Assignment 3: Impact of Technology on

Communication
Bahrain Polytechnic
Narjes Husain 201201579
Ruqaya Saleh 201102843
Maryam Ali 201100240
Sherifah Ali 201100986

Table of Contents:
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Introduction
...............
Audience analysis
............
Persona
............
Website
...............
4.1
Advertising
............
4.2
Public affairs and public relations ..........
Facebook
.........
5.1
Advertising
............
5.2
Public relations
...............
Twitter
...............
6.1
Advertising
............
6.2
Customer service
..........
6.3
Public relations
............
Conclusion
...............
Bibliography
...............
Appendix
...............
9.1
Website
............
9.2
Facebook
..........
9.1
Twitter
.............
9.4
Project Plan
.............

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Introduction:

This is a proposal for an e-communication campaign to support the launch of Vimto Energy
for a period of two weeks in mid December 2013. This proposal has been tailored to consider three
stakeholders: prospective customers, government and community with the objectives of creating
positive brand awareness and informing and persuading the customers to buy Vimto Energy.

Audience analysis:

The target audience is males between 18-24 years old in Bahrain. They are fulltime
undergraduate students. They are single with no intention of committing in the near future. They are
mainly dependent on their parents for income, with the average household income of BD 500
(WikiAnswers, n.d.). Therefore, they are price-sensitive and need to do know what the price of
Vimto Energy is. They need to know what outlets they can buy Vimto Energy from due to the
multitude of supermarkets in Bahrain.
The target audience is fun and enjoys adventures. They are trend followers, and early
adapters of whats in. They are health conscious, with the majority attending the gym. Therefore,
they will need Vimto Energys nutritional information. They have smartphones and several social
media accounts, like Facebook, Twitter, and Instagram, used for many purposes.

Persona:

Ali is a 21-year-old fulltime undergraduate student at Bahrain Polytechnic. His health is one
of his priorities: he is physically fit, he has a membership at the gym and watches his diet. He likes
drinking energy drinks, like Red Bull, but believes they are bad for his health and would like a
healthier alternative. Ali enjoys high-energy activities like jet skiing, and opts to play sports like
football with his friends. He is adventurous and loves fun activities. Ali is updated with technology,
entertainment and fashion trends. Hes fashion forward. He uses high-speed Internet on his laptop
and is always connected on his smartphone, either through 3G or Wi-Fi. Ali has used the Internet his
whole life for information, entertainment and social media. He enjoys keeping in touch using his
Facebook account and staying up-to-date with his Twitter account.
Customer Characteristic
Is extremely familiar with the internet has
been using it his whole life

Conclusion
Tech-savvy, expects professional-looking
website, repelled by amateurish material.

Constantly connected to the internet and

social media

Wants easily accessible information and

instant updates, expects prompt replies to
enquiries.

Keeps up with trends

Will be interested in hip and fresh websites or

social media accounts.

Website:

4.1

Public affairs and public relations:

The website is static, and is the most controlled platform. Therefore, aside from generally
promoting the product, it will be used for public relations and public affairs to create positive brand
awareness. A section is dedicated to Bahrainsation. Showing support for employing Bahrainis
creates goodwill; the community is inclined to trust a company that supports Bahrainis. The Ministry
of Labor, which endorses the Bahrainsation plan, will also see it in a positive light; the government is
more likely to assist an organization helping Bahrainis. This creates positive branding for two
stakeholders: customers and government.

4.2

Advertising:

The main text in the website advertises Vimto Energys competitive advantages: that it is
both affordable and healthy. It is an attention-grabber, and retains the interest of the target
audience.
The video game on the homepage encourages customer interaction with the incentive of
winning a Thailand trip, while promoting the product with Vimto Energy Facts that pop-up once a
level is completed. 82% of fulltime college students play video games (Marketing Charts, 2008),
therefore it will increase website traffic. It attracts them to the website and sparks interest and
therefore Knowing and Thinking. This creates brand loyalty and informs and persuades the
customers.

Facebook:

5.1

Advertising:

Facebook is the most interactive platform, as customers can offer feedback through
comments and likes. It is both rich in content and dynamic, and therefore will be mainly utilized for
advertising and public relations.
The main message of the banner being communicated is that Vimto Energy is affordable. It
also showcases characteristics that correlate with the target audience which are being adventurous
and fun. Therefore, it associates those qualities with the brand; creating positive brand awareness
while also persuading the target audience that Vimto Energy fits their lifestyles.

5.2

Public relations:

Facebook facilitates building an informal community with the customers, therefore, public
relations plays an important role. There is a National Day post to highlight the brands involvement
in societys celebrations. Also, the feel of the page reinforces its image as an easy-going corporate
culture, with its use of slang like swag to inspire the target audiences trust in the product as a
fresh and hip product. This creates positive brand awareness as they are trend-aware.

Twitter:

6.1

Advertising:

The usage of twitter as a platform for advertising for Vimto Energy is effective because of its
accessibility to the target audience, as 31% of Twitter users are between 18-24 years old (Pew
Internet, 2012). It is communicating that Vimto Energy is healthy and affordable; which relates to
the target audience, who are health-conscious and price-sensitive. This achieves the communication
objective of informing and persuading the customers to buy Vimto Energy.

6.2

Customer service:

The dynamic quality of twitter as a platform allows for up-to-date information. Customers
interact through replying, favoriting, or retweeting. This facilitates customer service. Customers are
mainly redirected to the website and Facebook page of Vimto Energy, which are more rich in
content, and can satisfy their more detailed information needs. It is achieving the communication
objective of informing by repeatedly mentioning Vimto Energy can be bought at Lulu Hypermarket
or 24 Hours. It is about the doing as customers are pushed to visiting the Facebook page, the
website and to buying the product.

6.2

Public relations:

Twitter can also be used to build public relations with the community. Vimto Energy is
creating goodwill by showing its dedication to bettering Bahrain by donating to the Bahraini
Paralympic Committee. It is infusing itself within the community as a brand, by tweeting relatable
material that its target customers can identify with. Vimto Energy is creating a connection with its
target audience by acknowledging their worries, through the exam tweet, and by showing interest in
their pastimes, through the Sikhir tweet. This will create positive brand awareness, as the target
audience will feel like the brand is involved in their lives.

Conclusion:

Three platforms (website, Facebook, Twitter) with the roles of advertising, customer service,
public relations and public affairs have been utilized to achieve positive brand awareness and to
inform and persuade the customer of buying Vimto Energy, using elements from the audience
analysis and persona.

Bibliography:

Unknown. (n.d.) Wiki Answers. Retrieved from

http://wiki.answers.com/Q/What_is_the_average_household_income_in_Bahrain

Marketing charts staff (2008) Marketing Charts. Retrieved from

http://www.marketingcharts.com/interactive/nearly-all-us-teens-53-of-adults-play-videogames-7114/

Smith, A. & Brenner, J. (2012) Twitter use. Pew Internet. Retrieved from
http://pewinternet.org/Reports/2012/Twitter-Use-2012/Findings.aspx

Appendix:

9.1

Website: www.VimtoEnergy.com

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9.2 Facebook: http://www.facebook.com/pages/VimtoEnergy/234631389994758

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9.3

Twitter: www.Twitter.com/VimtoEnergy

9.4

Finalized Project Plan:

Team Leader:
Members:

Name
Narjes Husain
Ruqaya Saleh
Maryam Ali
Sherifah Ali

ID
201201579
201102843
201100240
201100986

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Narjes Husain

201201579

Purpose of the team (Why are we working together?)

To compile a structured report of a proposal on the best way of launching a product/service online
in Bahrain based on a detailed, well thought-out audience analysis of the Bahraini market. The
report will explain and justify the different roles of the communication platforms we will be using to
launch our product/service. The report will include an offline mock up of a webpage, facebook fan
page which we will create and a series of offline tweets.
We will be pitching our proposal in a 17 minute, visually-appealing presentation to the SMT, which
includes the Director of Strategic Communication of the company. We will use the presentation to
further explain our audience analysis and communication platroms in more detail and to justify our
decisions.
Norms (what do we find normal?)
Success
* Punctuality and attending meetings.
* Healthy discussion not shooting down
ideas, participating, listening well, thoughtful
input.
* Enthusiasm to achieve goals, encouraging
team members to invest their best effort.
Failure
* Not actively participating in group
discussions.
* Not respecting other group members, by
being unprofessional (tardiness, rudeness) or
irresponsible (not complying to deadlines).

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Rules and Consequences

Rule
Every group member must read their
emails and the WhatsApp group chat
at least one day prior to the meeting.
Group members cannot skip more than
one meeting without a viable excuse.

Meetings start at 12 PM sharp and all

group members should respect each
others time and be there on the dot.
Group members must adhere to the
deadlines set in the meetings to
complete the assignment by its due
date.

Consequence
If they attend three meetings without
being prepared by reading their emails
and the WhatsApp group chat, they
will be given a zero for group work.
If they skip more than one meeting
without a viable excuse and do not
invest the effort to make up for it, they
will be awarded a zero for group work.
If a group member is late for more than
ten minutes to a group meeting, they
must order McDonalds for the whole
group.
If a group member does not finish their
part a day after the deadline set by the
group, they will be awarded a zero for
group work.

Meeting schedule
DATE
15/05/2013

12:00 PM

TIME

22/05/2013

12:00 PM

29/05/2013

12:00 PM

05/06/2013

12:00 PM

12/06/2013

12:00 PM

14/06/2013
15/06/2013

12:00 PM
12:00 PM

PLACE
Library, Building 19, Bahrain
Polytechnic
Library, Building 19, Bahrain
Polytechnic
Library, Building 19, Bahrain
Polytechnic
Library, Building 19, Bahrain
Polytechnic
Library, Building 19, Bahrain
Polytechnic
Costa Coffee, Isa Town
Costa Coffee, Isa Town

Roles that each member will take up (follow BELBINs model)

Team Member
Role
Implementer
Narjes Husain
Shaper
Completer/Finisher

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Ruqaya Saleh

Monitor/Evaluator
Implementer
Team worker

Maryam Ali

Implementer
Plant
Resource Investigator

Sherifah Ali

Implementer
Coordinator

Division of the work (Who will do what?)

Group Member
Narjes Husain

Ruqaya Saleh

Maryam Ali

Sherifah Ali

Tasks
Research audience analysis and roles of
communication platforms. Complete
the draft of the roles of
communication platforms part with
Ruqaya. Review and improve the draft
of the audience analysis. Design the
webpage. Design the powerpoint.
Research audience analysis and roles of
communication platforms. Complete
the draft of the roles of
communication platforms with Narjes.
Review and improve the draft of the
audience analysis. Design the facebook
fan page.
Research audience analysis and roles of
communication platforms. Complete
the draft of the audience analysis with
Sherifah. Review and improve the draft
of the roles of communication
platforms. Come up with the ten
tweets.
Research audience analysis and roles of
communication platforms. Complete
the draft of the audience analysis with
Maryam. Review and improve the draft
of roles of communication platforms.
Put together the different parts of the
project. Review and make sure AP
referencing is correct.

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A Timeline for the work to be done (What has to be done by when? research, draft, etc)
Date
15/05/2013

22/05/2013

29/05/2013

05/06/2013

12/06/2013

14/06/2013

15/06/2013

Stage of Assignment Completion

The product/service must be chosen. Each
group member must bring preliminary
audience analysis research to the
meeting, and discuss how the research
can be used for the project.
The rough draft of the introduction should
be completed. In the meeting, we will
discuss how to approach the analysis
and begin working on it.
The rough draft of the audience analysis
should be completed. We will discuss
how to improve the draft, by patching
the gaps and adding more to it.
The audience analysis part should be
finalized by this week, as we will start
the roles of the communication
platforms part. An agreement must be
reached on how to undertake this part.
We will decide on what to include and
how to design the webpage and
facebook fan page. We will try coming
up with tweets to aid in the
product/service launch. Decide which
elements will go into the powerpoint
and begin it.
A rough draft of the communication
platforms part should be ready. We
will discuss the draft and decide how
to improve it. We must polish and
finalize the appendices (webpage,
facebook fan page and tweets). Have
the first practice session of the
powerpoint.
Wrap up the communication platforms
part, and make sure it adheres to the
rubric. Write the conclusion together
in the meeting. Polish and finalize the
conclusion. Review the whole
assignment, tie the last knots.
Make sure the assignment is not missing
anything and that the APA referencing
is correct and up-to-date. Submit the
assignment.

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