TERMS OF REFERENCE
- Digital Campaign on social media for Raising Awareness of Responsible Business Conduct in Vietnam
1. Background:
In July 2023, the Prime Minister of Vietnam issued Decision no. No 843/QD-TTg: Issuing the National Action Plan for Law and Policy to Promote Responsible Business Practices in Viet Nam (NAP) for the period of 2023-2027.
In the context of Vietnam’s pursuit of rapid and sustainable development, there is a growing emphasis on responsible business practices (RBP) to protect stakeholders’ rights and interests. The Communist Party’s 13th Congress underscored the significance of corporate social responsibility (CSR) and the integration of responsible practices. While CSR covers broader societal responsibilities, RBP focuses on mandatory measures taken by businesses to address risks and responsibilities towards stakeholders like employees, consumers, and affected communities. This includes risk assessment, prevention, and remediation efforts, with both businesses and society sharing the responsibility of compliance.
To improve awareness and engagement among Vietnamese enterprises, especially small and medium-sized enterprises (SMEs), a targeted digital campaign will be launched. The campaign aims to use social media platforms to communicate RBC principles, share best practices, and inspire behavioral change.
The Office for Business Sustainable Development (SDforB) is seeking the services of a Digital Marketing Consultant or Agency to design and execute a social media campaign focused on promoting responsible business conduct (RBC) in Vietnam. The campaign aims to raise awareness about responsible business conduct and encourage businesses to adopt ethical practices. The campaign will run from June 12 until December 12, 2025.
2. Objectives:
- Develop and publish social media content (short clip, infographic, articles, interview, dialogue, and/orTV show) on responsible business conduct in Vietnam.
- Raise awareness and education the public, businesses, and other stakeholders about the importance of RBC.
- Develop regular social media content showcasing good practice and inspiring case studies from businesses on RBC.
- Increase engagement with businesses, academia, Vietnamese Government and other stakeholders on this issue.
- Generate positive social media conversations and interactions related to RBC.
3. Scope of Work:
The Digital Marketing Consultant or Agency will be responsible for the following tasks:
- Strategy Development:
- Conduct a comprehensive analysis of the target audience, including businesses, consumers, and relevant stakeholders.
- Define campaign goals, objectives, and key performance indicators (KPIs).
- Develop a detailed social media strategy and content plan aligned with the campaign’s objectives.
- Content Creation and Management:
- Develop an activity plan detailing the selection of topics, development of contents, media channels to be used, types of content (short clip, infographic, articles, interview, dialogue, and/orTV show), and publishing scheduling in consultation with SDforB.
- Seek SDforB approval of each social media articles/video/infographic/interview/dialogue/TV show etc. before publishing.
- Engagement and Outreach:
- Create engaging content across s social media platforms using #RBC, #RBP
- Collaborate with influencers, businesses, and organizations to amplify the campaign’s impact.
- Performance Tracking and Reporting:
- Monitor and analyze campaign performance using relevant analytics tools.
- Provide regular reports on campaign performance, including reach, engagement, and conversion metrics.
- Make data-driven adjustments to the campaign as needed.
4. Deliverables:
The Digital Marketing Consultant or Agency is expected to deliver the following:
- A comprehensive social media strategy and content plan.
- Engaging and high-quality content for social media platforms.
- Regular social media program and engagement with the target audience.
- Reports on campaign performance and recommendations for improvement.
5. Timeline:
The campaign will be conducted from June 12 until December 12, 2025 based on performance. The consultant/agency will be required to provide regular updates on progress and deliverables throughout the campaign.
6. Required Qualifications and Skills:
- Proven experience in developing and executing successful digital marketing campaigns, preferably in the non-profit or advocacy sector.
- Strong knowledge of social media platforms, best practices, and emerging trends.
- Familiarity with RBC issues and sustainable business practices.
- Excellent communication and copywriting skills.
- Ability to work independently and meet deadlines.
- Creative mindset and ability to think strategically.
7. Proposal Submission:
Interested consultants or agencies are requested to submit a detailed proposal that includes the following:
- Overview of experience and qualifications.
- Approach and methodology for executing the campaign.
- Sample social media campaign ideas or previous work related to RBC
- Proposed timeline and deliverables.
- Budget estimate, including a breakdown of costs.
8. Evaluation and Selection Process:
Proposals will be evaluated based on the consultant’s or agency’s experience and qualifications, proposed methodology, creativity, and budget considerations. Shortlisted candidates may be invited for an interview or presentation to discuss their proposal further.
9. Proposal Submission Deadline:
All proposals must be submitted no later than 10/5/2025 to [email protected]
Note: SDforB reserves the right to accept or reject any proposal received and to cancel the recruitment process at any time.