Terms Of Reference for Volcanoes National Park Landscape Conservation Brand Development and Marketing tender at African Wildlife Foundation

1. BACKGROUND AND CONTEXT

1.1 Program Overview

The African Wildlife Foundation (AWF), in partnership with the Rwanda Development Board (RDB) and the Volcanoes Community Association (VCA), is implementing a comprehensive Conservation and Development Program in the Volcanoes National Park Landscape (VNPL). This initiative represents a pioneering approach to demonstrating how community-based enterprises can serve as catalysts for both biodiversity conservation and sustainable economic development.

The program operates on the principle that thriving wildlife populations and prosperous local communities are mutually reinforcing, creating a sustainable model for conservation-led development that can be replicated across Africa's protected landscapes.

1.2 Enterprise Portfolio

The program currently supports three key conservation-compatible enterprises that require unified branding and coordinated marketing:

Horticulture Production Hub (VCA)

• Modern greenhouse facility with 1,500 sq. meters of production space
• Premium fruit and vegetable production using sustainable farming practices
• Direct employment for 60+ community members with emphasis on women's empowerment
• Target markets: high-end hotels, restaurants, supermarkets, and export buyers
• Annual production serving domestic and regional markets

Community-Based Tourism Center

• Cultural tourism hub designed to complement Volcanoes National Park's gorilla trekking experiences
• Comprehensive offerings including handicraft workshops, cultural performances, traditional cuisine, and community tours
• Strategic partnership between VCA and Red Rocks for operational management
• Investment value: 70 million RWF with community-focused revenue sharing model
• Expected annual visitors: 8,000-10,000 by year three

Poultry Production Enterprise

• Sustainable protein production facility serving local and tourist markets
• Integration with existing agricultural value chains and hotel supply agreements
• Community ownership model with professional management support

1.3 Strategic Rationale for Unified Branding

Currently, these enterprises operate with independent marketing approaches, limiting their collective market impact and conservation messaging potential. The Volcanoes National Park Landscape possesses exceptional branding opportunities:

• Conservation Success Story: Home to the world's most successful mountain gorilla conservation program
• Tourism Market: 77,500+ international visitors annually with high spending capacity
• Authentic Community Ownership: Genuine community-based enterprise model with transparent benefit sharing
• Premium Positioning Potential: Volcanic soils, unique microclimate, and cultural authenticity support premium market positioning
• Scalability: Model with potential for replication across Rwanda and broader Africa

2. ASSIGNMENT OBJECTIVES

2.1 Primary Objectives

Develop a Unified Conservation Brand Identity Create a compelling brand that positions Volcanoes National Park Landscape enterprises as the premier destination for conservation-compatible products and experiences, clearly communicating the direct link between consumer choices and mountain gorilla conservation outcomes.

Design and Implement Comprehensive Marketing Infrastructure Establish professional marketing systems including e-commerce website, social media presence, marketing collateral, and digital content that effectively reach target markets and drive sales/bookings.

2.2 Secondary Objectives

Enhance Conservation Awareness and Education Integrate conservation education and awareness messaging throughout all marketing materials and visitor experiences to strengthen support for wildlife protection.

Strengthening Community Ownership and Pride Ensure that branding and marketing approaches reflect authentic community ownership and empower local stakeholders as ambassadors for their enterprises.

Establish Quality Standards and Certification Develop quality assurance protocols and potential certification processes that maintain premium positioning and consumer trust.

Document Best Practices for Replication Create comprehensive documentation of branding and marketing approaches for potential scaling to other AWF program sites.

3. SCOPE OF WORK

3.1 Brand Development and Strategy

Brand Identity Creation

• Comprehensive brand strategy document defining brand vision, mission, values, and positioning
• Brand architecture showing relationships between overall landscape brand and individual enterprises
• Brand identity system including logo design, color palette, typography, and visual guidelines
• Brand voice and messaging framework with key messages for different target audiences
• Cultural authenticity guidelines ensuring respectful representation of local communities
• Conservation impact messaging strategy linking products/services to measurable conservation outcomes

3.2 Digital Marketing Infrastructure

E-commerce Website Development

• Professional, mobile-responsive website with integrated e-commerce functionality
• Online booking system for tourism experiences with calendar management and payment processing
• Product catalog with detailed descriptions, pricing, and availability
• Multi-language capability (English, French, Kinyarwanda minimum)
• SEO optimization and Google Analytics integration
• Customer relationship management (CRM) system integration
• B2B portal for wholesale buyers and tour operators
• Blog/content management system for ongoing content updates

Social Media Strategy and Implementation

• Social media strategy across relevant platforms (Instagram, Facebook, LinkedIn, TikTok)
• Content calendar with regular posting schedule and engagement strategy
• Visual content creation including photography and videography
• Influencer partnership strategy and implementation
• Social media advertising campaigns and budget recommendations
• Community management protocols and response strategies

3.3 Marketing Collateral and Content Development

Print and Digital Marketing Materials

• Professional brochures and product catalogs for each enterprise
• Point-of-sale materials for retail partners
• Trade show displays and promotional materials
• Corporate presentation templates
• Product packaging design and labeling systems
• Photography and videography showcasing products, experiences, and conservation impact

Video Content Production

• Brand story documentary (5-10 minutes) showcasing conservation-development model
• Product and experience demonstration videos
• Customer testimonial and case study videos
• Social media content library including short-form videos
• Virtual tour content for website and marketing use

4. CONSULTANT QUALIFICATIONS AND REQUIREMENTS

4.1 Required Qualifications

Professional Experience

• Minimum 7 years experience in brand development and marketing for sustainable tourism or conservation enterprises
• Proven track record in e-commerce website development and digital marketing
• Experience working in African markets, preferably East Africa
• Demonstrated success in B2B partnership development and management

Technical Capabilities

• Expertise in digital marketing platforms and e-commerce solutions
• Proficiency in graphic design and multimedia content creation
• Knowledge of SEO, social media marketing, and online advertising
• Experience with CRM and marketing automation systems

Cultural and Contextual Understanding

• Experience working with community-based enterprises and cooperatives
• Understanding of conservation and sustainable development principles
• Cultural sensitivity and experience working in cross-cultural contexts
• Knowledge of tourism industry dynamics in Rwanda/East Africa

Language Requirements

• Fluency in English (required)
• French language capability (preferred)
• Kinyarwanda language skills (advantageous)

4.2 Preferred Qualifications

Additional Experience

• Previous work with international conservation organizations
• Experience in fair trade or sustainable product marketing
• Knowledge of organic certification and sustainability standards
• Experience with tourism board or destination marketing

Technical Specializations

• Video production and multimedia content creation
• Mobile app development capabilities
• Advanced analytics and performance tracking
• International payment processing and logistics

5. APPLICATION INSTRUCTIONS

5.1 Submission Requirements

Interested consultants should submit the following documents:

1. Company Profile and Experience (maximum 5 pages)
   • Organization overview and relevant experience
   • Portfolio of previous branding and marketing work
   • Client references
2. Technical Proposal (maximum 15 pages)
   • Understanding of assignment and proposed approach
   • Detailed methodology and implementation plan
   • Team composition and key personnel qualifications
   • Timeline and deliverable schedule
3. Financial Proposal (separate document)
   • Detailed budget breakdown by activity and phase
   • Payment schedule aligned with deliverables
   • Currency denomination and payment terms
4. Supporting Documents
   • Business registration certificates
   • Tax compliance certificates
   • Sample of works completed

5.2 Submission Details

• Deadline: 25/08/2025
• Submission Method: Electronic submission to rwprocurement@awf.org
• Questions and Clarifications: Submit by 15 August 2025 to allow time for responses

This Terms of Reference represents AWF's commitment to establishing a world-class conservation brand that demonstrates the power of community-based enterprises to drive both conservation success and economic prosperity. The selected consultant will play a crucial role in bringing this vision to reality and creating a model for conservation-led development across Africa.