Develop a Digital Marketing Manual and Train on Digital Marketing


Open to all RPCVs

Activity/project background

Digital media and social media platforms are some of the tools that Centro de Investigación Científica de Yucatán (CICY) uses to disseminate knowledge, share scientific information and news, promote services, and reach out to the general public. The Department of Technology Management (DGT, for its acronym in Spanish) through its Project Administration Office (OAP, for its acronym in Spanish), and in coordination with the Information and Communication Technologies Unit (UTIC, for its acronym in Spanish) and the Office of Dissemination and Outreach, is interested in developing a digital marketing manual which will include strategies and lines of action, procedures, tools and indicators, that will help enhance its reach and presence in the digital environment.

The participation of a Virtual Service Pilot Participant (VSPP) with experience in digital marketing will contribute to strengthen the skills and capabilities of staff members involved in the process and will help to boost the organizational culture by creating a synergy between the different departments.

The project is under the direction of the DGT. The OAP is in charge of the coordination and execution of the project. The VSPP will collaborate directly with the OAP manager and will have interaction with personnel from the other departments involved.

Peace Corps Mexico (PCM) and CICY’s partnership began in 2017 through the Peace Corps Response Program. CICY has worked with a VSPP before. However, DGT has no prior experience collaborating with PCVs nor VSPP. Counterparts understand the nature and conditions of virtual service.

Virtual service engagement and tasks

The VSPP will engage in the following tasks, in collaboration with their Host Country Partners:

• Conduct an institutional assessment on its digital marketing practices and make recommendations
• Develop a proposal for a digital marketing manual that may include: Innovative strategies related to marketing trends, new digital marketing models, digital tools that support management, and how to determine and analyze metrics. Best practices on how to design a digital marketing plan, develop marketing content, create inbound marketing, and determine timing, budget, metrics, and implementation actions. Recommendations for department-specific strategies, lines of action, tools, and roles and functions.
•Design and facilitate two or three workshops for staff members on relevant topics identified from the initial assessment recommendations, which may include: search engine optimization (SEO), search engine marketing (SEM), AdWords programs, social media, email marketing and pay per click (PPC).

This engagement is expected to be approximately 22 weeks. VSPPs are expected to engage on the tasks listed above for an estimated 5-15 hours per week.

Meetings between VSPPs and Host Country Counterparts will take place during normal office hours, Mexico time. Specific times will be determined during orientation.

The Host Country Counterpart will have access to Email, WhatsApp and video conferencing platforms such as BlueJeans for regular communication and collaboration.

Per the Child Protection Code of Conduct, when engaging online with minors (0-18), two adults must be present.

Optional additional activities

The Peace Corps mission is to promote world peace and friendship by fulfilling three goals:

  1. To help the people of interested countries in meeting their need for trained men and women.
  2. To help promote a better understanding of Americans on the part of the peoples served.
  3. To help promote a better understanding of other peoples on the part of Americans.

Goal 1 will be achieved through the VSPP's engagement and completion of the above tasks. The counterpart and VSPP may also choose to identify an activity that aligns with Goal 2. Additionally, the VSPP may identify a Goal 3 activity to implement during their engagement. See recommendations and tools for Goal 3 activities.

Essential qualifications

Education: Bachelor’s degree in any field

Language: Intermediate Spanish

• 2 years of hands-on experience creating digital resources, social media content, and/or online marketing and social media campaigns.
• Experience with social media platforms, digital tools, and marketing performance indicators (KPIs).

Intercultural skills and motivation: Flexible, strong cross-cultural agility, high tolerance for ambiguity, able to work independently, resourceful, creative, and genuinely motivated and capable to serve virtually

Desired qualifications

• Degree in marketing, digital or social media, communications, business
• A certificate or specialization courses in: Digital Marketing, Search Engine Optimization, Pay Per Click Advertising, or Email Marketing

Technical Skills:
• Familiarity with virtual engagement and communication
• Copywriting skills, preferably in Spanish
• Up-to-date knowledge of the latest trends and best practices in online marketing and metrics

Language: Advanced Spanish

• Experience in identifying/setting targets (market audiences, indicators).
• Experience with paid social media campaigns

Partner background

Name: Centro de Investigación Científica de Yucatán, A.C. (CICY)

Type of entity: Government

Mission and goals:

Mission: Carry out scientific research, train human resources, disseminate knowledge, develop and transfer technology and promote the development of society in harmony with the environment.

Goal: To be an institution that provides solutions to regional and national problems, contributing to the sustainable development of the country, with international recognition for its scientific and technological contributions in its areas of competence.

To achieve international recognition for its academic programs and that its graduates are recognized for their professionalism and spirit of service to the social, productive, business, scientific and technological sectors.
To be an institution that participates in the decision-making process of scientific and technological policy at regional, national and international levels and actively participates in the development of the country.

Terms and conditions of engagement

VSPPs will be engaging with the host country partner, in coordination with Peace Corps post staff, remotely from the US. They should have access to a computer, internet, and telephone in order to enable direct engagement with the Peace Corps overseas office and the Host Country Counterpart assigned by the host country partner.

Orientation with the host country partner will be provided, within the designated virtual service hours, during the first week of virtual service via an online presentation and discussion. The host country partner will provide an overview of its organization, the local context, and how they envision collaborating with the VSPP.

The VSPP will have regular check-ins with their counterpart and bi-weekly check-ins with Peace Corps staff. Spending unstructured time with counterparts can be critical to relationship-building and is encouraged through activities such as coffee chats and informal calls within the weekly 5-15 hours.

Engagement-specific safety and security

The VSPP will receive an orientation on Peace Corps’ Child Protection Policy and how it relates to online engagement along with IT security best practices. The VSPP will be expected to follow safety and security guidelines for online engagement to ensure their safety and that of the Host Country Partner and their counterpart, and any beneficiaries of the engagement.

Supervision requirements

The VSPP will report to a designated Peace Corps staff member. The VSPP will be expected to abide by the Virtual Service Pilot Participant and Donation Agreement and Participant Principles of Engagement. The VSPP will also be expected to check in with the designated host country counterpart as assigned by the host county partner.

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