TERMS OF REFERENCE

Creative Agency/ Individual Expert to drive Consumer education and awareness Campaign for Rwanda Insurers’ Association  

1. Background:

Association des Assureurs Au Rwanda (ASSAR) is seeking to launch a comprehensive campaign to promote insurance awareness and consumer education in Rwanda. As part of this effort, we are looking to engage a competent and creative agency/ Individual expert  that can develop and execute a strategic, innovative, and impactful campaign to achieve our organization objectives. 

2. Scope of Work: 

The selected agency/ Individual expert will be responsible for the following:

• Conducting a thorough analysis of our target audience and market trends to inform the campaign strategy.
• Developing a compelling and cohesive campaign concept that aligns with our brand identity and resonates with the target audience.
• Creating various advertising materials, including but not limited to print ads, digital banners, social media content, radio spots, and television commercials.
• Designing eye-catching visuals and captivating copy that communicate our key messages effectively.
• Recommending and implementing appropriate ways to do a roadshow to maximize the reach and impact of the campaign.
• Coordinating with supplier and negotiating to ensure cost-effectiveness and optimal campaign success
• Monitoring the performance of the campaign, analyzing key metrics, and providing regular reports on its effectiveness.

3. Deliverables: 

The agency/ Individual expert will be expected to deliver the following:

• A detailed campaign proposal outlining the strategy, creative concept, and roadshow plan.
• High-quality and engaging advertising materials suitable for various platforms.
• Regular progress reports with key performance indicators (KPIs) and campaign analytics.

4. Timeline:

The campaign is scheduled to run from September to November 2023. The agency should provide a detailed timeline for the execution of the campaign, including milestones, deliverable deadlines, and any necessary reviews or approvals.

5. Qualifications and Experience:

Interested agencies should demonstrate the following qualifications and experience:

• Proven track record of successfully executing advertisement campaigns for similar products/services, preferably in the insurance sector.
• Demonstrated expertise in developing creative and impactful marketing strategies.
• Strong understanding of the target market and relevant industry trends.
• Proficiency in creating engaging content and design for various advertising channels.
• Experience with conduction roadshow across the country.
• Capacity to meet deadlines and deliver high-quality work within the specified budget.
• Positive references from previous clients and partners. 

6. Budget: 

Interested agencies are requested to provide a detailed budget proposal, inclusive of all costs related to concept development, design, production, roadshow, and any other relevant expenses.

7. Proposal Submission: 

Interested agencies should submit their proposals by August 9^th, 2023 via email to administration@assar.rw . Late submissions may not be considered.

8. Selection Process:

The selection of the advertising agency will be based on the evaluation of submitted proposals, qualifications, experience, and budget considerations. Shortlisted agencies may be invited for an interview or presentation to further assess their suitability.

9. Confidentiality:

All information shared during the proposal process will be treated as confidential and used solely for the purpose of agency selection.

Enquiries: 

For any enquiries or clarifications related to this term of reference, please contact

Jules Ntwali Kajiwabo at  administration@assar.rw or +250781186009 

We look forward to receiving your proposals and partnering with an exceptional agency/ Individual expert to create an impactful and successful campaign for Rwanda’s insurance Sector.