REQUEST FOR PROPOSALS
NATIONWIDE PUBLIC AWARENESS CAMPAIGN TO INCREASE
THE VISIBILITY AND IMPACT OF THE LIBRARY SECTOR
Contact Person:
Postal Address:
Monica Grecu (Ms.)
IREX Romania Biblionet Program
15 Dr. Staicovici Street, District 5,
Bucharest, Romania
Email:
mgrecu@irex.ro
Str. Dr. Staicovici nr. 15, sector 5, Bucureşti, cod 050556, Telefon: +40 21 410 25 63, Fax: +40 21 410 25 64
www.biblionet.ro
1. INTRODUCTION
ABOUT IREX
IREX is an international nonprofit organization providing leadership and innovative programs to improve the
quality of education, strengthen independent media, and foster pluralistic civil society development.
Founded in 1968, IREX has an annual portfolio of $50 million and a staff of over 400 professionals
worldwide. IREX and its partner IREX Europe deliver cross-cutting programs and consulting expertise in
more than 50 countries.
About Biblionet
Biblionet is a five-year program that will facilitate free access to information for Romanian citizens by
fostering the development of a modern public library system in Romania. Biblionet will help libraries better
serve their communities through training and technology as a partnership of IREX, the National Association
of Public Libraries and Librarians (ANBPR), local and national governments, and libraries through the
country. To achieve this goal, Biblionet will concentrate on four core program components:
FACILITATING ACCESS TO INFORMATION:
Equip libraries with modern technology : Biblionet will support libraries that are prioritizing public access to
information and demonstrate a willingness to share the costs of providing new public computing and
Internet facilities. By equipping more than 2,000 libraries across Romania with new computers through a
competitive application process, Biblionet will facilitate free access to information throughout Romania.
PREPARING PUBLIC LIBRARIANS:
Provide library service training for librarians.
Biblionet partners will design training materials and create training facilities to help librarians adapt new
services and foster innovation in the public library system. Training will help librarians become experts in
adapting new technologies to communities needs.
Establish an IT training infrastructure for Romanian librarians.
By establishing up to 41 county library training centers, Biblionet will offer the Romanian public library
system a training infrastructure and corresponding courses in technology skills that will help librarians
provide better computer and Internet guidance to library patrons.
PROMOTING THE VALUE OF LIBRARIES:
Partner with the National Association of Public Libraries and Librarians
(ANBPR). Biblionet will strengthen the ANBPR, helping the professional association build sustainable
administrative structures that can respond to the new and changing needs of modern libraries and provide
valuable services to librarians throughout the country into the future.
Assist librarians in developing and organizing locally-relevant content that serves all library users. Biblionet
will bring together stakeholders in government and local institutions to organize content so that it meets the
needs of citizens. Through a needs assessment, IREX and its partners have identified specific information
content needs in the areas of education, labor markets, healthcare, economic and rural development, and
culture that are not currently being sufficiently addressed.
FOSTERING GOVERNMENT SUPPORT:
Engage with government to adapt policies. To match the investment of new resources into libraries,
Biblionet partners will work to promote the increased relevance and importance of libraries to today’s
Romanian society and the need for the commitment of resources to match libraries’ new role.
Str. Dr. Staicovici nr. 15, sector 5, Bucureşti, cod 050556, Telefon: +40 21 410 25 63, Fax: +40 21 410 25 64
www.biblionet.ro
2. PROPOSAL SPECIFICATIONS
IREX seeks a professional PR firm with proven experience in working with and promoting social programs
in Romania for the purpose of improving the visibility and impact of the library sector. The purpose of this
contract is to implement a public awareness campaign with two main pillars: 1) a non-commercial (social
marketing) campaign in audio-visual, print and online media and 2) a public relations campaign to support
the library sector and to promote the use of public libraries in general.
Bidder communication
Bidders may contact the designated contact person for additional information or clarifications if needed.
Best project selection and negotiation
IREX will select the proposal that best achieves the goals of IREX. IREX and the selected bidder may
negotiate a change in any element of contract performance or cost identified in the original proposal or the
selected bidder’s response, which results in lower costs or more better value better value than was
presented in the selected bidder’s original offer.
Costs
Itemized Cost estimates must be specifically identified in the proposals.
IREX will not be responsible for any costs or expenses by bidders responding to this call for proposal.
Compliance
IREX does not accept any liability for damages incurred during the proposal process an will not afford
compensations for any losses.
IREX reserves the right to reject the selected bidder if:


The bidder initially selected does not agree to the common terms of agreement and performance
criteria.
The bidder initially selected does not observe planned schedule of activities.
5. CONTRACT AND PERFORMANCE SPECIFICATIONS, EVENTS AND DELIVERABLES
Stage 1. By June 3, 2011, expressions of interest should be delivered to IREX (for details, see sections 6,
7 and 8 below for eligibility requirements). All bidders meeting the minimum eligibility requirements will be
invited to present a sample 20 minute public awareness campaign promoting the Romanian public library
sector. The 20-minute presentation should consist of multimedia and other tools to clearly illustrate the
bidders’ ideas for approaching public service campaigns, increasing visibility for libraries, and promoting
new library services. To support this presentation, bidders should refer to examples from past work with
other campaigns and costs associated with these activities. Also, in order to provide a wider range of
selection and facilitate the decision, IREX requests that each bidder submits a "cost sheet" in which they
provide a menu of options under each of the main deliverable activities, including but not limited to types of
costs applicable for various means of production, length of campaign etc.
Str. Dr. Staicovici nr. 15, sector 5, Bucureşti, cod 050556, Telefon: +40 21 410 25 63, Fax: +40 21 410 25 64
www.biblionet.ro
Stage 2. Based on the results of the 20 minute presentations and portfolios presented previously, IREX will
select a winning bidder and award a contract. The expected deliverables will be all the products listed
below, with timelines decided jointly by the selected bidder and IREX. The full implementation of the
nationwide public awareness campaign plan will be from July 16, 2011 to February 28, 2012. The public
launch of the public service announcement campaign must occur between October 1 and November 1,
2011.
The selected bidder will:


Conduct research (focus groups, surveys etc.) with the identified target groups, to identify the most
suitable outlets for reaching each category, most appropriate topics for ads and points of interest of
these categories
Commission and manage the non-commercial campaign with:
o Three 30-second TV spots, each focused on a target population provided by IREX after
consultation with national level partners
o Two 20-second radio spots, each focused on a target population provided by IREX after
consultation with national level partners
o A combined print and online campaign, with substantiated choices for outlets and a mix that
will cover as many users from the groups identified above as possible. This campaign will
support and complement the audio-visual campaign.

Monitor the impact of the aforementioned campaign and propose adjustments based on data
obtained from the field

Propose a public relations action plan to support and complement the campaign and capture
changes in the library system including, but not limited to, the following:
o Documenting changes to particular libraries
o Documenting changes with respect to librarians pre/post training
o Creating tools for promoting best practices
o Proposing promotional activities for innovative public library services
o Strengthening media relations
o Proposing and maintaining media partnerships
o Working with the IREX advocacy team to maximize exposure of public events
Selected candidate must present a project proposal prior to contract signing, containing the deliverables,
timeline and narrative substantiation of each choice. Failure to provide this proposal leads to the
cancellation of the award and the next candidate in line will be awarded the contract, subject to the same
procedure.
6. ELIGIBILITY CRITERIA

Bidders are eligible if they can demonstrate experience in developing and implementing the types of
services specified in Section 5 and can observe the financial requirements as per the annexes to
this RFP found in Section 7.
7. ELEMENTS OF PROPOSAL SUBMISSION
Interested bidders must include the following information as part of their proposal (see Form annexes):

Documentation of eligibility requirement as specified.
Str. Dr. Staicovici nr. 15, sector 5, Bucureşti, cod 050556, Telefon: +40 21 410 25 63, Fax: +40 21 410 25 64
www.biblionet.ro



A full agency profile, including names and credentials of principals, ownership and proposed
account team; number of years in operation; current public relations annual billings; location of
office(s); and services offered directly by agency personnel.
A portfolio of products/services delivered to clients in similar circumstances. This portfolio may
include multimedia and should be accompanied by descriptions of the full context of the campaign
or other means of implementation.
At least three (3) client references for the types of services solicited here. For each client, you may
have to supply the name, phone and fax number of a person who must have direct knowledge of
the bidder’s capability to provide these services, upon request.
8. EVALUATION CRITERIA
Proposal will be evaluated based on the following criteria;




Documented ability of the prospective bidder to meet the eligibility requirements.
Evaluated costs and effectiveness of the prospective contractor’s budget.
Demonstrated and documented familiarity with the Romanian public administration, civil society
and press.
Overall responsiveness of the proposal.
IREX reserves the right to request further clarification of any proposal submitted. The information
submitted in the response to such requests for clarification may be considered as factors in the awarding of
the contract.
 Final determination will require an oral presentation to IREX by the proposed account manager
and principals.
 The award of contract creates no entitlements or guaranteed funding other than the retainer fee
and is subject to completion and acceptance of the performance by IREX. Contractor
performance is subject to IREX’s needs which are based upon funding appropriations and
allotments which may change with changes in policy, or budget and allotment reductions.
 IREX will make the final decision and reserves the right to reject any and all proposals, if it is
deemed in the best interests of IREX to do so.
 All materials submitted as part of a response are non-returnable.
Str. Dr. Staicovici nr. 15, sector 5, Bucureşti, cod 050556, Telefon: +40 21 410 25 63, Fax: +40 21 410 25 64
www.biblionet.ro
9. GENERAL ADMINISTRATIVE AND SUBMISSION INFORMATION
Proposal specifications:
All communications, responses, and documentation must be in English and all costs quoted in US Dollar
currency. All responses must be submitted electronically. An original hardcopy may need to be submitted
upon request.
General Administrative and Submission Information:
Submission:
Pitch:
Prospective contractors should submit their proposal clearly
identified “PR Proposal – Biblionet Romania 2011“. Proposals must
be received electronically by June 10, 2011 to mgrecu@irex.ro.
June 14 through 17 (exact dates to be communicated to the
participants)
Language:
Proposals submitted must be in English Language
Questions:
For more information
mgrecu@irex.ro
Interview/Presentation:
Required
Selection Timetable:
Winner will be notified by June 30.
or
clarifications
please
e-mail
Str. Dr. Staicovici nr. 15, sector 5, Bucureşti, cod 050556, Telefon: +40 21 410 25 63, Fax: +40 21 410 25 64
www.biblionet.ro
to