Call For Digital Marketing Consultancy- Kounouz al Khawabi- 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

Konouz Al Khawabi is an Agribusiness specializing in raising bees and producing Natural honey: citrus honey, oak honey, and thorn honey. They collect flower pollen grains, dry them in the sun, and sell them to sports clubs (the most important natural source of protein). In addition, they collect natural beeswax and sell it to cosmetics companies.

They provide technical services to other beekeepers, and they help farmers pollinate orchards and crops to increase their production.

Kunouz Al Khawabi's team is constantly working to harness the institution's strengths in improving production through the presence of an expert workforce in its field of work.

Moreover, to address industry weaknesses, the team uses modern technology and equipment, which increases production and reduces costs. Kunouz Al Khawabi is in continuous communication with customers and constantly displays the latest developments in production, products, and specifications on the organization's page.

The business provides a guided tour to customers to introduce them to the production of honey and derivative products and encourage them to benefit from the nutritional value of these 100% natural products. Moreover, the Kunouz Al Khawabi team continuously conducts market research to verify the needs and satisfy the consumer.

 Since gym-goers can no longer afford the protein required for exercise due to the economic downturn and low consumer purchasing power, they produced bee pollen, the most important natural protein, and entered the market for multiple gyms. The unexpected outcome was so good that they were no longer able to secure all incoming requests.

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.

The aim is to undertake digital marketing activities to enhance the online performance of Konouz Al Khawabi.

The aim is to revive the brand identity and enhance its online presence to provide a more engaging and memorable experience for customers. With consulting support, the industry can stand out in a competitive market and build long-lasting connections with customers. The project includes conducting a brand audit, creating a unique brand identity and strategy, designing a website, launching a social media campaign, and developing various promotional materials. To summarize, the objectives of this consultancy are as follows.

• Launch a website to showcase products and attract potential customers,
• Develop and increase social media marketing campaigns in the key platforms,
• Create, Design, and Elaborate useful promotional materials, like Signage, banners, stickers Labels for new products, and flyers, needed while attending trade shows or agrifood exhibitions.

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 investigation into the agrifood business’s brand, market, clientele, and rivals. Along with reviewing the business's 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 persona, brand voice, brand promise, and brand narrative, the consultant will also guide how to express each of these elements consistently and effectively across all touchpoints.
• Design: Develop an original and captivating brand identity for the Agrofood Industry, 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. Finally, 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 shop system and be accessible to all users.
• Execute: To put the website and brand identity into action, it is important to supply the appropriate files, sizes, and formats along with 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 relevant content on the SME's accounts across various platforms, including images, videos, stories, polls, quizzes, and advice. Additionally, the consultant will engage with the industry's clientele on social channels by answering queries, comments, and reviews from both current and prospective customers.

Deliverables 

The deliverables for this project are as follows:  

1. Assessment Visit:
   • Utilize qualitative and quantitative techniques to thoroughly analyze the agrifood industry, including competition, SWOT, GAP, and customer analysis.
   • Provide a report analyzing the industry's marketing strategy, collateral, and events with recommendations.

                          Deliverable: Assessment Report. 

                          In-depth analysis of Konouz Al Khawabi's activities, and current online presence.         

                          Competitor analysis to identify key opportunities. 

2. Marketing Strategy:

After conducting a brand audit, it's important to create a comprehensive brand plan for your small and medium-sized enterprise. This should be done in collaboration with your management and marketing team. This plan should include the following:

• • A brand handbook that outlines the rules and principles of your brand and how to implement them consistently across all channels.
  • A unique and attractive brand identity that is based on the brand strategy and incorporates the latest design trends and resources.
  • A tagline, logo, and other visual components that are suitable for both print and digital media in a variety of sizes and formats.
• To prepare for a social media campaign, you should validate the brand strategy and brand identity, as well as any guidelines, templates, posts, activities, or other materials associated with the campaign.                       

Deliverable: Marketing Strategy Report.  

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

3. Social media campaign:

• The task is to create and manage a social media campaign for the industry using popular and relevant channels such as Facebook, Instagram, LinkedIn, and TikTok. The campaign should align with the brand identity and plan. For the first three months, a consultant will be responsible for overseeing the social media page and managing all postings, questions, and activities. In addition, the consultant will provide a social media toolkit that includes templates, visuals, hashtags, captions, and other resources to create and personalize social media content. A social media calendar will also be provided detailing the type, frequency, and time of the postings.
• Finding and recommending suitable social media influencers in Lebanon, as well as identifying the most relevant blogs and websites to follow within the industry.

Deliverable: Social Media Posts and Activities Report for 3-6 months.  

Paid advertising campaigns to target Kunouz Al Khawabi customers.

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

4. Marketing materials:

The following are tasks that need to be completed for the company:

- Design and produce signage for the company.

- Design and deliver a poster for the delivery vehicle.

- Design packaging for three products - Sugar Candy bags, Royal Jelly, and Bee Propolis.

- Create and deliver 500 back labels with barcodes for each of the nine products.

- Produce and deliver 1000 bags of Sugar Candy and 3000 stickers (in two sizes) for honey and other products.

- Design branded packaging, loyalty materials, and promotional items.

- Create and design flyers, brochures, business cards, and other print and digital materials that can be used in various events and exhibitions to promote the company and its products and activities.

Deliverables: Production of; Signage for the Company, Poster on 1 vehicle, Back Labels with Barcodes (4500) for 9 products, 1000 designed bags for Sugar Candy, 3000 Stickers,

Design and conceive; Brochure/ Flyer, Branded packaging, loyalty materials, and Business Card…  .

5. Website design:
   • Using the best standards for web design and development, create a user-friendly and responsive landing page for the industry’s website based on the brand identity.
   • Detailed structure of at least 5-6 pages including experiences, gallery, free answers and questions, Links to social media, Partnerships, 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:
   • Utilize diverse metrics and technologies, such as web analytics, social media analytics, and customer feedback, to monitor and assess the success of the rebranding and marketing campaign.
   • Prepare an assessment and evaluation report that includes recommendations for enhancement, as well as a recap of the project's achievements and outcomes concerning the rebranding and marketing effort.

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 Agrofood 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 include setting and meeting deadlines, managing resources, and adapting to changing circumstances.
• Awareness of legal and regulatory considerations specific to the Agrofood 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.