Consulting Company in Digital Marketing - WFD- ARYAF

Context & Background

Berytech is a leading organization in the Entrepreneurial Ecosystem in Lebanon, that aims to provide a conducive environment for the creation and development of startups, through incubation, business support, counseling, funding, networking, and the company hosting, hence taking part in the economic revival of the country, participating in wealth and job creation, and retaining graduates and high-level skills in Lebanon.  

About ARYAF PROJECT

ARYAF serves Micro, Small, and Medium Enterprises operating in food processing, local hospitality, tourism, the restaurant industry, eco-tourism, and agri-tourism within west Bekaa, Zahle and South Mount Lebanon.  

The program aims to empower sixty MSMEs (Micro, Small and Medium Enterprises) to increase their sales volume, implement a business continuity plan, and provide training to their staff, including youth, women, and disabled individuals.

The program is funded by The German Federal Ministry for Economic Cooperation and Development (BMZ) and implemented by Deutsche Gesellschaft für International Zusammenarbeit (GIZ), in partnership with Berytech, within the framework of Strengthening Agriculture, Local Communities and Small and Medium Enterprises project (ACE). 

 

SME Background

Al Jawbi is a charming small restaurant at Ramlieh - Alley, that offers an array of delightful tourism packages and an authentic farm-to-table experience.

The beneficiary is an eco-tourism SME located in Ramlieh, Lebanon offering a unique experience in the heart of Alley to its guests. The SME is currently hosting groups, families….

The SME was founded in 2022, It competes in a dynamic and competitive market where both domestic and foreign travelers are becoming more interested in eco-tourism. Increasing its online presence and visibility, drawing in more clients, and bringing in more money are just a few of the challenges the SME must overcome.

The SME requires a digital marketing consultancy that can plan and carry out an extensive and successful social media campaign as well as digital marketing initiatives to address these issues.

The main objectives for this consultancy are as follows:

- Raise brand recognition and awareness - Draw in new business and keep hold of current clientele by providing them with an exceptional individualized experience.- Increase its visibility and online reputation by interacting with current and future clients on social media and other digital platforms.- Boost sales and revenue by encouraging repeat business and referrals, as well as converting more leads and bookings.- Make the most of its resources and budget by utilizing creative and economical marketing tools and strategies.

 

Scope of Work

Any digital marketing strategy should start with a deep comprehension of the target market, the status of the industry, the competitors, and the unique value proposition of the brand or product. and reservations.

It is mandatory to utilize cost-effective and innovative marketing techniques and tools to get the most out of its funding and resources.

The aim is to undertake a digital marketing audit and analysis on the online performance, threats, opportunities, weaknesses, and strengths of Al Jawbi Guest houses and Restaurant activities.

Reviving the brand identity, improving online presence, and ultimately producing a more engaging and memorable experience are the objectives. This consulting support will make the industry stand out in a competitive market and foster enduring connections with customers. The project's scope involves conducting a brand audit, creating a distinct brand identity and strategy, designing a website, and launching a social media campaign and designing a range of promotional materials.

• Digital Marketing Audit and Analysis

The aim is to understand and evaluate the SME’s current digital presence, market positioning, and customer insights.

• Digital Marketing Plan

Development of a detailed digital marketing strategy, encompassing goals, KPIs, and a clear implementation timeline, along with iterative feedback integration.

• Digital Marketing Implementation

Ongoing digital marketing efforts, including content creation, social media management, online advertising, and regular performance reporting.

 Action Plan

• The following is the process that the consultant will apply to complete the project:
• Investigate: Using a variety of tools and sources, including online and offline data, surveys, interviews, focus groups, and more, conduct a thorough and in-depth investigation into the hospitality business’s brand, market, clientele, and rivals. Along with reviewing the business present marketing strategy, collateral, and initiatives, the consultant will point out any weaknesses and potential areas for development.
• Plan: Using the research results and the SME's vision, mission, values, and objectives as a guide, create a strong and successful brand plan for the establishment. Along with defining the SME's target market, value proposition, brand personality, brand voice, brand promise, and brand narrative, the consultant will also provide guidance on how to express each of these elements consistently and effectively across all touchpoints.
• Design: Develop an original and captivating brand identity for the Hospitality Industry and the restaurant, considering the brand strategy as well as the establishment's preferences and expectations. The consultant will also rejuvenate a logo, slogan, and other visual elements that accurately represent the brand and set the industry apart from its rivals. Lastly, the consultant will design a website that highlights the SME's features, amenities, special offers, and customer testimonials. It will also feature a simple and safe online booking system and be accessible to all users.
• Execute: Put the website and brand identity into action by supplying the appropriate files, sizes, and formats in addition to the domain name, hosting, security, and upkeep services. Launching and managing the social media campaign is the responsibility of the consultant. This includes producing and sharing interesting and pertinent material on the SME's accounts across the various platforms, including images, videos, tales, polls, quizzes, and advice. Additionally, the consultant will engage with the industry’s clientele on social media by answering queries, comments, and reviews from both current and prospective guests.

 

Deliverables 

The deliverables for this project are as follows:  

1. Assessment Visit:
   • Perform a thorough and methodical examination of the hospitality industry by utilizing qualitative and quantitative techniques, including competition, SWOT, GAP, and customer analysis. 
   • Examine the Industry's existing marketing strategy, collateral, and events, and provide a report outlining your conclusions and suggestions.

                          Deliverable: Assessment Report. 

                          In-depth analysis of Al Jawbi Guest houses and Restaurant activities current online presence.         

                          Competitor analysis to identify key opportunities

2. Marketing Strategy:

• Based on the findings of the brand audit and in collaboration with the SME management and marketing staff, create a distinct and well-rounded brand plan for the small and medium-sized enterprise.
• Make available a brand handbook, which describes the SME's rules and principles for the brand and how to implement them uniformly throughout all channels.
• Using the newest design trends and resources, develop a unique and eye-catching brand identity based on the brand strategy. 
• Offer a tagline, logo, and other visual components in a range of sizes and formats appropriate for print and digital media.
• To be ready for the social media campaign, the beneficiary must validate the brand strategy and brand identity as well as the guidelines, templates, posts, activities, and other associated campaign materials.

                         Deliverable: Marketing Strategy Report.  

Tailored digital marketing strategy focusing on social media, content marketing, and search engine optimization.

 

3. Social media campaign:

• Using the most well-liked and pertinent social media channels (Facebook, Instagram, LinkedIn, and TikTok), start and oversee a social media campaign for the industry based on the brand identity and plan. For the first 2 months, the consultant will oversee the social media page and oversee all postings, questions, and activity on it. Along with a social media toolkit—a compilation of templates, visuals, hashtags, captions, and other resources—that can be used to produce and personalize social media content, the consultant will also supply a social media calendar, a document that details the kind, frequency, and time of the postings.
• Finding and recommending Influencers to work with; to find the right social media influencers in Lebanon, who are a good fit for Al Jawbi?
• Identify best Lebanese blogs and websites to follow.

 

Deliverable: Social Media Posts and Activities Report.  

Paid advertising campaigns to target local and international tourists.

Providing customized social media posts to maintain a cohesive branding and identity.

4. Marketing materials:

• Create and design Poster, banner, flyers, brochures, business cards, and other print and digital pieces that may be distributed and shown in a variety of venues and channels to promote the Business brand and numerous activities.
• Create and design an online Menu with QR code.
  • • Design uniforms for the staff, Signage, Branded packaging and Gift shop bags, loyalty materials and promotional items. 

 

Deliverable: Online Menu with QR Code

                         Ready to print designs, Posters and Signage…

5. Website design:
   • Using the best standards for web design and development, create a user-friendly and responsive landing page for the industry’s and restaurant services, website based on the brand identity.
   • Detailed structure at least 5-6 pages including experiences, booking information, gallery, Online Booking and reservation, free answers and questions, Links to social media, Partnerships, Online Menu, and additional design features.
   • Website Technical features
     • • Back End content and Order Management system
       • SEO, Google analytics and Google Console Search

  Deliverable: Website design, structure, and features

6. Assessment and Measurement:
   • Use a variety of metrics and technologies, including web analytics, social media analytics, and customer feedback, to track and evaluate the effectiveness of the rebranding and marketing initiative.
   • Provide a measurement and evaluation report that includes suggestions for improvement along with a summary of the project's outcomes and results related to rebranding and marketing.

Deliverable: Final Report  

Qualifications

• A degree or diploma in branding marketing graphic design web design or related field.
• Proven track record of working with similar businesses in the hospitality industry.
• Proven track record of developing and executing successful digital marketing campaigns for similar clients or projects.
• Proficiency in various relevant digital marketing channels, including website optimization, SEO, content marketing, social media marketing, email marketing, and online advertising.
• Proficiency in Managing and growing social media accounts with a focus on platforms relevant to the industry such as Instagram Facebook Twitter and LinkedIn.
• Strong project management capabilities including the ability to set and meet deadlines, manage resources and adapt to changing circumstances.
• Awareness of legal and regulatory considerations specific to the hospitality and tourism industry such as data privacy and advertising standards
• Ability and willingness to collaborate and communicate with management and staff and to incorporate their feedback and approval.
• A portfolio of previous work and projects that demonstrate their creativity quality and professionalism.

 

Timeline and Application

The selected consultant is expected to start as soon as possible after selection. The contract duration is 12 weeks /three months including frequent site visits during implantation (At least 3 / month). 

The companies and/or consultants are required to perform a pre-assessment visit/call to the business to assess and quote accordingly.

The contact person and the contact phone number are as follows:

Omar Abi Ali: +961 03 680 726

 

Candidates should submit the following documents:

• Technical (maximum two pages) describing the methodology to conduct the work based on the content suggested in the section: “Responsibilities and Deliverables” elaborating it further.
• Profile and project references (maximum two pages): A brief explanation of the consulting company) background should be submitted (CVs shall be included as an annex) along with project references on the topic.

Financial Proposal describing the expected renumeration per deliverable as listed above and the proposed timeframe of the intervention.