The Marketing of a PACA Exercise and a PACA Project Jörg Meyer-Stamer.

The Marketing of a PACA The Marketing of a PACA Exercise and a PACA ProjectExercise and a PACA Project

Jörg Meyer-Stamer

Why discuss the issue of Why discuss the issue of marketing?marketing?

It is important to raise interest for PACA in the local community It is important to distribute advance information

– to mobilise local actors for the preparation of Mini-workshops and interviews

– to mobilise local stakeholders for the Kick-off Workshop It is important to disseminate the result of the Kick-off Workshop

– to facilitate the execution of Mini-workshops and interviews It is important to disseminate the key points of the PACA

Presentation It is important to communicate the implementation of the PACA

Project

The structure of this presentationThe structure of this presentation

Marketing in the build-up and preparation of a PACA Exercise

Marketing during the PACA FieldworkMarketing of the PACA PresentationMarketing in the implementation phase

Marketing in the build-up and Marketing in the build-up and preparation of a PACA Exercisepreparation of a PACA Exercise

Marketing challenges in the build-Marketing challenges in the build-up and preparation of a PACA up and preparation of a PACA ExerciseExerciseRaise interest and identify a PACA Champion Identify other organizations to support the PACA

Exercise– PACA Team members– financing– organizational / logistical support

Inform the local community about the upcoming PACA– raise interest in the Kick-off Workshop– raise interest in Mini-workshops and interviews

Raise interest and identify a PACA Raise interest and identify a PACA HostHost

Local government? Public business promotion agencies?

Business Chamber? Business association?NGO?Other actor?

Identify other organizations to Identify other organizations to support the PACA Exercisesupport the PACA Exercise

Brainstorming between PACA Host and external PACA Consultants

Personal approach to other organizations by high-level representative of PACA Host

Communication tools / media: Personal communication PACA Flyer PACA Videos PACA Presentation (ppt)

Inform the local community about Inform the local community about the upcoming PACAthe upcoming PACA

Communication tools / media: PACA Flyer PACA Videos Press conference Press release Radio program Targeted presentations

– business associations– business support organizations– NGOs, community organizations

Information in Chamber News, Chamber website etc.

Invite local players for Mini-Invite local players for Mini-workshops, interviewsworkshops, interviews

Address them via a trusted person / organisationHave explanation of PACA ready

– prepare person that makes contact to explain PACA properly

– expect and prepare for the question: What is in it for me?

Address people through their preferred channel of communication

– personal meeting, phone call

– fax, e-mail

– letter

– SMS

Typical sequence in preparationTypical sequence in preparation

You call a person to invite her to a Mini-workshopThe person asks for written explanation on PACAYou send information by fax / e-mail / letterYou call againThe person states that the fax hasn’t arrivedSend it againCall again, make appointment for interview or Mini-

workshopOne day before, send an SMS / fax / e-mail as a

reminder

What typically goes wrong at this What typically goes wrong at this stagestage

Secretary is tasked with handling invitations, but can’t explain PACA properly

Invitees are addressed by the wrong person / organisation– private sector people are suspicious when

government approaches them– government doesn’t listen when private sector

approaches it Invitees are contact through the wrong channel

– PACA organiser just sends out photocopied letters, because it’s more convenient

Marketing during the PACA FieldworkMarketing during the PACA Fieldwork

Main marketing issues during the Main marketing issues during the PACA FieldworkPACA Fieldwork

PR activities around the Kick-off workshopCommunication of the results of the Kick-off

workshopMedia events during fieldwork

PR activities around the Kick-off PR activities around the Kick-off workshopworkshop

Invite media to the Kick-off workshopBriefing of media representatives after the Kick-off

workshop– main results / most interesting observations during

the Kick-off Workshop– activities during fieldwork– date and place of PACA Presentation Event

Communication of the results of Communication of the results of the Kick-off workshopthe Kick-off workshop

(Photo) documentation of Kick-off workshop– available at website of PACA Champion– hand-out (for interviews)– wall paper / panel (for Mini-workshops)

Media events during fieldworkMedia events during fieldwork

PACA Champion and External PACA Consultants giving interviews to local media– radio– local television– newspapers

Marketing of the PACA PresentationMarketing of the PACA Presentation

PR activities around the PACA PR activities around the PACA Presentation EventPresentation Event

Invite media to PACA Presentation EventBriefing of media representatives after the PACA

Presentation

Marketing / dissemination of Marketing / dissemination of PresentationPresentation

Print hand-out of PACA Presentation in nice, attractive format

Dissemination of main results– local websites (Municipality, Chamber)

Marketing in the implementation phaseMarketing in the implementation phase

Main marketing instruments Main marketing instruments during implementationduring implementation

Constantly updated information on PACA Project– local PACA Website– regular information in local media (column?)

• give PACA Project champions an opportunity to present their achievements

• stimulate exchange of information between projects

• implicit function: monitoring of PACA processPACA Festivities / Events

– sustain excitement around PACA– fund-raising

Thank you for your attention!Thank you for your attention!