Communication Strategy for Aqaba Special Economic Zone Authority (ASEZA)

Activity

LOE

Activity I. Preparation and road map development:

• Define the parameters of the exercise – including the scope of the exercise and methodology and identify a main focal point at ASEZA

• Assess the current state of internal and external communication challenges and opportunities within ASEZA through stakeholder engagement – solicit feedback from wide range of key personnel and stakeholders.

• Lead focus group sessions with ASEZA representatives to define the objectives of the strategy, timeline, and priority areas to address and capture the outcomes of these discussions in a market analysis.

• Draft a preliminary “road map” for the execution of the strategy

10 working days

Activity II. Research and analysis: conduct a series of audits, research and external stakeholder consultations building on the feedback gathered from the focus group sessions under Activity I., and develop concrete evidence to support, modify or refute.

1. Competitor/peer analysis – map out possible competitors (local and regional) and conduct competitor/peer analysis of the communication strategies of other FTZ in Jordan and the region.

1. Target Audience Research and Segmentation – research and identify target ASEZA audience groups. Identify main motivations of each target audience and the messages that would resonate for each group.

1. Audits – conduct desk audits (brand, traditional media, social media and human capacity and skill) to understand ASEZA’s communication and resources at its disposal. The purpose of the audit is to determine how to best leverage the existing resources and additional resources needed.

10 working days

Activity III. Synthesis: synthesize the findings from Activity II to define the strategy’s objectives and develop a situation analysis, the two grounding factors of the final document.

1. SWOT analysis: conduct a SWOT analysis to determine the strategic needs of ASEZA.

1. Strategic objectives: in collaboration with the ASEZA main focal point, set specific and measurable objectives. Feedback emerging from the internal focus groups, audits, and external stakeholder interviews should serve as the basis for developing a list of strategy objectives.

1. Risk assessment and response: working with the ASEZA focal point, identify potential threats to ASEZA, define major consequences and worst possible outcome. The consultant will categorize likelihood of occurrence, potential impact, and suggest possible control measures for each identified risk. The outcomes of this activity will be incorporated in the situation analysis and the risks and assumptions section of the final strategy.

1. Identify channels and messages:

• Channels/tools: develop a list of appropriate channels through which to communicate the strategy’s objectives. The list will include internal channels for ASEZA team and external channels to reach stakeholders and target audience considering preferences collected through the feedback surveys carried out during external stakeholder consultations.

• Messages: draft key messages for ASEZA highlighting the advantages and incentives of investing in Aqaba and the role of the special economic zone authority. The messages should aim to crystalize ASEZA’s promotion strategy and enable investors to understand the unique benefits of ASEZA. The messages should be memorable and compelling and seek to educate, persuade, create awareness and call to action.

1. Message testing: conduct message testing with the target audience through focus groups and/or surveys to determine which messages resonate best. Based on the results, the consultant shall refine the key messages to ensure that they are effective in reaching the target audience.

1. Situational analysis: draft situational analysis outlining the main issues that need to be addressed by the communication strategy, drawing attention to the opportunities for ASEZA that emerged from the SWOT analysis including the resources available to tackle the challenges and obstacles present. This will include a presentation to Senior Management providing the opportunity for them to raise questions and concerns early in the draft stage and allow the consultant adequate time to incorporate responses in the final strategy

15 working days

Activity IV. Draft the communication strategy

1. Work and implementation plan: draw up a table that indicates the key communication activities per objective, a brief description of the activity, strategic value, target audience, key messages per target audience, identified channels of communication to reach each audience, and the estimate cost and efforts for each activity. If there are specific projects, or events that will take place, or that ASEZA should participate in, these will be highlighted. The work plan will also include proposed timescales and particular milestones within the strategy. These timeframes will be captured in the implementation plan and the milestones can be considered for monitoring and evaluation. Both will allow ASEZA to measure clear steps towards ultimate goals.

1. Final strategy: draft the final strategy that will include key messages relevant to every target audience group that have been tested with sample of audience. The strategy will also outline recommended tools and channels per audience and specify the internal and external implementation approach and a communication KPIs section. The general outline of the strategy will include but not limited to the following sections:

• Executive summary

• Introduction

• Strategy approach and methodology

• Communication objectives

• Key audiences (primary and secondary audiences)

• Key messages

• Communication tools and channels

• Implementation plan and timeframe

1. Presentation: produce a visual PowerPoint presentation to present the communication strategy process, activities, and implementation plan to ASEZA’s senior management. A graphic designer could be tasked with creating a nice visual presentation of the document

10 working days

Total LOE

45 days

No.

Deliverable

Description

Timeframe

1

Situation analysis report

The consultant will conduct a situation analysis that should focus on mapping the potential target audiences and categorize them based on their importance and influence to ASEZA’s objectives and interventions. The mapping should assess and list the available communication activities and tools used (all audits mentioned above), the SWOT analysis. The results of this mapping exercise should be laid out in a detailed situation analysis report that includes key findings and recommendations for the communication strategy

7 weeks from the start date

2

Communication Strategy document

The communication strategy will include but not limited to the (1) an executive summary (2) strategy approach and methodology (3) communication objectives (4) key audiences (primary and secondary audiences) (5) key messages (6) communication tools and channels (7) implementation plan (8) monitoring and impact evaluation (9) risks and assumptions

9 weeks from the start date

3

Communication Strategy presentation

Prepare a visual PowerPoint presentation of the communication strategy and present it to ASEZA’s senior management.

10 weeks from the start date