Consultancy services for Planning and Implementation of Communication Campaign




National Innovation Ecosystem Project (GENIE) – P152441

Loan # IBRD-8595-GE

Consultancy services for Planning and Implementation of Communication Campaign

for Broadband-for-Development Program

Ref. No. GE-GITA-69750-CS-FBS


The Government of Georgia has secured support from the International Bank for Reconstruction and Development (IBRD) (hereinafter ‘the Bank’) for a National Innovation Ecosystem (GENIE) Project in the amount of 40 million US dollars. The main objective of the project is to increase innovative activities of the micro, small, and medium-sized enterprises (MSMEs) and individuals in Georgia and their participation in the digital economy.

The Project will enhance Georgia’s national innovation ecosystem through an integrated approach across three components, plus project implementation support.

Component 1: Innovation Infrastructure. The component will: (a) develop a network of Regional Innovation Hubs (RIHs) and Innovation Centers (ICs) in selected cities, towns and villages (b) design a Broadband-for-Development (BfD) program to increase use of broadband internet services and advanced information technology by eligible households and eligible MSMEs, with a focus on rural areas, inter alia, by providing BfD Payments and related training.

Component 2: Innovation Services. This component will deliver services, many in coordination with the ICs and RIHs, tailored to Project beneficiaries at various stages/levels of the innovation ecosystem. The component will carry out outreach and communication activities, and provide training and technical assistance in support of: (a) building the innovation community, and organizing and carrying out innovation competitions; (b) carrying out periodic skills needs assessments of firms and developing digital economy skills of individuals; and (c) developing the innovation capacity of individuals and firms.

Component 3: Innovation Financing. This component supports the: (a) provision of matching grants, selection of eligible MSMEs for receipt of matching grants, and supervision of matching grants; (b) provision of technical assistance to eligible MSMEs to prepare and implement sub-projects (with the matching grants); and (c) provision of technical assistance to stimulate alternative forms of innovation financing and investment in the digital economy.

Georgia’s Innovation & Technology Agency (GITA) under the Ministry of Economy and Sustainable Development of Georgia (MoESD). GITA is responsible for all project implementation. It will coordinate the gathering and processing of the results of monitoring, reporting, fiduciary functions, and safeguard procedures in close cooperation with relevant institutions participating in the project.



The objective of assignment

The purpose of the communications campaign (“the Services”) is to increase public awareness on Broadband for Development (BfD) program in order to facilitate involvement of households and MSMEs from rural municipalities of Georgia in program activities.


Scope of Work

3.1 Planning and production phase General provisions

Selected company shall develop communications plan for BfD pilot program including development of concept of overall campaign as well as concept, design and content of all materials involved in the campaign and undertake its implementation. The company will work in cooperation with the GENIE Communications Specialist and GENIE BfD Program Coordinator.

Campaign aims to attract maximum number of potential beneficiaries (regional MSMEs and rural households) to register on website: in order to participate in training program and get internet connection voucher. Campaign should foster following attitudes in potential beneficiaries:

  • “My future life can improve through access to more information and opportunities online”(households)
  • “My business can become more successful through using new online resources and platforms” (Micro, Small and Medium size Enterprises).

Communication Campaign Components


Production of a video and its placement on TV channels to reach target audiences in municipalities.  Concept of the video as well as its length and placement media plan should be based on objectives of the campaign.

Billboard Advertising

Billboard Advertising is aiming households and MSMEs in selected rural municipalities with duration of at least 1 month. At least one billboard shall be advertise GENIE BfD activity in the central part of listed municipality centers - Telavi, Sagarejo, Gurjaani, Kutaisi, Samtredia, Zestaphoni, Akhaltsikhe, Borjomi, Rustavi, Marneuli, Mtskheta, Stephantsminda, Gori, Khashuri, Zugdidi, Poti and Senaki.

Promoting ongoing activities

To reach target groups selected company shall ensure program coverage and dissemination of materials through the most popular social media platforms.  In order to achieve set goals a company shall:

  1. Produce and circulated at least 50 digital banners and 50 short video interviews (about 20 entrepreneurs and 30 household representatives) through selected channels.
  2. Place photo of a beneficiary and short fragment from interview in a digital banner.
  3. Record viral video interviews (mobile, non-professional camera, etc.) and with length of 15-60 seconds.

Implementation phase

  1. a) Production of client approved graphic design, audio-visual, print and digital materials;
  2. b) Placement, installation and dissemination of communication materials according to agreed media plan;
  3. c) Implementation of other action plan activities.

The campaign shall cover seven regions of Georgia (as given below). The assignment will last 12 months and cover selected regions gradually.


Duration of assignment is 12 (twelve) months and it is expected to commence in November, 2018.


Budget for assignment is GEL 100,000.00 (including taxes).

Georgia’s Innovation & Technology Agency (GITA) now invites eligible consulting firms ("Consultants") to indicate their interest in providing the Services. Interested Consultants should provide information demonstrating that they have the required qualifications and relevant experience to perform the Services. The shortlisting criteria are:

  • General experience of consultant in full service advertisement in Georgian market.
  • Experience in similar assignments (communications and marketing programs involving video production, creative, outdoor advertisement and social media programs), for last five years (since January 1 2013).

Note: the GITA reserves it’s right to verify submitted references and use obtained information for evaluation purposes.


The attention of interested Consultants is drawn to paragraph 1.9 of the World Bank's Guidelines: Selection and Employment of Consultants under IBRD Loans and IDA Credits & Grants by World Bank Borrowers, January 2011, revised July 2014 ("Consultant Guidelines"), setting forth the World Bank's policy on conflict of interest.

Consultants may associate with other firms. (Please take into account that form of association acceptable for the World Bank is either sub-consultancy or Joint-Venture and submission must clearly indicate the nature of the association. The experience of sub-consultants will not be taken into account while evaluating the corporate experience of the consultant).

Experience in the projects relevant to the assignment should be submitted in the Form No: 1 given on the following link:


A Consultant will be selected in accordance with Selection under a Fixed Budget (FBS) method set out in Section III of the Guidelines: Selection and Employment of Consultants under IBRD Loans and IDA Credits & Grants by World Bank Borrowers, January 2011, revised July 2014.


Further information can be obtained at the address below during office hours from 9:00 a.m. to 6:00 p.m. at Georgia’s Innovation & Technology Agency, Mr. Rati Gvelesiani, Procurement Consultant, Cell: +995 591016716.

For more details regarding assignment please download Terms of Reference on the link below:

Expressions of interest shall be submitted in English in a written form to the address below (in person, by mail, or by e-mail) by October 19, 2018, at 17:00 (Georgian local time).


Georgia’s Innovation & Technology Agency

7, Innovation str. 0114, TechPark, Okrokana, Tbilisi, Georgia

Cell: +995 591016716

E-mail to:

Please indicate the Assignment’s Reference Number