Germany

Sector?

Minority Issues

What?

Strategic Communication

Where?

Republic of Macedonia, Germany, Kosovo

Why?

An intergovernmental think tank headquartered in Germany, ECMI wished to enhance its profile as premier action oriented organization in the field of conflict resolution and transformation in Europe and to expand its portfolio of donor governments. It wanted to harmonize the profile of its field operations with that of its headquarters.

When?

2003

What Exactly?

I conducted focus groups and surveys within and outside the organization to understand the prevailing practices and perceptions. I identified bottlenecks and defined target audiences. Then I conceptualized and developed a range of strategic communication products. Tools developed for this purpose were:

Mission Statement development:

the mission statement was re-phrased to reflect the aspirations and expertise of ECMI. It was phrased in a clear straightforward way leaving no scope for ambiguity.

the central web site of the organization was completely re-structured to reflect a wide range of programs that the organization was running and the impact that it was having on its beneficiary

the central web site of the organization was completely re-structured to reflect a wide range of programs that the organization was running and the impact that it was having on its beneficiary

With Whom?

ECMI

What Happened?

The result was a cohesive brand image that attracted long term and framework donors to ECMI.