Introduction

Pakistan Poverty Alleviation Fund (PPAF) is the lead apex institution for community-driven development in the country. Set up by the Government of Pakistan as an autonomous not-for-profit organization, PPAF enjoys facilitation and support from the Government of Pakistan, The World Bank, International Fund for Agricultural Development (IFAD), KfW Entwicklungsbank (Development Bank of Germany) and other statutory and corporate donors. PPAF aims to be the catalyst for improving the quality of life, broadening the range of opportunities and socio-economic mainstreaming of the poor and disadvantaged, especially women.

The core operating units of the PPAF deliver a range of development interventions at the grassroots/community level through a network of more than 127 Partner Organizations across the country. These include social mobilization, support for livelihood, enterprise and employment, access to credit, infrastructure and energy, health, education and disaster management. Externally commissioned independent studies have demonstrated positive outcomes and impact of PPAF interventions on the lives of benefiting communities related to their economic output, household incomes, assets, agricultural productivity skills and other quality of life indices.

Objective of the consultancy

Social networks and online forums are fast becoming recognized as an important tool in community development. Efficient and effective communication channels provide quick and timely information and serve as a symbol of the institutions transparency, branding and willingness to work with clients and partners around the world. Keeping in view the growing trend towards use of online communication by different organizations for ensuring transparent and efficient reporting PPAF is planning to hire services of a social media expert.

The consultancy aims at scaling up PPAFs digital communications and outreach at national and international levels. The improved PPAF online communications (web and social media) is expected to offer an innovative platform for expanding the outreach of knowledge about PPAF-supported initiatives and offer a great opportunity to PPAF as well as its external audiences to engage in meaningful discussions to understand the real impact of the development initiatives on the poor and the marginalized communities. PPAFs digital presence also aims at adding a new dimension to the development sector as a whole as it will play a facilitative role in bringing forth the diversity and innovation through which PPAF is utilizing donors money to improve livelihoods of the poor across Pakistan.

Responsibilities:

• S/he will be responsible for coordination of the information to be communicated through social media and web
• S/he will develop a social media strategy to increase PPAFs visibility and develop an action plan guiding its implementation
• S/he will actively manage and regularly update PPAF information on all social media channels as identified in the social media strategy
• S/he will disseminate information in a coordinated and timely manner across multiple platforms using appropriate social media platforms such as facebook, twitter, online blogging instagram, google plus and youtube
• S/he will work with PPAF Communications & Media Team and with communications focal persons in Operation units for conceptualizing and writing content for social media platforms
• S/he will help build capacity of Communications & Media Unit on effectively implementing the PPAF social media strategy and developing content for building social networks, soft branding and developing linkages
• Planning and integrating the use of social media and other audience engagement tools as part of an engagement strategy, and advising or leading others in their use to ensure maximum effectiveness
• Developing and leading implementation of online campaigns (content marketing) to target key audiences, and measuring success in achieving them.
• Identifying opportunities for PPAF to use existing and emerging online tools; providing support and one-to-one training for current and emerging online communication channels

Deliverables:

• Develop a robust social media strategy for PPAF
• Conduct an orientation session for Communications & Media and IT teams on implementation of PPAF Social Media Strategy
• Develop and follow a posting plan for uploading PPAF information on different social media platforms such as facebook, twitter, google plus, youtube, instagram and writing blogs for increased visibility of PPAF as well as for its improved global connectivity

Timeline:

• Share the initial framework of the strategy within 15 days from the date of signing of the contract
• Share the 1st draft of the strategy within 45 days from the date of signing of the contract
• Share the final social media strategy document with 60 days from signing of the contract
• Initiate implementation of the strategy within one week from approval of the strategy document by the PPAF

Consultants qualification & experience:

• Masters degree in a social sciences or communications-related field (or appropriate equivalent work)
• Experience with social media platforms, including Facebook, Pinterest, Twitter, YouTube, Google+ etc
• Experience with leveraging social media management and analytics tools
• Experience in writing, editing and crafting content for the social media space with an ability to convey complex ideas in a creative, clear, direct, and lively style
• Proven writing and editing skills, with a strong command of English and outstanding written and verbal communication skills.
• Proven experience of developing social media strategies for development sector organizations
• In-depth knowledge of international trends and political/economic issues related to development.
• Experience producing for the web and a basic working knowledge of content management systems and software for page formatting, image management, videos, and content preparation (HTML, Photoshop, and similar software preferred)

Duration:

• The total consultancy period is 7 months.

Estimated Budget:

• The total cost of the 7 month consultancy is estimated at Rs. 1,400,000 - Rs. 200,000/- per month

Source of Funding:

• PPAF III

Selection Method:

• A consultant will be selected in accordance with the Selection of Individual Consultants method set out in the Section V of World Banks Guidelines: Selection and Employment of Consultants by World Bank Borrowers (2006)