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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”


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


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


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.


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, ACDA’s 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.


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.


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 or organization does. The communication strategy is another important tool for an institution but this is done in annual bases and while it is fully in line with the brand strategy, the communication strategy

serves to express the goals and methods of an organization’s outreach activities, what organization wishes to share with the public and whom the organization is trying to reach (target audiences).

In our specific case where we are building the branding strategy for Agriculture Cooperatives Development Agency (ACDA) and its cooperative concept, the first step is to understand the mission of the agency which is:

“Improve the livelihoods of Georgian rural communities through supporting the sustainable development of agriculture, horticulture and rural cooperation”

ACDA fundamentally believes that given the proper tools, opportunity and environment that farmers of both genders and rural communities across all regions, products and cultures can make a major impact to social, economic and cultural development in rural areas

through self-determination and effective cooperation.


It is also important to know the long term goal of ACDA, because this helps us to understand the sustainability plan of the agency and where the agency sees itself in future: Agency’s long term intention is to fully transfer ACDA into farmer ownership, control and management over five year period farmers and their representatives will be gradually included onto the ACDA management board and other ACDA organized/managed forums.

For ACDA it is important to communicate its brand and its cooperative concept to various types of audience and to be able to do this in the best way, its employees and activists should all understand also for themselves what are the principles and benefits of

cooperative concept, to be able to communicate such concept to others. The main benefits of cooperative for farmers are:

• Reduction of costs/prices;

• Improving access to needed farm and household supplies and services

• Added value to products through ensured quality improvement and branding

While the principles upon which cooperatives operate worldwide are:

• Voluntary and open membership

• Democratic member control

• Member economic participation

• Autonomy and independence

• Education, training and information

• Concern for Community

• Cooperation among coops

Another important element to remember which reflects on the importance of cooperative concept are the objectives of the agriculture cooperatives from World Farmers Organisation:

• Increase the competitiveness of cooperatives around the world in the current

international context; especially by strengthening their position in the agro-food

chain.

• Lobby decision-makers for a pro-cooperative policy environment at national and

international levels: governments should ensure a level-playing-field for

cooperatives, regarding trade policies, financial policies and legislation in all affected

areas.

• Strengthen the competitive position of cooperatives in the respective markets, where

they are operating: education and training for members, staff and leaders of

cooperatives; cooperative governance, stability of membership, and countervailing

power of coops.

• Strengthen the link between agricultural cooperatives, society and consumers.


Based on the assessment and a number of meetings with various institutions and

stakeholders the following brand strategy is built to reflect on ACDA’s cooperative concept on long-term offering a set of principles and a logo, a tagline and the whole brand visual concept, while at the same time defining the messaging for different target audiences.

As a document, this branding strategy is internal and it should serve to ACDA employees to guide them during their day to day activities to communicate better their role and promote mission of their organization.

ACDA Branding Strategy Agency’s Mission / what we want to achieve

In the next 5 years we want to build a successful cooperative concept by:

- improving level of cooperation and cooperative performance

- increasing activity in regional level,

- developing sector strategy for cooperatives,

- promoting cooperatives at national and international level

- exploring non-Government funding sources

- becoming farmer-owned organization ourselves

Brand position / how we want to be seen An agency that leads cooperative concept by working:

- To develop and support cooperatives

- To increase cooperative competitiveness in the market

- To increase food production and reduce poverty in Georgia

- To build strong rural corporation through cooperatives

Unique value position / why are we important Because our organization’s main goal is to offer cooperative concept solution to farmers

helping them improve their life by increasing their own profit, and by doing so reduce poverty and increase food production in Georgia.

Reasons to believe it / why are we credible? - ACDA understands the cooperative concept and knows that the best solution for

farmers is joining in a cooperative membership

- ACDA has the trust of farmers and will act on convincing them that the best choice

for them is to become members of cooperatives

- ACDA has the mechanism to communicate with farmers and will be able to achieve

these goals in the next 5 years

Brand attributes / what is our core value?

• Trustworthy

• Credible


• Committed

• Honest

• Visionary

• Efficient

• Forward-looking

• Open-minded

Audience promise / we deliver what we promise We will promote the cooperative concept and lead the process establishing successful

operation of cooperatives in Georgia in the next five years. Message tone / our guiding principles and philosophy

Cooperative concept: We believe that cooperatives are the only solution to reducing poverty and increasing food production in Georgia!

Short pitch / short statement of our work We support cooperative concept as the best solution to our farmer society development

and prosperity Tagline suggestions:

ACDA – Stronger. Together. ACDA – Building the spirit of cooperation!

ACDA – Supporting Growth! ACDA – Empowering Cooperation! ACDA – Together. Profitably better!

ACDA – Nurturing Georgian Treasures! ACDA – Building the future together!

The branding strategy presented serves to the purpose of the organization for its internal use and better understanding of the role and mission of ACDA.

Communication Strategy key elements Below is a narrative concept that emphasizes some of the key elements for when ACDA needs to build its annual communication strategy. As the strategy is usually built annually,

this document will serve as a guidance to specific elements of the strategy. Objective of the Communication Strategy

To improve and intensify channels of communication with the aim to strengthen its position and role in relation to beneficiaries / cooperatives, the general public and donor community

Target audiences The target audience that ACDA needs to address is divided in two groups based on the messages it should deliver. These groups are:

Group 1:


• Small scale farmers/potential cooperative members, rural communities

• Existing cooperative members

• Individuals/businesses engaged in agricultural activities

Group 2:

• Governmental entities

• Donors and international organizations working/potentially working with agricultural

cooperation

• General public

Messages Main message group 1 / Cooperative concept importance: “The only solution to grow your profit from the work that you do is to join cooperative!”

Main message group 2 / ACDA leading the cooperative concept: “We are building cooperative concept in Georgia and our role is crucial to this process!”

Specific key messages to the farmers: Why cooperative concept?

- Bigger profit as a cooperative rather than single farmer

- Tax incentive / release from obligation to pay profit tax

- Better prices in the market / cutting the middle man, paying directly to the seller

- Better position in the market in terms of competitiveness

- Positioning in International market

Proactive approach ACDA should be active in the media and in public constantly giving the message about

positive aspect of cooperative concept. This is done in the best way by being proactive and inviting the journalists to learn more about the process, benefits and issues of the cooperative concept. In addition to this also where possible promote the successful stories

of cooperatives by organizing media trips or tailored stories for the specific media. ACDA should organise a dynamic monthly plan of action for its PR and media activities. This should be based solely on Communication Strategy that is developed annually.

ACDA needs a good PR team that can offer a very good internal work to support the activities in a more cost-effective way. A good PR team within ACDA should have:

• Spokesperson / PR

• Journalist

• Web and social media expert (to work on daily bases with update and messaging)

• Photographer / Cameraman

Some suggestions of activities and tools


• Field visit and public meeting

• Regional events (cooperatives of one region meets the other region to discuss

common interest issues)

• Match making event with support businesses that can offer service

• Study tours for cooperatives to see successful cooperatives in country

• Exhibition food fairs

• Radio - weekly interactive program where farmers can call and ACDA expert will

answer questions about their concerns

• Interviews in television and newspapers in regular monthly bases

• Make an agreement with regional newspaper and radio (a newspaper that has

bigger number of readers) and organize weekly appearance:

• Ask ACDA – each week in this small corner write one question and the answer;

sometimes you get questions sometimes not, but if you don’t get questions then just

invent a question that will deliver your message

• Do the same activity in website and facebook making it possible to be interactive

with your audience

• Prepare one page info-graphs that have more photos and less text and put only the

most important messages there (print and use them online for facebook, web)

• Produce ads (video-graphics) that are very cheap but give direct message and then

run them in social media, in facebook, website, ICC, at trainings, at any rural

facilities that can support you (ambulance, bank, etc).

Channels of communication and tools In addition to television, radio, newspapers and online portals, ACDA should utilize its own

channels to maximize the effectiveness of its communication with the target audiences. This is important because website and social media can become the feeding mechanism not only to inform and communicate with farmers and cooperatives but also for the

journalists and general public who want to know about the process of cooperative concept and the work that is done in this field. It is important also that these channels have dual language use, including English as a language because with the European Integration perspective and the aim to explore international market for the cooperatives, the

communication and information should be accessible to all. ACDA communication channels can be used in the following way:

• New ACDA Website as an interactive tool to disseminate messages

• Electronic newsletter (news of the month and one success story)

• Leaflets (print and electronic for dissemination online)

• Be active in facebook by posting everyday some news from Georgia or even

international, and also curiosity posts, or advice related to cooperative


• Post such informative videos with your messages to farmers and with success

stories

Promote constantly successful cooperatives

• By promoting successful cooperatives ACDA gives the message to all:

- To target group one that ACDA is leading a successful project

- To target group two that cooperative concept is a success story if done well /

encourage them

Some ways to promote the successful cooperatives can be to:

- Organise media visits

- Write a feature story and send it to the media

- Promote them in website and facebook / Constantly put photos and short

news about their achievements

- Talk about concrete examples of success when doing interviews


ACDA new logo concept

ACDA current logo is the following:

The current logo does not reflect much credibility and doesn’t respond as much to the work and to the mission what ACDA stands for. Some of the reasons are that the current logo is

not very modern in terms of design, it seems a bit amateur like in terms of des ign and also it has a close circle with a small number of people, while for ACDA it is important to reflect the growth, open circle and receptiveness. Below please find the concept with the new logo, colours used, and full suggestions of logo

usage and branding. Note that the new logo is using the same colours but in the new concept that is much more inviting and it represents routing, growth and it is an open-ended circle that reflects

invitation to join or in a way cooperation concept. ACDA new logo with the slogan / tagline:

In the separate document please find the visual concept which contains the colour scheme, usage of the logo (logo placement) and the whole look and feel of the new brand for ACDA.

There are few other suggestions of logo, too, for your convenience although this logo is strongly recommended to fit best within the ACDA new branding strategy.


Recommendations and Conclusion

There is a number of key recommandations for ACDA based on the assessment visit of this mission:

ACDA to establish a more compact Public Relations department with staff that can manage the website, social media, prepare stories, photos

ACDA to concentrate on external and internal communication with the aim to establish a better communication system with the cooperatives and have a more

proactive approach with the media

Initiatives to link the young creative students from the field of IT and creative design with cooperatives, with the aim to offer an opportunity to cooperatives to get their branding as part of the development process, and as a free service from students

Organise a social and classic media campaign that will emphaisise clearly the messages about the benefits from cooperative concept

Make better use of the new website with interactive tools

Make better use of social media

Engage youth in activities to promote cooperative concept

Strengthen the national element about the products of Georgia, through promotion of cooperative concept

ACDA to lobby for other funding opportunities with the aim to become more sustainable

ACDA to work with the staff internally to motivate them about the importance of the work that the organisation is doing and its mission

To conclude, this mission’s aim was to offer a set of guidlines and a better concept and approach for the branding of the work that ACDA is currently doing. Although there are a

number of obstacles and financial situation doesn’t offen allow the comodity to conduct many activities that would benefit to the success of ACDA cooperative concept, yet there is potential and there are a number of alternatives to do this work successfully if the proactive

approach and right communication channels are used to communicate a clear and effective message. Hopefully this report and the branding strategy document offer some good insight to be

able to work further on promoting the cooperative concept more effectively.


In the following list of Annexes there are detailed information regarding the work of STE and the final product delivered based on the work cunducted during this mission.

List of Annexes

Annex 1: Terms of Reference of STE

Annex 2: Work plan

Annex 3: Literature review

Annex 4: List of stakeholders interviewed / met

Annex 5: Power Point Presentation of the findings

Annex 6: ACDA visual concept