1

A MEDIA CAMPAIGN TO INCREASE 1 FM’S LISTENERSHIP AND CUSTOMER BASE.

2

MEDIA OBJECTIVES

Use of alternative media during the campaign.

The campaign should take a stipulated time frame of 3

months;

The campaign should reach 60% of the targeted audience;

Increase listenership from 7%-10% of the Kenyan urban

youth;

3

MEDIA STRATEGY

This campaign will go through a cycle of 3 stages:

Buzz Stage;

Growth Stage;

Optimum Stage.

4

PRE-TESTING RESEARCH

Main purpose of testing is to ensure that the final creative work meets the

objectives’ needs.

Methods are either qualitative or quantitative;

It’s used to gauge the response of the

audience and support campaign

development;

5

6

MEDIA PLAN CONT’D

• The media budget- Kshs. 900,000

• Time-Frame- 3months

• Target Market- Urban Kenyan Youth

• Location- Nairobi

7

TYPE OF MEDIA BEING USED

ONLINE: Blogs; Electronic magazines(E-zine); Social Media;

VISUAL AIDS: LED displays; Holographic ads;

DIRECT MARKETING: Promotions

PRINT MEDIA: Posters

RADIO MEDIA

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Online Media

9

Visual Aids

10

PERIPHERAL MEDIA

Used to further intrigue the target audience to 1FM.

How?- Events, Call-in competitions, Block parties, etc.

11

MEDIA SCHEDULEMEDIUMAdvertising

Week 1

Week 2 Week 3

Week 4

Week 1

Week 2

Week 3 Week 4

Week 1

Week 2

Week 3

Week 4

blogs 1FM website

E-wamathai

Nancie Mwai

E-magazines Kasha Magazine

Varsity Phunk

visual ads holographic ads (Kenyatta avenue)

LED displays(westlands rnd abt)

Jogoo rd

Langata highway

Uhuru highway

Kimathi str intsct

Thika road(near Roasters)

Ngong’ road(posta)

Social media facebook

twitter

radio 1FM DRIVE

KABLA KLUB

SATURDAY 1 MIX

posters

Promotion

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AFTERMATH OF MEDIA CAMPAIGN