TABLE OF CONTENTThe brief

Background(What led to the brief)

Communication Objective

Competitive Overview

Consumer Analysis

Communication plan –Approach and Delivery strategy.

Big Idea

Execution Idea

Message Couriers-Customer engagement, Marketing, public relations.

Measurement and Evaluation- Tools and techniques for measurement.

THE BRIEF

Is to create for Spectranet a Brand

Communication package developed from a strong Brand Idea, as A foundation

to create Brand Equity.

THE CAMPAIGN SHOULD•Should Increase T.O.M.A Of Spectranet Brand Offerings •Build Brand Loyalty•Increase Volume Of Market Shares And Drive Sales And Repetative Sales Of Spectranets Brand Offerings•Position Spectranet As A Friendly Enabler,which Empowers Consumers To Achieve All They Want To Do And Become Who The Want To Be

BACKGROUND TO STUDY

Spectranet is a Broadband Internet Provider Holding A Pan Nigeria License From Ncc Since 2009 And Established With The Aim Of Promoting Internet Services In Nigeria.The Company Provides End To End Fast, Reliable And Efficient Internet Solution On 4g Lte Platform For Retail Users And Dedicated Tailor Made Internet Solutions For Enterprises.

MARKETING AND COMMUNICATION OBJECTIVES

COMMUNICATION OBJECTIVES•Build Spectranet Brand Equity By Repositioning• Increase T.O.M.A Of Brand Offerings

MARKETING OBJECTIVE•Drive Sales Of Spectranets Brand Offerings And Provoke Repetitive Buying• Increase Market Share By 50%

CONSUMER ANALYSIS• In 2013, An Estimated Population Of Over 45million Internet Users In Nigeria Was Recorded.•A Total Of 32.6million Or 72% Of This Internet Users Accessed The Internet Through Telecommunications Network.•This Leaves A Total Of 12.4MILLION OR 28% INTERNET USERS,WHO DEPENDED ON (Isps) INTERNET SERVICE PROVIDERS

• Today An Estimated Population Of 77million Internet Users Access The Internet, Which Accounts For 42% Of The Entire Nigerian Population• THESE 77MILLION INTERNET USERS IN NIGERIA DEPEND EITHER ON TELECOMS NETWORK, INTERENET SERVICE PROVIDERS (Isps) OR BOTH FOR ACCESS TO THE INTERNET.•With The Increase In Popularity Of Social Media And Smart Phones Such As Blackberry, Android, Ipads And Tablets, Consumers Want To Be Connected On The Go.• An Average Nigeria Home And Business Is Not Interested In An Expensive Data Plan But Seeks To Get More Value With An Affordable Plan

Most Internet Users Are Well Travelled And So Wants An Internet Connection With A Wider Coverage.Consumers Seek Internet Platform With The Latest Upgrade In SpeedThe Beauty Of Technology Is Been In Control And So Consumers Want To Be In Control As The Decide Who They Share Their Data With And How They Use Their Data

Source: www.internetlivestats.com, www.freedomhouse.com & www.punchng.com

CONSUMER INSIGHT

I Am My Own Person And I Want To Do My Own

Things My Own Way, My Space And My Terms.

BRAND ESSENCE

Fast, Reliable,

Valuable and Friendly

UNIQUE BRAND PREPOSITION

EMPOWERMENT

TARGET AUDIENCEOur Core Targets Are

•Between The Ages Of 18-38 Yrs Old•Within The Categories Of B,c1&c2•They Are Sociable And Digitally Informed•They Are Both Urban And Rural Dwellers•They Are Goal Oriented

BULL’S EYEOur bull’s eye is Deola, a senior account executive in an advertising agency.

BULL’S EYEShe Reports Directly To Her Boss And Keeps Clients Updated Via Email.

BULL’S EYE• She Is A Fan Of Theater, So She Downloads The

Latest Box Office Movies Online

• She Is A Fan Of Celebrity Gossip

And So Relies On Blogs For Latest

News

BULL’S EYEShe Has A Fiancé, Who She Is Madly In love With And So Keeps In Touch With Him During Work Hours Via Skype And Bbm

Before The Weekend, She Buys Her Event Ticket Online And During The Weekend She Attends Them With Her Man.

CONSUMER NEEDSI Want An Internet Service Provider

Which Gives me Great Value For My Money. One Which I Can Rely On

Anytime, Anywhere.An Internet Service Provider Which

Provides Me A Platform To Achieve My Dreams And Be The Best I Can Be.

SPECTRANET VALUE PROPOSITION

For Consumers Who Are Looking For Empowerment and Power To

Do All They Want To Do And Be All They Want To Be, The Brand Is

Offering You The Opportunity And Platform To Do This Through Its

Fast And Reliable Internet Services.

THE BIG IDEA

THE BIG IDEA

Disconnect To

Connect

RATIONALE• I Am My Own Person And I Want To Do My Own Things My Own Way, My Space And Terms•Using This Insight We Are Personalizing And Repositioning The Spectranet Brand As An Experience.•One Which Assures That No Matter What You Want To Achieve, All U Have To Do Is To Disconnect 2 Connect And Tap Into This Experience Of Adventure & Fun And Spectranet Will Help U Achieve Your Dreams

Creative Expression

TVC SCREEN OPENS UP IN A SEMI - DARK BEDROOM.

QUITENESS IN THE BACKGROUND

CAMERA ZOOMS IN AND MOVES ON A 180 DEGRESS, CAPTURING POTRAITS ON THE WALL DOWN TO A LAPTOP AND STATIONARIES ON A STUDY DESK

A CLOCK TICK TOCK SOUND SYNCS WITH THE CAMERA AS IT MOVES

CAMERA MAKES A STOP BY THE BED SIDE, AND STEADIES ZOOM ON A SLEEPING MANS FACE.

CLOCK TICK TOCK SOUND BECOMES LOUDER

FINALLY ALARM RINGS,

GRRRRRRINNNNN

HE OPENS HIS EYES,FLIPS HIS BLANKET,OPENS UP THE WINDOW CURTAIN AND HURRIDILY GOES IN AND OUT OF THE BATHROOM

A FEEL GOOD SOUNDTRACK PLAYS SLOWLY ON THE BACKGROUND. RAYS OF SUNLIGHT PENETRATES WINDOW

MUSIC UNDER

HE PUTS ON HIS SHIRT OVER HIS BOXERS, AND AS HE TRYS TO WEAR HIS TROUSERS, HIS IPAD VIBRATES

NOTIFICATION SOUND: BEEP BEEP

MUSIC UNDER

HE DROPS HIS TROUSERS, PICKS UP HIS IPAD AND A NETWORK BAR APPEARS ON HIS HEAD AS HE SWIPES THROUGH AND GETS TOTOALLY LOST IN THE COVERSATION. POP UP EFFECT APPEARS BESIDE SCREEN

KEYPAD SOUND: TAP TAP SWIPE SOUND CHART POP UP SOUNDS: PAP

MUSIC UNDER

HE WALKS ARROUND THE HOUSE WHILE SURFS THE NET, MAKES A STOP AT THE KITCHEN AND THEN TAKES A BIT FROM WHAT HIS GIRLFRIEND WAS PREPARING AND HEADS OUT TO THE FRONT DOOR.

GIRLFRIEND: HEY BABY BOYFRIEND: MUTE

FVO MUSIC UNDER

CAMERA ZOOMS ON GIRLFRIENDS FACE, AS SHE DRAMATICALLY NARRATES. AS GIRLFRIEND NARRATES, RUSH CLIPS OF HER BOYFRIEND AS HE LEAVES THE FRONT DOOR SURFING THE NET, DOWN TO THE BUS STOP AND HIS LONG STROLL ON THIRD MAINLAND BRIDGE WITH PEOPLE STIRING AT HIM, CARS DRIVERS HORNING AT HIM AND FINALLY HIS ARRIVAL INTO AN AUDITORIUM DISPLAYS ALONG SIDE. HE FINALLY REALIZES HIMSELF WHEN HE HITS THE MIC STAND AND RAISES HIS FACE TO HIS ASTONISHED STUDENTS

GIRLFRIEND: THAT’S MY BOYFRIEND, ANYTIME HIS CONNECTS TO THE INTERNET, HE TOTALLY DISCONNECTS FROM EVERY OTHER THING ARROUND HIM. WITH LOTS OF DATA, WIDER COVERAGE, FAST AND REALIABLE NETWORK YET AT AN AFFORDABLE PRICE WHAT ELSE CAN STOP A DIGITALLY INFORMED MAN. GIRLFRIEND: SMILESCARS HORN: PPPPPPPPP MIC FALLS: POOH

FVOMUSIC UNDER SILENCE

SCREEN GOES WHITE WITH DIFFERENT SPECTRANET BRAND OFFERRINGS AND THE NETWORK SIGNAL POPS OUT BLINKING..

ANNOUNCER: SPECTRANETDISCONNECT TO CONNECT POP UP SOUND: TIN TIN TOK

BILL BOARD CREATIVES

RADIO AD

PLEASE LISTEN

MARKETING AND COMMUNICATION STRATEGY

The strategies that will be adopted in repositioning

Spectranet as the penultimate service provider are :

Advertising, which will involve: Television, Radio, BRT, kiosk and shops branding, online, outdoor

and Print ads, Social Media campaign, sales promotion

strategies, Experiential marketing, three dimensional

marketing

Press Conference

Call To Action Marketing (Pop-up Ads)

Experiential Marketing (The Connect Experience)

Experiential Marketing (Malls Experience)

CREATIVE ENTREPRENEURSHIP BRANDING

Sales Promotion (Souvenirs)

MEASUREMENT AND EVALUATION

• Having Developed This Communication Creative, There Is A Need To Measure And Evaluate The

Impact On The Consumer.•A Perception Audit Is Recommended

After 5 Months Of Communication.• Customer Survey through Emails,

Calls and Evaluation form-