Best Practices - Consulting and Mentoring
Pro Bono Consultation in Marketing, April-May, 2021
Pro Bono Provider: Digital Agency "Quick"
Beneficiaries: Social enterprise "Temi"
Temi is a community and social enterprise based in Gremi village in the Republic of Georgia. Temi started as a grassroots organization in 1989 and has grown steadily since then. Nowadays, about 70 people with different backgrounds and abilities live and work in Temi. The community aims to provide the best possible life opportunities and care for its members and to develop its entrepreneurial activities to reach financial independence.
Located in the famous Kindzmarauli Grand Cru microzone, "Temi" produce high quality organic Kvevri wine from the traditional Georgian grape varieties Rkatsiteli and Saperavi.
Over the last few years, the wine has been recognized for its excellence in Georgia and abroad. The enterprise exported the wine to different countries including Germany, Norway and Japan. At the 2014 and 2015 Wine and Spirits Exhibition “WinExpo Georgia” Rkatsiteli was awarded the gold medal and in 2013 and 2018 it won silver medals.
PROBLEM DESCRIPTION:
Winery "Temi" has been producing wine since 2011. At the beginning, bio wine was a new thing in Georgia and it gained recognition soon. But over the time, the bio wine market grew, also other players (competitors) appeared and winery failed to maintain the growth. Consequently, the sales of the enterprise have decreased and in the recent years have been characterized by a downward trend. In addition, pandemic started, during which sales literally stopped.
SERVICES DELIVERED:
Based on the identified needs, digital agency "Quick" was involved in a pro bono consultation. In the beginning, a meeting was held between the agency and the social enterprise. Representatives of the Temi winery presented the activities and the concept of the enterprise. At the end of the meeting, the participants developed the purpose and the timeline of the consultation.
As part of the consultation, the agency conducted research about the digital channels of the enterprise and developed a communication strategy.
The representative of the Quick presented the communication strategy to Temi winery and discussed the details of the strategy and the activities to be implemented with the enterprise.
In addition, budget document was designed for the communication strategy by the agency. The document includes monthly and annual budget for each activities.
The Result of Pro Bono Mediation:
MEDIATOR:
Pro bono webinar was mediated by the Center for Strategic Research and Development of Georgia within the frames of "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)