Communications Strategy for Producers to Markets Alliance Activity in Colombia

for the USAID/Colombia's Producers to Markets Alliance Activity. The strategy aims to enhance USAID/Colombia's outreach and communications efforts through a concerted and strategic communications approach to ensure targeted message delivery to key stakeholders in Colombia and abroad. The communications context in Colombia is characterized by limited internet access outside major urban centers, with 85% of internet users connecting via smartphones. Social media sites such as Facebook and YouTube are gaining popularity, especially among the young. Television, radio, and newspaper remain the most popular media outlets, with 99% of Colombians watching TV and 69% watching audiovisual content on the internet. To reach the target audience, PMA will work with local and international media to disseminate achievements and success stories. The primary audience includes USAID/Colombia and USAID/Washington, while the secondary audience includes program beneficiaries and partners, potential partners, local government ministries, local media, and researchers working on issues of agricultural development, economic opportunities for youth, and gender equality in education. PMA will support the delivery of USAID/Colombia's key message of advancing peace in a post-conflict state through rural economic development. Sub-messages will provide context and explanation of how program activities work toward achieving this goal, including strengthening economic opportunities, improving producer capacity, increasing export sales, and contributing to peacebuilding. The communications team will work closely with USAID counterparts to ensure messaging consistency and identify other potential US audiences. A detailed list of materials for this audience is provided. PMA will also focus on sharing practical information with producers through various activities, including message transmission, an interactive platform, and a communications and interaction guide. The knowledge management platform, AGRONET, will be used to transmit relevant information to beneficiaries, such as technical assistance, market prices, weather, field activities, and other topics that are useful to the initiative. PMA will also collaborate with CNCh on delivering market and technical information through a SMS system. The strategy document presents key messages and audiences, methods of dissemination, metrics for measuring impact, and an expected budget. It is considered a living document that will evolve as messages, deliverables, and priorities shift. The PMA communications team will work closely with USAID counterparts to ensure messaging consistency and identify other potential US audiences. The strategy aims to increase awareness of the program, attract new farm clients, input suppliers, buyers, and local partners, and ultimately support communities as they transition from illegal activities to viable, legal income-generating activities. The program will stimulate agricultural production and link producers to stable markets, contributing to peacebuilding in the most conflict-ridden areas. The implementation of the communications strategy will be carried out in tandem with USAID/Colombia, with the PMA communications team working closely with USAID counterparts to ensure messaging consistency and identify other potential US audiences. The strategy will be implemented in the following phases: * Phase 1: Development of the communications strategy and key messages (September 2018 - December 2018) * Phase 2: Implementation of the communications strategy and key messages (January 2019 - June 2019) * Phase 3: Evaluation and adaptation of the communications strategy (July 2019 - December 2019) The expected outcomes of the communications strategy include: * Increased awareness of the program among key stakeholders * Increased engagement with program beneficiaries and partners * Improved messaging consistency and coordination with USAID/Colombia * Increased export sales and economic opportunities for producers * Contribution to peacebuilding in the most conflict-ridden areas The budget for the communications strategy is expected to be approximately $X, with the following breakdown: * Personnel costs: $Y * Travel and training costs: $Z * Equipment and software costs: $W * Miscellaneous costs: $V The communications strategy will be evaluated and adapted regularly to ensure that it is meeting its expected outcomes and to identify areas for improvement.