USAID/West Africa’s Trade And Investment Hub Maria Gwira Senior Communications Specialist, Trade Hub April 13, 2016 Publicizing ATRC Services

Publicize Definition: 1 - bring to public notice 2 – advertise Basic elements Message Audience Media 2

What do you want to advertise? 3 It is the SPECIFIC information you want to impart to an IDENTIFIED individual or group with a GOAL in mind. “MESSAGE”

An effective message An effective message can only be crafted if you have a clear understanding of your mandate i.e. your GOAL - objectives, targets An effective message must be directed toward an intended AUDIENCE. Examples of well-crafted headlines: –ASEPEX to Create Shortlist of Businesses for AGOA Export Training –Ghana ATRC Trains 80 Customs Officers on AGOA Export Documentation 4

Your key messages include: Your company needs my services I want to teach you how to improve the quality of products you export so that you can meet international standards and increase your profit margin. This is what AGOA entails and this is how your company or agency can participate in it and benefit from it. Let me introduce you to companies X, Y, and Z so that you can enter into a business relationships with each other. I have met my targets and here are the results 5

Whose opinion or behavior are you trying to influence? 6 TARGET AUDIENCE The IDENTIFIED INDIVIDUAL or GROUP For whom your message is intended

Your target audience includes: Export-ready companies Government agencies dealing with trade, industry, customs, commerce, transport, manufacturing, agric, export… Value chain/sector/industry associations – ACA, GSA, AGAM, etc. Stakeholders – AmCham, other USAID projects and partners Your supporter – USAID/Trade Hub 7

Beyond Face-to-face and Direct-contact If you want to reach more people as quickly and as efficiently as possible with your message, you must advertise or publicize. It becomes public information, and the nature of your audience changes from private to public. To do this, you have to use the appropriate methods and tools to reach your target audience. 8

What is the best way to reach your audience? 9 MEDIA The METHODS and TOOLS used to publicize your message to your audience and receive feedback: Traditional media: newspapers, radio, television, Face-to-face, one-on-one, business card New media: online media, including your own web site, affiliated web sites, and social media, such as Face Book, Twitter, LinkedIn.

Quick cheat sheet (checklist) 10 ObjectiveTarget audience / audiencesKey messageAppropriate media for publicity Identifying of ERCs (database creation) Businesses, exporters, sector-specific companies including women-owned; Customs, agencies USAID / Trade Hub Your company needs our servicesPre-event outreach via mail, invitations, Traditional media ad; social media awareness Report, photos of event for TH reports, web & social media Capacity building of ERCs (12 half-day WS for 160 exporters) Export-ready Companies (ERCs) USAID / Trade Hub We want to teach you how to improve the quality of products you export so that you can meet international standards and increase your profit margin. Pre-event outreach via mail, invitations; Report, photos of event for TH reports, web & social media, Traditional media, press release AGOA workshops (100 companies trained) Exporters of AGOA-eligible products; ERCs; Agencies - Trade, Industry, Commerce, Agric, Tourism, Crafts/Arts, Transport; Customs; USAID / Trade Hub This is what AGOA entails and this is how your company or agency can participate in it and benefit from it. Pre-event outreach via mail, invitations, Traditional media ad; social media awareness Report, photos of event for TH reports, web & social media Business linkages / Trade facilitation (Establish linkages, facilitate trade) ERC network and regional associations; USAID/Trade Hub Let me introduce you to companies X, Y, and Z so that you can enter into a business relationships with each other. Pre-event outreach via mail, invitations, Traditional media ad; social media awareness Report, photos of event for TH reports, web & social media

Discussion: How else may we help you? What commnications resources or capabilities do you already have? What is still missing? –Professional address –Web site –Social media accounts –Logos / branding –Press contacts –Trade Hub contacts 11

Trade Hub contacts 12 Web site (English) (Français) Social media st Trade Hub addresses: (Global Exports/AGOA) (Regional Commodities – Bill Noble) (Trade & Transport – Barbara Rippel) (Finance & Investment – Jean-Francois Guay (Communications – Maria Gwira) (Activity Coordinator)

Send your message 13 “MESSAGE”