6th Annual Edition · Media & Publicity Strategy
A borrowed-audience campaign for the WOID Conference 2026 — built around a single measure of success, seats filled, and a single constraint: the time on the clock below.
Executive summary
WOID enters this campaign with a strong brand, a loyal Facebook following and two social accounts that are effectively invisible. With nine weeks remaining, there is not enough time to build an audience and sell out a conference. The strategy is therefore to borrow reach — through speakers, members and partner churches — and use paid media to close the remaining gap.
Content shifts decisively to short vertical video, because WOID's own platform data already shows it outperforming static posters by roughly two to one. Everything is measured against registrations. Nothing else.
The strategy is built to accept these without restructuring. Nothing publishes until they are settled.
THEMEThe 2026 conference theme and its scripture anchor.PRICETicket tiers, early-bird deadline, and the M-Pesa paybill or till number.BUDGETTotal advertising spend available across the nine weeks.Where we stand
The audience is fragmented, and smallest on the platforms with the most headroom. Two of the three accounts are, in practice, publishing to no one.
The workhorse. The right demographic with the right buying power. This is where the decision to register is most likely to be made.
The highest reach ceiling of the three, and currently carrying no bio — so no path from viewer to registrant.
Seventy-nine posts against eighty-eight followers. Real effort is being spent where almost nobody sees it.
An audience cannot be built and a conference sold in the same nine weeks. So this is a borrowed-audience campaign: reach comes through the networks of speakers, members and partner churches, and paid media closes the gap that organic cannot. Follower growth is a welcome by-product, never the objective.
One measure decides everything: registrations. Not impressions, not engagement, not follower count. Where a tactic cannot be traced to a seat, it does not survive the weekly review.
Positioning
WOID's genuine differentiator is that prayer and practical business teaching sit together. The 2025 Money Matters and She-Rah: The Rebuilder content shows this audience responds strongly to the economic promise. The campaign leads with it.
The aspiration hook — for the woman who senses she is living below her capacity.
The sisterhood hook — belonging is what makes a woman bring a friend, and friends are group bookings.
The practical hook — the entry point to the masterclass and the business programme.
Warm, reverent, assured. Faith-anchored without being closed — a woman who has never attended WOID should feel invited, not as though she is entering someone else's family gathering.
Purple and gold as primary, magenta as the event accent. One template family across every platform, so that recognition compounds rather than resets with each design.
Content architecture
Every asset maps to one pillar. The mix below is the steady state — The Ask rises to forty per cent only in the closing fortnight, because an account that does nothing but sell stops being watched.
Attendee testimony, 2025 highlight cuts, before-and-after stories. The proof that this works.
Short teachings from Rev Pauline, scripture cards, Thirsty for God Thursday. Spiritual authority.
Business insight from speakers, money-and-faith clips, masterclass previews. The economic promise.
Faces, laughter, preparation, member spotlights. Belonging is what turns one registration into three.
Registration calls, countdowns, deadlines, seat scarcity. The conversion layer.
On TikTok, clips of real women at the event drew 645, 494 and 451 views. The static poster drew 242. Faces and movement outperform graphics by roughly two to one, on WOID's own account, with WOID's own audience.
Vertical video therefore leads: twenty to forty seconds, captions burned in for sound-off viewing, the hook landing inside two seconds. Posters announce; they do not persuade. And every filming session must yield ten or more assets — shot once, published to TikTok, Reels, Facebook, WhatsApp Status and YouTube Shorts. Three separate content operations are not affordable and were never necessary.
| Platform | Cadence | Role in the campaign |
|---|---|---|
| TikTok | 5× weekly | Highest volume. Volume is the price of entry to the algorithm. |
| Instagram Reels | 4× weekly | Cross-posted from TikTok with the watermark removed. |
| Instagram Stories | Daily | Polls, countdowns, resharing speaker content. |
| 4× weekly | Longer captions, the Event page, testimony posts. | |
| WhatsApp Status | Daily, every member | Free, personal, and the highest-converting channel available. |
| YouTube | Weekly | Long-form teaching and the 2025 archive. |
The runway
Each week carries one job. Where a week's job goes undone, the following week does not absorb it — the shortfall compounds into the close.
Objective — repair the infrastructure before any reach is bought or borrowed.
info@woid.com to info@woidinternational.com. The published address is undeliverable.Objective — every woman in the WOID orbit knows the dates.
Objective — offer something more compelling than a date.
Objective — accumulate visible proof that this conference changes lives.
Objective — convert the woman drawn by the business promise.
Objective — belonging. This is the week that multiplies registrations.
Objective — leave no unanswered question standing between interest and registration.
Objective — convert everyone who has been intending to register.
Objective — fill the remaining seats.
Objective — capture the footage that will fund the 2027 campaign.
Paid media
Meta takes the majority of spend — Facebook and Instagram are a single buy, and Facebook is where the paying demographic already is.
Women aged 28–55 across Nairobi County and Kajiado — Ongata Rongai, Kiserian, Karen, Langata and fifteen kilometres beyond. Interests spanning Christian and women's ministry, gospel music, women's empowerment, small business and entrepreneurship. From Week 5, a lookalike audience built on page engagers, and retargeting for anyone who reached the registration page without completing it.
Traffic or Leads, pointed at the registration page — never engagement. The objective is the campaign; everything else is a setting inside it.
It optimises for reactions and comments rather than registrations, and it remains the most common way ministry budgets are spent without return in this market. Every shilling is placed through Ads Manager against a conversion objective.
A — Testimony. A real woman, a real outcome.
B — Rev Pauline, direct to camera, extending the invitation.
C — The Rebuilder. The economic promise, stated plainly.
Kenyan Christian radio, which frequently outperforms digital for precisely this demographic and where inventory tightens close to the date. Paid WhatsApp Status placement with micro-influencers in the women's ministry space. And church bulletins and pulpit announcements at partner churches — at no cost, and historically WOID's strongest channel of all.
Measurement
Follower count is a vanity measure for this campaign. It is reported. It is not optimised for.
| Measure | Why it earns a place | Target |
|---|---|---|
| Registrations | The only outcome the campaign exists to produce. | 30% by end of Week 4 · 60% by Week 7 · 90% by Week 8 |
| Cost per registration | Determines whether advertising deserves more budget or less. | Baseline set in Week 3, then driven downward |
| Page visit → registration | Separates a traffic problem from a page problem. | Below 5% indicates the page is at fault, not the advertising |
| WhatsApp list size | The owned audience that outlives this campaign and seeds 2027. | Grows every week without exception |
| Video watch-through | Identifies which formats to stop producing. | Retire anything below 30% completion |
Scope of engagement
Technirvana Solutions is engaged for strategy and oversight. Execution sits with the WOID media and publicity team. Setting this out plainly protects both sides and prevents work falling into the gap between them.
Every weekly deliverable in this document requires a named producer and a named publisher on the WOID side. Until those two roles are filled, the strategy is sound but the campaign has no hands. This is the first item on the seven-day list below, and the largest single risk to filling the hall.
Performance review. Numbers against target, spend efficiency, and the week's recommendation issued in writing.
Content approval. The following week batch-approved in one sitting, so daily sign-off never becomes the bottleneck.
Formal checkpoints. Strategy adjusted against registration data — not against opinion or preference.
Ownership
| Function | Owner | Responsibility |
|---|---|---|
| Campaign strategy | Technirvana Solutions | Plan, calendar, messaging framework, standards |
| Oversight & reporting | Technirvana Solutions | Weekly review, recommendations, risk escalation |
| Approvals | Rev Pauline / Faith Kaulu | Sign-off within 48 hours, batched weekly |
| Content production | To be named | Design, video editing, photography, copywriting |
| Publishing & community | To be named | Scheduling, posting, comments and enquiries |
| Speaker liaison | To be named | Headshots, biographies, asset-pack distribution and follow-up |
| Church & partner outreach | To be named | Pulpit announcements, poster distribution |
| Advertising account | To be named | Account access, funding, campaign build and daily checks |
| Registration & payments | To be named | Owns the numbers and reports them each Monday |
| On-site media | To be named | Photography, video and livestream across the three days |
| Risk | Mitigation |
|---|---|
| Execution roles remain unfilled | Escalated as the first item on the seven-day list. Reviewed at every Monday meeting until closed. |
| Approvals become the bottleneck | One named approver, a 48-hour standard, and a full week batch-approved each Thursday. |
| The content pipeline runs dry | Two filming sessions banked in Weeks 1 and 4. Nothing is ever posted from an empty shelf. |
| Speakers do not share | Reduce it to one tap — assets pre-made, copy pre-written, personal follow-up by the liaison. |
| Registrations lag at Week 6 | Trigger plan: raise spend, introduce a payment option, activate group discounts. |
| No usable 2025 footage | Fresh testimony content shot in Week 1 as the first production priority. |