• First, we studied the target demographic to identify the root of the problem. The results concluded that MoneyGram had less outlets and agents than their counterparts. Despite their partnerships with Tesco and Post office, the targeted market were not aware. We came up with various strategies that included customizing appealing marketing materials, sponsors various strategic activities, video promos, appoint brand ambassadors and do a national road show.We initiated co-marketing programmes with companies like Brussels Airlines.

• Engage potential customers and promote MoneyGram in England, E. Africa and Nordic.
• Visit a range of businesses ethnic local shops, churches and outlets, chosen with an ethnic presence in mind.
• Media buying
• Engaged the targeted ethnic communities in various environment eg: churches, events…
• Radio jiggles on various ethnic radios
• Adverts in various media
• Campaigns at corner stores, barbers, hair, beauty and food stores
• Street campaigns – Distributing promotion materials to Ugandans on streets across UK & Europe.

• Promotional Staffing – Brand Ambassadors
• Face2Face Engagement
• Ethnic owned Business Visits
• Merchandising
• Printing
• Logistics
• Event Management
• Media Buying and Planning

• For 2 years in a row we have successfully delivered and achieved our growth and brand awareness targets.

We have worked with The Promota team since 2005; they have provided marketing and brand awareness campaign for Western Union and in many areas and to name a few –  and ensuring improved communications with the ethnic market.

Oluwaseyi Oke, Senior Regional Marketing Manager – Moneygram