Feature/OPED
2022: What is Your Video Marketing Plan?
By Kenneth Horsfall
In case you don’t know, the world of marketing is changing rapidly and video has become the new thing. In Nigeria alone, digital video marketing is a $135 billion industry. That means brands everywhere are realizing the value of video and investing in its creation and distribution. So why! Are you not doing the same?
Getting Started with Video Marketing
To get started let start with what is video marketing? Video marketing is the production of engaging videos around a marketing strategy that delivers business results. Whether you’ve just stepped onto the scene, or you’ve been using videos for ages, you need a road map outlining what it’s all for, where you’re going, and how you’ll measure success.
Your video marketing plan is every bit as important as execution.
A solid plan can be the difference between knowing how much return on investment (ROI) your content is delivering and throwing metaphorical spaghetti at the wall to see what sticks.
Do you know that nowadays, brands can no longer get by using written content and images alone — that’s uninteresting and unengaging for consumers who are inundated with live streaming, interactive 360 videos, augmented reality, and more? And because of this growth, you’re now behind if you aren’t releasing branded video content regularly. But if you’ve never created a video for yourself, getting started can be tough. That’s where I come in! With this guide I have created for you, you’ll learn the ins and outs of video marketing, from figuring out which type of video you need to how to distribute it for maximum results. Start browsing below to learn everything you need to get started with video marketing.
How Do I Create a Video Marketing Strategy?
What Kind of Video Should I Create?
What Are the Three Stages of Video Production?
How Does Video Improve My SEO?
How Do I Distribute My Video?
How Do I Know If My Video Is Successful?
How Do I Create a Video Marketing Strategy?
Video marketing strategies are nothing new. Just like you wouldn’t create a commercial and buy airtime during the Super Bowl without researching and strategizing, you shouldn’t create a digital marketing video without first doing the proper research and creating a plan.
Your video marketing strategy will ultimately be what guides you — your budget, your timelines, your production processes, your conversion metrics, and more. So, getting this written down and finalized should be step one of your video creation processes.
Before we dive into the specifics, here’s an overview of the steps
- Define Your Video Marketing Goals
- Create a Video Marketing Strategy Mission Statement
- Research Your Target Audience for Video
- Decide What Kind of Videos You’ll Make
- Set a Video Budget
- Establish Who’s Responsible for Video Creation
- Think About Your Video Campaign Strategy
- Figure Out Where Video Content Will Live
- Measure Your Performance
1. Define Your Video Marketing Goals
In order to know whether you’ve actually achieved what you’ve set out to accomplish with your video marketing strategy, you need to set measurable goals.
Content intelligence platform Conductor recommends defining marketing goals for both revenue and your brand.
Revenue-based goals focus on things like increasing lead form inquiries while brand goals involve things like growing a higher quality email list, driving more blog traffic, or capturing Google answer boxes for targeted keywords.
Brand goals can be just as important as revenue ones because they help position you for future success and often take into account qualitative feedback.
Some common video goals include:
Brand Awareness—typically measured using brand recall and recognition, frequency/quality of mentions, or video views
Demand Generation and Conversion—typically measured by lead count, impact on conversion rate, or influence on sales opportunity and pipeline generation
Viewer Engagement—typically measured by average engagement (also known as the average length of time viewers watched the video)
How to Set S.M.A.R.T. Goals
As with any kind of marketing goal, following the S.M.A.R.T. goal-setting framework is a good place to start.
Specific
The goal should zero in on a specific aspect of your strategy. After all, saying you want to get more views is great, but what does it actually mean?
Measurable
The goal should be accompanied by a relevant key performance indicator (KPI) and metrics that can be used to measure its success.
Attainable
The goal should be something that’s within reach of your department without “sandbagging” (deliberately setting a goal that isn’t a challenge for the team to reach). Try starting with a baseline and determining the desired increase (or decrease, as the case may be) from there.
Relevant
The goal should be relevant to your overall business objectives AND a good fit for the types of objectives that video is best suited to meet
Time-Bound
The goal should have a timeframe in which it can reasonably be achieved so that you can accurately measure how effective your efforts have been. While some goals can be tackled in a quarter or two, others may require a longer timeframe, like a year. Go one step further by breaking down your overall goal into weekly targets. That way you know what you need to be doing, every step of the way.
An example of a S.M.A.R.T. video marketing goal—one that is specific, measurable, attainable, relevant, and time-bound—might look like this:
We will increase time on page for key pages on our website by 15% this quarter by embedding relevant videos.
2. Create a Video Marketing Strategy Mission Statement
Joe Pulizzi, Founder of the Content Marketing Institute, recommends you start your content marketing strategy with a mission statement. It’s helpful to have one of these for your video strategy too because it gives your team an easy-to-remember purpose to rally around.
Your mission should be a simple, one-line statement that answers the following questions:
What type of video content do you plan to make?
Whether you’re leaning towards educational, entertaining, or a mix, your brand’s expertise and audience needs should determine your approach here.
Who are you making this content for?
Outline your target demographic with as much detail as you can. You can’t create great videos without determining the buyer personas you want to appeal to and their pain points.
What should your audience take away from your videos?
Think about what value your content will add and what tasks or goals it will help your audience accomplish.
In order to justify creating different types of videos (including some that may not be directly related to your product), your business needs to understand why you’re creating video stories, who you want watching your content, and what you’re trying to accomplish.
Your video marketing mission statement should look something like this:
“At (company name), we make (type) video content for (specific buyer personas), so that they (exactly what you want them to do).”
3. Research Your Target Audience for Video
To be successful with video, you first need to know who you actually want watching your content. Defining a target audience—and learning about what they like, what they need, what their pain points are—will help you create video content that connects.
Many marketers seem to share the misconception that if they create a video that doesn’t rake in millions of views, they’ve failed in a major way. Fortunately, this is far from the truth.
While a broad reach can be desirable for B2C companies, things are a bit different in the B2B space. No matter what industry you’re in, recognize that your objectives will differ.
B2B brands often have a harder time developing videos for widespread reach, but don’t get discouraged. Not everyone needs your product or service; that’s why it’s important to attract and maintain the leads worth following up with.
When it comes to your target audience, the more specific the better. It’s okay if your content isn’t interesting to anyone outside of that group; you’re aiming to help viewers self-qualify.
Start by looking at the buyer, customer, and/or user personas your company already has. Research what their video preferences are: Is it a good medium for reaching them? If so, what types of videos work best? Build a profile of your video audience from there.
If you don’t already have personas, now’s the time to create some. Use whatever sources of information are available to you to learn about the people you’re trying to connect with. Include anything about your persona that’s pertinent to your content creation, such as how they learn, what kind of content they prefer to consume, and more.
For a deep dive into other information, you could include, check out HubSpot’s guide to creating buyer personas.
Next, map the buyer’s journey for your product or service so you can identify points where video content can help potential customers move along the path to purchase (and what type of video is best suited for the task at hand).
Think about what different kinds of content might address your personas’ questions at different stages of the buying process. For instance, the video that introduces a persona to your company will be different from the one they’ll need when they’re in consideration mode.
As you move forward with creating new videos, ask yourself every time which persona the content speaks to and at what point in the customer journey.
4. Decide What Kind of Videos You’ll Make
Before you dive in and start filming, you need to figure out what kinds of videos you’re going to make.
Think about what story you want to tell, how you can best do that through video, what video styles and types are best suited to sharing that story, what kinds of videos your target audience likes, and more.
It’s important to consider where the video will fit into your organization’s customer journey and marketing funnel (or flywheel). Remember that your audience will likely need different video types and messages at different points in their journey.
When you’re first getting started, choose a few styles and types of videos to test and see what works and what doesn’t. Depending on the stage of the funnel or flywheel, this may constitute what gets the most reach, what gets the most engagement, or what drives the most leads or conversions.
5. Set a Video Budget
As you make your plan, it’s important to think about what sort of video budget you’ll have to work with. There are a few questions you can ask yourself to get a sense of how much you’ll need to invest or, if your budget is already fixed, how to get the most bang for your buck.
What Types of Videos Do You Want to Create?
Your budget for video really depends on the types of projects you outline in your video strategy. Your finances will often dictate the creative avenues you can explore.
Every production, from live-action to animation, will range in terms of the time and resources required, so there isn’t a definitive answer when it comes to setting a video budget. Whether you aim for polish or gritty authenticity, your production quality and style will also be a factor in the cost and may even impact the number of videos you’re ultimately able to create.
Will You Create Videos Internally or Outsource them to an External Production Company?
B2B marketers cite allocating staff time and resources for video production as a top challenge for creating video, according to a Demand Metric study. This issue inevitably begs the question: “Should we try making videos ourselves or should we enlist the help of a video production company?”
If you plan to produce videos internally, you’ll need to think about who will be responsible for creating them. Will you hire an in-house videographer or a video production team?
A good way to determine which direction is best for your business is to outline your expected output. Across the board, we’re seeing companies of all sizes increase their volume of videos produced.
This chart demonstrates the volume of videos produced by small, medium, and large organizations to help you determine your video marketing strategy
Although large companies continue to be the most prolific creators of the video, companies of all sizes report an increase in overall production volume, according to findings from Demand Metric
Even if you’re not at this level of volume just yet, you’ll have to consider whether you’re creating campaigns (one-off assets) or a program (regularly scheduled videos as part of a cohesive content marketing strategy). This will often make the difference in deciding whether to produce videos in-house or outsource. You’ll want to consider what is reasonable for your company based on your size, the scope of what you’ll need to communicate, and your budget.
While there isn’t a one-size-fits-all approach to video production, there are a lot of companies succeeding with a combination of in-house and production agencies. According to our annual benchmark data, as company size increases, so does the use of external resources for video content creation. Most small and medium companies use exclusively internal resources to produce their video content, while large enterprises are more evenly split between internal, external, or both.
How Much Will It Cost?
Deciding whether you want to produce your videos in-house or outsource them will play a big role in your costs, both per video and for your entire video program.
Video Production Company Costs
When outsourcing your videos, you can expect to go in with a typical budget ranging anywhere from N1.5 million to upwards of N10 million per video asset. This range is pretty standard for a run-of-the-mill explainer video, but again, the budget will change as you opt for higher production values.
Advanced videos with an “advertising look and feel” will range anywhere from N5 million to N20 million for major productions. On average, most budgets for a polished production (the kind that comes equipped with a full production crew) usually land somewhere between N5 million to N15 million.
With these numbers in mind, if you wanted to outsource one basic explainer video per month for a year, you’d be looking at a baseline of around N28 million at the very low end of this spectrum. All video production houses vary. We recommend you call around to get quotes that mesh with your brand’s needs and budget.
In-House Videographer Costs
If you’re looking to go the in-house production route, you’ll likely be looking to invest in your own equipment, train a staff member, or even hire a videographer. Video producers earn N25 million per year on average, according to PayScale.
Whether you hire a dedicated producer or train an existing employee, they should know how to conceptualize, capture, and edit footage from concept to completion (depending on their skill set and experience). You’ll want someone who can break down complex B2B products and work with videos from pre-production to post.
They should be imaginative, good with metaphors, and have a great sense of your target audience. Aim to hire someone with a great sense of timing when it comes to editing and someone who’s talented at directing people in front of the lens.
What Sort of Video Equipment and/or Video Marketing Software Will You Need?
If you plan to go in-house—whether you hire a dedicated person or assign video creation duties to an existing member of your marketing team—you’ll need to think about the nuts and bolts of production.
Even if you keep things pretty basic, you’ll likely still need to invest in some video production equipment. However, this would be a one-time upfront investment. For many companies, deciding to do production in-house often ends up being more cost-effective in the long run.
For traditional, professional video production, you’ll want to consider the following equipment:
Video camera
Tripod
Stabilizer
Lighting equipment (things like lights, light stands, etc.)
Audio equipment (such as a wireless microphone kit)
If you’re thinking of going the smartphone route, think about:
Lighting case (such as a selfie ring light) or clip-on light
Lighting kit
Tripod
Stabilizer
Lens
Microphone
Editing app or software
Looking for specific equipment recommendations for video production? Refer to this content about tools for traditional video production and smartphone video production, or find out what kind of equipment you can get for different budget points.
You should also consider what video marketing software your team will require to edit, organize, manage, host, and analyze your video content. There are a variety of free and paid options including ones created specifically for business use. Do some researches, check out some demos, and determine what best meets your needs.
Do You Want to Hire Actors?
Depending on the story you want to tell, you may be happy with having employees star in your video or you may want to bring in professional actors to play certain parts.
Keep in mind that bringing in actors will increase costs.
If you go the employee-actor route, think about getting release forms set up to ensure you’re legally allowed to use their image. While this may sound intimidating, it’s usually a simple, one-page form.
Some companies even have new hires sign this documentation along with onboarding paperwork. If you plan to make a lot of videos and want employees to feature prominently, you may want to consider something along these lines.
6. Establish Who’s Responsible for Video Creation
Depending on the production quality you’re aiming for and your budget, you might be able to invest in an in-house videographer or a team of marketers dedicated to video. However, you might also be outsourcing content to an agency or production house.
No matter how you’re operating with production, be sure to outline:
Who’s responsible for creative concepts and storyboarding
Who writes the scripts, when needed?
Who gets a say in the content and who’s responsible for final approvals?
Who organizes the logistics of a video shoot?
Who shoots and edits video content?
Who is responsible for distributing the finished videos?
You may also want to define an “editorial board” of major stakeholders who are consulted for input on videos. You definitely want feedback at critical points in the video process, but be mindful of an excess of cooks in the kitchen.
7. Think About Your Video Campaign Strategy
There are two main ways to approach video content and most business’ video strategies will likely involve a combination of both.
First, there’s evergreen, “business as usual” (BAU) content: This could be a regularly scheduled video series, supporting content for core pages of your website, how-to content for support pages, customer testimonial videos, and other video content that has a long shelf life.
Second, there are campaign videos, which usually run for a shorter period of time. These can range from video ads for your business to promote for something your company is doing (such as a new product or a sale) to topical social videos to timely video content that’s seasonal, aligns with a holiday, or hops on a trend. Campaign videos tend to have a shorter shelf life and are often retired after they’ve served their specific purpose.
For each video campaign you tackle, you’ll need to create a video marketing campaign strategy—essentially a mini-version of your main strategy—those answer all of the pertinent questions for the individual campaign. As with your overarching strategy, you’ll need to think about cost, target audience, goals, and more.
The big difference here is timing. This element, while important in your general video strategy, is of the utmost importance for video campaigns. This is because campaigns often rely on timeliness.
How far in advance you begin planning these projects will vary by production house or videographer, but you’ll typically want to book your campaign six to nine weeks in advance of the delivery date. For particularly complex projects, allow 10 to 13 weeks.
Sample Video Production Timeline
In terms of timeline, the breakdown typically goes something like this:
One week to share the brief and research options
One to two weeks for concept development
One to two weeks to lock down the script and pre-production details
One week blocked off for production (most shoots will take one to two days)
Two to three weeks for post-production
Keep in mind that timelines will vary depending on the type of video you’re creating for your campaign. For instance, a basic talking head will take far less time than the average motion graphic video.
Plus, don’t forget to schedule the time you’ll need to plan for distribution and any other elements that may accompany the video in the campaign.
8. Figure Out Where Video Content Will Live
After you’ve accumulated a ton of content, you need to decide where your videos will live on the web and on your site. When releasing any video, it’s critical to leverage multiple distribution channels to maximize reach and engagement.
Channels to consider include:
Multiple pages on your website (blog, a resource hub, product pages, etc.)
Inbound marketing campaigns
Outbound email marketing campaigns
Social media channels (the ones your prospects are present on)
YouTube
Your sales reps
When getting started with video, make a list of the distribution locations that make sense for you. Think about providing a dedicated place where visitors can explore all of your video assets on your own website.
Many major brands now have entire pages on their websites devoted to video. They’re focused on creating a video content hub that will keep potential customers engaged for longer and guide them through their buying journey.
Distribution isn’t the only part of this equation; you also need to determine how you’ll organize, host and manage your video content. When your team has only five videos, this may not seem that important, but it quickly becomes crucial to effective video marketing. And it’s much easier to put a system in place from day one than it is to try to shoehorn things after the fact.
When it comes to video hosting, organizations use either a free, paid, or a combination of both to manage video content. As the volume of video production goes up, so does the need for a more robust online video platform. And those that invest in paid video solutions are more satisfied with their with the value they get from the video.
This chart demonstrates satisfaction in video hosting solutions, an important consideration when developing a video marketing strategy
While free platforms are the most popular video hosting solution, it’s common for organizations to use both free and paid business platforms. According to findings from Demand Metric, those who report using a paid hosting solution for business as a stand-alone solution or in conjunction with a free platform have higher satisfaction levels.
9. Measure Your Performance
In the same way you track key performance indicators (KPIs) for written content, you need to produce, release, then review your video’s engagement data to justify your investment in video and to understand how well you’re performing. In fact, video analytics rank as the number one online video platform feature for businesses.
Metrics might still be a scary word, but the video is actually easier to track and measure than you might think. You can get detailed viewing data with the help of an online video platform.
We’ll get into video performance in more depth later on, but here’s an overview of some metrics you should track for each video campaign you release:
Number of Views and Unique Viewers: While this won’t be a measure of success on its own, it will help you understand if your distribution strategy is working
Attention Span and Drop-Off Rates: Does more than 60% of your audience make it to the end of your videos on average?
Click-Through Rates: Split test the results for email content with and without video content.
Demand Generation: Number of new leads and opportunities generated as a result of watching the video or how a video is influencing pipeline and revenue
Content Consumption: How many videos do individual leads watch in a day? A week? A month?
This step in your video marketing strategy is to determine how you’ll collect this critical information (usually done with the help of the online video platform of your choice).
Once you have a set strategy, you’ll be able to see how your video content aligns with your business objectives and start using assets more effectively.
Conclusion
Use this data to create a more detailed strategy next time around so you can set up any future marketing videos you create for success.
Time to Get Started!
The growth of video marketing is presenting a unique opportunity for brands like yours. As consumers continue to prefer video to other forms of content, they’re now expecting brands of every size and in every industry to connect with them using video. Platforms are increasingly prioritizing video content, and even new devices like phones and tablets are more video ready than ever before. That means you have to take full advantage of this amazing marketing tool to be competitive. The longer you wait, the more customers you’ll lose.
Take a look at some of our favourite brand video examples!
Luckily, it’s easier now to create a beautiful short video. You can hire experienced freelancers at the drop of a dime, or hire an agency that’ll handle everything for you with no stress. Plus, the cost of producing a video is low, so you don’t have to worry about breaking the bank to create a branded video you’ll love.
Overwhelmed? Trust us, it’s a lot to take in. But this outline should be your first step toward an effective and profitable video marketing strategy that’ll change the way your company looks at video marketing coming this new year 2022.
So, what are you waiting for?
Kenneth Horsfall is the creative director and founder of K.S. Kennysoft Studios Production Ltd fondly called Kennysoft STUDIOs, a Nigerian Video and Animation Production Studio. He is also the founder and lead instructor at Kennysoft Film Academy and can be reached via di******@*************io.com
Feature/OPED
GLO@23: How Billionaire Otunba Mike Adenuga Built a Telecom Empire That Refuses to Sell Out
By Bodex Hungbo
In a corporate world where corporate giants regularly swap boardrooms like trading cards and sell off equity at the first sign of volatility, one legendary tycoon continues to prove that absolute control is the ultimate power move. That man is Otunba Mike Adenuga Jr., the visionary billionaire whose dense belief in indigenous enterprise gave birth to Globacom, the telecom powerhouse affectionately known across the continent as Glo.
As Globacom marks a monumental 23-year milestone, the spotlight shines brightly not only on the company’s extraordinary ascent, but on the enduring legacy of its founder. Adenuga stands as the only Nigerian to establish, nurture, and retain 100% sole ownership of a national telecommunications network; one that has evolved into one of Africa’s most recognisable, resilient, and influential brands.
While rival networks scrambled through endless corporate restructuring, foreign buyouts, hostile takeovers, and high-stakes rebrandings, “The Bull” pulled off what many in international finance considered impossible: holding complete control of Nigeria’s proudest homegrown tech giant for over two decades without surrendering a single inch of authority.
From the very beginning, Adenuga refused to follow the standard playbook written by foreign multinationals. When Globacom officially launched in August 2003, the market was heavily dominated by well-funded international operators who insisted that certain consumer-friendly models were economically impossible in Africa. Sceptics openly declared that a wholly indigenous, single-owner startup could never go toe-to-toe with established global giants.
Adenuga didn’t just compete; he single-handedly revolutionised the entire landscape.
At a time when competitors claimed that charging consumers per second rather than per minute was technically unfeasible, Glo introduced per-second billing on day one. By charging 1 kobo per second, Globacom shattered the status quo overnight, forcing the entire telecom industry to follow suit. That single disruptive move democratised mobile access, saved everyday Nigerians billions of Naira, and transformed mobile phones from luxury items for the elite into essential tools for the masses.
Adenuga’s commitment to self-reliance went far beyond marketing strategies; it was backed by monumental capital investments in hard infrastructure. To ensure that Glo would never be beholden to external actors, he funded game-changing projects directly from his own vision and capital.
Chief among these milestones was the construction of Glo-1, a multi-million-dollar, high-capacity submarine fibre-optic cable stretching over 9,800 kilometres directly from the United Kingdom to Nigeria. Single-handedly funded without taking a single dollar in foreign equity, Glo-1 provided West Africa with unprecedented broadband capacity, drastically improving internet speeds, powering corporate enterprises, and anchoring the region’s digital economy.
Alongside this undersea marvel, Globacom built an extensive terrestrial fibre-optic backbone across Nigeria, expanding coverage into underserved rural communities and providing the critical pipeline for modern data services, mobile banking, and digital commerce.
The fierce independence that defines Globacom is a direct reflection of its founder’s personal journey. Adenuga’s rise is the ultimate story of relentless African grit. Long before he was dubbed “The Bull” of African commerce, a young Adenuga drove taxis and worked security jobs in the United States to pay his way through university.
Returning to Nigeria with a sharp mind and an insatiable work ethic, he built his fortune brick by brick. He conquered hard commodities, established a presence in oil and gas with Conoil, mastered corporate banking, and ultimately turned his sight toward telecommunications. Every venture was driven by the same philosophy: absolute dedication, hands-on execution, and a fierce refusal to settle for second best.
Despite commanding a multi-billion-dollar fortune, Adenuga remains famously reclusive. Operating largely away from public cameras and party circuits, he chooses to let his work speak for him. His quiet philanthropy, strategic investments, and relentless job creation have lifted thousands of families and injected vital energy into the broader West African economy.
Beyond cell towers and fibre-optic lines, Globacom transformed itself into an iconic symbol of African pride. Recognising the power of local culture long before global streaming platforms arrived, Adenuga turned Glo into the largest single corporate promoter of African entertainment and sports.
Glo flooded the creative industry with record-breaking sponsorship deals and endorsements, signing Nollywood legends, musical powerhouses, and sports heroes as brand ambassadors. From sponsoring the prestigious CAF African Footballer of the Year Awards and the Nigerian Premier League to funding cultural festivals, comedy tours, and reality shows, Glo actively elevated African talent to global prominence.
Through these cultural investments, the brand cultivated an emotional connection with millions of subscribers, proving that an African brand could stand tall, celebrate its heritage, and deliver world-class service without losing its soul.
Industry analysts frequently cite Globacom as more than just a corporate success; it is an enduring case study in what happens when visionary local leadership is matched with long-term capital and solid determination. Over 23 years, Glo has weathered fierce market competition, rapid technological transitions from 2G to 5G, and volatile macroeconomic shifts, all while maintaining its position at the top tier of African telecommunications.
As customers, industry leaders, and well-wishers celebrate GLO@23, the milestone serves as a powerful tribute to a titan who dared to build on his own terms.
Today, Globacom isn’t merely a telecom network; it stands as living proof of African capability, self-determination, and industrial excellence. As the green network prepares for its next era of digital expansion, artificial intelligence integration, and next-generation connectivity, one truth remains crystal clear across Africa’s business landscape: The Bull is still on the throne, and his legacy is built to last.
Feature/OPED
The Risk of Calling Alex Otti ‘Another Sam Mbakwe’
By Blaise Udunze
Do you know that history rarely produces leaders whose names become synonymous with development? In Nigeria’s post-independence political history, only a few governors have achieved that distinction. And, among them stands Dee Sam Mbakwe, whose tenure as Governor of the old Imo State between 1979 and 1983 permanently and to date altered public expectations of what purposeful leadership could accomplish.
One outstanding fact that can’t be erased is that even more than four decades after leaving office, Mbakwe’s name remains shorthand for visionary governance. It has been on record that across today’s Imo, Abia, Ebonyi and parts of Rivers State, the territories carved out of the old Imo State, roads, educational institutions, hospitals and industrial estates associated with his administration still shape public memory to date. His lasting and enduring legacy demonstrates an important principle that visibly shows that governments are remembered less for political speeches or white elephant projects in print than for institutions and infrastructure that survive them.
Today, a similar conversation is unfolding in Abia State. Governor Alex Otti, now in the middle of his first term, is increasingly being compared with the legendary Mbakwe. While noting that it is not a risk, such comparisons should neither be dismissed as political enthusiasm nor accepted as settled history. They deserve careful examination through the lens of governance, economics and institutional transformation. History ultimately rewards evidence, not sentiment.
The more important and inevitable question, therefore, is whether Abia is merely experiencing another burst of public infrastructure or whether it is witnessing the emergence of a developmental state that is strongly built and anchored on long-term economic transformation because the distinction truly matters.
Apt attention is drawn to the view that development economists have long argued that sustained economic growth depends not on isolated projects but on complementary investments in infrastructure, energy, institutions, human capital and productive enterprise. Roads without electricity rarely attract industries. Schools without jobs encourage migration. Fiscal discipline without investment suppresses growth. Successful governments integrate these sectors into a coherent development strategy.
Measured against this framework, Otti’s administration appears to be pursuing something more ambitious than conventional public works.
For decades, the majority of those in the know and who have visited could attest that Abia’s deteriorating road network represented the visible face of state failure. Aba, once known as the commercial heartbeat of the South-East and also one of Africa’s largest clusters of small and medium-scale manufacturers, gradually lost competitiveness as logistics costs rose and businesses struggled with decaying infrastructure.
Economic theory is unequivocal in that infrastructure reduces transaction costs, improves productivity and attracts private investment.
Recognising this reality, the Otti administration has made infrastructure renewal its most visible priority. By its third anniversary, the government reported completing more than 414 road projects covering over 860 kilometres, including strategic economic corridors such as Port Harcourt Road, Ohanku Road, Aguiyi Ironsi Boulevard, Omenuko Bridge and numerous urban and rural link roads.
The significance extends beyond asphalt. This is to say that every rehabilitated road lowers transport costs, improves market access, reduces vehicle operating expenses and enhances the competitiveness of manufacturers, traders and farmers. There must be an understanding that infrastructure, in this context, becomes an economic policy rather than merely a construction programme.
The symbolism of these projects recalls Sam Mbakwe’s philosophy that public works should stimulate production rather than merely create political visibility. Like Mbakwe, Otti appears to recognise that infrastructure is not an end in itself but the foundation upon which economic prosperity is built.
If roads defined Mbakwe’s administration, reliable electricity may ultimately define Otti’s.
Few constraints have damaged Nigeria’s industrial competitiveness more than unreliable power supply. Recognising this, the administration has leveraged the Aba Integrated Power Project developed by Professor Barth Nnaji’s Geometric Power as a catalyst for wider economic transformation.
It is worth noting that Governor Otti has openly acknowledged that more reliable electricity provided the confidence to introduce electric buses into Abia’s transportation system, describing Geometric Power as “a landmark investment” that lays the foundation for industrial growth, energy security, and cleaner transportation. Hence, it has become the goose that lays the golden eggs, as his admission is significant because it demonstrates an understanding that electricity is not merely a utility but an engine of economic growth.
Development is rarely driven by isolated projects. It occurs when infrastructure complements infrastructure. Electricity powers factories. Roads move goods. Efficient transportation expands labour mobility. Water improves public health. Digital infrastructure attracts investment. Together, they create an ecosystem capable of sustaining economic growth.
Professor Barth Nnaji’s disclosure adds another historical dimension to this story. Long before entering politics, Alex Otti played a critical role in securing financing for the Geometric Power Project during his banking career at First Bank and later Diamond Bank. He also helped facilitate the restructuring of the project’s foreign currency obligations from dollars to naira. This continuity suggests that Otti’s commitment to industrial infrastructure predates his governorship. Unlike politicians who discover development after assuming office, his engagement with productive investments appears rooted in decades of experience within Nigeria’s financial system.
One of the enduring criticisms of many Nigerian states is their dependence on monthly allocations from the Federation Account Allocation Committee (FAAC), with limited attention paid to expanding internally generated economic activity. Sam Mbakwe challenged that model through industrial estates and productive public investments.
Otti appears to be pursuing a twenty-first-century version of the same philosophy.
The proposed $145 million solar manufacturing plant in Isiala Ngwa South, government support for Ultimum Limited’s multimillion-dollar beverage manufacturing facility, efforts to operationalise the long-delayed Isiala Ngwa Inland Dry Port and continued urban renewal in Aba all point towards an economy increasingly oriented towards production rather than consumption.
These initiatives matter because investment decisions respond to confidence. Capital flows where infrastructure is reliable, institutions are predictable, and governments demonstrate policy consistency. Every new factory expands employment. Every logistics hub reduces business costs. Every industrial investment broadens the state’s future tax base. This is how economies become less dependent on federal allocations and more reliant on productive enterprise.
Modern development extends beyond physical infrastructure. Recognising this reality, the administration has invested in healthcare, expanded educational reforms, upgraded public hospitals, recruited teachers and healthcare personnel and partnered with the Federal Government, the United Nations Development Programme (UNDP) and TETFund to establish Nigeria’s first Manufacturing Technology University Innovation Pod at Michael Okpara University of Agriculture, Umudike.
The symbolism is significant. While Mbakwe built institutions for an industrial economy, Otti appears to be preparing Abia for an innovation-driven economy where manufacturing increasingly depends on technology, research and advanced skills. Development today requires not only roads and bridges but also intellectual infrastructure.
Beyond healthcare and education, the rehabilitation of the Ubakala and Ariaria Water Schemes underscores the administration’s recognition that access to potable water remains a critical driver of public health and productivity. Likewise, it would be said that the rollout of electric buses, commissioned by the Director-General of the World Trade Organisation, Dr Ngozi Okonjo-Iweala, represents an early attempt to align Abia’s transportation system with global trends in sustainable urban mobility. The basic fact is that these initiatives reinforce the idea that development is most effective when sectors are integrated rather than treated as isolated government programmes, which has been a norm with many states.
Perhaps the least visible but most consequential reform lies in governance itself.
Markets respond not merely to infrastructure but to credibility. Businesses invest where contracts are respected. Banks lend where institutions function. Citizens willingly pay taxes where governments deliver services.
Against this backdrop, efforts to improve fiscal discipline, reduce inherited liabilities, clear more than N40 billion in salary and pension arrears, strengthen transparency and restore confidence in public administration become economic reforms in their own right.
Governance is itself infrastructure. It lowers uncertainty, attracts investment, encourages entrepreneurship and expands opportunity.
One cannot overlook the growing external validation of Abia’s transformation. Members of the Presidency’s Renewed Hope Media Team, after touring projects across the state, publicly acknowledged the scale of infrastructural renewal taking place. The willingness of investors to commit $145 million to a solar manufacturing facility, the collaboration between the Abia State Government, the Federal Government, UNDP and TETFund on innovation projects, and ongoing discussions around the Abia International Airport all point to increasing confidence in the state’s development trajectory.
This matters because no state government possesses sufficient resources to finance development alone; as such, partnerships also come to the rescue. Sustainable economic transformation depends on attracting private investment, fostering productive partnerships and creating an enabling environment where businesses can flourish and remain sustainable.
Notwithstanding, understand that comparisons with Sam Mbakwe should be aptly approached with caution. History has already delivered its verdict on Mbakwe, and there must be this understanding that his reputation has endured because successive generations continued to experience the value of the infrastructure and institutions he built.
Alex Otti’s story is still being written. Many flagship projects remain under construction. The proposed Abia International Airport, the planned FIFA-standard stadium in Aba, the expansion of industrial clusters, the operationalisation of the Isiala Ngwa Inland Dry Port and other strategic initiatives must ultimately translate into measurable improvements in economic performance.
The true indicators of success will not simply be kilometres of roads completed or projects commissioned. They will include higher internally generated revenue, increased private investment, expanded manufacturing output, lower unemployment, stronger small and medium-sized enterprises, improved educational outcomes, wider healthcare access, increased exports and rising household incomes.
These are the metrics that distinguish transformational governance from routine administration.
Nigeria has never lacked development plans. What it has often lacked is disciplined execution.
Sam Mbakwe demonstrated that purposeful leadership could transform public expectations even within a single tenure. Alex Otti appears to be pursuing a similar path under far more difficult macroeconomic conditions characterised by high inflation, fiscal constraints, exchange-rate volatility, elevated public debt and heightened public scrutiny.
Whether he ultimately joins the ranks of Nigeria’s truly transformational governors will depend less on today’s commendations than on tomorrow’s outcomes.
If the institutions being built endure, if industries expand, if investors continue to choose Abia, if innovation flourishes and if ordinary citizens experience sustained improvements in their quality of life, history may indeed place Alex Otti alongside Sam Mbakwe.
For history has always reserved its highest honours not for politicians who merely won elections, but for leaders who fundamentally changed the economic destiny of their people.
Blaise, a journalist and PR professional, writes from Lagos and can be reached via: bl***********@***il.com
Feature/OPED
The Kaduna Peace Model, HURIWA and Northern Governors: Promise, Proof or Anagnorisis?
By Sani Abdulrazak, PhD
The fundamentality of securing our lives and property, especially in Northern Nigeria, cannot be overemphasised. Any other responsibility comes after this for a responsible government. Sadly, for close to two decades, Northern Nigeria has been a gallows of despair, rape, and death. From banditry and freelance killings that scratch, pierce, and are ruining the North West, to the bloody insurgency that barks and bites in the North East, to farmers-herder conflicts in the North Central, leaving behind a scorching trail of rancour and sorrow of unimaginable proportion for millions, Kaduna State was one of the worst-hit states in terms of banditry and kidnappings, ethno-religious conflicts, and freelance killings.
But in the last three years, the state has metamorphosed into one of the most peaceful in the region via the Kaduna Peace Model. More so, the recent endorsement of the Kaduna Peace Model by the Human Rights Writers Association of Nigeria (HURIWA) deserves thoughtful examination rather than unquestioning acceptance. HURIWA’s position has brought renewed attention to Kaduna State’s approach to conflict management and peacebuilding. The endorsement raises an important policy question: Has Kaduna developed a governance model capable of reducing conflict in a sustainable manner, and if so, why have other northern states not moved to adapt it? These questions deserve answers rooted in facts rather than political loyalties.
The phrase “Kaduna Peace Model” does not point to or refer to a single law, policy document, or institutional framework. Rather, it describes an evolving approach that combines conventional security operations with community engagement, dialogue among stakeholders, collaboration with traditional and religious institutions, support for security agencies, conflict mediation, and development interventions in communities affected by violence. Instead of relying exclusively on military responses, the approach seeks to address some of the social and political conditions that often sustain insecurity. Whether this amounts to a distinct governance model remains open to debate. Nevertheless, it reflects a broader understanding that lasting peace requires more than the deployment of armed personnel. Security may suppress violence temporarily, but durable peace depends equally on trust, inclusion, justice, and economic opportunity.
The next question is unavoidable: Has the approach worked?
The evidence suggests that Kaduna today presents a different security picture from that of three years ago, although not an entirely peaceful one. Around 2023, the state remained one of Nigeria’s most violence-affected regions. Conflict trackers documented frequent attacks, kidnappings, and communal violence, with 85 recorded conflict incidents resulting in 261 fatalities in the final quarter of 2023 alone. Entire communities lived under constant fear, farming activities were disrupted in several local government areas, and many roads within the state became synonymous with insecurity.
Recent years, however, indicate a significant degree of improvement in almost all parts of the state. Some communities have resumed agricultural activities, commercial movement has improved along previously troubled corridors, and government engagement with local communities has become more visible. These developments suggest that violence has, in almost all areas of the state, reduced in intensity. Yet such observations should not be mistaken for a declaration of victory.
A meaningful assessment, however, goes beyond casualty figures alone. It must also consider whether displaced persons have returned home, whether schools operate without interruption, whether farmers cultivate their lands without fear, whether markets function normally, and whether citizens genuinely perceive improvements in their daily security. Peace, as we know it, is not merely the absence of gunfire; it is the restoration of ordinary life.
It is within this context that HURIWA’s endorsement should be understood.
Civil society organisations play an important role in recognising promising governance practices, encouraging innovation, and stimulating public debate. Their endorsements can influence policy conversations and encourage governments to learn from one another. However, endorsements are neither official certifications nor substitutes for independent evaluation. Every governance model, regardless of who praises it, must remain open to scrutiny, evidence, and continuous improvement.
The larger question, therefore, is whether the Kaduna experience can be replicated elsewhere across Northern Nigeria.
It is a fact that certain principles underlying the Kaduna approach are broadly applicable. Community dialogue, cooperation between government and traditional institutions, investment in local peacebuilding, and stronger collaboration with security agencies are strategies that have relevance beyond Kaduna’s borders. But due to the non-uniformity and complexity of the hydra-headed nature of insecurity across Northern Nigeria, it becomes almost impossible for the model to work across the whole of Northern Nigeria. The security dynamics of Kaduna differ from those of Zamfara, Katsina, Sokoto, Niger, Benue, Plateau, or Borno. Banditry, communal conflicts, terrorism, farmer-herder disputes, and transnational criminal networks vary significantly in their causes and manifestations. A strategy that succeeds in one environment cannot simply be copied into another without adjustment.
This probably explains why other northern governors have not simply adopted what is popularly described as the Kaduna Peace Model. Effective governance is context-specific. Every state possesses different demographic realities, institutional capacities, historical grievances, and security challenges. Replication without adaptation risks producing disappointing outcomes. If northern states are to draw lessons from Kaduna’s experience, several adjustments are necessary. Independent conflict assessments should precede policy adoption. Local governments must become stronger partners in peacebuilding. Traditional and religious leaders should be integrated into structured dialogue mechanisms rather than informal consultations alone. Reliable security data should guide decision-making, while transparent monitoring systems should measure outcomes beyond political narratives. Economic recovery, youth employment, and access to justice must complement security interventions if peace is to endure.
Despite its widely acknowledged contributions to reducing insecurity and fostering dialogue over the past three years, the Kaduna Peace Model is not without significant shortcomings. One of its most notable weaknesses is the absence of a clearly documented framework that defines its philosophy, guiding principles, operational structure, implementation strategy, monitoring indicators, and evaluation mechanisms. Consequently, much of what is described as the “Kaduna Peace Model” exists in practice rather than in a codified, replicable document, making independent assessment, institutional continuity, and adaptation by other jurisdictions difficult. Furthermore, the model remains heavily dependent on the commitment of the incumbent political leadership, raising concerns about its sustainability beyond the current administration. While it has contributed to stabilising many communities, it has yet to comprehensively address the underlying structural drivers of conflict, including competition over natural resources and historical grievances, and questions persist regarding transparency, measurable performance indicators, accountability, and the extent of participation by women, youth, victims, and other marginalised groups. These limitations suggest that although the model has demonstrated practical value, its long-term effectiveness would be strengthened through formal documentation, institutionalisation, a robust implementation framework, and regular independent evaluation.
Possibly the greatest lesson from Kaduna is not that it has discovered a perfect formula for peace. No society has. Rather, it demonstrates that conflict management increasingly demands governance approaches that extend beyond military deployments alone. Therefore, HURIWA’s endorsement should not be viewed as the conclusion of the conversation but as its beginning. Whether the Kaduna Peace Model becomes a genuine reference point for other states will depend less on public commendation than on rigorous evidence, independent evaluation, and its ability to produce durable improvements in the lives of ordinary citizens.
In governance, therefore, the true measure of peace is not the number of endorsements the Kaduna Peace Model receives. It is the number of lives it has protected, the communities restored, and the confidence with which citizens wake each morning believing that tomorrow will be safer than yesterday.
Sani Abdulrazak, PhD, is a writer, researcher and public affairs analyst based in Zaria, Kaduna State




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