2. Audience
Questions
1. Who and where are the right targets?
2. How to reach them?
3. Why our audience should be interested?
4. How to format the message according to
the different audiences?
5. What do we expect our audience to do?
It’s not possible/desirable to directly reach
everyone.
Difference between « quantity » and « quality »
3. Outreach & engagement
Method
It will be designed and implemented on the basis of a
model engagement ladder, which maps target groups
and outreach mechanisms against 6 sequential phases of
engagement.
The AfriGAP engagement ladder charts the activities and
user stories of key groups in each of these engagement
phases, to identify incentives, interfaces and interactions
that will facilitate and encourage users to increase their
engagement.
4. AfriGAP partners, Champions
AfriGAP partners, Champions
AfriGAP
partners, Champions, Researchers, CS
Os, dev orgs/donors
AfriGAP
partners, Champions, Researchers, CSO
s, dev orgs/donors
AfriGAP
partners, Champions, Researchers, CSO
s, media, NSOs involved in SHaSA, dev
orgs/donors
AfriGAP
partners, Champions, Researchers, CSOs,
media, NSOs involved in SHaSA, AU
staff, development orgs/donors
Reading
Following
Endorsing
Contributing
Owning
Leading AfriGAP Strategy
Blogposts
AfriGAP Partners’ Meetings
Web comments
FB comments
Sharing docs & news
Blogposts
Initiatives & Org
Retweet ;
Share on FB
Personal emails
RSSs
Newsletter
GAPortal platforms
Share FB
Personal email
Facebook Like
RSSs
Newsletter
AfriGAP platforms
Produce their own strong web content
(news, pages, etc)
Editorial blogposts (cross posting)
Scoop it
Flyers
Existing com channels : UNDP partners
Referral websites
Direct mail
AfriGAPortal promotion
5. Outreach & engagement
Mechanisms
Mechanisms for increasing engagement with stakeholders up the
ladder will include a mix of online and offline tactics, including:
• offline promotion at relevant events and with the assistance
of print materials;
• direct outreach and feedback mechanisms for key priority
groups;
• enhanced promotional activities and content generation to
meet identified needs and priorities;
• enhanced use of relevant online platforms, including social
media and newsletters; and
• cross-posting and co-publishing of blogposts and other online
content on peer and partner platforms.
6. Conclusion
• This is not a communication plan (which
involves times and resources, and provides
indicators).
• How is it relevant to your own strategies?