Communications & Outreach Plan for Producers to Markets Alliance Activity

The strategy was built around the program's three primary interventions: production, marketing, and infrastructure, and their main positive impacts on the cacao, coffee, latex, dairy, and fruit and vegetable value chains in target municipalities. The communications strategy identifies four target audiences for which specific communications products will be developed. These audiences include USAID and the US government, decision makers on national, regional, and local levels, commercial allies, and PMA's producers base and their communities. The strategy aims to showcase the positive impacts of the program's strategic interventions, broadly disseminate practical technical information and lessons learned, and promote the competitiveness of Colombian agricultural products in national and international markets. Key messages have been defined to communicate the program's strategic interventions in all internal and external products. These key messages include competitiveness, profitability, sustainability, and legality, dignity, and opportunity. The program will continue to support USAID/Colombia in its key message to promote economic prosperity through licit economies and improve the living conditions of victims of violence and vulnerable populations. The communications strategy will be implemented through a robust advocacy strategy with Colombian media to highlight program results and promote the importance of agriculture in general. The program will establish contacts with primary media outlets, including RCN, W Radio, Canal Uno, Caracol Radio, and El Tiempo. The strategy also includes the development of communication products, such as testimonials, success stories, and technical information, to reach the target audiences. The program has identified the health emergency caused by COVID-19 as a key factor in the digitization of Colombian society and the increase in the consumption of radio and television in the country. The program has found solutions to keep in touch and share information with producers and associations in rural areas, such as sending text messages and working through lead producers to replicate technical assistance with their neighboring farmers in harder-to-reach areas. The program's communications strategy is based on the updated communications strategy for the final two years of program implementation. The strategy was built around the program's three primary interventions: production, marketing, and infrastructure, and their main positive impacts on the cacao, coffee, latex, dairy, and fruit and vegetable value chains in target municipalities. The general objective and the three specific objectives that this communications strategy seeks to achieve are outlined below. The general objective is to position the Producers to Markets Alliance program as a leader in agricultural development. The three specific objectives are to showcase the positive impacts of the program's strategic interventions, broadly disseminate practical technical information and lessons learned, and promote the competitiveness of Colombian agricultural products in national and international markets.