Children's book cover "Tabsoun Tabsoun"
APJM
Creating a relatable "brand image" for the Reserve through effective targeted communication
Logo Jabal Moussa Biosphere Reserve
APJM
Logo on Mixed Thyme (agro-food product)
APJM
Guide in uniform, with a group of visitors
APJM
Awareness raising in local schools
APJM
A national hero posting online on Jabal Moussa
APJM
National television covering an event in Jabal Moussa
APJM
Effective communication has been a key factor in enhancing ecotourism and protecting Jabal Mousssa. The Reserve enjoys today a nation-wide recognition as a young, yet professional ecotourism destination. Public support has played a key role in putting pressure on the violations that have long been taking place.
Thanks to effective communication, Jabal Moussa is also today a reliable brand name: whether food and handicraft products, hiking packages, or tree seedlings, people are increasingly fond of the Jabal Moussa products, tagged with our logo and registered trademark.
Our mascot, the Rock hyrax (or "Tabsoun" in Arabic) a previously unknown peculiar animal, is the hero of 2 books of a children's book series. Whether the real-life animal or the costumed mascot, it is becoming increasingly popular among children and adults.
APJM keeps a close relationship with media stakeholders in Lebanon, and APJM team uses a variety of communication tools to reach its partners: annual report; social media; website; email communication; direct conversations; group meetings; feedback sheets...
While the message is unique, the form is adapted to the audience: locals, children, visitors, donors... Honesty and transparency are among the core NGO values.
Over the years, APJM has built strong relationships with the media stakeholders, who are always the first to be updated and invited to events.
Loyal, consistent and personal communication with all partners (experts, donors, supporters).
The existence of staff members partly dedicated to communicating (written; social media...) is essential.
Professional media companies have at times supported APJM in perfecting the communication.
APJM has also made use of technology to enhance marketing and facilitate a two-way communication.
Personal emails, and written letters, are more effective than mailing lists, and group sms.
Being responsive to inquiries, comments and feedback is essential.
People APJM collaborates with are its biggest supporters (donors, experts, local beneficiaries...); it is important to stay in touch with them after the collaboration is done.
Audio-visual support of good quality is highly important: pictures speak louder than words.