 Agency task

 Communication objectives
 Background
 Competitive landscape
 TQC Today
 Target Audience Analysis
 Media strategy/Analysis
 Strategy executive/communication
 Media plan/ budget summary
 Creative execution
 recommendations
 Evolve a rebranding campaign
deploying available media with 30
million naira budget
 To increase top of mind awareness in
our target audience
 To capture 80% share of voice in the
media
 To create the awareness in our
target audience that will stimulate
their interest, build desire and
eventually move them to take action
 To promote buzz and positive word
of mouth about the company and its
 First used in 1807 by Thomas Jefferson in
his address to the US Congress
 Public relations practice commenced in
Nigeria in the early 1940s
 Introduced by UAC in the private sector, in
1949. Followed by Nigerian Railway
Corporation in 1956.

 Nigerian Institute of Public Relations is a

professional body that regulates and
controls the practise of Public Relations as a
 Over the years Public Relations has
been largely misconstrued and the
“brown envelope” syndrome has
eaten deep into the practice, with
“window dressing” and “psycho
fancy” ; a reflection of the corruption
in Nigeria
 Government Propaganda
 Corporate Social Responsibility
 Conflict Resolution
• In the last few years, the PR practice has
witnessed the proliferation of several
portfolio PR practitioners as well as other
PR consultancies, who have attempted a
more professional practice of the
profession
• On the global scene, PR occupies a much
larger stage and has gained as much
relevance and respect as advertising.
• Infact, forecasted that the future of
marketing communications lies with PR.
The popular book by IMC gurus AL and
Laura Reis,
‘The Fall of Advertising and the Rise of
PR’,
is a reflection of the tilt of global
 •Infamous wardrobe malfunction
during a live broadcast

• Debacle involving another celebrity

 • Boxing match Press Conference

•Don King – Boxing

Promoter
 Otherglobal practices of PR which have
also been introduced to the Nigerian
scene the Nigerian marketing scene
include:

- Corporate Communications
- Consumer and Brand PR
- Social Cause, Lobbying & Government
Relations
- Media & Community Relations
- Financial, Capital Market & Investor
Relations
CMC CONNECT  JSP COMMUNICATIONS
NIG. LTD CONSULTANCY
 Incorporated in 1992 • Affiliated to Hill and
 Affiliated to AfricaPractice Knowlton Inc.
Clients include; Unilever Plc,  Clients Include: GSK, NBC,
Virgin Nigeria, Virgin PZ, Red Star, Stanbic IBTC
Atlantic, Shell, Accenture, Bank
Accelon, GTBank, Intel,
Microsoft, Peugeot
 Case Studies:
Case Studies:
 BAT Nigeria • IBTC
 Shell UK
 House of Representative
• Coca Cola
Committee on • Adriel Hospitality
Privatization/the Law.
 Citigroup • Nigeria LNG
 Deltat State of Nigeria • Renault
Image Consultants Nig.  Sesema Public Relations
Ltd Nig. Ltd
Clients include: Vitafoam, • Affiliated to Edelman PR and
NBC, Idea Engineers South Africa
Cadbury,Promasidor, Royal
Exchange Healthcare  Clients include: Mercedes
Services Benz, SonyEricsson
Case Sutides:
nil  Synergy Consulting
Clients include: Nestle,
Swipha, Brian Munro, SKG
MediaCraft Nig. Ltd. Pharma Limited,
 Incorporated in 2003
 Affiliated to TouchPointXM  Case Studies: Nil
Clients include: ExxonMobil,
Oando,
Starcomms, UBA, BankPHB,
Access Bank, Park ‘n’ shop,
Crown Flower Mills
Case Studies: Nil
 Incorporated in 1989
 Started operation in 1990
 Was Nigeria’s first full service PR consultancy.
 Affiliated to Fleishman-Hillard, a leading global
communications consultancy
 
Number One in:
 Service
 Image
 Quality of Clientele
 Processes & Systems
 Manpower development

OUR CLIENT ON RETAINER AND OTHERWISE INCLUDE 

 Zain, DHL, Nokia, LG Electronic, British American Tobacco
Nigeria, MTV base
 FCMB, 7up Bottling Company, Virgin Nigeria, Emirates
Airline
 
 Professional

TQC
CMC Connect

•JSP Communication

•MediaCraft

•Image •Synergy Consulting

Consultant
•Sesema Strong
Weak player
Player

•Portfolio PR
Practitioners

Non- professional
 Strength Weakness

SWOT

Opportunit
y
Threat
STRENGTH
 Pedigree- The Quadrant Company has an edge
as a member of the TROYKA brand.
 Affiliation- The Quadrant Company can utilize
its affiliation to Fleishman Hilliard.
 Experience- The company has a good track
record of success. Which it can bank on.
 Professionals- The company can boost of
experts with varying depths of experience in
the industry, ranging from business sector to
direct marketing, database management,
advertising/ events and journalism. W
 Quality of Clientele- Over time, Quadrant
Company has handled A+ rated clients with
success, and still handle most of these clients.
O T
 WEAKNESS
 The Quadrant company is playing in a
largely misconstrued industry , in this
market, Public relations is largely mistaken
for Advert, propaganda, lobbying and this is
hindering the growth in Nigeria.
 Low awareness- The name Quadrant is not
easily available on the lips of Nigerians, the
awareness is not there and so the company
is not yet fully utilized.
 The Quadrant company is not utilizing its
potentials as a good public relations
S company considering the family it belongs
to which has a good name and professionals
in all fields in the industry.

O T
 S W

OPPORTUNITI
New market in Nollywood and the Nigerian T
ES 
Music industry.
 The company should be largely involved in
organizing presidential and gubernatorial
debates to help enlighten the public.
 Economic recession- most companies are
laying off staff, and this puts them in a
negative limelight to the public, we need to
exploit this by advising the companies on
the right ways to communicate the
situation to both internal and external
publics.
 The company should handle special events
like product introduction in order to gain
S W

THREAT
O  Lack of professionalism inSthe
industry.
 Misconception- this is a weakness
that doubles as a threat, people
see Public relations as advert or
even propaganda. This has a high
risk of phasing PR out of the
Nigerian market soonest.
•CEO’s, Managing directors.
•Adult, age 28 – 55years, Social
Economic class ABC.
•Bulls eye - 35. They make decisions
for the decision makers.
•Top executives, key decision
makers, business men/women,
young executives e.t.c.
•Government bodies
•Individual and Corporate/trade
group. (The general public)
 Plays Golf, visits the boat club for
leisure, dines in posh restaurants,
visits the cinema and hangs out in
the mall

nationwi
Lives in

centres
Male & Female 28 – 55years
Extremel

urban
literate.

de.
y

ABC Social Economic Class Highly innovative, current

Top executives in both private and

govt. organizations,
Entrepreneurs, Professionals etc
 They care about how they are
perceived by people
 They have very high taste
 They enjoy relaxing in posh places
 They travel the world
 They love being associated with their
kind
 They lead the pack
 They are influential
 ‘I sometimes feel exposed because
there is no one taking care of my
public interest’
 ‘there is no staff specifically
responsible for my company’s PR,
so we have haphazard
communication. This is a cause for
concern for me’
 ‘knowing that there is someone
managing my image gives me rest
of mind and I can concentrate on
my business
 Security
 Assurances
 Image
 We will use communication to position TQC as
the all time master of the trade of Public
Relations
 we will use copy led creative executions to
create in them a sense of urgency about
having a professional PR consulting firm
handling this aspect of their business for
them
 We will create strategically use
communication to create a community for our
target audience to belong to, so that we can
have regular contact with them
 TQC will come alive in the minds of our target
audience as not just a PR company, but as a
strategic business partner that offers
intelligent communication solutions. They
begin to think like, ‘my business team is now
air tight’
 Leverage on the USP of TQC in all
communication endeavors
 The brand
archetype of TQC is
CREATOR OR
INVENTOR
 We can think of
brand TQC “The
Shaolin Master”
 The idea is to have
TQC represent ‘The
Authority’ in the
field of public
relations, just like
the ‘Chinese
 Inline with the archetype, ‘Creator’,
personality traits that TQC will
exhibit include, power, assertion,
innovation, expertise, distinguished,
maturity, calm, classy, modern,
deep, introspective, polished and
smart.
 “To the Nigerian and international business
community in specific and the general public,
TQC is ‘THE AUTHORITY’ in the Nigerian PR
industry, with the highest professional standards
and a complete mastery of the practice of public
relations in Nigeria, because of its broad
experience and knowledge base “.
 TQC is Nigeria’s first full service
professional PR consultancy with
international affiliation, resident within an
investment holding company with
businesses in marketing communication.
This means that collaborative support and
offering beyond pr is guaranteed
 Creative Rationale: A combination
of humour and the sense of
importance attached to image
perception
 Importance: What you say could
create a stigma that could last a long
time
 Humour : To catch attention and
lighten the mood of communication
Globe Concept

Logo Image Concept


Weekday morning
•Reads newspapers
at home, in the car
and in the office
•Checks email on
blackberry and laptop
•Could catch a flight
for a business trip
Weekend morning
•Reads newspapers and
magazines more
exhaustively
•Stays in touch with clients
and business partners on
the net and phone
•Watches business related
programmes
Weekday afternoon
•Attends business
meetings and
lunches
•Is exposed to TV
(CNN) at clients
office
Weekend afternoon
•Shops with family at the
mall
•Plays golf, tennis, swims at
recreational clubs
•Meets friends or has
informal business meetings
at posh spots
Weekday night
•Leaves the office
late
•Has been on the net
all day
•Watches late night
news before going to
bed
Weekend
evening/night
Goes shopping at malls,
visits cinema, watches
late night news and
business programmes
Focus of Reach Frequency
Effort
Spontaneous Awareness Sustenance
Market priority
 Major states in the South-west, South-South, South-east, North-west and North-central, skewed
towards key cities like Lagos, Abuja, Port-Harcourt, Enugu, Anambra and other busy and business
oriented cities.
Other markets to be reached via network stations and spillage media
Deployment of digital media within shopping malls, airport lounges and other strategic locations
Target Priority
Male & Female, 28-55yrs, SEC ABC

Media Print to be used as lead medium using inside front page cover or outside back cover. IMC pages
Approach will also be used tactically.
o National dailies like Guardian, Punch, Thisday, Financial Standard, Vanguard, Champion,
Leadership, New Nigeria, Daily Trust and Tribune
o Magazines like M2, Thisday Style, Brand World and Broadstreet journal
 Internet to be use as Secondary medium, using banner ads on yahoo home page and mail page,
CNN and Google.
 T.V is to be used as a supporting medium, using stations like NTA network, Channels, CNN and
STV focusing on news, business and IMC programmes.
 Strategic ad placement in newspapers and
business magazines to drive campaign
supported by internet and TV ads on late
night news, business and IMC related
Print
programmes. National reputable dailies,
business and style
magazines

Internet
Banner ads on Yahoo, CNN and Google
Television
late night
news, business
programmes
and IMC
programmes
 Advertising
ATL – TV and press
New Media – Web banners on the internet websites
visited by TA such as Yahoo, Google and CNN will
be used
 PR/EVENTS
Articles – published in national dailies on PR issues
Seminars – seminars targeted at new opportunity
ventures like the Entertainment industry, private
and government bodies among others ,issues
ranging from economic and business issues will
be discussed by notable authorities in the
industry.
 BTL materials like seminar folders, jotters
or writing pads, pens and file jackets will
be deployed. Other BTL materials to be
given out at seminars include wristband
flashes, car danglers, car stickers, pen
holders and so on
MEDIA PLAN AND
BUDGET
 SEMINARS
Venue -500,000.00
Press coverage -150,000.00
 ARTICLES – 100,000.00
Sponsored articles on PR issues
published in all national dailies
Total – 750,000.00
 Car stickers – 45,322.00
 Flash drives - 151,000.00
 Car danglers –105,678.00
 Pens – 50,000.00
 Folders -90,000.00
 Writing pads -70,000.00

Total – 607,000.00
 PRESS – 11,500,000.00
 INTERNET – 7,500,000.00
 TV – 9,128,000.00
 PR – 750,000.00
 BTL MATERIALS – 607,000.00
 MISCELLENOUS – 500,000.00

 TOTAL – 30, 000,000.00

 AMBIENT
2. Polo Club Ibadan
3. MicCom Golf Club.
4. Ikoyi Golf Course
5. Airline airport lounges
Virgin, British airways, emirates, Qatar e.t.c
 Develop a professional interactive PR
blog
 To create a community where the
target audience can relate and
contribute on issues
 To be a reference point for
information on recent economic,
social and business issues