In partnership with the World Bank in Armenia and the UK Government’s Good Governance Fund, SPRING PR was entrusted with the development of a comprehensive Communication Strategy aimed at transforming the State Revenue Committee’s (SRC) perception into that of a modern, transparent, and public-serving institution. The strategy’s purpose was to increase public awareness of the SRC and its activities, strengthen trust among taxpayers, and establish effective, sustainable dialogue with all stakeholder groups, within the framework of the Customs Administration Development Project 2 (CAD 2).

The project began with an in-depth diagnostic assessment of the SRC’s institutional positioning and communication ecosystem. Through the application of multiple research and analytical frameworks, SPRING PR identified key gaps, risks, and opportunities, enabling the development of a data-driven communication strategy aligned with the institution’s needs and vision. These insights contributed to the creation of a robust strategic framework, including clear communication vectors, precise audience segmentation, and targeted, high-impact messaging.

Building on the strategic foundation, SPRING PR developed a unifying creative concept for the SRC and developed a series of purpose-built communication campaigns adapted to the realities of a public institution. This was supported by a detailed action plan and measurable KPIs to ensure accountability, consistency, and results.

To guarantee long-term sustainability, SPRING PR introduced a stakeholder engagement and capacity-building program. This included practical tools and guidelines for internal teams, covering strategy implementation, performance monitoring and crisis communication.

Strengthening internal communications was a core focus of the project. In collaboration with the Training Center of the State Revenue Committee of the Republic of Armenia, SPRING PR also produced 10 animated educational videos aimed at reinforcing communication standards, ethical conduct, and professional behavior among SRC employees. In addition, we created a short film highlighting the strategic partnership between the World Bank and the SRC, emphasizing the tangible impact of international cooperation on institutional development.