Final Report – AAE Awareness Assignment

Assignment Title: Raising awareness on our member education and development activities

Assignment Duration: 8 weeks

Period Covered: September–October 2025

1. Overview of the Assignment

            This assignment aimed to raise awareness of AAE’s educational and development programs for African entrepreneurs through consistent online promotion, social media engagement, and digital content creation.

The main objectives were:

• To increase visibility and pageviews for AAE’s educational resources and articles.
• To promote free membership and entrepreneurial support initiatives.
• To engage a diverse online audience and strengthen AAE’s global outreach in alignment with SDG 8: Decent Work and Economic Growth.

2. Summary of Activities

Throughout the 8-week period, the following activities were conducted:

• Created, scheduled, and published weekly social media posts across LinkedIn, Facebook, Instagram, and X (Twitter).
• Designed and shared over 20 promotional visuals, including bilingual (EN/FR) graphics, infographics, and posts aligned with SDG 8.
• Promoted AAE’s online knowledge platform, free learning resources, and membership opportunities.
• Maintained alignment with AAE’s mission to support African SMEs and promote entrepreneurship-led growth.
• Collected and analyzed engagement data across platforms (impressions, reach, clicks, and demographics).

3. Metrics & Achievements

            During the campaign, a total of 56 posts were published or scheduled across all major platforms:

• LinkedIn: 11 posts (all with visuals and link integration) + 3 scheduled
• Facebook: 13 posts published + 2 scheduled
• Instagram: 2 published + 1 scheduled
• X (Twitter): 21 short updates + 3 scheduled

            These posts generated an estimated 3,200 total impressions/views across platforms, reflecting steady growth in visibility:

• LinkedIn: ~900 impressions, ~350 members reached, and 52 direct link clicks to AAE’s educational resources.
• Facebook: ~2,000 total views, maintaining consistent engagement through targeted group posting.
• Instagram: 101 views and 78 accounts reached.
• X (Twitter): 120+ impressions, ensuring multi-platform consistency.

Audience Demographics

            The campaign reached a highly professional and demographically balanced audience, reflecting AAE’s target network of entrepreneurs, SME staff, and development-minded professionals.

• Seniority and Experience:
  • Across LinkedIn posts, senior professionals accounted for 24–33% of viewers, while entry- to mid-level professionals represented 25–40%, suggesting a balanced reach across hierarchical levels.
• This blend ensured that both decision-makers and early-career professionals engaged with AAE’s content — a key factor for building mentorship and membership pipelines.
• Company Size Distribution:

• The audience covered a diverse range of organizations, with major segments from:
  • SMEs (11–50 employees): 19–23%
  • Large enterprises (5,000–10,000+ employees): 13–20%
  • Mid-size companies (1,000–5,000 employees): ~13%
• This demonstrates AAE’s message appeal across company scales, from small business founders to professionals in major corporations.
• Industry Insights:
• Notable interest emerged from the Technology, Information, and Internet sectors (~13%), as well as individuals in education, consulting, and development-oriented fields — areas that align strongly with AAE’s focus on innovation and entrepreneurial growth.
• Geographic Reach:

• The campaign achieved broad international coverage, with most engagement from Romania (65–73% of total views), followed by Germany, Austria, the United Kingdom, France, Guinea, Cameroon, Ghana, Mali, Italy, Kenya, Canada, the United States, and Hungary
• This wide distribution confirms the potential of social media campaigns to extend AAE’s message beyond regional boundaries and connect with diaspora professionals supportive of African entrepreneurship.

4. Key Outcomes

• Strengthened awareness of AAE’s educational and mentorship programs.
• Strengthened awareness of AAE’s entrepreneurial education programs and resources.
• Created high-quality visual and bilingual promotional materials.
• Expanded international visibility and bilingual inclusivity (EN/FR).
• Established consistent visual identity and cross-platform posting rhythm.
• Engaged a demographically diverse, professional audience spanning SME owners, executives, and emerging professionals.
• Reached diverse international audiences beyond the initial target region.

5. Challenges Encountered

• Limited access to web analytics: Unable to verify web traffic or membership conversions in real time.
• Time management: Coordinating weekly multi-platform activity alongside other professional and academic tasks.
• Platform differences: Variation in algorithms and engagement patterns required adaptive strategies for each channel.

6. Lessons Learned

• Consistency and branding cohesion are essential for audience retention.
• Posts combining concise text with strong visuals generate higher engagement.
• Scheduling and cross-platform automation optimize workflow and reach.
• Including bilingual (EN/FR) content fosters inclusivity and extends audience diversity.

7. Final Reflections

            This assignment provided an excellent opportunity to apply professional digital communication and social media management skills in an international development context. It strengthened my understanding of how structured online engagement supports entrepreneurship and sustainable growth in Africa.

            I am sincerely grateful to the AAE coordination team for their support throughout this project and proud to have contributed to advancing AAE’s mission of empowering African entrepreneurs through knowledge sharing, visibility, and collaboration.