Services

Marketing and communication strategies

Who do you need to target to achieve your strategic objectives? And what are the incentives, calls to action and communication channels to stimulate the support of each audience, taking into account your resource constraints?

We create pragmatic, results-focused strategies. We recognize that winning the support of different audiences is not a one-off event but a gradual process requiring a multi-channel approach, different layers of information at different times, and opportunities for people to connect, discuss and, ideally, experience the product or service on offer.

Significantly, all our strategies are supported by visual mock-ups and ready-to-use templates of the key marketing and communication tools and other elements so clients can see how the strategy will work in practice, and roll it out rapidly.

Examples

Rwanda: Promoting a new national education strategy to the general public

Rwanda’s Ministry of Education has launched a new strategy to improve the access, quality and relevance of its education system for the job market. To engage the interest of parents and communities, who play a key role in the strategy, we devised a public campaign based on the concept of working ‘together’ for a brighter future for all - the concept of ’togetherness’ has powerful resonance in post-genocide Rwanda.

Due to be launched on TV, billboards and other media, the campaign shows children in future jobs, each representing one of the strategic priorities of Rwanda’s Vision 2020. Hotlines, pledge cards and community guides to improving education are included in the campaign to enable different target audiences to get actively involved.
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Rwanda: Running an internal campaign to bring staff up to speed with the new strategy

To bring the staff of the Ministry and its agencies up to speed with its new education strategy, we were asked to develop and implement an internal communication campaign. We transformed the Ministry into an ‘education strategy experience’. This included flooding the Ministry with colour-coded posters that explained the strategy’s three goals and achievements, inspirational videos and a staff survey. We even created a café in the Ministry to break down internal silos.
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Pakistan: Combatting tax evasion by helping people understand the public services that tax could fund

The widespread failure to pay appropriate taxes in Pakistan is one of the main reasons why the country’s public services, such as health, education and electricity, are so poor. Recognising that tax is an unfamiliar and abstract concept to many in the country, we devised a campaign that explained tax by what people were losing in their everyday lives as a result of non-payment of taxes.

This campaign, which was created as part of a major bid to encourage the middle classes and ‘elite’ to pay their taxes, included ads, electronic signs in public spaces highlighting the potential losses, infographics and other devices. .

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Europe: Highlighting the risks of stress at work, and the solutions

We produced a pan-European media campaign for the European Agency for Safety and Health at Work, highlighting the cost of stress at work and the potential solutions. The campaign was supported by news releases, press packs, feature articles and speeches. With the tagline ’Working on stress’, it was the agency’s most successful campaign, generating widespread press and broadcast coverage across the continent.
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Liberia: Encouraging girls to go to school at the right age - a low-budget campaign

A high proportion of girls in Liberia start primary school at a very late age, often in their teens, leading to high drop-out rates and poor educational standards. On an extremely low budget, we created a national campaign that used a popular local game with girls, called kick-ball - a cross between baseball and soccer - as the creative basis for persuading parents to get their children to start school at age three.

Using a variety of communication channels from billboards and posters to radio, film and travelling theatre groups, the campaign used kickball imagery to emphasise that everyone could ‘B.A. Winner’ if kids started school at the right age. School registration was also organised around a kickball diamond.
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© 2015 Context Associates Ltd