Do Clean, Get Green

An Integrated Marketing Communications
Presentation
Presented By :
BHARAT MAHESHWARI
NIRMAL GAJJAR
NIKITA SANGHVI
IMC
Situation Analysis
• With over
REPORT CARD5 Million populations,
RANK
Ahmedabad CITY
a Mega CityMARKS SCORED
1
• Still lacks many basic infrastructure
Chandigarh 73.48
•2 Ranked 19thMysore
among 25 major 70.65
cities on
cleanliness, in the country.
3 Surat 69.08
• Also scored poorly in universal access to
9 Rajkot 56.11
toilets for all and in proper wastewater
19 treatment, recycles & reuse
Ahmedabad 50.28 of municipal
solid waste, and in treatment and safely

disposal of total solid waste generation
in the city. IMC
Batch
• 2009-2011
Source: city rating STEVENS
under BUSINESS SCHOOL
the National Urban Sanitation Policy
Competition Analysis
• Clean Ahmedabad Abhiyan by AMC, Kya Clean hai
Hum by Ahmedabad Mirror, CEPT Clean City,
Paryavaran Bachao & many more…
• Common characteristics of all the cleanliness
campaigns:
– Focus on large area cleanliness but not on individual
level.
– Stress on conative behavior.
– Short term planning i.e. till the life of the campaign;
the impact of the campaign gradually loses its
sheen.
– Needs a strong brand identity for campaigns.
– Lack of expertise in educating people about how to
inculcate cleanliness as a daily life activity. IMC
Batch 2009-2011 STEVENSplan
– Absence of action BUSINESS
for SCHOOL
control & measure for a
NEW MARKETING STRATEGY
• The new cleanliness program

“SWACHCHHATA” initiated by
Ahmedabad Municipal Corporation
will have a ward level sanitation
action plan to improve the situation
on ground and also regular
monitoring of municipal waste
disposal system.
•
IMC
Batch 2009-2011 STEVENS BUSINESS SCHOOL
NEW MARKETING STRATEGY
•Issues addressed:
• Solid waste management; recycling; public
health; public awareness and participation
•
•Main Objectives set up by AMC through
SWACHCHHATA program:
• "Zero Garbage on Road"
• Minimum landfill - Maximum recycling by
Segregation of waste on the basis of bio-
degradable & non bio-degradable
• Creation of economical benefits for poor through
self-employment IMC
• Redesign
Batch 2009-2011 of municipal waste
STEVENS BUSINESS collection system
SCHOOL
•
• INTEGRATED MARKETING
COMMUNICATIONS
CAMPAIGN
IMC
Target Market Profile
Ø Geographic
• City: Ahmedabad
• Gender Ratio: 892 females:1000 males
• Zone:
– East
– West
– North
– South
– Central
– New-west
–
–
Source:http://www.trueknowledge.com/q/population_of_ahmedabad_in_2010
• No. of Wards: 64
*http://www.gujaratvibrant.com/219-ahmedabad-mega-city.html
IMC
• Density:
Batch 2009-2011Urban STEVENS BUSINESS SCHOOL
Ø Demographic
• Age: 14 - 45 years
• Gender Ratio (f:m): 892:1000
• Nationality: Indian
•
•
•
•
•
•
•
• Occupation:
– Students IMC
– Corporates
Ø Behavioral
•
• Readiness stage:
– Aware
–
• Attitude towards Campaign
– Enthusiastic
– Positive
• IMC
Positioning Statement
• “For sincere, responsible citizens

of Ahmedabad to create civic
sense, to show consciousness
and care towards continuously
degrading environment &
making our city a better place to
be in this world.”
•
• Tag Line:
• DO CLEAN , GET GREEN IMC
COMMUNICATIONS OBJECTIVE
BREAK THROUGH THE CLUTTER
•
• Emphasizing on the word ‘Swachchhata’ &

Distinctive Logo
• Mass coverage : Urban as well as rural
• Different approaches for the different
market
• High Visibility at public places
• Focal point: Stimulate inner-self to take
action i.e. “I care for my city &
environment”
IMC
INFORMATIVE
•
• Telling the market about the new initiative taken

by AMC
• Building a distinctive identity of Swachchhata in
the market
• Building Swachchhata as a brand
• Constructing AMC’s image
• Encourage the action-oriented behaviour (self
IMC
behaviour)
MESSAGE STRATEGY
•
• Simple message: Do Clean, Get Green

• Affective Strategy – Affective..…Conative
Behaviour……Cognitive…
• Distinctive Logo with Quotations
• Believable in the terms that the service will
deliver the promised benefits
•
IMC
• FACTORS TO SELECT ADVERTISING MEDIA
• Reach - Mass Market : Entire Ahmedabad
• Frequency - high / intense
• Continuity: Continuous Campaign
• BASIS FOR MEDIA SELECTION
• Target-audience media habits
• Service characteristics
• Message characteristics
• Cost
•
IMC
ADVERTISING DESIGN
• The Creative Brief

– Objective: Building Brand Image
– Target Market: 14 - 45 yrs
– Message Theme:Self – help
– Support: Government Authorized
– Design: Visual Image
•
IMC
ADVERTISING DESIGN
• Type Of Appeal
– Fear: Highlights negative
consequences
– Rational: Knowledge stage will
transmit basic service
information
– Emotions: Affection, Trust, Security
– Music: Captures listener’s attention
–
•
IMC
ADVERTISING DESIGN
• Executional Framework
– Animation:
– Dramatisation:
• Encounter
• Problem
• Interaction
• Solution
– Authoritative: Survey Evidence
–
•
IMC
IMC
Promotion Tool: Advertisement
– Print media: Newspaper -

• Times of India, Economic Times,
Business Standard
• Gujarat Samachar, Divya Bhaskar,
Sandesh
–
•
–
–
IMC
Action
Headline
to take
i m Sub - headline
c la
e
th
of
o of
Pr
IMC
– Broadcast media:
1.Radio –
• 30 seconds Audio
• FM Channels: Radio Mirchi, Red FM,
Radio One
• Dialogue:
•
• Aap no saath , Amdavad ne swachchhta taraf
• vadharva ma madad roop thase …..
• nazeek ni dust bin ma kachro nakho ,
• ane ahmdavad saaf banavo …….
• “ Do clean and get green ”
• IMC
• Broadcast media:
2.Cinema Screens -
• 20 single screens theatres
• 4 multi-screen theatres
•
•
• Link of Video:
•
IMC
– Display media - Empirical sized

Posters at :
• Railway Station,
• Bus -Stands,
• BRTS bus stands
• Crowded places such as Vastrapur
Lake, Kankaria Lake
•
•
IMC
An Initiative by AMC
IMC
– E-media
• Facebook – Community Page
• Website - www.docleangetgreen.com
• Features:
– Details about the program, Activities
about to come or already happened
– Name of the members/ volunteers,
Corporate branding
– Actions taken to take care of
Environment, Competitive activities
– Registration Form, Toll free no. : 1800
11 6666
– Invitation to Ideas/Suggestions
– Library of Articles related to IMC
Eg.:
•
• I use cloth bag when buying vegetable & fruits.

• I throw scrap or waste in dustbin only. For this, I have
kept a dustbin in my room only.
• I recycle all paper, paperboard, cardboard, glass,
aluminum, and plastic that I use. This includes junk mail
and food packaging materials, which those two make up
the bulk of my recyclables.
• I grow plants in and around my living space. Not only do
these convert carbon dioxide into oxygen they have
"grown on me " become part of my daily routine and
bring a smile to my face.
• I drive a LEV, "Low Emission vehicle" and try to drive as
smart as possible. This does not always happen because
I have a bit of the lead foot syndrome but I try. IMC
• Street meetings, street plays and

door-to-door visits
– Chalo Aaj Ek Bhalai Ka Kaam Karein!
– Competition for ‘Most Swachchh Society’,
exclusively for Old Ahmedabad areas.
–
• Sponsorship of:
– World Environment Day Celebration – 5th
June
– Inter-school events
– Road Show
– Kite Festival
IMC
•
• Other Tools to Create High Visibility

– Put logo on dustbins which will be located at
a distance of every 2 km on the sides of
roads & at highly crowded places
– Rag Pickers & Volunteers would be given T-
shirts that will consist of logo & campaign
name
– Appreciation Award to
Volunteers/Participants
•
IMC
IMC
IMC
IMC
Promotion Tool: PR
• The campaigns & initiatives taken by

the volunteer will itself give media
coverage to the program.
•
• The schools & colleges will be given
Govt. Authorized Certificate of
Appreciation annually on the basis
of the steps taken to take care of
cleanliness & participation in the
program.
Batch 2009-2011
This will also
STEVENS BUSINESS SCHOOL
create a IMC
Promotion Tool: PR
IMC
Calling Corporate Sponsor
• Inviting corporate to be leading

sponsor on
•“Swachchhata”
• A unique Public-Private-Civil Society

Partnership under Swachchhata
Progam.
• Helping build & cement the same
with over 1000 volunteers from
colleges, schools & concerned
citizens. STEVENS BUSINESS SCHOOL
Batch 2009-2011
IMC
• Branding opportunities through the

various media.
• Logo of the corporate sponsor will be
carried out in all collaterals created by
Swachchhata under the program as part
of Third Party Audit.
•
Such as around all posters & dustbins to be

•
put up at strategic & high visibility places,
IMC
• Branding opportunities on website

www.
• docleangetgreen.org
• Acknowledgements in press releases
& reports
• Branding on Swachchhata
Membership ID cards for volunteers
IMC
Corporate Logo
IMC
•
MEDIA BUDGET
•
• The Objective & Task Method

•
IMC
Newspaper Ad Time Line
5. TOI 12. TOI 19. TOI

6. 13. 20
7. ET 14. DB 21. BS
TOI
• 8. 15. 22.
2. 9. SD 16. ET 23. SD
3. GS 10. 17. 24.
4. 11. BS 18. GS 25. GS/TOI
IMC
Newspaper Budget
News paper Base price in Max. Area require Price in
English rupees
280 / Sq. Printing
52 x 36 area for
26 x 36 rupees
2,62,080
Gujarati Centimeter
240 in
52 cm
x 36 advertisemen
26 x 36 2,24,640
tTotal 4,86,720*
•Price per day, if advertisement is given 8 times a month.

•
•Thus advt. would be printed in newspapers 16 times a month (in total)
Total newspaper media budget = 4 , 86 , 720 x 8 =

Rs . 38 , 93 , 760
IMC
Source: Mr. Ketan, Advertisement agent, Times of India
Theatre Screen Advertisement
Budget
Place Format Number of Price * Duration Total ( In
Multiplex Digital screens
4 11,000 in
60 sec Rs.)
44,000
Single Digital 1 5,200 60 5,200
screen Total 49,200
* Price in Rs./week, 60 sec duration before the movie starts
Place Format Number of Price * Total ( in

On screen Digital theater
4 44,000 Rs.)
1,60,000
ad
Single Digital 20 5,200 1,04,000
screen Total 2,64,000
1 month = 4 weeks Rs. 2,64,000 x 4 weeks = Rs. 10,56,000

IMC
Source: Cinemax official website
Radio Budget
Hours FrequencTotal duration / Rate/ 10 Total Total
6 y30inmins
min day
30sec*4times=120 sec
200 price/
2400 dayprice/
72,000
sec month*
(in Rs.)
* Per radio station
3 radio stations x Rs. 72,000 = Rs. 2,16,000
IMC
Source: RedFM, Ahmedabad Official Website
Posters
Rate per Total Total (in

poster*
50 number of
5000 Rs.)
2,50,000
posters
* Including sheet cost & printing charges

IMC
Total Media Budget
Media Budget in rupees (in

Newspaper Rs.)
38,93,760
Theater 10,56,000
Radio 2,16,000
Poster 2,50,000
Other Expense 90,000
Total 54,99,760
•Hence, the first month media expense would be approx. Rs. 55 lac.
•This would remain almost same for the second month also.
•As the Program would gain some recognition the media budget would
start decreasing.
IMC
Media Time Line
RRR aa dd ii oo AA dd aaa lllsss ooo

bbb rrr oo aa dd cc aa ss tt eee ddd
C rC e a t i o on nno
C r e a t i o
IMC
CONCLUSION
• The new campaign of AMC – Swachchhata is about a
responsibility of every citizen belonging to any class, to
keep his/her environment clean & green, to lead a
healthy & friendly life and make the world to place to
exist.
• The aim of Swachchhata is to recognize and appreciate
even the smallest contribution to save the environment
• The steps taken for evaluation and control are to ensure the
success of not only the campaign but the spirit of
Amdavadis.
•
• Certainly this is a duty, not a sin.

• "Cleanliness is indeed next to godliness." IMC
Batch 2009-2011 By: John
STEVENS BUSINESS SCHOOL Wesley
REFERENCE
• http://timesofindia.indiatimes.com/india/Small-cities-put-
metros-to-shame-in-cleanliness-
ratings-/articleshow/5914236.cms
• http://epaper.timesofindia.com/Default/Layout/Includes/TOI
NEW/ArtWin.asp?
From=Archive&Source=Page&Skin=TOINEW&BaseHref=
TOIA
%2F2010%2F05%2F13&ViewMode=HTML&GZ=T&PageL
abel=5&EntityId=Ar00501&AppName=1
• http://www.gujaratvibrant.com/219-ahmedabad-mega-
city.html
• http://www.newworldencyclopedia.org/entry/Ahmedabad
• http://www.trueknowledge.com/q/population_of_ahmedaba
d_in_2010
• http://www.gujaratvibrant.com/219-ahmedabad-mega- IMC
city.html
THANK
YOU
IMC

Do Clean, Get Green

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An Integrated Marketing Communications

solid waste, and in treatment and safely

• The new cleanliness program

•Main Objectives set up by AMC through

• “For sincere, responsible citizens

• Emphasizing on the word ‘Swachchhata’ &

• Telling the market about the new initiative taken

• Simple message: Do Clean, Get Green

• The Creative Brief

– Print media: Newspaper -

– Display media - Empirical sized

• I use cloth bag when buying vegetable & fruits.

• Street meetings, street plays and

• Other Tools to Create High Visibility

• The campaigns & initiatives taken by

• Inviting corporate to be leading

• A unique Public-Private-Civil Society

• Branding opportunities through the

Such as around all posters & dustbins to be

put up at strategic & high visibility places,

• Branding opportunities on website

• The Objective & Task Method

5. TOI 12. TOI 19. TOI

•Price per day, if advertisement is given 8 times a month.

Total newspaper media budget = 4 , 86 , 720 x 8 =

* Price in Rs./week, 60 sec duration before the movie starts

Place Format Number of Price * Total ( in

1 month = 4 weeks Rs. 2,64,000 x 4 weeks = Rs. 10,56,000

3 radio stations x Rs. 72,000 = Rs. 2,16,000

Rate per Total Total (in

* Including sheet cost & printing charges

Media Budget in rupees (in

RRR aa dd ii oo AA dd aaa lllsss ooo

• Certainly this is a duty, not a sin.

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