Improving Skills Training for Employment Program (ISTEP) TANZANIA Terms of Reference (TOR) Consultancy in Marketing of TVET Programs POSITION DESCRIPTION TITLE: CONSULTANCY IN MARKETING National (Tanzanian) consulting contract, part-time REPORTS TO: DIRECTOR, CARIBBEAN AND ANGLOPHONE AFRICA, INTERNATIONAL PARTNERSHIPS, DIVISION: INTERNATIONAL PARTNERSHIPS, DURATION OCTOBER 26, 2015 - MARCH 31, 2017, part-time BACKGROUND The Improving Skills Training for Employment Program (ISTEP), an Education for Employment (EFE) program of the Colleges and Institutes Canada (formerly ACCC) working in collaboration with the Ministry of Education and Vocational Training (MOEVT), the lead regulatory bodies and Tanzanian employer associations, will build the capacity of Tanzanian technical and vocational training institutions to deliver effective skills training programs, resulting in 1,200 Tanzanian youth with the right skills sets to find employment in the extractives and tourism sectors or to create their own employment. ISTEP is a five-year (2014-2019) $13,000,000 CDN program funded by the Department of Foreign Affairs, Trade and Development Canada (DFATD) (formerly CIDA). ISTEP requires the services of Canadian and national consultants to support the delivery of specific outcomes and outputs of the program, to include the development and delivery of a sustainable leadership and management model for vocational and technical education and training institutions in Tanzania. GENERAL ACCOUNTABILITY: Reporting ultimately to the Director, Caribbean and Anglophone Africa, International Partnerships in Ottawa or designate, and working closely with the ISTEP Senior Technical Advisor, the ISTEP Gender Specialist, and other stakeholders in Tanzania, this position will effect the establishment of a gender-sensitive marketing strategy to promote TVET programs, the development of tools to support the strategy, and the piloting of the tools with sample groups and institutions in ISTEP. Target groups for this messaging include parents, potential students, employers, government policy makers, school counsellors, and other educators in both the K to 12 school system and the post-secondary education and training system. Page of 7The Terms-of-reference (TOR) for this consultancy are related to the following ISTEP requirements. Immediate Outcome 1320 - Strengthened ability of partner training institutions to attract and retain male and female students, particularly female and disadvantaged groups, to gender and environmentally sensitive skills for employment programs. Output 1324 - Technical assistance provided to develop a gender-sensitive marketing and outreach strategy for skills for employment programs for use by TVET stakeholders in Tanzania. Activity 1321.4 - Support a consultancy to develop a marketing strategy, sample tools and materials. a) Develop a gender-sensitive marketing strategy and validate with stakeholders, including the Tanzania Media Women Association. b) Develop gender-sensitive tools (¢.9., social media tools, print tools) to support the strategy. ©) Pilot the tools with sample groups and institutions. d) Revise strategy iffas required. Activity 1321.2 - Provide training in the use of the strategy and tools and disseminate to Tanzania ministries, departments and agencies (MDAs) and targeted institutions, a) Share strategy and tools through meetings with ISTEP stakeholders. b) Develop a “how to” guide for using and adapting tools. ©) Establish an online repository of tools to allow ongoing access. The expected results are: ‘* One gender-sensitive marketing promotion package (strategies and tools) developed by March 2017 (Indicator #49) + Eleven of thirteen partner training institutions & MDAs using marketing strategy, tools, and materials by March 2018 (Indicator #50) The consultant is also expected to consider, and if appropriate for the Tanzanian context, to modify and/or build upon, any relevant marketing work undertaken in other ClCan EFE programs. Copies of these materials will be made available to the successful bidder. SPECIFIC ACCOUNTABILITIES: The consultant(s) wi ‘* Conduct a literature review to identity international best practice in gender-sensitive marketing strategies and tools in developed and developing countries, and discuss their relevance to the TVET post-secondary system in Tanzania. * Conduct meetings with stakeholders in Tanzania (e.g., partner institutions in ISTEP, the ISTEP Gender Specialist and the Cross Cutting Themes Working Group, employers, and students and parents/community in both the TVET post-secondary system and the K to 12 school system). * Conduct a situational needs assessment to identify marketing strategies and tools in place; to be developed; and to be enhanced in ISTEP partner institutions. ‘+ Develop a work plan to establish a gender-sensitive marketing strategy and tools for use by the institutional partners in ISTEP. The work plan will include a specific marketing strategy and specific tools to promote gender-neutral occupational choices and to attract females and males to non-traditional occupations. + Present the proposed work plan to the ISTEP Program Coordination Unit for approval. Page2 of 7‘* Provide technical assistance to implement the work plan, including but not limited to: ‘© Develop a gender-sensitive marketing strategy and tools; © Train staff and conduct workshops in the use of the marketing strategy and tools; © Pilot the marketing strategy and tools with the partner institutions in ISTEP, © Validate the marketing strategy and tools with stakeholders; and ‘© Present on the project to ISTEP stakeholders. + Participate, as requested, in ISTEP forums to share best practices developed in this consultancy with other stakeholders. * Communicate with stakeholders using ICT where possible to minimize travel. Participate in ISTEP consultations and meetings as required. Prepare reports and documents as requested by the Director, Caribbean and Anglophone Africa or delegated program staff + Provide verbal updates periodically as requested by the Director, Caribbean and Anglophone Africa or delegated program staff CONTRACT PERIOD: October 26, 2015 - March 31, 2017, part-time LOCATION ‘The Consultant(s) will be based in Tanzania. The Consultant(s) will be required to communicate via ICT with key stakeholders throughout the consultancy. Travel within Tanzania will be required for a number of key activities and should be scheduled strategically to minimize travel costs. REPORTING ‘The Consultant will report to Ms. Susan Sproule, Director of Caribbean and Anglophone Africa, International Programs, CiCan in Ottawa or designated staff. All consultants are expected to work proactively and collaboratively with ISTEP stakeholders. MINIMUM REQUIREMENTS All consultants in this consultancy must have: © Aproven ability to work with a wide range of stakeholders in government and education. + Adegree in a relevant area (e.g., marketing, media studies). + Experience wth developing and delivering gender sensitive marketing strategies and tools. Experience working with diverse clients in a multi-cultural setting, A proven ability to work in a team environment. Excellent written and oral communication skills in English. A good level of proficiency with using the Internet, MS Office applications (Word, Power Point, Excel, and Outlook), and Skype (or a similar application). PREFERRED ABILITIES, QUALIFICATIONS, AND EXPERIENCE The Consultant(s) will preferably have: ‘© Marketing experience in a range of TVET institutions and systems, Page 3 of 7+ Anunderstanding of, and experience with, the challenges facing primary, secondary, and post-secondary education in developing countries, and in particular, Tanzania. ‘+ Sensitivity to, an understanding of, and experience with, approaches to address gender and environmental sustainability issues. + Experience working in a donor-funded program environment. MAXIMUM BUDGET ‘The maximum budget for this National (Tanzanian) consultancy is CAD $25,000, for all-inclusive fees and travel (including taxes). DELIVERABLES 1) Draft consuitant workplan and iterature review submited to CICan by November 8, 2) Conduct meetings with ISTEP stakeholders by December 30, 2015. 3) Meeting report and work plan submitted to ClCan by January 22, 2016. 4) First Draft of a marketing strategy and tools submitted to CICan by March 18, 2016. 5) Training in the marketing strategy and tools delivered by May 20, 2016. 6) Pilot of the marketing tools by December 15, 2016 7) Draft version of the marketing strategy and tools submitted to the PCU for approval by February 15, 2017, 8) Final electronic copies of marketing materials and supporting resources, with responses to PCU comments and inputs integrated, submitted to ClCan by March 15, 2017. 9) Final consultant report and invoice submitted to ClCan by March 31, 2017 SUBMISSION REQUIREMENTS Submit an electronic copy of your proposal (not more than 12 pages including the cover page) outlining 1) Relevant experience and qualifications of the organization (2 pages maximum). 2) CV of the consulting team members that will be responsible for the futfling the mandate (2 pages maximum). 3) Samples of previous work, including results (2 pages maximum). 4) Proposed methodology (4 pages maximum). 5) Proposed budget with detailed costs (2 pages maximum). Note on budget: The proposed budget must include all projected expenses (all-inclusive fees, travel, other out-of pocket costs, and taxes). The travel cost of ISTEP stakeholders who participate in any of the activities/events related to this consultancy will be financed separately by the program (these costs should NOT be included in your budget). Submit your proposal via email to Elsa Sumido (esumido@collegesinstitutes.ca) by 12:00 noon, Eastern Standard Time, September 11, 2015. A selection committee will be set up to review all proposals. Up to three candidates will be shortlisted for interview. Page4 of 7EVALUATION CRITERIA (The maximum number of points is 100). a) Understanding of the needs and expectations of ISTEP and/or other CiCan Education for Employment (EFE) programs Excellent Very Good Good Poor Very Poor (10-9) 8-7) (6-5) (4-3) (2-0) b) Relevance of the proposed methodology (i.e. How the Consultant proposes to meet the specific requirements in the Terms of Reference) Excellent Very Good Good Poor Very Poor (20-17) (16-13) (12-9) (8-5) (4-0) ¢) In the proposed methodology, the Consultant has taken in consideration the cross- cutting themes of Gender Equality, Governance, Environmental Sustainability, and Marketing. Excellent Very Good Good Poor Very Poor 3) (4) (3) (2) (1-0) 4) Expertise (relevant qualifications and experience in the area of marketing) Excellent Very Good Good Poor Very Poor (20-17) (16-13) (12-9) (8-5) (4-0) ¢) International experience in marketing Excellent Very Good Good Poor Very Poor (10-9) (7) (65) (43) (2-0) {) Familiarity with competency-based education and training (CBET) programs and curricula Excellent Very Good Good Poor Very Poor (10-9) 8-7) (6-5) (4-3) (2-0) 9) Other abilities (Ability to work in a team environment, excellent written and oral communications in English, a good level of proficiency with using the Intemet, MS Office applications and Skype) Excellent Very Good Good Poor Very Poor (10-9) 8-7) (6-5) (4-3) (2-0) h) Budget (lowest bid to get perfect points) /15, LowestBid Second Lowest Third Lowest Fourth Lowest Fifth Lowest 15 12 9 6 3 Note on budget: The proposed budget must include all projected expenses (including taxes). The travel cost of ISTEP stakeholders who participate in any of the activties/events related to this consultancy willbe financed separately by the program (these costs should NOT be included in your budget). The cost of piloting the marketing materials will also be financed separately by ISTEP. Page of 7BACKGROUND INFORMATION The Improving Skills Training for Employment Program (ISTEP), an Education for Employment (EFE) program of the Colleges and institutes Canada (formerly ACCC) working in collaboration with the Ministry of Education and Vocational Training (MOEVT), the lead regulatory bodies and Tanzanian employer associations, will build the capacity of Tanzanian technical and vocational training institutions to deliver effective skills training programs, resulting in 1,200 Tanzanian youth with the right skills sets to find employment in the extractives and tourism sectors or to create their own employment. ISTEP is a five-year (2014-2019) $13,000,000 CDN program funded by the Department of Foreign Affairs, Trade and Development Canada (DFATD) (formerly CIDA). It builds on successes resulting from other EFE programs funded by DFATD and managed by the Colleges and Institutes Canada in Tanzania, Mozambique and Senegal (2008-2013), the CARICOM region (2010-2018) and the Andean region (2012-2017). ISTEP’s ultimate outcome is increased gainful employment, including self-employment, of graduates (mi) from skills for employment programs. The three (3) planned Intermediate Outcomes include: ‘+ Improved coordination and promotion of relevant gender and environmentally-sensitive skills for employment programs in Tanzania. + Enhanced management, design and delivery of demand-driven, gender and environmentally sensitive skills for employment programs for the extractive and tourism sectors in targeted training institutions. ‘+ Increased availabilty of technical & vocational graduates with relevant & needed skills for the extractive & tourism sectors. ISTEP will achieve these outcomes by: + Working with the Ministry of Education and Vocational Training and other stakeholders to develop a framework for skills development. + Engaging with the lead extractive and tourism private sector organizations to identify priority training requirements and occupational standards required by sector employees. * Building capacity to gather labour market intelligence to inform educational and career planning. + Improving the quality of TVET provision through teacher training, leadership development and the development of demand-driven, competency-based curriculum. + Strengthening the capacity of technical and vocational training institutions to develop and deliver demand-driven, gender and environmentally sensitive skills for employment programs, based on labour market needs and occupational standards identified by the extractive and tourism sectors. + Increasing access to skills for employment programs through marketing strategies, career guidance programs and bridging programs for students who do not meet minimum entry requirements. ISTEP will draw on the expertise and experience of Canadian colleges and institutes, the advanced skills educators of choice. Aligned with the needs of employers, and operating on the leading edge of skills identification, economic trends, and market shifts, colleges solicit business and industry input into curriculum development through Program Advisory Committees. They support business growth and sustainability by supplying graduates with advanced skills, re- skiling displaced employees, offering customized education and providing applied research and Page 6 of 7development support. They also increase possibilities for access of disadvantaged individuals to post-secondary education and facilitate credential recognition for immigrants. Canadian colleges and institutes will be partnered with Tanzanian technical and vocational institutions to develop demand-driven, competency-based programs that will prepare students for the world of work — as employees with large-scale extractive or tourism operators or as entrepreneurs who can create their own jobs and potentially employment for others. Employer organizations will determine the programs to be developed and will be engaged in defining ‘occupational requirements and priority labour market needs. The partnerships between Canadian and Tanzanian training institutions will also support leadership and management, development and teacher training, strengthening the capacity of the institutions to be entrepreneurial and responsive to needs of students, industry and their communities. ISTEP will collaborate with MOEVT and regulatory bodies responsible for technical and vocational education and training (TVET) to strengthen skills development in Tanzania. It will assist with developing strategies to implement the TVET Policy (June 2012) and will contribute to key priorities identified in the TVET Development Programme (December 2013). With increased capacity to deliver services and carry out their regulatory responsibilities, MOEVT and its regulatory bodies will be better placed to achieve the TVET policy vision: a TVET system that will serve as the driving force for the productive and competitive workforce capable of contributing to socio-economic development of Tanzania. ISTEP will also support partnerships between the industry associations in the extractives and tourism sectors of Tanzania and the equivalent sector skill councils of Canada. ISTEP will work with the Chamber of Minerals and Energy of Tanzania, the Tourism Confederation of Tanzania and oil and gas sector employers to develop capacity in labour market analysis, development of ‘occupational standards, and engagement with training institutions. Page7 of 7