Terms of Reference (TOR) Agency Support for Ubongo in Nigeria

1. Background

Ubongo is Africa’s leading children’s edutainment organization, reaching millions of families across the continent with fun, educational cartoons. Nigeria is a priority growth market for Ubongo in 2025/26, with a focus on increasing digital viewership via YouTube, boosting brand recognition among children and parents, and aligning marketing with parent motivators.

2. Purpose of this TOR

Ubongo is seeking to engage a local or pan-African digital marketing agency on a deliverables-based contract. The agency will provide executional support for campaigns, influencer management, SEO, and creative content development, while Ubongo leads strategy, partnerships, and community activations.

3. Scope of Work

• Develop creative assets for ad campaigns (short videos, static graphics).


• Support planning and optimization of digital ad campaigns (YouTube, Meta, TikTok), with Ubongo leading execution.


• Identify and contract Nigerian parenting and lifestyle influencers.


• Adapt Ubongo’s positioning to align with parent motivators in Nigeria.


• Provide campaign performance reports (CTR, reach, watch time, influencer engagement).


• Support PR/blog placements with creative materials.


• Support integration of QR codes into campaign assets to drive survey responses.
  
  

4. Deliverables

The agency will be paid per deliverable, upon acceptance by Ubongo. Key deliverables include:

• Core messaging document (localized) – Development of a localized messaging framework tailored for the Nigerian market (Oct 2025).


• SEO optimization package – Optimization of YouTube titles, thumbnails, and metadata to improve discoverability and engagement (Oct 2025).


• Ad creative assets – Production of 3–5 short videos and 10–15 static graphics for digital campaigns (Oct–Nov 2025).


• Influencer campaign – Contracting and management of 4–5 key influencers to amplify campaign messaging (Nov–Dec 2025).


• Paid media execution (YouTube/Meta ad campaign) – Ubongo will lead campaign execution; the agency will provide advisory support and optimization (Nov–Dec 2025).


• Mid-campaign performance report – Analysis and reporting of campaign performance, with recommendations for optimization (Dec 2025).
  
  

5. Timeline

The initial engagement will cover Oct–Dec 2025, with potential extension into 2026 for quarterly SEO reviews, campaign plans, and reporting.

6. Key Performance Indicators (KPIs)

Short-Term KPIs (Oct–Dec 2025, linked directly to deliverables)

• Core messaging document and SEO package delivered on time and approved by Ubongo (Oct 2025).


• Production of 3–5 short videos and 10–15 static graphics completed by Nov 2025.


• Successful contracting and management of 4–5 key influencers, with at least 10 posts live during campaign period (Nov–Dec 2025).


• Paid media execution support: agency provides advisory inputs and optimization recommendations during campaign (Nov–Dec 2025).


• Mid-campaign performance report delivered by Dec 2025, including CTR, reach, watch time, and influencer engagement metrics.
  
  

Long-Term KPIs (by Dec 2026, aligned with Ubongo growth goals)

• Achieve at least 272 hours of total YouTube watch time in Nigeria (Ubongo Kids Africa, Akili and Me – Africa, Nuzo and Namia combined), representing +40% growth vs. May–Aug 2025 baseline of 194.2h.


• SEO ranking: At least 3 Ubongo videos appear in the top 10 search results for parent-relevant terms by mid-2026.


• Sustain at least 50 influencer posts annually with >3% engagement rate.


• Collect 10,000 QR survey responses by Dec 2026.

Note:

• Short-term KPIs will be used to assess agency performance and payment eligibility.


• Long-term KPIs reflect Ubongo’s broader strategic growth objectives, to which the agency’s work will contribute but will not be solely accountable.
  
  

7. Reporting & Accountability

The agency will report directly to Ubongo’s Nigeria Country Manager and Marketing Lead, with weekly check-ins for content approval and monthly campaign reporting.

8. Budget and Payment Structure

The agency will be contracted on a deliverables-based payment model. Payments will be released upon completion and acceptance of each deliverable. A detailed deliverables framework is attached as an annex.

9. Application Instructions

Interested agencies should submit a proposal including:
- A brief profile of the agency and relevant experience in Nigeria.
- Proposed approach to delivering the scope of work.
- Portfolio of past relevant campaigns.
- Detailed quotation per deliverable.

The deadline to submit the the proposals is 25th September, 2025. Kindly submit your proposal to [email protected] and cc: [email protected]. The subject should of the email should be: Agency Support for Ubongo in Nigeria

Ubongo reserves the right to negotiate final deliverables and payments before contracting.

EQUAL EMPLOYMENT OPPORTUNITY

UBONGO provides equal opportunities to all bidders and prohibits discrimination and harassment of any type without regard to race, color, religion, age, sex, national origin, disability status, protected veteran status, sexual orientation or any other characteristic protected by the laws of the country we are operating in.

JOB SCAM WARNING

Our organization upholds a strict commitment to a fair, unbiased hiring process through BambooHR or very qualified recruitment agencies and shortlisting decisions are based solely on candidates' qualifications, skills and experience relevant to the position.
Beware of any individuals claiming to have influence over our hiring decisions or requesting favors in exchange for guaranteed shortlisting or employment opportunities. Such actions are against our policies and do not reflect our organization's values.