Design & Technology Institute
Skills Training | Youth Empowerment
Strategic Communications | Media Relations
Youth Empowerment
DTI occupies a specific and valuable space in Ghana’s tertiary education landscape. As a demand-driven TVET institution anchored in PrecisionQuality standards, it produces job-ready graduates for industries that need them. The institution’s offer is strong. Its communications infrastructure, when Mech Consult came in, was not.
Two connected challenges needed to be addressed. First, DTI operated without the integrated communications systems required to sustain consistent brand visibility and stakeholder engagement. Without those systems, every campaign, media placement, and public engagement worked in isolation rather than as part of a coherent institutional strategy.
Second, enrolment – particularly of fee-paying students – depended on reaching prospective learners, parents, educators, and community leaders across multiple regions and in multiple languages, many of whom were in rural and peri-urban communities underserved by national media. A national campaign effort was needed. So was the infrastructure for managing, measuring, and building on it.
What We Did
Mech Consult provided strategic communications support across four integrated workstreams: branding and communication materials, media relations and advisory, stakeholder relations, and digital media coordination covering DTI’s website and social media platforms. Across these workstreams, we also supported the development of DTI’s integrated communications systems, building the infrastructure for consistent, measurable institutional communication.
We designed and executed multi-regional media strategies deploying in-studio radio and TV interviews, jingle production and placement, community radio announcements, and squeeze-back advertising on JoyNews. Jingles were produced in English, Twi, Ewe, and Dagbanli to reach DTI’s target communities in their own languages.
The campaign covered seven regions – Greater Accra, Western, Ashanti, Eastern, Central, Volta, and Northern – deploying top regional stations, including Adom FM, Citi FM, Joy FM, and Luv FM, alongside a network of community radio stations that reach rural communities from Bolgatanga to Elmina. Media outputs were tracked, documented, and reported against agreed KPIs throughout.
The Outcome
The campaign period produced over 100 media publications against a target of 34, a compliance rate of 147 per cent. Total estimated reach across print, online, radio, and TV was 34.5 million. The media spend of GHC 66,615.78 secured coverage with a commercial equivalent of GHC 469,590.69, representing GHC 402,974.91 in earned media value above the budget deployed.
The admissions campaign aired 251 broadcast spots against a target of 210, across seven regions in four languages. Estimated audience reach was 5.19 million. The media campaign budget of GHC 156,275.00 generated an estimated media value of GHC 994,846.00, a return of 6.4 times the spend, or GHC 838,571 in value secured above cost.
Across both periods, the DTI engagement demonstrates what sustained, infrastructure-led communications deliver: not just campaign outputs but also a platform for compounding institutional visibility – each campaign building on the media relationships, brand assets, and audience understanding established before it.
