Project details


Project title

Strategic communications and branding Global Partnership for Education

Country Programme / Action Plan
Request / Invitation for expression of interest
12 Jul 2019
Re-advertisement / Re-launch
29 Jul 2019


12 July 2019


25 July 2019



Procurement type




Funding Agency

WB - World Bank


Afghanistan, Albania, Algeria, Angola, Antigua and Barbuda, Argentina, Armenia, Azerbaijan, Bahamas, Bahrain, Bangladesh, Barbados, Belarus, Belize, Benin, Bhutan, Bolivia, Bosnia and Herzegovina, Botswana, Brazil, Burkina Faso, Burundi, Cambodia, Cameroon, Cape Verde, Central African Republic, Chad, Chile, China, Colombia, Comoros, Congo (Brazaville), Congo, Democratic Republic of the, Cook Islands, Costa Rica, Croatia, Cyprus, Czech Republic, Djibouti, Dominica, Dominican Republic, East Timor, Ecuador, Egypt, El Salvador, Equatorial Guinea, Eritrea, Estonia, Ethiopia, Fiji, Finland, France, Gabon, Gambia, The, Georgia, Ghana, Grenada, Guatemala, Guinea, Guinea-Bissau, Guyana, Haiti, Honduras, Hungary, Iceland, India, Indonesia, Iran Islamic Republic, Iraq, Ireland, Israel, Italy, Ivory Coast, Jamaica, Jordan, Kazakhstan, Kenya, Kiribati, Korea, North, Korea, South, Kosovo, Kuwait, Kyrgyz Republic, Laos, Latvia, Lebanon, Lesotho, Liberia, Libya, Lithuania, Madagascar, Malawi, Malaysia, Maldives, Mali, Malta, Marshall Islands, Mauritania, Mauritius, Mexico, Micronesia, Federated States of, Moldova, Mongolia, Morocco, Mozambique, Myanmar, Namibia, Nepal, Nicaragua, North Macedonia, Oman, Pakistan, Palau, Palestine / West Bank and Gaza, Panama, Papua New Guinea, Paraguay, Peru, Philippines, Poland, Qatar, Russian Federation, Rwanda, Saint Kitts and Nevis, Saint Lucia, Saint Vincent and the Grenadines, Samoa, Sao Tome and Principe, Saudi Arabia, Senegal, Seychelles, Sierra Leone, Slovakia, Slovenia, Solomon Islands, Somalia, South Africa, Sri Lanka, Sudan, Suriname, Swaziland / Kingdom of Eswatini, Syria, Tajikistan, Tanzania, Thailand, Togo, Tonga, Trinidad and Tobago, Tunisia, Turkey, Turkmenistan, Uganda, Ukraine, United Arab Emirates, Uruguay, Uzbekistan, Vanuatu, Venezuela, Vietnam, Yemen, Zambia, Zimbabwe

Selection Information
Assignment Title
Strategic communications and branding Global Partnership for Education

Expression of Interest Deadline
25-Jul-2019 at 11:59:59 PM (Eastern Time – Washington D.C.)
Language of Notice

Selection Notice
Assignment Country

No Countries Assigned

Funding Sources
The World Bank Group intends to finance the assignment/services under:

TF012092 - Global Partnership for Education Fund - Secretariat administrative budget

The consultant will be a firm.

Assignment Description
The International Bank for Reconstruction and Development (IBRD) invites statements of qualification on which to base the selection of a public relations agency to provide support for branding, design and campaign development and implementation to position the Global Partnership for Education in the lead up to its next replenishment campaign in 2020.

Hosted by the World Bank, the Global Partnership for Education (GPE) works with close to 70 developing countries to ensure that every child receives a quality education, prioritizing the poorest, the most vulnerable and those living in countries affected by fragility and conflict.

The firm will support the GPE External Relations Team in the roll out of GPEs fundraising campaign. This includes the re-branding of the partnership considering new initiatives and GPEs scope and ambition through the coming decade. Key elements include brand definition and visual identity, messaging, campaign development and support to its implementation including tailored communications tools, product design and digital design, including for social media.
The firm will report to the Communications Lead and work closely with the communications, global advocacy and donor relations teams as well as other parts of the Secretariat, as required. The firm will demonstrate its global reach into key donor markets and its ability to tailor messaging and communications tools to individual markets.
The contract is expected to start in Q3 2019 and run until Q2 2021 when the financing conference has concluded.

Deliverables include a variety of elements and products, all of which will have to work in English and French, and potentially additional languages such as German, Arabic, Japanese. More details will be forthcoming in the RFP.


Rebrand the Global Partnership for Education (GPE) considering its growing scope and ambition as the leading organization for children's education in developing countries with a strong focus on results and innovation at scale. This includes a brand audit, framing and narrative development, market research, stakeholder consultations, user testing of new branding ideas, visual identity development, and messaging. It also includes the development of a related, but separate identity branding for the Knowledge and Innovation Exchange (KIX) initiative, which is implemented by a partner organization and funded by GPE.


Based on the new brand identity, develop a fundraising and advocacy campaign in support of GPEs fourth financing conference expected to take place in early 2021. This will include campaign branding, outreach, media relationship building, digital design (including webpage development) and social media strategy and assets.

The firm will also provide strategic advice, development and implementation support for specific campaign elements, that may include use of celebrity and political champions, events and building and nurturing coalitions of advocacy partners.


The contract will also include the design and positioning of three publications:
o Case for Investment for GPEs fundraising campaign. The firm will support narrative development, positioning and design of the publication in line with the campaign branding. The Case for Investment will include a print product and an online version.
o GPE 2025, the partnerships new 5-year strategy, scheduled to be agreed by the GPE Board in June 2020. Firm support will be needed for the design print and online applying the new branding.
o GPEs new Annual Report 2020. This is a new line of publications that GPE is expected to prepare every year starting in 2020. It will require a branded design that can be applied every year - print and online.

Qualification Criteria

1. Minimum 10 years experience managing strategic communications, branding and design needs of 100+ employee organizations; demonstrated creativity *
2. Political acumen, exceptional messaging and communication production skills, eye for opportunities and taking innovative ideas to scale.
3. Experience developing and guiding creative fundraising campaigns with global reach.
4. Demonstrable experience crafting identity branding in the international development sector or comparable sectors.
5. Global reach and insights into key donor markets, market intelligence.
6. Ability to deliver timely and high-quality results under tight deadlines.
7. Experience in multilingual brand development (English and French required; Arabic, Japanese, German desired).

* - Mandatory