Credit Reporting System  & Collateral  Registry Education  Awareness  Campaign

SITUATION

The International Finance Corporation (IFC)  needed to promote responsible lending and borrowing while addressing some of the most common issues that consumers and micro-, small-, and medium-sized businesses (MSMEs) have regarding their personal and business finances.

TASK

C&F Porter Novelli was mandated   to create awareness and understanding of the new tools available to access credit through the collateral registry and the credit reporting system.

APPROACHES

Research was  conducted  to understand the awareness, perceptions, and behavior of MSMEs about access to finance and financial services. It aimed to gain an understanding of the current knowledge and use of credit, credit information, credit bureau services, and collateral in Nigeria. The research is presented in  the publication: ‘’ The Credit Crunch: How the Use of Movable Collateral and Credit Reporting Can Help Finance Inclusive Economic Growth in Nigeria’’ Based on the findings,  a campaign was developed. Tactics included interactive forums, radio and TV appearances, Op-Eds, media education workshops, radio advertisements, social media campaigns, and speaking engagements at stakeholder events. A stakeholder coalition comprising associations from the financial institutions and MSME categories was created to  provide support by rallying members nationwide to the campaign activities.

RESULTS

By the end of the campaign, the National Collateral Registry had attracted N392b worth of financing statements. Editorial publicity across all platforms on the Credit Reporting System and Collateral Registry Education and Awareness Campaign was positive  during the actual launch period. Aggregation of conversations on digital media -forums, news sites, as well as social media platforms on issues relating to and emanating from the communication activities during the period resulted in 25, 34m impressions with 11, 50m people reached. Over 50% increase in awareness, understanding, and acceptance levels was achieved.

SITUATION

C&F Porter Novell has over the years served as the Corporate Communications Agency of record for  PwC Nigeria,  the leading professional services firm in the country. Standing on a tripod of services to clients, thought leadership, and corporate responsibility, PwC brings to life its societal purpose.

TASK

We have over the years  provided the firm with strategic direction and execution of effective communication to support its purpose of building trust in society and solving important problems.

APPROACH

C&F Porter Novelli aims  at ensuring PwC’s essence as a responsible citizen, supporting, and growing its business, its people,  clients, and communities are properly understood and appreciated by its key stakeholders. Covering the broad spectrum of corporate communications management, these include overall campaign direction and execution,  media content development,   media relations, and media tracking and reporting. Others are issues/reputation management,  crisis management, and campaign evaluation.

Various programmes  leveraged in building reputational capital for PwC have served as avenues for bringing this purpose to life. These include the  Annual Global CEO Survey and the Annual Power Roundtable. Through its well-established Insights and publications services, PwC offers well-researched insights, publications, and social commentary which helps in setting the agenda, influencing public policy, supporting businesses in their decision making and generally helping in solving important problems in the systems that the firm operates in. Sponsorship of various CSI  initiatives such as the National U17 Cricket tournament, and the PwC Media Excellence Awards, etc also provide pedestal for reputation building.

RESULTS

The outcome is that PwC remains in pole position amongst its competitors in terms of share of voice. This is reflected in both social media and nonsocial media. Furthermore, it leads in terms of sentiment analysis.

SITUATION

Actis, a leading private equity firm, returned to Nigeria in 2000 after a 20-year absence. In the period immediately following its return, the firm made significant investments exceeding US$500 million in the country. These spanned  banking, oil and gas, and consumer goods. Investee entities amongst others included Persianas, for the development of Palms Shopping Mall, Nigeria’s first world- class shopping mall; UAC,  conglomerate with food and quick start services ( expansion capital) ; GOGE Upstream oil and gas company( expansion capital) ; and Mouka Foam, manufacturer of  foam used in TASK

C&F Porter Novelli was retained by Actis to provide strategic counsel, advice, and   implemented  a comprehensive communications programme  to support the operations of the private equity firm. mattresses and furniture (replacement capital).

APPROACH

A campaign was developed to increase awareness of Actis as the leading private equity investor in emerging markets, improve understanding of its vision in Nigeria, and position its successive CEOs as authorities on private equity in Nigeria. Audiences comprised  investee and potential investee companies; core investors; government and strategic influencers; financial community/corporate financiers/brokers; competition. and media. Implementation entailed management of Deals Flow Communications, Strategic Positioning of Actis, CEO Positioning, and Crisis Management. Tactics comprised media briefings and relationship building, educative roundtable/seminars, speaking opportunities for the CEO, Key yearly events to promote networking and reputation, delivery of placed articles, and arrangement of mail shots.

RESULTS

Actis became regarded as a value-creating investor, using its global network and capabilities to assist investee companies. This was demonstrated in its ability to develop strategic partnerships with these companies, source technical services for them.. The private equity firm also acquired a reputation for ensuring the implementation of international standards of corporate governance, in addition to using its skills with the utmost integrity and in accordance with best practices.