CASE STUDIES

Introduction

Ghana Money Transfer is a leading remittance organisationthat offers services mainly to the Ghanaian community within the UK. Ghana Money Transfer is a product of JN Money Transfer, the leading remittance service provider to the Caribbean, and also part of Jamaica National Bank, the oldest mutual in the Caribbean.

Challenge

JN Money transfer saw an opportunity within the Ghanaian remittance market and wanted to use its experience in remittance service to grow its service in Ghana. To do this the organisation needed to understand the Ghanaian market, its consumers and where they are located so they could effectively communicate with them.

Solution

EMH was appointed following a keenly contested bid to offer communications services to promote JN Money’s services to Ghana. EMH had a competitive advantage because of its in depth understanding of the UK and Ghana markets as well as its office locations in both Countries.

  • EMH worked with JN Money Transfer to create a dedicated brand for their remittance service to Ghana under the brand name Ghana Money Transfer.
  • EMH then facilitated the launch of the Ghana Money Transfer brand at the premises of Ghana High Commission UK and the event attended by both High Commissioners of Ghana and Jamaica.
  • EMH’s content production team directed and produced a TV commercial featuring the brand ambassador, Ghana Black Star captain Asamoah Gyan. The commercial was aired on all ethnic satellite TV channels in the UK along with EMH’s portals located at the Ghana High Commission.
  • EMH’s creative design team designed and printed banners, flyers and flags to be used in their outreach activities.
  • EMH’s Communications team assisted the client to plan its communications and this resulted in the promotion of the brand on bill boards, bus side, bus shelters, sponsorship and presence at almost all Ghanaian events in the UK, among others. EMH alsocollaborated with JN’soffice in Accra Ghanato drive communicationsnationwide using the radio stations, website and newspapers.

Outcome

Ghana money transfer within 6months of embarking on its strategic promotion campaign became a household brand within the Ghanaian community. It took the position as the 4th most used remittance service company for Ghana from the UK.

CASE STUDIES

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