Request for Proposal (RFP)
For the Development of a Marketing Plan
Relworx Limited – Financial App with Prepaid VISA Card
Issued By:
Relworx Limited 4th Floor
Brac Building
Plot 2A Kampala Road
RFP Issued Date: 22nd November 2024
Proposal Due Date: 31st December 2024
1. Introduction
Relworx Limited is a leading provider of technology-driven solutions in Africa, with a strong vision to expand across multiple countries. We have recently launched a financial app integrated with a prepaid card that is VISA-enabled and can be used globally. Our goal is to grow the user base of the app within Uganda, leveraging its unique global functionality to appeal to both domestic and international customers.
This RFP invites experienced marketing agencies to propose a comprehensive marketing strategy for our app and prepaid VISA card. The selected company will design and execute a strategy to reach a wide audience in Uganda, generate user interest, and ultimately increase the number of active users and cardholders to 85,000 within the first year.
2. Project Overview
The financial app we have developed allows users to:
- Manage a prepaid card that can be topped up via various payment methods (mobile money, VISA/MasterCard, bank transfer, etc.).
- Use the prepaid card for payments both locally and internationally.
- Check balances, transaction histories, and more through a user-friendly interface.
- Send and receive money within the ecosystem
- Make local bill payments including UMEME, TV, KCCA among others.
- Make automated savings
The marketing plan should focus on growing the user base within Uganda to 85,000 within the first year but also highlight the global usability of the VISA card to target users with international transaction needs. We expect the strategy to build brand awareness, drive app downloads, onboard new users, and retain existing customers.
3. Scope of Work
We are seeking proposals for a marketing strategy to grow the users to 85,000 within the first year that includes, but is not limited to:
- Market Research & Targeting: Identify and analyze the target demographic within Uganda and potential user personas (both local and international transaction users).
- Brand Positioning: Develop a compelling brand message to position our financial app and prepaid card as a preferred option in the Ugandan market, highlighting the global reach of the VISA card.
- Campaign Development: Design digital marketing campaigns (social media, influencer marketing, email campaigns, search engine marketing, etc.) and offline strategies (billboards, events, partnerships).
- User Acquisition & Engagement: Propose methods to drive app downloads and prepaid card sign-ups, with a strong focus on user acquisition, onboarding, and retention strategies.
- Budget Allocation & ROI: Provide a breakdown of how the marketing budget will be allocated across different channels and a forecasted return on investment.
- Performance Metrics & Reporting: Define measurable success metrics and reporting mechanisms to track the effectiveness of the marketing plan.
4. Project Deliverables
- Comprehensive marketing plan including timelines and phases of execution.
- Detailed budget allocation for marketing activities.
- Creative assets for digital and offline campaigns.
- Regular performance reports with data on key performance indicators (KPIs) to hit the set target of users.
- Post-campaign analysis and recommendations for ongoing marketing efforts.
5. Budget
Relworx Limited has allocated a budget for this marketing effort, which will be shared with shortlisted companies. Proposals should include a detailed cost estimate for services rendered, as well as expected results based on the proposed budget.
6. Proposal Submission Requirements
Interested companies should submit the following:
- Company profile and relevant experience in marketing similar products.
- Proposed marketing strategy, including a description of campaigns, channels, and user acquisition tactics.
- Breakdown of the project cost and expected ROI.
- Timeline for execution, from planning to delivery.
- Examples of previous work or case studies that demonstrate capability.
- Contact information of key personnel involved in the project.
7. Selection Criteria
Proposals will be evaluated based on the following criteria:
- Relevance and creativity of the marketing strategy backed with measurable KPIs
- Demonstrated experience in digital and offline marketing.
- Ability to meet deadlines and deliver within budget.
- Understanding of the Ugandan market and global trends in fintech.
- Pricing and value for money.
- Quality and relevance of past projects.
8. Timeline
- RFP Issued: 22nd November 2024
- Proposal Submission Deadline: 31st December 2024
- Selection of Winning Proposal: 15th January 2024
- Project Commencement: 1st February 2025
9. Submission Process
Please submit your proposal via this link no later than 31st December 2024.
10. Contact Information
For any queries regarding this RFP, please contact: vaulit@relworx.com
Terms and Conditions
- Right to Reject Proposals:
Relworx Limited reserves the right to reject any or all proposals without obligation or liability to any company responding to this RFP. Relworx is under no obligation to select the lowest-priced proposal or any proposal whatsoever.
- Evaluation Criteria:
Proposals will be evaluated based on various factors, including but not limited to, relevance, creativity, experience, pricing, and the ability to deliver within the stipulated timeframe. Relworx retains the discretion to make decisions based on factors not explicitly outlined in this RFP.
- No Legal Obligation to Proceed:
Issuance of this RFP does not create any legal obligation on the part of Relworx Limited to enter into any agreement or undertake any project with any respondent. Relworx reserves the right to cancel or modify the RFP process at any stage for any reason.
- Confidentiality of Proposals:
All proposals submitted in response to this RFP shall become the property of Relworx Limited and will be treated as confidential. However, Relworx reserves the right to use or disclose information in proposals to the extent required by law or internal business operations.
- Costs Incurred by Respondents:
All costs related to the preparation and submission of proposals shall be borne solely by the respondents. Relworx shall not be responsible for any expenses or costs incurred by respondents in responding to this RFP.
- Non-Binding Nature of the RFP:
This RFP is an invitation for proposals only and does not constitute a binding offer by Relworx Limited. No contract or agreement will be deemed to exist unless and until both parties execute a formal agreement.