TechCabal Insights provides data, research, and insights to guide all stakeholders invested in the Digital Economy. They help DFIs, NGOs, state governments, global tech brands, and African start-ups understand and solve critical digital economy challenges.

The Challenge.

When TC Insight needed to grow its targeted readership and influence across Nigeria and the continent, Adio Strategy and Communications was asked to provide a comprehensive PR and Media strategy to guide the process.

The Solution.

Stakeholder identification and Channel selection

ASCOM identified a core audience currently operating in the digital economy and another audience serving stakeholders in the digital economy. Upon this identification, ASCOM further identified their news sources (print and television), and how they consume the news. Hence, we narrowed our media channels to Business Day, Guardian, and Thisday Newspaper. We also identified several radio and television programs as reliable channels.

Content strategy

ASCOM did not change or guide the content of TC Insight’s report; we identified the parts of the report that would resonate more with a broader audience and advised the client to lead from that angle. Given the intense global digital competition for attention, we recommended that the reports have elements that compelled stakeholders to read and reference the report.

Events Promotion

TC Insights often held digital events, but we advised strategically promoting such events because quality events are one of the surest means of building brand credibility. The promotion involves a press announcement of the event on both radio and television and a post-event announcement focusing on the event’s outcomes.

Media Mention and Appearances

Beyond event promotions, media mentions and appearances are arguably the most effective brand positioning and strengthening tools. Hence, we introduced regular conversations in the media, including contributions to topical issues in the digital economy, articles, and press statements of major reports. We also appeared on television and radio to discuss topical issues around the digital economy and discuss some crucial findings in TC Insight reports.