On the road to profitability: 1000 Hills Distillery
Background: 1000 Hills Distillery, East Africa's largest craft distillery struggled in penetrating the Rwanda market and the region beyond its limited clientele. I was brought on to develop the 1000 Hills Distillery brand into the preferred liquor brand of choice.
Business Development Opportunity: Rwandans and East Africans have a 'sweet tooth' when it comes to their preferred beverages and with no major international liqueur brand operating in the region, it provided an opportunity. In addition with the sustained success of its Coffee Liqueur launched two years prior another liqueur on the market had the potential to grow 1000 Hills Distillery's market share in Rwanda and beyond. After numerous conversations and product testing, I led the formation of a partnership with a local nut company to produce Africa's first Macadamia Nut Liqueur. In tandem with aggressive marketing activities and engagement with the Government of Rwanda's Made in Rwanda Initiative within four months of launch it became the best selling product in 1000 Hills Distillery's portfolio.
Business Development Opportunity: Rwandans and East Africans have a 'sweet tooth' when it comes to their preferred beverages and with no major international liqueur brand operating in the region, it provided an opportunity. In addition with the sustained success of its Coffee Liqueur launched two years prior another liqueur on the market had the potential to grow 1000 Hills Distillery's market share in Rwanda and beyond. After numerous conversations and product testing, I led the formation of a partnership with a local nut company to produce Africa's first Macadamia Nut Liqueur. In tandem with aggressive marketing activities and engagement with the Government of Rwanda's Made in Rwanda Initiative within four months of launch it became the best selling product in 1000 Hills Distillery's portfolio.
Going digital: TaroWorks
Background: TaroWorks is a mobile CRM platform which helps NGOs, social enterprises and aid agencies successfully manage the 'last mile.' I was brought on to help the organisation build and grow its digital presence among its targeted clientele.
Strategy Opportunity: I designed a hub-and-spoke strategy which encompassed first, optimizing TaroWorks' website, SEO and content including video and photography. Next, I developed a pipeline of content to drive engagement on Twitter and business leads on LinkedIn. Then I created a line-up of trending topics for webinar content and leveraged social media and its website to increase awareness of the webinars, a critical funnel for new business leads. As a result, webinar registration and engagement increased by 109% and followership and engagement grew by 77% on Twitter and by 148% on LinkedIn.
Strategy Opportunity: I designed a hub-and-spoke strategy which encompassed first, optimizing TaroWorks' website, SEO and content including video and photography. Next, I developed a pipeline of content to drive engagement on Twitter and business leads on LinkedIn. Then I created a line-up of trending topics for webinar content and leveraged social media and its website to increase awareness of the webinars, a critical funnel for new business leads. As a result, webinar registration and engagement increased by 109% and followership and engagement grew by 77% on Twitter and by 148% on LinkedIn.
Catalyzing an investment: Brioche
Background: Brioche, a bakery-pastry chain with operations across East Africa had recently received investment to catapult the company forward to become a major industry player but needed technical assistance to make that a reality.
Marketing Communications Opportunity: I designed and implemented an aggressive marketing programme, leveraging best practices across online and off-line channels. Our approach was 'data informed' as my team and I collected 300 customer surveys to map customer demographics and enhance our messaging. With data to back our tactics, I put our social media channels (Instagram, Facebook, Twitter) into full gear, generating engaging content and inserting Brioche into conversations on product and food quality, customer service, #MadeinRwanda and entrepreneurship. In combination with regular media appearances for the CEO, promotional offers and monthly events, over the course of two years, over 10,000 new customers visited Brioche locations, new digital lines of business were launched and two additional locations opened.
Marketing Communications Opportunity: I designed and implemented an aggressive marketing programme, leveraging best practices across online and off-line channels. Our approach was 'data informed' as my team and I collected 300 customer surveys to map customer demographics and enhance our messaging. With data to back our tactics, I put our social media channels (Instagram, Facebook, Twitter) into full gear, generating engaging content and inserting Brioche into conversations on product and food quality, customer service, #MadeinRwanda and entrepreneurship. In combination with regular media appearances for the CEO, promotional offers and monthly events, over the course of two years, over 10,000 new customers visited Brioche locations, new digital lines of business were launched and two additional locations opened.
