October 26, 2012

Yerevan

TERMS OF REFERENCE

for the Production of a Public Service Announcement (PSA)

Introduction

Counterpart International (CPI) Armenia, which is the implementer of the USAID-funded Civil Society and Local Government Support (CSLGS) Program, solicits applications for the production of a Public Service Announcement on local tax collection. The proposals are accepted from non-profit and for-profit organizations that are registered as legal entities and have certain expertise in production of public service announcements.

Counterpart International is an international non-governmental organization that works with communities and citizens around the world offering sustainable solutions to global challenges. CSLGS Program aims to increase the level of informed and organized civic activism at the local and national levels, along with more participatory, decentralized, efficient and accountable local governance that leads to a more democratic society.

The Counterpart International’s CSLGS Program is being carried in 43 communities of Armenia.

Tentative start date of service – November 26, 2012

Service end date – December 28, 2012

The goal of the Project is to increase the level of local tax collection in Counterpart’s partner communities.

At present, in Armenia most municipalities need to improve their tax administration. In some cases less than 50% of taxes are collected by municipalities. Due to poor tax collection local authorities cannot fully and properly exercise their responsibilities.

On the other hand taxpayers do not properly understand the importance of paying local taxes as a source of revenues that can be used for the benefits of their communities. They are not well aware that municipalities are entitled to collect taxes and that they need this money to provide municipal services to citizens. 

Local tax administration needs further improvement and strengthening. The important task of the municipalities is to shape appropriate beliefs, behaviors and discipline among taxpayers that from the decent tax payments not only the communities, but also the taxpayers are benefiting. Taxpayers need to know for what they are paying and why.

By increasing the level of public awareness about the benefits of the proper tax collection Counterpart International intends to asssit its partner communities to improve and facilitate the process of local tax administration and increase their revenue flows.

Objective

This Terms of Reference is developed for the production of one Public Service Announcement with a total duration of 30 to 60 seconds, which will be broadcast through local media outlets to raise public awareness about the benefits of the proper local tax collection.

Scope of the work and expected outputs

The key outcomes of the assignment are as follows:

a)         The successful applicant should produce one 30-60 second PSA on benefits of the proper local tax collection in Armenia, capturing the messages above through picture imagery, videos, voice-overs and sound effects.

The PSA should:

• Be targeted at Armenian local taxpayers
• Be creative and innovative
• Have an effective and understandable message.

The PSA should meet the following criteria:

• Length: preferably 30 seconds, up to 60 seconds total
• Be in high-definition broadcast quality
• Format: Archival Gold DVD; be submitted as 2 Master DVDs and 2 copies
• Include a version of the PSA, in a compatible format for uploading onto the intranet
• Language: Armenian (subtitles in English should be also produced)
• Include the logos of USAID, Counterpart International Armenia and implementing organization as well as appropriate disclaimers.

b)         Coordinate with the Counterpart International Armenia all throughout the production process. The approval of the CPI required on the following outputs:

- Concept

- Script

- First draft of the PSA

- Final product.

Tasks

Under the direct supervision of the Counterpart International Armenia, the selected organization will be responsible for the production of one Public Service Announcement with the following theme: Responsible taxpayer. The "Responsible taxpayer” PSA will project the message that if citizens have a full understanding of the benefits of proper local tax collection for the communities and their inhabitants, they would be more apt to fulfill their obligations.

The current assignment consists of the following tasks:

• Explore available reference materials including films, photographs, animation, graphics, etc.;
• Develop the overall concept and scenario of the PSA;
• Perform appropriate filming;
• Compose the script and textual materials, which will be used in the PSA;
• Produce the video clip in DVD format.

The selected organization should work closely with Counterpart International, while consulting the implementation of each task with the latter.

The current assignment will need to be completed by December 28, 2012.

The organization selected to provide services will report to the Local Government Program Director and should closely cooperate with the Local Government team members.

Qualifications

The applicant must have

• At least five years experience in video productions,
• Experience/skills in creative writing and/or photo journalism,
• Experience in working with local governments, mass media and international organizations.

Experience in video productions which convey social, economic and/or development issues would be a significant plus.

Proposal Submission Requirements

The applicant should submit the following:

• Detailed project proposal, including the PSA scenario’s overview,
• Preliminary workplan,
• Information sheet, describing the applicant’s details as well as experience in producing similar video clips,
• List of similar productions in the past, with proof of production,
• Cost proposal in AMD, including all taxes and duties. Counterpart is exempt from value-added tax and will provide the contractor an appropriate document about the VAT exemption.

All proposals will be evaluated based on both quality and price factors. The preference will be given to the best proposal with lower price. The applications will be evaluated based on the following criteria:

1. Project proposal (PSA scenario’s overview, workplan) – (40%)
2. Work experience (specialization, expertise, successful similar productions) – (30%)
3. Cost proposal – (30%).

The provision of services will be formalized in a contract, outlining the terms and conditions, as well as obligations of the parties.

The HARD COPY of the proposal, either in Armenian or English, signed and sealed by the legal representative of the organization must be submitted in a closed envelope to the following address: Yerevan, Demirchyan 62, by November 9, 18:00 p.m. The envelope should be marked as follows: "Bid for the Production of a Public Service Announcement on Local Tax Collection.”

An electronic version of the application (e.g. CD) must be also submitted in addition to the hard copy. Proposals should be written in Times New Roman 12p (English) and/or Arial Unicode 12 (Armenian), 1.5 spacing.  

Please send bid-related questions to adallakyan@counterpart.am by November 2. No phone calls are accepted. Please do not send proposals by the electronic mail.

All proposals received later than the submission deadline will not be accepted.

If the proposal does not fall within the guidelines described in this solicitation, it will not be considered.

Applications and accompanying documentation will not be returned. Rejected applications will not be notified in writing.