Marketing Handbook

Design Files

EU4Business – EBRD Credit Line Azerbaijan has developed a comprehensive set of design materials to support the marketing and promotion efforts across various platforms. These materials include tailored content for social media, digital advertisements, and banners. The goal is to ensure a consistent visual identity that resonates with the target audience while being flexible enough to accommodate the branding needs of different Partner Financial Institutions (PFIs).

Each design file is created with adaptability in mind, allowing easy customization of elements such as colors and logos.

The design files are also synchronized with the Text Blocks provided by this Handbook. The Headlines in each text block can be used as a headline for the design files. You will find the examples in the step-by-step guide below.

Here is an example of the template used for two different posts of two different PFIs. You can see two sample logos inserted in each design.

The step-by-step guide on editing templates in Photoshop is provided below.
Alternatively you can edit templates in Canva. Click to access the step-by-step guide on Canva editing.

Step-by-Step Guide on Design Adjustment in Adobe Photoshop

To edit the design materials you will need Adobe Photoshop software on your computer.
The guide below provides instructions on each step of adjusting materials in Adobe Photoshop.

Step 1
Download the design materials.
You can also download the font Myriad Pro via the links below.

Download design materials in PSD (Adobe Photoshop)

Myriad Pro Font

Step 2
Open any of the provided designs in Adobe Photoshop. In the Layers panel, you will see the various layers that make up the design. You can adjust the image, edit the text, and add your logo to customize the design.

Step 3
To add an image just click on the image layer (FPO – Hero image). Then drag your picture on the design as shown in this video.

Step 4
Your image is now visible in the Layers section. Right click on that image and chose “Create Clipping mask”.
Now your image is on the right layer.

Step 5
Now you can adjust the image the way you like it. It will stick to the right layer.

Step 6
Time to add your logo to the design. Click on the FPO logo Layer in the Layers section.
Drag your logo to the right section of the picture.

Step 7
Right click on your logo in the Layers section and chose “Create Clipping mask”.

Step 8
Now the logo is attached to the right layer! You can adjust it.

Step 9
With this last step you can adjust the text on the design.
Your design is ready to use!

What is Marketing Handbook

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 Azerbaijan 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 SMEs.

Please watch the video to learn more

The Marketing Handbook is structured into several key sections:

Benefits and Value Proposition

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

The EU4Business-EBRD Credit Line combines loan and leasing finance with free technical assistance and cash-back incentives reducing investment costs, making it easier for businesses to modernize and grow.

Co-funded by the EU4Business initiative, the program is tailored to help MSMEs align with EU Directives, improve product and service quality, and enhance environmental responsibility. The programme promotes open market access for countries like Azerbaijan under the Deep and Comprehensive Free Trade Area (DCFTA). It provides MSMEs with the tools they need to increase competitiveness and take advantage of export opportunities, leveraging Azerbaijan’s relatively low cost base to compete effectively within the EU and regional markets. The investment incentives of 10-15% provided by the EU are calibrated for the support for investments in more complex and expensive technologies.

EU4Business – EBRD Credit Line with incentives Loan Types

Three loan types are available under the EU4Business-EBRD Credit Line:

Pre-Approved Approach

Some projects only require the upgrade of a standard piece of equipment. For conventional EU-compliant equipment. We have developed the List of Eligible Technologies (LET) and for green technologies the Green Technology Selector (GTS). Both can be financed directly by our Partner Financing Institutions with financing up to the equivalent of EUR 300,000. A 10% grant is available upon successful verification of the project’s implementation.

Simplified Approach

Fast track procedures are in place for smaller loans of up to EUR 300,000 for investments in improving product quality and safety in the agriculture and food processing sectors, i.e. Sanitary and phytosanitary (SPS) measures. The project consultant simply checks the investment plan to ensure it complies with the very straightforward eligibility requirements. Upon verification of the project’s successful implementation a grant of up to 15% is available for ‘green’ projects, i.e. those leading to energy savings and carbon emission reduction and up to 10% for investments in conventional EU-compliant technologies.

Complex Approach

Loans of up to EUR 3 million are available for (almost) any modernization project in (almost) any industry or service sector. Investments requiring a more complete technical and financial evaluation can benefit from free technical assistance to optimize the investment plan and to prepare a business plan. Upon verification of the project’s successful implementation a grant of up to 15% is available for ‘green’ projects, i.e. those leading to energy savings and carbon emission reduction and up to 10% for conventional EU-compliant projects.

To find out more, visit our official website

EU4Business – EBRD Credit Line Marketing Handbook

Below are the key benefits for MSMEs as well as for vendors/suppliers of EU compliant and green technologies. These benefits can be incorporated into marketing materials as unique selling points for various campaigns.

Benefits for MSMEs
- Access to finance: MSMEs can obtain long-term loans or leasing options through participating financial institutions (PFIs) to finance investments in EU-compliant technologies and green technology solutions.
- EU Investment incentives: Businesses can reduce their investment costs by 10-15%, depending on the project’s green economy impact, with incentives funded by the EU.
- Technical assistance: Free technical advisory support is provided by EU to help MSMEs structure and implement their investment projects effectively.
- Improved competitiveness: Investments in advanced technologies and sustainable practices enable MSMEs to enhance their product and service quality.
- Access to export markets: MSMEs can leverage their low cost base and the improved quality of products to expand their export potential.
Benefits for the Environment
- Green technology investments: The program encourages investments in green technologies, including energy-efficient equipment.
- Reduced carbon footprint: By financing energy-efficient projects, the program helps reduce CO2 emissions.
- Compliance with EU Green Directives: Поддержка в приведении процессов в соответствие с экологическими стандартами ЕС.
Benefits for Vendors (Equipment Suppliers/Service Providers)
- Increased demand: Vendors supplying EU-compliant and green technologies benefit from increased demand.
- New market opportunities: Vendors offering innovative, energy-efficient solutions are well-positioned to capture new business.
- Partnership opportunities: Vendors can establish long-term partnerships with PFIs.

Mandatory Logos

To ensure consistency and compliance with the branding requirements of the EU4Business-EBRD Credit Line, the following mandatory elements must be included in all marketing and promotional materials:

1. Programme Logo

The official logos of the EU4Business-EBRD Credit Line combines the name of the programme with the combination of the EU and EBRD logos.
This logo can be used by PFIs, but its use is not obligatory:

Download EU4Business – EBRD Credit Line Azerbaijan Logo

2. EBRD and EU Logos – Mandatory Logos!

The use of the EBRD and EU Logo combination is mandatory and must be used in all digital and print marketing materials, including brochures, social media posts, flyers, and website banners. This logo must be used:

Download the mandatory logo combination

Where to use: Ensure the mandatory logo combination is placed prominently at the top or bottom of all promotional materials to maintain donor visibility.

Download the mandatory logo combination in reverse

3. Verification Related EBRD & EU Visibility Requirements – For PFIs

To support PFIs in their obligation to ensure the EBRD/EU visibility requirements are fully implemented, this guide sheet provides the necessary information for PFIs and their sub-borrowers. Each project that was financed under the EU4Business-EBRD Credit Line must display a note indicating the support received for the investment.

Visibility stickers and plaques

Project Completion Stickers, available in print-ready files in sizes A4 and A5. Stickers are mainly for LET/GTS projects.
Project Completion Plaques, available in print-ready files in size A4. Plaques are mainly for SPS and Complex projects.

Which project gets what?

LET/GTS projects: Stickers only. Depending on the equipment number and size, either A5 or A4 stickers should be handed out.
SPS and Complex projects: Project Completion Plaque and Sticker for each project.

Production

The production cost should be covered by the PFIs and should be counted as part of the parallel contribution to marketing/visibility.

Photo Evidence

Existence of the installed stickers and plaques will be a condition of verification for all loans signed from the 1st May 2025 onwards.

¹ During implementation of the Programme, the PFI shall make a parallel contribution complementing the TC in the amount of not less than EUR 5,000 (the “Parallel Contribution”). The Parallel Contribution shall finance expenses related to marketing, promotion and implementation of the Programme. All costs of the Parallel Contribution shall be borne solely by the PFI. The PFI shall provide to EBRD a written evidence, in the form of Schedule 2 (Parallel Client Contribution Report) and in substance satisfactory to EBRD, confirming that the Parallel Contribution was made. If the PFI fails to make the Parallel Contribution or any part thereof, EBRD may in its sole discretion suspend the delivery of the technical assistance provided by the PC and/or the VC to the PFI and its sub-borrowers.

Text Blocks

Ready-to-use text blocks can be used across various materials and platforms and are designed to facilitate easy communication and content creation for the Partner Financial Institutions.

The text blocks can simply be copied and pasted in the preferred social media. The text blocks will maintain the emojees and icons used.

Make sure that you replace the word [Bank] with the name of your institution.

About loan options

💸 DISCOVER FLEXIBLE LOAN OPTIONS WITH THE EU4BUSINESS-EBRD CREDIT LINE

At [Bank], we partner with the EU4Business-EBRD Credit Line to offer flexible financing solutions tailored to meet your business needs.

➡️ Pre-Approved Technologies

Ideal for simple equipment upgrades up to €300,000, based on the List of Eligible Technologies (LET) or the Green Technology Selector (GTS).
💸 Investment incentives funded by the EU up to 10% applies.

➡️ Complex Approach

For investments up to €3 million for almost any business, in almost any sector.
💸 Investment incentives funded by the EU up to 10% applies or ‘go green’ and increase the incentive to 15%

➡️ Simplified Technologies

Fast-track process for investments in Sanitary and Phytosanitary (SPS) measures in agriculture and food safety up to €300,000.

Take advantage of these tailored financing options and grow your business today!

👉 Learn more: https://eu4business-ebrdcreditline.com

Incentive incentives

💸 WE SUPPORT AZERBAIJANI BUSINESSES

At [Bank], we’re excited to offer MSMEs in Azerbaijan EU-funded incentives through the EU4Business-EBRD Credit Line! Grow your business and reduce costs with these opportunities:

➡️ Up to 10% investment incentives in pre-approved technologies

➡️ Up to 15% investment incentives for more complex projects, including Sanitary and Phytosanitary (SPS) and food safety investments

👉 To learn more about the programme visit: https://eu4business-ebrdcreditline.az

Export oriented

🇪🇺 HELPING AZERBAIJANI COMPANIES TRADE MORE EASILY WITH THE EU

Together with the EU and the EBRD, [Bank] is proud to help you improve your trade potential and strengthen ties with EU markets through the EU4Business-EBRD Credit Line 🇪🇺

You can access:

➡️ Financing to upgrade your equipment and processes to meet EU standards

➡️ Investment incentives of up to 15%, making your upgrades more affordable

➡️ Additional incentives of up to 15% if your company suffered losses or relocation due to the war or supports veterans

➡️ Free technical assistance to implement EU-compliant and green technologies
Don’t miss out on this chance to make your business more competitive.

👉 Learn more: https://eu4business-ebrdcreditline.az

Export oriented 2

🇪🇺 SUPPORTING AZERBAIJANI BUSINESSES TO EXPAND TRADE WITH THE EU THROUGH THE EU4BUSINESS-EBRD CREDIT LINE!

At [Bank], we’re committed to helping Azerbaijani businesses grow by providing access to the long-term funding with the EU4Business-EBRD Credit Line, a powerful tool to enhance your trade with the EU! 🇪🇺

You can access:

➡️ Flexible financing to modernize your business and meet EU standards

➡️ Up to 30% investment incentives funded by the EU on qualifying investments, reducing your costs

➡️ Expert technical support to help you implement EU-compliant solutions

➡️ Special support for businesses expanding into the EU market under the DCFTA

Seize this opportunity to make your business more competitive and strengthen your position in the EU market!

👉 Learn more: https://eu4business-ebrdcreditline.az

Green component

🌱 UP TO 15% FOR ENERGY EFFICIENCY

At [Bank], we’re committed to helping Azerbaijani businesses grow sustainably! 🌱 With the EU4Business-EBRD Credit Line you can invest in sustainable EU-compliant technologies that will reduce your costs and the environmental impact.

You can access:

➡️ Financing for renewable energy and energy-efficient projects

➡️ Technical assistance to help you adopt the latest green technologies

➡️ A chance to contribute to re-building a greener, more sustainable future for Azerbaijan 🌍

Join the movement toward sustainability and make your business both competitive and sustainable!

👉 Learn more: https://eu4business-ebrdcreditline.az

Green component 2

🌱 CUT COSTS AND GO GREEN: UP TO 15% INVESTMENT INCENTIVES FUNDED BY THE EU

At [Bank], we help you invest in your business’s future with energy-efficient, cost-saving solutions through the EU4Business-EBRD Credit Line. 🌱

What’s in it for you?

➡️ Access financing for energy-efficient technologies to reduce your energy bills

➡️ Up to 15% investment incentives on several green investments, directly improving your ROI.

➡️ Professional support to implement EU-compliant, sustainable upgrades

➡️ A competitive advantage in the marketplace by embracing energy efficiency 🌍

Join the movement toward sustainability and make your business both competitive and sustainable!

👉 Learn more: https://eu4business-ebrdcreditline.az
How to apply
❓ HOW TO APPLY FOR EU4BUSINESS-EBRD CREDIT LINE LOANS

Here’s how you can apply in a few simple steps:
- Visit the programme’s official website: https://www.eu4business-ebrdcreditline.com.ua or visit one of our branches and ask for the EU4Business-EBRD Credit Line loan.
- Choose your financing option: Find the loan type that fits your needs, from simple equipment upgrades to complex investments.
- Bring your application to our bank or come to one of our branches to apply. Either way: Contact us!
- Get expert assistance: Receive free technical support to ensure your project meets EU standards.
- Receive Investment incentives funded by the EU: Successfully complete your project and receive up to 15% incentive on your investment! 💸
Green component 2

🌱 CUT COSTS AND GO GREEN: UP TO 15% INVESTMENT INCENTIVES FUNDED BY THE EU

At [Bank], we help you invest in your business’s future with energy-efficient, cost-saving solutions through the EU4Business-EBRD Credit Line. 🌱

What’s in it for you?

➡️ Access financing for energy-efficient technologies to reduce your energy bills

➡️ Up to 15% investment incentives on several green investments, directly improving your ROI.

➡️ Professional support to implement EU-compliant, sustainable upgrades

➡️ A competitive advantage in the marketplace by embracing energy efficiency 🌍

Join the movement toward sustainability and make your business both competitive and sustainable!

👉 Learn more: https://eu4business-ebrdcreditline.az

Landing Page Structure and Texts

This section provides a suggestions of various components, that can be used when creating a landing page that promotes the EU4Business-EBRD Credit Line to Azerbaijani MSMEs.
The landing page can be designed to capture attention, clearly communicate the program’s benefits, and guide potential borrowers through the application process.

This section provides PFIs with guidance on some minimum requirements as well as some additional ideas for their landing pages.

Please note, that the use of the EBRD and EU Logo combination is mandatory for all digital and print materials, including the landing page.

You can download the logo below and learn more about the usage and other logo variations in the “Mandatory Logos” section of this Handbook.

Download the mandatory logo combination

1. Headline
A strong headline is essential for any landing page. We recommend focusing on the business upgrade concept and including the investment incentive opportunities to immediately capture attention and spark interest in exploring further.

BUILDING MODERN, GREEN, AND PROFITABLE SMES IN AZERBAIJAN THROUGH LOANS WITH INVESTMENT INCENTIVE SUPPORT

UPGRADE YOUR BUSINESS!

Get financing for advanced EU-compliant technologies and receive investment incentives of up to 15% funded by the EU

2. Highlighting Key Benefits
In this example, we demonstrate how the Key Benefits of the credit line can be showcased effectively. We recommend creating a dedicated section specifically for the key benefits. This approach allows the most important information to be presented in short, engaging paragraphs, making it easier for businesses to quickly understand the program’s value.

Key Benefits

Up to €3 million in loans for eligible MSMEs

Eligible MSMEs can receive financing of up to €3 million to invest in advanced technologies, boosting growth and competitiveness.
Investment Incentives Up to 15% funded by the EU

Get 10-15% of your loan amount back as an investment incentive, reducing your investment costs and helping you reinvest in your business.
Green Technology Focus

Receive special support for energy-efficient and renewable energy projects that enhance sustainability and reduce costs.
Export-Ready Technology Investments

Upgrade to cutting-edge, EU-compliant technologies that enhance product quality and meet export standards, opening doors to global markets.
Fast and Easy Application Process

With simplified procedures and expert guidance, applying for funding and incentives is quick, ensuring timely access to financial support.

3. List your products under EU4Business – EBRD Credit Line
Following the same approach of presenting key information in a concise and illustrative manner, we suggest highlighting the available options in a similarly clear format. This ensures that users can quickly grasp the essential details and make informed decisions.

4. Eligibility criteria
The eligibility criteria can be presented in bullet points, clearly highlighting the key requirements of the credit line for easy reference. It can be mentioned that for more information the applicant can contact the PFI.

Who is eligible?

MSME Definition: Your business must have fewer than 250 employees, an annual turnover of less than €50 million, or a total balance sheet of less than €43 million. Additionally, no more than 50% of the company’s shares should be owned by entities that do not meet these SME criteria. Learn more about SME definitions here.
Business Location: Your company must be registered in Azerbaijan and primarily operate within the country, complying with all applicable national laws.
Ownership: The business must be at least 51% privately owned and operated.
Financial Requirements: Applicants must meet the standard financing evaluation criteria of a Partner Bank or Partner Financing Institution.
Compliance: The business must follow the EBRD’s Environmental and Social Policy.

5. Describing the application process
The application process can be presented in clear, easy-to-follow steps to ensure a smooth user experience. Breaking it down into a simple, step-by-step format helps businesses quickly understand the actions they need to take, minimizing confusion and making the process more approachable.

6. Success stories
Including example from success stories on your landing page can help your clients better understand the real benefits of the credit line. These stories provide relatable examples of how companies have successfully leveraged the program, making the benefits more tangible and inspiring confidence in new users to apply.

Learn about investment examples!

Furniture Manufacturing
An Azerbaijani furniture manufacturer improved its production efficiency by upgrading to modern processing machinery. This investment led to higher product quality and energy savings, while also enhancing workplace safety. As a result, the company reduced operational costs and received a 10% investment incentive funded by the EU through the EU4Business-EBRD Credit Line.

Agriculture
A pig farming enterprise invested in a specialized animal transport trailer to improve animal welfare during transport. The new equipment not only enhanced comfort and safety for the animals but also reduced fuel consumption, lowering operational costs. The farm received a 10% investment incentive funded by the EU incentive after successful project implementation.

Metal Processing
A metal processing company invested in advanced laser cutting technology to boost product quality and production safety. The new machinery allowed the company to meet EU standards, improve energy efficiency, and reduce greenhouse gas emissions. The company received a 15% investment incentive funded by the EU on its investment, helping to lower overall costs.

Digital Promotion (for Meta: Facebook and Instagram)

In addition to the PFIs’ standard advertising approaches, which have proven effective, we recommend implementing specific, tailored targeting strategies on Meta’s Ads Manager tool to maximize the impact of your marketing efforts. These strategies will improve ad precision, enhance engagement, and ultimately drive higher conversion rates.

Below is a comprehensive guide to ensure your digital campaigns effectively reach Ukrainian MSMEs in need of support.

Step 1. Choosing the right goal.
Campaign goals can vary depending on the PFIs marketing strategy. However, we generally recommend focusing on

awareness-related objectives to introduce the EU4Business-EBRD Credit Line to new and custom audiences
traffic objective to drive more traffic to the website (landing page) and use retargeting afterwards for the best conversion

Step 2. Switching to original audience tool.
We recommend using Meta’s original audience tool rather than relying on the Advantage+ tool for better control over audience selection. Advantage+ offers broad automation, but for a specialized program like the EU4Business Credit Line, precise targeting is essential.

For this in the audience selection part please click on “Use original audience” button and switch to the relevant tool.

Step 3. Choosing the right audience

When you switch to the Original audience tool you can choose the segments you want to target.

We suggest focusing on the following audiences (also see the picture below):

Targeting new businesses and MSMEs:

Since EU4Business – EBRD Credit Line is created specifically for MSMEs you can target Small business owners.

Small Business Owners

Target individuals who recently started businesses. They are likely to explore financing options for growth. For this you can target

New Active Business (6, 12 and 24 months)

Targeting decision makers:

The individuals who are key decision-makers in businesses and are responsible for securing financing and managing budgets can be targeted by the job titles they put on their Facebook pages. You can target people with the following job titles:

Business Owner
Chairman & Managing Director
Co-Founder and COO
Director (business)
Executive director

You can find more ideas for this type of targeting in the pictures below.

Facebook Business Page Admins:

MSME owners and decision makers often manage their Facebook Pages or are monitoring the process with their admin role of the page. Targeting Facebook Page admins in relevant sectors will help to reach decision makers. Try:

New Page Admins
Business page admins
Retail page admins
Food & Restaurant page admins

More ideas can be found in the pictures below.

Step 4. Placement
For the best results on Meta platforms, multiple placements can be utilized. We suggest to focus on:

Facebook Feed (Desktop and Mobile)
Instagram Feed
Instagram Stories

To ensure the campaigns maintain a professional and unified appearance, refer to the “Design” section of this Marketing Handbook. There, you will find pre-designed, customizable templates specifically tailored for Meta platforms, including optimal sizes for Facebook and Instagram ads, along with recommended text and image layouts.

Step 5. Using custom audiences

If a PFI has a specific list of emails of MSMEs this list can be uploaded to Meta to run very targeted ads for this segment.

The list is uploaded through the Audiences tool (see the pictures below) to create a custom audience.
The audience can be targeted as any other saved audience in the Original audiences tool used above (see the pictures).

Step 6. Using Facebook Pixel

Implement retargeting campaigns for users who have visited the specific landing page on the PFI’s website. Show tailored Facebook and Instagram ads to the users who have already visited EU4Business – EBRD credit line related pages on your website can increase the likelihood of re-engagement.

Create a New Pixel in Facebook Events Manager.
Add the Pixel to your website. This can be done manually or using a partner integration, depending on your platform.
The Pixel will automatically track page views and start collecting data from your website (for custom data you will need to create custom events).
Use the data collected by the Pixel to create a custom audience for your Facebook ads.

Step 7: Using Facebook groups (communities) to promote the information

In addition to targeted ads, Facebook Groups offer an effective channel for promoting the EU4Business-EBRD Credit Line to specific communities. Engaging with groups dedicated to businesses, or green finance can help you reach highly relevant audiences in a more organic and interactive way. By sharing valuable information and success stories, you can build trust and raise awareness within these groups.

To find these groups it can be helpful to search for relevant words on Facebook, indicating “Groups” in the search. A very basic search example is presented on the picture below.

Marketing Handbook