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PA00XBBN.Pdf REPORT ON COMMUNICATION Strengthening Urban Resilience for Growth with Equity (SURGE) Project CONTRACT NO. AID-492-H-15-00001 Program Title: USAID/SURGE Sponsoring USAID Office: USAID/Philippines Contract Number: AID-492-H-15-00001 Contractor: International City/County Management Association (ICMA) Date of Publication: September 30, 2016 USAID Strengthening Urban Resilience for Growth with Equity (SURGE) Project Page i Report on Communication, September 2016 Contents I. Introduction 1 II. Communication and Information Strategies 2 A. CDI Newsletter 2 B. Economic Growth Action Plan 3 C. Graphics Work 3 D. Promotion 4 E. Events & Campaigns 4 Figure Figure 1. Location of CDI Newsletter readers in the Philippines 2 Annexes Annex A. CDI Newsletter 5 Annex B. Sample Graphics Designed by Braveworks 13 Annex C. Monitored Media Placements from July 2015 to September 2016 24 Annex D. Sample of Information Materials 32 Annex E. Sample of Project Activities Documentation 41 USAID Strengthening Urban Resilience for Growth with Equity (SURGE) Project Page ii Report on Communication, September 2016 I. Introduction The Strengthening Urban Resilience for Growth with Equity (SURGE) Project is an award of the Philippine Mission of the U.S. Agency for International Development (USAID) to the International City/County Management Association (ICMA). The period of performance is five years from July 27, 2015 to July 26, 2020. By the terms of its contract, the program’s purpose is “to support the USAID/Philippines’ Cities Development Initiative (CDI)” by assisting up to 12 potential partner cities promote balanced and resilient urban growth. The SURGE Project was designed to address two Development Objectives from the U.S. Mission’s Country Development Cooperation Strategy, specifically: • Development Objective 1: Broad-Based and Inclusive Growth Accelerated and Sustained, and • Development Objective 3: Environmental Resiliency Improved. With these objectives in mind and within a results framework that targets economic competitiveness, an improved policy environment, and improved management, the SURGE Project’s goal is to promote resilient secondary cities as engines of sustainable, equitable economic growth. The Project has four objectives: • Improve urban development and planning; • Promote low-emission local economic development; • Facilitate greater connectivity and access between urban and rural access; and • Promote social inclusion. As part of its technical assistance to the six CDI partner cities, SURGE is implementing communication and information strategies that support Project interventions towards the accomplishment of SURGE objectives. The Project has two main communication objectives, namely 1) to increase awareness of USAID’s work to foster inclusive and resilient economic growth; and 2) to encourage buy-in of stakeholders and beneficiaries to support work to promote inclusive and resilient growth. The SURGE Project used a mix of communication channels to reach out to different target audiences as applicable. These include online, above-the-line, below-the-line and stakeholder relations. For Year 1, a set of preliminary communication activities supported both national and city-level interventions as described in the SURGE Annual Work Plan (1 October 2015 - 30 September 2016). These focused on providing communication assistance in establishing institutional support in each CDI, assessing initial conditions in relation to the three main components of the Project (i.e. planning, growth, and linkages) and initiating partnerships to ensure broad-based acceptance of the advocated reforms. Major accomplishments of the year include the publication of the monthly CDI Newsletter, increased media mileage for USAID and the SURGE Project, production of information materials such as infographics, fact sheet and short animation about the Project, the CDI partner cities and its work on land tenure, and support to strategic SURGE activities such as the 2016 International Urban Development Conference, Stakeholders’ Forums, technical workshops, and U.S. Government and USAID visits. USAID Strengthening Urban Resilience for Growth with Equity (SURGE) Project Page 1 Report on Communication, September 2016 B. Economic Growth Action Plan One of SURGE’s Year 1 activities under Component 2 was to develop city-level Economic Growth Action Plans. The action plans, through multi-stakeholder consultation, were envisioned to identify targeted actions to address constraints and enable cities to develop strategic steps to promote inclusive and resilient growth. While the action plans did not materialize in the first year of the Project, high resolution photos of economic activities, infrastructure, basic services, tourism and governance of the six cities were collected from the city governments and freelance photographers in anticipation of the content development and layout work of the action plans. The photos are in all in an electronic photo bank of SURGE, which were also shared to the USAID Outreach Team as requested. C. Graphics Work The Project’s communication work involved the development, packaging and production of materials such as Powerpoint presentations, booklets, infographics, brochures and videos among others, that communicated the Project’s interventions depending on target audience. In April 2016, SURGE employed the services of Manila-based graphics firm Braveworks Graphics Studio to develop and package appropriate and high quality information and communication tools and products in support of SURGE interventions at the national and city levels. Acquiring the services of an external graphics firm proved to be an effective approach in terms of having access to a team of creative experts and achieving timeliness in meeting deadlines of products. Early in the year SURGE was doing in-house design of collaterals, banners and Powerpoint Presentations and infographics. With the 2016 International Urban Development Conference in July, Braveworks was able to successfully come up with a look and feel or thematic design for the conference, execute the production of visuals such as electronic opening billboard, speaker and session headers, backdrop, photo wall, interactive app for multi-touch, and the designs of collaterals such as sponsor kit, souvenir program and standees (See Annex B. Sample Graphics Designed by Braveworks). These communication products enhanced the overall impact of the conference. The Project also provided communication assistance to two CDI partner cities, namely Tagbilaran and Puerto Princesa, in packaging of investment promotion materials. Tagbilaran has no existing investment promotion material. In line with SURGE’s investment promotion work under Component 2, communication assistance has been initially given in terms of guiding the City Media Bureau Team in visioning, conceptualizing of tagline and coming up with design options for a brochure, a downloadable PDF version and Powerpoint deck. For Puerto Princesa, communication assistance was also provided in visioning, conceptualizing a consistent tagline and peacock logo, and for the re-packaging of the city’s existing investment profile booklet to be used for two upcoming investment promotion-related activities of the city in October and November 2016. USAID Strengthening Urban Resilience for Growth with Equity (SURGE) Project Page 3 Report on Communication, September 2016 D. Promotion SURGE was also able to increase its audience reach through news stories published by the Project, USAID and the CDI partner cities. This resulted in 111 media placements online and in print (see Annex C. Monitored Media Placements) during Year 1. Media placements were composed of news published by national dailies such as Philippine Star, Manila Bulletin, Manila Times; government news agency Philippine Information Agency; local news such as Bohol Chronicle, Daily Zamboanga, Batangas Post; television interviews or mentions by ABS-CBN, and CNN Philippines; city governments’ official website posts and Facebook posts; and blogs. The Project also submitted a total of 14 bullet stories to USAID for the Manila Environment Weekly Update which resulted in the publication of these stories in the weekly newsletter circulated within the USAID Environment Office. A total of 35 news bits describing Project component activities in the six cities were also produced in Year 1 as part of its internal information dissemination to USAID and ICMA. In addition to this, the Project was able to produce the following information materials: (1) Land Tenure Factsheet; (2) six city infographics; (3) SURGE animation; (4) SURGE Infographic; and (5) CDI Infographic (see Annex D. Samples of Information Materials). The SURGE animation and CDI infographics in particular were popular materials among the participants of the 2016 International Urban Development Conference and during workshops. Furthermore, during the year, SURGE touched-base with heads and teams of Public Information Offices, representatives of Investment Promotion Offices and Tourism Offices, and freelance photographers in all six cities to discuss upcoming SURGE communication-related activities, distribution of Project news stories and information on the media landscape of each city. The three offices working hand-in-hand is crucial in supporting work to promote inclusive and resilient growth in the cities, and in acquiring the buy-in of other stakeholders. E. Events & Campaigns The Project coordinated top-level visits and events of U.S. Government officials, USAID,
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