CASE STUDY - FARA
Building a brand for a continental institution.
The Forum for Agricultural Research in Africa (FARA) is the apex institution for agricultural research for development in Africa. It oversees sub-regional organisations (SROs) and derives its mandate from the African Union Commission.
FARA needed 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.
Research & Intelligence Gathering
Research & Intelligence Gathering.
Alder conducted a brand audit to identify the key brand challenges and designed a comprehensive programme to counter these issues.
Alder facilitated a strategy session in South Africa for the Board & Management of FARA. FARA’s brand strategy was defined. Its brand was positioned along three lines: quality, recognition and impact. The organisation’s brand values, personality, promises and potential eroders were defined alongside the vision and mission. A policy document and an implementation plan were developed.
The communication strategy outlined audiences, solutions and programmes across (traditional & digital) media. A brand narrative was scripted to guide all communications and a detailed implementation plan (and budget) was produced.
FARA’s website was completely rescripted and redesigned in English and French.
Watch the website introduction video below.
Alder developed FARA’s social media platforms (Facebook & Twitter) and managed the accounts, rebranding pages and developing & publishing content in English and French.
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 a 500-word essay. Essays were submitted by over 200 students from 41 institutions across Africa.