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Description
The goal is to improve the capacity of the communication network and visual image of the Vidzeme Rural Partnership "Brasla" association.
To achieve the goal, the project plans five activities related to the development of the association''s communication strategy - development and improvement of visual identity, improvement of facebook.com profile, website design improvement and development of marketing materials, training of association members and other interested parties on modern personal brand communication, improvement of English in team coaching sessions and association administration.
As a result of the project, the association''s communication strategy for various target groups will be developed - Council of the Association, members, potential project applicants, the association''s cooperation partners and various communication channels,
a set of visual identity of the association has been created, prepared marketing material (sand film) for the purpose of addressing in an artistic way Latvia-wide and potential foreign cooperation partners. Employees of the administration of the association (executive director of the association, assistant to the administrative manager, project manager) will improve their English language skills, which will allow to establish contacts and participate more successfully in transnational project competitions. The communication capacity and sustainable operation of the association will be ensured by a team building coach for the administration of the association (3 people) and the Council (12 people) which will form a team to achieve common goals and increase the ability to work together. Training of the residents of the territory of the Association on personal brand communication will be provided by entrepreneurs, home producers, non-governmental sector, etc. strengthening the personal brand and competitiveness in the market, promoting the recognition and development of the association''s territory.
Summary of project results
The project initiated by the Vidzeme Rural Partnership "Brasla" association aimed to address several key issues and challenges related to its communication capacity and overall effectiveness. These challenges include:
Ineffective Communication Strategy: The association lacked a structured and effective communication strategy to engage various stakeholders, such as the Council, members, potential project applicants, and cooperation partners, both locally and internationally.
Underdeveloped Visual Identity: The association''s existing visual identity was not sufficiently professional or impactful, which limited its ability to present itself effectively to its target groups. The need for a cohesive and modern visual brand was evident to enhance recognition.
Limited Digital Presence: The Facebook profile and website design required improvement to better communicate with the association''s audience, attract new members, and present the association''s activities in a more visually appealing and user-friendly manner.
Lack of Marketing Materials: The association lacked innovative marketing materials, such as the sand film, which could be used to creatively and artistically communicate its message and attract potential foreign cooperation partners.
Limited English Language Skills: The administrative team (executive director, assistant to the administrative manager, project manager) needed to improve their English language skills to participate more effectively in international projects and collaborations. This gap hindered the association''s ability to establish contacts with international partners and engage in transnational project competitions.
Weak Team Dynamics and Collaboration: The association''s administration and Council members (15 people total) lacked effective team-building structures. There was a need for coaching to strengthen their ability to work together toward common goals and to enhance the sustainable operation of the association.
Lack of Personal Branding Knowledge Among Members: Entrepreneurs, home producers, and the non-governmental sector within the association''s territory required training in modern personal brand communication. This would improve their competitiveness in the market, strengthen their personal brands, and promote the overall recognition of the association''s territory.
By addressing these challenges, the project aimed to significantly improve the association''s communication capacity, enhance team cohesion, and promote sustainable operations for long-term success.
The project undertaken by the Vidzeme Rural Partnership "Brasla" included a series of activities aimed at improving the association’s communication capacity and overall identity. These activities and outputs were as follows:
Improvement of Vidzeme Rural Partnership “Brasla” Identity:
The existing visual identity was modernized to become more contemporary, noticeable, and appealing. The updates were aligned with modern technology and design trends to make the association more visually attractive. To increase the association''s visibility, regional public relations specialists were involved. As a result of this improved identity, the website traffic and social media engagement increased significantly. Between August and December 2022, five new membership applications were submitted, which is a notable achievement compared to the past two years.
The process of identity enhancement involved the participation of the association''s Council. Initially, a survey was conducted to gather Council opinions on the existing identity (logo) and the need for improvements. During the General Assembly on May 20, 2022, discussions were held about the potential improvements to the identity, where participants outlined a shared vision for the association’s future image. Feedback emphasized the need for the identity to be easily recognizable, clearly defining the association’s activities, and this was communicated to the design firm.Creation of a Sand Film about Vidzeme Rural Partnership “Brasla”:
A sand animation film was developed to artistically represent the association’s activities. Before the creation of the film, meetings were held with local youth and coordinators to inform them about the association’s work, the opportunities available in rural areas, and the LEADER program. A brainstorming session helped outline ideas for the film to ensure it would be easy to understand.
The effectiveness of the sand film was tested during discussions at association-organized events, where quick feedback was gathered. The video was also sent to members, municipalities, and other stakeholders to create public interest in the association’s work. Its long-term impact will be evaluated over time. The video was presented at the General Assembly on May 20, 2022, where discussions helped refine what should be included, ensuring that various target audiences could understand the association''s operations. The final video reflected the association’s territory, values, and achievements. It was later showcased at several events and shared with international partners in Finland, where it received positive feedback for its thoughtful representation.Team Coaching:
Team coaching sessions were conducted to foster collaboration between the association’s administration and Council members. While these sessions strengthened teamwork, they also highlighted the need for more active participation from Council members in the association’s activities. The coaching sessions helped participants see collaboration opportunities and opened up communication, aiding in viewing situations from different perspectives. However, the full effectiveness of these sessions will be realized over the long term.Training on Modern Personal Brand Communication:
The training on personal brand communication provided participants with an understanding of the importance of developing their brand, inspiring them to apply the acquired skills in enhancing their personal or business identities. Participants recognized the value of these skills for attracting clients and raising their profiles. Although the project planned to attract 30 participants, 19 people attended the training, seven of whom were association members. Several participants have since begun improving the visual identity of their social media profiles.English Language Training:
English language training expanded the vocabulary of the association’s administrative team and helped overcome psychological barriers to interacting with foreign partners. This training enhanced their ability to form new contacts and foster long-term collaboration. The training, provided by a specialized language center, emphasized that the key to language acquisition is communication without fear of mistakes. Each administrative team member received 36 individual language lessons, tailored to their needs.
The improved English skills were tested during a learning trip to the Viljandi region in Estonia, where association members met with representatives of a local action group, MTÜ Võrtsjärve Ühendus, and discussed future collaborations. Plans are in place to welcome colleagues from Finland in the near future. These enhanced English skills are fundamental to building successful international cooperation.
Overall, the project activities not only improved the association''s communication strategy but also fostered collaboration within the team and empowered local entrepreneurs and members with valuable skills for future growth.
The project undertaken by Vidzeme Rural Partnership "Brasla" achieved several notable results that positively impacted different groups of beneficiaries. The outcomes and impacts are as follows:
Improved Visual Identity:
- For the Association: The modernized visual identity made the association more recognizable, appealing, and professional. This helped improve the association''s overall image and reputation, making it easier to communicate its mission and activities to various stakeholders.
- For Members and Potential Members: The enhanced identity attracted new members to the association. Between August and December 2022, five new applications were submitted, which was a positive development compared to previous years. The clearer and more professional identity likely helped make the association more attractive to potential members.
Increased Engagement and Visibility:
- For the Association and General Public: The association’s updated website and social media presence resulted in higher engagement, with increased website traffic and social media activity. This expanded reach allowed the association to communicate more effectively with its audience, which included existing members, potential partners, and the general public.
- For Local Communities and Entrepreneurs: The enhanced communication efforts also benefitted local entrepreneurs, home producers, and NGOs by providing them with clearer information on how to engage with the association and access available opportunities, such as LEADER program funding.
Creative Communication through the Sand Film:
- For the Association: The creation of a sand animation film provided the association with a unique and artistic tool to communicate its work and achievements. The film was well-received both locally and internationally, making it easier for the association to engage with new audiences, including foreign partners.
- For Youth and Local Stakeholders: The film also involved local youth and coordinators in its development, encouraging them to engage with the association and think creatively about rural opportunities. The use of the film in various events and discussions helped increase awareness and interest in the association''s activities among a broad audience.
Strengthened Team Dynamics:
- For the Association’s Administrative Team and Council Members: The team coaching sessions improved collaboration and communication between the administrative team and the association''s Council members. While the full impact of these sessions will be seen over the long term, they have already fostered a more cohesive working environment. This, in turn, is expected to increase the efficiency and sustainability of the association''s operations.
Personal Brand Communication Skills:
- For Entrepreneurs, Home Producers, and NGO Representatives: The training on modern personal brand communication equipped participants with valuable skills to promote themselves, their products, or services. This boosted their competitiveness in the market and helped them develop stronger personal brands. Participants also began implementing the new knowledge, such as improving their social media profiles, which will enhance their visibility and business growth.
- For the Association’s Members: The training encouraged association members to recognize the importance of personal branding, which in turn enhanced the overall visibility of the association''s community and its members'' contributions to local development.
Improved English Language Proficiency:
- For the Administrative Team: The English language training improved the language skills of the association’s administrative team, allowing them to confidently communicate with foreign partners and expand international cooperation. This led to successful international networking efforts, including collaboration with Estonian and Finnish partners, and laid the groundwork for further cross-border projects and partnerships.
- For the Association: The improved language proficiency of its staff enabled the association to participate more effectively in transnational projects, increasing its opportunities for international funding and collaboration.
Beneficiaries:
Association’s Administration and Council Members: They benefited directly from the team-building and English language training, improving their internal collaboration and international communication skills.
Local Entrepreneurs, Home Producers, and NGO Representatives: These groups gained practical skills in personal brand communication, enhancing their competitiveness and visibility in the market.
Youth and Local Communities: Youth engagement in the sand film project and exposure to the association''s activities helped increase their awareness of rural opportunities and fostered a sense of community involvement.
Potential Members and General Public: The improved visual identity and communication efforts helped reach new potential members and provided the public with clearer access to the association’s resources and activities.
In summary, the project had a wide-ranging impact on both the association and its surrounding community, fostering greater visibility, collaboration, and engagement at local and international levels.