Escolar Documentos
Profissional Documentos
Cultura Documentos
PROJECT:
Pick PIC
Pioneer international college expo
2010 Advertising Campaign
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
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
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
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.
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.
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
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
We present here a brief timeline summarizing our agency’s 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 July
distribution
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 August
distribution
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 September
distribution
9 Developing the copy for the radio Ad August
1 Acquiring spots in partner media houses August
0
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
1 @ theinsyder.com different sizes,
1 @ zuqa running for 2 months
others
mix-tapes 1500 250,000
Gift items Phones, airtime, mp3 Different based on 100,000
players, rugby shirts, media and timing
hampers
Insider magazine Ad ¼ page, full color 2 months 150,000
Radio Ads 60 secs, 30 spots in 4 1 week 400,000
stations
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
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 ____________________________