living the vision programmes and campaign

8/3/2019 Living the Vision Programmes and Campaign

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LIVING THE VISION CAMPAIGNLIVING THE VISION CAMPAIGN

brought to you bybrought to you by

BOTSWANA GOVERNMENTBOTSWANA GOVERNMENTVISION COUNCILVISION COUNCIL

ANDAND

PRIVATE SECTORPRIVATE SECTOR


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PROGRAMME OBJECTIVES

Mobilise Communities in Botswana to understand the

National Vision and Living the Vision programmes that

form the core values of this project.

Create a platform for Team Spirit building and living

the vision programmes Identification.

Create a platform for Private Sector participation by

using skills and Talents identified by this programmes

(Living the Vision Bank).

Create Community Ambassadors that will carry the

aspirations of all people in their communities by

showcasing Living the Vision programmes

benefits.


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PROGRAMME DEVELOPMENT GOALSPROGRAMME DEVELOPMENT GOALS

Living the Vision programmes seeks to identify vision knowledge

and accelerate vision activities in the communities throughoutthe country and present communities with numerous

opportunities from Government and Private Sector.

To provide a platform for communities to use their skills and

Talents to earn a living by living the vision.

To help communities to build life-skills by experiencing team

work, and being exposed to planned living the vision

programmes.

To provide communities with new opportunities by providing aLiving the Vision Bank with more information on Government

and Private Sector initiatives.


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Living the Vision CampaignGoals

Outreach to the leadership of all districts, local agencies,

organizations and Private Sector with responsibility and

vested interests in Living the Vision Campaign.

Increase public awareness about Living the Vision

programmes, including resources and opportunities

available.

Impact public perceptions/attitudes about Living the

Vision programmes as quality-of-life issue for our

communities.



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Develop successful outreach strategies for targetaudiences that could serve as a model for a nationwide

campaigns.

Promote Team building Spirit.

Promote involvement of Local Business interests in Living

the Vision initiatives.

Mobilise educational and community structures in Living

the Vision drives.

Source long term national sponsors for Living the Vision

campaigns.


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A) Economic benefits for Communities

B) Living the Vision programmes

C) Skills and Talents matching gives rewards to communities

D) Private Sector, Corporate Social Responsibility and

Business opportunity

BENEFITSBENEFITS


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MODEL OF STRUCTURES TO BE USEDMODEL OF STRUCTURES TO BE USED

Communities

Members of Parliament

Councillors

Chiefs

District Commissioner, V.D.CS etc

Projects

Empowerment schemes

Wellness Programmes


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Government

Office of the Presidency

Ministries

Councils

Employees

Projects

Empowerment schemes

Wellness programmes



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Institutions

Primary, Secondary, Tertiary Schools

Students

Projects

Empowerment schemes

Wellness Programmes



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Organisations

Associations, Unions, Federations, and NGOS

Members

Projects

Empowerment schemes

Wellness programmes



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Business

Corporations

Chief Executive Officers

Employees

Projects

Empowerment schemes

Wellness Programmes



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Business

Companies

Employees

Projects

Empowerment schemes

Wellness Programmes



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Sponsorship will enable the project to extend the

advertising to reach a larger segment of the

campaigns target audience. The communication

plan should thus be tailored to meet the needs of

both the Project and the needs of sponsors.

Sponsorship should enable the communities to

access more information and opportunities.

SPONSORSHIP FOR LIVING THE VISION CAMPAIGNSPONSORSHIP FOR LIVING THE VISION CAMPAIGN


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The Constituencies should encourage businesses to invest on Living

the Vision programmes within their areas. The Constituenciesadditionally has to consider the potential for Living the Vision

programmes if proper information Resource Centres are available.

The existing problems with the provision of Living the Vision

programmes are: -

a) Frequency of information dissemination;

b) Providing the proper size/type of information or platform;

c) Ensuring the location is conducive for Living the Vision activities;

d) Easy identification of Living the Vision programmes .


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Therefore, the existing Living the Vision programmes throughoutthe Country should be examined and their effectiveness evaluated

in terms of: -

Suitability of the area;

Size;

Market;

Knowledge Based Centres;


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Interactive Living the Vision Campaigns

Project: Above-the-line Living the Vision campaign

Message: A Living the Vision City/Town/Village

has greater benefits

Audience: 8-50 year old Greater City/Town/Village

Residents

Reach: Over 1 000,000 Residents

Target: Businesses & Community Groups

Schools: Primary, Secondary and Tertiary

Out of School Youth


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Living the Vision awareness initiatives including

Living the Vision Area Competition for Residents Groups and

Businesses.

Schools Living the Vision Competition

Community Living the Vision Activities throughout the year Promotion of Living the Vision Programmes

School/Business visits by Living the Vision Officers

Living the Vision seminars for Leaders and Others Poster, Essay & Original radio scripts competition


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Businesses & Community Groups

Living the Vision Areas

The specific aim is to create a mobilisation and partnership action

with business and local communities in each of the designatedareas, on the subjects of raising awareness, education about

Living the Vision initiatives, and practical action among the

community in helping to implement Living the Vision

programmes.


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Implementation

Living the Vision information to be distributed to all businesses andschools in all Constituencies.

Living the Vision signage to be erected on all high Traffic areas.

All businesses to be formally requested to embrace the Living the

Vision initiative in partnership with the Communities;

Visits to community groups in each of the areas to give talks on

Living the Vision programmes

Ongoing monitoring of the effectiveness of the Living the Vision

programmes;


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Schools

The specific aims of the campaign are to: - Raise childrensawareness of Living the Vision programmes.

Encourage children to take responsibility and understand Living

the Vision programmes. Instil a long-term appreciation and

awareness of Living the Vision initiatives amongst school goingyouth

Each school in the Country is issued with information packs each

year detailing Living the Vision competitions that will be held

that year. The information pack includes posters, application

forms and information on how schools and/or individual students

can enter the competitions. The competitions are as follows:


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Living the Vision Poster Competition;

Living the Vision Project Competition;

Living the Vision Essay Competition.

Best Schools on Living the Vision Competition.


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Schools Living the Vision Competition

Schools are encouraged to Adopt-A-Neighbourhood and tasked to

ensure that Living the Vision initiatives of the surrounding locality

in which the school is located are successful by giving a helping

hand. Living the Vision days are included in the school, calendar(preferably week-ends) which are used to mobilise Living the

Vision drives. The competing schools are judged by the Living the

Vision officers on a continuous basis throughout the year, with the

winner being announced at year-end.


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Living the Vision Poster, Essay & Radio Scripts Competition. The

Campaign organises an essay & poster competition for variouscategories of primary school children and post-primary students each

year. Entries are judged on the basis of Living the Vision education

and awareness, together with impact and effect. The following are

examples of suitable themes:

Students at post primary schools are challenged to write their own

original radio scripts highlighting the three types of Living the

Vision. Writing for the Radio workshops are organised for each

school that entered, to help them learn more about producing a radio

advert as well as information about the Living the Visionprogrammes.


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Out ofSchool Youth

The key demographic of 15 to 40 year old has shown to be inneed of Living the Vision programmes . Thus there is a need to

utilise demographic specific media such as outdoor and radio to

communicate pertinent Living the Vision initiatives. Outdoor

Transit Advertising would be seen at the station, bus shelters, and

other public transportation outlets.

Both private and public radio stations should run Living the

Vision programmes advert on a continuous basis. The advertising

on both private and public radio would be complemented by a

series of Seven Pillars on the subject of Living the Visionprogrammes with interviews with all stakeholders and a live

studio discussion with listeners.


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esearch and Review

All campaigns will have a reporting mechanism to ascertain howmany respondents have knowledge of Living the Vision message.

Research of the circumstances under which Living the Vision

programmes are operating.

Review of other districts' successful Living the Vision initiatives.

Development of a three-pronged public awareness effort directed at

children, teens and adults designed to instil civic pride, individual

responsibility and to reduce dependency behaviour

Review of the Living the Vision initiatives throughout the country.


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Outdoor Rental Production

Taxi Branding Rental 800 1,000

x100 vehicles; x3 months 240,000 100,000

Billboards6

,0005

,000x8 high traffic points for major towns, x3 months 144,000 40,000

Brand Marks 0 5,000

x 35 major towns, x2 locations 0 350,000

Sub-Total 384,000 490,000

Table 1: MEDIA PLAN: LIVING THE VISION CAMPAIGN (ANNUAL BUDGET)

Element


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Print Rental Production

Print Spread 9,500 1,000

x 3 Newspapers, x 3 months (once a month) 85,500 2,000

Print Full Page 4,900 1,000

x 2 Magazines 9,800 2,000

Print Half Page 2,900 1,000

x 2 Weekly Newspapers, x 3 months , x4 weeks 69,600 2,000

Sub-Total 164,900 6,000

emen


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Radio Rental Production

Radio Advert(30 sec) 230 5,000

x2 Stations, x12 weeks, x2 days a week, x2 times a day 33,120 10,000

Radio Features (5 min) 640 5,000

x2 Stations, x3 months (once a month) 3,840 10,000

Radio Discussion Piece (30 min) 870 0

x4 (x1 Launch, x3 Theme Discussion) 3,480 0

Sub-Total 40,440 20,000

emen


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Television Rental Production

Television Commercial (30 sec) 2,400 10,000x3 months, x4 weeks, x1 days a week 28,800 20,000

Television Promotion (5 min) 7,000 20,000

x3 months, (1st week), x1 times a day 21,000 20,000

Sub-Total 49,800 40,000

Element


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Event Branding Rental Production

Gazebo (300x300cm) 0 8,0101 branded with logo and theme 0 8,010

Flags (200x60cm) 0 1,5002 branded with logo and theme 0 3,000

Pop-up Banner 0 1,9

002 branded with logo and theme 0 3,800

Gloss Boards 0 230x 20 branded with logo & theme 0 4,600

Sub-Total 0 19,410

Element


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Branded Items Rental Production

Golf Shirt Lacoste 0 55x1200 special guests 0 66,000

Crew neck T - Shirt 0 24x3000 participants 0 72,000

Caps 0 19x3000 participants 0 57,000

Shopping Bag (Durable) 0 37x 3000 participants 0 111,000

Sub-Total 0 306,000

Element


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Promotional Literature Rental Production

Promotional Leaflets 05

00x 10 batches of 1000 0 5,000

Sub-Total 0 5,000

TOTAL 639,140 886,410

Plus Production per annum 886,410

Grand Total For Campaign per annum 1,525,550

Add Project Management Fee per annum 500,000

Grand Total For the Project per annum 2,025,550


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Project ManagementProject Management

Our approach is strategic, pro-active and hands on

Living the Vision programmes Workshops

Strategic meetings to ensure that the project remain

on track

Weekly Status meetings


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Living the Vision campaign review meetings

De-brief meetings

Event specific meetings

Developing of strategic documentation, Status Reports,

Action Plans, etc.


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MANAGING LIVING THE VISION PROJECT

In order to launch this project effectively, Channel Advertising

will co-ordinate a Project workshop to be attended by ALL key

role-players

This workshop will form the foundation for the development of a

dynamic and effective Living the Vision strategy and the

subsequent leveraging strategy which will drive the success of

the campaign


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Project ManagementProject ManagementOnce the overall and relevant leveraging strategies have

been finalised, a decision will be taken on monthly /

quarterly / annual reviews as is felt relevant

These reviews will ensure that the strategy remains relevantand also allow minor changes to be effected where

necessary


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CAMPAIGN INTEGRATION

Channel Advertising will develop a holistic campaign based on

the specific needs and objectives of a particular project

Once agreed upon the different elements are fused into aholistic integrated design with specific measurement and review

processes in place

The proposed elements for Living the Vision campaign are as

follows:


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Project Management ElementsProject Management Elements

Strategic development & management

Contractual management

Relationship management

Financial management

Event management

Leveraging


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Promotions

Employment opportunities

Project activationPR & Media

Advertising

Branding


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Project ManagementProject ManagementHospitality & Events

Merchandise

Project Account Management

Project Management


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STRATEGIC DEVELOPMENT & MANAGEMENT

Overall campaign strategy developed in conjunction

with Botswana Government and Private Sector

Communication & Public relations strategy

The project objectives determined

A leveraging strategy developed


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The effectiveness of the strategy reviewed continuously

to ensure the desired objectives are met annual and ad

hoc debriefs with Botswana Government and Private

Sector will ensure that the most effective components ofthe strategy are retained

The duration of the project management contract drives

the duration and overall effectiveness of the strategy


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CONTRACTUAL MANAGEMENT

Botswana Government and Private Sector rights and

benefits protected, implemented and managed

Botswana Government and Private Sector rights

optimised i.e. Key Role Players appearances managed inconjunction with on-court promotions, use of images in

advertising campaigns etc

Manage possible infringement / ambush marketing

Manage all administrative issues relating to the contract


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RELATIONSHIP MANAGEMENT

Develop and promote a relationship between

Botswana Government and Private Sector and Other

Stakeholders.

Manage relationship between Botswana Government

and Private Sector, Other stakeholders, Media and

Channel advertising

Ensure effective communication channels amongst all

stakeholders are developed and maintained for the

benefit of the project and Botswana Government and

Private Sector objectives


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FINANCIAL MANAGEMENT

Advise Botswana Government and Private Sector in all

financial matters relating to the Project

Develop a cost effective leveraging budget

Manage the leveraging spend on Botswana Government

and Private Sector behalf

Manage and develop the Project merchandise programme

Develop strategies designed to reduce campaign costs i.e.sms campaigns in which Botswana Government and

Private Sector participates in the revenue generated


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EVENT MANAGEMENT

Manage and implement all event management activities

on Botswana Government and Private Sector behalf i.e.

Project and media launch, awards functions, on-courtactivities, promotions, competitions etc

Includes all Project logistics i.e. branding, Event

interviews etc

Event management services throughout Botswana.


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Project ManagementProject ManagementLEVERAGING

Develop and activate an effective leveraging strategy in conjunctionwith Botswana Government and Private Sector and the projectobjectives

These include:

Key Role Players participation

Co-ordinate and implement all logistics around Key Role Playersparticipation, specific strategy developed to enhance the overall projectassociation

Promotions

Conceptualise, develop and implement promotional campaigns inconjunction with those of Botswana Government and Private Sectorvarious programmes

Channel Advertising would co-ordinate all these initiatives on BotswanaGovernment and Private Sector behalf


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PROJECT ACTIVATIONChannel Advertising will manage the event day activities on Botswana

Government and Private Sector behalf

PR & Media

Channel Advertising will develop a comprehensive PR & Media strategywhich would integrate seamlessly with the overall project strategy

Advertising

The ATL campaign developed for this projects leveraging strategy would

also integrate with the overall project strategy to deliver maximum

exposure and awareness of the partnership between Botswana

Government and Private Sector and stakeholders


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COMMUNICATION

Channel Advertising will:

develop an effective communication strategy which will assist

Botswana Government and Private Sector create a solid project

footprint within the society of Botswana

be Botswana Government and Private Sector brand custodian and

protect their interests in the general Public.

assist Botswana Government and Private Sector to successfully

incorporate its communication throughout every element of this project

ensure Botswana Government and Private Sector campaign profile is

maximised at all event and continuously identify new communication

opportunities


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HOSPITALITY

A well co-ordinated and professional hospitality

programme will be developed to enable Botswana

Government and Private Sector to engage all its

stakeholders through this project platform

EVENTS

This includes the conceptualisation, planning and

activation of all events associated with this project eg.Launches, press functions, awards ceremonies etc.


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Media Leverage PlanMedia Leverage Plan


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Radio (To be negotiated with the BTV)

Radio Botswana

E.g. RB 1 and RB 2 FM

Opportunites such as;

Live crossings

Build up to the event (Project editorial onnewspapers)

BTVBroadcast sponsorshipsBTVBroadcast sponsorships


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Private Radio Stations

Gabz FMYarona 106 FM

Duma FM

Interviews

Talk shows on Living the Vision

Broadcast sponsorshipsBroadcast sponsorships


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Market exposure 1,7 Million for Botswana

E-Botswana and Botswana television

Either one of the two stations will provide 15 minutes of exclusive

air time through their programmes to showcase Living the Vision

Project the Key role Players, management, and history as a

prelude to the event and its activities. This is an extra forum to

communicate to the Public.

YARONA FM, GABZ FM, RB2 and OTHER STATIONS

These radio stations represent key target markets for

communication. Win-a-prize competitions can be done.Participants will be asked to articulate the Living the Vision

objectives.


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Market exposure 1,7 million for Botswana

Daily News, Voice, Mmegi, Gazette and Guardian and Others

These popular newspapers will assist the campaign by creating

a Living the Vision section which will showcase Living theVision Project and its Key role Players each week. Win-a-

prize competitions: Readers will be asked to answer some

questions on Living the Vision and its objectives. To win, all

questions must be answered correctly with Living the Vision

Pillars and its objectives and must be attached and delivered to

the Vision Councils address. Winners will also receive

incentives.

Marketing & consumer involvement


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THANK YOU

living the vision programmes and campaign

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