Module 5: Digital Marketing and Advertisement

Terms of Reference

Professional Local Expert (Independent/ Body)

R_ 5_C Implementation of vocational training Program

Module 5: Digital Marketing and Advertisement

Project: Improvement of Development Process and Local Governance in the Municipality of Tripoli


  1. Introduction

The Municipality of Tripoli  received on  the 15th of January 2016  a grant from the European Union (EU) to realize the project” Improvement of Development Process and Local Governance in the Municipality of Tripoli” over a period extending to 36 months. The overall objective of the project is to improve the institutional and operational contribution to governance and development process in the Municipality of Tripoli. The Specific objectives of the project are to improve access in Bab El Tabbane, Jabal Mohsen and El Ghouraba to basic and adequate social services on a sustainable basis. All three communities will benefit from a positive impact on different levels especially on Health, Education, Job Creation and awareness levels. Five Expected results derive from the project.


  1. The project

The project derives from four basic facts advanced by the Municipality of Tripoli:

  1. The local authority and civil society are in need for capacity building,
  2. Health is a fundamental human right and should be available to all people regardless of gender, social class, ethnicity and age,
  3. Job opportunities are very limited due to the deficiency of educational skills,
  4. Recreational activities allowing the cohesion of the dissimilar zones allow a better synergy.

The civil war witnessed throughout many years from 80s and renewed with the Syrian crises had severe repercussions on the social fibre and the spatial structure of the town. It weakened the social cohesion and shaped the city into neighborhoods demarcated and ruled by conflicting sectarian groups.

To tackle the hard social division, workshops and roundtables that include the broad spectrum of the local society to enhance citizenship and promote dialogue among different constituents of the local community will be organized. The subjects to be addressed could include the reconciliation, trust building, negotiation, dialogue principals, social inclusion, mutual assistance and social solidarity.

Many sessions, roundtables, workshops to capitalize on the theatre drama, volunteering and best practices conducted in these fields through NGOs and Civil Society organizations in the targeted neighbors will be presented, discussed and enhanced to disseminate a new culture of change and cohabitation and declaration of intent.


  1. Tasks

The Expected Result (5) of the project (subject of the present TOR) is to provide dropped out youth and students with skills and know how in order to have access to the labor market.

For this purpose, and according to the stipulations of article 3.2.3 of the “Practical Guide to contract procedures for European Union external actions “applicable from 15/07/2015, the Municipality of Tripoli is seeking to contract a short-term local expert to perform the following tasks:


  1. The Objectives of the Digital Marketing and Advertisement:

Upon a thorough assessment of the local market, was  noticed an overwhelming increase in the field of digital marketing, as a result of the era of technology, in which social media, social networking and digital marketing have become the market trend. For this reason, a course in digital marketing and advertisement is important to address the needs of the local market. All the latest marketing techniques are focused on digital channels. Therefore, this course aims on teaching participants how to apply digital concepts across the marketing industry for any business. The following fields can lead to a number of job opportunities. This includes online advertisement, online media production, managing social media content for companies, communications design, developing online campaigns and managing local brand labels. Qualifications in advertising, marketing and search engine optimization can lead to a job as an advertising creative, public relations officer, account coordinator or as a search engine optimizer. Disabled participants are also highly encouraged to partake in this course as employment can be from home.


  1. Objectives of the Course:

At the end of the sessions, trainees will:

  • Adopt key techniques in order to improve either their own website or a company’s website and organic ranking on search engine results pages (such as google/yahoo).
  • Learn the strategies in digital marketing to align with business objectives.
  • Understand the importance of branding (building brand awareness) and user experience.
  • Campaign management & strategically targeting the right audience.
  • Use Social Media Marketing and engage with customers using different social media platforms (Facebook, Twitter, Whatsapp, Linked In, Viber, Imo etc).
  • Be familiar with Email Marketing, Mobile Marketing and Website analytics.


  1. Participants to the course
  • Both males and females are encouraged to apply for this course.
  • Local Lebanese citizens that are aged between 18-40.
  • Must have knowledge of basic computer skills.
  • Must understand written Arabic and English.
  1. Start and duration of the contract

- The contract duration is twelve weeks and will start after its signature with the Municipality of Tripoli according to the vocational training time schedule elaborated by the Municipality of Tripoli .

- The maximum number of working days that the expert is expected to spend during the duration of his/her contract is 20 Days on the basis of 4 hours per day

- The ceiling of the contract is: 2400 Euros


  1. Duties and Responsibilities of Expert

The expert will be responsible of the following tasks:

· Develop appropriate instructional aids and display materials to enhance learning.

· Deliver the presentations and animate the sessions.

  • Evaluate the participants’ performance, knowledge and skills after the completion of the Digital Marketing and Advertisement training programme





  1. Evaluation of proposals and award of the contract

Proposals will be evaluated by the concerned committee. Methodology and CV will have a grade over 80 and the financial offer will have a grade over 20. The total evaluation grade of the expert will be the sum of the two grades and over 100.


  1. Dependence

The professional local expert will report to the Project Coordinator and will coordinate his/her work with the Mayor, the project committee, the steering committee and the Partnership Forum


  1. Deliverables

The following deliverables are requested from the local expert:

  • Report on the implementation of the Digital Marketing and Advertisement training program
  • Report for future capitalization that includes evaluation of the impact of the vocational training program.
  • Report on the closing ceremony


  1. Education/Professional experience and skills


  • Strong presentation, communication and facilitation skills.
  • Ability to prepare and deliver quality training.
  • Self-motivated and organized with a demonstrated capacity to manage time and personal work plan.

Required Qualifications

  • Trainer must have at least a bachelor’s degree in digital marketing, advertisement, communication or an equivalent/related field.
  • Must have 5+ years of experience working within the media and digital marketing, including social media.
  • Knowledge of e-commerce.
  • Knowledge of social media marketing, corporate marketing and trends.
  • Knowledge of working within an extensive range of social media platforms and knows how to market across these platforms, to include marketing via email and mobile phones (SMS).
  • Knowledge of Social media optimization and search engine optimization
  • Has excellent writing/editing skills and the ability to engage and grow audience on social media platforms.
  • Experience when it comes to writing social media content for audiences that have limited literacy.
  • Experience when it comes to creating visual content for various digital platforms.
  • Experience when it comes to developing and creating engaging content in the form of text, imagery and/or video within various platforms.


  1. Training Methodology:

Vocational training will be based on lectures, use of the internet and using social media platforms.

  1. Submission of proposals

Interested experts are invited to submit their proposals in two components, a technical part and a financial part. Each of the two components should be placed inside a separate sealed envelope showing on the outside the title of the component (Technical of Financial). The two envelopes containing the technical and financial parts should be placed inside one main envelope. The main envelope should be submitted sealed and should show on the outside just the project name as follows:  

Project: Improvement of Development Process and Local Governance in the Municipality of Tripoli

Module 5:  Digital Marketing and Advertisement


Any other sentence, mark, sign or logo shown on the outside of the main envelope that may refer to the identity of the expert presenting the proposal will lead to discarding the proposal.

The technical proposal should contain:

- Name and Coordinates of the expert presenting the proposal.

- Copy of the registration of the expert at the Lebanese Ministry of Finance

- The Expert CV that highlights the expertise needed in the TORs;

- An elaborated methodology of work (maximum 5 pages) where the expert explains the approach s/he will undertake to implement the proposed tasks. The methodology should also refer to number of days per task (e.g. will s/he do a training or a session? how many days/hours per type of training/ session), the techniques used (e.g. what approach s/he will use )

- A Gantt chart of the proposed schedule of activities

- In case the applicant is a CSO, a complete file showing that the CSO is working in the targeted area, together with a detailed proposal, report of its activities in the same field of activity proposed in the action and a financial report for the past three years should be attached also to the proposal. 

The financial proposal should contain:

- A financial offer including the expert expected dues for the whole intervention in Euros

All proposals should reach the Municipality of Tripoli, Tall Square, Tripoli-Lebanon. Not later than

12:00 noon of day 14/12./2017

All requests for clarifications, should be addressed in writing by e- mail to the following mail address:

Proposals sent by e-mail will be discarded.

  1. Settlement of Expert Dues

The expert's dues will be settled, after receipt and acceptance of his/her deliverables and against an invoice submitted to the Municipality of Tripoli at the end of his/her contract.