Ghana Cocoa Platform

Mini Communication Strategy for National Plenary (2014)

Introduction
This years national planation session, is the second in series been organized by the Ghana Cocoa Platform to provide avenue for
dialogue among stakeholders directly involved in the Ghanaian cocoa value chain, and to step up its effort in deepening stakeholder
collaboration and participation in its operational activities. This is also in alignment with the platform objective to bring together all
stakeholders for deliberation on issues dispassionately, build consensus, take decision and redefine roles and responsibilities in
addressing critical issues towards sustainable production of cocoa in the industry.
To achieve this purpose requires well defined communication strategy to facilitate effective implementation of the programme. It is in
this direction that this mini communication strategy is being developed to foster visibility, increase stakeholder participation and
improve awareness of the project objectives and priorities. The strategy focus on clearly defined objectives, directly liked to target
stakeholders with well thought out activities with effective tools and tactics. The overall strategy also feature implementation plan for
strategic and effective coordination of activities.

Communication Objectives
The Communication Plan is being activated to achieve the following objectives:

90% of targets stakeholders are aware about the project activities, current interventions and new policy directions of the platform
by the end of the plenary session.
Achieve 90% of effective participation by all target stakeholders during the plenary session to enhance their knowledge and
understanding of the project activities.
Achieve 90% improvement in coordination and information exchange among stakeholders throughout the plenary session.

Achieve 90% coordination of accurate and consistent messaging to reduce misinformation, misunderstanding and confusion
before, during and after the plenary session.
To ensure 90% of target stakeholders have access to the project materials, documents and other relevant information during the
plenary session.
Increase positive image of the UNDP/all other funding partners among (90%) target stakeholders for providing fund for the
organization of the event and serving as key partners.

Target Stakeholders
The following group of stakeholders have been identified and analyzed to ensure effective implementation of the communication
strategy.
Stakeholder Category
Stakeholder Characteristics
Desire Behaviour & Responsibilities
Majority are not aware about the Better understanding of the platform
Individual Farmers/Farmer groups
platform objectives and their required
objectives, current interventions and
level of involvement & participation in
policy directions.
the platform activities to ensure Demonstrate high level commitment
for participation.
sustainable cocoa production.
Have a high level interest in
sustainable cocoa production.
Majority are not aware about the Better understanding of the platform
Companies that sell farming input to cocoa
platform objectives and their required
objectives, current interventions and
farmers.
level of involvement & participation in
policy directions.
commitment
of
the platform activities to ensure Demonstrate
participation in the platform activities.
sustainable cocoa production.
Have a high level interest in Willing to provide required support.
sustainable cocoa production.
Majority are not aware about the Demonstrate high level commitment of
Companies that manufacture farming
platform objectives and their required
participation.
inputs
level of involvement & participation in They should be willing to provide
required support.
the platform activities to ensure
sustainable cocoa production.
Have a high level interest in
sustainable cocoa production.

Stakeholder Category
Funding & Sponsorship Partners

Research organizations
The broader society, including consumers
and the media
Government Institution that impact on
policy.

Stakeholder Characteristics
Well informed about the platform
objectives.
Well resourced.
Have a high level interest in
sustainable cocoa production.
Have a high level interest in
sustainable cocoa production.
Have a high level interest in
sustainable cocoa production.

Have a high level interest in

sustainable cocoa production.

Desire Behaviour & Responsibilities

Strong commitment to support the
initiative and its programmes.
Clear about their roles.

Cocoa buyer Associations

Majority are not aware about the

platform objectives and their required
level of involvement & participation in
the platform activities to ensure
sustainable cocoa production.

Need to do more research into

sustainable cocoa production.
Need
more
information
about
sustainable cocoa production.
Better understanding of the platform
objectives, current interventions and
policy directions.
Provide
policy
guidelines
for
sustainable cocoa production.
Demonstrate
commitment
of
participation in the platform activities.
Better understanding of the platform
objectives, current interventions and
policy directions.
Willing to provide required support.

The
Key Messages
The following messages should be used when communicating with stakeholders about activities relating to the national plenary:

Key Communication Activities

The key activities underpinning the execution of the Communication Strategy are as follow:

Preparation and distribution of invitation letters to all participants.

Invitation to all key individual stakeholders.
Notification of all speakers/facilitators/moderators/presenters of their roles and responsibilities in the Programme.
Collation of all presentations and speeches for use on the day.
Drafting of key messages/media release/holding statements
Coordination of photograph and video documentary during the event.
Drafting of media announcement for circulation.
Media invitation and management on the day of the event.
Production of Programme brochure and factsheets for distribution on the day.
Banner production and hanging at the event.
Media briefing on the plenary and its actual processes.
Appearance in Television/Radio interviews.

Communication Tools & Tactics

The following communication tools and tactics will be employed to ensure effective dissemination and coordination of information
sharing with target stakeholders. A careful analysis of target stakeholders revealed that using a media mix is absolutely essential in
delivering the message. It is believed, that delivering the message through television channels combined with radio and print media
will have the highest impact on the target stakeholder and active use of web based communications will also help to reach
international stakeholder groups. The main communication tools to be used comprise of:

Print Information Materials: Leaflets, brochures, factsheets on the national components will be printed and distributed among
the stakeholders, during the plenary session.
Press releases/Holding Statements: on the plenary session activities, objectives, release of reports and conclusion. It would be
published either before or after the session depending on outcome of event. It will be published on the platforms website and
distributed through the relevant email lists as well.
Website: The web pages will contain an information package, photograph and video documentary on the work of the plenary
session.
Media announcement: on the organization of the event will be carried out on radio & Television to inform and generate public
interest for effective participation.
Invitation Lists: Prepared and send invitation letters to all target stakeholders and ensure their participation.
Media Interviews: Appearance on Television and Radio interviews to create wider awareness about the Programme.
Photograph & Video documentary: will be utilized to record the event for sharing with wider stakeholders.

Visibility Guidelines
The purpose of these guidelines is to ensure that all produced communications materials comply with the visibility prescriptions
below. The main focus is concentrated mainly around the use of logos and different statements required by the visibility guidelines of
funding partners and the UNDP.
The COCOBOD and the UNDP logo should enjoy equal prominence in size in the course of their placement on printed
communication materials, such as, press releases, leaflets, brochures, reports, and banners for use.
To acknowledge sponsorship support by other partners in the organization of the plenary session, all printed communication
materials such as press releases, leaflets, brochures, banners, promotional items, and documentary productions should carry
a following phrase: (The programme is sponsored by ..) indicating the names of the event sponsors.
All printed communication materials intended to large distribution should first be forwarded to the GCP office in order to
ensure their compliance with the requirements outlined above.
Expected Outputs
A careful analysis of the communication activities outline in this strategy it is expected that at the end of the session the strategy will
help to achieve:

A high level of awareness about the outcomes of the session among (90%) of target groups of stakeholders.
90% of target stakeholders have access to the project materials, documents and other relevant information during and after
the plenary session.
90% of target stakeholder participation in the plenary session.
90% coordination of accurate and consistent messaging to stakeholders throughout the plenary session.
90% target stakeholders appreciate and see UNDP/other funding partners as key sponsors of the event.

IMPLEMENTATION PLAN
Key Activities

Prepared and distribute

sponsorship letters to all
identified sponsors.
Prepared and distribute
invitation letters to all

Objective

Timeline

Responsibility

To solicit for sponsorship towards

organization of the event.

GCP

To ensure stakeholder participation in

the programme.

GCP

Measure of Success

Sponsorship secured
and event is organized.

High level participation

of stakeholders in the

participants.
Send invitation letters to
all
key
individual
stakeholders.
Notify
all
speakers,
facilitators, moderators &
presenters of their roles
and responsibilities in the
Programme.
Collate
of
all
presentations
and
speeches for use on the
day.
Draft and present key
messages, media release
& holding statements for
use on the day.
Ensure photograph and
video
documentary
coordination during the
event.
Draft and present media
announcement
for
circulation.
Media
invitation
and
management on the day
of the event.

To ensure stakeholder participation in

the programme.

GCP/COCOBOD

To
create
corporation
and
understanding among stakeholders.

GCP

Identify and maintain clear pathway

for communication

GCP/COCOBOD

High level of
coordination.

To raise awareness about the plenary

session and the platform operational
activities.

COCOBOD/GCP

High level of awareness

about the programme
among stakeholders.

Contribute to improved coordination

and information exchange among
stakeholders.

GCP

Quality documentary and

photo album on the
plenary session.

To raise awareness about the plenary

session and the platform operational
activities.

COCOBOD/GCP

To raise awareness and understanding of

the event.

COCOBOD/GCP

To increase knowledge among target

stakeholders.
Build awareness of the project and its
components
among
target
stakeholder.
Improve knowledge of the platform
among target stakeholders.

High level of awareness

about the programme
among stakeholders.
High level of awareness
and understanding in the
media.

GCP/COCOBOD

Produce
Programme
brochure and factsheets
for distribution on the day.

Produce

banner

for

plenary session.
Clearly mapped
communication
pathways.
Better understanding of
roles and responsibilities
during event.

GCP

High level of support for

the platform.

hanging at the event.

Appearance
Television/Radio
interviews.

in

To raise awareness about the plenary

session and the platform operational
activities.

GCP/COCOBOD

High level of awareness

and understanding about
the programme among
stakeholders