Communications Strategy WB DM

Embed Size (px)

Citation preview

  • 8/8/2019 Communications Strategy WB DM

    1/12

    A COMMUNICATIONS STRATEGYFOR MICRO-FRANCHISING SCHEME

    FOR THE PROVISION OFAGRICULTURAL EXTENSION

    SERVICES

    Uday Mukherji, Enterprise Development Advisor, International Development

    Enterprises, Cambodia

  • 8/8/2019 Communications Strategy WB DM

    2/12

    How did we develop our communications plan?

    Respond to requests from World Bank Involve other stakeholders

    Consult with people involved with similar projects in the target area

    Involve professional advertising & marketing organizations

    How to ensure:

    Private entrepreneurs see a worthwhile business opportunity in providing agricultural

    extension services to smallholder farmers Farmers see benefits in growing more vegetables, treating farming as a business rather than

    only as food security

    Rural communities adopt beneficial modern agricultural practices in an eco-friendly way

    Use of credit as an important driver of increasing rural incomes

  • 8/8/2019 Communications Strategy WB DM

    3/12

    Rationale

    Logical communication plan

    Private entrepreneurs provide agricultural extension as a businessbundled with quality inputs

    Farmers grow more vegetables as an income generation activity buyingquality inputs and following the advice of private extension agents

    known as farm business advisors (FBAs)

  • 8/8/2019 Communications Strategy WB DM

    4/12

    Elements of the Communication Plan

    Audience

    Behavioral change and/or transfer of knowledge desired

    Information to convey (our main message and information we will use

    to support it)

    Channels to be used to communicate How to evaluate if communication worked or not

  • 8/8/2019 Communications Strategy WB DM

    5/12

    Audiences

    Farmers

    Existing and potential entrepreneurs (trained as farm business advisors

    FBAs)

    Community leaders & relevant government officials NGOs/Bilateral project stakeholders

    International donor community

  • 8/8/2019 Communications Strategy WB DM

    6/12

    Have we implemented it?

    Green text = areas where some implementation has happened

    Blue text = have communicated with the WB

    Orange text = need more understanding for better effect or lack of

    finances hence decisions on hold

  • 8/8/2019 Communications Strategy WB DM

    7/12

    How is it going?

    Implementing an Advertizing, Marketing & Public Relations Plan with

    regular updating based on feedback

    Good response from entrepreneurs & farmers

    Increased use of quality inputs and recommended practices by farmers

    Most of the FBAs and their farmer clients report increasing incomes

    Cooperation from provincial government employees

    Other NGOs collaborating & adopting recommended practices &

    inputs

    Success is apparent halfway through the project

  • 8/8/2019 Communications Strategy WB DM

    8/12

    What are the challenges?

    Lack of budgets (being a pilot project priority being given to test the workability ofconcept before committing required resources)

    Lack of time to develop benchmarks

    Subsistence agriculture is too ingrained in the system - among farmers, NGOs and

    government

    Lack of clarity in overall national policy on agriculture Economy of scale difficult to achieve over a limited geographical area & time

    An NGO implementing a project via a business model has to manage contradictions

    internal & external

  • 8/8/2019 Communications Strategy WB DM

    9/12

    1. Farmers

    Behavioral changeand/or transfer of

    knowledge desired

    Information to convey(our main message &

    information we will use

    to support it)

    Channels to be used tocommunicate

    How to evaluate ifcommunication worked

    or not

    Knowledge:

    1. Viability of horticulture

    for increasing incomes

    2. Better agronomicpractices for increasing

    yields

    Behavioral Change:

    1. Treat farming as a

    business. Aspire for

    income increase rather

    than subsistence

    2. Pay for quality inputs &

    advise rather than

    depend on low quality

    handouts

    3. Habit of planning and

    organizing

    4. Recognize the role and

    value of credit & credit-

    worthiness

    1. Spending a small

    amount on quality

    inputs & advise gives a

    huge increase inincomes demonstrate

    this through demo plots

    2. Responsible and safe

    use of nutrients and

    agro-chemicals

    1. Face to face

    interactions with

    farmers through trained

    entrepreneurs2. Pamphlets and

    billboards

    3. Radio &

    4. TV

    1. Progressively larger sale

    of inputs among

    farmers

    2. Farmer visits to demoplots

    3. Larger no of farmers

    participating in radio

    and TV talk shows

    Note: TV is not being used at

    the moment because of

    project being

    implemented over a

    limited area and limited

    budgets

  • 8/8/2019 Communications Strategy WB DM

    10/12

    2. Farm Business Advisors FBAs

    Behavioral change

    and/or transfer of

    knowledge desired

    Information to convey

    (our main message &

    information we will use

    to support it)

    Channels to be used to

    communicate

    How to evaluate if

    communication worked

    or not

    Knowledge:

    1. Selling quality inputs &

    advice to farmers is agreat business

    opportunity & valuable

    social service

    2. Better agronomy

    knowledge & skills

    3. Active selling &

    business skills

    Behavioral change:1. Proactive selling &

    customer service

    2. Maintaining records

    3. Use & promote credit

    4. Being systematic &

    process driven

    1. Quality inputs provide

    value for money for the

    farmers2. Better agronomy

    improves yields &

    incomes

    3. Good selling and

    business skills improves

    results

    4. They can build a great

    business helpingfarmers increase their

    incomes

    (Demonstrate with

    examples, case studies,

    role plays & demo

    plots)

    Personal interactions,

    training programs &

    manuals, leaflets &brochures, radio & TV.

    Use existing FBAs &

    community leaders to

    attract suitable talent as

    new FBAs

    1. Increase in no of people

    wanting to become FBAs

    2.

    Improvement in quality ofpeople wanting to become

    FBAs

    3. Regular increase in the no

    of farmers being visited by

    FBAs

    4. Increase in the no of

    customers & sales by FBAs

  • 8/8/2019 Communications Strategy WB DM

    11/12

    3. Community leaders & government officials

    Behavioral change

    and/or transfer of

    knowledge desired

    Information to convey

    (our main message &

    information we will use

    to support it)

    Channels to be used to

    communicate

    How to evaluate if

    communication worked

    or not

    Knowledge:

    1. Small farmers can

    achieve decent incomeswith better practices &

    inputs

    2. Horticulture has good

    income generating

    potential

    3. Responsible & safe use

    of nutrients & agro-

    chemicals is good forthe community and

    environment friendly

    Behavioral Change:

    1. Consider small farmers as

    capable of empowering

    themselves, given

    access to quality advise,

    inputs & markets

    1. Good agronomic

    practices & quality

    inputs are a must forincreasing rural incomes

    & therefore national

    income (demonstrate

    using demo plots and

    experience of

    neighboring countries)

    2. Responsible & safe use

    of nutrients & agro-chemicals

    3. Facilitating market

    based development

    would produce better

    results than subsidy

    based approach in the

    current context

    Leaflets & brochures,

    billboards, events, seminars,

    workshops, print media,radio & TV

    Concerned people reaching

    out to communicate, seek

    information, clarifications,opinions, advice; extend

    cooperation when needed

  • 8/8/2019 Communications Strategy WB DM

    12/12

    NGOs, donors, bilateral project stakeholders

    Behavioral change

    and/or transfer of

    knowledge desired

    Information to convey

    (our main message &

    information we will use

    to support it)

    Channels to be used to

    communicate

    How to evaluate if

    communication worked

    or not

    Knowledge:

    1. Market based rural

    development is morerelevant in the present

    context than subsidy

    based approach

    Behavioral change:

    1. Reduction in

    subsidy/subsistence

    based projects and

    funding2. Increased focus on

    1. Small farmers can make

    significant

    improvements inproductivity & income

    by investing small

    amounts in quality

    advise & inputs

    2. They will be willing &

    able to pay for what is

    useful

    3. Responsible & safe useof nutrients & agro-

    chemicals is necessary

    for increasing incomes

    & eco-friendly

    4. Income and other

    relevant data regarding

    project outcomes

    Personal meetings, M & E

    reports, events, seminars,

    workshops, leaflets &brochures, billboards, print

    media, radio & TV,

    documentary films

    1. Adoption of

    recommended

    practices & inputs byother NGOs

    2. Increased funding for

    scaling up the project

    3. Increased interest for

    sharing data,

    information & best

    practices