THE BRIEF OBJECTIVES

Issue
WELA is a Women Empowerment NGO that is soliciting for Financial support from the Government, Corporate Bodies and High-Net worth individuals to raise 200m over 1yr to achieve its objectives

Campaign Objectives

Demonstrate the importance of regular donations &convince people that their donation is
important to WELA sustained activities Develop a communication idea with detailed Execution plan

Media Objectives

Develop an innovative media strategy with strong Consumer Engagement versus Simple Persuasion Explore the value of Emerging media to connect with the Target Audience (Digital)

TG PROFILING
DEMOGRAPHICS PSCHOGRAPHICS

Total Population
Male/Female ABC, 20- 50Yrs (91,625,617)

They are high net worth individuals with national and international recognition They are socialists and highly perceptive

They love to be honored and respected in the society

Category Target
SEC ABC Male/Female 20-50Yrs (43,151,461

Predominantly urban based and female bias They resonate with class and value They want to be perceived as good citizens and helping humanity
AMPS 2013

TG FOOTPRINT- Media Chemistry

High
Print

Radio

Word of mouth

Social Media

Colleague
Usage amount of time spent with a medium
Magazine

Mobile

Soul Mate
TV Outdoor Cinema

Low

Casual Partner
Weak

Distant Friend

Relationship Depth of trust into one medium

AMPS 2013 & Diaries 2014

Strategic Approach Uncovering the Big Idea

Challenge

STRATEGY

Raising 200m from Government, cooperate bodies and individuals to sustain WELA activities within 1yr.

WELA Truth Want to be perceived as good citizens and helping humanity

TG Insight

Empowering the Women

BIG IDEA

Save a Dying Vessel Today !

Campaign Architecture
Pre-Lunch
Awareness

STRATEGY

Lunch
Experiential Event

Post-Lunch
Sustenance

Activation
Donation Touchpoints

Save a Dying Vessel Today!

Role of Media
Create Awareness & drive invite to the event
Select exclusive media partners for the event Send out invitations to Government, cooperate bodies and individuals Commence intense media buzz for event

Event Coverage & Live streaming

Drive event amplification and media support for activation.

Media partners to give free exclusive coverage while event is streamed live online

Leverage event photos and mention in their platforms to drive WOM Drive traffic and talkability for Save a Dying soul Today! Boxes located in various select designations

Activation Mechanics to Achieving the 200m Target

Partnership with companies

SADVT Boxes at Public Places

Donations From FMCGs Product Sales

Online Donations

Save A dying Vessel Today Ecosystem

ACTIVATION PLAN
DIGITAL RADIO PRINT TV ACTIVATION

PRELAUNCH BOUGHT

ACTIVATION OWNED

LAUNCH EARNED

Live events

e-commerce Partnership.

Thank you