Introduction

Ziada, formerly known as Kazi App, is a Kenyan-based startup that connects small business owners in the informal sector with potential clients, providing a platform for entrepreneurs to expand their reach in the market. Initially focused on job matching, Ziada saw a need to broaden its services beyond connecting businesses with work opportunities, positioning itself as a more comprehensive platform for service providers. With a competitor in the market operating under the same name (“Kazi”), it became clear that the brand had to evolve not only in name but in identity, reach, and strategy.

To address these challenges, Ziada reached out to Qallann Marketing Agency for a full-scale rebrand, as well as digital strategy support to ensure the brand could scale effectively and thrive in the competitive tech landscape.

Objective

Rebrand Kazi App into Ziada, a comprehensive service connection platform that goes beyond job matching, while strengthening brand recognition, increasing app visibility, improving the user experience, and driving engagement through a tailored digital strategy.

Phase 1: Research & Strategy Development

1. Market Research & Competitor Analysis

• We conducted extensive market research to understand the competitive landscape, identify gaps, and explore user behaviour. This allowed us to strategically position Ziada as a more diverse service platform compared to its competitors.
• Our research also highlighted customer expectations and preferences in the informal sector, enabling us to develop a strategy that would resonate with both service providers and clients.

2. Fractional CMO Strategy

• Acting as Ziada’s fractional CMO, Qallann Marketing Agency led the development of a comprehensive digital strategy. This included redefining the brand’s target audience, positioning in the market, and a long-term growth plan that incorporated marketing, customer acquisition, and retention strategies.
• We created buyer personas, applied behavioural psychology insights, and tailored the brand messaging to reflect Ziada’s expanded service offering.

Phase 2: Branding & Positioning

1. Rebranding from Kazi App to Ziada

• We helped Ziada move beyond the limitations of its former name by creating a new brand identity that captured the essence of growth, service, and connection. “Ziada,” which means “more” or “extra” in Swahili, reflected the brand’s broader mission of providing more opportunities and value to service providers and clients alike.
• Our branding work included:
• Logo Design: A fresh, modern logo was created, symbolizing Ziada’s connection and empowerment of small business owners.
• Brand Identity & Guidelines: We developed comprehensive brand guidelines to ensure consistency across digital platforms, app interfaces, and marketing materials.
• Merchandise Branding: We designed branded merchandise, including t-shirts, banners, and caps, to reinforce brand recognition and visibility in community outreach efforts.

2. Brand Discovery & Positioning

• Through workshops and consultations, we worked with the Ziada team to define their core values, mission, and brand message. This process allowed us to build a brand that was authentic and resonated deeply with the local audience, while also positioning Ziada as a market leader in the service connection space.

Phase 3: Digital Strategy & Execution

1. Website Development & Content Creation

• Website Design & Development: We designed a new mobile-first website that aligned with Ziada’s brand identity. The site was built to showcase the breadth of services offered, with features like e-commerce, booking systems for service providers, and a blog to engage users with valuable content.
• Content Creation & Optimization: We wrote and optimized blog content to attract organic traffic, build thought leadership, and engage Ziada’s target audience. Content was developed based on keyword research and user needs, positioning Ziada as a valuable resource for both small business owners and clients.

2. App UX Design & ASO

• UX Improvements for the App: Our team enhanced the user interface for the Ziada app, ensuring a smoother and more intuitive experience. We designed new pages and graphics to improve navigation and engagement, leading to higher user satisfaction.
• App Store Optimization (ASO): We optimized Ziada’s presence on the Google Play Store, focusing on improving visibility through targeted keywords, compelling app descriptions, and an optimized user interface that encouraged downloads.

3. HubSpot CRM Setup & Marketing Automation

• To manage growing customer relationships, we integrated HubSpot CRM into Ziada’s operations, streamlining lead management, customer communications, and marketing automation. This allowed Ziada to nurture potential clients efficiently and convert leads into long-term users.

4. SEO & Social Media Management

• SEO Strategy: We developed a robust SEO strategy to boost Ziada’s online visibility. This included on-page SEO, keyword research, and content optimization, which resulted in improved search rankings and increased organic traffic.
• Social Media Management: We managed Ziada’s social media presence, creating engaging content that aligned with the new brand identity. Our focus was on building a community of followers, increasing user engagement, and driving traffic to the app and website.

Phase 4: Advertising & Data Analytics

1. Google Ads & Lead Generation

• We ran strategic Google Ads campaigns to promote the app’s services and drive downloads. Our campaigns were tailored to Ziada’s audience, targeting service providers and potential clients within the informal sector.
• Our lead generation efforts were integrated with the HubSpot CRM to capture leads and nurture them through personalized communication and follow-ups.

2. Google Analytics & Reporting

• We set up Google Analytics to track user behaviour, monitor website performance, and measure the success of digital marketing efforts. Data analytics played a key role in optimizing ongoing marketing campaigns and making data-driven decisions.

3. Market Research for Strategy Development

• In addition to digital marketing efforts, we supported Ziada’s overall strategy development with ongoing market research. This allowed the team to stay ahead of competitors, refine their service offerings, and remain attuned to the needs of their growing customer base.

Results

1. Successful Rebrand: The rebranding from Kazi App to Ziada was a success, creating a more distinct and memorable identity in the market.
2. Enhanced App User Experience: With improved UX design and app features, Ziada saw increased user engagement and higher retention rates, leading to more satisfied service providers and clients.
3. Growth in User Base: The combination of SEO, social media management, and Google Ads led to a significant increase in app downloads and website traffic, expanding Ziada’s market reach.
4. Efficient Lead Management: With HubSpot CRM integration, Ziada was able to effectively manage leads and automate marketing, improving customer nurturing and conversion rates.
5. Data-Driven Decision Making: The implementation of Google Analytics provided valuable insights, allowing Ziada to refine their marketing strategy and improve performance based on real-time data.

Key Takeaways

1. Rebranding is Powerful: A well-executed rebrand can transform a business and create stronger connections with both existing and new customers.
2. Comprehensive Digital Strategy: A holistic approach to digital marketing, which integrates SEO, social media, content marketing, and UX design, drives growth and user engagement.
3. CRM Integration for Lead Management: Using tools like HubSpot CRM can streamline operations, automate marketing, and significantly improve customer relationships and conversion rates.

Client Testimonial

“Qallann Marketing Agency took our app from being one among many to a unique, thriving platform with a brand identity that truly represents who we are. From rebranding to digital marketing and CRM setup, they handled everything seamlessly. We couldn’t be happier with the results.”

— Annabel, Founder & CEO of Ziada

Call to Action

Looking to rebrand or expand your digital presence? Qallann Marketing Agency offers full-service digital marketing and branding solutions that help businesses like Ziada thrive. Contact us today to find out how we can elevate your brand!