Job Description

 

  1. Nature of the consultancy: Advisory Services on Digital Marketing for the Regional Communications Unit (RCU) and related projects.

Objective: Support the implementation of the communications strategy of the International Organization for Migration (IOM) for Central America, North America and the Caribbean. The Digital Marketing Consultant is responsible for the development and Analysis of data (SEO, web analytics, social media analytics) to improve the visits and engagement of the regional website; providing advice to set up the Xenophobia Zero Community; and support in the coordination of the Migration Academy courses development and promotion.

  1. IOM Project to which the Consultancy is contributing: Regional Communications Strategy; Xenophobia Zero Community; Migration Academy.

  2. Tasks to be preformed under this contract:
    1. Design and improve all aspects of IOM’s content marketing efforts including our contact database, email marketing channels, and display advertising campaigns.

    2. Improve SEO and Digital Media outreach and engagement.

    3. Develop and monitor campaign budgets.

    4. Plan our social Media Platforms.

    5. Prepare accurate reports on our content marketing strategy’s overall performance.

    6. Support and provide advice for the implementation of the projects “#XenofobiaZero” and “Migration Academy”.

    7. Boost the outreach of contents produced by the RCU.

    8. Support the Regional Media and Communications Officer in the design and implementation of external and internal digital communication campaigns.

    9. Enlarge the KM Hub Community and its Yammer.

    10. Postproduction of stories to publish in different digital media, specially those related with the Response for Venezuelans (R4V) Platform.


  3. Tangible and measurable output of the work assignment.

  4. Regional Digital Marketing Analysis and Recommendations: It will consider a deep analysis of Google Analytics data on the blog and regional website, as well as on FB, Twitter, and IG analytics. If additional data tools are needed to deliver the analysis, this should be solved too.

  5. Propose and coordinate the production of at least 6 social media videos and copies with the R4V platform.

  6. Dynamize the Hub marketing: should include a plan but also the final products for social media and other possible web platforms: videos, images, copies, yammer community, advertisement, webinars, etc.

  7. Xenophobia Zero Community: Including coordination of the final designs, contents, and set up of the data reception and analysis of the data, in coordination with a third-party company and IOM staff. Also, the enrollment of at least 5 influencers.

  8. Support the setup of Migration Academy initiative: Migration Academy will be composed of 1 virtual course and 3 face-to-face/online synchronic courses. The setup of Migration Academy will include a plan for its promotion, coordination with other consultants on content, coordination with E-Campus, coordination with the designer, etc.

  9. Realistic delivery dates and details as to how the work must be delivered.

Consultancy will be paid on a monthly basis. The expected dates of delivery are as follow:

  1. First month:
    • Approved regional Digital Marketing Analysis and Recommendations (see point 4, bullet a)

    • Six approved social media video scripts (or interview coordination) for R4V visibility in the region.

    • Approved Digital Marketing Plan for the Hub.

    • Xenophobia Zero Community:
      • Enrolment of 2 influencers: Commitment to promote the community and content, as well as to create content for the platform.

      • Daily update of the top 3 most engaging negative content items; and positive arguments and tips to debate each of them.


    • Approved Migration Academy Marketing Plan, including list of individuals IOM should contact to promote it within universities, media channels, etc. Points to be implemented on the second month of consultancy should be decided with the Regional Communications Unit.


  1. Second month of the consultancy:
    • RCU Digital Marketing Analysis and Recommendations:
      • At least 1 webinar to explain to the Regional Communications Unit the best practices to implement in the regional website and social media, according to the completed Digital Marketing Analysis and Recommendations. Further support may be required.

      • At least 1 campaign run by the consultant.


    • Six finished and approved R4V videos. Editing can be coordinated with RCU audiovisual producer.

    • Hub Digital Marketing Plan:
      • At least 1 webinar to explain to the Hub team the best practices to implement in hub to increase visits and engagement, according to the completed Digital Marketing Plan. Further support may be required.

      • At least 1 campaign run by the consultant.


    • Xenophobia Zero Community:
      • Enrolment of 2 influencers: Commitment to promote the community and content, as well as to create content for the platform.

      • Daily update of the top 3 most engaging negative content items; and positive arguments and tips to debate each of them.


    • Contact partners for Migration Academy must be already aware of the project. Implementation of other points of the plan decided at the end of the first month.


  1. Third month of the consultancy:
    • RCU Digital Marketing Analysis and Recommendations:
      • Revision of implementation of the Regional Communications Unit’s best practices in the regional website and social media, according to the Digital Marketing Plan, as well as follow-up advisory (at least 1 conference call).

      • At least 1 new campaign run by the consultant (different from the one on the second month).


    • Hub Digital Marketing Plan:
      • Revision of implementation of the Hub team’s best practices according to the Digital Marketing Plan, as well as follow up advisory (at least 1 conference call).

      • At least 1 new campaign run by the consultant (different from the one on the second month).


    • Xenophobia Zero Community:
      • Enrolment of 1 influencer: Commitment to promote the community and content, as well as to create content for the platform.

      • Daily update of the top 3 most engaging negative content items; and positive arguments and tips to debate each of them.


    • Pending points of the Migration Academy Marketing Plan must have been implemented.


  2. Performance indicators for evaluation of results (value of services rendered in relation to their cost).
    1. Digital Marketing Analysis and Recommendations:
      • Approved by RCU

      • At least 1 follow-up webinar

      • At least 1 follow-up conference call

      • 2 campaigns run by the consultant


    2. Six finished and approved R4V videos.

    3. Hub Digital Marketing Plan:
      • Approved by Hub team

      • At least 1 follow-up webinar

      • At least 1 follow-up conference call

      • 2 campaigns run by the consultant


    4. Xenophobia Zero Community:
      • At least 5 products produced by influencers to promote the platform.

      • At least 80 negative content items (3 updates per day) and 80 positive contents to answer them (3 updates per day).


    5. Migration Academy:
      • Approved and implemented Marketing Plan.



Application deadline: June 8, 2020

Send CV and 3 related products previously done to agalarcon@iom.int ; subject “Digital Marketing Consultant”

Duty Station: San José, Costa RicaGrade: ConsultantClosing Date:: Monday, June 8, 2020Document: Terms of Reference
  • Español

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