Oam brk marketing execution of brand awareness campaign draft
Transcript of Oam brk marketing execution of brand awareness campaign draft
THE BRIEF
Present the marketing execution of our brand awareness campaign for a property portal in Kenya.
show case more unique properties
host more people who are shopping
for properties
Happy PEOPLE make us the Nr. 1 property site which simply means we:
Primary: Position Buyrentkenya as the Nr.1 Property Portal in Kenya
Secondary: Get in touch with the masses by positioning the brand as:
“my brand that I use whenever I need to search for property enhance credibility”.
TO GET MORE PEOPLE INVOLVED…
Primary: To generate mass trial with a target of growing traffic by 50% within the campaign period Jul-Sept (from 130k to 195,000k pm)
Secondary: To enhance visibility with an aim of bringing the brand closer to the product wherever property is sold, we are there.
TO GET MORE TRAFFIC
How do we achieve this?
45MPopulation of Kenya
19.6MKenyan’s access the internet
30M+
5M+
Cell Phone Subscribers
Smart Phones
THE KENYA DIGITAL LANDSCAPE
DIGITAL & MOBILE GROWTH
www.pwc/com/ke
“The number of Smart Phone Connections is expected to grow on an average of 40% per year between now and 2017”
“Data Revenues grew by 42% year on year in 2012”
TOP REAL ESTATE SEARCHES IN KENYA
QUERY QUERIES IMPRESSIONS CLICKShouses apartments for rent 642,698 1,923,891 3,528real estate 396,951 1,531,940 3,233houses apartments for sale 194,078 553,143 845land 131,036 414,284 1,762buyrentkenya 11,550 26,234 4,030nsoko 8,699 6,860 279house plans 8,495 61,371 2,255houses for sale 8,118 30,281 856buy rent kenya 6,113 16,232 1,967houses for sale in Nairobi 4,275 21,275 1,064house for sale 4,159 12,820 172house for rent 3,833 13,655 410houses for rent in Nairobi 3,505 16,405 531property 24 2,905 6,827 1,312property 2,781 6,023 137
TOP REAL ESTATE SEARCHES IN KENYA
QUERY QUERIES IMPRESSIONS CLICKShouses for sale in kenya 1,438 8,917 370office space 1,400 4,322 33property kenya 1,356 7,649 393houses to let in nairobi 1,221 5,201 258apartments for sale in nairobi 1,061 5,845 358real estate in kenya 1,038 5,522 195Real estate companies in kenya 978 5,824 159house for sale in nairobi 965 4,643 232rental houses in nairobi 947 4,810 233plots for sale in nairobi 833 4,298 240homes for sale 825 5,025 236land for sale in kenya 797 4,920 209apartments for rent in nairobi 783 4,752 182houses for sale nairobi 731 3,582 211property in kenya 682 3,971 118
QUICK DIPSTICK …….
How do you search or find your property?
Do you use Buyrentkenya?
Are you currently renting? Or do you own your own property?
Have you heard of buyrentkenya?
Do you know what buyrentkenya does?
What do you think of the name buyrentkenya?
RESPONSES
I usually use the newspaper, my pal, property magazine
I rent my property But don’t have time to keep searching when rent goes up!
I know what they do they are a real estate agency!
Yes, but I needmore leads
I the name buyrentkenya?
Yes I’ve heard of buyrent
SINGLE AGREED
STRATEGY
HUMAN TRUTH
MARKET PRODUCT TRUTH TRUTH
Concentrated Brand Idea
VISUAL BRANDIDENTITY BRAND BEHAVIOUR
WHY?Will I talk about it
HOW?Do I get involved
WHAT?Keeps the conversation
going
LOOK
DO SAY
INVOLVE BELIEVE
OUR STRATEGY- TRIANGLE OF TRUTH
HUMAN TRUTH“When I go online I’m worried if the property on the site
is credible, will they charge commission, is it safe ?”
INTERNATIONALLY KNOWN
– LOCALLY RESPECTED MARKET TRUTH
“Wildly unreliable, level of service and pricing”
PRODUCT TRUTHWe are local,
transparent, simple to use, credible,
operating with the highest industry
standardsCONCENTRATED
BRAND IDEA
BUILDING FOUNDATION …DEFININGSUCCESS
Everyday Hero
4). Internationally
known & Locally respected
3). Low Cost to Agents/
No Cost to Customers
2). Progressive Professionals
1) Kenya’s best & Nr.1
Property Portal simple to use and of the highest
international standards
Vision USP Essence
Core thought
Brand Vision
Tone
Product
Professional, Inspiring, Bold, Positive, Open, Interesting, Confident, Vibrant
Modern, Functional, Honest, Transparent, Simple, Reliability
HOW DO WE DEVELOP A BRAND AWARENESS CAMPAIGN BASED ON THE FOLLOWING BRIEF
What is the brand best at in the country?
What is the cultural connection that is just begging to be broken?
What is the single minded message or experience?
What’s the difference will this make in peoples lives?
Nr. 1 Property Portal
You get what you pay for!
Simple, Easy, Affordable & Cool
Search for property , 24/7, in a cost effective, convenient, from a trusted source
HOW DO WE DEVELOP A BRAND AWARENESS CAMPAIGN BASED ON THE FOLLOWING BRIEF
What are the places/spaces where we’ll find people who are interested in this?
One word that describes our tone of voice
Why will this activity be so involving for people?
What will people say as a result of this?
How will we know if we have succeeded?
All over Kenya & beyond
Progressive
We are becoming increasingly online
It’s actually really cool, amazing, affordable, convenient & east
We’ll reshape a radical rethink about property search & portals
• Lets face it – property is lifeless – our brand has life
• we need to give property life since property means a lot to peoples life.
• From both the buyer/tenant and developer/ landlord point of view, they:
demand credibility
convenience in sealing the deal
high level of trust in the entity they are dealing with
THE CREATIVE RATIONALE
BUT DO WE HAVE TO SELL THE VISUAL BRAND IDENTITY IN THE USUAL WAY
Your regular logo, colour, typeface identity
……We’re starting with more to make things shine
brighter from day one ……….
THE SUITABILITY OF TOUCHPOINTSDICTATE THE PATH
TV Referrals
OOH SIGNAGE
Sales presentations
Newspaper
Radio
Malls & Ambience
MAGAZINES
Events & Expos
WOMOnline
moreTOUCHPOINTS
STRAIGHT WINDING
Industry influencers
HITTING THE RADIO WAVES
• Recorded x3 radio spots – (English and 2 vernacular)• Took up radio activations for x2 weeks on 3 stations • x 1 month sponsorship of Frequency Checks with the following recorded tags:
Tag 1 -Buy or Rent your dream home! Visit buyrentkenya dot com today . It's that simple
Tag 2 -Find space for your business! Visit buyrentkenya dot com today . It’s that simple.
Tag 3 -List your property at buyrentkenya dot com today . It’s that simple.
Bo Concepts – provision of lifestyle furniture for events, giveaways
B to B & B to C EVENTS - PARTNERSHIPS
PERFORMANCE REVIEW
01-30 JUNE 2014 01 – 31 JULY 2014
TOTAL NR. OF VISITORS 92,500 TOTAL NR. OF VISITORS 136,113
TOTAL NR. OF UNIQUE VISITORS
50,826 TOTAL NR OF UNIQUE VISITORS
74,588
PAGEVIEWS 350,760 PAGEVIEWS 535,458
RETURNING VISITORS 59.5% RETURNING VISITORS 40.5%
NEW VISITORS 40.5% NEW VISITORS 42.5%
BUDGET
• Cost of Brand Campaign USD.139,525.00
• Media spend gave Ad/PR value of USD 20,235.00
• Media Rebate USD. 4,118.00
TOTAL AD VALUE USD. 24,353.00