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1 Stakeholder Engagement and Marketing Plan for the: “Development of the National Qualifications Framework in the Kingdom of Saudi Arabia (SAQF)” Copyrigth 2015 © by Public Education Evaluation Commission . All rigths reserved Saudi Arabia Qualifications Framework Stakeholder Engagement and Marketing Plan for the: “Development of the National Qualifi- cations Framework in the Kingdom of Saudi Arabia (SAQF)”

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Stakeholder Engagement and Marketing Plan for the:“Development of the National Qualifications Framework in the Kingdom of Saudi Arabia (SAQF)”

Copyrigth 2015 © by Public Education Evaluation Commission . All rigths reserved

Saudi Arabia Qualifications Framework

Stakeholder Engagement and Marketing Plan for the:“Development of the National Qualifi-cations Framework in the Kingdom of Saudi Arabia (SAQF)”

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Stakeholder Engagement and Marketing Plan for the:“Development of the National Qualifications Framework in the Kingdom of Saudi Arabia (SAQF)”

Copyrigth 2015 © by Public Education Evaluation Commission . All rigths reserved

Saudi Arabia Qualifications Framework

Acknowledgements

The Public Education Evaluation Commission gratefully acknowledges and thanks the following individuals / groups for their valuable contributions to this Stakeholder Engagement and Marketing Plan.

Dr Kholod Ashgar Governor Assistant, PEEC

Elaf Aljuhani Operation Manage HE, PEEC

Maha Alotaibi NQF Specialist, TVET, PEEC

The SQA Team Led by Ann Justice as author of the Stakeholder Engagement and Marketing Plan

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Stakeholder Engagement and Marketing Plan for the:“Development of the National Qualifications Framework

in the Kingdom of Saudi Arabia (SAQF)”

Contents

Executive Summary 6

Terms and Abbreviations 8

1. Introduction 9

1.1 Why develop a Stakeholder Engagement Plan? 11

2. Stakeholder Engagement 13

2.1 Stakeholder Engagement Planning Process 13

A: Development of Objectives of Engagement 13

B: Identification of Stakeholders 15

C: Identification of Opportunities / Risks of Engaging or Not Engaging 17

D: Identification of Methods of Engagement 18

E: Evaluation of Engagement Activities 21

3. Stakeholder Engagement Strategy 23

3.1 Stakeholder Engagement process 27

3.1.1 Engagement Process for Stakeholder Partner Group 29

3.1.2 Engagement Process for Stakeholder Collaboration Group 30

3.1.3 Engagement Process for Stakeholder Consultation Group 32

3.1.4 Engagement Process for Stakeholder Information Group 34

4. Introduction to Communication and Marketing 35

4.1 SAQF Objectives 39

4.2 Overall Communication and Marketing Strategy 41

5. Target Groups and Objectives 43

5.1 Target Audiences/Groups 43

5.2 Communications Objectives per Target Audience 44

6. Communication Tools and Activities 46

6.1 Information/Reporting Print Materials 47

6.1.1 Internal Documents 47

6.1.2 External Documents 48

6.2 PEEC/SQA Promotional Materials 50

6.3 Events 52

6.3.1 Invited Audiences 52

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Stakeholder Engagement and Marketing Plan for the:“Development of the National Qualifications Framework in the Kingdom of Saudi Arabia (SAQF)”

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6.3.2 Wider Audiences 54

6.4 Website/Video/Digital and Online Content Clips 56

6.4.1 How will it be accessed? 57

6.4.2 What pages will it contain? 57

6.4.3 How will the content be prepared? 58

7. Communication Organization and Management 60

7.1 Financial Resources 60

7.2 Implementation 60

7.3 Manpower 60

8. Indicators of Achievement 63

8.1 Reasons for Measuring 63

8.2 Conclusions and Next Steps 68

Reference List 69

Annex 1: List of Stakeholders identified at SSS/PEEC Workshop 71

Annex 2: PEEC Stakeholder Database – April 2015 72

Annex 3: Stakeholder Agreement 74

Annex 4: Stakeholder Action Plan 77

Annex 5: Stakeholder Engagement and Marketing Strategy 78

Annex 6: Templates 88

Annex 7: List of Publications 98

Annex 8: Monitoring Forms 99

Annex 9: Stakeholder Engagement Implementation Schedule Summary 101

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Stakeholder Engagement and Marketing Plan for the:“Development of the National Qualifications Framework

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Executive Summary

The Public Education Evaluation Commission (PEEC) is currently tasked with the development and implementation of a National Qualifications Framework (NQF).

The Scottish Qualifications Authority Project team is in place to support in this task.

The concept of a national qualifications framework for all education and training in Saudi Arabia is new. It is not a simple concept but is one that touches upon the lives of a wide range of stakeholders. It can only be successful if information is widely shared so that all stakeholders become aware of the purpose and role of the SAQF

The current level of knowledge of the NQF amongst some groups of stakeholders has improved somewhat since the Stakeholder Conference on 31st March when a little over 100 delegates attended and learned of plans here in Saudi Arabia and of some international experience. In other groups of stakeholders, such as students, parents and the general public the level of awareness is very low where it exists at all. For this reason a Stakeholder Engagement and Marketing Plan has been developed to support PEEC in its communication and promotional activities for the NQF.

“Engagement is not an end in itself, but a means to help build better relationships with the societies in which we operate, ultimately resulting in improved business.” planning and performance” (Altria Corporate Services, Inc., 2004).

To deliver an effective National Qualifications Framework (NQF) PEEC must understand stakeholder expectations and be able to determine to what extent those stakeholders might exert some influence in the development and implementation of the NQF. The management of stakeholder engagement is therefore mainly concerned with long term strategic decisions, recognizing that individuals and groups might behave differently depending on different situations.

The Stakeholder Engagement and Marketing plan incorporates research and proposals on a methodology for engagement together with an overall marketing strategy for the NQF Project - based upon different objectives, communication messages and tools for different groups of stakeholders and at different phases of the Project. A suggested implementation schedule of activities is also included.

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Several articles and studies have pointed to the difficulties (Cuellara, Noland and Kirkwood; Long; and Destination British Columbia) inherent in evaluation of communication and promotional activities. Measuring effectiveness has been noted as difficult, costly and less than ideal. However, like any area of business activity, promotional activity has a cost and therefore some cost/benefit analysis should be undertaken and a range of suggested activity and Key Performance Indicators (KPIs) is incorporated to ensure that PEEC is able to identify indicators of achievement and amend or improve the plan as required.

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Stakeholder Engagement and Marketing Plan for the:“Development of the National Qualifications Framework

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Terms and Abbreviations

AC Advisory CommitteeGen.Ed. General EducationHE Higher EducationHRDF Human Resource Development FundKSA Kingdom of Saudi ArabiaMEP Ministry of Economy and PlanningMoD Ministry of DefenseMoE Ministry of EducationMoFA Ministry of Foreign AffairsMoH Ministry of HealthMoI Ministry of the InteriorMoL Ministry of LaborMoSA Ministry of Social AffairsMoU Memorandum of UnderstandingNCAAA National Commission for Academic Accreditation and AssessmentNOSS National Occupation Skills StandardsNQF National Qualifications FrameworkPEEC Public Education Evaluation CommissionPEST Political, Economic, Social and TechnologicalQA Quality AssuranceRPL Recognition of Prior LearningSA Stakeholder AgreementSAQF Saudi Arabia Qualifications FrameworkSCFHS Saudi Commission for Health SpecialtiesSNOC Saudi National Occupational ClassificationSQA Scottish Qualifications AuthoritySWOT Strengths, Weaknesses, Opportunities and ThreatsTNA Training Needs AnalysisTVET Technical and Vocational Education and TrainingTVTC Technical and Vocational Training Corporation

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1. Introduction

The Public Education Evaluation Commission (PEEC), founded in 2013, has the responsibility for improving the quality and efficacy of public education and

supporting the national economy and its development by improving public education outcomes.

To achieve its objectives, one of PEEC’s mandates is the development of ‘an evaluation system to ensure the quality of public education, which shall include standards and key indicators as well as a national qualifications framework (NQF)’ for all levels of qualifications. In the development of the framework, the Saudi Arabia Qualifications Framework (SAQF) PEEC is supported by a Scottish Qualifications Authority (SQA) Project team.

In its 5-year plan PEEC identifies as one of its strategic goals,

“Establish a National Qualifications Framework to facilitate access to and progression within education, training and career paths, resulting in productive employment and social and economic development of the nation at large.”

The final Key Performance Indicators (KPI) for the NQF is that, “All stakeholders believe in positive value of NQF”. This KPI demonstrates the importance of its stakeholders to PEEC. Also, in its Implementation Plan (within 5-year plan) PEEC identifies the importance of extensive stakeholder collaboration early on – to draw on stakeholders’ experience to inform PEEC’s work early on and create buy-in and ownership to improve. In addition surveys are planned to pulse-check engagement. The plan also identifies as one of its implementation themes the building of PEEC’s image and stakeholder engagement, facilitated by a strategic communications program.

This paper, produced by the Communications and Public Relations Technical Expert of the SQA Team with support from relevant staff in PEEC, seeks to meet some of the elements of PEEC’s 5-year plan by outlining a two-year Engagement and Marketing plan for the SAQF Project activities. The plan draws upon and adds to the information prepared by PEEC in its document, ‘National Qualifications Framework: Stakeholder Communications Plan, 2015-2017. So that there be no duplication, design templates within the second part of the document are developed from the work undertaken by the design company

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Stakeholder Engagement and Marketing Plan for the:“Development of the National Qualifications Framework

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commissioned to develop the overall marketing plan for PEEC.

The paper identifies why stakeholder engagement is important to PEEC at this time, and sets out the current status of stakeholder engagement together with proposed future activities for effective and efficient development of the SAQF. The Stakeholder Engagement and Marketing Plan, also produced for the SAQF and aiming to support the five values that are seen to guide the work of PEEC (NQF Stakeholder Communications Plan 2015-2017):

» We pursue the best solution for all constituents with full independence.

» Our work must lead directly to stakeholders taking evidence-based action to improve education in new ways.

» We pro-actively share appropriate information with our stakeholders to create trust, to encourage more informed decision-making and to foster greater participation.

» We work collaboratively with our colleagues and pro-actively partner with our stakeholders to achieve a common goal.

» We do what we say and say what we do and make no excuses along the way. We bring a respectful attitude and top-notch skills and competences to every situation.

The first part of the plan deals with stakeholder engagement; this is then extended in the second part of the plan, which concentrates of communication and marketing.

Effective stakeholder Engagement is an important factor in the success of the SAQF that is currently under development within PEEC. To achieve a high quality SAQF that meets the needs of its stakeholders PEEC must work collaboratively with a diverse range of stakeholders who can bring different experience, knowledge and opinions to the development of the SAQF and to the change management process.

Before developing its strategy for stakeholder involvement PEEC must ensure it understands what stakeholder engagement means for its development and operational activities. Although ‘stakeholder engagement’ is often erroneously used to mean ‘public relations’ it is not the same. The major difference is an understanding that the stakeholders will move from being ‘external’ to the organization to a situation where they will take part in and support the strategic planning process, which may require some capacity building amongst stakeholders.

It is important to ensure that the selection of key stakeholders is as transparent as possible as it can often be rather politically charged. The selection should be undertaken

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by a group of senior PEEC staff, noting the reasons for selection so that any future questions might be answered. The final selection should be endorsed by the Governor.

1.1 Why develop a Stakeholder Engagement Plan?

A National Qualifications Framework (NQF) is not a simple concept. It takes time to develop the right framework – one that meets the needs of all stakeholders in the country. Ensuring the SAQF meets the needs of all its stakeholders is best achieved through a coordinated, responsive and proactive approach – through stakeholder engagement.

To help PEEC identify the motivations behind its desire to engage with stakeholders the following questions (adapted from Stakeholder Engagement: A Road Map to Meaningful Engagement) might be posed:

» Are stakeholders seen as a source of expert information that PEEC does not possess?

» Are stakeholders seen as a source of credibility and legitimacy to allow the PEEC to better respond to the challenges of developing the SAQF

» Are stakeholders regarded as useful because of their ability to facilitate, convene or coordinate the activities or responses of smaller, less credible, less well-resourced stakeholders, thus creating a single point of contact for PEEC and reducing staff time and resources that need to be deployed?

» Are stakeholders regarded as useful because of their ability to help lessen the antagonism and emotional response, which may or may not be justified, of other stakeholders to actions, decisions and plans of PEEC?

» Are stakeholders regarded as a source of specialized and detailed information and knowledge for PEEC?

» Are stakeholders seen as useful in raising awareness of and credibility in the SAQF?

» Are stakeholders regarded as useful because they act as a conduit or channel to prospective users of the SQAF or are they seen as potentially playing a critical role in persuading others to consider the SAQF or to trust the PEEC’s services?

» Are stakeholders regarded as a resource to improve PEEC’s long-term reputation?

» Are stakeholders regarded as an obstacle to be overcome or ignored, as a result of their critical views of the development of a national qualifications framework?

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Stakeholder Engagement and Marketing Plan for the:“Development of the National Qualifications Framework

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Effective stakeholder engagement improves strategic planning and decision-making; it supports the identification of opportunities and also of potential barriers to engagement and encourages the identification of needs and the delivery of a strategy that meets those needs. Stakeholder engagement should be mutually beneficial to PEEC and to its stakeholders, particularly when stakeholders are engaged early in the development process. Some of the benefits of stakeholder engagement, several as identified during the presentations at the Stakeholder Workshop in March 2015 are shown in Diagram 1 below.

Diagram 1: Examples of Benefits of Stakeholder EngagementBenefits to Stakeholders Benefits to PEECImproved channels of communication - open, transparent two-way processOpportunity to be part of the decision making process, ensuring PEEC programmed/activities better meet the needs of its stakeholdersOpportunity to contribute in the development of new programs/activitiesEasier for student to know the qualifications needed for particular fields of employmentAllows recognition of prior learningMakes qualifications relevant to all sectorsReduces unemployment among new graduates Will boost confidence and lend credibility to Saudi qualification standardsWill raise the quality of education to help with development pansAllows for multiple pathways to the same learning ends Enables learners to transfer credits of qualifications from one learning institution and/or employer to another Improves transparency, access, progression, and quality of qualifications in relation to the labor market and civil society.Competent work forceNew technology to new jobsBetter chance for employment; Promotion related to competence; Life Long Learning (LLL)Social inclusion

Opportunity to collaborate in program/activity development, thus better meeting the needs of its stakeholdersGreater opportunity for innovation in program/activity developmentImproved decision makingSharing of risk identificationIncreased level of confidence in PEEC on the part of its stakeholdersSupports national and international value and acceptance of the Saudi education and training systemsProvides for the participation of all national stakeholders in the planning and co-ordination of standards and qualificationsFramework itself can ‘provide a basis for cooperation between stakeholders in education and training in pursuit of national policies on social and economic policy’Quality assurance supports credibilityGuidelines for credit transfer, articulation and Recognition of Prior Learning (RPL)Competent teachers and assessors, and institutionsEnsures consistency and protection of qualification titles

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2. Stakeholder Engagement

2.1 Stakeholder Engagement Planning Process

Stakeholder engagement does not occur without careful planning and undertaking a step-by-step process (Diagram 2, below). Each step is explained in detail below the diagram, outlining activities already undertaken or to be undertaken by PEEC.

Diagram 2: Stakeholder Engagement Process

A: Development of Objectives of Engagement

PEEC has established a number of goals for the SAQF, viz.:

» Establish national standards of learning outcomes: knowledge, skills and wider competences

» Promote and standardize the quality of education and training provision through defining national standards

» Increase transparency and create common language to improve understanding of education and training systems

» Develop flexible pathways through improving access, progression, and transfer opportunities across levels within and between education, training, and employment sectors

» Increase trust in qualifications and gain national and international recognition for

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Stakeholder Engagement and Marketing Plan for the:“Development of the National Qualifications Framework

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workers’ skills by improving the quality of qualifications

» Enable a basis for co-operation between stakeholders in education and training sectors in pursuit of national social and economic development policies.

Other objectives might include:

» Improved communication channels which diffuse conflict before it impedes progress

» A sharing of responsibility for decisions and actions

» Early identification of potential issues, conflicts and benefits

» Supporting capacity building and learning in all stakeholders

Similarly, the first step in the development of stakeholder engagement is to understand the reasons for development. Typical objectives include:

» To ensure transparency in all activities related to the SAQF

» To support open channels of communication so that stakeholders are informed of / understand PEEC / SAQF activities and PEEC can gather information related to its stakeholders

» To increase mutual understanding of PEEC and stakeholder activities

» To share the SAQF development work and cost

» To ensure SAQF programs/activities are developed to meet identified objectives of stakeholders

» To support innovation in SAQF activities

» To reduce the risk of failure in SAQF activities

PEEC has stated clearly in its NQF Stakeholder Communications plan its overarching goal that ‘Communication and engagement support is needed to make the National Qualifications Framework a success’ through instilling in its stakeholders:

» an awareness of NQF’s strategic purpose and role in the educational landscape;

» an understanding of why and how NQF’s strategy will be implemented, what is expected from stakeholders and what they can expect;

» a commitment to achieve the aspiration and make NQF’s strategy a reality and

» stakeholder ownership in supporting and facilitating the fulfillment of the goals of the NQF.

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This plan seeks to guide PEEC in its stakeholder engagement so that these aims might be achieved.

B: Identification of Stakeholders

Stakeholders are all of those with an interest in, or who might be affected by what PEEC does in its work on the development and implementation of the SAQF – within the Government, education/training and employers. This includes employees in both the public and the private sectors, teachers/lecturers in the schools and universities, students and their parents and the general public. It is vitally important that all existing and potential stakeholders be identified and, where possible classified into ‘stakeholder groups’ so that the wants and needs of each group might be met while, at the same time also meeting PEEC requirements related to the SAQF and other initiatives. The development of stakeholder groups also supports communication and marketing activities and can reduce the costs of these activities.

The SAQF Project has a wide and diverse range of stakeholders – different in size, in organization and in culture. This is vital in a Project such as this. In the longer-term the Project will for example impact some stakeholders who may have no power during the development stage. For example not all teachers may take part in decision-making during the SAQF development but as they will are likely to be affected by the framework when it is in place, their level of interest should increase as the Project develops and therefore they can be a key factor in its long-term success. For this reason stakeholder identification should include not only those who have power at the initial stages.

PEEC has already identified a number of stakeholders as shown in Diagram 3 below so that the SAQF will drive coordination and serve stakeholders across education, training and employment sectors. As the Project has progressed PEEC has further developed the list of stakeholders identified as shown in Annexes 1 and 2.

Annex 1 provides the full list of key stakeholders identified at a workshop held in April 2015 and attended by delegates as shown below; several of these had already been identified by PEEC. All of these organizations will be contacted for possible membership of a focus group.

» The SSS - eight representatives

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» The Boston Consulting Group - seven representatives

» The HRDF PMO ASOC Project - one representative

» The Takamol DOROOB Project - one representative

Annex 2 provides the PEEC SAQF contact database (as at April, 2015), showing details of the organizations, plus names of key personnel, email addresses and telephone numbers. The database also incorporates details of the current status of the organization with regards to the SAQF initiative. This database will be maintained through regular updating as the list of key stakeholders increases or is amended. It is suggested also that the database should indicate to which stakeholder group the organization belongs. Should any stakeholder move to a different group (e.g. from collaboration to partner) this can readily be reflected in the database.

Diagram 3: PEEC Stakeholder Relationships (March 2015)

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Diagram 3: PEEC Stakeholder Relationships (March 2015)

TVTC: Implement and adapt SAQF standards into technical and

vocational programs where relevant

MoH / SCFHS: Provide input on health related qualification standards

MCS: Provide input to ensure alignment with MCS framework for

standards

Employers: Use SAQF to understand or upgrade employee qualifications and register their qualifications in

SAQF

MoE: Provide input on defining SAQF aspects on education (e.g. learning

outcomes)

HRDF: Provide input to ensure alignment with SNOC1 on

educational levels

NCAAA: Collaborate closely with PEEC on development of SAQF and ensure implementation of SAQF in

HE institutions

Students: Use SAQF to understand career pathways and qualifications

available to them

MoL / SSS: Collaborate closely with PEEC on development of SAQF and ensure implementation of SAQF in

TVTE institutions

Council of Ministers: Review SAQF reports and evaluate PEEC

performance

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C: Identification of Opportunities / Risks of Engaging or Not Engaging

The benefits of stakeholder engagement have been outlined above (SECTION 1.1). PEEC must also understand the implications / risks of not engaging, some of which include:

» A reduced level of stakeholder awareness and understanding of the SAQF

» Non-acceptance of the principles of the SAQF by stakeholders who believe they should have a say in such a major initiative

» Breakdown in relationships with those not included

» Non-achievement of the benefits of the SAQF – to the Government, to employers, to educational institutions, to students and to the country as a whole

» The need for PEEC to undertake all SAQF activities without external support from its stakeholders and at greater cost

» Failure to deliver the SAQF with the time allocation

» A reduced level of success of the SAQF.

D: Identification of Methods of Engagement

Different stakeholder groups will require/expect different levels of participation and therefore different methods of engagement in the activities of PEEC; some will simply need to be kept informed of activities (as outlined in the Communication and Marketing Plan) while others will wish to collaborate in the development, and in the execution of plans; some may need to be fully consulted in any decision making process. Four methods of engagement are shown in Diagram 4, below while Diagram 5 shows a breakdown of the stakeholders of PEEC against their suggested level of participation.

Arrangements are already in place for a Stakeholder Agreement (SA) between PEEC and the Ministry of Labor; FWAs will similarly be prepared for some other stakeholders, including major employers. It is recommended that FWAs be completed for all partner stakeholders.

For those stakeholders who will collaborate as partners in SAQF activities - the key stakeholders - PEEC could consider the development of a Stakeholder Partnership Agreement for each (See Annex 3) to ensure the stakeholder relationship is managed on a professional basis and that both parties to the agreement fully understand and accept their roles. It is not always easy to reach a shared understanding of roles and responsibilities. To

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do so requires time – a resource of which there is never sufficient. The role played by the stakeholder will also normally be secondary and additional to his/her normal working role and this can have implications for the stakeholder participation process. The completion of an agreed stakeholder agreement plan can help minimize this risk.

It is suggested also that a Stakeholder Action Plan (Sample shown in Annex 4) be completed incorporating at least:

» Name of stakeholder organization and individual contact details » Proposed communication methods to be applied » Key interests, priorities and any issues related to stakeholder » Current situation regarding stakeholder involvement – supporter, no major contact,

etc. » Level of support available (Low, medium or high) » Support / training needed

When preparing the stakeholder agreement plan it is important always to ensure there can be ‘win-win’ situation for both parties by identifying at the start what each wants to gain from the process. PEEC’s overall objectives are clear; the reasons for engaging with each particular stakeholder should also be clear at the start so there be no confusion at a later stage of the SAQF development and implementation.

Methods of engagement will differ for each level of stakeholders, as shown in Diagram.

Diagram 4: Methods of Engagement

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To determine the level of stakeholder participation, it can also be shown in the form of a Stakeholder Matrix as shown in Diagram 5 below, which provides further detail on those stakeholders already identified by PEEC at the end of March 2015. This matrix will be extended to include additional stakeholders as they are identified. During the Project PEEC should aim to move some of those in the ‘Inform’ box into ‘Consult” by increasing their level of interest. Similarly, some collaborators may become partners while some organizations in the ‘Consult’ box may gain a greater level of power and influence so they might become collaborators.

Diagram 5: Stakeholder Matrix� for identified PEEC stakeholders (May 2015)

Power/influence of

Stakeholders

COLLABORATE• MoE: HE, TVET and GenEd• MoL – HRDF, TVTC and SSS• MoD: Military colleges• Employers

PARTNER• MoE: PEEC, HE and NCAAA• MoL – HRDF, TVTC and SSS• Employers – ARAMCO,

SABIC and ALObeikan • MoD: Military Services

Council

INFORM• Teachers• Students • School leaders • Qualification providers • General public

CONSULT• Employers • MoH / SCFHS - to ensure

input on health related qualification standards

• MCS, MoA, MCI, MCIT, MoF and MEP

Interests of Stakeholders

There are many challenges to successfully engaging with Project stakeholders, but they are small in comparison to the risks of failing to engage in a timely and strategic manner. Ritchie and Chappidi (2010) presented a summary of their recommendation for best practice in Project stakeholder engagement as shown in Diagram 6 below. This provides a good checklist for PEEC to ensure a positive and effective relationship with its stakeholders.

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Stakeholder Engagement and Marketing Plan for the:“Development of the National Qualifications Framework

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Diagram 6: Best Practice in Stakeholder Engagement

Engage in issues that matter with clear objectives

Be ready to act by using engagement to drive decisions, not as a PR exercise

Engage the right stakeholder based upon their expertise, level of influence and willingness to engage

Engage powered representatives – those who can take decisions

Seek shared values, ensuring the stakeholders benefit from their involvement

Agree rules of engagement at the beginning

Manage exceptions through realistic ambitions and agreement on outcomes

Provide adequate resources to ensure success

Choose the right formats – private meetings, roundtable discussion, panels, etc.

Act fairly through allowing fair participation according to actual or perceived power differences

Listen to (critical) stakeholder views through a two-way communication process

Build trust through long-term relationships

Be open, responsive, consistent and timely in communications

Be accountable, linking the engagement process to decision making

Look beyond the engagement, examining whether any next steps are required

PEEC has already developed its objectives, has identified a range of stakeholders and understands the risks and opportunities of stakeholder engagement. What is important to PEEC at this stage of the SAQF Project therefore is the strategy for stakeholder engagement – the identification of actual methods of engagement for the different groups of stakeholders. While stakeholder communication is detailed in Section 5.2 a proposed strategy for stakeholder engagement is detailed in Section 3.

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E: Evaluation of Engagement Activities

As in all activities undertaken within any organization, evaluation is necessary to ensure that resources are used effectively and that established objectives have been achieved. Evaluation should also identify where lessons can be learned and where amendments are required in future activities.

Measuring the impact of any engagement activity is difficult, particularly because the impact is often not immediate but is realized at a later date. Additionally, measuring output requires manpower, especially if quality of impact of items such as communication materials is to be assessed. Some ongoing activities, such as workshops / seminars can be more readily assessed through evaluation sheets for delegate completion. Similarly, information can be gathered at regular meetings to allow review of whether or not the stakeholder partnership is still meeting the aims of the stakeholder agreement. Some methods of evaluating stakeholder engagement activities is detailed in Diagram 7, below; again this is shown for different stakeholder groups the same activities will not be undertaken for all groups.

Diagram 7: Evaluation of Stakeholder Engagement Activities

© PEEC June 2015 Page 23 of 109

different groups of stakeholders. While stakeholder communication is detailed in

Section 5.2 a proposed strategy for stakeholder engagement is detailed in Section 3.

E: Evaluation of Engagement Activities As in all activities undertaken within any organization, evaluation is necessary to

ensure that resources are used effectively and that established objectives have been

achieved. Evaluation should also identify where lessons can be learned and where

amendments are required in future activities.

Measuring the impact of any engagement activity is difficult, particularly because the

impact is often not immediate but is realized at a later date. Additionally, measuring

output requires manpower, especially if quality of impact of items such as

communication materials is to be assessed. Some ongoing activities, such as

workshops / seminars can be more readily assessed through evaluation sheets for

delegate completion. Similarly, information can be gathered at regular meetings to

allow review of whether or not the stakeholder partnership is still meeting the aims of

the stakeholder agreement. Some methods of evaluating stakeholder engagement

activities is detailed in Diagram 7, below; again this is shown for different stakeholder

groups the same activities will not be undertaken for all groups.

Diagram 7: Evaluation of Stakeholder Engagement Activities

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Stakeholder Engagement and Marketing Plan for the:“Development of the National Qualifications Framework

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Questionnaires will be developed for evaluation of events and will be adapted to meet the requirements of each specific event. Each will request feedback on the content of presentations, the organization and will seek suggestions as to further requirements.

Realistic indicators will be developed for all activities while PEEC will ensure it has the relevant level of resources in place to undertake the range of activities and the evaluation. Indicators of achievement for all communication activities are outlined later in the report in Section 8.1.

23

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3. Stakeholder Engagement Strategy

Different strategies will be deployed for different stakeholder groups according to their level of understanding of the SAQF and their need and willingness to develop

a deeper understanding to enable them to actively take part in relevant PEEC activities. Communication with stakeholders is shown in greater detail in the Communication and Marketing plan where a regular program of activities is scheduled over the two years of the Project to raise awareness and develop a positive perception of the SAQF.

Stakeholder engagement planning started with a meeting of relevant PEEC staff undertaking a situation analysis of stakeholders: their strengths, weaknesses, opportunities and threats (SWOT). This was undertaken for each group of stakeholders – those whom PEEC needs to inform, those who should be consulted, those who will collaborate with PEEC and those who will be full partners in the development and implementation of the SAQF. The results are shown in Diagram 8, below.

The completion of a SWOT analysis also supports the identification of training needs, which will be further developed so that a capacity building strategy and action plan might be developed. Additional information on stakeholder capacity building needs will be gathered through a Training Needs Analysis (TNA) with some of the key stakeholders, including:

» PEEC NQF team » Focus Group members » Members of the Higher Education (HE), Technical and Vocational Education and

training (TVET) and General Education (GenEd) groups

Further analysis of the SWOT analysis, undertaken prior to the formation of the focus groups will help guide meeting content and discussion. At that stage a PEST (Political, Economic, Social and Technological) analysis could also provide useful information upon which to gauge further discussions and decision-making. It should then become possible also to prepare and commence with activities proposed within the Communication and Marketing plan. This will support PEEC in firstly raising awareness of the SAQF thus creating a greater level of interest in activities so that stakeholders want to know more and the adoption of the SAQF increases during the period of strategic development and implementation.

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Stakeholder Engagement and Marketing Plan for the:“Development of the National Qualifications Framework

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Diagram

8: Stakeholder Analysis of Strengths, W

eaknesses, Opportunities and Threats

Group

StrengthsW

eaknessesO

pportunitiesThreats

Partner Group:

E.g. •

MoE: PEEC

, HE and

NC

AA

A•

MoL – H

RDF, TV

TC

and SSS•

Employers

– A

RAM

CO

, SA

BIC

and ALO

beikan •

MoD

: M

ilitary Services C

ouncil

•Involving

key s

tak

eh

old

ers

will

give m

ore credibility to SA

QF

•Being

part of

the design w

ill support the

creation of

the levels

that are

required by

employers

•D

if

fe

re

nt

ba

ck

gr

ou

nd

s and

different perspective

will

add uniqueness to the process

•The

SAQ

F w

ill m

atch exactly

the need

of stakeholders

•W

or

ki

ng

together w

ith key

stakeholders w

ill provide

many

insights in creating the fram

ework and

will

give diversity

to serve everyone

•There is insufficient in

vo

lve

me

nt

due to

other com

mitm

ents•

They have

a different

perspective on

SAQ

F•

There m

ay be

a lack

of com

mitm

ent •

There are cultural differences

•There are structural differences

•Each partner refers to

a different

system•

There could

be confusion

due to the num

ber of partners

•It m

ight be difficult to

manage/

control the

implem

entation •

There could

be conflict of interest betw

een different

stakeholders

•W

orking with strong key

stakeholders can

open doors to new

stakeholders•

There is

a possibility

of giving

the SA

QF

more

value •

People should

start realizing the benefits of the SA

QF

•There

is the

potential to

realize different views and

visions.•

Marketing

opportunities should

open up

through the partners segm

ents.•

It should

improve

SAQ

F quality, standards, nature, character and activities.

o

Re

ve

nu

e opportunities.

o

Mu

lt

ip

le

resources o

Part of

the im

plementation

•There

could be

difficulty in agreeing•

It could be difficult to deliver the idea

•There

could be

difficulty in getting the stakeholders on board

•There

could be

rejection of

new

regulation proposed

by SAQ

F.•

There might be a delay

in taking actions.•

There is

a possible

lack of comm

itment.

•They

might

be fully

involved in

SAQ

F d

ec

ision

-ma

kin

g process and activities, im

posing their

view

that does

not m

atch SA

QF regulations

•They have a different understanding

25

Stakeholder Engagement and Marketing Plan for the:“Development of the National Qualifications Framework in the Kingdom of Saudi Arabia (SAQF)”

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Group

StrengthsW

eaknessesO

pportunitiesThreats

Collaboration G

roup: E.g.•

MoE:

HE,

TVET

and GenEd

•M

oL – HRD

F, TVTC

and SSS

•M

oD:

Military

colleges•

Employers

•There

is a

willingness

to becom

e involved•

There is

the potential to access SA

QF activities

•Existing

structure can be built upon

•They

give credibility

•There

is zero

knowledge

at present

amongst

many

•It could be difficult to create the ‘right’ e

nv

iron

me

nt

to sustain

collaboration•

It m

ight not

be the

not num

ber one

priority to

stakeholders

•There is the possibility of extension

of prom

otion and

marketing

through ‘supporters’

•I

mp

or

ta

nt

stakeholders might be

missed out

•There

could be

a feeling that the SA

QF

team is interfering

•There is a possibility of

not selecting

the ‘right’ people

Consultation G

roup: E.g.•

Employers

•M

oH

/ SC

FHS

- to

ensure input

on health

related q

ua

lific

atio

n standards

•M

CS,

MoA

, M

CI,

MC

IT, M

oF and

MEP

•They

are a

strong source

of know

ledge and

information

•They

are m

ore involved in process

•There

is greater

validity if

stakeholders are

involved

•Integrity

of in

term

ed

iarie

s m

ight be low•

Nature

of consultation m

ight not be right

•There

is zero

knowledge

at present

amongst

many

•N

ature of

consultation might

not be right•

There is

zero know

ledge at

present am

ongst m

any

•This

improves

motivation

to support SAQ

F•

They provide validation of SA

QF

•There is a chance to be involved in dialogue

•They could elevate status of PEEC

•They

might

decide to

make

knowledge

more

widespread

•There is bias against education authorities

•There

is a

lack of

clarity in roles•

There could be a lack of

motivation

to be

involved•

There might be a lack

of comm

itment

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Stakeholder Engagement and Marketing Plan for the:“Development of the National Qualifications Framework

in the Kingdom of Saudi Arabia (SAQF)”

Group

StrengthsW

eaknessesO

pportunitiesThreats

Information G

roup:E.g. •

Teachers•

Students •

School leaders •

Qualification

providers •

General public

•There is easy access to those in school

•They

provide linkage

to know

ledge areas•

Education is

now

managed

by one

ministry

•There

is easy

access through

social media

•They

represent large

sample

of society

•Teachers represent large

sample

of w

orkforce•

Parents are

keen to

know

about children’s

education

•There are m

any of them

•N

o student

associations exist

to represent body of students

•N

o teacher

associations exist•

There is

inconsistency of

com

mu

nicatio

n channels

•Zero

knowledge

exists at present•

There are cultural differences

•There are language difficulties

•A

n SA

QF

person could

be identified

in each

educational establishment

•SA

QF has the support of

country leaders•

There is

a new

m

inistry responsible

•They

can create

social pressure to accept system

•Financial system

could be im

proved•

This raise motivation to be

involved•

They could be involved in dialogue

•C

hange of

ministry

might not be accepted

•N

egative m

essages could

be possible

through inform

al social m

edia•

Cultural

adaptation w

ill be necessary

27

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3.1 Stakeholder Engagement process

The establishment of a stakeholder network to support the development and implementation of the SAQF is an iterative process, in that feedback loops are necessary to ensure that all activities and plans are on track and to make amendments where necessary.

2007) writes, ‘Many accounts of stakeholder activi‘Many accounts of stakeholder activi--

ties focus on the attributes of the organizations or the attributes of the stakeholders rather than on the attributes of the relationship between organizations

and stakeholders’. 2007) writes, ‘Many accounts of stakeholder activi- ties focus on the attributes of the organizations or the attributes of the stakeholders rather than on the

attributes of the relationship between organizations and stakeholders’.

As Greenwood (2007) writes, ‘Many accounts of stakeholder activi- ties focus on the attributes of the organizations or the attributes of the stakeholders rather than on the attributes of the relationship between organizations and stakeholders’. In the last few years, however, greater attention has been given to thinking about what it means to engage stakeholders (Johnson- Cramer et al. 2003). In other words, in addition to thinking about which actions firms must and must not perform in order to meet moral standards, atten- tion is now being paid to the relationshi The engagement process has increased in importance in recent years. Greenwood (2007) wrote “Many accounts of stakeholder activities focus on the attributes of the organizations or the attributes of the stakeholder rather than on the attributes of the relationship between organizations and stakeholders.” Greater attention has recently been given to thinking about what it means to engage stakeholders, what actions should or should not be undertaken. In other words greater emphasis is now given to the relationship between the organization and its stakeholders. Equally important are the processes that should be put in place to ensure an effective relationship.

The overall engagement process is outlined in diagram 9, below and is shown in greater detail in Annex 5, the overall stakeholder engagement schedule, which provides details of the suggested tasks, methodology and measurement of engagement against each Project milestone.

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Stakeholder Engagement and Marketing Plan for the:“Development of the National Qualifications Framework

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A different approach is taken in the engagement of different stakeholder groups ranging from face-to-face engagement with key stakeholders to the provision of information for the general public. These approaches are outlined in the Sections 3.1.1 to 3.1.4 below.

Diagram 9: Stakeholder Engagement Process

© PEEC June 2015 Page 31 of 109

Diagram 9: Stakeholder Engagement Process

Determine Objectives and

Scope of Stakeholder

Engagement

Identify Stakeholders

Develop a Stakeholder

Engagement Plan

Build Capacity of PEEC

Staff and Stakeholders

Focus Group Meetings

with Stakeholders

Submit Final Report to

Advisory Committee

Engage with

Stakeholders

Select Advisory

Committee members

Assess Engagement

Activities

Update objectives

if necessary

Select additional

stakeholders if

necessary

Update objectives

if necessary

Update objectives

if necessary

Select additional

stakeholders if

necessary

29

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3.1.1 Engagement Process for Stakeholder Partner Group

The key stakeholders, several of whom who will form the membership of the Advisory Committee (AC) have been selected based upon a consultation between the Committee’s President, His Excellency the Governor of PEEC and the Vice-President, the Governor Assistant of PEEC’s NQF section. Invitation letters have been sent for the first meeting in May 2015.

The roles and tasks of the Committee have been identified and will be tabled at the first meeting. This will clarify to this group of stakeholders PEEC’s expectation of them as members of this Committee and the resulting benefits. As members of this group will be at a very senior level in their organizations it is important to keep their commitments to a minimum. It has been projected that a total of twelve meetings will be held with proposed dates for future meetings already planned; meeting dates are incorporated into the information in Diagram 10, below.

Members should also be invited, where relevant to support other Project activities such as presenting at the national and international conferences. Full details of all engagement activities are detailed in Annex 5. Diagram 10 below summarizes the engagement activity (including elements of communication and marketing) schedule for the Partner Group.

Diagram 10: Engagement Activity Schedule for Partner Stakeholders

08/03/15 to 31/03/15Preparation

• Identify stakeholders through personal contacts and from Project Launch Stakeholder Workshop (31/03/15)

24/03/15 to 28/05/15 Design & Inception – Baseline Assessment

• Invite selected stakeholders to AC meeting: Inception – Baseline Assessment [1] (19/05/15)

• Host first AC meeting and ask members to provide nominations for Focus Group membership

• Distribute Inception Report Executive Summary• Distribute list of proposed collaborative stakeholder

workshops

16/04/15 to 29/10/15Design & Development of NQF Phase 1

• Host AC meetings: Inception – Baseline Assessment [2] (16/06/15); Design & Development of SAQF [1] and Marketing & Promotion [1] (01/09/215); and Design & Development of SAQF [2] (13/10/15)

• Distribute reports (as per Project deliverables and from Focus Groups) for discussion

• Distribute promotional brochure

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05/11/15 to 04/04/16Design & Development of NQF Phase 2

And

And to 29/05/16Pilot

• Host AC meetings: Design & Development of SAQF [3] (30/11/15); Pilot [1] and Marketing and Promotion [2] (26/01/16); and Pilot [2] (22/03/16

• Distribute reports (as per Project deliverables and from Focus Groups) for discussion

• Invite members to take part in/present at Project Update Stakeholder Workshop (30/03/16) and in regional events

• Discuss proposals for national and international conferences, including a role for some of the AC members

• Distribute promotional brochures and newsletter/case study

09/07/2015 to 31/01/17NQF User Guide and Capacity Building

• Host AC meetings: Pilot [3] (31/05/16); SAQF User Guide and Capacity Building (27/09/16); and Legislation & Governance [1] (29/11/16)

• Distribute reports (as per Project deliverables and from Focus Groups) for discussion

• Invite to take part in International Conference• Distribute promotional brochure and newsletter/case study

15/02/2015 to 23/02/17Marketing & Promotion *

• Host AC meeting Legislation & Governance [2] and Marketing & Promotion [3]

• Distribute reports (as per Project deliverables and from Focus Groups) for discussion

19/07/2015 to 02/03/2017Legislation & Governance

• Submission of proposals regarding all Governance arrangements

15/03/2015 to 23/03/17Final reporting • Host AC meeting Project Completion (28/03/17)/ dinner

• Distribute final reports and gifts

*Marketing and promotion will continue throughout the whole duration of the Project. This will include placing information and promotional news on the Project website, Facebook, Twitter and Instagram as appropriate.

3.1.2 Engagement Process for Stakeholder Collaboration Group

The collaboration group stakeholders, several of whom will form the membership of the Focus Groups and/or the working groups for HE, TVET or GenEd have been selected based upon either personal knowledge or nominated by members of the Advisory Committee.

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Members should also be invited, where relevant to support other project activities such as presenting at stakeholder workshops. Other activities are detailed in Annex 9. Diagram 11 below summarizes the engagement activity (including elements of communication and marketing) schedule for the Collaboration Group.

Diagram 11: Engagement Process for Stakeholders in Collaboration Group

08/03/15 to 31/03/15Preparation

• Identify stakeholders through personal contacts and from Project Launch Stakeholder Workshop (31/03/15)

24/03/15 to 28/05/15 Design & Inception – Baseline Assessment

• Invite selected stakeholders to Stakeholder workshop: SAQF/TVET Collaborative Stakeholder Workshop

• Identify stakeholders through personal contacts and from SAQF/TVET Collaborative Stakeholder Workshop

• Identify members of focus groups from personal contacts and from nominations from members of the AC.

• Identify members of groups for General Education, Higher Education and Technical and Vocational Education and Training and host meeting with each

16/04/15 to 29/10/15Design & Development of NQF Phase 1

• Invite selected stakeholders to relevant collaborative stakeholder workshops for TVET, Ministries, Ministry of Defense/Interior, Employers

• Send invitations and host focus groups, including: o NQF Design & Development (D&D): 08/06; 07/09 and

12/10/15o Quality Assurance (QA): 09/06; 08/09 and 13/10/15o Governance & Legislation (G&L): 09/09/15o Employers: 10/09/15

• Undertake a Training Needs Analysis (TNA) of members of each group

• Deliver training workshops for focus group members• Discuss possible case studies for publication

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05/11/15 to 04/04/16Design & Development of NQF Phase 2

And

And to 29/05/16Pilot

• Invite selected stakeholders to relevant collaborative stakeholder workshops for Training Organization and for employers in Jeddah and in Dhahran/Al-Jubail

• Send invitations and host focus groups, including:o NQF D&D: 09/11/15; 08/02; 21/03; and 17/04/16o QA: 10/11/15; 09/02; 22/03; and 18/04/16o G&L: 11/11/15; 10/02; 23/03; and 19/04/16o Employers: 12/11/15; and 11/02/16

• Deliver training workshops for focus group members

• Invite members to take part in/present at Project Update Stakeholder Workshop (30/03/16) and in regional events

• Discuss possible case studies for publication

• Distribute promotional brochures and newsletter/case study

09/07/2015 to 31/01/17NQF User Guide and Capacity Building

• Send invitations and host focus groups, including: o NQF D&D: 31/10/16o G&L: 07/09; 09/11/16; and 08/02/17o Employers: 08/09/16

• Distribute promotional brochure and newsletter/case study

15/02/2015 to 23/02/17Marketing & Promotion *

• Invite to take part in International Conference

19/07/2015 to 02/03/2017Legislation & Governance

• Distribute information materials

15/03/2015 to 23/03/17Final reporting

• Distribute final promotional materials and gifts

3.1.3 Engagement Process for Stakeholder Consultation Group

It is important that this group of stakeholders is kept informed of project activities in order to try to increase their level of interest in this national project. Some may become sufficiently interested that they may seek to increase their level of power to a position where they move to the collaborator group.

Some stakeholders in the consultation group may provide information that the SAQF project requires in the identification of levels of qualifications. Others may be involved

33

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through submission of their in-house training programs for accreditation as qualifications so they may be mapped to a particular level.

Members may also be invited, where relevant to support other project activities such as supporting focus group activities. Other activities are detailed in Annex 9. Diagram 12 below summarizes the engagement activity (including elements of communication and marketing) schedule for the Consultation Group.

Diagram 12: Engagement Process for Stakeholders in Consultation Group

08/03/15 to 31/03/15Preparation

• Identify stakeholders through personal contacts, from Project Launch Stakeholder Workshop (31/03/15) and from employer associations such as Chamber of Commerce

24/03/15 to 28/05/15 Design & Inception – Baseline Assessment

• Identify stakeholders through personal contacts from SAQF/TVET Collaborative Stakeholder Workshop

16/04/15 to 29/10/15Design & Development of NQF Phase 1

• Invite selected stakeholders to relevant collaborative stakeholder workshops for Training Organization and for employers in Riyadh, Jeddah and in Dhahran/Al-Jubail

• Distribute promotional brochure

05/11/15 to 04/04/16Design & Development of NQF Phase 2AndAnd to 29/05/16Pilot

• Distribute promotional materials• Encourage some members to become members of Collaboration

Group

09/07/2015 to 31/01/17NQF User Guide and Capacity Building

• Invite to take part in National Conference• Distribute promotional brochure and newsletter/case study

15/02/2015 to 23/02/17Marketing & Promotion *

• Distribute promotional materials

19/07/2015 to 02/03/2017Legislation & Governance

• Distribute information and promotional materials

15/03/2015 to 23/03/17Final reporting

• Distribute final promotional materials

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Stakeholder Engagement and Marketing Plan for the:“Development of the National Qualifications Framework

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3.1.4 Engagement Process for Stakeholder Information Group

Although the majority within this group of stakeholders may currently have no knowledge of the SAQF, it is important that they be kept informed of project activities as the results of the project could impinge upon the future career pathway decisions of young people. As 45% of the population of KSA is younger than 19 years of age, the stakeholder information group has many members in this category. Parents will also need the information in order to advise their children and the general public should be made aware of a national initiative

Engagement with this group will be predominately through the provision of one-way information although some members might also be consulted in any review of promotional activities. Other activities are detailed in Annex 9. Diagram 13 below summarizes the engagement activity (including elements of communication and marketing) schedule for the Information Group.

Diagram 13: Engagement Process for Stakeholders in Information Group 08/03/15 to 31/03/15Preparation

• Prepare information for PEEC website, Facebook, Twitter, YouTube and instagram

24/03/15 to 28/05/15 Design & Inception – Baseline Assessment

• Prepare information for PEEC website, Facebook, Twitter, YouTube and instagram

16/04/15 to 29/10/15Design & Development of NQF Phase 1

• Prepare information for PEEC website, Facebook, Twitter, YouTube and instagram

05/11/15 to 04/04/16Design & Development of NQF Phase 2AndAnd to 29/05/16Pilot

• Take stand at Higher Education Fair• Prepare information for PEEC website, Facebook, Twitter,

YouTube and instagram• Distribute printed promotional materials: posters to schools

09/07/2015 to 31/01/17NQF User Guide and Capacity Building

• Prepare information for PEEC website, Facebook, Twitter, YouTube and instagram

15/02/2015 to 23/02/17Marketing & Promotion *

• Prepare information for PEEC website, Facebook, Twitter, YouTube and instagram

19/07/2015 to 02/03/2017Legislation & Governance

• Prepare information for PEEC website, Facebook, Twitter, YouTube and instagram

15/03/2015 to 23/03/17Final reporting

• Prepare final project information for PEEC website, Facebook, Twitter, YouTube and instagram

35

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4. Introduction to Communication and Marketing

This second part of the paper draws upon and adds to the information prepared by PEEC in its document, ‘National Qualifications Framework: Stakeholder Communications Plan, 2015-2017 (Annex 7). In particular, the plan draws upon the information depicted in Diagrams 14 – 20 below.

Diagram 14: Stakeholder Communication Plan Process

© PEEC June 2015 Page 38 of 109

4. Introduction to Communication and Marketing This second part of the paper draws upon and adds to the information prepared by

PEEC in its document, ‘National Qualifications Framework: Stakeholder

Communications Plan, 2015-2017 (Annex 7). In particular, the plan draws upon the

information depicted in Diagrams 14 – 20 below.

Diagram 14: Stakeholder Communication Plan Process

Diagram 15: Five Values that Guide the Work of PEEC Independence We pursue the best solution for all constituents with full independence.

Impact-driven Our work must lead directly to stakeholders taking evidence-based action

to improve education in new ways.

Transparency We pro-actively share appropriate information with our stakeholders to

create trust, to encourage more informed decision making and to foster

greater participation.

Partnership We work collaboratively with our colleagues and pro-actively partner with

our stakeholders to achieve a common goal.

Professionalism

We do what we say and say what we do and make no excuses along the

way. We bring a respectful attitude and top-notch skills and competences

to every situation.

Diagram 15: Five Values that Guide the Work of PEEC

Independence We pursue the best solution for all constituents with full independence.

Impact-drivenOur work must lead directly to stakeholders taking evidence-based action to improve education in new ways.

TransparencyWe pro-actively share appropriate information with our stakeholders to create trust, to encourage more informed decision making and to foster greater participation.

PartnershipWe work collaboratively with our colleagues and pro-actively partner with our stakeholders to achieve a common goal.

ProfessionalismWe do what we say and say what we do and make no excuses along the way. We bring a respectful attitude and top-notch skills and competences to every situation.

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Stakeholder Engagement and Marketing Plan for the:“Development of the National Qualifications Framework

in the Kingdom of Saudi Arabia (SAQF)”

Diagram 16: NQF Strategic Communication Goal

Communication and engagement support is needed to make the National Qualifications Framework a success

Awareness of NQF’s strategic purpose and role in the educational landscape

Understanding why and how the NQF’s strategy will be implemented, what is expected from

Commitment to achieve the aspiration and make NQF’s strategy a reality

Ownership of key stakeholders in supporting and facilitating the fulfillment of the goals of the NQF

Diagram 17: Communication Methods used for achieving our Goals

Strategic Communication Goals Engagement Type

Awareness Inform, communicate and share information

Understanding Consult and get feedback to understand stakeholder concerns

Commitment Involve and partner with stakeholders

Ownership Share ownership with stakeholders

Diagram 18: Degrees of engagement required across key stakeholders

© PEEC June 2015 Page 39 of 109

Diagram 16: NQF Strategic Communication Goal 1.

Awareness of NQF’s strategic purpose and role

in the educational landscape

2. Understanding why and how the NQF's strategy

will be implemented, what is expected from

3. Commitment to achieve the aspiration and make

NQF’s strategy a reality

4. Ownership of key stakeholders in supporting and

facilitating the fulfillment of the goals of the NQF

Diagram 17: Communication Methods used for achieving our Goals Strategic Communication Goals Engagement Type

Awareness Inform, communicate and share information

Understanding Consult and get feedback to understand stakeholder concerns

Commitment Involve and partner with stakeholders

Ownership Share ownership with stakeholders

Diagram 18: Degrees of engagement required across key stakeholders

High Medium Some

Communication and

engagement support is

needed to make the

National Qualifications

Framework a success

Levels of engagement required

37

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Diagram 19: Type of stakeholder engagement

© PEEC June 2015 Page 40 of 109

Diagram 19: Type of stakeholder engagement

MoL TVTC NCAAA MoE MoH 360 MCS HRDF Employers Advisors )civil society( School leaders Teachers Students Qualification Providers Public

Work with stakeholders to implement projects

Obtain feedback from stakeholders

Provide balanced and accurate information

Implement Consult Inform

Enable to take ownership

Own

✓ ✓ ✓ ✓ ✓ ✓

✓ ✓ ✓

✓ ✓ ✓ ✓ ✓ ✓ ✓ ✓ ✓ ✓ ✓ ✓ ✓ ✓ ✓

✓ ✓

✓ ✓

✓ ✓ ✓ ✓ ✓ ✓ ✓ ✓ ✓ ✓ ✓ ✓ ✓ ✓ ✓ ✓

PEEC�in

form

s�PEEC�rec

eive

s�input�

Colla

borates�with�

PEEC�

Diagram 20: Communications channels to deliver key messages and obtain feedback

In-person Digital & online

content Publications

& media 1 2 3

• Face-to-face meetings • Press conferences • Board meetings • Advisory committee

meetings • Expert meetings • Stakeholder meetings • Workshops • Internal and external

information sessions • Local, regional, and

international conferences • Informal meetings )e.g.

lunch or dinner events( • Media presentations

• PEEC website • Online portals

developed • Online newsletters • Interactive digital

applications • Social media )Twitter,

Facebook, YouTube, Instagram, etc.(

• News sites • Blog posts • Online publications • Informational videos

• Online videos showcasing PEEC's work

• Press-releases • Directives • Public announcements • Reports • Brochures • Posters • Research publications • Executive summaries on

work • Newsletters • TV & radio )Interviews(

Feedback tools

• Public service hotline • Nation-wide

stakeholder surveys • Online pulse-check

surveys • Program questionnaires

)e.g. for NQF( • Contact form via

PEEC's website • Contact via NQF email

4

Diagram 20: Communications channels to deliver key messages and obtain feedback

© PEEC June 2015 Page 40 of 109

Diagram 19: Type of stakeholder engagement

MoL TVTC NCAAA MoE MoH 360 MCS HRDF Employers Advisors )civil society( School leaders Teachers Students Qualification Providers Public

Work with stakeholders to implement projects

Obtain feedback from stakeholders

Provide balanced and accurate information

Implement Consult Inform

Enable to take ownership

Own

✓ ✓ ✓ ✓ ✓ ✓

✓ ✓ ✓

✓ ✓ ✓ ✓ ✓ ✓ ✓ ✓ ✓ ✓ ✓ ✓ ✓ ✓ ✓

✓ ✓

✓ ✓

✓ ✓ ✓ ✓ ✓ ✓ ✓ ✓ ✓ ✓ ✓ ✓ ✓ ✓ ✓ ✓

PEEC�in

form

s�PEEC�rec

eive

s�input�

Colla

borates�with�

PEEC�

Diagram 20: Communications channels to deliver key messages and obtain feedback

In-person Digital & online

content Publications

& media 1 2 3

• Face-to-face meetings • Press conferences • Board meetings • Advisory committee

meetings • Expert meetings • Stakeholder meetings • Workshops • Internal and external

information sessions • Local, regional, and

international conferences • Informal meetings )e.g.

lunch or dinner events( • Media presentations

• PEEC website • Online portals

developed • Online newsletters • Interactive digital

applications • Social media )Twitter,

Facebook, YouTube, Instagram, etc.(

• News sites • Blog posts • Online publications • Informational videos

• Online videos showcasing PEEC's work

• Press-releases • Directives • Public announcements • Reports • Brochures • Posters • Research publications • Executive summaries on

work • Newsletters • TV & radio )Interviews(

Feedback tools

• Public service hotline • Nation-wide

stakeholder surveys • Online pulse-check

surveys • Program questionnaires

)e.g. for NQF( • Contact form via

PEEC's website • Contact via NQF email

4

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Stakeholder Engagement and Marketing Plan for the:“Development of the National Qualifications Framework

in the Kingdom of Saudi Arabia (SAQF)”

So that there be no duplication with work already undertaken by PEEC, but rather to build upon previous work undertaken, design templates within this document are developed from the work undertaken by the design company commissioned to develop the overall marketing plan for PEEC. Additionally, the SAQF staff responsible for communication and marketing should play an active role in the series of meetings proposed by the Head of PR where all PEEC projects might share their communication plans and activities.

The communication roles and responsibilities of PEEC senior staff have also been considered carefully in the production of the plan, especially where approval is required for any external communication. As per the PEEC document referred to in the paragraph above, these roles and responsibilities are depicted in Diagram 21 below.

Diagram 21: Communication Roles and Responsibilities

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The Communication and Marketing element of the plan is being produced in the first phase of the Project but incorporate activities to be undertaken throughout the two years. The plan should also be considered as ‘fluid’ in that it should be adapted as SAQF activities develop; new opportunities for promotion may become available while other proposed activities may become no longer necessary.

A prime method of communication and promotion is face-to-face communication via the spoken word, from one-to-one meetings to presentations to large audiences – live or via radio or television. In all cases care should be taken to promote the benefits of the SAQF and to project a positive image of PEEC and SAQF activities, including showing the PEEC branding where relevant, e.g. by wearing the appropriate badge (shown in Annex 6).

4.1 SAQF Objectives

The overall aim of the Project is the development of a NQF in the Kingdom of Saudi Arabia (KSA), with the goals of:

» bringing together and taking forward the work of establishing national standards for the outcomes of learning in all sectors of education and training and improve the value of qualifications;

» bringing together and taking forward the work of improving the quality of qualifications and assessment, increasing trust in qualifications and gaining national and international recognition for workers’ skills;

» relating the qualifications on offer in KSA to each other and improving access, progression routes and the possibility of transferring learning from level to level and sector to sector;

» providing a basis for cooperation between stakeholders in education and training in pursuit of national policies on social and economic development and

» ensuring that records of learner achievement are registered to enable national recognition of acquired skills and knowledge.

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To meet these goals a number of project objectives were identified:

» Developing a baseline, analysis and assessment of the qualifications landscape in KSA

» Developing a NQF, a strategic framework for the purpose of mapping qualifications » Developing the NQF guides » Implementing a pilot for the NQF » Developing a governance and management model for the NQF.

To help PEEC realize these objectives, the SQA Project is in place to support the necessary outcomes, viz.:

» Identification of where there are or should be progression routes between levels and sectors

» Mapping out practical pathways » Creating possibilities for converting one kind of learning or qualification into another » Finding out where bridging provision is required and stimulating or supporting its

creation » Advising ministers on policies required to stimulate and support the use of the

framework by institutions and learners and by the ministries themselves » Using appropriate means of publicizing the framework » Engaging with international framework developments to ensure that recognition is

given to Saudi qualifications.

From these goals, objectives and required outcomes, the communication and marketing objective is considered to be, ‘to raise awareness of the development and implementation of the SAQF amongst all stakeholders’. This plan identifies a range of tools that can support the achievement of this objective, including:

» eight visibility events; » one national conference; » one international conference; » a range of print media, including brochures, leaflets and case studies; » regular press releases;

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» regular use of electronic media such as video, websites, Twitter, Facebook, YouTube and Instagram (all of which are currently used by PEEC)

4.2 Overall Communication and Marketing Strategy

As stated in the Introduction, PEEC’s 5-year plan identifies as one of its implementation themes the building of PEEC’s image and stakeholder engagement, facilitated by a strategic communications program. The strategy suggested below aims to support this implementation theme.

PEEC and the SAQF Project promote the sharing of ideas and information and therefore require a strong effort in communication and marketing to raise awareness of SAQF activities so that all stakeholders are provided with the information they require to understand the SAQF and to take a decision – whether it be an individual study/career plan, manpower planning and recruitment within an organization or the development of a new training program/course. Information provided will aim to raise awareness of the role and benefits of the SAQF.

The main goals of the Communication and Marketing plan for the SAQF are:

» to publicize the SAQF and the support of the stakeholders; » to present opportunities available to different stakeholders; » to emphasize the SAQF quality project outcomes and impacts through dissemination

of examples of good practice; » to ensure visibility, transparency and partnership throughout the two years of the

Project and beyond.

All proposed promotional activities and tools have been prepared as precisely as possible yet retain some flexibility to the changing needs of the target audiences and to take advantage of any opportunities that present themselves during the two years of the Project. Communications tools have been developed in an innovative style in order to present the Project in an attractive manner whilst at the same time allowing them to fit well with materials already developed/utilized by PEEC or currently under development by the branding and design company, ‘Influence’.

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In the initial phases of the Project, communication activities will focus on awareness raising to ensure visibility of the Project throughout Saudi Arabia. As the Project proceeds and outputs are realized the focus will move to promotion of actual activities and results (e.g. case studies on implementation of the SAQF). In the final phase of the Project the focus of the promotional activity will be that of dissemination of achievements and learning.

Diagram 22: Communication in Project Phases

© PEEC June 2015 Page 45 of 109

them to fit well with materials already developed/utilized by PEEC or currently under

development by the branding and design company, ‘Influence’.

In the initial phases of the Project, communication activities will focus on awareness

raising to ensure visibility of the Project throughout Saudi Arabia. As the Project

proceeds and outputs are realized the focus will move to promotion of actual

activities and results (e.g. case studies on implementation of the SAQF). In the final

phase of the Project the focus of the promotional activity will be that of dissemination

of achievements and learning.

Diagram 22: Communication in Project Phases

Thought has been put into which communication tool best suits each

message/phase of communication activities as well as the staggering of

communication throughout the lifetime of the Project. A summary of communications

activities is shown in Annex 9, the Stakeholder Engagement Implementation

Schedule Summary and in Annex 5, the Stakeholder Engagement and Marketing

Strategy

This plan is produced as a guide to those working in the SAQF Project and, as such

contains not only the proposed strategy but also templates for promotional materials

(where these are available) and guidance notes for visibility.

Thought has been put into which communication tool best suits each message/phase of communication activities as well as the staggering of communication throughout the lifetime of the Project. A summary of communications activities is shown in Annex 9, the Stakeholder Engagement Implementation Schedule Summary and in Annex 5, the Stakeholder Engagement and Marketing Strategy

This plan is produced as a guide to those working in the SAQF Project and, as such contains not only the proposed strategy but also templates for promotional materials (where these are available) and guidance notes for visibility.

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5. Target Groups and Objectives

5.1 Target Audiences/Groups

The SAQF is a national initiative that should offer some level of benefit to all stakeholders - organizations and individuals - in the Kingdom of Saudi Arabia.

The information needs of the various stakeholders will differ and care must be taken to ensure the message contained within SAQF informational/promotional literature and Project activities meets the needs of each of these groups – the target audiences. To ensure the right communication message / promotional activity for each target group stakeholders have been grouped according to their level of participation in SAQF activities.

Diagram 23: Level of Stakeholder (Target Audience) ParticipationHigh Partner (+ Collaborate + Consult + Inform)

MoE• PEEC: Develop an evaluation system; advanced standards for all education stages; and

curriculum standards; Carry out periodic performance evaluation and accreditation of state and private schools; Develop and implement standardized national tests at every educational stage; Establish quality controls; Set professional standards, competence tests and license requirements for professionals working in education; Evaluate programs.

• HE: Establish standards and processes for QA and accreditation; Plan, train and support quality improvement; Accredit institutions and programs; Provide provisional accreditation of new institutions and programs; Link and coordinate with international agencies.

• NCAAA: through key documents - The handbook; Quality standards for HE institutions; National qualifications frameworks and to ensure implementation in HE institutions

• Employers: ARAMCO; SABIC; ALObeikanMoL• HRDF: close collaboration to ensure implementation of SAQF in TVET institutions; HRDF -to

ensure alignment with SNOC1 on educational levels• TVTC - to implement and adapt SAQF standards into technical and vocational programs• SSS: strategic role in development and reform of VET, ensuring training outcomes meet the

needs of the economy

Collaborate (+ Consult + Inform)

• Employers - to ensure SAQF meets requirements of industry and commerce and to register their qualifications in SAQF

• MoD: Military colleges: to reference their qualifications nationally in terms of learning outcomes, levels and sizes

Consult (+ Inform)

• Employers - to support understanding or upgrading of employee qualifications • MoH / SCFHS - to ensure input on health related qualification standards• MCS / MoA / MCI / MCIT / MoF / MEP: to provide input to ensure alignment for standards

Inform

Low • Students - to support understanding of career pathways and available qualifications• General public - to provide information and develop an understanding of the SAQF

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5.2 Communications Objectives per Target Audience

To ensure that each target audience is not only aware of the activities and benefits of the SAQF, but receives information in an appropriate format with relevant messaging, different tools will be prepared and disseminated for each target audience reflecting the objectives of SAQF communication with that audience. A summary of this is shown in Diagram 24, below; full details, with examples are shown in Section 6, below while Annex 9 displays the schedule summary showing when each of the media will be utilized. This is planned against the project milestone dates. Additional information on marketing and communication activity is detailed in Annex 9.

Diagram 24: Aims and Media for Each Target Audience

Target Audience Aims Media

Partner Group

• to ensure mutual understanding of the Project goals and activities;

• to raise awareness of the roles of PEEC and its stakeholders in supporting the Project;

• to share information on Project activities and outputs;

• to discuss the benefits and interests of taking part in the Project;

• to provide an opportunity to be part of the decision making process in the development of the SAQF

• Focus groups

• Advisory Committee and other Committees

• Information sheets

• Case studies

• Newsletters

• Events

• Digital and online content

Collaboration Group

• to ensure understanding of the Project goals and activities;

• to raise awareness of the roles of PEEC in supporting the Project;

• to provide information on Project activities and outputs;

• to raise awareness of the benefits of taking part in the Project;

• to provide an opportunity to contribute in the development of the SAQF

• Focus groups

• Committees

• Information sheets

• Case studies

• Newsletters

• Events

• Digital and online content

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Target Audience Aims Media

Consultation Group

• to ensure understanding of the SAQF Project goals and activities;

• to raise awareness of the roles of PEEC in supporting the Project;

• to create a positive image of the Project;

• to provide information on Project activities and outputs;

• to encourage feedback.

• Brochures/Leaflets

• Newsletters

• Case studies

• Events, including ‘roadshow’

• Digital and online content

Information Group

• to raise awareness of the SAQF Project;

• to raise awareness of the benefits of the SAQF;

• to encourage discussion.

• Brochures/Leaflets

• Posters

• Press

• Events, including ‘roadshow’

• Digital and online content

Some of the promotional activities, rather than attempt to target directly all of the final beneficiary groups (some of whom are great in number and widely dispersed), will target influencers and intermediaries who can support the achievement of the Project outputs. For example, It may not be possible to use digital and online content to access students in small outlying schools where internet connection is poor – if available at all. In such case it may be necessary to use alternative media such as targeting the teachers via the Ministry of Education (MoE) using print media.

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6. Communication Tools and Activities

A range of communication tools is planned to ensure appropriate promotion of the SAQF Project; all have been developed in line with the requirements of PEEC

corporate identity.

Arabic and, where appropriate USA English, will be used for all communication materials. The main PEEC/Project web page(s) will be available in both Arabic and English. Communication via digital and online content will use the most appropriate language for the media selected.

Communication tools used for any SQA Project activity will incorporate the SQA as well as the PEEC and the SAQF brands.

Diagram 25 below shows the full range of communications tools to be used in SAQF communications.

Diagram 25: Communication Tools

© PEEC June 2015 Page 51 of 109

Diagram 25: Communication Tools

6.1 Information/Reporting Print Materials

6.1.1 Internal Documents Primary audience:

o Members of PEEC staff

o SQA team

o Members of the SAQF Advisory Committee and any other committees

established.

Materials included in this category: o Project reports

o Meeting reports

Approval required: o Project reports are approved by the Team Leader for submission to the

Governor Assistant.

o All materials should be approved by the Governor Assistant.

A. Project Reports

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6.1 Information/Reporting Print Materials

6.1.1 Internal Documents

» Primary audience:

o Members of PEEC staff

o SQA team

o Members of the SAQF Advisory Committee and any other committees established.

» Materials included in this category:

o Project reports

o Meeting reports

» Approval required:

o Project reports are approved by the Team Leader for submission to the Governor Assistant.

o All materials should be approved by the Governor Assistant.

A. Project Reports

Proposed format: Closely follow PEEC/SAQF format, which has predominantly the SAQF branding upper left, with PEEC branding upper right; where relevant, SQA branding will be lower right. Where information print materials have a longer shelf life than the two years of the Project there is no requirement to incorporate the SQA branding. Internal SQA reporting documents will follow a similar format with PEEC branding upper right, SQA branding upper left and SAQF branding lower left and center.

The SQA Project Team will produce monthly reports to SQA to:

» provide activity updates; » ensure the Project is on schedule and achieving the relevant milestones; » identify any challenges.

Project reports will be submitted in line with the timelines in the Project Terms of Reference. A template has been prepared for a cover page for Project reports. This is shown in Annex 6 and is saved in the SQA shared folder.

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B. Meeting Reports

Proposed format: Where meeting reports are being distributed to external stakeholder, such as members of the Advisory Committee, a front cover should be used following the format described above for PEEC Project reports.

» Primary audience: All stakeholders (internal and external) with different materials/messages prepared according to the target audience

» Proposed format: Closely follow PEEC/SAQF format, which has predominantly the SAQF branding upper left and, on some occasions also lower right, with PEEC branding upper right; where relevant, SQA branding will be lower right. Where information print materials have a longer shelf life than the two years of the Project there is no requirement to incorporate the SQA branding.

Internal SQA reporting documents will follow a similar format with PEEC branding upper right, but with SQA branding upper left and SAQF branding lower left and center.

6.1.2 External Documents

» Materials included in this category:

o Press releases for press/journals and digital and online content

o Newsletters/Case studies

» Approval required:

o All materials should be approved by the Governor Assistant and, for digital content, any other appropriate PEEC senior staff, e.g. General Manager, Corporate Communications (See Diagram 14)

Press Releases

Although gaining media attention can be seen as challenging, every effort will be made to gain media coverage of the Project, especially in the press and professional journals. The key principle in this activity is hitting the target by trying to ensure that only ‘news’ is included – the overlap between what the Project wants to say and what the media and readers want to hear.

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Working closely with the PEEC and its PR Team, press releases will be prepared on every possible occasion throughout the Project to promote activities, plans and results of the Project and should be produced when there is a noteworthy story to tell, e.g. the launch of the SAQF.

Every attempt will be made to identify media coverage through the PEEC press cutting service so that copies might be annexed to Project reports. Currently PEEC uses an external media company to place and monitor press releases. Each week the company sends to PEEC a media report that incorporates:

» List of all PEEC articles with details of media used » Description of each article so that the reader can determine which are of interest,

each with a hyperlink to the actual article.

PEEC is also currently considering a strategy for collection of relevant articles in international media.

It s recommended that consideration also be given to collection of data concerning:

» Prominence of articles, i.e. their positioning in the publication » Amount of space give – normally measured in single column centimeters.

A template for a press release is included in Annex 6, while a list of publications currently used by PEEC is attached in Annex 7.

B. Newsletters/Case studies

Newsletters/case studies will allow PEEC to demonstrate to stakeholders project achievements and to disseminate good practice. It may be possible to produce at least four newsletters during the lifetime of the Project although post Project this may be considered more regularly by PEEC. Consideration was given to a more regular production of a newsletter but it was decided that detailed case studies would fulfill the same goals, could be better targeted towards particular audiences, e.g. teachers or employers, be of great interest to actual and potential stakeholders and would provide the same opportunity for promoting the successes made possible through SAQF Project. A schedule of production/distribution is shown in Section 4, below; templates for both a case study and a newsletter are shown in Annex 6.

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6.2 PEEC/SQA Promotional Materials

» Primary audience: Members of Information and Consultation stakeholder groups with style and content to meet the requirements of the target group.

» Materials included in this category:

• Brochures – A4, A5 or triple folded A4 to make ‘Z’ style; full color; high quality

• Leaflets - A5 or triple folded A4 to make ‘Z’ style leaflet; spot color; lower quality paper and printing than brochure

• Flyers – A4 (printed one or both sides)

• Posters (A3, A2 or A1)

» Proposed format: Style for all three will be in keeping with existing PEEC promotional materials. They will closely follow PEEC/SAQF format, which has predominantly the SAQF branding upper left, with PEEC branding upper right; SQA branding will be lower right, where required. Where information print materials have a longer shelf life than the two years of the Project there is no requirement to incorporate the SQA branding. Where promotional materials are sponsored by stakeholders the sponsor(s) should be named in copy at bottom of page or on back cover.

Approval Required:

» All materials should be approved by the Governor Assistant.

» Where an item is sponsored information relating to the sponsor should be incorporated on the back cover of the leaflet or brochure or at the bottom of a poster.

» Where relevant approval of SQA Team Leader will be required

A. Project Brochures

Brochures are high quality print and normally full color or matt with gloss sections for emphasis and should be used at all major project events, e.g. the national and international conferences. They will be produced in A5 format, which are likely to contain between four and eight pages according to need and may also be produced A4 triple folded to make ‘Z’ style. This will also allow the distribution alongside appropriate PEEC leaflets so

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that all are seen as part of one family.

Brochures can also be used to provide detail of activities as the Project goes through the various phases as outlined in Section 1.2 above:

» to inform target stakeholders of the potential benefits of being involved in the SAQF development and implementation;

» to disseminate good practice to all stakeholders from the actual results of Project activities.

A template for the front and back cover of a brochure can be seen in Annex 6.

B. Project Leaflets

During the life of the Project it is estimated that a maximum of four leaflets/brochures can be produced to disseminate overall information on the Project to all stakeholders.

These leaflets will be produced in A5 format or triple-folded A4 so that they can be used effectively in conjunction with other promotional materials produced by PEEC, e.g. in conference/workshop folders for PEEC events and for related events organized by stakeholder organizations. Through joint distribution this will clearly allow target audiences to recognize the role of PEEC in the SAQF Project. It will also allow greater promotion of project information through distribution at PEEC events as well as SAQF events.

The first leaflet will focus upon providing information on the planned activities of the Project so that stakeholders might gain an understanding of the aims of this SAQF development Project. Later leaflets could allow dissemination of typical results of similar activities elsewhere and, upon achievement of the first results of the Project the focus will move to actual outputs and success stories.

Besides distribution at PEEC/SAQF events, information/promotion leaflets can be used to access students through distribution in the schools. A schedule of production/distribution is shown in Section 4, below; a template for an Information leaflet can be seen in Annex 6.

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C. Project Flyers

Flyers (also known as handbills or leaflets) are usually A4 printed on one or both sides and are a lower cost method of getting information to a large number of people. For this reason they are recommended for use at any exhibitions in which the SAQF Project is promoted. They are normally printed on lower quality / lighter weight paper (e.g. 100 gms). The main aim of the flyer is to provide a small amount of information for a limited time for a high run at low production cost.

D. Project posters

The main focus of posters will be to provide information on the SAQF so that stakeholders such as students might gain an understanding of how they might benefit from the SAQF development Project.

As the Project develops posters could also be utilized to disseminate relevant good practice and/or results, e.g. identification of the levels of different qualifications. A template for an Information leaflet can be seen in Annex 6.

6.3 Events

6.3.1 Invited Audiences

» Primary audience: Attendees at the event (e.g. conference, seminar, workshop)

» Proposed format: Style in keeping with existing PEEC promotional materials. Where materials are sponsored by stakeholders the sponsor(s) should be named in copy at bottom or on back cover, where relevant.

» Materials included in this category:

• Display units / Roll-ups

• Folder

• Notebook

• PowerPoint presentations

• Name tags

• Corporate gifts

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Approval Required:

» All materials should be approved by the Governor Assistant.

» Where an item is sponsored the information relating to the sponsor should be in copy at bottom of page or on back cover for print materials, on the final slide for power-point presentations and on the bottom of exhibition stands where relevant.

Two very successful stakeholder workshops have already been held; another ten are proposed (plus two conferences) to ensure that the SAQF Project takes the opportunity to communicate with all key stakeholders – to present project activities and outputs, exchange ideas and good practice and to take part in joint events, where appropriate. Workshops already undertaken (in bold) or planned are detailed below. Dates are as yet flexible and will be fixed after further consultation between the PEEC and SQA teams.

1) Project Launch Stakeholder Workshop: 31/03/15

2) SAQF/TVET Collaborative Stakeholder Workshop

3) Ministerial Collaborative Stakeholder Workshop

4) TVET Collaborative Stakeholder Workshop

5) Collaborative Stakeholder Workshop with Ministry of Defense and Ministry of the Interior

6) Employer Collaborative Stakeholder Workshop

7) Collaborative Stakeholder Workshop with General Education

8) Project Update Stakeholder Workshop: 30/03/16

9) Collaborative Stakeholder Workshop with Higher Education

10) Collaborative Stakeholder Workshop with Training Organizations (International Qualifications)

11) Collaborative Stakeholder Workshop in Jeddah

12) Collaborative Stakeholder Workshop in Dhahran/Al-Jubail

13) National Conference: September/October 2016

14) International Conference: February/March 2017

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A. Display Units / Roll-ups

Display units and/or roll-ups can be used:

» at any major workshops, seminars or conferences organized by PEEC or in which PEEC takes part; and

» on any other occasion where there is potential to promote the Project brand.

B. Folder, C. Notebook, D. PowerPoint Presentations and E. Name Tags

As PEEC held a very successful and well-attended workshop at the end of March 2015, the design company commissioned to develop the PEEC marketing plan has already prepared draft templates. These are included in the templates in Annex 6; when final designs are approved the templates will be adapted accordingly.

C. Corporate gifts

It is recommended that a range of corporate gifts be produced for distribution on a number of occasions, including as a thank-you gift for members of the Advisory Committee and possibly the Focus Groups. Designs for corporate gifts can be undertaken at a later stage once the actual type of gifts has been selected.

6.3.2 Wider Audiences

As part of the action plan, additional visibility events will be organised to increase awareness of the SAQF amongst stakeholders. This will take into account geographical spread, will include all stakeholders and also include evaluation and, where appropriate, incorporation of feedback into the SAQF development activities. It is proposed that actual dates for these events be discussed with the PR Department to ensure coordination, if possible with regional activities for other PEEC projects. Besides Riyadh, the areas that will be targeted include and the possible types of events are shown in Diagram 26, below:

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Diagram 26: Regional events

Town/City Type of Event

Jeddah Collaborative Stakeholder Conference Career daysHRDF employer events

Dhahran/Al-Jubail Collaborative Stakeholder ConferenceCareer daysHRDF employer events

Qasim Career daysHRDF employer events

Jizan Career daysHRDF employer events

Tabuk Career daysHRDF employer events

Yanbu Career daysHRDF employer events

» Primary audience: Anyone attending the events, e.g. roadshow, exhibition, other visits

» Proposed format: Style in keeping with existing PEEC promotional materials. Where materials are sponsored by stakeholders the sponsor(s) should be named in copy at bottom or on back cover, where relevant.

» Materials included in this category:

• Display units / Roll-ups

• Posters/Leaflets (as in Section 6.2 above)

• Pencils/pens

• Plastic or paper carrier bags

Approval Required:

» All materials should be approved by the Governor Assistant.

» Where an item is sponsored the information relating to the sponsor should be in copy at bottom of page or on back cover for print materials, on the bottom of exhibition stands where relevant and suitably placed on tee shirts.

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A. Display Units / Roll-ups

Display units and/or roll-ups can be used:

» wherever the SAQF Project is promoted at any roadshows, exhibitions or activities such as school/university/company visits;

» on any other occasion where there is potential to promote Project activities.

B. Posters/Leaflets (as in Section 6.2 above)

These will be produced as outline in Section 6.2 above, with the content targeted at the specific audience.

C. Pencils/pens

Low cost pens and/or pencils could be provided as ‘giveaways’ to people visiting any Project exhibition.

D. Plastic or Paper Carrier Bags

A bag, with the relevant branding could be prepared again as a giveaway at exhibitions and other similar events. This could then be used to transport any leaflets and/or brochures provided.

6.4 Website/Video/Digital and Online Content Clips

A survey carried out by Martin Bauer (http://www.martinbauer.com/) examined the reasons for establishing a website. The results are shown in Diagram 27, below. As shown, the major reason identified was the provision of information followed closely by promotion and marketing. This suggests that the most important aspect of a website is that it can clearly ‘get the message across’.

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Diagram 27: Reasons for Establishing a Website

6.4.1 How will it be accessed?

It is planned that the website should be a sub site of the PEEC website so that anyone interested in PEEC activities will be able to access directly the SAQF website. It is also important that the SAQF be promoted more widely and, for that reason access should also be available directly from search engines such as Google. For example someone searching information of qualification frameworks should be able to find out about the SAQF.

6.4.2 What pages will it contain?

The Mindmap in Diagram 28 shows the pages that are suggested for inclusion. Once the project home page has been accessed, the site visitor should then be able to access different pages according to need.

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In the longer term a decision will need to be taken as to whether the website continues to be used for the provision of information and for promotion of SAQF activities or whether it should also contain pages specifically for certain stakeholders and requiring a password for access. However, it is envisaged that this will be necessary only later in the project and it is suggested that this might be further discussed at a later date rather than delay the creation of the website at this stage.

Diagram 28: Website Content

© PEEC June 2015 Page 62 of 109

6.4.2 What pages will it contain? The Mindmap in Diagram 28 shows the pages that are suggested for inclusion. Once

the project home page has been accessed, the site visitor should then be able to

access different pages according to need.

In the longer term a decision will need to be taken as to whether the website

continues to be used for the provision of information and for promotion of SAQF

activities or whether it should also contain pages specifically for certain stakeholders

and requiring a password for access. However, it is envisaged that this will be

necessary only later in the project and it is suggested that this might be further

discussed at a later date rather than delay the creation of the website at this stage.

Diagram 28: Website Content

Videos have been incorporated and, although time-consuming and costly to produce

they provide an excellent method of reaching specific target groups and therefore

should be considered throughout the lifetime of the Project. To ensure a high quality

all videos should be produced by a local video production company.

6.4.3 How will the content be prepared? Webpage content will originate from the PEEC NQF project team only and will

require to be in both Arabic and English.

Videos have been incorporated and, although time-consuming and costly to produce they provide an excellent method of reaching specific target groups and therefore should be considered throughout the lifetime of the Project. To ensure a high quality all videos should be produced by a local video production company.

6.4.3 How will the content be prepared?

Webpage content will originate from the PEEC NQF project team only and will require to be in both Arabic and English.

As the PEEC PR team prepares or adapts press releases and updates for the PEEC website, appropriate materials relating to the SAQF can be placed on the project website when approved by the Governor Assistant.

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The process for production and updating of website pages is shown in the diagram below. Final approval for all materials placed on the website lies with the Governor Assistant, as shown; however, she might be consulted at each stage of production.

Diagram 29: Production process for webpages

© PEEC June 2015 Page 63 of 109

As the PEEC PR team prepares or adapts press releases and updates for the PEEC

website, appropriate materials relating to the SAQF can be placed on the project

website when approved by the Governor Assistant.

The process for production and updating of website pages is shown in the diagram

below. Final approval for all materials placed on the website lies with the Governor

Assistant, as shown; however, she might be consulted at each stage of production.

Diagram 29: Production process for webpages

It is also proposed that this be supplemented by uploading digital and online content

clips to social media such as YouTube (www.youtube.com) or Google Video

(video.google.com), to post clips to a Project Facebook, Twitter or Instagram and to

include a link to the SAQF as a sub site on the PEEC website. A template is shown

in Annex 6.

It is also proposed that this be supplemented by uploading digital and online content clips to social media such as YouTube (www.youtube.com) or Google Video (video.google.com), to post clips to a Project Facebook, Twitter or Instagram and to include a link to the SAQF as a sub site on the PEEC website. A template is shown in Annex 6.

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7. Communication Organization and Management

7.1 Financial Resources

Although it is of utmost importance in any Project to ensure that funds are allocated to make the best use of resources, budgetary control is not incorporated into the SAQF Project Stakeholder Engagement and Marketing plan as resources are fully planned by PEEC. Regular monitoring of expenditure should however be undertaken to identify any deviation from the PEEC plan and to make any necessary amendments during the life of the Project.

7.2 Implementation

A full implementation schedule is shown in Annex 9. This schedule provides an indication of suitable dates according to the phases of the Project and the required outcomes. As the Project develops and further information becomes available activities can be rescheduled as required.

During the life of the Project there will also be 60 consultation workshops with stakeholders and PEEC; this will include focus group meetings. Those already scheduled are shown on the Stakeholder Engagement Strategy in Annex 5 and in Annex 9, the Stakeholder Engagement Implementation Schedule Summary; some are not yet scheduled and this information will therefore be added to the plan when available. The schedule summarizes the timing of each activity as outlined in the sections above and to meet the deliverables stated in the project milestones. This should ensure a comprehensive media approach to promote project outputs as they occur.

7.3 Manpower

Quality output requires quality input. The SQA team will work closely with PEEC to ensure a consistently high quality of production of Project materials. Quality of content will be monitored by PEEC with support as necessary from the SQA Project Team. To aid PEEC in its manpower management an estimate of manpower requirements for the communication and marketing activities is shown in Diagram 30, below.

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Diagram 30: PEEC Team Manpower Requirements (in person days)

This diagram shows the number of person days required from the PEEC SAQF team for each task listed. Also included are the staff numbers for attendance at the workshops and other events, including capacity building workshops that are important for the sustainability of SAQF activities. As shown, a total of 696.5 person days are required from the team (currently of five and not including the Governor Assistant) over the two years of the project.

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8. Indicators of Achievement

8.1 Reasons for Measuring

The benefits of communication and marketing activities are not always tangible. Some, such as enhancing brand awareness, improving stakeholder engagement, promoting SAQF benefits are intangible meaning that measuring impact of any promotional activity is difficult. To add to the problem the impact is often not immediate but is realized at a later date. Additionally, measuring output requires manpower, especially if quality of impact of items such as promotional brochures is to be assessed. However, evaluation helps determine the success of communication and marketing activity, to check objectives are being met and to identify where changes are required in the Communication and Marketing plan. Some activities, such as seminars can be more readily assessed through evaluation sheets for delegate completion.

To determine what types of evaluation might be possible starts with an examination of the main objectives of the SAQF, viz.:

» Establish national standards of learning outcomes: knowledge, skills and wider competences

» Promote and standardize the quality of education and training provision through defining national standards

» Increase transparency and create common language to improve understanding of education and training systems

» Develop flexible pathways through improving access, progression, and transfer opportunities across levels within and between education, training, and employment sectors

» Increase trust in qualifications and gain national and international recognition for workers’ skills by improving the quality of qualifications

» Enable a basis for co-operation between stakeholders in education and training sectors in pursuit of national social and economic development policies.

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Other objectives suggest in this plan include:

» Improved communication channels which diffuse conflict before it impedes progress

» A sharing of responsibility for decisions and actions

» Early identification of potential issues, conflicts and benefits

» Supporting capacity building and learning in all stakeholders

To achieve these objectives will require a shift in attitude and behavior on the part of the various groups of stakeholders. How many organizations agreed to take part in focus group sessions? For example, how many stakeholders gave up their time to be a member of the Advisory Committee and other SAQF committees? How many universities mapped their programs to the SAQF? To gain some measure of effectiveness requires an evaluation of:

» the process of reaching the various target audiences;

» the outcomes as identified in the Project ToRs; and also

» the impact on the SAQF stakeholders.

Diagram 31: Evaluation Tools

© PEEC June 2015 Page 69 of 109

Other objectives suggest in this plan include:

Improved communication channels which diffuse conflict before it impedes

progress

A sharing of responsibility for decisions and actions

Early identification of potential issues, conflicts and benefits

Supporting capacity building and learning in all stakeholders

To achieve these objectives will require a shift in attitude and behavior on the part of

the various groups of stakeholders. How many organizations agreed to take part in

focus group sessions? For example, how many stakeholders gave up their time to

be a member of the Advisory Committee and other SAQF committees? How many

universities mapped their programs to the SAQF? To gain some measure of

effectiveness requires an evaluation of:

A. the process of reaching the various target audiences;

B. the outcomes as identified in the Project ToRs; and also

C. the impact on the SAQF stakeholders.

Diagram 31: Evaluation Tools

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A. Processes

Process evaluation should be undertaken on a regular basis throughout the Project and is perhaps the least difficult evaluation to undertake. For PEEC, the first key area to track is the level of awareness of the SAQF within each stakeholder group. As the SAQF is a new concept to Saudi Arabia the base it can perhaps be assumed that the initial level of awareness in some groups, such as amongst students and the general public is (close to) zero. To gain an insight into improvements in their level of awareness it would be possible to take a measure at specific stages of the Project, e.g. once the SAQF has been developed and promoted. This can again be done using a specific questionnaire designed at the relevant stages of the Project. Wherever there is an indication of little or no improvement in level of awareness an examination of the selected media should be undertaken to ensure the Project is reaching the right audiences.

As the Project will identify a number of focus groups these can form an excellent audience for measuring both levels of awareness and perception of the benefits (or lack of in their opinion) of the SAQF. It is recommended that a simple questionnaire be developed to take a measure of members’ level of awareness on the first meeting of each focus group. The same questionnaire used (say) twice per year would then give a measure of level of awareness amongst these groups.

One reasonably simple method of measuring negative or positive perception of the SAQF would be to measure attendance and repeat attendance at stakeholder meetings and events and to always ask for reasons when any stakeholder stops attending. It may be due to external pressures rather than any negative perception of the Project. But, should it be the latter, corrective action is only possible on the basis on knowledge of the fact.

B. Outcomes

Follow-up surveys will help PEEC identify any changes in attitude or behavior and this can be matched to promotional activity. The prime group of stakeholders to support this activity will be the partners and collaborators in the Project where simple surveys can be undertaken at each meeting/workshop/seminar.

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C. Impact

Measuring impact is the most difficult of any communication/promotion activity evaluation. If a stakeholder takes a particular action can it be stated that this was due to any one specific promotional activity? Firstly there is the delay between activity and stakeholder action and many other activities may have impacted on the stakeholder during and after the SAQF promotion activity. It is therefore rarely possible to identify impact at any particular time during the Project – and certainly during the promotional campaign. It can still be possible to gain some measure of impact. One way to do so would be to undertake (at least) two simultaneous studies – one in a control area where there is little or no promotional activity has been undertaken; the results of each can then be compared. Detail of such research can be later prepared for each specific occasion.

As shown in the sections above, communication and marketing activities although essential, are neither simple nor free. For PEEC to achieve its objectives will require resources – both financial and human. To ensure the spend is as effective as possible it is vital to undertake some level of assessment of achievement of objectives within these activities.

To support the Project team in undertaking its evaluation activities a set of indicators is therefore suggested for a range of different measures, as outlined in Diagram 32, below. Monitoring forms for each communication measure are included in Annex 8.

Diagram 32: Evaluation of Activities

Communication Measure Activity Indicator Result indicator

1. Printed materials

Leaflets / Brochures Number of copies printed • Number of copies distributed• Requests for further information

Newsletters / Case Studies Number of copies printed • Number of copies distributed• Requests for further information

2. Events

Seminars / RoadshowsNumber of delegates invited

• Number attending• Level of satisfaction

Number of media invited • Number attending• Media coverage of the event

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Communication Measure Activity Indicator Result indicator

3. Other media

Press and JournalsPress releases distributed (Press cutting service)

• Number of reports published• Prominence and space allocated in

single column centimeters• Presence of desired message

Websites Information provided to website hosts

• Number of visitors to PEEC website and to and to SAQF sub site

Twitter, Facebook and Instagram

Information gathered on each media

• Number of visitors

Other activities to measure achievement of KPIs will include:

» Keeping track of those who received and reacted to Project publications

» Direct consultation with workshop audiences through questionnaires and focus groups

» Weekly press cuttings reports from the media company commissioned by PEEC. It is recommended that, for future evaluation the company can also report on prominence of articles and space allocation (single column centimeters), at which stage KPIs will be developed for these measures also.

» PEEC already measures the number of visitors to the website; measuring visits within a 30-day window of placement provides a good baseline to compare different types of content over time. Another potential evaluation of the website is possible through measures of average bounce rates/time spent per visitor.

» As social media mainly allows two-way conversations this makes it possible to measure positive / negative comments; similarly it is possible to examine social sharing of media as a measure of interest amongst visitors.

Questionnaires will be developed for evaluation of events and will be adapted to meet the requirements of each specific event. Each will request feedback on the content of presentations, the venue and organization and will seek suggestions as to where improvements might be made.

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A very important aspect of any promotional activity evaluation is to be realistic: setting realistic indicators in the first place and ensuring the availability of sufficient resources to undertake the evaluation.

8.2 Conclusions and Next Steps

This plan provides an outline of stakeholder engagement and marketing to support the development and implementation of the SAQF. It identifies reasons for the development of a stakeholder engagement plan for the SAQF and examines the engagement planning process from the development of objectives to the final evaluation of activities. It establishes the current state of understanding of stakeholder power and impact and identifies key stakeholder groups and goals for each group and suggests an engagement process for stakeholder activity.

A recommended communication / marketing strategy and process is detailed, including the identification of tools and activities, together with the provision of templates for tools identified. Indicators of achievement and evaluation tools have been considered and, where relevant monitoring forms to measure impact are provided.

Finally, an engagement strategy, detailed against each project milestone is shown in Annex 5, incorporating a summary implementation schedule of all stakeholder engagement and communication activities allowing an overview of all activities detailed for each project milestone and detailing:

» Stakeholders/stakeholder groups involved

» For which objective activity is proposed

» Suggested methodology/media and including quantity for print media

» Key Performance Indicators (KPIs)

» Evaluation methodology suggested.

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Reference Lis

‘Request for Proposal (RFP); Project of Developing the National Qualifications Framework (NQF) in the Kingdom of Saudi Arabia’, PEEC, July 10th, 2014

‘National Qualifications Framework: Stakeholder Communications Plan, 2015 – 2017

‘Invitation to Tender; Developing the National Qualifications Framework (NQF) in the Kingdom of Saudi Arabia’, Technical Proposal, SQA, August 2014

Public Education Evaluation Commission Five Year Strategic Plan, ‘Raising the Standards of Education’

‘The Role of the Public Education Evaluation Commission (PEEC) for the Future of Education for the Development of Saudi Arabia until 2025’

‘SQA-NQF Action Plan 17 Feb. 2015 Final’

External Documents

‘AA1000 Stakeholder Engagement Standard 2011’. Accountability Principles Standards, 2008

‘Stakeholder Engagement: A Road Map to Meaningful Engagement’, Neil Jeffery, Doughty Centre, Cranfield School of Management, July 2009

‘Stakeholder Engagement Strategy 2011 – 2013’, Hertfordshire Community Health Services (NHS)

‘Stakeholder Engagement: Beyond the Myth of Corporate Responsibility’, Michelle Greenwood, Journal of Business Ethics, September, 2007, Volume 74, Issue 4, pp 315-327

‘Communicating the Scottish Credit and Qualifications Framework (SCQF): Advice to University Marketing and Communication Departments’, SCQF

‘Visibility & Communications Plan’, Technical Assistance Facility of the African Agriculture Fund, Ann Justice, November 2011

‘Plan The Work: Strategic Communication Planning for Not-for-Profit Organizations’, Institute for Media, Policy and Civil Society for the Centre for Community Organizations,

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Winter, 2005

‘Proposal for a Marketing and Communications Plan: Strengthening the Cochrane Collaboration Brand’, Delta Media, January 2011

‘Best Practice for Stakeholder Engagement’, Mark Ritchie and Naresh Chappidi, Edinburgh University, www.thewhycode.com, June 2010

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Annex 1: List of Stakeholders identified at SSS/PEEC Workshop

Acronym Name Area of focus

MoE Ministry of Education (Planning and Policy for General Education) Government, HE, TVET, Gen.Ed.

MoL Ministry of Labor Government, HE, TVET, Gen.Ed.

Ministry of Civil Services Government, HE, TVET, Gen.Ed.

MoD Ministry of Defense, Army, Air force and Navy; Police all branches Government, HE, TVET, Gen.Ed.

Highest Council for the Economy Government, HE, TVET, Gen.Ed.

Ministry of Tourism Government, HE, TVET, Gen.Ed.

Ministry of Health/ Saudi Health Commission Government, HE, TVET, Gen.Ed.

Ministry of Antiquities

Ministry of Planning Government, HE, TVET, Gen.Ed.

National Labor Gateway Government, HE, TVET, Gen.Ed.

Government, HE, TVET, Gen.Ed. Government, HE, TVET, Gen.Ed.

GOSI General Organization for Social Insurance

SSS/360 Saudi Skills TVET

TVTC Technical Vocational Training Council TVET

MoL Ministry of Labor TVET

HRD/F Human Resource Development Fund TVET and employer engagement

CoE Colleges of Excellence TVET

ITP International Training Providers TVET

ASOC Arabian Standard Occupational Classification All Areas

NCAAA National Commission Academic Accreditation and Assessment HE

Private training providers TVET, Gen.Ed.

IPA Institute of Public Administration

Financial / Commerce Institute

Tatweer Gen.Ed.

QIYAS Gen.Ed.

International schools and cultural attaches Gen.Ed.

Career Education

SA Chamber of Commerce Employer engagement

Key employers industries and sectors

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Annex 2: PEEC

Stakeholder Database – A

pril 2015

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Annex 3: Stakeholder Agreement

By The Name of GOD

Partnership Agreement

Between PEEC & ……………………………………

This Partnership Agreement Conducted in Riyadh City Kingdom of Saudi Arabia

Day : ………………………….. Date : / / Hijri

/ /

First Party: Public Education Evaluation Commission

Its Address:

Kingdom of Saudi Arabia

City Phone Fax P.O BOX Postal Code

Riyadh 0114974080 0114975665 93655 11683

And Represented by: HE Governor Dr. Nayef Bin Hashil Al Roumi To sign the Partnership Agreement, and Referred to hereinafter as (First Party)

Second Party: ……………………………………………….

Address :

Kingdom of Saudi Arabia

City Phone Fax P.O BOX Postal Code

And Represented by: ……………………………………, to sign the Partnership Agreement, and referred to hereinafter as (Second Party)

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Preface:

First Article:

The introduction and preface shall be considered as an integral part of this agreement and to be read with it.

Second Article: Cooperation Scope

Third Article: Common objectives

Fourth Article: Roles and Responsibilities

Fifth Article: Implementation of the Partnership Agreement

Sixth Article: Duration of Partnership Agreement

This Agreement takes effect from the date of signature for a period of (four years) covering the period of implementation of the Project, and ends up working out with the end of the period unless one of the parties notify the other party in writing letter of his intention to renew the work it out and the consent of the other party.

Seventh Article: Communication Methods

If there are any correspondence between the parties its must be made by registered mail or by hand delivery or fax or email , with written receipt confirmation in all cases at the addresses set forth in this agreement to both parties.

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Eighth Article: Controls and Regulations

This Agreement are subject to applicable regulations in Kingdom of Saudi Arabia, and both parties handled within the regulations, decisions and government deliberate , while maintaining the information confidentiality.

Ninth Article: Partnership Agreement Copies

This agreement has two copies and each party received a copy to work thereunder, and has been signing this agreement in ……………………………….

This Partnership Agreement has two copies and each party receive a copy

PEEC(Second Party Organization)

HE Dr. Nayef Bin Hashil Al Roumi (Governor of PEEC)

……………………)……………….(

Signature :

Signature :

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Annex 4: Stakeholder Action Plan

Stakeholder Action Plan

Stakeholder Name

Stakeholder Group ( one)

Partner Collaborate

Consult Inform

Current situation ( one)

Critical Supporter

No major involvement Neutral

Level of support available (✔one)

High Medium Low

Support / training needed

1.2.

Stakeholder Interests

Communication Objectives

1.2.

Proposed communication actions / Timeframe

Action Timeframe

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Annex 5: Stakeholder Engagem

ent and Marketing Strategy

Milestone / D

atesStakeholder G

roupO

bjectivesM

ethodology / Media

KPIEvaluation M

ethodology

1. PreparationFinancial guarantee provided by SQ

A;

SQA

team m

obilized in country, SQ

A team

provided contribution to stakeholder w

orkshop, w

orkshop report, activities, action plan and scope of w

ork.

08/03/15 to 31/03/2105

Partner (Key external and PEEC

)

Raise awareness of

SAQ

FIdentify individual stakeholdersLaunch the project

Personal contact80%

agreement

Monitor responses

Promotional brochure

(250 x 8 pages)N

/A

Capacity Building

workshops: (PEEC

2)80%

positive responses

Questionnaire

responses

Collaboration

Identify individual stakeholders

Personal contact80%

agreement

Agreem

ent to have greater involvem

ent in project

Stakeholder Workshop

1 (The Launch)80%

positive responses

Stakeholder w

orkshop evaluation

Consultation

Raise awareness of

SAQ

F activitiesD

esk research for Engagem

ent PlanN

/AA

pproved plan

Information

Raise awareness of

SAQ

F activitiesD

esk research for Engagem

ent PlanN

/AA

pproved plan

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Milestone / D

atesStakeholder G

roupO

bjectivesM

ethodology / Media

KPIEvaluation M

ethodology

2. Inception – Baseline A

ssessment

Submission of inception

report to PEEC and the

Advisory C

omm

ittee (A

C) (including

stakeholder engagement

plan, comm

unication and m

arketing plan and the final Project im

plementation plan),

submission of the

proposed framew

ork m

odel, levels and descriptors. C

onduct m

eetings 1 & 2 w

ith AC

.

24/03/2015 to 28/05/2015

Partner (Key external and PEEC

)

Identify individual stakeholdersIdentify training needs of PEEC

NQ

F team

and build capacityIdentify m

embers for

Focus Groups

Letters of invitation80%

agreeM

onitor responses

Stakeholder Workshop

280%

positive responses

Questionnaire

responses

AC

meeting 1

Quorum

– 66%A

C m

eeting report

TNA

questionnaire80%

completion

TNA

report

10 Capacity Building

workshops: (PEEC

)80%

positive responses

Workshop evaluation

Collaboration

Identify individual stakeholders for focus groups

Stakeholder Workshop

280%

positive responses

Workshop evaluation

Discussion in A

C

meeting

80% nom

inateFocus group nom

inations from

mem

bers of AC

Press releases50%

placement

rateM

edia company

monitors *

Consultation

Raise awareness of

SAQ

F

Press releases50%

M

edia company

monitors *

Website and Social

media

No. of visitors

within 30 days

PEEC IT D

ept. m

onitors

Information

Raise awareness of

SAQ

F

Press releases50%

Media com

pany m

onitors *

Website and Social

media

No. of visitors

within 30 days

PEEC IT D

ept. m

onitors

80Saudi Arabia Qualifications Framework Copyrigth 2015 © by Public Education Evaluation

Commission . All rigths reserved

Stakeholder Engagement and Marketing Plan for the:“Development of the National Qualifications Framework

in the Kingdom of Saudi Arabia (SAQF)”

Milestone / D

atesStakeholder G

roupO

bjectivesM

ethodology / Media

KPIEvaluation M

ethodology

3. Design and

Developm

ent of NQ

FSubm

ission of proposed fram

ework qualifications

comparison

methodology, RPL

and articulation arrangem

ents, QA

m

odel, mapping/

credit rating standards, m

ethodology and guidance standards for institutional approval, qualifications approval and the proposed system

for registration of approved institutions and qualifications, and levels and level descriptors to PEEC

and the A

C. M

eetings 3, 4 &

5 with A

C. Report 3.

16/04/15 to 29/10/2015

Partner (Key external and PEEC

)

Gain approval of

reports of activitiesRaise aw

areness of project outputsBuild capacity of PEEC

staff

AC

meeting 2, 3 and 4

Quorum

– 66%A

C m

eeting report

Promotional brochure

(250 x A4 Z folded)

90% distribution

10% follow

-upD

istribution dataInform

ation requests

6 Capacity Building

workshops: (PEEC

)80%

positive responses

Workshop evaluation

Collaboration

Identify training needs of focus group m

embers

Meet training needs

Agree proposed

qualifications, etc. as per m

ilestone

16 focus group m

eetings(+

capacity building depending on results of TN

A)

Quorum

- 66%M

eeting reports

TNA

80% com

pletionTN

A report

Consultation

Provide information

on SAQ

F

Press releases50%

Media com

pany m

onitors *

Website and Social

media

No. of visitors

within 30 days

PEEC IT D

ept. m

onitors

Information leaflet x

50080%

distributed5%

follow-up

Distribution data

Information requests

Information

Provide information

on SAQ

F

Press releases50%

Media com

pany m

onitors *

Website and Social

media

No. of visitors

within 30 days

PEEC IT D

ept. m

onitors

81

Stakeholder Engagement and Marketing Plan for the:“Development of the National Qualifications Framework in the Kingdom of Saudi Arabia (SAQF)”

Copyrigth 2015 © by Public Education Evaluation Commission . All rigths reserved

Saudi Arabia Qualifications Framework

Milestone / D

atesStakeholder G

roupO

bjectivesM

ethodology / Media

KPIEvaluation M

ethodology

4. Design and

Developm

ent of NQ

F (C

ontinued) Subm

ission of consultation w

orkshop interim

evaluation report, exem

plars and RPL processes to PEC

and the A

C. M

eeting 6 w

ith the AC

. Report 4.

05/11/15 to 04/04/2016

Partner (Key external and PEEC

)

Gain approval of

reports of activitiesRaise aw

areness of project outputsBuild capacity of PEEC

staff H

ost three AC

m

eetings

AC

meetings 5, and 6

Quorum

– 66%A

C m

eeting report

Stakeholder Project U

pdate Workshop

80% positive

responsesStakeholder w

orkshop evaluation

Promotional brochures

(500 x 8 page)90%

distribution5%

follow-up

Distribution data

Information requests

New

sletter/case study x 500

Distribution to all

key stakeholders, including PEEC

staff

Distribution data

3 Capacity Building

workshops: (PEEC

)80%

positive responses

Workshop evaluation

Collaboration

Agree RPL processes,

etc.

22 focus group m

eetings (with capacity

building if required)Q

uorum - 66%

Meeting reports

Stakeholder Project U

pdate Workshop

80% positive

responsesStakeholder w

orkshop evaluation

New

sletter/case study (See partner group, above)

90% distribution

5% follow

-upD

istribution dataInform

ation requests

Promotional brochures

(See partner group, above)

90% distribution

5% follow

-upD

istribution dataInform

ation requests

Consultation

Provide information

on SAQ

FEncourage organizations to becom

e involved

Press releases50%

Media com

pany m

onitors *

Website and Social

media

No. of visitors

within 30 days

PEEC IT D

ept. m

onitors

Information leaflet x

50090%

distribution5%

follow-up

Distribution data

Information requests

Information

Provide information

on SAQ

FInform

ation leaflet x 500

90% distribution

5% follow

-upD

istribution dataInform

ation requests

82Saudi Arabia Qualifications Framework Copyrigth 2015 © by Public Education Evaluation

Commission . All rigths reserved

Stakeholder Engagement and Marketing Plan for the:“Development of the National Qualifications Framework

in the Kingdom of Saudi Arabia (SAQF)”

Milestone / D

atesStakeholder G

roupO

bjectivesM

ethodology / Media

KPIEvaluation M

ethodology

5. PilotSubm

ission of the pilot evaluation report and recom

mendations

to PEEC and the A

C.

Meetings 7, 8 &

9 with

the AC

. Report 5.

05/11/15 to29/05/2016

Partner (Key external and PEEC

)

Provide update on project outcom

esProm

ote project nationally and internationally

AC

meeting 7

Quorum

– 66%A

C m

eeting report

Stakeholder Workshop

80% positive

responsesStakeholder w

orkshop evaluation

New

sletter/ Case study

90% distribution

5% follow

-upD

istribution dataInform

ation requests

Collaboration

Provide update on project outcom

esProm

ote project nationally and internationally

6 focus group meetings

Quorum

- 66%M

eeting reports

Stakeholder Workshop

80% positive

responsesStakeholder w

orkshop evaluation

Regional eventsN

o of visitorsPEEC

NQ

F team

monitors

Consultation

Raise awareness

New

sletter/ Case study

90% distribution

10% follow

-upD

istribution dataInform

ation requests

Riyadh Education Exhibition

No. of visitors

PEEC N

QF team

m

onitors

Information

Raise awareness

Website and Social

media

No. of visitors

within 30 days

PEEC IT D

ept. m

onitors

Riyadh Education Exhibition

No. of visitors

PEEC N

QF team

m

onitors

83

Stakeholder Engagement and Marketing Plan for the:“Development of the National Qualifications Framework in the Kingdom of Saudi Arabia (SAQF)”

Copyrigth 2015 © by Public Education Evaluation Commission . All rigths reserved

Saudi Arabia Qualifications Framework

Milestone / D

atesStakeholder G

roupO

bjectivesM

ethodology / Media

KPIEvaluation M

ethodology

6. NQ

F User G

uide and C

apacity BuildingSubm

ission of the N

QF user guide,

policy guidelines for operationalization of N

QF, capacity building

evaluation reports, NQ

F com

parison report, partnership agreem

ents and articulation agreem

ents established to PEEC

and the AC

. M

eetings 10, 11 &12

with the A

C. Report 6.

09/07/15 to31/01/2017

Partner (Key external and PEEC

)

Gain approval of

reports of activitiesRaise aw

areness of project outputsBuild capacity of PEEC

staff H

ost three AC

m

eetings

AC

meeting 8, 9 and 10

Quorum

– 66%A

C m

eeting report

National C

onference80%

attendancePositive evaluation

Attendance sheets

Evaluation forms

Promotional brochure

(500 x 8 pages)90%

distribution5%

follow-up

Distribution data

Information requests

New

sletter/case study90%

distribution10%

follow-up

Distribution data

Information requests

Collaboration

Provide update on project outcom

esProm

ote project nationally and internationally

10 focus group m

eetingsQ

uorum - 66%

Meeting reports

Promotional brochure

(500 x 8 pages)90%

distribution5%

follow-up

Distribution data

Information requests

New

sletter/case study90%

distribution10%

follow-up

Distribution data

Information requests

Consultation

Raise awareness

Provide information

on project outputs

Information leaflet x

50090%

distribution5%

follow-up

Distribution data

Information requests

Website and Social

media

No. of visitors

within 30 days

PEEC IT D

ept. m

onitors

Information

Raise awareness

Provide information

on project outputs

Information leaflet x

50090%

distribution5%

follow-up

Distribution data

Information requests

Website and Social

media

No. of visitors

within 30 days

PEEC IT D

ept. m

onitors

84Saudi Arabia Qualifications Framework Copyrigth 2015 © by Public Education Evaluation

Commission . All rigths reserved

Stakeholder Engagement and Marketing Plan for the:“Development of the National Qualifications Framework

in the Kingdom of Saudi Arabia (SAQF)”

Milestone / D

atesStakeholder G

roupO

bjectivesM

ethodology / Media

KPIEvaluation M

ethodology

7. Marketing and

promotion

Submission of

interim report on

media, m

arketing and com

munication

activity, and event evaluation reports – visibility events, national conference and international conference to PEEC

. Meetings 10,

11 &12 w

ith the AC

. Report 7.

15/02/15 to23/02/2017

Partner (Key external and PEEC

)

Provide update on project activitiesProvide overview

and results of com

munication and

marketing activities

Ensure support for final international conference

AC

meetings 11 and 12

Other activities detailed

throughout table

Quorum

– 66%A

C m

eeting report

Collaboration

Provide update on project activitiesProvide overview

and results of com

munication and

marketing activities

Ensure support for final international conference

2 focus group meeting

Other activities detailed

throughout tableQ

uorum - 66%

Meeting report

Consultation

Raise awareness of

project outputs

Information leaflet x

50090%

distribution5%

follow-up

Distribution data

Information requests

Website and Social

media

No. of visitors

within 30 days

PEEC IT D

ept. m

onitors

Information

Raise awareness of

project outputs

Information leaflet x

50090%

distribution5%

follow-up

Distribution data

Information requests

Website and Social

media

No. of visitors

within 30 days

PEEC IT D

ept. m

onitors

85

Stakeholder Engagement and Marketing Plan for the:“Development of the National Qualifications Framework in the Kingdom of Saudi Arabia (SAQF)”

Copyrigth 2015 © by Public Education Evaluation Commission . All rigths reserved

Saudi Arabia Qualifications Framework

Milestone / D

atesStakeholder G

roupO

bjectivesM

ethodology / Media

KPIEvaluation M

ethodology

8. Legislation and G

overnanceSubm

ission of proposed governance arrangem

ents, blueprint, governance report, draft handover plan, governing body organizational structure and draft job descriptions and capacity building evaluation report for governing body staff and N

QF strategic and

operational plans to and the A

C. M

eetings 10, 11 &

12 with the A

C.

19/07/15 to02/03/2017

Partner (Key external and PEEC

)

Provide update on project and final results, and proposals for continuation of activitiesThank A

C m

embers

for their contributions during project

Activities as detailed

above

Collaboration

Raise awareness

Provide information

on project outputs

Information leaflet x

50090%

distribution5%

follow-up

Distribution data

Information requests

Website and Social

media

No. of visitors

within 30 days

PEEC IT D

ept. m

onitors

Consultation

Raise awareness

Provide information

on project outputs

Information leaflet x

50090%

distribution5%

follow-up

Distribution data

Information requests

Website and Social

media

No. of visitors

within 30 days

PEEC IT D

ept. m

onitors

Information

Raise awareness

Provide information

on project outputs

Information leaflet x

50090%

distribution5%

follow-up

Distribution data

Information requests

Website and Social

media

No. of visitors

within 30 days

PEEC IT D

ept. m

onitors

86Saudi Arabia Qualifications Framework Copyrigth 2015 © by Public Education Evaluation

Commission . All rigths reserved

Stakeholder Engagement and Marketing Plan for the:“Development of the National Qualifications Framework

in the Kingdom of Saudi Arabia (SAQF)”

Milestone / D

atesStakeholder G

roupO

bjectivesM

ethodology / Media

KPIEvaluation M

ethodology

9. Continuation

of Marketing and

Promotion

Submission of final

media, m

arketing and com

munication in

Arabic and English and

final handover plan and report for N

QF.

Meetings 10, 11 &

12 w

ith the AC

. Report 9.

15/03/15 to23/03/2017

Partner (Key external and PEEC

)

Provide update on project and final results, and proposals for continuation of activitiesThank A

C m

embers

for their contributions during project

*International C

onference x 200

80% attendance

Positive evaluation

Attendance sheets

Evaluation forms

Project Com

pletion dinner

N/A

New

sletter x4 pages by 1,000

90% distribution

10% follow

-upD

istribution dataInform

ation requests

Final project brochure of achievem

ents: 250 x A

4 x 16 pages (Arabic /

English)

90% distribution

5% follow

-upD

istribution data Inform

ation requests

Press releases50%

Media com

pany m

onitors *

Website and Social

media

No. of visitors

within 30 days

PEEC IT D

ept. m

onitors

Collaboration

Provide update on project and final results, and proposals for continuation of activities

*International C

onference as above

80% attendance

Positive evaluation

Attendance sheets

Evaluation forms

New

sletter x4 pages by 1,000

90% distribution

10% follow

-upD

istribution dataInform

ation requests

Final project brochure of achievem

ents: 250 x A

4 x 16 pages (Arabic /

English)

90% distribution

5% follow

-upD

istribution dataInform

ation requests

Press releases50%

Media com

pany m

onitors *

Website and Social

media

No. of visitors

within 30 days

PEEC IT D

ept. m

onitors

87

Stakeholder Engagement and Marketing Plan for the:“Development of the National Qualifications Framework in the Kingdom of Saudi Arabia (SAQF)”

Copyrigth 2015 © by Public Education Evaluation Commission . All rigths reserved

Saudi Arabia Qualifications Framework

Milestone / D

atesStakeholder G

roupO

bjectivesM

ethodology / Media

KPIEvaluation M

ethodology

9. Continuation

of Marketing and

Promotion

Submission of final

media, m

arketing and com

munication in

Arabic and English and

final handover plan and report for N

QF.

Meetings 10, 11 &

12 w

ith the AC

. Report 9.

15/03/15 to23/03/2017

Consultation

Promote results of

projects

Project leaflets90%

distribution5%

follow-up

Distribution data

Information requests

Website and Social

media

No. of visitors

within 30 days

PEEC IT D

ept. m

onitors

Press releases50%

Media com

pany m

onitors *

Information

Promote results of

projects

Project leafletsPosters

90% distribution

5% follow

-upD

istribution dataInform

ation requests

Website and Social

media

No. of visitors

within 30 days

PEEC IT D

ept. m

onitors

Press releases50%

Media com

pany m

onitors *

Note: Som

e activities, e.g. some visibility events, w

ill be scheduled when the project

has moved closer to actual outputs to be prom

oted. These are therefore not included in the above table at the m

oment but w

ill be added as soon as dates are established. Press releases w

ill be prepared on a regular basis to report project events or achievem

ents. Similarly social m

edia will be used to prom

ote project activities and results as they occur. O

nce actual dates of achievements are know

n additional press releases w

ill be added in the table. The media com

pany comm

issioned by PEEC w

ill continue to subm

it weekly reports on press articles. In the future it is hoped they

will also be able to report on prom

inence of articles and space allocation (single colum

n centimeters), at w

hich stage KPIs will be developed for these m

easures also. W

ebsite and social media item

s (Facebook, Twitter and Instagram

) visitor numbers

will continue to be reported by the IT D

epartment.

88Saudi Arabia Qualifications Framework Copyrigth 2015 © by Public Education Evaluation

Commission . All rigths reserved

Stakeholder Engagement and Marketing Plan for the:“Development of the National Qualifications Framework

in the Kingdom of Saudi Arabia (SAQF)”

Annex 6: Templates

Template 1: Badge

» Primary audience: Attendees at events such as conferences, workshops, and seminars

» Proposed format: Closely follow PEEC/SAQF format by incorporating the SAQF branding upper left, with PEEC branding upper right on the masthead.

» Approval required: Approval by the Governor Assistant.

PHOTOGRAPH

Name

89

Stakeholder Engagement and Marketing Plan for the:“Development of the National Qualifications Framework in the Kingdom of Saudi Arabia (SAQF)”

Copyrigth 2015 © by Public Education Evaluation Commission . All rigths reserved

Saudi Arabia Qualifications Framework

Template 2: Press Release

• Primary audience: The media for publication to all stakeholder groups

• Proposed format: Closely follow PEEC/SAQF format, which has predominantly the SAQF branding upper left, with PEEC branding upper right and lower left; where applicable.

• Approval required:

» Approval of the Governor Assistant

» Approval of Team Leader and/or SQA where appropriate, e.g. for international journals

P R E S S R E L E A S E

RiyadhDate

ENDS

90Saudi Arabia Qualifications Framework Copyrigth 2015 © by Public Education Evaluation

Commission . All rigths reserved

Stakeholder Engagement and Marketing Plan for the:“Development of the National Qualifications Framework

in the Kingdom of Saudi Arabia (SAQF)”

Template 3: Newsletter/Case Study Cover Page

• Primary audience: Consultation, Collaboration and Partner groups

• Proposed format: Closely follow PEEC/SAQF format by incorporating the SAQF branding upper left, with PEEC branding upper right on the masthead.

A. Approval required: Approval by the Governor Assistant.

Template to be added when available from branding and design company, Influence.

91

Stakeholder Engagement and Marketing Plan for the:“Development of the National Qualifications Framework in the Kingdom of Saudi Arabia (SAQF)”

Copyrigth 2015 © by Public Education Evaluation Commission . All rigths reserved

Saudi Arabia Qualifications Framework

Template 4: Project Leaflet /Brochure/Poster

• Primary audience: All stakeholders (internal and external) with different materials/messages prepared according to the target audience

• Proposed format: A5 (A4 Folded) or triple folded A4 to make ‘Z’ style leaflet. Closely follow PEEC/SAQF format, which has predominantly the SAQF branding upper left, with PEEC branding upper right.

Approval required:

o Approval of the Governor Assistant.

Template to be added when available from branding and design company, Influence.

92Saudi Arabia Qualifications Framework Copyrigth 2015 © by Public Education Evaluation

Commission . All rigths reserved

Stakeholder Engagement and Marketing Plan for the:“Development of the National Qualifications Framework

in the Kingdom of Saudi Arabia (SAQF)”

Template 5: Report Cover Page

• Primary audience: SQA Project Manager, SQA team, members of the SAQF Advisory Committee and any committees established.

• Proposed format: Closely follow PEEC/SAQF format, which has predominantly the SAQF branding upper left, with PEEC branding upper right; where relevant, SQA branding will be lower right. Internal SQA reporting documents will follow a similar format with PEEC branding upper right, SQA branding upper left and SAQF branding lower left and center.

Approval required:

o Project reports are sent to SQA direct from the Team Leader and are require the approval of the Governor Assistant..

o All other materials should be approved by the Governor Assistant.

(SEE NEXT PAGE FOR TEMPLATE)

© PEEC June 2015 Page 97 of 109

Approval required: o Project reports are sent to SQA direct from the Team Leader and are

require the approval of the Governor Assistant..

o All other materials should be approved by the Governor Assistant.

(SEE NEXT PAGE FOR TEMPLATE)

Progress Report No. 1

XX/XX/XXXX

Grant No. G-C-EC-22-TECHNO

XXX Report for the: “Development of the National Qualification Framework in the

Kingdom of Saudi Arabia (SAQF)”

Contract: xxxx

93

Stakeholder Engagement and Marketing Plan for the:“Development of the National Qualifications Framework in the Kingdom of Saudi Arabia (SAQF)”

Copyrigth 2015 © by Public Education Evaluation Commission . All rigths reserved

Saudi Arabia Qualifications Framework

Template 6: Display Unit/Roll-ups

• Primary audience: Attendees at the event (e.g. conference, seminar, workshop)

• Proposed format: Style in keeping with existing PEEC promotional materials. Where materials are sponsored by stakeholders the sponsor(s) should be named in copy at the bottom.

Approval required: All materials should be approved by the Governor Assistant.

Template to be added when available from branding and design company, Influence.

94Saudi Arabia Qualifications Framework Copyrigth 2015 © by Public Education Evaluation

Commission . All rigths reserved

Stakeholder Engagement and Marketing Plan for the:“Development of the National Qualifications Framework

in the Kingdom of Saudi Arabia (SAQF)”

Template 7: Project folder

• Primary audience: Attendees at the event (e.g. conference, seminar, workshop)

• Proposed format: Style in keeping with existing PEEC promotional materials.

Approval required: All materials should be approved by the Governor Assistant.

© PEEC June 2015 Page 99 of 109

Template 7: Project folder

Primary audience: Attendees at the event (e.g. conference, seminar, workshop)

Proposed format: Style in keeping with existing PEEC promotional materials. Approval required: All materials should be approved by the Governor Assistant.

22.5

22.5

cm 17.3856

4.5

22.5 22.5

31.531.5

95

Stakeholder Engagement and Marketing Plan for the:“Development of the National Qualifications Framework in the Kingdom of Saudi Arabia (SAQF)”

Copyrigth 2015 © by Public Education Evaluation Commission . All rigths reserved

Saudi Arabia Qualifications Framework

Template 8: Notebook (A4)

• Primary audience: Attendees at the event (e.g. conference, seminar, workshop)

• Proposed format: Style in keeping with existing PEEC promotional materials.

Approval required: All materials should be approved by the Governor Assistant.

96Saudi Arabia Qualifications Framework Copyrigth 2015 © by Public Education Evaluation

Commission . All rigths reserved

Stakeholder Engagement and Marketing Plan for the:“Development of the National Qualifications Framework

in the Kingdom of Saudi Arabia (SAQF)”

Template 9: Power Point Presentation (with SQA identity incorporated)

• Primary audience: Attendees at the event (e.g. conference, seminar, workshop)

• Proposed format: Style in keeping with existing PEEC promotional materials. Where materials are sponsored by stakeholders the sponsor(s) should be named in copy on the final slide.

Approval required: All materials should be approved by the Governor Assistant.

Specific SQA Project presentation should be approved by the Team Leader.

© PEEC June 2015 Page 101 of 109

Template 9: Power Point Presentation (with SQA identity incorporated)

Primary audience: Attendees at the event (e.g. conference, seminar, workshop)

Proposed format: Style in keeping with existing PEEC promotional materials.

Where materials are sponsored by stakeholders the sponsor(s) should be named

in copy on the final slide.

Approval required: All materials should be approved by the Governor Assistant. Specific SQA Project presentation should be approved by the Team Leader.

97

Stakeholder Engagement and Marketing Plan for the:“Development of the National Qualifications Framework in the Kingdom of Saudi Arabia (SAQF)”

Copyrigth 2015 © by Public Education Evaluation Commission . All rigths reserved

Saudi Arabia Qualifications Framework

Template 10: Social Post: Facebook, YouTube, Instagram and Twitter

• Primary audience: All stakeholders – National and International

• Proposed format: Style in keeping with existing PEEC promotional materials.

Approval required: All materials should be approved by the Governor Assistant and, and, for digital content, any other appropriate PEEC senior staff, e.g. General Manager, Corporate Communications (Diagram 14)

© PEEC June 2015 Page 102 of 109

Template 10: Social Post: Facebook, YouTube, Instagram and Twitter

Primary audience: All stakeholders – National and International

Proposed format: Style in keeping with existing PEEC promotional materials.

Approval required: All materials should be approved by the Governor Assistant

and, and, for digital content, any other appropriate PEEC senior staff, e.g. General

Manager, Corporate Communications (Diagram 14)

98Saudi Arabia Qualifications Framework Copyrigth 2015 © by Public Education Evaluation

Commission . All rigths reserved

Stakeholder Engagement and Marketing Plan for the:“Development of the National Qualifications Framework

in the Kingdom of Saudi Arabia (SAQF)”

Annex 7: List of Publications

AlRiyadh Newspaper الريا�ض �صحيفة

Aljazirah Newspaper اجلزيرة �صحيفة

Alsharq Alawsat (Middle east) الأو�صط ال�صرق �صحيفة

Alhaya Newspaper احلياة �صحيفة

Makah daily مكة �صحيفة

Alwqtisadia (Economic Daily) القت�صادية �صحيفة

Al Medina newspaper املدينة �صحيفة

Okaz newspaper عكاظ �صحيفة

Sabaq (online) �صبق �صحيفة

Alyom newspaper اليوم �صحيفة

Arab News newspaper نيوز عرب �صحيفة

Saudi Gazette جازيت �صعودي �صحيفة

SPA (Saudi Press Agency) وا�ض

Al-Watan newspaper الوطن �صحيفة

Alsharq newspaper ال�صرق �صحيفة

Alray e-newspaper الكرتونية الراأي �صحيفة

Arabia Net نت العربية

Aldawa Journal الدعوة جملة

PEEC Website www.peec.gov.sa

PEEC SAQF Twitter @peec_sa

PEEC Instagram PEEC_SA

PEEC Facebook Peec Sa

99

Stakeholder Engagement and Marketing Plan for the:“Development of the National Qualifications Framework in the Kingdom of Saudi Arabia (SAQF)”

Copyrigth 2015 © by Public Education Evaluation Commission . All rigths reserved

Saudi Arabia Qualifications Framework

Annex 8: Monitoring Forms

Monitoring Form 1: Printed materials

Date of Publication

Item (e.g. Brochure)

Number printed

Number distributed

Number of Follow-up requests

Comments

Monitoring Form 2: Events

Date of Event

Title of event

Number invited

Number attended

Number of Follow-up requests

Satisfaction level (%) Comments

100Saudi Arabia Qualifications Framework Copyrigth 2015 © by Public Education Evaluation

Commission . All rigths reserved

Stakeholder Engagement and Marketing Plan for the:“Development of the National Qualifications Framework

in the Kingdom of Saudi Arabia (SAQF)”

Monitoring Form 3: Other Media – Press and JournalsDate of press

release

Date article published

(if applicable)

Prominence of article

(if applicable)

Space allocated(Single col. Cm)(if applicable)

Press response to invitations Comments

Number Invited

Number Attended

Monitoring Form 3: Other Media – Website, Twitter, Facebook, YouTube and InstagramYear / Month Number of Visitors

2015 Website Twitter Facebook YouTube InstagramJanuaryFebruaryMarchAprilMayJuneJulyAugustSeptemberOctober NovemberDecember2016JanuaryFebruaryMarchAprilMayJuneJulyAugustSeptemberOctober NovemberDecember

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Stakeholder Engagement and Marketing Plan for the:“Development of the National Qualifications Framework in the Kingdom of Saudi Arabia (SAQF)”

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Saudi Arabia Qualifications Framework

Annex 9: Stakeholder Engagem

ent Implem

entation Schedule Summ

ary