Expression of Interest for Consulting Firm Marketing Green Building and Resilience Building Program in Viet Nam 2026 IFC a member of the World Bank Group is the largest global development institution focused on the private sector in emerging markets. We work in more than 100 countries, using our capital, expertise, and influence to create markets and opportunities in developing countries. In fiscal year 2025, IFC committed a record $71 billion to private companies and financial institutions in developing countries, leveraging private sector solutions and mobilizing private capital to create a world free of poverty on a livable planet. In Viet Nam, Green Building program aims to contribute to the green building market transformation in the country through the development and implementation IFCs voluntary Excellence in Design for Greater Efficiencies (EDGE) certification. The program is expected to help reduce overall greenhouse gas emissions and improve energy, water and other resource efficiencies associated with new building construction in Viet Nam. Following the success of EDGE, BRI is a web-based hazard mapping and resilience assessment framework for the building sector. It is designed to facilitate access to location-specific hazard information, provide resilience measures to mitigate applicable risks, and improve transparency for disclosing a buildings resilience information between sector stakeholders. The program is delivered in partnership with the UKs Government and Australian Government. IFC is looking for a local marketing consulting firm (Consultant) to implement the Marketing strategy & activities of the Green Building project and Resilience Building project in Viet Nam. II. SCOPE OF WORK The Consultant will lead the implementation of EDGE and BRI marketing initiatives aligned with the positioning, brand, and core messaging strategy to strengthen visibility and market leadership of EDGE and BRI in Viet Nam. This includes driving advocacy for green buildings and supporting business development to expand EDGE and BRIs footprint in the market. Key Responsibilities: · Digital Presence: Redesign and localize the EDGE Viet Nam subpage on edgebuildings.com to ensure compelling, market-relevant content. · Email Marketing: Develop a comprehensive email marketing strategy, including content planning, audience segmentation, and execution of approximately 10 targeted campaigns. · Social Media Strategy: Create and implement a LinkedIn marketing plan with tailored content and templates to reinforce EDGE and BRIs leadership in green and resilient buildings. · Market positioning: Produce and publish articles and testimonials about EDGE and BRI on public platforms to strengthen IFCs position as a leader in Vietnams green and resilient construction sector. · Capacity Building: Design and deliver marketing and communications training for EDGE-certified developers and owners, focusing on priority segments such as residential and industrial. · Event Support: Coordinate and execute promotional activities for events, conferences, and community engagements, including branding materials and campaign design. · Performance Monitoring: Track KPIs, analyze results, and provide insights to optimize marketing efforts and inform strategic decisions. III. TASKS AND DELIVERABLES The Consultant will collaborate closely with the IFC team to: · Mobilize resources and execute the above activities effectively. · Provide additional marketing support as needed based on evolving business priorities. Deliverables: · Redesigned EDGE Viet Nam subpage. · Email marketing plan and at least 10 campaign designs. · LinkedIn marketing plan and at least 30 content pieces. · Marketing and communications training program, with at least 5 sessions delivered. · Working closely with IFC Comms, produce at least 3 in-depth articles/impact stories to be published in a local media outlet and SM, to be amplified by local sector influencers by end 2026. · Support for a minimum of 10 events and creation of at least 10 related marketing materials. IV. LOCATION The assignment will be in Viet Nam. V. QUALIFICATION 1. Essential Qualifications Marketing & communications expertise Proven track record in developing and executing impactful marketing campaigns, with a strong understanding of digital marketing, content creation, public relations, and event management. Content creation and management Excellent writing, editing, and storytelling skills, with the ability to create engaging and informative content across various formats, including social media posts, email campaigns, infographics, presentations, and websites. Digital marketing proficiency Strong understanding of digital marketing principles and best practices, including search engine optimization (SEO), social media marketing, email marketing, native online advertising, and influencer marketing. Stakeholder engagement Stakeholder engagement: Excellent interpersonal and communication skills, with the ability to build relationships, influence decisions, drive collaboration, and inspire action across diverse stakeholder groups. Data analysis and reporting Strong analytical skills, with the ability to track and measure program performance against KPIs, analyze data, and generate insightful reports from a development perspective. 2. Desirable Qualities Sustainability knowledge Familiarity with green building certification systems and knowledge of sustainability trends and market dynamics in real estate. Industry experience Knowledge of, and established networks within the Viet Namese real estate and construction sectors, or the financial sector, including firms and agencies servicing these. Languages Proficiency in English and capable of translating text to Vietnamese using available tools and resources. VI. REPORTING The consultant will report to Ms. Diep Ngoc Do, Project Leader. VII. CONFIDENTIALITY STATEMENT All data and information received from IFC for the purpose of this assignment are to be treated confidentially and are only to be used in connection with the execution of these Terms of Reference. All intellectual property rights arising from the execution of these Terms of Reference are assigned to IFC. The contents of written materials obtained and used in this assignment may not be disclosed to any third parties without the expressed advance written authorization of the IFC. Tender Link : https://wbgeprocure-rfxnow.worldbank.org/rfxnow/public/advertisement/6532/view.html
