USAID/Ethiopia’s Communications Strategy 2023-2028

Dear Interested Parties:  

The United States Agency for International Development Mission in Ethiopia (hereinafter called USAID/Ethiopia) invites submissions from eligible communications or public relations firms. The purpose of this request is to collect information for how to better share the investment USAID is making in the Ethiopian people, including approaches for shifting perceptions about US government-funded projects through various media to reach the maximum size audience. The information will be used to help redesign our communications strategy and will not be released publicly. Information collected may also contribute to the design of a communications/public relations support contract if USAID/Ethiopia determines such support is necessary.

The work requires contractors with demonstrable experience in communications strategy, campaigns, or media landscape research. Specific proposals may include but are not limited to:

• In response to recent challenges to the bilateral relationship, how can USAID increase its approval rating with the Ethiopian population by at least 20%? How can we measure this improvement?
• What radio ads should we run to achieve the above? Please include suggestions for content, locations, and languages. 
• What is the most cost effective approach to increase brand awareness and approval of USAID? 
• How to target hard-to-reach populations, such as rural, nomadic, or off the grid?
• How can USAID channel musicians and other artists to reach younger audiences and increase their recognition and approval of USAID’s work?
• Approaches for interactive communications campaigns on social media, so that our audience feels heard.
• What is effective messaging and placement for billboards?
• Describe your organization's capacity to address the issues above.

Submissions must include the following:  

• A letter outlining capability of your organization;
• Name, address, phone number and email address of your organization;
• Valid business registration certificate, license, and taxpayers registration certificate; 
• A profile of the your organization demonstrating a proven track record and ability to perform similar work (should not exceed five pages using A4 paper, TNR front, 11 font size, and 1.15 line spacing); and
• Your organization’s ability to work throughout Ethiopia. 

This RFI is not a Request for Quotes (RFQ) or a Request for Proposals (RFP). In accordance with FAR 15.201(e), responses to this RFI are not offers and cannot be accepted by the Government to form a binding contract. Neither does this RFI constitute a Notice of Funding Opportunity (NOFO). The result of this market research will contribute to determining the method of procurement (if any). 

Please do not submit proprietary information.

Telephone inquiries will not be accepted or acknowledged, and no feedback or evaluations will be provided to organizations regarding their submissions. USAID Will not make any reimbursements for costs related to responses to this request. 

Interested parties who consider themselves qualified to perform the above-listed services are invited to submit a response to this RFI no later than the due date indicated above. All responses under this RFI must be emailed to Liam Garvey, USAID/Ethiopia office of Acquisition and Assistance, at lgarvey@usaid.gov. 

Sincerely,

Alula Abera

Contracting/Agreement Officer

U.S. Agency for International Development 

US Embassy, Entoto Street, P. O. Box: 1014 

Addis Ababa, Ethiopia 

Tel: +251 11 130 6002 

Fax: +251 11 124 2438 

Website: www.usaidethiopia.org