Achiziții de bunuri și contractări de servicii

Terms of reference (ToR) MDED Communication Digital National Campaign – Visual and Video Storytelling

1. Context

The project “Digital Transformation of small and medium-sized enterprises in Eastern Partnership countries” (hereafter – DT4SME) is commissioned / financed by the German Ministry for Economic Cooperation and Development (BMZ) and implemented by the Deutsche Gesellschaft für Internationale Zusammenarbeit (GIZ) in the timeframe 03/2023 – 02/2026. The overall objective of the project is to “strengthen the competitiveness of small and medium-sized enterprises in Eastern Partnership countries, with regards to the digital transformation.” The project operates in 5 Eastern Partnership countries, namely Armenia, Azerbaijan, Georgia, Moldova and Ukraine. The project has three main outputs areas (see also attached overview):

• Output 1: policy and statistical framework conditions in the area of digital transformation of SMEs are improved (macro-level),
• Output 2: cooperation between actors in the digital and entrepreneurial ecosystems has been expanded in the area of promoting the digital transformation of small and medium-sized enterprises (SMEs) (meso-level),
• Output 3: SMEs are strengthened in their capacities to implement digital solutions for business and production processes in their companies (micro-level).

Across the Eastern Partnership region, the level of SME digitalization is still developing and varies significantly across sectors. Many SMEs use basic digital tools such as email, social media, or simple online platforms, but their adoption of more advanced technologies — including automation, cloud computing, and data analytics — remains limited. As a result, businesses often underestimate how digital tools can increase efficiency, reduce costs, and expand their market reach.

In Moldova, the readiness of SMEs to embrace digital transformation is gradually increasing. More enterprises understand that digitalization is not only about technology, but a vital component of competitiveness and customer engagement. However, barriers such as limited digital skills, lack of financial resources, and insufficient infrastructure persist.

The DT4SME project supports capacity and competence development among Moldovan partners from the business, digital, and innovation ecosystems. It collaborates closely with the Ministry of Economic Development and Digitalization (MEDD), the Organization for the Development of Entrepreneurship (ODA), the Moldova Innovation Technology Park (MITP), the Chamber of Commerce and Industry (CCI), the Technical University of Moldova (UTM), and several business associations representing SMEs. Together, these institutions form a growing digital ecosystem that promotes innovation, entrepreneurship, and modernization of the Moldovan economy.

With the support of DT4SME, Moldovan SMEs are increasingly adopting digital tools such as e-commerce platforms, accounting automation, and digital marketing strategies. These interventions have led to measurable improvements in efficiency, customer engagement, and market access.

The Ministry of Economic Development and Digitalization (MDED) plays a central role in shaping Moldova’s economic transformation and accelerating the country’s digital agenda. To effectively promote reforms, engage citizens, and strengthen the visibility of national digital initiatives, the Ministry needs professional, modern, and strategic communication tools.

This project provides exactly that: high-quality video storytelling, coherent messaging, and accessible communication materials that translate complex reforms into clear, compelling narratives for businesses, citizens, and international partners. Through these materials, the Ministry will be able to:

·       Increase public understanding and support for ongoing reforms and digital services;

·       Strengthen transparency and trust between government institutions and the public;

·       Promote Moldova’s digital progress internationally, attracting investors, partners, and donors;

·       Ensure consistent, professional communication, aligned with European standards;

·       Amplify impact and outreach of national programs, especially those supported by development partners.

In an era where information travels visually and at high speed, the Ministry needs a structured communication mechanism that highlights Moldova’s achievements and explains upcoming changes in a clear, modern, and relatable way. This project fills that gap.

GIZ has been a long-term, trusted partner in Moldova’s economic and digital development. Financing this project directly contributes to GIZ’s mission in the country by:

·       Enhancing the visibility and impact of GIZ-supported reforms, ensuring that citizens understand the benefits and purpose of ongoing projects;

·       Strengthening institutional capacity, by equipping the Ministry with sustainable, high-quality communication tools and formats;

·       Supporting good governance, through transparent, accessible, and citizen-oriented communication;

·       Promoting digital transformation, one of GIZ’s core strategic priorities in Moldova;

·       Ensuring accountability, by clearly showcasing how donor-backed programs improve public services and economic opportunities.

Moreover, the project generates long-term value: the communication materials produced can be reused, adapted, and scaled, offering a sustainable return on investment. By financing this initiative, GIZ reinforces its role as an enabler of Moldova’s modernization, visibility, and alignment with European digital priorities.

2. Objective and tasks to be performed by the contractor

The objective of this assignment is to design, develop and implement a comprehensive social-media communication campaign promoting digitalisation in the Republic of Moldova. The campaign shall increase public awareness, improve understanding of digital opportunities and services, and position digital transformation as a key driver of economic development, innovation and citizen empowerment.

The aim is to deliver a coherent, impactful and audience-oriented communication effort that:

• strengthens public trust in digital solutions and e-governance;
• highlights Moldova’s progress in digital transformation;
• promotes safe, inclusive and responsible digital behaviour;
• engages both national and international audiences with clear, evidence-based messages;
• supports institutional visibility for the contracting authority and development partners.

The scope of the assignment covers the end-to-end creative, technical and operational development of the campaign, including:

• research and analysis to define key messages, audiences and channels;
• development of a creative communication concept and visual identity;
• production of multimedia materials (graphics, videos, animations, copywriting);
• planning and execution of the dissemination strategy;
• performance monitoring and reporting.

The assignment will be implemented across multiple social-media platforms and communication channels, ensuring nationwide reach and alignment with international best practices. The campaign must address, as relevant:

• the general public, with emphasis on digital literacy and accessibility;
• youth, students and early-career professionals engaging with digital opportunities;
• SMEs and entrepreneurs adopting digital tools and services;
• public-sector institutions promoting digital governance;
• IT industry actors and ecosystem stakeholders;
• international partners, donors and investors interested in Moldova’s digital progress.

3. Scope of Work and Deliverables

The contractor will develop a communication concept built around the following elements:

• Clear, accessible messaging explaining the benefits, opportunities and practical implications of digitalisation;
• Human-centred storytelling, highlighting real examples, success stories and positive impact on citizens and businesses;
• Consistent visual identity, aligned with national digitalisation themes and partner branding requirements;
• Multi-format creative products, such as short videos, motion graphics, social-media carousels, infographics, testimonials and awareness posts;
• Safety and responsibility messaging, including online safety, digital inclusion and responsible technology use;
• Forward-looking positioning, showcasing Moldova’s role as an emerging regional digital leader.

The contractor will be responsible for the full creative, technical and operational delivery of the campaign, including but not limited to:

1. Research & Analysis
   • Conduct a rapid assessment of communication needs, audience segmentation and digital behaviour patterns.
   • Review existing communication materials, strategies and national digitalisation initiatives.
2. Creative Concept & Strategy Development
   • Develop a comprehensive communication concept, including narrative framework, tone of voice, visual style and key messages.
   • Prepare a dissemination strategy covering recommended channels, posting frequency, content schedule and engagement tactics.
   • Present the concept and editorial plan for validation.
3. Content Production
   • Produce all creative materials required for the campaign, including:
     • static visuals, carousels and infographics;
     • short videos, animations and motion graphics;
     • campaign key visuals and templates;
     • professional copywriting in Romanian or/and English;
     • adaptations for multiple platforms (Facebook, Instagram, LinkedIn, TikTok, etc.).
   • Ensure compliance with accessibility standards and partner branding guidelines.
   • Produce and publish 5 explainer reels, 5 testimony videos, and 10 infographics.
   • 1 landing page (public dashboard) on Moldova’s EU digital accession and opportunities

4. Campaign Deployment
   • Support or execute the publication of content according to the approved schedule.
   • Facilitate community engagement and interaction with users, where relevant.
   • Coordinate with project partners to ensure consistent dissemination.
5. Monitoring & Reporting
   • Provide periodic reporting on campaign performance, reach, engagement and audience sentiment.
   • Conduct final analysis identifying lessons learned, KPIs achieved and recommendations for future campaigns.
   • Provide links to the content created, including: videos, infographics, landing page, etc., with relevant analytics.
6. Quality Assurance & Compliance
   • Ensure high-quality production aligned with international communication standards.
   • Guarantee adherence to ethical communication principles, data protection rules and transparency requirements.

Each communication material should combine authentic storytelling, dynamic visuals, and clear messaging aligned with the GIZ/DT4SME communication and visibility objectives. All deliverables must comply with MDED and GIZ visibility and branding guidelines. The contractor is expected to work closely with the MDED Communications Team throughout the production process to ensure consistent messaging and high-quality standards.

4. Recommended technical and production specifications

Quality Standards

·       All visual materials must meet high-quality production standards suitable for multi-platform distribution (Instagram, Facebook, TikTok, LinkedIn, YouTube).

·       Deliverables must be optimized for fast loading, mobile-first viewing, and platform-specific performance.

Brand Alignment

·       All assets must comply with MDED’s visual identity guidelines (colors, typography, logo usage).

·       Contractor must develop a coherent visual narrative, ensuring consistent look, tone, and messaging across the campaign.

Copyright & Licensing

·       All photos, footage, music, animations, graphics, and fonts must be fully licensed and cleared for unlimited use by MDED.

·       Contractor bears full responsibility for copyright compliance.

Language

·       All content must be produced in Romanian with English subtitles.

·       Subtitles will be mandatory for all video materials (burned-in or optionally switchable).

Timeline

·       The campaign production cycle is expected to start at end of December 2025 and be completed by end of January 2026, including concept, production, editing, and delivery.

4.2. Technical Requirements per Deliverable

Short Videos (Reels, TikTok, YouTube Shorts)

Video Standards

·       Resolution: 2160×3840 px (4K vertical)

·       Format: MP4 (H.264 codec)

·       Frame rate: 25 or 30 fps (constant)

·       Audio: AAC-LC, 48 kHz, stereo

·       Max size: 250–300 MB (optimized for platform limits)

Production Requirements

·       Filming with professional-grade 4K cameras, 2-camera setup when needed.

·       Professional microphones (lavalier/shotgun) for clean speech.

·       Color grading to ensure visual consistency.

·       All text and captions placed within social-media safe zones.

Content Style

·       Documentary-style storytelling with dynamic cuts.

·       On-screen subtitles, key-word highlights, animated callouts.

·       Friendly, optimistic tone aligned with MDED’s mission.

B. Social-Media Carousels

Technical Specs

·       Instagram/Facebook carousel format: 1080×1350 px (4:5)

·       LinkedIn & Facebook alternatives: 1200×1200 px or 1200×628 px

·       Delivered in PNG format + open files (PSD/AI).

Requirements

·       Consistent branding and layout across slides.

·       Strong headline + clean visual hierarchy.

·       Data visualization when necessary (charts, numbers, icons).

·       Multilingual versions (RO/EN).

C. Infographics

Technical Specs

·       Formats: PNG (for web), PDF (for print), plus editable source files.

·       Dimensions: Flexible but must be optimized for mobile readability.

Requirements

·       Clear, accessible data representation.

·       MDED branding, logical structure, and high contrast.

·       Consistency across all infographic types (statistics, processes, benefits, insights).

D. Testimonials (Video + Static Formats)

Video Testimonials

·       Same specs as video deliverables above.

·       Professional lighting and clean interview framing.

·       Subtitles in Romanian and English.

Static Testimonials

·       Visual format: 1080×1350 px or 1200×1200 px.

·       Clean, human-centered portrait with branded design frame.

·       Copywriting included.

E. Awareness Posts

Technical Specs

·       Static posts: 1080×1350 px or 1200×1200 px.

·       Animated posts: MP4, 1080×1920 px.

Content Requirements

·       Educational, story-driven messaging.

·       Clear visuals and strong CTA.

·       Consistent alignment with the campaign concept.

4.3. Delivery Requirements

All materials must be delivered in final formats + open/editable files.

Contractor must deliver a final Content Distribution Package, including:

o   Recommended posting calendar

o   Suggested formats per platform

o   Hashtag lists, captions, CTAs (RO/EN)

o   Thumbnail suggestions and alternative cover graphics

Deliverables and timeline

An indicative structure of tasks/deliverables and due dates are to be achieved during the contract term:

Period of assignment: from December 2026 until end of February 2026.

5. Coordination and reporting

The Contractor reports directly to the GIZ Moldova DT4SME Team and the Communications Advisor. The Contractor will coordinate closely on all content and technical aspects of this assignment with GIZ.

GIZ is the owner of the raw and final video material, and the contractor is not allowed to use any of the footage within this framework for producing any other material.

The Contractor will be provided with the following support by the MDED:

• A kick-off meeting at the start of the assignment.
• All needed information to successfully complete this assignment.
• Contractor is supposed to make changes in the editing as requested by the Client.

6. Technical Proposal Requirement

Assignment relevant work – list of similar past work that demonstrates applicant’s qualification/expertise. Minimum three examples of similar videos or feature stories, produced within the last 3 years. We need expertise in strategic communications, social media management, video production, including video editing and video operator, and proven experience in developing landing pages.

Please submit the offers by 2 January 2026 to the following email addresses: svetlana.gore@mitp.md and viorica.jereghi@mitp.md.

7. Evaluation and Selection Criteria (QCBS)

The Contractor will be selected based on the Quality and Cost-Based Selection (QCBS) method. Evaluation will be conducted in two stages: technical evaluation and financial evaluation. Only bidders who meet all minimum technical requirements will proceed to financial evaluation.

7.1 Technical Evaluation Criteria (Maximum 70 points)

1. Relevant Experience of the Applicant – 20 points

Assessment of experience in assignments of similar scope and complexity carried out during the last three (3) years.

Evaluation will consider:

• experience in strategic communication and public-awareness campaigns;
• experience with public institutions, development partners, or donor-funded projects;
• relevance to digitalisation, innovation, SMEs, public policy, or e-governance.

2. Quality of Video Production and Multimedia Portfolio – 20 points

Assessment based on submitted portfolio materials (videos, reels, testimonials, feature stories).

Evaluation will consider:

• storytelling quality and clarity of narrative;
• technical quality (image, sound, editing, subtitles);
• suitability for social-media dissemination;
• visual consistency and production standards.

3. Methodological Approach and Communication Strategy – 10 points

Assessment of the proposed methodological approach for implementing the assignment.

Evaluation will consider:

• understanding of objectives, target audiences, and key messages;
• coherence and feasibility of the communication concept;
• quality of the dissemination strategy and editorial planning;
• alignment with DT4SME, MDED, and GIZ communication objectives.

4. Content Production Capacity and Team Composition – 10 points

Assessment of the applicant’s operational capacity to deliver all required outputs within the proposed timeframe.

Evaluation will consider:

• availability of qualified team members (project manager, video operator, editor, communication specialist);
• relevance of team members’ experience;
• ability to manage the full production cycle.

5. Social Media Campaign Experience and Analytics – 5 points

Assessment of experience in:

• managing social-media campaigns across multiple platforms;
• audience engagement and performance optimisation;
• monitoring, analytics, and reporting.

6. Landing Page Development Experience – 5 points

Assessment of demonstrated experience in:

• developing landing pages or public dashboards;
• integrating landing pages into communication campaigns.

Total Technical Score: 70 points

7.2 Financial Evaluation (Maximum 30 points)

Financial proposals will be evaluated only for technically qualified bidders.

The financial score will be calculated using the following formula:

Sf = (Lowest evaluated price / Price of proposal) × 30

Where: Sf = Financial score

The contract will be awarded to the bidder with the highest combined technical and financial score (QCBS formula).

8. Timeframe & payment

All services are expected to be implemented between December 2025 and January 2026, with all deliverables completed by February 1st, 2026.

The final payment (100% of the contract) will be made based on full-service delivery, presented Invoice in MDL (VAT 0 %) and handover act confirmed by the project partner and approval by the project manager.

9. Property rights and right of use  

All materials, data, and information related to this assignment – including but not limited to video footage, audio recordings, photographs, graphics, subtitles, animations, scripts, drafts, and final products – shall remain the exclusive property of MDED and GIZ.

The contractor hereby grants MDED and GIZ an exclusive, irrevocable, and unlimited right of use, unrestricted by time, geography, or content, for all materials and results produced under this contract. This includes the right to reproduce, distribute, publish, adapt, and use the materials for any non-commercial or communication purpose in line with MDED/GIZ’s project objectives.

The contractor gives their right to be named as the originator unless otherwise agreed in writing by GIZ. The contractor shall not use, share, or distribute any part of the produced materials, raw footage, or project-related information for any other purpose without prior written approval from GIZ. The same restriction applies to any subcontractors or third parties engaged by the contractor.

All software, fonts, music, images, and other licensed elements used during production must be legally obtained from official or licensed sources. The contractor shall provide proof of such licenses or royalty-free use upon request.

The contractor warrants that all materials and results created under this assignment are free from third-party rights that could limit their use by GIZ. In case of any third-party claims arising from the use of these materials, the contractor shall indemnify and hold GIZ harmless against all such claims, including any related legal costs.

10. Other provisions 

Provision for adjustment of contract

The political requirements and interests of the Moldovan government are basis for the commission. Should these requirements change, the contract should be adapted appropriately, the interests of both parties should be considered.

Anti-discrimination clause  
The Contractor must generally refrain from incitement to violence or hatred, and from discrimination on the grounds of race, ethnic origin, or religion. Such obligation applies to all activities undertaken by the Contractor including those falling outside the framework of the present contract. Any breach of the above-mentioned obligation justifies the immediate termination of the present contract by GIZ and entitles GIZ to demand the full reimbursement of its effective contribution.

The above-mentioned obligation shall be contractually imposed on any subcontractor working towards the execution of the present contract.