Support Social Marketing Plan Development for Organic Agriculture

Activity/project background


The Jamaica Organic Agriculture Movement (JOAM) is a non-governmental organization with a volunteer board of directors and membership that seeks to promote the production, distribution, and consumption of all types of organic agricultural products. This being the 21st anniversary of JOAM, the organization would like to enhance its social media presence and visibility through animation, short videos, and infomercials using various social media platforms. The organization would like to share messaging about growing tips, climate change mitigation, and the importance and tremendous benefits of organic agriculture for both health and the environment. Sustainable agriculture is needed now more than ever. The over dependence on external agricultural input has proven to be difficult, especially as demonstrated through the logistical challenges of the COVID-19 pandemic. JOAM would like to have a greater impact and reach in Jamaica to demystify the misconceptions about organic agriculture and what it entails. The objective of the social media campaign is to create awareness, improve the use of organic farming techniques and increase membership of JOAM. The campaign will target the public, backyard gardeners, hobbyists, farmers, and people who have an interest in healthy eating and lifestyles.

In support of JOAM, the Virtual Service Pilot Participant (VSPP) will be assisting JOAM in assessing the organization’s social media presence and brand assets and will collaborate with counterparts to develop a social media marketing campaign to increase the visibility of JOAM among its constituents. The VSPP is requested because JOAM, a non-profit organization, is significantly under-resourced and needs support to advance its mission of improving organic farming and climate -smart agricultural practices among Jamaicans.

JOAM has previously worked with a Peace Corps Volunteer. They understand that the role of a VSPP is very different than a two-year Volunteer.

Virtual service engagement and tasks

The VSPP will engage in the following tasks, in collaboration with their Host Country Partners:

• Co-develop a social media marketing plan
• Co-create a series of audio-visual content (short videos) for multiple social media platforms (Facebook, Instagram, YouTube, TikTok, Twitter) over the six months of engagement with at least 2 postings weekly
• Co-create simple animation and slides to highlight tips on organic farming over the six months of engagement posted every 2 weeks
• Co-design pictorials depicting organic farming techniques and climate change over the six months of engagement with at least 3 postings weekly
• Co-develop short stories to post on the health and environmental benefit, importance, and impact of organic agriculture over the six months of engagement with at least 2 postings monthly
• Mentor and train a JOAM staff member in social media content creation and management

This engagement is expected to be 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, 8:00 a.m.- 5:00 p.m. Jamaica time. Specific times will be determined during orientation.

The Host Country Counterpart will have access to Zoom, Microsoft Teams, and WhatsApp for regular communication and collaboration.

Per the Child Protection Code of Conduct, when engaging online with minors (0-18), 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 communications, journalism, marketing or related field

Experience: Experience with social media campaigns and/or social media content creation

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: Master’s degree in communications, journalism, marketing, fine arts or related field

Technical Skills:
• Familiarity with virtual engagement and communication
• Familiarity with Canva, Adobe Creative Suite, Sprout Social, ClickUp, Hootsuite
• Experience with videography and video editing skills
• Experience with animation
• Knowledge of organic farming principles

Language: Basic Patwa

• 3 years of related marketing/social media experience
• Experience in analyzing data trends and demographics
• Experience with script writing and editing
• Experience with – including but not limited to – Facebook, LinkedIn, Instagram, TikTok, Twitter, YouTube, Pinterest, and blogging

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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