Client: TracTrac Mechanization Services

Industry: Agricultural Mechanization | Agri-tech

Engagement Period: January – October 2025

Consultant: PR Fusions Africa

Background

Nigeria’s agricultural sector continues to face significant mechanisation challenges. National mechanisation levels remain far below global recommendations, while rising equipment costs, import tariffs, and fragmented service delivery models limit productivity for smallholder farmers.

Within this context, TracTrac Mechanisation Services emerged with a clear solution: a technology-enabled platform connecting farmers to affordable mechanisation services through a growing network of Mechanisation Service Providers (MSPs). Through initiatives such as ISSAM, TracTrac was already delivering real operational impact across multiple states.

However, operational success alone was not enough.

To scale impact, unlock partnerships, and shape the national conversation on mechanisation, TracTrac needed stronger public credibility, clearer narrative ownership, and a recognised voice among policymakers, funders, media, and ecosystem leaders.

PR Fusions Africa was engaged to help bridge that gap.

The Strategic Challenge

TracTrac did not lack a solution.
What it lacked was influence at scale.

Despite its growing footprint and impact, TracTrac faced a strategic communications challenge:

• Its work was not yet widely understood beyond operational circles.
• Its leadership voice was underrepresented in national media and policy conversations.
• The brand needed to move from participation to authority within the mechanisation ecosystem.
• Stakeholder trust needed to be built deliberately and consistently.

The core challenge was therefore not visibility alone, but how to translate visibility into credibility, and credibility into influence.

Objectives

PR Fusions Africa was tasked with delivering a year-long strategic communications programme with the following objectives:

1. Strengthen TracTrac’s credibility through consistent, high-quality media presence.
2. Position TracTrac’s leadership as authoritative voices on mechanisation, policy, and food security.
3. Shape a clear, consistent narrative around access, inclusion, and innovation.
4. Deepen stakeholder engagement with policymakers, development partners, and industry leaders.
5. Build internal communication capacity and crisis readiness.

Our Strategy

PR Fusions designed an integrated communications strategy anchored on five pillars:

1. Strategic Media Relations

Move beyond announcements to secure earned media that framed TracTrac as a credible solution provider and industry reference point.

2. Thought Leadership

Develop and place opinion-led content that allowed TracTrac’s leadership to shape public discourse on mechanisation, cost-sharing, and inclusive access.

3. Stakeholder Engagement

Support TracTrac to convene and participate in high-level conversations that build trust and influence within the ecosystem.

4. Capacity Building

Strengthen internal and partner communication capabilities, particularly among Mechanisation Service Providers.

5. Crisis Preparedness

Ensure TracTrac had the structures, messaging, and readiness to respond to reputational or operational risks.

Execution

Media Visibility and Narrative Building

Over the course of the engagement, PR Fusions secured over 37 media placements across top-tier national and sector-relevant platforms including The Guardian, New Telegraph, BusinessDay, Vanguard, Punch, This Day, and broadcast media.

Key features included:

• A New Telegraph feature spotlighting TracTrac’s ISSAM initiative, its technology-enabled platform, and its commitment to inclusive mechanisation targeting over 135,000 farmers and 5,000 MSPs.
• A Guardian feature positioning TracTrac’s leadership within policy conversations around import duties, local tractor assembly, and mechanisation reform.

These placements were intentionally selected and framed to elevate TracTrac from a service provider to a credible industry voice.

Thought Leadership

PR Fusions developed and placed opinion pieces that addressed structural issues within Nigeria’s agricultural system, including:

• The limitations of subsistence farming models.
• The role of cost-sharing in democratising mechanisation.
• The need for policy alignment to support private-sector solutions.

This content strategy ensured TracTrac was not only visible, but intellectually present in the conversation shaping the sector.

Stakeholder Engagement and the TracTrac Mechanisation Forum

A major highlight of the engagement was the TracTrac Mechanisation Forum, a stakeholder dialogue supported by PR Fusions.

The forum convened:

• Policymakers
• Private sector leaders
• Development partners
• Financial institutions
• Media stakeholders

The event created a platform for serious discussion on the future of agricultural mechanisation in Nigeria and positioned TracTrac as a convening force within the ecosystem. It also generated national broadcast coverage, further reinforcing credibility and influence.

Capacity Building and Internal Alignment

PR Fusions facilitated two capacity-building sessions for Mechanisation Service Providers in Keffi, focused on:

• Development communication
• Social media storytelling
• Report writing and impact documentation

In addition, PR Fusions developed communication tools including:

• Media kits
• Messaging frameworks
• Crisis communication templates
• Business continuity planning support

A comprehensive crisis simulation exercise was conducted with TracTrac’s leadership team to test readiness across reputational, operational, and data-related scenarios.

Results

The engagement delivered clear, measurable outcomes:

• 37+ earned media features across print, digital, and broadcast platforms.
• 84.6% positive media sentiment, indicating strengthened public perception.
• Speaking engagements secured at major industry events, including BusinessDay’s Future of Agriculture Conference and NIAEXPO.
• Strengthened stakeholder relationships, including engagement with leadership at the African Development Bank.
• Institutionalised crisis readiness, with tested response protocols and trained internal teams.
• A visible shift in perception from operator to trusted industry voice.

Impact

Through strategic consistency and disciplined execution, PR Fusions helped TracTrac move from visibility to influence.

The brand emerged with:

• Clear narrative ownership.
• Stronger credibility with media and stakeholders.
• A recognised leadership voice within Nigeria’s mechanisation discourse.
• Increased trust to support partnerships, funding conversations, and policy engagement.

Conclusion

This engagement demonstrated that influence is not built through exposure alone, but through intentional storytelling, credible platforms, and sustained presence in the right conversations.

By aligning TracTrac’s operational impact with strategic communication, PR Fusions Africa helped position the organization not just as a mechanization platform, but as a trusted voice shaping Nigeria’s agricultural transformation agenda.