57 media stories across two programme moments, a combined reported reach of about 32.9 million, and a top-5 trending hashtag in Kenya.
Media relations, content and social media amplification for two TechnoServe Kenya programme moments: the close-out of the Strengthening African Processors of Fortified Foods (SAPFF) programme and the 6th Micro-Retail Stakeholders Forum.
Shows we can turn programme milestones into national coverage and measurable reach, and report it back with media-monitoring data on AVE, PR value, reach and sentiment. For funders, this is how programme results reach policymakers, industry and the public, with evidence of what was achieved.
Capabilities demonstrated
TechnoServe wanted programme results to reach policymakers, industry and the public at two key moments.
At the SAPFF close-out workshop on 23 March 2022, government leaders and food-industry CEOs reviewed progress on fortifying wheat and maize flour in Kenya. At the 6th Micro-Retail Stakeholders Forum on 24 November 2022, TechnoServe and its partners announced the formation of the Duka Owners Association.
SAPFF close-out (March to April 2022). We engaged print, broadcast and online media around the workshop at Villa Rosa Kempinski, Nairobi, and tracked coverage from 23 March to 6 April 2022.
Micro-Retail Stakeholders Forum (November 2022). From 14 November we published pre-forum content and blog posts on business news sites. On the day we ran live social coverage with influencers on #DukaOwnersAssociation, supported by #TechnoServeKE and #SmartDuka, and delivered the Smart Duka exhibition booth.
After each moment we produced a media coverage report with story counts, advertising value equivalent (AVE), PR value, reach and sentiment.
SAPFF: 25 stories (4 print, 8 broadcast, 13 online), including the Daily Nation, Business Daily, The Star, People Daily and NTV. AVE of KSh 1,655,174, PR value of KSh 4,965,522 and a reported reach of about 15.2 million.
Micro-Retail Forum: 32 stories (2 print, 1 broadcast on KBC Channel 1, 29 online). AVE of KSh 2,794,928, PR value of KSh 8,384,784 and a reported reach of about 17.6 million. #DukaOwnersAssociation trended in Kenya for more than 5 hours, peaking at number 5, with 1,510 tweets and 51.1% positive sentiment. The Swiss Ambassador to Kenya visited the Smart Duka booth, which appeared in the Daily Nation.
The hashtag trended for hours, but the main TechnoServe account did not post into its own trend. For future campaigns, the client’s own channels should be ready to take part while a trend is live.
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