Background

About MSI Reproductive Choices, Ghana

MSI Reproductive Choices, Ghana (MSIG), part of the global MSI Reproductive Choices network, has delivered family planning and sexual and reproductive health (SRH) services in Ghana for over 35 years. The Country Programme operates through three channels: Public Sector Strengthening (PSS), Clinics, and Social Marketing; and is repositioning its Clinics network under the “Total Women's Care” proposition: comprehensive women's

wellness services “from menstruation to menopause,” delivered under the brand platform For Every Stage of Woman.

Why the Centre is relocating

The former Tema New Town Centre has faced accessibility, visibility and client-privacy challenges at its previous site. MSIG has secured a new, high-visibility, high-footfall site in Tema Community 1, a commercial hub offering stronger transport access, greater privacy for clients, and proximity to an economically active, working population.

A well-executed public launch is central to establishing the relocated Clinic in its new location and converting community awareness into client volume from week one.

Purpose of this TOR

MSI Reproductive Choices, Ghana is seeking proposals from qualified events and activation agencies to plan, produce and deliver the official opening and public launch of the new Tema Premier Clinic. The successful agency will be responsible for a credible VIP/official opening moment, a strong media and influencer presence, a public-facing community opening, and a set of below-the-line (BTL) activations targeted at corporate clientele, all designed to convert attendance into client visits and referral relationships from day one.

Objectives of the Launch

The launch is planned as a demand-generation moment. The agency's proposal should be built around the following objectives:

• Announce and position the new clinic clearly as a Total Women's Care destination in Tema Community 1, distinct from a routine clinic reopening.

• Secure credible endorsement from government and health-sector officials to build public trust and reinforce legitimacy.

• Generate earned media coverage (TV, radio, print, online) that extends well beyond attendees on the day.

• Build authentic digital reach through mini/micro-influencers relevant to Tema audiences, translating the event into ongoing online visibility.

• Open the Clinic to the general public with an accessible, welcoming community activation that drives walk-in registrations and bookings on launch day.

• Establish corporate and institutional relationships through BTL activations aimed at employers, factories and workplaces in the Tema catchment area, a recognized referral channel for the Clinic.

• Deliver demonstrable value for money: the agency's proposal will be assessed on cost-efficiency and projected reach/attendance per cedi spent, not on production spectacle alone.

Scope of Services

The agency is expected to plan and deliver the following workstreams. Proposals should address each workstream individually, with clear deliverables, timelines and costs.

Pre-launch planning & coordination

• Develop a full launch concept, creative direction and run-of-show, aligned to MSI's “For Every Stage of Woman” brand positioning and tone (empowering, authentic, educational, reassuring).

• Produce a detailed project timeline working back from the confirmed launch date, with a weekly coordination cadence with MSIG's relocation task force and marketing team.

• Manage a single master guest, media and influencer list, RSVP tracking and day-of coordination.

• Coordinate with MSIG on facility readiness (the Clinic will be fully operational, branded and client-ready).

Government, official & VIP relations

Invite and manage a high-value, influence-led guest list rather than a high-volume one, including but not limited to:

• Ghana Health Service representatives (regional and/or district level)

• Member of Parliament for the constituency

• Tema Metropolitan Assembly leadership (Metropolitan Chief Executive / Assembly representatives)

• Traditional and community leadership relevant to Community 1 (e.g. market queens, unit committee representatives)

• Key referral partners — nearby hospitals, clinics and pharmacies

The agency is responsible for formal invitation protocol, VIP logistics (transport/parking, arrival handling, seating), a tight and dignified programme (target: under 2–3 hours — welcome, 2–3 keynote remarks, MSI's key messages, ribbon-cutting, facility tour), and MC/moderation.

Media relations

• Develop and distribute a press release and media kit ahead of the launch, and manage accreditation/attendance of print, broadcast and online journalists.

• Secure broadcast coverage (target: at least one evening news placement) and coordinate on-camera interviews with MSIG leadership.

• Professional photography and videography of the ribbon-cutting, facility walkthrough and VIP attendance, for both press use and MSI's own channels.

• A post-launch media coverage report, with cuttings, viewership/circulation estimates and earned media value where obtainable.

Mini-influencer & digital content engagement

• Identify and engage a curated cohort of mini/micro-influencers (indicatively 5,000–100,000 followers) relevant to a Ghanaian, Tema-based women's health and lifestyle audience; prioritizing authenticity and audience relevance over follower count.

• Produce a content plan covering pre-launch teasers, day-of live coverage (Instagram/TikTok Reels, Stories), and a short after-launch wave introducing services

• aligned to the “While You're In, Ask About” cross-sell approach already used in MSI's non-core services content.

• Provide a performance report per influencer (reach, engagement, saves/shares) against agreed benchmarks.

Public opening — community activation

• Design a welcoming, accessible open-day programme for the general public running alongside the official/VIP segment e.g. facility tours, an opening-week offer (aligned to MSI's existing playbook, such as free consultations or a discount for the first cohort of clients), and on-site registration/booking support.

• Support street- and market-level activation in the immediate catchment (Tema Community 1 and surrounding zones, markets, transport hubs, pharmacies) in the days around the launch, to convert local awareness into footfall.

• Ensure all public-facing messaging is warm, non-stigmatizing and privacy-respecting, consistent with MSI's brand tone.

BTL activations for corporate clientele

A dedicated below-the-line workstream aimed at institutional and workplace clients, a distinct audience from the general public opening:

• A corporate/employer preview or breakfast activation (separate from or adjoining the main launch), targeted at HR/wellness leads of nearby factories, offices and the informal-sector business community in Tema.

• Development of a corporate wellness offer (e.g. group bookings, workplace health days, flexible appointment scheduling) that the agency can pitch as a tangible reason for employers to engage, aligned to the Centre's “flexible appointment booking for working women” USP.

• Branded corporate collateral (partnership one-pagers, sign-up mechanism) that MSIG's team can carry forward after the launch.

• A short list of prioritised corporate follow-up targets and suggested next steps, handed to MSIG at the end of the assignment.

Event production & logistics

• Venue dressing, staging, signage, sound and AV for the official programme.

• Branding of the facility interior/exterior for launch day, in line with MSI brand guidelines.

• Catering appropriate to the VIP segment and, separately, refreshments for the public open day.

• Security, crowd management and health & safety planning appropriate to a public health facility opening.

• Full event collateral: invitations, programme, signage, banners, directional signage (also required for the old site, per MSI's relocation communication plan).

Post-launch reporting

• A single consolidated report within 10 working days of the event covering: attendance (VIP, media, public), media coverage summary, influencer performance, corporate leads generated, and a reconciled budget against the approved ceiling.

• Recommendations for the first 60-day follow-through period, feeding into MSIG's own post-relocation monitoring.

MSI Services to Be Showcased

All launch messaging, media briefings and influencer content must accurately represent the full range of services available at the new Centre. The agency should build the campaign narrative around these services without overclaiming on any single one:

• Family planning & contraception, including long-acting reversible contraception (LARC)

• Post-abortion care and safe abortion services (SA/PAC)

• Fertility/Infertility consultation and counselling

• Menstruation/Painful periods/Endometriosis counselling

• Cervical cancer screening and preventive treatment

• Sexual & reproductive infection screening and management

• Couples' fertility counselling and support, and preconception consultations

• Pregnancy options counselling, antenatal and maternity care

• Menopause support

• Non-core diagnostic services: laboratory and rapid testing, pregnancy testing, ultrasound and imaging etc.

Note for the agency: MSI also offers Wellman Packages for men including but not limited to general consultation, blood grouping, prostate specific antigen, urinalysis & microscopy, HIV testing, STI screening (syphilis, chlamydia, gonorrhea) and vasectomies upon consultation.

Target Audiences

• General public / local community: residents and workers in Tema Community 1 and surrounding zones — the immediate walk-in catchment.

• Aspiring young women & adolescents: first-time users of SRH services, price- and privacy-sensitive.

• Working women & young professionals: MSI's primary target segment for the relocated Centre, who value flexible scheduling and discretion.

• Ambitious mothers: pregnant women, couples trying to conceive, and mothers seeking maternity and antenatal care.

• Selfless matriarchs (ages 40–55): menopause support and cervical screening audiences.

• Referral partners: pharmacies, chemical sellers and nearby clinics/hospitals.

• Government & institutional stakeholders: Ghana Health Service, local government, community leadership.

• Corporate/institutional clients: employers, factories and workplaces in the Tema catchment, as a distinct B2B-style audience for the BTL workstream.

Summary of Deliverables

Prposed Timeline

Budget & Value-for-Money Requirements

Proposals must be presented as a single all-inclusive fee (agency fees, production, talent/influencer costs, media, and any BTL activation costs), broken down by the workstreams in Section 3.

Value for money will be assessed on cost-efficiency, not lowest price alone. Agencies should present, wherever possible:

• Projected reach and attendance for each workstream (media, influencer, public, corporate) against proposed spending i.e. an indicative cost-per-attendee / cost-per-reach basis

• Clear justification for any single line item exceeding 20% of the proposed total cost

• Options or tiers where feasible (e.g. a core package and optional add-ons), so MSIG can flex scope to the approved ceiling

Agency Eligibility & Qualifications

• Registered business in Ghana, with a valid business registration certificate and tax clearance certificate

• Demonstrated experience delivering comparable launch/activation events in Ghana within the last three years, including at least one health, NGO, corporate or public-sector client reference

• Demonstrated capability across all core workstreams in Section 3 (VIP/protocol management, media relations, influencer marketing, community activation, corporate BTL) — either in-house or through named, verifiable subcontractors

• Prior experience or clear sensitivity working with health, reproductive health, or otherwise culturally sensitive subject matter is an advantage

• Ability to mobilise and deliver within the timeline in Section 7

Proposal Submission Requirements

Interested agencies should submit a technical and financial proposal comprising:

• Company profile, registration documents and tax clearance certificate

• Technical proposal addressing each workstream in Section 3, including proposed creative concept, guest/media/influencer approach, and BTL corporate concept

• Named project team and CVs of key personnel

• At least two relevant case studies or references, with contactable referees

• Itemised financial proposal against the budget structure in Section 8, inclusive of all applicable taxes

• Proposed project timeline

Evaluation Criteria

MSIG reserves the right to request a pitch/interview with shortlisted agencies before final award, and to award the contract in full or in part (e.g. selected workstreams) based on budget and quality of proposals received.

Submission Instructions

Proposals should be submitted electronically to ghanaprocurement@mariestopes.org.gh by 3pm on July 29th, 2026. Late submissions will not be considered.

MSI Reproductive Choices, Ghana reserves the right to accept or reject any or all proposals, and to cancel this procurement process at any stage without liability to any applicant.