PivotPath

PivotPath partners with the European Union Delegation to Sierra Leone for Agro-Technology Initiatives

European Union Delegation to Sierra Leone

The mission of PivotPath, in partnership with the European Union Delegation to Sierra Leone, was to ensure maximum exposure of agro-technology initiatives in Sierra Leone through the successful receipt of the Delegation’s Call for Proposals.

Under its Jobs & Growth Programme, the EU delegation to Sierra Leone launched a call for proposals for agro-technology development. The purpose was to increase private sector investment in technology and innovations in the country. This is a uniquely competitive opportunity for Sierra Leonean organizations and SMEs seeking to develop and/or expand sustainable agro-processing and agribusiness innovation and technology. 

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The Agro-Tech call for proposals was designed based on the positive experience gained under the Agro-business Development from Organic Resources (ADORE). This is an initiative funded by the European Union and jointly implemented by the Welthungerhilfe organisation, Moawoma cooperative, Lizard-Earth and Door to Europe companies. In collaboration, the group aimed to support production and processing of organic cacao into chocolate bars made in Sierra Leone. 

The ADORE project will stimulate the sustainable growth of the Sierra Leonean agri-business sector, particularly in Kenema and Kailahun. The project aims to build inclusive partnerships between value chain stakeholders at all levels by linking farmers with the national and international markets.

Results

  • 4 Video productions featuring Ambassador Vens announcing the call for proposals.
    • A virtual information session that was attended by over 210 interested applicants, and highlights from the EU funded ADORE project. 
  • 11 Newspapers and specialized magazine coverage, social media coverage throughout the campaign initiative, with over 33 publications. 
  • A series of articles written and approved on agriculture innovation and technology development in the world.
    • This included a specific case study in neighbouring countries and in Sierra Leone to illustrate the relevance of the initiative shared across 12 newspapers and magazines.
  • 4 Radio jingles in rotation across 13 radio stations in the country. Jingles in English, Krio, Temne and Mende.

With the successful promotion of the Agro-Tech Development initiative, agriculture can play a vital role in boosting the country’s economic growth. These initiatives can provide sustainable and climate-smart agro-development. In turn this can improve agriculture efficiency and promoting economic self-sufficiency for young (and seasoned) agri-preneurs, particularly women.

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Competitive Analysis Checklist: Understanding Your Brand Competitors

Your brand defines who you are and how you set yourself apart from your competitors. and it’s always good practice to know where you stand among other brand contenders. When it comes to creating a truly authentic brand, maintaining a competitive edge should always be the goal as this is what keeps you maintain your market share and position. 

So how do you stay on the cutting edge of things? PivotPath can show you how to monitor the attributes and actions that make up your industry’s competitive landscape so you can identify the opportunities and improve your brand identity and image. If you are looking into doing rebranding or repositioning your brand, this checklist will be a great start.

First things first. You need to build a strategy that will ensure you are effectively tracking your competition on a regular basis. Competitive analysis entails a more structured way of keeping tabs on competitors compared to just monitoring them on social media. Having this process in place helps you stay updated and get a more in-depth understanding of your industry’s key players. 

 In this post, we will share a checklist of some strategies to further your understanding of brand competitors, and how to maintain your foothold in the market. 

Research  

Start by compartmentalizing your competitors and similar brands into two types: 

  • Direct competitors – companies offering the same service or products in the same geographical area with the same target audience, fulfilling the same market need.
  • Indirect competitors  – companies offering the same service or products in the same geographical area but with a different target market or fulfilling a different market need. 

Categorize and Organize

Make a list of at least 5 -10 direct and indirect competitors and enter them into a spreadsheet. 

If you haven’t identified your competitors yet, then you can find them on search engines like Google or use tools such as SEMRush (free) or Ahrefs (paid). These tools provide a lot of insights as you go deep into your competitor research.  

Once you have them laid out on the spreadsheet, add the basic detailed company profile information such as:  

  • Annual revenue 
  • Products and services offered
  • Clients 
  • Number of offices and locations
  • Number of employees
  • Locations
  • Homepage / Website 
  • Social media accounts
  • Featured products 
  • Price and product range 
  • Selling point 
  • Target market 
  • Email marketing tactics
  • PPC campaigns 
  • Special offers and discounts  
  • Google and Yelp Reviews
  • Other significant attributes that you think are significant to you. 

Going through each of your identified competitors’ profiles allows you to step into your target market shoes and go through a customer journey. Take it further by subscribing to their newsletters and weekly blogs or webinars; be a part of their marketing circle so that you can gauge and compare how you fare versus your competition. 

Experiencing the competition by creating a database of their information will give you a lot of insight from a customer and a competitor’s perspective and soon enough you will know each one like the back of your hand.  

Check market positioning 

The best way to do this is to run website metrics and diagnostics with free tools like Google Analytics, SEMRush or if you have the budget, Ahrefs, Buzzsumo or Moz. These online tools will work their magic, providing a drill-down of where your brand is in terms of online presence, social media engagement, active users, sales, the locations of users/clients and the like. 

You can run weekly metrics and track your progress; at the same time, make the necessary adjustments you need to keep up (Paid Ad campaigns, social media engagement, SEO optimization, etc.).

Doing keyword research is also one of the best ways on how to determine where you stand among the competition. You can keyword research using Google Search Console, Ubersuggest, MOZ keyword explorer, Ahrefs, SEMRush, and more tools here

On a less technical side, you can go back to basics and make a list of all your brand strengths and weaknesses. Be objective when you do this, and make a consumer’s point of view when doing this. After that, create a list of your competitor’s strengths and weaknesses and compare notes. You will be surprised at how much you will learn if you do this process objectively. 

Reviews  

Google and Yelp reviews are also one of the best ways to understand your competition and a great opportunity to outdo them when it comes to customer engagements. Check their reviews and determine where the clients are from, and what products or services get most reviews.

You may also want to take a look at the number of reviews, and how responsive they are to their audience. Gauging customer experience through these reviews gives you the chance to look within your business and makes steps on how to improve. Doing this helps motivate you to optimize your business listings to be at par with the competition.  

Implement  

Data without action is a futile exercise. Having spent so much time collecting data and putting a plan or strategy into action will keep you from being blind-sided by your competitors. Once you have run a comparison between your product and your competitor, formulate a strategy based on your findings, and execute your plans, after which you can monitor and re-adjust as needed.  

Don’t have the time to collect competitor data? PivotPath can help you do your competitive brand analysis. Click here to get started.  

How PivotPath can Maximize your Tourism Bureau Website

Are you currently on the quest for ways to boost your city, county, state, or nations’ tourism site? If you feel that you have exhausted all your marketing campaigns, look no further.

Being a city manager or clerk requires you to wear different hats everyday. Part of your job entails you perform sales and marketing as well as all the other tasks. With the help of PivotPath, you won’t have to miss time from important tasks or deals in the pipeline and can focus on more important matters.  Let’s get you one step closer to your goals of maximizing your tourism bureau website.

Here are the 4 things we can do for you: 

Branding Strategy

Creating a strategic plan for your tourism website increases your chances of success because it allows you to develop a step-by-step guide for your business initiatives. Most brilliant marketing plans go awry when it is not put into writing, so it is important to have a branding strategy document to use as a guide and update as your strategy evolves. 

It’s important for you to identify your goals and objectives for your website; as this will be the base of all marketing initiatives as we launch your marketing campaign. Is the goal of your tourism (CVB) site to attract tourists to the new shopping center? Beautiful wedding venues? Neighborhoods to reside?

From your goals, we will help you determine and segment your target audience. In this case, focus on each traveler type and hyper-target the marketing efforts to each. Then identify which marketing channels are most effective to use depending on the segment. This is a crucial step in every marketing campaign as you need to zero in on a target market and position strategic content to capture their attention for engagement

SEO-Optimization  

SEO or Search Engine Optimization requires a lot of time and attention but is essential to the success of your tourism/CVB website. Investing the time in SEO will tremendously help to gain visibility on the search engine results page.

The more website traffic you get, the more Google (and other search engines) remembers that your website has the authority and the relevant content that is worth ranking high in searches.  Not only that, you want repeat visitors on your website, so SEO is an essential part of this process to ensure repeat visits and social media shares. 

While it is necessary, SEO is not for the faint of heart; leave it to the experts. Here at PivotPath, we will optimize your website with an attractive custom theme, stunning photos that capture the audience’s attention, and SEO-optimized content that converts. Our SEO technical expertise can help you make that all happen. 

Content Marketing

Just like SEO, chances are you’ve heard of the quote, “Content is King”. Indeed it is. The key to a higher Google visibility is to ensure your website is more informative, valuable and useful than your competitors. Here at PivotPath, we will create a content strategy for your tourism or CVB website to make sure that you capture the right audience. We also develop a keyword strategy campaign to make your website more searchable and visible on Google or other search engines. 

Along with content, images are also part of content marketing. One crucial ingredient for a tourism website is stunning images of your locale to capture travelers and potential visitors. Since travelers do have quite a number of online travel resources they look to, it’s important that your website belongs to the short-list. Creating stunning videos of your area (city, county, state, etc.) is also another way to optimize content. 

Blog posts are another fun way to do content marketing – don’t have time? We can do that for you too. Blogs are a great way to feature travel spots and destinations and provide detailed descriptions of the place and what to expect, what to do and what not to do. Sharing helpful tips that travelers can use when visiting your place or share a top five must do list when traveling to your destination is a must. 

Social Media Marketing

Always an effective and efficient way to share your content to the world. But it’s not just a matter of posting any type of content on your social media accounts. There must be a strategy behind every successful social campaign. Just like content management, posts and images are planned strategically and set on a timely manner to capture the right audience. 

At PivotPath, we help you share your most unique experiences and events in your city, help you highlight what’s new in your area, especially with holiday posts to keep your visitors in the know about the latest events and the fun things to do when they visit.  Tools like SocialMention also help you in sharing user-generated content in social media. 

Extra Tourism Website Tip:

It is also important to optimize your website on the mobile version since most travelers rely on their phones as a source of information. We will help you optimize your website to be more mobile friendly and accessible. Take note that millenials and Gen-Z spend more time on their phones than any other device, and they do travel more than any generation, so ensure that your website is always on its uptime and accessible anytime. 

Bring your travel website to the next level – start marketing with PivotPath today.   

PivotPath’s #CharityFriday Highlights: CPCSL

Compassion for Peace and Child Survival- Sierra Leone (CPCS-SL or “Compassion”) is a nonprofit specializing in the intervention of humanity through education, advocacy, and rehabilitation in Sierra Leone, West Africa.

Compassion seeks to aid men, women and children in bridging the gap between poverty and sustainable prosperity. To accomplish these objectives the organization relies on their staff’s expertise, donor engagement and execution of targeted programming.

CPCS-SL is an organization at the heart of believing that a wave of kindness can turn into an ocean of contagious goodness. The primary goal is to serve, advocate, educate and provide rehabilitation services in Sierra Leone through global partnerships. 

The nonprofit has several ongoing projects focusing on the areas of intervention, concentration and specialization:

Project Learn was the inception of implementations efforts, where CPCS-SL partners with school systems, individuals and social workers to ensure children receive an exceptional education.

As a subset, Project “Women Empowerment” seeks to empower marginalized women by providing a voice in matters that affect their ability to contribute in society. The project also provides educational and financial literacy trainings and provision of livestock for agricultural use.

As an organization, we do not believe nor practice autonomism because we have adopted the age old african proverb that says it takes a village to raise a child. In our case it takes a global community to solve individual problems.

Willietta Gombeh, Founder of CPCS-SL

In 2017, Sierra Leone was devastated by a major flood killing and displacing hundreds of people.

During this time, CPCS-SL increased their online visibility by connecting with donors via social media pages such as Facebook, Instagram, Twitter, and Gofundme. By effectively utilizing these tools, they were able to not only raise funds but gain new donorship and partnership with other local and international organizations.

Within the course of a month, they raised over $5,000. The outpour of donations promoted CPCS-SL to be one of the first responders to this disaster, as well as one of the leaders in the rehabilitation process for these individuals.

In addition to meeting their primary needs (food, clothing, and temporary shelter), CPCS-SL also provided individuals with stipends and medical assistance. CPCS-SL utilized social media as the leading way to engage their partners, recruit new donorship and direct fundings to humanitarian efforts.

The primary mission of nonprofits is to make a positive impact. And brand marketing aids organizations in deepening the impact they make. Willietta and her team have clarified their goals, transformed their mission through the power of storytelling, and utilized social media to align with targeted audiences. 

Whether you’re entrepreneur, nonprofit founder, or nation, branding is such an integral part of successful growth. Contact us today so we can assist you on your journey and pivot your path.