IHHN Digital Agency Retainer

Digital Agency Brief & Scope of Work (SOW) Indus Hospital & Health Network (IHHN) 1. About IHHN Indus Hospital & Health Network (IHHN) is Pakistan’s largest state-of-the-art, free-of-cost healthcare network, providing quality healthcare through a nationwide system of hospitals and clinics. Powered by community donations and a pioneering zakat model, IHHN follows a strict zero cash counter policy to ensure equitable healthcare access for all. 2. Objectives The appointed agency will support IHHN in: ● Strengthening brand awareness and recall ● Positioning IHHN as Pakistan’s leading private-sector healthcare network ● Building a strong faith-driven and emotionally compelling brand narrative ● Increasing engagement and conversions across key fundraising and awareness campaigns ● Positioning IHHN as a national leader in healthcare quality, research, and impact ● Delivering measurable campaign and digital performance 3. Scope of Work A. Campaign Strategy & Creative Development ● Develop campaign strategies, concepts, and communication directions ● Create key messaging, taglines, and storytelling approaches ● Develop 360° campaign creative across digital, print, OOH, and on-ground branding ● Ensure consistency across all campaign touchpoints B. Content Creation & Production ● Monthly content planning and content calendar development ● Creation of: ○ Static posts ○ Carousels ○ Reels & short-form videos ○ Motion graphics & animations ○ Mid-length storytelling videos ● Copywriting including captions, scripts, and campaign messaging ● Photography and videography production including campaign, editorial, and documentary-style shoots ● Editing, grading, subtitles, and sound design C. Social Media Management Platforms: Meta, LinkedIn, X, YouTube Responsibilities: ● Daily publishing and platform monitoring ● Community management and response handling ● Query escalation and sentiment monitoring ● Audience engagement and moderation ● Monthly analytics and performance reporting 4. Brand & Communication Expectations The agency must maintain a communication approach that is: ● Compassionate ● Credible ● Inspiring ● Human-centered ● Faith-sensitive Content should balance emotional storytelling with informative healthcare communication while maintaining consistency across all platforms. 5. Brand Audit Requirement The selected agency will conduct an initial audit covering: ● Tone of voice and communication consistency ● Visual identity and design language ● Review of past campaigns, learnings, and improvement opportunities 6. Pitch Requirements Agencies are required to present: Strategic Approach ● Understanding of IHHN and its positioning ● Audience and campaign strategy ● Platform-wise rollout thinking Creative Presentation ● 2–3 campaign concepts (Ramadan, Sadaqah, awareness campaigns, etc.) ● Sample key visuals and social media content ● Video concepts/storyboards ● Influencer, PR, and community-driven ideas ● Suggested on-ground activations Credentials & Commercials ● Relevant case studies ● Team structure ● Monthly retainer ● Production costs ● Paid media commission structure Note: Paid media budgets will be directly managed by IHHN. 7. Expected Monthly Deliverables Strategy & Campaigns ● 1 campaign strategy ● 2–3 campaign concepts ● Monthly content calendar and rollout plan Content Production ● 5 static posts ● 10 carousels ● 15 reels ● 1–2 mid-length videos (campaign dependent) ● Captions and copywriting Community Management ● Daily publishing and moderation ● Response management ● Monthly reporting and insights 8. Suggested Team Structure ● Account Manager ● Strategy Manager ● Creative Lead / Art Director ● Copywriter ● Designer ● Animator ● Content Producer 9. Key Note All communication and creative outputs must align with IHHN’s mission and values, ensuring authenticity, dignity, sensitivity, and impact-driven storytelling at all times.