EIT RawMaterials seeks an experienced marketing agency to support the Girls Go Circular (GGC) programme, an EIT Community online learning initiative empowering girls to join STEM careers. The agency will be responsible for developing a creative brand strategy aimed at private companies (potential sponsors) and key stakeholders in the education sector (secondary school students, teachers, Ministries of Education) at both national and EU levels.
Deadline to Apply: 20 September 2024 (End of Business Day)
Objectives
The programme’s objectives are to achieve systemic impact in terms of
- Attract more women to STEM and ICT fields by enhancing interest and knowledge at the secondary school level, contributing to closing the existing gender gap.
- Introduce youth to the circular economy and emerging societal challenges to foster a new generation of environmentally conscious citizens.
- Promote deep tech education to support Europe’s competitiveness in the global market.
- Integrate relevant EIT and KIC content into educational curricular to strengthen the program’s alignment with EU educational priorities.
- Provide educators with innovative resources and training to incorporate challenge-based learning and creative thinking into classrooms.
Scope of Services Required
1. Brand Audit and Strategic Assessment
We seek a marketing agency to conduct a comprehensive brand audit and strategic assessment to enhance the visibility and impact of the GGC programme across Europe. This work will evaluate the current brand positioning and communication efforts to identify growth opportunities and align with our strategic goals.
Key activities include:
- Review of Existing Materials: Analyse all GGC brand assets, including logos, visual guidelines, social media profiles, websites, and other communication materials, to assess consistency, effectiveness, and areas for improvement.
- Social Media Analysis: Evaluate performance metrics from social media channels (Facebook, Instagram, LinkedIn, X, and YouTube) and website analytics to identify patterns in audience engagement and develop data-driven recommendations for content and platform strategies.
- Audience Segmentation and Targeting: Develop detailed audience profiles for students, teachers, schools, policymakers, and potential investors, and create targeted communication strategies for each group.
- Competitive and Sector Benchmarking: Benchmark GGC against critical competitors and analyse youth education and STEM trends to identify successful content themes and strategies.
- KPI Development: Propose a set of KPIs and metrics to measure success, such as brand awareness, engagement rates, social media reach, and stakeholder participation.
- Website Redesign: Developing a refreshed, user-friendly design to enhance our online presence (on WordPress).
2. Strategic and Creative Blueprint Development
The agency will develop a strategic and creative blueprint to guide all future marketing and communication efforts for the GGC programme. This blueprint will focus on expanding our reach, enhancing brand consistency, and increasing engagement with our target audiences.
Key components include:
- Marketing Proposition: Create a clear marketing proposition that aligns with GGC’s mission and appeals to diverse audience groups, including students, educators, non-profit sector and private stakeholders.
- Social Media and Content Strategy: Develop a strategy for each social media platform, including tone of voice, visual identity, and content formats. Establish content pillars to guide messaging, such as gender inclusivity in STEM, digital skills, and the circular economy.
- Channel Strategy: Provide a comprehensive strategy that integrates social media, website content, e-mail campaigns, PR outreach, partnerships, and event marketing to maximise reach and engagement.
- Measurement Plan: Define a measurement approach, including KPIs and metrics, for tracking the effectiveness of communication activities.
3. Content planning and campaign management
The agency will provide a social media plan and campaign management to maintain and enhance the GGC brand presence beyond 2024. This includes:
- Content Planning: Develop a social media plan per channel and audience.
- Campaign Management: Execute and manage paid and organic digital campaigns with regular performance monitoring and optimisation.
- Event Support: Provide content creation and live coverage support for events featuring GGC (if any in 2024).
Requirements and Capabilities
- Experience in executing marketing strategies for large-scale programmes in education, STEM, or non-profit sectors (secondary school students and teachers; policymakers at the national and EU levels).
- Proven track record in brand development, digital marketing, and audience engagement.
- Ability to deliver measurable results through innovative communication strategies.
Key Dates
- 20 September 2024: Deadline for proposal submissions (EOB)
- 25 September 2024: Supplier selection by EIT RawMaterials
- 30 September 2024: Contract start date
Submission Guidelines
Interested agencies should submit their proposals including:
- Overview of Expertise: A summary of your agency’s experience in communication, branding, and strategic marketing, particularly in education, STEM, or social impact sectors.
- Portfolio:
- Examples of work/campaigns which target teachers/schools, Gen Z, etc.
- Examples of B2B campaigns or communications preferably by but not limited to NGO’s or CSR initiatives.
- Agency Information: Trading name, VAT or tax identification number (if applicable), and registered business address.
Evaluation and Budget
The evaluation process may include an online interview with shortlisted agencies. EIT RawMaterials reserves the right to negotiate the final budget based on the scope of work, which will be finalised prior to contracting. The selected agency will be remunerated per deliverable, based on the agreed fee structure and upon submission of an invoice.
Please direct proposals and questions to girlsgocircular@eitrawmaterials.eu by 20 September 2024 (EOB).
