TOR Organizing and conducting trainings on marketing and promotion for tourism service providers

1. Background

People in Need is a Czech non-governmental organization that provides relief aid and development assistance, while working to defend human rights and democratic freedom. It is one of the largest reliefs and development organizations in Central/Eastern Europe and has administered projects in 37 countries for 30 years. People in Need has been working in Armenia since 2003.

Project Overview

“The Transcaucasian Trail – Promoting Cross-Border Tourism” project being implemented by People in Need Georgia in collaboration with People in Need Armenia, Transcaucasian Trail NGOs in Georgia and Armenia. The regional project aims to develop a new network of rural and adventure tourism actors in Georgia and Armenia and supporting sectors, that can attract these new market segments across two countries. The objective of the project is to reduce barriers to cross-border trade and investment, inbound tourism to Georgia and Armenia for the following types of tourism: ecotourism, rural tourism, and adventure tourism. The project is funded by the USAID Economic Development, Governance and Enterprise Growth Project.

In the framework of this project, new trails in Dusheti municipality, Pshav-Khevsureti, Gudamakari Akhalkalaki municipality (Georgia), and Lori, Shirak regions (Armenia) will be developed and marked by Transcaucasian NGO of Georgia and Armenia as part of the Transcaucasian Trail. The newly developed trails will act as a “honeypot” in the Caucasus to attract new visitors to Georgian and Armenian rural areas.

The specific objective of this project is to promote networking and enhance the local enterprises’ skills in marketing and promotion in order to maximize the business opportunities this brings.

Expected Results:

Result 1: The offer of tourism services is enhanced by MSMEs (small and medium size enterprises) alongside new trails

Result 2: Marketing skills of local enterprises increased

Result 3: Networking and cooperation with other MSMEs enhanced

2. Objective of the assignment

First assignment:

To organize and conduct training/workshop/consultations on marketing and promotion for at least 10 tourism service providers (per region) operating in Lori and Shirak regions based on following topics:

• Overview of the Transcaucasian Trail and the networking and cooperation opportunities available with counterparts across the South Caucasus;

• Novel marketing approaches;

• Key tools to identify and target market segments;

• Development of marketing plans;

• Expectations and needs of domestic and international tourists;

• Digital marketing and relevant platforms for advertising

Second assignment:

In consultation with selected MSMEs develop, design/prepare and distribute promotional materials for MSMEs in target municipalities (at least 8 tourism promotion materials).

3. Specific Tasks

The service provider(s) is/are responsible to select the participants and trainer(s) with the consultation of the People in Need Armenia team and “The Transcaucasian Trail – Promoting Cross-Border Tourism” project coordinator; also, leading the training logistics (organizing individual consultations among trainers and MSMEs, ensuring the accommodation for the trainer, transportation, etc);

The trainer(s) will conduct training on the above topics and provide consultation to the training participants in order to develop or/and update their marketing plans and action plan with other enterprises for future cooperation.

4. Requirements:

• Experience in organizing training;

• Experience in working target regions

• Experience in selecting trainer(s) who has experience in providing coaching, mentoring, or

individual consultations, training, or activities;

• Relevant staff with excellent communication and cooperation skills;

• Preference will be given to candidates having prior experience working in the tourism sector

and having a good knowledge of the local MSMEs;

• Experience in marketing support for MSMEs (promo material development);

• Ability to perform tasks and fulfill responsibilities within fixed time frames

5. Expected deliverables

• Theoretical training on marketing and promotion organized and conducted for at least 10 MSMEs (per region), minimum 20 X MSMEs in total;

• Individual Marketing plans developed or updated in conjunction with action plans for cooperation with other MSMEs in Armenia;

• Training and consultation participants’ list and reports of training and individual consultations with photographs;

• Photos or soft copies of promo materials

Stages of the call:

Interested organizations should submit:

1. Professional profile of the implementing team/company (CVs of all individuals included in the consulting team, excluding trainers);

2. Financial Offer and activity timeframe;

3. One-pager describing organization’s experience in relevant fields of assigenement.

How to apply:

Interested candidates are requested to submit all required documents in English by September 16, 2022, 23:59 p.m. with the Service Provider in the EDGE Project indicated in the subject line to the following e-mail: procurement.armenia@peopleinneed.net

An evaluation committee consisting of 3 members from People in Need Armenia management team will be appointed in order to score the application according to following points:

** Proposed financial offer (40 points);

** Relevant experience (35 points);

** Availability and flexibility on the proposed timeline (25 points);

Applications submitted after the deadline or completed improperly will not be considered.