GODDIE OFOSE writes on the impact of repositioning campaigns by the states since the return of democracy and how Kwara’s ‘Shared Prosperity’ fares.
Nations, regions, cities and destinations face increasing competition for talent, investment and tourists. Basic questions demand answers: Why should one live there? Why should one invest there? Why should one visit?
Simply put: What is the value for those we aim to target?
Besides numerous rebranding campaigns by the federal government, different states have evolved their own campaigns to reposition their areas and attract investment.
Two rebranding campaigns by the federal government since the return of democracy are ‘Heart of Africa’ spearheaded by Frank Nweke Jnr, and ‘Good People, Great Nation’ anchored by Dora Akunyili.
While both could pass as white elephant projects, the states’ campaigns have been fairly successful.
These include ‘Uncommon Transformation’ (Akwa Ibom), “Eko o ni baje’ (Lagos), ‘Going Green’ (Imo), ‘Shared Prosperity’ (Kwara), and ‘Peace’ (Rivers) campaigns.
Shaping the image and creating a favourable reputation of a place is what policy makers strive for. However, creating long lasting relevance demands vision, effort and resources.
Every location has its conditions, history, culture and people; represented through multiple and often contested identities: political groups, civil initiatives, and stakeholders from all areas. Political changes challenge the demand for brand consistency and coherence.
The task in place branding is to find the most unifying and relevant parts of the constituting identity elements. Culture answers the question, “Where do we come from?” and identity asks, “What do we stand for?” along with a vision that gives an answer about “Where do we want to go?”
Based on analysis and definition of purpose, values and resources, reality has to be brought in line with perceptions.
Especially since notions such as ´innovation´, ´creativity´ or ´contrasts´ and ´heart of…´ in relation to places are diluted and often lack any substance.
Frameworks are needed to help create and track processes and make efforts measurable and comparable.
Two years ago, Kwara began to engage both the locals and outsiders on how to improve the state now and in the future.
Prior to May 29, 2012 when Governor Abdulfatah Ahmed launched a new logo to commemorate Democracy Day in Ilorin, handlers of the project had created anxiety around the concept.
But what started like every other rebranding campaign – which government at all levels have used as a conduit to siphon public funds – has yielded fruit in less than two years.
‘Shared Prosperity’ sounds like a political theme campaign rather than marketing destination rebranding. Unlike other campaigns that focus on a particular sector and limit themselves to attracting tourists, ‘Shared Prosperity’ seeks to empower Kwarans in agriculture, education, wealth creation and infrastructural development.
Mojisola Ogunifa, a teacher in Gaa-Akanbi, Kwara State, said the campaign has touched all sectors of the state’s economy. Before the scheme, she recalled, the renovation of school buildings was a tall order.
A student of Government Secondary School, Ilorin, Abdul-Quadir Ramat, noted that “the government has renovated all the laboratories and bought new equipment for information technology, chemistry, and physics lab through the programme.”
A resident of Ojo Ekun, Salisu Sulaiman, confirmed that Ahmed “has provided drinking water through the programme and we appreciate and thank him. We know that this is not done just for Ojo-Ekun but for all Kwarans.”
Other sectors such as healthcare, road, energy, security and agriculture have also been upgraded.
Fatimo Babatunde, a resident of Ofe Budo Egba, said “this is the first time a rebranding campaign has yielded fruit. I thought it was the government’s way of manipulating people since that was what used to happen to us.”
Ahmed explained that he embarked on the programme to deliver on the promise he made to the people when assumed office to empower them economically and reposition the state for foreign investment.
‘Share Prosperity’ supports commercial agriculture through public private partnership (PPP) initiatives, generating food security by supporting small holding farmers, creating agri-allied jobs and wealth through value chain management, promoting all-seasons farming using irrigation and inducing growth and job creation by promoting the capacity to attract solid mineral-based and agri-allied industries.
However, some Kwara indigenes have knocked the campaign as a hype which has yielded little result.
A marketing communication expert based in Ilorin, who preferred not be mentioned, said “the campaign is nothing but a hype for the state government. The rebranding is more of the same thing witnessed across the country.”
Ahmed’s Media and Communication Adviser, Muyideen Akorede, countered that the campaign has revamped the state’s human capital development and youth empowerment.
He listed its achievements to include job and wealth creation, youth entrepreneurship through support for micro, small and medium scale enterprises, youth skill acquisition, vocational training and creating a conducive atmosphere to learning using enhanced education infrastructure.
Said Akorede: “It is in line with this quest to grow our state for greater prosperity that we are rebranding Kwara.
“This campaign and the new logo that comes with it are designed to promote our state as a top investment destination, using our reputation for peace, our strengths in agriculture, commerce, solid mineral development, tourism and strategic infrastructure.”
He reiterated the government’s desire to market the state as a haven for lucrative domestic and foreign direct investment and set the foundation for long term prosperity.