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Capacity Development of Tourism and Hospitality Industry Representatives Digital Marketing in The Syunik Region
| Company: | Austrian Development Agency |
|---|---|
| Location: | Yerevan, Armenia |
| Start Date: | ASAP |
| Deadline: | 17 June 2025 |
DETAIL DESCRIPTION:
Project Name: R2D Syunik: Recovery, Resilience, Development for Syunik, part of Team Europe Initiative Armenia: Resilient SyunikProject Number: EU reference NDICI-GEO-NEAR/2022/440-450
ADA reference 6553-00/2022
Action implemented by Austrian Development Agency with funding from the EU and Austrian Development Cooperation
1. BACKGROUND INFORMATION
Terms of Reference
The R2D Syunik Project, implemented under the Resilient Syunik Team Europe Initiative and co-financed by the European Union and the Austrian Development Agency, aims to enhance the recovery and resilience of micro, small, and medium enterprises (MSMEs) and improve access to sustainable small-scale communal infrastructure in the Syunik region. A key focus of the project is the improvement of the business environment and the competitiveness of the private sector.
Within this framework, a market systems assessment conducted by the project identified the tourism and hospitality sector as a priority for intervention due to its potential to drive inclusive economic growth, especially for vulnerable groups such as women, displaced persons from Artsakh, and individuals living in poverty.
To further understand the sector’s needs, a targeted survey was conducted among hotels, guesthouses, and restaurants in Syunik. The results revealed a critical gap: limited digital marketing capacity is significantly hindering the visibility and business growth of local tourism service providers.
To address this challenge, the R2D Syunik Project will implement a practical and sector-specific digital marketing training program for tourism and hospitality actors. The training will equip participants with the essential skills to enhance their online presence, engage in social media marketing, optimize their Google and TripAdvisor profiles, and create effective digital content.
As part of the project’s broader capacity development activities, the training will be conducted on-site in the Syunik Region, with one session held in Goris and another in Kapan.
2. DESCRIPTION OF THE ASSIGNMENT
The R2D Syunik Project seeks an experienced digital marketing training provider company or qualified individual expert to design and implement a theoretical and practical training program tailored for hospitality businesses in the Syunik Region.
2.1Specific Tasks of the Assignment
- Design a structured training module tailored to the digital marketing needs of tourism and hospitality MSMEs;
- Deliver 2 training sessions: one in Goris and one in Kapan;
- Provide real-world, hands-on training including:
a) Social media strategy and content planning (Facebook, Instagram, TripAdvisor, Google Business, YouTube, TikTok etc.)
b) Website basics and SEO for non-tech users
c) Digital storytelling, photography, and video creation
d) Online reputation and review management
e) Basics of paid advertising (Facebook/Instagram ads)
f) Using AI tools for content generation and marketing planning
- Provide guidance on how to maintain consistent brand messaging and visibility;
- Deliver all training materials and a final report to R2D Syunik Project.
2.2 Criteria and Technical Details of the Assignment
Training Groups:
There will be 2 groups. Each training group will include up to 15 participants from local MSMEs, nominated by the R2D Syunik Project.
Training program
The training program must have the following components:
- Theoretical component: Key principles of digital marketing, branding, target audience, platforms, and analytics.
- Practical Component: Trainees will engage in hands-on activities to create or improve their own business content (social media pages, content calendars, visual materials, etc.) during the training period.
- Assessment: Pre- and post-training assessments to evaluate knowledge and skills development.
The training must be interactive and encourage participant engagement through group work and real-world applications and should incorporate the latest trends and best practices in the field.
The training will include dedicated practical sessions integrated into the 5-day course to help participants apply digital marketing skills directly to their business.
Scope of Work:
The Contractor is expected to:
- Design and deliver a structured, 5-day training module tailored to the digital marketing needs of MSMEs in the tourism and hospitality sector.
- Conduct two training sessions, one in Goris and one in Kapan, each for up to 15 participants.
- Ensure that training includes a strong practical component, allowing participants to:
a) Create or optimize their social media business profiles (Facebook, Instagram, Google Business, TripAdvisor, etc.)
b) Develop a monthly content plan for their business (including visuals, captions, and posting schedule)
c) Produce sample posts (images, videos, or stories) using free digital tools (e.g., Canva, CapCut)
d) Learn how to monitor engagement using built-in analytics tools
- Provide individualized support during the training to ensure each participant leaves with:
a) A complete or improved business page/profile
b) A working digital marketing plan for at least one month
c) A basic understanding of using AI tools for marketing tasks
Expected Results:
- All participants have an active, optimized business profile/page
- At least 80% of the participant businesses begin implementing a content plan
- At least 60% of the participant businesses report an increase in online engagement or visibility.
Training Content
The training must cover at least the following aspects:
- Digital Marketing Fundamentals: Introduction to digital marketing concepts, branding, customer journey, and importance of online presence for tourism and hospitality businesses.
- Social Media Marketing: Practical skills in creating and managing business pages on Facebook, Instagram, Google Business Profile, TripAdvisor, etc., including content planning, posting schedules, engagement strategies, and analytics.
- Content Creation and Visual Storytelling: Basics of mobile photography, short video creation, use of free or low-cost editing tools (e.g., Canva, CapCut), and techniques for telling compelling brand stories online.
- Website Optimization and Local SEO: Understanding how to maintain basic websites, improve visibility through search engines, and leverage Google Maps and local listings.
- Online Reputation and Customer Interaction: Managing online reviews, responding to customer feedback, and improving digital hospitality through professional online communication.
- Introduction to Online Advertising: Basics of setting up and managing paid promotions (Facebook/Instagram Ads), budget setting, targeting local and international audiences.
- Practical overview of how to use accessible AI-powered tools (e.g., ChatGPT, Canva Magic Write, Grammarly, etc.) for content generation, caption writing, editing photos and videos, and automating repetitive marketing tasks.
Each module should be practical, interactive, and focused on low-cost and accessible tools for small local businesses. Participants must be encouraged to apply skills to their own real-life business cases during the training.
Training Duration
The training for one group should not exceed 5 working days.
Training Venue and Logistics
The contractor is responsible for all organizational and logistic costs.
3.EXPECTED OUTPUTS AND OUTCOMES OF THE TEORETICAL AND PRACTICAL TRAINING
By the end of the training, all participants will have created or improved their digital marketing plan and content calendar
3.1 Outputs (Immediately Observable Results):
- All participants will have created or improved their digital marketing plan and content calendar.
- At least 60% of participants will demonstrate increased engagement or reach on one platform (measured one month after training)
- All participants can independently navigate and use key tools such as:
a) Facebook Business Suite (Meta Business)
b) Google Business Profile
c) TripAdvisor business account setup
d) Canva or other content creation tools
- Each participant has developed at least:
a) A digital marketing plan for at least for 3 months.
b) One monthly content plan (text, photo, video)
c) One promotional post or story with call-to-action
Participants complete pre and post-training self-assessment to measure progress in confidence and skill use.
3.2 Outcomes (Short-Term Measurable Impact):
Within one month after the training, it is expected that (to be verified by contractor follow-up survey):
At least 80% of participants have:
- Actively published content on their pages (minimum 1 post/week)
- Engaged with online audiences (replies, DMs, comments)
- At least 60% of participants report an increase in followers by 10–20% on at least one platform (FB or IG).
- At least 50% of participants report an increase in customer inquiries or visibility via online platforms.
- Participants demonstrate understanding of basic metrics (reach, engagement, follower growth, impressions) and how to track them.
The selected training provider will be responsible for:
- Providing all necessary training materials and tools (if any).
- Facilitating practical exercises relevant to the industry needs.
- Assessing participants' progress including pre and post-training assessment and issuing certifications upon completion.
4. EXPECTED DELIVERABLES
Based on the requested services and technical criteria (2.2), the following must be delivered by the Contractor:
Inception Report including at least the following:
- Draft detailed module of the training meeting criteria described in 2.2, including proposed methodology, a detailed daily agenda specifying topics covered each day, hours allocated for theoretical and practical training, and activities planned.
- Description of proposed practical arrangements for the training: venue criteria, training materials and equipment needed, handouts, documentation, etc.
- Assignment implementation timeline.
Final Report including at least the following:
- Narrative on training implementation
- Final training module and agenda
- Participant list with signed attendance sheets
- Pre- and post-training assessment summary
- Compiled training materials (presentations, tools, checklists)
- Participant digital marketing plans (at least 3-month horizon)
- Key findings and recommendations
- Final implementation timeline
5. PERIOD OF ASSIGNMENT
The training is expected to commence in June-September 2025. The detailed implementation timeline will be agreed upon with the selected service provider.
The Contractor will be required to submit the above-mentioned deliverables/outputs based on the following indicative time schedule:
a) Inception report – by 30 June 2025
b) Final report – by 15 September 2025.
The exact dates will be finalized in agreement with the selected provider.
At each step the Contractor must closely cooperate with the R2D Project team and Contracting Authority in terms of consultations and possible required revisions/adaptations.
6. WORKING LANGUAGE
The working language of the assignment is both Armenian and English. All communications with the Project and reports must be in English. Training materials must be prepared and delivered in Armenian.
7. CONTRACTING MODALITIES
A service contract will be signed between the Austrian Development Agency (ADA) and the selected Service Provider under the supervision of the R2D Syunik Project Team Leader. The project team will provide the necessary support for successful execution of the assignment. Payment will be made according to a pre-agreed financial proposal and schedule.
8. INTELLECTUAL PROPERTY
All information generated during this assignment remains the property of ADA/R2D Syunik Project and cannot be disclosed or used without written permission, in accordance with national and international copyright laws.
9.CONTACT
Ms. Karine Baghdasaryan, R2D Syunik Project Private Sector Development expert.
E-mail: ******.************@***.**.**
Office for Technical Cooperation of the Austrian Embassy Yerevan
Erebuni Plaza Business Centre, 6th floor
26/1 V. Sargsyan St., 0001 Yerevan, Armenia
The Contractor is bound to maintain regular communications with the Project Private Sector Development Expert and/or delegated ADA staff and to inform about any relevant issue concerning the project, as well as sending all documentary outputs of his/her assignment.
10. PUBLICATIONS
The Contractor agrees that the following information will be made public as required by the General Conditions for Contribution Agreements signed by ADA:
- title and type of the contract,
- name and address of the contractor,
- amount of the contract.
REQUIREMENTS:
The applicant must meet the following requirements:- At least 5 years of experience in digital marketing, preferably in tourism and hospitality or SME development,
- Must have a team of at least 3 trainers and experts with proven experience in delivering training programs and workshops on digital marketing
- Strong facilitation skills and ability to adapt to various learning levels
- Must be able to conduct on-site training in Goris and Kapan.
- Experience working with international organizations or EU-funded projects is an asset.
The evaluation process will follow ADA’s internal procurement guidelines. Selection will be based on the best quality and value for money, using the following scoring system:
Detailed Technical Offer (quality criteria, weight: 100%), including:
- Experience in training design and delivery – 20 %
- Proposed Certified specialists/trainers with high-quality expertise – 30%
- Proposed training module meets specified criteria – 20 %
- Financial Proposal - 30%.
Only complete applications with all the documents described above will be considered.
APPLICATION PROCEDURES:
For the comparison of offers please provide the following information:1. Letter of Interest, stating why you consider being suitable for the assignment.
2. Registration certificate (in the case of companies or individual entrepreneurs).
3. A detailed Technical Proposal, including:
- Suggested methodology for the approach and implementation of the assignment; this should include comments or suggestions on the ToR, understanding of the objectives, purpose and expected results of the assignment, a work plan and time schedule illustrating the proposed workflow, milestones and deliverables.
- CVs of personnel proposed for this project highlighting qualifications and experience in similar projects.
- Work references (fact sheet), i.e. companies/institutions for whom similar assignments were produced; as well as samples of work (available online).
- Financial proposal indicating service fees and a breakdown of expenses (unit price together with any other relevant expenses) related to the assignment. Expenses must correspond with the activities indicated in the work plan.
The proposal must be submitted no later than 17.06.2025, COB.
Applications (in English) should be e-mailed to ****.*********@***.**.**
Please clearly mention in your application letter that you learned of this announcement through Career Center and mention the URL of its website - www.careercenter.am. Thanks.
