Elaborate a comms strat aiming to better present and promote this new initiative.

1. Top 20 agricultural Innovations
Communications Media strategy
Wageningen, September 16 2014
Minielle Tall – with inputs from Stephane Gambier

2. Top 20 innovations
Simple ideas,
Solving complex problems
And Transforming lives in the ACP

3. Top 20 innovations
 Innovation usually seen as requiring a lot of funds;
 ACP countries do not see it as something being at their reach;
 Innovation is not enough rewarded and promoted through Mainstream
Media;
 Innovation (from ACP) does exist but is not properly marketed;
 Innovation is not being presented as a potential commercialisable good
Rationale 1
Common assumptions

4. Top 20 innovations
 Innovation is adding value to Knowledge for social Economic
development;
 Innovation can happen everywhere and is coming from various sources;
 Innovation is taking place in ACP regions and it should be supported
and promoted;
 Innovation do not need to be complex and hard to implement;
 Smallholders Farmers are ACP « Bright minds » and their innovations
are contributing to making mainstream Knowledge more advanced and
indigineous savoir-faire perdurs;
 Smallholders Farmers are prone to innovate and/or adopt innovations
Campaign’s Key Messages

5. Top 20 innovations
Top 20 innovations for Smallholders farmers campaign should :
Reveal the potential of ACP Innovators;
Highlight the fact that small and simple technologies WORK (and are
worth investing in);
Insist on the importance of Social and Institutional innovations;
Serve as a reminder to Policy-makers to invest more time and funds in
ACP smallholder farmers potential as Innovators and Entrepreneurs;
Celebrate Smallholder farmers, Scientists and Engineers’ innovations in
the ACP (insisting on the fact that this campaign attracted unexpected
audiences = variety)
Campaign objectives

6. Top 20 innovations
*Bankable = financially, socially and institutionally profitable
Channel options
Mainstream
MEDIA
How should
mainstream Media
serve us in this
campaign ?
Through articles,
radio programmes,
Experts and
Innovators (20/40)
interviews (regional
key spoke persons
for CTA 6 regions).
Marketing Products &
Publications
How should Promotion serve
us in this campaign ?
Through practical
documentation, made
accessible both
electronically
and in paper format
These productsshould reflect
the « bankable* potential »
of the Top 20 innovations
and set the tone for the
future editions.
Social MEDIA
How should Social Media
serve us in this
campaign ?
Through Social networking
platforms accessible to
general public to raise
awareness about
Innovations that benefit
ACP smallholder farmers
capacities and create a
network of supporters and
« ACP Friends of farmers-
led and private-sector-led
Innovations »

7. Mainstream Media
Top 20 innovations
Radio Broadcasting
TV Broadcasting
Printed Press (local newspapers and regional magazines) Why and
How ?
Media = Mass
Communication tool;
will reach various
audiences and cover
a wider scope.
Good penetration in
ACP regions.
Press releases would
be a starter but shall
be followed by one on
one interviews and
Innovators profiles to
serve as advertorials
in Printed Media.
Key audiences : Decision-makers
Ministries
Government agencies
Farmers organizations
Research organizations
ACTIONS / Phase 1 :
-Press release to announce the results of the competition and invite
Media to contact regional spokepersons;
- Global focal point designated within CTA to coordinate with
local focal points in the regions for Press interviews and distribution
(mailing list, media database, etc.);
- Local focal points should help monitor the campaign and collect
clippings and interviews to content feed the campaign

8. Mainstream Media
Top 20 innovations
Success stories
Spore Magazine
Launch
ACTIONS / Phase 2 :
-Collect quotes and make interviews of each innovators to produce a booklet
TOP 20 innovations « CTA success stories series » (count 4 months for delivery);
-Organize booklet launch to coincide with major CTA event in 2015 ;
-Prepare article to be published in Spore and on CTA.int;

9. Marketing & Promotion
Top 20 innovations
Why and How ?
All promotional materials should
be presented in an attractive
packaging on both electronic
and hard copies.
Branding = Prior to this, a clear
visual identity have to be
created for any materials to be
properly recognizable.
These materials should be
presented as a toolkit for the
first edition for all audiences to
get used to the Top20 INNO
guiding principles and rationale.
Top 20 innovations Booklet
Innovations catalogue
Innovations fact sheets
Key audiences : Private sector companies
Financiers
Entrepreneurs
Innovators
Women and Youth
ACTIONS / Phase 2 :
-Create the Top 20 Innovations Brand/Label;
-Copyedit the concept note to produce a general
Presentation of the campaign;
-Copyedit Innovation profiles to produce factsheet that
will deliver practical information about the innovations and
the innovators (the idea’s, the conceptor’s background,
the added-value, the scaling-up process, ROI);
-Create a online dossier (accessible through K4D) that will
serve as a one stop shop to learn almost everything about
the Competition, the Innovations,

10. Social Media
Top 20 innovations
Why and How ?
Spreading the news has never
been easier thanks to SM.
Everything can go viral in an
instant and that is why Social
Media is being so instrumental
In any communication
strategies.
Sharing pictures; stories and
testimonials trigger engagement
and support and make anything
POPULAR and highly followed.
In terms of evaluation, it also
make tracking more realistic
and accountable.
Key audiences : Winners and their families, friends and networks
Mainstream Media
General public
Top 20 innovations Hashtag (#)
Top 20 Facebook Page
Top 20 photo album on Smugsmug
Top 20 demos videos
ACTIONS :
-Use CTA Facebook page and customize it for the purpose
of the campaign;
-Generate trafic to the online dossier that should aggregate
All SM channels and Media articles and Interviews and
Marketing products;
- Offer to the Caribbean Film Competition winners the
opportunity to produce the Top20 innovations demos videos

11. Next steps
Wageningen, September 16th
2014
-Determine Timeline/Timeframe
-Create calendar of activities for 2014 / 2015
- Collect communications materials during the writeshop
Roles and responsibilities
- Communication strategy : Minielle Tall (with inputs from Stephane Gambier)
- Media Events : Stephane Gambier
- Publications : Stephane Gambier/Paul Neate and Bianca Beks
- Coordination : Minielle Tall