nigeria power sector program communication strategy

NIGERIA POWER SECTOR PROGRAM

COMMUNICATION STRATEGY

November 30, 2018

DISCLAIMER:

This publication was prepared for review by the United States Agency for International Development. It was

prepared by Deloitte Consulting LLP. The author’s views expressed in this publication do not necessarily reflect

the views of the United States Agency for International Development or the United States Government.

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2 | NPSP COMMUNICATIONS STRATEGY USAID.GOV

NIGERIA POWER SECTOR

PROGRAM (NPSP)

COMMUNICATION STRATEGY IDIQ Contract No. 720-674-18-D-00003 Power Africa Extension (PAE)

Task Order No. 720-674-18-F-00003 Nigeria Power Sector Program (NPSP)

USAID | Southern Africa

Contracting Officer’s Representative: John Garrison

ACKNOWLEDGEMENT:

This document was produced for review by the United States Agency for International Development. It was prepared

under Task Order No. 01: The Nigeria Power Sector Reform Program (the “Task Order”) of the Power Africa

Indefinite Delivery, Indefinite Quantity (“IDIQ”) Contract No. 720-674-18-D-00003 implemented by Deloitte

Consulting LLP

ACRONYMS

Acronym Definition

COP Chief of Party

COR Contracting Officer’s Representative

DOC Development Outreach and Communications

EMMP Environmental Mitigation and Monitoring Plan

GHG Greenhouse Gas

ME&L Monitoring, Evaluation and Learning

MW Megawatts

NGO Non-governmental Organization

NPSP Nigeria Power Sector Program

PA Power Africa


Acronym Definition

PA 2 Power Africa 2

PAE Power Africa Expansion

PATRP Power Africa Transactions and Reforms Program

PATT Power Africa Transaction Tracker

RE Renewable Energy

TA Transaction Advisory

USAID United States Agency for International Development

USG United States Government


TABLE OF CONTENTS

INTRODUCTION .......................................................................................................................... 5

PURPOSE OF THE COMMUNICATIONS STRATEGY .............................................................................. 5

COMMUNICATIONS OBJECTIVES ................................................................................................................. 5

ROLES AND RESPONSIBILITIES ....................................................................................................................... 6

OPERATIONALIZATION ................................................................................................................................... 6

COMMUNICATIONS METHODOLOGY AND APPROACH ........................................... 7

THEMATIC PROGRAM COMMUNICATIONS ............................................................................................ 7

TARGETED PROGRAM COMMUNICATIONS ......................................................................................... 11

CLOSING REMARKS .................................................................................................................. 16


INTRODUCTION

Since the 2013 launch of USAID’s Power Africa Initiative, Power Africa has worked across the continent

to increase the number of people with access to energy. The Nigeria Power Sector Program (NPSP or

“the Program”) is the signature program for Power Africa in Nigeria. The Nigeria Power Sector Program

aims to enable 10,000 MW of newly available electricity generation capacity and 3 million new electricity

connections, catalyzing reliable and affordable electricity access to millions of people for the first time.

Nigeria is the largest economy in the African continent, but over 100 million Nigerians lack electricity

access (over 50% of the population of 186 million). Where service does exist, power supply is unreliable,

with frequent and prolonged power outages.

NPSP supports comprehensive power sector reform, a strengthened enabling environment, and private

sector investment as critical pillars to improving Nigeria’s access to affordable, reliable power. Technical

interventions and activities fall into the thematic outcome areas of the program, which were designed to

address key constraints to the energy sector:

• Outcome 1: Increase Private Sector Investment in Gas Supply, Power Generation, and Transmission

• Outcome 2: Facilitate New Off-Grid Connections to Cleaner Power Supply

• Outcome 3: Improve the Enabling Environment for Private Sector Participation in the Power Sector

• Outcome 4: Promote Liquidity throughout the Energy Sector

Outcomes 1-3 reflect Power Africa’s Roadmap to reform efforts across three strategic pillars: Generation,

Connections, and Unlocking Energy Sector Potential. These three pillars help the initiative and its partners

to accelerate energy transactions by working with governments to create the policy, legal, and regulatory

frameworks needed to attract private sector investment in the energy sector. Outcome 4 reflects

Nigeria’s specific challenges with achieving the financial viability of the power sector, which experienced

unbundling and rapid privatization within the same decade. Over the course of the program’s five years of

implementation, NPSP will work to increase electricity supply and access and deliver 10,000 MWs of newly

available power generation capacity and 3M new connections.

PURPOSE OF THE COMMUNICATIONS STRATEGY

This communications strategy provides overarching direction and guidelines for designing, developing, and

implementing communications activities. NPSP communication activities are used to inform stakeholders

about successes achieved, to engage stakeholders in planned activities to foster their continued support,

and to continually communicate the USG’s support—through USAID and the Power Africa Initiative—for

improved access to electricity and power sector reform in Nigeria. The strategy is designed to promote

uniformity and consistency in communications deliverables and support clear, continuous messaging.

As a practical guide, this strategy also defines the Program’s primary communications objectives, identifies

key stakeholders, defines potential tools and channels to be used to reach target stakeholders, and

establishes a data collection framework to provide insight into the performance of the communications

strategy. The data collected will be used to continually modify and adjust the communication actions as

needed.

COMMUNICATIONS OBJECTIVES

This communications strategy is designed to:

1. Articulate NPSP’s technical strategy and approach on communicating with stakeholders in a

coordinated and holistic manner.

2. Serve as a technical guide to be used by NPSP’s team members and partners when developing

communications activities.


3. Identify potential communications channels to obtain desired outcomes and results among

identified stakeholders and audiences.

ROLES AND RESPONSIBILITIES

All members of the NPSP team will play a vital role in NPSP’s communications and outreach to

stakeholders; although ultimate responsibility and coordination of activities is the responsibility of the

communications arm of NPSP’s Crosscutting Team, which includes the PMO/Results Management Lead, a

local Communications Coordinator, and a DC-based Communications Analyst.

NPSP’s communications team is responsible for developing this overall communications strategy, in close

coordination with Power Africa and USAID Nigeria, and will update this plan annually to be responsive to

NPSP’s technical work planning and related activities. This plan will detail the roles and responsibilities of

team members, include the level of effort for those involved, timelines and deadlines, and approval

activities.

OPERATIONALIZATION

This communications strategy sets the foundation and expectations for all communications, both internal

and external, with adherence to the NPSP Branding and Marking Plan which includes co-branding

guidelines between Power Africa and USAID.

Annual Communications Strategy

In the first quarter of each fiscal year, NPSP will update this communications strategy to be fully responsive

to NPSP’s updated annual workplan and planned technical activities for its new program year. This strategy

will update the communications channels to be used, relevant deadlines and approvals, and the targeted

stakeholders NPSP expects to reach.

Approvals

NPSP will work closely with NPSP’s Contracting Officer Representative (COR), Power Africa’s

Communications Team, and USAID Nigeria’s Development Outreach and Communication (DOC) Team

to review all significant external communications products, with the level and complexity of the review

depending on the audience and product. Power Africa’s Communications Team consists of the Director,

Senior DOC, Events Coordinator, and Deputy Director while USAID Nigeria’s DOC Team includes a

Lead and Specialist located on the ground at the mission headquarters in Abuja. It is important that both

Power Africa and USAID Nigeria teams be consulted for approval of external documents and products.


COMMUNICATIONS METHODOLOGY AND APPROACH

This communications strategy is divided into two core components: thematic and targeted program

communications (see Figure 1). Thematic program communications include general project guidance on

messaging, tools, products, and overall outreach. Targeted program communications is tailored to

particular audiences, campaigns, and deliverables. Each component will be described in greater detail

below.

Figure 1: Communications Methodology

THEMATIC PROGRAM COMMUNICATIONS

Thematic program communication is general communication guidance used for overall program outreach.

This section includes direction on messaging, nomenclature, tools, and a gender component.

Messaging

A small number of clear messages crafted for the Program will communicate the why and how of the

program, as well as program successes, when they happen. Each message, seen in Table 1 below, presents

unique components of NPSP in accordance to the audience and purpose of the communication. The

Program will collect regular feedback on communication efforts and stakeholder perceptions to update

and improve future messages.

Table 1: Program Messaging

Purpose Messaging

General USAID’s Nigeria Power Sector Program works to increase power generation and energy access in Nigeria,

improve the enabling environment for the energy sector, and promote private sector investment to

increase access to reliable, affordable, and sustainable power.

USG and USAID The Nigeria Power Sector Program represents USG and USAID’s commitment to energy sector reform

in Nigeria and has dedicated significant resources to accomplish the following: (a) improve the enabling

environment for sector reform and private sector investment; (b) grow the generation capacity of the

electricity sector by bringing infrastructure transactions to financial close; and (c) create electricity

connections.

Power Africa The Nigeria Power Sector Program is the signature program for Power Africa, a U.S. government-led

partnership coordinated by USAID, in Nigeria. Power Africa works to double access to electricity by 2030

and expand support for U.S companies looking to do business in Africa’s energy sector. Power Africa uses

tools and resources from 12 different U.S. Government agencies to help solve energy poverty in Africa

with American solutions.

USAID/Power

Africa Co-Branding

The Nigeria Power Sector Program is funded by the United States Agency for International Development

(USAID), in support of the US Government’s Power Africa Program. To date, Power Africa’s more than

150 private and public sector partners have committed over $54 billion to mobilize and organize

international efforts to electrify Africa. USAID supports countries in sub-Saharan Africa through activities


that bring together technical and legal experts, the private sector, and government representatives from

around the world to work in partnership to increase the number of Africans with access to power.

Government

Ministries,

regulators and

other agencies

The Nigeria Power Sector Program prioritizes collaboration with key government institutions, ministries,

agencies and regulators to achieve the mutual goal of increasing energy access for the Nigerian people.

These critical players provide the institutional leadership to support critical sectoral reforms and initiatives

and foster a close and collaborative relationship with the Program.

Federal

Government of

Nigeria

Power Africa is working through Nigeria Power Sector Program to support the objectives of the Federal

Government of Nigeria and to help achieve both near and long term goals for sustainable power sector

growth.

Electricity/Off-Grid

Companies

The Nigeria Power Sector Program aims to enable the electricity market to scale up off-grid residential

and commercial clean energy solutions. The team will coordinate its efforts with development partners,

government agencies, and private sector stakeholders to support the deployment of new technologies and

service models such as mini-grids, cheaper energy storage, “pay as you go” (PAYG) solar, flare gas to

power, and micro-finance lending.

Electricity/DISCOs DISCOs play a vital role in the Nigerian power sector and are a key stakeholder in NPSP’s activities. The

Nigerian Power Sector Program will work closely with DISCOs to improve their performance and

enhance communication with other players in the sector.

Private Sector

Businesses/

Financial

Institutions

Private sector investment in Nigeria’s power sector represents a key opportunity for economic growth

and development. Gaining commitment from the private sector is essential to the Program’s success and

ability to meet Nigeria’s energy needs, including project developers, privatized GENCOs and DISCOs,

local and international financial institutions, investors, gas companies, and equipment providers.

Gender All Nigeria Power Sector Program activities will be implemented through a diversity lens, ensuring that

program interventions are inclusive of all social, ethnic, religious and political groups. The Nigeria Power

Sector Program supports policies and activities aimed at equitable inclusion in the energy sector.

Tagline Working toward electricity access for all Nigerians

Nomenclature

All messaging and narratives will need to meet the standard nomenclature adopted by USAID and Power

Africa as well as the established nomenclature on NPSP. It must be noted that all nomenclature and

messages must be coordinated with all USAID Missions, Embassies and other USG agencies to make sure

that one common message is communicated to the Program’s counterparts.

Table 2: Program Nomenclature

Commonly Used Words Preferred USAID/Power Africa Nomenclature

Power Africa Nigeria Nigeria Power Sector Program

NPSP

• The acronym “NPSP” is appropriate to use after the first use of

“Nigerian Power Sector Program” if the acronym is defined.

The Program

• In addition, “the Program” is appropriate to use if defined with the first

use of “Nigeria Power Sector Program”

Do not refer to the project as “Power Africa Nigeria” as previously used at the

start of the project

Donors Development Partners

Speakers, Public-Facing Official Spokesperson

Government of Nigeria Federal Government of Nigeria

FGN


• The acronym “FGN” is appropriate to use after the first use of “Federal

Government of Nigeria” if the acronym is defined.

PAYG Pay-As-You-Go Companies

PAYGo

• The acronym “PAYGo” is appropriate to use after the first use of “Pay-

As-You-Go Companies” if the acronym is defined.

Discos and Gencos

Disco’s and Genco’s

Distribution and Generation Companies

DISCOs and GENCOs

• The acronyms “DISCO” and “GENCO” are appropriate to use after the

first use of “Distribution Company” and “Generation Company” if the

acronym is defined.

Tools

The communications team will design and develop effective tools to communicate to target audiences.

This list of tools is not exhaustive and is subject to updates throughout the life of the Program.

Print Platforms

One-Pager: The communications team will regularly revise and update the Program’s one-pager to be

disseminated to all implementing partners. The one-pager serves as a quick marketing and informational

tool presenting high-level program information, activities, and results. This can be used at events, panel

discussions, high-level meetings, and distributed online.

Public Announcements: Press releases, bulletins, and other results-based documentation about

important NPSP activities and achievements will be prepared to be shared with the media. These activities

will require close coordination with USAID and Power Africa to gain approval before release and to align

with any relevant public announcements from USG agencies.

Magazines: Magazine article content will be created to be shared through several streams such as

USAID.gov’s Transitioning Lives, USAID.gov’s Frontlines magazine, U.S. Embassy’s monthly magazine

“Crossroads,” and The Naija Weekly.

Digital Platforms

Social Media: NPSP will not create its own social media identity but instead will leverage existing social

media platforms within USAID Nigeria and Power Africa to share program details such as key events, facts

and figures, accomplishments, and success stories. The communications team will work closely with

USAID Nigeria and Power Africa to ensure all content is relevant and aligns with their overall social media

strategy prior to posting. Power Africa’s current social media platforms that NPSP plans to collaborate

with include:

• Facebook: https://www.facebook.com/PowerAfrica/

• Instagram: https://www.instagram.com/powerafrica/

• Twitter (Power Africa Coordinator): https://twitter.com/aherscowitz

Blog: Power Africa maintains a program-wide blog that contains several important resources such as

basic Power Africa facts, partners, relevant articles, and up to date results. Information acquired from the

blog, along with infographics and figures, can be used in NPSP communication materials and to relay

information to stakeholders. The blog can be found at: https://medium.com/@PowerAfrica

Success Stories: Success stories will be drafted and published to be included in social media, partner

websites, campaigns, and other communication materials. Success stories will be written as opportunities

arise and will be turned in for approval by USAID and Power Africa in the NPSP Quarterly Reports.

Photography: NPSP plans to use photographs to depict program special events, activities, and actions

taken in the power sector around Nigeria. To obtain photos of the Program’s efforts in Nigeria, the

https://www.facebook.com/PowerAfrica/

https://www.instagram.com/powerafrica/

https://twitter.com/aherscowitz

https://medium.com/@PowerAfrica


communications team will hire a professional photographer when needed. Photos taken specifically for

the Program should be shared with both USAID and Power Africa for their promotional purposes.

Alternate options to hiring a photographer include training team members on how to take compelling

photos, obtaining topical photos from the DOC office, and/or purchasing stock photos. In addition, NPSP

also has full access to photos taken by Power Africa on their Flickr site:

https://www.flickr.com/photos/powerafrica/

Videos: When cost appropriate, videos may be developed to cover program activities, events, and

outcomes.

Infographics: The communications team will assist in the development of infographics, including charts,

graphics, and visualizations to communicate key project information, relevant data, and/or other external

messages. Visualization work will either be completed by an in-house designer or local design vendors.

Other Digital Media: A wide array of innovative and engaging digital media tools may be harnessed to

promote stakeholder engagement or communicate program results. Examples include GIS mapping

services, such as ArcGIS, and streaming video platforms for wider accessibility to stakeholder meetings

and/or workshop discussions.

Promotional Products

Event and Exhibition Booth Materials: Materials may be needed for NPSP representation at

conferences, summits, and other events. Materials can include but are not limited to:

• Signs

• Banners

• Display Stands

• Table Throws

In addition to the program name, USAID and Power Africa identity will also be printed on the materials

and will follow co-branding guidelines. Material designs and/or prototypes should be approved by Power

Africa and USAID prior to being ordered.

Materials for Site Visits and General Merchandise: Materials may be needed for site visits in order

to distribute NPSP’s brand and project information. Materials can include but are not limited to:

• Notepads

• Pens

• Posters

• Custom postcards

• NPSP Program Business Cards

• Key Rings

• Folders

• Flash drives

As noted above, in addition to the program name, USAID and Power Africa identity will also be printed

on the materials and will follow co-branding guidelines. Material designs and/or prototypes should be

approved by Power Africa and USAID prior to being ordered.

Occasions

Special Events: The communications team will maintain a calendar of special events, visits, conferences,

and dates to share with the overall implementation team. In addition to coordinating events with media

releases and success story publications, the calendar will be used to coordinate attendance for the team

and high-level officials. The communications team will use special events as a communication opportunity

to disseminate information about the Program, outcome activities, interventions, and results. In addition,

https://www.flickr.com/photos/powerafrica/


the communications team will work alongside the NPSP Events and Training Coordinator to plan NPSP-

sponsored events, workshops or trainings when deemed necessary by the Program.

Communications Training: Because communications is driven by the entire program team, the

communications team will develop a PowerPoint Presentation that highlights the important aspects of this

communications strategy as well as best practices for speaking and communicating with stakeholders. This

training will be provided to local NPSP team members to ensure cohesive and consistent messaging on

progress and results.

Gender Component

All communications activities will be implemented through a diversity lens, ensuring that NPSP

interventions are inclusive of all social, ethnic, religious and political groups. The table below outlines the

Gender and Social Inclusion mainstreaming that will be included in NPSP’s broader communications,

outreach, and program materials.

Table 3: Communication Gender and Social Inclusion Activities

Intervention Timeline Responsible Party

Program messaging/ language/ documentation/ materials/ photographs/

social media portray energy as a sector where women and men from all

backgrounds play a vital role.

Ongoing Communications and Gender Teams

Develop a database of women-in-energy in Nigeria photographs for

Program, stakeholder and USAID use.

Ongoing Communications, Technical and Gender

Teams

Develop Program messaging around the Gender and Social Inclusion

component and Women-in-Energy and disseminate to staff and consultants.


Highlight women leaders in the energy sector in materials and on social

media platforms.


Take into account high illiteracy rates among women and the diversity of

languages among communities in any design of promotional/awareness-

raising materials.


Teams

Highlight female participants during all technical events such as panel

discussions in workshops, counterpart meetings, and training activities.


Teams

Develop Gender fact sheet. By March 2019 Communications and Gender Teams

Plan for Gender and Social Inclusion learning document(s). This could be

around the business case for diversity in the workplace in Nigeria.


Document and disseminate the success stories of women supported by the

Program.


Document and disseminate significant NPSP achievements in gender and

diversity.


Collect quotes on gender/diversity from senior women and men in the

sector for use in publications.


Include gender/diversity materials in general package of materials distributed

at all Program events.


Provide regular updates to Gender and Social Inclusion Component

contacts regarding Program activities through email groups, Leadership

Group and Renewable Energy Roundtable (see section below).

Ongoing Gender Team

TARGETED PROGRAM COMMUNICATIONS

Targeted program communication is guidance specific to deliverables, audiences, and campaigns. This

section includes the stakeholder communications matrix and guidance on developing strategic campaigns.


Stakeholder Communications Matrix

The Stakeholder Communications Matrix summarizes the linkages from key deliverables in NPSP’s four

outcomes with major communication components. The matrix outlines the targeted audiences, the key

communication messages to be delivered, the method for delivering the information and the frequency of

the delivery. The matrix is a living management tool that is regularly updated, based on evaluations of its

performance to date and the adding of deliverables.

Table 4: Stakeholder Communications Matrix

Deliverables Primary

Audiences Communication Activities Delivery Method Desired Outcomes

OC3.01.01 (a):

End to End

Sector

Assessment

Government

Ministries,

regulators and

other agencies

• Conduct workshops to

deliver results of current

analysis and collaborate

with stakeholders to plan

for future developments

• Develop branded

programmatic materials

highlighting sector findings

• Conduct online engagement

to amplify message reach

and build awareness

• Conduct collaborative

outreach activities to

spread findings of

assessment

• Face-to-face

workshop staged

• Infographic developed

• Public information

published on website

• Public information

published on social

media

• Awareness building

among workshop

participants

• NPSP better positioned

to address current

power sector issues

• Greater collaboration

with development

partners/workshop

participants on unified

theory of development

for Nigerian power

sector

• Generate visibility for the

program

• Power Africa and

USAID’s role will be

highlighted

Path to Impact:

• OC3.01.02

(a): NPSP

National

Power

Project

Roadmap to

10GW

• OC3.01.02

(b): NPSP

National

Connections

Roadmap to

3M

Connections

Development

partners, DISCOs

and GENCOs,

Government,

Ministry,

regulators

• Conduct workshops to

deliver results of roadmap

and plan path forward with

stakeholders

• Write press release(s)

promoting the path forward

and goals of roadmap

• Develop branded


highlighting roadmap

findings

• Conduct online engagement

to amplify message reach

and build awareness

• Conduct collaborative

outreach activities to

spread results of

roadmapping

• Face-to-face

workshop staged

• Newspaper article(s)

published

• Flyer/brochure

developed

• Information published

on website


on social media


among workshop

participants

• Development partner

collaboration

• Greater collaboration

with development

partners/workshop

participants on best path

forward


program



highlighted


Deliverables Primary

Audiences Communication Activities Delivery Method Desired Outcomes

OC3.02 (b): MYTO model audit

NERC, general

public, NPSP

stakeholders

• Plan and implement a public

campaign with multiple

communication activities

for the promotion of

MYTO tariff

implementation

• Write press releases

highlighting collaboration

with NERC

• Develop branded


that bring awareness to the

barriers associated with

implementing the MYTO

tariff and promote solutions

to these barriers

• Support with online

engagement to maximize

reach and promote MYTO

tariff awareness

• An integrated public

awareness campaign

implemented using

electronic, print and

face-to-face outreach

activities

• Newspaper article

published online and

in print

• Barriers to MYTO

tariff poster published


on website and

social media

promoting MYTO

tariff awareness

• Stronger partnership

with NERC


among stakeholders and

the public of MYTO tariff


program’s support of the

MYTO tariff



highlighted

Strategic Campaigns

Strategic campaigns will be used to support and create visibility around events, movements, or policies

that could ultimately aid NPSP in reaching its objectives. The process for developing and delivering a

strategic campaign is divided into five core components: gathering insight, developing the strategy, creating

content, delivering the content, and evaluating impact (see Figure 2). Each component will be described in

detail below.


Figure 2: Communications Strategy Components

1. Gathering Insight

Due to the number and complexity of entities that exist in the energy sector, NPSP must have a clear

understanding of the stakeholders it wants to target and the desired behavior change it wants to evoke in

order to organize a successful strategic campaign. For purposes of this strategy, stakeholders are defined

as the individuals, organizations, or businesses that have a clear interest, or ‘stake,' in the activities of the

Program. Desired behavior change, or specific communications objectives, would be the anticipated result

of targeted communications and outreach activities.

The Program will rely on research conducted by USAID and the Power Africa Coordinator’s Office as

well as the broader USG and international development partner community on various stakeholders and

communication materials that already exist. In addition, the Program will conduct its own research in

order to identify and create connections with additional stakeholders encountered in Nigeria’s energy

sector.

2. Developing Stakeholder Strategy

Effective strategic campaigns revolve around stakeholder communication and awareness. To increase

understanding of the targeted stakeholders and drive development of the strategic campaign, these defining

questions will guide this component:

1. What are the audience’s needs?

2. Is the message adequately conveyed?

3. How beneficial is the information?

4. How can we achieve greater impact?

Tools, such as the communications matrix in Table 4 above, can be used to detail the targeted stakeholder,

messages, strategies, activities, and delivery method for the specific strategic campaign. Once completed,

the matrix can serve as a guide to implementing the strategic campaign.

3. Creating Content


To create content, the communications team will identify how stakeholders receive their information,

who they trust as credible spokespeople, and how they use that information. NPSP will determine specific

methods and media of communication and develop targeted messages and communications materials.

To ensure content is impactful and effective, these defining questions will drive this component.

1. What are the stakeholders needs?

2. Are there any barriers to the communication?

3. What targeted messaging can be used to create impact amongst the audience?

4. What type of content would work best with this particular audience?

4. Delivering Content

To be successful, compelling messaging and tools need to be delivered through effective and frequented

channels. Utilizing channels that stakeholders already frequent will increase the return on investment and

effectiveness of the strategic campaign. As NPSP works in different regions across Nigeria, the necessary

delivery channels will be tailored to the target audience and accessible infrastructure. To increase

understanding of the best delivery method for individual stakeholders, these defining questions will drive

this component:

1. What are effective communication channels?

2. How do we measure the effectiveness of the communication channel?

3. What is the preferred communication channel?

4. How can we expand audience reach?

5. Are there any ongoing social media initiatives that the campaign can be integrated with?

Once the communication channels are identified using the questions above, effective tools can be chosen

to deliver the strategic campaign. Table 6 below outlines examples of choosing effective communication

tools based on the strategic campaign’s purpose, audience and content. In addition, for a full list of tools

available for use by NPSP, see the Tools section beginning on page 8 of this document.

The Program will follow communications policies that are consistent with USAID “Guidelines of USAID

Implementing Partners to Engage with the Media”, the Power Africa Brand Guide, and the NPSP Branding

and Marking Plan. Additionally, the Program’s communications team will seek appropriate approvals for

all press releases, media interviews, site visits, and online activities, including social media, before

publishing.

Table 5: Communication Tools for Publicizing and Promoting Strategic Campaigns

Purpose of Campaign Relevant Stakeholder

Group/Target Audience Communications Content Communication Tools

To raise NPSP

program awareness

General public of

Nigeria and other

countries in the region

as appropriate

• Event information

• Milestone Achievement

• Beneficiary testimonials

• Success stories

• Quantified Results

• Partnerships and

Sponsorships

Press Releases

Media Coverage (Local and

regional newspapers, radio,

news, etc.)

Media Interviews

Electronic newsletters and

email listings

USAID Nigeria, Power Africa

and partner websites

To educate General public of • New models Deliverables (i.e. reports,

studies, assessment surveys)


Nigeria including

government institutions,

international donor

community; energy

industry professionals

• New concepts

• Beneficiary testimonials

• Study findings

• Assessment results

• Statistical findings

Partner reports/newsletters

Progress reports

Project publications

PowerPoint presentations

To engage and solicit

participation and

collaboration

NGOs, CSOs, private

companies, and the

general public

• Announcements of

opportunities (jobs,

training courses,

roundtables, etc.)

• Pools (to assess

preference and

attitude)

Electronic, social, and printed

media

TV news and Radio spots ads

Newspaper ads

Site visits

5. Evaluating Impact

The communications team will collect quantitative and qualitative data to assess the effectiveness of the

approach and communications tools utilized in delivering the strategic campaign. The data points collected,

outlined below, will ascertain: relevance, impact, effectiveness, efficiency and sustainability of the

communication initiatives (messages, tactics, distribution channels and tools).

Quantitative Data Points

• Attendee numbers at training/workshops

• Numbers of follow-on requests

• Number of stakeholder outreach meetings and successful matches

• Survey feedback

• Media coverage

• Media mentions

• Social media metrics (on partner social media sites)

Qualitative Data Points

• Influence in government policy changes

• Role in facilitation of key partner agreements

• Visibility of other high-level/high profile efforts

• Follow up conversations and emails

CLOSING REMARKS

Communications and outreach is a critical component of keeping stakeholders actively informed and

engaged on NPSP activities as well as continually sharing the Program’s successes and lasting impact on

the Nigerian power sector. This strategy provides overall direction for communication activities and

guidance on consistent program deliverables and messaging. This document will continue to evolve based

on strategy success, data collected and lessons learned. In addition, it will be updated annually to be

responsive to NPSP’s technical work planning and related activities.

nigeria power sector program communication strategy

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