This case study outlines the branding and digital PR strategy developed for Manpro an African-based construction technology (ConTech) solution provider in 2023.

The Challenge

The client, a provider of specialized construction management software, faced the common challenge of establishing a strong brand identity in a technical field where new ideas and tech innovations are not easily accepted.

The goals was to boost visibility and connect with decision makers in the construction industry. While the founder had prior media coverage, through columns and broadcast segments that focus on Founders’ journeys, the brand itself hhad limited visibility .

The immediate goal was to shift attention from the start-up genesis to the company’s solutions, with the hope of capturing high-conversion leads while developing a clear, memorable brand that resonates as a local, “made in Africa” solution.

The biggest competition was/is globally used tech solutions.

The Strategic Approach

Our strategy was built on a multi-pronged focus, prioritizing methods that build long-term brand identity and a future customer base.

1. Prioritizing Search Engine Marketing (SEM)

The strategic analysis determined that Search Engine Marketing (SEM) should be the primary focus, as the largest percentage of convertible leads for construction software are likely to come from contractors and developers “asking Google” for options.

• Website Optimization: Focus was placed on creating a strong sales funnel by optimizing the website’s content to clearly communicate the software’s unique value and what differentiates it from competitord and including a compelling call to action. There was also emphasis on “not spreading digital PR efforts too thin”, due to the risk of scattering visibility.
• Targeted Ads: A combination of display, video, and keyword AdWords was recommended, with keyword ads being critical for placing the website at the top of search results for people actively seeking a management solution.

2. Cultivating Long-Term Brand Identity and Equity

To ensure product longevity, the strategy included initiatives to reach diverse audiences, including those who would convert later, shifting industry mindsets by demonstrating the product’s value to future decision-makers.

• Offline Activations and Industry Partnerships: We proposed activations and partnerships to target potential non-converting but critical audiences, such as students and diaspora property investors. The aim was to encourage sign-ups for accounts or limited-feature access to build a relationship that ensures future engagement and conversion, a technique often employed by banks. We also highly encouraged targeting Kenyans in Diaspora who are in dire need of real-time project updates when supervising their construction projects back home remotely.
• Media Relations and Visual Identity: Efforts were aimed at establishing the client as an industry leader in Proptech through well-targeted media interviews and participation in industry discussions. This also involved establishing a more memorable visual brand identity by defining one or two strong, consistent brand colors. By picking stronger colours, the company would leverage the power of colour pyschology and ultmately establish memorability.

3. Focused Digital Presence

The digital marketing plan was designed to be efficient, avoiding the dissipation of budget and content across too many channels.

• B2B Content: LinkedIn was recommended as a key B2B platform, with an emphasis on building the founder’s profile to leverage low-cost, industry-specific content.
• Video Education: Platforms like YouTube, Facebook, and Instagram were earmarked for distributing frequent, creative, and informative educative video content to explain the tech solution, as is common with successful tech brands.
• Bite-sized authoritative content:

Cost Breakdowns

Costing is a sensitive topic in many organization, especially start-ups. With our clear understanding of the PR and Communication industry, we were able to provide cost breakdowns for all proposals. We estimated costs for video content, activations, photography and others, empowering the company to plan accordingly.

Outcome

The strategy provided a foundational roadmap for the ConTech solution provider, moving the business from general awareness to a focused, conversion-driven approach. The core recommendations highlighted the importance of a professional, targeted digital foundation (SEM) coupled with relationship-building activities (Activations) to secure both immediate sales and sustained market leadership.

(Note: This case study reflects the strategic recommendations provided during the consulting engagement and does not claim credit for any subsequent execution, changes to the client’s public-facing assets, or current performance.)

What Would We Change

The Digital PR world has changed significantly and our experience has also expanded. If we were to revisit this consulting engagement, here are a few additions or changes we would recommend:

Multi-media client stories: We would strongly recommend leveraging relations with loyal clients who have expressed satisfaction with the platform. By creating multi-media (written, photos and videos) storytelling highlighting client stories, the company would provide much needed social proof.

AI Optimization: While Search Engine remains an important B2B marketing channel in 2025, at P&B we predict AI will take over search visibility. We would recommend a phased AI optimization strategy to ensure the platform is recommended to AI users in Kenya looking for construction tech solutions.

Diversifying media relations: In 2023, the media relations strategy was aimed at increasing brand awareness. Two years down the line, we would advise shifting the focus to increasing market share and building authority through media visibility. We would pitch media features or Op-eds that position the brand as an authoritative voice in the industry.