KHYBER PAKHTUNKHWA INFORMATION TECHNOLOGY BOARD
GOVERNMENT OF KHYBER PAKHTUNKHWA
TERMS OF REFERENCES
(MARKETING SERVICES)
FOR
MARKETING
OF
KHYBER PAKHTUNKHWA IT BOARD
___________________________________________
Last Date for Submission:
21-07-2015 at 12:00 pm
Tender Opening Date:
21-07-2015 at 2:00 pm
Bid Submission & Opening Venue: KP IT Board, Deans Trade Centre,
Peshawar.
____________________________________________
KP IT Board
FF 101, Deans Trade Centre, Peshawar.
info@kp.gov.pk
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www.kp.gov.pk
Table of Contents
1.
Description of Work.................................................................................................................. 3
2.
Format for Technical Proposals ............................................................................................ 7
2.1
GENERAL ................................................................................................................................ 7
2.2
STAFF ASSIGNED TO THE PROJECT........................................................................................ 7
2.3
PROJECT IMPLEMENTATION/MANAGEMENT PLAN ................................................................. 7
2.4
DELIVERABLES ....................................................................................................................... 8
2.5
SECURITY DEDUCTION ........................................................................................................... 8
2.6
TECHNICAL AND FINANCIAL EVALUATION .............................................................................. 8
2.7
CURRENCY ............................................................................................................................. 9
2.8
WITHHOLDING TAX, SALES TAX AND OTHER TAXES ............................................................. 9
2.9
GOVERNING LAW ................................................................................................................. 10
2.10
ACCEPTANCE OF PROPOSALS ............................................................................................. 10
3.
GENERAL TERMS AND CONDITIONS ........................................................................................ 10
4.
TERMS OF PAYMENT: ............................................................................................................... 12
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1. Description of Work
Khyber Pakhtunkhwa IT Board invites sealed Proposals (Technical & Financial) for the
Marketing Services across Khyber Pakhtunkhwa from short-listed companies. These
Services will cover the scope of work, Development and Airing/Printing of Advertisements
on TV and Newspapers, Development and Airing of Documentaries, Hoardings and Social
Media. The Marketing Activities are directed to enhance the image and goodwill of KP IT
Board. The Marketing Activities should meet the requirement of KP IT Board.
1.1 SCOPE OF WORK
Embedded Onsite Staff
KP IT Board reserves the right to request embedded onsite Digital & Social staff. Serving as
project liaisons with the selected Contractor’s office(s), embedded staff duties may include
consulting with KP IT Board on advertising and marketing strategies and activities,
providing comprehensive account management and project services, managing digital or
social content development, and providing customer service via social channels. Job
classifications that may require embedded onsite staff are limited to Account Supervisor or
lower.
Reassignment of Personnel

The selected Contractor shall not reassign personnel assigned to the contract during
the term of the contract without prior written approval of KP IT Board. If a Contractor
employee is unable to perform duties due to illness, resignation, or other factors
beyond the Contractor’s control, the Contractor shall make every reasonable effort to
provide suitable substitute personnel.

IT Board KP reserves the right to request a Contractor employee be removed from
performing any work on the contract and upon written notice to the Contractor, the
Contractor shall assign a substitute employee.
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Nonexclusive Rights

KP IT Board does not grant the selected Contractor the exclusive rights to provide all
advertising, marketing and media services during the contract period. KP IT Board reserves
the right to acquire advertising, marketing and media from other agencies without infringing
upon, or terminating, the awarded contract.

The selected Contractor must collaborate with existing and future KP IT Board contractors,
including research, public relations and advertising agencies, subcontractors, and
consultants.
News Releases and Social Media
Bidders and the selected Contractor may not issue any news release nor make any
statement to the news media or through social media channels pertaining to this RFP, any
proposal, the contract, or work resulting therefrom, without first obtaining prior approval by
KP IT Board.
Design a Multi-faceted Statewide Marketing Campaign
Building upon the market research, previous marketing campaigns, outreach and
communications planning work already completed, the selected vendor will design and
develop an innovative and results-oriented marketing campaign.
The proposed solution and approach shall be guided by several key strategies and
supporting concepts:

A laser focus on increasing enrollment that targets: a. Individuals currently not
reached by IT Board

Diverse communities that are typically uninsured or underinsured

Demographics that are typically uninsured or underinsured

Re-enrolling individuals who have previous enrolled in IT Board KP including: a.
Qualified Marketing enrollees

Medical Assistance enrollees

The campaign will include, but not be limited to, the following components:
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1) Mass/Paid media – radio, TV, digital
2) Social/Personal media
3) Earned media – news releases, PSAs, story placements including an editorial
calendar
4) Promotions – launch of open enrollment, key milestones through the campaign
5) Partnership with outreach vendor
6) Three campaign evaluations – one before launch, one during the campaign, and
one following the campaign’s completion
7) Six focus groups for creative testing
Development of Collateral Materials
To support marketing efforts, a suite of materials must be created that can be used across
multiple strategies, tactics and audiences to ensure consistent and streamlined
communication. Materials will be tailored to audience segments as much as possible either
in original design or through co-branding and customization by community partners.
Materials must align with the KP IT Board. Materials for ethnic audiences will be transcribed
in a native language as well.
A comprehensive list of needed materials will be development, and will be informed by both
the marketing and outreach vendors.
Media Buying Recommendations, Negotiations, and Placement
The selected vendor will devise a paid media plan to achieve a best value for the
investment. The plan will include Country wide placements as well as strategic placements
to reach target populations.
The responder will utilize research to ensure a diverse media mix. The research will include
media audience, ratings/readership and value-added opportunities (e.g., on-air interviews,
brochure distribution at media events, etc.).
Advertising will be placed through the following mediums, defined below, and align with the
media usage of ICT audiences:
1) Television (e.g. 30 and 60-second TV ads)
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2) Digital
3) Radio (e.g. 15- and 30-second ads)
4) Additional mediums suggested by the proposer
Proposed recommendations should also include:
1. Identification of specific media to be used
2. Timing, frequency, penetration and length of placement
3. Allocation of placement within selected media
4. Justification of media allocation and integration in campaign, cost effectiveness
and return on investment
5. Itemization of media cost
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2. Format for Technical Proposals
The technical proposal for Marketing Activities of Khyber Pakhtunkhwa IT Board shall be
concisely presented and structured in the form of chapters to include, but not necessarily
limited to, the following information. Support material should not be part of the main proposal
but should be placed at Appendixes.
2.1 General
The responding organization should provide the following.
1.
Name of the participating organization or participating organizations (if more than
one) in the responding consortium, including their scope of involvement.
2.
Number of years of incorporation of the participating organization or participating
organizations (if more than one).
3.
Full fledge operational Production Centre in Peshawar with high tech equipment.
2.2 Staff assigned to the Project
Responding Organizations are required to name and provide resumes of at least the
planned project manager, lead Designer, implementation team lead. Also, a list of the
number of persons and their roles for the project is to be provided. Particular focus should
be on core skills set required for implementation of project of this nature.
KP IT Board requires the resumes of staff, assigned to this project.
1. Total Staff assigned to the project (Please specify role of each person, as per minimum
requirements mentioned above)
2.3 Project Implementation/Management Plan
The responding organization shall provide a detailed implementation plan and project
management plan. Responding Organization should provide the timeline. Responding
Organization should cover tasks assigned to the employees and resource allocation of
responding organization during the course of the project. This should not be in generic
terms but should be specific to the project. Project plans in tabular form, mentioning names
of tasks, sub tasks, start date, finish date, resources and milestones will also be
appreciated. This Board may ask the Responding Organization to provide the presentation
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on the proposed solution regarding Methodology to be used for conducting Marketing
Activities for KP IT Board.
2.4 Deliverables
The responding organization should clearly mention and list all the deliverables to be
completed under the proposed project. All deliverables must comply with global industry
standards.
2.5 Security Deduction
An amount equivalent to 10 % of total payment (inclusive of 2% earnest money if any) shall
be deducted as security for Marketing Activities of KP IT Board, from each bill and retained
by KP IT Board for a period of Nine months of the actual date of delivery, inspection,
acceptance and approval.
2.6 Technical and Financial Evaluation
2.6.1 Technical Evaluation
S. No.
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Description
Legally registered Company/Firm in Pakistan. Must have
valid National Tax Number, Sales Tax Registration and
registration with SECP/APNS
Operational production centre in Peshawar
In-house resources at Peshawar Office
Area of expertise of the bidding Company/Firm
Proven past experience in required field
Quality of existing and past clients of bidder
Market reputation
Geographical Coverage
Understanding of the Project as per the RFP
Marks
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Note: Failing to qualify on any of the above criteria will not be considered for further
evaluation
Detailed technical evaluation will be done for pre-approved firms. These firms will be asked
to give presentations on their similar, work done. Ratings for the technical evaluation will be
as follows:
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Sr. No.
Description
Evaluation Weight-age
1.
2.
Technical Proposal
Financial Proposal
70%
30%
2.6.2 Financial Evaluation
Financial bids of firms who score at least 70% on the technical evaluation (as a whole) will
be opened before the representatives who wish to attend the tender opening. 30 % weightage will be given to financial proposals of responding organizations. The formula for
financial scoring is that the lowest bidder gets 30 points and the other bidders score 30
multiplied by the ratio of the lowest bid divided by the quoted price.
Example:
Value quoted by lowest bidder = A
Value quoted by second lowest bidder = B
Value quoted by third lowest bidder = C
Financial scoring of the lowest bidder will be = 30
Financial scoring of the second lowest bidder will be= (A/B)*30
Financial scoring of the third lowest bidder will be = (A/C)*30
Technical scoring out of 100 = A
Carried Forward & Prorated Technical scoring = A x 0.7
Points obtained in the detailed technical evaluation will be carried forward & prorated.
Tender will be awarded to the Responding Organization with maximum accumulative points
(Technical Score + Financial Score). The decision of this Committee will be binding on
all concerned and will in no case be challengeable in any forum.
2.7 Currency
All currency in the proposal shall be quoted in Pakistani Rupees (PKR).
2.8 Withholding Tax, Sales Tax and other Taxes
The responding organization is hereby informed that the Government shall deduct tax at the
rate prescribed under the tax laws of Pakistan, from all payments for services rendered by
any responding organization who signs a contract with the Government. The responding
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organization will be responsible for all taxes on transactions and/or income, which may be
levied by government.
2.9 Governing Law
This RFP and any contract executed pursuant to this RFP shall be governed by and
construed in accordance with the laws of Pakistan. The Government of Pakistan and all
responding organizations responding to this RFP and parties to any contract executed
pursuant to this RFP shall submit to the exclusive jurisdiction to Courts.
2.10 Acceptance of Proposals
The KP IT Board reserves the right not to accept the lowest or any proposal and to annul
the bidding process under the KPPRA rules.
The acceptance criteria will be as follows:
1. Responding Organization must be technically complaint to initial screening
criteria mentioned.
2. RO must score at least 70% in the technical evaluation.
3. RO must be the highest evaluated bidder (i.e. Technical Score + Financial Score
is maximum).
3. General Terms and Conditions
1. The proposal and price shall remain valid for a period of not less than 90 days
from the closing date of the submission of the proposal. s
2. The technical and financial proposals should be delivered in separate sealed
envelopes. At the top left of the envelopes it should be clearly stated “Marketing
Activities of KP IT Board”, and it should be clearly stated on the envelope,
whether it contains the technical or the financial proposal. The technical proposal
will be opened on 21-07-2015 at 12:00 in the presence of the authorized
representatives of the bidders who may wish to attend. The financial proposals of
only the technically viable/ short listed bidders will be opened on a date to be
specified later.
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3. Tenders must be accompanied with bid security/earnest money (refundable) for
an amount of 2% of bid value in shape of pay order/ bank draft in favour of
Managing Director – KP IT Board, Peshawar. The earnest money should be
included in the sealed financial proposal. Tenders without earnest money or less
than 2% of the bid value will not be entertained and rejected straightaway.
4. Tenders which do not meet the criteria of the RFP will be rejected straightaway.
5. The Competent Authority reserves the right to accept or reject any or all tenders
at any stage under the admissible rules.
6. The quantities mentioned in the proposal may increase or decrease according to
requirements.
7. At any time prior to the deadline for submission of bids, KP IT Board may, for any
reason, amend this RFP, whether at its own initiative or in response to a
clarification requested by a prospective bidder. Prospective bidders are required
to check the KP web portal (www.khyberpakthunkhwa.gov.pk) website for any
changes or amendments to this RFP. The KP IT Board will not be responsible for
informing the prospective bidders in any other manner. In order to afford
prospective bidders reasonable time in which to take the amendment into
account in preparing their bids, the KP IT Board may, at its discretion, extend the
deadline for the submission of bids.
8. In case of delay in the execution of the contract, the Managing Director – KP IT
Board reserves the rights to impose penalty not exceeding 10 % of the total
amount of the contract.
9. If the progress of work is not to the satisfaction of KP IT Board the work will be
awarded to another party at the risk and cost of the bidder. In such an
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eventuality, if any excess amount is to be paid by KP IT BOARD, it will be
recovered from the bidder.
10. All government taxes will be deducted at source as per rules.
11. KP IT Board has the rights to add, enhance or remove any functionality not
disturbing the major scope of work.
12. KP IT Board will not bear any expense incurred in the preparation of proposals in
response to this RFP.
13. All responses to this RFP shall become the property of KP IT Board.
14. Proposals sent to KP IT Board by Fax or Email will not be accepted.
15. Proposals submitted after due date and time will be rejected.
16. An effort by any firm(s) to influence KP IT Board, “directly or indirectly through
unfair means”, in proposal evaluation, proposal comparison or contract award
decisions, to meet or discuss with any KP IT Board official unless desired by the
KP IT Board, may result in the rejection of bidder’s proposal.
4.
Terms of Payment:
Payment will be made by KP IT Board on successful deployment/completion of the
Project as per contract. Milestone payments can be considered based on
deliverables which will be approved by the KP IT Board. No milestone payments will
be released without written intimation by KP IT Board. No advance payment will
however be made without 100% bank guarantee. KP IT Board will deduct 10%
retention amount on each payments to be released after successful completion of
warranty, provided the activities comply with the agreed specifications and working
satisfactorily.
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PROPOSAL SIGNATURE PAGE
KP IT Board - 2015
PROPOSALS SOLICITED FOR: Marketing Activities KP IT Board
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BIDDERS MUST SIGN WHERE INDICATED BELOW AND SUBMIT THIS
SHEET AS THE COVER PAGE IN ORDER TO VALIDATE THEIR BID.
As a supplier of goods and services to the KP IT Board I/we certify that I/we
fully read and understood the terms and conditions of this RFP and found no
complication. We agree to provide the services according to the demand.
Company Name and Address
Signature of company representative
Printed name of company representative
Title
Date
Tel. No.
Fax No.
Email address
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