Outreach & engagement

Eric Bernard – June 3rd-4th, 2013

AudienceQuestions

1. Who and where are the right targets? 2. How to reach them?3. Why our audience should be interested?4. How to format the message according to

the different audiences?5. What do we expect our audience to do?

It’s not possible/desirable to directly reach everyone. Difference between « quantity » and « quality »

Outreach & engagementMethod

It will be designed and implemented on the basis of a model engagement ladder, which maps target groups and outreach mechanisms against 6 sequential phases of engagement.

The AfriGAP engagement ladder charts the activities and user stories of key groups in each of these engagement phases, to identify incentives, interfaces and interactions that will facilitate and encourage users to increase their engagement.

AfriGAP partners, Champions

AfriGAP partners, Champions

AfriGAPpartners, Champions, Researchers, CS

Os, dev orgs/donors

AfriGAPpartners, Champions, Researchers, CSO

s, dev orgs/donors

AfriGAPpartners, Champions, Researchers, CSOs, media, NSOs involved in SHaSA, dev

orgs/donors

AfriGAPpartners, Champions, Researchers, CSOs,

media, NSOs involved in SHaSA, AU staff, development orgs/donors

Reading

Following

Endorsing

Contributing

Owning

Leading AfriGAP Strategy

BlogpostsAfriGAP Partners’ Meetings

Web commentsFB commentsSharing docs & newsBlogpostsInitiatives & Org

Retweet ; Share on FBPersonal emailsRSSsNewsletterGAPortal platformsShare FBPersonal email

Facebook LikeRSSsNewsletterAfriGAP platforms

Produce their own strong web content (news, pages, etc)Editorial blogposts (cross posting)Scoop itFlyersExisting com channels : UNDP partnersReferral websitesDirect mailAfriGAPortal promotion

Outreach & engagementMechanisms

Mechanisms for increasing engagement with stakeholders up the ladder will include a mix of online and offline tactics, including:

• offline promotion at relevant events and with the assistance of print materials;• direct outreach and feedback mechanisms for key priority groups;• enhanced promotional activities and content generation to meet identified needs and priorities;• enhanced use of relevant online platforms, including social media and newsletters; and• cross-posting and co-publishing of blogposts and other online content on peer and partner platforms.

Conclusion

• This is not a communication plan (whichinvolves times and resources, and providesindicators).

• How is it relevant to your own strategies?