Consultant - Marketing/Communications Support
World Health Organization, Anywhere, Nepal
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Purpose of the Consultancy
- To support implementation of a high-level strategic marketing and communications campaign to position the WHO Academy as a success during the next 12 to 18 months of its development prior to launch of its online courses, and develop a plan of what can be done after the launch to support marketing and communications activities leading up to the unveiling of the Lyon campus in 2023.
- The campaign will raise awareness among key audiences, particularly those that will be critical to its success, with messages and tactics designed to build anticipation, elevate knowledge and expectations about the Academy, and enlist support and participation by WHO staff, partners and stakeholders, and health practitioners everywhere
- This work will be carried out in close collaboration with the WHO Department of Communications in Geneva. The incumbent will have dual reporting lines to the Chief Learning Officer and to the Director of Communications.
- The WHO Academy is a priority special initiative of the WHO transformation agenda and will support accelerated learning and capacity building towards achievement of the 13th General Programme of Work targets. The Academy aims to reach 10 million people by 2023 with innovative learning via a state-of-the-art digital learning experience platform at a campus in Lyon and embedded in the six WHO regions. The WHO Academy Lyon hub will feature high-tech learning environments, a world-class health emergency simulation centre and collaboration spaces for learning co-design, research and innovation. On 11 June 2019 the President of France and the Director-General of WHO signed a Declaration of Intent to establish the WHO Academy that will revolutionize lifelong learning in health.
- The Academy will bring together adult learning science, behavioural science and cutting-edge learning technologies such as artificial intelligence and virtual reality with WHO’s norms, standards and evidence to deliver high-impact accredited and tailored multilingual learning to meet diverse needs. The Academy will be open to a wide range of multisectoral stakeholders that can influence health, including leaders, educators, researchers, health workers, WHO staff and the broader public. It will be run as an internal WHO Division, and the Organization will ensure strong coordination and collaboration with all WHO Member States, thereby optimizing the learning assistance provided to all. The Academy will also harness the strength of the WHO’s partnerships, experts, collaborating centres and networks.
- The overall goal of the Academy is to support the learning and development needs of WHO staff and stakeholders to progress towards WHO’s “triple billion” goal: ensuring that by 2023, an additional 1 billion people benefit from universal health coverage; 1 billion more are afforded better protection in health emergencies, and 1 billion more enjoy improved health and wellbeing.
- A defining feature of the WHO Academy will be the accreditation and certification functionality. WHO will develop and implement an accreditation governance model that meets the requirements of the International Organization for Standardization (ISO). An open certification management system will be fully integrated for all learning programmes. Micro-credentials will be available to individual learners who successfully demonstrate new skills or competencies; utilizing available technologies to award open digital badges.
- Because the WHO Academy will not officially launch its digital presence until 2021, and not open its campus in Lyon until 2023, it is especially important that it implement a marketing and communications strategy as of early in 2020 in order to build awareness of its progress, enlist needed support from a wide range of constituencies, and establish avenues for buy-in, engagement and participation among those who will be critical to the WHO Academy’s co-design approach. An important part of the marketing/communications campaign will be to promote the sense of ownership among the broad range of key stakeholders and encourage their involvement in structuring its programmes, creating its courses and advancing its presence throughout the world.
- At the outset, the basic communications approaches behind this would emphasize: the status quo and why we need change (context), why change is so important (passion), the new science and innovations that enables us to solve problems (timeliness), why WHO is the right organization to take this on (credibility), the traction that is happening (momentum), and what people can do to help us make it happen (call to action).
- Accordingly, the overall purpose of the marketing and communications plan will be to position the WHO Academy as a success during the next 12 to 18 months of its development prior to launch of its online courses, develop a plan of what can be done after the launch to support marketing.
Work to be performed
- Objective 1: Iteratively review and update the Academy marketing and communications strategy and plan
- Deliverable 1. Apply an agile approach and quality improvement cycles to develop living working version of the Academy marketing and communications plan on a quarterly basis
- Objective 2: Implement the Academy marketing and communications plan
- Deliverable 2. Drive timely and high-impact implementation of key marketing and communications activities in coordination with key stakeholders towards achieving priority Academy marketing and communications goals
- Deliverable 3. Execute a strategic digital marketing agenda that supports attainment of strategic goals at key stages of the Academy’s establishment blueprint
- Objective 3. Develop and maintain a dynamic Academy presence throughout a variety of media channels
- Deliverable 4. Provide inputs/content for development and maintenance of the Academy web page for internal and external audiences
- Deliverable 5. Design and facilitate implementation of a high-visibility media strategy
- Deliverable 6. Organize key events with the media for important milestones
- Deliverable 7. Establish an effective social media campaign targeted to key audiences
Qualifications, experience, skills and languages
Educational qualifications:Advanced university degree in marketing, communications or business.
- A minimum of 10 years’ work experience in the field of marketing and communications including:
- Some experience in leading and managing marketing projects in an international environment; and
- Proven success in meeting marketing and communications campaign and/or project goals and objectives, timelines and budget
- Experience in the field of public health and/or adult learning.
- Prior experience in digital marketing
Skills and knowledge
- Excellent verbal and written communication skills
- Ability to interact professionally and build and maintain positive relationships with a diverse group of internal and external collaborators (media, subject matter experts, instructional designers, scientists) to overcome challenges and meet deadlines
- Give strategic direction to advance brand position in the adult learning market
- Excellent organizational and project management skills and ability to manage multiple, competing priorities simultaneously
- Proficient in MS Office (Excel, Word, PowerPoint, Outlook, SharePoint, Project).
- Language and level required:
- Expert level written and spoken English and/or French.
Work schedule:Full time (100%)
Duration of contract: Six months. The project is funded until 2021 and there may be a possibility of further requirements to fulfil additional deliverables.
Place of assignment
- Any location. The selected Consultant will be expected to make frequent trips to Geneva and Lyon.
- Travel (If travel is involved, a medical certificate of fitness for work will be required.) :
- The Consultant will be expected to make frequent trips to Geneva and Lyon.
- All travel arrangements will be made by WHO – WHO will not be responsible for tickets purchased by the Consultant without the express, prior authorization of WHO. While on mission under the terms of this consultancy, the Consultant will receive subsistence allowance.
- Visas requirements: it is the consultant’s responsibility to fulfil visa requirements and ask for visa support letter(s) if needed.
- Specialist payband level - USD 54,000 for 6 months