Case Study Overview: Securing Sponsorships for the Tannahill Shield Easter Tournament
Introduction:
As Acting Marketing Manager at Royal Nairobi Golf Club in 2022, I faced an exciting yet daunting challenge: Securing sufficient sponsorships to support the Tannahill Shield Easter Tournament within a tight three-month timeline. This iconic event, steeped in tradition, required not only funding but a creative vision to elevate its legacy. I took this as an opportunity to implement a bold strategy that not only secured financial stability but also introduced a new experiential element "The Village Experience" that enhanced engagement and amplified the tournament's reputation.
Business Challenge:
With a Ksh. 3M funding shortfall, the tournament's ability to deliver an outstanding experience was under threat. Its prestige was at risk, and the potential lack of corporate partnerships could have significantly diminished its impact. My challenge was to address this gap quickly, securing sponsorships that aligned with the tournament's brand values and provided mutual benefits for both the event and the sponsors.
Strategic Approach:
To overcome these hurdles, I implemented a structured and proactive approach:
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Financial Analysis and Strategy Development: I conducted a comprehensive review of the tournament’s financial projections, past sponsorship history, and audience demographics to identify potential sponsors with aligned brand values.
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Personalized Sponsorship Engagement: Drawing on my expertise in communications, I created tailored sponsorship proposals that highlighted the tournament's legacy, audience reach, and unique branding opportunities. These proposals were designed to resonate with corporate partners’ strategic goals.
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Relationship Building and Follow-Up: I prioritized direct engagement with key decision-makers in target organizations. Through persistent outreach, strategic follow-ups, and leveraging existing relationships, I secured meetings that transformed initial interest into committed sponsorships.
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Innovative Event Enhancement: Collaborating with the club’s design and events team, I conceptualized the Village Experience, an engaging addition that offered attendees interactive brand experiences while elevating sponsor visibility.
Outcomes:
This strategy led to outstanding results:
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Secured Ksh. 3M Worth of Sponsorships: Surpassed the funding goal within just two months, enabling the event to exceed expectations.
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Introduced The Village Experience: Attracted over 400 attendees, creating a vibrant atmosphere that boosted engagement and event satisfaction.
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Enhanced Brand Visibility: Positioned the Tannahill Shield as a premier regional event, strengthening the club's reputation and drawing long-term interest from sponsors.
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Built Sustainable Partnerships: Cultivated relationships with corporate sponsors, setting the foundation for future collaborations and ensuring the event's continued growth.
Insights Gained:
This experience reinforced the value of aligning strategic planning with personal relationship-building to achieve extraordinary results. It demonstrated the power of crafting tailored solutions that not only address immediate challenges but also create long-term value for all stakeholders.
Conclusion:
Through a mix of analytical rigor, innovative thinking, and relationship management, I turned a funding challenge into an opportunity to deliver a highly successful and memorable event. This case study showcases my ability to navigate complex challenges and deliver results that align with organizational goals while leaving a lasting impact.
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Technical Proficiencies Utilized:
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Google Suite: For collaborative sponsorship proposal development and real-time progress tracking.
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Canva and Adobe Photoshop: To design visually appealing sponsorship packages and event branding materials.
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Asana: For managing tasks, timelines, and stakeholder follow-ups during the sponsorship drive.
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Power BI: For analyzing sponsorship and event engagement data to inform strategic decisions.
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Core Competencies Displayed:
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Strategic Communications
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Sponsorship Engagement and Relationship Management
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Event Planning and Execution
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Marketing Analytics and Brand Strategy
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Creativity and Problem-Solving
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Case Study Overview: Transforming Digital Engagement for Elite Women Ke Community
Introduction:
As Co-founder of Elite Women Ke Community, I led a transformative initiative in early 2023 to address a critical challenge low digital engagement that limited the community's potential to create meaningful connections and impact. I knew our message deserved a broader audience, and I was determined to make that happen. Through a carefully crafted social media strategy, we unlocked significant growth in membership and participation, all while staying true to our mission of empowering women through mentorship, skill-building, and community-driven initiatives.
Business Challenge:
Our digital platforms were not performing at their best content lacked resonance, audience interaction was inconsistent, and we were not reaching enough women who could benefit from our programs. Membership growth had plateaued, and event attendance figures did not reflect the immense value our community offered. We needed a plan that was rooted in data, fueled by creativity, and focused on meaningful engagement.
Strategic Approach:
To address these gaps, I combined strategic thinking with a human-centered approach:
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Data-Driven Insights: I analyzed social media metrics to identify underperforming areas, but I also listened conducting surveys and informal feedback sessions with our members to truly understand what they needed from us.
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Collaborative Action: I rallied my team for a strategy workshop, where we crafted a cohesive content plan that centered on authenticity and impact. We set clear KPIs, including membership growth, engagement rates, and event attendance, to ensure we were moving in the right direction.
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Targeted Content Creation: We focused on telling stories that mattered stories of triumph, connection, and growth within our community. From eye-catching visuals to interactive campaigns, every piece of content was designed to spark conversation and build relationships.
Outcomes:
The results of these efforts were both inspiring and quantifiable:
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Membership Growth: Our community grew to over 3,500 active members, creating a vibrant and engaged network of women across Kenya.
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Event Participation: Attendance at key events, such as "Authentically You" and "Inspiring Inclusion," increased by 20% compared to the previous year.
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Brand Partnerships: We secured meaningful collaborations with prominent brands like Melvins Teas and Diageo, which not only amplified our reach but also enriched the experiences we could offer our members.
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Engagement Metrics: Social media engagement metrics improved significantly, with consistent growth in likes, shares, and meaningful interactions.
Insights Gained:
This journey reinforced the power of combining data with empathy. By truly understanding the needs of our community and aligning our strategies with their aspirations, we achieved outcomes that went beyond numbers. It was a reminder that behind every metric is a person and that connection is the heart of impact.
Conclusion:
This experience highlights my ability to tackle challenges with a blend of strategic rigor and a personal touch. Whether it’s crafting campaigns that resonate or building partnerships that matter, I thrive on creating solutions that drive results while staying true to the mission. This case study reflects my passion for empowering communities, my skill in leading cross-functional teams, and my commitment to excellence in digital engagement.
Technical Proficiencies Utilized:
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Hootsuite: For social media scheduling and analytics.
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Canva: For designing visually appealing and on-brand content.
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Mailchimp: For targeted email campaigns and member communications.
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Tableau: For analyzing engagement metrics and visualizing data insights.
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Google Suite: For collaborative planning and real-time team coordination.
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Core Competencies Displayed:
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Strategic Communications
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Digital Marketing
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Stakeholder Engagement
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Project Management
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Content Development
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Case Study Overview: Transforming TripAdvisor Rankings for PrideInn Paradise
Introduction:
In 2017, during my tenure as E-commerce Manager at PrideInn Paradise, I encountered a pressing challenge: The resort's TripAdvisor ranking was critically low, positioned 7/7 in Shanzu and 28/58 in Mombasa. This directly impacted guest perceptions and bookings, putting the resort at a disadvantage in a highly competitive market. With a deep commitment to improving guest experiences and driving tangible results, I took the lead in crafting and executing a comprehensive strategy that would not only elevate the resort’s rankings but also restore its standing as a preferred destination for travelers.
Business Challenge:
The core issue lay in low customer engagement and inconsistent review management practices. These gaps hindered the resort’s ability to foster trust and visibility among potential guests. My challenge was to implement a strategic approach that improved guest satisfaction, optimized online visibility, and positioned PrideInn Paradise as a leader in the hospitality industry.
Strategic Approach:
To address these challenges, I developed a multi-faceted strategy focused on creating a memorable guest experience and strengthening digital engagement:
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Competitive Analysis: I analyzed top-ranking hotels in the region to understand the factors driving their success, including review management, guest engagement strategies, and content marketing.
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Proactive Guest Engagement: I led the training of front-line staff to encourage satisfied guests to leave positive reviews, emphasizing a human-centered approach to guest interactions. This included personalized follow-up emails that expressed gratitude and invited feedback.
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Review Management: Every guest review whether positive or negative received a timely and thoughtful response, demonstrating genuine care and a commitment to improving the guest experience.
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Enhanced Content Creation: Partnering with the marketing team, I developed compelling content showcasing the resort’s unique offerings, from breathtaking views to curated guest experiences.
Outcomes:
The outcomes of this initiative were transformative and far-reaching:
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TripAdvisor Rankings: Within one year, PrideInn Paradise climbed from 7th to 1st in Shanzu and from 28th to 1st in Mombasa, establishing itself as the top-rated hotel in the region.
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Guest Confidence: The improved rankings bolstered customer trust and elevated the resort’s reputation.
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Increased Bookings: The combination of higher rankings and guest engagement resulted in a substantial uptick in bookings, directly contributing to revenue growth.
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Team Empowerment: Staff became more confident in interacting with guests and managing reviews, creating a culture of excellence in customer service.
Insights Gained:
This experience reinforced the importance of authentic guest engagement and the power of leveraging digital tools to enhance customer experiences. It highlighted how a thoughtful, human-centered approach can turn challenges into opportunities, ultimately driving both quantifiable results and emotional connections with guests.
Conclusion:
The success of this initiative is a testament to my ability to lead data-driven, guest-focused strategies that deliver measurable outcomes. By marrying digital innovation with a personal touch, I helped position PrideInn Paradise as a hospitality leader, leaving a lasting impact on both its brand and its people.
Technical Proficiencies Utilized:
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Google Suite: For monitoring customer engagement and collaboration.
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Canva and Adobe Photoshop: For crafting visually engaging online content.
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Hootsuite: For managing online reviews and scheduling social media content.
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Tableau: For tracking and analyzing key performance metrics.
Core Competencies Displayed:
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Strategic Communications and Digital Marketing
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Customer Engagement and Stakeholder Management
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Project Management
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Problem Solving and Adaptability
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Data Analysis and Performance Tracking