Marketing Consultant

Project information

Criminal justice research suggests that employment for former prisoners is a critical pathway toward reintegration into society and is central to the processes of desistance from crime. In fact, finding and maintaining a legitimate job can reduce former inmates’ chances of reoffending. However, most former prisoners experience difficulty finding a job after release. During the time spent in prison, many lose work skills and are given little opportunity to gain useful work experience. Further, a large proportion of former prisoners have low levels of educational attainment and work experience, health problems, and other personal characteristics that make them hard to employ. Thus, Search is implementing a project with an aim at Reducing the Risk of Radicalisation and Violent Extremism in Lebanese Prisons. Search aims to support current and former inmates to engage in rehabilitation programs so that they can better reintegrate into society. Of the several goals and objectives, Search aims to “shift community attitudes towards supporting the reintegration of ex-inmates” by transforming perceptions on former inmates. To that end, Search is funding small businesses that will provide former inmates with employment opportunities and learning pathways so that they economically reintegrate back into society and become constructive members of society and access the labour force.

Purpose of Assignment 

Search in partnership with Nusroto Al Anachid are further supporting two small local business initiatives in Zahle. A local soap factory and a community kitchen to employ  former inmates with a criminal record.

• The local community bakery employs female beneficiaries and produces bread that will be sold in the local market in Zahle.
• The local detergent factory employs former male inmates who will produce a wide variety of certified products including but not limited to: disinfectants, dishwashing liquid, shower gel, and hand soap.

Search is supporting these initiatives from May 2021 to September 2021. The initiatives should be as sustainable as possible in order to allow for the continuous employment of former inmates. Therefore Search is looking for a skilled marketing consultant to develop and assist in implementing a sustainable marketing strategy. The strategy should be structured with the view of ensuring business continuity and expanding the market to also reach the region around Zahle and across Lebanon.

The consultant will be responsible for a number of tasks including conducting a local market study, creating a detailed marketing plan and identifying the appropriate marketing strategy to properly reach the target markets and clients and to ensure continuity.

Duration of the Assignment

June 2021 - September 2021

Scope of Work:

Under the supervision of, and in collaboration with Search and Nusroto, the following represents a general outline for the work to be conducted by the marketing consultant:

• Undertake local market study to determine the size of the market (in Zahle and surrounding areas) both in volume and in value, the various customer segments and buying patterns, the competition, and the economic environment in terms of barriers to entry and regulation;
• Develop the marketing plan of the products, price, promotion (online & offline), place, packaging, positioning and target;
• Develop a branding Strategy;
• Develop a digital marketing strategy for social media platforms. The strategy must include identifying certain ‘influencers’ who can promote the products to their audiences;
• Carry out consumer test surveys before finalisation and implementation of the brand; and
• Develop a business sustainability plan.

Experience, Qualifications and Skills

• A Bachelor’s Degree in a relevant field - Business, Marketing, Advertising, or other related fields;
• At least five years experience in marketing and advertising;
• Experience of developing marketing and branding plans for social enterprises;
• Fluency in English and Arabic;
• Willingness and ability to be flexible.

Desirable:

• A Master’s Degree in a relevant field -Business, Marketing, Advertising, or other related fields;
• Experience in working with local and international organisations;