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NDU Senior Advertising & Marketing Project: Anti Terrorism Imc

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This project is an Integrated Marketing Communications plan for anti terrorism society. Naja Faysal was part of the team who did the research, put in the thinking, analysing and executing the full ...

This project is an Integrated Marketing Communications plan for anti terrorism society. Naja Faysal was part of the team who did the research, put in the thinking, analysing and executing the full plan.

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    NDU Senior Advertising & Marketing Project: Anti Terrorism Imc NDU Senior Advertising & Marketing Project: Anti Terrorism Imc Presentation Transcript

    • Notre Dame University Naja Faysal (FA2005) Senior Study in Advertising: Anti-Terrorism IMC Campaign
    • Anti-Terrorism Society
      • September 11 in the United states of America was the day of Terrorism. It is one of the biggest terrorist act the 20 th century killing thousands of people in the World Trade Centers in LA. This creates an Anti-Terrorism global society that believes that terrorism is one of the most danger attacking the whole world.
      • This Project is given to us, as senior students in Advertising and Marketing at Notre Dame University in Lebanon, where Lebanon, the country of the cedars, in turn has also experienced a set of terrorist bombs, Political Assassinations, and terrorism.
      • In our communication perspective how are we going to fight Terrorism? How we see this issue? How we think the solution will be? Using communications, how can we address this issue and communicate our messages? Who will be the consumer and how we are we going to reach him? How effective our messages can be and what are we going to say? And much more.
      • Join in… our anti-terrorism campaign and find out more.
    • Table of Contents
      • Executive Summary
      • Mission and Vision
      • Situation Analysis
        • Current Users
        • Target Market Profile
        • Competitor Analysis
      • SWOT Analysis
      • The Big Positioning
      • Marketing Objectives and Strategies
      • Advertising Objectives and Strategies
      • Media
        • Media Objectives
        • Media Strategies
        • Rationale
        • Media Schedule
      • Advertising Creative
        • Creative Rationale
        • Creative Executions
        • Pretest Survey
      • Sales Promotion
        • Objectives
        • Strategies
        • Tactics
      • Public Relations
        • Objectives
        • Publics
        • Strategies
        • Rationale
      • Direct Marketing
      • IMC Plan
      • Budgeting
      • Campaign Evaluation Plan
    • Executive Summary
      • A group of people gathered around the concept of bringing the initiative of fighting terrorism into their hands so that terrorist acts are brought to a limit. An anti-terrorism society is born because there is a common fear and agreement, that terrorism should stop immediately. A grassroots approach to avoid and limit terrorist threats is to be applied. The long-term view is also a main idea behind this project.
      • The task is to use communication to address the issue of terrorism in the Lebanese Society. We should find something appealing, convincing, and effective in order to have an impact in what we are up to. Thus, messages are to be created, strategies are to be implemented, solutions are to be found, target audience is to be identified, media are to be chosen, budget is to be asserted, and finally evaluation is to be made. This is all in order to help in creating awareness about terrorism and ways to fight it. Thus, creating an environment surrounding this issue, a gathering of people, similar to the anti-drugs/anti-aids/anti-violence etc… organizations, where the mission of this society is to fight Terrorism.
    • Mission and Vision
      • Mission:
      • Our mission is to fight terrorism, take it in our hands, disseminate its danger, create a community of supporters to widen the issue to the national scale, and influence decision makers.
      • Vision:
      • Come together for change, for progress, for Lebanon
    • Situation Analysis
      • It is the era of Terrorism. The era of political assassinations and public bombing in Lebanon. Criminals are everywhere searching for new victims. No country is safe from the danger of terrorism. Even America, the strongest territory ever, was under attack by the September 11 terrorists. Iraq now and since the American invasion, is cracking under the blood of terror. Tens of souls are killed everyday in Iraq and Palestine.
    • Current Users
      • Selecting our target market consists of:
        • Needs and wants to be satisfied.
        • Amount of time and money needed for our project.
        • The willingness to spend it.
      • These 3 elements screen the new society of anti-terrorism according to user’s perception. The objective is to target homogeneous groups, which lead us, to market segmentation.
      • Regarding our targeting strategy, our campaign is designed to appeal to the broadest number of audiences. In other words, we are targeting a super segment; our target includes citizens who share one basic similarity according to Maslow’s hierarchy of needs: “the sense of security or belonging”. Anti-terrorism can be adopted to this target segment where these viewers can easily identify it because of its practicality away from any complexities.
      • At the end, we are targeting everyone, because everyone regarding the age, gender, education, will feel endangered by terrorism. That’s why our idea is likely to be perceived by teens, students, families, and seniors.
      • In order to gain the Lebanese market and operate it in different segmentation processes, we have to think about these two factors:
        • First, this new society can enter this market and take a large pace without the challenge of any competitor, because there is until now, no association advocating anti-terrorism.
        • Second, this society can offer many benefits as we described throughout our study to target, the family, students, and seniors…
      • By succeeding to support these 2 concepts, our campaign could have succeeded to target the main objectives. But, we decided to enter two segments that are the most beneficial for our society’s benefits.
    • Target Market Profile
      • Age bracket: 25-35 Years old
        • They are socially interested
        • They are mainly executive people with a medium income level
        • They seek for relaxing from their hectic stress life
        • They are targeted with offers and payment facilities for their purchases
      • Age bracket: 35-55 Years old
        • Urban people who are self conscious about preserving their country
        • They live mainly in Beirut and other prestigious regions
        • They are socially active
        • They travel frequently for relaxation and vacation
        • They care a lot about their health, look and beauty
    • Competitors Analysis
      • The government organizations: The ministry of Interior
      • Anti-democratic countries ruled by dictators like Syria
      • The US. Government: It wants to launch a 400 million dollar for an anti-terrorism campaign in the Arab world
      • Other NGO’s which may work on anti-terrorist propaganda
      • Indirect competitors:
        • Police: they fight terrorism
        • The press: They write against terrorism
    • SWOT (today)
      • Strengths:
        • Lebanon’s strength is in the united determination towards getting rid of terrorism.
        • Lebanese Human resources
        • Contacts with good contributors
        • Assassinations give inspiration for us to strongly resist terrorism
        • The global fight against terrorism
        • Our relation with the UN
      • Weaknesses:
        • Government paper formalities to form this society
        • Another major weakness is the need for a high capital and investment during the launch of this society.
        • High establishment fees
        • High illiteracy rate
    • SWOT (tomorrow)
      • Opportunities:
        • Decrease the illiteracy rate
        • Bring the government in the competitor’s position so as to bring a motivator towards action for this problem.
        • The new generation will connect more to Internet, thus an Interactive website should be launched
        • New comer in the market
        • No communication until now towards solving this problem
        • Huge efforts to initiate long contacts with Lebanese abroad
      • Threats:
        • Responses of the Bush administration to the events of September 11, 2001, its intensified propaganda program for the Middle East.
        • Boosting democracy (Lebanon, Iraq, Palestine)
        • Stereotyping Arabs as terrorists
        • Lebanon's tourist potential is strong despite similarities with other surrounding Middle Eastern or Balkan countries and regional uncertainty. 
        • Country risk and regional uncertainty
        • Increased Competition and Concentration
        • Terrorist acts are creating fear in our targets’ mind
        • The high price of speaking the truth.
        • Iran nuclear threat is threatening to region stability
        • The terrorist suppliers chain: Syria, Iraq, and Iran as motivators for terrorism
    • The BIG Positioning
      • We are a society for all Lebanon as a life and more than a country. Our driving force is our actions, your support, and the motivation. We are all exhausted of theoretic talk and we all believe in action. Our diversity is a plus cause we believe that if we all come together we can be victorious and not victims of terrorism. When the actions of responsible individuals are combined then the power to make a real difference is actually at hand.
    • Marketing Objectives
      • Build a strong bond among the Lebanese and Lebanese outside Lebanon
      • Establish direct contact with new Lebanese potential members
      • Retain existing members
      • Recruit new members
      • Increase rate of contribution of donators
      • Recruit more financial supporters or sponsors for our case
      • Force the government to apply tougher laws regarding terrorism
    • Marketing Strategies
      • Launch of a Non-Governmental Organization “Anti-terrorist Society”
      • Joining other groups for financial support
      • Apply a compensation policy for victims of terrorism
      • Increase police patrol at night in major cities and create police patrols for cities lacking this service
      • Launch three campaigns consisting mainly of corporate TVC and magazine ad
      • Organize press conferences and promotional activities.
      • CRM usage
      • Launch booklets about special efforts from our contributors
      • Give incentives to stimulate repeat donations from contributors
    • Advertising Objectives
      • Create awareness for our antiterrorist society
      • Generate word of mouth
      • Make the people more responsible about their lives and others
      • Build a relationship with our target
      • Enhance the image of our society in communicating it as the organization for our nation
      • Affect policy makers
    • Advertising Strategies
      • Our communication strategy will be divided into 3 main parts:
        • Announcing campaign
        • Reminding campaign
        • PR activities: Antiterrorism Congress and Fund-raising Gala dinner
      • We work from the bottom up to influence policymakers, and not vice versa.
      • The anti terrorism society compared to other societies still heavily depends on sales of ads on the Internet and financial sponsors. That’s why we should seek new beneficial systems in order to better reach our target.
    • Media Objectives
      • To announce the formation of our society
      • To establish its image
      • Adopt a continuous presence
      • Create awareness of its benefits
      • Maximize reach among the target
    • Media Strategies
      • Use mass media for advertising
      • Select the appropriate media that suits our identity
      • More selective use of the existing numerous media
      • More use of the media, which suits our target audience
      • Ensure press coverage and press releases
      • Insert press releases to inform about new needs to be satisfied
    • Media Rationale
      • We decided to use the two major TV stations in Lebanon, they are the ones with the most reach
      • We chose the news for both LBC and future television as they are the ones which are viewed the most
      • We chose “Naharkon Said” since it will target family members that do not work such as senior citizens and housewives
      • We choose radio since it is a very strong complementary medium
      • “ Sawt-el-Gad” radio updates was chosen to
      • “ Lebnan el Hurr” it is the leading Arabic news radio station in Lebanon
      • Fame FM we choose Rise and Shine with Alan to target the professionals on their way to work
      • In news papers we choose “An Nahar”, Daily Star, “Al Moustakbal”, because combined these news papers will cover all our target profiles. “An Nahar” is the most read, Daily Star targets the foreigners in Lebanon
      • For bill boards we choose one which will cover the greater Beirut area for two reasons. The first since it is our most important area, the second since it suites our budget very well
    • Advertising Creative: Rationale
      • TVC Rationale:
      • We wanted to show images that reflect on everything the political situation of Lebanon has faced. In a kind of documentary, we shall run slides of all the assassinations, bombings, terrorist acts, with the dates of their happening. We wanted to show the pictures that subtly mirror the elusive condition that Lebanon was witnessing at that time: from the assassination of Kamal Joumblat, Bashir El-Gemayel, Hasan Khaled, Rene Mouawad, Dany Chamoun, and other political figures reaching to last year’s horrifying series of assassinations from former Prime-minister Rafic Al-Hariri, Basel Fleyhan, Samir Kasir, to Georges Hawi, , and finally Gebran twaini. Audio sound music By Enya will be added to the commercial in order to make the commercial as emotional and effective as possibly imagined. They are the breaking news spirit, which we lived in during these occurrences. At the last slide of Gebran Twaini's assassination, we shall taint the screen with a red color puzzle pieces of the victims of terrorist acts, which forms the upper and lower rectangle of the Lebanese Flag. The slogan says no race, no colour ,…to says that terrorism does not discriminate among people. It is the killer of all. That’s why it’s time for you to join in because we, the anti-terrorism society do not want anymore victims. (The TVC will be run in a moviemaker program in the PC, and is found in the CD accompanied by the ad.)
    • Advertising Creative: Rationale
      • Print Rationale:
      • Print ad 1 : “All against terrorism”.
      • In this ad, we want to break the fear of terrorism that Lebanese people are witnessing. We put the head using the red colour so that to show the impact of terrorism and to embody its horrible consequences. The three hands symbolize joining forces of our efforts to squash terrorism down. Most Lebanese think that the divisions of political affiliations, and religious sects are what divide our society, but our antiterrorism society believes that it is diversity, which enriches us with greater power to defeat terrorism. So, join in the antiterrorism society.
      • Print Ad 2: “Watch your back”
      • We wrote our invitation to join our society in white, which is the colour of peace. Contradiction wise, we used the dark colour to show the darkness and horror of terrorism. This ad was to deliver the long-term objective of our society: To stop terrorism and make the people aware that terrorism is a constant threat and that they should avoid it even if it was absent for awhile, you don’t know when it may trick you. of no more blood shed, peace is what we spread.
      • Print Ad3: “Terrorism does not discriminate”
      • This ad was intentionally put in black and white colours to convey the mood of the ad. Grief is the only emotional trigger we are willing to show through our picture of the saddened woman. The head of our ad is to impose the idea that the terrorism issue concerns everyone and we should not ignore its influence and play a passive role towards it.
    • Advertising Creative: Rationale
      • Radio Rationale:
      • Whom of the Lebanese was not affected by the assassination of Gebran Tueini, the spirit of the youth, the writer of the truth, and the defeater of fear? But who did not cry or share the pain of Nayla Tueni?
      • This poem is to be read by a little girl who has lost two of her cherished persons in a terrorist act. Her tone is serious as she is grieving the deaths of every person who lost a beloved one in a terrorist act.
    • Creative Executions
      • Radio:
      • The “Left Alone”
      • Yesterday I cried
      • How could they do it
      • They destroyed everything
      • How could they take away
      • My he, and my she,
      • SFX: girl crying for few seconds
      • Everything I owned
      • Everything my God Bestowed
      • Have been stolen
      • With a blink of an eye
      • Now I’m awake
      • But they are asleep
      • And I pray as their spirits fly high
      • And my wounds grow deep
      • Join in the antiterrorism society
      • For details on how to support her,
      • Visit www.Savelebanon.org or call on 01-375632
    • Creative Executions
    •  
    •  
    •  
    • Pre-test Survey
      • Age : 25-28 29-32 33-36 37- 40 41 & above
      • Gender : Male__________ Female_______________
      • Marital Status : Single_________ Married________
      • Occupation : Student_____ Employee__________ Professor________ Others_________
      • Income level : 0-100 100-300 300-500 500-700 700-1000 1000-above
      • Please grade the following attributes of our ads according to your opinion:
        • Highly important=10, Least importance=1
      • Features of Print Ad1,2,&3:
        • Colors
        • Relativity
        • Concept
        • Attention
        • Headline
        • Effectiveness
        • Layout
        • Total
        • Average
      • Rate our TVC on a scale of 1 to 10 according to its importance. _______
    • Pre-test Survey (results)
      • This survey was conducted on 25 persons.
      • The results were the following:
        • The TV ad received 8.52 as the average over a grade point of 10.
        • Print Ad1: “All Against Terrorism” received 8.1844 /10
        • Print Ad2: “Watch your back” received 8.248/10
        • Print Ad3: “Terrorism doesn’t discriminate” received 8.52/10
      • Therefore the third print ad was the most likable ad amongst our sample.
    • Sales Promotions (objectives)
      • Reinforce our campaign objectives and our strategy
      • Increases contributors to our cause and get the people to sign up
      • Stimulate additional traffic to our website, encourage people to see it
      • Maintain the rate our visitors to our website
      • Increase our long term credibility
      • Encourage contributors and supporters to stay with us
      • Combine with red cross to teach a basic medical training for all our contributors
    • Sales Promotions (strategies)
      • Build strong synergetic relations with the UN and amnesty international.
      • Develop a website for our anti terrorism campaign.
      • Organize a fund raising gala dinner.
      • Organize a forum for the education of the public, how to react in the case of terrorism
      • Set up a hotline, when people call it they make a contribution
    • Public Relations (objectives)
      • Our objective is to become a leader in galvanizing public opinion to wake up and rise in unity to against terrorism. We aim to establish a strong relationship with the two universal powers of the human right to live in peace, UN and Amnesty International. We aim to focus on opinion leaders and policy makers since they are the elite thinkers and influencers of the society. The work of our PR department is to work in synergy with the UN and Amnesty, so that our efforts will be combined and our mutual results reached.
      • Public:
        • Young professionals
        • Parents
        • University students
      • Channels:
        • UN & Amnesty International
        • Press
        • Opinion Leaders
    • Public Relations (strategies and tactics)
      • Launching www.savelebanon.org:
      • Develop a website that reflects our image and ideology of unity.
      • Banners in leading websites, a link on a banner will take the user to our website
      • Put testimonials of people who have benefited from our service and protection.
      • Include updates of safety precautions that people can take from the safety of their home
      • Build Direct Relationships with UN and Amnesty International:
      • We decided to build an interlink with the two most powerful and well known human rights organizations, UN and Amnesty International. Our contact with such prestigious and well known organizations will help us obtain legitimacy, it will push people to join in and help us achieve our set goal. Also such organizations have more access to influential people around the world. There union with us will help deliver a resounding message that can cross our national borders and convey our situation to the world.
      • Fund raising Gala dinner:
      • Organize a fund raising dinner to which rich and powerful people, the VIPs are invited. Our dignified guest list will include affluent people and prestigious figures. The initial starting price per plate will be set at 1000 U.S. dollars with no limits, which means that our guests can donate as much as they want.
      • Hotline for donations:
      • We will develop a hotline for donations for our cause. It will be announced to the general public, any body can contribute. The contribution from a call will be 10,000 LL; it will be added to the person’s phone bill. Every time we receive a call on this number an additional 10,000 LL is contributed.
      • Forum for Orientation subject terrorism:
      • With the help of the UN and Amnesty we will organize a forum for terrorism awareness. First the forum will pay tribute to all those who have fallen when terrorism veered its ugly head. We will start it with the most recent of casualties, that of Mr. Jubran Tueni going back in time to the first of the acts, that of President Rene Mouawad. This will help show the people that terrorism has an old history in Lebanon. It does not discriminate between religions or people. This forum will include:
        • Booklets: A booklet will be distributed to all those who attend the forum.It will include: emergency instructions, phone numbers for charities, our official website,
        • Anti terrorism pins: It will be sold at the forum and worn by all the people who support anti terrorism.
    • Direct Marketing
      • Go along with one to one advertising “personalized”
      • Impressing the target with personalized gifts on special occasions (dinner gala)
      • Special page in our website to our contributors
      • SMS to our potential contributors
      • Initiate personal contact with the target
      • Example against terrorism at the click of a button www.antiterrorism.com
    • IMC Plan
      • It will consist of 3 phases: Announcing, Reminding, and PR activities.
      • Announcing campaign: it is our starting point, when we start to take action.
        • Collection of information
        • Booklet against terrorism
        • Anti terrorism pins
        • Organization’s website
      • Reminding Campaign: It is the point where we remind of our services the events that we undertake and all our news.
        • SMS and email
        • Forum for anti terrorism
      • PR Events: it is when we talk about our events and activities.
        • Media coverage
        • Press releases
        • Event marketing
    • Campaign Evaluation Plan
      • We shall evaluate our campaign by counting the number of members through our three bursts, and measure its success by observing the curve of the number of members (increasing, stable, or decreasing). We should also measure the number of visitor of our website in order to see how interested they are in the anti-terrorism campaign. The number of people that attend our PR activities in our third burst should also be counted to evaluate the success of our third burst. The amount of donations given to our society is also be counted, with the regular number of donators for our society to see the level of loyalty to the Anti-terrorism society.
    • References
      • ArabAd monthly magazine
      • Advertising and Marketing Communications, by K. Darouni
      • Creative Advertising Theory and Practice, by S. Moriarty
      • Kleppner’s Advertising Procedure, by M. De Mooij
      • AdAge
      • Framework for Marketing Management, by Philip Kotler
      • Mass Media Research, by Roger D.Wimmer & Joseph R. Dominick
      • Collier’s Encyclopedia
      • Media Planning, a practical guide, by Jim Surmanek