vega brand challenge 2014
TRANSCRIPT
Amplify Africa 4 November 2014
Beth Mahlangu, Kagiso Kola Gareth Agar, Japie Kruger, Neil Withers
Our brief
• Research brand and devise strategy • Build brand and get long term sponsorships from
big corporate client • Focus on digital platforms.
Unpacking the brand
Creative philanthropy
Amplify – make bigger not louder
African icons
Research
S W
O T
P
L T
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We also looked at the competitive market
S
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Key issues
What is the real problem that I need to solve? Amplify Africa is in need of an appropriate positioning strategy & clear communication thereof. What motivates the people Amplify Africa needs to communicate with? Large corporates and the beneficiaries of the NPO activities They want to be seen as being socially responsible & that they care for Africa and the upliftment of its people & communities. The client, undertaking interventions that have a tangible socio-economic benefit for Africa, aimed at uplifting its communities. What caused the problem? Their far-reaching wealth of knowledge and experience has resulted in Amplify Africa presenting a complicated and non-linear brand offering. Our worry is that if their brand offering cannot be portrayed in a quick-to-grasp and simplistic manner then large corporations may struggle to fully understand their kaleidoscope-like offering as well. This can be further aggrevated if multiple brands are launched at
Segmentation
Geographic Demographic Psychographic
Targeting
Beneficiaries of Philanthropy CEOs of large companies
Positioning Points of parity
Portfolio Reports
Points of difference
Unique offering Talent pool Expertise
Frame of Reference
Creative agencies NPOs/NGOs
Philanthropy
Positioning
For CEO’s of companies looking to invest in an NP O, Amplify Africa is the leader in icon development among al l agencies that operate in a philanthropic space because they are the leaders in the creative, activities that empower young Africans.
Empowering the next icons of African, one by one
Tagline
Empower African youth to aspire to empower themselves and become icons
Mantra
Objectives
Brand
Articulate the brand Get corporate sponsors • Appeal to CMO/CEOs • Grow communities Launch with a splash Nurture talent pool
C ommunications
Parent brand first brand awareness Drive commitment Attract talent Build communities
The big idea
From first
African Icon
Primary & Secondary
Personal branding learning platform. Help growing careers
Tertiary
Platform to share stories, tips & assist in helping African youth
Why we suggest this
involve target
markets
Build communities
Rollout plan
Launch
Awareness- big bang
Pre-Launch
Get the basics right
Leverage
Sponsorships
Extend
Extend brand through sub brands
Pre-Launch
Pre-Launch
explainer videos for YouTube
influencer list
Google grants
content
hub
SANGONet
SANGONet Pre-Launch
Give a leather book to CEOs, CMOs and influencers. Ask them to join the story. Write their biography on the front page.
explainer videos for YouTube Pre-Launch
Give a leather book to CEOs, CMOs and influencers. Ask them to join the story. Write their biography on the front page.
influencer list Pre-Launch
Give a leather book to CEOs, CMOs and influencers. Ask them to join the story. Write their biography on the front page.
content hub Pre-Launch
Content Hub
PR
Launch
Launch
Website
Digital Social PR
Print Desk Drop
DESK Drops Launch
Give a leather book to CEOs, CMOs and influencers. Ask them to join the story. Write their biography on the front page.
Digital Launch
• $10,000 per month • A $2.00 maximum cost- (CPC) • Only run keyword-targeted
campaigns • Only appear on Google search • Only run text ads
Social media Launch
PR Launch
Print Launch
Financial Mail
Forbes Women Africa
Africa Air
Magazine
Destiny Man
Soccer laduma
Website Launch
• All behaviour drives to the website • First2icon.africa – new domains • Talks about the initiative, not the brand • Control UX & Behaviour
Leverage
Leverage
Grow community Pitch to corporates
Extend
Extend
Introduce sub-brands
Duplicate platform into Africa
budget
Print R80, 132.89
Social media R14, 820.00
Online R929.33
Videos R17, 100.00
Desk drops R4, 560.00
Domain R730.44
Total R132, 394.972