Below The Line Marketing Agency- Kenya

Opportunity Type:

Contractor / Consultant

Summary:

JOB SUMMARY
Access to adequate and affordable housing remains a pressing challenge across Africa, particularly in the face of rapid urbanization and climate change. Compressed Earth Blocks (CEBs) present a sustainable, cost-effective, and locally sourced alternative to conventional building materials. To promote the adoption of this technology, HFHI, in partnership with a private sector actor, has been supporting efforts to stimulate the local housing market through innovation, demonstration activities, and awareness creation on the benefits of CEBs.

To catalyse greater market adoption of CEBs, HFHI seeks to support its private-sector partner to invest in and strengthen its market-development function through the engagement of a skilled below-the-line (BTL) experiential marketing agency. The agency will design and execute integrated consumer engagement and behaviour change campaigns that address information gaps and perception barriers, increase consumer awareness and confidence, and generate demand for CEB products. The objective is to demonstrate viable market-led approaches to customer acquisition and demand generation that can be sustained and scaled by the partner beyond the period of support.

Key Responsibilities:

Background

Habitat for Humanity International (HFHI) is anchored on a fundamental vision of a world where everyone has a decent place to live. This vision has been the driving force in all of Habitat’s actions and activities and has seen HFHI helping more than 29 million people around the world build or improve the place they call home. To further fulfil this vision, HFHI established the Terwilliger Centre for Innovation in Shelter (TCIS) to Build and Expand Inclusive Housing Markets by supporting local firms to innovate and expand client-responsive services and products. TCIS understands that the role of local markets is critical in closing adequate housing gaps among the low-income and incremental market segment. TCIS strives to make markets work more effectively for low-income people in need of decent, affordable housing.

 

Context

Access to adequate and affordable housing remains a pressing challenge across Africa, particularly in the face of rapid urbanization and climate change. Compressed Earth Blocks (CEBs) present a sustainable, cost-effective, and locally sourced alternative to conventional building materials. To promote the adoption of this technology, HFHI, in partnership with a private sector actor, has been supporting efforts to stimulate the local housing market through innovation, demonstration activities, and awareness creation on the benefits of CEBs.

 

To catalyse greater market adoption of CEBs, HFHI seeks to support its private-sector partner to invest in and strengthen its market-development function through the engagement of a skilled below-the-line (BTL) experiential marketing agency. The agency will design and execute integrated consumer engagement and behaviour change campaigns that address information gaps and perception barriers, increase consumer awareness and confidence, and generate demand for CEB products. The objective is to demonstrate viable market-led approaches to customer acquisition and demand generation that can be sustained and scaled by the partner beyond the period of support.

 

Key objectives

• Design and implement integrated behaviour change communication (BCC) and BTL experiential marketing campaigns that addresses prevailing myths, misconceptions, promotes awareness, knowledge, demand and use of CEBs among identified households.
• Enhance the visibility and market presence of the private sector partner's CEB products and housing solutions among prospective customers, builders, artisans, developers, and other key market actors.
• Facilitate direct links between potential customers and the private sector partner for leads, product inquiries, referrals, and sales conversions.
• Monitor, document, and report on campaign performance and results, including reach, engagement, leads generation, converted leads, CEB adoption, partner sales and revenue changes and lessons learned.
• Develop a comprehensive Marketing Standard Operating Procedure (SOP) detailing marketing approaches, processes, collateral templates, and performance monitoring mechanisms, to strengthen the private sector partner’s capacity to independently implement future marketing and demand generation campaigns.

Tasks and responsibilities

• Conduct a review of secondary literature and existing project materials and market insights to inform campaign design and implementation.
• Develop a comprehensive BCC and BTL marketing approaches aligned with the project objectives and target audiences.
• Collaborate closely with the private sector partner and HFHI to ensure alignment of activities with project goals and business objectives.
• Design communication materials and promotional assets with clear, compelling, messaging that is tailored to the identified target audiences.
• Support in lead generation and customer referral database capturing consumer inquiries, leads, and referrals made to the private sector partner.
• Engage relevant local stakeholders, community representatives, housing sector actors, and influencers to support campaign implementation and message amplification
• Develop and implement a campaign reporting and monitoring framework to track performance against agreed indicators.
• Provide regular progress updates to the private sector partner and HFHI
• Develop a comprehensive Marketing SOP detailing marketing approaches, processes, collateral templates, and performance monitoring mechanisms for marketing and demand creation activities.

Deliverables

• BCC and BTL marketing campaign approach, including consumer engagement activities, key messages, promotional materials and designs.
• Detailed inception report detailing the campaign strategy, target audiences, key messages, implementation approach, activity schedule, and monitoring framework.
• Work plan detailing the campaign activities, milestones and timelines.
• Campaign monitoring reports providing updates on activities implemented, audience reach, engagement levels, lead generation, and emerging insights.
• Final campaign report summarizing activities, campaign performance against agreed indicators, key achievements, challenges, lessons learned, and recommendations for future demand creation efforts.
• A detailed Marketing SOP.

Experience and qualification

The selected agency should have the following qualification:

• Must be a legally registered firm with at least 5 years of proven experience in designing and implementing BTL marketing, consumer engagement, BCC, and demand creation campaigns.
• Strong regional presence
• Experience working with private sector companies especially Small, and Medium Enterprises to support market development.
• Experience in developing marketing SOPs to support continued implementation beyond the assignment period.
• Experience producing high-quality written technical reports
• Excellent communication and problem-solving skills.
• Ability to work independently and collaboratively with cross-functional teams.
• Understanding of Market Systems approaches and experience working with housing sector is an added advantage.

Duration

The consultancy will be conducted in a duration of 6 months. This represents calendar period and not consultancy days.

 

Safeguarding and Data Protection

HFHI requires that all consultants take seriously their ethical responsibilities to safeguarding intended beneficiaries, their communities and all those with whom we work. The consultant shall support and maintain an environment that prevents harassment, sexual exploitation and abuse, safeguards the rights of all community members, especially children, and promotes implementation of HFHI’s code of conduct.

 

Data Protection

The contractor will be required to abide by HFHI’s data protection and security policy during the assignment period.

 

Geographical scope: The activities will focus on the Laikipia, Eastern and Western region

Submission

Interested agencies should submit the following:

• Technical Proposal providing a clear understanding of the assignment and proposed approach to achieve the objectives.
• A detailed financial proposal
• CVs of the team
• Case studies of similar work done

 

Application and Decision Process

Only shortlisted applicants will be contacted. Submissions should be sent to TCIS@habitat.org by 25th Nov 2026, with subject line: Below The Line Marketing Agency- Kenya. The selected consultant may be required to show proof of professional indemnity cover

 

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About Us:

Habitat for Humanity, founded in 1976, is a global, Christian-based nonprofit organization that grew out of an intentionally multi-racial community in rural Georgia. Seeking to put God’s love into action, Habitat brings together people of all faiths and people of no faith to build homes, communities and hope. Working alongside each other, we help families and individuals build and improve places to call home and achieve the strength, stability and self-reliance they need to build better lives for themselves. Habitat seeks individuals who have a willingness to affirm these principles and values.

At Habitat for Humanity International, we are compelled by our Koinonia roots to put God’s love for all into action and pursue housing equity and opportunity by bringing all people together to build community and drive impact. We strive to build a culture rooted in learning, accountability and trust, attracting and retaining mission-driven talent reflective of the global communities we serve.

Equal Opportunity Employer Statement:

As an equal opportunity employer, we realize our success depends on courageously committing to being a workplace where all staff feel safe, welcome, visible, respected, supported and valued, and building a workforce that reflects a variety of lived experiences, backgrounds and perspectives, in which every person experiences dignity and respect.