Ngo and brand management marketing positioning in social way

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I sincerely recommend you to read this publication which is essential guidebook for any NGO which would like to develop its brand management and project management thinking.
Publication “NGO and Brand Management Marketing positioning in Social Way” was created also to sum up and evaluate the Social Map project, which took place in July 2013 and which was organized by Wrocław Youth Club in cooperation with 13 other partners from Europe and Asia.
Hereby I would like to send special thanks to Georgie Gorgievowi , Fatlinda Kazazi, Anastasiya Hardziyenka, Minasyan Taguhi, Dragonici Dana Teodora, Baryla Yuliya Tinatin Gholadze who are the co-authors of this publication and to all the participants from project.
The project was financed by European Commission Funds from Youth in Action Program.

Zaprasza do zapoznania się z krótkim poradnikiem dla NGO odpowiadającym na pytania: Jak radzić sobie z zarządzaniem marką w działalności i projektach społecznych.
Publikacja “NGO and Brand Management Marketing positioning in Social Way” powstała również jako podsumowanie projektu : „Social Map of our local surrounding at the beginning, Europe at the End”, który odbył się w lipcu 2013 i został zorganizowany przez Stowarzyszenie Wrocław Youth Club.
Chciałbym przesłać specjalne podziękowania dla współtwórców tej Publikacji czyli Georgie Gorgievowi, Fatlinda Kazazi, Anastasiya Hardziyenka, Minasyan Taguhi, Dragonici Dana Teodora, Baryla Yuliya Tinatin Gholadze oraz wszystkim uczestnikom szkolenia Social Map.
Projekt został sfinansowany w ramach funduszy Komisji Europejskiej w ramach programu Młodzież Działaniu.

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Ngo and brand management marketing positioning in social way

  1. 1. NGO & Brand Management, Marketing positioning in Social Way Social Map Projekt został sfinansowany w ramach funduszy Komisji europejskiej w ramach programu Młodzież Działaniu.
  2. 2. I. NGO – what needs to be changed Non-profit organizations working with youth are vital to any society because in their foundation, they build its future – they develop and educate young people to be active and responsible in civic affairs. But, when we take a look at this kind of NGOs, based in Central and Eastern Europe, we can see that – with minor exceptions = they are a big step behind from other organizations in the third sector, regarding efficiency of their work and achieved results. There is probably more than one reason for this but we feel that one of the main problems is the absence of a marketing approach with regards to the organization‘s goals. Irrespective of the fact whether this is due to the lack of marketing knowledge, specialists or simply inability to recognize the need for it by the executives in the these NGOs. Marketing is an idea, which time for implementation had come years ago. It should be conceived as significant to their success by all non-profit organizations and they should realize that, at most fundamental level, practically for everything they do, especially with regards to their main goals, it’s very important to influence the behavior of others. In order to do that, NGOs should know their specific target groups (markets), clearly define their concurrent position and carefully project and coordinate marketing mix activities that answer the needs of the target group and in the same time underline the unique identity of the organization, compared with others. Those are the three elements of a basic marketing strategy and the definition of a basic marketing strategy should be the most important step in the process of strategic marketing planning – it contains the main effort that the organization wants to make for an extended period of time and therefore determines the activities of the organization. We can say that, currently, the vast majority of non-profit organizations working with youth ignore the importance of this step or completely skip it. There are almost no researches conducted with relation to the needs of the target groups that the organizations work with. The NGOs mostly count on the government officials and policy-makers to do those researches for them and express them inside the frames of the grant programs that they create to help the work of the NGOs with the young people. This has proven to be inefficient and results in very big amplitudes in the quality of the NGOs projects. There are, of course, some wonderfully done and efficient campaigns and projects, even without any marketing approach, but those are mostly, we might say, lucky coincidences. In most cases, the lack of proper segmentation of the market NGOs work with, the lack of research for its needs and wants, result in an inefficient or flat wrong communication messages that could hinder or fail even with the brightest idea standing behind them. From the other side, a proper segmentation of the group an organization works with, will allow the communication of proper messages that will not only increase the value and quality of the given campaign or project, but also lead to more sustainable results and will ease the organization‘s work in the same market segment in the future. Project Logical Framework workshops Nonprofit organizations need to focus on building their brands in order to market their vision, credibility, value and impact of their work. In marketing of their brand, they should also be accountable to their beneficiaries and other relevant stakeholders. In addition, they should develop a culture of transforming their monitoring and evaluating their data into case studies and other materials that could be of interest to the beneficiary market. These materials will also help them to build credibility for their causes. Lastly, they should develop interactive websites to enable their staff to interact with beneficiaries /potential beneficiaries, volunteers and other interested stakeholders. Projekt został sfinansowany w ramach funduszy Komisji europejskiej w ramach programu Młodzież Działaniu.
  3. 3. Despite the many proves of success, a lot of NGO managers still are not sure until what point should marketing approach be conducted outside of its traditional economics boundaries. Regarding this, we need to understand that the social marketing is above all just an application of the common marketing to certain kind of problems. What defines it, then? Well, the thing that is differentiating the social marketing from the other spheres of marketing is only the aims of the seller or its organization. The social marketing generally strives to influence on social behavior, not for profit to the seller, but to bring advantage for the target group and the society as a whole. That is why the programs of the social marketing are programs of the common marketing, conducted in order to shape or change the behavior models in favor of the individual or the society. This also gives us a hint about the products that majority of the NGOs market – we are much more likely to see marketed ideas, education items, events, information or services, rather than goods, places or persons. It is very important for every organization to adopt the idea of marketing thinking, oriented towards the consumer (the society). This correlates directly with the achieved results and will improve quality of the projects. Once the management of an organization is convinced that they understand and introduce the marketing thinking, oriented towards the consumer, their next step is to develop a systematic process for performing proper marketing, its strategic planning, its concepts and processes for execution of basic activities, how to manage those processes. The process of strategic marketing planning includes three main phases – analyzing, definition of action strategy, and execution. Any organization should first analyze itself and the external environment. The analysis of the organization should include its mission, aims and goals, the culture of the organization and its strengths and weaknesses. The analysis of the external environment should focus on the groups that the organization will serve, the competition and the macro-environment (social, political, technical and economical). Based on those analyses, the organization should create a plan of marketing actions and execution. The marketing mission, goals and tasks should be determined, as well as the basic marketing strategy with it‘s three elements (target market, concurrent position, marketing mix) that we already discussed. The execution of this basic strategy includes projection of the organization and the systems, definition of specific tactics and definition of standards of execution. After this, the actions are taken and constantly evaluated. According to the evaluation, the basic strategy or the specific execution tactics might be changed. This approach is known as “strategic marketing planning process” (SMPP) and it is recommended by some of the most distinguished names in marketing, such as Philip Kotler. Another project management tool, which can help you organize your marketing strategy and also your activities plan, is the Logical Framework Approach. The Logical Framework takes the form of a four x four project table. The core of the Logical Framework is the „temporal logic model” that runs through the matrix. This takes the form of a series of connected propositions(1). 1 – Strategic Marketing for NonProfit Organizations; Kotler, Philip; Andreasen, Alan R. fifth edition; Marketing Management: Kotler, KELLER, 14th edition. Projekt został sfinansowany w ramach funduszy Komisji europejskiej w ramach programu Młodzież Działaniu.
  4. 4. II. Social Map as an NGO project In marketing, a social map is a visualized analysis of a digital identity of a person, brand, company or market. A social map shows exactly where a digital identity is created, formed or discussed and sets each element in context and proportions. With regards of non-profit organization work, the marketing social mapping is an innovative approach, a great idea that surely will take its place as a standard working procedure in order to assure quality and sustainable results of projects. The Social Map is closely related to the analysis of the external environment that the strategic marketing planning includes and that we have mentioned above. The marketer acts in a continuously changing external environment. This external environment tells him what is wanted and what is permissible. The external market shows the marketer what is possible. The external environment has three main components: »» Public environment, which includes groups and organizations that are interested in the activities of a certain NGO. The public environment consists of the local communities, the activists’ communities, the common public, the media public and the regulatory agencies, that can affect the wellbeing of the organization. »» Competitive environment, which includes groups or organizations, competing for the attention and loyalty of the audiences of a certain organization. The competitive environment consists of competitors in the satisfaction of different consumers’ needs and wants, similar competitors, which offer different ways for accomplishment of a certain want or need of the consumer, competitors in the form of service and organization competitors, offering the same form of service. »» Macro-environment, which consists of fundamental powers of large scope, that shape the opportunities and create the threats for the organization. The basic macro-environment powers that need to be observed are the demographic, economic, technological, political and social. This powers are practically the factors in the situation of an organization, that are outside control and to which the organization should adapt. The Social Map also provides information for the audiences that a non-profit organization should market. The audience is differentiating a group of people, organizations or both, whose current or potential needs or wants should be served. We can divide them into: investing audiences (boosters, donors and beneficiaries), internal audiences (personnel, volunteers), audience of the intermediaries (merchants, agents, cooperating organizations, companies for marketing services) and audience of the consumers (consumers, local communities, activists, society, media). The main competitive advantage of the Social Map is that it is a visible and easy to understand tool that in the same time is polyvalent and shows all the possible stakeholders that determine the success of certain campaign or project(1). 1 – Strategic Marketing for NonProfit Organizations; Kotler, Philip; Andreasen, Alan R. fifth edition; Marketing Management: Kotler, KELLER, 14th edition. Projekt został sfinansowany w ramach funduszy Komisji europejskiej w ramach programu Młodzież Działaniu.
  5. 5. III. Competitive researches based on insights and segmentation In 2013,a very important idea to optimize the decision process in each NGO, is constant following of the newest realities that the technology era brings to the world. The right decisions must be the result of answering to these questions: What project should we do? What should be the main purpose of our project? Who will the project contribute to? How to measure whether the project is successful or not? What are the key steps to be carried out in order to reach the expected results(1)? Step I – First researches It is better to find answers to these questions before you decide to run your project. To avoid fruitless job, it should be the main goal of all aim oriented NGO’s. Making the right decisions in planning period is the key to success. Below, there are some of the most relevant trends in 2013 that are crucial to follow in order to make optimal decisions with your NGO: »» Network information technology – to follow the network information technology nowadays means to follow the information itself. The Internet is full of information but the clue is to have the one you need in the shortest possible period of time. »» Globalization – the process of interchange the ideas, countries and cultures affects almost every part of our lives. The rapid running of Globalization is the massive usage of the Internet. It is much easier to connect and reflect to other people that previously we had no contact with. »» Target group information and participation. Running a local and international project you can get the feedback straight from your target group much easier. Many portals, blogs, social networks can be a great source to study about your target while planning your activities. »» Resistance groups – be aware that the new era brings a lot of possibilities but also a lot of threats. Be careful while choosing the right words and placing them in the Internet because they can be misunderstood and turned against you any time »» Skilful use of the Internet – NGO’s can improve efficiency of theirs work by simply upgrading their finding information speed, choosing the right key words or browsing the Social Media content. 1 – Strategic Marketing for NonProfit Organizations; Kotler, Philip; Andreasen, Alan R. fifth edition; Marketing Management: Kotler, KELLER, 14th edition. Projekt został sfinansowany w ramach funduszy Komisji europejskiej w ramach programu Młodzież Działaniu.
  6. 6. Step II – Project Idea When you already know what scheme and what kind of activity you would like to do, the next step is to prepare an executive summary. Then you need to look around your NGO members and collect such information as: »» What is the main concept of the project? »» What is your NGO’s current situation? »» What are the remarks and your NGO members’ experience? The answers for these questions reflect the impact of your NGO in the project. Because the main purpose of each project is to realize a certain aim by maximal usage of your key competence. In this stage it is important to have just a general concept of your project. Don’t worry that many questions are still unanswered at this level of your project. Step III – Deeper situation analysis Basing the knowledge only on some short remarks from the Internet might mislead you and result in the wrong conclusions. That is why it is important to have a bigger information package to make sure that your decisions will be the right ones. Hiring the professional researches for optimising the NGO decisions is very expensive but sometimes you may ask for some kind of cooperation between your NGO and research agency that might reduce the cost of running the researches to minimum. Please remember that: On the other hand, you can always base on the survey published in the Internet by the European Commission, different National Governments, local municipalities or have an access to a wider Big Data researchers databases like the Target Index Group Researches (TGI) run globally by Millward Brown Company (www. millwardbrown.com) or researches run by The Nielsen Company (www.nielsen. com). The third way that becomes more and more effective is Social Media Monitoring like Social Bakers (www.socialbakers.com). All the information from the social network are being scanned to collect the information that will help you to find the insights, set up Social Map and prepare your strategy. »» NGO can use the Internet as a powerful information and promotion channel »» with the Internet NGO can facilitate and speed external communication among target group »» NGO can reach its target group on the move with mobile marketing 1 – Strategic Marketing for NonProfit Organizations; Kotler, Philip; Andreasen, Alan R. fifth edition; Marketing Management: Kotler, KELLER, 14th edition. »» NGO can tap into social media to amplify their message Projekt został sfinansowany w ramach funduszy Komisji europejskiej w ramach programu Młodzież Działaniu.
  7. 7. IV. Insight into work of NGO To put more quality into a NGO project management work we need to introduce some new definitions, such as: insight, marketing intelligence and social positioning. Insight is the understanding of a specific cause and effect in a specific context. Insight has also several different meanings. The are: »» a piece of information »» the act or result of understanding the “inner nature” of things/ideas »» the matter of using intuition to build rules about human behaviour »» an introspection »» the power of acute observation and perception called intellection »» an understanding of cause and effect based on identification of relationships and behaviours within a model or context While working on projects, NGO should use marketing or social insight. Discovering a fact about a target group that has not been previously made use of, but when leveraged, will generate increased results (like following NGO project idea or just supporting your NGO) – is called searching for an insight. Alternatively, marketing and social insight can be defined as the attempt to discover a truth about your target groups, their aspirations and motivations that can be used to generate results. »» The market insights delivered by research companies, regardless of methodology, should be credible, actionable and practical suggestions that will make a real difference to the client Positioning is theperception that happens in the minds of the target group. It could be the aggregate perception the target group has of a particular Idea, organization or project in relation to their perceptions of the other ideas, organization and projects in the same category. NGO can positively influence the perception through rightly chosen strategic actions. The right positioning is based on insights. Positioning makes your NGO project move closer to reach your aim, which could be for example changing the perception of immigrants in your country or fight against discrimination. Please, look at the video from workshops about discrimination from 3.1 Training Course – Social Map of our local surroundings at the beginning and Europe at the end, which was held on 13-21.07.2013, in Szklarska Poręba, Poland. More about the project you could learn in the part V of this publication. – VIDEO Marketing and NGO Marketing intelligence is a set of procedures and sources that NGO might use to obtain everyday information about developments in the marketing environment. Market intelligence system could be based on the information from such a sources like: »» Target group review forums »» Subject feedback sites »» Combo sites offering target group reviews and expert opinions »» Any other project subject oriented Public blogs(1) 1 – Strategic Marketing for NonProfit Organizations; Kotler, Philip; Andreasen, Alan R. fifth edition; Marketing Management: Kotler, KELLER, 14th edition. Projekt został sfinansowany w ramach funduszy Komisji europejskiej w ramach programu Młodzież Działaniu.
  8. 8. V. Constructing a Social Map based on Insights When you have already collected all the needed data (it was explained how to do it in previous chapters), it is the right time to find the insights and make segmentation, using the marketing intelligence system. Before making the segmentationm make sure that all the data that you have gathered consist of this factors (if not, it is recommended to enrich your current data with these factors): »» Views of ourselves »» Views of others »» Views of your organizations »» Views of nature »» Views of society »» Views of the Universe These are the most popular elements to determine the segments and go to insight strategy determinates. To reach the final result, you will now need to look for the common groups of people in your research. You can do this by using some statistical programmes or you can do this by yourself basing on a carefully chosen or build marketing intelligence system. Social Map™ – is a map that shows the full scope of your society towards a given subject. Research companies use an existing marketing intelligence programs to figure the segments out. You can build a segmentation of your idea, project or organizations in three ways: 1. Two dimension Map – Social Map 2D – choose two most important factors that influence on your idea/determine the value of your project or organization. This is the easiest way. Based on this model, you build two dimension diagram. Next step is to place some different target groups (segments) on it using the values of each factor within each group/segment. Secondly, please put your Idea or project (depending on what you plan to work on) on this graph. When we have the graph with all the groups/segments and your place, we call it a Social Map. Now, when you want to share your idea/project with some target group, you will need to simply make some action to get to the particular target group. Moving closer to each target group means positioning of you project or Idea, and making a move of the particular group to come closer to your project or idea is called influencing the segment. Both strategies are right but easier to move is your project rather then the whole segment. Social Map simulation game factor 1 SEGMENT 2 SEGMENT 1 in fluening target group factor 2 SEGMENT 3 Projekt został sfinansowany w ramach funduszy Komisji europejskiej w ramach programu Młodzież Działaniu.
  9. 9. Global trends influence Be aware of the global trends. The perception of people thorough the time changes based on different factors. So, remember that all the segments might be running away when you are moving into another place. Global trends are for example: some new national political course, the result of some new discoveries or just any other global factor that are changing our thinking and attitudes to different subjects. Be aware that sometimes to stay in one place on Social Map means to do appropriate activates that will reduce the influence of global trends. factor 1 SEGMENT 2 activites to be taken to keep the same position SEGMENT 1 project global trends factor 2 SEGMENT 3 1. Three dimension map – 3D – the process of building such a map is the same as the 2-dimension map. The only difference is that all the vectors and points have not two but three dimensions. So making every action you need to deal into three vectors. 3D maps should be used only when there are three similar, most important factors. When you have only one leading factor, it is recommended to choose the second factor and build 2D map instead of 3D. factor 1 factor 3 3D vector (3 Factors) factor 2 Please, remember that each movement on the Social map is built out of 2 thoughts: »» RANGE – it means how far can you move, how many people will know about your actions »» CREATIVE STRATEGY – which direction you want to go. 2. Multi dimension segmentation – when you are willing to observe more then 3 factors you are preparing a multidimension segmentation. Then the segments you can not compare on Social Map (2D or 3D). All the data you have is the quantities of a quantity of each segment. This segmentation it is worth doing when you are planing to aim at only one target group. When you collect advanced knowledge about your target group, it gives you critical instructions which activities to do and how should they look like. Once you have already built your Social Map, the next stage is to go to the target group strategy. Projekt został sfinansowany w ramach funduszy Komisji europejskiej w ramach programu Młodzież Działaniu.
  10. 10. With this strategy, you should list such a thinks like: »» Mission – why you want to do what you plan to do »» Behavioural Objectives – which effect in which target group would you like to reach »» Target group – which will be your target group »» Positioning – where do you plan to passion your project or idea – it is strictly connected to which your target group you want to focus on »» Strategies – then you have to prepare a strategy what tool, and what kind of activates you would like to do to achieve your aim. »» Action Program – you have to make a schedule of your activities, follow the logical framework process of contracting each part of your program. »» End Research – check if you achieved the aim of your action. Then refresh your Map, find out where you are and where are the target groups. Please, remember that each movement on the Social map is built out of 2 thoughts: »» Range – it means how far can you move, how many people will know about your actions »» Creative strategy – which direction you want to go. factor 1 SEGMENT 2 factor 3 SEGMENT 1 project factor 2 SEGMENT 3 Positioning is an art of defining your creative strategy and fighting for big enough audience(1). 1 – Strategic Marketing for NonProfit Organizations; Kotler, Philip; Andreasen, Alan R. fifth edition; Marketing Management: Kotler, KELLER, 14th edition. Projekt został sfinansowany w ramach funduszy Komisji europejskiej w ramach programu Młodzież Działaniu.
  11. 11. VI. About Social Map project – G Social Map™ of our local surroundings at the beginning andEurope at the end, was a project based on the training course about preparing the Social Map™ of local surroundings in order to achieve Social Aims of an NGO in an efficient way. Observing the Social interaction within the society is the main aspect of the Youth in Action Program. During the training course, each participant from 13 different countries had the chance to gain the knowledge how to create such a map. Learning process was based on the knowledge coming from: »» Marketing in general »» Public Relations »» Business Management ORGANISATION COUNTRY Wrocław Youth Club Wrocław, Poland Youth Association Balgarche Sofia, Bulgaria „Support for Youth Development” Association Cluj-Napoca, Romania YUVA Humanitarian Center Baku, Azerbaijan Scambieuropei Montegranaro, Italy League of Youth Voluntary Service Minsk, Belarus Maldi za Marof Novia Marof, Croatia Armenian Progressive Youth Yerevan, Armenia Eurostart Kyiv, Ukraine Professional Alternative Group Tirania, Albania Artilt-D Daugavpils, Latvia Civil Society Organization „Youth Can” Skopje, Macedonia Innovation and Entrepreneurship Development Centre Tbilisi, Georgia Micro-Foni During the meeting, each participant gets the knowledge of how to observe the local surroundings, how to take result-oriented actions and how to reach the European dimension within the action in the Youth in Action Program. Tbilisi, Georgia Experience in the Social Brand Managment is also a great possibility for a participant of the Social Map project to find ajob in Marketing/PR departments easier in the future. Also, one of the main aims of the training course was to promote entrepreneurship and self-development of a participant in the NGO, as working in the NGO may be a great introduction before the future professional career. Different type of discriminations - Social Map project Communication workshops Latvia Poland Belarus Ukraine Italy Croatia Romania Bulgaria Macedonia Albania Georgia Armenia Azerbaijan Projekt został sfinansowany w ramach funduszy Komisji europejskiej w ramach programu Młodzież Działaniu.
  12. 12. VII. Personal Impressions It started for me as the possibility to visit a new country and meet new culture and people – but it ended up to be much more than that Expectation and Inputs I did have the possibility to visit a new country – Poland,and especially a great city that I liked very much for it’s architecture with beautiful buildings and churches that was Wroclaw, and it’s lovely surroundings – Szklarska Poręba – with the most beautiful mountain and waterfall and definitely delicious food. I also had the chance to meet new people from 12 different countries but this project made it possible for me not just meet them but to get to know themand spend enough time with them, work with them in order to appreciate their capacities and their skills. I have to say that they are all great people working and volunteering in the youth field, trying everyday to improve themselves in order to improve their work in their NGOs. What is also important, this project really helped us break some stereotypes that we had created about each other or each other’s countries and get to know the reality as it is. Last but not least, I learned every day during that one week, about marketing and its importance, in a very interactive and creative way, through a process made with presentations ,working groups, interesting exercises, sharing knowledge and experience. Personally to me, this whole process of non-formal learning was a ttal novelty, but I found it very effective, giving me and others, too, the possibility to learn and practice at the same time. All of this was possible thanks to the most wonderful team-leaders , Marek and Georgi, who were had built this structure in the best possible way. Fatlinda Kazazi Projekt został sfinansowany w ramach funduszy Komisji europejskiej w ramach programu Młodzież Działaniu.
  13. 13. Speaking from the marketing point of view, I have to say that this project really managed to meet the expectations and needs of its participants, giving a big importance to the whole experience. There is always a way to make something differently or even better, but it already was the best for me. So I just want to say – Thank you Marek and Georgiand thank you all my friends participants , thank you Poland for hosting our „Social Map”. Fatlinda Kazazi Professional Alternative Group Albania “I love Mother Nature”, the boys shouted being beaten by the witches. This training cannot be forgotten. I remember all of our funny evenings at the bar and our way back to the hotel, our international cocktails and the taste of different national drinks. Talks, games, Polish cuisine – were all amazing. I remember the Italian girls playing football on the same level as boys and my mistake in the game when I didn’t catch the idea and decided to joke at Helena and Lubomir. Of course, the training had a practical value. I gained some new and useful knowledge, for example how to conduct a press-conference and how to write a press-release. Anastasiya Hardziyenka When I came back to Belarus, my friends said that I changed a bit. Maybe it’s an international influence, who knows?” League of Youth Voluntary Service Republic of Belarus Feedback from participants Projekt został sfinansowany w ramach funduszy Komisji europejskiej w ramach programu Młodzież Działaniu.
  14. 14. My impressions on “Social Map™ of our local surroundings at the beginning – Europe at the end” was my first YiA training program, and a very special one, in this terms. I guess, it was generally around my 7th or 8th training program, but I can surely state that it was in the top best training programs I have attended by its content, training methods and general organization matters. The sessions in NGO marketing, public relations, NGO branding, and the challenging game of social mapping introduced me to new possibilities in social NGO mapping. “Social map of our local surroundings” program was the program that gave me the opportunity to meet, moreover*, make friends and create network with people that were the first representatives from a certain country for me. This program definitely enhanced my intercultural communication skills, too. In short, the project was a very well-planned and, as a result, a productive training for me, as a participant. Minasyan Taguhi Project Assistant in European Friends of Armenia, EuFoA Armenian Progressive Youth Armenia Dragonici Dana Teodora Support for Youth Development Romania My name is Dragonici Dana Teodora and I had the pleasure and the opportunity to work with two great leaders: Marek Koziol and Georgi Georgiev on our international project in Poland: Social map at the beginning, Europe at the end. The greatest challenge that we had to face from the beginning, was dealing with new people and trying to know each other as soon as possible and to form a good team. At the beginning, it was a little difficult, but we had never thought that things will change so fast and in such a wonderful manner, so that we became more than a team, we felt just like a big family. I think, one of the most important things in our team-building was the ability of our leaders to make us feel comfortable, maintaining an opened-minded attitude, so that we had to say at the end of the day what we liked and if there is something we didn’t like, suggestions, recommendations, fears and expectations. Step by step, we faced new situations, we had to make a logical framework and to apply it to our group, which was very useful in gaining a strategic and organized thinking even if we talk about a business, work or our NGO. We also had some professional explanations on the marketing tools from Marek Kozioł and the most challenging part instead of our case studies and workshops, was the social map game, where we had to take decisions for our products while calculating prices, advertising and number of features, and at the same time thinking about what our competitors will chose. On the other hand, we found more about NGO working from Georgi Georgiev and practical issues, EVS and other opportunities to get implied and build a better future, and not in the end, we just found out from his personal example how to maintain a positive attitude in every situation. I feel very glad, honoured and thankful that I had the opportunity to work with great people and also to improve my personal development. I’m looking forward to gain new experience and hopefully, to find future projects together. Projekt został sfinansowany w ramach funduszy Komisji europejskiej w ramach programu Młodzież Działaniu.
  15. 15. My friend Nastya and I have a different specialization in Belarus. Nastya is studying marketing, and I am studying at the faculty of journalism and PR. During the training we had a very solid course with almost all information we should know for the beginning of our own project. As all the participants had knowledge only in some fields, the training helped to close some gaps in others. That’s why it was so useful. Baryla Yuliya League of Youth Voluntary Service Republic of Belarus Social Map of Local Surroundings at the beginning, Europe in the End. I’m Tinatin from Georgia, Head of the NGO ‘’Innovation and Entrepreneurship Development Centre’’. We are working to develop start-up ecosystem in our country, creating business model competitions, incubation projects, networking events for successful and start-up entrepreneurs. Centre is the local Host of international project ‘’Global Entrepreneurship Week’’, which is the largest project in the world supporting start-ups. We are start-ups, too, and herewith we have a great responsibility, running and coordinating the brand project, so it’s essential thing for us to improve our skills in marketing, PR, communication and branding. We were in this challenges , when I found the information about training ‘’Social Map of Local Surroundings at the beginning, Europe in the End’’, organized by Wroclaw Youth Club, fortunately our organization became the partner of the project and we had an opportunity to attend the training in Poland. Tinatin Gholadze Head of Innovation and Entrepreneurship Development Centre Georgia Future plans I want to thank the organizers for this great opportunity, this was a thing I needed exactly at that moment, before starting our business model competition, in partnership with Denmark Ministry of Business and Growth. We were having not only theoretical lectures in project management, marketing, PR, branding, media communications, but also practical issues, that were really helpful and memorable. I remember very well practical game about organizing press conferences, because I had a real press conference after returning to my country. Now we are preparing for the project ‘’Global Entrepreneurship Week’’ and the skills and knowledge I got in Poland is very helpful for me. I can emphasize skills in media communication, branding, social media and project management, that is really important for us. Finally, I can summarise that the training was very practical and very helpful for my future projects and centre development and also great opportunity for networking with European youth working in the same field. Projekt został sfinansowany w ramach funduszy Komisji europejskiej w ramach programu Młodzież Działaniu.
  16. 16. About authors Marek Kozioł Georgi Georgiev Professional Marketing Business Development Manager Non-formal education trainer Regular contracted by the biggest distribution company in CEE (central Eastern Europe Region). Cooperation with the world’s biggest companies like: Intel, Microsoft, Samsung, LG, HTC, Asus and IBM. Heavy experience in trainings: from 2009-2012 a head of Poland wide training project team of 8 trainers (1 000 big trainings facilitated yearly). Over 14 years of experience in non-formal education and NGO sector. Trainer, facilitator and coordinator of over 20 different European level. Currently – the president and founder of Wrocław Youth Club. Non-formal education trainer with over 10 years of experience in NGO sector. Former director in a big SEE(South-Eastern Europe) marketing company. Currently - member of the board of directors of „Youth association Balgarche” Contact: marekjerzykoziol@gmail.com Wrocław Yout Club Association ul. Pretficza 53/19 53-407 Wrocław Poland facebook.com/WroclawYC This project has been funded with support from the European Commission. This publication reflects the views only of the author, and the Commission cannot be held responsible for any use which may be made of the information contained therein. Projekt został sfinansowany w ramach funduszy Komisji europejskiej w ramach programu Młodzież Działaniu.

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