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Branding Strategy for the Agriculture Cooperatives Development Agency (ACDA) 1

REPORT ACDA BRANDING STRATEGY

Capacity building to the Agriculture Cooperatives Development Agency (ACDA)

Project funded by The European Union

EUROPEAN NEIGHBOURHOOD PROGRAMME

FOR AGRICULTURE AND RURAL DEVELOPMENT (ENPARD)

Europe Aid/136454/DH/SER/GE

Project implemented by

Expert

Vjosa Berisha

March 2017

Disclaimer

This Report was prepared with the financial assistance of the European Commission. The views expressed in this report are those of

the consultants and do not necessarily reflect those of the European Commission

Branding Strategy for the Agriculture Cooperatives Development Agency (ACDA) 2

Abbreviations and Acronyms

ACDA Agency for Agricultural Cooperatives Development ENPARD European Neighbourhood Programme for Agriculture and Rural Development EOI Expression of Interest ETIs Education and Training Institutions GoG Government of Georgia ICCS Ministry of Agriculture Information and Consultation Centres IR Inception Report MoA Ministry of Agriculture NGO Non-Governmental Organization PIU Project Implementation Unit RFPs Request for Proposal SME Small and Medium-sized Enterprises SoWs Scope of Work STTAs Short Term Technical Assistance TA Technical Assistance TL Team Leader TNA Training needs assessment/analysis ToR Terms of Reference STE Short Term Expert WD Working days

Branding Strategy for the Agriculture Cooperatives Development Agency (ACDA) 3

Contents

ABBREVIATIONS AND ACRONYMS .................................................................................... 2

ACKNOWLEDGEMENTS ........................................................................................................ 4

EXECUTIVE SUMMARY.......................................................................................................... 5

INTRODUCTION / THE MISSION REPORT ........................................................................... 6

ACDA BRANDING STRATEGY DOCUMENT INCLUDING THE LOGO AND BRAND

VISUAL CONCEPT .................................................................................................................. 7

RECOMMENDATIONS AND CONCLUSION ....................................................................... 15

LIST OF ANNEXES................................................................................................................ 16

ANNEX 1: TERMS OF REFERENCE OF STE ....................................................................................16 ANNEX 2: WORK PLAN ................................................................................................................16 ANNEX 3: LITERATURE REVIEW ....................................................................................................16 ANNEX 4: LIST OF STAKEHOLDERS INTERVIEWED / MET ...................................................................16 ANNEX 5: POWER POINT PRESENTATION OF THE FINDINGS .............................................................16 ANNEX 6: ACDA VISUAL CONCEPT ...............................................................................................16

Branding Strategy for the Agriculture Cooperatives Development Agency (ACDA) 4

Acknowledgements

Special thanks to the ACDA management and staff, MoA, Capacity Building team, ENPARD NGO Consortiums for valuable contributions and preparedness to meet. Thank you also to colleagues in the ACDA Capacity Building project team and the whole team from Evoluxer.

Branding Strategy for the Agriculture Cooperatives Development Agency (ACDA) 5

Executive Summary

ACDA - Branding and Communication needs

Since its establishment in 2013, Agriculture Cooperatives Development Agency (ACDA) has been active in raising awareness amongs the farmers about the importance of the cooperative concept. An outreach campaign has been carried out at the very begining of the establishment of ACDA offering to farmers information about the benefits that they will have from cooperatives becoming part of it. According to ACDA management, media appearance is also very good for ACDA and they have good relations with the media. However it seems that the communication channels between benefitiaries and ACDA are not the best because many farmers and cooperatives lack online facilities and computer skills therefore the most reliable source of information is via SMS system on mobile. Another way of spreding the information is through ICC which are established by MoA in all districts. The most reliable and important media channels used by all for getting the information and news are television (national and regional), newspapers, radio and online portals. Cooperatives that operate in different regions have very limited or no branding at all, and often their only way of promoting their products is through food fairs that are organised by ACDA or other institutions. Cooperatives are not very strong to be able to create their own brand and communication to be able to market their products and build their brand. There are only few brands and cooperatives that have managed to create a proper logo, brand and use online and other communication channels for benefit of selling their products. ACDA has developed a logo, and a website which are not very user friendly and do not offer many opportunities for the cooperatives to promote themselves with the help of ACDA. While the aim of the project is to contribute to increase of the food production in Georgia and reduce poverty, ACDAs role is very important to communicate with a number of audiences about its own work and the importance of their role within this aim, and also articulate in the best way possible to farmers and small cooperatives the importance of creating bigger scale and stronger cooperatives that would function to increase their productivity in many way. The new brand proposed for the ACDA cooperative concept after the assessment, interviews and literature review will offer a set of recommendation on how to best communicate with each audience target and at the same time what are the messages and best communication channels to do this. In addition, new brand recommends strengthening and improvement of internal understanding of ACDA role and mission for the staff to be able to better do their job and achieve success. The set of logos and visual identity suggest a much more modern and open-minded look that will communicate better with the audience. In addition to this also the key elements of communication strategy are suggested and a set of reccommendations how to intensify a more proactive approach.

Branding Strategy for the Agriculture Cooperatives Development Agency (ACDA) 6

Introduction / The mission report

This is the Mission Report for the EU-ENPARD technical assistance project on capacity building for the Agriculture Cooperatives Development Agency, ACDA, submitted by communication expert Vjosa Berisha. The specific task of this mission was to prepare a Branding Strategy document for ACDA cooperative concept. This mission started on 27 February 10 March with the visit of the STE to Georgia where a number of interviews were conducted with ACDA management, staff, the Ministry of Agriculture representatives, stakeholders, NGOs active in the field of cooperatives etc. In addition a field visit was organised to one of the municipalities with the aim to attend training, visit cooperatives, talk to cooperative members and also the members of ICC. A number of documents were also consulted as part of the literature review to gain a better understanding of the situation. The expert prepared a presentation based on the findings and presented it in front of ACDA management and staff on 7 March 2017. Based on the feedback received the finalising of the strategy was done afterwards including the presentation of new logo and brand with all its elements.

Branding Strategy for the Agriculture Cooperatives Development Agency (ACDA) 7

ACDA Branding strategy document including the logo and brand visual concept

The definition of the brand strategy carries out with it many elements what one product or

institution wants to present, how it wants to be perceived and what it stands for. It is also a message, tagline that you want to communicate to your audience with the aim to win them and win their trust. The brand itself is a logo, name or symbol which must be so strong,

good and distinguished that your audience recognizes it straight away. It should also reflect on the philosophy and promise that your institution or your product promises to the consumer / public.

But brand is not only dedicated to the external audience, it serves also internally to confirm

the vision and the strategy of the institution / organization to its employees and make them trust on the mission of the institution they work for, because only if you fully trust and are confident that your job is important you can do your work successfully and achieve results.

The branding strategy is usually developed once in five or ten years or more, and then it serves as a guiding principle to the work that the institution o