Strategy · Instituto Ouro Verde
Communication plan for Instituto Ouro Verde
Assessment and communication plan for Instituto Ouro Verde and its Solidarity Network for agroecology and the solidarity economy in northern Mato Grosso.
Photo: Sucena S. Resk / ICV
- Client
- Instituto Ouro Verde
- Year
- 2023
- Territory
- Northern Mato Grosso, from Apiacás to Peixoto de Azevedo
- Format
- Assessment and communication plan
The challenge
With 24 years of work in agroecology and family farming, Instituto Ouro Verde supports an ecosystem of independent initiatives, such as a community bank, a seed network and a food brand. Each has its own management and communication, which makes it hard to explain to the public how everything connects. On top of that, the institute's communication structure is lean, with a single press officer. The plan needed to organize processes for this reality and strengthen a positive narrative about living well, local leadership and collective building.
What we did
What we delivered
- Counter-brief
- Assessment with interviews and two online questionnaires
- Structural actions, such as a production routine and community communicators
- Key lines by audience segment
- Communication strategies and monitoring plan
We started from an assessment with interviews, online questionnaires with participants and consumers, a review of IOV's documents and products, and a comparison with similar initiatives.
Based on it, we proposed structural actions: a production routine that a small team can sustain, a clear way of naming and showing the ecosystem, with a shared color palette, a seal and the name "Rede Solidária Ouro Verde" (Ouro Verde Solidarity Network), training for community communicators, and guidance for websites and social media. The plan also includes key lines for each audience, detailed strategies and monitoring indicators.
