Description of the assignment

1. Target audience

The public diplomacy strategy is designed around six priority audience groups, each requiring tailored messaging, tone and channels:

2. Planned activities

Assignment preparation

●    Review and gather existing documents developed by SPFU and other State institutions framing privatization and assets to be sold; assess coherence and identify discrepancies.

●    Map priority assets to be brought to market and the investor profile relevant to each.

●    Develop a consolidated public diplomacy strategy for SPFU, structured around the target audiences above and indicated assets.

●    Present the consolidated plan to Expertise France and SPFU.

Phase I — Strategy, messaging and campaign design

Developing a comprehensive public diplomacy strategy covering, among others:

●    Audiences and targets (per the six groups above), with differentiated key messages tailored to shift public perception across diverse societal segments.

●    Main tools and channels: media & press, social networks, investor relations channels, direct outreach.

●    Campaign calendar aligning content production, roadshows and international events.

●    Specific sections dedicated to key strategic assets to be showcased to investors.

●    Prepare concepts for future public diplomacy strategy activities, scalable for future implementation by additional technical assistance projects, with special attention to showcasing strategic assets.

●    Develop and implement tailored strategies to maximize the commercial appeal of priority state-owned assets.

Phase II — Campaign implementation

A. Support to Investment promotion content production

●    Coordinate the production of a professional investment teaser and promotional video(s) showcasing priority assets: production facilities, surrounding ecosystem, logistics, workforce and market opportunities — tailored for foreign investors and their advisors.

●    Coordinate the development of investor presentation decks and one-pagers per asset, adapted to the needs of financial and industrial investors and their advisors.

B. Roadshows and international investment forums

●    Organize SPFU participation in investor roadshows and presentations in priority EU financial centres: London, Warsaw, Brussels, Frankfurt.

●    Coordinate SPFU participation in major investment forums, including the World Economic Forum in Davos.

●    Organize/support a side event during WEF Davos through Ukraine House (January 2027/28).

●    Prepare SPFU's main panel appearance at the Ukraine Recovery Conference (URC) 2027/28, plus an accompanying side event.

C. Foreign media engagement

●    Organize foreign media press tours to visit priority assets, production facilities and surrounding ecosystems.

●    Engage with journalists and opinion leaders, organize briefings, and ensure accurate international coverage of privatization milestones with emphasis on key assets to be sold and promotion of SPFU-led privatization activities.

D. Support for public speeches by SPFU leadership

●    Prepare speeches, talking points and visual presentations upon request for public or closed events, including international forums.

E. Monitoring of media coverage

●       Prepare monthly analytical reports on domestic and international media coverage and adjust the strategy based on findings.

1)     Anticipated deliverables

Will be precised and scheduled in separated Purchase Orders.

2) Coordination 

The service provider shall designate a single contact person for project implementation purposes.

Clement Lapointe will be the service provider’s sole contact person for Expertise France.

A launch meeting shall be held 5 days after the contract award has been notified.

Bi-monthly coordination meeting must take place with Milena Komar, Component Coordinator for Expertise France from assignment preparation right up to completion, alongside with SPFU’s team and the liaison experts. Furthermore, regular exchanges must take place on assignment progress and any difficulties that may be encountered. Weekly coordination calls with Privatization Communication expert from MoE must take place in order to ensure alignment in messaging, activities and deliverables.

Monthly report to Expertise France is required, highlighting main activities carried out during the month, objectives and plan for the next; aggregate of data and analysis on public outreach and media visibility.

Place, duration and terms of performance

1)     Implementation period: 24 months

2)     Start date: upon signing date.

3)     End date: November 15, 2028

4)     Number of working days: 310.

5)     Location of the assignment : Kyiv, in person, with frequent working trips within Ukraine and the EU.

6)     Payment terms: Monthly payment upon approval of the monthly report. Reimbursement of expenses based on invoices.

Monitoring-evaluation

Performance indicator