The first communication strategy ever formalised for Egis Africa: +900% organic social media followers in eight months.
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International engineering
Africa communication
Building a regional narrative and raising the visibility of the projects, expertise and teams of a group operating in 25 African countries.
OrganisationEgis
PeriodNov. 2022 – Jun. 2023
RoleHead of communication, Africa
Context and role
The assignment, beyond its job title.
A regional role connecting corporate communication, project communication, content, events and the running of a multicultural internal network, across a very wide range of engineering activities. The position included direct advisory to the Africa CEO and continuous coordination with headquarters in Paris.
The problem
What made this project demanding.
Disciplines, markets and local realities differed sharply from one country to the next. The African activities had to become more visible, concrete evidence had to surface, and a common editorial line had to be built without erasing the diversity of the teams and projects.
Intervention
The decisions and actions that shaped it.
An approach fitted to the context, the actors involved and the deliverables actually expected.
- 01
Advise the Africa CEO directly on positioning and sensitive public statements, in coordination with headquarters in Paris.
- 02
Identify the projects, experts and subjects most useful to the regional positioning.
- 03
Set up an editorial calendar and a production chain with the country teams and the technical disciplines.
- 04
Grow the LinkedIn presence, the newsletter and the content showcasing projects.
- 05
Prepare communication for industry events and improve the flow of information between the countries and the group.
Deliverables
What was produced.
- Editorial positioning for the African activities
- Project content, expertise pieces and public statements
- Running the Egis in Africa LinkedIn page
- Regional newsletter and editorial coordination
- Event communication and internal materials
What the assignment brought
What the work put in place.
- A more regular digital presence, focused on projects and expertise.
- Better visibility for work on infrastructure, water, health, rail and mobility.
- A better-structured regional editorial process between the country teams and the group.
Concrete markers
Verifiable elements, not just a description.
These markers document the scale of the assignment, what was produced and the results observed.
Coverage secured in Jeune Afrique, with a joint interview of the group CEO and the Africa director.
The Egis in Africa LinkedIn page grew from about 2,600 to 6,700 followers between January and March 2023.
Newsletter sent to around 300 contacts, with a 17% open rate.
Content and event communication produced for activities across 25 African countries.
In pictures
The project on the ground.
Recommendations
What the people I worked with say about it.
Recommendations published on LinkedIn, reproduced as written.
What this project demonstrates
A capability tested against reality.
The ability to build regional communication out of many local realities, organise distributed editorial production, and connect corporate visibility with evidence drawn from the projects.
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