effective communications and outreach activities will form

1

TERMS OF REFERENCE

EU4BUSINESS: ESTABLISHING A NETWORK OF SUSTAINABLE BUSINESS SUPPORT CENTRES IN UKRAINE

1. BACKGROUND

1.1. EBRD: EU4Business Initiative

The European Bank for Reconstruction and Development (“EBRD”) supports the economic transition to an

open market economy by fostering enterprise change in small and medium-sized enterprises (“SMEs”) and

developing the local consultancy market to achieve a sustainable support structure of business advisory

services in its countries of operation.

In 2016, the EBRD signed an Agreement with the European Commission to provide business advice,

information, training and other support to small and medium-sized enterprises in Ukraine under the EBRD’s

Small Business Initiative and the European Union’s EU4Business initiative. Thousands of Ukrainian SMEs

will benefit directly from the new assistance Programme (“the Programme”), which will strengthen their

competitiveness in domestic and international markets through the provision of advisory services, training

courses and awareness-raising activities.

1.3. Business Support Centres

The Programme includes the establishment of a Network of Business Support Centres (“BSCs”) across

Ukraine through existing local business support institutions. These BSCs will be responsible for raising

awareness among SMEs about the value of external advice for business growth and about the opportunities

of EU initiatives such as Horizon 2020 and COSME, as well as the Deep and Comprehensive Free Trade

Area (DCFTA). BSCs are also expected to be responsible for organising trainings and deliver other relevant

services for SMEs.

In order to establish this Network, a number of local business support institutions (“Partners”) were selected

and engaged as local partners in 15 pre-selected regions across Ukraine. The EBRD supports Partners in

order to help them establish and fully operate the described BSCs.

Establishing a Network of sustainable BSCs will therefore include the development of a clear strategy, part

of which will be dedicated to Marketing and Communication component, and a sustainable model for the

BSCs as an additional service provided by the local Partners to SMEs, a review of the Partners’ needs to

independently deploy and operate the BSCs and capacity building for the Partners to address identified

needs.

Effective communications and outreach activities will form a fundamental component of ensuring

the success and sustainability of the network of Business Support Centres, ensuring appropriate

outreach to SMEs across the country to raise awareness of the support that is available under the

programme, both through the Business Support Centres and directly from the EBRD.

1.2 Direct support

The programme also helps SMEs access business advice to develop their businesses and provides

risk enhancement to support EBRD direct lending to SMEs in the country.

2

The EBRD therefore proposes capacity building and support activities in the area of Marketing and

Communication (“the Assignment”) for both the network of 15 Business Support Centres and to the EBRD’s

SME Finance & Development Group in Ukraine, the implementers of the Programme.

2. OBJECTIVES

The overall objective of the Assignment is to raise awareness on the opportunities available for SMEs in

Ukraine under the Programme, by providing Marketing and Communication support to the EBRD and to the

established Network of 15 business support centres across Ukraine.

The Assignment will include the following specific objectives:

1) Increase understanding among SMEs in Ukraine of the value of access to finance and external

advice for business development by demonstrating the tangible impact generated under the

Programme;

2) Improve the Programme’s outreach to target groups within the SME sector, including regional

businesses, women-led businesses and trade-oriented businesses

3) Highlight the EBRD and the European Union’s strong engagement in the area of SME support,

including highlighting the role of this programme within the wider EBRD Small Business

Initiative and the European Union’s EU4Business Initiative

4) Strengthen the BSCs’ ability and capacity to independently and effectively deliver Marketing

and Communication component in line with the efficient, effective and sustainable operational

model and as part of the nationwide network serving SME community.

2. SCOPE OF WORK

The Consultant shall be aware of the EU4Business Initiative’s context and the expected results of the

Programme and particularly the Network of Business Support Centres component, to which the Marketing

and Communication Assignment will contribute, as well as the activity, mission and goals of the EBRD and

particularly the SME Finance & Development Group, who is an implementer of the Programme.

The Consultant is expected to possess sufficient capacity to deliver the full scope of services under the

Assignment. As such, a dedicated team of specialists, hired full time, should be on place ready to support all

kind of requests stated in the Assignment. The profile of such specialists should be provided. If there is a

need to hire a dedicated staff for the Assignment, a profile of the best candidate for the position should be

provided to the EBRD. The EBRD Communications should be involved in taking the final decision on the

candidate. The Project team specialists should be able to cover request from BSCs or the EBRD of any

Marketing and Communication area (digital, production, design, media, marketing, event management, etc.).

The Consultant should calculate the capacity bearing in mind that several kinds of similar tasks and requests

could be required to be processed simultaneously. The EBRD reserves the right to replace any

Expert/Key Expert, if the one fails to provide the required support at any stage of the Assignment.

The adequate replacement shall be provided within the two weeks after the written request from the

EBRD.

To achieve the Assignment’s objectives, the Consultant shall provide Marketing and Communication support

to the following organizations:

- 15 Business Support Centres across Ukraine

3

- EBRD SME Finance & Development team staff based in the EBRD Resident Offices in Ukraine

The Consultant will complete the following tasks, inter alia:

2.1. Component 1: Marketing and Communications support of 15 Business Support Centres across

Ukraine

2.1.1. Increase capacity (educate) on Marketing and Communications component

- Training on the Marketing and Communications component for all BSCs with further follow up and

testing their understanding.

- Daily support of BSCs Marketing and Communications activities, explaining on why and how it

works in a systematic way.

2.1.2. Ensure consistent understanding and messaging from BSCs of the main communication rules

with all the parties involved: SMEs, media, stakeholders, donors, EBRD, other participants of the market

- Development of communication guidelines on how to communicate with each of the identified

audiences.

- Conduct trainings on how to communicate with clients, media, stakeholders, donors through

different communication channels.

- Support BSCs in implementing adequate CRM systems.

2.1.3. Ensure consistent understanding and messaging from BSCs of their role in creation of SME

support infrastructure

- Develop and implement the agreed guidelines and provide with Marketing and Communication

support to the BSCs in incorporating these messages through the review of materials put out by the

BSCs.

- Regular communication with BSCs on their understanding of their role and the role of donors and

the Initiative in the whole.

2.1.4. Increase visibility of the network

- Implement activities according to the Action Plan, Capacity Building conclusions, Marketing

Research results and Communication Strategy, which should contain, but be not limited to: media

relations, event management, production, marketing activities, digital promotion, etc.

- Digital promotion also envisages the creation of Social Media presence of the Network.

2.1.5. Increase understanding of BSCs' role by SMEs in Ukraine, as well as by all the stakeholders

- Conduct awareness raising and educational activities targeting the key audience through different

communication channels.

- Produce visibility materials that will allow delivering messages effectively.

- Develop communication channels the most effective for reaching this goal.

4

2.1.6. Increase understanding of BSCs' role by media in Ukraine

- Regular Communication with media (meetings, events, invitation to EBRD and BSC events);

- Provision of briefs and reference materials; as well as confirming accurate understanding.

- Provide information on a regularly basis from the BSCs.

2.1.7. Ensure proper donor and the EBRD visibility

- Ensure adherence to brand guidelines provided by the EBRD covering EU4Business, as well

as the BSCs' network brand.

- Brand all BSCs according to the brandbook developed and guidelines provided.

- Ensure all messages delivered by the BSCs contain the right wording, with

acknowledgement of donor's contribution.

2.1.8. Ensure high quality of events conducted by the BSCs

- The BSCs will have to organize events by themselves, however the Marketing and

Communications Agency is expected to monitor the quality of the final delivery and provide

implementation support and guidance as agreed with EBRD.

2.1.9. Build capacity within the Communications role for the sustainability of the Network, including

in client relations (other business processes that might influence the Marketing and

Communications function) for all 15 BSCs

- Provide training on importance of Marketing and Communications function for

sustainability of the Network;

- Provide tailored training on business etiquette and client relations (other business processes

that might influence the Marketing and Communications function);

- Design and conduct an assessment on whether the level of understanding and qualitative

client management has increased over the course of the Assignment (knowledge of how to

process calls, requests, provide qualitative information and manage crisis situations

professionally etc.).

2.1.10 Enhance systematic Marketing and Communications function in all areas: marketing, media,

digital, event management, etc. in all BSCs

- Refine the Marketing and Communications strategy and implementation Plan to cover all

areas of Marketing and Communications, including Marketing, media, digital, event

management and others.

2.1.11. Sustainable communications skills and functions embedded sustainably in the operations of

the BSCs by the end of the Initiative

- Conduct trainings covering all the Marketing and Communications areas.

- Develop assessment forms for measurement of BSCs readiness to operate understanding the

importance of Communication component for the Network sustainability.

5

2.1.12. Produce high quality communications materials in coordination with BSCs

- Support BSCs on production of all promo materials (including design, concept development

and production itself) for the Network of BSCs.

- Develop and draft promo materials for use by the BSCs (social media stories, press releases,

articles, interviews, videos, etc.)

2.1.13. Support the development of web-platform for BSCs in terms of Marketing and

Communications

- Under the Initiative a dedicated platform for BSCs is expected to be developed. The

Marketing and Communications agency is expected to be closely involved into the

Assignment in terms of Marketing and Communications part (content, whether it is in line

with overall Marketing and Communications Strategy, promotion, etc.).

2.1.14. Reports to EU on Communication and Visibility activities of BSC and Programme in a

whole

- Provide quarterly input to donor reporting efforts in terms of highlighting Marketing and

Communications activities. Examples of such reports will be provided to the selected

Agency for reference.

2.1.15. Mitigate reputational risks of the BSCs and the activities that could cause damage to the

EBRD reputation

- Developed list of the most risky factors in terms of communication.

- Develop and incorporate Anti-crisis Communication Plan.

- Conduct trainings on Anti-crisis Communication Plan understanding and use.

- Develop assessment forms.

- Monitoring and prompt reaction to the communication threats and negative content.

2.1.16. Process ad hoc Marketing and Communication requests with a common sense of priority

2.2 Component 2: Marketing and Communication support for EBRD activities under the

programme

2.2.1. Increase understanding and awareness on opportunities for SMEs provided by the

programme among the SME target audience

- Drawing from the results of existing EBRD Market Research and Communication Strategy

provided by the EBRD, develop an Implementation Plan on recommended Marketing and

Communications activities to reach the goal.

- Such activities should include, but not limited to: media presence (including digital),

developing key messages (with prior approval with the EBRD), develop promotion

materials (infographics, videos, presentations, etc.), activities in digital channels, events

(including 4 road shows per year in the regions).

6

2.2.2. Increase understanding and awareness on opportunities for SMEs provided by the

programme, among relevant media in Ukraine

- Activities and events to awareness of the opportunities provided by the programme among

media in Ukraine.

- Individual work with journalists promoting the necessity to provide the market with

qualitative information, information on opportunities for SME development and importance

of consulting services for business development.

2.2.3. Increase understanding and awareness of the importance of business advice for business

development among SMEs and media

- Events and other activities with SMEs, media and consultants to increase level of

understanding the importance of consulting for business development.

- Support of the events conducted by the EBRD for SMEs in Marketing and Communications

area.

2.2.4. Align BSCs promo activity & EBRD ASB promo activities

- Monitor that the BSCs promo activity is in line with the EBRD Communication Strategy.

- Monitor that the usage of the EBRD branding is in line with the EBRD brand book.

2.2.5. Ensure proper donor visibility under the programme

- Monitor and support BSCs and EBRD in ensuring that all materials related to the

EU4Business contain appropriate donor recognition.

2.2.6. Ensure systematic approach in communication activities

- Monitor and implement all communication activities according to the Communication

Strategy and Implementation Plan.

2.2.7. Ensure high qualitative delivery of events conducted by the EBRD under the programme

- Provide logistical and event management support to events conducted by EBRD under the

programme and monitor their effectiveness and level of quality.

2.2.8. Provide production services to the EBRD upon request

- Develop production materials to promote EBRD activities under the programme (including,

but not limited to: video production, infographics, presentations, visuals for digital media

and other purposes, photo clippings of projects, clients and team).

- Ensure effective promotion of the production materials.

- It is also envisaged that series of social media campaigns on different topics, as well as case

study based articles will be implemented, which should also be framed in terms of trying to

sell them to local and regional press.

2.2.9. Ensure consistent and systematic level of digital communication

- Produce and disseminate content across agreed digital media platforms in line with

Communication Strategy, Digital Marketing Implementation Plan and results of Market

Research.

- Launch and ensure systematic output across new digital channels that are not currently in

use, as agreed with EBRD.

7

2.2.10. Mitigate and manage reputational risks to the Programme

- Develop anti-crisis plan in Marketing and Communications area.

- Develop list of the most risky factors in terms of communication.

- Monitor and promptly react to communication threats and negative content.

2.2.11 Source and agree high quality appropriate speakers for events; enhance EBRD official

speakers’ delivery

- Work with the EBRD official speakers to hone skills (including, but not limited to: speakers

pyramid, dress-code, presentation skills, work with camera, work with media, negative

questions and situations, etc.).

- Identify, source and negotiate with appropriate speakers for larger-scale EBRD events, as

agreed with the EBRD.

2.12. Ensure high quality content aligned with EBRD key messages used in all official

communications

- Adapt key messages as agreed with EBRD and ensure that key messages are updated as

required.

- Develop content upon request, including the messages and input data.

- Monitor usage of content, quotations and key messages in media.

2.13. Provide communication input into the development of the dedicated digital platform for EBRD

ASB

- Take part, provide with recommendations & contents, give instructions on images, branding,

risk issues, promotion, UI/UX, SEO, etc. throughout the design process of the platform

(design and build to be provided separately)

2.14. Support EBRD special initiatives under the programme in terms of Marketing and

Communications (e.g. Business Lens)

- Develop, implement and evaluate a Promotion Strategy and Implementation Plan for EBRD

special initiatives under the programme in line with general Communication Strategy.

2.15. Hone relationships between EBRD Communications and offline and online media

- Organise regular meetings, media events and project tours with media representatives and

EBRD ASB Communications.

3. PROGRAMME SUPPORT

The Consultant will be responsible for the management functions of the Assignment, including

monitoring, marketing, communication, visibility, reporting and completion within time and budget.

Reporting management

The Consultant will provide a set of reports in English. Some of these reports will be shared with

BSCs under this Assignment, in which case a Ukrainian or/and Russian translation will be required.

8

Reports required throughout the Assignment will be outlined in Deliverables section of the Terms

of Reference to this Assignment, which are to be provided on a later stage.

All reports are subject to approval by the EBRD and will serve as a management and monitoring

tool for the EBRD, as well as for the EBRD’s reporting requirements to donors.

Synergies with other components of the EBRD’s support under EU4Business Initiative

Close cooperation and coordination of the Consultant with the EBRD is important for successful

implementation and building synergies.

Visibility

The EBRD will provide visibility and communications guidelines which will be applicable and be

shared with the Consultant at the beginning of the Assignment. The Consultant will ensure that all

content produced by the Consultant or with the support of the Consultant is consistent with these

guidelines. All final drafts and templates should be shared with the EBRD ahead of publication.

4. DELIVERABLES

In order to discover the primary needs of SMEs that might be covered by the programme and the

most effective communication channels, market research has been conducted as a precursor to this

Assignment. The data gathered serves to provide the benchmark levels to measuring the results

achieved under this Assignment.

The Consultant will address all Marketing and Communications areas specified, as a minimum, deliver the

below quantifiable indicators. All deliverables will be in 3 languages, English, Ukrainian and Russian, as

discussed with EBRD.

4.1. Expected deliverables under Component 1: Component 1: Marketing and Communications

support of 15 Business Support Centres across Ukraine

Trainings conducted:

● At least 6 trainings annually on the MarCom component for all BSCs to educate the 15 institutions

with further follow up and testing understanding. Training topics to be agreed with the EBRD.

Training materials should also be provided to the EBRD.

● At least 2 trainings annually conducted for all BSCs on how to communicate with clients, media,

stakeholders, donors through different communication channels. Ensure the understanding the

Communication role for the sustainability of the Network, as well as abiding of Communication

rules & business etiquette, clients relations procedures (other business processes that might influence

Marketing and Communications function) by all 15 institutions. Crisis response with respect to

communications aspects should also be covered under the training. Training materials should also be

provided to the EBRD.

● Each training conducted should end up with effectiveness assessment, the results of which should be

provided no later than 10 working days after the training finalization.

Tracking forms:

● Number of requests from the BSCs processed should be tracked by the Consultant and provided to

the EBRD in the reports and at the end of each Phase.

● Developed tracking forms for BSC to monitor the number of media requests and requests in general.

Documents:

9

● Strategic document: Marketing& Communication Strategy and Implementation Plan, covering all

spheres, including KPIs, communication risks and ways of results measurement, based on the

materials provided by Consultant engaged in overall capacity building of the BSCs.

● Communication guidelines covering how to communicate with each of the identified audiences

shared with BSCs.

● Developed messages that should be incorporated in all the materials BSCs use.

● Crisis response communications plan

● Media database should be introduced for each region. The database should be renewed on annual

basis.

● Evaluation forms to track the conversion rates of each business step by the BSCs.

● Evaluations of activities conduced – forms developed and results demonstrated:

Media:

● At least 4 media visits should be conducted annually in regions agreed with the EBRD.

● At least 4 events for media should be conducted annually in regions agreed with the EBRD.

● Each event of BSCs should be attended by at least 5 media representatives.

● At least 200 publications per each BSC annually (including reposts).

Events:

● Support and ensure at least 4 high quality events conducted by each BSC annually.

Production:

● At least one event of one BSC should be covered within a year (in average one BSC conducts 4

events annually); format to be agreed with the EBRD.

● 4 videos annually should be made on promotion of BSCs activity and EU4Business.

● Promo materials (infographs, presentations, banners, etc.) should be developed upon request from

BSCs.

Marketing:

● 50% increase in target audience awareness on the opportunities and role of BSCs and EU role as a

donor by the end of the Assignment duration.

Digital Marketing:

● 15 accounts in all Social Media created and developed to a systematic level all digital channels used

by the BSCs.

● 2 000 new followers in Facebook page of each of the 15 BSCs and high level of engaged audience in

all digital channels.

Branding:

● All BSCs are branded according to the brandbook developed and guidelines from Consultant

responsible for Capacity Building Assignment;

● All materials contain the EU4Business logo on them according to the visibility guidelines agreed;

● All messages delivered by the BSCs contain the written acknowledgement of the donor's input, in

line with agreed phrasing.

BSCs web-platform

● Consistent growth (at least 10% quarterly) in number of visits to the platform from the

communication and marketing channels.

● Consistent growth (at least 10% quarterly) in visit of more than 00:30 minutes in duration at the

EBRD page duration to the platform.

● Web platform is SEO optimized.

Research:

● Measure and monitor % of target audience that understands the role at the beginning of the

Assignment to those at the end (based on the questionnaires developed by the Agency).

10

● Measure and monitor positive and negative feedbacks on the BSCs work and the reason of such

feedbacks, providing guidelines on how this can be changed.

● Evaluate the change in needs and challenges facing SMEs in the regions (i.e. outside of Kyiv) and

develop guidelines on how this could be influenced by the BSCs.

4.2. Expected deliverables under Component 2: Marketing and Communication support for

EBRD activities under the programme

Trainings conducted:

● At least 2 trainings annually on Sales and Client Management function for all EBRD ASB team in

Ukraine with further follow up and testing understanding. The importance of abiding rules &

business etiquette, clients relations procedures (other business processes that might influence

Marketing and Communications function) should be delivered to all employees.

● At least 2 trainings annually on Communication (how to deal with media requests, tricky questions,

harm that personal Social Media pages can cause organization) conducted for all employees. Ensure

the understanding the Communication role for the sustainability of the organization, as well as

abiding of Communication rules & business etiquette, clients relations procedures (other business

processes that might influence Marketing and Communications function) by all employees. Anti-

crisis Communication aspect should also be covered under the training.

● All training materials should also be provided to the EBRD.

Tracking forms:

● Number of requests processed should be tracked by the Consultant and provided to the EBRD in the

reports and at the end of each Phase.

● Developed tracking forms for EBRD to monitor the number of requests from different

communication channels to evaluate their effectiveness.

Documents:

● Strategic document: Marketing& Communication Strategy and Implementation Plan, covering all

spheres, including KPIs, communication risks and ways of results measurement, based on the

materials provided by the EBRD. The document should also contain the Promotion Implementation

Plan of the EBRD ASB Special Initiatives (i.e. Business Lens).

● Communication guidelines covering how to communicate with each of the identified audiences

shared with EBRD.

● Developed messages that should be incorporated in all the EBRD ASB materials approved with

EBRD.

● Crisis Response Communication Plan.

● Media data base should be introduced for each region. The base should be renewed on annual basis.

● Evaluation forms to track the conversion rates of each business step by the EBRD.

● Evaluations of activities conduced – forms developed and results demonstrated.

Media:

● At least 4 media visits should be conducted annually to the companies.

● Potential for at least 2 media tour per year planned outside of Ukraine (exhibitions, fairs, events,

interviews).

● At least 4 events for media should be conducted annually (trainings on understanding of EBRD ASB

function and importance of business consulting/advice for business should be incorporated).

● Each event/presentation of EBRD under the Programme should be attended by at least 10 media

representatives.

● At least 4000 publications annually related to the EBRD activity (including reposts and those of

BSC).

11

Events:

● Provide adequate support to ensure high quality of at least 10 events conducted by the EBRD

annually.

Production:

● At least 10 Case Studies developed annually.

● At least 4 videos annually should be made on promotion of EBRD activity.

● Promo materials (infographics, presentations, banners, etc.) should be developed upon request from

EBRD.

Digital Marketing:

● Create, support and ensure systematic work of EBRD Social Media accounts in Ukraine.

● 2 000 new fans in Facebook page annually and consistently high level of engaged audience in all

digital channels.

● At least 5 posts should be made weekly.

Branding:

● All materials contain appropriate EBRD and donor branding in line with communications guidelines;

● Key messages for the Programme prepared and agreed every six months to be shared with all parties.

BSCs web-platform_EBRD ASB page

● Promotion of EBRD ASB page at the platform.

● Consistent growth (at least 10% quarterly) in number of visits to the EBRD ASB page from the

communication and marketing channels.

● Consistent growth (at least 10% quarterly) in visits of more than 00:30 minutes in duration at the

EBRD page.

● EBRD page is SEO optimized.

Marketing Research:

● Measure % of target audience that understands the role at the beginning of the Assignment to those

at the end (based on the questionnaires developed by the Agency).

● Measure positive and negative feedback on the EBRD work and the reason of such feedbacks,

providing guidelines on how this can be changed.

● Evaluate the change in needs and pains of the SMEs in the regions and develop guidelines on how

this could be influenced by the EBRD.

● At least 50% of SMEs' awareness on opportunities provided by the EBRD under the programme;

● At least 50% annual increase in media publications;

● At least: 50% increase in understanding of basic components of the programme among the SME and

media (at least of those key indicators that were discovered by the Marketing Research).

● At least 50% of SMEs and key identified media understand the importance of consulting service for

business development (key media to be identified in the inception phase of the Assignment).

Reporting:

Media monitoring on a daily basis.

Media Audits on a quarterly basis (including digital and social media). The example format will be provided

by the EBRD.

Bi-annual reports on Marketing & Communication Activities. Template to be provided by the EBRD.

Final Report of the Assignment that should contain:

- Data from Marketing research;

12

- Report on all the deliverables stated in the ToR;

- Report on achieved KPIs;

- Recommendations for further activity;

- All developed documents/materials/designs developed during the Assignment;

- Dedicated point of contact who can be referred to in case some issues.

Reports should be specific about the results achieved and tasks performed during the reporting period and

also contain cumulative data summarising results from the beginning of the period/project. The reports shall

contain a balanced mix of textual information, tables and charts suitable for analysis and management

decision making. All reports shall be presented in electronic formats without password and copy protection.

Standard formats include Microsoft Word, Microsoft Excel and Adobe PDF. Paper or digital copies on CDs

may also be requested.

Additional ad-hoc reports may be requested by EBRD.

4.3. Deliverables Phases for BSCs

● Deliverables for Phase I of this Assignment (within 1 year of the Assignment duration)

o At least 6 trainings on the Marketing and Communications component for all BSCs.

o At least 2 trainings conducted for all BSCs on how to communicate with clients, media,

stakeholders, donors through different communication channels.

o Effectiveness assessment forms with the results: 90 (6x15) forms after Marketing and

Communications trainings, 30 (2x15) forms after client management training.

o Developed 2 tracking forms: track # of requests from BSCs; track # of requests by BSCs from SMEs

and media or other stakeholders.

o Marketing& Communication Strategy and Implementation Plan.

o Communication guidelines.

o Developed key messages.

o Anti-crisis Communication Plan.

o Media data base for each region.

o Evaluation forms to track the conversion rates.

o 4 media visits.

o 4 events for media.

o 200 publications per each BSC (including reposts).

o Support of 60 (4x15) events conducted by BSC.

o 15 video plots covering events conducted by BSCs (at least one event of BSC should be covered).

o 4 videos on promotion of BSCs activity and EU4Business.

o Promo materials (infographs, presentations, banners, etc.) developed upon request from BSCs.

o 25% increase in SME and media awareness on the opportunities and role of BSCs and EU role as a

donor.

13

o 15 accounts in all Social Media created and developed to a systematic level all digital channels used

by the BSCs.

o 1000 new followers in Facebook page of each of the 15 BSCs and high level of engaged audience in


o All BSCs are branded according to the brandbook developed.

o All materials contain the EU4Business logo on them.

o All messages delivered by the BSCs contain the right wording with acknowledgement of donor's

input.

o Produced content and SEO optimization for the web platform.

o High number of visits to the platform from the communication and marketing channels. High period

of visit duration at the platform.

o Measured % of target audience that understands the role at the beginning of the Assignment to those

at the end (based on the questionnaires developed by the Agency).

o Measured positive and negative feedbacks on the BSCs work and the reason of such feedbacks,


o Evaluate the change in needs and pains of the SMEs in the regions and develop guidelines on how

this could be influenced by the BSCs.

o Reports:

✓ Media monitoring on a daily basis.

✓ 4 Media Audits (including digital and social media).

✓ 12 Monthly reports on the activities conducted during the previous month and plans for the next

period.

✓ 2 Bi-annual reports on Marketing & Communication Activities. Template to be provided by the

EBRD.

✓ Annual Reports at the end of Phase I.

● Deliverables for Phase II of this Assignment (within 2 years of the Assignment duration)


o At least 2 trainings conducted for all BSCs on how to communicate with clients, media,

stakeholders, donors through different communication channels.


Communications trainings, 30 (2x15) forms after client management training.

o Updated Marketing& Communication Strategy and Implementation Plan.

o Updated key messages.

o Updated Anti-crisis Communication Plan.

o Updated Media data base for each region.

o 4 media visits.


14



o 15 video plots covering events conducted by BSCs (at least 1 event of 1 BSC should be covered).


o Promo materials (infographs, presentations, banners, etc.) developed upon request from BSCs.


donor.

o Systematic work of 15 accounts in all Social Media supported by the BSCs.





input.

o Marketing and Communication support delivered to a dedicated web platform of BSCs.



o 50% increase in SME and media understanding of the role of BSCs (based on the results from the

previous Phase I).

o 50% increase in positive feedbacks on the BSCs work and the reason of negative feedbacks (if there

is any), providing guidelines on how this can be changed.



o Reports:




period.


EBRD.

✓ Annual Reports at the end of Phase II.

● Deliverables for Phase III of this Assignment (within 2,5 years of Assignment duration)


o At least 1 training conducted for all BSCs on how to communicate with clients, media, stakeholders,

donors through different communication channels.


Communications trainings, 15 forms after client management training.

o Updated Marketing& Communication Strategy and Implementation Plan.

15




o 2 media visits.




o Support of video production conducted by BSCs (30 videos supported).


o Support of promo materials (infographs, presentations, banners, etc.) development by BSCs.


donor.

o Systematic work of 15 accounts in all Social Media supported by the BSCs.





input.

o Marketing and Communication support delivered to a dedicated web platform by the BSCs.



o 25% increase in SME and media understanding of the role of BSCs (based on the results from the

previous Phase I).

o 25% increase in positive feedbacks on the BSCs work and the reason of negative feedbacks (if there

is any), providing guidelines on how this can be changed.



o Reports:




period.


EBRD.

✓ Final Report.

4.4. Deliverables Phases for EBRD Advice for Small Businesses

● Deliverables for Phase I of this Assignment (within 1 year of the Assignment duration)

16

o 2 trainings on Sales and Client Management function for all EBRD ASB team in Ukraine.

o 2 trainings on Communication.

o Training materials should be provided to the EBRD.

o Effectiveness assessment forms with the results: 40 (2 x 20 employees) forms after Sales and Client

Management trainings, 40 (2x20) forms after Communication training.

o Developed 2 tracking forms: track # of requests from EBRD ASB; track # of requests by EBRD

ASB from SMEs and media or other stakeholders.

o Marketing& Communication Strategy and Implementation Plan, containing the Promotion

Implementation Plan of the EBRD ASB Special Initiatives (i.e. Business Lens).

o Communication guidelines.

o Developed and incorporated key messages.

o Anti-crisis Communication Plan.

o Media data base for each region.

o Evaluation forms to track the conversion rates.

o 4 media visits to the companies.

o 2 media tours abroad.


o 4000 publications related to the EBRD ASB activity (including reposts and those of BSC).

o 10 events conducted by ASB annually were provided with adequate support and ensured with high

quality.

o 10 Case Studies developed.

o 4 videos made on promotion of EBRD ASB activity.

o Promo materials (infographs, presentations, banners, etc.) developed upon request from EBRD ASB.

o 50% increase in target audience awareness on the opportunities and role of BSCs and EU role as a


o EBRD ASB Social Media accounts created, supported and the systematic work is ensured.

o 1000 new followers in Facebook page and high level of engaged audience in all digital channels.

o At least 3 posts made weekly.

o A separate EBRD ASB platform that could be promoted digitally was created.

o All materials contain the proper donor logo on them.

o All messages delivered by the EBRD ASB contain the right wording with acknowledgement of

donor's input.

o EBRD ASB page at the BSCs’ platform provided with required promotion.

o High number of visits to the EBRD ASB page from the communication and marketing channels was

ensured. High period of visit duration at the EBRD page.

o Produced content and SEO optimization for the EBRD page.

17

o Measure % of SME and media that understands the role of EBRD ASB at the beginning of the

Assignment to those at the end (based on the questionnaires developed by the Agency).

o Measure positive and negative feedbacks on the EBRD ASB work and the reason of such feedbacks,



this could be influenced by the EBRD ASB.

o At least 25% of SMEs' awareness on opportunities provided by the EBRD ASB under the

programme;

o At least 50% increase in media publications;

o At least: 30% increase in understanding of basic components of the programme among the SME and

media (at least of those key indicators that were discovered by the Marketing Research);

o At least 30% increase of SMEs and media understanding on the importance of consulting service for

business development;

o Target audience is aware on how they can find information and contact details of the EBRD

ASB.

o Reports:




period.


EBRD.

✓ Annual Report at the end of Phase I.

✓ Ad hock requests from EBRD ASB on status.

● Deliverables for Phase II of this Assignment (within 2 years of the Assignment duration)

o 2 trainings on Sales and Client Management function for all EBRD ASB team in Ukraine.

o 2 trainings on Communication.


o Effectiveness assessment forms with the results: 40 (2 x 20 employees) forms after Sales and Client

Management trainings, 40 (2x20) forms after Communication training.

o Updated Marketing& Communication Strategy and Implementation Plan, containing the Promotion


o Updated Communication guidelines.





18





quality.






o EBRD ASB Social Media accounts supported and the systematic work is ensured.



o A separate EBRD ASB platform is promoted digitally and serves as a main communication tool for

finding information and contacts by SMEs.



donor's input.




o Produced content for the EBRD page.

o 50% increase of SME and media understanding of the role of EBRD ASB (based on the results

obtained in the beginning of the Assignment).

o 50% increase in positive feedbacks on the EBRD ASB work and the reason of negative feedbacks (if

there are any), providing guidelines on how this can be changed.



o At least 25% increase of SMEs' awareness on opportunities provided by the EBRD ASB under the

programme.

o At least 50% increase in media publications.




business development.

o Reports:



19


period.


EBRD.

✓ Annual Report at the end of Phase II.

✓ Ad hock requests from EBRD ASB on status.

● Deliverables for Phase III of this Assignment (within 2.5 years of the Assignment duration)

o 1 training on Sales and Client Management function for all EBRD ASB team in Ukraine.

o 1 trainings on Communications.


o Effectiveness assessment forms with the results: 20 forms after Sales and Client Management

trainings, 20 forms after Communication training.

o Updated Marketing& Communication Strategy and Implementation Plan, containing the Promotion


o Updated Communication guidelines.









quality.






o EBRD ASB Social Media accounts supported and the systematic work is ensured.



o A separate EBRD ASB platform is promoted digitally and serves as a main communication tool for

finding information and contacts by SMEs.


20


donor's input.




o Produced content for the EBRD page.

o 20% increase of SME and media understanding of the role of EBRD ASB (based on the results

obtained in the beginning of the Assignment).

o 20% increase in positive feedbacks on the EBRD ASB work and the reason of negative feedbacks (if

there are any), providing guidelines on how this can be changed.



o At least 10% increase of SMEs' awareness on opportunities provided by the EBRD ASB under the

programme.




business development.

o Reports:




period.


EBRD.

✓ Ad hoc requests from EBRD ASB on status.

✓ Final Report.

The deliverables and the dedlines are outlines in the table below:

Phase Timing Deliverable (BSCs) Deliverable EBRD SME

Phase 1: 1 year after

the start of

the

Assignment

6 trainings on MarComm for all

BSCs.

2 trainings on client management.

90 (6x15) forms after MarComm

trainings, 30 (2x15) forms after

client management training.

2 tracking forms developed.

MarComm Strategy and

Implementation Plan.

2 trainings on Sales and Client

Management function.

2 trainings on Comms.

Training materials provided to the

EBRD.

40 (2 x 20 employees) assessment forms

after Sales and Client Management

trainings.

40 (2x20) forms after Comms training.

21

Communication guidelines.

Key messages.

Anti-crisis Communication Plan.

Media data base for each region.

Evaluation forms to track the

conversion rates.

4 media visits.

4 events for media.

200 publications per each BSC

(including reposts).

60 (4x15) events conducted by

BSC.

15 video plots covering events

conducted by BSCs (at least one

event of BSC should be covered).

4 videos on promotion of BSCs.

Promo materials developed upon

request from BSCs.

25% increase in SME and media

awareness on the opportunities

and role of BSCs and EU role as a

donor.

15 accounts in all Social Media.

1000 new followers in Facebook

page of each of the 15 BSCs.

All BSCs are branded according

to the brandbook developed.

Produced content and SEO

optimization for the web

platform.

10% quarterly increase in number

of visits to the platform.

Reports:

● Media monitoring on a daily

basis.

● 4 Media Audits (including

digital and social media).

● 2 Bi-annual reports on

Marketing & Communication

Activities. Template to be

2 tracking forms developed.

MarComm Strategy and Implementation

Plan.

Communication guidelines.

Developed and incorporated key

messages.

Anti-crisis Communication Plan.

Media data base for each region.

Evaluation forms to track the conversion

rates.

4 media visits to the companies.

Potential 2 media tours abroad.

4 events for media.

4000 publications related to the EBRD

ASB activity (including reposts and

those of BSC).

10 events provided with adequate

support and ensured with high quality.

10 Case Studies developed.

4 videos on promotion of EBRD ASB

activity.

50% increase in target audience

awareness on the opportunities and role

of BSCs and EU role as a donor by the

end of the Assignment duration.

EBRD ASB Social Media accounts

created, supported and the systematic

work is ensured.

1000 new followers in Facebook page

and high level of engaged audience in


At least 3 posts made weekly.

10% increase in number of visits to the

EBRD ASB page.

At least 25% of SMEs' awareness on

opportunities provided by the EBRD

ASB under the programme.

At least 50% increase in media

publications.

At least 30% increase in understanding

22

provided by the EBRD. of basic components of the programme

among the SME and media (at least of

those key indicators that were

discovered by the Marketing Research).

At least 30% increase of SMEs and

media understanding on the importance

of consulting service for business

development;

Target audience is aware on how they

can find information and contact details

of the EBRD ASB.

Reports:

● Media monitoring on a daily basis.

● 4 Media Audits.

● 2 Bi-annual reports on Marketing &

Communication Activities.

Template to be provided by the

EBRD.

Phase 2: 2 years after

the start of

the

Assignment

6 trainings on the MarCom

component for all BSCs

2 trainings on client management

90 (6x15) forms after MarComm

trainings, 30 (2x15) forms after

client management training

Updated Marketing&

Communication Strategy and

Implementation Plan

Updated key messages

Updated Anti-crisis

Communication Plan

Updated Media data base for each

region

4 media visits

4 events for media


(including reposts)

15 video plots covering events

conducted by BSCs

4 videos on promotion of BSCs

activity and EU4Business.


2 trainings on Sales and Client

Management function

2 trainings on Communication


EBRD.

40 (2 x 20 employees) forms after Sales

and Client Management trainings, 40

(2x20) forms after Communication

training.

Updated Marketing& Communication

Strategy and Implementation Plan

Updated Communication guidelines.

Updated key messages.

Updated Anti-crisis Communication

Plan.


region.


2 media tours abroad.

4 events for media.



those of BSC).

23



donor.

Systematic work of 15 accounts

in all Social Media supported by

the BSCs.


page of each of the 15 BSCs and

high level of engaged audience in


10% increase in number of visits

to the platform


understanding of the role of BSCs

(based on the results from the

previous Phase I).

50% increase in positive

feedbacks on the BSCs work

Reports:


basis

● 4 Media Audits




provided by the EBRD


4 videos made on promotion of EBRD

ASB activity.



of BSCs and EU role as a donor


supported and the systematic work is

ensured.



A separate EBRD ASB platform is

promoted digitally and serves as a main

communication tool for finding

information and contacts by SMEs.


EBRD ASB page

Produced content for the EBRD page.

50% increase of SME and media

understanding of the role of EBRD ASB

(based on the results obtained in the

beginning of the Assignment).

50% increase in positive feedbacks on

the EBRD ASB

At least 25% increase of SMEs'

awareness on opportunities provided by

the EBRD ASB under the programme.

At least 30% increase in understanding

of basic components of the programme

among the SME and media




development.

Reports:


● 4 Media Audits (including digital

and social media).




EBRD.

24

● Ad hock requests from EBRD ASB

on status.

Phase 3: 2,5 years

after the

start of the

Assignment

At least 3 trainings on the

Marketing and Communications

component for all BSCs.

At least 1 training conducted for

all BSCs on client management.

45 (3x15) forms after Marketing

and Communications trainings,

15 forms after client management

training.

Updated Marketing&

Communication Strategy and

Implementation Plan.


Updated Anti-crisis

Communication Plan.


region.

2 media visits.

2 events for media.


(including reposts).

Support of 30 video production

conducted by BSCs.

2 videos on promotion of BSCs

activity and EU4Business.




donor.

Systematic work of 15 accounts

in all Social Media supported by

the BSCs.


page of each of the 15 BSCs.

Marketing and Communication

support delivered to a dedicated

web platform by the BSCs.

10% increase in number of visits

to the platform from the

1 training on Sales and Client

Management function for all EBRD

ASB team in Ukraine.

1 trainings on Communications.


EBRD.

20 forms after Sales and Client

Management trainings, 20 forms after

Communication training.

Updated Marketing& Communication

Strategy and Implementation Plan.

Updated Communication guidelines.


Updated Anti-crisis Communication

Plan.


region.


1 media tours abroad.

2 events for media.



those of BSC).


2 videos made on promotion of EBRD

ASB activity.



of BSCs and EU role as a donor by the

end of the Assignment duration.


supported and the systematic work is

ensured.

500 new followers in Facebook page

and high level of engaged audience in



EBRD ASB page at the BSCs’ platform

25

communication and marketing

channels.


understanding of the role of BSCs

(based on the results from the

previous Phase I).

25% increase in positive

feedbacks on the BSCs work and

the reason of negative feedbacks

(if there is any), providing

guidelines on how this can be

changed.

Reports:


basis.

● 2 Media Audits (including

digital and social media).




provided by the EBRD.

● Final Report.

provided with required promotion.


EBRD ASB page

Produced content for the EBRD page.

20% increase of SME and media

understanding of the role of EBRD ASB

(based on the results obtained in the

beginning of the Assignment).

20% increase in positive feedbacks on

the EBRD ASB

Evaluate the change in needs and pains

of the SMEs in the regions and develop

guidelines on how this could be

influenced by the EBRD ASB.

At least 10% increase of SMEs'

awareness on opportunities provided by

the EBRD ASB under the programme.

At least: 10% increase in understanding

of basic components of the programme

among the SME and media (at least of

those key indicators that were

discovered by the Marketing Research).




development.

Reports:


● 2 Media Audits (including digital

and social media).




EBRD.

● Ad hoc requests from EBRD ASB

on status.

● Final Report.

Overall: 2.5 years Final Report (Initial Report,

Presentation of Results and

Next Steps (PPT),

Recommendations to increase

the outreach for BSCs and

EBRD, Presentation with

26

positioning, Further Strategy,

Raw data)

Each stage of the research process is to be revised and approved by the EBRD. The Final Report

will be submitted in draft form and then revised according to the EBRD comments before final

submission. All summary reports should be provided in 2 languages: English and Ukrainian. Raw

materials should be provided in the original language.

5. IMPLEMENTATION ARRANGEMENTS

The Assignment is expected to commence in Q1 2018 and is to be fully implemented within 30 (thirty)

months. The Final report should be provided to the EBRD within 3 months of the completion of

implementation.

The Consultant will report to the EBRD led by the designated Operation Leader, and is expected to work

closely with relevant EBRD staff at the Resident Offices in Ukraine and London. The Consultant will discuss

and agree with the EBRD and the BSCs, as and when appropriate, all proposed activities.

The BSCs and EBRD Communications will provide all necessary information and conditions for successful

implementation of the Assignment. The BSCs and the EBRD will further designate counterparts within the

organisation who will work closely with the Consultant.