1. BACKGROUND

The Ministry of Environment and Climate Change (Ministry), The Nature Conservancy (TNC), the World Wildlife Fund (WWF), GIZ, and the Mongolian Nature Legacy Foundation, collectively referred to as the "Client" are collaborating to launch a nationwide campaign. This initiative seeks to increase public awareness and understanding of the value and significance of National Protected Areas. The campaign aims to highlight the value of these areas, advocate for their preservation, protection, and expansion, and demonstrate committment international environmental obligations. Additionally, it strives to encourage active citizen participation in nature conservation efforts.

To strengthen external communication, public relations, and advocacy, the Client is seeking to engage a professional PR agency/company. The selected agency/company will develop contents with key messages to influence decision-makers, opinion leaders, partners, stakeholders, herders, communities, and the general public. 

The consulting PR agency/company will be contracted for nine month period, from March 18 to December 31, 2025, to carry out various tasks as required by the Client. Interested PR agencies/companies are invited to submit applications to provide these communication and PR support services.

2. OBJECTIVE

The consultancy aims to provide technical assistance in organizing an effective nationwide communications campaign targeting policymakers, key stakeholders, and the general public. The campaign will engage diverse age groups and backgrounds to highlight the importance and benefits of Mongolia's National Protected Areas. 

3. SCOPE OF WORK

The consulting PR agency/company is expected to deliver the following main tasks:

1. Road Mapping 

Develop the road mapping to achieving the goal by breaking it down into key components such as objectives, milestones, tasks, timelines, and resources. It should aligns with communicates priorities, and tracks the progress.

2) National PR and Communication Strategy & Action Plan
Using the road mapping, design a comprehensive PR and communication strategy for the Nationwide Protected Areas Campaign. The strategy should aim to effectively engage diverse audiences by leveraging a mix of social media platforms, traditional media channels, and direct engagement approaches to maximize outreach and visibility. Develop a corresponding action plan that outlines clear activities, timelines, budget and responsibilities to ensure effective and coordinated implementation of the campaign.

3) Implementation of Activities
Implement the planned PR and communication activities in a strategic and consistent manner, utilizing various social and tradional communication tools and ensuring alignment with the overall campaign strategy and effective engagement with diverse target audiences, in close consultation with the Client and other relevant stakeholders. 

4) Impact Assessment and Report
At the conclusion of the campaign, prepare a comprehensive impact assessment report highlighting the campaign's reach and results across social media, traditional media, and direct engagement activities. The report must include measurable data, such as social media analytics, number of people engaged and if applicable, survey-based evaluations (e.g., a small-scale randomized survey to assess public awareness levels), to demonstrate the campaign's overall effectiveness and impact

Deliverables:

1. A Road Mapping – Present a road mapping including objectives, milestones, tasks, timelines, and resources.  
2. National PR and Communication Strategy & Action Plan – A fully developed PR and communication strategy in the form of a Nationwide Protected Areas Campaign, accompanied by a detailed action plan.
3. Campaign Materials & Communication Products – Development and delivery of high-quality campaign materials and content, including but not limited to the campaign’s visual identity (logo, slogan, motto), key messages, articles, speeches, interviews, statements, press release, videos, animations, TV commercials, along with social media editorials, designed posters, photos, and other communication and promotional products (in Mongolian and English as needed)
4. Implementation Report – Documentation of all implemented PR and communication activities, demonstrating the strategic and consistent delivery of the campaign, with clear linkage to the overarching campaign strategy. Monthly reporting to the Client and its partners, tracking the campaign outreach, engagement, and feedback from target audience.
5. Impact Assessment Report – A final report assessing the overall reach, visibility, and effectiveness of the campaign across social media, traditional media, and direct engagement channels.

4. DURATION OF THE CONSULTING SERVICE

The total duration of the consulting service is nine months (March-December 2025), with the possibility of  three-months extension, subject to satisfactory performance and funding availability.

5.   METHODOLOGY AND TECHNICAL APPROACH

The consulting PR agency/company will work closely with the Client, following these steps:

• Develop a detailed workplan with agreed timelines.

• Engage in multiple consultation rounds with Client before finalizing each task.

• Provide qualified human resources with adequate expertise and skills for each task.

• Submit draft versions of deliverables for Client feedback until the final version is approved. within the deadlines agreed upon and in line with the Client’s instructions.

The Client will support the consulting PR agency/company with:

• Briefing and detailed explanation of the needs and tasks, deadlines, and visibility requirements.

  • Suggest the key messages and relevant content.

  • Access to necessary information and guidelines.

6. INSTITUTIONAL ARRANGEMENT

The Consulting PR agency/company will report to and be supervised by the Client. The assignment is expected to commence on March 18, 2025.

7. PAYMENT SCHEDULE

Payments will be made in three installments:

• 40% upon contract signing.

• 40% upon successful completion of key deliverables

• 20% upon final approval of the completed project.  

8. QUALIFICATIONS AND EXPERIENCE REQUIREMENTS

• Minimum 5 years of professional experience in PR and communications within Mongolia;

  • A highly qualified team of experts in various communication fields (CVs of team members and consultant experts are required);

• Ability to produce requested materials consistent with the Campaign brand book and strategy;

• Demonstrated creativity, originality, punctuality, and high level organizational skills;

• Proven ability to respond efficiently to the Client requests;

• Preference for agencies/companies with experience in biodiversity protection, nature conservation and social influencing awareness campaigns.

9. PROPOSAL SUBMISSION REQUIREMENTS

Interested agencies must submit both Technical and Financial Proposals, including:

1. Technical proposal:

• Proposed work plan and timeline for the nine-month period.

• Initial outline proposal for the Nationwide Media Campaign. 

• Total budget breakdown, including  media tools & channels (TV, radio, website, interviews, op-eds, street ads, billboards, social media, etc.)

• Company profile and portfolio, showcasing previous relevant experience.

• Samples of past media campaigns and PR related work (similar projects and clients, especially on advocating the general public).

• Sample of media campaign plans/campaign reports that are relevant to the terms of references;

• Structure of the team, their qualifications and experience, including CVs of team members and consultant experts.

• Financial reports submited to the Taxation Office.

• At least 3 reference letters from previous clients or reference contacts.

   

2. Financial Proposal:

• Detailed budget breakdown of proposed activities in line with the ToR.

10. PROPOSAL EVALUATION CRITERIA

The proposals will be evaluated based on following criteria:

1. Technical proposal (70 points)

• Relevant experience in a similar type of work (20 points)

• Proposed work plan and media campaign strategy ( 20 points)

• Organisational and technical capacity (30 points)

2. Financial Proposal (30 points)

• Allocation of budget to media distribution

• Cost effectiveness

11. APPLICATION PROCEDURE

Interested agencies must submit their proposals electronically to admin.mongolia@tnc.org no later than 16 March 2025. For additional information, please contact to 99109723.