Download Workshop Report [PDF] - ICM strategy development - CTA

The benefits that accrue from the alliance are summarised below:
LDT NAIS
Produced DVD and articles. Sources data on livestock records on the
Aired programmes will be marketing
strategy for the organisation. Information to
be used in mass communication.
Produced DVDs and articles that will be
used during trainings.
database of LDT
Information to be used in mass
communication.
Back up information on the produced
documents.
The Compromises
LDT will be prioritised when airing the programmes since they are in an alliance comparison
to those that are not in alliance. NAIS will be given time to film even at short notice. Both
organisations will have to reduce some of their own activities to publicise / market the
activities of their partner, and to provide the necessary mutually-beneficial information and
services.
Methods of communication
• Consultative meetings – inviting different levels of people within organisation.
• Consultative workshop involving different stakeholders.
Participants Task 10 – Draft your own ICM strategy
Participants were given a chance to draft their own ICM strategy for their institutions. The
following issues were discussed during the process of drafting the ICM strategy.
The ICM strategy should include:
• An Executive Summary – sales pitch.
• Background – context and strategic issue.
• Objectives – what you want to achieve.
• Options – discussions about alternatives, risks factors.
• Outputs – products and services, audience, markets.
• Activities – to achieve outputs.
• Inputs – investments, organisational structure, resources and skills.
• Implementation plan – timeliness, responsibilities.
Observations made during the processes and presentation of ICM strategy;
• It is easy to come up with vision and mission statements.
• The main challenge is to complete the template. There must be mechanism in place
to collect information to include in the document.
• The content and management of the strategy were lacking in the presentations.
• It is difficult to think about activities (economies of scale, how to involve other
organisations).
• There are financial and time implications in the process, because all relevant
stakeholders must be present.
• The possibility of using an external consultant must be taken into account.
26 | P age