Strengthening brand identity of the Universities Fund and awareness creation of university funding reforms
The Assignment
The Universities Fund (UF) is mandated by Section 53 of the Universities Act, 2012 to finance universities in Kenya. As the organisation geared towards implementing new university funding reforms, UF sought services of Sasa Media to provide technical media and communications support to strengthen its brand identity and increase awareness about the then on-going Universities Fund reforms, and involvement of stakeholders and targeted beneficiaries.
Summary of services
- Development and implementation a comprehensive communication plan for the Universities Fund.
- Media engagement including securing interviews with mainstream media for spokespeople
- Stakeholder mapping and engagement to ensure key stakeholders understand the university reforms
- Digital and social media engagement including content generation for website
- Capacity building of media and staff
- Media monitoring and analysis of Universities Fund
- Media and communications support for the first university funding conference
Key milestones
- Sustained and adequate media coverage about the Fund and the state of university education in Kenya.
- Media engagement (through a media workshop) helped profile the UF agenda up to the
office of the Education Cabinet Secretary, and the high-level office of the Deputy President. - The assignment exceeded expectations in terms of value for money as it attracted an advertising value equivalent of Ksh108 million for six months.