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Terms of Reference – Strategic Communication Partner for Training Solutions Outreach 

1.Background and Context 

The Swiss Agency for Development Cooperation (SDC) assigned NIRAS Germany GmbH to implement the project „From Education to Employment“ (E2E) – Phase III starting in May 2024 till the end of April 2028 operating in Serbia. 

E2E Component 2 – Training Solutions supports companies in improving their internal training governance and capacities through co-financing arrangements. The component provides advisory services for developing training programmes, learning materials, instructor training, and accreditation processes, with companies expected to fully finance and manage the actual training implementation. 

As part of the Training Solutions component, the E2E PIU must expand beyond the existing network of 250 companies to reach new potential partners for the co-financing scheme, as well as to promote independent investment into employee development by Serbian companies. The target audience consists of senior decision-makers responsible for staff development and training investments. 

2. Objectives and Key Activities 

The objective of engaging a Strategic Communication Partner is to secure visibility and direct contact with the narrowly targeted audience of company decision-makers responsible for employee development investments in Serbia. 

Key Activities: 

      1. Strategic Integration and Communication 

  • Integrate with existing professional networks and events where the target group participates in Serbia 
  • Place targeted messaging through established communication channels accessed by the target audience 
  • Leverage existing platforms including professional events, digital channels (such as LinkedIn network in Serbian language), publications, and networking forums 

      2. Key Messages Communication: 

  • Demonstrate E2E’s role as a reliable partner for designing and co-financing tailor-made training solutions 
  • Inspire companies to proactively seek E2E support 
  • Show companies the real benefits and impact of investing in their people’s development 
  • Inspire more companies through real examples and success stories to invest more in developing their workforce 

      3. Targeted Engagement Through Existing Channels 

  • Execute focused targeting through established professional networks 
  • Facilitate direct messaging placement through existing trusted communication channels 
  • Enable direct contact opportunities between E2E and potential company partners through established relationship networks 

3. Target Audience 

Senior decision-makers in companies responsible for staff development and training investments, including HR directors, training managers, and C-level executives with training budget authority. 

4. Partner Profile and Selection Criteria 

Selection Criteria: 

  1. Target Audience Access – Demonstrated direct contacts and established channels with senior decision-makers responsible for staff development and training investments in companies 
  2. Training/HR Sector Events – Proven experience organizing events specifically focused on workforce development, training, or HR topics that attract company training decision-makers 
  3. Training Industry Network – Active engagement within the training/HR development community through specialized platforms, associations, or forums where training decision-makers participate 
  4. Workforce Development Communication – Track record of creating content and campaigns specifically about employee training, skills development, or workforce capacity building for business audiences 
  5. Portfolio Evidence – Concrete examples showing successful outreach to companies with 50+ employees, particularly in training/HR development context 

5. Deliverables 

  • Integration Strategy: Detailed plan for accessing and leveraging existing professional networks and communication channels to reach the target audience 
  • Channel Partnership Implementation: Utilization of established professional platforms, events, and communication channels 
  • Content Placement: Targeted messaging and materials distributed through existing industry communication channels and platforms 
  • Professional Network Engagement: Direct engagement and promotional activities within established professional networks and associations, including facilitating program representatives as speakers at network events and enabling direct interaction with target group members 
  • Contact Generation: Facilitated connections and introductions to potential company partners through existing professional relationships 
  • Performance Reporting: Regular progress reports on engagement activities, audience reach, and potential partnership opportunities generated through existing channel partnerships 

6. Evaluation Criteria 

Applications will be evaluated by 3 E2E Project Implementation Unit members based on the selection criteria with the following point distribution (total 100 points): 

  • Target Audience Access (40 points): Demonstrated direct contacts and established channels with senior decision-makers responsible for staff development and training investments in companies. 
  • Portfolio Evidence (25 points): Concrete examples showing successful outreach to companies with 50+ employees, particularly in training/HR development context. 
  • Training/HR Sector Events (25 points): Proven experience organizing events specifically focused on workforce development, training, or HR topics that attract company training decision-makers. 
  • Workforce Development Communication (10 points): Track record of creating content and campaigns specifically about employee training, skills development, or workforce capacity building for business audiences across various communication platforms and formats. 

The evaluation will consider both technical approach and demonstrated capabilities as evidenced through the required submission documents. 

7. Timeline and Reporting 

The assignment will run from September 2025 to September 2026, with quarterly reporting to the E2E PIU Communication Expert. 

8. Budget 

The maximum budget for this assignment is 10,000 CHF (without VAT). 

9. Application procedure

Deadline for Application: 12th September 2025 

Required Submission Documents: 

  • Technical Proposal: Detailed approach for reaching the target audience, including specific channels and methods 
  • Portfolio: Evidence demonstrating successful work with the target group as defined in selection criteria 
  • Team CVs: Key personnel who will work on the assignment 
  • Financial Offer: Based on proposed scope of work 

Submission: Applications should be sent to E2E@Niras.com. Only shortlisted candidates will be contacted for further discussion. 

Note: Upon successful completion of the assignment NIRAS reserves the option to continue with the selected candidate for future cooperation.