We are starting a three-month consulting service "Development of Optimal Methodology and Related Document for Midterm Program of Legacy Advertisement and Training" as part of the “Enhanced Justice Sector Services” project implemented December 1, 2010 by the Ministry of Justice and Home Affairs with financial support from the World Bank.

During the consulting service implementation, we will develop a positive branding for legal promotion.
Lately, public relations experts are recognizing the positive effects of promotion. Branding, together with impression, experience, and concept, is a way to please the public.

Goal of work task:  To develop a strategy of selecting legal information, training and promotion within the legal promotion mid-term implementation plan.
Developing an appropriate legal Information, education and communication (IEC) strategy well-directed towards the target group, and matched to their psychology, requires accurately determining the target group during project implementation. 

1. Scope of survey and investigation

1.1. Survey needs and requirements of target group, interested parties, and other stakeholders

The research implementation work steps include: Gathering and processing survey information, analyzing results, and preparing a report.
The information-gathering process will be based on questionnaires, focus groups, one-on-one discussions, and brainstorming during workshops.
The following methods will be used to research the needs and demands of the target group, and other interested parties in rural areas and in Ulaanbaatar.

1.2. Survey of IEC channel

- A media and market background survey of published information.
- Short-term monitoring of media will be completed in two weeks, involving TV which have the largest audiences, as well as newspapers
- Survey of social media such as blogs, wiki etc.
- Library research will be based on published information.

2. Strategy development of IEC

The strategy development of IEC will focus on the scope of policy, with top priority given to sector and social values. The strategy development activity will involve the participation of 3 organized groups, as follows: 

- A Workshop, “Exchange, production and dissemination of legal information”, whose goals are to organize campaigns involving Ulaanbaatar city districts through traditional and modern media outlets, to determine information distribution channels such as printed materials, libraries, newsletters, and others, and to develop general content.   
- A meeting with media and public relations analysts. The agenda for this meeting is to develop the content of printed materials, the design of media materials, and the parameters of legal education activity leading to legal assistance services. We know it is essential to use positive branding on content and message; thus, the experience of marketing experts in the private sector are essential. 
- Consultancies with two kinds of media campaign

3. Supervision and evaluation

IEC shall evaluate its contribution to realizing its direct aims and objectives, considering the basic elements below:
During this process, quality and quantity indicators will be accurately determined. 

4. Formation of journalists` group and training for them

The Consultancy team will create a Journalists` group, who wants to active work by issue IEC.
The team will conduct a two-day training session for the journalists.

5. Training for trainers

The team will organize two, two-day trainings for trainers, whose aim is to build the trainers` capacity to target groups.
The Consultants will use the developed strategy and evaluation methods of IEC.