Strategic Communications in Focus: A Collaborative Approach to Safeguarding Adjara's Cultural Heritage
- Communication Goals and Objectives: The document delineates the overarching communication aims and the specific objectives designed to achieve them.
- Target Audience Overview: It outlines the key demographics and stakeholders who are the focus of the communication efforts.
- Audience-Specific Objectives: The strategy goes further to tailor objectives according to individual audience groups.
- Designated Communication Channels: Identifies the platforms and channels most effective for reaching the target audiences.
- Recommendations Package: Offers a comprehensive set of guidelines and best practices to optimize communication.
- Efficiency Evaluation Framework: Provides a structured scheme to assess the effectiveness of the communication initiatives.
Gepra Consultants Lead Sustainable Development Tour in Georgian Regions for #GRETA Project
Gepra Helps Dairywomen to Develop their Business Activities
On September 8th, a focused working meeting unfolded, bringing together key representatives from the Adjara Cultural Heritage Protection Agency, USAID Georgia's Human and Institutional Capacity Development (HICD) Activity, and consultants from Gepra. The meeting marked a significant step toward the development of a robust two-year communications strategy.
Highlights from the Strategy Document:
The collaborative effort aims to build a sophisticated communications strategy that goes beyond just dissemination of information; it seeks to engage different community groups, promote cultural heritage protection, and evaluate the impact of these efforts. This initiative represents a monumental step in safeguarding and promoting Adjara’s rich cultural heritage through well-crafted strategic communication.
Gepra has been at the forefront of sustainable development efforts in Georgia, and its latest involvement in the #GRETA project is a testament to that commitment. The project, Green Economy: Sustainable Mining Tourism and Organic Agriculture, is implemented by the Austrian Development Agency and is co-financed by the European Union, Sweden, and Austria. Its primary goal is to stimulate the business environment in specific regions of Georgia by creating new income sources in sustainable mining tourism and organic agriculture.
As part of this ambitious initiative, Gepra consultants Salome Kvrivishvili and Anuki Tskhovrebadze recently completed a two-week working tour through the regions of Racha, Imereti, and Svaneti. The duo visited several villages, including Sveri, Gelati, Gheli, Ghe, Lakhushdi, and Ushguli, to engage with local businesses and communities.
One of the key activities during this tour was a series of digital marketing training sessions aimed at six family-owned hotels in these regions. These trainings provided the hotels with tailored digital communication strategies and ongoing consulting services. The move is expected to significantly boost the local tourism industry by enhancing the digital presence and marketing capabilities of these hotels.
The #GRETA project and Gepra's role in it underscore the transformative power of multi-disciplinary efforts. Through its comprehensive approach to sustainable development, digital transformation, and capacity building, Gepra continues to make strides in fostering meaningful, long-term change in communities across Georgia.
Branding and effective presentation in the online space, especially in social networks, is an essential component of modern business success. However, women entrepreneurs, who are engaged in relatively small business activities, are often unable to allocate adequate resources for the realization of this important but expensive process. That is why appropriate support can play a special role in increasing product sales and in the development of entrepreneurship in general.
This topical issue was highlighted once again at a training event conducted by the representatives of the Gepra on 8 and 9 March in Zugdidi, for dairywomen participating in Farmer Field Schools on the topic of branding and communications.
Since 2017, Gepra has been a signatory to the Women’s Empowerment Principles of the United Nations, and the training for dairywomen was part of its support of these principles. After the meeting, the company’s consultants offered branding assistance to the participants of Farmer Field Schools and, in the months that followed, created logos and visual materials for use on social networks to promote the products of five dairywomen. Before starting the work, the Gepra representatives received detailed product information from the women and heard about each entrepreneur’s story, which was finally reflected in the modern logos tailored to the specific entrepreneurs.
“Today, people often look for information on social networks to buy products, and they attach a lot of importance to visuals,” says Tako Varamashvili, Gepra’s corporate responsibility manager. “At such times, it is crucial for dairywomen to have their own online platforms for their products. The first steps have already been taken. We are sure that their ventures will continue successfully [and that the] branding created on the basis of interesting stories will help them. And we will be fans and supporters of these women in the future as well.”
Farmer Field Schools in the Samegrelo-Zemo Svaneti region, with the support of UN Women and the Food and Agriculture Organization of the United Nations, have been operational since 2021. The participants learn how to make Italian cheese, and within the course organized by the training centre of Liberty Bank, they get to know the principles of entrepreneurship, leadership and business administration. In addition, the training raises their awareness about women’s rights and domestic violence. Shorena Shonia is one of these participants - a 48-year-old farmer from the village of Pakhulani in Tsalenjikha Municipality who, after participating in the project, started producing the Italian cheese caciotta along with kashkaval and Georgian cheese. She now presents her own products under the branding created by Gepra.
“This logo, name and visual material will help me to better introduce my work to customers [in order] to increase their number, not just online - also to better present my clean and natural products at various events,” says Shorena.
The Farmer Field Schools are part of the project “Promoting the Economic Empowerment of Women Farmers by Supporting Dairy Production through Farmer Field School (FFS) Approaches”, funded by the Swiss Agency for Development and Cooperation.