Attachment J.2.3 Outreach and Communication Plan Template.docx

RFP #72011519R00002 Annex J.2.3 Agribusiness Development Activity Outreach and Communication Plan (OCP)Instructions: (delete this section from your final version).

The purpose of the Outreach and Communication Plan is to provide a strategic framework for the overall outreach and communication approach of the project. How this approach will be implemented is to be detailed in the Branding Implementation Plan.

The OCP should address the following:

· What is the overall approach and strategy that will guide the project’s outreach and communication efforts?

· What types of communication and activities will be implemented to achieve these objectives?

· How will the project monitor and evaluate the success of its outreach and communication activities?

The text below serves as a framework to help you think through the overall outreach and communication plan related to your activity. USAID places great importance on impactful activity communication. If there are additional communications opportunities or issues not covered below, please add them into your submission.

Please note: all text in italics is for your guidance only; please delete it from your final version. This text aims to give you some guidance about your OCP. Feel free to add additional text or sections to accommodate your ideas or needs. Also, feel free to change our standard text (i.e. text not in italics) within reason as required. It is not our aim to receive from you formulaic responses; rather, we’re interested in hearing your ideas on how to maximize public recognition of your accomplishments.

Strategic Framework

Explain the proposed approach that will guide your outreach and communication activities. Think of this section as the executive summary of the entire outreach and communication component of your activity. For example, after demonstrating a robust understanding of the national landscape for target audiences, you may want to explain what type of media you will primarily utilize, what instruments or assets or socio-cultural elements you will leverage, or the types of partnerships (and with whom) you will nurture.

Communication and Outreach Objectives

What are your communication and outreach goals, objectives, and targets? You may propose a results framework (see example below) along with an explanation on how you came about with the design. Your objectives have to be simple and, most importantly measurable. Do not feel that you have to develop a great number of objectives. A good idea would be to have 1 to 3 objectives; possibly a few more you feel this is helpful for you.

Goal: The Uzbek public is familiar with, and has a favorable opinion of the activity

· Objective 1: The public knows that the activity exists

· Target 1.1: 10 percent of adults aged 35-55 know the activity exists

· Objective 2: The public has a favorable opinion of the activity

· Target 2.1: 80 percent of the adults familiar of the activity have a favorable opinion of it

Design Quality and Consistency

How will your ensure that your communication and outreach efforts are visually designed in a manner that will ensure: consistency, effective brand building, and broad brand recognition? You may consider some, or none, of the below to help with prepare your answer.

How will your team oversee the development of the “look and feel” of your communication products? Will you hire a designer to develop visual concepts consistent with USAID’s fonts, logo, color palettes, and other design elements?

Does your organization have the in-house resources to achieve that? If so, consider sharing what tools or platforms you normally utilize, along with portfolio samples (annex), to illustrate the possible creative options you envision for this activity.

Will your team include someone with creative direction experience to orient your staff (or temporarily contracted creators) to ensure visual consistency?

Will you work on a more ad-hoc basis with USAID to address these matters as they arise? If so, how will you ensure that proposed submissions to USAID meet international marketing, imaging, and design standards?

Oversight

Provide elements of information to some of the question to explain how communication and outreach supervision, management, and staffing will work. Will you work with your main office’s support or have in-house capacity? Will you have a single person assigned to the communication and outreach portfolio or a team? What mix, if any, of international and national staff do you suggest? What kind of background and qualification will your communication and outreach staff (if any) will have, and who will supervise him/her/them?