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.
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FARA needed an institutional brand to help communicate its impact 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.
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Our programme for FARA included the following elements:
- Brand strategy
- Communication strategy
- Visual Identity
- Marketing Communication
- Web Design
- Social Media
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Alder facilitated a strategy session in South Africa for the Board & Management of FARA.
During the session, key brand challenges were identified including: low name recognition among institutions & the general public; limited communication of achievements and absence of visual standards. To counter these issues, FARA’s 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. The mission of FARA is: “Making science work for Africa’s development”.
The brand strategy was documented in a brand policy report and an implementation plan was designed.
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FARA’s communication objectives were clearly defined as follows:
- Define & introduce FARA
- Demonstrate FARA’s relevance
- Articulate FARA’s impact
- Execute agricultural research advocacy
Our 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.
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A new logo was designed to capture FARA’s outlook.
New & Old Logo
Letterhead Front & Back
Business Card Front & Back
ID Card Front & Back
Envelope Front & Back
Corporate Identity Manual
Watch FARA’s logo explanation video: http:/https://www.youtube.com/watch?v=i-l34E3a6L4
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An informational brochure was designed to communicate FARA’s achievements and milestones.
Print advertisements and video storyboards were also developed.
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FARA’s website was completely rescripted and redesigned in English and French to reach a global audience.
Click to watch the website introduction video:
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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, rebranding 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 a 500-word essay. 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 company’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%!
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: