Bo Agricultural Market Communications
- Bo, Sierra Leone
- 2024
- BRANDING AND COMMUNICATIONS
POSITION built a market communications framework for an agricultural supplier in Bo, aligning product information, dealer guidance and seasonal outreach with customer decisions.
The challenge
The supplier communicated through dealers, field representatives and local media, but product explanations varied between channels. Customers needed practical information about availability, application and purchasing conditions, while promotional messages sometimes omitted important qualifications. Seasonal demand placed pressure on teams to publish quickly. The business required communications that supported informed purchasing and dealer consistency without relying on exaggerated performance promises or materials disconnected from stock and service capacity.
Our approach
POSITION organised communications around the customer journey from product awareness to dealer enquiry and after-sales support. The team developed approved message hierarchies, product explanation formats and seasonal campaign briefs tied to operational availability. Dealer materials and field scripts used accessible language, with technical claims reviewed by responsible specialists. A publication calendar assigned content owners, approval steps and feedback routes so that recurring customer questions informed subsequent communications.
The result
The supplier gained a coordinated communications system that connected campaigns with dealer knowledge and operational readiness. Product information was easier to reuse across field activity, print and local media without losing essential qualifications. Staff had a clear route for checking claims and updating availability messages. Communications planning became part of commercial coordination, helping the business present a consistent offer rather than simply increasing the volume of promotional output.
Outcomes
- Consistent dealer and customer messaging
- Operationally aligned campaign planning
- Reviewed technical and commercial claims