5.9 Strategic Plan Implementation and Evaluation the same”. The core purpose of Priority 7 is to ensure that APRM systems and processes at continental and national levels are coordinated and harmonised. Needless to say, a critical and crosscutting element of those systems and processes relates to communication. The APRM communications strategy thus aims to harmonise the communication methods and processes in all APRM organs so as to help build the APRM profile, brand and visibility and enhance its ability to make meaningful improvements to the daily lives of ordinary African citizens. This harmonised and integrated Communication Strategy has been designed, and will be implemented, in such a way as to ensure the APRM Key Strategic Priorities as contained in the Strategic Plan are communicated systematically, persistently, innovatively and effectively. 167. The keys for implementation of the Strategic Plan are the Annual APRM Work Plan and budget, which will report on progress in attaining outcomes and the forthcoming yearly targets. To ensure that the outcomes/outputs of the plan are relevant at least during the implementation period and the implementation is managed efficiently and effectively, two evaluations will be conducted. (i) A mid-term evaluation will be conducted during the second quarter of the third year of plan implementation (Q2, 2018). Insights from the evaluation will be used to rationalise the plan outcomes/outputs; the smartness of the indicators and their associated targets; the governance framework, the monitoring framework and the capacities of the managers/staff involved in the plan execution, monitoring and evaluation. 170. The APRM long-term communications strategy is thus underpinned by seven main pillars that are interdependent and mutually reinforcing: (ii) The second evaluation will take place during the third quarter of 2020, the fifth year of the plan. The timing of the evaluation is relevant – it will provide insights for the development of the second APRM strategic plan that would be taking place at that time. The focus of the evaluation, because of its proximity to plan completion, will be more on the achievement level of the outcomes/outputs, the continued relevance of the outcomes/outputs, effectiveness and efficiency of the management of the implementation. (i) Shared Values Advocacy and Outreach; (ii) Branding; (iii) Publications; (iv) Social Media; (v) Events; (vi) Campaigns; and (vii) Civil Society Organisations Outreach. 5.11 Enabling Conditions 171. The following enabling conditions will ensure effective implementation of the Strategic Plan: 5.10 The APRM communications strategy 168. The communication strategy is a crucial component of the overall APRM Strategic Plan 2016–2020. It defines and articulates our multifaceted methods of engagement with our diverse stakeholders in our efforts to effectively implement the APRM Strategic Plan over the next five years. As such, while the communications strategy remains central to the entire APRM Strategic Plan, two of the eight priority areas identified in the Plan are particularly pertinent to the communications agenda: Priority 1 on Shared Values Advocacy and Communication, and Priority 7 on Intra-APRM Coordination and Harmonisation. (i) Member States need to ensure adequate funding of the Mechanism; (ii) A culture of collaboration should be nurtured and strengthened, with the goal of prioritising the outcomes in the Strategic Plan; (iii) Design and implementation of SMART targets within a robust Monitoring and Evaluation framework; (iv) The Mechanism must acquire critical capacities and competencies required to advance its mission and vision; and 169. A key commitment in the pursuit of the first Priority is to “develop and submit for approval a wellthought communication policy and [to] implement (v) The level of cooperation with Strategic Partner Institutions needs to be strengthened. –44–