10 e.g Bujanovac and Medveđa

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REQUIREMENTS

Eligibility, formal and qualifications requirements

The Bidders must be eligible to the requirements set out in the tender Section “Eligibility and Formal Criteria”. When the Bidder is a consortium, all of its members must meet the eligibility requirements described therein, and the same applies to sub-contractors.

All the formal and qualifications requirements will be considered as mandatory and eliminatory (pass / fail). Qualification criteria refer to all joint venture partners combined. ​ ​ Each requirement must be verifiable during the evaluation process. UNOPS reserves the right to ​ ​ perform additional background checks of the information presented in the submission or to require the translation of the submitted documents into English.

● Legal entities with relevant and specific experiences, and consortia, with substantial and provable business/operational experience and human and technical capacities relevant to this ToR are qualified to participate. ● The Bidder should demonstrate sufficient economic and financial capacities to ​ implement the activities as described in the ToR, by providing the below required documents proving that the company is legally registered and active for at least five (5) ​ years, with annual turnover of minimum USD 72,000 (or equivalent in other currency) in ​ any of the years 2017, 2018 and 2019.

Required documents: ➢ The financial reports for the years 2017, 2018 and 2019, or any other document accepted by the relevant authorities, demonstrating the required qualifications. ➢ Certificate of incorporation/business registration issued by the relevant government body is required (for each member, in case of consortia).

● The applicant should demonstrate sufficient technical and professional capacities for the ​ implementation of this ToR by providing the below required documents which show that the company has proven track of records in at least the past five (5) years in the area relevant to this ToR name​ ly, development and im​ plementation of public awareness​ camp​aigns and work with national and local public institutions, the Media and/or UN or other international organisations.

Required documents: ➢ Copies of the contracts for at least 3 successfully completed different engagements in the period of the past 5 years, in the total value of at least 72,000 USD (or equivalent in other currency), relevant for this ToR in the area of campaign design and implementation of the public campaigns, social media marketing and management, organisation of public events, outdoor promotions and/or competitions OR Reference letters issued by the purchasers of the services OR the list indicating names, titles and contact details of the persons which might be contacted as a reference, to qualify for further evaluation. ➢ Description of the company/consortium and background material to be provided.

● Experience in innovative realistic solutions to achieve set tasks will be an asset. Proven ​ experience in working with public institutions, media and civil society organisations, and particularly in the municipalities covered by the Programme, while specific experience with the UN, international organisations and government bodies will be an asset.

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● The Bidders should also demonstrate their organisational capacities for the provision of ​ services: 1) Team Leader: with minimum of a bachelor degree in a discipline relevant to the required expertise (such as Communication and Media or relevant discipline) and minimum seven (7) ​ years of professional experience in design and implementation of awareness campaigns, including overseeing campaign delivery, quality control of the delivered service, client orientation and reporting in English language. A proven track record of delivering similar assignments in a project of a similar size and complexity is mandatory. Experience relevant for the respective assignment, such as developing and implementing communication campaigns in the field of local governance will be an asset. He or she would be directly responsible for the delivery of the expected outcomes and activities defined by this ToR. He/she should be able to work on a minimum of 50% of activities defined by this ToR.

Required documents: ➢ CV of the Team Leader is required, demonstrating his or her engagement on at least three different projects relevant for this ToR, not necessarily the same as the Bidder’s. ➢ In addition, at least three reference letters OR the list indicating the names, titles and contact details of the persons which might be contacted as a reference for at least three different engagements relevant for this ToR (such as relevant campaigns, organisation of competition and social media management, event management), must be submitted. ➢ Statement of Exclusivity and Availability is also required.

2) At least 3 (three) core Team members: each team member must have at least five years of professional experience and proven expertise in preparation and realisation of public awareness campaigns, public relations and other communication work relevant to the requirements of the ToR (such as journalism, social media management, copywriting, organising competition, media and event management i.e public relations). Team members with proven expertise in realisation of campaigns in the Programme AoR and/or engaging LSGs, local media and CSOs and/or promoting local governance, e-government, e-services and/or open data will be an asset.

Required documents: ➢ The list of the proposed Team members, as well as the CV for each of the proposed Team members (Form F) demonstrating his or her engagement on at least two different projects relevant for this ToR, are required. ➢ In addition, at least two reference letters OR the list indicating the names, titles and contact details of the persons which might be contacted as a reference for at least two different engagements relevant for this ToR (such as design and implementation of public awareness campaigns, public relations, online communications), must be submitted. ➢ Statement of Exclusivity and Availability (Form I) for each Team Member is also required.

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EVALUATION

Evaluation against technical criteria

Only proposals meeting or exceeding the eligibility, formal and qualification criteria shall be considered substantially compliant and will be evaluated against the technical criteria set out in the ​ tender (section Technical criteria).

Required documents: ➢ Campaign plan proposal, with a framework for conduct of activities over the implementation period of at least six months, which should include: problem description demonstrating that the service provider understands objectives of the Swiss PRO and in particular its work on e-government and e-services, as well as the issues to be tackled by the campaign and knowledge of the local context; campaign objectives; target audiences, communications channels and tools; Media Plan and Online Communications Plan; a list of products and distribution plan; a detailed schedule of activities. Applicants are strongly encouraged to follow the suggested order of sections. ➢ Proposal of the campaign visual identity, as a minimum three graphic solutions for the online promotional content. ➢ A detailed budget with description of costs and unit prices related to each activity and service provided. ➢ If requested, the submitting agency will be obliged to present in person / virtual meeting the Campaign concept submission to the Programme / UNOPS team as a part of this offer.

The proposals will be rated by assigning numeric points, whereas only proposals that meet the minimum technical threshold of 49 points shall be deemed substantially compliant and shall proceed to the evaluation of financial prop​ osals. Maximum number of points for Technical ​ Proposal is 70.

Technical criteria will be evaluated based on a cumulative analysis methodology. ​

Documents to establish compliance with the Criteria criteria

Evaluation will be conducted based on the cumulative analysis of Technical and Financial Proposals with a weighting of 70%-30% (Technical Proposal-Financial Proposal) ● Form G: Technical Proposal Form ● Proposed work plan and approach The total number of points which an Offeror ● Time schedule and manpower estimate may obtain for its proposal is as follows: ● Form I: Format for Resume of Proposed ● Technical Proposal = 70 points Key Personnel ● Financial Proposal = 30 points

The maximum number of technical points is detailed in the below Technical Proposal ​ Evaluation sections.

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Technical Proposal Evaluation sections: ​

Points Section number/description Obtainable Offeror’s qualification, capacity and expertise - Experience of the organisation, general organisational capability 1. and reputation 20 - Specialised knowledge and proven expertise - Previous experience on similar projects

Proposed Methodology, Approach and Implementation Plan - Understanding of the background - Quality of campaign visual identity and key messages 2. - Expected outcomes 30 - Methodology - Work Plan

Key Personnel proposed - Combined qualifications and experience of the team 3. - Team Leader qualifications and experience 20 - Proposed team members qualifications and experience

Total Technical Proposal points 70

Section 1: Offeror’s qualification, capacity and expertise Points

Experience of the organisation, general organisational capability and reputation of the firm and/or consortium which is likely to affect implementation of the campaign (description of the firm and background material to be provided): ● General capability of Offeror (single company, loose/strong consortium of 2 or more companies) to implement the campaign (management and personnel structure, types of activities undertaken, project management controls, extent to which any work 1.1 6 would be subcontracted) - from 1 to 3 points ​ ● Minimum 5 years of experience in communications, public relations and/or advocacy since registration date - 1 point ● More than 5 years of experience in comm​ unications, public relations and/or advocacy since the registration date will carry additional 1 point for each 5 years. Up to maximum of 2 points ​ ​

(maximum 6 points) Specialised knowledge, proven expertise and experience of the company in the following areas: ● Specialisation and experience in implementation of public 1.2 8 awareness campaigns in Serbia - 2 points ​ ● Experience in working with ministries and/or other government institutions - additional 1 point ​ ​ ​

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● Experience in working with LSGs and/or public institutions at the local level in Serbia - additional 2 points ● Experience in working​ with local ​ C​ SOs and local media - additional ​ 2 points ● Experience in working with international organisations - additional ​ 1 point

(maximum 8 points) ​ ​ Previous experience on similar projects: ● Minimum 3 awareness raising campaigns with integrated social media management and marketing - 2 points ​ ● More than 3 awareness raising campaigns with integrated social media management and marketing - additional 1 point 1.3 ● Experience in organisation of public e​ vents and outdoor promotions 6 - additional 2 points ​ ● Experience in awareness raising campaigns related to the matters of e-government, e-services and/or open data - additional 1 point ​ (maximum 6 points)

Total points for section 20

Section 2: Proposed Methodology, Approach and Implementation Plan Points

Demonstrate solid understanding of the background and the need for increasing awareness about the e-services, e-government and open data 2.1 5 at the local level. (from 1 to 5 points) Quality (creativity, effectiveness and appropriateness) of campaign visual 2.2 identity and key messages in line with the existing slogan. 10 (from 1 to 10 points)

Expected outcomes are well described in the proposal. They are specific, 2.3 measurable, attainable, relevant and time bound. 5 (from 1 to 5 points) Proposed methodology is appropriate, realistic, feasible, effective and 2.4 promises efficient implementation of the campaign. 5 (from 1 to 5 points) Time schedule and team resources estimates are well prepared and 2.5 presented in a clear and understandable manner. 5 (from 1 to 5 points)

Total points for section 30

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Points Section 3: Key personnel proposed Qualifications of the combined expertise of the proposed team ​ consisted of Team Leader, three Team Members/Experts and all other supporting personnel. ● Proven experience of working as a team on at least one project carried out by the proposed team - 2 points ​ 3.1 ● Proven experience of working as a team on more than one project 4 carried out by the proposed team - additional 1 point ​ ● Gender balanced team (equal representation of male and female team members, including team leader - this will be evaluated based on the list of the proposed personnel) - additional 1 point ​ (maximum 4 points)

Team Leader The team leader would be directly responsible for the delivery of the expected results, and will be the single focal point for communication with the Programme. He/she should be able to be involved in a minimum of 50% of activities defined by this ToR.

● The team leader must have a minimum of a bachelor degree in a Communication, Marketing, Public Relations or other relevant discipline to the required expertise - 1 point ​ ● Team leader has an advanced diploma in a discipline relevant to required expertise - additional 1 point ​ ● The team leader must have a minimum of seven (7) years of relevant professional experience in the area relevant to this ToR 3.2 such as Communication, Media, Public Relations or relevant field - 8 2 points ● Team leader has more than seven years of relevant professional experience - additional 1 point ​ ● The team leader must have proven experience in managing projects of a similar size and complexity, related to tasks set in ToR - 1 point ​ ● Proven experience in managing projects related to local governance, e-government, e-services and/or open data issues - additional 1 point. ​ ● The team leader must have fluency in spoken and written English language, including reporting in English - 1 point. (This will be ​ ​ evaluated through references/CV).

(maximum 8 points)

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Team Members The team must consist of at least three team members – experts. Each team member must have proven expertise and experience in preparation and realisation of public awareness campaigns, public relations and advocacy, communication work, relevant to the requirements of the ToR.

● Each team member has a minimum five years of professional experience relevant for the ToR - 2 points. ​ ● Each team member has more than five years of professional experience relevant for the ToR - additional 1 point. ​ ● At least one team member has proven expertise in realisation of 3.3 campaigns in the Programme AoR - 1 point. 8 ​ ● Each team member has proven expertise in realisation of campaigns in the Programme AoR - additional 1 point. ​ ● At least one team member has proven expertise in realisation of campaigns engaging LSGs and/or other local institutions - 1 point. ​ ● At least one team member has proven expertise in realisation of campaigns engaging local media and/or CSOs - 1 point. ​ ● At least one team member has proven expertise in realisation of campaigns pertaining to improvement of local governance, e-government, e-services and/or open data - 1 point. ​

(maximum 8 points) Total points for section 20

20