Case Overview
PAAQ is an African technology platform connecting people, expertise and ideas through expert access and live event engagement. Positioning Partners provided fractional marketing leadership and public relations support during a critical growth stage, strengthening PAAQ’s positioning, marketplace strategy, customer experience, partnerships and external visibility.
- Fractional Marketing Leadership
- Marketing & Growth Strategy
- Brand Positioning
- Public Relations
- Strategic Partnerships
The Brief
PAAQ needed strategic marketing leadership to strengthen its market position, improve how users and experts experienced the platform, build demand and increase its credibility among entrepreneurs, professionals and potential partners. Our mandate extended across marketing, platform growth, partnerships and PR.
- Strengthen PAAQ’s positioning and messaging
- Improve activation, bookings and user experience
- Develop partnership and growth opportunities
- Build visibility, credibility and thought leadership
Our Approach
We combined fractional marketing leadership with hands-on marketplace development, strategic relationship building and public relations. This allowed us to work across both the internal factors affecting growth and the external visibility needed to strengthen PAAQ’s market presence.
Our work spanned six core areas:
Marketing Leadership
Developed PAAQ’s marketing strategy, marketplace growth approach, positioning and go-to-market priorities.
Platform & Customer Experience
Tested the platform and coordinated expert bookings to identify friction and improve the end-to-end user journey.
Marketplace Growth
Diagnosed activation, booking, conversion and liquidity challenges and developed strategies to strengthen participation.
PR & Thought Leadership
Developed and pitched thought leadership and secured national media opportunities that strengthened PAAQ and its founder’s visibility.
Strategic Partnerships
Opened conversations with senior business leaders, potential partners, media stakeholders and entrepreneurship ecosystem players.
Trust & Expert Quality
Helped shape expert standards, verification principles and trust mechanisms to strengthen platform credibility.
The Results
The engagement strengthened PAAQ’s market positioning while creating tangible opportunities for visibility, credibility and strategic relationships. PR activity secured national thought-leadership coverage, a live Kaya FM interview and targeted SME exposure, while fractional marketing leadership strengthened the platform’s growth strategy, customer journey and partnership approach. Our PR work secured national thought-leadership coverage, broadcast exposure and targeted SME visibility.
Featured Thought Leadership
Their insights and guidance contributed positively to our efforts to strengthen our brand presence and stakeholder engagement.
