oam brk marketing execution of brand awareness campaign draft (3)-06-nov14

PLANNING & EXECUTING A MARKETING CAMPAIGN

PEOPLE

RENTERSDEVELOPERS

BUYERS SELLER

PROPERTY OWNERS

AGENTS

WHAT IS OUR BUSINESS ABOUT?

show case more unique properties host more people who are shopping

for properties

Happy PEOPLE make us the Nr. 1 property site which simply means we:

PEOPLE

INCREASE TRAFFIC BY 50%(130k to 195k)

VALUE

NR. 1 PROPERTY PORTAL CONVENEIENT

VISIBILITY

CREDIBILITY

WHAT IS OUR GOAL?

HOW DO WE ACHIEVE THIS?

RESEARCH• Competitive review• Digital landscape• Dipstick interviews

COMPETITIVE REVIEW

THE KENYA DIGITAL LANDSCAPE

Population of Kenya

Kenyan’s access the internet

Cell Phone Subscribers

Smart Phones

5M+ 45M

30M+ 19.6M

4MUsers

0.8M Users

4MUsers

3.5M Users

www.pwc/com/ke

“The number of Smart Phone Connections is expected to grow on an average of 40% per year between now and 2017”

“Data Revenues grew by 42% year on year in 2012”

QUICK DIPSTICK …….

How do you search or find your property?

Do you use Buyrentkenya?

Are you currently renting? Or do you own your own property?

Have you heard of buyrentkenya?

Do you know what buyrentkenya does?

What do you think of the name buyrentkenya?

RESPONSES

I usually use the newspaper, my pal, property magazine

I rent my property But don’t have time to keep searching when rent goes up to find new digs!

I know what they do they are a real estate agency!

Yes, but I need more leads

I the name buyrentkenya?

Yes I’ve heard of buyrentkenya

STRATEGY-

STRUCTURING OUR CAMPAIGN

OUR STRATEGY PILLARS

CREATE A SINGLE IDEA

TO GUIDE THE BRAND TO SUCCESS

CREATE ADAPTIVE

BRAND PROPERTIES

ACTIVATE EVERYWHERE

THROUGH A BRAND WORLD

SINGLE AGREED STRATEGY

VISUAL BRAND IDENTITY

BRAND BEHAVIOUR

SINGLE AGREED STRATEGY- TRIANGLE OF TRUTH

HUMAN TRUTH“When I go online I’m worried if the property on the site

is credible, will they charge commission, is it safe ?”

INTERNATIONALLY KNOWN

– LOCALLY RESPECTED MARKET TRUTH

“Wildly unreliable, level of service and pricing”

PRODUCT TRUTHWe are local,

transparent, simple to use, credible,

operating with the highest industry

standardsCONCENTRATED

BRAND IDEA

BUILDING FOUNDATION …DEFINING SUCCESS

Everyday Hero

Internationally known & Locally respected

Low Cost to Agents/No Cost to Customers

Progressive Professionals

Kenya’s best & Nr.1 Property Portal simple to use

and of the highest international standards

Vision USP Essence

Core thought

Brand Vision

Tone

Product

Professional, Inspiring, Bold, Positive, Open, Interesting, Confident, Vibrant

Modern, Functional, Honest, Transparent, Simple, Reliability


HUMAN TRUTH

MARKET PRODUCT TRUTH TRUTH

Concentrated Brand Idea

VISUAL BRAND IDENTITY

WHY?Will I talk about it

HOW?Do I get involved

WHAT?Keeps the conversation

going

HOW DO WE DEVELOP A BRAND AWARENESS CAMPAIGN BASED ON THE FOLLOWING BRIEF

What is the brand best at in the country?

What is the single minded message or experience?

What’s the difference will this make in peoples lives?

One word that describes our tone of voice

How will we know if we have succeeded?

Nr. 1 Property Portal

Simple, Easy, Affordable & Cool

Search for property , 24/7, in a cost effective, convenient, from a trusted source

Progressive

We’ll reshape a radical rethink about property search & portals

SPOKE CREATURES

INTRODUCING MR.BRK


HUMAN TRUTH

MARKET PRODUCT TRUTH TRUTH

Concentrated Brand Idea

VISUAL BRAND IDENTITY BRAND BEHAVIOUR

WHY?Will I talk about it

HOW?Do I get involved

WHAT?Keeps the conversation

going

LOOK

DO SAY

INVOLVE BELIEVE

THE SUITABILITY OF TOUCHPOINTS DICTATE THE PATH

TV Referrals

OOH SIGNAGE

Sales presentations

NewspaperRadio

Malls & Ambience

MAGAZINES

Events & Expos

WOMOnline

moreTOUCHPOINTS

STRAIGHT WINDING

Industry influencers

CREATIVE EXECUTION & IMPLEMENTATION

CREATIVE EXECUTIONBRAND TVC


CREATIVE EXECUTIONRADIO

HITTING THE RADIO WAVES

• Recorded x3 radio spots – (English and 2 vernacular)

• Took up radio activations for x2 weeks on 3 stations

• x 1 month sponsorship of Frequency checks


CREATIVE EXECUTIONONLINE

TV PROMOS ON FACEBOOK & TWITTER

RADIO ACTIVATION PROMOS - FACEBOOK & TWITTER

RADIO ACTIVATION DRIVEN ON TWITTER

STANDARD MEDIA ONLINE

COMMUNITY BLOGS

PARTNERSHIPS – FACEBOOK & TWITTER COMPETITION

Today we are at over 132,000 Likes!


CREATIVE EXECUTIONPRINT


CREATIVE EXECUTIONOUT OF HOME

OUT OF HOME – MULTIDIRECTIONAL SIGNAGE


CREATIVE EXECUTIONPRINT-BELOW THE LINE


ACTIVATIONS

B to B & B to C EVENTS

Bo Concepts – provision of lifestyle furniture for events, giveaways

B to B & B to C EVENTS - PARTNERSHIPS

B to B & B to C EVENTS - PARTNERSHIPSPROMOTION OF THE 1ST KENYAN DIASPORA HOMES EXPO, NYC

AGENT GIVEAWAYS MASCOT STANDEES

& BRANDED FRIDGE

MAGNETS


AWARDS & ACHIEVEMENTS

FINALIST

NOMINATED FOR SOCIAL MEDIA AWARDS – SME OF THE YEAR


PR OPPORTUNITIES

PR VALUE: CEO TV INTERVIEW

BRK RADIO INTERVIEWS

HOW DID WE PERFORM?

PERFORMANCE REVIEW01-30 JUNE 2014 01 – 31 JULY 2014

TOTAL NR. OF VISITORS 92,500 TOTAL NR. OF VISITORS 136,113

TOTAL NR. OF UNIQUE VISITORS

50,826 TOTAL NR OF UNIQUE VISITORS

74,588

PAGEVIEWS 350,760 PAGEVIEWS 535,458

RETURNING VISITORS 59.5% RETURNING VISITORS 40.5%

NEW VISITORS 40.5% NEW VISITORS 42.5%

TOP REAL ESTATE SEARCHES IN KENYAQUERY QUERIESIMPRESSIONS CLICKShouses apartments for rent 642,698 1,923,891

3,528real estate 396,9511,531,940 3,233houses apartments for sale 194,078 553,143 845land 131,036

414,284 1,762buyrentkenya 11,550 26,234 4,030nsoko 8,699 6,860 279house plans 8,495 61,371 2,255houses for sale 8,118 30,281 856buy rent kenya 6,113 16,232 1,967houses for sale in Nairobi 4,275 21,275 1,064house for sale 4,159 12,820 172house for rent 3,833 13,655 410houses for rent in Nairobi 3,505 16,405 531property 24 2,905 6,827 1,312property 2,781 6,023 137

BUDGET & AD VALUE

HOW MUCH DID WE SPEND + AD VALUE?USD. USD.

Cost of the Brand Campaign 139,525.00

Media Rebate 4,117.00

TV Negotiated +Airtime/Interviews

41,764.70

Radio interviews extra spots

9,176.47

Print (free editorial) & discounts

10,282.00

TOTAL AD VALUE 65,340.52

We don’t need to outspend our competition – just outshine them!

THANK YOU

oam brk marketing execution of brand awareness campaign draft (3)-06-nov14

Marketing