CONSULTANT To Re-brand, develop implement, and establish an online presence and digital marketing strategy- ARYAF

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 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.  

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). 

The Hotel is located in Ain Zebde with over 12 rooms and 2 suites, the hotel has a great view and relaxing ambiance surrounded by multiple vineyards. The hotel caters to both leisure and business travelers. The hotel faces several challenges such as low brand awareness and recognition, weak social media presence, absence on major online booking platforms, and limited budget and resources.

The hotel needs to re-brand and activate its digital marketing strategy and social media presence on all platforms, to:

• Increase brand awareness and recognition, as the hotel lacks a distinctive logo, slogan, and visual identity.
• Attract new customers and retain existing ones, by offering them a superior and personalized customer experience.
• Improve its online reputation and visibility, by engaging with its customers and potential customers on social media and other digital channels.
• Increase its sales and revenue, by converting more leads and bookings, and encouraging repeat visits and referrals.
• Optimize its budget and resources, by using cost-effective and innovative marketing tools and techniques.

The successful outcome of this consultancy is paramount to the future success and sustainability of the Hotel. In today's highly competitive and rapidly evolving hospitality industry, re-branding and a robust online presence are not just optional strategies; they are essential for staying relevant and thriving. We recognize that the right branding and marketing strategy can significantly impact the hotel's image, customer engagement, and revenue. As such, great importance is placed on the expertise and guidance that a seasoned consultant or agency can bring to the table. With their insights and industry knowledge, the goal is to revitalize the brand identity, enhance online visibility, and ultimately create a more compelling and memorable experience. This consultancy is an investment in the future, one that will help the hotel stand out in a crowded marketplace and build lasting relationships with clients. The scope of the project includes renaming the hotel with the support of the hotel’s management, brand audit, developing a clear brand strategy and identity, website design, and social media campaign.

Deliverables

The deliverables for this project are as follows:

1. Brand audit/ assessment: 1 or 2 visits as needed
   • Conduct a comprehensive and systematic analysis of the hotel's brand, using both qualitative and quantitative methods, such as SWOT analysis, GAP analysis, competitor analysis, & customer analysis.
   • Review the hotel's current marketing plan, materials, and activities, and provide a report with findings and recommendations.

Deliverable: Assessment Report.

2. Marketing Strategy: 3 visits
   • Develop a clear and coherent brand strategy for the hotel, based on the results of the brand audit, and in consultation with the hotel's management and marketing team.
   • Provide a brand manual, a document that outlines the hotel's brand guidelines and standards, and how to apply them consistently across all touchpoints
   • Create a distinctive and attractive brand identity based on the brand strategy, and using the latest design trends and tools.
   • Provide a logo, slogan, and other visual elements, in various formats and sizes, suitable for print and digital media.
   • The brand strategy and brand identity along with the guidelines, templates, posts, activities, and all related social media campaign materials are to be confirmed with the beneficiary to prepare for the social media campaign.

Deliverable: Marketing Strategy Report.

3. Social media campaign: 2 visits
   • Launch and manage a social media campaign for the hotel, based on the brand identity and strategy, using the most popular and relevant social media platforms. The consultant will manage the social media page for the first month and will be responsible for all social media posts activities and inquiries. The consultant will also provide a social media calendar, a document that specifies the type, frequency, and timing of the social media posts, as well as a social media toolkit, a collection of templates, graphics, hashtags, captions, and other resources, that can be used to create and customize the social media content.

Deliverable: Social Media Posts and Activities Report.

4. Marketing materials:
   • Design and produce brochures, flyers, posters, banners, business cards, and other print and digital materials that promote the hotel’s brand and offerings, and that can be distributed and displayed in various locations and channels.
   • Provide samples and mockups of the marketing materials and a distribution and display plan that specifies the locations and channels where the marketing materials will be distributed and displayed.

Deliverable: ready to print designs

5. Website design: 2 visits
   • Design a user-friendly and responsive website landing page for the hotel, based on the brand identity, and using the best practices of web design and development.

Deliverable: Website Landing Page

6. Measurement and evaluation: 4 visits
   • Monitor and analyze the performance and impact of the re-branding and marketing project, using various metrics and tools such as web analytics, social media analytics, & customer feedback.
   • Provide a measurement and evaluation report that summarizes the results and outcomes of the re-branding and marketing project, and that provides feedback and recommendations for improvement.

Deliverable: Final Report

The methodology that the consultant will use to carry out the project is as follows:

• • Research: Conduct extensive and in-depth research on the hotel's brand, market, customers, & competitors using various sources and methods, such as online and offline data, surveys, interviews, focus groups, etc. The consultant will also review the hotel's current marketing plan, materials, and activities, and identify the gaps and areas for improvement.
  • Strategy: Develop a sound and effective brand strategy for the hotel, based on the research findings and the hotel's vision, mission, values, and goals. The consultant will also define the hotel's target market, value proposition, brand personality, brand voice, brand promise, and brand story, and how to communicate them clearly and consistently across all touchpoints.
  • Design: Create a unique and appealing brand identity for the hotel, based on the brand strategy and the hotel's preferences and expectations. The consultant will also design a logo, slogan, and other visual elements, that reflect the hotel's brand and differentiate it from its competitors. The consultant will also design a website, that showcases the hotel's facilities, services, offers, and testimonials, provides an easy and secure online booking system, and ensures that the website is user-friendly, responsive, and optimized for search engines and social media.
  • Implementation: Implement the brand identity and the website, by providing the necessary files, formats, and sizes, as well as the domain name, hosting, security, and maintenance services. The consultant is required to launch and manage the social media campaign, by creating and posting relevant and engaging content, such as photos, videos, stories, polls, quizzes, tips, etc., on the hotel's profiles on the relevant platforms. The consultant will also interact with the hotel's customers and potential customers on social media, by responding to their comments, questions, reviews, & feedback.

• A degree or diploma in branding marketing graphic design web design or related field.
• Proven track record of working with hotels and businesses in the hospitality industry.
• Demonstrated expertise in brand development digital marketing and online reputation management with a portfolio of successful branding and marketing campaigns for hotels and similar businesses
• 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 hotel 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 hotel and hospitality industry such as data privacy and advertising standards
• Ability and willingness to collaborate and communicate with the hotel’s management and staff and to incorporate their feedback and approval
• A portfolio of previous work and projects that demonstrate their creativity quality and professionalism

The selected consultant is expected to start as soon as possible after selection. The contract duration is 16 weeks.

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: “Scope of Work, and Deliverables” elaborating it further.
• Profile and project references (maximum two pages): A brief explanation of the consultant(s) background should be submitted (CVs shall be included as an annex) along with project references on the topic.
• Financial Proposal describing the expected remuneration per deliverable and the proposed period of the intervention.