TABLE OF CONTENTThe brief
Background(What led to the brief)
Communication Objective
Competitive Overview
Consumer Analysis
Communication plan –Approach and Delivery strategy.
Big Idea
Execution Idea
Message Couriers-Customer engagement, Marketing, public relations.
Measurement and Evaluation- Tools and techniques for measurement.
THE BRIEF
Is to create for Spectranet a Brand
Communication package developed from a strong Brand Idea, as A foundation
to create Brand Equity.
THE CAMPAIGN SHOULD•Should Increase T.O.M.A Of Spectranet Brand Offerings •Build Brand Loyalty•Increase Volume Of Market Shares And Drive Sales And Repetative Sales Of Spectranets Brand Offerings•Position Spectranet As A Friendly Enabler,which Empowers Consumers To Achieve All They Want To Do And Become Who The Want To Be
BACKGROUND TO STUDY
Spectranet is a Broadband Internet Provider Holding A Pan Nigeria License From Ncc Since 2009 And Established With The Aim Of Promoting Internet Services In Nigeria.The Company Provides End To End Fast, Reliable And Efficient Internet Solution On 4g Lte Platform For Retail Users And Dedicated Tailor Made Internet Solutions For Enterprises.
MARKETING AND COMMUNICATION OBJECTIVES
COMMUNICATION OBJECTIVES•Build Spectranet Brand Equity By Repositioning• Increase T.O.M.A Of Brand Offerings
MARKETING OBJECTIVE•Drive Sales Of Spectranets Brand Offerings And Provoke Repetitive Buying• Increase Market Share By 50%
CONSUMER ANALYSIS• In 2013, An Estimated Population Of Over 45million Internet Users In Nigeria Was Recorded.•A Total Of 32.6million Or 72% Of This Internet Users Accessed The Internet Through Telecommunications Network.•This Leaves A Total Of 12.4MILLION OR 28% INTERNET USERS,WHO DEPENDED ON (Isps) INTERNET SERVICE PROVIDERS
• Today An Estimated Population Of 77million Internet Users Access The Internet, Which Accounts For 42% Of The Entire Nigerian Population• THESE 77MILLION INTERNET USERS IN NIGERIA DEPEND EITHER ON TELECOMS NETWORK, INTERENET SERVICE PROVIDERS (Isps) OR BOTH FOR ACCESS TO THE INTERNET.•With The Increase In Popularity Of Social Media And Smart Phones Such As Blackberry, Android, Ipads And Tablets, Consumers Want To Be Connected On The Go.• An Average Nigeria Home And Business Is Not Interested In An Expensive Data Plan But Seeks To Get More Value With An Affordable Plan
Most Internet Users Are Well Travelled And So Wants An Internet Connection With A Wider Coverage.Consumers Seek Internet Platform With The Latest Upgrade In SpeedThe Beauty Of Technology Is Been In Control And So Consumers Want To Be In Control As The Decide Who They Share Their Data With And How They Use Their Data
Source: www.internetlivestats.com, www.freedomhouse.com & www.punchng.com
CONSUMER INSIGHT
I Am My Own Person And I Want To Do My Own
Things My Own Way, My Space And My Terms.
BRAND ESSENCE
Fast, Reliable,
Valuable and Friendly
UNIQUE BRAND PREPOSITION
EMPOWERMENT
TARGET AUDIENCEOur Core Targets Are
•Between The Ages Of 18-38 Yrs Old•Within The Categories Of B,c1&c2•They Are Sociable And Digitally Informed•They Are Both Urban And Rural Dwellers•They Are Goal Oriented
BULL’S EYEOur bull’s eye is Deola, a senior account executive in an advertising agency.
BULL’S EYEShe Reports Directly To Her Boss And Keeps Clients Updated Via Email.
BULL’S EYE• She Is A Fan Of Theater, So She Downloads The
Latest Box Office Movies Online
• She Is A Fan Of Celebrity Gossip
And So Relies On Blogs For Latest
News
BULL’S EYEShe Has A Fiancé, Who She Is Madly In love With And So Keeps In Touch With Him During Work Hours Via Skype And Bbm
Before The Weekend, She Buys Her Event Ticket Online And During The Weekend She Attends Them With Her Man.
CONSUMER NEEDSI Want An Internet Service Provider
Which Gives me Great Value For My Money. One Which I Can Rely On
Anytime, Anywhere.An Internet Service Provider Which
Provides Me A Platform To Achieve My Dreams And Be The Best I Can Be.
SPECTRANET VALUE PROPOSITION
For Consumers Who Are Looking For Empowerment and Power To
Do All They Want To Do And Be All They Want To Be, The Brand Is
Offering You The Opportunity And Platform To Do This Through Its
Fast And Reliable Internet Services.
THE BIG IDEA
THE BIG IDEA
Disconnect To
Connect
RATIONALE• I Am My Own Person And I Want To Do My Own Things My Own Way, My Space And Terms•Using This Insight We Are Personalizing And Repositioning The Spectranet Brand As An Experience.•One Which Assures That No Matter What You Want To Achieve, All U Have To Do Is To Disconnect 2 Connect And Tap Into This Experience Of Adventure & Fun And Spectranet Will Help U Achieve Your Dreams
Creative Expression
TVC SCREEN OPENS UP IN A SEMI - DARK BEDROOM.
QUITENESS IN THE BACKGROUND
CAMERA ZOOMS IN AND MOVES ON A 180 DEGRESS, CAPTURING POTRAITS ON THE WALL DOWN TO A LAPTOP AND STATIONARIES ON A STUDY DESK
A CLOCK TICK TOCK SOUND SYNCS WITH THE CAMERA AS IT MOVES
CAMERA MAKES A STOP BY THE BED SIDE, AND STEADIES ZOOM ON A SLEEPING MANS FACE.
CLOCK TICK TOCK SOUND BECOMES LOUDER
FINALLY ALARM RINGS,
GRRRRRRINNNNN
HE OPENS HIS EYES,FLIPS HIS BLANKET,OPENS UP THE WINDOW CURTAIN AND HURRIDILY GOES IN AND OUT OF THE BATHROOM
A FEEL GOOD SOUNDTRACK PLAYS SLOWLY ON THE BACKGROUND. RAYS OF SUNLIGHT PENETRATES WINDOW
MUSIC UNDER
HE PUTS ON HIS SHIRT OVER HIS BOXERS, AND AS HE TRYS TO WEAR HIS TROUSERS, HIS IPAD VIBRATES
NOTIFICATION SOUND: BEEP BEEP
MUSIC UNDER
HE DROPS HIS TROUSERS, PICKS UP HIS IPAD AND A NETWORK BAR APPEARS ON HIS HEAD AS HE SWIPES THROUGH AND GETS TOTOALLY LOST IN THE COVERSATION. POP UP EFFECT APPEARS BESIDE SCREEN
KEYPAD SOUND: TAP TAP SWIPE SOUND CHART POP UP SOUNDS: PAP
MUSIC UNDER
HE WALKS ARROUND THE HOUSE WHILE SURFS THE NET, MAKES A STOP AT THE KITCHEN AND THEN TAKES A BIT FROM WHAT HIS GIRLFRIEND WAS PREPARING AND HEADS OUT TO THE FRONT DOOR.
GIRLFRIEND: HEY BABY BOYFRIEND: MUTE
FVO MUSIC UNDER
CAMERA ZOOMS ON GIRLFRIENDS FACE, AS SHE DRAMATICALLY NARRATES. AS GIRLFRIEND NARRATES, RUSH CLIPS OF HER BOYFRIEND AS HE LEAVES THE FRONT DOOR SURFING THE NET, DOWN TO THE BUS STOP AND HIS LONG STROLL ON THIRD MAINLAND BRIDGE WITH PEOPLE STIRING AT HIM, CARS DRIVERS HORNING AT HIM AND FINALLY HIS ARRIVAL INTO AN AUDITORIUM DISPLAYS ALONG SIDE. HE FINALLY REALIZES HIMSELF WHEN HE HITS THE MIC STAND AND RAISES HIS FACE TO HIS ASTONISHED STUDENTS
GIRLFRIEND: THAT’S MY BOYFRIEND, ANYTIME HIS CONNECTS TO THE INTERNET, HE TOTALLY DISCONNECTS FROM EVERY OTHER THING ARROUND HIM. WITH LOTS OF DATA, WIDER COVERAGE, FAST AND REALIABLE NETWORK YET AT AN AFFORDABLE PRICE WHAT ELSE CAN STOP A DIGITALLY INFORMED MAN. GIRLFRIEND: SMILESCARS HORN: PPPPPPPPP MIC FALLS: POOH
FVOMUSIC UNDER SILENCE
SCREEN GOES WHITE WITH DIFFERENT SPECTRANET BRAND OFFERRINGS AND THE NETWORK SIGNAL POPS OUT BLINKING..
ANNOUNCER: SPECTRANETDISCONNECT TO CONNECT POP UP SOUND: TIN TIN TOK
BILL BOARD CREATIVES
RADIO AD
PLEASE LISTEN
MARKETING AND COMMUNICATION STRATEGY
The strategies that will be adopted in repositioning
Spectranet as the penultimate service provider are :
Advertising, which will involve: Television, Radio, BRT, kiosk and shops branding, online, outdoor
and Print ads, Social Media campaign, sales promotion
strategies, Experiential marketing, three dimensional
marketing
Press Conference
Call To Action Marketing (Pop-up Ads)
Experiential Marketing (The Connect Experience)
Experiential Marketing (Malls Experience)
CREATIVE ENTREPRENEURSHIP BRANDING
Sales Promotion (Souvenirs)
MEASUREMENT AND EVALUATION
• Having Developed This Communication Creative, There Is A Need To Measure And Evaluate The
Impact On The Consumer.•A Perception Audit Is Recommended
After 5 Months Of Communication.• Customer Survey through Emails,
Calls and Evaluation form-
Recommended