advertising proposal-dpm12

8/7/2019 ADVERTISING PROPOSAL-DPM12

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PICK PIC

AN ADVERTISING PROPOSAL BY;

HOMEBOYS CHIQ MEDIA

The generation Y experts

July 19, 2010,

Homeboys Chiq Media

A Division of Homeboys Entertainmentwww.homeboys.co.keAmbar house, 4th Floor

Baricho Road

Tel +254-020-553943, 721-765087

Fax +254-020-67928Email [email protected]

P.O Box 24678-00100

Nairobi Kenya


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Client Information:

Pioneer international college

www.pioneercollege.ac.ke

Tel +254-020-979076, 734-785989

Fax +254-020-45378

Email info@ pioneercollege.ac.ke

P.O Box 84578-00300

Muranga Road

Nairobi Kenya

Primary contact person:

Ms Edna Katuku

Marketing director

Cell: 0752 567874

PROJECT:

Pick PIC

Pioneer international college expo

2010 Advertising Campaign


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TABLE OF CONTENTS

I. Key Recommendations..4

II. Client Objectives...5

III. Target Market......6

IV. General Campaign Strategy.....7

V. Agency Capabilities...9

VI. Work schedule.10

VII. Budget.....11

VIII. Acceptance form....12

IX. Appendix...13

1. List of clients.....14

2. Resumes of key personnel.....15

3. Ad sample briefs and copies..16


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Key Recommendations

After an assessment of your objectives and resources, we have formulated the following

set of recommendations in order to increase the number of participants as well as enrollments

during the 2010 fair in October. Our recommendations to launch the campaign listed below

reflect the results of multiple market research studies and the advice of experts in the advertising

industry. Based on your estimated budget of 1,000,000 Ksh, we propose using the following

media

A. Online Advertising

1. Creating viral campaigns from July

2. Creating a Facebook contest in September

B. In-transit advertising

1. Adding slots in all our street mix-tapes from July to September

C. Print advertisements

1. Running an Ad in the insider magazine from August to September

D. Radio advertisement

1. Placing clips on radio first week of October


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Client Objectives

Based on our initial meeting on May 23, 2010, we learned about your overall objectives

for the 2010 college expo as well as the purpose for developing new advertising strategies. After

gaining a better understanding of your goals, we worked to establish quantitative standards by

which to evaluate the success of the campaign. As a result, the following two objectives now

appear more explicit and measurable.

By observing the number of new participants, you will be able to track the progress

towards the primary objective in October. The secondary goal, however, will require a longer

period of time to evaluate the number of those who enroll for intakes are due in 2011

The objectives (ranked in order of importance) are:

1. To raise the total number of attendants for the annual college fair by 3,500 from the 1,500

participants in 2009 to 5,000 participants in 2010.

2. From the expo attendance translate 40% into enrollments for the 2011 intakes.

With these objectives in place, we built our recommendations in order to increase

attendance as well as the likeliness to enroll on attendance. Furthermore, our objectives will

guide us to emphasize on the positive aspects of the PIC experience and culture both for the

information sharing expo and actual learning as relevant to our target audience.


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Target Market

The target market in your case is easy to define. We are looking at 17-20 year olds. They

are mostly a product of their age. Truly generation Y; they crave instant things and tend to be

impatient. The rural-urban divide is not as huge compared to earlier days. They value choice and

are hungry for new experiences. On the positive they are more in touch with the inner self, and

tech savvy from earlier age. They love being in control of their own life.

For PIC the young urbanite is the most likely client. Before finishing school this typical

youth already has an e-mail address, has a Facebook page, and is very image conscious. Some

already own phones, a majority are huge music fans, and the limited TV they watch is limited to

music and soap operas. Whether its Christian or secular, they attend events, and make efforts to

stay updated on showbiz as suits their interest. This is the average with slight variation

depending on neighborhood.

Based on this we have derived the following table that shows the relative size of these

segments to whom which we have designed our advertisements.

Nairobi residents Phone ownership Internet access

80% 40% 60%

General Campaign Strategy


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During the initial client-agency meeting, we learned about your targeting of fresh high

school graduates for the college expo as it gave you a head start in being top of the mind

college once its time to make the decision.

In crafting this advertising campaign, we evaluated the target markets characteristics to

determine what approach would most appeal to them and more importantly, elicit action from

them. Based on our findings, we drew upon four basic approaches to develop our advertisements

informational, interactive, influential, and emotional.

Based on your unique needs we have designed a campaign that effectively reaches this

target group both in and out of school. There a four components to the campaign;

1. Raising general PIC awareness using programmes in our portfolio that reach the target

group. In particular the street mix-tapes which are distributed to Matatus on all Nairobi

routes from July through to September

2. Leveraging the 200,000 plus fans on our Facebook page and e-mail list, and partner

websites to run viral campaigns and a scholarship contest which have the potential of

reaching over 1,000,000 people.

3. Running Ads in the September - October editions of the insider magazines

4. Running radio Ads on week preceding the college Expo

Our target rarely consumes mainstream media. And when it does it is very selective, not

removing their finger from the remote control. This limits the extent to which they can be

reached by traditional media which is also very expensive and with your budget, out of reach.

The plan therefore is to reach them where they are in a manner they want. They love music,

they look up to local celebrities, and they are active online. These three rationalize this

campaign.

The media plan is indicated below:


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July August September October

Mix-tapes

Web-based

Insider

magazine

Radio

Agency Capabilities

Homeboys is the premier entertainment brand in the country. Every young urbanite

knows us. Our stable includes Homeboys radio, Homeboys live gigs, H2O, Homeboys DJ


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academy, Homeboys rugby, Homeboys studio, and Homeboys talent management. Added to this

there are over 50 DJs and VJs, doing shows in clubs, and other radio and TV stations.

We understand the young person because we have been entertaining him in Nairobi for

over 20 years. Every month Steadman (Synovate research Inc) estimates that we reach over 40%

of Nairobians aged 15-32 and other companies like Safaricom have engaged us with amazing

results. (See appendixes; list of other clients, the Synovate Homeboys report Feb 2010,)

We are the only agency with dedicated platforms that target the young person exclusively

and have built our capacity in it over the last 4 years. We use alternative media that is cheap,

interactive and engaging. When it comes to reaching the real generation Y target, we are not only

the best, but the ONLY option.

In summary;

1. Our youth database has over 500,000 young people in Nairobi

2. Our mix-tapes are played in over 300 matatus, for over 5 hours every day in Nairobi

alone

3. Our Facebook page gets over a million hits on a typical day

4. The insider magazine is the most read magazine by high school students in Nairobi

5. Through our partners we can offer clients celebrity endorsements, quality audio and

video production, and creative services.

Campaign schedule


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We present here a brief timeline summarizing our agencys developmental process for this

advertisement campaign. We have created it to accommodate any obstacles or emergencies that

could arise.

Description Date

1 Designing the first mix-tape ads, producing a master, production and

distribution

July

2 Designing web banners and placing them July-

August

3 Buying space from partners sites July-

August

4 Designing the second mix-tape ads, producing a master, production and

distribution

August

5 Setting up the Facebook contest July-

August

6 Designing and setting off the e-mail viral July-

August

7 Designing the insider Ad, August

8 Designing the third mix-tape ads, producing a master, production and

distribution

September

9 Developing the copy for the radio Ad August

1

0

Acquiring spots in partner media houses August

PS: The specific timelines are in the attached specific briefs for each of the advertisements.

Budget

Below is the cost structure for our proposed media plan:

Description other Quantity and duration cost

Web banners 1 @ homeboys.co.ke 5 banners in total, 200,000


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1 @ theinsyder.com

1 @ zuqa

others

different sizes,

running for 2 months

mix-tapes 1500 250,000

Gift items Phones, airtime, mp3players, rugby shirts,

hampers

Different based onmedia and timing

100,000

Insider magazine Ad page, full color 2 months 150,000

Radio Ads 60 secs, 30 spots in 4

stations

1 week 400,000

Total 1,000,000

Each includes the cost of creative design, production, placement, and our fee

Acceptance form;

Homeboys Chic Media is committed to ensuring your satisfaction with our services. To

retain the services of Homeboys Chic Media please sign, date and return this page of the contract

with payment according to the following payment structure below.

This package consists of a distribution of spot placements during times stated above.

These placements will run at some point during the time blocks noted above at the discretion of


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the network. If spots are missed Homeboys Chic Media will make the spot up with an equal

show on or before three weeks after the campaign ends.

Homeboys Chic Media will actively manage the campaign and make every effort to have

the commercials run on favorable shows for your product. Homeboys Chic Media will provide

the client with weekly reports outlining the progress of the campaign from a historical

perspective. Reports will include detailed data on the times and shows that commercials ran.

Our success depends on your success and our staff is committed to representing your

interests to maximize the efficiency of your campaign. We at Homeboys Chic Media, look

forward to serving you and helping you make the most of your advertising dollars.

Payment Schedule

Payment schedule

300,000 due/= Ksh 4/1/07

300,000 due/= Ksh 7/15/08

6,000,000/= Ksh due 9/1/10

___________________________________________________________________

Homeboys Chic Media. charges a 3% service charge per month on all payments more than 10

days late.

Comments: _____Please sign and fax to with payment according to Schedule to +254-020-67928

Signed __________________________ Signed ___________________________

Representative Homeboys Chic Media.

Date _________________________ Date ____________________________

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