Re-Branding of the National Youth Service (NYS) Request for Expression of Interest Republic of Kenya The Presidency Ministry of Devolution and Planning Request for Expression of Interest for the Re- Branding of the National Youth Service (NYS) A. Background Information 1. The Government of Kenya, through the Ministry of Devolution and Planning, is restructuring the National Youth Service (NYS). Part of this undertaking includes rebranding the NYS. The aim is to create a new brand identity for the NYS that reflects the new 5-Point Vision “... Transformative Youth Empowerment” as articulated in the Government’s Youth Agenda. 2. The purpose of this call is to invite reputable branding agencies to express their interest in providing the requested services. The selected agency should have an understanding of the security sector in Kenya and the unique background processes that will be required to achieve the objectives of the re-branding exercise. 3. All brand concepts and materials developed under this EoI and eventual contract will be the intellectual property of the National Youth Service and the Government of Kenya. B. Objectives B.1 Overall Objective 4. In consultation with the Ministry, the Branding Agency will conceptualize and execute a strategy that tackles the branding, public relations and communication components of the restructuring process. B.2 Scope of Work 5. The scope of work of the branding agency will include but will not be limited to: a) The Conceptualization of a new brand identity, logo, tagline and brand guidelines and the development of a brand manual for the NYS. b) The Production of TV, Radio and Newspaper advertisements to sensitize the public on the new NYS brand and propel recruitment drives. c) The Production of Documentaries and Informercials that highlight the achievement of NYS since its inception and capture the new Five Point Vision. d) The design of new uniforms for Service men/ women and NYS Officers that reflect the new brand identity. e) The development and implementation of a Digital Media strategy. f) The conceptualization and development of Publicity Materials for the new brand. g) The development and facilitation of a Public Relations strategy. h) The planning and management of the Launch event for the unveiling of the new brand. i) The design and implementation of collateral for the various NYS units e.g. vector control and dam construction. j) The design and implementation of Vehicle Branding for the service. C. Qualifications and Experience 6. The Branding Agency will be a locally and internationallyreputable Communications and Advertising firm which must satisfy the following requirements: a) Must have at least five (5) years’ experience in branding and in undertaking nationwide publicity campaigns. b) Must submit proof of capability and experience in carrying out successful at least three similar or comparable rebranding projects, within the last five years. c) Must be a currently registered member of MSK (Marketing Society of Kenya) or other internationallyrecognized professional marketing bodies. d) Must submit at least three (3) references with full contact as well as physical addresses of previous clients procuring similar service. These references must be accompanied by a letter of timely and satisfactory completion of contract. e) Must submit the most recent audited financial statements current within twelve (12) calendar months of the date of this Expression of Interest. f) Must submit copy of valid VAT Registration Certificate, Valid Copy of PIN Registration Certificate, Valid KRA Tax Compliance Certificate and Certificate of Incorporation. 7. Completed Expression of Interest (EoI), one original and two copies in plain sealed envelopes and clearly marked should be addressed to: The Principal Secretary/Planning Ministry of Devolution and Planning Treasury Building P.O. Box 30005 - 00100 Nairobi
Posted on: Fri, 25 Jul 2014 15:17:06 +0000