The Forum for Agricultural Research in Africa (FARA) is the apex institution for agricultural
research for development in Africa. Headquartered in Accra, Ghana, it oversees 4 sub-regional organisations (SROs) and derives its mandate from the African Union Commission.
Our Brief
FARA desired an institutional brand to help communicate its relevance in Africa as well as key initiatives like the Science Agenda for Agriculture in Africa (S3A) & Integrated Agricultural Research for Development (IAR4D).
FARA also required brand related support for its 15th anniversary celebrations.
Our Programme
Our programme for FARA included the following elements:
New Media
A comparative social media audit was done benchmarking global brands in FARA’s sector.
Following the audit, measurable social media goals were set.
Two platforms were used to spearhead FARA’s social communication – Facebook and Twitter – and implementation was outsourced to Alder. Alder managed FARA’s social media accounts, redesigning pages and developing & publishing content in English and French.
A social media policy document was created.
Facebook & Twitter Screen Shots
Social Media Graphics
Social Media Essay Competition
To reach the youth demographic, a student agriculture essay competition was designed.
Students of agriculture programmes in African tertiary institutions were given a chance to win $1,000 and a trip to South Africa by writing 500-word essays. Essays were submitted by over 200
students from 41 institutions across Africa.
During FARA’s 15th anniversary celebrations, Alder managed social media reporting, the live media wall and global amplification. A special poster campaign tagged, #CelebrateFARA was implemented.
FARA’s new website was also promoted.
In a poll deployed across FARA’s social media platforms, 97% of the organisation’s target audience confirmed they were now aware of FARA’s activities and relevance. Over a 3 month period, FARA’s engagement rate on Facebook was 60% and the audience base grew by over 2,000%! The Twitter audience grew by 377%!
Traditional Media
Marketing Communications
An informational brochure was designed to communicate FARA’s achievements and
milestones.
Print advertisements and video storyboards were also developed.
Events
For FARA’s 15th anniversary celebration, a brand icon was designed as well as event support
materials and videos.
The 15th anniversary celebration and launch of the new logo took place in South Africa.
Click to watch the logo launch video:
Design
A new logo was designed to capture FARA’s outlook.
New & Old Logo
Corporate function materials were also designed as well as a comprehensive corporate identity manual.
Letterhead Front & Back
Business Card Front & Back
ID Card Front & Back
Envelope Front & Back
Corporate Identity Manual
Videos
Watch FARA’s logo explanation video:
Web
FARA’s website was completely rescripted and redesigned in English and French to reach a global audience.
