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Lok Mela Festival-Brand Plan (Cont)

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University of Central Punjab

The document provides details on the strategy and execution for promoting Lok Mela, a cultural festival in Pakistan. It includes an analysis of the macroenvironment, target consumer group of affluent urban youth aged 16-30, and brand experience. The communication design leverages digital media like Facebook and a mobile app, alongside ATL channels like radio and OOH. On-campus activations are planned in major cities to generate awareness. A budget of PKR 5 million is allocated across these tools over one year to increase top-of-mind recall of Lok Mela from 0% to 20% among the target group. Limitations around budget, time period, and availability of industry data are also noted.

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Lok Mela Festival-Brand Plan (Cont)
WHAT TO EXPECT OUT OF TODAYS SESSION? Quick snapshot of Macro-environment Understanding consumer Brand experience The Communication Design AND 損 THE REAL TIME STRATEGY EXECUTION!
LIMITATIONS Analysis and strategies reflected in this presentation are only a combination of: Brand Plan Brief Desk Research Target Group (TG) Connects Primary survey Team has tried to explore all the possible relevant sources for numbers projection however, industry experts were also contacted where the sources were not available Proposed communication tools have been projected while keeping in view the budget limitations of Rs. 5 million and for one year only keeping in view Lok Festival 2014 in mind
THE MACRO-ENIRONMENTAL LANDSCAPE 31/50 Threat of New Entrants (Low) Threat of Substitutes (High) Rivalry (Moderate) Power of Buyers (High) Power of Suppliers (Low) MODERATE Political: Govt. underpins culture & tourism but Security Concerns Economical: 7% of Pakistans GDP is from tourism and 6% of employment too Social: Diverse cultures but absence of key cultural events recently Technological: Higher ICT penetration reflecting tech-savvy youth Environmental: Country of all season Legal: No such overall legal implications PESTEL PORTERs FIVE FORCES
WHO are They? (Changed Target Group) DEMOGRAPHIC 16-30 year old SEC A+, A, B and C PSYCHOGRAPHIC Students/Young Pros Affluent urban youth Extroverts Passionate Tech-savvy Experimental Trend Setters WHAT they Want? Engagement Interactive Environments Variety/New things WHAT Activities they Do? Social Networking Hangouts with F&F Sporting Activities Out of the Box thinking WHERE do the Go? Food-points Shopping Malls Northern areas International Tours RE-VISITING THE TARGET GROUP FUN FOOD FRIENDS FAMILY Eid Festiv al, 31% Basa nt, 25% Yout h Festiv al, 14% Natio nal Day, 8% HRCS, 6% Other s, 17% YES, 73% NO, 27% Aware of PTDC? Share of Mind Future Willingness YES, 68% NO, 32%
Engagement LOW PERCEPTUAL MAP OF VARIOUS EVENTS Entertainment HIGH HIGH LOW Loke Mela National Day EID Basant Based on the marketing research findings conducted on a sample of 54 respondents across 3 universities in Lahore
Salience Performance Imagery Judgment Feelings Resonance Who are you? What are you? What about you? The Brand Romance YOU & ME! BRAND EXPERIENCE 3 4 3 1 BOND Lok Mela Identity Target Group Anonymity Romance
Lok Mela Festival-Brand Plan (Cont)
CONCLUDING THE BRAND ROMANCE!!! IQ Intellectual Quotient PASSION ACROSS THE VALUE CHAIN! EQ Emotional Quotient MQ Motivation Quotient Industry Dynamics PESTEL Knowing TG Understanding the Brand Bond Exploring the Brand Experience Engagement Infotainment Motivation
Digital Social Media Mobile Application Exclusive Web Portal for Lok Mela ATL Radio Ad/Teasers Out of Home Steamers BTL On Campus Activations Lucky Draws Competition Prizes THE COMMUNICATION DESIGN
MARKETING OBJECIVES Increase In Top of the Mind Recall to 20% (0 to 20%) Un Aided Spontaneous Awareness to 35% (5 to 40%) Increase In Consideration by 8% (62 to 70%) Amongst the aware Target Group only
REACHING THE CORE TARGET GROUP Gender Split*** Male (52%) 10.4M Female (48%) 9.6M Urban Age Group Contribution by Target Group (29%) 20M** 16 19 (11%) 20 24 (10%) 25 30 (8%) Total Population (182 Million)* Urban (38%) 69M Rural (62%) 113 M * Economic Survey of Pakistan 2012-13 ** PCO 1998 Census Data *** PCO 1998 Census Data
WHO ARE THEY? Total Size of the Target Group (15% of Urban Population) 10.1 Million Individuals Socio Economic Contributions (67%)** Male 5.7M Female 4.4M Literate Urban Target Group (20M)* Male (82%) 8.5 Female (68%) 6.5M * Economic Survey of Pakistan 2012-13 ** PLSM Survey 2011-12
Digital Media Face book: (63%*) 10mx40%= 6.3m Smart Phone App: (51%**) 10mx51%= 5.1m Web Portal: (77%*) 10mx77%= 7.1m ATL Radio: (45%***) 10mx45%= 4.5m Out of Home Steamers: (51%**) 10mx51%= 5.1m BTL On Campus Activations: Total 28 Universities**** Lahore(12) Karachi(10) Islamabad(16) MARKET SIZING ACROSS COMMUNICATION TOOLS * Tribune Digital Landscape in Pakistan, May 2013 ** Based on the marketing research findings conducted on a sample of 54 respondents across 3 universities in Lahore *** BBC Survey 2009 **** HEC
OVERALL CAMPAIGN EXECUTION STRATEGY Facebook Mob. App Web Portal Radio OOH (Steamers) On Campus Activations Pre- Event 6 M 6 M 6 M 2 W 4 D 4 W Event 2 W 2 W 2 W 2 W 2 W Post- Event On-Going On-Going On-Going 4 W Maintenance Maintenance Maintenance Follow-Ups *D Days W Weeks M Months
BUDGET ALLOCATION AN OVERVIEW COMMUNICATION DESIGN COMMUNICATION TOOL BUDGET ALLOCATION (PKR MILLION) BUDGET CONTRIBUTION Digital Media Facebook 0.480 17%Mobile App 0.157 Web Portal 0.195 0.832 ATL Radio 1.092 49% OOH (Steamers) 1.275 2.367 BTL On-Campus Activations 0.950 33%Goodies 0.608 Lucky Draws 0.048 1.605 TOTAL BUDGETED AMOUNT (PKR) 4.804 100% Budget Allocated 5.0 Saving for PTDC Team Dinner & Goodies 0.196
Lok Mela Festival-Brand Plan (Cont)
FACEBOOK BUDGETING Pre-Event (6 months) Event (1 month) Post-Event (5 months) TOTAL (PKR) Digital Ad. Agency 210,000 35,000 175,000 420,000 Contest 20,000 30,000 10,000 60,000 Total Cost 230,000 65,000 185,000 480,000 Source: Cressetech Digital Ad Agency Briefing by the BA on the Ideology of Signing in from Facebook On Campus Registration with Facebook Incentives on Participation through the Facebook Page
City No. Of Universities University Reach Target (%) Pre Event Activatio n Days Average Daily Contacts Visitors o the Kiosk Average Daily Contacts (Based on FB Contacts) Total Contacts (Reach in- person) Average FB Friend Circle Per Contact * FB Source Expected Reach Through FB In Contacts Expected Reach Through FB in Likes & Comments (11% - 8% Likes & 3% Comments) Total Reach through Facebook I/R* 16 70% 11 1,000 500 1,500 130 65,000 72,150 1,082,250 LHR 12 40% 5 1,000 500 1,500 130 65,000 72,150 1,082,250 KHI 10 30% 3 1,000 500 1,500 130 65,000 72,150 1,082,250 Total 38 50% 19 3,000 4,500 390 195,000 216,450 3,246,750 FACEBOOK IMPACT! *I/R Islamabad/Rawalpindi
Lok Mela Festival-Brand Plan (Cont)
Lok Mela Festival-Brand Plan (Cont)
MOBILE APPLICATION BUDGETING Pre-Event (6 months) Event (1 month) Post-Event (5 months) TOTAL (PKR) One Time Cost (OTC) 55,000 0 0 55,000 Unlimited Hosting Charges 42,000 0 0 42,000 Digital Ad. Agency 30,000 5,000 25,000 60,000 FB Operating Cost 127,000 5,000 25,000 157,000 Source: 4M Corp. Source: GF Soul and Provide Web Hosting Services Source: Cressetech Digital Ad Agency On Campus Registration with Smartphone users Take a Tour An Experience Enhancement Incentives on Participation through the App
City No. Of Universities University Reach Target (%) Pre Event Activati on Days Average Daily Contacts Visitors o the Kiosk Average Daily Contacts (Based on FB Contacts) Total Contacts (Reach in- person) Those who'll get the App Installed In Person (50%) Those Who'll Spread the Word of Mouth & Social Media (At least 30%) Total Application Reach I/R* 16 70% 11 1,000 500 1,500 750 225 975 LHR 12 40% 5 1,000 500 1,500 750 225 975 KHI 10 30% 3 1,000 500 1,500 750 225 975 Total 38 50% 19 3,000 4,500 2,250 675 2,925 MOBILE APPLICATION IMPACT! *I/R Islamabad/Rawalpindi
Lok Mela Festival-Brand Plan (Cont)
Lok Mela Festival-Brand Plan (Cont)
Lok Mela Festival-Brand Plan (Cont)
WEB PORTAL BUDGETING Pre-Event (6 months) Event (1 month) Post-Event (5 months) TOTAL (PKR) One Time Cost (OTC) 50,000 0 0 50,000 Digital Ad, Agency 30,000 5,000 25,000 60,000 Contests 36,000 25,000 24,000 85,000 FB Operating Cost 116,000 30,000 49,000 195,000 Source: Cressetech Digital Ad Agency Source: Cressetech Digital Ad Agency Source: Cressetech Digital Ad Agency Facebook & Mobile App Routing towards Webpage Engagements: Likh Sajan Sur Tasveer Rang Bhar De Incentives on Participation through the Facebook Page
City No. Of Universities University Reach Target (%) Pre Event Activatio n Days Average Daily Contacts Visitors o the Kiosk Average Daily Contacts (Based on FB Contacts) Total Contacts (Reach in- person) Those who'll Sign Up In Person (70%) Those Who'll Spread the Word of Mouth (At least 30%) Total Application Reach I/R* 16 70% 11 1,000 500 1,500 1,050 315 330,750 LHR 12 40% 5 1,000 500 1,500 1,050 315 330,750 KHI 10 30% 3 1,000 500 1,500 1,050 315 330,750 Total 38 50% 19 3,000 4,500 3,150 945 992,250 WEB PORTAL IMPACT! *I/R Islamabad/Rawalpindi
THE RADIO AD
RADIO BUDGETING & IMPACT No. Channels 3 Pre 7 Days During 7 Days Channel Names FM 89, FM 91, FM 106.2 Cities Covered ISB/PINDI, LHR, KHI Campaign Duration (Days) 14 Average Rates Spot Duration Rate/Copy 10 650 30 1,950 Source: Various Industry Sources & FM 100 Website for Estimations Calculations Daily Frequency Daily Budget Consumed TOTAL No. of Spots TOTAL Consumed Budget (14 Days on 3 Channels) Time of the Day Time Slot 10 Sec. Spot 30 Sec. Spot 10 Sec. Spot 30 Sec. Spot Morning 07:00AM - 10:00AM 4 2 2,600 3,900 6,500 84 273,000 Evening 06:00PM - 09:00PM 10 4 6,500 7,800 14,300 196 600,600 Late Night 10:00PM - 12:00AM 2 2 1,300 3,900 5,200 56 218,400 Total 16 8 26,000 336 1,092,000 Those Who Listen (1 a day) Total 4.5M Expected Reach Through Radio 70%* 3.15M Based on the marketing research findings conducted on a sample of 54 respondents across 3 universities in Lahore
Lok Mela Festival-Brand Plan (Cont)
OUT OF HOME (OOH) STEAMERS No. of Days 14 Daily Per Pole Cost 500 No. of Poles 150 No. of Steamers (2 per Pole) 300 Steamers Installation Cost 1,050,000 Cost Per Steamer 750 Steamers Printing Cost (3x6) 225,000 Total Cost 1,275,000 Islamabad Total Population Target Group (15%) Reach in 14 Days (50%) 1.4M 0.210M 0.105M
Lok Mela Festival-Brand Plan (Cont)
ON CAMPUS ACTIVATIONS BUDGETING City No. Of Universities University Reach Target (%) Pre Event Activation Days Permission Cost/Day Total Cost ISB 16 70% 11 10,000 160,000 LHR 12 40% 5 10,000 120,000 KHI 10 30% 3 10,000 100,000 38 50% 19 380,000 Sr. # Expenses Amount (PKR) 1 Set-up Cost 569,500 2 Permission Cost 380,000 3 HR Cost 74,100 4 Engagement Activities 655,500 TOTAL 1,679,100
ON CAMPUS ACTIVATIONS WORKINGS Set-Up Cost (One Time) Unit Cost No. of Unit/Team Amount (PKR) 1 Set-up Cost (10 x 10) 25,000 1 25,000 2 Set-up Rebranding Cost 4,000 19 76,000 3 Standees 3,000 10 30,000 4 Uniforms for Staff 2,000 10 20,000 5 LCD 52" 60,000 1 60,000 6 Sound System 30,000 1 30,000 7 Laptops for user experience 30,000 3 90,000 8 Internet Connection 4Mbps 5,000 1 5,000 9 Probs for Pictures 10,000 1 10,000 10 Average Setup Transport Charge 8,000 19 152,000 11 Average HR Transport Charge 3,500 19 66,500 12 Others 5,000 1 5,000 Total 569,500 HR COUNT Per Day Wage (PKR) Activity Manager (Male) 1 1,200 Male BA's 1 1,000 Female BA's 2 1,000 Helper 1 700 Total 5 3,900 Number of Days 19 Total HR Cost 74,100
ON CAMPUS ACTIVATIONS IMPACT! Engagement Activities QTY/ Event Unit Price No. of Events Total Total Reach (In-Person) Total Reach (WOM) 2 per person T-Shirts 100 120 19 228,000 1,900 3,800 CAPs 400 50 19 380,000 7,600 15,200 Lucky Draws 5 500 19 47,500 95 190 655,500 9,595 19,190
Lok Mela Festival-Brand Plan (Cont)
Activi ty Apr May June July Aug Sep Oct Nov Dec Jan Feb Mar Faceboo k Mobile App Web Portal Radio OOH Steamer OCAs ACTIVITY CALENDAR
PROPOSED MEASUREMENT METRICS EVALUATING THE IMPACT Efficiency Effectiveness Target Group Investment Reach in Numbers Cost Per Contact (PKR) Reach Facebook 6,300,000 480,000 2,925,000 0.2 46% Mobile App. 5,100,000 157,000 2,925 53.7 0% Web Portal 7,100,000 195,000 992,250 0.2 14% Radio 4,500,000 1,092,000 3,150,000 0.3 70% OOH 5,100,000 1,275,000 105,000 12.1 2% On-Campus Activation 15,000,000 949,500 4,243,500 0.2 28% Goodies 57,000 608,000 19,000 32.0 33% Lucky Draws 57,000 47,500 190 250.0 0% EFFICIENCY EFFECTIVENESS COMBO!
Lok Mela Festival-Brand Plan (Cont)

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Lok Mela Festival-Brand Plan (Cont)

  • 2. WHAT TO EXPECT OUT OF TODAYS SESSION? Quick snapshot of Macro-environment Understanding consumer Brand experience The Communication Design AND 損 THE REAL TIME STRATEGY EXECUTION!
  • 3. LIMITATIONS Analysis and strategies reflected in this presentation are only a combination of: Brand Plan Brief Desk Research Target Group (TG) Connects Primary survey Team has tried to explore all the possible relevant sources for numbers projection however, industry experts were also contacted where the sources were not available Proposed communication tools have been projected while keeping in view the budget limitations of Rs. 5 million and for one year only keeping in view Lok Festival 2014 in mind
  • 4. THE MACRO-ENIRONMENTAL LANDSCAPE 31/50 Threat of New Entrants (Low) Threat of Substitutes (High) Rivalry (Moderate) Power of Buyers (High) Power of Suppliers (Low) MODERATE Political: Govt. underpins culture & tourism but Security Concerns Economical: 7% of Pakistans GDP is from tourism and 6% of employment too Social: Diverse cultures but absence of key cultural events recently Technological: Higher ICT penetration reflecting tech-savvy youth Environmental: Country of all season Legal: No such overall legal implications PESTEL PORTERs FIVE FORCES
  • 5. WHO are They? (Changed Target Group) DEMOGRAPHIC 16-30 year old SEC A+, A, B and C PSYCHOGRAPHIC Students/Young Pros Affluent urban youth Extroverts Passionate Tech-savvy Experimental Trend Setters WHAT they Want? Engagement Interactive Environments Variety/New things WHAT Activities they Do? Social Networking Hangouts with F&F Sporting Activities Out of the Box thinking WHERE do the Go? Food-points Shopping Malls Northern areas International Tours RE-VISITING THE TARGET GROUP FUN FOOD FRIENDS FAMILY Eid Festiv al, 31% Basa nt, 25% Yout h Festiv al, 14% Natio nal Day, 8% HRCS, 6% Other s, 17% YES, 73% NO, 27% Aware of PTDC? Share of Mind Future Willingness YES, 68% NO, 32%
  • 6. Engagement LOW PERCEPTUAL MAP OF VARIOUS EVENTS Entertainment HIGH HIGH LOW Loke Mela National Day EID Basant Based on the marketing research findings conducted on a sample of 54 respondents across 3 universities in Lahore
  • 7. Salience Performance Imagery Judgment Feelings Resonance Who are you? What are you? What about you? The Brand Romance YOU & ME! BRAND EXPERIENCE 3 4 3 1 BOND Lok Mela Identity Target Group Anonymity Romance
  • 9. CONCLUDING THE BRAND ROMANCE!!! IQ Intellectual Quotient PASSION ACROSS THE VALUE CHAIN! EQ Emotional Quotient MQ Motivation Quotient Industry Dynamics PESTEL Knowing TG Understanding the Brand Bond Exploring the Brand Experience Engagement Infotainment Motivation
  • 10. Digital Social Media Mobile Application Exclusive Web Portal for Lok Mela ATL Radio Ad/Teasers Out of Home Steamers BTL On Campus Activations Lucky Draws Competition Prizes THE COMMUNICATION DESIGN
  • 11. MARKETING OBJECIVES Increase In Top of the Mind Recall to 20% (0 to 20%) Un Aided Spontaneous Awareness to 35% (5 to 40%) Increase In Consideration by 8% (62 to 70%) Amongst the aware Target Group only
  • 12. REACHING THE CORE TARGET GROUP Gender Split*** Male (52%) 10.4M Female (48%) 9.6M Urban Age Group Contribution by Target Group (29%) 20M** 16 19 (11%) 20 24 (10%) 25 30 (8%) Total Population (182 Million)* Urban (38%) 69M Rural (62%) 113 M * Economic Survey of Pakistan 2012-13 ** PCO 1998 Census Data *** PCO 1998 Census Data
  • 13. WHO ARE THEY? Total Size of the Target Group (15% of Urban Population) 10.1 Million Individuals Socio Economic Contributions (67%)** Male 5.7M Female 4.4M Literate Urban Target Group (20M)* Male (82%) 8.5 Female (68%) 6.5M * Economic Survey of Pakistan 2012-13 ** PLSM Survey 2011-12
  • 14. Digital Media Face book: (63%*) 10mx40%= 6.3m Smart Phone App: (51%**) 10mx51%= 5.1m Web Portal: (77%*) 10mx77%= 7.1m ATL Radio: (45%***) 10mx45%= 4.5m Out of Home Steamers: (51%**) 10mx51%= 5.1m BTL On Campus Activations: Total 28 Universities**** Lahore(12) Karachi(10) Islamabad(16) MARKET SIZING ACROSS COMMUNICATION TOOLS * Tribune Digital Landscape in Pakistan, May 2013 ** Based on the marketing research findings conducted on a sample of 54 respondents across 3 universities in Lahore *** BBC Survey 2009 **** HEC
  • 15. OVERALL CAMPAIGN EXECUTION STRATEGY Facebook Mob. App Web Portal Radio OOH (Steamers) On Campus Activations Pre- Event 6 M 6 M 6 M 2 W 4 D 4 W Event 2 W 2 W 2 W 2 W 2 W Post- Event On-Going On-Going On-Going 4 W Maintenance Maintenance Maintenance Follow-Ups *D Days W Weeks M Months
  • 16. BUDGET ALLOCATION AN OVERVIEW COMMUNICATION DESIGN COMMUNICATION TOOL BUDGET ALLOCATION (PKR MILLION) BUDGET CONTRIBUTION Digital Media Facebook 0.480 17%Mobile App 0.157 Web Portal 0.195 0.832 ATL Radio 1.092 49% OOH (Steamers) 1.275 2.367 BTL On-Campus Activations 0.950 33%Goodies 0.608 Lucky Draws 0.048 1.605 TOTAL BUDGETED AMOUNT (PKR) 4.804 100% Budget Allocated 5.0 Saving for PTDC Team Dinner & Goodies 0.196
  • 18. FACEBOOK BUDGETING Pre-Event (6 months) Event (1 month) Post-Event (5 months) TOTAL (PKR) Digital Ad. Agency 210,000 35,000 175,000 420,000 Contest 20,000 30,000 10,000 60,000 Total Cost 230,000 65,000 185,000 480,000 Source: Cressetech Digital Ad Agency Briefing by the BA on the Ideology of Signing in from Facebook On Campus Registration with Facebook Incentives on Participation through the Facebook Page
  • 19. City No. Of Universities University Reach Target (%) Pre Event Activatio n Days Average Daily Contacts Visitors o the Kiosk Average Daily Contacts (Based on FB Contacts) Total Contacts (Reach in- person) Average FB Friend Circle Per Contact * FB Source Expected Reach Through FB In Contacts Expected Reach Through FB in Likes & Comments (11% - 8% Likes & 3% Comments) Total Reach through Facebook I/R* 16 70% 11 1,000 500 1,500 130 65,000 72,150 1,082,250 LHR 12 40% 5 1,000 500 1,500 130 65,000 72,150 1,082,250 KHI 10 30% 3 1,000 500 1,500 130 65,000 72,150 1,082,250 Total 38 50% 19 3,000 4,500 390 195,000 216,450 3,246,750 FACEBOOK IMPACT! *I/R Islamabad/Rawalpindi
  • 22. MOBILE APPLICATION BUDGETING Pre-Event (6 months) Event (1 month) Post-Event (5 months) TOTAL (PKR) One Time Cost (OTC) 55,000 0 0 55,000 Unlimited Hosting Charges 42,000 0 0 42,000 Digital Ad. Agency 30,000 5,000 25,000 60,000 FB Operating Cost 127,000 5,000 25,000 157,000 Source: 4M Corp. Source: GF Soul and Provide Web Hosting Services Source: Cressetech Digital Ad Agency On Campus Registration with Smartphone users Take a Tour An Experience Enhancement Incentives on Participation through the App
  • 23. City No. Of Universities University Reach Target (%) Pre Event Activati on Days Average Daily Contacts Visitors o the Kiosk Average Daily Contacts (Based on FB Contacts) Total Contacts (Reach in- person) Those who'll get the App Installed In Person (50%) Those Who'll Spread the Word of Mouth & Social Media (At least 30%) Total Application Reach I/R* 16 70% 11 1,000 500 1,500 750 225 975 LHR 12 40% 5 1,000 500 1,500 750 225 975 KHI 10 30% 3 1,000 500 1,500 750 225 975 Total 38 50% 19 3,000 4,500 2,250 675 2,925 MOBILE APPLICATION IMPACT! *I/R Islamabad/Rawalpindi
  • 27. WEB PORTAL BUDGETING Pre-Event (6 months) Event (1 month) Post-Event (5 months) TOTAL (PKR) One Time Cost (OTC) 50,000 0 0 50,000 Digital Ad, Agency 30,000 5,000 25,000 60,000 Contests 36,000 25,000 24,000 85,000 FB Operating Cost 116,000 30,000 49,000 195,000 Source: Cressetech Digital Ad Agency Source: Cressetech Digital Ad Agency Source: Cressetech Digital Ad Agency Facebook & Mobile App Routing towards Webpage Engagements: Likh Sajan Sur Tasveer Rang Bhar De Incentives on Participation through the Facebook Page
  • 28. City No. Of Universities University Reach Target (%) Pre Event Activatio n Days Average Daily Contacts Visitors o the Kiosk Average Daily Contacts (Based on FB Contacts) Total Contacts (Reach in- person) Those who'll Sign Up In Person (70%) Those Who'll Spread the Word of Mouth (At least 30%) Total Application Reach I/R* 16 70% 11 1,000 500 1,500 1,050 315 330,750 LHR 12 40% 5 1,000 500 1,500 1,050 315 330,750 KHI 10 30% 3 1,000 500 1,500 1,050 315 330,750 Total 38 50% 19 3,000 4,500 3,150 945 992,250 WEB PORTAL IMPACT! *I/R Islamabad/Rawalpindi
  • 30. RADIO BUDGETING & IMPACT No. Channels 3 Pre 7 Days During 7 Days Channel Names FM 89, FM 91, FM 106.2 Cities Covered ISB/PINDI, LHR, KHI Campaign Duration (Days) 14 Average Rates Spot Duration Rate/Copy 10 650 30 1,950 Source: Various Industry Sources & FM 100 Website for Estimations Calculations Daily Frequency Daily Budget Consumed TOTAL No. of Spots TOTAL Consumed Budget (14 Days on 3 Channels) Time of the Day Time Slot 10 Sec. Spot 30 Sec. Spot 10 Sec. Spot 30 Sec. Spot Morning 07:00AM - 10:00AM 4 2 2,600 3,900 6,500 84 273,000 Evening 06:00PM - 09:00PM 10 4 6,500 7,800 14,300 196 600,600 Late Night 10:00PM - 12:00AM 2 2 1,300 3,900 5,200 56 218,400 Total 16 8 26,000 336 1,092,000 Those Who Listen (1 a day) Total 4.5M Expected Reach Through Radio 70%* 3.15M Based on the marketing research findings conducted on a sample of 54 respondents across 3 universities in Lahore
  • 32. OUT OF HOME (OOH) STEAMERS No. of Days 14 Daily Per Pole Cost 500 No. of Poles 150 No. of Steamers (2 per Pole) 300 Steamers Installation Cost 1,050,000 Cost Per Steamer 750 Steamers Printing Cost (3x6) 225,000 Total Cost 1,275,000 Islamabad Total Population Target Group (15%) Reach in 14 Days (50%) 1.4M 0.210M 0.105M
  • 34. ON CAMPUS ACTIVATIONS BUDGETING City No. Of Universities University Reach Target (%) Pre Event Activation Days Permission Cost/Day Total Cost ISB 16 70% 11 10,000 160,000 LHR 12 40% 5 10,000 120,000 KHI 10 30% 3 10,000 100,000 38 50% 19 380,000 Sr. # Expenses Amount (PKR) 1 Set-up Cost 569,500 2 Permission Cost 380,000 3 HR Cost 74,100 4 Engagement Activities 655,500 TOTAL 1,679,100
  • 35. ON CAMPUS ACTIVATIONS WORKINGS Set-Up Cost (One Time) Unit Cost No. of Unit/Team Amount (PKR) 1 Set-up Cost (10 x 10) 25,000 1 25,000 2 Set-up Rebranding Cost 4,000 19 76,000 3 Standees 3,000 10 30,000 4 Uniforms for Staff 2,000 10 20,000 5 LCD 52" 60,000 1 60,000 6 Sound System 30,000 1 30,000 7 Laptops for user experience 30,000 3 90,000 8 Internet Connection 4Mbps 5,000 1 5,000 9 Probs for Pictures 10,000 1 10,000 10 Average Setup Transport Charge 8,000 19 152,000 11 Average HR Transport Charge 3,500 19 66,500 12 Others 5,000 1 5,000 Total 569,500 HR COUNT Per Day Wage (PKR) Activity Manager (Male) 1 1,200 Male BA's 1 1,000 Female BA's 2 1,000 Helper 1 700 Total 5 3,900 Number of Days 19 Total HR Cost 74,100
  • 36. ON CAMPUS ACTIVATIONS IMPACT! Engagement Activities QTY/ Event Unit Price No. of Events Total Total Reach (In-Person) Total Reach (WOM) 2 per person T-Shirts 100 120 19 228,000 1,900 3,800 CAPs 400 50 19 380,000 7,600 15,200 Lucky Draws 5 500 19 47,500 95 190 655,500 9,595 19,190
  • 38. Activi ty Apr May June July Aug Sep Oct Nov Dec Jan Feb Mar Faceboo k Mobile App Web Portal Radio OOH Steamer OCAs ACTIVITY CALENDAR
  • 39. PROPOSED MEASUREMENT METRICS EVALUATING THE IMPACT Efficiency Effectiveness Target Group Investment Reach in Numbers Cost Per Contact (PKR) Reach Facebook 6,300,000 480,000 2,925,000 0.2 46% Mobile App. 5,100,000 157,000 2,925 53.7 0% Web Portal 7,100,000 195,000 992,250 0.2 14% Radio 4,500,000 1,092,000 3,150,000 0.3 70% OOH 5,100,000 1,275,000 105,000 12.1 2% On-Campus Activation 15,000,000 949,500 4,243,500 0.2 28% Goodies 57,000 608,000 19,000 32.0 33% Lucky Draws 57,000 47,500 190 250.0 0% EFFICIENCY EFFECTIVENESS COMBO!

Editor's Notes