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Background
One out of three women may suffer abuse in their lifetime and in Nigeria, West Africa, one of three women aged 15-24 have been victims of violence (DHS 2008). Violence has become endemic in the system, as a research conducted showed that a high number of women who were victims of violence thought they deserved it (Gender in Nigeria Report 2012). Though in Nigeria, all statutes, customary laws and practices which support discrimination against women have been abolished, such acts have continued unchecked. WELA officially came into existence June 4, 2009. the organization was formed to contribute to the empowerment of women in Nigeria and to promote and protect womens right. In the light of the above, WELA needs more funds in other to continue the empowerment and protection of women against abuse.
Competitive Analysis
Name African Int'l Women Empowerment Org. Inc. WAWORC stands for West African Women's Rights Coalition Project alert on violence against women Media channel Top of Mind awareness Rating Press, Rallies, 3 Hand bills, Posters Press, Rallies, Posters, Handbills. TV, Press, Online, Posters, Sponsorships. Online, Rallies, Press. Press, Rallies. Press, Online. 3
Brown Button Foundation WOTCLEF Women Advancement for Economic and Leadership Empowerment in Africa (WAELE/ARCELFA) WELA
2 2 3
Rise in sympathy for women facing diverse form of abuses Category leader (women empowerment and human rights) yet to emerge
Stiff competition from more popular NGOs e.g. Project Alert Bad reputation of local NGOs
Target Audience
Primary Target A,B,C1 Socio economic class Live in urban areas Professionals Philanthropists High disposable income Sympathetic to causes Secondary target Corporate bodies Tiers of government The Media General public
Media Objectives
Achieve at least 80% reach of the target audience over the course of the campaign.
The brief
Strategy
Campaign would be in two phases
Phase 1
Sensitize the public about WELA and its mission Press conferences Partnering with media houses Press release on social media platforms Recruitment of brand ambassadors WELAs website upgrade
Phase 2
Establish the brand and stimulate donation through consumer engagement Short documentary on success stories. Ambience creation in choice locations Create an online interactive forum Partnering with reputable Bloggers Monologue on TV Fund raising event.(Yahoo ad to drive traffic)
Campaign Phasing
Sensitization Phase
Public Relations
Phase One
3 months plan
Phase Two
3/20/2014
Ambience creation at cinemas, shopping malls, hotels, high end recreational centers.
Drama skits will be showcased at high convergence zones e.g. Bus stops. This will reach the middle income earners
Create an online interactive forum where people can share their stories, seek counseling and monitor ongoing issues
This would be achieved by partnering with reputable bloggers e.g. Linda Ikeji, Bella naija.
Real live story of a beneficiary will be adapted as a 30 secs TV commercials within Channels TV News at ten and NTA Newsline.
This story will also be adapted to different social media sites. Google App ad will be deployed to target special mobile phone apps e.g. KJV Bible, Google play.
Note: Donation opportunity will be made available through all the deployed channels.
Direct Mailing of dignitaries (e.g. all first ladies in the country) Invitation package will include a DVD (containing testimonials) 2 days Yahoo sign in page ad. Companies and tiers of government will be approached for sponsorship
Stage & Lighting Consumer Engagement (Stop the abuse mechanism, drama skits) Willing victims testimonial Short documentaries
Invitation
Brand Experience
Benefits
Funds raised through donation Media coverage for publicity Increase in top of mind awareness Recruitment of more Brand ambassadors Networking opportunity for invited guests
Fund Raising
Stop the abuse mechanism Sales of souvenirs e.g. bumper stickers Sponsored games Special call for donation
MEDIA SELECTION
ONLINE Facebook Youtube Instagram PRESS Ovation magazine Thisdays Style magazine Punch newspaper TV Channels TV NTA network
Twitter
Yahoo Google Bella Naija Linda Ikeji
Guardian newspaper
Online
Upgrade of WELAs website: This will serve as a platform where the TA can get updates on latest activities ,FAQ and can also serve as a payment portal for the TA. Social Media Engagement : Functional Youtube, Twitter and Facebook accounts will be created for WELA. Influencers will be used to drive traffic to the pages at the onset. This will make it easier for testimonials, drama skits and special projects to go viral. Facebook Video ad: According to world internet statistic report, over 4.3 million Nigerians are on Facebook. This makes it easy to direct the TA to WELAs Youtube page and website thus increasing awareness and customer engagement. Yahoo: Yahoo mail is still the number 1 mailing site in Nigeria. A sign in page take over will reach TA A, B, and C1. Google: About 35 million Nigerians access the internet through their mobile phones while nearly half of that figure use Android phones. Google app ad placement displays ads on Google play store and other android phones ad. Bella Naija: The No. 1 Entertainment, Lifestyle & Fashion Website in Africa. Linda Ikeji: Linda is popularly known for her successful blog which has risen to become to most powerful online information portal in Nigeria for entertainment news.
TV
Channels TV: Channels TV news at ten is regarded as the most reliable source of news in Nigeria. Ads placed within the news will be targeted at corporate organizations and High net worth individuals. NTA: Ads placement within the Newsline will reach the Government, corporate leaders and politicians.
Press
Selections were selected based on the following: Readership of TA. Habits and age of readers. Reach and pass on rates. Cost effectiveness. Ratings research (Media facts 2012)
Budget
ONLINE NGN 3,000,000 TV NGN 3,000,000 PRESS NGN 2,000,000
3/20/2014
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