Mobile internet use, social platforms and mobile payments have changed how people in East Africa and across the continent discover products and services. Small firms can now reach customers that once required costly media, but they also compete for attention with global brands. Without a clear identity and disciplined measurement, marketing spend is easily wasted on activity that looks busy but does not bring customers.

The programme combines brand strategy with digital channel skills. Participants first define target audiences, positioning, value proposition and brand voice, and examine how to keep identity consistent across touchpoints. They then plan content, optimise a website and search presence, design social media and paid advertising campaigns, build email lists and nurture sequences, and use influencers and partnerships sensibly. Measurement runs throughout, from setting objectives to reading analytics, calculating cost per lead and return on ad spend, and reporting to management.

Sessions are workshop style. Participants create a brand brief, a month of content, a sample ad campaign and a reporting dashboard, using their own organisation or a supplied case business as the working example.

By the end of the course, participants will be able to:

• Define brand positioning, personality and messaging for a target audience.
• Develop a digital marketing plan with objectives, channels, budget and indicators.
• Create and schedule content calendars for social media, blogs and email.
• Apply search engine optimisation principles to website pages and content.
• Set up and manage paid campaigns on search and social platforms.
• Analyse campaign performance in analytics tools and calculate return on ad spend.
• Protect brand reputation through community management and response protocols.

The course is meant for people who promote products, services or causes online, including:

• Marketing and communications officers
• Brand and product managers
• Social media and community managers
• Business owners and entrepreneurs
• Sales and business development managers
• Fundraising and advocacy staff in NGOs
• Public relations practitioners moving into digital work
• Agency account executives and freelancers

Participants complete the course with:

• A brand brief covering audience, positioning, voice and key messages.
• A one-month content calendar with channel and format choices.
• A draft search and social advertising campaign with targeting and budget.
• A set of landing page and A/B test ideas.
• A simple analytics dashboard and monthly reporting format.
• A digital marketing plan ready to present to management.

The course is a working studio rather than a lecture series, using:

• Live walk-throughs of ad managers, analytics and scheduling tools
• Brand and campaign teardown of local and international examples
• Daily workshops where each participant builds a section of their marketing plan
• Peer review of copy, creative ideas and targeting choices
• Mini-challenges using small test budgets or simulated results

Those who attend the sessions and complete their marketing plan exercises are issued with a Certificate of Completion by Vision Reach Global Consultancy, accredited for CPD.