Public Administration Reform (PAR) Programme
End-to-end brand and communication strategy for Georgia’s Public Administration Reform, including brand book, communication framework, and implementation planning. Delivered government training, ensured donor visibility compliance, and strengthened institutional capacity for transparent, citizen-focused communication.
Funded by: UNDP
Contract Ref.: 2020-Contract_UNDP_Betterfly
Implemented by: UNDP Georgia
Duration: 2020
▪ Strengthen transparency and visibility of Georgia’s PAR programme
▪ Improve institutional communication and branding of reforms
▪ Build government capacity for citizen outreach
Objectives:
▪ Designed & delivered brand identity and visual assets
▪ Created strategic communication framework for PAR
▪ Conducted capacity-building workshops for government teams
▪ Ensured EU visibility standards across all outputs
▪ Mobilized 3 Key Experts and approx. 9 Non-Key Experts
Core Services:
▪ Brand Strategy and complete Brand Book
▪ Comprehensive Communication Strategy & Plan
▪ Resource Plan for communication implementation
▪ Two-day training for government stakeholders
Betterfly’s Contributions:
▪ Increased citizen awareness and legitimacy of PAR reforms
▪ Provided government with sustainable communication roadmap
▪ Enhanced institutional alignment with EU integration requirements
Results:
▪ Brand Strategy and complete Brand Book
▪ Comprehensive Communication Strategy & Plan
▪ Resource Plan for communication implementation
▪ Two-day training for government stakeholders
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