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Marketing Strategy and Action Plan Development for Wastewater Operators (UPTD PAL) (Iklan ini hanya tersedia dalam Bahasa Inggris)

Selasa, 25 September 2018
Deadline Tuesday, 9 October 2018
Contact Info IWPLProc_LSIC@dai.com

Marketing Strategy and Action Plan Development for Wastewater Operators (UPTD PAL)


Issue Date : September 25, 2018

Title: “Marketing Strategy and Action Plan Development for Wastewater Operators (UPTD PAL)

”Issuing Office & Email/Physical Address for Submission of Proposals:
Indonesia Urban Water, Sanitation and Hygiene (IUWASH Plus) Jakarta , Mayapada Tower 10th Floor, Jl. Jend. Sudirman Kav. 28, Jakarta 12920 ;
Email : IWPLProc_LSIC@dai.com

Deadline for Receipt of Proposals: October 9, 2018 at the latest 17.00 P.M
Soft copy to IWPLProc_LSIC@dai.com
Point of Contact: IWPLProc_LSIC@dai.com
Anticipated Award Type: Fixed Price Purchase Order
Basis for Award: An award will be made based on the Trade Off Method. The award will be issued to the responsible and reasonable offeror who provides the best value to DAI and its client using a combination of technical and cost/price factors.

A. Background
The USAID Indonesia Urban Water, Sanitation and Hygiene, Penyehatan Lingkungan Untuk Semua (IUWASH PLUS) program is a five-year initiative designed to assist the Government of Indonesia (GOI) in increasing access to water supply and sanitation services as well as improving key hygiene behaviors among urban poor and vulnerable populations. USAID IUWASH PLUS works with governmental agencies, the private sector, NGOs, communities and others to achieve the following “high level” results:
1. An increase of one million people in urban areas with access to improved water supply service quality, of which at least 500,000 are from the poorest 40% of the population (also referred to as the “Bottom 40%” or “B40”), vulnerable groups or Indonesia’s eastern provinces; and
2. An increase of 500,000 people in urban areas with access to safely managed sanitation.
To ensure that improvements in access to WASH services are sustained, USAID IUWASH PLUS is guided by a development hypothesis that focuses on strengthening service delivery systems, so they can more effectively reach the poorest and most vulnerable segments of the population.

In order to achieve this at scale, the program undertakes activities through four interrelated components, including: 1) improving household WASH services; 2) strengthening citys WASH institutional performance; 3) strengthening the WASH financing environment; and 4) advancing national WASH advocacy, coordination and communication. In support of these components, USAID IUWASH PLUS also implements a Local Sustainability and Innovation Component (LSIC) that is designed to stimulate WASH innovations that strengthen community, private sector and government WASH service provision.

B. Activity Summary

Meeting SDG requirements for safely managed sanitation across Indonesia’s urban landscape requires broad household-level investment in proper septic systems as well as the development of robust municipal wastewater management institutions. Currently, such institutions are generally being established in the form of local technical implementations units for wastewater management (unit pelaksana teknis daerah Pengelolaan Air Limbah or “UPTD PAL-PAL,” hereinafter referred to as “UPTD PALs”) embedded within local public works and similar departments. Such UPTD PALs are responsible for establishing services for the safe collection, transport, treatment and disposal of septage waste. Operating an UPTD PAL requires a high degree of acumen in wastewater management planning, facility management, billing and accounting, human resources development, private sector engagement, and critically, promotion and marketing.

While much progress has been registered in the development of UPTD PALs (in particular, by USAID under the IUWASH and IUWASH PLUS programs), a wide array of issues continue to affect the ability of these institutions to meet their intended objectives. One of these relates to promotion and marketing which, in light of the relatively nascent character of the urban wastewater management sector in Indonesia, requires not only promotion and marketing of desludging and treatment services, but importantly, increasing demand among households to invest in and maintain new “on-site” septic systems for their homes.

To date and given their own limited capacity, many UPTD PALs have relied on promotion and marketing initiatives from other local government (LG) agencies (especially local health departments or Dinas Kesehatan), while others have attempted to do so themselves, but with limited knowledge of marketing, an insufficient understanding of the customer base they are trying to develop, and a lack of dedicated resources that are appropriate to the task at hand. The result has been, at best, incremental progress among UPTD PALs in terms of increasing demand for their own services and stimulating household demand for proper septic systems. While perhaps disappointing, the need for improvements in promotion and marketing have not been lost on the UPTD PALs themselves, and they have called for USAID IUWASH PLUS assistance in this area.

This Scope of Work (SOW) responds to those requests for assistance by targeting four of the UPTD PALs that USAID IUWASH PLUS supports. Specifically, the contractor selected to do this work will target UPTD PALs in Bekasi, Bogor, Gresik, and Sidoarjo through the provision of direct assistance to each of them in the development of a Domestic Wastewater Management Marketing Strategy and Action Plan. These UPTD PALs have been selected based on their: perceived commitment to Fecal Sludge Management development; the availability of related infrastructure for septic tank desludging and septage treatment; and the presence of supporting local regulations and budget allocations.

After assisting each of the four UPTD PALs with a Domestic Wastewater Management Marketing Strategy and Action Plan, the selected contractor will also develop a general Guide on domestic wastewater management marketing strategy development, as well as the developing templates for basic promotional materials—both of which can be readily used by other wastewater operators (UPTD PALs and others) interested in undertaking similar activities.
In addition to its own skills and experience, the selected contractor will draw significantly on IUWASH PLUS work in behavior change formative research, behavior change strategy development, and marketing strategy development.

C. Objectives

The objective of this SOW is to improve the ability of UPTD PALs to undertake promotion and marketing activities to increase household demand for desludging and treatment services, as well as new “on-site” septic systems, through:
1. Provision of direct assistance to four (4) UPTD PALs (Bekasi, Bogor, Gresik, and Sidoarjo) in the development of domestic wastewater management marketing strategies tailored to their specific needs;
2. Development of a Guide for UPTD PAL-PAL Domestic Wastewater Management Marketing Strategy and Action Plan Development that other UPTD PALs can use in the development of their own domestic wastewater management marketing strategies and action plans; and
3. Development of templates for promotional materials that any UPTD PALs can use and adapt as they develop and implement their own domestic wastewater management marketing strategies and action plans.

D. Posting & Reporting Relationships

The activity will be implemented primarily locally with the four UPTD PALs. However, it will be managed by national level under the leadership of the WASH Product Marketing Specialist in component 1. In addition, other relevant components of USAID IUWASH PLUS, especially component 2, will be actively involved in the implementation, as well as respective specialists at regional level. Regular coordination, including progress reporting, will be conducted between the service providers, Person In charge, and relevant USAID IUWASH PLUS staffs/team.

Required Qualifications and Experience

USAID IUWASH PLUS will seek a local implementer/service provider (vendor) to implement the above work of which must have the following qualification:
• Company
o The vendor must have a minimum 7 years in the marketing & advertising experience
o Experience in serving clients such as private companies, state-owned enterprises, government agencies and NGOs
o Experience in developing an end to end marketing solution frameworks
• Account Manager
o Minimum 5 years in handling clients
o Have experience in handling NGO, Government, State-owned enterprises and private company
• Strategist
o Minimum 5 years in marketing, and/or business development
o Have successful past performance and experience in similar field in marketing strategy and business consultation
• Creative
o Minimum 5 years experience in developing marketing materials
o Have successful past performance and experience in similar field in concept & design for campaign
• Researcher
o Minimum 5 years experience in market research
o Able to conduct any types of research needed
• The selected local implementer (vendor) shall propose the personnel/team compositions and qualifications based on the required tasks and deliverable stated in previous sections

Selection of the local implementer (vendor) and Evaluation Criteria
The selected local implementer (vendor) will be selected based on Full & Open Competition. The selected local implementer/service provider (vendor) has to provide a proposal that will consist of Technical Proposal (background of the program, Task to be conducted, methodology, schedule), cost proposal and CV.

The proposal will be evaluated based on:
• Qualification of proposed personnel 10 %
• Experience of company 25 %
• Methodology 65 %

Proposed Mechanism
Proposed mechanism of the activity will be implemented through a Fixed-Price Subcontract.



RFP REQ JAK 190069 Marketing Strategy UPTD

Template Budget Proposal for REQ-JAK-18-0069 – Marketing Strategy UPTD PAL

Instructions for Obtaining a DUNS Number – DAI’S Vendors, Subcontractors


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