Overview
Many micro, small, and medium-sized enterprises (MSMEs) in Benin struggle to grow due to limited access to essential business skills. Without proper guidance in areas like strategy, marketing and communication, product development, and digitalization, expanding their businesses becomes a challenge.
German Corporation for International Cooperation (GIZ) launched the ProPME project part of the ACTE Cluster of projects in Benin to help small businesses grow and create jobs. GIZ needed a strong framework communication support to showcase the results of the project to the right audiences. We delivered an integrated approach including communication strategy, multimedia production, graphic design, copywriting, and event-based campaign execution.
Challenge
Develop and execute a strategic communication approach that would amplify the ProPME project’s impact, particularly highlighting women entrepreneurs, while engaging local stakeholders, partners, and international audiences across multiple channels.
Approach
We provided end-to-end communication support including strategy development, multimedia production, graphic design, copywriting, and campaign execution.
Communication Strategy
Developed a comprehensive framework defining key messages, target audiences, and optimal channels for visibility. Collaborated with the GIZ project team to map the local stakeholder landscape and create an actionable message matrix for immediate implementation.
Event Planning & Campaign Management
Interviewed over 30 experts, beneficiaries, and partners in Benin, producing cinematic videos, photography, and written stories. This content fueled an integrated online campaign launched alongside a stakeholder event in Cotonou featuring product stands from all beneficiaries. The campaign gained significant traction on LinkedIn and attracted local media coverage.
Graphic Design & Multimedia Production
Created cohesive visual assets supporting the project’s key messages, ensuring consistent branding that built trust and made the project relatable to local communities.
Copywriting & Storytelling
Crafted human-centered narratives, bringing the ProPME project to life through real impact, particularly women entrepreneurs’ stories. Deliverables included online campaign copy, success story articles, and internal communications content for GIZ.
Deliverables
- Comprehensive communication strategy with audience mapping and message matrix
- 30+ interviews with experts, beneficiaries, and partners
- Cinematic video series and photography
- Written success stories
- Integrated online campaign
- Stakeholder event in Cotonou
- Graphic design assets and branding materials
Impact
The integrated campaign effectively communicated ProPME’s impact on Benin’s MSME sector, generating strong engagement on LinkedIn and local media pickup. The work made project resources more accessible and amplified the voices of local entrepreneurs demonstrating tangible results in business growth and job creation.
