Mezovest is a leading gas distribution company in Lagos and an emerging leader in CNG. The company supplies clean energy and operates a vehicle conversion facility for petrol engines to CNG.

The Challenge.

When Mezovest needed visibility as a significant player and reliable partner in CNG, an opportunity that the company’s leadership had identified after a leadership retreat, Adio Strategy and Communications was asked to provide a comprehensive Media and communications strategy to guide the process.

The Solution.

Stakeholder identification and Channel selection
ASCOM identified stakeholders and decision-makers in the gas sector, their news sources (print and television), and how they consume the news. Hence, we narrowed our media channels to Business Day, Guardian, The Nation, and Punch Newspaper. We also identified TVC and Arise Television as reliable channels.

Content strategy

ASCOM developed a series of OpEds demonstrating core knowledge of CNG and the industry and showcased Mezovest’s internal capabilities and milestones. We developed talking points that were used in media interviews and when making contributions on issues around the gas and energy sector.

Events Promotion

ASCOM launched a roundtable conversation about the gas sector, and CNG brought together industry experts to discuss policies that would improve the sector. We used the event to build the credibility of Mezovest and to promote it in the media via pre- and post-event announcements. The CEO’s session during the round table demonstrated an impeccable understanding of the sector and was used as soundbites in news reports on television and radio.
Additionally, we launched a Conversation Series (a podcast) hosted by senior leaders in Mezovest with various guests who were leaders and stakeholders in the gas sector to discuss everything around CNG. This series ran for several weeks, with excerpts from the conversation used on social media, and some were used as news stories in national dailies.

Media Mention and Appearances

With a deep understanding of the power of media mentions and appearances to improve visibility, brand recognition and credibility, ASCOM organized several media appearances on television and radio for executives at Mezovest to discuss LPG and CNG. We also ensured that Mezovest contributed regularly to developing issues in the sector. More importantly, we employed the clever use of Photo News in the newspaper to show executives of Mezovest in high-level meetings, global events, and conferences. This was important to gain trust and showcase relevance.
Impact
In 5 months, Mezovest had secured a significant partnership with the Federal Government