Statement of Work



Term of Reference

MoCI ACBRIP Trade License Reform Program Phase II

ACBRIP Licensing Marketing and Communication Campaign

A. Objectives/purpose of the assignment

The World Bank Group (WBG) promotes sustainable private sector investment in developing countries as a way to reduce poverty and improve people’s lives. The World Bank executes a major donor-funded program to improve the Investment Climate and enhance the private sector investment in the country.

Afghanistan Trade Licensing Reform Project Team is planning to implement a marketing and promotional campaign for one of its deliverables that is the newly developed service for obtaining single business license in Afghanistan Central Business Registry and Intellectual Property (ACBIRP) One-Stop-Shop in Kabul. For this purpose, the World Bank would like to contract a vendor to design, print, and implement a marketing plan that would promote the One-Stop-Shop for obtaining and renewal of the business licenses application and expand its outreach.

The vendor is expected to design, print campaign materials, and procure airtime for placement as described in this term of reference.

B. Project Background & Target Audience:

The objective of the Licensing Reform Project Phase II is to support the Government of Afghanistan at the national level (ACBRIP single business license One-Stop-Shop) and its branches in (21) provinces.

Building on the reforms achieved in Phase I of the Afghanistan Licensing Reform Project, the overall goal of the Phase II of the project is to support the Ministry of Commerce and Industry (MoCI) ACBRIP General Directorate in promoting an investment climate that is conducive to private sector growth. To pursue this goal, the project aims to achieve the following objectives:

Business Registration and Licensing:

1) Further streamlining processes for increased efficiency and sustainability in the Licensing One Stop Shop created at the MoCI during Phase I of the project.

2) Successfully rolling out the business registration and licensing reforms conducted in Kabul to MoCI offices at the provincial level in line with international best practices.

Renewal of Business Licensing:

The project aims to achieve the following key results in order to increase the efficiency and sustainability of the renewal process of business licensing in the ACBIRP of Ministry of Commerce and Industries:

1) Reducing the time required to obtain new business licenses at the national and subnational levels

2) Reducing the time required for business license renewal

3) Increasing the number of firms/businesses that benefit from reformed licensing requirements as measured by the number of issued licenses at the national and subnational level

4) Increasing the number of firms/businesses that benefit from reformed licensing requirements as measured by the number of renewed licenses.

Target Market

The Business sector had been among one of the growing sectors in the world. Afghanistan is a developing country with a large young population, mostly educated; it is improving in fields where there is a development in education and computerization, in addition to growth of the private sector and entrepreneurship development.

The target audience for this scope of work will be the private sector entities. The marketing and communication campaign will be implemented as following:

• Geographically: distributed in Kabul and provinces

• The campaign will be in Dari and Pashto languages mainly for Kabul and the targeted provinces

• However, broadcasting shall consider outreach to as widely as it reaches the entire population.

The campaign aims to encourage the private sector to use the licensing one stop shop for business licenses in Kabul and (21) provinces.

C. Scope of work:

The Afghanistan Licensing Reform Project team would like to conduct a marketing campaign, in cooperation with the ACBRIP General Directorate of MoCI, which aims to encourage the businesses using the Business Licensing One-Stop-Shop services. A large percentage of the planned marketing and outreach campaign is intended to communicate about the simplified business license issuance process at the ACBRIP central and its provincial offices, but the campaign will also include messages about the simplified tax clearance process at the Small, Medium and Large Tax payer offices of the Ministry of Finance. The latter message will inform businesses to utilize the improved tax clearance process of the Ministry of Finance, leading to easy renewal of their business licenses at the ACBRIP of MoCI.

The vendor is required to provide the following requirements as clarified in the below table *:

1- Creative designs

2- Printing and production of promotional materials

3- Provision of business dress for the ACBRIP staff

4- PR activities

5- Financial Proposal

Vendors are expected to provide World Bank with one sample creative design for the campaign (including but not limited to brochures, video and audio clips, roll ups, web-page design, and newspapers ads), and for the business dress upon submitting the proposal.

*

1) Creative designs are in Dari, Pashto and in English, except otherwise stated.

2) The vendor is responsible for professional translation of the campaign contents and materials. Heads up and key expressions in local languages will be provided by the ACBIRP.

Table of Required Items

|Item |Size |Specifications |Quantity |

|Creative Designs |

|Slogan |As appropriate |Create single slogan for the campaign to be used in all materials. |1 Dari |

| | |The slogan should be short, clear, catchy, and clarifies in a short message the |1 Pashto |

| | |purpose of tool in Dari and Pashto |1 English |

| | |(Hints and key points will be provided by MoCI ACBRIP (about the business license)| |

| | |and by the MoFin Tax Payer Offices (about the tax clearance process) , development| |

| | |and illustration of materials will be done by the selected vendor and submitted to| |

| | |the client for comments, improvement and approval) | |

|ACBRIP Logo |As appropriate |ACBRIP presently has an official logo with a combination of Dari, Pashto and |1 Improved Logo |

| | |English and marking. | |

| | |The vendor is expected to review the logo and provide recommendations for | |

| | |improvement of the logo that makes the logo attractive and professional. | |

| | |The vendor will also develop of a brief guideline that describes the ACBIRP logo | |

| | |(1-2 pages) whereby the color codes and the usage of logo in different background | |

| | |and layouts is elaborated. | |

|Short TV Animation |30 Seconds |Create & produce an animation video for about 30 seconds demonstrating the |1 Dari |

|commercial | |facilities established, online tools, how to reach, and benefits. |1 Pashto |

| | |Excellent pictures quality, clear images and voice. High resolution full color | |

| | |with ability to publish on social media and web-pages, and can be sent on through | |

| | |social media platforms. | |

| | |(Hints and key points will be provided by MoCI ACBRIP, (about the business | |

| | |license) and by the MoFin Tax Payer Offices (about the tax clearance process) | |

| | |development and illustration of materials will be done by the selected vendor and | |

| | |submitted to the client for comments, improvement and approval) | |

|Radio commercial |30 Seconds |30 second clear radio spot to be produced. |1 Dari |

| | |(Hints and key points will be provided by MoCI ACBRIP (about the business license)|1 Pashto |

| | |and by the MoFin Tax Payer Offices (about the tax clearance process), development | |

| | |and illustration of materials will be done by the selected vendor and submitted to| |

| | |the client for comments, improvement and approval) | |

|Brochures Design |Tri-Fold |Tri-fold Brochure (a single sheet printed on both sides and folded into three |1 Dari |

| | |halves) colored, high quality. |1 Pashto |

| | | |1 English |

| | |The Vendor will receive the content while is responsible for development to be, | |

| | |catchy, short & clear. | |

| | |Approximately 30% of the brochure contents will be about the tax process and the | |

| | |70% about the business licensing process. | |

| | |(Hints and key points will be provided by MoCI ACBRIP (about the business license)| |

| | |and by the MoFin Tax Payer Offices (about the tax clearance process), development | |

| | |and illustration of materials will be done by the selected vendor and submitted to| |

| | |the client for comments, improvement and approval) | |

|Roll Up Banner Design |80 cm x 200 cm |Colored, high-resolution film (Two different Designs, each language respectively |2 Dari |

| | |two designs of each 30 pcs) |2 Pashto |

| | |The Vendor will receive the content while is responsible for development to be, |2 English |

| | |catchy, short & clear. | |

| | |(Hints and key points will be provided by MoCI ACBRIP (about the business license)| |

| | |and by the MoFin Tax Payer Offices (about the tax clearance process), development | |

| | |and illustration of materials will be done by the selected vendor and submitted to| |

| | |the client for comments, improvement and approval) | |

|Newspaper Ads Design |Quarter page |Colored, high resolution, catchy, short & clear. |1 Dari |

| | |The vendor will buy space for placement of adds on three languages for 20 days on |1 Pashto |

| | |two largely printed newspapers aimed to be read by the businesses, educated and |1 English |

| | |interested part of society. It is planned to publish the newspaper advertisement | |

| | |every other day during the course of 40 days. | |

| | |The ACBRIP will select among the newspapers. | |

| | |(Hints and key points will be provided by MoCI ACBRIP (about the business license)| |

| | |and by the MoFin Tax Payer Offices (about the tax clearance process), development | |

| | |and illustration of materials will be done by the selected vendor and submitted to| |

| | |the client for comments, improvement and approval) | |

|Billboard Ads |4x8 meter |High quality color sticker, 4 x 8 meter in size |5 Dari |

| | |The vendor will place the Ads on the billboard in (1) ACBIRP, (2) Ministry of |5 Pashto |

| | |Commerce (MoCI), (3)Tax Payers Office of Ministry of Finance (MoFin), (4) | |

| | |Afghanistan Chamber of Commerce and Industries (ACCI) in Kabul. | |

| | |The area for placing the billboard will be determined and facilitated by the | |

| | |ACBIRP. | |

| | |(Hints and key points will be provided by MoCI ACBRIP (about the business license)| |

| | |and by the MoFin Tax Payer Offices (about the tax clearance process), development | |

| | |and illustration of materials will be done by the selected vendor and submitted to| |

| | |the client for comments, improvement and approval) | |

|Review and Improvement of| |The vendor will review, analyze and recommend improvement of the existing ACBRIP |1 Dari (page) |

|the ACBIRP official | |website in the light of the bellow recommendations: |1 Pashto (page) |

|website template | |.af. |1 English (page) |

| | |The vendor will be responsible for implementation of the approved recommendations | |

| | |by the ACBIRP. | |

| | | | |

| | |Development in Microsoft .Net base CMS | |

| | |CMS. Must be certified and supported on current release of open source MYSQL. The | |

| | |CMS Web/Application server must be certified and Supported on IIS, APACHE HTTPD, | |

| | |Tomcat. | |

| | |The system MUST allow admin to edit content in both WYSIWYG and HTML modes | |

| | |The System’s ability to display an entire website’s sitemap or partial sitemap | |

| | |CMS MUST generate or provide the user the ability to create human-readable and | |

| | |search-engine-friendly USLs (SEO) for published content | |

| | |Site should be web-enable format for Cell phones and PDAs | |

| | |Should be Compatible with all browsers | |

| | |Should be fully dynamic | |

| | |Should record logs and details for each action | |

| | |Should be controllable by multiple users | |

| | |Should be in best practice for securing the system | |

| | | | |

| | |Contents will be placed by the vendor in the website in collaboration with the | |

| | |ACBRIP. | |

| |

|Printing |

|Brochures Pint out |Tri-Fold |Tri-fold Brochure (a single sheet printed on both sides and folded into three |50,000 Dari |

| | |halves) colored, high quality. |50,000 Pashto |

| | |Material: Glossy 150 grams |2,000 English |

| | |Brochures quantity for each of the ACBRIP 21 provinces are determined by the | |

| | |ACBRIP and transported by the vendor to the ACBRIP offices in the 21 provinces. | |

| | |ACBRIP may decide to increase the sample of brochures from one to two while | |

| | |keeping the quantity of the printouts. | |

| | |(Hints and key points will be provided by MoCI ACBRIP (about the business license)| |

| | |and by the MoFin Tax Payer Offices (about the tax clearance process), development | |

| | |and illustration of materials will be done by the selected vendor and submitted to| |

| | |the client for comments, improvement and approval) | |

|Paper Folders |Bi-fold, A4 size, |A4 size paper file folder, 350 gram with pocket and business card slots. The |5,000 pcs |

| |tick paper, color |folder front side will have color printed description of ACBIRP, a front side | |

| |printed |photo and contact on the second fold. | |

| | |The photo and key heading will be matt or glass laminated. | |

| | |Color, shape and contents will be provided by the ACBIRP. | |

|Envelopes |A4 size |White color enveloped marked as ACBRIP with its logo and brief details of sender, |5,000 A4 size |

| |A5 size |date. |5,000 A5 size |

| | |The envelopes self-sealing (seal and peal) of good quality. | |

| | |In terms of quality, the Turkish imported envelopes are preferred. | |

|Roll Up Production |80 cm x 200 cm |Standard Size, High Quality Stand and Lamination |60 Dari |

| | |(Two or three different Designs for each language respectively) The role up stand |60 Pashto |

| | |will be checked and approved by the ACBIRP prior printing of rollups. |30 English |

| | |(Hints and key points will be provided by MoCI ACBRIP (about the business license)| |

| | |and by the MoFin Tax Payer Offices (about the tax clearance process), development | |

| | |and illustration of materials will be done by the selected vendor and submitted to| |

| | |the client for comments, improvement and approval) | |

| |

| |

| |

|Media Buying |

|Public Relations/ PR | |The vendor is expected to submit a public relations plan to further promote the | |

|Activities | |services for single business licensing system. The plan should include the | |

| | |following activities: | |

| | | | |

| | |Video Clip: | |

| | |The vendor will provide cost of airing 30 seconds video clip on (5) mostly viewed |1 Dari * 7 days * (1 morning &|

| | |local TV stations (airtime between 06:00 p.m. to 09:00 p.m., and 09:00 a.m. to |1 evening) |

| | |11:00 a.m.) | |

| | | | |

| | |Audio Clip (Commercial): | |

| | |The vendor will provide cost of airing 30 seconds audio clip on (4) mostly |1 Pashto * 7 days * (1 morning|

| | |listened local radio stations (airtime as appropriate) |& 1 evening) |

| | | | |

| | |Social Media (Facebook): | |

| | |The vendor will develop and create a Facebook and buy adds to promote the business|1 page with Dari, Pashto, |

| | |licensing promotional materials. In order to achieve success on Facebook there is |English contents |

| | |need to engage communities. The vendor will buy likes, optimize Facebook Page | |

| | |Info, post engaging content, keep it active, promote Facebook Page everywhere, | |

| | |invite existing community, use Facebook social plugins, pay to play with Facebook | |

| | |ads, and use social media monitoring to measure, analyze and learn. The Facebook | |

| | |page above plan should be for at least two years. The page will be handed over to | |

| | |the ACBIRP. | |

| | | | |

| | |Newspaper Add: | |

| | |The vendor will develop and create a newspaper add and buy space to publish the | |

| | |business licensing promotional materials | |

| | | | |

| | |(Hints and key points will be provided by MoCI ACBRIP (about the business license)| |

| | |and by the MoFin Tax Payer Offices (about the tax clearance process), development |1 Dari, 1 Pashto and 1 English|

| | |and illustration of materials will be done by the selected vendor and submitted to| |

| | |the client for comments, improvement and approval) | |

|Business Dress: |

|ITEM |Size |Specifications |Quantity |

|Dress Code |Approximate 4 meter |Dress Code: |Suit: |

| |of best quality |Made of imported textile in navy blue color appropriate business suits for all |2x40 for (male) staff |

| |imported textile |seasons, (40) male and (6) female staff of the ACBRIP in Kabul. The vendor will |2x6 for (female) staff |

| |used for stitching |stich two suits for each of the ACBIRP staff. | |

| |formal suits |ACBRIP will approve the quality of textile and sample of the suit consisting of a |Shirt: |

| | |paint and a jacket, and a shirt (light blue color) & tie (blue color) comfortable |2x40 for (male) staff |

| | |for both summer and winter. The ACBIRP will choose among the samples of shirts, |2x6 for (female) staff |

| | |ties and scarfs. The ACBRIP female staff may choose paints or paints-skirt as the | |

| | |formalities will require. |Tie/Scarf: |

| | | |Tie: 2x40 for (male) staff |

| | | |Scarf: 2x6 for (female) staff |

|Badge: |Round shape made of |The badge will be used over the suits to identify that the staff works for ACBIR. |300 pcs |

| |metal |The badge will include the ACBIRP logo and made of material in golden color, | |

| | |clipped over the suit or shirt. ACBRIP will approve samples provided by the | |

| | |vendor. | |

|ID Cards: |Standard ID Card |Pre-trimmed, made of standard materials, approx. 90x50 mm size rounded corners, |120 pcs |

| |size approx. 90x50 |thickens of 0.8mm, the ID will include the ACBRIP title, staff name and title, ID | |

| |mm |number, and photo. | |

| | |A color code of technical and management staff will be applied. | |

| | |Each ID card will have best quality holder (unbendable) and lanyard marked/printed| |

| | |on strip as (ACBRIP and ریاست ثبت مرکزی و مالکیت های فکری ) | |

| | |ACBRIP will provide list and details of each staff | |

Note: World Bank is entitled to increase or decrease any of these quantitative, and to exclude certain items in accordance with work requirements and budgetary constraints.

The timeline for delivery of the finished products is very strict, as follows:

The total timeline for this assignment will be 3 months in which the Vendor should abide with the following:

• Creative material should be delivered as per bellow schedule when the WB purchase order is issued.

• Execution should start for items listed bellow immediately after approval by the client on creative material provided to vendor.

*WB can arrange to shorten or extend the timeline of this assignment if needed.

NOTEs

*All items stated in the table above must be delivered according to the Delivery Date mentioned in the “Bill of Quantities Table” in line with the agreed specifications provided by WB.

*The selected vendor will work closely with WB and ACBRIP, which include the project team and Communications team to identify proper key messages and evaluate deliverables and impact. 

*The vendor is required to brand all materials as the MoCI product and shall, therefore, not use the World Bank’s name and logo in any materials.

• All output must be approved by the WB/General Directorate of ACBIRIP before proceeding to the next phase of implementation

• The vendor will submit three editable files packages of all materials developed under this assignment to ACBIRP and World Bank as part of this contract.

• The financial model for this assignment will be in two parts: unit rate and lump sum items where the winning vendor shall be paid for the value of the lump sum items stipulated in the of Bill of Quantities Table, and the vendor shall be paid only for the actual items and quantities delivered. Payments will be made after the delivery by the vendor and upon acceptance by WB/General Directorate of the ACBIRP

D. Deliverables/specific outputs

The vendor has to deliver the required items on the bellow mentioned time.

|Item Description |Quantity |Delivery Date |

|Creative Design | |

|Slogan |1 Dari |1 Weeks after PO issuance |

| |1 Pashto | |

| |1 English | |

|ACBRIP Logo |1 Combined Languages |1 Weeks after PO issuance |

| |(Dari, Pashto, English) | |

|TV Animation |1 Dari |8 Weeks after PO issuance |

| |1 Pashto |(1 week for script development, 4 weeks for development, 1|

| | |week for final approval) |

|Radio spot |1 Dari |8 Weeks after PO issuance |

| |1 Pashto |(1 week for script development, 4 weeks for development, 1|

| | |week for final approval) |

|Brochure |50,000 Dari |6 Weeks after PO issuance |

| |50,000 Pashto |(2 week content/information collection, 4 weeks for |

| |2,000 English |development, 1 week for final approval) |

|Roll Up Banner |60 Dari |5 Weeks after PO issuance |

| |60 Pashto |(1 week content/information collection, 4 weeks for |

| |30 English |development, 1 week for final approval) |

|Newspaper Adds |1 Dari |4Weeks after PO issuance |

| |1 Pashto |(2 week content/information collection, 3 weeks for |

| |1 English |development, 1 week for final approval) |

|Billboard Ads |5 Dari (Kabul) |10 Weeks after PO issuance |

| |5 Pashto(Kabul) |(2 week content/information collection, 3 weeks for |

| | |development, 1 week for final approval) |

|Improved design of the ACBIRP official website template|1 Dari (page) |10 Weeks after PO issuance |

| |1 Pashto (page) |(2 week content/information collection, 5 weeks for |

| |1 English (page) |development, 1 week for final approval) |

|Printing |After creative approval |

|Brochures |50,000 Dari |8 Weeks after PO issuance |

| |50,000 Pashto |(2 week content/information collection, 4 weeks for |

| |2,000 English |development, 1 week for final approval) |

|Paper Folders |5,000 pcs |8 Weeks after PO issuance |

| | |(2 week content/information collection, 4 weeks for |

| | |development, 1 week for final approval) |

|Envelopes |5,000 A4 size |8 Weeks after PO issuance |

| |5,000 A5 size |(2 week content/information collection, 4 weeks for |

| | |development, 1 week for final approval) |

|Roll Up Banners |60 Dari |8 Weeks after PO issuance |

| |60 Pashto |(2 week content/information collection, 4 weeks for |

| |30 English |development, 1 week for final approval) |

|Media Buying & Execution |Plan should be submitted two weeks after PO issuance |

| |including time frame |

|Regular Media Channels |Video: |6 Weeks after PO issuance |

|Video Clip: |1 Dari * 7 days * (1 morning & 1 |(2 week content/information collection, 3 weeks for |

|(Tolo TV, Lemar TV, Shamshad TV and RTA) |evening) |development, 1 week for final approval) |

| |1 Pashto * 7 days * (1 morning & 1 | |

|Audio Clip: |evening) | |

|(Salam Watandar, Arman FM, Keleed & Azadi) |Audio: | |

| |1 Dari * 30 days * (1 morning & 1 | |

| |evening) | |

| |1 Pashto * 30 days * (1 morning & 1| |

| |evening) | |

|Social Media Activities (Facebook) |1 page with Dari, Pashto, English |6 Weeks after PO issuance |

|Details of Facebook page are explained in page (6) |contents |(2 week content/information collection, 3 weeks for |

| | |development, 1 week for final approval) |

|Newspaper Adds on three languages for 20 days on two |1 ad with Dari, Pashto, English |6 Weeks after PO issuance |

|largely printed newspapers. The printing will be every |contents |(2 week content/information collection, 3 weeks for |

|other-day to cover 40 days duration. | |development, 1 week for final approval) |

|Further description is provided in page (4) | | |

|4. Stitching of Business Suits, Badge and ID Cards: | |

|Dress Code: |Suit: |9 Weeks after PO issuance |

|Made of imported textile in navy blue color appropriate|2x40 pcs for (male) staff | |

|business suits for all seasons, (40) male and (6) |2x6 pcs for (female) staff | |

|female staff of the ACBRIP in Kabul. The vendor will | | |

|stich two suits for each of the ACBIRP staff. |Shirt: | |

|ACBRIP will approve the quality of textile and sample |2x40 pcs for (male) staff | |

|of the suit consisting of a paint and a jacket, and a |2x6 pcs for (female) staff | |

|shirt (light blue color) & tie (blue color) comfortable| | |

|for both summer and winter. |Tie/Scarf: | |

| |Tie: 2x40 pcs for (male) staff | |

| |Scar: 2x6 pcs for (female) staff | |

|Badge: |300 pcs |9 Weeks after PO issuance |

|ID Cards: |120 pcs |9 Weeks after PO issuance |

In case of any question please contact Ahmad Rafi Otofat as below:

ahotofat@

+93 707500005

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