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The Marketing of a PACA The Marketing of a PACA Exercise and a PACA ProjectExercise and a PACA Project
Jörg Meyer-Stamer
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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
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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
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Marketing in the build-up and Marketing in the build-up and preparation of a PACA Exercisepreparation of a PACA Exercise
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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
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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?
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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)
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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.
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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
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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
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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
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Marketing during the PACA FieldworkMarketing during the PACA Fieldwork
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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
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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
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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)
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Media events during fieldworkMedia events during fieldwork
PACA Champion and External PACA Consultants giving interviews to local media– radio– local television– newspapers
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Marketing of the PACA PresentationMarketing of the PACA Presentation
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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
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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)
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Marketing in the implementation phaseMarketing in the implementation phase
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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
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Thank you for your attention!Thank you for your attention!