Awareness Building & Publicity Strategy Formulation For National Mission on Education through ICT

Background A recurring theme during discussions of the Standing Committee of the NMEICT has been the need to publicize this Mission and to look at ways of providing support to Subject Matter Experts to enable them to contribute to this Mission Various different methods have been discussed to meet the objectives outlined above, but no concrete action was taken In the Standing Committee meeting held on July 4 th 2009, Prof. Rajanish Dass and Mr. Pradeep Varma were invited to make a proposal to enable the twin objectives of publicity and support to be met Prof. Dass and Mr. Varma worked on a proposal and discussed it with Mission Director, Mr. NK Sinha who advised that it would be proper to initially do a Pilot study and garner facts and figures so that the final proposal would have a proper foundation 2Rajanish Dass & Pradeep Varma

Objectives Create alternatives (with detailed costing) based on study and research for branding and awareness building exercise for the NMEICT with the objectives of increasing the participation of universities, faculties, students and industry in the Mission Develop planning and execution strategies, along with cost implications for a pilot execution of the media plan for branding and awareness building. Develop a plan (along with detailed costing) for creating a support infrastructure for the mission through IVRS, SMS and inbound call centre to ensure continuous support, information sharing and coordination among different stakeholders for the mission Develop a media roll out plan, including national competitions, workshops, award events etc for the branding exercise for the mission in the pilot phase. 3Rajanish Dass & Pradeep Varma

Methodology & Time lines Item Months Define and Assess (In-depth interviewing of various stakeholders and service providers and data collection from primary research on sample, if needed. This will include visiting various universities for awareness building in the primary phase) for all the objectives and deliverables Strategic Planning (Planning out possible alternatives, technologies and context) for all the objectives and deliverables. Creating various alternatives for the pilot as well as the nation wide program Various alternatives for the execution and roll out plan (evaluating various alternatives based on objectives, constraints and costs) for all the objectives and deliverables Creating frameworks and relevant metrics for the measurement of effectiveness and impact of the exercise (for monitoring and continuous improvement) 4Rajanish Dass & Pradeep Varma

Costs for Pilot Serial #Account Head Amount (Rs. Lakhs) AHonorarium and Consulting20.0 B Salary of Research Assistants and Research Associates 12.8 CMiscellaneous and Overheads10.0 DCapital Items 3.2 EStay & Travel15.0 Total project Cost63.0 5Rajanish Dass & Pradeep Varma