The Marketing Handbook is a resource tailored specifically for our Partner Financial Institutions (PFIs) and their marketing teams. It serves as an essential tool to streamline the marketing efforts, ensuring that all campaigns are aligned with the objectives, tone and branding of the EU4Business-EBRD Credit Line program in Ukraine while being consistent with the PFIs’ brand identity. With this handbook, PFIs can maintain consistency across all communication channels and effectively convey the program's value to Ukrainian SMEs.

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The Marketing Handbook is structured into several key sections:

1. Benefits and Value Proposition
This section provides a list of the main benefits and value propositions that the EU4Business-EBRD Credit Line offers to Ukrainian MSMEs. The content is crucial for shaping PFIs’ value-driven messages for their marketing campaigns.

2. Mandatory Information
This section outlines the mandatory paragraphs and logos that must be included in the marketing materials to ensure compliance with the program’s donor visibility guidelines. By adhering to these mandatory elements, PFIs can ensure their marketing efforts are fully aligned with the EU4Business-EBRD Credit Line’s requirements, both in terms of messaging and branding.

3. Text Blocks
This section includes pre-written text blocks that can be used for social media, radio, short messages, websites, and other communication platforms. By using these text blocks, marketing teams can save time while maintaining accuracy and cohesion in their communications. The blocks are interchangeable. This means that the PFIs can change and combine them to adjust the texts to the needs of the particular marketing campaign.

4. Design Files
In this section PFIs can find downloadable design files such as social media posts, stories, reels covers and banners. These files are customizable. This means that PFIs can add/change pictures, change colors of the design elements, add their logos to maintain their own branding, while ensuring that the marketing campaigns are visually aligned with the EU4Business-EBRD Credit Line’s identity. The files are also available in Canva!

5. Landing Page Suggestions
A suggestion for the structure of a landing page template is available in this section. The template is optimized for user engagement, including key details about the credit line, eligibility criteria, application instructions, and a clear call-to-action.

6. Advertisement Guide
The Advertisement Guide offers strategic advice on how to effectively market the EU4Business-EBRD Credit Line across various digital platforms.
Through this Marketing Handbook, PFIs will have all the necessary tools to promote the EU4Business-EBRD Credit Line effectively, ensuring consistency to their branding and compliance with the program’s identity.