AFC as National Level Project Management Agency (PMA) for Publicity and Awareness Building Plan (PABA) for Venture Capital Assistance Scheme (VCAS) of SFAC
Small Farmers’ Agribusiness Consortium, Ministry of Agriculture, GOI is implementing the Central Sector Venture Capital Assistance Scheme (VCAS) and has empanelled AFC India Limited (AFC) as national level Project Management Agency (PMA) to provide a package of services detailed below for supporting advertising, public relations and awareness building inputs for the effective implementation of VCAS. The target is to cover 200 districts of the country in the initial two years. These districts are spread over all over India. Package of the Project Management Agency is given below:
Advertisement Package – 1
It involve designing, planning, conceptualizing and creating Advertisement campaign at national, regional and district levels targeting different stakeholders. Also the media planning segment has buying as per the priorities of SFAC, release of advertisement and impact assessment of the advertisements released.
Public Relations Package - 2
It includes designing Public Relations communication strategy, identification and connect of all journalists covering agriculture and banking at national and regional level. Content are developed for press releases, contributory articles, Q/A and answering all media queries. Media messages are drafted and content customization for various services offered by SFAC and VCAS. Media Relation services at National and Regional levels through media sensitization and rapport building, relationship building meetings with key journalists at national level, creating a ‘Friends of SFAC’ group within the media, leveraging advertising spend to influence editorial coverage and crisis management as and when required. Media also has a quarterly newsletter with successful case studies and beneficiaries of VCAS in various states.
Awareness Building Package – 3
Awareness camps are single day district level events targeting local government officials, potential entrepreneurs, bankers, trade bodies, technical institutions and local media. State level events will be organized subsequently. In the first phase selected districts in states including Rajasthan, Madhya Pradesh and Chattisgarh are covered. Subsequently, Uttar Pradesh, Bihar, Jharkhand, Orissa and West Bengal will be taken up. In the next phase hill States such as Himachal Pradesh, Jammu and Kashmir and North East region states will be undertaken.
Awareness Camps in Rajasthan