RFP: TO10 – 0000008706 GLOBAL CLIMATE CHANGE ALLIANCE Media Agency Services for the Development and Implementation of a Public Awareness Raising Campaign on Energy Efficiency, Correct Pricing and Renewable Energy
Deliverable # 1
INCEPTION REPORT AND WORK PLAN August 11, 2021
INCEPTION REPORT GCCA + PROJECT
TABLE OF CONTENTS Introduction Project Background
- Project Partners
- Context/Overview
- Scope/Task
Key Deliverables
- Duration
- Timelines
- Activities
Contextual Analysis/Surveys
- Baseline
- Follow up
- Impact Assessment
Communication Strategy & Campaign
- Messaging
- Campaign plan/Development
- Production/Assess development
- PR – Events and Solar Sites
Project Team
- Management structure
- Support
Progress Reports — Monitoring & Evaluation process and program
- Management
- Tracking
- Measurement
- Recommended adjustment/changes
- Continuity and Sustainability measures
APPENDICES APPENDIX 1 – WORK PLAN ( Worksheet details of key Activities, dates, Schedules): Master Sheet, Digital (Online) Schedule, Traditional (Offline Schedule), PR and Events Schedule, Production Campaign Development Schedule, Research/Survey Schedules
August 11, 2021
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Introduction to Inception Report This report describes the start-up activities, planning strategy and methods for monitoring, measuring and evaluating key activities. It includes the deliverables, objectives and scope of the project and the timelines for planning, reporting and execution. It also includes team members and their individual roles in ensuring management and delivery as per the terms of the TOR.
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Project Background The Global Climate Change Alliance Plus (GCCA+) is a European Union initiative that is helping the world’s most vulnerable countries to address climate change The United Nations Development Programme (UNDP), the Government of the Republic of Trinidad and Tobago (GoRTT) and the European Union (EU) Delegation to Trinidad and Tobago, are partnering under the Global Climate Change Alliance Plus (GCCA+) Initiative to implement a project entitled “Support to the Implementation of Trinidad and Tobago’s Nationally Determined Contribution (NDC)”.
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Overall Objectives The overall objective of this GCCA+ Project is to support Trinidad and Tobago in achieving its commitments under the United Nations Framework Convention on Climate Change (UNFCCC) and its Paris Agreement as outlined in its NDC target. SPECIFICALLY, THE PROJECT AIMS TO:
Strengthen the country’s capacity to produce and maintain electric energy through solar systems.
Develop operational systems for the effective implementation of the new renewable energy (RE)/ energy efficiency (EE)conducive policy, legislative and regulatory framework.
Raise public awareness on EE, appropriate pricing of energy and on the benefits of using RE.
THESE ACTIONS AND THEIR DESIRED OUTCOMES WILL BE ACHIEVED THROUGH THE FOLLOWING KEY PROJECT OUTPUTS:
1 Output 1: Installation of solar energy systems in public utilities and remote communities with increased capacity to maintain solar power systems.
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2 Output 2: Support to the implementation of the new RE/ EE-conducive policy and legislative framework.
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3 Output 3: Public awareness raising on EE, correct pricing, and RE.
4 Output 4: Donor communications and visibility.
THE ASK: Develop and Execute A Public Awareness Campaign
To create a public awareness campaign to address the gaps in awareness on energy conservation, convince the citizens and key stakeholders about the financial benefits of the efficient use of electricity and the ecological costs of energy production, and why it’s necessary to move towards renewables as a part of the energy mix
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Context/Overview Trinidad and Tobago is considered a small island developing state given its social, economic and environmental vulnerabilities. However, the country’s economy is markedly different from its other Caribbean neighbours. The country’s economy is heavily reliant on oil and gas and has been considered a high-income economy compared to other Caribbean countries. Trinidad and Tobago’s reliance on its energy sector has meant that the impetus to diversify has been sorely lacking, and successive governments have promoted policies such that the energy sector should effectively subsidise the rest of the economy by providing natural gas at below market rates to the electricity sector. This has hampered the implementation of energy efficiency measures and renewable energy technology in Trinidad and Tobago.
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Coupled with a large energy sector and a small population, Trinidad and Tobago is often ranked in the top three CO2 emitters per capita. The country shares this phenomenon with small Middle Eastern countries like Qatar, Kuwait and the UAE. Given the commitments embodied in the Paris Agreement, Trinidad and Tobago must ensure that clear strides are made to transition its energy mix. The country intends to reduce emissions by 15% by 2030 (which in absolute terms is an equivalent of one hundred and three million tonnes (103,000,000) of CO2e. The identified sectors for CO2 reduction are Transport, Industry and Power Generation. To meet this target, it is critical that all stakeholders work together to ensure appropriate policies are developed and implemented, and that there is sufficient buy-in among the wider population of the measures to be adopted and implemented. To obtain the buy-in from the wider population there is a need for a considerable amount of awareness building so that effective shifts in attitudes toward renewable energy technology, energy efficiency measures and energy pricing can take place.
Trinidad and Tobago and Renewable Energy The absence of a document that effectively spells out the underlying institutional framework for renewable energy has created uncertainty in Trinidad and Tobago. It means that while other countries regionally and internationally have made strides in implementing renewable energy technology, Trinidad and Tobago has lagged behind. The Government of Trinidad and Tobago has recognised this and is currently developing a National Energy Policy green paper that recognises renewable energy (RE) combined with energy efficiency (EE) and utilisation of compressed natural gas in the transportation sector as important strategies that are necessary for sustainable development.
Overview of the Sector Trinidad and Tobago and Energy Efficiency According to the International Energy Agency (IEA), “Energy efficiency is key to ensuring a safe, reliable, affordable and sustainable energy system for the future,” and is seen as key to resolving the “trilemma” of economic development, energy security and climate change.” This is especially important for developing countries like Trinidad and Tobago, that is currently heavily reliant on non-renewable sources of electricity with dwindling reserves, considering the high cost of energy production and concerns around climate change. In spite of the concerns raised above, stakeholders should not be deterred from promoting renewable energy technology, reworked electricity pricing and energy efficiency measures.
A major challenge to the promotion of renewable energy is due to the subsidised domestic energy product prices — which makes it difficult for renewable energy to effectively compete because of the high upfront costs. This has also prevented major efforts in energy efficiency and has contributed to energy wastage. In spite of not having a clear renewable energy policy, the Trinidad and Tobago government has made some progress with regard to bringing renewable energy onstream. BP and Shell, together with LightsourceBP (a renewable energy developer), won the bid for a request for proposals (RFP) to provide grid scale renewable energy in the country. The target is to produce 130MW from renewable sources on a build, own and operate basis. Such an addition would be very beneficial to the country and would help release considerable amounts of natural gas that could be used to help earn foreign exchange either through greater liquefied natural gas (LNG) or petrochemical production. However, what is required for renewable energy technology to gain a stronger footing locally, is a renewable energy plan which outlines: the objectives of the renewable energy policy of Trinidad and Tobago and the established targets with a budgetary target, and greater awareness among the population of the benefits of renewable technology and also the implications of neglecting the implementation of renewable energy technology.
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Overview of the Sector Level of “Buy-In” that can be expected given the current context
Household electricity rate bands compared with natural gas usage
Given the context above, a considerable amount of time and work would have to be spent on ensuring that the wider population understands the benefits of adopting renewable energy technology and implementing energy efficiency measures.
As it relates to renewable energy technology and its adoption, the general population is comfortable benefitting from cheap electricity and the thought of paying more upfront for renewable energy technology is not something that is welcome.
Currently with cheap electricity due to the subsidy and the upfront costs associated with implementing renewable energy technology, there will be a degree of hesitancy among the wider population to embrace any recommended changes.
The long-term benefits of renewable energy technology and the cost savings in the long-run would have to be highlighted in a persuasive and impactful campaign.
It would be necessary to show how renewable energy technology, efficiency measures and the removal of the electricity subsidy would benefit them as individuals in the long run, and how it would also be beneficial to the sustainable development of the country.
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Objectives and Scope of the Project The Agency Task To develop a public awareness raising communication strategy and campaign about the importance of energy efficiency and energy conservation targeted to Key Stakeholders and the General Public in Trinidad and Tobago.
And further, to create among a significant proportion of the population exposed to this messaging, an appreciation for the need to move towards adoption of energy efficient practices and integration of renewables as part of the energy mix, and support for doing so. One of the outcomes is to demonstrate why there is a need to engage in a review of energy pricing/ rationalisation — as part of this overall strategy.
The goal is to reach
100,000 people in the
twin-island Republic with the Communication campaign
Have a positive impact on
30,000 people exposed to the messaging.
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ACTIVITY
DURATION / Timeframe
DELIVERY DATE
DELIVERABLE
GOAL/OUTPUT
1)
Prepare an Inception Report and Work Plan
July 15 to Aug 11
Aug 11, 2021
Inception Report/Work Plan
Strategic and Activity document and Work Plan to fulfill terms / deliverables TOR
2)
Conduct a Baseline Survey/Contextual Analysis
Aug 29 to Oct 28, 2021
Oct 29, 2021
Baseline Survey
Identify level of awareness & engagement of key stakeholders/ public – in order to craft messaging and develop campaign
3)
Develop a Communication and Public Awareness Raising Strategy
Nov 2 to Dec 12, 2021
Dec 13, 2021
Communications and Public Awareness Raising Strategy
To create greater awareness and buy-in of citizens of the importance and need for EE & Energy conservation & RE measures and initiatives
4)
Design a Monitoring and Evaluation Programme
Aug to Oct 2021
Nov 15, 2021
Monitoring and Evaluation Programme Design
Monitor and measure impact against goals and make adjustments as necessary
5)
Design and Implement a Segmented Communication and Public Awareness Raising Campaign
Nov 2 to Dec 12, 2021
Dec 15, 2021
Campaign Plan & 6 Interim Progress Reports (one every quarter) that report on roll-out, media (traditional and social) impact, and follow up activities. All supporting documents – printed material, publications, etc. are to be appended.
Execution of 18 month Communication Campaign to reach 100k of Key target & Stakeholders
Contextual Analysis Report
In conjunction with The Donor Communications and Visibility Plan & Guidelines
*30k persons positively impacted by campaign/message - Communication of Project’s progress, purpose and results - Publicise the role of the EU as funding agency and establishing partner of the GCCA+ flagship initiative. - Publicise the role of the UNDP as resource provider executing the project on the ground. - Promoting the work of the project to advance a culture of clean energy as per the Trinidad and Tobago NDCs to the Paris Agreement.
6)
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Design and Implement an End-of-Campaign Impact Assessment
May – June 2023
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July 10, 2023
End-of-Campaign Impact Evaluation Survey Report on Results of End-of-Campaign Impact Assessment
Assessment of results/ impact of campaign relative to baseline and goals
KEY DELIVERABLES/ TIMELINES
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6 QUARTERLY / PROGESS REPORTS
PROJECT STARTS CH15 July 2021 Dec 15, 2021
PREPARATION OF INCEPTION REPORT & WORK PLAN August 11, 2021 November 15, 2021
April 15, 2022
CONDUCT A BASELINE SURVEY/ CONTEXTUAL ANALYSIS October 29, 2021
Aug 15, 2022
Dec 15, 2022
PROJECT ENDS July 15 2023 March 15, 2023
DEVELOP A COMMUNICATION & PUBLIC AWARENESS RAISING STRATEGY
DESIGN A MONITORING & EVALUATION PROGRAM
December 13, 2021
November 15, 2021
June 15, 2023
DESIGN & IMPLEMENT AN END-OF-CAMPAIGN IMPACT ASSESSMENT
DESIGN & IMPLEMENT A SEGMENTED COMMUNICATION & PUBLIC AWARENESS- RAISING CAMPAIGN IN CONJUNCTION WITH THE DONOR COMMUNICATIONS AND VISIBILITY PLAN
December 15, 2021
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INCEPTION REPORT AND WORK PLAN
July 10, 2023
1
Prepare an Inception Report/Work Plan
2
3
4
5
6
Conduct a Baseline Survey/Contextual Analysis
Develop a Communications and Public Awareness Raising Strategy
Design a Monitoring and Evaluation Programme
Design and Implement a Segmented Communication and Public Awareness Raising Campaign in conjunction with the Donor Communications and Visibility Plan
Design and Implement an End-of-Campaign Impact Assessment 2 months before completion of contract
Oct 29, 2021
Dec 13, 2021
Nov 15, 2021
Dec 15, 2021
July 10, 2023
To determine baseline and inform strategy and focus of Communication Campaign
Create buy-in and awareness of EE, RE to reach 100k persons
Develop tool/ template to monitor and measure impact against goals and targets – for reporting and tracking purposes for Progress/ Quarterly reports
Campaign Plan
Evaluate Impact of Campaign
Delivery date August 11, 2021
Detail of activities, deliverables, output as per TOR & methodology for management of processes, monitoring, evaluation mechansims and adjustments of activities/ strategy
Positively impact 30k persons *Minimum specifications / activities In line with Donor Communications and Visibility requirements
Development / Implementation
6 Interim / Progress reports
Assessment of results / effectiveness relative to baseline indicators and goals
Make adjustments as needed
Duration July 15 – Aug 11, 2021
Aug 29 – Oct 29 2021
Nov 1 – Dec 13 2021
Sept 1 – Nov 15 2021
Nov 1 – Dec 13 2021
May – June 2023
Planning & Production PRODUCTION TV- Motion Graphics - 30 sec Radio- 30 sec Print Ads - full page plus strip resizes Events- Micro events Digital Management and Content Calendar (8 posts per month and monthly reporting) Digital Asset (HTML, GIFS, 5-10 vids)
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2
3
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Execution Jan 2022 – June 2023 Desk Research Stakeholder Engagement
Design Monitoring program & Template
Planning Survey Creation Data Collection Data Analysis Report
Based on Internal measurement and tracking tools: Monthly reporting — Unit leaders To feed into: Quarterly reporting/ recommendations by Strategic Lead Team – on adjustments to strategy / messaging recommended
PR
Desk Research
Launch Event
Stakeholder Engagement
Multiple Site Events Media Releases
Survey Creation
Public Education Videos
Data Collection
Morning Talk Shows Radio Interviews Virtual Town Hall Events Community Events
MEDIA ONLINE Email marketing LinkedIn Twitter FB & IG Google Display Network : YouTube & Discovery Ads
OFFLINE Radio Press TV Outdoor
**WORK PLAN AND KEY ACTIVITIES BASED ON DELIVERABLES/OUTPUT (See Appendix 1 – Detailed Work Plan with activities/schedules/flow )
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Planning
Data Analysis Report
KEY MILESTONES AND ACTIVITIES
PROJECT STARTS July 15 2021
PROJECT ENDS July 15 2023
KEY MILESTONES & ACTIVITIES
Photography & Video Pre-installation Solar Installation Sites Sept / Oct
2021
Production & Asset Development November 2021
Kick Off / Launch Event Jan 2022
Solar Energy Installation - Sites Jan 2022
Follow up Survey July 2022
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CONTEXTUAL ANALYSIS/ TECHNICAL RESEARCH & SURVEYS
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SURVEYS WILL BE CONDUCTED IN THE COURSE OF THE PROJECT INITIATIVE
BASELINE SURVEY The first survey is intended to establish a baseline of awareness of renewable energy and energy efficiency in Trinidad and Tobago. In T&T, there are very few renewable energy projects and as such it is important to understand the local attitudes toward renewable energy, energy efficiency and the price of electricity and the associated subsidies. This survey will aim to identify behavioural triggers that would encourage the adoption of the required behaviour. It will also establish a baseline for existing knowledge and perceptions of RE/EE in Trinidad and Tobago. Output from this phase will inform the media campaign.
END OF CAMPAIGN ASSESSMENT SURVEY The final survey is intended to be an impact assessment of the media campaign. This survey will seek to assess the change in perceptions and attitudes towards energy efficiency and renewable energy. The survey will be implemented in the same way as the baseline study, however the survey instrument will be tweaked to add questions to test the efficacy of the media campaign regarding message recall and sentiments. After completion of this phase, responsed from the questions from the baseline study and the impact study will be compared to show changes in attitudes and behaviours regarding energy efficiency and renewable energy.
FOLLOW UP SURVEY The second survey is intended to track progress of the media campaign. It is important to track the evolution of attitudes and behaviours against the media campaign. This is critical to understand the effectiveness of the messaging and the overall campaign. This would allow the opportunity to make changes to the campaign going forward.
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Baseline Survey and Contextual Analysis **SEE APPENDIX 1 FOR DETAILS OF ACTIVITIES BASELINE SURVEY, DATES AND SCHEDULE ON WORKPLAN
The consumer awareness/communication & PR strategy and campaign will be developed, and messaging tweaked based on results, insights and conclusions from the Baseline survey and the Contextual analysis
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Research & Survey and the Messaging/ Communication Campaign will guide and inform the Messaging and Crafting of the message - Technical research and real time data and insights will form the backdrop of the Contextual Analysis Report - Information from technical /subjectmatter experts will be broken down to craft the message for each of the segments and inform the questionnaire (Client will have input in this element)
Survey will give insight into Public perception to guide how we tweak the messaging to the public and the key stakeholders
OBJECTIVE To determine existing perceptions related to energy efficiency and renewable energy and establish the framework/context as informed by technical and subject matter experts -
Establish a baseline for existing knowledge/ perceptions of RE/EE
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Understand consumer/ stakeholders perceptions and attitudes towards EE, RE & Electricity subsidies
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Determine behavioral triggers that would encourage the adoption of the required behaviour
The Baseline survey will target 500 respondents from the General population, key targets/stakeholder groups and sectors
The respondents for the survey will be selected to capture a cross-section of the population (across all demographics) and other segmented sectors/stakeholders to whom the awareness campaign will be targeted.
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PRIMARY AUDIENCE FOR CAMPAIGN Stakeholders/ General Public
(i) GENERAL POPULATION Cross-section of age/gender/ marital and family status/income & socio economic levels/employment status/educational backgrounds/ municipality (ii) KEY STAKEHOLDERS Those with direct influence on EE/ RE adoption or policy proposals Those directly impacted by adoption of EE/renewables, or potential price increase – in a significant way
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Primary Audience:
• Ministries and Government Agencies –Ministry of Energy and Energy Industries (MEEI), Ministry of Trade and Industry, Parliamentarians etc. • Power Generation Companies — Trinidad Generation Unlimited (TGU), Trinidad and Tobago Electricity Commission (T&TEC), PowerGen etc. • Industry and Energy — Business Chambers and Associations,Trinidad and Tobago Manufacturers Association (TTMA) • Media • General Public — Universities, Secondary schools, Social Media Influencers, Field Staff • Transport — PTSC, UNIPET, National Petroleum
SECONDARY AUDIENCE FOR CAMPAIGN
Endorsement mechanism/ Key influencers/ Consumer interest organisations/ Community Associations/ Environmentalists & NGOs
Secondary Audience:
• Environmentalists and NGOs • Consumer interest organisations • Community Associations • Technicians
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Methodology for Survey DATA COLLECTION will be done through a mixed method approach – taking into account the current restrictions and interface protocols based on Covid-19, and possible lockdowns that may ensue during the Survey / data collection periods. The primary method will be electronically, but intercept surveys will also be used to gather additional responses. The survey approach will be augmented to include paid promotion on social media or special targeting of stakeholders as needed. Stakeholder interaction in small focus groups will also be done, as part of a qualitative approach.
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STAKEHOLDERS Stakeholder characterisation The Ministry of Planning and Development identified three main sectors to work towards achieving the Nationally Determined Contributions; Transport, Industry and Power Generation. This will form a supplemental approach to gathering data. Other major stakeholders to be included are government ministries and agencies with direct influence on renewables and energy efficiency. Major stakeholders from these areas will be engaged to develop a database of contacts from which additional samples can be drawn to increase the response rates.
Research/Survey MONITORING & MANAGEMENT During the research phase of the project, pilot surveys will be run to ensure that the questionnaires can be executed smoothly and are easy to understand by participants to ensure integrity and accuracy of information captured.
In addition, data will be verified and cross referenced with small groups of stakeholders to ensure accuracy and proper analysis.
Clear timelines have been established, and back up processes will be included in the execution plan to prevent delays. Clear targets and metrics for deployment of the survey and capturing of information have been set and will be supervised by the Research Lead, with oversight by the Project manager during implementation to ensure on time delivery.
Reference points/validation of information - Desk research of other bodies of work - Testing of Survey instrument (pilot survey) - Monitoring of response rates - Data cleaning and validation - Interim reporting of data - Stakeholder interaction in small focus groups (validate data interpretation and preliminary analysis )
Response rates will be monitored by the Field manager, who will report to the Project Lead during the period of deployment of the survey (estimated 20-day period).
BASELINE SURVEY September/October 2021 Week 1 Desk Research Stakeholder Engagement Planning Survey Creation Data Collection Data Analysis
Week 2
Week 3
SEPT-OCT 2021 Baseline Survey: Approx 60 Days Week 4 Week 5
Week 6
Week 7
Week 8
1-Sep
29-Oct
Basline Phases LSS Research Team Completion Dates Team Start 1-Sep Literature Review 8-Sep Database of contacts 15-Sep Planning Document 22-Sep Survey Creation 29-Sep Data Collection 19-Oct Data Analysis 29-Oct
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FOLLOW-UP SURVEY June/July 2022
MEASUREMENT & EVALUATION OF EFFECTIVENESS OF CAMPAIGN A follow-up survey will be conducted approximately seven months after the start of the campaign – To determine sentiments towards Campaign and messaging re: Issue of Climate Change and need for Energy efficiency and conservation
Purpose: Determine if any adjustments are to be made to strategy/messaging, for greater effectiveness. Results and recommendations will be presented in Quarterly Mtg 3 August 15, 2022.
– Determine if there is increased awareness of Global Climate Change Alliance Plus initiative and donor partners
Schedule June/July 2022
JUNE-JULY 2022 Follow up Survey . Approx 30 days Week 2 Week 3
Week 1 Survey Creation Data Collection Data Analysis
Phases and Timelines LSS Research Team Completion Dates Team Start 1-Jun Survey Creation 4-Jun Data Collection 24-Jun Data Analysis 1-Jul
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Week 4
1-Jun 1-Jul
END OF CAMPAIGN IMPACT ASSESSMENT May/June 2023
** SEE APPENDIX 1 FOR DETAILS OF ACTIVITIES, DATES AND SCHEDULE WORKPLAN
WILL BE CONDUCTED ON 300 PERSONS, TWO MONTHS BEFORE END OF PROJECT – to
determine if the campaign reached the intended targets, and to map changes in awareness, attitude, behaviour based on exposure to campaign. The survey will inform the design of a sustainability/continuity program that can be used by GoRTT after the end of the campaign for more sustained impact.
The impact assessment survey will seek to map the changes in attitudes and behaviour of the population after the media campaign has been completed. The survey will be implemented in the same way as the baseline study, however the survey instrument will be tweaked to add questions to test the efficacy of the media campaign eg message recall etc. After completion of this phase, questions from the baseline study and the impact study will be compared to show changes in attitudes and behaviours regarding energy efficiency and renewable energy.
Schedule May-June 2023
Week 1 Desk Research Desk Research Stakeholder Engagement Planning Survey Creat ion Data Collection Data Analysis
Impact Assessment Survey – to be executed two months before end of project
Week 2
MAY-JUNE 2023 Impact Survey: Approx 42 Days Week 3 Week 4
Week 5
Week 6
1-May
12-Jun
Phases and Timelines LSS Research Team Completion Dates Team Start 1-May Desk Research 4-May Stakeholder Engagement 7-May Planning 10-May Survey Creat ion 13-May Data Collection 2-Jun Data Analysis 12-Jun
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IMPACT ASSESSMENT SURVEY
Risks/Mitigation Covid-19/Restrictions Impact
Survey methodology and roll out – interview format/interface (more online interface as relevant in line with Covid-19 restrictions and protocols)
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Communication Strategy and Campaign
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The preliminary communication strategy and messaging has been developed based on input and insights from subject matter experts regarding the perception of the attitude of key stakeholders and general public towards the issue of energy efficiency and renewables, and correct pricing. The final strategy and campaign and key audience segments and targets will be developed and refined based on the results of the Baseline survey and additional research. Media channels and platforms will also be finalised based on those results.
CONTEXTUAL ANALYSIS AND BASELINE SURVEY RESULTS REPORT TO BE SUBMITTED October 29, 2021
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INCEPTION REPORT AND WORK PLAN
FULL CAMPAIGN WILL BE DEVELOPED BY/ PRESENTED ON December 15, 2021
LAUNCH DATE AND FIRST MAJOR PR ACTIVITY SCHEDULED FOR January 2022
The Task Craft a persuasive Campaign based on an understanding of current attitudes towards RE and EE, and Correct Pricing — to promote greater awareness and buy-in across a cross-section of the General population.
•
The primary targets of the campaign include key interest groups/ stakeholders who will be directly impacted by the move towards adopting EE measures and policies, and secondary targets will be key groups that can serve to promote positive messaging on this issue.
•
Target will consists of a mix of Key stakeholders and other interest/ vulnerable groups that will be identified at close of Contextual analysis.
Ensure Donor visibility and communication goals are met - in line with minimum requirements and guidelines of TOR
Communicate Europe’s role as a global player and major aid donor of this EU-funded project Outcome: Help to build resilience to climate change in the most vulnerable countries -
Share with a wider public the benefits of this important project
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Ensure communication strategy incorporates new, real-time information and innovative ideas • Effectively share knowledge • Reach/positively impact the key target and stakeholders • Create buy-in from the public
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Preliminary Overarching Messaging
o g a b o T d n , a y d g a r e n e e Trinid v a s o t s s t d fi e e e n n e b h g n i d whic u l c n i e n o y ever ! U O Y
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Household consumers:
Industry consumers:
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Energy is a scarce resource that needs to be conserved.
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•
Saving energy is cheaper than producing it.
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By saving energy today, you are prolonging its availability for the future.
Being energy efficient entails being conscious of your firm’s energy consumption and reducing it through behaviour and technology that is adopted by all organisation levels and functions.
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Saving energy will reduce your electricity bills in the future.
Industries across various sectors in the world have reduced levels of energy resulting in lessened overhead expenditure.
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Energy efficiency is an integral part of a firm’s responsibilities to the nation and local communities.
COMMUNICATION OBJECTIVES •
Emphasize the tangible benefits of energy efficiency while communicating specific actions that consumers need to take towards energy efficiency.
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Engage influential stakeholders like media, energy efficient companies and manufacturers to promote information on energy efficient behaviours and technologies.
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Make consumers and businesses conscientious about their energy consumption and its impact on their communities, workplaces and the nation.
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Promote energy efficient practices amongst a wide variety of stakeholders.
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Familiarise target audiences with their individual roles in achieving goals and targets for energy efficiency both at national and individual levels.
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Motivate individuals, businesses and communities to save energy.
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Promote and enhance the credibility and reliability of government sources in supplying information on energy conservation.
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Communication Strategy & Campaign Plan - development PRODUCTION / CAMPAIGN DEVELOPMENT SCHEDULE Qty Nov-wk 1 Nov-wk 2 Nov-wk 3 Nov-wk 4 Nov-wk 5 Dec-wk 1 Dec-wk 2 Jan-22 Feb-22 Mar-22 Apr-22 Description Campaign Assets Campaign- Messaging 1 Campaign-Key Visual 1 Campaign - Motion Graphics - 30-60 sec 2 1 Campaign Radio- 30 sec 4 1 1 Campaign Print Ads - full page plus strip resizes 4 1 1 Public Education Videos (3 minutes max each) 2 1 Social Media Assets Content Calendar -75 posts per campaign period Animation / motion graphics Infographics Original photographs Stock photographs Social Media Page Management: Facebook Instagram Twitter TikTok
10 10 45 10
May-22
Jun-22
1
1
1
1
1
1
3
4
4
4
4
4
4
15
1 1 1 1
Communication Strategy & Campaign Plan - development
Social Media Assets Content Calendar -75 posts per campaign period Animation / motion graphics Infographics Original photographs Stock photographs Social Media Page Management: Facebook Instagram Twitter TikTok
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INCEPTION REPORT AND WORK PLAN
10 10 45 10 1 1 1 1
Mid-term survey, results presentation, campaign messaging adjustments
PRODUCTION / CAMPAIGN DEVELOPMENT SCHEDULE Description Qty Jul-22 Aug-22 Sep-22 Oct-22 Nov-22 Dec-22 Jan-23 Feb-23 Mar-23 Apr-23 May-23 Campaign Assets Campaign- Messaging 1 Campaign-Key Visual 1 Campaign - Motion Graphics - 30-60 sec 2 1 Campaign Radio- 30 sec 4 1 1 Campaign Print Ads - full page plus strip resizes 4 1 1 Public Education Videos (3 minutes max each) 2 1
1
1
1
1
1
1
1
1
1
4
4
4
4
4
4
4
4
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PR and Events PR & Advertising Campaign Schedule PR BEGINS
PR ENDS SEE APPENDIX 1 FOR DETAILED SCHEDULE, ACTIVITIES AND DATES INCLUDED IN WORKPLAN
SOLAR INSTALLATION SITES Major Stakeholder/Launch Event, Multiple Site Events, Media Releases, Public Education Videos, Morning Talk Shows, Radio Interviews, Virtual Town Hall Events, Community Events •
• • •
Events, PR, Photography will ensure maximum visibility and engagement with target audience Main campaign will be digital and offline Film (Photography & Video ) Create small stories about solar sites (can be packaged and used as media material, and releases)
While all sites will be recognised and covered, the Agency recommends that ideally a few sites will be selected and showcased and detailed for greater effectiveness and impact, based on the recommendation and input of the UNDP team. •
Full detail will be provided in the Strategy Plan December 13, 2021
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Photography/Filming begins in September 2021
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Solar Installation Sites| PR PR SCHEDULE
Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec Jan Feb Mar Apr May Jun
Media Releases (10) Media Launch (1) Photo Opportunities (5) Public Education Videos Morning Talk Shows (9) Radio Interviews (24 intvws) Virtual Town Hall Meetings (1 Event) Stakeholder Event (1) Community Event (1)
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Advertising Campaign Schedule (Online) Digital & Offline (Traditional) Media
SEE APPENDIX 1 FOR DETAILED SCHEDULE, ACTIVITIES AND DATES INCLUDED IN WORKPLAN ONLINE (DIGITAL) MEDIA SCHEDULE – Dec 2021 to Jun 2023
OFFLINE (TRADITIONAL) MEDIA SCHEDULE – Radio, Press, Newspaper, Television Dec 2021 to Jun 2023
Offline (Traditional) Media Scheduling And Rationale Overall strategy : 18 months Flighting •
To select media that reaches a representative sample of the target universe
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For optimal frequency, reach and budget optimisation the 18-month period is distributed into five flights
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The launch flight in December will be the longest, at eight weeks. The initial three weeks will utilise minimum weighting and channels to avoid the seasonal clutter. The 360˚campaign will air for the remaining weeks of the flight for maximum impact and reach
•
All remaining flights in 2022 will be a minimum of six-week duration, with a two-month hiatus. In 2023, the final six-week flight will be in March, post Carnival
•
This flighting strategy will allow the messaging to remain top of mind throughout the 18 months, without being lost in the clutter
•
Radio will be the primary channel providing the mass targeting, and cost-effective reach required
•
A total of 12 stations will be rotated throughout the campaign. Each flight will utilise a minimum of six stations each with a specific target affinity:
Youth Segment (15+): 99.1/100.5/96.7/96.1/94.1 FM Adult Contemporary (25+): 94.7/93.5/95.1 FM
Talk Station (45+): 100.1/i95.5 FM
Tobago Station: 92.7 FM
East Indian: 103.1 FM
•
Television will be utilised tactically within three flights. Stations with strong current affairs and News programming have been selected such as CNC3, TV6, TTT and Synergy TV. The day parts with the highest share will be utilised such as 6am-8am, 6pm-7pm and 7pm to 8pm.
•
The three national newspapers Express, Guardian and Newsday will be utilised. The lone Tobago newspaper, the Newsday Tobago will also be used. Half page, full colour executions will allow cost effective and consistent support.
•
Static billboards will be used throughout the campaign for always on strategy; Digital boards will be used tactically within each flight for additional impact and reach.
INCEPTION REPORT AND WORK PLAN
35
Communication Strategy & Campaign Plan- off-line OUR OVERALL APPROACH – 18 MONTHS – CHANNEL SELECTION CHANNELS
MEDIA SELECTION
DECEMBER
TACTICS
5
Radio
94.1fm/96.7fm/94.7fm/96. 1fm/93.5fm/100.5fm/103.1 fm/95.1fm/92.7fm/100.1fm /99.1fm/i95.5 Fm
Tactical - Spot Buys, On Air Segments / Features
Press
Express / Guardian / Newsday / Newsday Tobago
1/2 Page/Full Colour
Television
TTT/CCN TV6 /CNC3/Synergy Tv
News, Prime Time, Morning Talk Shows
Outdoor
(4) Static Billboards, (6) Digital Billboards
Digital (monthly rentals) / Static (annual rentals)
12 19 26
JANUARY 2
9
16 23 30
FEBRUARY 6
MARCH
13 20 27
6
APRIL
13 20 27
3
10 17 24
MAY 1
8
JUNE
15 22 29
5
12 19 26
Communication Strategy & Campaign Plan- Off-line OUR OVERALL APPROACH – 18 MONTHS – CHANNEL SELECTION CHANNELS
MEDIA SELECTION
JULY
TACTICS 3
Radio
36
10 17 24 31
94.1fm/96.7fm/94.7fm/96. 1fm/93.5fm/100.5fm/103.1 fm/95.1fm/92.7fm/100.1fm Tactical - Spot Buys, On /99.1fm/i95.5 Fm Air Segments / Features
Press
Express / Guardian / Newsday / Newsday Tobago
1/2 Page/Full Colour
Television
TTT/CCN TV6 /CNC3/Synergy Tv
News, Prime Time, Morning Talk Shows
Outdoor
(4) Static Billboards, (6) Digital Billboards
Digital (monthly rentals) / Static (annual rentals)
INCEPTION REPORT AND WORK PLAN
AUGUST 7
14 21 28
SEPTEMBER 4
11 18 25
OCTOBER 2
9
16 23 30
NOVEMBER
DECEMBER
6
4
13 20 27
11 18 25
JANUARY 1
8
15 22 29
FEBRUARY 5
12 19 26
MARCH 5
12 19 26
APRIL 2
9
16 23 30
MAY 7
14 21 28
Digital Approach Rationale Channel Strategy & Audiences
3. As a supplemental platform to increase overall reach of an audience segment – for example Twitter.
Channel selection per audience was based on: 1. Potential reach and audience size. For example, Facebook and Google Network are recommended for mass awareness to the General Public as reach is greater.
4. To directly target an audience segment where the audience definition may be too broad, or audience cannot be clearly identified on other platforms – for example using email marketing to reach the Media versus targeting on Facebook.
2. Targeting dimensions and capabilities – this includes defining the audience by interest, demographics, and industry. For example, LinkedIn allows for more detailed targeting by industry, company and job titles.
Note: Additional channels/platforms may be included in Final proposal based on results of Contextual analysis and target focus
Communication Strategy & Campaign Plan- On-line OUR OVERALL APPROACH – 18 MONTHS – CHANNEL SELECTION
PLATFORM SOCIAL MEDIA Facebook
LinkedIn Twitter GOOGLE ADS Display Ads YouTube
OBJECTIVE Brand Awareness Reach Video Views Engagement Brand Awareness Reach Video Views Engagement Brand Awareness Video Views Reach Video Views
LAUNCH MAINTENANCE DEC JAN FEB MAR APR MAY JUN JUL AUG SEP OCT NOV DEC JAN FEB MAR APR MAY 1 1 1
3 2 1
1
3 2 1
1 1 1 1
5 1 5 1
4 3 2 1 4 3 2 1 7 2 7 2
3 2 1 3 2 1 5 1 5 1
3 2 1 3 2 1 1 5 1 5 1
2 3
2 3
1 1
1 1
2 3
2 3
1 1
1 1
3
3
2
2
3
3
2
2
2 2 1 1 3 2 1 1 4 1 4 1
2 2 1 1 3 2 1 1 4 1 4 1
1 1
1 1
1 1
3 2 1
3
1 1
1 1
1 1
1 2
3 2 1
2
2
2
2
2
2
2
5 1 5 1
3 1
3 2 1 3 2 1 1 5 1 5 1
2 2
2 2
Brand Awareness Brand Awareness
INCEPTION REPORT AND WORK PLAN
37
Media Budget Distribution THE MEDIA BUDGET DISTRIBUTION WAS BASED ON:
1
Time of Year Time of year and other occasions that may detract from the attention of the campaign messaging. For example, although the campaign start date is mid-December, this is also the height of Christmas and as such the messaging will be lost. Additionally, the cost to bid for this attention on online media is likely to be higher based on the increased competition at this time from other advertisers.
2
Different campaign phases – Launch vs Maintenance During the Launch phase content is mainly in heavy and moderate frequency versus Maintenance, where content is mainly light with occasional “black out” periods and an occasional burst of increased frequency. The heavy periods are scheduled between light to moderate periods, in that order, so that the increased frequency creates more of an impact on social media.
Other periods include Carnival 2022 (tentative) and Christmas and Carnival 2023 (tentative).
Campaign development Production and campaign development Nov 1 to Dec 13, 2021 (After results of Baseline Survey/Contextual Analysis)
**See Appendix 1 for detailed Schedule of Production and Campaign Development
Campaign execution – output
Roll out and execution of 18-month public awareness and communication campaign to reach 100k of the General population/key stakeholders and other key group. Outcome: Impact of campaign on awareness / attitude of population and key stakeholders. By end of Campaign at least 30k persons exposed to the campaign should have an appreciation/ positive perception of the need to move towards EE and RE, and why correct pricing and review is important and necessary.
38
INCEPTION REPORT AND WORK PLAN
Risks and Mitigation
Dates will be adhered to even if format changes – unless the Clients advise otherwise
BASED ON COVID MEASURES OR RESTRICTIONS THE FOLLOWING CAN BE AFFECTED
• Solar energy sites – Important part of PR and Communication campaign
• Media visits and proposed dates for some of the events and format
Installation and completion dates and readiness of sites will impact how and when they are each included in the campaign.
• Launch event January 2022 – size and type (number of attendees and final format ) The Agency will propose alternatives / options for each of these events and activities that can be potentially affected
Agency will work as best as possible based on the state of readiness – i.e. even if installation is not fully completed – will do PR around the Sites as installation progresses
Public Awareness/Communication Campaign Monitoring for effectiveness/execution A Follow up Survey will be conducted about seven months into the start of the campaign to determine effectiveness and reach of campaign and public sentiments towards the campaign COMMUNICATION CAMPAIGN
TRACKING MONITORING AND REPORTING PROCESS WILL INCLUDE (BUT NOT LIMITED TO) THE FOLLOWING: Coverage Sentiment:
Measure reputation through the tone of the coverage received whether it is positive, neutral or negative. General sentiments towards campaign and messaging. Brent Coutain (BC) – Online Tracking Produce monthly report
Advertising Equivalency Value:
Utilise the advertising cost of the coverage to determine the publicity ROI. Bibi Khan (BK) - Tracking Produce monthly report
Tracking and Reconciliation:
Press clippings and TV & Radio audits will be done to confirm against media schedule to ensure it was effected (and before invoices are presented to UNDP point person) Donna Constantine (DC) – Produce monthly report
Creative Output/ Production Management:
Campaign development October 2021 to December 2021 Julie Harris (JH) – to monitor/ ensure quality process and budget management in development of assets for media production
Social Media Listening:
To capture positive, neutral or negative comments on campaign material Brent Coutain (BC) – Tracking – up to five media platforms Produce monthly report
INCEPTION REPORT AND WORK PLAN
39
Project Team, Support and Resources
40
INCEPTION REPORT AND WORK PLAN
Team Management Structure The Team
LSS \ AGENCY ANDRE ATTALE CEO |STRATEGIC PLANNING LEAD
JULIE HARRIS (OPERATIONS) STRATEGIC DEVELOPMENT
USHA SAMSUNDAR PROJECT MANAGER
PRIYA MARAJH-FROST TECHNICAL LEAD
UNIT MANAGERS BIBI KHAN PR/CORPORATE COMMS/EVENTS BRENT COUTAIN DIGITAL/ONLINE MEDIA
ANDREW HOSEIN RESEARCH
DONNA CONSTANTINE TRADITIONAL/OFFLINE MEDIA
The Strategic Team will ensure Quality and Management in planning, operations, execution of deliverables based on timelines and within the guidelines of the TOR
THE PROJECT MANAGER: Project manager has overall responsibility for the delivery of the contract items as per TOR terms and conditions.
• Andre Attale (AA)– CEO Strategic Lead
Will work closely with Agency (LSS) Strategic Advisor, Operations Director (JH) & Technical Lead (PMF) to ensure alignment of strategy and activity, monitoring mechanisms and program are developed and followed with periodic checks on all areas while activities are being executed.
• Julie Harris (JH) – OPERATIONS DIRECTOR, STRATEGIC DEVELOPMENT • Usha Samsundar (US) – PROJECT MANAGER • Priya Marajh-Frost (PMF) – TECHNICAL LEAD
UNIT MANAGERS
Execution Team RESEARCH – Andrew Hosein (AH) (Reports to Priya Marajh-Frost/Usha Samsundar ) LONSDALE SAATCHI & SAATCHI( LSS) UNIT MANAGERS: PR/CORPORATE COMMUNICATION/EVENTS – Bibi Khan (BK) DIGITAL (ONLINE ) MEDIA – Brent Coutain (BC) TRADTIONAL (OFFLINE) MEDIA – Donna Constantine (DC) Report to: CEO (AA) (Strategic planning & execution oversight )
Will ensure KPIs are developed and met for each stage /process of planning and execution. Weekly/Fortnightly check in with all team members /obtaining update reports as part of an internal monitoring system. EACH WORKING UNIT HAS A LEAD. The Unit Lead is responsible for roll out/ execution and the specific monitoring and tracking measures detailed below in the individual functional / activity areas. Unit leads have each been appointed resource back-up within the Agency to ensure efficient flow of activities. The Project manager will liaise closely with these Leads in addition to the Operations Director, and Strategic Lead LSS – who will have oversight with all Unit Managers.
OPERATIONS DIRECTOR (JH) (Production, Quality, Financial, Operations) PROJECT MANAGER (US) (Delivery timelines on Key Activities, Monitoring & Evaluation measures and process, Adherence to TOR terms and conditions) INCEPTION REPORT AND WORK PLAN
41
Progress Reporting
42
INCEPTION REPORT AND WORK PLAN
Monitoring, Tracking, Measurement and Evaluation Process and Program • M&E Program and Template will be designed and updated on a Quarterly basis for the Progress Reporting Deliverable. Tools will be developed and executed for ongoing internal tracking and measurement /evaluation and feed into the Quarterly progress reports deliverable – to show Tracking and Measurement vs Plan, and Progress vs Baseline and the Intended Objectives. Recommendations will be made for any adjustments to strategy or focus, based on the results of this Evaluation and Measurement program
• Analysis tools will include setting KPIs based on baseline information vs goals and objectives Check and monitor progress against plans and desired outputs • Strategic Lead Team will prepare update on findings and make recommendations at Quarterly/Progress meetings to update on progress and propose adjustments to strategy to UNDP team
Management/Internal Reporting Mechanism INTERNAL REPORTING TEMPLATE WILL BE DEVELOPED FOR KEY AREAS OF ACTIVITY Monthly reports will include the following: Information to be collected/data collection methods/timelines and checks and measures to ensure integrity and quality of data and information
Unit Managers will complete and submit monthly, said report to Project Manager (US)/Strategic Lead (AA). Based on analysis of the results — adjustments to strategy will be recommended.
Dissemination process of reports and due dates will be specified on M&E document
INCEPTION REPORT AND WORK PLAN
43
Strategic Lead Team Strategic Lead Team to review and analyse reports monthly to monitor quality, delivery and ensure guidelines and KPIs are being met. • Strategic Lead (AA) • Strategic Development (JH) • Technical Lead (PMF) • Project Manager (US)
44
INCEPTION REPORT AND WORK PLAN
ROLES • Oversight on quality, delivery and strategic output — Strategic Lead (AA) • Ensure quality process and budget management in development of assets for media production — Strategic Development Lead (JH) • Ensure/advise on congruence with messaging and execution, as relates to Technical Framework and changing news on Climate Change, Energy and dynamics in current environment — Technical Lead (PMF)
Snapshot of Key Deliverables, Activities and Milestones
6 QUARTERLY/PROGRESS REPORTS
Project Starts July 15, 2021
Project Ends July 15, 2023
DELIVERABLES Preparation of Reception Report and Work Plan Aug 11, 2021 Nov 15, 2021
Conduct a Baseline Survey/Contextual Analysis Oct 29, 2021
MILESTONES & KEY ACTIVITIES
Photography & Video Pre-Installation Solar Installation Sites Sept/Oct 2021
Production & Asset Development Nov 2021
Develop a Communication and Public AwarenessRaising Strategy Dec 13, 2021
Design & Implement an End-of-Campaign Impact Assessment July 10, 2023
Design and Monitoring and Evaluation Program Nov 15, 2021
Design & Implement a Segmented Communication and Public Awareness-Raising Campaign in Conjunction with the Donor Communication and Visibility Plan Dec 15, 2021
Kick Off/Launch Event Jan 2022
Solar Energy Installation of Sites Jan 2022
Follow-up Survey July 2022
INCEPTION REPORT AND WORK PLAN
45
Continuity and Sustainability Measures Additional Support/Resources – For Client
In order to ensure continuity of the initiative post-campaign, the agency will undertake to do the following: 1. Create a repository of all the material developed so that the UNDP can subsequently use these on all their online platforms. 2. Produce a document outlining further areas that the UNDP can consider in the future for further campaigns. 3. Provide a breakdown of the reach based on the different interventions, this will assist with the UNDP being able to see where the messages/campaigns were best received so that UNDP efforts in the future can be targeted.
46
INCEPTION REPORT AND WORK PLAN
4. Issue a contact list, which would have been collected as part of this exercise so that the UNDP will have a database of contacts to include in future campaigns. This will be done via an “opt in” option for participants. 5. Deliver to the UNDP additional feedback from the sample population. This will be a rich source of qualitative information on perceptions of renewable energy, energy pricing and energy efficiency measures, that the UNDP can consider for their outreach activities in the future.
Appendix 1
Project Timeline Summary
GCCA+ PROJECT - DELIVERABLES & KEY A TOR Activities Activity 1: Prepare an Inception Report and Work Plan Activity 2: Conduct a Baseline Survey/Contextual Analysis Activity 3: Develop a Communications and Public Awareness Raising Strategy Activity 4: Design a Monitoring and Evaluation Programme
Jul-21 Aug-21 Sep-21 Oct-21 Inception Report/Work Plan Baseline Survey Contextual Analysis Report
Activity 5: Design and Implement a Segmented Communication and Public Awareness Raising Campaign in conjunction with the Donor Communications and Visibility Plan
Nov-21
Dec-21
Jan-22
Feb-22
Progress Report 1
Campaign Plan
Photography of Sites Pre Installation
Production and Asset Development for Campaign
Kick off Launch Event
Installation of Solar equipment / Site readiness Inception Report/Work Plan Baseline Survey and Contextual Analysis Report Communications and Public Awareness Raising Strategy Creative Concepts for Strategy Monitoring and Evaluation Plan Campaign Plan Progress Reports End-of-Campaign Impact Evaluation Survey and Report on Results of End-of-Campaign Impact Assessment
48
INCEPTION REPORT AND WORK PLAN
Apr-22
May-22
Ju
Communications and Public Awareness Raising Monitoring and Evaluation Plan
Activity 6: Design and Implement an End-of-Campaign Impact Assessment
KEY MILESTONES & ACTIVITIES
Mar-22
Pr Re
ACTIVITIES / MILESTONES
un-22
Jul-22
rogress eport 2
Aug-22
Sep-22
Progress Report 3
Oct-22
Nov-22
Dec-22
Progress Report 4
Jan-23
Feb-23
Mar-23
Progress Report 5
Apr-23
May-23
Jun-23
Jul-23
Aug-23
Progress Report 6
End-of-Campaign Impact Evaluation Survey Report on Results of End-ofCampaign Impact Assessment Follow up Survey
########
INCEPTION REPORT AND WORK PLAN
49
Online (Digital Media)
ONLINE ( DIGITAL) MEDIA
PLATFORM SOCIAL MEDIA Facebook
LinkedIn Twitter GOOGLE ADS Display Ads YouTube
OBJECTIVE Brand Awareness Reach Video Views Engagement Brand Awareness Reach Video Views Engagement Brand Awareness Video Views Reach Video Views
JAN
FEB
1
3 2 1
3 2 1
5 1 5 1
1 3 2 1 1 5 1 5 1
6 24
6 25
1
3 2 1
1 1 1 1
5 1 5 1
4 3 2 1 4 3 2 1 7 2 7 2
2 8
6 24
8 38
1 1
3 2 1
APR
MAY
3 2
2 3 2 3 3 3
Brand Awareness Brand Awareness
CONTENT Static MGV Produced Videos
80 50 25 5 KEY Light Moderate Heavy No Promoted assets New Content
50
LAUNCH MAR
DEC
INCEPTION REPORT AND WORK PLAN
5 16
J
JUN
JUL
AUG
SEP
OCT
2 3
1 1
1 1
2 3
1 1
1 1
3
2
2
3
2
2
2 2 1 1 3 2 1 1 4 1 4 1
2 2 1 1 3 2 1 1 4 1 4 1
5 16
2 8
2 8
6 23
6 23
NOV
MAINTENANCE DEC JAN
FEB
MAR
APR
MAY
3 2
2
1 1
1 1
1 1
3 2 1
3
1 1
1 1
1 1
1 2
3 2 1
2
2
2
2
2
2
2
4 12
2 8
2 8
2 8
3 1
2
5 1 5 1
1 3 2 1 1 5 1 5 1
6 24
6 25
4 8
INCEPTION REPORT AND WORK PLAN
2 2
51
Offline Media
MARKET: CLIENT: CAMPAIGN: PERIOD: DATE:
TRINIDAD & TOBAGO United Nations Development Programme (UNDP) Global Climate Change Alliance Plus December 13th 2021 to May 31st 2023 (18 Months) August 4th, 2021 OFFLINE MEDIA
2021
DECEMBER CHANNELS
MEDIA SELECTION
TACTICS
Radio
94.1fm/96.7fm/94.7fm/96.1fm/93.5fm/100.5fm/103.1fm/95.1fm/9 2.7fm/100.1fm/99.1fm/i95.5 Fm
Press
Express / Guardian / Newsday / Newsday Tobago
1/2 Page/Full Colour
Television
TTT/CCN TV6 /CNC3/Synergy Tv
News, Prime Time, Morning Talk Shows
Outdoor
(4) Static Billboards, (6) Digital Billboards
Digital (monthly rentals) / Static (annual rentals)
TRINIDAD & TOBAGO
52
INCEPTION REPORT AND WORK PLAN
Tactical - Spot Buys, On Air Segments / Features
5
12 19
26
JANUARY 2
9
16
23
FEBRUARY 30
6
13
20
27
MARCH 6
13
20
APRIL 27
3
10
17
MAY 24
1
8
15
22
2
JUNE 29
5
12
19
2022 26
3
OFFLINE - COMMUNICATION PLAN - 18 MONTHS JULY 10
17
AUGUST 24
31
7
14
21
SEPTEMBER 28
4
11
18
25
OCTOBER 2
9
16
23
NOVEMBER 30
6
13
20
27
DECEMBER 4
11
18
25
JANUARY 1
8
15
22
2023
FEBRUARY 29
5
12
19
26
MARCH 5
12
19
APRIL 26
2
9
16
23
MAY 30
7
14
21
28
INCEPTION REPORT AND WORK PLAN
53
Production/Campaign Development Schedule
`
PRODUCTION / CAMPAIGN DEVELOPMENT SCHEDULE Description Campai gn Asse t s Campaign- Messaging Campaign-Key Visual Campaign - Motion Graphics - 30-60 sec Campaign Radio- 30 sec Campaign Print Ads - full page plus strip resizes Public Education Videos (3 minutes max each) Soc i al M e di a Asse t s Cont e nt Cal e ndar - 7 5 post s pe r c ampai gn pe ri od Animation / motion graphics Infographics Original photographs Stock photographs Social Media Page Management: Facebook Instagram Twitter TikTok
54
INCEPTION REPORT AND WORK PLAN
Qty Nov-wk 1 1 1 2 4 4 2
10 10 45 10 1 1 1 1
Nov-wk 2
Nov-wk 3
Nov-wk 4
Nov-wk 5
Dec-wk 1
Dec-wk 2
Jan
1 1 1
1
1
1
4
4
Apr-22
May-22
Jun-22
1 1
1
1
1
1
1
1
3
4
4
4
4
4
15
Jul-22 Aug-22
Mid-term survey, results presentation, campaign messaging adjustments
n-22 Feb-22 Mar-22
Sep-22 Oct-22 Nov-22 Dec-22 Jan-23 Feb-23 Mar-23
1 1 1 1
Apr-23 May-23
1 1
1
1
1
1
1
1
1
1
1
4
4
4
4
4
4
4
4
4
INCEPTION REPORT AND WORK PLAN
55
PR Services PR SERVICES Media Releases · Writing of 700–800-word media release (inc updates, statistics, quotes etc.) · Sending out Media Invitation to all media · Sending out Media Releases to all media · Developing a Fact Sheet/Speaking Notes
Photo Opportunities · Hiring of a photographer for one hour · Hiring of a videographer for one hour Public Education Videos · Script for two 3-minute video · Opening and Closing Billboard · Soundtrack (Local) · Voiceover (English) · Animation · Still shots · Graphics Morning Talk Shows · Booking of three morning talk shows Radio Interviews · Booking of eight radio stations for interviews Virtual Town Hall Meetings (Event): · E-invitations for media and key stakeholders · Registration of participants · Video Presentation · Digital media kit with media release, speeches etc. · Digital branding for EU, UNDP, Ministry of Planning and Development · Recording of event for future use Stakeholder Event - minimum of 50 guests: • Design of e-invitations, media invitations, • Registration / Media Desk • Cocktails / catering • Video presentation / Lectern • Media kit with fact sheet, copies of speeches • On site branding for EU, UNDP, Ministry of Planning and Development • Photography • Videography Community Event: involve community and other stakeholders: • Design of e-invitations, media invitations, • Registration / Media Desk • Video presentation / Lectern • Media kit with fact sheet, copies of speeches • On site branding for EU, UNDP, Ministry of Planning and Development • Photography • Videography
56
INCEPTION REPORT AND WORK PLAN
Proposed Qty 10 5 10 3
5
9 24 1
1
1
BASELINE SURVEY FOR CONTEXTUAL ANALYSIS Baseline Survey Desk Research Stakeholder Desk Research Engagement Stakeholder Planning Engagement SurveyPlanning Creation Survey Creation Data Collection Data Collection Data Analysis Data Analysis
Week 1
Baseline Survey
Other
` Follow Up Survey
Week 1
Week 2
Week 3
Week 4
Week 5
Week 6
Week 7
Week 8
1-Sep
29-Oct
Duration (days)
Desk Research Activities Review of existing bodies of work and studies that have been completed (Universities, Trade/Business Associations, Ministries) Stakeholder Engagement Desk Research Engage relevant stakeholders Develop database of contacts and datasets Review of existing bodies of work and studies that have been completed Planning Ministries) Define respondents and target demographic characteristics Set out parameters for survey Stakeholder Engagement Secure field staff Establish field locations for data collection Engage relevant stakeholders Survey Creation Develop database of contacts and datasets Develop survey instrument Develop tabulation plan Planning Testing of survey instrument Define respondents and target demographic characteristics Develop sampling framework Training field staff Setofout parameters for survey Data Collection / Implementation Secure fieldallstaff Deploy survey across methods Monitor response rates Establish field locations for data collection Action to support target response rates – eg follow up emails, calls etc. Social media interventions Survey Creation Interim report of data Develop survey instrument Data Analysis Cleaning of data tabulation plan Develop Generation of tables/survey output Testing of survey instrument Data interpretation Preliminary analysis Develop sampling framework Stakeholder interaction in small focus group Training Report of findings of field staff
Data Collection / Implementation Deploy survey across all methods Monitor response rates FOLLOW UP SURVEY TO DETERMINE SENTIMENTS CAMPAIGN & MESSAGING Action to support targetGENERAL response rates –TOWARDS eg follow up emails, calls etc. Social media interventions Activities Interim report of data Survey Creation Data Analysis Review survey instrument Include additional of questions Cleaning datato capture awareness of the media campaign Develop tabulation plan Generation of tables/survey output Develop sampling framework Testing of survey instrument Data interpretation Training of field staff analysis DataPreliminary Collection / Implementation Deploy survey across all methods Stakeholder interaction in small focus group Monitor response rates Action to support response rates – eg follow up emails, calls etc. Report oftarget findings
7
Duration (days)
7
7
(Universities, Trade/Business Associations, 7
7 7
7 20
7 10
20
Social Media Promotion of Suveys
Social media interventions Interim report of data DataSocial Analysis Media Promotion Cleaning of data Generation of tables/survey output Data interpretation Preliminary analysis Report of findings
Other
We
1-Sep
BASELINE SURVEY FOR CONTEXTUAL ANALYSIS
Activities Baseline Survey
Week 2
of Suveys
Duration (days) 3
10
20
7
FOLLOW UP SURVEY TO DETERMINE GENERAL SENTIMENTS TOWARDS CAMPAIGN & MESSAGING
Social Media Promotion of Suveys
`
Activities IMPACT ASSESSMENT SURVEY
Follow Up Survey Impact Assessment
Survey Creation Activities
Duration (days) Review survey instrument Desk Research 3 Include additional questions to capture awareness of the media campaign Review baseline survey data & marketing campaign messages Stakeholder Engagement 3 Develop tabulation plan Engage relevant stakeholders Develop sampling Develop database of contacts andframework datasets Planning 3 Testing of survey instrument Define respondents and target demographic characteristics Structure approach be in line with baseline and marketing campaign Training oftofield staff INCEPTION Secure field staff Data Collection / Implementation Survey Creation 3 Review survey instrument Deploy survey across all methods
Duration (days) 3
REPORT AND WORK PLAN
20
57
Data interpretation Preliminary analysis Stakeholder interaction in small focus group Report of findings Other
Social Media Promotion of Suveys
Baseline Survey
FOLLOW UP SURVEY TO DETERMINE GENERAL SENTIMENTS TOWARDS CAMPAIGN & MESSAGING
`
Activities
Follow Up Survey
Survey Creation Review survey instrument Include additional questions to capture awareness of the media campaign Develop tabulation plan Develop sampling framework Testing of survey instrument Training of field staff Data Collection / Implementation Deploy survey across all methods Monitor response rates Action to support target response rates – eg follow up emails, calls etc. Social media interventions Interim report of data Data Analysis Cleaning of data Generation of tables/survey output Data interpretation Preliminary analysis Report of findings
Duration (days) 3
20
7
Social Media Promotion of Suveys
IMPACT ASSESSMENT SURVEY Activities Impact Assessment
58 Other
Desk Research Review baseline survey data & marketing campaign messages Stakeholder Engagement Engage relevant stakeholders Develop database of contacts and datasets Planning Define respondents and target demographic characteristics Structure approach to be in line with baseline and marketing campaign Secure field staff Survey Creation Review survey instrument Include additional questions to capture perspectives on messaging throughout the marketing campaign Develop tabulation plan Develop sample framework Training of field staff Data Collection / Implementation Deploy survey across all methods Monitor response rates Action to support target response rates – eg follow up emails, calls etc. Social media interventions Interim report of data Data Analysis Cleaning of data Generation of tables/survey output Data interpretation Preliminary analysis Stakeholder interaction in small focus group Report of findings
INCEPTION REPORT AND WORK PLAN
Social Media Promotion of Suveys
Duration (days) 3 3 3
3
20
10
Generation of tables/survey output Data interpretation Preliminary analysis Report of findings Social Media Promotion of Suveys Baseline Survey
IMPACT ASSESSMENT SURVEY Activities Impact Assessment
Other
Desk Research Review baseline survey data & marketing campaign messages Stakeholder Engagement Engage relevant stakeholders Develop database of contacts and datasets Planning Define respondents and target demographic characteristics Structure approach to be in line with baseline and marketing campaign Secure field staff Survey Creation Review survey instrument Include additional questions to capture perspectives on messaging throughout the marketing campaign Develop tabulation plan Develop sample framework Training of field staff Data Collection / Implementation Deploy survey across all methods Monitor response rates Action to support target response rates – eg follow up emails, calls etc. Social media interventions Interim report of data Data Analysis Cleaning of data Generation of tables/survey output Data interpretation Preliminary analysis Stakeholder interaction in small focus group Report of findings
Duration (days) 3 3 3
3
20
10
Social Media Promotion of Suveys
INCEPTION REPORT AND WORK PLAN
59
PR Schedule
PR SCHEDULE Media Releases ( 10) Media Launch (1) Photo Opportunities ( 5) Public Education Videos Morning Talk Shows ( 9) Radio Interviews ( 24 intvws) Virtual Town Hall Meetings ( 1 Event) Stakeholder Event (1) Community Event (1)
60
INCEPTION REPORT AND WORK PLAN
Jan
Feb
March
April
May
June
July
August
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INCEPTION REPORT AND WORK PLAN
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