Co-develop a Social Media Strategy for a Natural Protected Area


Open to all RPCVs

Activity/project background

Calipuy National Sanctuary (CNS) has a social media and communications strategy that has been in place since 2015, which has guided the organization in generating awareness and support for the CNS. Now, the organization is looking to incorporate new methods and virtual communication tools to increase their reach and target new audiences to promote CNS.

CNS’s social media and outreach initiatives are overseen by the Specialist for the Calipuy National Sanctuary. By identifying new outreach platforms and developing a social media strategy, CNS’s staff will grow their online presence and raise awareness about the importance and conservation of the sanctuary as an ANP. CNS is seeking the support of a Virtual Service Pilot Participant (VSPP) strengthen their social media and content development skills and create a long-term social media strategy. CNS has previously worked with Peace Corps and they understand that the nature of the work between a Peace Corps Volunteer (PCV) and VSPP is different. Developing a strategy for the promotion of the CNS’s landscapes, flora, fauna and other environmental benefits will allow the CNS staff to efficiently manage the CNS’s social networks, seeking a positive impact on the main target population of elementary, high school and college students through publications that raise awareness about the importance of the existence and conservation of the CNS.

Virtual service engagement and tasks

The VSPP, in collaboration with their Host Country Partners, will engage in the following tasks,:
• Identify social media platforms and supportive technologies (ex: photo and video editing tools) to grow CNS’s social media presence and reach target audience(s)
• Co-develop an automatic response program for the management of social networks
• Co-design visually rich, engaging, platform-specific content to engage target audience(s)
• Train CNS staff in the use of software and/or online tools to create and edit social media content
• Create instructional videos on how to develop virtual teaching material for the CNS staff (6 people). Those videos will be used by the CNS after the VSPP ends their service.
• Create, implement, and manage a social media strategy and/or content calendar, including coordination of all staff contributions to the shared social media content calendar.

This engagement is expected to last approximately 27 weeks. VSPPs are expected to engage on the tasks listed above for an estimated 5-15 hours per week.

Meetings between VSPPs and Host Country Counterparts will take place during normal office hours, Monday to Friday from 8am to 5pm, and Saturday from 9am to 1pm, Peru time. Specific times will be determined during orientation.

The Host Country Counterpart and the VSPP will have access to a computer, internet, email, video call platforms such as Zoom or Google Meet, and a cell phone with WhatsApp for regular communication and collaboration.

Per the Child Protection Code of Conduct, when engaging online with minors (0-18), at least two adults must be present.

Optional additional activities

The Peace Corps mission is to promote world peace and friendship by fulfilling three goals:

  1. To help the people of interested countries in meeting their need for trained men and women.
  2. To help promote a better understanding of Americans on the part of the peoples served.
  3. To help promote a better understanding of other peoples on the part of Americans.

Goal 1 will be achieved through the VSPP's engagement and completion of the above tasks. The counterpart and VSPP may also choose to identify an activity that aligns with Goal 2. Additionally, the VSPP may identify a Goal 3 activity to implement during their engagement. See recommendations and tools for Goal 3 activities.

Essential qualifications

Education: Bachelor's degree in any field

Technical Skills:
• Strong writing and content creation skills
• Working knowledge of audiovisual equipment typically used for social media content creation (ex: recording devices, cameras, mobile devices, computers and computer software)
• Working knowledge of computer software and/or online tools for audiovisual editing

Language: Advanced Spanish

Experience: 2 years’ experience managing social media activities for an organization

Intercultural skills and motivation: Flexible, strong cross-cultural agility, high tolerance for ambiguity, able to work independently, resourceful, creative, and genuinely motivated and capable to serve virtually.

Desired qualifications

Education: Bachelor's Degree in communication or an editorial field, marketing, business, or related field and/or certification(s) in social networks and/or social media

Technical Skills:
• Familiarity with virtual engagement and communication
• Knowledge of social analytics tools (e.g. FB Insights; YouTube, Twitter, TikTok Analytics; Sprout)
• Graphic design

Experience: Experience working in the environmental sector

Partner background

Name: ‘Calipuy National Sanctuary’, a Natural Protected Area (ANP) of the National Service of Natural Areas Protected by the Government (SERNANP), attached to the Environment Ministry (MINAM)

Type of entity: Government

Mission and goals:

The Calipuy National Sanctuary is a Natural Protected Area that covers 4,500 hectares located in the District of Santiago de Chuco, Province of Santiago de Chuco, in La Libertad Region, Peru.

Its main objectives are:
- To conserve the densest stands of Puya Raimondi bromeliad species in Peru
- To maintain and manage the functional conditions of the watershed of the Huamanzaña River
- To promote the benefit of local populations through the development of sustainable economic activities within the Natural Protected Area and the buffer zone of the Calipuy National Sanctuary.

Terms and conditions of engagement

VSPPs will be engaging with the host country partner, in coordination with Peace Corps post staff, remotely from the US. They should have access to a computer, internet, and telephone in order to enable direct engagement with the Peace Corps overseas office and the Host Country Counterpart assigned by the host country partner.

Orientation with the host country partner will be provided, within the designated virtual service hours, during the first week of virtual service via an online presentation and discussion. The host country partner will provide an overview of its organization, the local context, and how they envision collaborating with the VSPP.

The VSPP will have regular check-ins with their counterpart and bi-weekly check-ins with Peace Corps staff. Spending unstructured time with counterparts can be critical to relationship-building and is encouraged through activities such as coffee chats and informal calls within the weekly 5-15 hours.

Engagement-specific safety and security

The VSPP will receive an orientation on Peace Corps’ Child Protection Policy and how it relates to online engagement along with IT security best practices. The VSPP will be expected to follow safety and security guidelines for online engagement to ensure their safety and that of the Host Country Partner and their counterpart, and any beneficiaries of the engagement.

Supervision requirements

The VSPP will report to a designated Peace Corps staff member. The VSPP will be expected to abide by the Virtual Service Pilot Participant and Donation Agreement and Participant Principles of Engagement. The VSPP will also be expected to check in with the designated host country counterpart as assigned by the host county partner.

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