1. About WaterAid 

Clean water, decent toilets, and hygiene are three essentials that help people lead dignified and healthy lives. They should be normal for everyone, but for millions of people, they are not. WaterAid Pakistan is determined to make clean water, decent toilets, and good hygiene a normal part of everyday life for everyone, everywhere within a generation. For more information, please visit www.wateraid.org/pk 

2. Background and Rationale

To ensure greater transparency, financial accountability, and strategic consistency in its digital outreach, WaterAid Pakistan is transitioning to a formal retainership model with a qualified digital media agency for the management of paid social media advertising. WaterAid will adopt a Media Buying & Placement Fee Model, where the agency will be compensated through a predefined service fee,typically a percentage of the media spend,for managing advertisement placement across relevant platforms such as YouTube, Facebook and Instagram.

This approach will provide on-demand, need-based support for paid campaigns throughout the year. The model is designed to ensure cost transparency, timely campaign execution, and consistent brand messaging across digital platforms.

3. Key Objectives

• To provide need-based support for managing and executing paid social media campaigns that amplify the reach and visibility of WaterAid Pakistan’s digital content across platforms such as Facebook, Instagram, and YouTube.

• To ensure efficient, transparent ad spend management and campaign optimization, delivering performance reports that include key digital metrics such as impressions, reach, engagement, and cost-per-result.
  
  

4. Scope of the work

The selected firm/organization will be responsible for the following tasks:

• Implement and manage paid campaigns on social media platforms (Facebook, Instagram, YouTube), as per WaterAid Pakistan’s direction. 

• Manage advertising budgets by coordinating ad spend on an ongoing basis and submitting detailed invoices to WaterAid Pakistan after each campaign cycle.

• Monitor and analyze campaign performance using platform-specific analytics and tools, and provide actionable insights and recommendations to inform future strategies.

• Provide detailed reports at the end of each campaign, including key metrics (e.g., impressions, engagement, CTR, cost per result) and analysis of outcomes against objectives.

• Being available on a need basis to activate and manage campaigns aligned with WaterAid’s communications calendar.

• Receiving monthly campaign briefs from WaterAid Pakistan that include platform-specific performance targets (e.g., reach, impressions, engagement), boosting timelines, and content guidance.
  
  

5. Performance Expectations

WaterAid Pakistan will provide content, targeting guidance, and monthly campaign targets for each planned boost. The firm is expected to manage ad placements professionally, ensuring effective use of budget and delivery aligned with agreed targets.

Performance will be assessed using standard digital marketing metrics such as impressions, reach, engagement, CTR, and cost-per-result. The firm should demonstrate the ability to optimize campaigns based on platform insights and WaterAid’s communication objectives.

6. Supervision

The organisation/ firm / individual will be reporting to the Communications Manager from WaterAid Pakistan.

7. Application/ Proposal

The proposal shall consist of the following:

A. Technical proposal consisting of the following; 

Firms/organizations applying for this consultancy must meet the following minimum eligibility requirements:

1. Legal Status: Must be a registered entity (firm, company, or agency) with legal authorization to operate in Pakistan. Attach a valid registration certificate.

2. Experience: Minimum 5 years of relevant experience in managing paid digital/social media marketing campaigns for development organizations, INGOs, or corporate clients.

3. Expertise: Demonstrated expertise in paid media planning, social media strategy, content promotion, analytics, and digital reporting using tools like Meta Business Suite, Google Ads, and YouTube Ads.

4. Team Composition: A qualified team with professionals specializing in digital marketing strategy, ad management, content creation, and analytics.

5. Past Performance: Proven track record of successfully executing similar projects. Include at least 3 references or case studies of previous work.

6. Financial Capacity: Demonstrated financial stability to manage ongoing ad expenditures and invoice accordingly.

7. Compliance: Must agree to comply with WaterAid Pakistan’s safeguarding, data protection (GDPR), anti-fraud, and ethical marketing policies.

B. Financial proposal

Prospective agencies are required to quote their service fee as a fixed percentage of the actual media spend (e.g., X%). The quoted percentage must remain fixed for the duration of the contract and clearly indicate whether it includes or excludes applicable taxes. Please quote your fee as per below format:

8. Evaluation criteria

Technical offers will be evaluated according to the “Evaluation Criteria” below and the technical qualification threshold point is “70”.

9. Schedule of Payments 

Payments will be made on a monthly basis, subject to the submission of corresponding invoices and the approval of campaign performance reports. The retainership is strictly need-based, and therefore, does not guarantee or imply fixed monthly billing.

Agencies will only invoice for services rendered during the respective month, based on actual media spend, agreed service fee, and required through a written request from WaterAid. The agency will be bound to share the proofs of payments to relevant platforms to assess and validate the fee charged on add spend.