Marketing and Communication Services for EIT Youth Education
EIT RawMaterials, Berlin
Deadline 15/2
FWC without cascade, smaller, for 10 months only (with possibility of extension)
Background: EIT RawMaterials is a ‘Knowledge and Innovation Communities’ (KICs) created by the European Institute of Innovation and Technology (EIT), aimed at promoting innovation in the raw materials sector across Europe. Established in 2015, EIT RawMaterials works to secure the sustainable supply of raw materials to the European industry by driving innovation, education, and entrepreneurship along the entire raw materials value chain.
EIT Youth Education, led by the EIT Community under the coordination of EIT RawMaterials, aims to equip young Europeans with future-ready skills through innovative education. Central to this mission is the Girls Go Circular initiative, which encourages schoolgirls to pursue careers in STEM. Since its launch in 2020, the programme has empowered over 45,000 girls aged 14-19 across 30+ European countries by developing their digital and entrepreneurial skills through an online learning platform focused on the circular economy.
The objectives of Girls Go Circular are to:
1. Close the gender gap in STEM and ICT: By sparking interest and increasing knowledge in these fields at the secondary school level, the program aims to inspire more women to pursue careers in science and technology.
2. Introduce youth to the circular economy and societal challenges: Cultivating awareness of critical global issues and the role of sustainability in innovation.
3. Support educators: Providing teachers with resources and training to integrate challenge-based learning and innovative thinking into their classrooms.
Building on this success, EIT Youth Education aims to expand its offerings in 2025 and beyond, broadening its reach among secondary school students and educators across Europe. The future programmes will focus on:
1. Emerging technologies and future skills: Coding, robotics, data analysis, and more.
2. Blending creativity and technical knowledge: Encouraging innovation where science meets the arts.
3. Critical thinking and problem-solving: Tackling real-world challenges presented by industry partners.
4. Hands-on skills development: Equipping students with practical, job-specific skills through immersive training and industry site visits.
5. Blended learning technologies: Empowering teachers to integrate online and in-person teaching effectively.
6. Professional development for educators: Offering training on cutting-edge edtech tools and innovative teaching methodologies.
7. Collaborative educator community: Building a network where teachers can exchange best practices and adapt to hybrid teaching models.
Currently, Girls Go Circular primarily engages its core audiences of secondary school students (via Instagram), teachers (via Facebook), and European Commission and EIT partners (via LinkedIn). However, EIT Youth Education seeks to expand its reach, targeting private investors and positioning itself as Europe’s leading youth education initiative.
This expansion comes with challenges, including a competitive landscape of free online academies, private tutoring services, and platform providers. To maintain its leadership and achieve its business goals, EIT Youth Education must evolve its brand and marketing strategy to effectively connect with diverse audiences and stand out in a crowded market.
Purpose: In 2024, EIT RawMaterials adopted a new marketing strategy for Girls Go Circular (including brand identity guidelines, KPIs, and social media style guide) following a comprehensive audit. The focus for 2025 is to implement this strategy effectively while integrating the expansion goals of EIT Youth Education.
To achieve this, EIT RawMaterials seeks a forward-thinking and innovative marketing agency as a strategic partner for a 10-month engagement (March 2025 – December 2025). The selected agency will be instrumental in:
1. Implementing and refining the communication strategy for the flagship Girls Go Circular initiative.
2. Aligning the overarching marketing strategy with EIT Youth Education’s future offerings to ensure cohesive and impactful messaging.
3. Optimising the programme’s digital presence across multiple platforms, driving engagement with diverse target audiences and advancing programme objectives.
This partnership demands agility, creativity, and a results-oriented approach to amplify the visibility and impact of EIT Youth Education, positioning it as Europe’s leading youth-focused education initiative.
Scope of Work: The contracted agency will be required to perform the following tasks:
1. Positioning and Branding
a. Advise on brand strategy for EIT Youth Education aligned with Girls Go Circular’s established branding and strategy.
b. Propose innovative ways to enhance visibility and credibility for EIT Youth Education building on Girls Go Circular’s channels and community.
c. Grow and implement Girls Go Circular’s branding activities.
2. Social Media Strategy and Management:
a. Implement Girls Go Circular’s social media strategy designed to increase follower engagement and audience growth across key platforms.
b. Responsibilities include weekly content creation (text, banners, carousels, polls, reels/videos etc.), editorial planning, scheduling, posting, and quarterly detailed analytics.
c. Ensure all social media profiles reflect the new brand identity and remain aligned with overall communication objectives.
d. Drive engagement on social media platform through reactions, interactions, and replies to relevant posts / users.
3. Website Redesign
Building on the initial website revamp completed in 2024, a second phase is required to further enhance the Girls Go Circular website:
a. Expand and enrich the website: Develop new sections, including an Impact section to showcase programme achievements, an Events section for upcoming activities, and an expanded Teacher Resources section to provide additional tools and materials.
b. Manage technical setup and maintenance of the website (WordPress)
c. Provide quarterly analytics on web performance.
d. Implement search engine optimisation (SEO) strategies to improve content quality.
4. Digital Marketing
a. Develop and execute digital marketing campaigns tailored to specific action calls.
b. Manage paid media campaigns (Google Ads, social media ads, etc.).
c. Provide monthly performance analytics with actionable insights.
5. General Communication and Marketing Activities
a. Marketing Materials Development
i. Design and produce brochures, presentations, and digital promotional content that effectively communicate EIT Youth Education’s objectives and achievements to various audiences.
ii. Develop a quarterly newsletter using the provided HubSpot template for Girls Go Circular, targeting secondary school students, educators and policymakers to share updates, resources and success stories.
6. Events
a. Develop a comprehensive communication and dissemination strategy for the Women and Girls in STEM Forum (Girls Go Circular’s annual event taking place in Q4) and its annual Student Challenge, aimed at maximizing participation rates and ensuring comprehensive coverage from pre-event promotion through live engagement and post-event dissemination.
i. Leverage digital marketing, social media, and other communication channels to ensure broad visibility of the Women and Girls in STEM Forum among relevant academic, industry, and public audiences.
ii. Produce two videos of max. 2 minutes to promote the Women and Girls in STEM Forum (pre- and post-event).
iii. Coordinate public relations efforts, including media outreach, in collaboration with EIT RawMaterials.
iv. Provide live coverage of the Women and Girls in STEM Forum. One agency representative will be required on-site for two full days to manage live engagement, including social media updates, interviews, and other promotional activities.
7. Success Stories and Impact Dissemination
a. Impact Communication Strategy:
i. Develop a strategy for promoting and disseminating the success stories and tangible impacts of EIT Youth Education programmes.
b. Content Creation:
i. Create engaging content, such as case studies, testimonials, and narratives in multiple formats (banners, carousels, reels etc.), that showcase the positive outcomes of EIT Youth Education programmes.
The agency shall be available for an average of twelve (12) person days per month to provide the following basic services:
• Implementation and strengthening of an integrated communication strategy for EIT Youth Education modular and tailored to various target groups.
• Social media management on all Girls Go Circular channels: including content creation, basic video editing, planning, scheduling, posting, Online Reputation Management. Ongoing advice and content development for the further enhancement of Girls Go Circular’s social media strategy and the Girls Go Circular website.
• Social media analytics and reporting, including quarterly reports.
• Paid media campaigns: asset creation, execution and reporting.
• Advice on SEO and SEA optimisation.
• Maintenance and CMS management of the Girls Go Circular website. Quarterly monitoring of communication strategies used by competing initiatives/activities.
• Development of Girls Go Circular’s quarterly newsletter.
• Branding, Communication and dissemination strategy for the Women and Girls in STEM
• Forum, Girls Go Circular’s annual event (Q4).
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