Request for Proposal of Consultant for Brand Awareness Survey WWF


World Wide Fund for Nature (WWF) Tanzania

Consultant for Brand Awareness Survey

World Wide Fund for Nature (WWF) Tanzania Country office is looking to recruit a consultant for Brand Awareness Survey


The World Wide Fund for Nature (WWF) is a global conservation organization that was founded in 1961, and has grown to become one of the world’s largest, experienced and independent conservation organizations, with about 5 million supporters and a global network active in nearly 100 countries. WWF’s Mission is to stop the degradation of the planet’s natural environment and to build a future in which human’s live in harmony with nature. Tanzania Country Office

WWF Tanzania has a long history of conserving and protecting the natural resources in Tanzania. From wildlife, marine, forests, fresh water to some of the most endangered species in the world. Through working collaboratively with different stakeholders and partners both within and outside the country WWF has made a significant contribution to improve management and protection of natural resources and biodiversity statuses in different areas in Tanzania.

WWF Tanzania Programme Office was formally established in Tanzania in 1990 and operates under the auspices of a formal Agreement with the Tanzanian Government. As of July 2009, WWF in Tanzania changed its status from a Programme Office to a Country Office. WWF Tanzania envisions that by 2030, Tanzania’s outstanding and globally significant natural Wealth and biodiversity are sustained, and support equitable and gender-sensitive local livelihoods and national economic development for present and future generations.

Justification for the survey WWF Tanzania wishes to have a better understanding of the level of perception and awareness of the WWF brand in the country amongst the mass public. It is expected that the results of this Survey will inform how WWF communicates with key audiences, develops marketing and partnership initiatives, and delivers conservation at a scale that matters.

2. Purpose of the Brand Survey

The findings of the survey shall inform the various activities that will be carried out as part of the WWF Tanzania Organization development process. As such, the Survey will be expected to contribute directly to the attainment of the following objectives:

1.Provide a clear picture of the health of the WWF brand in Tanzania amongst the mass public

2.Support in the formulation of sustainable marketing and partnership strategies that are resilient at the sectoral and multi-sectoral levels;

3.Support in the implementation of the TCO Communication Strategy for more effective partnerships development, enhanced brand awareness and greater impact on conservation of the country’s rich natural resources and livelihoods improvement;

4.Support in awareness-raising and outreach activities to the broader public, while providing a basis for advocacy activities directed at key development actors;

5.Provide an understanding on the need to engage with various target groups as well as tactics to achieve optimal engagement.


Based on the survey template developed by Hall & Partners and adapted by several WWF offices globally the research approach for TCO shall consist of a number of core questions. However, the consultant will be allowed a room to develop locally relevant questions without moving away from the network’s brand survey objective. The successful consultant shall be provided with the template from Hall and Partners and granted permission to make relevant edits by liaising with WWF Tanzania.

3. Scope of WorkIn line with the objectives of the above-mentioned Survey, the main tasks of the consultant shall be as follows:

1.Consult and provide a comparative brand analysis of other conservation organizations similar to WWF in Tanzania.

2.Develop fieldwork guidelines and field questionnaire (that will be reviewed and approved by WWF) to conduct the Survey in Tanzania.

3.Work together with the WWF Tanzania team and WWF International Brand team to guide adopting the materials in (2) above.

4.Conduct the Brand Survey in Tanzania.

4. Methodology The proposed methodology should include the following stages:

(a)A desk review of the available secondary data, especially while conducting a comparative analysis of the WWF brand;

(b)Key informant interviews with relevant government, private sector and I/NGO staff;

(c)Primary data collection (predominantly qualitative however supported with reasonable and sample based quantitative information), using fieldwork guidelines and field questionnaires provided by WWF;

(d)Audience analysis and mapping (audiences can be the general public, organizations, community groups, government departments, CSO networks or individuals with an analysis of what their perception of WWF is);

(e)Feedback and discussions in consultation workshops.

The selected consultant/s will be expected to develop detailed methodology in agreement with WWF Tanzania.

5. Outputs Deliverables must clearly contribute to the attainment of the afore-mentioned Survey objectives and include in particular:

1.An in-depth brand analysis, which recommends a set of key areas to be pursued with target audiences at the local (program area), regional and national levels.

2.A branding implementation plan comprising the principal activities to grow the WWF brand for enhanced marketing, building partnerships, and raising awareness of the brand. 3.Reports and minutes of preparatory meetings and training workshops.

4.A final report presenting the principal stages of the process, the work done, the lessons learnt as well as recommendation towards future replication of the approach.

5.A PowerPoint presentation to WWF Tanzania Senior Management Team (SMT) and staff on deliverables 1 – 4 above.


This work should be done by an experienced consultant or consultancy firm (with the lead consultant taking full responsibility for the work and delivery of products). The consultant or lead must have strong competencies in Communications, Public Relations, Media Relations and organizational development. The consultant(s) must have excellent knowledge in Branding and Communications Strategy development and demonstrated experience on performing similar assignments. Additionally, they should have an understanding of the conservation environment in the country.7.

Required Skills and Experience

The Lead Consultant should:

a)Have at least 5 years’ experience in development of communication or branding strategies and or similar products. b)Should possess strong working knowledge of international development, NGO sector, government institutions;

c)A good understanding of the realities of public relations and communications for promoting conservation issues;

d)Proven experience in strategic planning and organizational development;

e)Demonstrated analytical and research skills.

8.Requirements for submission

a)A technical proposal detailing the Methodology and work plan to be followed to perform the task

 b)Financial proposal detailing your professional fees (State if tax inclusive)

c)Demonstrate your capacity to undertake the task and provide reference as appropriate.

d)Curriculum Vitae of lead person(s) to perform the task.

e)Support documentation e.g. registration, tax registration certificates.

f)Any other information that may be useful for reference may be cited and later provided if requested.

9. Timeframe

This activity should be conducted and completed within a period of 12 weeks from the date of contracting.

10. Mode of application Interested and qualified firms or individuals should submit both Technical and Financial proposals in sealed envelopes to the undersigned.

Deadline for submission is Before or at 5pm Monday 16th November, 2020 Send the Application to:

Chairperson, Procurement Committee,

WWF Tanzania Country Office,

Plot 350 Regent Estate Mikocheni

P.O. Box 62117 Dar Es Salaam.

Email: [email protected]:

1. WWF reserves the right to accept or reject any proposal

 2. Technical review will precede the financial

3. All forms of canvassing will lead to automatic cancellation of the proposal in question

4. Only shortlisted candidates shall be contacted