5. Plan and Implement Promotion Activities
Field visit to a SPIS site in India (Source: Lennart Woltering)
The implementation of promotion activities should only be started once the required promotion material is developed and available. Ideally, an interactive focus is the foundation of the promotion campaign, which means that planning for the implementation of activities must be done well in advance and in a joint effort with the cooperating partners. At many times of the year, most producers have very limited time to attend seminars and meetings. The planning should therefore be oriented on the agricultural calendar and the regional work peaks. This way good participation can be achieved. Particular attention should be paid to the limited time resources of women and youth.
Planning should also include the identification of suitable presenters or trainers, who have experience with the particular target group. A recommended approach is the inclusion of lead producers as multiplier and co-presenters for dissemination meetings. In order to access women and young people, a balance of gender and seniority must be introduced to the promotion team. The incorporation of staff from local NGOs, for example, may be conducive to the success of the activities. Promoter and presenters should not only be familiar with the promotion material and the objectives and key messages of the campaign, but should also be trained in carrying out extension meetings etc. Local events should be announced in advance to encourage greater participation.
Announcements may be disseminated through:
- black board announcement at the agricultural extension bureau;
- distribution of flyers;
- technology provider shops;
- local newspaper;
- rural radio services; and
The implementation of the promotion events should always position the producer into the centre of the extension concept. The objective of each event is not only to provide information based on an anticipation of producers’ needs, but to allow for practical demonstration, questions, discussions and a capture of the producers’ expectations and needs.
Feedback from the participants of the promotion and extension events should be obtained in a systematic way to further develop the didactics. A good documentation of feedbacks and interests / needs for further information will enable an efficient and targeted follow-up at a later stage.
- Schedule / plan for local promotion and extension events based on agricultural calendar;
- Announcements via flyer / posters local media;
- Captured feedback and further information and follow-up requests from the producers.
- Information on local work peaks in agriculture;
- Information on suitable venues / areas for promotion events;
- Information on other extension events; and
- Contact information of important local stakeholders such as banks / financing institutions, producer organizations, NGOs, private sector associations etc. (to be invited).
- Agricultural advisor/development practitioner;
- Technology provider;
- Producer organizations;
- Financial service provider; and
- Donors and NGOs.
- Producers should be encouraged to interact with the promoters / presenters to ask questions, provide feedback and to articulate further needs / information requirements.
- Producer feedback and further information requirement should be documented.