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MTS/CC 2005/6
MTS/CC 2005/6
MTS/CC 2005/6
MTS/CC 2005/6
MTS/CC 2005/6
Advertising Objectives
reate awareness of the brand C otivate trail purchase M osition the brand as a high quality and affordable product and services P
MTS/CC 2005/6
Target Audience
ighly independent-minded Nigerians who have a desire for high performing telecommunication services H usiness communities in urban and semi-urban areas B ouseholds who are not satisfied with the services they are currently receiving H niversity staff and students who have a great need to reach out and be reached; and Nigerians U who would like to use telephone with quality services
Suggested Media
Campaign, one off ad, no of ads; adio R elevision T ewspaper and magazines sizes: 82 x 3 cols, 6 x 2 cols, N utdoor- 40 sheet, neighbourhood walls, bus advertising, taxis advertising O nternet pop-ups on local websites and online newspaper media I
MTS/CC 2005/6
Communication Objectives
hese tactics will increase brand awareness amongst MTS 1st Wirelesss T core targets audience within a 12 months. o position the brand as technologically advanced within 12 months, among T heavy CDMA users. o support the launch of the new Internet product by generating 50 per cent T awareness in areas like; Lagos Island, Victoria Island, Ikeja, Ilupeju, SuruLere, Yaba, Magodo, Iseri Oshun, Festac Town, Ajeromi Ifelodun, Eti-Osa, Mushin, The Lekki Peninsular, Obalende and other busy areas in the core market MTS 1st Wireless operates in. o announce a promotions campaign to create 70 per cent awareness T during the Christmas period. o monitor and track the advertising campaign on a quarterly basis. T
MTS/CC 2005/6
Marketing Strategy
To convert non-users and educate them with regards to wireless connectivity service in Lagos To achieve a level of advertising spending consistent with the brands market objectives and competition To communicate the brand to potential customers, retailers, media owners, and to generate increased distribution of MTS 1st wireless services and products by increasing the awareness of the brand To improve distribution in areas of strength and growth potential To maximise the effectiveness of the advertising and promotions by: Concentration in areas of greatest sales strength and potential Imaginative use of media facilities More Impactful and persuasive campaign
MTS/CC 2005/6
Path of Activities
1 COPY STRATEGY January Objective- to convince and educate non-users about the benefits of using MTS product and services; Modern technology without compromise. Image- MTS 1st Wireless will be seen in its branded colours by target audience who appreciate good quality service. 2 CREATIVE January-Februarys Main Theme Advertising Creative requirements are for full pages colour in tabloid size newspapers and magazines, and half page colour in broadsheet size media. Outdoor full 48 sheet and 192 sheet size, and full colour for Lagos Airports and toll gate media MEDIA January and every month after To cover Lagos State with the full campaign To obtain maximum coverage/frequency on all wireless end user but with a strong emphasise on customers aged 25- 45 (but not excluding 45-65 age group). To achieve a continuous campaign in reaching the target Market, to achieve maximum cost efficiency. To give extra advertising weight to specific segment groups where possible.
MTS/CC 2005/6
Budget
MTS 1st Wireless Limited, Marketing Communication Budget for 2005/6 December February 2006 Background: Launch MTS products and Services 1. PERIOD January 2006- December 2006 Total Communications Budget N60,000,000 2. BUDGET a. Main Them Advertising Budget for 2005/6 N 58,000,000 December- February N 25,000,000 (Main Roll-Out) March -April N 15,000,000 May-June - July N 2,500,000 August-September N 2,500,000 Oct-Nov-Dec N 11,500,000 Production over 12 months N 3,500,000 Reserves N 2,000,000 Total 1st 12 months N 60,000,000
MTS/CC 2005/6
Budget Part 2
Budget Activity N 60,000,000 b. Promotional activities Dec 05-Dec 06 N 58,000,000 c. Production Cost N 3,500,000 Budget break down Dec 2005 - December 2006: Outdoor N 18,000,000 Promotion N 6,200,000 Sponsorship (one campaigns) N 2,500,000 Trade Show N 3,000,000 Public Relations N 8,000,000 Internet Advertising N 2,500,000 Television N 14,300,000 Production N 3,500,000 Total Reserves N 58,000,000 N 2,000,000
Please: This budget excludes our fees for implementation and creative concepts.
MTS/CC 2005/6
MTS/CC 2005/6
MTS/CC 2005/6
Recommendation
We recommend the following: he deployment of a communication mix that penetrates the targeted and T segmented groups of the Lagos population. marketing campaign strategy more marketing driven than advertising A driven, to develop exceptional product awareness and maximise immediate response more rapidly. o convert non-users and educate them with regards to beneficial T implications of an effective wireless technology.
MTS/CC 2005/6
Payment Terms
PRODUCTION Commissioning client is required to pay 80% of all production costs and the balance of 20% on completion of approved jobs/campaigns. MEDIA PLACEMENTS Pre-payments for media insertions will be made at the beginning of every month to facilitate the smooth running of the ad campaign. Agency will present tear sheets and certificates of broadcast for the previous month not later than the end of the first week of the following month. AUTHORSHIP All creative work/project produced for MTS 1st Wireless Limited Nigeria, is the creative concept of both client and agency (Impact85 Marketing & Communications), unless a payment is made to the agency thereby the Agency no longer has any Rights over the creative work/project.
MTS/CC 2005/6