Rwanda’s middle class economy is growing, both in absolute growth and in sophistication. Good news for our associates? Yes, but only if they can compete.
GREAT marketing can give them the edge.
Building a brand requires a logo, clear messages and a marketing strategy all built on understanding your target consumers. Yet, as competition is heating up from neighboring African countries, these marketing basics are rare in Rwanda. Enter BAM (Bpeace Action Marketing) a pop-up team of skilled marketers (many of whom are alumni of multinational ad agency McCann-Erickson) who over the next two weeks will create brand identities, marketing plans, brochures and signage . . .
GREAT logos can break through the clutter.
One of the first items of business for Athena Katsaros, Marie Greener and Toni Maloney will be presenting 7 Bpeace Associates with new logos. They are landing with a portfolio of 51 customized options created by 8 graphic designers including: Bpeacers Sandra DiPasqua and Christina Rodriguez; another McCann alumni Burr Purnell; Michael Zipkin; Lunar Media's Gina Hutchings; and two Parsons School of Design students recruited by Morry Galonoy—Candice Ralph and Katie-Marie Rutherford. From Mum’s Restaurant to Bambino Fun Park, the logos will create a competitive advantage.
GREAT US businesses can be an inspiration.
Even the most skilled marketer needs a spark. Eight Bpeacers created MIKs (Marketing Inspiration Kits) to travel to Rwanda with the Bpeacers. They interviewed and photographed nearly 20 US businesses willing to share their marketing tricks. Alix Samuleson surfaced beauty salon marketing ideas; Robyn Cushing visited Ronnybrook Dairy Farm; Peter Lien, a professional photographer, sent 2 pounds of catalogs for Ange; Lisa Augustyn focused on wedding planners to help Speciose expand her floral and party business. Emily Yang squeezed marketing treasures from Houston African craft importers; Selma Jackson uncovered the marketing secrets of a well-known Brooklyn funeral parlor; Monica Sanz found a willing partner in Janam Tea which uses word of mouth for it’s specialty tea business in downtown Jersey City. Maggie O’Brien (yet another McCann alumni), created a stunning signage inspiration kit, photographing the interiors of New York City retailers. Rayma Baran brewed up info about Internet Cafes for Nadia. Sabra Richardson tackled trucking for our Associates engaged in freight forwarding and beer distributing.
GREAT people can work across the oceans to make this happen.
In the US: Laurie Chock prepared the team with two proprietary presentations she usually uses to train Fortune 100 execs: Key Messages and Great Sales Pitches. Eight graphic designers will be on stand-by, waiting for emails on which logos the Associates have selected, so they can make adjustments and turnaround final logos within 48 hours. Selma and Maggie will also be on stand-by in the US, waiting to edit and jazz up marketing copy from the field.
In Rwanda: Kate Buggeln will be leading this, her 4th mission to Rwanda (and some believe she knows something about marketing). And while Athena, Marie and Toni will be the client relationship leads, they are not alone. Sabra will bring depth and value from her knowledge of the Associates and her business consulting background. Cass Greener will be taking photos essential to the marketing materials we will be creating. Susan Ilyin has marketing research experience and lived in Rwanda for several months last year. Our Rwanda Program Manager Richard Niwenshuti will be trying out his new marketing sea legs after a couple of marketing intensives with NYU Professor Sunder Narayanan during Richard’s December visit to New York. Richard also had New York intensive with Star Kalatzan, a senior VP at Universal McCann.
Sounds like McCann should think about planting their flag in their 131st country—Rwanda.
In the meantime, stay tuned right here for your daily fix of Bpeace in action.
GREAT marketing can give them the edge.
Building a brand requires a logo, clear messages and a marketing strategy all built on understanding your target consumers. Yet, as competition is heating up from neighboring African countries, these marketing basics are rare in Rwanda. Enter BAM (Bpeace Action Marketing) a pop-up team of skilled marketers (many of whom are alumni of multinational ad agency McCann-Erickson) who over the next two weeks will create brand identities, marketing plans, brochures and signage . . .
GREAT logos can break through the clutter.
One of the first items of business for Athena Katsaros, Marie Greener and Toni Maloney will be presenting 7 Bpeace Associates with new logos. They are landing with a portfolio of 51 customized options created by 8 graphic designers including: Bpeacers Sandra DiPasqua and Christina Rodriguez; another McCann alumni Burr Purnell; Michael Zipkin; Lunar Media's Gina Hutchings; and two Parsons School of Design students recruited by Morry Galonoy—Candice Ralph and Katie-Marie Rutherford. From Mum’s Restaurant to Bambino Fun Park, the logos will create a competitive advantage.
GREAT US businesses can be an inspiration.
Even the most skilled marketer needs a spark. Eight Bpeacers created MIKs (Marketing Inspiration Kits) to travel to Rwanda with the Bpeacers. They interviewed and photographed nearly 20 US businesses willing to share their marketing tricks. Alix Samuleson surfaced beauty salon marketing ideas; Robyn Cushing visited Ronnybrook Dairy Farm; Peter Lien, a professional photographer, sent 2 pounds of catalogs for Ange; Lisa Augustyn focused on wedding planners to help Speciose expand her floral and party business. Emily Yang squeezed marketing treasures from Houston African craft importers; Selma Jackson uncovered the marketing secrets of a well-known Brooklyn funeral parlor; Monica Sanz found a willing partner in Janam Tea which uses word of mouth for it’s specialty tea business in downtown Jersey City. Maggie O’Brien (yet another McCann alumni), created a stunning signage inspiration kit, photographing the interiors of New York City retailers. Rayma Baran brewed up info about Internet Cafes for Nadia. Sabra Richardson tackled trucking for our Associates engaged in freight forwarding and beer distributing.
GREAT people can work across the oceans to make this happen.
In the US: Laurie Chock prepared the team with two proprietary presentations she usually uses to train Fortune 100 execs: Key Messages and Great Sales Pitches. Eight graphic designers will be on stand-by, waiting for emails on which logos the Associates have selected, so they can make adjustments and turnaround final logos within 48 hours. Selma and Maggie will also be on stand-by in the US, waiting to edit and jazz up marketing copy from the field.
In Rwanda: Kate Buggeln will be leading this, her 4th mission to Rwanda (and some believe she knows something about marketing). And while Athena, Marie and Toni will be the client relationship leads, they are not alone. Sabra will bring depth and value from her knowledge of the Associates and her business consulting background. Cass Greener will be taking photos essential to the marketing materials we will be creating. Susan Ilyin has marketing research experience and lived in Rwanda for several months last year. Our Rwanda Program Manager Richard Niwenshuti will be trying out his new marketing sea legs after a couple of marketing intensives with NYU Professor Sunder Narayanan during Richard’s December visit to New York. Richard also had New York intensive with Star Kalatzan, a senior VP at Universal McCann.
Sounds like McCann should think about planting their flag in their 131st country—Rwanda.
In the meantime, stay tuned right here for your daily fix of Bpeace in action.
10 comments:
Wow, what a team of people you have behind this mission. I think it would be great fun to be one of the on call graphic designers in the States who will be eagerly awaiting feedback and finalizing the designs. Congrats to all and a special note to Athena, you go girl!
Wow. What an impressive to-do list. The logos and marketing plans sound so exciting (and I like the one for Mum's Restaurant!!). What lucky Rwandans:) Have a safe trip...
Lauren
Thinking of all of you as you launch an ambitious mission. Look forward to keeping tabs on the progress and experience. Wish i could be with you!
Please shout out for help back here!
Sherry
The missions keep sounding better and better. What a great itinerary you have this coming week. My best to all for tremendous success.
With love and admiration,
Susan
B-Peacers - you are an inspiration! Thank goodness for people like you who change the world one person at a time. Change happens from within, and I am sure that the lessons your Rwandan clients receive from you over the coming days will perculate through their own and their communities lives! Thank you for all you are doing, love (and special greetings to Toni from Florida)
Emma xxx
GIRL POWER - GO GIRLS GO!!!- HELP THE GIRLS MAKE MORE MONEY IN LESS TIME - WOMEN BUSINESS OWNERS OF THE WORLD UNITE - MAKE IT HAPPEN WITH STYLE - GIRL POWER - GIRLS ROCK!!!!
GO ATHENA GO - EAT SOME INDIAN FOOD FOR ME. LOVE AND KISSES YOU EXOTIC WONDER WOMAN!!!PEACE, PATRICE
Well done - what extraordinary work. A special hello to Toni and to Marie.
Carol
Wow, how wonderful,inspiring -- and what fun! Athena, thanks for sharing your journey. I love the way you're connecting with women around the world for the benefit of all. Wishing you many sweet successes! Love, Ann
I wish everyone a great mission. I have been checking in on the blog everyday! Things look amazing! I cannot wait until I can experience this hands on in Rwanda. Please feel free to contact me if you need anything during the remainder of the mission. Safe travels!!
Lisa Augustyn
Yes, you are a truly beautiful team of amazing women. Everyone is so blessed to have you in their lives. Your expertise is such a gift to the women of Rwanda. Congratulations and have a safe journey home.
Athena, happy, happy birthday to you next week. Love, Cindy M.
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