The Marketing of a PACA Exercise and a PACA Project Jörg Meyer-Stamer

Why discuss the issue of marketing? It is important to raise interest for PACA in the local community It is important to distribute advance information –to mobilise local actors for the preparation of Mini-workshops and interviews –to mobilise local stakeholders for the Kick-off Workshop It is important to disseminate the result of the Kick-off Workshop –to facilitate the execution of Mini-workshops and interviews It is important to disseminate the key points of the PACA Presentation It is important to communicate the implementation of the PACA Project

The structure of this presentation Marketing in the build-up and preparation of a PACA Exercise Marketing during the PACA Fieldwork Marketing of the PACA Presentation Marketing in the implementation phase

Marketing in the build-up and preparation of a PACA Exercise

Marketing challenges in the build- up and preparation of a PACA Exercise Raise interest and identify a PACA Champion Identify other organizations to support the PACA Exercise –PACA Team members –financing –organizational / logistical support Inform the local community about the upcoming PACA –raise interest in the Kick-off Workshop –raise interest in Mini-workshops and interviews

Raise interest and identify a PACA Host Local government? Public business promotion agencies? Business Chamber? Business association? NGO? Other actor?

Identify other organizations to support the PACA Exercise Brainstorming between PACA Host and external PACA Consultants Personal approach to other organizations by high- level representative of PACA Host Communication tools / media:  Personal communication  PACA Flyer  PACA Videos  PACA Presentation (ppt)

Inform the local community about the upcoming PACA Communication tools / media:  PACA Flyer  PACA Videos  Press conference  Press release  Radio program  Targeted presentations –business associations –business support organizations –NGOs, community organizations  Information in Chamber News, Chamber website etc.

Invite local players for Mini- workshops, interviews Address them via a trusted person / organisation Have explanation of PACA ready –prepare person that makes contact to explain PACA properly –expect and prepare for the question: What is in it for me? Address people through their preferred channel of communication –personal meeting, phone call –fax, –letter –SMS

Typical sequence in preparation You call a person to invite her to a Mini-workshop The person asks for written explanation on PACA You send information by fax / / letter You call again The person states that the fax hasn’t arrived Send it again Call again, make appointment for interview or Mini- workshop One day before, send an SMS / fax / as a reminder

What typically goes wrong at this stage Secretary is tasked with handling invitations, but can’t explain PACA properly Invitees are addressed by the wrong person / organisation –private sector people are suspicious when government approaches them –government doesn’t listen when private sector approaches it Invitees are contact through the wrong channel –PACA organiser just sends out photocopied letters, because it’s more convenient

Marketing during the PACA Fieldwork

Main marketing issues during the PACA Fieldwork PR activities around the Kick-off workshop Communication of the results of the Kick-off workshop Media events during fieldwork

PR activities around the Kick-off workshop Invite media to the Kick-off workshop Briefing of media representatives after the Kick-off workshop –main results / most interesting observations during the Kick-off Workshop –activities during fieldwork –date and place of PACA Presentation Event

Communication of the results of the Kick-off workshop (Photo) documentation of Kick-off workshop –available at website of PACA Champion –hand-out (for interviews) –wall paper / panel (for Mini-workshops)

Media events during fieldwork PACA Champion and External PACA Consultants giving interviews to local media –radio –local television –newspapers

Marketing of the PACA Presentation

PR activities around the PACA Presentation Event Invite media to PACA Presentation Event Briefing of media representatives after the PACA Presentation

Marketing / dissemination of Presentation Print hand-out of PACA Presentation in nice, attractive format Dissemination of main results –local websites (Municipality, Chamber)

Marketing in the implementation phase

Main marketing instruments during implementation Constantly updated information on PACA Project –local PACA Website –regular information in local media (column?) give PACA Project champions an opportunity to present their achievements stimulate exchange of information between projects implicit function: monitoring of PACA process PACA Festivities / Events –sustain excitement around PACA –fund-raising

Thank you for your attention!