Website Revamp

Project: Greenpeace MENA Website Revamp

Contract Type: Service Agreement for up to 6 months

Department: Engagement

Reports to: Engagement Director 

Location: Based in the MENA region (Remotely)

Deadline for Proposals: Feb 25, 2026

1. Background

Greenpeace Middle East & North Africa (MENA) is a leading environmental organization working across the region to engage diverse audiences through a strong digital presence.

To strengthen outreach and engagement, Greenpeace MENA is seeking a professional agency to revamp its current digital presence. The current website is built on the Planet 4 platform. The organization aims to transition to a new, robust "action-led" Information Architecture (IA) that prioritizes user engagement, clearer user journeys, and higher conversion rates.

This project is not merely a visual refresh but a structural transformation based on specific "Navigation & Content Model" blueprints that prioritize "Actions" (petitions, events, volunteerism) alongside standard content.

2. Purpose of the Assignment

The purpose of this assignment is to engage an agency to:

Implement the specific "New IA" Model: Execute the pre-defined Information Architecture blueprint which separates "Actions" from standard "Posts."

Complex Content Migration: Audit, clean, and migrate existing content into the new specific taxonomies (converting standard pages into Action pages where necessary).

Technical Development: Build specific custom blocks and page archetypes (Campaigns, Deep-dives) that facilitate the new user journey.

SEO Preservation: Ensure zero loss of organic traffic during the transition through a rigorous SEO migration strategy.

3. Scope of Work

The selected agency will be responsible for the following key areas. 

Note: Specific architectural blueprints (The "P4 Implementation Plan") will be provided to the successful bidder to guide these tasks.

A. Discovery & Content Strategy

Content Inventory & Audit: Conduct a full inventory of existing assets.

Taxonomy Review: Review and clean up existing "Categories" and "Tags" to align with the new structure.

Action Taxonomy Creation: Define and implement a specific "Action Type" taxonomy (e.g., Petitions, Events, Volunteer) distinct from standard news categories.

B. Information Architecture & Design Implementation

Page Archetype Development: Design and build specific templates as defined in the project briefing:

Action Listing Pages: Dynamic feeds filtered by Action Type.

Campaign Pages: Hubs collecting all stories and actions related to a specific campaign.

Deep-Dive Topic Pages: Detailed thematic explorations.

"Take Action" & "Get Informed" Hubs: distinct landing pages for different user intents.

UX Enhancements: Implement clear "Next Step" journeys (e.g., offering a donation prompt immediately after a petition signature).

C. Technical Development & Custom Features

Dynamic UI Blocks: Develop specific content blocks to enhance storytelling, including:

Timeline Block: For visualizing campaign histories.

Reality Check Block: For myth-busting content.

Covers Block: Dynamic headers.

Form Integration: Implement robust engagement forms (logic similar to or utilizing Gravity Forms) for petitions, sign-ups, and volunteering, ensuring seamless data capture.

Performance Optimization: Ensure high Core Web Vitals scores, specifically optimizing for mobile bandwidths common in the MENA region.

D. Migration & SEO 

Manual & Bulk Migration: Execute the migration of content. Note: This requires identifying current "Act" pages and converting them into the new "Action" post type.

301 Redirection Map: Create and implement a comprehensive redirection strategy.

SEO Audit: Conduct pre-launch and post-launch SEO audits to ensure preservation of search rankings.

E. Project Management & Training

RASCI Model Support: Work within the NRO's project management structure (RASCI) to ensure clear deliverables.

Training: Provide documentation and training for content editors on how to use the new "Action" archetypes and blocks.

4. Deliverables

Inception Report: Detailed work plan, sitemap validation, and migration strategy.

UX/UI Wireframes & Prototypes: Focusing on the new "Action" user journeys.

Developed Website: Fully functional CMS with all specified custom blocks and taxonomies, and ensure all needed integrations with other systems and tools are successfully tested and completed.

Migration Report: Confirmation of content transfer and 301 redirect validation.

Training Manuals: specifically for managing "Action" types and Campaign hubs.

Maintenance Plan: Proposal for 12-month post-launch support and security updates.

5. Timeline

The assignment is expected to be completed within 4-6 months from contract signature.

Months 1-2: Discovery, Audit, Taxonomy Definition, Design.

Months 3-4: Development, Custom Block Creation, and Content Migration.

Months 5-6: Testing (UAT), SEO Verification, Launch, Training.

6. Required Qualifications

The agency should demonstrate:

Complex CMS Experience: Proven track record in building sites with custom post types and complex taxonomies (beyond standard blogs).

Migration Expertise: Specific case studies showing successful migration of content-heavy sites with SEO preservation.

Engagement Tech: Experience integrating CRMs or advanced form builders (e.g., Gravity Forms) for advocacy.

Regional Knowledge: Familiarity with the MENA digital landscape and Arabic typography/UX requirements.