MINISTRY OF TOURISM OF NIGER

Digital Audit · Public Sector · Communications Strategy

Finding the audience hiding in plain sight.

Niger has an exceptionally young population, yet much of its institutional communication has historically centered on Facebook and more traditional audiences.

For a young Minister of Tourism, I saw that disconnect as an opportunity.

I developed an in-depth digital communications audit examining how the Minister could use her own presence and the Ministry's platforms to connect more effectively with younger Nigeriens and, in turn, create a broader network of people capable of participating in the country's tourism story.

The work combined platform analysis, audience research, comparative benchmarks, content analysis, personas, performance frameworks and practical recommendations.

The question behind the project was bigger than social media:

How do you get a young population to see themselves as participants in how their country is represented?

MY ROLE

Digital Communications Audit
Audience Research
Social Strategy
Benchmarking
Positioning
Strategic Recommendations