Annex 2. Communication Strategy

Communication and Visibility Plan – KEDA-OPLA

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Contracting Authority: European Commission

European Neighborhood Programme for Agriculture and Rural

Development in Georgia (ENPARD II) –

Pilot Rural Development measures

in Adjara Autonomous Region

Communication and Visibility Plan

Lead applicant: CENN - Caucasus Environmental NGO Network

Title of the action: Optimising the Potential of Local Assets for Rural

Development of Keda Municipality

Communication and Visibility Plan – KEDA-OPLA

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Introduction

The Communications and Visibility Plan is intended to foster visibility and raise the public profile of the project “Optimising the Potential of Local Assets for Development of Keda Municipality”. It comprises the best practice public relations methods inclusive of, inter alia, public information outreach, special events, electronic and web communications strategies.

The EU has awarded the Caucasus Environmental NGO Network – CENN a €1,999,150 grant with an overall goal to reduce poverty in Georgia via addressing the economic, social and environmental concerns of rural areas, making use of local potential for sustainable and inclusive growth, and promoting rural development at a national level.

The specific objective of the project is to diversify local economic activities, fostering investment and empowering competitive agricultural and environmental practices in Keda Municipality via bottom-up strategic planning of rural development.

CENN implements the project in collaboration with three co-applicants that are partners of the project: Austrian Institute for Spatial Planning (ÖIR), Centre for Strategic Research and Development of Georgia (CSRDG), Institute of Democracy (IoD); Georgian Farmers’ Association (GFA) is the project Associate.

The communication plans covers the entire duration of the project: May 1, 2017- February 28, 2021.

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Table of Contents

GENERAL COMMUNICATION STRATEGY ............................................................. 4

1. OBJECTIVES ..................................................................................................... 5

1.1. Main objectives of the Communication and Visibility Plan ...................................... 5

1.2. Target Groups ....................................................................................................... 5

1.3. Specific Objectives for Each Target Group ............................................................ 5

2. COMMUNICATION ACTIVITIES ........................................................................ 6

2.1. Main Activities ........................................................................................................ 6

2.2. Communication Tools ............................................................................................ 7

3. INDICATORS OF ACHIEVEMENT ..................................................................... 8

3.1. Completion of Communication Objectives ............................................................. 8

3.2. Provisions for Feedback ........................................................................................ 9

4. RESOURCES ................................................................................................... 10

4.1. Human Resources ............................................................................................... 10

4.2. Financial Resources ............................................................................................ 10

Communication and Visibility Plan – KEDA-OPLA

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GENERAL COMMUNICATION STRATEGY

The Communication and Visibility Strategy for the project “Optimising the Potential of Local Assets for Rural Development of Keda Municipality (OPLA)” aims to demonstrate how actions funded by the European Union incorporate information and communication activities designed to raise the awareness of stakeholder groups and general audiences on:

importance of the rural development in Georgia

the EU LEADER approach to rural development

the EU support to Georgia’s and particularly to Keda municipality rural development and its outcomes

Communication and Visibility Plan supports achievement of the specific objective of the project - diversification of local economic activities, fostering investment and empowering competitive agricultural and environmental practices in Keda Municipality via bottom-up strategic planning of rural development.

The Strategy acknowledges importance of modern, innovative communication tools and channels in respect to local communities in target region, interests of the donor and implementing partners.

Communication and Visibility Plan outlines the key element of the project that encourages communication of project opportunities to the potential beneficiaries and information, awareness raising and engagement of all target groups.

Communication and visibility will be organized in coordination with the EU Delegation to Georgia, through the ENPARD Communication Unit, and in partnership with other stakeholders and partners involved in the implementation of the Project, in accordance with the guidance included in the "Communication and Visibility Manual for EU External Actions"1, as well as the recently developed communication guidelines for EU projects in Georgia. Donor visibility will be ensured for all activities supported with the project funds, and will include clear display of the logo of the donor (in the agreed format) in publications, banners, press releases and flags and any other communication material used in the activities and events supported by the project. The visibility guidelines of the donor will be followed in all phases of project implementation. CENN will proactively work with media by inviting them to all appropriate events by sending regular media advisories/press releases and updates about its work. Accordingly, CENN will regularly update the media communication e-mail lists. CENN will conduct the media monitoring of the ENPARD project-related topics and provide them to the interested parties on demand. On all communication and visibility related matters, including in advance provision of media advisories and press releases, CENN will have direct communication and coordination with ENPARD Communication Unit.

1 Communication and Visibility Manual for EU External Actions available at: http://ec.europa.eu/europeaid/work/visibility/index_en.htm

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1. OBJECTIVES

1.1. Main objectives of the Communication and Visibility Plan

Main objectives of the Communication and Visibility Plan are:

- Raising awareness on action’s general and specific objectives in a direct communication with local actors and target groups;

- Branding and promoting Keda as a sustainable agricultural region of Georgia

- Promoting touristic potential of Keda municipality as well as the Mtirala National Park;

- Attracting investments in line with Keda RDS;

- Promotion of sustainable development approaches and practices, modern technologies and innovation;

- Encouragement of entrepreneurship;

- Empowerment of women and youth

- Delivering information about the donor and implementing partners (in line with the Communication and Visibility Manual for European Union External Actions) to the target groups.

1.2. Target Groups

The target groups of the project and its Communication and Visibility Plan are:

- Keda LAG (1) involving AMAGs (6);

- Local communities: ~16,760 people, 9 communities, 63 villages and Keda town;

- Local authorities: 1 municipal authority and 1 Sakrebulo;

- Regional authorities including interagency bodies i.e. Rural Development Council: 7 agencies;

- Farmers’ info-consultation centre;

- Local entrepreneurs: agro-cooperatives, farmers, greenhouses, fish farms, wine and fruit factories, family wineries, Atshesi HPP; license holders of natural resources use;

- Tourist service providers: hotels, guesthouses, guides;

- Mtirala National Park Administration;

- Educational institutions, and youth: schools, Education Resource Centre of Ministry of Education and Science’s, Vocational College ‘Black Sea’, Batumi Business Incubator (BBI);

- Tourists and visitors (~25,000);

- Media organizations at local and regional levels.

1.3. Specific Objectives for Each Target Group

- Rising awareness of Keda LAG (1) involving AMAGs on the EU LEADER approach and on investment and small grant possibilities, throughout various channels and direct presentations;

- Communication with the local communities through different formal and informal events organized at the co-working space, presentations and printed materials regarding the action and its main goals, communicating with local communities

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throughput the social media channels and educating youth by involving them in different camps, competitions, school award contests;

- Engagement of the local and regional authorities including interagency bodies, in order to exchange information about ongoing processes in the region and share important milestones as long as upcoming plans;

- Involvement of the local farmers, entrepreneurs, tourist service providers in the main activities planned within the action, including invest in Keda campaign and sharing of the best practice through various media channels;

- Cooperation with Mtirala National Park Administration and its positive media positioning both on national and international levels, in partnership with regional and national authorities;

- Involvement of educational institutions and local youth in different programs implemented within the action - organizing green camps, green idea incubator programs for supporting entrepreneurial education, integration of modern technologies and approaches in order to support local youth in creation of the sustainably operated startup ecosystem aiming at further development of sustainable economy in the region and avoiding brain drain from Keda/Adjara AR;

- Developing sustainable communication materials, documentaries (both photo and video); PSAs and social media ads aiming at introducing Keda to the potential inbound or local tourists and promoting region among visitors;

- Educating and working alongside the journalists and social media influentials on a promotion of the Climate Smart Agriculture and potential of Keda in building sustainably planned, resilient, participatory approach of future development plans and visions.

2. COMMUNICATION ACTIVITIES

2.1. Main Activities

Main communication activities of the action will include:

- Participatory elaboration of a Keda Municipality’s Marketing and Communication strategy targeted at attracting investment for rural development as per the priorities of the Keda RDS

- INVEST in Keda – an active media outreach campaign to brand Keda and advertise investment projects delivered in line with the Keda Marketing and Communication Strategy, reaching more than 1 million individuals;

- Adjara business forum – INVEST in Keda –organized with 100 participants;

- Online Keda Business Forum for potential investors and business owners is launched providing access to information, assistance, ideas, and feedback on business-related topics;

- Keda Rural Festivals (2);

- Elaboration of Keda slogan;

- Renewing Keda Municipality web-site;

- Mtirala National Park marketing;

- Exchange visits (7 times, with 20 visitors each) to promote Keda to relevant interest groups (businesses, media, other LAGs, NGOs, development agencies, universities, authorities);

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- Production of TV and radio reportages (at least 5);

- Broadcasting Video PSAs / documentaries (at least 2) for TV and social media;

- Articles published in newspapers (at least 15) and magazines (at least 8) , internet publications (at least 20) and CENN electronic information digests (at least 30).

- Development of promotional materials (T-shirts, posters, signs, etc.).

- The ‘Europe Bus’ - a mobile road show that will travel in all the villages of Keda Municipality and engage school children, women, and community representatives. The ‘Europe Bus’ will be decorated by a local youth groups identified through a public competition. The bus will be equipped with knowledge materials, interactive tools and equipment, as well as light catering for visitors.

- The project will prepare two information brochures on rural development and the LEADER approach, which will be disseminated in communities during meetings and awareness raising campaigns. Knowledge materials and information brochures will be also uploaded on the project and Keda Municipality websites.

- Networking is planned with other LAGs in Adjara (Khulo LAG) and nationwide (e.g. in Borjomi, Kazbegi, Lagodekhi, etc.) to exchange experiences and practices. This will include peer training conducted by other LAGs in Georgia (especially by Khulo LAG members), organisation of joint seminars, site visits, analysis of rural development in other regions, identification of development trends, and learning from good practices.

- Linking Keda LAG with Austrian LAGs and study tours in successful LEADER regions in Austria;

- Organization of youth camps;

- Organization of meetings with different stakeholders, workshops, round-tables, trainings, study tours and a concluding conference.

Please, see the detailed Action Plan and a Calendar of communication/visibility activities (2017-2018) in Annex 1.

2.2. Communication Tools

- Direct communication tools used during the implementation of the action include, but are not limited to the on sight presentations, workshops, trainings, idea generation (brainstorming) events at the specially assigned co-working space in Keda. This type of communication allows building better understanding and loyalty both in local target groups and other involved actors and acknowledge importance of the community involvement in planning and implementation process of the action.

- Caucasus Environmental Knowledge Portal (environment.cenn.org) where everyone can access relevant information about important milestones in action’s development timeline, it’s accomplishments, educational materials developed throughout the action, announcements about planned openings and opportunities. Caucasus Environmental Knowledge Portal is an innovative environmental knowledge sharing space with the weekly reach of up to 900 page views and around 750 unique visitors which allows an easy, one click information sharing possibilities to the various social media channels;

- By acknowledging importance of free access to the internet as a vital part of everyday life and virtual necessity for participation in economy, ensuring broadband access to the internet in Keda through the co-working space and sufficient delivery of the information regarding the opportunities;

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- Facebook as the Georgia’s most used social media network is a proven channel for the information distribution even in the rural communities of the country (with the access to the internet). Launching a Facebook page will allow viral sharing of the visual and textual information developed in an easy language of modern social media communication.

Facebook can integrate several thematic areas for promotion of the action:

Visual posts regarding announcements and campaigns;

Photo materials documenting life in the region and sharing inspirational stories of the local community representatives to the wider audience;

Sharing Video/TV documentaries/reportages for the social media users;

Sharing information regarding planned events;

Answering action related questions throughout Facebook chat and comments.

- ENPARD (www.enpard.ge) and CENN (www.cenn.org) official websites, and social media networks (ENPARD and CENN Facebook and YouTube pages) together with the communication channels of other partners will be included as a means of information dissemination.

- Other social media channels can be integrated with the environmental portal (environment.cenn.org) and Facebook, and the information flow coming from the various media can be allocated in one space in social and digital media. Other social media channels include YouTube, Instagram, twitter and blogs which alongside with Facebook are one of the most popular social media channels in Georgia;

- TV, radio, printed media are still common means of receiving information among Georgians and are effective sources of communication in rural and remote areas of the country. Considering this, positioning of the action in national and regional TV, radio and printed media is vital for the promotion of activities and information. Also, English language printed medias in Georgia are a good resource for communicating information and Keda opportunities among expats living in the country and investors both in Georgia and abroad.

3. INDICATORS OF ACHIEVEMENT

3.1. Completion of Communication Objectives

Completion of the communication objectives will have the following indicators:

- Increased local engagement by the population in the project as a result of the good branding and efficient communication through different communication channels(number of participants at the community meetings segregated by age and sex, number of local initiatives, campaigns, projects youth and women initiatives, local contributions to the project)

- Keda LAG is adequately representing the population and is fully functional;

- Gender and Youth Sensitive Keda RDS is actively promoted and delivered to the local, regional and national target groups;

- Priority interests of the community for rural development (challenges and opportunities) are identified, supported and efficiently communicated;

- Investors are aware of the economic potential of Keda and new investments are entering region;

- Keda LAG and community institutions are aware and prepared for new economic opportunities and are actively engaged in rural decision-making;

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- Target groups are well aware of the number of projects implemented and amount of sub-grants provided based on Keda RDS;

- The action is efficiently communicated among youth and young people are aware of the opportunities provided by the different projects undertaken within the action;

- Journalists on national and regional level are aware of the action and have a good understanding of the processes taking place in the framework of the OPLA;

- The population in Keda is aware of improvements undergone within the action on rural economic diversification, income and services;

- Employment rate in Keda Municipality is increased as a result of efficient communication and engagement in the action;

- Target groups and external actors both in Georgia and abroad are aware and has a positive attitude about the action and its results;

- Population of Georgia is aware of the EU contribution in the development processes in the country and has positive attitude about pro- Western aspirations of the country.

3.2. Provisions for Feedback

Beneficiary feedback means comments, suggestions, statements of appreciation and criticisms expressed by the recipients of aid projects. Beneficiary feedback mechanisms will be the systems and processes that will give the beneficiaries the opportunity to comment, make suggestions, express gratitude or criticize the products/services provided by the project. These will include:

- Meetings and roundtables will communities (LAG and AMAG members) and other project stakeholders (e.g. local authorities of Keda municipality, regional authorities MoA of Adjara AR etc.);

- Participatory workshops for elaboration of Keda RDS and Keda territory analysis;

- Trainings and training evaluation forms;

- Conference;

- Youth camps and their evaluation forms;

- Public events;

- Social media (Facebook page of the project)

- Interviews during the surveys;

- Information sharing platforms (websites, portals) administrated by the action;

- Local office of the project in Keda municipality with permanent staff that will allow continuous communication of the feedback from the target groups.

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4. RESOURCES

4.1. Human Resources

Communication activities will also be managed and coordinated by all members of the project team. However, the main personnel in charge of the communication activities will be Public Outreach Specialist (POS). POS will coordinate development of awareness raising and information materials and carrying out educational campaigns. The POS will be in charge of communication with media, launching effective campaigns to promote investment and tourism in Keda and support youth engagement activities. Public Outreach Specialist will be recruited for 46 months (75%) for the entire duration of the project.

4.2. Financial Resources The below table demonstrates minimum estimated amount that will be dedicated to communication activities:

All Years (ESTIMATED) Unit # of units Unit rate

(in EUR)

Total Cost

(in EUR)

Public Outreach Specialist (75%) per month 34.5 1,300 44,850

Per diems for local staff to field trips in the region per diem 414 50 20,700

Per diems for promo site visits per diem 140 50 7,000

Transportation of potential partners and media for promo/information site visits per visit 7 400 2,800

Knowledge materials for LAG (4 X 1,000; and 2 types X 1,500 copies) per copy 7,000 2 10,500

Publication of Keda RDS (1,000 copies) per copy 1,000 2 1,500

Catalogues of rural development projects / potential investments (1,000 copies, Eng-Geo) per copy 1,000 3 2,500

Keda rural development fairs and festivals per fair & festival

2 5,000 10,000

Awareness campaigns (on EU, LEADER, rural development priorities) - road show by 'Europe Bus'

per campaign

4 4,000 14,000

Information and promotional materials per year 4 5,000 20,000

TV outreach (reportages, videos, PSA) per production

5 2,300 11,500

Radio outreach (program, PSA) per program 6 540 3,240

Total Cost (in EUR) 148,590

I II III IV V VI VII VIII IX X XI XII

1 Development of Communication and Visibility Plan N/A X

2 Preparation of the brochure on project activities and EU LEADER Approach N/A X X

3 Preparation of the project banner N/A X

4Dissemination of the information among relevant stakeholders regarding planned community meetings in all

villages of Keda Municipality (63 villages)

Preparation of newsletters;

Preparation of TV reports (at least 2) for broadcasting through regional stations;

Preparation of articles (at least 2) for local newspaper.

X X X

Information dissemination on planned 10 community training/seminars on rural

development at municipality and community levels involving LAGs from different regionsX X X X X X X X X

Development of knowledge materials (handouts, presentations, videos) X X X X X X X X X

Two (2) community information and awareness campaigns X X X X X X

Two (2) road shows by the project’s ‘Europe Bus’ X X X X X

Preparation of information brochures on rural development and the LEADER approach X X

Preparation and publishing of at least three articles on Keda’s potential and best practices

in rural developmentX X X X X X X X X

Dissemination at least five articles through CENN’s electronic network X X X X X X X X X

Preparation Radio and TV reports (at least 4) broadcast through regional stations X X X X X X X X X

Information dissemination on planned 4 types of OD trainings for LAG;

Preparation of newsletters (at least 4);

X X X X X X X X X

Launching of KEDA LAG Facebook page; X X

Networking with other LAGs nationwide: (1) Networking with other LAGs in Adjara (Khulo

LAG) and other municipalities; (2) Exchange of experiences and practices nationwide with

other LAGs; (3) Assist the Keda LAG in searching for potential partners and cooperative

projects.

X X X X X X X X X

Public outreach on study tour in AustriaX X X X X X X

7Communication of the information regarding the ongoing processes of capacity building of the Keda LAG

(including AMAGs) and community based institutionsN/A X X X X X X X

8

Efficient and timely communication of the information and accomplishments regarding:(1) Territory analysis

of the assets of Keda Municipality (2) Environmental and natural resources assessment (3) Socio-economic

assessment (incl. gender, youth) - (setting indicators, monitoring and evaluation) (3) Climate change scenarios,

vulnerability assessment, adaptation planning (4) Business and rural economic development opportunities (5)

Cultural heritage, identity, perceptions (6) Spatial analysis and mapping

N/A X X X X X X X X X

9Efficient communication of the information on setting core direction of Gender and Youth Sensitive Keda

Rural Development Strategy (RDS)N/A X X X X

10Communication of the information regarding the participatory elaboration of the gender and youth sensitive

Keda RDS to the public

Preparation of newsletters;

Preparation of TV reports (at least 2) for broadcasting through regional stations;

Preparation of articles (at least 2) for local newspaper.

X X X X X

11Spreading information regarding opportunities of participatory elaboration of Keda RDS action plan and

monitoring and evaluation measuresOrganising at least four workshops with at least 30 participants (with equal gender balance) X X X X X

12Communication of the information regarding innovative and sustainable projects generating new employment

opportunities.

Distribution of flyers and info-posters in communities, the municipality and project

websites, the LAG Facebook page, the CENN mailing list, and local media (TV and

newspaper adverts)

X

13 Participatory development of the Keda Marketing and Communication StrategyDevelopment of Keda Marketing and Communication;

Elaboration of KEDA SloganX X

14 Capacity building and promoting opportunities for rural youth in Keda Municipality Organisation of 2 youth camps at Green Center X X

15 Development of promotional materials (T-shirts, posters, signs, etc.) N/A X X X X

16 Broadcasting Video PSA (1) for TV and social media N/A X X

5

2017-2018ACTIVITIES

Communication and information dissemination regarding the institutional building of the Keda LAG

Awareness raising and capacity building on the EU’s rural development approaches.

DETAILED ACTIONS#

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