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Stakeholder Engagement and Marketing Plan for the:“Development of the National Qualifications Framework in the Kingdom of Saudi Arabia (SAQF)”
Copyrigth 2015 © by Public Education Evaluation Commission . All rigths reserved
Saudi Arabia Qualifications Framework
Stakeholder Engagement and Marketing Plan for the:“Development of the National Qualifi-cations Framework in the Kingdom of Saudi Arabia (SAQF)”
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Stakeholder Engagement and Marketing Plan for the:“Development of the National Qualifications Framework in the Kingdom of Saudi Arabia (SAQF)”
Copyrigth 2015 © by Public Education Evaluation Commission . All rigths reserved
Saudi Arabia Qualifications Framework
Acknowledgements
The Public Education Evaluation Commission gratefully acknowledges and thanks the following individuals / groups for their valuable contributions to this Stakeholder Engagement and Marketing Plan.
Dr Kholod Ashgar Governor Assistant, PEEC
Elaf Aljuhani Operation Manage HE, PEEC
Maha Alotaibi NQF Specialist, TVET, PEEC
The SQA Team Led by Ann Justice as author of the Stakeholder Engagement and Marketing Plan
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Stakeholder Engagement and Marketing Plan for the:“Development of the National Qualifications Framework
in the Kingdom of Saudi Arabia (SAQF)”
Contents
Executive Summary 6
Terms and Abbreviations 8
1. Introduction 9
1.1 Why develop a Stakeholder Engagement Plan? 11
2. Stakeholder Engagement 13
2.1 Stakeholder Engagement Planning Process 13
A: Development of Objectives of Engagement 13
B: Identification of Stakeholders 15
C: Identification of Opportunities / Risks of Engaging or Not Engaging 17
D: Identification of Methods of Engagement 18
E: Evaluation of Engagement Activities 21
3. Stakeholder Engagement Strategy 23
3.1 Stakeholder Engagement process 27
3.1.1 Engagement Process for Stakeholder Partner Group 29
3.1.2 Engagement Process for Stakeholder Collaboration Group 30
3.1.3 Engagement Process for Stakeholder Consultation Group 32
3.1.4 Engagement Process for Stakeholder Information Group 34
4. Introduction to Communication and Marketing 35
4.1 SAQF Objectives 39
4.2 Overall Communication and Marketing Strategy 41
5. Target Groups and Objectives 43
5.1 Target Audiences/Groups 43
5.2 Communications Objectives per Target Audience 44
6. Communication Tools and Activities 46
6.1 Information/Reporting Print Materials 47
6.1.1 Internal Documents 47
6.1.2 External Documents 48
6.2 PEEC/SQA Promotional Materials 50
6.3 Events 52
6.3.1 Invited Audiences 52
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Stakeholder Engagement and Marketing Plan for the:“Development of the National Qualifications Framework in the Kingdom of Saudi Arabia (SAQF)”
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Saudi Arabia Qualifications Framework
6.3.2 Wider Audiences 54
6.4 Website/Video/Digital and Online Content Clips 56
6.4.1 How will it be accessed? 57
6.4.2 What pages will it contain? 57
6.4.3 How will the content be prepared? 58
7. Communication Organization and Management 60
7.1 Financial Resources 60
7.2 Implementation 60
7.3 Manpower 60
8. Indicators of Achievement 63
8.1 Reasons for Measuring 63
8.2 Conclusions and Next Steps 68
Reference List 69
Annex 1: List of Stakeholders identified at SSS/PEEC Workshop 71
Annex 2: PEEC Stakeholder Database – April 2015 72
Annex 3: Stakeholder Agreement 74
Annex 4: Stakeholder Action Plan 77
Annex 5: Stakeholder Engagement and Marketing Strategy 78
Annex 6: Templates 88
Annex 7: List of Publications 98
Annex 8: Monitoring Forms 99
Annex 9: Stakeholder Engagement Implementation Schedule Summary 101
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Stakeholder Engagement and Marketing Plan for the:“Development of the National Qualifications Framework
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Executive Summary
The Public Education Evaluation Commission (PEEC) is currently tasked with the development and implementation of a National Qualifications Framework (NQF).
The Scottish Qualifications Authority Project team is in place to support in this task.
The concept of a national qualifications framework for all education and training in Saudi Arabia is new. It is not a simple concept but is one that touches upon the lives of a wide range of stakeholders. It can only be successful if information is widely shared so that all stakeholders become aware of the purpose and role of the SAQF
The current level of knowledge of the NQF amongst some groups of stakeholders has improved somewhat since the Stakeholder Conference on 31st March when a little over 100 delegates attended and learned of plans here in Saudi Arabia and of some international experience. In other groups of stakeholders, such as students, parents and the general public the level of awareness is very low where it exists at all. For this reason a Stakeholder Engagement and Marketing Plan has been developed to support PEEC in its communication and promotional activities for the NQF.
“Engagement is not an end in itself, but a means to help build better relationships with the societies in which we operate, ultimately resulting in improved business.” planning and performance” (Altria Corporate Services, Inc., 2004).
To deliver an effective National Qualifications Framework (NQF) PEEC must understand stakeholder expectations and be able to determine to what extent those stakeholders might exert some influence in the development and implementation of the NQF. The management of stakeholder engagement is therefore mainly concerned with long term strategic decisions, recognizing that individuals and groups might behave differently depending on different situations.
The Stakeholder Engagement and Marketing plan incorporates research and proposals on a methodology for engagement together with an overall marketing strategy for the NQF Project - based upon different objectives, communication messages and tools for different groups of stakeholders and at different phases of the Project. A suggested implementation schedule of activities is also included.
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Stakeholder Engagement and Marketing Plan for the:“Development of the National Qualifications Framework in the Kingdom of Saudi Arabia (SAQF)”
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Several articles and studies have pointed to the difficulties (Cuellara, Noland and Kirkwood; Long; and Destination British Columbia) inherent in evaluation of communication and promotional activities. Measuring effectiveness has been noted as difficult, costly and less than ideal. However, like any area of business activity, promotional activity has a cost and therefore some cost/benefit analysis should be undertaken and a range of suggested activity and Key Performance Indicators (KPIs) is incorporated to ensure that PEEC is able to identify indicators of achievement and amend or improve the plan as required.
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Stakeholder Engagement and Marketing Plan for the:“Development of the National Qualifications Framework
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Terms and Abbreviations
AC Advisory CommitteeGen.Ed. General EducationHE Higher EducationHRDF Human Resource Development FundKSA Kingdom of Saudi ArabiaMEP Ministry of Economy and PlanningMoD Ministry of DefenseMoE Ministry of EducationMoFA Ministry of Foreign AffairsMoH Ministry of HealthMoI Ministry of the InteriorMoL Ministry of LaborMoSA Ministry of Social AffairsMoU Memorandum of UnderstandingNCAAA National Commission for Academic Accreditation and AssessmentNOSS National Occupation Skills StandardsNQF National Qualifications FrameworkPEEC Public Education Evaluation CommissionPEST Political, Economic, Social and TechnologicalQA Quality AssuranceRPL Recognition of Prior LearningSA Stakeholder AgreementSAQF Saudi Arabia Qualifications FrameworkSCFHS Saudi Commission for Health SpecialtiesSNOC Saudi National Occupational ClassificationSQA Scottish Qualifications AuthoritySWOT Strengths, Weaknesses, Opportunities and ThreatsTNA Training Needs AnalysisTVET Technical and Vocational Education and TrainingTVTC Technical and Vocational Training Corporation
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Stakeholder Engagement and Marketing Plan for the:“Development of the National Qualifications Framework in the Kingdom of Saudi Arabia (SAQF)”
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Saudi Arabia Qualifications Framework
1. Introduction
The Public Education Evaluation Commission (PEEC), founded in 2013, has the responsibility for improving the quality and efficacy of public education and
supporting the national economy and its development by improving public education outcomes.
To achieve its objectives, one of PEEC’s mandates is the development of ‘an evaluation system to ensure the quality of public education, which shall include standards and key indicators as well as a national qualifications framework (NQF)’ for all levels of qualifications. In the development of the framework, the Saudi Arabia Qualifications Framework (SAQF) PEEC is supported by a Scottish Qualifications Authority (SQA) Project team.
In its 5-year plan PEEC identifies as one of its strategic goals,
“Establish a National Qualifications Framework to facilitate access to and progression within education, training and career paths, resulting in productive employment and social and economic development of the nation at large.”
The final Key Performance Indicators (KPI) for the NQF is that, “All stakeholders believe in positive value of NQF”. This KPI demonstrates the importance of its stakeholders to PEEC. Also, in its Implementation Plan (within 5-year plan) PEEC identifies the importance of extensive stakeholder collaboration early on – to draw on stakeholders’ experience to inform PEEC’s work early on and create buy-in and ownership to improve. In addition surveys are planned to pulse-check engagement. The plan also identifies as one of its implementation themes the building of PEEC’s image and stakeholder engagement, facilitated by a strategic communications program.
This paper, produced by the Communications and Public Relations Technical Expert of the SQA Team with support from relevant staff in PEEC, seeks to meet some of the elements of PEEC’s 5-year plan by outlining a two-year Engagement and Marketing plan for the SAQF Project activities. The plan draws upon and adds to the information prepared by PEEC in its document, ‘National Qualifications Framework: Stakeholder Communications Plan, 2015-2017. So that there be no duplication, design templates within the second part of the document are developed from the work undertaken by the design company
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Stakeholder Engagement and Marketing Plan for the:“Development of the National Qualifications Framework
in the Kingdom of Saudi Arabia (SAQF)”
commissioned to develop the overall marketing plan for PEEC.
The paper identifies why stakeholder engagement is important to PEEC at this time, and sets out the current status of stakeholder engagement together with proposed future activities for effective and efficient development of the SAQF. The Stakeholder Engagement and Marketing Plan, also produced for the SAQF and aiming to support the five values that are seen to guide the work of PEEC (NQF Stakeholder Communications Plan 2015-2017):
» We pursue the best solution for all constituents with full independence.
» Our work must lead directly to stakeholders taking evidence-based action to improve education in new ways.
» We pro-actively share appropriate information with our stakeholders to create trust, to encourage more informed decision-making and to foster greater participation.
» We work collaboratively with our colleagues and pro-actively partner with our stakeholders to achieve a common goal.
» We do what we say and say what we do and make no excuses along the way. We bring a respectful attitude and top-notch skills and competences to every situation.
The first part of the plan deals with stakeholder engagement; this is then extended in the second part of the plan, which concentrates of communication and marketing.
Effective stakeholder Engagement is an important factor in the success of the SAQF that is currently under development within PEEC. To achieve a high quality SAQF that meets the needs of its stakeholders PEEC must work collaboratively with a diverse range of stakeholders who can bring different experience, knowledge and opinions to the development of the SAQF and to the change management process.
Before developing its strategy for stakeholder involvement PEEC must ensure it understands what stakeholder engagement means for its development and operational activities. Although ‘stakeholder engagement’ is often erroneously used to mean ‘public relations’ it is not the same. The major difference is an understanding that the stakeholders will move from being ‘external’ to the organization to a situation where they will take part in and support the strategic planning process, which may require some capacity building amongst stakeholders.
It is important to ensure that the selection of key stakeholders is as transparent as possible as it can often be rather politically charged. The selection should be undertaken
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Stakeholder Engagement and Marketing Plan for the:“Development of the National Qualifications Framework in the Kingdom of Saudi Arabia (SAQF)”
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Saudi Arabia Qualifications Framework
by a group of senior PEEC staff, noting the reasons for selection so that any future questions might be answered. The final selection should be endorsed by the Governor.
1.1 Why develop a Stakeholder Engagement Plan?
A National Qualifications Framework (NQF) is not a simple concept. It takes time to develop the right framework – one that meets the needs of all stakeholders in the country. Ensuring the SAQF meets the needs of all its stakeholders is best achieved through a coordinated, responsive and proactive approach – through stakeholder engagement.
To help PEEC identify the motivations behind its desire to engage with stakeholders the following questions (adapted from Stakeholder Engagement: A Road Map to Meaningful Engagement) might be posed:
» Are stakeholders seen as a source of expert information that PEEC does not possess?
» Are stakeholders seen as a source of credibility and legitimacy to allow the PEEC to better respond to the challenges of developing the SAQF
» Are stakeholders regarded as useful because of their ability to facilitate, convene or coordinate the activities or responses of smaller, less credible, less well-resourced stakeholders, thus creating a single point of contact for PEEC and reducing staff time and resources that need to be deployed?
» Are stakeholders regarded as useful because of their ability to help lessen the antagonism and emotional response, which may or may not be justified, of other stakeholders to actions, decisions and plans of PEEC?
» Are stakeholders regarded as a source of specialized and detailed information and knowledge for PEEC?
» Are stakeholders seen as useful in raising awareness of and credibility in the SAQF?
» Are stakeholders regarded as useful because they act as a conduit or channel to prospective users of the SQAF or are they seen as potentially playing a critical role in persuading others to consider the SAQF or to trust the PEEC’s services?
» Are stakeholders regarded as a resource to improve PEEC’s long-term reputation?
» Are stakeholders regarded as an obstacle to be overcome or ignored, as a result of their critical views of the development of a national qualifications framework?
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Stakeholder Engagement and Marketing Plan for the:“Development of the National Qualifications Framework
in the Kingdom of Saudi Arabia (SAQF)”
Effective stakeholder engagement improves strategic planning and decision-making; it supports the identification of opportunities and also of potential barriers to engagement and encourages the identification of needs and the delivery of a strategy that meets those needs. Stakeholder engagement should be mutually beneficial to PEEC and to its stakeholders, particularly when stakeholders are engaged early in the development process. Some of the benefits of stakeholder engagement, several as identified during the presentations at the Stakeholder Workshop in March 2015 are shown in Diagram 1 below.
Diagram 1: Examples of Benefits of Stakeholder EngagementBenefits to Stakeholders Benefits to PEECImproved channels of communication - open, transparent two-way processOpportunity to be part of the decision making process, ensuring PEEC programmed/activities better meet the needs of its stakeholdersOpportunity to contribute in the development of new programs/activitiesEasier for student to know the qualifications needed for particular fields of employmentAllows recognition of prior learningMakes qualifications relevant to all sectorsReduces unemployment among new graduates Will boost confidence and lend credibility to Saudi qualification standardsWill raise the quality of education to help with development pansAllows for multiple pathways to the same learning ends Enables learners to transfer credits of qualifications from one learning institution and/or employer to another Improves transparency, access, progression, and quality of qualifications in relation to the labor market and civil society.Competent work forceNew technology to new jobsBetter chance for employment; Promotion related to competence; Life Long Learning (LLL)Social inclusion
Opportunity to collaborate in program/activity development, thus better meeting the needs of its stakeholdersGreater opportunity for innovation in program/activity developmentImproved decision makingSharing of risk identificationIncreased level of confidence in PEEC on the part of its stakeholdersSupports national and international value and acceptance of the Saudi education and training systemsProvides for the participation of all national stakeholders in the planning and co-ordination of standards and qualificationsFramework itself can ‘provide a basis for cooperation between stakeholders in education and training in pursuit of national policies on social and economic policy’Quality assurance supports credibilityGuidelines for credit transfer, articulation and Recognition of Prior Learning (RPL)Competent teachers and assessors, and institutionsEnsures consistency and protection of qualification titles
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Stakeholder Engagement and Marketing Plan for the:“Development of the National Qualifications Framework in the Kingdom of Saudi Arabia (SAQF)”
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2. Stakeholder Engagement
2.1 Stakeholder Engagement Planning Process
Stakeholder engagement does not occur without careful planning and undertaking a step-by-step process (Diagram 2, below). Each step is explained in detail below the diagram, outlining activities already undertaken or to be undertaken by PEEC.
Diagram 2: Stakeholder Engagement Process
A: Development of Objectives of Engagement
PEEC has established a number of goals for the SAQF, viz.:
» Establish national standards of learning outcomes: knowledge, skills and wider competences
» Promote and standardize the quality of education and training provision through defining national standards
» Increase transparency and create common language to improve understanding of education and training systems
» Develop flexible pathways through improving access, progression, and transfer opportunities across levels within and between education, training, and employment sectors
» Increase trust in qualifications and gain national and international recognition for
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Stakeholder Engagement and Marketing Plan for the:“Development of the National Qualifications Framework
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workers’ skills by improving the quality of qualifications
» Enable a basis for co-operation between stakeholders in education and training sectors in pursuit of national social and economic development policies.
Other objectives might include:
» Improved communication channels which diffuse conflict before it impedes progress
» A sharing of responsibility for decisions and actions
» Early identification of potential issues, conflicts and benefits
» Supporting capacity building and learning in all stakeholders
Similarly, the first step in the development of stakeholder engagement is to understand the reasons for development. Typical objectives include:
» To ensure transparency in all activities related to the SAQF
» To support open channels of communication so that stakeholders are informed of / understand PEEC / SAQF activities and PEEC can gather information related to its stakeholders
» To increase mutual understanding of PEEC and stakeholder activities
» To share the SAQF development work and cost
» To ensure SAQF programs/activities are developed to meet identified objectives of stakeholders
» To support innovation in SAQF activities
» To reduce the risk of failure in SAQF activities
PEEC has stated clearly in its NQF Stakeholder Communications plan its overarching goal that ‘Communication and engagement support is needed to make the National Qualifications Framework a success’ through instilling in its stakeholders:
» an awareness of NQF’s strategic purpose and role in the educational landscape;
» an understanding of why and how NQF’s strategy will be implemented, what is expected from stakeholders and what they can expect;
» a commitment to achieve the aspiration and make NQF’s strategy a reality and
» stakeholder ownership in supporting and facilitating the fulfillment of the goals of the NQF.
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Stakeholder Engagement and Marketing Plan for the:“Development of the National Qualifications Framework in the Kingdom of Saudi Arabia (SAQF)”
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This plan seeks to guide PEEC in its stakeholder engagement so that these aims might be achieved.
B: Identification of Stakeholders
Stakeholders are all of those with an interest in, or who might be affected by what PEEC does in its work on the development and implementation of the SAQF – within the Government, education/training and employers. This includes employees in both the public and the private sectors, teachers/lecturers in the schools and universities, students and their parents and the general public. It is vitally important that all existing and potential stakeholders be identified and, where possible classified into ‘stakeholder groups’ so that the wants and needs of each group might be met while, at the same time also meeting PEEC requirements related to the SAQF and other initiatives. The development of stakeholder groups also supports communication and marketing activities and can reduce the costs of these activities.
The SAQF Project has a wide and diverse range of stakeholders – different in size, in organization and in culture. This is vital in a Project such as this. In the longer-term the Project will for example impact some stakeholders who may have no power during the development stage. For example not all teachers may take part in decision-making during the SAQF development but as they will are likely to be affected by the framework when it is in place, their level of interest should increase as the Project develops and therefore they can be a key factor in its long-term success. For this reason stakeholder identification should include not only those who have power at the initial stages.
PEEC has already identified a number of stakeholders as shown in Diagram 3 below so that the SAQF will drive coordination and serve stakeholders across education, training and employment sectors. As the Project has progressed PEEC has further developed the list of stakeholders identified as shown in Annexes 1 and 2.
Annex 1 provides the full list of key stakeholders identified at a workshop held in April 2015 and attended by delegates as shown below; several of these had already been identified by PEEC. All of these organizations will be contacted for possible membership of a focus group.
» The SSS - eight representatives
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Stakeholder Engagement and Marketing Plan for the:“Development of the National Qualifications Framework
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» The Boston Consulting Group - seven representatives
» The HRDF PMO ASOC Project - one representative
» The Takamol DOROOB Project - one representative
Annex 2 provides the PEEC SAQF contact database (as at April, 2015), showing details of the organizations, plus names of key personnel, email addresses and telephone numbers. The database also incorporates details of the current status of the organization with regards to the SAQF initiative. This database will be maintained through regular updating as the list of key stakeholders increases or is amended. It is suggested also that the database should indicate to which stakeholder group the organization belongs. Should any stakeholder move to a different group (e.g. from collaboration to partner) this can readily be reflected in the database.
Diagram 3: PEEC Stakeholder Relationships (March 2015)
© PEEC June 2015 Page 17 of 109
Diagram 3: PEEC Stakeholder Relationships (March 2015)
TVTC: Implement and adapt SAQF standards into technical and
vocational programs where relevant
MoH / SCFHS: Provide input on health related qualification standards
MCS: Provide input to ensure alignment with MCS framework for
standards
Employers: Use SAQF to understand or upgrade employee qualifications and register their qualifications in
SAQF
MoE: Provide input on defining SAQF aspects on education (e.g. learning
outcomes)
HRDF: Provide input to ensure alignment with SNOC1 on
educational levels
NCAAA: Collaborate closely with PEEC on development of SAQF and ensure implementation of SAQF in
HE institutions
Students: Use SAQF to understand career pathways and qualifications
available to them
MoL / SSS: Collaborate closely with PEEC on development of SAQF and ensure implementation of SAQF in
TVTE institutions
Council of Ministers: Review SAQF reports and evaluate PEEC
performance
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C: Identification of Opportunities / Risks of Engaging or Not Engaging
The benefits of stakeholder engagement have been outlined above (SECTION 1.1). PEEC must also understand the implications / risks of not engaging, some of which include:
» A reduced level of stakeholder awareness and understanding of the SAQF
» Non-acceptance of the principles of the SAQF by stakeholders who believe they should have a say in such a major initiative
» Breakdown in relationships with those not included
» Non-achievement of the benefits of the SAQF – to the Government, to employers, to educational institutions, to students and to the country as a whole
» The need for PEEC to undertake all SAQF activities without external support from its stakeholders and at greater cost
» Failure to deliver the SAQF with the time allocation
» A reduced level of success of the SAQF.
D: Identification of Methods of Engagement
Different stakeholder groups will require/expect different levels of participation and therefore different methods of engagement in the activities of PEEC; some will simply need to be kept informed of activities (as outlined in the Communication and Marketing Plan) while others will wish to collaborate in the development, and in the execution of plans; some may need to be fully consulted in any decision making process. Four methods of engagement are shown in Diagram 4, below while Diagram 5 shows a breakdown of the stakeholders of PEEC against their suggested level of participation.
Arrangements are already in place for a Stakeholder Agreement (SA) between PEEC and the Ministry of Labor; FWAs will similarly be prepared for some other stakeholders, including major employers. It is recommended that FWAs be completed for all partner stakeholders.
For those stakeholders who will collaborate as partners in SAQF activities - the key stakeholders - PEEC could consider the development of a Stakeholder Partnership Agreement for each (See Annex 3) to ensure the stakeholder relationship is managed on a professional basis and that both parties to the agreement fully understand and accept their roles. It is not always easy to reach a shared understanding of roles and responsibilities. To
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Stakeholder Engagement and Marketing Plan for the:“Development of the National Qualifications Framework
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do so requires time – a resource of which there is never sufficient. The role played by the stakeholder will also normally be secondary and additional to his/her normal working role and this can have implications for the stakeholder participation process. The completion of an agreed stakeholder agreement plan can help minimize this risk.
It is suggested also that a Stakeholder Action Plan (Sample shown in Annex 4) be completed incorporating at least:
» Name of stakeholder organization and individual contact details » Proposed communication methods to be applied » Key interests, priorities and any issues related to stakeholder » Current situation regarding stakeholder involvement – supporter, no major contact,
etc. » Level of support available (Low, medium or high) » Support / training needed
When preparing the stakeholder agreement plan it is important always to ensure there can be ‘win-win’ situation for both parties by identifying at the start what each wants to gain from the process. PEEC’s overall objectives are clear; the reasons for engaging with each particular stakeholder should also be clear at the start so there be no confusion at a later stage of the SAQF development and implementation.
Methods of engagement will differ for each level of stakeholders, as shown in Diagram.
Diagram 4: Methods of Engagement
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To determine the level of stakeholder participation, it can also be shown in the form of a Stakeholder Matrix as shown in Diagram 5 below, which provides further detail on those stakeholders already identified by PEEC at the end of March 2015. This matrix will be extended to include additional stakeholders as they are identified. During the Project PEEC should aim to move some of those in the ‘Inform’ box into ‘Consult” by increasing their level of interest. Similarly, some collaborators may become partners while some organizations in the ‘Consult’ box may gain a greater level of power and influence so they might become collaborators.
Diagram 5: Stakeholder Matrix� for identified PEEC stakeholders (May 2015)
Power/influence of
Stakeholders
COLLABORATE• MoE: HE, TVET and GenEd• MoL – HRDF, TVTC and SSS• MoD: Military colleges• Employers
PARTNER• MoE: PEEC, HE and NCAAA• MoL – HRDF, TVTC and SSS• Employers – ARAMCO,
SABIC and ALObeikan • MoD: Military Services
Council
INFORM• Teachers• Students • School leaders • Qualification providers • General public
CONSULT• Employers • MoH / SCFHS - to ensure
input on health related qualification standards
• MCS, MoA, MCI, MCIT, MoF and MEP
Interests of Stakeholders
There are many challenges to successfully engaging with Project stakeholders, but they are small in comparison to the risks of failing to engage in a timely and strategic manner. Ritchie and Chappidi (2010) presented a summary of their recommendation for best practice in Project stakeholder engagement as shown in Diagram 6 below. This provides a good checklist for PEEC to ensure a positive and effective relationship with its stakeholders.
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Stakeholder Engagement and Marketing Plan for the:“Development of the National Qualifications Framework
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Diagram 6: Best Practice in Stakeholder Engagement
Engage in issues that matter with clear objectives
Be ready to act by using engagement to drive decisions, not as a PR exercise
Engage the right stakeholder based upon their expertise, level of influence and willingness to engage
Engage powered representatives – those who can take decisions
Seek shared values, ensuring the stakeholders benefit from their involvement
Agree rules of engagement at the beginning
Manage exceptions through realistic ambitions and agreement on outcomes
Provide adequate resources to ensure success
Choose the right formats – private meetings, roundtable discussion, panels, etc.
Act fairly through allowing fair participation according to actual or perceived power differences
Listen to (critical) stakeholder views through a two-way communication process
Build trust through long-term relationships
Be open, responsive, consistent and timely in communications
Be accountable, linking the engagement process to decision making
Look beyond the engagement, examining whether any next steps are required
PEEC has already developed its objectives, has identified a range of stakeholders and understands the risks and opportunities of stakeholder engagement. What is important to PEEC at this stage of the SAQF Project therefore is the strategy for stakeholder engagement – the identification of actual methods of engagement for the different groups of stakeholders. While stakeholder communication is detailed in Section 5.2 a proposed strategy for stakeholder engagement is detailed in Section 3.
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Stakeholder Engagement and Marketing Plan for the:“Development of the National Qualifications Framework in the Kingdom of Saudi Arabia (SAQF)”
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E: Evaluation of Engagement Activities
As in all activities undertaken within any organization, evaluation is necessary to ensure that resources are used effectively and that established objectives have been achieved. Evaluation should also identify where lessons can be learned and where amendments are required in future activities.
Measuring the impact of any engagement activity is difficult, particularly because the impact is often not immediate but is realized at a later date. Additionally, measuring output requires manpower, especially if quality of impact of items such as communication materials is to be assessed. Some ongoing activities, such as workshops / seminars can be more readily assessed through evaluation sheets for delegate completion. Similarly, information can be gathered at regular meetings to allow review of whether or not the stakeholder partnership is still meeting the aims of the stakeholder agreement. Some methods of evaluating stakeholder engagement activities is detailed in Diagram 7, below; again this is shown for different stakeholder groups the same activities will not be undertaken for all groups.
Diagram 7: Evaluation of Stakeholder Engagement Activities
© PEEC June 2015 Page 23 of 109
different groups of stakeholders. While stakeholder communication is detailed in
Section 5.2 a proposed strategy for stakeholder engagement is detailed in Section 3.
E: Evaluation of Engagement Activities As in all activities undertaken within any organization, evaluation is necessary to
ensure that resources are used effectively and that established objectives have been
achieved. Evaluation should also identify where lessons can be learned and where
amendments are required in future activities.
Measuring the impact of any engagement activity is difficult, particularly because the
impact is often not immediate but is realized at a later date. Additionally, measuring
output requires manpower, especially if quality of impact of items such as
communication materials is to be assessed. Some ongoing activities, such as
workshops / seminars can be more readily assessed through evaluation sheets for
delegate completion. Similarly, information can be gathered at regular meetings to
allow review of whether or not the stakeholder partnership is still meeting the aims of
the stakeholder agreement. Some methods of evaluating stakeholder engagement
activities is detailed in Diagram 7, below; again this is shown for different stakeholder
groups the same activities will not be undertaken for all groups.
Diagram 7: Evaluation of Stakeholder Engagement Activities
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Stakeholder Engagement and Marketing Plan for the:“Development of the National Qualifications Framework
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Questionnaires will be developed for evaluation of events and will be adapted to meet the requirements of each specific event. Each will request feedback on the content of presentations, the organization and will seek suggestions as to further requirements.
Realistic indicators will be developed for all activities while PEEC will ensure it has the relevant level of resources in place to undertake the range of activities and the evaluation. Indicators of achievement for all communication activities are outlined later in the report in Section 8.1.
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Stakeholder Engagement and Marketing Plan for the:“Development of the National Qualifications Framework in the Kingdom of Saudi Arabia (SAQF)”
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3. Stakeholder Engagement Strategy
Different strategies will be deployed for different stakeholder groups according to their level of understanding of the SAQF and their need and willingness to develop
a deeper understanding to enable them to actively take part in relevant PEEC activities. Communication with stakeholders is shown in greater detail in the Communication and Marketing plan where a regular program of activities is scheduled over the two years of the Project to raise awareness and develop a positive perception of the SAQF.
Stakeholder engagement planning started with a meeting of relevant PEEC staff undertaking a situation analysis of stakeholders: their strengths, weaknesses, opportunities and threats (SWOT). This was undertaken for each group of stakeholders – those whom PEEC needs to inform, those who should be consulted, those who will collaborate with PEEC and those who will be full partners in the development and implementation of the SAQF. The results are shown in Diagram 8, below.
The completion of a SWOT analysis also supports the identification of training needs, which will be further developed so that a capacity building strategy and action plan might be developed. Additional information on stakeholder capacity building needs will be gathered through a Training Needs Analysis (TNA) with some of the key stakeholders, including:
» PEEC NQF team » Focus Group members » Members of the Higher Education (HE), Technical and Vocational Education and
training (TVET) and General Education (GenEd) groups
Further analysis of the SWOT analysis, undertaken prior to the formation of the focus groups will help guide meeting content and discussion. At that stage a PEST (Political, Economic, Social and Technological) analysis could also provide useful information upon which to gauge further discussions and decision-making. It should then become possible also to prepare and commence with activities proposed within the Communication and Marketing plan. This will support PEEC in firstly raising awareness of the SAQF thus creating a greater level of interest in activities so that stakeholders want to know more and the adoption of the SAQF increases during the period of strategic development and implementation.
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Stakeholder Engagement and Marketing Plan for the:“Development of the National Qualifications Framework
in the Kingdom of Saudi Arabia (SAQF)”
Diagram
8: Stakeholder Analysis of Strengths, W
eaknesses, Opportunities and Threats
Group
StrengthsW
eaknessesO
pportunitiesThreats
Partner Group:
E.g. •
MoE: PEEC
, HE and
NC
AA
A•
MoL – H
RDF, TV
TC
and SSS•
Employers
– A
RAM
CO
, SA
BIC
and ALO
beikan •
MoD
: M
ilitary Services C
ouncil
•Involving
key s
tak
eh
old
ers
will
give m
ore credibility to SA
QF
•Being
part of
the design w
ill support the
creation of
the levels
that are
required by
employers
•D
if
fe
re
nt
ba
ck
gr
ou
nd
s and
different perspective
will
add uniqueness to the process
•The
SAQ
F w
ill m
atch exactly
the need
of stakeholders
•W
or
ki
ng
together w
ith key
stakeholders w
ill provide
many
insights in creating the fram
ework and
will
give diversity
to serve everyone
•There is insufficient in
vo
lve
me
nt
due to
other com
mitm
ents•
They have
a different
perspective on
SAQ
F•
There m
ay be
a lack
of com
mitm
ent •
There are cultural differences
•There are structural differences
•Each partner refers to
a different
system•
There could
be confusion
due to the num
ber of partners
•It m
ight be difficult to
manage/
control the
implem
entation •
There could
be conflict of interest betw
een different
stakeholders
•W
orking with strong key
stakeholders can
open doors to new
stakeholders•
There is
a possibility
of giving
the SA
QF
more
value •
People should
start realizing the benefits of the SA
QF
•There
is the
potential to
realize different views and
visions.•
Marketing
opportunities should
open up
through the partners segm
ents.•
It should
improve
SAQ
F quality, standards, nature, character and activities.
o
Re
ve
nu
e opportunities.
o
Mu
lt
ip
le
resources o
Part of
the im
plementation
•There
could be
difficulty in agreeing•
It could be difficult to deliver the idea
•There
could be
difficulty in getting the stakeholders on board
•There
could be
rejection of
new
regulation proposed
by SAQ
F.•
There might be a delay
in taking actions.•
There is
a possible
lack of comm
itment.
•They
might
be fully
involved in
SAQ
F d
ec
ision
-ma
kin
g process and activities, im
posing their
view
that does
not m
atch SA
QF regulations
•They have a different understanding
25
Stakeholder Engagement and Marketing Plan for the:“Development of the National Qualifications Framework in the Kingdom of Saudi Arabia (SAQF)”
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Group
StrengthsW
eaknessesO
pportunitiesThreats
Collaboration G
roup: E.g.•
MoE:
HE,
TVET
and GenEd
•M
oL – HRD
F, TVTC
and SSS
•M
oD:
Military
colleges•
Employers
•There
is a
willingness
to becom
e involved•
There is
the potential to access SA
QF activities
•Existing
structure can be built upon
•They
give credibility
•There
is zero
knowledge
at present
amongst
many
•It could be difficult to create the ‘right’ e
nv
iron
me
nt
to sustain
collaboration•
It m
ight not
be the
not num
ber one
priority to
stakeholders
•There is the possibility of extension
of prom
otion and
marketing
through ‘supporters’
•I
mp
or
ta
nt
stakeholders might be
missed out
•There
could be
a feeling that the SA
QF
team is interfering
•There is a possibility of
not selecting
the ‘right’ people
Consultation G
roup: E.g.•
Employers
•M
oH
/ SC
FHS
- to
ensure input
on health
related q
ua
lific
atio
n standards
•M
CS,
MoA
, M
CI,
MC
IT, M
oF and
MEP
•They
are a
strong source
of know
ledge and
information
•They
are m
ore involved in process
•There
is greater
validity if
stakeholders are
involved
•Integrity
of in
term
ed
iarie
s m
ight be low•
Nature
of consultation m
ight not be right
•There
is zero
knowledge
at present
amongst
many
•N
ature of
consultation might
not be right•
There is
zero know
ledge at
present am
ongst m
any
•This
improves
motivation
to support SAQ
F•
They provide validation of SA
QF
•There is a chance to be involved in dialogue
•They could elevate status of PEEC
•They
might
decide to
make
knowledge
more
widespread
•There is bias against education authorities
•There
is a
lack of
clarity in roles•
There could be a lack of
motivation
to be
involved•
There might be a lack
of comm
itment
26Saudi Arabia Qualifications Framework Copyrigth 2015 © by Public Education Evaluation
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Stakeholder Engagement and Marketing Plan for the:“Development of the National Qualifications Framework
in the Kingdom of Saudi Arabia (SAQF)”
Group
StrengthsW
eaknessesO
pportunitiesThreats
Information G
roup:E.g. •
Teachers•
Students •
School leaders •
Qualification
providers •
General public
•There is easy access to those in school
•They
provide linkage
to know
ledge areas•
Education is
now
managed
by one
ministry
•There
is easy
access through
social media
•They
represent large
sample
of society
•Teachers represent large
sample
of w
orkforce•
Parents are
keen to
know
about children’s
education
•There are m
any of them
•N
o student
associations exist
to represent body of students
•N
o teacher
associations exist•
There is
inconsistency of
com
mu
nicatio
n channels
•Zero
knowledge
exists at present•
There are cultural differences
•There are language difficulties
•A
n SA
QF
person could
be identified
in each
educational establishment
•SA
QF has the support of
country leaders•
There is
a new
m
inistry responsible
•They
can create
social pressure to accept system
•Financial system
could be im
proved•
This raise motivation to be
involved•
They could be involved in dialogue
•C
hange of
ministry
might not be accepted
•N
egative m
essages could
be possible
through inform
al social m
edia•
Cultural
adaptation w
ill be necessary
27
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3.1 Stakeholder Engagement process
The establishment of a stakeholder network to support the development and implementation of the SAQF is an iterative process, in that feedback loops are necessary to ensure that all activities and plans are on track and to make amendments where necessary.
2007) writes, ‘Many accounts of stakeholder activi‘Many accounts of stakeholder activi--
ties focus on the attributes of the organizations or the attributes of the stakeholders rather than on the attributes of the relationship between organizations
and stakeholders’. 2007) writes, ‘Many accounts of stakeholder activi- ties focus on the attributes of the organizations or the attributes of the stakeholders rather than on the
attributes of the relationship between organizations and stakeholders’.
As Greenwood (2007) writes, ‘Many accounts of stakeholder activi- ties focus on the attributes of the organizations or the attributes of the stakeholders rather than on the attributes of the relationship between organizations and stakeholders’. In the last few years, however, greater attention has been given to thinking about what it means to engage stakeholders (Johnson- Cramer et al. 2003). In other words, in addition to thinking about which actions firms must and must not perform in order to meet moral standards, atten- tion is now being paid to the relationshi The engagement process has increased in importance in recent years. Greenwood (2007) wrote “Many accounts of stakeholder activities focus on the attributes of the organizations or the attributes of the stakeholder rather than on the attributes of the relationship between organizations and stakeholders.” Greater attention has recently been given to thinking about what it means to engage stakeholders, what actions should or should not be undertaken. In other words greater emphasis is now given to the relationship between the organization and its stakeholders. Equally important are the processes that should be put in place to ensure an effective relationship.
The overall engagement process is outlined in diagram 9, below and is shown in greater detail in Annex 5, the overall stakeholder engagement schedule, which provides details of the suggested tasks, methodology and measurement of engagement against each Project milestone.
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Stakeholder Engagement and Marketing Plan for the:“Development of the National Qualifications Framework
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A different approach is taken in the engagement of different stakeholder groups ranging from face-to-face engagement with key stakeholders to the provision of information for the general public. These approaches are outlined in the Sections 3.1.1 to 3.1.4 below.
Diagram 9: Stakeholder Engagement Process
© PEEC June 2015 Page 31 of 109
Diagram 9: Stakeholder Engagement Process
Determine Objectives and
Scope of Stakeholder
Engagement
Identify Stakeholders
Develop a Stakeholder
Engagement Plan
Build Capacity of PEEC
Staff and Stakeholders
Focus Group Meetings
with Stakeholders
Submit Final Report to
Advisory Committee
Engage with
Stakeholders
Select Advisory
Committee members
Assess Engagement
Activities
Update objectives
if necessary
Select additional
stakeholders if
necessary
Update objectives
if necessary
Update objectives
if necessary
Select additional
stakeholders if
necessary
29
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3.1.1 Engagement Process for Stakeholder Partner Group
The key stakeholders, several of whom who will form the membership of the Advisory Committee (AC) have been selected based upon a consultation between the Committee’s President, His Excellency the Governor of PEEC and the Vice-President, the Governor Assistant of PEEC’s NQF section. Invitation letters have been sent for the first meeting in May 2015.
The roles and tasks of the Committee have been identified and will be tabled at the first meeting. This will clarify to this group of stakeholders PEEC’s expectation of them as members of this Committee and the resulting benefits. As members of this group will be at a very senior level in their organizations it is important to keep their commitments to a minimum. It has been projected that a total of twelve meetings will be held with proposed dates for future meetings already planned; meeting dates are incorporated into the information in Diagram 10, below.
Members should also be invited, where relevant to support other Project activities such as presenting at the national and international conferences. Full details of all engagement activities are detailed in Annex 5. Diagram 10 below summarizes the engagement activity (including elements of communication and marketing) schedule for the Partner Group.
Diagram 10: Engagement Activity Schedule for Partner Stakeholders
08/03/15 to 31/03/15Preparation
• Identify stakeholders through personal contacts and from Project Launch Stakeholder Workshop (31/03/15)
24/03/15 to 28/05/15 Design & Inception – Baseline Assessment
• Invite selected stakeholders to AC meeting: Inception – Baseline Assessment [1] (19/05/15)
• Host first AC meeting and ask members to provide nominations for Focus Group membership
• Distribute Inception Report Executive Summary• Distribute list of proposed collaborative stakeholder
workshops
16/04/15 to 29/10/15Design & Development of NQF Phase 1
• Host AC meetings: Inception – Baseline Assessment [2] (16/06/15); Design & Development of SAQF [1] and Marketing & Promotion [1] (01/09/215); and Design & Development of SAQF [2] (13/10/15)
• Distribute reports (as per Project deliverables and from Focus Groups) for discussion
• Distribute promotional brochure
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Stakeholder Engagement and Marketing Plan for the:“Development of the National Qualifications Framework
in the Kingdom of Saudi Arabia (SAQF)”
05/11/15 to 04/04/16Design & Development of NQF Phase 2
And
And to 29/05/16Pilot
• Host AC meetings: Design & Development of SAQF [3] (30/11/15); Pilot [1] and Marketing and Promotion [2] (26/01/16); and Pilot [2] (22/03/16
• Distribute reports (as per Project deliverables and from Focus Groups) for discussion
• Invite members to take part in/present at Project Update Stakeholder Workshop (30/03/16) and in regional events
• Discuss proposals for national and international conferences, including a role for some of the AC members
• Distribute promotional brochures and newsletter/case study
09/07/2015 to 31/01/17NQF User Guide and Capacity Building
• Host AC meetings: Pilot [3] (31/05/16); SAQF User Guide and Capacity Building (27/09/16); and Legislation & Governance [1] (29/11/16)
• Distribute reports (as per Project deliverables and from Focus Groups) for discussion
• Invite to take part in International Conference• Distribute promotional brochure and newsletter/case study
15/02/2015 to 23/02/17Marketing & Promotion *
• Host AC meeting Legislation & Governance [2] and Marketing & Promotion [3]
• Distribute reports (as per Project deliverables and from Focus Groups) for discussion
19/07/2015 to 02/03/2017Legislation & Governance
• Submission of proposals regarding all Governance arrangements
15/03/2015 to 23/03/17Final reporting • Host AC meeting Project Completion (28/03/17)/ dinner
• Distribute final reports and gifts
*Marketing and promotion will continue throughout the whole duration of the Project. This will include placing information and promotional news on the Project website, Facebook, Twitter and Instagram as appropriate.
3.1.2 Engagement Process for Stakeholder Collaboration Group
The collaboration group stakeholders, several of whom will form the membership of the Focus Groups and/or the working groups for HE, TVET or GenEd have been selected based upon either personal knowledge or nominated by members of the Advisory Committee.
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Members should also be invited, where relevant to support other project activities such as presenting at stakeholder workshops. Other activities are detailed in Annex 9. Diagram 11 below summarizes the engagement activity (including elements of communication and marketing) schedule for the Collaboration Group.
Diagram 11: Engagement Process for Stakeholders in Collaboration Group
08/03/15 to 31/03/15Preparation
• Identify stakeholders through personal contacts and from Project Launch Stakeholder Workshop (31/03/15)
24/03/15 to 28/05/15 Design & Inception – Baseline Assessment
• Invite selected stakeholders to Stakeholder workshop: SAQF/TVET Collaborative Stakeholder Workshop
• Identify stakeholders through personal contacts and from SAQF/TVET Collaborative Stakeholder Workshop
• Identify members of focus groups from personal contacts and from nominations from members of the AC.
• Identify members of groups for General Education, Higher Education and Technical and Vocational Education and Training and host meeting with each
16/04/15 to 29/10/15Design & Development of NQF Phase 1
• Invite selected stakeholders to relevant collaborative stakeholder workshops for TVET, Ministries, Ministry of Defense/Interior, Employers
• Send invitations and host focus groups, including: o NQF Design & Development (D&D): 08/06; 07/09 and
12/10/15o Quality Assurance (QA): 09/06; 08/09 and 13/10/15o Governance & Legislation (G&L): 09/09/15o Employers: 10/09/15
• Undertake a Training Needs Analysis (TNA) of members of each group
• Deliver training workshops for focus group members• Discuss possible case studies for publication
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Stakeholder Engagement and Marketing Plan for the:“Development of the National Qualifications Framework
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05/11/15 to 04/04/16Design & Development of NQF Phase 2
And
And to 29/05/16Pilot
• Invite selected stakeholders to relevant collaborative stakeholder workshops for Training Organization and for employers in Jeddah and in Dhahran/Al-Jubail
• Send invitations and host focus groups, including:o NQF D&D: 09/11/15; 08/02; 21/03; and 17/04/16o QA: 10/11/15; 09/02; 22/03; and 18/04/16o G&L: 11/11/15; 10/02; 23/03; and 19/04/16o Employers: 12/11/15; and 11/02/16
• Deliver training workshops for focus group members
• Invite members to take part in/present at Project Update Stakeholder Workshop (30/03/16) and in regional events
• Discuss possible case studies for publication
• Distribute promotional brochures and newsletter/case study
09/07/2015 to 31/01/17NQF User Guide and Capacity Building
• Send invitations and host focus groups, including: o NQF D&D: 31/10/16o G&L: 07/09; 09/11/16; and 08/02/17o Employers: 08/09/16
• Distribute promotional brochure and newsletter/case study
15/02/2015 to 23/02/17Marketing & Promotion *
• Invite to take part in International Conference
19/07/2015 to 02/03/2017Legislation & Governance
• Distribute information materials
15/03/2015 to 23/03/17Final reporting
• Distribute final promotional materials and gifts
3.1.3 Engagement Process for Stakeholder Consultation Group
It is important that this group of stakeholders is kept informed of project activities in order to try to increase their level of interest in this national project. Some may become sufficiently interested that they may seek to increase their level of power to a position where they move to the collaborator group.
Some stakeholders in the consultation group may provide information that the SAQF project requires in the identification of levels of qualifications. Others may be involved
33
Stakeholder Engagement and Marketing Plan for the:“Development of the National Qualifications Framework in the Kingdom of Saudi Arabia (SAQF)”
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Saudi Arabia Qualifications Framework
through submission of their in-house training programs for accreditation as qualifications so they may be mapped to a particular level.
Members may also be invited, where relevant to support other project activities such as supporting focus group activities. Other activities are detailed in Annex 9. Diagram 12 below summarizes the engagement activity (including elements of communication and marketing) schedule for the Consultation Group.
Diagram 12: Engagement Process for Stakeholders in Consultation Group
08/03/15 to 31/03/15Preparation
• Identify stakeholders through personal contacts, from Project Launch Stakeholder Workshop (31/03/15) and from employer associations such as Chamber of Commerce
24/03/15 to 28/05/15 Design & Inception – Baseline Assessment
• Identify stakeholders through personal contacts from SAQF/TVET Collaborative Stakeholder Workshop
16/04/15 to 29/10/15Design & Development of NQF Phase 1
• Invite selected stakeholders to relevant collaborative stakeholder workshops for Training Organization and for employers in Riyadh, Jeddah and in Dhahran/Al-Jubail
• Distribute promotional brochure
05/11/15 to 04/04/16Design & Development of NQF Phase 2AndAnd to 29/05/16Pilot
• Distribute promotional materials• Encourage some members to become members of Collaboration
Group
09/07/2015 to 31/01/17NQF User Guide and Capacity Building
• Invite to take part in National Conference• Distribute promotional brochure and newsletter/case study
15/02/2015 to 23/02/17Marketing & Promotion *
• Distribute promotional materials
19/07/2015 to 02/03/2017Legislation & Governance
• Distribute information and promotional materials
15/03/2015 to 23/03/17Final reporting
• Distribute final promotional materials
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Stakeholder Engagement and Marketing Plan for the:“Development of the National Qualifications Framework
in the Kingdom of Saudi Arabia (SAQF)”
3.1.4 Engagement Process for Stakeholder Information Group
Although the majority within this group of stakeholders may currently have no knowledge of the SAQF, it is important that they be kept informed of project activities as the results of the project could impinge upon the future career pathway decisions of young people. As 45% of the population of KSA is younger than 19 years of age, the stakeholder information group has many members in this category. Parents will also need the information in order to advise their children and the general public should be made aware of a national initiative
Engagement with this group will be predominately through the provision of one-way information although some members might also be consulted in any review of promotional activities. Other activities are detailed in Annex 9. Diagram 13 below summarizes the engagement activity (including elements of communication and marketing) schedule for the Information Group.
Diagram 13: Engagement Process for Stakeholders in Information Group 08/03/15 to 31/03/15Preparation
• Prepare information for PEEC website, Facebook, Twitter, YouTube and instagram
24/03/15 to 28/05/15 Design & Inception – Baseline Assessment
• Prepare information for PEEC website, Facebook, Twitter, YouTube and instagram
16/04/15 to 29/10/15Design & Development of NQF Phase 1
• Prepare information for PEEC website, Facebook, Twitter, YouTube and instagram
05/11/15 to 04/04/16Design & Development of NQF Phase 2AndAnd to 29/05/16Pilot
• Take stand at Higher Education Fair• Prepare information for PEEC website, Facebook, Twitter,
YouTube and instagram• Distribute printed promotional materials: posters to schools
09/07/2015 to 31/01/17NQF User Guide and Capacity Building
• Prepare information for PEEC website, Facebook, Twitter, YouTube and instagram
15/02/2015 to 23/02/17Marketing & Promotion *
• Prepare information for PEEC website, Facebook, Twitter, YouTube and instagram
19/07/2015 to 02/03/2017Legislation & Governance
• Prepare information for PEEC website, Facebook, Twitter, YouTube and instagram
15/03/2015 to 23/03/17Final reporting
• Prepare final project information for PEEC website, Facebook, Twitter, YouTube and instagram
35
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Saudi Arabia Qualifications Framework
4. Introduction to Communication and Marketing
This second part of the paper draws upon and adds to the information prepared by PEEC in its document, ‘National Qualifications Framework: Stakeholder Communications Plan, 2015-2017 (Annex 7). In particular, the plan draws upon the information depicted in Diagrams 14 – 20 below.
Diagram 14: Stakeholder Communication Plan Process
© PEEC June 2015 Page 38 of 109
4. Introduction to Communication and Marketing This second part of the paper draws upon and adds to the information prepared by
PEEC in its document, ‘National Qualifications Framework: Stakeholder
Communications Plan, 2015-2017 (Annex 7). In particular, the plan draws upon the
information depicted in Diagrams 14 – 20 below.
Diagram 14: Stakeholder Communication Plan Process
Diagram 15: Five Values that Guide the Work of PEEC Independence We pursue the best solution for all constituents with full independence.
Impact-driven Our work must lead directly to stakeholders taking evidence-based action
to improve education in new ways.
Transparency We pro-actively share appropriate information with our stakeholders to
create trust, to encourage more informed decision making and to foster
greater participation.
Partnership We work collaboratively with our colleagues and pro-actively partner with
our stakeholders to achieve a common goal.
Professionalism
We do what we say and say what we do and make no excuses along the
way. We bring a respectful attitude and top-notch skills and competences
to every situation.
Diagram 15: Five Values that Guide the Work of PEEC
Independence We pursue the best solution for all constituents with full independence.
Impact-drivenOur work must lead directly to stakeholders taking evidence-based action to improve education in new ways.
TransparencyWe pro-actively share appropriate information with our stakeholders to create trust, to encourage more informed decision making and to foster greater participation.
PartnershipWe work collaboratively with our colleagues and pro-actively partner with our stakeholders to achieve a common goal.
ProfessionalismWe do what we say and say what we do and make no excuses along the way. We bring a respectful attitude and top-notch skills and competences to every situation.
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Stakeholder Engagement and Marketing Plan for the:“Development of the National Qualifications Framework
in the Kingdom of Saudi Arabia (SAQF)”
Diagram 16: NQF Strategic Communication Goal
Communication and engagement support is needed to make the National Qualifications Framework a success
Awareness of NQF’s strategic purpose and role in the educational landscape
Understanding why and how the NQF’s strategy will be implemented, what is expected from
Commitment to achieve the aspiration and make NQF’s strategy a reality
Ownership of key stakeholders in supporting and facilitating the fulfillment of the goals of the NQF
Diagram 17: Communication Methods used for achieving our Goals
Strategic Communication Goals Engagement Type
Awareness Inform, communicate and share information
Understanding Consult and get feedback to understand stakeholder concerns
Commitment Involve and partner with stakeholders
Ownership Share ownership with stakeholders
Diagram 18: Degrees of engagement required across key stakeholders
© PEEC June 2015 Page 39 of 109
Diagram 16: NQF Strategic Communication Goal 1.
Awareness of NQF’s strategic purpose and role
in the educational landscape
2. Understanding why and how the NQF's strategy
will be implemented, what is expected from
3. Commitment to achieve the aspiration and make
NQF’s strategy a reality
4. Ownership of key stakeholders in supporting and
facilitating the fulfillment of the goals of the NQF
Diagram 17: Communication Methods used for achieving our Goals Strategic Communication Goals Engagement Type
Awareness Inform, communicate and share information
Understanding Consult and get feedback to understand stakeholder concerns
Commitment Involve and partner with stakeholders
Ownership Share ownership with stakeholders
Diagram 18: Degrees of engagement required across key stakeholders
High Medium Some
Communication and
engagement support is
needed to make the
National Qualifications
Framework a success
Levels of engagement required
37
Stakeholder Engagement and Marketing Plan for the:“Development of the National Qualifications Framework in the Kingdom of Saudi Arabia (SAQF)”
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Diagram 19: Type of stakeholder engagement
© PEEC June 2015 Page 40 of 109
Diagram 19: Type of stakeholder engagement
MoL TVTC NCAAA MoE MoH 360 MCS HRDF Employers Advisors )civil society( School leaders Teachers Students Qualification Providers Public
Work with stakeholders to implement projects
Obtain feedback from stakeholders
Provide balanced and accurate information
Implement Consult Inform
Enable to take ownership
Own
✓ ✓ ✓ ✓ ✓ ✓
✓ ✓ ✓
✓ ✓ ✓ ✓ ✓ ✓ ✓ ✓ ✓ ✓ ✓ ✓ ✓ ✓ ✓
✓ ✓
✓ ✓
✓ ✓ ✓ ✓ ✓ ✓ ✓ ✓ ✓ ✓ ✓ ✓ ✓ ✓ ✓ ✓
PEEC�in
form
s�PEEC�rec
eive
s�input�
Colla
borates�with�
PEEC�
Diagram 20: Communications channels to deliver key messages and obtain feedback
In-person Digital & online
content Publications
& media 1 2 3
• Face-to-face meetings • Press conferences • Board meetings • Advisory committee
meetings • Expert meetings • Stakeholder meetings • Workshops • Internal and external
information sessions • Local, regional, and
international conferences • Informal meetings )e.g.
lunch or dinner events( • Media presentations
• PEEC website • Online portals
developed • Online newsletters • Interactive digital
applications • Social media )Twitter,
Facebook, YouTube, Instagram, etc.(
• News sites • Blog posts • Online publications • Informational videos
• Online videos showcasing PEEC's work
• Press-releases • Directives • Public announcements • Reports • Brochures • Posters • Research publications • Executive summaries on
work • Newsletters • TV & radio )Interviews(
Feedback tools
• Public service hotline • Nation-wide
stakeholder surveys • Online pulse-check
surveys • Program questionnaires
)e.g. for NQF( • Contact form via
PEEC's website • Contact via NQF email
4
Diagram 20: Communications channels to deliver key messages and obtain feedback
© PEEC June 2015 Page 40 of 109
Diagram 19: Type of stakeholder engagement
MoL TVTC NCAAA MoE MoH 360 MCS HRDF Employers Advisors )civil society( School leaders Teachers Students Qualification Providers Public
Work with stakeholders to implement projects
Obtain feedback from stakeholders
Provide balanced and accurate information
Implement Consult Inform
Enable to take ownership
Own
✓ ✓ ✓ ✓ ✓ ✓
✓ ✓ ✓
✓ ✓ ✓ ✓ ✓ ✓ ✓ ✓ ✓ ✓ ✓ ✓ ✓ ✓ ✓
✓ ✓
✓ ✓
✓ ✓ ✓ ✓ ✓ ✓ ✓ ✓ ✓ ✓ ✓ ✓ ✓ ✓ ✓ ✓
PEEC�in
form
s�PEEC�rec
eive
s�input�
Colla
borates�with�
PEEC�
Diagram 20: Communications channels to deliver key messages and obtain feedback
In-person Digital & online
content Publications
& media 1 2 3
• Face-to-face meetings • Press conferences • Board meetings • Advisory committee
meetings • Expert meetings • Stakeholder meetings • Workshops • Internal and external
information sessions • Local, regional, and
international conferences • Informal meetings )e.g.
lunch or dinner events( • Media presentations
• PEEC website • Online portals
developed • Online newsletters • Interactive digital
applications • Social media )Twitter,
Facebook, YouTube, Instagram, etc.(
• News sites • Blog posts • Online publications • Informational videos
• Online videos showcasing PEEC's work
• Press-releases • Directives • Public announcements • Reports • Brochures • Posters • Research publications • Executive summaries on
work • Newsletters • TV & radio )Interviews(
Feedback tools
• Public service hotline • Nation-wide
stakeholder surveys • Online pulse-check
surveys • Program questionnaires
)e.g. for NQF( • Contact form via
PEEC's website • Contact via NQF email
4
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Stakeholder Engagement and Marketing Plan for the:“Development of the National Qualifications Framework
in the Kingdom of Saudi Arabia (SAQF)”
So that there be no duplication with work already undertaken by PEEC, but rather to build upon previous work undertaken, design templates within this document are developed from the work undertaken by the design company commissioned to develop the overall marketing plan for PEEC. Additionally, the SAQF staff responsible for communication and marketing should play an active role in the series of meetings proposed by the Head of PR where all PEEC projects might share their communication plans and activities.
The communication roles and responsibilities of PEEC senior staff have also been considered carefully in the production of the plan, especially where approval is required for any external communication. As per the PEEC document referred to in the paragraph above, these roles and responsibilities are depicted in Diagram 21 below.
Diagram 21: Communication Roles and Responsibilities
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Stakeholder Engagement and Marketing Plan for the:“Development of the National Qualifications Framework in the Kingdom of Saudi Arabia (SAQF)”
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Saudi Arabia Qualifications Framework
The Communication and Marketing element of the plan is being produced in the first phase of the Project but incorporate activities to be undertaken throughout the two years. The plan should also be considered as ‘fluid’ in that it should be adapted as SAQF activities develop; new opportunities for promotion may become available while other proposed activities may become no longer necessary.
A prime method of communication and promotion is face-to-face communication via the spoken word, from one-to-one meetings to presentations to large audiences – live or via radio or television. In all cases care should be taken to promote the benefits of the SAQF and to project a positive image of PEEC and SAQF activities, including showing the PEEC branding where relevant, e.g. by wearing the appropriate badge (shown in Annex 6).
4.1 SAQF Objectives
The overall aim of the Project is the development of a NQF in the Kingdom of Saudi Arabia (KSA), with the goals of:
» bringing together and taking forward the work of establishing national standards for the outcomes of learning in all sectors of education and training and improve the value of qualifications;
» bringing together and taking forward the work of improving the quality of qualifications and assessment, increasing trust in qualifications and gaining national and international recognition for workers’ skills;
» relating the qualifications on offer in KSA to each other and improving access, progression routes and the possibility of transferring learning from level to level and sector to sector;
» providing a basis for cooperation between stakeholders in education and training in pursuit of national policies on social and economic development and
» ensuring that records of learner achievement are registered to enable national recognition of acquired skills and knowledge.
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Stakeholder Engagement and Marketing Plan for the:“Development of the National Qualifications Framework
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To meet these goals a number of project objectives were identified:
» Developing a baseline, analysis and assessment of the qualifications landscape in KSA
» Developing a NQF, a strategic framework for the purpose of mapping qualifications » Developing the NQF guides » Implementing a pilot for the NQF » Developing a governance and management model for the NQF.
To help PEEC realize these objectives, the SQA Project is in place to support the necessary outcomes, viz.:
» Identification of where there are or should be progression routes between levels and sectors
» Mapping out practical pathways » Creating possibilities for converting one kind of learning or qualification into another » Finding out where bridging provision is required and stimulating or supporting its
creation » Advising ministers on policies required to stimulate and support the use of the
framework by institutions and learners and by the ministries themselves » Using appropriate means of publicizing the framework » Engaging with international framework developments to ensure that recognition is
given to Saudi qualifications.
From these goals, objectives and required outcomes, the communication and marketing objective is considered to be, ‘to raise awareness of the development and implementation of the SAQF amongst all stakeholders’. This plan identifies a range of tools that can support the achievement of this objective, including:
» eight visibility events; » one national conference; » one international conference; » a range of print media, including brochures, leaflets and case studies; » regular press releases;
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Stakeholder Engagement and Marketing Plan for the:“Development of the National Qualifications Framework in the Kingdom of Saudi Arabia (SAQF)”
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» regular use of electronic media such as video, websites, Twitter, Facebook, YouTube and Instagram (all of which are currently used by PEEC)
4.2 Overall Communication and Marketing Strategy
As stated in the Introduction, PEEC’s 5-year plan identifies as one of its implementation themes the building of PEEC’s image and stakeholder engagement, facilitated by a strategic communications program. The strategy suggested below aims to support this implementation theme.
PEEC and the SAQF Project promote the sharing of ideas and information and therefore require a strong effort in communication and marketing to raise awareness of SAQF activities so that all stakeholders are provided with the information they require to understand the SAQF and to take a decision – whether it be an individual study/career plan, manpower planning and recruitment within an organization or the development of a new training program/course. Information provided will aim to raise awareness of the role and benefits of the SAQF.
The main goals of the Communication and Marketing plan for the SAQF are:
» to publicize the SAQF and the support of the stakeholders; » to present opportunities available to different stakeholders; » to emphasize the SAQF quality project outcomes and impacts through dissemination
of examples of good practice; » to ensure visibility, transparency and partnership throughout the two years of the
Project and beyond.
All proposed promotional activities and tools have been prepared as precisely as possible yet retain some flexibility to the changing needs of the target audiences and to take advantage of any opportunities that present themselves during the two years of the Project. Communications tools have been developed in an innovative style in order to present the Project in an attractive manner whilst at the same time allowing them to fit well with materials already developed/utilized by PEEC or currently under development by the branding and design company, ‘Influence’.
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Stakeholder Engagement and Marketing Plan for the:“Development of the National Qualifications Framework
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In the initial phases of the Project, communication activities will focus on awareness raising to ensure visibility of the Project throughout Saudi Arabia. As the Project proceeds and outputs are realized the focus will move to promotion of actual activities and results (e.g. case studies on implementation of the SAQF). In the final phase of the Project the focus of the promotional activity will be that of dissemination of achievements and learning.
Diagram 22: Communication in Project Phases
© PEEC June 2015 Page 45 of 109
them to fit well with materials already developed/utilized by PEEC or currently under
development by the branding and design company, ‘Influence’.
In the initial phases of the Project, communication activities will focus on awareness
raising to ensure visibility of the Project throughout Saudi Arabia. As the Project
proceeds and outputs are realized the focus will move to promotion of actual
activities and results (e.g. case studies on implementation of the SAQF). In the final
phase of the Project the focus of the promotional activity will be that of dissemination
of achievements and learning.
Diagram 22: Communication in Project Phases
Thought has been put into which communication tool best suits each
message/phase of communication activities as well as the staggering of
communication throughout the lifetime of the Project. A summary of communications
activities is shown in Annex 9, the Stakeholder Engagement Implementation
Schedule Summary and in Annex 5, the Stakeholder Engagement and Marketing
Strategy
This plan is produced as a guide to those working in the SAQF Project and, as such
contains not only the proposed strategy but also templates for promotional materials
(where these are available) and guidance notes for visibility.
Thought has been put into which communication tool best suits each message/phase of communication activities as well as the staggering of communication throughout the lifetime of the Project. A summary of communications activities is shown in Annex 9, the Stakeholder Engagement Implementation Schedule Summary and in Annex 5, the Stakeholder Engagement and Marketing Strategy
This plan is produced as a guide to those working in the SAQF Project and, as such contains not only the proposed strategy but also templates for promotional materials (where these are available) and guidance notes for visibility.
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5. Target Groups and Objectives
5.1 Target Audiences/Groups
The SAQF is a national initiative that should offer some level of benefit to all stakeholders - organizations and individuals - in the Kingdom of Saudi Arabia.
The information needs of the various stakeholders will differ and care must be taken to ensure the message contained within SAQF informational/promotional literature and Project activities meets the needs of each of these groups – the target audiences. To ensure the right communication message / promotional activity for each target group stakeholders have been grouped according to their level of participation in SAQF activities.
Diagram 23: Level of Stakeholder (Target Audience) ParticipationHigh Partner (+ Collaborate + Consult + Inform)
MoE• PEEC: Develop an evaluation system; advanced standards for all education stages; and
curriculum standards; Carry out periodic performance evaluation and accreditation of state and private schools; Develop and implement standardized national tests at every educational stage; Establish quality controls; Set professional standards, competence tests and license requirements for professionals working in education; Evaluate programs.
• HE: Establish standards and processes for QA and accreditation; Plan, train and support quality improvement; Accredit institutions and programs; Provide provisional accreditation of new institutions and programs; Link and coordinate with international agencies.
• NCAAA: through key documents - The handbook; Quality standards for HE institutions; National qualifications frameworks and to ensure implementation in HE institutions
• Employers: ARAMCO; SABIC; ALObeikanMoL• HRDF: close collaboration to ensure implementation of SAQF in TVET institutions; HRDF -to
ensure alignment with SNOC1 on educational levels• TVTC - to implement and adapt SAQF standards into technical and vocational programs• SSS: strategic role in development and reform of VET, ensuring training outcomes meet the
needs of the economy
Collaborate (+ Consult + Inform)
• Employers - to ensure SAQF meets requirements of industry and commerce and to register their qualifications in SAQF
• MoD: Military colleges: to reference their qualifications nationally in terms of learning outcomes, levels and sizes
Consult (+ Inform)
• Employers - to support understanding or upgrading of employee qualifications • MoH / SCFHS - to ensure input on health related qualification standards• MCS / MoA / MCI / MCIT / MoF / MEP: to provide input to ensure alignment for standards
Inform
Low • Students - to support understanding of career pathways and available qualifications• General public - to provide information and develop an understanding of the SAQF
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Stakeholder Engagement and Marketing Plan for the:“Development of the National Qualifications Framework
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5.2 Communications Objectives per Target Audience
To ensure that each target audience is not only aware of the activities and benefits of the SAQF, but receives information in an appropriate format with relevant messaging, different tools will be prepared and disseminated for each target audience reflecting the objectives of SAQF communication with that audience. A summary of this is shown in Diagram 24, below; full details, with examples are shown in Section 6, below while Annex 9 displays the schedule summary showing when each of the media will be utilized. This is planned against the project milestone dates. Additional information on marketing and communication activity is detailed in Annex 9.
Diagram 24: Aims and Media for Each Target Audience
Target Audience Aims Media
Partner Group
• to ensure mutual understanding of the Project goals and activities;
• to raise awareness of the roles of PEEC and its stakeholders in supporting the Project;
• to share information on Project activities and outputs;
• to discuss the benefits and interests of taking part in the Project;
• to provide an opportunity to be part of the decision making process in the development of the SAQF
• Focus groups
• Advisory Committee and other Committees
• Information sheets
• Case studies
• Newsletters
• Events
• Digital and online content
Collaboration Group
• to ensure understanding of the Project goals and activities;
• to raise awareness of the roles of PEEC in supporting the Project;
• to provide information on Project activities and outputs;
• to raise awareness of the benefits of taking part in the Project;
• to provide an opportunity to contribute in the development of the SAQF
• Focus groups
• Committees
• Information sheets
• Case studies
• Newsletters
• Events
• Digital and online content
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Target Audience Aims Media
Consultation Group
• to ensure understanding of the SAQF Project goals and activities;
• to raise awareness of the roles of PEEC in supporting the Project;
• to create a positive image of the Project;
• to provide information on Project activities and outputs;
• to encourage feedback.
• Brochures/Leaflets
• Newsletters
• Case studies
• Events, including ‘roadshow’
• Digital and online content
Information Group
• to raise awareness of the SAQF Project;
• to raise awareness of the benefits of the SAQF;
• to encourage discussion.
• Brochures/Leaflets
• Posters
• Press
• Events, including ‘roadshow’
• Digital and online content
Some of the promotional activities, rather than attempt to target directly all of the final beneficiary groups (some of whom are great in number and widely dispersed), will target influencers and intermediaries who can support the achievement of the Project outputs. For example, It may not be possible to use digital and online content to access students in small outlying schools where internet connection is poor – if available at all. In such case it may be necessary to use alternative media such as targeting the teachers via the Ministry of Education (MoE) using print media.
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6. Communication Tools and Activities
A range of communication tools is planned to ensure appropriate promotion of the SAQF Project; all have been developed in line with the requirements of PEEC
corporate identity.
Arabic and, where appropriate USA English, will be used for all communication materials. The main PEEC/Project web page(s) will be available in both Arabic and English. Communication via digital and online content will use the most appropriate language for the media selected.
Communication tools used for any SQA Project activity will incorporate the SQA as well as the PEEC and the SAQF brands.
Diagram 25 below shows the full range of communications tools to be used in SAQF communications.
Diagram 25: Communication Tools
© PEEC June 2015 Page 51 of 109
Diagram 25: Communication Tools
6.1 Information/Reporting Print Materials
6.1.1 Internal Documents Primary audience:
o Members of PEEC staff
o SQA team
o Members of the SAQF Advisory Committee and any other committees
established.
Materials included in this category: o Project reports
o Meeting reports
Approval required: o Project reports are approved by the Team Leader for submission to the
Governor Assistant.
o All materials should be approved by the Governor Assistant.
A. Project Reports
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6.1 Information/Reporting Print Materials
6.1.1 Internal Documents
» Primary audience:
o Members of PEEC staff
o SQA team
o Members of the SAQF Advisory Committee and any other committees established.
» Materials included in this category:
o Project reports
o Meeting reports
» Approval required:
o Project reports are approved by the Team Leader for submission to the Governor Assistant.
o All materials should be approved by the Governor Assistant.
A. Project Reports
Proposed format: Closely follow PEEC/SAQF format, which has predominantly the SAQF branding upper left, with PEEC branding upper right; where relevant, SQA branding will be lower right. Where information print materials have a longer shelf life than the two years of the Project there is no requirement to incorporate the SQA branding. Internal SQA reporting documents will follow a similar format with PEEC branding upper right, SQA branding upper left and SAQF branding lower left and center.
The SQA Project Team will produce monthly reports to SQA to:
» provide activity updates; » ensure the Project is on schedule and achieving the relevant milestones; » identify any challenges.
Project reports will be submitted in line with the timelines in the Project Terms of Reference. A template has been prepared for a cover page for Project reports. This is shown in Annex 6 and is saved in the SQA shared folder.
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B. Meeting Reports
Proposed format: Where meeting reports are being distributed to external stakeholder, such as members of the Advisory Committee, a front cover should be used following the format described above for PEEC Project reports.
» Primary audience: All stakeholders (internal and external) with different materials/messages prepared according to the target audience
» Proposed format: Closely follow PEEC/SAQF format, which has predominantly the SAQF branding upper left and, on some occasions also lower right, with PEEC branding upper right; where relevant, SQA branding will be lower right. Where information print materials have a longer shelf life than the two years of the Project there is no requirement to incorporate the SQA branding.
Internal SQA reporting documents will follow a similar format with PEEC branding upper right, but with SQA branding upper left and SAQF branding lower left and center.
6.1.2 External Documents
» Materials included in this category:
o Press releases for press/journals and digital and online content
o Newsletters/Case studies
» Approval required:
o All materials should be approved by the Governor Assistant and, for digital content, any other appropriate PEEC senior staff, e.g. General Manager, Corporate Communications (See Diagram 14)
Press Releases
Although gaining media attention can be seen as challenging, every effort will be made to gain media coverage of the Project, especially in the press and professional journals. The key principle in this activity is hitting the target by trying to ensure that only ‘news’ is included – the overlap between what the Project wants to say and what the media and readers want to hear.
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Working closely with the PEEC and its PR Team, press releases will be prepared on every possible occasion throughout the Project to promote activities, plans and results of the Project and should be produced when there is a noteworthy story to tell, e.g. the launch of the SAQF.
Every attempt will be made to identify media coverage through the PEEC press cutting service so that copies might be annexed to Project reports. Currently PEEC uses an external media company to place and monitor press releases. Each week the company sends to PEEC a media report that incorporates:
» List of all PEEC articles with details of media used » Description of each article so that the reader can determine which are of interest,
each with a hyperlink to the actual article.
PEEC is also currently considering a strategy for collection of relevant articles in international media.
It s recommended that consideration also be given to collection of data concerning:
» Prominence of articles, i.e. their positioning in the publication » Amount of space give – normally measured in single column centimeters.
A template for a press release is included in Annex 6, while a list of publications currently used by PEEC is attached in Annex 7.
B. Newsletters/Case studies
Newsletters/case studies will allow PEEC to demonstrate to stakeholders project achievements and to disseminate good practice. It may be possible to produce at least four newsletters during the lifetime of the Project although post Project this may be considered more regularly by PEEC. Consideration was given to a more regular production of a newsletter but it was decided that detailed case studies would fulfill the same goals, could be better targeted towards particular audiences, e.g. teachers or employers, be of great interest to actual and potential stakeholders and would provide the same opportunity for promoting the successes made possible through SAQF Project. A schedule of production/distribution is shown in Section 4, below; templates for both a case study and a newsletter are shown in Annex 6.
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6.2 PEEC/SQA Promotional Materials
» Primary audience: Members of Information and Consultation stakeholder groups with style and content to meet the requirements of the target group.
» Materials included in this category:
• Brochures – A4, A5 or triple folded A4 to make ‘Z’ style; full color; high quality
• Leaflets - A5 or triple folded A4 to make ‘Z’ style leaflet; spot color; lower quality paper and printing than brochure
• Flyers – A4 (printed one or both sides)
• Posters (A3, A2 or A1)
» Proposed format: Style for all three will be in keeping with existing PEEC promotional materials. They will closely follow PEEC/SAQF format, which has predominantly the SAQF branding upper left, with PEEC branding upper right; SQA branding will be lower right, where required. Where information print materials have a longer shelf life than the two years of the Project there is no requirement to incorporate the SQA branding. Where promotional materials are sponsored by stakeholders the sponsor(s) should be named in copy at bottom of page or on back cover.
Approval Required:
» All materials should be approved by the Governor Assistant.
» Where an item is sponsored information relating to the sponsor should be incorporated on the back cover of the leaflet or brochure or at the bottom of a poster.
» Where relevant approval of SQA Team Leader will be required
A. Project Brochures
Brochures are high quality print and normally full color or matt with gloss sections for emphasis and should be used at all major project events, e.g. the national and international conferences. They will be produced in A5 format, which are likely to contain between four and eight pages according to need and may also be produced A4 triple folded to make ‘Z’ style. This will also allow the distribution alongside appropriate PEEC leaflets so
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that all are seen as part of one family.
Brochures can also be used to provide detail of activities as the Project goes through the various phases as outlined in Section 1.2 above:
» to inform target stakeholders of the potential benefits of being involved in the SAQF development and implementation;
» to disseminate good practice to all stakeholders from the actual results of Project activities.
A template for the front and back cover of a brochure can be seen in Annex 6.
B. Project Leaflets
During the life of the Project it is estimated that a maximum of four leaflets/brochures can be produced to disseminate overall information on the Project to all stakeholders.
These leaflets will be produced in A5 format or triple-folded A4 so that they can be used effectively in conjunction with other promotional materials produced by PEEC, e.g. in conference/workshop folders for PEEC events and for related events organized by stakeholder organizations. Through joint distribution this will clearly allow target audiences to recognize the role of PEEC in the SAQF Project. It will also allow greater promotion of project information through distribution at PEEC events as well as SAQF events.
The first leaflet will focus upon providing information on the planned activities of the Project so that stakeholders might gain an understanding of the aims of this SAQF development Project. Later leaflets could allow dissemination of typical results of similar activities elsewhere and, upon achievement of the first results of the Project the focus will move to actual outputs and success stories.
Besides distribution at PEEC/SAQF events, information/promotion leaflets can be used to access students through distribution in the schools. A schedule of production/distribution is shown in Section 4, below; a template for an Information leaflet can be seen in Annex 6.
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C. Project Flyers
Flyers (also known as handbills or leaflets) are usually A4 printed on one or both sides and are a lower cost method of getting information to a large number of people. For this reason they are recommended for use at any exhibitions in which the SAQF Project is promoted. They are normally printed on lower quality / lighter weight paper (e.g. 100 gms). The main aim of the flyer is to provide a small amount of information for a limited time for a high run at low production cost.
D. Project posters
The main focus of posters will be to provide information on the SAQF so that stakeholders such as students might gain an understanding of how they might benefit from the SAQF development Project.
As the Project develops posters could also be utilized to disseminate relevant good practice and/or results, e.g. identification of the levels of different qualifications. A template for an Information leaflet can be seen in Annex 6.
6.3 Events
6.3.1 Invited Audiences
» Primary audience: Attendees at the event (e.g. conference, seminar, workshop)
» Proposed format: Style in keeping with existing PEEC promotional materials. Where materials are sponsored by stakeholders the sponsor(s) should be named in copy at bottom or on back cover, where relevant.
» Materials included in this category:
• Display units / Roll-ups
• Folder
• Notebook
• PowerPoint presentations
• Name tags
• Corporate gifts
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Approval Required:
» All materials should be approved by the Governor Assistant.
» Where an item is sponsored the information relating to the sponsor should be in copy at bottom of page or on back cover for print materials, on the final slide for power-point presentations and on the bottom of exhibition stands where relevant.
Two very successful stakeholder workshops have already been held; another ten are proposed (plus two conferences) to ensure that the SAQF Project takes the opportunity to communicate with all key stakeholders – to present project activities and outputs, exchange ideas and good practice and to take part in joint events, where appropriate. Workshops already undertaken (in bold) or planned are detailed below. Dates are as yet flexible and will be fixed after further consultation between the PEEC and SQA teams.
1) Project Launch Stakeholder Workshop: 31/03/15
2) SAQF/TVET Collaborative Stakeholder Workshop
3) Ministerial Collaborative Stakeholder Workshop
4) TVET Collaborative Stakeholder Workshop
5) Collaborative Stakeholder Workshop with Ministry of Defense and Ministry of the Interior
6) Employer Collaborative Stakeholder Workshop
7) Collaborative Stakeholder Workshop with General Education
8) Project Update Stakeholder Workshop: 30/03/16
9) Collaborative Stakeholder Workshop with Higher Education
10) Collaborative Stakeholder Workshop with Training Organizations (International Qualifications)
11) Collaborative Stakeholder Workshop in Jeddah
12) Collaborative Stakeholder Workshop in Dhahran/Al-Jubail
13) National Conference: September/October 2016
14) International Conference: February/March 2017
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A. Display Units / Roll-ups
Display units and/or roll-ups can be used:
» at any major workshops, seminars or conferences organized by PEEC or in which PEEC takes part; and
» on any other occasion where there is potential to promote the Project brand.
B. Folder, C. Notebook, D. PowerPoint Presentations and E. Name Tags
As PEEC held a very successful and well-attended workshop at the end of March 2015, the design company commissioned to develop the PEEC marketing plan has already prepared draft templates. These are included in the templates in Annex 6; when final designs are approved the templates will be adapted accordingly.
C. Corporate gifts
It is recommended that a range of corporate gifts be produced for distribution on a number of occasions, including as a thank-you gift for members of the Advisory Committee and possibly the Focus Groups. Designs for corporate gifts can be undertaken at a later stage once the actual type of gifts has been selected.
6.3.2 Wider Audiences
As part of the action plan, additional visibility events will be organised to increase awareness of the SAQF amongst stakeholders. This will take into account geographical spread, will include all stakeholders and also include evaluation and, where appropriate, incorporation of feedback into the SAQF development activities. It is proposed that actual dates for these events be discussed with the PR Department to ensure coordination, if possible with regional activities for other PEEC projects. Besides Riyadh, the areas that will be targeted include and the possible types of events are shown in Diagram 26, below:
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Diagram 26: Regional events
Town/City Type of Event
Jeddah Collaborative Stakeholder Conference Career daysHRDF employer events
Dhahran/Al-Jubail Collaborative Stakeholder ConferenceCareer daysHRDF employer events
Qasim Career daysHRDF employer events
Jizan Career daysHRDF employer events
Tabuk Career daysHRDF employer events
Yanbu Career daysHRDF employer events
» Primary audience: Anyone attending the events, e.g. roadshow, exhibition, other visits
» Proposed format: Style in keeping with existing PEEC promotional materials. Where materials are sponsored by stakeholders the sponsor(s) should be named in copy at bottom or on back cover, where relevant.
» Materials included in this category:
• Display units / Roll-ups
• Posters/Leaflets (as in Section 6.2 above)
• Pencils/pens
• Plastic or paper carrier bags
Approval Required:
» All materials should be approved by the Governor Assistant.
» Where an item is sponsored the information relating to the sponsor should be in copy at bottom of page or on back cover for print materials, on the bottom of exhibition stands where relevant and suitably placed on tee shirts.
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A. Display Units / Roll-ups
Display units and/or roll-ups can be used:
» wherever the SAQF Project is promoted at any roadshows, exhibitions or activities such as school/university/company visits;
» on any other occasion where there is potential to promote Project activities.
B. Posters/Leaflets (as in Section 6.2 above)
These will be produced as outline in Section 6.2 above, with the content targeted at the specific audience.
C. Pencils/pens
Low cost pens and/or pencils could be provided as ‘giveaways’ to people visiting any Project exhibition.
D. Plastic or Paper Carrier Bags
A bag, with the relevant branding could be prepared again as a giveaway at exhibitions and other similar events. This could then be used to transport any leaflets and/or brochures provided.
6.4 Website/Video/Digital and Online Content Clips
A survey carried out by Martin Bauer (http://www.martinbauer.com/) examined the reasons for establishing a website. The results are shown in Diagram 27, below. As shown, the major reason identified was the provision of information followed closely by promotion and marketing. This suggests that the most important aspect of a website is that it can clearly ‘get the message across’.
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Diagram 27: Reasons for Establishing a Website
6.4.1 How will it be accessed?
It is planned that the website should be a sub site of the PEEC website so that anyone interested in PEEC activities will be able to access directly the SAQF website. It is also important that the SAQF be promoted more widely and, for that reason access should also be available directly from search engines such as Google. For example someone searching information of qualification frameworks should be able to find out about the SAQF.
6.4.2 What pages will it contain?
The Mindmap in Diagram 28 shows the pages that are suggested for inclusion. Once the project home page has been accessed, the site visitor should then be able to access different pages according to need.
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In the longer term a decision will need to be taken as to whether the website continues to be used for the provision of information and for promotion of SAQF activities or whether it should also contain pages specifically for certain stakeholders and requiring a password for access. However, it is envisaged that this will be necessary only later in the project and it is suggested that this might be further discussed at a later date rather than delay the creation of the website at this stage.
Diagram 28: Website Content
© PEEC June 2015 Page 62 of 109
6.4.2 What pages will it contain? The Mindmap in Diagram 28 shows the pages that are suggested for inclusion. Once
the project home page has been accessed, the site visitor should then be able to
access different pages according to need.
In the longer term a decision will need to be taken as to whether the website
continues to be used for the provision of information and for promotion of SAQF
activities or whether it should also contain pages specifically for certain stakeholders
and requiring a password for access. However, it is envisaged that this will be
necessary only later in the project and it is suggested that this might be further
discussed at a later date rather than delay the creation of the website at this stage.
Diagram 28: Website Content
Videos have been incorporated and, although time-consuming and costly to produce
they provide an excellent method of reaching specific target groups and therefore
should be considered throughout the lifetime of the Project. To ensure a high quality
all videos should be produced by a local video production company.
6.4.3 How will the content be prepared? Webpage content will originate from the PEEC NQF project team only and will
require to be in both Arabic and English.
Videos have been incorporated and, although time-consuming and costly to produce they provide an excellent method of reaching specific target groups and therefore should be considered throughout the lifetime of the Project. To ensure a high quality all videos should be produced by a local video production company.
6.4.3 How will the content be prepared?
Webpage content will originate from the PEEC NQF project team only and will require to be in both Arabic and English.
As the PEEC PR team prepares or adapts press releases and updates for the PEEC website, appropriate materials relating to the SAQF can be placed on the project website when approved by the Governor Assistant.
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The process for production and updating of website pages is shown in the diagram below. Final approval for all materials placed on the website lies with the Governor Assistant, as shown; however, she might be consulted at each stage of production.
Diagram 29: Production process for webpages
© PEEC June 2015 Page 63 of 109
As the PEEC PR team prepares or adapts press releases and updates for the PEEC
website, appropriate materials relating to the SAQF can be placed on the project
website when approved by the Governor Assistant.
The process for production and updating of website pages is shown in the diagram
below. Final approval for all materials placed on the website lies with the Governor
Assistant, as shown; however, she might be consulted at each stage of production.
Diagram 29: Production process for webpages
It is also proposed that this be supplemented by uploading digital and online content
clips to social media such as YouTube (www.youtube.com) or Google Video
(video.google.com), to post clips to a Project Facebook, Twitter or Instagram and to
include a link to the SAQF as a sub site on the PEEC website. A template is shown
in Annex 6.
It is also proposed that this be supplemented by uploading digital and online content clips to social media such as YouTube (www.youtube.com) or Google Video (video.google.com), to post clips to a Project Facebook, Twitter or Instagram and to include a link to the SAQF as a sub site on the PEEC website. A template is shown in Annex 6.
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7. Communication Organization and Management
7.1 Financial Resources
Although it is of utmost importance in any Project to ensure that funds are allocated to make the best use of resources, budgetary control is not incorporated into the SAQF Project Stakeholder Engagement and Marketing plan as resources are fully planned by PEEC. Regular monitoring of expenditure should however be undertaken to identify any deviation from the PEEC plan and to make any necessary amendments during the life of the Project.
7.2 Implementation
A full implementation schedule is shown in Annex 9. This schedule provides an indication of suitable dates according to the phases of the Project and the required outcomes. As the Project develops and further information becomes available activities can be rescheduled as required.
During the life of the Project there will also be 60 consultation workshops with stakeholders and PEEC; this will include focus group meetings. Those already scheduled are shown on the Stakeholder Engagement Strategy in Annex 5 and in Annex 9, the Stakeholder Engagement Implementation Schedule Summary; some are not yet scheduled and this information will therefore be added to the plan when available. The schedule summarizes the timing of each activity as outlined in the sections above and to meet the deliverables stated in the project milestones. This should ensure a comprehensive media approach to promote project outputs as they occur.
7.3 Manpower
Quality output requires quality input. The SQA team will work closely with PEEC to ensure a consistently high quality of production of Project materials. Quality of content will be monitored by PEEC with support as necessary from the SQA Project Team. To aid PEEC in its manpower management an estimate of manpower requirements for the communication and marketing activities is shown in Diagram 30, below.
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Diagram 30: PEEC Team Manpower Requirements (in person days)
This diagram shows the number of person days required from the PEEC SAQF team for each task listed. Also included are the staff numbers for attendance at the workshops and other events, including capacity building workshops that are important for the sustainability of SAQF activities. As shown, a total of 696.5 person days are required from the team (currently of five and not including the Governor Assistant) over the two years of the project.
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8. Indicators of Achievement
8.1 Reasons for Measuring
The benefits of communication and marketing activities are not always tangible. Some, such as enhancing brand awareness, improving stakeholder engagement, promoting SAQF benefits are intangible meaning that measuring impact of any promotional activity is difficult. To add to the problem the impact is often not immediate but is realized at a later date. Additionally, measuring output requires manpower, especially if quality of impact of items such as promotional brochures is to be assessed. However, evaluation helps determine the success of communication and marketing activity, to check objectives are being met and to identify where changes are required in the Communication and Marketing plan. Some activities, such as seminars can be more readily assessed through evaluation sheets for delegate completion.
To determine what types of evaluation might be possible starts with an examination of the main objectives of the SAQF, viz.:
» Establish national standards of learning outcomes: knowledge, skills and wider competences
» Promote and standardize the quality of education and training provision through defining national standards
» Increase transparency and create common language to improve understanding of education and training systems
» Develop flexible pathways through improving access, progression, and transfer opportunities across levels within and between education, training, and employment sectors
» Increase trust in qualifications and gain national and international recognition for workers’ skills by improving the quality of qualifications
» Enable a basis for co-operation between stakeholders in education and training sectors in pursuit of national social and economic development policies.
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Other objectives suggest in this plan include:
» Improved communication channels which diffuse conflict before it impedes progress
» A sharing of responsibility for decisions and actions
» Early identification of potential issues, conflicts and benefits
» Supporting capacity building and learning in all stakeholders
To achieve these objectives will require a shift in attitude and behavior on the part of the various groups of stakeholders. How many organizations agreed to take part in focus group sessions? For example, how many stakeholders gave up their time to be a member of the Advisory Committee and other SAQF committees? How many universities mapped their programs to the SAQF? To gain some measure of effectiveness requires an evaluation of:
» the process of reaching the various target audiences;
» the outcomes as identified in the Project ToRs; and also
» the impact on the SAQF stakeholders.
Diagram 31: Evaluation Tools
© PEEC June 2015 Page 69 of 109
Other objectives suggest in this plan include:
Improved communication channels which diffuse conflict before it impedes
progress
A sharing of responsibility for decisions and actions
Early identification of potential issues, conflicts and benefits
Supporting capacity building and learning in all stakeholders
To achieve these objectives will require a shift in attitude and behavior on the part of
the various groups of stakeholders. How many organizations agreed to take part in
focus group sessions? For example, how many stakeholders gave up their time to
be a member of the Advisory Committee and other SAQF committees? How many
universities mapped their programs to the SAQF? To gain some measure of
effectiveness requires an evaluation of:
A. the process of reaching the various target audiences;
B. the outcomes as identified in the Project ToRs; and also
C. the impact on the SAQF stakeholders.
Diagram 31: Evaluation Tools
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A. Processes
Process evaluation should be undertaken on a regular basis throughout the Project and is perhaps the least difficult evaluation to undertake. For PEEC, the first key area to track is the level of awareness of the SAQF within each stakeholder group. As the SAQF is a new concept to Saudi Arabia the base it can perhaps be assumed that the initial level of awareness in some groups, such as amongst students and the general public is (close to) zero. To gain an insight into improvements in their level of awareness it would be possible to take a measure at specific stages of the Project, e.g. once the SAQF has been developed and promoted. This can again be done using a specific questionnaire designed at the relevant stages of the Project. Wherever there is an indication of little or no improvement in level of awareness an examination of the selected media should be undertaken to ensure the Project is reaching the right audiences.
As the Project will identify a number of focus groups these can form an excellent audience for measuring both levels of awareness and perception of the benefits (or lack of in their opinion) of the SAQF. It is recommended that a simple questionnaire be developed to take a measure of members’ level of awareness on the first meeting of each focus group. The same questionnaire used (say) twice per year would then give a measure of level of awareness amongst these groups.
One reasonably simple method of measuring negative or positive perception of the SAQF would be to measure attendance and repeat attendance at stakeholder meetings and events and to always ask for reasons when any stakeholder stops attending. It may be due to external pressures rather than any negative perception of the Project. But, should it be the latter, corrective action is only possible on the basis on knowledge of the fact.
B. Outcomes
Follow-up surveys will help PEEC identify any changes in attitude or behavior and this can be matched to promotional activity. The prime group of stakeholders to support this activity will be the partners and collaborators in the Project where simple surveys can be undertaken at each meeting/workshop/seminar.
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C. Impact
Measuring impact is the most difficult of any communication/promotion activity evaluation. If a stakeholder takes a particular action can it be stated that this was due to any one specific promotional activity? Firstly there is the delay between activity and stakeholder action and many other activities may have impacted on the stakeholder during and after the SAQF promotion activity. It is therefore rarely possible to identify impact at any particular time during the Project – and certainly during the promotional campaign. It can still be possible to gain some measure of impact. One way to do so would be to undertake (at least) two simultaneous studies – one in a control area where there is little or no promotional activity has been undertaken; the results of each can then be compared. Detail of such research can be later prepared for each specific occasion.
As shown in the sections above, communication and marketing activities although essential, are neither simple nor free. For PEEC to achieve its objectives will require resources – both financial and human. To ensure the spend is as effective as possible it is vital to undertake some level of assessment of achievement of objectives within these activities.
To support the Project team in undertaking its evaluation activities a set of indicators is therefore suggested for a range of different measures, as outlined in Diagram 32, below. Monitoring forms for each communication measure are included in Annex 8.
Diagram 32: Evaluation of Activities
Communication Measure Activity Indicator Result indicator
1. Printed materials
Leaflets / Brochures Number of copies printed • Number of copies distributed• Requests for further information
Newsletters / Case Studies Number of copies printed • Number of copies distributed• Requests for further information
2. Events
Seminars / RoadshowsNumber of delegates invited
• Number attending• Level of satisfaction
Number of media invited • Number attending• Media coverage of the event
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Communication Measure Activity Indicator Result indicator
3. Other media
Press and JournalsPress releases distributed (Press cutting service)
• Number of reports published• Prominence and space allocated in
single column centimeters• Presence of desired message
Websites Information provided to website hosts
• Number of visitors to PEEC website and to and to SAQF sub site
Twitter, Facebook and Instagram
Information gathered on each media
• Number of visitors
Other activities to measure achievement of KPIs will include:
» Keeping track of those who received and reacted to Project publications
» Direct consultation with workshop audiences through questionnaires and focus groups
» Weekly press cuttings reports from the media company commissioned by PEEC. It is recommended that, for future evaluation the company can also report on prominence of articles and space allocation (single column centimeters), at which stage KPIs will be developed for these measures also.
» PEEC already measures the number of visitors to the website; measuring visits within a 30-day window of placement provides a good baseline to compare different types of content over time. Another potential evaluation of the website is possible through measures of average bounce rates/time spent per visitor.
» As social media mainly allows two-way conversations this makes it possible to measure positive / negative comments; similarly it is possible to examine social sharing of media as a measure of interest amongst visitors.
Questionnaires will be developed for evaluation of events and will be adapted to meet the requirements of each specific event. Each will request feedback on the content of presentations, the venue and organization and will seek suggestions as to where improvements might be made.
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A very important aspect of any promotional activity evaluation is to be realistic: setting realistic indicators in the first place and ensuring the availability of sufficient resources to undertake the evaluation.
8.2 Conclusions and Next Steps
This plan provides an outline of stakeholder engagement and marketing to support the development and implementation of the SAQF. It identifies reasons for the development of a stakeholder engagement plan for the SAQF and examines the engagement planning process from the development of objectives to the final evaluation of activities. It establishes the current state of understanding of stakeholder power and impact and identifies key stakeholder groups and goals for each group and suggests an engagement process for stakeholder activity.
A recommended communication / marketing strategy and process is detailed, including the identification of tools and activities, together with the provision of templates for tools identified. Indicators of achievement and evaluation tools have been considered and, where relevant monitoring forms to measure impact are provided.
Finally, an engagement strategy, detailed against each project milestone is shown in Annex 5, incorporating a summary implementation schedule of all stakeholder engagement and communication activities allowing an overview of all activities detailed for each project milestone and detailing:
» Stakeholders/stakeholder groups involved
» For which objective activity is proposed
» Suggested methodology/media and including quantity for print media
» Key Performance Indicators (KPIs)
» Evaluation methodology suggested.
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Reference Lis
‘Request for Proposal (RFP); Project of Developing the National Qualifications Framework (NQF) in the Kingdom of Saudi Arabia’, PEEC, July 10th, 2014
‘National Qualifications Framework: Stakeholder Communications Plan, 2015 – 2017
‘Invitation to Tender; Developing the National Qualifications Framework (NQF) in the Kingdom of Saudi Arabia’, Technical Proposal, SQA, August 2014
Public Education Evaluation Commission Five Year Strategic Plan, ‘Raising the Standards of Education’
‘The Role of the Public Education Evaluation Commission (PEEC) for the Future of Education for the Development of Saudi Arabia until 2025’
‘SQA-NQF Action Plan 17 Feb. 2015 Final’
External Documents
‘AA1000 Stakeholder Engagement Standard 2011’. Accountability Principles Standards, 2008
‘Stakeholder Engagement: A Road Map to Meaningful Engagement’, Neil Jeffery, Doughty Centre, Cranfield School of Management, July 2009
‘Stakeholder Engagement Strategy 2011 – 2013’, Hertfordshire Community Health Services (NHS)
‘Stakeholder Engagement: Beyond the Myth of Corporate Responsibility’, Michelle Greenwood, Journal of Business Ethics, September, 2007, Volume 74, Issue 4, pp 315-327
‘Communicating the Scottish Credit and Qualifications Framework (SCQF): Advice to University Marketing and Communication Departments’, SCQF
‘Visibility & Communications Plan’, Technical Assistance Facility of the African Agriculture Fund, Ann Justice, November 2011
‘Plan The Work: Strategic Communication Planning for Not-for-Profit Organizations’, Institute for Media, Policy and Civil Society for the Centre for Community Organizations,
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Winter, 2005
‘Proposal for a Marketing and Communications Plan: Strengthening the Cochrane Collaboration Brand’, Delta Media, January 2011
‘Best Practice for Stakeholder Engagement’, Mark Ritchie and Naresh Chappidi, Edinburgh University, www.thewhycode.com, June 2010
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Annex 1: List of Stakeholders identified at SSS/PEEC Workshop
Acronym Name Area of focus
MoE Ministry of Education (Planning and Policy for General Education) Government, HE, TVET, Gen.Ed.
MoL Ministry of Labor Government, HE, TVET, Gen.Ed.
Ministry of Civil Services Government, HE, TVET, Gen.Ed.
MoD Ministry of Defense, Army, Air force and Navy; Police all branches Government, HE, TVET, Gen.Ed.
Highest Council for the Economy Government, HE, TVET, Gen.Ed.
Ministry of Tourism Government, HE, TVET, Gen.Ed.
Ministry of Health/ Saudi Health Commission Government, HE, TVET, Gen.Ed.
Ministry of Antiquities
Ministry of Planning Government, HE, TVET, Gen.Ed.
National Labor Gateway Government, HE, TVET, Gen.Ed.
Government, HE, TVET, Gen.Ed. Government, HE, TVET, Gen.Ed.
GOSI General Organization for Social Insurance
SSS/360 Saudi Skills TVET
TVTC Technical Vocational Training Council TVET
MoL Ministry of Labor TVET
HRD/F Human Resource Development Fund TVET and employer engagement
CoE Colleges of Excellence TVET
ITP International Training Providers TVET
ASOC Arabian Standard Occupational Classification All Areas
NCAAA National Commission Academic Accreditation and Assessment HE
Private training providers TVET, Gen.Ed.
IPA Institute of Public Administration
Financial / Commerce Institute
Tatweer Gen.Ed.
QIYAS Gen.Ed.
International schools and cultural attaches Gen.Ed.
Career Education
SA Chamber of Commerce Employer engagement
Key employers industries and sectors
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Annex 2: PEEC
Stakeholder Database – A
pril 2015
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Annex 3: Stakeholder Agreement
By The Name of GOD
Partnership Agreement
Between PEEC & ……………………………………
This Partnership Agreement Conducted in Riyadh City Kingdom of Saudi Arabia
Day : ………………………….. Date : / / Hijri
/ /
First Party: Public Education Evaluation Commission
Its Address:
Kingdom of Saudi Arabia
City Phone Fax P.O BOX Postal Code
Riyadh 0114974080 0114975665 93655 11683
And Represented by: HE Governor Dr. Nayef Bin Hashil Al Roumi To sign the Partnership Agreement, and Referred to hereinafter as (First Party)
Second Party: ……………………………………………….
Address :
Kingdom of Saudi Arabia
City Phone Fax P.O BOX Postal Code
And Represented by: ……………………………………, to sign the Partnership Agreement, and referred to hereinafter as (Second Party)
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Preface:
First Article:
The introduction and preface shall be considered as an integral part of this agreement and to be read with it.
Second Article: Cooperation Scope
Third Article: Common objectives
Fourth Article: Roles and Responsibilities
Fifth Article: Implementation of the Partnership Agreement
Sixth Article: Duration of Partnership Agreement
This Agreement takes effect from the date of signature for a period of (four years) covering the period of implementation of the Project, and ends up working out with the end of the period unless one of the parties notify the other party in writing letter of his intention to renew the work it out and the consent of the other party.
Seventh Article: Communication Methods
If there are any correspondence between the parties its must be made by registered mail or by hand delivery or fax or email , with written receipt confirmation in all cases at the addresses set forth in this agreement to both parties.
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Eighth Article: Controls and Regulations
This Agreement are subject to applicable regulations in Kingdom of Saudi Arabia, and both parties handled within the regulations, decisions and government deliberate , while maintaining the information confidentiality.
Ninth Article: Partnership Agreement Copies
This agreement has two copies and each party received a copy to work thereunder, and has been signing this agreement in ……………………………….
This Partnership Agreement has two copies and each party receive a copy
PEEC(Second Party Organization)
HE Dr. Nayef Bin Hashil Al Roumi (Governor of PEEC)
……………………)……………….(
Signature :
Signature :
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Annex 4: Stakeholder Action Plan
Stakeholder Action Plan
Stakeholder Name
Stakeholder Group ( one)
Partner Collaborate
Consult Inform
Current situation ( one)
Critical Supporter
No major involvement Neutral
Level of support available (✔one)
High Medium Low
Support / training needed
1.2.
Stakeholder Interests
Communication Objectives
1.2.
Proposed communication actions / Timeframe
Action Timeframe
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Annex 5: Stakeholder Engagem
ent and Marketing Strategy
Milestone / D
atesStakeholder G
roupO
bjectivesM
ethodology / Media
KPIEvaluation M
ethodology
1. PreparationFinancial guarantee provided by SQ
A;
SQA
team m
obilized in country, SQ
A team
provided contribution to stakeholder w
orkshop, w
orkshop report, activities, action plan and scope of w
ork.
08/03/15 to 31/03/2105
Partner (Key external and PEEC
)
Raise awareness of
SAQ
FIdentify individual stakeholdersLaunch the project
Personal contact80%
agreement
Monitor responses
Promotional brochure
(250 x 8 pages)N
/A
Capacity Building
workshops: (PEEC
2)80%
positive responses
Questionnaire
responses
Collaboration
Identify individual stakeholders
Personal contact80%
agreement
Agreem
ent to have greater involvem
ent in project
Stakeholder Workshop
1 (The Launch)80%
positive responses
Stakeholder w
orkshop evaluation
Consultation
Raise awareness of
SAQ
F activitiesD
esk research for Engagem
ent PlanN
/AA
pproved plan
Information
Raise awareness of
SAQ
F activitiesD
esk research for Engagem
ent PlanN
/AA
pproved plan
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Milestone / D
atesStakeholder G
roupO
bjectivesM
ethodology / Media
KPIEvaluation M
ethodology
2. Inception – Baseline A
ssessment
Submission of inception
report to PEEC and the
Advisory C
omm
ittee (A
C) (including
stakeholder engagement
plan, comm
unication and m
arketing plan and the final Project im
plementation plan),
submission of the
proposed framew
ork m
odel, levels and descriptors. C
onduct m
eetings 1 & 2 w
ith AC
.
24/03/2015 to 28/05/2015
Partner (Key external and PEEC
)
Identify individual stakeholdersIdentify training needs of PEEC
NQ
F team
and build capacityIdentify m
embers for
Focus Groups
Letters of invitation80%
agreeM
onitor responses
Stakeholder Workshop
280%
positive responses
Questionnaire
responses
AC
meeting 1
Quorum
– 66%A
C m
eeting report
TNA
questionnaire80%
completion
TNA
report
10 Capacity Building
workshops: (PEEC
)80%
positive responses
Workshop evaluation
Collaboration
Identify individual stakeholders for focus groups
Stakeholder Workshop
280%
positive responses
Workshop evaluation
Discussion in A
C
meeting
80% nom
inateFocus group nom
inations from
mem
bers of AC
Press releases50%
placement
rateM
edia company
monitors *
Consultation
Raise awareness of
SAQ
F
Press releases50%
M
edia company
monitors *
Website and Social
media
No. of visitors
within 30 days
PEEC IT D
ept. m
onitors
Information
Raise awareness of
SAQ
F
Press releases50%
Media com
pany m
onitors *
Website and Social
media
No. of visitors
within 30 days
PEEC IT D
ept. m
onitors
80Saudi Arabia Qualifications Framework Copyrigth 2015 © by Public Education Evaluation
Commission . All rigths reserved
Stakeholder Engagement and Marketing Plan for the:“Development of the National Qualifications Framework
in the Kingdom of Saudi Arabia (SAQF)”
Milestone / D
atesStakeholder G
roupO
bjectivesM
ethodology / Media
KPIEvaluation M
ethodology
3. Design and
Developm
ent of NQ
FSubm
ission of proposed fram
ework qualifications
comparison
methodology, RPL
and articulation arrangem
ents, QA
m
odel, mapping/
credit rating standards, m
ethodology and guidance standards for institutional approval, qualifications approval and the proposed system
for registration of approved institutions and qualifications, and levels and level descriptors to PEEC
and the A
C. M
eetings 3, 4 &
5 with A
C. Report 3.
16/04/15 to 29/10/2015
Partner (Key external and PEEC
)
Gain approval of
reports of activitiesRaise aw
areness of project outputsBuild capacity of PEEC
staff
AC
meeting 2, 3 and 4
Quorum
– 66%A
C m
eeting report
Promotional brochure
(250 x A4 Z folded)
90% distribution
10% follow
-upD
istribution dataInform
ation requests
6 Capacity Building
workshops: (PEEC
)80%
positive responses
Workshop evaluation
Collaboration
Identify training needs of focus group m
embers
Meet training needs
Agree proposed
qualifications, etc. as per m
ilestone
16 focus group m
eetings(+
capacity building depending on results of TN
A)
Quorum
- 66%M
eeting reports
TNA
80% com
pletionTN
A report
Consultation
Provide information
on SAQ
F
Press releases50%
Media com
pany m
onitors *
Website and Social
media
No. of visitors
within 30 days
PEEC IT D
ept. m
onitors
Information leaflet x
50080%
distributed5%
follow-up
Distribution data
Information requests
Information
Provide information
on SAQ
F
Press releases50%
Media com
pany m
onitors *
Website and Social
media
No. of visitors
within 30 days
PEEC IT D
ept. m
onitors
81
Stakeholder Engagement and Marketing Plan for the:“Development of the National Qualifications Framework in the Kingdom of Saudi Arabia (SAQF)”
Copyrigth 2015 © by Public Education Evaluation Commission . All rigths reserved
Saudi Arabia Qualifications Framework
Milestone / D
atesStakeholder G
roupO
bjectivesM
ethodology / Media
KPIEvaluation M
ethodology
4. Design and
Developm
ent of NQ
F (C
ontinued) Subm
ission of consultation w
orkshop interim
evaluation report, exem
plars and RPL processes to PEC
and the A
C. M
eeting 6 w
ith the AC
. Report 4.
05/11/15 to 04/04/2016
Partner (Key external and PEEC
)
Gain approval of
reports of activitiesRaise aw
areness of project outputsBuild capacity of PEEC
staff H
ost three AC
m
eetings
AC
meetings 5, and 6
Quorum
– 66%A
C m
eeting report
Stakeholder Project U
pdate Workshop
80% positive
responsesStakeholder w
orkshop evaluation
Promotional brochures
(500 x 8 page)90%
distribution5%
follow-up
Distribution data
Information requests
New
sletter/case study x 500
Distribution to all
key stakeholders, including PEEC
staff
Distribution data
3 Capacity Building
workshops: (PEEC
)80%
positive responses
Workshop evaluation
Collaboration
Agree RPL processes,
etc.
22 focus group m
eetings (with capacity
building if required)Q
uorum - 66%
Meeting reports
Stakeholder Project U
pdate Workshop
80% positive
responsesStakeholder w
orkshop evaluation
New
sletter/case study (See partner group, above)
90% distribution
5% follow
-upD
istribution dataInform
ation requests
Promotional brochures
(See partner group, above)
90% distribution
5% follow
-upD
istribution dataInform
ation requests
Consultation
Provide information
on SAQ
FEncourage organizations to becom
e involved
Press releases50%
Media com
pany m
onitors *
Website and Social
media
No. of visitors
within 30 days
PEEC IT D
ept. m
onitors
Information leaflet x
50090%
distribution5%
follow-up
Distribution data
Information requests
Information
Provide information
on SAQ
FInform
ation leaflet x 500
90% distribution
5% follow
-upD
istribution dataInform
ation requests
82Saudi Arabia Qualifications Framework Copyrigth 2015 © by Public Education Evaluation
Commission . All rigths reserved
Stakeholder Engagement and Marketing Plan for the:“Development of the National Qualifications Framework
in the Kingdom of Saudi Arabia (SAQF)”
Milestone / D
atesStakeholder G
roupO
bjectivesM
ethodology / Media
KPIEvaluation M
ethodology
5. PilotSubm
ission of the pilot evaluation report and recom
mendations
to PEEC and the A
C.
Meetings 7, 8 &
9 with
the AC
. Report 5.
05/11/15 to29/05/2016
Partner (Key external and PEEC
)
Provide update on project outcom
esProm
ote project nationally and internationally
AC
meeting 7
Quorum
– 66%A
C m
eeting report
Stakeholder Workshop
80% positive
responsesStakeholder w
orkshop evaluation
New
sletter/ Case study
90% distribution
5% follow
-upD
istribution dataInform
ation requests
Collaboration
Provide update on project outcom
esProm
ote project nationally and internationally
6 focus group meetings
Quorum
- 66%M
eeting reports
Stakeholder Workshop
80% positive
responsesStakeholder w
orkshop evaluation
Regional eventsN
o of visitorsPEEC
NQ
F team
monitors
Consultation
Raise awareness
New
sletter/ Case study
90% distribution
10% follow
-upD
istribution dataInform
ation requests
Riyadh Education Exhibition
No. of visitors
PEEC N
QF team
m
onitors
Information
Raise awareness
Website and Social
media
No. of visitors
within 30 days
PEEC IT D
ept. m
onitors
Riyadh Education Exhibition
No. of visitors
PEEC N
QF team
m
onitors
83
Stakeholder Engagement and Marketing Plan for the:“Development of the National Qualifications Framework in the Kingdom of Saudi Arabia (SAQF)”
Copyrigth 2015 © by Public Education Evaluation Commission . All rigths reserved
Saudi Arabia Qualifications Framework
Milestone / D
atesStakeholder G
roupO
bjectivesM
ethodology / Media
KPIEvaluation M
ethodology
6. NQ
F User G
uide and C
apacity BuildingSubm
ission of the N
QF user guide,
policy guidelines for operationalization of N
QF, capacity building
evaluation reports, NQ
F com
parison report, partnership agreem
ents and articulation agreem
ents established to PEEC
and the AC
. M
eetings 10, 11 &12
with the A
C. Report 6.
09/07/15 to31/01/2017
Partner (Key external and PEEC
)
Gain approval of
reports of activitiesRaise aw
areness of project outputsBuild capacity of PEEC
staff H
ost three AC
m
eetings
AC
meeting 8, 9 and 10
Quorum
– 66%A
C m
eeting report
National C
onference80%
attendancePositive evaluation
Attendance sheets
Evaluation forms
Promotional brochure
(500 x 8 pages)90%
distribution5%
follow-up
Distribution data
Information requests
New
sletter/case study90%
distribution10%
follow-up
Distribution data
Information requests
Collaboration
Provide update on project outcom
esProm
ote project nationally and internationally
10 focus group m
eetingsQ
uorum - 66%
Meeting reports
Promotional brochure
(500 x 8 pages)90%
distribution5%
follow-up
Distribution data
Information requests
New
sletter/case study90%
distribution10%
follow-up
Distribution data
Information requests
Consultation
Raise awareness
Provide information
on project outputs
Information leaflet x
50090%
distribution5%
follow-up
Distribution data
Information requests
Website and Social
media
No. of visitors
within 30 days
PEEC IT D
ept. m
onitors
Information
Raise awareness
Provide information
on project outputs
Information leaflet x
50090%
distribution5%
follow-up
Distribution data
Information requests
Website and Social
media
No. of visitors
within 30 days
PEEC IT D
ept. m
onitors
84Saudi Arabia Qualifications Framework Copyrigth 2015 © by Public Education Evaluation
Commission . All rigths reserved
Stakeholder Engagement and Marketing Plan for the:“Development of the National Qualifications Framework
in the Kingdom of Saudi Arabia (SAQF)”
Milestone / D
atesStakeholder G
roupO
bjectivesM
ethodology / Media
KPIEvaluation M
ethodology
7. Marketing and
promotion
Submission of
interim report on
media, m
arketing and com
munication
activity, and event evaluation reports – visibility events, national conference and international conference to PEEC
. Meetings 10,
11 &12 w
ith the AC
. Report 7.
15/02/15 to23/02/2017
Partner (Key external and PEEC
)
Provide update on project activitiesProvide overview
and results of com
munication and
marketing activities
Ensure support for final international conference
AC
meetings 11 and 12
Other activities detailed
throughout table
Quorum
– 66%A
C m
eeting report
Collaboration
Provide update on project activitiesProvide overview
and results of com
munication and
marketing activities
Ensure support for final international conference
2 focus group meeting
Other activities detailed
throughout tableQ
uorum - 66%
Meeting report
Consultation
Raise awareness of
project outputs
Information leaflet x
50090%
distribution5%
follow-up
Distribution data
Information requests
Website and Social
media
No. of visitors
within 30 days
PEEC IT D
ept. m
onitors
Information
Raise awareness of
project outputs
Information leaflet x
50090%
distribution5%
follow-up
Distribution data
Information requests
Website and Social
media
No. of visitors
within 30 days
PEEC IT D
ept. m
onitors
85
Stakeholder Engagement and Marketing Plan for the:“Development of the National Qualifications Framework in the Kingdom of Saudi Arabia (SAQF)”
Copyrigth 2015 © by Public Education Evaluation Commission . All rigths reserved
Saudi Arabia Qualifications Framework
Milestone / D
atesStakeholder G
roupO
bjectivesM
ethodology / Media
KPIEvaluation M
ethodology
8. Legislation and G
overnanceSubm
ission of proposed governance arrangem
ents, blueprint, governance report, draft handover plan, governing body organizational structure and draft job descriptions and capacity building evaluation report for governing body staff and N
QF strategic and
operational plans to and the A
C. M
eetings 10, 11 &
12 with the A
C.
19/07/15 to02/03/2017
Partner (Key external and PEEC
)
Provide update on project and final results, and proposals for continuation of activitiesThank A
C m
embers
for their contributions during project
Activities as detailed
above
Collaboration
Raise awareness
Provide information
on project outputs
Information leaflet x
50090%
distribution5%
follow-up
Distribution data
Information requests
Website and Social
media
No. of visitors
within 30 days
PEEC IT D
ept. m
onitors
Consultation
Raise awareness
Provide information
on project outputs
Information leaflet x
50090%
distribution5%
follow-up
Distribution data
Information requests
Website and Social
media
No. of visitors
within 30 days
PEEC IT D
ept. m
onitors
Information
Raise awareness
Provide information
on project outputs
Information leaflet x
50090%
distribution5%
follow-up
Distribution data
Information requests
Website and Social
media
No. of visitors
within 30 days
PEEC IT D
ept. m
onitors
86Saudi Arabia Qualifications Framework Copyrigth 2015 © by Public Education Evaluation
Commission . All rigths reserved
Stakeholder Engagement and Marketing Plan for the:“Development of the National Qualifications Framework
in the Kingdom of Saudi Arabia (SAQF)”
Milestone / D
atesStakeholder G
roupO
bjectivesM
ethodology / Media
KPIEvaluation M
ethodology
9. Continuation
of Marketing and
Promotion
Submission of final
media, m
arketing and com
munication in
Arabic and English and
final handover plan and report for N
QF.
Meetings 10, 11 &
12 w
ith the AC
. Report 9.
15/03/15 to23/03/2017
Partner (Key external and PEEC
)
Provide update on project and final results, and proposals for continuation of activitiesThank A
C m
embers
for their contributions during project
*International C
onference x 200
80% attendance
Positive evaluation
Attendance sheets
Evaluation forms
Project Com
pletion dinner
N/A
New
sletter x4 pages by 1,000
90% distribution
10% follow
-upD
istribution dataInform
ation requests
Final project brochure of achievem
ents: 250 x A
4 x 16 pages (Arabic /
English)
90% distribution
5% follow
-upD
istribution data Inform
ation requests
Press releases50%
Media com
pany m
onitors *
Website and Social
media
No. of visitors
within 30 days
PEEC IT D
ept. m
onitors
Collaboration
Provide update on project and final results, and proposals for continuation of activities
*International C
onference as above
80% attendance
Positive evaluation
Attendance sheets
Evaluation forms
New
sletter x4 pages by 1,000
90% distribution
10% follow
-upD
istribution dataInform
ation requests
Final project brochure of achievem
ents: 250 x A
4 x 16 pages (Arabic /
English)
90% distribution
5% follow
-upD
istribution dataInform
ation requests
Press releases50%
Media com
pany m
onitors *
Website and Social
media
No. of visitors
within 30 days
PEEC IT D
ept. m
onitors
87
Stakeholder Engagement and Marketing Plan for the:“Development of the National Qualifications Framework in the Kingdom of Saudi Arabia (SAQF)”
Copyrigth 2015 © by Public Education Evaluation Commission . All rigths reserved
Saudi Arabia Qualifications Framework
Milestone / D
atesStakeholder G
roupO
bjectivesM
ethodology / Media
KPIEvaluation M
ethodology
9. Continuation
of Marketing and
Promotion
Submission of final
media, m
arketing and com
munication in
Arabic and English and
final handover plan and report for N
QF.
Meetings 10, 11 &
12 w
ith the AC
. Report 9.
15/03/15 to23/03/2017
Consultation
Promote results of
projects
Project leaflets90%
distribution5%
follow-up
Distribution data
Information requests
Website and Social
media
No. of visitors
within 30 days
PEEC IT D
ept. m
onitors
Press releases50%
Media com
pany m
onitors *
Information
Promote results of
projects
Project leafletsPosters
90% distribution
5% follow
-upD
istribution dataInform
ation requests
Website and Social
media
No. of visitors
within 30 days
PEEC IT D
ept. m
onitors
Press releases50%
Media com
pany m
onitors *
Note: Som
e activities, e.g. some visibility events, w
ill be scheduled when the project
has moved closer to actual outputs to be prom
oted. These are therefore not included in the above table at the m
oment but w
ill be added as soon as dates are established. Press releases w
ill be prepared on a regular basis to report project events or achievem
ents. Similarly social m
edia will be used to prom
ote project activities and results as they occur. O
nce actual dates of achievements are know
n additional press releases w
ill be added in the table. The media com
pany comm
issioned by PEEC w
ill continue to subm
it weekly reports on press articles. In the future it is hoped they
will also be able to report on prom
inence of articles and space allocation (single colum
n centimeters), at w
hich stage KPIs will be developed for these m
easures also. W
ebsite and social media item
s (Facebook, Twitter and Instagram
) visitor numbers
will continue to be reported by the IT D
epartment.
88Saudi Arabia Qualifications Framework Copyrigth 2015 © by Public Education Evaluation
Commission . All rigths reserved
Stakeholder Engagement and Marketing Plan for the:“Development of the National Qualifications Framework
in the Kingdom of Saudi Arabia (SAQF)”
Annex 6: Templates
Template 1: Badge
» Primary audience: Attendees at events such as conferences, workshops, and seminars
» Proposed format: Closely follow PEEC/SAQF format by incorporating the SAQF branding upper left, with PEEC branding upper right on the masthead.
» Approval required: Approval by the Governor Assistant.
PHOTOGRAPH
Name
89
Stakeholder Engagement and Marketing Plan for the:“Development of the National Qualifications Framework in the Kingdom of Saudi Arabia (SAQF)”
Copyrigth 2015 © by Public Education Evaluation Commission . All rigths reserved
Saudi Arabia Qualifications Framework
Template 2: Press Release
• Primary audience: The media for publication to all stakeholder groups
• Proposed format: Closely follow PEEC/SAQF format, which has predominantly the SAQF branding upper left, with PEEC branding upper right and lower left; where applicable.
• Approval required:
» Approval of the Governor Assistant
» Approval of Team Leader and/or SQA where appropriate, e.g. for international journals
P R E S S R E L E A S E
RiyadhDate
ENDS
90Saudi Arabia Qualifications Framework Copyrigth 2015 © by Public Education Evaluation
Commission . All rigths reserved
Stakeholder Engagement and Marketing Plan for the:“Development of the National Qualifications Framework
in the Kingdom of Saudi Arabia (SAQF)”
Template 3: Newsletter/Case Study Cover Page
• Primary audience: Consultation, Collaboration and Partner groups
• Proposed format: Closely follow PEEC/SAQF format by incorporating the SAQF branding upper left, with PEEC branding upper right on the masthead.
A. Approval required: Approval by the Governor Assistant.
Template to be added when available from branding and design company, Influence.
91
Stakeholder Engagement and Marketing Plan for the:“Development of the National Qualifications Framework in the Kingdom of Saudi Arabia (SAQF)”
Copyrigth 2015 © by Public Education Evaluation Commission . All rigths reserved
Saudi Arabia Qualifications Framework
Template 4: Project Leaflet /Brochure/Poster
• Primary audience: All stakeholders (internal and external) with different materials/messages prepared according to the target audience
• Proposed format: A5 (A4 Folded) or triple folded A4 to make ‘Z’ style leaflet. Closely follow PEEC/SAQF format, which has predominantly the SAQF branding upper left, with PEEC branding upper right.
Approval required:
o Approval of the Governor Assistant.
Template to be added when available from branding and design company, Influence.
92Saudi Arabia Qualifications Framework Copyrigth 2015 © by Public Education Evaluation
Commission . All rigths reserved
Stakeholder Engagement and Marketing Plan for the:“Development of the National Qualifications Framework
in the Kingdom of Saudi Arabia (SAQF)”
Template 5: Report Cover Page
• Primary audience: SQA Project Manager, SQA team, members of the SAQF Advisory Committee and any committees established.
• Proposed format: Closely follow PEEC/SAQF format, which has predominantly the SAQF branding upper left, with PEEC branding upper right; where relevant, SQA branding will be lower right. Internal SQA reporting documents will follow a similar format with PEEC branding upper right, SQA branding upper left and SAQF branding lower left and center.
Approval required:
o Project reports are sent to SQA direct from the Team Leader and are require the approval of the Governor Assistant..
o All other materials should be approved by the Governor Assistant.
(SEE NEXT PAGE FOR TEMPLATE)
© PEEC June 2015 Page 97 of 109
Approval required: o Project reports are sent to SQA direct from the Team Leader and are
require the approval of the Governor Assistant..
o All other materials should be approved by the Governor Assistant.
(SEE NEXT PAGE FOR TEMPLATE)
Progress Report No. 1
XX/XX/XXXX
Grant No. G-C-EC-22-TECHNO
XXX Report for the: “Development of the National Qualification Framework in the
Kingdom of Saudi Arabia (SAQF)”
Contract: xxxx
93
Stakeholder Engagement and Marketing Plan for the:“Development of the National Qualifications Framework in the Kingdom of Saudi Arabia (SAQF)”
Copyrigth 2015 © by Public Education Evaluation Commission . All rigths reserved
Saudi Arabia Qualifications Framework
Template 6: Display Unit/Roll-ups
• Primary audience: Attendees at the event (e.g. conference, seminar, workshop)
• Proposed format: Style in keeping with existing PEEC promotional materials. Where materials are sponsored by stakeholders the sponsor(s) should be named in copy at the bottom.
Approval required: All materials should be approved by the Governor Assistant.
Template to be added when available from branding and design company, Influence.
94Saudi Arabia Qualifications Framework Copyrigth 2015 © by Public Education Evaluation
Commission . All rigths reserved
Stakeholder Engagement and Marketing Plan for the:“Development of the National Qualifications Framework
in the Kingdom of Saudi Arabia (SAQF)”
Template 7: Project folder
• Primary audience: Attendees at the event (e.g. conference, seminar, workshop)
• Proposed format: Style in keeping with existing PEEC promotional materials.
Approval required: All materials should be approved by the Governor Assistant.
© PEEC June 2015 Page 99 of 109
Template 7: Project folder
Primary audience: Attendees at the event (e.g. conference, seminar, workshop)
Proposed format: Style in keeping with existing PEEC promotional materials. Approval required: All materials should be approved by the Governor Assistant.
22.5
22.5
cm 17.3856
4.5
22.5 22.5
31.531.5
95
Stakeholder Engagement and Marketing Plan for the:“Development of the National Qualifications Framework in the Kingdom of Saudi Arabia (SAQF)”
Copyrigth 2015 © by Public Education Evaluation Commission . All rigths reserved
Saudi Arabia Qualifications Framework
Template 8: Notebook (A4)
• Primary audience: Attendees at the event (e.g. conference, seminar, workshop)
• Proposed format: Style in keeping with existing PEEC promotional materials.
Approval required: All materials should be approved by the Governor Assistant.
96Saudi Arabia Qualifications Framework Copyrigth 2015 © by Public Education Evaluation
Commission . All rigths reserved
Stakeholder Engagement and Marketing Plan for the:“Development of the National Qualifications Framework
in the Kingdom of Saudi Arabia (SAQF)”
Template 9: Power Point Presentation (with SQA identity incorporated)
• Primary audience: Attendees at the event (e.g. conference, seminar, workshop)
• Proposed format: Style in keeping with existing PEEC promotional materials. Where materials are sponsored by stakeholders the sponsor(s) should be named in copy on the final slide.
Approval required: All materials should be approved by the Governor Assistant.
Specific SQA Project presentation should be approved by the Team Leader.
© PEEC June 2015 Page 101 of 109
Template 9: Power Point Presentation (with SQA identity incorporated)
Primary audience: Attendees at the event (e.g. conference, seminar, workshop)
Proposed format: Style in keeping with existing PEEC promotional materials.
Where materials are sponsored by stakeholders the sponsor(s) should be named
in copy on the final slide.
Approval required: All materials should be approved by the Governor Assistant. Specific SQA Project presentation should be approved by the Team Leader.
97
Stakeholder Engagement and Marketing Plan for the:“Development of the National Qualifications Framework in the Kingdom of Saudi Arabia (SAQF)”
Copyrigth 2015 © by Public Education Evaluation Commission . All rigths reserved
Saudi Arabia Qualifications Framework
Template 10: Social Post: Facebook, YouTube, Instagram and Twitter
• Primary audience: All stakeholders – National and International
• Proposed format: Style in keeping with existing PEEC promotional materials.
Approval required: All materials should be approved by the Governor Assistant and, and, for digital content, any other appropriate PEEC senior staff, e.g. General Manager, Corporate Communications (Diagram 14)
© PEEC June 2015 Page 102 of 109
Template 10: Social Post: Facebook, YouTube, Instagram and Twitter
Primary audience: All stakeholders – National and International
Proposed format: Style in keeping with existing PEEC promotional materials.
Approval required: All materials should be approved by the Governor Assistant
and, and, for digital content, any other appropriate PEEC senior staff, e.g. General
Manager, Corporate Communications (Diagram 14)
98Saudi Arabia Qualifications Framework Copyrigth 2015 © by Public Education Evaluation
Commission . All rigths reserved
Stakeholder Engagement and Marketing Plan for the:“Development of the National Qualifications Framework
in the Kingdom of Saudi Arabia (SAQF)”
Annex 7: List of Publications
AlRiyadh Newspaper الريا�ض �صحيفة
Aljazirah Newspaper اجلزيرة �صحيفة
Alsharq Alawsat (Middle east) الأو�صط ال�صرق �صحيفة
Alhaya Newspaper احلياة �صحيفة
Makah daily مكة �صحيفة
Alwqtisadia (Economic Daily) القت�صادية �صحيفة
Al Medina newspaper املدينة �صحيفة
Okaz newspaper عكاظ �صحيفة
Sabaq (online) �صبق �صحيفة
Alyom newspaper اليوم �صحيفة
Arab News newspaper نيوز عرب �صحيفة
Saudi Gazette جازيت �صعودي �صحيفة
SPA (Saudi Press Agency) وا�ض
Al-Watan newspaper الوطن �صحيفة
Alsharq newspaper ال�صرق �صحيفة
Alray e-newspaper الكرتونية الراأي �صحيفة
Arabia Net نت العربية
Aldawa Journal الدعوة جملة
PEEC Website www.peec.gov.sa
PEEC SAQF Twitter @peec_sa
PEEC Instagram PEEC_SA
PEEC Facebook Peec Sa
99
Stakeholder Engagement and Marketing Plan for the:“Development of the National Qualifications Framework in the Kingdom of Saudi Arabia (SAQF)”
Copyrigth 2015 © by Public Education Evaluation Commission . All rigths reserved
Saudi Arabia Qualifications Framework
Annex 8: Monitoring Forms
Monitoring Form 1: Printed materials
Date of Publication
Item (e.g. Brochure)
Number printed
Number distributed
Number of Follow-up requests
Comments
Monitoring Form 2: Events
Date of Event
Title of event
Number invited
Number attended
Number of Follow-up requests
Satisfaction level (%) Comments
100Saudi Arabia Qualifications Framework Copyrigth 2015 © by Public Education Evaluation
Commission . All rigths reserved
Stakeholder Engagement and Marketing Plan for the:“Development of the National Qualifications Framework
in the Kingdom of Saudi Arabia (SAQF)”
Monitoring Form 3: Other Media – Press and JournalsDate of press
release
Date article published
(if applicable)
Prominence of article
(if applicable)
Space allocated(Single col. Cm)(if applicable)
Press response to invitations Comments
Number Invited
Number Attended
Monitoring Form 3: Other Media – Website, Twitter, Facebook, YouTube and InstagramYear / Month Number of Visitors
2015 Website Twitter Facebook YouTube InstagramJanuaryFebruaryMarchAprilMayJuneJulyAugustSeptemberOctober NovemberDecember2016JanuaryFebruaryMarchAprilMayJuneJulyAugustSeptemberOctober NovemberDecember
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Stakeholder Engagement and Marketing Plan for the:“Development of the National Qualifications Framework in the Kingdom of Saudi Arabia (SAQF)”
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Saudi Arabia Qualifications Framework
Annex 9: Stakeholder Engagem
ent Implem
entation Schedule Summ
ary
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