Perspectives

African Leadership Institute logo

Coherent Marketing is providing strategic and tactical communications support to the prestigious African Leadership Institute.  The patron of the institute is Archbishop Desmond Tutu, a Nobel Peace prize winner who is known for his ethical and courageous leadership.  The mission of the institute is to promote dedicated, visionary, thoughtful and self-aware leaders across Africa, which as a continent is challenged by political, economic and climate difficulties, to name a few. 

The role of Coherent Marketing will include upgrading the technical capabilities of the Wordpress website in line with a strategic content marketing plan; to develop a strategic voice for the organization in its communications and to integrate communications across the various communications channels it uses; to revamp its social media output and harmonize it with branding and positioning; and to assist with the day-to-day tactical stuff that happens in an organization that is based in London and Cape Town and works with Tutu Fellows across the continent and the world.

Anyone who has been to an Anglican or Episcopalian service can't nap in the aisles. The service calls for standing, sitting, kneeling, reading responsively - and juggling the Book of Common prayer, hynmal, leaflets with the Collect and readings and the notices.  For a new member, it's daunting and can be embarrassing losing one's way.  Working with Grace Episcopal Church in Clayton, North Carolina, Coherent Marketing has been developing a methodology to put the entire order of service in the palm of congregants' hands.  Since most congregants own a wifi-enabled smartphone or tablet, it made sense to develop a process to make the Sunday service hand-held and friendly.  No more juggling.  Navigate to This Sunday's Service and everything is there.  Just scroll down as the service proceeds. 

The process to deliver a simple solution was not without its challenges.

The brief from Smart Earth Seeds was to create an online marketing and support space for growers in Canada and elsewhere of a proprietary cultivar of camelina.  It is, in effect an online agricultural extension service for camelina.  Camelina is an oilseed that is a short-season crop suitable for the short Canadian summers and the proprietary cultivar is drought resistant as well as resistant to downy mildew, and black leg disease.  But it is not a well-known crop and the site was developed not only to market the benefits and value proposition of growing camelina, but also to provide support to farmers.

A custom-designed database and form was set up to gather information from interested farmers for grower profiles.  That information then becomes useful when addressing questions from the field and providing support to individual growers as well as for more general best practices. Coherent Marketing worked closely with Smart Earth Seeds to build a site that provides to registered growers a range of resources.  Registered growers are provided a username and password with which they can access the grower gateway which has: