CASE STUDY from ASToN (2019- 2022): ASToN’s communication strategy
ASToN’s communication strategy organised itself around four pillars:
• Presence and reach – To publicise ASToN programme and its member cities; To validate the programme’s constitution and member’s actions.
• Image – Present the ASToN programme, enhance the methodology deployed and position ASToN as a key player in digital in Africa; Express the voice of ASToN (its positioning – its promise for the territories in which it is involved).
• Facilitation and co-creation – Bring the network to life, creating links between the participating cities through a series of actions and tools to make their cooperation effective; Encouraging co-creation (ASToN is an original project that is being developed and enriched as the experiments are carried out).
• Influence – To disseminate good practices amongst the member cities of the network and beyond, so other interested cities can apply lessons from the network; Beyond the results, communicate ASToN’s stories, show the impact on the cities and their citizens.
External messaging was different for each phase of ASToN. Early content focused on presenting the network while later content focused on communicating the value of the work delivered and methodology of the network:
Early phases – Presenting the ASToN network – messages:
• The network exists.
• ASToN brings together 11 African cities.
• ASToN responds to the challenges of development and governance that all cities face.
• ASToN develops local, integrated and participatory urban projects.
• ASToN believes that digital technology is an essential development lever to build citizen, solidarity, sustainable and inclusive cities.
Later phases – Communicating the value of the ASToN network – messages:
• ASToN supports the digital transition of African cities by setting up a network of cities.
• ASToN develops integrated and participatory local urban projects, through exchanges between cities, transfer of best practices, and peer review.
• ASToN develops tailor-made projects by and for Afri- cans, adapting to the context of each territory.
• ASToN aims to strengthen the capacities of local actors.
