Marketing and Communication Strategy Development for Montenegro's Instant Payment System

Central Bank of Montenegro TARGET Instant Payment Settlement Clone – TIPS Clone Project Request for Expressions of Interest ‘ ’Development and implementation of marketing, communication and customer experience strategies for the Instant Payment Services in Montenegro’’ Consulting Services: CQS L/C No. 9858-ME Reference No. TIPSC-9858-ME-CS-CQ-26-1.6 February 23, 2026, The Loan Agreement for Montenegro's project (Montenegro Financial Infrastructure Modernization and its Alignment with SEPA Standards Project (TARGET Instant Payment Settlement Clone Project – TIPS Clone Project )). Project no. P509405 was signed on 30th of July 2025. and will close on 13th of September 2030. The Government of Montenegro aims to modernize payment systems through the improvement of the legal and regulatory framework and the modernization of financial infrastructure. This Project will assist authorities in supporting the modernization of the payment’s infrastructure. The proposed Project builds directly on the existing engagement and supports authorities with necessary investment activities. The overall Project have three components: (i) Providing technical assistance for setting up a new payment system and developing the broader payments ecosystem (ii) Supporting the implementation and operation of the new payment system (iii) Project Management The Central Bank of Montenegro (CBCG) as the Project Implementing Entity, will have overall responsibility for project implementation and intends to apply part of the proceeds to the payments for a qualified Consulting company ( herein referred to as "the Consultant ) to design, develop and implement comprehensive communication and educational campaign for the TIPS Clone project , i.e. for the introduction of the national instant payment service in Montenegro. Consultant needs to ensure the initiative in order to effectively present the IPS to the wider public, create a recognizable and striking brand, as well as ensure a high level of awareness and education. Additionally, the focus will be on improving the user experience (UX) at all touchpoints of the Instant Payment Service. The goal is to encourage widespread adoption of the system through a well-coordinated, multi-channel marketing campaign, with a user-friendly and simple design. The campaign aims to:

• Enable the general public, the economy and special target groups to gain a clear understanding of the purpose, benefits and the manner of use of the instant payment service,
• Increase the level of awareness, trust and readiness to use digital payment services,
• Contribute to long-term changes in payment habits and to the strengthening of financial inclusion.

The (CBCG) through the Technical Service Unit (TSU) now invites eligible Consulting firms (“Consultants”) to indicate their interest in providing the Services. Interested Consult-firm (Legal entity) should provide information demonstrating that they have the required qualifications and relevant experience to perform the Services in subject. The Consultant will work closely with relevant stakeholders ensuring compliance with Montenegro’s relevant policies, EU regulations, and international best practices. It is anticipated that the Consultant will complete the assignment within 24 months from the date of signing the contract, implementing all tasks defined therein within the specified deadlines and ensuring that agreed timelines are respected. The consultancy firm is expected to provide services until all project activities and deliverables are finalized and formally accepted. The qualification criteria are:

• General Qualification and Competences of the consultant (firm):

Capacity, competences and organizational structure, of the Consultant firm (Company). The Consulting firm must be a legal entity with proven experience in:

• At least 5 marketing campaign projects successfully completed within 2020–2026.
• At least 5 years of experience in media buying, public relations, and digital marketing.
• At least 3 market research projects successfully completed within 2020-2026.

------------------------------------------------------------------------------------------------------------- (Mandatory). The evaluation criteria are:

• Qualification of the consultant (firm) relevant to the assignment:
• . Relevant experience in similar projects ---------------------------------------------------------(30)

The number and type of completed projects that are comparable in terms of scope and nature to the subject engagement shall be evaluated.

• Experience in the payment systems / financial services area ----------------------------- (30)

The number of projects in the fields of payment systems, banking, fintech, digital financial services, and public financial institutions shall be evaluated.

• Methodological capacity and research experience------------------------------------------- (15)

Experience will be evaluated based on Number of conducted market researches, application of quantitative and qualitative methods, and measurement of campaign effects through KPIs and baseline/endline assessments.

• Operational capacity and implementation capability--------------------------------------- (15)

The capability to deliver complex campaigns within realistic timelines shall be evaluated.

• Experience in crisis and reputational communication--------------------------------------- (10)

Number of relevant projects to include: Crisis communication, Reputational risk, work with public institutions or regulators. ------------------------------------------------------------------------------------------------------------(Max 100 points ).

• More details regarding the criteria can be found in the Terms of Reference (ToR).

It is expected that the interested Consultant’s company within the submitted ‘’EoI’’ shall prepare and present a table (reference list) which will provide the following information: Contracting authority/client data and contact information to whom the consultancy service was performed, (contract-project detailed description, contract value and contract implementation period). *CVs or biodata for Key Expert’s- (staff) are not required and will not be evaluated at this stage . The Consultant firm may also submit other documents and which are not listed above in order to justify general qualifications and qualifications relevant to the assignment it considers relevant, such as indicative list of the key staff/key personnel that is generally available for this kind of work. Consultants may associate to enhance their qualifications. The associations should clearly indicate the form of the association (Joint-venture, Consortium, sub-consultancy; member in charge; other member/s and or sub- consultants). Joint ventures should submit letter/confirmation, indicating their intent to form a joint venture if awarded the contract and shall provide the above-mentioned information for each member of the joint venture. *Consultant may submit only one expression of interest. If a consultant submits or participates in more than one Expression of Interest, such expression will be disqualified. However, sub-consultants, including individual experts, may participate in more than one expression of interest only in the capacity of sub-consultants. Qualifications and experience of the sub-consultants will not be considered for evaluation purposes. "The detailed Terms of Reference (TOR) for the assignment, which comprehensively outlines the tasks, duties, and responsibilities of the consulting firm, as well as the method of selection and evaluation approach, can be obtained upon request at the e-mail address provided below." A Consultant firm will be selected in accordance with the Consultant Qualification Based Selection (CQS) method set out in the World Bank’s “Procurement Regulations for IPF Borrowers” Sixt Edition ; February, 2025 . The attention of interested Consultants is drawn to Section III, paragraphs, ‘’3.13 - 3.17’’ setting forth the World Bank’s policy on Conflict of interest. Interested consultants may obtain further information at the address below, from 08:00 to 15:00 hour’s local time. Expressions of interest must be delivered, only by e-mail to the address below and in subject must clearly indicate project name, subject number : ‘ ‘’Development and implementation of marketing, communication and customer experience strategies for the Instant Payment Services in Montenegro’’ Ref.No: TIPSC-9858-ME-CS-CQ-26-1.6 The deadline for submission is March 10, 2026. 10:00h. Ministry of Finance /Technical Service Unit Attention: Mr. Zoran Mijović, Senior Procurement officer Address: Studentska 2 A Floor I City:81000Podgorica Country: Montenegro Telephone: + 382 20 201 695 E-mail: zoran.mijovic@mif.gov.me Agency: Ministry of Finance-Technical Service Unit Procurement method: Consultant Qualification Selection Notice type: Request for Expression of Interest Status: Published Value: 295000.0 USD