Abadali Fund (by JP Morgan)
We helped shape Abadali Fundโs SME acquisition strategy around SME funding needs, regional context and access to information, connecting audience segmentation with messaging, channel choices and proposed application journeys.
The Abadali Fund, backed by J.P. Morgan, was established to address the funding gap facing majority black-owned South African businesses. With R300 million earmarked for funding over eight years, the challenge was to reach eligible SMEs across 3 regions in South Africa, communicate the funding opportunities available, and encourage qualified applications. But not every eligible SME was equally accessible. Some were digitally connected, while others relied on regional media, community networks and face-to-face engagement.
1๏ธโฃย ๐๐๐ฑ๐ถ๐ฒ๐ป๐ฐ๐ฒ ๐ฎ๐ป๐ฎ๐น๐๐๐ถ๐ ๐ฎ๐ป๐ฑ ๐๐ฒ๐ด๐บ๐ฒ๐ป๐๐ฎ๐๐ถ๐ผ๐ป: Examine funding needs, eligibility, enterprise size, sector, geography and media behaviour to distinguish the SME groups the campaign needed to reach. 2๏ธโฃย ๐ฃ๐ผ๐๐ถ๐๐ถ๐ผ๐ป๐ถ๐ป๐ด ๐ฎ๐ป๐ฑ ๐บ๐ฒ๐๐๐ฎ๐ด๐ฒ ๐ฎ๐ฟ๐ฐ๐ต๐ถ๐๐ฒ๐ฐ๐๐๐ฟ๐ฒ: Translate the fundโs offer into a clear hierarchy of messages for various market segments with distinct explanations of the funding options and qualifying criteria. 3๏ธโฃย ๐๐ป๐๐ฒ๐ด๐ฟ๐ฎ๐๐ฒ๐ฑ ๐ฐ๐ต๐ฎ๐ป๐ป๐ฒ๐น ๐ฎ๐ป๐ฑ ๐ฐ๐ผ๐บ๐บ๐๐ป๐ถ๐ฐ๐ฎ๐๐ถ๐ผ๐ป๐ ๐ฝ๐น๐ฎ๐ป๐ป๐ถ๐ป๐ด.
โ๏ธย A documented integrated marketing campaign strategy, supported by market and provincial analysis. โ๏ธย Audience segmentation and targeting recommendations for SMEs and ecosystem collaborators. โ๏ธย Positioning and messaging guidance linking funding needs to appropriate offers.
