Branding Manager / Consultant Branding Palestinian Exports
PalTrade is a non-profit, membership based organization to “lead the development of Palestinian export as a driving force for sustainable national economic growth”. Over the last 14 years PalTrade, according to its mandate as the National Export Promotion Organization has worked with its membership, the wider export support and national partner network, international donor agencies and the international export support network, to deliver a positive impact on Palestinian export performance.
In 2014 The Palestinian Export Council (PEC) was established according to a decision by Palestinian cabinet. The PEC is a formal public-private platform that is composed of 26 members from the public and private sectors and academia, headed by the minister of National Economy and chairman of Palestine Trade Center (PalTrade) as vice president, and supported by the PEC secretariat, which is mandated for and managed by PalTrade.
One of the primary objectives of the National Export Strategy is to “Build and promote the image of the State of Palestine as a supplier of value-added quality products and services.” Recognizing that perceptions linked to Palestine have, for decades, been driven by external actors, primarily journalists reporting on political conflict throughout the region, and that changing the image of Palestine requires active participation from internal sources, it is clear that a more proactive effort is needed to transform Palestine’s global reputation and that of its export products and services.
The goal of this endeavor is to develop a branding program that accurately and effectively promotes Palestinian exports (goods and services) to key international audiences and ensures outcomes that support the economic needs and agendas of the PEC and all related stakeholders.
There are several manufacturing and service sectors that are contributing significantly to Palestine’s economy, generating meaningful and measurable gains through exports, and are projected to perform even better over the short, medium and long term. These sectors are:
Recognizing that the greatest opportunity for increased market penetration and sales from global markets will vary from one sector to the next, and that industry dynamics are equally unrelated, it makes sense to develop and roll out branding activities for each sector on an individual basis, staggered over time. By doing so, methodologies and tactics can be tailored to generate the greatest possible impact and budgets better managed, providing time to evaluate the effectiveness of the endeavor before additional investments are made.
To be effective, and recognizing that information must be distributed within Palestine (internal audiences) as well as target export markets (regional and international), a two-pronged communication strategy is recommended. In this regard, the campaign will promote the attitudes, attributes, advantages and business opportunities associated with Palestinian exports (goods and services) to key audiences in both Palestine as well as UAE. For export markets farther afield, communications will be culturally aligned to suit each country on a case by case basis, including sector specific information that has been tailored to align with the needs and interests of business audiences in those markets.
Witnessing the strength of offerings from Palestine’s agricultural community, especially added-value products including Medjool dates, Dead Sea Salt, Extra Virgin Olive Oil and Fresh Herbs, along with the rich and varied storytelling opportunities that can be extracted, the branding program in Year 1 will focus upon the growing regions and producers involved with these and related agricultural products. Recognizing that culinary tourism is becoming a more eagerly pursued endeavor, and based on feasibility, it can be embraced to provide even more occasions for exposure within this sector.
Having found that Palestinian specialty products have been well received in markets within the UAE, and a large number of operators from many other sectors are also finding favorable responses for their goods and services from within this country, it makes sense to target the UAE for the pilot program in Year 1. It must be remembered, however, that most countries have markets that are far too numerous to approach all at once. This being said, the pilot program will include evaluation of UAE markets on a city by city basis to ensure suitability, cost effectiveness and reasonable expectations for meaningful outcomes.
There is an overall lack of understanding throughout the world about Palestine and a reluctance to embrace Palestinian exports (goods and services). While export activity is having a favorable impact across all sectors, taking steps to improve the reputation of Palestinian exports (goods and services) will help create additional opportunity.
Within this project, PalTrade is seeking a Branding Manager/Consultant with immediate availability for the up-mentioned assignment.
Objective and Expected Results:
When it comes to the business objectives for Palestinian exports, the goals are described in purely quantitative terms, on a sector by sector basis, as follows:
- Increase annual export volumes for each sector.
- Increase the number of individual markets in which Palestinian products appear.
- Increase the number of business relationships between Palestinian producers and international buyers.
The reputation (brand) of Palestinian exports (goods and services) throughout the world is based upon outdated information, misconceptions, misrepresentations, and limited access, all of which conspire to discourage or prevent meaningful business relationships and export activity. Seeking to create more accurate and favorable impressions with existing and prospective export audiences on a sector by sector basis, the marketing objectives for this initiative are:
- Identify and position goods and services made in Palestine as desirable.
- Create interest that leads to first time trial of goods and services made in Palestine.
- Create accurate and positive associations about Palestine and Palestinian enterprise.
Scope of work
To ensure that branding and communications activities are both consistent and frequent (the hallmark attributes of a successful branding program), a Brand Manager/consultant is needed to oversee all aspects of strategic planning, tactical development, implementation, monitoring and evaluation of this program, and will report directly to PalTrade.
In order for this branding plan to succeed, it will be essential to deliver informative and persuasive messages to internal audiences (Palestinians living and working in Palestine), external audiences (international trade audiences in target markets), and the media (business and consumer press) in a manner that is relevant and engaging to all targeted audience.
While building awareness and creating an understanding of Palestinian produced goods and services, especially those that represent value in global markets, is essential, this endeavor must also eliminate, or at least minimize, the negative, misinformed, and pre-conceived notions that currently describe Palestine to individuals around the world.
Making contact with, and influencing perceptions and opinions about Palestine and Palestinian industry with trade representatives and buyers is an essential objective.
This audience, in effect, is the general population of Palestine (as well as the diaspora living in neighboring countries throughout the Middle East). While these individuals may not participate in export development, everything will be a reflection of their everyday lives. Accordingly, it is essential for this audience to be made aware, and embrace, the content that is being distributed.
Since changing public (domestic and international) perceptions of Palestine, particularly its goods and services, is our primary marketing agenda, communicating with the media is essential. Of course, the stories that are told will focus on the accomplishments of Palestinian industry on a sector by sector basis, distributed to both general and trade channels, and position Palestine as a place where productivity is impressive and life is enjoyable on a daily basis.
Expected Level of Effort (LOE)
Some of the key responsibilities linked to brand management will include but not limited to:
The Brand Manager must possess the following requirements and qualifications:
The Brand Manager must possess at least 5 years global brand management experience, demonstrate a high level of understanding of branding and marketing practices, and significant evidence of coordinated project management capabilities working with external public relations, advertising and design agencies specializing in global communications.
Employing a detailed resume, case studies, testimonials and illustrated portfolio, the candidate for Brand Manager must provide evidence of these qualities as well as his/her ability to:
While target markets in Year 1 have been defined as Palestine and UAE, the Brand Manager must demonstrate an ability, and a reasonable level of experience, working in other markets around the world. It will be advantageous to the candidate to demonstrate prior experience in other countries, especially EU, Canada, US, Gulf and MENA markets.
The candidate will be expected to work 4 days/week or up to 5 days/week when needed at PalTrade for the project duration (one year) starting on April 20, 2018. Candidates who possess all the above requirements are encouraged to submit applications to e-mail: [email protected] no later than 15 of April before 12:00 PM Jerusalem time, with the reference number (RFQ-PTC-028-04-2018) in the subject line
Candidates who can provide the needed expertise that comply with the above ToR are welcomed to submit their application as the following:
- CV covers your specialization and proven experiences.
- Cover letter relating your experience to this assignment, and addressing best way to execute it.