Terms of Reference Social Media Marketing and Brand Launch Support for Maritu Api Products Plc
Maritu API Product Plc • Addis Ababa
Experience
Mid Level(3-5 years)
Salary
Not specified
Posted
about 12 hours ago
Deadline
in 14 days
Job Description
1. Overview
Item | Details |
Procuring Entity | Maritu Api-Products PLC |
Assignment Title | Social Media Marketing and Brand Launch Support for Maritu Api Products Plc |
Project Area | Addis Ababa, Ethiopia |
Bid Opening Date | September 04, 2026 at 8AM EAT |
Bid Submission Period | September 18, 2026 by 5pm EAT |
Bid Closing Date | September 18, 2026 |
Procurement Method | Competitive bid / request for quotations from qualified suppliers |
2. Background
Maritu Api-Products PLC is a woman-led Ethiopian honey and beeswax enterprise working to build a premium, traceable, and trusted honey brand rooted in Ethiopia’s dryland and forest beekeeping heritage. Through its Maar Amba / Maritu launch, the company seeks to establish a strong market presence, build a luxury honey brand, promote sales, educate consumers, and build trust in the quality and origin of its products.
Maritu is preparing for a structured 6-month brand awareness and launch marketing campaign. The company is therefore inviting qualified social media marketing firms, creative agencies, digital marketers, or experienced individual consultants to submit proposals for the design and execution of a practical, high-impact social media and launch marketing engagement.
The selected service provider will support Maritu in translating the brand’s value proposition into compelling digital content, coordinated campaigns, audience engagement, launch communications, and sales-supporting marketing assets.
3. Objective of the Assignment
The main objective of this assignment is to support Maritu in building brand awareness and executing a clear launch marketing path for Maar Amba / Maritu Honey over a 6-month period.
The specific objectives are to:
Establish a premium and trustworthy digital brand presence for Maar Amba / Maritu Honey.
Build awareness of the brand’s unique story, origin, quality, and luxury positioning.
Educate customers on Ethiopian honey, dryland/forest honey profiles, traceability, quality, and use cases.
Support sales conversion through campaign content, launch offers, product storytelling, and call-to-action messaging.
Create a consistent visual and narrative identity across social media platforms.
Develop a practical content calendar that balances brand-building, education, product promotion, founder/storytelling content, and sales activation
Strengthen customer trust through professional content, transparent messaging, and credible brand communication.
4. Scope of Work
The selected service provider will be expected to provide end-to-end social media marketing and launch support for a period of 6 months. The scope shall include, but is not limited to, the following:
4.1. Brand and Launch Strategy
The service provider shall review Maritu’s existing brand direction, product positioning, content calendar, and launch objectives and prepare a concise 6-month social media and launch marketing strategy.
This strategy should include:
Target audience definition and segmentation.
Core brand messages and content pillars.
Recommended platforms and platform-specific approach.
Campaign themes for the 6-month launch period.
Recommended posting frequency.
Approach to luxury brand positioning.
Approach to trust-building and educational content.
Approach to sales conversion and customer engagement.
Basic paid promotion recommendation, if applicable.
The strategy should be practical and suitable for a start-up brand with premium positioning.
4.2. Content Calendar Development
The service provider shall prepare and manage a detailed monthly content calendar for the full 6-month engagement.
The calendar should include:
Weekly themes.
Daily or periodic post ideas.
Captions.
Visual direction.
Reel/video concepts.
Story ideas.
Educational posts.
Product-focused posts.
Founder/brand story posts.
Customer trust-building posts.
Launch campaign posts.
Sales-oriented posts with clear calls to action.
The content calendar should be submitted for approval before posting. Maritu reserves the right to request revisions before content is published.
4.3. Content Creation
The service provider shall create high-quality content suitable for a premium honey brand. This may include:
Static social media posts.
Short-form videos or reels.
Stories.
Carousels.
Product education posts.
Launch announcement posts.
Promotional posts.
Behind-the-scenes content.
Founder or brand story content.
Customer engagement content.
Basic photography and/or videography, where proposed.
Copywriting and caption development.
Simple graphic design aligned with the brand identity.
The provider is expected to ensure that all content is polished, professional, visually consistent, and aligned with the luxury positioning of Maar Amba / Maritu Honey
4.4. Social Media Management
The service provider shall manage the agreed social media platforms during the 6-month engagement. Platforms may include Instagram, Facebook, TikTok, LinkedIn, and other relevant channels proposed by the bidder.
The provider’s responsibilities may include:
Scheduling and posting approved content.
Ensuring consistency of tone, style, and visual identity.
Managing stories and highlights.
Responding to basic comments and inquiries based on approved guidelines.
Escalating customer inquiries, sales leads, complaints, or partnership requests to Maritu.
Tracking engagement and audience growth.
Recommending improvements based on performance.
Final approval of sensitive responses, customer complaints, pricing communication, and partnership inquiries shall remain with Maritu.
4.5. Launch Campaign Support
The service provider shall design and support a structured launch campaign for Maar Amba / Maritu Honey. The launch campaign should include:
Pre-launch awareness content.
Product introduction content.
Launch announcement messaging.
Educational launch content.
Sales activation posts.
Promotional campaign concepts.
Influencer or partnership suggestions, if relevant.
Customer engagement ideas.
Launch week content plan.
Post-launch follow-up content.
The launch campaign should clearly connect brand awareness to sales, customer trust, and long-term premium positioning.
4.6. Paid Promotion Support
If paid social media promotion is recommended, the service provider shall propose a simple paid campaign plan. This should include:
Suggested platforms.
Target audiences.
Campaign objective.
Estimated budget.
Expected reach or engagement.
Content to be boosted.
Monitoring approach.
Any paid media budget shall be approved separately by Maritu and should not be assumed to be included in the service provider’s professional fee unless clearly stated.
4.7. Reporting and Performance Review
The service provider shall submit short monthly performance reports. Reports should include:
Number of posts published
Audience growth.
Reach.
Engagement.
Best-performing content.
Lessons learned.
Sales inquiries or leads generated, where trackable.
Recommendations for the following month.
At the end of the 6-month engagement, the provider shall submit a final summary report with performance highlights, key learning, and recommendations for the next phase of brand growth.
5. Expected Deliverables
The selected service provider shall deliver the following
No | Deliverable | Timeline |
1 | Inception meeting and review of existing brand/calendar materials | Week 1 |
2 | 6-month social media and launch marketing strategy | Week 1 |
3 | Month 1 content calendar and creative direction | Week 1 |
4 | Monthly content calendars for all months | Before each month begins |
5 | Approved social media posts, captions, stories, reels, and graphics | Ongoing |
6 | Social media posting and platform management | Ongoing for 6 months |
7 | Launch campaign plan and launch week content | Before launch date |
8 | Monthly performance reports | End of each month |
9 | Final campaign report and recommendations | End of assignment |
The bidder may propose additional deliverables if they believe these would strengthen the brand launch.
6. Duration and Timeline
The assignment is expected to run for 3 months. Indicative timeline is below
Activity | Date |
Bid posted | 04 September 2026 at 8AM EAT |
Deadline for questions/clarifications | 10 September 2026 |
Bid submission deadline | 18 September 2026 @ 5pm EAT |
Evaluation period | 18-20 September 2026 |
Expected award notification | September 22, 2026 |
Contracting and onboarding | Within 2 days after award |
Expected assignment start | Approximately 5 weeks after award |
Assignment duration | 6 months from start date |
Maritu reserves the right to adjust the timeline if required
Requirements
- Eligibility and Qualification Requirements
Interested bidders must demonstrate relevant experience in social media marketing, brand launch support, digital campaigns, content creation, or luxury/premium product marketing.
Bidders should preferably have:
Experience managing social media pages for businesses, brands, products, hospitality, food, beverage, retail, or consumer goods.
Strong creative design and copywriting capacity.
Experience developing content calendars and campaign strategies.
Ability to produce premium, visually appealing content.
Understanding of Ethiopian consumers and local digital marketing channels.
Ability to communicate in English and Amharic.
Ability to work with a start-up business in a flexible but professional manner.
Experience with paid digital promotion is an advantage.
Experience in food, honey, agriculture, natural products, wellness, luxury products, or export-oriented brands is an added advantage.
Both firms and qualified individual consultants may apply. Joint applications are also acceptable where a bidder combines strategy, design, photography, videography, and social media management skills.
- Proposal Requirements
Interested bidders shall submit a technical and financial proposal
8.1. Technical Proposal
The technical proposal should include:
Brief profile of the bidder.
Understanding of the assignment.
Proposed approach and methodology.
Proposed 6-month launch and social media strategy outline.
Proposed content pillars for Maar Amba / Maritu Honey.
Proposed posting frequency and platforms.
Team composition and roles.
Relevant previous experience.
- Portfolio or sample works.
- Workplan for the 6-month engagement.
- Any assumptions or requirements from Maritu.
The technical proposal should be clear, practical, and not unnecessarily lengthy.
8.2. Financial Proposal
The financial proposal should include:
Total professional fee for the 6-month assignment.
Monthly fee breakdown.
Cost for content creation.
Cost for social media management.
Cost for photography/videography, if included.
Cost for graphic design, if separate.
Cost for paid media management, if separate.
Any reimbursable costs, clearly stated.
Applicable taxes.
The proposal should clearly state whether paid advertising budget is included or excluded. Unless clearly stated, Maritu will assume that paid advertising budget is excluded and subject to separate approval.
- Evaluation Criteria
No full advance payment. Payment shall be linked to delivery, installation and successful commissioning. Proposals will be evaluated based on technical quality, relevant experience, creativity, understanding of the brand, and financial competitiveness.
Criteria | Payment Share |
Understanding of assignment and brand positioning | 20% |
Quality of proposed approach and launch strategy | 25% |
Relevant experience and portfolio | 20% |
Team capacity and ability to deliver within 6 months | 15% |
Financial proposal and value for money | 20% |
Total | 100% |
Maritu may request shortlisted bidders to make a short presentation or submit sample content concepts before final selection.
- Required Sample Submission
To support evaluation, bidders are encouraged to submit sample creative concepts for Maar Amba / Maritu Honey. This may include:
2 sample post ideas.
1 sample caption
1 sample reel or video concept.
1 suggested launch campaign idea.
Suggested content pillars.
These samples are for evaluation purposes only. Maritu shall not use unselected bidders’ creative submissions without permission.
- Payment terms
Payment terms shall be agreed during contract negotiation. However, Maritu’s preferred payment structure is:
20% upon contract signing and approval of inception plan.
30% upon completion of Month 2 deliverables and submission of first performance report.
30% upon completion of Month 4 deliverables and submission of second performance report.
20% upon completion of the final report and handover of all approved materials. Payments shall be made against approved deliverables and valid invoice submission.
Maritu reserves the right to withhold payment for incomplete, poor-quality, delayed, or unapproved deliverables.
- Ownership and Confidentiality
All final approved materials, designs, captions, campaign concepts, content calendars, photographs, videos, reports, and other outputs produced under this assignment shall become the property of Maritu Api-Products PLC upon payment.
The selected service provider shall not use Maritu’s confidential information, product information, customer information, photos, videos, brand materials, or business strategy for any purpose outside this assignment without prior written approval.
The service provider shall not publish, share, or use Maritu content in its portfolio without written permission.
- Quality Control and Approval
All content must be approved by Maritu before publication. The selected provider shall maintain a clear approval process for:
Monthly content calendars.
Captions.
Visuals.
Videos.
Promotional messages.
Paid advertisements.
Customer-facing responses on sensitive matters.
Maritu may request revisions where content does not meet the expected quality, tone, accuracy, or brand positioning.
Required Skills
Level
Mid Level(3-5 years)
Location
Addis Ababa
How to Apply
Submission Instructions
Interested bidders should submit their technical and financial proposals by 18 September 2026. Proposals should be submitted by email to:
The subject line should read:
Proposal for Social Media Marketing and Brand Launch Support – Maritu Api-Products Plc
Late submissions may not be considered.
Clarifications
Any questions or requests for clarification should be submitted by 10 September 2026 to:
Etse-Hiwot Girma etsehiwot@gmail.com
Responses to clarifications may be shared with all interested bidders where relevant.
Right to Accept or Reject Proposals
Maritu Api-Products PLC reserves the right to accept or reject any proposal, cancel the tender process, request additional information, negotiate with bidders, or modify the scope before contract award.
The lowest-priced proposal shall not necessarily be selected. Selection will be based on overall value, quality, experience, creativity, and alignment with Maritu’s brand objectives.