• Overview
• Target audience
• Implementation
• Results

Overview

Tasks:

• Developing communication strategies for projects in Ukrainian and English;
• Promoting events on partner websites and social media;
• Running the company Facebook page;
• Devising print designs according to the brand book;
• Assigning tasks to contractors (printers and photographers);
• Writing and proofreading texts.

Duration:

09.2018 ‒ 03.2019

Target audience

1. local authority members;
2. city and region government officials;
3. concerned representatives of different ethnic minorities;
4. NGO members;
5. local entrepreneurs;
6. young active citizens.

Implementation

The main purpose in developing a communication strategy was to build reliable long-term relationships with every segment of the target audience. It has been achieved due to:

1. Implementing the idea of message simplification (straightforward language, more visual materials).

2. Realizing the idea of presence (live streaming events and interviews).

3. Engaging thought leaders and government officials in order for them to promote the project on their social media, therefore increasing brand trust.

4. Drawing target audience’s attention by building contacts with local media and open education event portals;

5. The continual search for a compromise between audience’s pain points, ECMI goals and donor organizations in order to plan events properly (the number of events in each region, informational support, collaboration and partnership).

6. Running a Facebook page, namely:

• developing a content plan according to the event plan;
• creating visual materials;
• writing texts in the specified tone of voice;
• engaging new participants in an organic way;
• promotion by engaging thought leaders.

7. Making presentations, communicating and validating strategies and schedules (particularly in English).

8. Creating designs, looking for contractors, supervising quality of printed materials (leaflets, brochures, badges, eco-bags).

Results

• three-day trainings were held in five Ukrainian cities: Odesa, Lviv, Uzhhorod, Chernivtsi and Kyiv;
• participants formed groups and developed projects subsequently submitted to the Ministry of Youth and Sports of Ukraine;
• 75-80% of participants were national minorities;
• more than 500 active followers have been engaged on company’s Facebook page without paid promotion;
• 18 speakers from Ukraine and 7 speakers from five other countries have been engaged;
• following the trainings, participants organized and held over 15 events on their own;
• government officials and thoughts leaders provided their support;
• following organizations and people have become project partners: the Ministry of Culture of Ukraine, the Office of the President of Ukraine, the Ministry of Social Policy, the Ministry of Youth and Sports, the Parliament Commissioner for Human Rights and his regional offices, regional state administration officials, the Embassy of Germany, the Roma Program of the International Renaissance Foundation representatives, various Roma organizations, civil society institutions of ethnonational communities, university and academy representatives;
• the idea of simplification and presence is still being utilized as an effective communication instrument.