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One Bermuda Alliance IMC Strategic Plan

Integrated Marketing Communication Strategic Plan

PRESENTED BY JODI LEWIS TO THE ONE BERMUDA ALLIANCEPRESIDENT AND CEO, JODI LEWIS GROUP

PHONE: (441) 705-2816 WEB: www.jdlewisgroup.com

TWITTER: @jdlewisgroup

“Spreading Your Brand Worldwide”JD. Lewis Group49 Middle RoadSouthampton, Bermuda SB04Contact: 441| 566-8620E-Mail: [email protected]: www.jdlewisgroup.comTwitter: @jdlewisgroup

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http://www.jdlewisgroup.com/

mailto:[email protected]


About the authorSmart, savvy, articulate, and professional are words that describe public relations practitioner, Jodi Lewis. She has a consuming passion for seeing others succeed, which has shaped her unique approach toward her customers and clients. Earning a Bachelor’s Degree in Criminal Justice from Fayetteville State University (2005) and Master’s Degree in Professional Counseling from Liberty University (2012) gave her the skills to earn a level of respect in her current field. Mrs. Lewis is now completing an additional Master’s Degree in Public Relations from Full Sail University.

Mrs. Lewis’ experience in the entertainment industry began in her teens as a model. She hosted and produced a reality show entitled “America’s Next Video Vixen”, judged and co-produced a local talent

show called “Can U Rip It 2”, and worked with local and international artists such as Wayne Wonder, Dead Prez, Missy Elliot, Jah Cure, and Trevor Hall. More recently she worked along side with Green Partners with the One Bermuda Alliance and assisted them with key campaign strategies that help the political group win power and become Bermuda’s next ruling government. Mrs. Lewis has also sealed a major contract with the Corporation of Hamilton, where she managed the City of Hamilton’s “Twining of The Cities” initiative. She was also selected to honor Danny Glover with the Bermudian Gombey Award in Los Angeles for the African Heritage celebration. She has successfully assisted Crime Stoppers Cycling Team secure and superseded their desired budget for their Jr. Cycling Program and rebranded their entire organization so they are better prepared for today’s challenges. Finally, Mrs. Lewis has been appointed Public Relations Manager for the Future Bermuda Alliance, which is the young professional governmental body in Bermuda where she will manage branding this new organization positively within the public’s eye.

She has a proven record of designing business development projects within the mental health industry, non-profit agencies, as well as the toilet paper industry. All of her experiences have allowed her to effectively operate as CEO of J.D.LEWIS GROUP, and she continues to work toward building the organization into one of the top public relations firms and event management companies in Bermuda. To learn more please visit www.jdlewisgroup.com

Name of Client: One Bermuda Alliance

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http://www.jdlewisgroup.com/


Name of Project: “Continued Changed” IMC Strategic Plan Location of Client: Bermuda Link to online presentation: http://vimeo.com/71709910

Goal It is the goal of this document to provide a strategic plan for the One Bermuda Alliance to continue their pre-elections promise via integrated marketing communication methods.

Executive Summary

The One Bermuda Alliance (OBA) is a political organization in Bermuda that has become the new government in power after beating the Progressive Labor Party (PLP). This victory was instrumental because the odds of the OBA beating the PLP where about 3 to 1. The Progressive Labor Party has been in power in Bermuda for over 14 years, and in those 14 years they have manage to bankrupt the country, increased crime, decrease tourism sales, and allowed our education systems to fail. It is imperative that the OBA does really well while in power, however there is an obvious lack of experience and a clear racial barrier that is dividing the country and may prevent this success. The One Bermuda Alliance brands identify has become blurred over the past several months and communication mistakes continue to cause problems internally and externally within the party. An integrated marketing communication strategic plan must be utilized quickly as the party continues to communicate its message as well as the message of the government to the people of Bermuda. This message must be the same but translated for all targeted audience to understand.

Organizational Background

The One Bermuda Alliance (OBA) achieved what most people thought was an impossible goal. In one year of existence, the OBA became the ruling party of Bermuda, maintaining 10 seats held by members of Parliament and gaining 9 additional seats needed to give the OBA a 19-17 majority. Founded in 2011 after members of the United Bermuda Party dissolved due to a negative public image and the failure of the Bermuda Democratic Alliance, members started the road to building a public image as the One Bermuda Alliance. They employed Derrick Green of Green Partners to head what became a transcending campaign that utilized social media and other public relations tools. There were 43,632 registered voters of that, 30,862

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http://vimeo.com/71709910


registered voters came to the polls. 15,949 registered voters voted for the OBA (52%), while 14,218 voted for the PLP (46%). Independents received 695 votes or (3% percent of the vote).

The OBA is now the government in power that rules over the island of Bermuda. The party and the government are two separate entities and the organizational structure has changed now that the OBA is the ruling party. The party chairman is Thad Hollis, JP, Deputy Chair is Jeanne Atherden, JP MP, and Michael W. Branco, JP, and the secretary is Karen Magnum. The leader of the party is Premier The Honorable Craig Cannoiner JP, MP, and they meet for caucus every Tuesday of the week to discuss party business. The party serves all Bermudians but it is perceived to serve the very wealthy Bermudians, which is apart of the negative image the party needs to combat. The funding sources are from private donors through fundraising political events, however the Progressive Labor Party and a few Independents are in direct competition with the One Bermuda Alliance. Since losing the election the Progressive Labor Party is attempting to rebuild its base and rebrand itself as the party that cares about the people of Bermuda. They are becoming a strong opposition that is working hard to stop the success of the OBA.

There is a current global recession and Bermuda is not exempt from the effects of the recession. Bermuda’s tourism industry is taking a beating and due to the previous governments lack of business sense the International Business sector has also decreased. Crime and gang violence is on the rise, alcoholism is crimpling Bermuda’s young people, jobs are limited, and education has hit a roadblock. Bermudians are leaving the island seeking opportunity in UK and the USA, and more and more expats are being contracted to work in Bermuda, which presents a very big problem for the locals still on the island. Bermuda has enjoyed years of wealth but now with the mounting problems Bermuda needs to band together to pull themselves out of this recession. The One Bermuda Alliance believes it is the governmental body that can lead Bermuda out of the recession, and turn such a negative national situation around.

Planning a public relations campaign to combat negative perceptions during such difficult times with a strong opposition can be challenging. Publically, reaching an audience that is extremely diverse in every kind of demographical measurement means finding the similarities within the group and structuring a public relations plan around those similarities. The One Bermuda Alliance within its first 100 days in office has failed to do this. They have failed to brand themselves as a party of inclusiveness and they appear cold and selfish to the public due to the oppositions smear tactics and their keen ability to twist potential positive things into negative failures.

Situational Analysis

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The One Bermuda Alliance party has a website, Youtube.com, Facebook page, and Twitter account managed by Toni Daniels and Karen Magnum, both do not have a public relations background however they are really good with interacting positively with their base and very negatively with those that oppose them. The organizational image and reputation is one that wants to be inclusive and embrace all but does not know exactly how to meet that goal. The party is fighting with the want to get the economy back on track while wanting to increase their public image. Some difficult and unpopular choices have to be made such as job cuts, and decreasing benefits for seniors, which is causing a disconnection with the OBA and the public. Public Relations efforts have been the establishment of a Facebook and Twitter accounts, and a community Easter Egg hunt for families to attend. A young professional organization has been formed called the Future Bermuda Alliance, which has a primary goals to reach out to the youth in Bermuda through events and created opportunities for youth to get involved with the One Bermuda Alliance and its efforts. Communication channels as a party go through the chairman Mr. Thad Hollis, and is normally dissimilated to the public via social and traditional media outlets. The OBA tends to consistently be on the defensive, due to the fact that they communicate messages after someone from the opposition has challenged its judgment on an issue. The party has not separated itself from government and its response to governmental problems when the government of Bermuda has an entire communication department to take on crisis and responds to the press. The OBA should focus on the party’s public image, and direct negative press to the governmental communications department so messages are not being mixed. A public relations campaign would need to include strict guidelines for communication to the press and public. Key messages will have to be developed and adhered to consistently and there needs to be a separation between the government and the party in terms of communication.

Current Situation

The One Bermuda Alliance has achieved a major victory and has a goal to continue to remain in governmental power over the next several years. The organization would like to be a diverse group of people that works with the community in which they service to enhance Bermuda and its people. They want to change any negative images of it being the “white party” or the “rich party” to a party that cares deeply for all Bermudians no matter what social economic background they come from. Goals for the One Bermudian Alliance would be to keep Bermudians calm and build trust in the government. Connecting with a group of people can be extremely difficult when you have a strong opposition doing everything in their power to ensure that same connection is not made while at the same time working their plan to connect with those same people. Development

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OBA is not effectively staying on course as far as where it would like to go in terms of connecting with the public. Over the course of the election campaign the party stayed on message and gained the trust of the voters to lead this country, however they have gotten lost in their win due to a clear lack of organization as if the party did not really expect to win. Current Position Currently the OBA is connecting with the community through social media accounts and traditional media avenues. There is no unique way of communicating with the public and this may be due to the OBA and the FBA’s lack of experience in a leadership or communications role. Direction The OBA has the opportunity to change the government and the party’s public image through an array of different initiatives. Problems that this public relations campaign must address are the assumptions that there are no key messages, increasing outreach efforts to the community, and expanding social media techniques to really measure how effective the campaign is. The central issue in the campaign is the delegation of roles and not understanding the important of an organizational structure where communication and public image is at the forefront. Vision The client ultimately wants the OBA to become a viable entity within the community that connects with its community members and increases its public image by learning how to deal with negative press and the oppositional group. The Public Relations role is to create a strategic plan to assist the OBA with meeting its goals. This plan will have to include measurement techniques to ensure a ROI, and expectations for communication efforts are to stay within budget projections, and obtain final approval from the Chairman prior to efforts going public. Problems that can be encountered is the party not agreeing on the messages and community outreach methods. The party will have to acknowledge that they need expertise in this area, or they will continue to take negative hits within the public. If the party allows JD Lewis Group to effectively implement a strategic public relations plan, they will be able to achieve its vision and change its current direction or position within the community. The OBA ran a successful ad campaign and they will need to do the same throughout the next four years to win the next election.

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SWOT Analysis

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JD Lewis Group has the skills and abilities to address the strengths, weaknesses, opportunities, and threats presented in our SWOT Analysis. We understand that communication and connection with the public is vital to win the next election. JD Lewis will developed a communication policy which will included a crisis communication procedure to ensure that our communication methods are organized and upheld. In addition we will include a plan to positively talk about the opposition party so they appear “bitter” if they attempt to negatively talk about our efforts. JD Lewis group will assist with fundraising efforts to ensure we have enough funds to meet all internal and external expectations.

Specifically for the Father Daughter dance we will address all of our weaknesses upfront by determining where funds will come from, how information will be communicated with the public, and develop a crisis response statement for any negative press. We will work with the Ministry of Education to issue a brief survey for students, to ascertain their relationships with their fathers and read the results at the event. Furthermore, we will work with organizations such as the Family Centre and the

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Mirrors Program to see who we as a party can get more involved with strengthen fathers within our community. Cross-agency and ministry efforts will ensure positive press for this event along with great entertainment and low-ticket prices.

Competitive AnalysisOBA PLP Independents Notes

Organized Group

Y Y N

Committed Members

Y Y N

Grass roots committees

N Y N

Meets regularly

Y Y N

Young people mobilization group

Y Y N

Canvassing continuation

N Y Y

Consistent community outreach events

N Y N

After researching and conducting a competitive analysis it is determined that the PLP party has some advantages. The PLP party since losing the 2012 election has restructured itself by electing a new leader, having consistent free community events, consistently canvassing within the community, and mobilizing its core supporters to speak out consistently against the OBA. This must change! The One Bermuda Alliance must actively work to secure the 2016 elections and this means reaching out to the people of Bermuda in a innovated and strategic way.

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ResearchIn order to successfully achieve the “Continued Change” Campaign JD Lewis Group would like to conduct additional

researched on our targeted demographics that will ensure we are reaching out to the right group of people and achieving our goals. Our preliminary research, statistics, and data tells us that the OBA did not win the election by many votes and that they still have much work to do in the community to convince registered voters who did not vote, swing voters, and those who voted for independents that they should remain in governmental power in 2016. We have concluded that the age of focus is 14-65, however we need to identify who these people are, what they like, what they want, and more importantly who they will vote for in the future. Our research goals are as follows:

To research and gain demographic information from registered voters who did not vote in the general election by reviewing polling data and conducting surveys using surveymonkey.com in addition to strategic focus groups.

Create and design community outreach events that foster positive feedback among supporters and non-supporters using connections with established community agencies and social media site for dissemination of positive outreach efforts.

Ensure social ROI by using measurement tools such as Google analytics to increase public image positive within the community evidenced by designing result driven campaigns to be measured every 90 days.

It is the objective to gain detailed information about the targeted demographics while conducting focus groups to really understand their wants and desirers. When this information is captured we will develop a strategy to reach out to community through events and community outreach initiatives. JD Lewis Group also can ensure that this will increase fundraising donations as well, because members will see the positive outreach that the party is doing and will want to support.

At the onset our primary research will be conducted via reviewing polling data, conducting surveys, and focus groups. We strongly believe that qualitative and quantitative research methods are needed to achieve our research goals. An example of a research project we would like to conduct is the collection of data from a focus group that would gather specific information and opinions about the OBA, and their wants for the future. The qualifications for my focus group will be persons of African descent, male, ages 34 to 56 who classify themselves as a swing voter or a registered voter who opted not to vote in the December 17, 2012 election. My sample size will be 6 to 8 people and will be held at the OBA headquarters conference room. Rational for the location is because the OBA does not want to appear that it is hiding anything from the public or the participants. We want to communicate exactly what the goals of the focus group are and honor our campaign promise of transparency. In addition, we want the community to know we are making every effort to meet them, understand their needs and wants, and meet their expectations.

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The questions that will be asked with be carefully crafted and phased in a way in which we can gain maximum information from each participant. Specifically half of the questions would be asked about voting habits, political choices, and reasons as to why someone did not vote. The other half will be dedicated to determining the openness the participants are to getting to know the OBA through specialized events such as the Father Daughter Dance. Sample questions are as follows:• What motivated your political choice in the past December 17, 2012 election?• Explain your openness to attending politically motivated events to connect with the community based on independent

similarities such as being a father, mother, having a daughter, owning a boat, etc.• What personal connection with you does the OBA have to make within the next four years to secure your vote?

Each question listed will require a discussion, as we do not want survey type responses, rather our participants to elaborate and tell specific stories about their experiences and opinions. Each question will be associated with a scorecard, which will capture the participant’s opinion of the answers provided. The participants will have to answer if the answered questions in a negative manner, positive manner, or if they did not know. This process holds data significance because it would allow the analyst the opportunity to evaluate the openness to change of the participants. If the majority of participants are open and positive with their response we can infer that influencing their voting decision can be achieve if we meet their desires and needs. If participants are primarily negative in their responses and indicated that it is unlikely that they will welcome an opportunity to connect with the OBA we can minimize our attempts to connect with that identified demographics. In Bermuda the political association is extremely obvious. Some times based on the area in which you live, who you associate with, where you work, etc. can determine your political choice. If we are able to identify the “unreachable”, we can avoid wasting party funds reaching out to a group of people that are “set in their ways” and will most likely not support the OBA even if we positively changed the direction of the country.

If our plan to gather data via a focus group proves to be insignificant we would create a survey using software such as Surveymonkey.com and develop a questionnaire that can be forward to swing voters and registered voters that did not vote via e-mail. The e-mails verbiage would read “Dear Friends, You have been identified as a registered voter however you did not vote in the December 17, 2012 election. In an effort to ensure we meet the needs of all our community members and ensure that everyone’s voice is heard we are conducting a survey that will you an opportunity to communicate your wants, desires, and needs directly to the One Bermuda Alliance party. Those who complete the survey will receive an specially designed “We Support Bermuda” pen via mail.” By offering an incentive to complete the survey will not only ensure more people participate but it will also give the OBA to ensure the addresses and other contact information is accurate in the Parliamentary Registrars

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database. This will help with direct marketing efforts and reaching out to the same group of non-voters in the future. You can also gather important data about non-voters that followed a "call to action" by completing a survey. These voters maybe open to attending an event and eventually gaining their support. Building voter loyalty is important but maintaining it over time is far more important. We would like to start this process immediately and it will take 1 month to complete. All findings will be presented to the members of the board along with additional recommendations based on the conclusions. This information will allow JD Lewis Group to effectively target the correct group of people, which will save party funds due to the strategic approach to reach out to a specific group of potential future voters.

The Future Bermuda Alliance Overview and Market Segment Plan:

Reconstruction of the FBA It is essential that the Future Bermuda Alliance reestablish itself within a timely fashion. The appointment of Robin Swan has already proven to be effective and at current there are 4 committed members. The FBA wants to fundamentally want to identify our targeted demographics and strategically plan events that are measureable and meet event goals. Overall we want to brand the FBA as a viable entity within the community.

FBA Plan While the members are committed and motivated, much planning must take place prior to branding itself within the community. We want to grow membership and retain members as they come in the door. To do this the FBA must be organized, professional, and strategic. We have developed a phase plan that will be implemented immediately pending OBA approval. Phase 1:

Reestablished the FBA (Mastering our mission, goals, and objectivesTarget Audience identified (Holding focus groups and surveys to identify audience, likes, wants, and expectations)Establishment of social media accounts to be managed by Jodi Lewis (Twitter, Facebook, website, and Instagram)

Phase 2~ Summer Months Planning of first branding events

Internet Safety Educational Forum to include in-depth discussions about sexting, bullying, and Internet predators. Will feature the Bermuda Police Department, FBA Member, and Jr. MP.

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Fundraising EventParty with DJ DGeneral at Rumbar (NONE FBA Associated Event)

BBQ with the Premier Mixer Networking event at Premiers home that will include those interested in the FBA, Political members etc. Private invite only event. Phase 3

Intense membership drive events (Creation of membership incentives) Research and publications in the papers and magazines Presentation in Cabinet Public Relations and media opportunities Networking events School Visits Teen events Back to School Event Establish political mentorship programs for teens (Teaching leadership skills, community development, Public Speaking, and possible offering scholarships in the future)

Based on the phases listed above the FBA would be on its way to establishing itself in the community. Some key strategies are to work with organizations already in existence for certain initiatives and partner for media purposes. I think it is key to partner with integrity driven entities such as the Family Center and Big Brothers Big Sisters.

Conclusion The OBA and the FBA has an opportunity to impact our community through strategic planning. Based on our initial analysis JD Lewis Group is confident that if the OBA/ FBA was to accept the “Continued Change” Campaign proposal they will achieve its reelections goals in 2016. Research and data drives a campaign and these numbers will give us the information to target a specific group of potential voters. Community outreach efforts and communication to the public will be very important over the next four years. We have concluded that due to the fact that there is a strong opposition party the OBA has to consistently reach out positively to the community and the media. We are enthused about working with the One Bermuda Alliance and positive that JD Lewis Group can assist the One Bermuda Alliance with all of its political and community relations needs.

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Marketing Objectives

The marketing objectives is to marketed the OBA in a way where members of the public to get to know, support, and reelect the One Bermuda Alliance as the Government in power in Bermuda.

The communicated message is:

Supporting the One Bermuda Alliance is supporting Bermuda! Or (Interchangeable) Supporting Bermuda is Supporting the One Bermuda Alliance

Targeted Audience

This campaign based on polling data will target audiences that are males of African decent in between the age of 35 and 75 YO with a HH Income of 55K-100K throughout the island. This audience will be those that are “on the fence” between political parties and may have not voted in the 2012 elections because they did not want to pick sides. There were 29.2% of the register voters that DID NOT vote. We need to understand who they are and why they did not vote. In addition youth as young as age 14 -18 YO both male and female. It is widely know that those that are 14 will be voting age within the next election and we much capture the hearts of these young voters to ensure reelection.

Targeted Market Segments

Young Business Professionals – This particular segment is important to win the next election. They are the group of people that will be off age to run the country during the next election and they have more swaying power then they understand. Capturing this group will be key to a 2016 election victory. In addition this group will assist with effort to get reelected, however they want to see real change that will benefit their future from a governmental standpoint. This group cannot be fooled and are young savvy and well educated.

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Single Mothers- single motherhood in Bermuda is on the raise and these mothers are struggling. Every member can related to a story of a single mother working hard to raise children in Bermuda however we cannot victimize this group but empower them. Promotions directed at them much be seen as empowerment, motivation, and appreciation.

High School Children in both public and private schools- This market segment is also a critical one. There will be about 5-6 thousand students that will be voting age in Bermuda during the next election. OBA must ensure these current students are registered to vote, and stick with them throughout their high school years. The Future Bermuda Alliance will oversee these efforts by implanting a Teens on Healthy Relationships Series of events.

Black males that work labor related jobs- This market segment is by far the most difficult to ensure. They are strong PLP supporters however currently the economy is taking a negative turn and they are also family man that wants the best for their families’ future. The key to winning this group is to show them that the OBA is just like them, that they care about them, and to give opportunities for this group to express themselves.

Bermudian Families – The OBA ran on a platform that strongly included Bermudian Families and its ability to strengthen Bermudian families. In order to secure this demographic the OBA must start doing community events that supports families as a whole but also father empowerment, etc.

Strategies and Tactics

JD Lewis Group is proposing any aggressive plan that will include he following: Print Advertisement Television Advertisement Radio Advertisement Community Events Online/ Social Media Presence (Website/ Twitter/ Facebook/ Instagram) Internal Communication Plan External Crisis Management Plan Promotions Volunteer Program to create brand awareness

Strategy I.

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Create an internal and external communication plan in addition to a crisis management plan for the political party

Strategy II. Create print, radio, and television advertisement that communicate the brand message to all targeted audience and market segments. Reconstruction of the FBA

Strategy III.

Develop a social media plan to achieve the following goals:1. To increase visitors to company website 2. To build customer loyalty 3. To spread exciting news about company achievements

Key Performance Indicators per GoalGoal 1. To increase visitors to company website. KPI’s: Fan Growth ~ is the growth with the amount of friends and followers you gain over time by your social media efforts. Goal 2. To build customer loyalty, KPI’s: Engagement Rate ~measures how many times people share and “like” correspondences placed on social media pages.Goal 3. To spread exciting news about company achievements. KPI’s: Response Rate ~ Response rate is the rate in which your agency or company response to customers which shows that the agency is listening to their clients.

Strategy IV.

Develop an aggressive volunteer/membership program, which can spare head community events and promotional efforts.

Tactics

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Tactics for Strategy I: Gather and review current communication methods for internal and external means. Revise or restructure the policies and meet with all stakeholders to review the policies and procedures.

Brief Overview of Communication Analysis

The One Bermuda Alliance party has a website, Youtube.com, Facebook page, and Twitter account managed by Toni Daniels and Karen Magnum, both do not have a public relations background however they are really good with interacting positively with their base and very negatively with those that oppose them. The organizational image and reputation is one that wants to be inclusive and embrace all but does not know exactly how to meet that goal. The party is fighting with the want to get the economy back on track while wanting to increase their public image. Some difficult and unpopular choices have to be made such as job cuts, and decreasing benefits for seniors, which is causing a disconnection with the OBA and the public. Public Relations efforts have been the establishment of a Facebook and Twitter accounts, and a community Easter Egg hunt for families to attend. A young professional organization has been formed called the Future Bermuda Alliance, which has a primary goals to reach out to the youth in Bermuda through events and created opportunities for youth to get involved with the One Bermuda Alliance and its efforts. Communication channels as a party go through the chairman Mr. Thad Hollis, and is normally dissimilated to the public via social and traditional media outlets. The OBA tends to consistently be on the defensive, due to the fact that they communicate messages after someone from the opposition has challenged its judgment on an issue. The party has not separated itself from government and its response to governmental problems when the government of Bermuda has an entire communication department to take on crisis and responds to the press. The OBA should focus on the party’s public image, and direct negative press to the governmental communications department so messages are not being mixed. A public relations campaign would need to include strict guidelines for communication to the press and public. Key messages will have to be developed and adhered to consistently and there needs to be a separation between the government and the party in terms of communication.

Tactics for Strategy II: Conduct a review of past print, radio, and TV advertisement and conduct a study of what was gaining a more positive response. Develop 30-60 second commercials for all media avenues that state the same agreed upon message. Each ad must communicate the same message but in different ways. The message is Supporting the One Bermuda Alliance is supporting Bermuda! Or (Interchangeable) Supporting Bermuda is Supporting the One Bermuda Alliance

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Print Ad concept: Family eating on a beautiful beach with the words “ Supporting the One Bermuda Alliance is supporting Bermuda” and “Clean beaches for your family to enjoy”. This ad can be in conjunction with KBB (Keep Bermuda Beautiful).

Radio Ad concept: High School student talking about grant money they received to go to college and how they are excited about their future under the One Bermuda Alliance Government. “Supporting the OBA is supporting Bermuda”. “Thank you Bermuda”!

TV Ad concept: Video shots of members of labor oriented jobs working and smiling. “Keeping Bermudians Employed is supporting Bermuda”.

Strategy III: This strategy will include an array of online and social media techniques including hired bloggers increase response time to questions on social media sites, posting more photos of members of the community doing positive things in the community, and an online social outlet for Bermudians.

The “Continued Change” Campaign will communicate directly with community members (CM). It will direct their thinking, feelings, and allow them to participate in call to actions. Think: One Bermuda Alliance members and supporters really care about breaking barriers and getting to know the people. Feel: CM feel like they are being heard from their political representatives evidenced by surveys and focus groups. Do: CM show support by coming to community events, fundraiser, and tell others about good works.

Social Media will communicate the following:• FEATURES: The One Bermuda Alliance brand is a diverse product that appeals to every demographic and cares about

all. It features a wide scope of backgrounds including black women, young professionals, white business professionals, teen supporters, interracial members, bilingual members, and senior representatives.

• BENEFITS: Supporting the OBA means one can tap into assisting with the continued change plan. They can grow the economy, strength families and schools, help the at-risk population, increase tourism as well as enhance international business and public safety.

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Education about OBA

Support OBA

Support Continued

Change

Support Community

growth

Support Bermuda

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Strategy IV: Developing and aggressive members or volunteer program is important to get the messages listed above within the community. Due to the financial situation of the political party it is critical that members or volunteers start organizing events that spreads our key messages within the community as soon as possible. To achieve this goal we must offer some incentives that will engage the community and cause buy in to our membership/volunteer program. These incentives can be community service credits for school, community service credits for Financial Assistance consumers, and gym memberships, etc. Currently within ever constituency there is a board that has about 5-7 volunteers. Each constituency should spread the same message and work on building their numbers through fun initiatives that promote community involvement.

Support Bermuda

Supporting the OBA means you support growth and continued change in Bermuda.

Support OBA

Supporting OBA will in turn mean you support change and good governance.

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Creative Samples of Imaging:

Media Flowchart

Offline Flowchart

Communications Department

Messages will start by getting approval through the communications department who will ensure the message is on message with the overall goal of the IMC Plan. "Supporting the OBA is Supporting Bermuda" . This department will also approve the budget and review all media and promotional plans.

Creative Design Team

This team will consist of videographers, graphic designers, etc. They will develop the creative backdrop for the message. This will go back to the communications department for approval.

PR/ Media Relations

The PR professional will develop a media and marketing plan as well as reach out to the approprate media outlets to start the promotional phase. A ROI review will be conducted and status of the offline promotions will be reported back to the communications department. Press releases will also be drafted and bloggers will be instructed to blogg positively about this project.

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Online Flowchart

Integrated Flowchart

Communication Department will discuss and review all online content

prior to it being posted on the website. Each drafted document must be free of

all errors and recieve two approval signatures from the Communications

Department Chair and the Chairman of the party.

There will be three designated persons that will blogg, update social media

sitse, and the website.

There will be a review process to respond to community members but

this must be done in a timely manner.

Supporting the OBA is Supporting Bermuda

Community Events &

Volunteer Programs

Website/ Social Media

Presence

Print/TV/ Radio Ads

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Media Schedule (Please note this will be a 12 month schedule that is subject to changed based on crisis management necessaries and election needs. May, June, and July will follow the same schedule)

Tool/Media August September October November December January February March April

Twitter 60x/mth (twice a day)

60x/mth (twice a day)








Facebook 8x/mth (twice a week)

8x/mth (twice a week)








Royal Gazette Newspaper

1x/mth 1x/mth 1x/mth 1x/mth 1x/mth 1x/mth 1x/mth 1x/mth 1x/mth

Bermuda Sun 1x/mth 1x/mth 1x/mth 1x/mth 1x/mth 1x/mth 1x/mth 1x/mth 1x/mth

VSB News –TV Interview


Website (OBA.bm)

Update 2x/mth including videos and photos









Instargram Daily Daily Daily Daily Daily Daily Daily Daily Daily

Power 95-AD 2x/week 2x/week 2x/week 2x/week 2x/week 2x/week 2x/week 2x/week 2x/week

HOTT107.5-Ad 2x/week 2x/week 2x/week 2x/week 2x/week 2x/week 2x/week 2x/week 2x/week

VIBE103-Ad 2x/week 2x/week 2x/week 2x/week 2x/week 2x/week 2x/week 2x/week 2x/week

Sherry Morning Show- Radio

1x/ mth 1x/ mth 1x/ mth 1x/ mth 1x/ mth 1x/ mth 1x/ mth 1x/ mth 1x/ mth

Decosta Show-Radio

1x /mth 1x /mth 1x /mth 1x /mth 1x /mth 1x /mth 1x /mth 1x /mth 1x /mth

Gina Spence Community Voices-Radio


Gary Marino Community Talks -TV


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IMC Strategic Plan Budget

Tool/Media Estimated Cost Notes Contact Responsibility Actual Cost SavingsJD Lewis Group 90,000.00 Rate/year Jodi Lewis 705-2816 All PR/

Marketing and Media Relations including party crisis management

3 large PR events/ year

$60,000.00 Rate/year Jodi Lewis 705-2816

6 small PR Events/year

$18,000.00 Rate/year Jodi Lewis 705-2816

Survey/ Direct mail/ Focus Groups

$15,000.00 Rate/year Surveymonkey.com/ Post Office/ Jodi Lewis 705-2816

Media plan $21,360.00 Rate/year Jodi Lewis 705-2816 Royal Gazette/ Bermuda Sun/ VSB/ Hott107.5/ Vibe103/Power 95/ Website/ Facebook/ Twitter

TOTAL $204,360.00 Rate/per year

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Timeline

Conclusion

Within this IMC Strategic Plan the OBA will be able to ensure its messages both internally and externally are the same. The key elements will target all market segments and will assist the party with meeting its goal for reelection in 2016. JD Lewis Group is confident that its involvement with the OBA will ensure reelection and a closer bond with community members. With this plan each political member, community member, and non-supporters will have a role to play and by communicating the same continuous message, Bermudians will begin to relate to the OBA. As indicated the OBA must gain respect from the community members and this respect will come from consistent communication with community members in addition to the outreach efforts made daily from the party.

Thank you far in advance for your time and consideration. If you have any additional questions please do not hesitate to contact Jodi Lewis at 441-705-2816.

Strategy Planning

Survey/Focus Groups

Creative Development Implementation Measurements/

ROI

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References

Bermuda Demographics Profile. (2013). Index Mundi website. Retrieved On April 14, 2013, from http://www.indexmundi.com/bermuda/demographics_profile.html

Events. (2013). Progressive Labor Party website. Retrieved on April 14, 2013, from http://plp.bm/events .

Green, D., (Personal communications, March 25, 2013)

Leadership Executive Team. (2011-2013). One Bermuda Alliance website. Retrieved March 31, 2013, from http://www.oba.bm/index.php/leadership/executive-team

Results. (2013). Bermuda Parliamentary Registrar website. Retrieved on April 14, 2013, from http://www.elections.gov.bm/index.php/election-results?ElectionId=9

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http://www.elections.gov.bm/index.php/election-results?ElectionId=9

http://www.oba.bm/index.php/leadership/executive-team

http://plp.bm/events


AppendixFlyer for upcoming Teen on Health Relationships Series Part 1: Sexing Exposed

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