In 2020, GIZ Egypt needed to design a full-fledged communication strategy for the third phase of the Employment Promotion Project (EPP III). Aiming to support the technical education reform in Egypt, EPP III works in direct partnership with the Ministry of Education & Technical Education (MoETE), but also interacts closely with a range of players at various levels of the Technical and Vocational Education and Training (TVET) ecosystem. One of the greater challenges faced by the EPP III team was reaching a streamlined communication framework to connect the many project stakeholders, partners and beneficiaries under a clear and unified project persona and mission. The project needed to communicate in a way that not only accommodates the different operating models, priorities, and attitudes of all the parties involved, but also establishes synergies built on a clear understanding of their respective and complementary roles in the success of EPP III. As such, the Marketing & Communications team at CID Consulting was tasked with crafting the language, messaging, and tactics that cater to different constituents while communicating the overarching mission of serving the Egyptian student and jobseeker. The project needed to position itself with a clear purpose that resonates at the government level, among private sector employers, and in communities, classrooms, and employment offices.
Our engagement focused on adopting a stakeholder and beneficiary-driven approach in order to cater to diverse communication needs. Since the TVET sector is undergoing extensive reforms, we conducted a holistic and integrated stakeholder mapping exercise to identify and analyse the influence and impact of all relevant stakeholders. This was followed by initiating in-depth interviews directly with the concerned government officials, private sector representatives, and students of technical and dual education. Through these discussions, we gathered rich insights about the communication preferences and habits of target groups, shedding light on their perceptions, information gaps, misconceptions, and even personal challenges and ambitions that shape their priorities and interests. This information was analysed thoroughly to draw key learnings that guided the creative design of tailored messages, tonality, and outreach tactics. These learnings also guided the design of new communication tools, including the content development and design of a project infographic sheet, as well as a list of sensitive questions and answers, which provide further clarity to various stakeholders, whose buy-in is integral to its success. Our methodology leveraged a participatory approach that engaged the project team in the creative process of crafting the key messages, therefore fostering a sense of ownership and a unified vision for the project. To achieve this, we designed and delivered a collaborative workshop to create the space for collective brainstorming, discussions, and gamified activities to help different technical teams align on a holistic identity and messages for the project. It was equally important for us to support the project in highlighting its historical impact and credibility in the TVET sector, starting with Mubarak Kohl in the 1990s. We achieved this by identifying creative tactics through which to communicate the project’s historical relationship with the Ministry, dedicated to improving technical education and employment outcomes, whether through curricula development, teacher training, private sector integration, or labour market information.
In 2020, GIZ Egypt needed to design a full-fledged communication strategy for the third phase of the Employment Promotion Project (EPP III). Aiming to support the technical education reform in Egypt, EPP III works in direct partnership with the Ministry of Education & Technical Education (MoETE), but also interacts closely with a range of players at various levels of the Technical and Vocational Education and Training (TVET) ecosystem. One of the greater challenges faced by the EPP III team was reaching a streamlined communication framework to connect the many project stakeholders, partners and beneficiaries under a clear and unified project persona and mission. The project needed to communicate in a way that not only accommodates the different operating models, priorities, and attitudes of all the parties involved, but also establishes synergies built on a clear understanding of their respective and complementary roles in the success of EPP III. As such, the Marketing & Communications team at CID Consulting was tasked with crafting the language, messaging, and tactics that cater to different constituents while communicating the overarching mission of serving the Egyptian student and jobseeker. The project needed to position itself with a clear purpose that resonates at the government level, among private sector employers, and in communities, classrooms, and employment offices.
