Marketing & Promotions

CBA 2027 — Reach for the Cheap, Top Up with Paid

Recruiting 1,000 across Africa · the blended model: owned & community carry the bulk, paid amplifies, global PR builds brand

Tier 0 · Owned & Earned (near-free) Tier 1 · Partnerships & Community Tier 2 · Paid Pan-African Tier 3 · Global PR & Brand

Reach / funnel contribution →

▲ The engine — start here

Brand & halo — prestige, diaspora, funders

Cost / spend →

Read it top-left to bottom-right: the cheapest channels deliver the most reach (alumni, organic, ambassadors) — that's the engine. Paid sits high-cost/high-reach as the top-up. Global PR is low direct-reach but high value as brand, diaspora and funder halo. Spend follows the arrow only as far as the budget and the live-test CPL justify.

JunJulAugSepOctNovDecJanFeb

Applications open · September Launch · 6 February 2027

Sequencing logic: build the owned assets now (Jun–Aug) so they're warm when applications open in September; activate partnerships & ambassadors at open; switch paid on only after the September live-test validates CPL, scale it Oct–Dec, then taper into the January fill and February onboarding. Global PR runs opportunistically around festival moments (CANEX, AFRIFF).