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Description
The aim of the project is to strengthen NGO “Business Association of North Kurzeme” (ZBA) as an organisation for future growth by increasing its human resources capacity in the field of communication and cooperation.
When implementing the project, ZBA shall:
- prepare the association''s communication strategy 2022-2027, which will form part of the overall strategy and promote the association''s ability to reach all 17 parishes of the Society''s territory in Ventspils and Talsu municipalities;
- develop visual identity and fully rebuild the website, reaching both the audience and attracting new members with modern communication solutions;
- develop the human resources of the association: training members and the council in modern communication, debate, public speech and cooperation, which will contribute to the achievement of the association''s objectives and strengthen the association''s role as a public relations promoter;
- in cooperation with a partner in Estonia, broaden the horizons of members of the association about changes in democratic fundamental values and sustainability of rural areas, particularly by studying the range of citizen participation instruments for cooperation with national and local authorities.
The project will result in functionally improved website, development of a branding and communication strategy, introduction of a communication plan, and training for 15 people, including employees, the Council and members, on modern communication, public speech and the involvement of the local community, as well as improved employee awareness of the democratic values and the ability to organize forums for the parties involved.
In general, the project will contribute to the visibility, communication capacity and impact of ZBA in the area, which will contribute to its objective of bringing together entrepreneurs, public organisations and other rural residents of North Kurzeme business and living environment, and to increase a wellbeing of the locals.
Summary of project results
The "Capable of More!" project by the Business Association of North Kurzeme sought to address several critical challenges. Branding efforts had been neglected, and the association lacked skills for navigating the fast-paced flow of information in digital spaces, particularly on social media. The website was outdated both visually and technically, limiting its ability to engage the target audience effectively. Public relations methods for communicating the association’s activities were underdeveloped, as confirmed by internal evaluations. Communication occurred irregularly and lacked a structured long-term plan, resulting in limited visibility and engagement across the association’s 17-parish service area. Effective communication among members, including rural entrepreneurs, local NGOs, and municipalities, had also been hindered by an absence of suitable communication channels.
The association’s activity scope needed expansion to foster active civic engagement within local communities, but the necessary skills for leading discussions, generating ideas, and mobilizing volunteers were not present. Knowledge was insufficient on how rural communities could participate in democratic processes and advocate for their interests. Experiences from a previous international tourism project demonstrated the need for balanced development strategies, yet implementation required enhanced public relations skills, structured communication, and effective stakeholder dialogue. The association’s territory included historically significant areas with complex relationships among landowners, newcomers, and governing institutions, necessitating improved communication for harmonious regional development.
The project aimed to strengthen the association’s capacity through a comprehensive communication strategy, visual rebranding, website redevelopment, and training for members in modern communication and public engagement skills.
The "Capable of More!" project involved a range of activities designed to enhance the capacity and visibility of the association. It provided an immersive learning experience on participatory democracy by exploring how rural communities in neighboring regions operate through elected village leaders and engage with local governments. The project allowed the association''s staff to share insights from these experiences with local residents, discussing how a similar model could be implemented within their own area. The project also facilitated valuable discussions with local leaders about community engagement and decision-making, helping the team understand how civic participation could be strengthened.
The association also worked to establish its brand and public image, developing a visual identity guide and a communications strategy. This initiative included consultations, strategy discussions, and focus groups to align the association’s visual presence and communication efforts with its long-term goals. Communication training sessions were conducted to equip members with modern skills in areas like personal branding, digital communication, and design tools, preparing them for effective use of the new identity and strategy in practice.
Another major component was the website’s modernization, which aimed to create a more functional, visually appealing, and mobile-friendly platform. This new website setup enabled the association to provide timely information about its activities to the public, reinforcing its role and impact in the community.
The "Capable of More!" project significantly strengthened the capacity of the Business Association of North Kurzeme, equipping it with modern communication and community engagement skills. Through the development of a tailored communications strategy and visual identity guide, the association gained a structured approach for interacting with the public. These tools are now used regularly, enhancing outreach, especially as the association works on a community-driven development strategy. Staff training sessions in personal branding, digital communication, and crisis management have enriched employees’ skill sets, contributing to their professional growth.
The association’s visit to a similar organization in Estonia offered valuable insights into rural participatory democracy, where strong collaboration between community associations and local governments supports community development. This experience has informed how the association engages with local municipalities and residents, advocating for the implementation of newly introduced citizen councils in Latvia. The project also underscored the importance of consistent media presence to raise awareness about LEADER program opportunities, community sustainability, and green initiatives. The enhanced outreach and structured communication efforts are expected to make the association more recognizable and positively regarded, contributing to long-term impact in community development and rural resilience.