One month ago we held our mid-review presentation and since then, we’ve put our full efforts into gathering more information and formulating the final report. We’ve had a handful of new expert meetings, we’ve been communicating with the Tanzanian stakeholders to gain more knowledge, and we’ve been structuring our final report and finetuning our focus point. The team has been working hard – and we’re not letting loose before the project is finalized.
Our time in Helsinki consists of regular weekly meetings, and other scheduled meetings for expert interviews, project document discussions, and mentor meetings. In our weekly meetings we go through other meetings and the tasks that were assigned to each one of us in the previous weekly. We discuss, we do mood-meters, and we think about the details we want to include in the final report and outcome. The focus point and structure for the final report are now decided – we’re still working on the final outcome and what it would be.
As described previously, and in our project document, our focus has been on stakeholder communications. During the past month, we’ve shifted it a bit, and now we’re focusing on marketing from a broader perspective – still including stakeholder communications, but from a promotional perspective. During the field trip, one of our most important findings was that EcoSan with its benefits should be marketed and communicated to different stakeholders in different manners and with different messages, as different stakeholders share different values and different interests.
In our final report, we’re targeting users and farmers. The users in this case include toilet buyers, as in house owners and landlords, and the actual users of the toilet, as in house owners, if they live in the house, and tenants. Farmers include all people who would potentially be using urine as fertilizer for their own crops – small or large. In addition, authorities require different kind of communications and different messages, but we decided not to put too much effort on them in our final report. This is because authorities should in any case be supporting the cause, not to be the target of marketing activities.
We’re conducting the analysis based on the 4 Ps of marketing introduced in the 1960’s by Jerome McCarthy to better define what are we currently working with, and SaniFOAM analysis to better define promotion from the perspective of our two target audiences. The profound analysis on both of these frameworks will be presented and explained later on during the spring.