Pro bono provider: Credo Bank

Beneficiary: Kakheti Regional Development Centeru

13-07-2023/12-12-2023

Problem description: The Kakheti Regional Development Center, located in Telavi, Kakheti, is a civil organization that operates in three primary areas: early childhood education, child protection, and the advancement of adults and youth at the community, municipal, and regional levels.

In 2021, as part of the project "Strengthening Skills and Innovative Employment Opportunities for the Regional Development of Georgia," the Telavi Training and Employment Promotion Center was established under the organization's auspices. This initiative, part of a broader project that created six training and employment promotion centers across three regions of Georgia, offers individual career counseling and training to individuals aged 16 and above, focusing on entrepreneurship, employment, and freelancing. Over three years, the center has served more than 1,000 individuals, providing services free of charge.

Following the conclusion of the project, the organization aims to sustain the center's operations by introducing new paid services. However, this transition requires extensive preparatory work. The pro bono need was divided into several tasks:

• - Market research
• - Assistance in product development and enhancement
• - Assistance in developing a marketing strategy for services

Services delivered: Credo Bank's Marketing, Research, and Customer Experience Departments collaborated on this large-scale pro bono project. Initially, the research thesis was established, a questionnaire was developed, and fieldwork was conducted. Based on the research findings, recommendations for product development and a marketing plan for product sales were prepared. A total of 133 pro bono hours were contributed by Credo Bank to the project, with Mari Lomidze dedicating 32 hours and Tamta Sichinava contributing 71 hours.

Result of Pro bono mediation: The project resulted in a study on the concept testing of personal education programs in Telavi and surrounding villages, along with recommendations for product development and a marketing strategy.

Mediator: Pro Bono services are mediated by the Center for Strategic Research and Development of Georgia within the frames of the "Georgian Civil Society Sustainability Initiative". The initiative is funded by the European Union and co-funded by Konrad-Adenauer-Stiftung (KAS). The project is implemented by Konrad-Adenauer-Stiftung (KAS)