International Marketing Consultant

Terms of Reference

International Marketing Consultant

About Sabeel:

Sabeel Ecumenical Liberation Theology Center (Sabeel) was established in 1987 with the primary mission to amplify the voice of local Christians. Additionally, Sabeel is dedicated to empowering the local community, fostering resilience, defending their rights, and preserving their cultural heritage. Beyond its local focus, Sabeel has emerged as a leader in interfaith dialogue and peacebuilding initiatives.

Sabeel is currently implementing a project called “Influencing Civil Society Influencers”. In the framework of this project, we are seeking to hire marketing consultants to support in crafting effective communication strategies and promotional campaigns for East Jerusalem to strengthen the economic, cultural and social resilience of its population.

Project Background:

East Jerusalem possesses significant cultural, religious and historical assets that have the potential to increase both domestic and international tourism. However, leveraging these assets to develop a sustainable tourism industry requires strategic marketing efforts tailored to diverse target audiences. At the same time, to have a significant rise in outreach regarding the potential of East Jerusalem as a tourist destination and promoting its special cultural heritage, a broader approach to reach a wider audience is needed.

Therefore, Sabeel plans to bring civil society influencers to Jerusalem from the USA, Canada, and the UK to promote East Jerusalem as an attractive destination through businesses, culture, and societal issues.

The project has two objectives:

1. Effect positive transformation in thinking, advocacy, and action within the broader North American and European cultural context, in favor of holding all entities and sides accountable for human rights and implementing international law; and

2. Work to preserve the local identity of Jerusalem while strengthening the resilience of the native city population—as tourists, travelers, and pilgrims are inspired to seek out authentically indigenous experiences in East Jerusalem and who are then inspired to become advocates and activists within their communities of origin.

The project anticipates three results:

1. Direct exposure of civil society influencers to local experiences in East Jerusalem has resulted in a reduced level of misinformation, misunderstanding, and mistrust;

2. Tourists, travelers, and pilgrims have been inspired to seek out authentically indigenous experiences in East Jerusalem, as defined and mediated by local civil society actors, and who are then inspired to be advocates and activists within their communities of origin; and

3. Jerusalemite communities define what is local and in doing so have helped stimulate the resilience and resourcefulness of the indigenous population.

It is expected that upon the return to their home countries, influencers will utilize information and products to promote East Jerusalem as a tourist destination.

The Consultancy

Sabeel seeks to engage marketing consultants to collaborate closely with the project team in developing effective communication strategies and promotional campaigns. The focus will be on promoting East Jerusalem both as a vibrant tourist destination and as a place that champions justice and equal rights for all.

Objective: Based on the project proposal, the primary aims of this consultancy are to:

1. Develop targeted marketing plans (both for “higher level” influencers and “standard” visitors) to promote East Jerusalem as a compelling destination both for regular tourists and those seeking to form sustainable networks and bridges with the local population.
2. Craft messaging and communication materials that resonate with different target audiences, including international tourists, activists, tour operators, and local community and tourism stakeholders to support the project in its communication with the influencer's pre-trip, during, and post-trip, specifically related to content creation.
3. Enhance the visibility and appeal of East Jerusalem's tourism offerings through innovative digital and traditional marketing channels related to the project, including the use of the project website for this purpose.
4. Support the project in creating content material for the influencer groups.
5. Support the project in linking the “East Jerusalem Center for Indigenous Representation (“The Old City Hub”)” which will function both as an address for visiting groups as well as a social and economic center for the population of East Jerusalem, to the above-mentioned marketing plans.

Scope of Work: We aim to distribute the work into two separate working areas, resulting in a comprehensive marketing strategy that outlines objectives, target audiences, messaging, channels, and tactics for promoting East Jerusalem

1. Creating a framework for adaptable marketing plans for incoming delegations,

including the following tasks:

• In cooperation with the project team, you will contribute to and support the identification and selection of 10 specific themes for delegations with a global interest, such as environment, culinary, cultural heritage, religious sites, and alternative tourism, and develop targeted marketing campaigns around these themes.
• You will create compelling content and visual assets for various marketing channels, including websites, social media platforms, print materials, and promotional videos related to these identified 10 delegation themes.
• You will develop several invitation templates for participants, speakers and fundraising, (such as defined in the expected outputs)
• You will develop post trip communication guidelines for influencers recruited by the project and key opinion leaders to amplify East Jerusalem’s appeal and reach.
• You will implement digital marketing campaigns, including search engine optimization (SEO), social media advertising, email marketing, and influencer partnerships, to reach and engage target audiences effectively.
• Together with the M&E officer, you will create tools to monitoring and evaluate the performance of marketing campaigns using key performance indicators (KPIs) and analytics tools to measure reach, engagement, and conversion metrics. And will provide the M&E officer with the data needed for their monitoring reports.

1. Providing an in-depth analysis of East Jerusalem as a tourist destination to foster economic and cultural sustainability for the population of East Jerusalem, including the following tasks:

• You will conduct a comprehensive market research and analysis, according to the 10 thematic themes identified and based on market segments, trends, and consumer preferences related to cultural and heritage tourism focusing on Jerusalem.
• You will collaborate and build a sustainable network with stakeholders, local tourism authorities, and community representatives to understand the unique selling points and challenges of promoting tourism in East Jerusalem.
• You will identify important locations and attractions to visit and promote, considering their cultural, historical, and religious significance in Jerusalem.
• You will develop an overview of logistical and organizational possibilities and challenges regarding tailored tourism in East Jerusalem.
• You will encourage and support speakers and organizations to participate in creating short videos tailored to the specific themes.
• You will provide guidance to the project team on branding and positioning strategies to differentiate East Jerusalem from other destinations and create a strong brand identity.

Deliverables: The consultants will be expected to deliver the following outputs:

1. A comprehensive marketing strategy document outlining objectives, target audiences, messaging, channels, and tactics focusing on Palestinian (East) Jerusalem, including:

Area A)

1. Definition of 10 thematic areas for promotion (1 day)
2. High-quality marketing materials tailored to different target audiences, based on the predefined thematic areas and agreed upon beforehand with the project staff:

For each thematic area: A catchy title, website flyers, targeted promotional and information material, edited and adaptable programs (including bios of potential speakers, background information on organizations and institutions etc.), 5 tweets and at least one post of Facebook, Instagram, Youtube and TikTok for delegation visits carried out by the project. (20 days)

1. Branding guidelines and recommendations to ensure consistency and coherence in all marketing communications. (0.5 day)
2. Itineraries and program edits for delegation visits, ensuring a seamless and engaging experience for visitors. (1 day)
3. Templates for: Invitation emails, fundraising emails for a) Sabeel and b) participants, invitations for speakers/organizations and institutions (0.5 days)
4. Preparation materials for incoming delegations, including a FAQ, code of conduct, safety policy (0.5 day)
5. Post-trip communication guidelines for influencers (1.5 days)
6. Regular progress reports and presentations to update stakeholders on the status of marketing initiatives and campaign performance. (2 days)

Area B)

1. Research report on strengths and weaknesses regarding the existing tourism marketing of East Jerusalem, including recommendations for improvement (4 days)
2. A comprehensive list of possible service providers and locations to be visited, based on the 10 different thematic areas, including hotels, restaurants, cultural institutions, speakers, organizations and any other possible places of interests (1 day)
3. Tailored packages for groups based on their interests and backgrounds, offering customized experiences that cater to diverse preferences (10 days)
4. Production of promotional videos in cooperation with the different speakers/organizations, based on the 10 thematic areas (10 days)
5. Training guide for local speakers and service providers on how to represent/promote their specific area of service and/or expertise (2 days)

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Qualification and Expertise:

The ideal candidate for the Marketing Consultancy position should possess the following qualifications and expertise:

Professional Experience:

• A minimum of 5 years of experience in marketing, specifically in destination marketing and tourism promotion.
• Demonstrated experience in developing and implementing successful marketing strategies and campaigns for tourism destinations or cultural attractions.
• Available work examples of promotional material, such as videos, articles, flyers etc.

Specialized Skills:

1. Strong creative and storytelling skills, with demonstrated ability to craft compelling narratives and content that resonate with diverse audiences.
2. Proficiency in digital marketing tools and platforms, including SEO, social media advertising, email marketing, and analytics.
3. Experience in developing and managing influencer marketing campaigns.
4. Added value: Expertise in market research, consumer behavior analysis, and segmentation to inform targeted marketing efforts.

Cross-Cultural and Regional Understanding:

1. Experience working in multicultural environments and sensitivity to cultural nuances and sensitivities.
2. Familiarity with the geopolitical context of East Jerusalem and a nuanced understanding of the challenges and opportunities associated with promoting tourism in this region.

Communication and Collaboration Skills:

1. Excellent communication, negotiation, and presentation skills, with the ability to effectively engage and influence stakeholders at all levels.
2. Demonstrated ability to work collaboratively with various stakeholders, including local tourism authorities, community representatives, and international partners.
3. Demonstrated ability to identify and communicate with influencers.

Languages:

1. Proficiency in English is mandatory.
2. Arabic & Hebrew are a strong asset

Personal Attributes:

1. Strong analytical and strategic thinking capabilities.
2. Adaptive and flexible approach to managing complex projects in dynamic environments.
3. Commitment to ethical practices and alignment with Sabeel’s mission and values.

Additional Considerations:

1. References: Submission of recommendations from at least two references for similar work.
2. Portfolio: Evidence of previous successful marketing campaigns, especially in the realm of tourism or cultural promotion.
3. We are especially looking forward to receive applications by teams, consisting of a local Palestinian and an international consultant.

Duration and Timeline: The consultancy is for 54 working days over a 12-month period. The consultancy is expected to commence by July 1st 2025, with a total duration of [12] months. The timeline for specific deliverables will be mutually agreed upon at the outset of the consultancy.

Payments: Payments will be disbursed in accordance with agreed-upon milestones and deliverables as stipulated in the contract and will include the consultancy and all related costs except airline tickets if needed.

Travel: Sabeel may pay for two flights to Jerusalem during the consultancy period. The rates of travel will be agreed to by Sabeel and the consultant.

Confidentiality: The consultant shall maintain strict confidentiality regarding all project-related information and data obtained during the course of the consultancy.

Copyright: All information, documents, and products produced during this consultancy are the copyright of Sabeel Jerusalem.

Interested candidates are invited to submit a cover letter including financial offers – either for Area A) and /or of Area B), resume, and recommendations from two references for similar work in closed envelops to Sabeel office Shufat 108 or to [email protected] by

June 15th 2025th . Please include ‘International Marketing Consultant’ in the subject line.

Interested candidates may apply for the entire consultancy or only for Area A) or Area B), depending on their expertise and timeframe.

Sabeel is an equal opportunity employer. We encourage candidates of all backgrounds to apply.