AFRICA DRIVE PROJECT - COMMUNICATION STRATEGY

AND PLAN

Version 01: Created 31/08/2006

By: PCA (Pty) Ltd

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TABLE OF CONTENTS

1. Background and Introduction.............................................................................................................................................................3

2. ADP Project Objectives......................................................................................................................................................................4
3. Communication Objectives................................................................................................................................................................4
4. Key Audiences with whom Communication is Required.....................................................................................................................4
5. Target Audiences, Information Requirements and Channels / Mechanisms......................................................................................5
5.1. Key Messages Common to All Stakeholders and Impacted Parties................................................................................................5

5.2. Communication Requirements to Specific Target Audiences (over and above 5.1)........................................................................6

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Project Communication Strategy and Plan

PART 1 – OVERVIEW

1. Background and Introduction

The sharing of information regarding the aims, objectives, future scope of the Africa Drive Project (ADP) is critical to the
success of the project, in its current as well as subsequent phases.
The strategy has been designed in such a way that it cuts across the various project disciplines and partner organisations
to provide a holistic view of all communication requirements dealing with aspect such as awareness, communication,
change management, capacity building, promotional and marketing). AS such, this Communication plan is closely
interlinked with the Communication, Transformation and Change Management (C,T&CM) strategy .
The Communication Plan’s (CP’s) purpose is to serve as a guideline and road map for project implementers to plan and
execute the required activities within the parameters of the broader C,T&CM strategy.
Central to this strategy and as a first priority is the obvious requirement to develop and communicate the key messages
relating to the ADP, such as:
• Why do we have ADP?
• What does the ADP deliver, where, when and to whom?
• What benefits does it bring?
• What is “Blended Learning” and how will it be implemented?
The communication activities should al aligned with the two distinct phases of the project, i.e.:
• Applied research and pilot phase (current)
• Further roll-out phase (future)
Once adopted, this document needs to be operationalised by the relevant task teams on the project, most notably the
C,T&CM Team. The strategy needs to be viewed in conjunction with the project schedule and activities embarked upon
should strive to align specific project activities with the holistic view presented here. The ADP Project Office (ADP-PO) will
assist in the implementation of these activities.

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2. ADP Project Objectives

The following goals were set for the current phase of the ADP:
• To institutionalise Blended Learning for the delivery of learning to in-services educators in the North West Province
of South Africa, by December 2006
• To create a rollout strategy and business plan for extending the ADP into other areas
• To have assisted and enabled the learners to conclude their learning programme – ACE by July 2007

3. Communication Objectives

The following key communication objectives need to be met:

• To communicate and reinforce the key messages of ADP to a large audience of stakeholders and impacted parties
• Inform the North West Province Educational community about the concept, scope, successes and benefits of ADP
• To gain support for the project through highlighting its benefits to educators, partners, learners and administrators
• To explain the project process, structure, deliverables and timeframes to all impacted parties
• To inform partner institutions and companies of the current and future requirements for participation (i.e.
infrastructure, processes and inputs required)
• To create an environment with a positive disposition to the project through communication, transformation, change
management and capacity-building activities

4. Key Audiences with whom Communication is Required

Internal Stakeholders:
This group of stakeholders are directly impacted by this strategy and are identified as follows:
• Existing ADP learners
• Existing ADP schools (principals, educators, administrative staff)
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 • Facilitators and system administrators
• NWU staff (Administration, HR, marketing, lecturers, learner support, faculty management)
• NWED staff (HR, Auxiliary Services, Finance Department, Management)
External Stakeholders
These stakeholders play a role in one or more of the following - directing, assisting, implementing, monitoring and
controlling – they are referred to as external stakeholders and are:
• New/potential ADP learners
• New/potential ADP schools (principals, educators, administrative staff)
• North West Provincial Government
• National Department of Education
• The national and international donor and social development community.

PART 2 – COMMUNICATION PLAN

5. Target Audiences, Information Requirements and Channels / Mechanisms

5.1. Key Messages Common to All Stakeholders and Impacted Parties

Information Key Messages to be Channels/ Time-
Audience(s) Resp.
Requirements Formulated Mechanisms frame
• Total stakeholder • Why do we have ADP? • Blended learning concept • ADP newsletter • NWU • Ongoing
community • What will ADP deliver, • ADP project concept • ADP presentation • NWED
and when? • ADP project milestones and • ADP website • PO
• What benefits are be deliverables
derived? • ADP future planning
• What is “Blended
Learning” and how does it
work?
• Who is involved?

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 5.2. Communication Requirements to Specific Target Audiences (over and above 5.1)
Information Key Messages to be Channels/ Time-
Audience Resp.
Requirements Formulated Mechanisms frame

Internal stakeholders
• Existing ADP • Success criteria • Progress feedback • Facilitators interaction • NWU • Ongoing
learners • Academic information • Continued guidance in the • NWU academic • Facil
learning process interaction • PO
• Existing ADP • What is the future of ADP? • Future plans and strategies • NWED communication • NWED • Jan 07
schools • What are the benefits to the with structures • PO
(principals, school and its learners?
educators,
administrative
staff)
• Facilitators and • What is the future of ADP? • Future plans and strategies • NWED (HRD) personal • NWED • Nov 06
system • What role is there for me in • Career plans and interaction • NWU to Jul 07
administrators the future plans? performance management •
• NWU staff • What do we need to do • Blended learning model • Presentations • NWU • Nov 06
(Administration, differently? requirements • Workshops to Jul 07
HR, marketing, • How does this relate to other • ADP policies, processes and
lecturers, learner similar initiatives? procedures
support, faculty • How will this improve our
management) service delivery?
• NWED staff (HR, • What do we need to do • Blended learning model • Presentations • NWED • Nov 06
Auxiliary differently? requirements • Workshops • PO to Jul 07
Services, Finance • How will this improve our • ADP policies, processes and
Department, service delivery? procedures
Management)
• Partner • What is the future of ADP? • Business planning • Personal interaction, • NWED • Nov 06
organisations • What are the business ToRs, consultative • NWU to Jul 07
opportunities? workshops, tenders • Trust

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 • PO

External stakeholders
• New/potential • What programmes are • Curricula • NWU marketing • NWU • Jul to
ADP learners offered • Enrolment and registration • NWED internal • NWED Nov 07
• What does it cost details communications
• Where can I learn • Value propositions • ADP website
• What benefits are there for
me?
• New/potential • What is the future of ADP? • Success stories • Road shows • NWED • Jan to
ADP schools • What programmes are • Curricula • Presentations to Jun 07
(principals, offered? • Value propositions Regions, APOs and
educators, • What benefits are there for schools
administrative the school
staff)
• North West • How does the ADP contribute • Progress, benefits, results • ADP Trust feedback • NWED • Ong.
Provincial to the Provincial strategy? reporting • Specific briefing • NWU
Government • What support is required? • Business models sessions • PO
• Implementation strategies
and plans
• National • How does the ADP contribute • Progress, benefits, results • Specific briefing • NWED/ • Ongoing
Department of to the national strategy? reporting sessions Trust
Education
• The national and • What is the ADP and what • Success stories • Personal interaction • NWED/ • Ongoing
international doe it do • Future plans and strategies • Publicity events Trust
donor and social • How successful has it been • Publications
development and what are the future of • ADP website
community ADP • Newsletter

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