Marketing Agency

As part of our Product Innovation in Nutrition (PIN) project, we are bringing two phytase-enriched food products to Nigeria – the largest consumer market in Africa. Phytase, an enzyme, is an evidence-based solution which, when added to foods can increase the absorption of amino acids, calcium, zinc, iron, and other minerals in our body.
As part of our go-to-market strategy, we are seeking a results-driven marketing agency with deep experience in nutrition or health-related consumer goods, and an ability to reach diverse Nigerian audiences both online and offline.

To design, implement, and evaluate a comprehensive marketing strategy that raises awareness, builds trust, and drives demand for phytase enriched products in key Nigerian markets, while creating a roadmap for long-term customer engagement and market growth.

1.Brand Positioning and Messaging:

• Define the core brand promise, value proposition, and key marketing messages for each phytase-enriched food product, informed by the “improvement opportunities” and “existing product perception” research provided by SAL.
• Craft key messages tailored to target segments (e.g., mothers, youth, health-conscious buyers, resellers).
• Deliver a messaging and tone-of-voice guide for all digital assets and influencer partnerships.
• Align messaging with findings from product perception research and regulatory requirements for nutrition claims.

2. Digital Channel and Media Strategy

• Recommendation on the most effective digital channels (e.g., Facebook, Instagram, WhatsApp, YouTube, Google Display, Local Nigerian bloggers or influencer partnerships, anything that works in the Nigerian context) based on the distribution channels and media consumption habits of the target audience.
• Evaluate and integrate “offline to online” activations (e.g., QR codes on packaging, ordering flows, market activations) with digital amplification in collaboration with food companies.

3. Content Strategy

• Design a content strategy such as a funnel-based approach (awareness → interest → consideration → action), adaptable based on discussions.
• Develop content according to the agreed-upon strategy.
• Ensure multilingual content options (Pidgin, Yoruba, Hausa) for inclusivity.

4. Digital Campaign Launch and Management

• Launch targeted paid media marketing campaigns across selected platforms.
• Set up campaign pixels and analytics for tracking ROI.

5. E-Commerce and Conversion Optimization (If applicable)

• Set up or enhance a direct-to-consumer e-commerce funnel, or an alternative “Where to Buy” locator integrated with retailers or distributors.
• Implement retargeting ads and cart-abandonment workflows.
• Include ideas to test conversion tools such as discount coupons, social proof, or limited-time offers.

6. Content Marketing & Community Management

• Deliver a monthly content calendar with themes, captions, and creatives.
• Manage community engagement actively across all platforms.
• Create long-form content (e.g., blog posts, recipe videos) that reinforces the product’s nutritional benefits and perceived brand personality.

7. Customer and Reseller Retention Program (If applicable)

• Design two nurture funnels – one for consumers and one for resellers (via SMS, WhatsApp, or email).
• Suggest ways to keep buyers engaged between purchases.

8. Final Performance Analysis & Future Roadmap

• Provide a comprehensive campaign report including channel performance, influencer metrics, website analytics, and ad spend ROI after six months of product launch.
• Correlate marketing data with available sales, order, or reseller data.
• Offer strategic recommendations for scaling campaigns, improving ROI, or pivoting based on insights.
• Prepare a future marketing roadmap, including campaign themes, channel focus, and emerging opportunities.

Following the preliminary examination of proposals, a two-stage procedure will be implemented, with the evaluation of the technical proposal being completed prior to the evaluation of the financial proposal. The evaluation panel will evaluate the technical merits of all the proposals which have passed the Preliminary Examination of proposals based on the following weighting:

• Technical Weightage: 70% of total evaluation
• Financial Weightage: 30% of total evaluation

 

The technical evaluation of the proposals will be conducted using the following criteria:

• The extent to which our requirements and expectations have been satisfactorily addressed.
• The quality of the overall proposal and your approach.
• The experience of the firm in carrying out related projects.
• The experience and competence of the personnel proposed.

 

Sight and Life may, during the evaluation period, at its discretion, invite selected bidders to supply additional information on the contents of their proposal (at such bidders’ own cost).

TIMELINE

Activity	Deadline Date
Proposal submission deadline	4 January 2026
Notification of Shortlisted Bidders	19 January 2026
Final interviews	22 to 28 January 2026
Contract process initiation	30 January 2026

OTHER DETAILS

• Submission Deadline: 23:59:59 Abuja time, 4 January 2026
• All proposals should be in PDF or PowerPoint format.

• Please direct all questions and submissions to kalyani.prasher@sightandlife.org and cc Ayooluwa.okunjolu@sightandlife.org