Support to Enhance Organization’s Online Presence and Marketing
Activity/project background
Partner: Mtskheta-Mtianeti Regional Hub (MMRH) (Local NGO)
The Mtskheta-Mtianeti Regional Hub (MMRH) is dedicated to addressing social, economic, and educational challenges faced by women, youth, and Internally Displaced People (IDP) in Mtskheta-Mtianeti, Georgia. Using a participatory approach to meet community needs, MMRH has established the "Georgian Enamel Enterprise Studio Ikorta," a social enterprise employing and empowering women from the Tserovani IDP community. Additionally, the organization runs a US Embassy-funded Bookmobile, a mobile library serving three IDP settlements, fostering English language proficiency and a deeper understanding of American history and culture.
While the social enterprise has made successful steps in local marketing, expanding internationally, particularly on platforms like etsy.com, has posed challenges due to staff’s limited experience and knowledge in online marketing. Collaboration with the Virtual Service Pilot Participant (VSPP) will support MMRH's and Social Enterprise Ikorta's efforts in enhancing their digital footprint, including internationally focused e-marketing, managing an online shop, and online communication capacities.
Mtskheta-Mtianeti Regional Hub and Ikorta social enterprise have previously worked with a Peace Corps Volunteer and a VSPP. 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:
• Collaborate with the Director and Social Media Manager to complete a brand assessment of Social Enterprise Ikorta and make recommendations to improve the capacity of social media, communications, and digital marketing to attract international customers
• Participate and provide support in enhancing the dual-language website for Social Enterprise Ikorta, collaboratively ensuring both English and Georgian languages are well-represented, the website has an attractive visual layout, and potential customers are seamlessly directed to the e-commerce site
• Co-assess the needs of the Social Enterprise Ikorta in managing the etsy.com shop and make recommendations for potential improvements to enhance the shop's performance
• Brainstorm and collaboratively generate ideas for online promotional activities for promoting products on etsy.com
• If there is sufficient time and capacity, the VSPP may also collaborate with the organization's Bookmobile initiative to plan and deliver four presentations centered around American culture, history, holidays, or digital technologies and innovations
This engagement is expected to be approximately 12 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, Georgia time. Specific times will be determined during orientation.
The Host Country Counterpart will have access to Zoom, WhatsApp, Facebook Messenger, and Email 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:
- To help the people of interested countries in meeting their need for trained men and women.
- To help promote a better understanding of Americans on the part of the peoples served.
- 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
Experience: One year of experience developing public affairs, brand campaigns, social media, or content development
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 marketing, communications, business, or related field
Technical Skills: Familiarity with virtual engagement and communication
Experience:
• Experience in the field of digital communications or social/online media management
• Experience in web design
• Experience working at/with an e-commerce business
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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