PROPOSED CLIENT: - MOVING NIGERIA FORWARD GROUPCONCEPT DEVELOPMENT:- CQS PRODUCTION                      08032590467 vince...
S I T U AT I O N A L A N A LY S I S I    EXECUTIVE SUMMARY    S I T U AT I O N A L A N A LY S I S I I    INTRODUCTION    G...
There are about 68 million          The youths and middle class [aged      registered voters for the 2011       18-45] cum...
   Goodluck Ebele Jonathan has a strong following of sentimental        voters; the base is currently ebbing away to a gr...
CORE GEJ      PRO GEJ                  HARD 2 WIN                             FLIP STATES     STATES        STATES        ...
CORE GEJ     • States with strong affinity and support for GEJ      STATES                  • States leaning towards GEJ b...
Incidentally the Buhari and Ribadu        Jonathan has the largest number of          teams are generating more traffic   ...
It is a game changer for the GEJ       GEJ 2011 is a 14 day strategic                                             campaign...
   Drive a 3 pronged campaign to influence the Head [Informative],        Hearts [Sentimental] and Hands[engaging] of the...
Win over large     Win the necessary                         scores of youths      majority in the                        ...
Inspire     the Heart                 Engage                   the11                  Hand     Influence     the Head
   The GEJ 2011 campaign is driven along 3 lines            Sentiments[Heart]            Information [Head]           ...
HEAD            This campaign targets the youths and middle class            It sells Moving Nigeria Forward [The master...
PRIMARY    Youths and      TARGETS    Middle Class     SECONDARY   Lower class                  excluding      TARGETS    ...
Sentimental     Informative15                           Motivational
Moving Nigeria forward     Man of Destiny     The Nigerian Dream16     Talk less, Do more [Strength from within]     The 4...
   Transformation / Moving Nigeria Forward is the core campaign         message of the GEJ 2011 campaign        It highl...
• Power                 • Security      PRIMARY    • Infrastructural Development       FOCUS                 • Education  ...
   The Nigerian Dream is a campaign focused at fueling the         sentimental attachment to GEJ        It sells the mes...
   The Man of Destiny also seeks to fuel the sentimental attachment         to GEJ        It highlights how his destiny ...
   Talk Less do More focuses on the current progress made by the GEJ         presidency in the last 7 months        It t...
   The 4 Year Sprint focuses on GEJ‟s promise to run for only one         term        It sells a sense of urgency to ach...
23
Print           Audio / Visuals   Social Networks     • Newsletters   • Short Films     • YouTube     • Flyers        • Mu...
People Connect                Radio                      Creative’s     • Round table with            • Radio drama       ...
ONLINE CAMPAIGNS            Banner Ads on high Nigerian traffic websites            Online Videos            Facebook  ...
STATE CAMPAIGNS            Dark Green States            Light Green States            Orange States            Red Sta...
TV Campaign             TV Jingles             Short Stories             Multi-lingual TV Ads        Billboards n Bann...
   The opposition parties are riding a righteous wave of negative         sentiments towards the PDP        The PDP has ...
   The Moving Nigeria Forward Group is made up of powered         personalities with vested interest in a Jonathan Presid...
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Gej 2011 V3

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A Communication Strategy for the Goodluck Jonathan Campaign

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Gej 2011 V3

  1. 1. PROPOSED CLIENT: - MOVING NIGERIA FORWARD GROUPCONCEPT DEVELOPMENT:- CQS PRODUCTION 08032590467 vincent@cqsgroup.net
  2. 2. S I T U AT I O N A L A N A LY S I S I EXECUTIVE SUMMARY S I T U AT I O N A L A N A LY S I S I I INTRODUCTION GOALS & OBJECTIVES O U R VA LU E P R O P O S I T I O N C O M M U N I C AT I O N S T R AT E G I E S2 M OV I N G N I G E R I A F O R WA R D C O R E C O M M U N I C AT I O N C A M PA I G N E X P R E S S I O N S M OV I N G N I G E R I A F O R WA R D G R O U P
  3. 3. There are about 68 million The youths and middle class [aged registered voters for the 2011 18-45] cumulatively make up about elections 60% of the registered voters There are 13 Core GEJ states, 11 Pro-GEJ The lower class of which are states, 6 Flip states that can be flipped non youths make up another in favour of GEJ and 7 difficult to win 25% states *see situational analysis II for chart/states3 A run off election will not GEJ can win the election on the first favour GEJ; it would force the run winning his core states, opposition parties to form an consolidating his position in the pro alliance, reducing their inherent GEJ states and flipping as many open weakness states as possible
  4. 4.  Goodluck Ebele Jonathan has a strong following of sentimental voters; the base is currently ebbing away to a growing consensus that he is no different from the rest  Their opinions are fueled by a communication strategy that offers them nothing from their President, save campaign trail „bits n pieces‟  Eventually they would form their own opinions and spread them through the Power of Referrals; and it spreads as does a cancer4  To safeguard against a run off election, GEJ would need a game changer; a campaign designed for the youth and middle class segments as a core thrust of winning Flip & Pro GEJ states  The campaign must be dynamic, matching the peculiarities of each state with the requisite communication, strategy & expression
  5. 5. CORE GEJ PRO GEJ HARD 2 WIN FLIP STATES STATES STATES STATES Abuja Benue Ekiti Kano Enugu Edo Osun Sokoto Anambra Kaduna Akwa-Ibom Ondo Zamfara Benue Abia Lagos Yobe Bayelsa Niger Kogi Gombe Borno Cross-River5 Delta Kwara Katsina Ebonyi Adamawa Kebbi Imo Taraba Rivers Ogun Jos Oyo Nasarawa
  6. 6. CORE GEJ • States with strong affinity and support for GEJ STATES • States leaning towards GEJ but in need of consolidation to Pro GEJ guarantee victory at the pools STATES • States with core affinity with GEJ but with growing support for opposition parties • States in opposition party control • The populace can be influenced to vote for their parties in6 FLIP STATES state and senatorial positions but can be flipped to vote for GEJ for Presidential Elections • PDP states with very strong ethnic support for Gen. Buhari HARD TO • States with strong ethnic affinity for either of the core opposition party WIN STATES
  7. 7. Incidentally the Buhari and Ribadu Jonathan has the largest number of teams are generating more traffic Facebook followers [512,849] followed by on Social Networks and online Ribadu @ 162,218 and Buhari @ 9,213 mediums than the Jonathan team due to limited information GEJ has not taken advantage of his large Buhari and Ribadu have number of sentimental voters; there is no downloadable plans for developing direct video message to his supporter, no Nigeria which has largely influenced clear spelt out plan or vision and no their growing number of volunteers information to turn viral by his large selling their message with fervour number of online fans7 A majority of Buhari’s followers are from the North West, predominantly ethnically sentimental supporters; and Ribadu and Shekaru would erode his hold in the North- West region
  8. 8. It is a game changer for the GEJ GEJ 2011 is a 14 day strategic campaign that focuses on the youth campaign to ensure that GEJ wins the and middle class segment as its necessary majority required to avoid primary target and the lower class as a run off election its secondary target Transformation/Moving Nigeria It combines a myriad of Forward is the core message of the communication strategies and 14 day campaign. It highlights GEJ’s expressions to sway the people’s vision of Moving Nigeria forward and Hearts, Heads & Hands in the 2011 engages the people as part of a joint elections effort8 A core goal is to achieve a viral word It is a campaign sponsored by a group of mouth where the GEJ supporters of power brokers with a vested become human pulpits to further interest in a Jonathan presidency spread the message
  9. 9.  Drive a 3 pronged campaign to influence the Head [Informative], Hearts [Sentimental] and Hands[engaging] of the people towards Moving Nigeria Forward by voting for GEJ  Arm GEJ supporters both online and offline with the necessary information about GEJ and his plans to spark a viral Word of Mouth campaign  Consolidate GEJ‟s position in pro GEJ States and flip as many Flip states as possible9  Drive communication strategies in each state with communication tools peculiar to each state and wired to achieve maximum advantage  Focus campaign to score heavily with the youths and middle class as primary targets and the lower class as secondary target
  10. 10. Win over large Win the necessary scores of youths majority in the and middle class 2011 elections to segments in the avoid a run off 2011 elections Win with an Create a Shared undisputed10 Vision of Moving majority to all Nigeria Forward election observers between GEJ and both local and the people international
  11. 11. Inspire the Heart Engage the11 Hand Influence the Head
  12. 12.  The GEJ 2011 campaign is driven along 3 lines  Sentiments[Heart]  Information [Head]  Taking Action [Hands] HEART  The sentimental campaign seeks to appeal to the heart of the voters  It rides on the star power of GEJ to sell more reasons why12 people should vote for him  The lower class voters are predominantly going to vote sentimentally  The campaign drives messages like :-  GEJ – A Man of Destiny or The Nigerian Dream
  13. 13. HEAD  This campaign targets the youths and middle class  It sells Moving Nigeria Forward [The master plan to actualize GEJ‟s Vision of Transforming Nigeria]  It is expressed through a mix of communication channels  The Heart Strategy varies from state to state but the Head strategy is constant Nationwide HANDS13  The Hand strategy focuses on engaging the people as co- labourers in actualizing the shared vision of Moving Nigeria Forward  The pre-requisite is voting for GEJ at the 2011 elections and getting their friends and associates to do same
  14. 14. PRIMARY Youths and TARGETS Middle Class SECONDARY Lower class excluding TARGETS youth14
  15. 15. Sentimental Informative15 Motivational
  16. 16. Moving Nigeria forward Man of Destiny The Nigerian Dream16 Talk less, Do more [Strength from within] The 4 Year Sprint
  17. 17.  Transformation / Moving Nigeria Forward is the core campaign message of the GEJ 2011 campaign  It highlights GEJ‟s plans to rapidly move Nigeria Forward  It engages the people‟s support as co-executioners of the Vision to Move Nigeria Forward  The Vision is communicated as unit modules and as a total package17  The campaign would arm the large number of GEJ supporters online with the right ammunition to drive through circles of friends and associates  A core part of the strategy for Moving Nigeria Forward is to translate the vision from been a Vision of GEJ to becoming a SHARED VISION OF THE PEOPLE
  18. 18. • Power • Security PRIMARY • Infrastructural Development FOCUS • Education • Economy • Small & Medium Business Agenda18 • Human Capital Development SECONDARY • Agriculture FOCUS • Sports & Entertainment
  19. 19.  The Nigerian Dream is a campaign focused at fueling the sentimental attachment to GEJ  It sells the message of Zero to Hero  It highlights GEJ‟s humble beginnings up till his exalted position as President  It serves as an inspiration to the teaming lower and middle class that “life can make you can start from a disadvantage position but19 with hard work, determination and good luck you can move from being a nobody to becoming a person of repute”  The campaign projects GEJ as the face of the Nigerian Dream,  Your humble beginning does not determine your future, you can become all you desire to be through hard work, determination and good luck. If it happened for me then it can happen for you too
  20. 20.  The Man of Destiny also seeks to fuel the sentimental attachment to GEJ  It highlights how his destiny has been orchestrated to prepare him for a time like this :-  He is the only Nigerian to concurrently go through all the arms of executive leadership in preparation for transforming Nigeria  Deputy Governor, Governor, Vice President, President  His grooming also includes starting from poverty experiencing all20 the demographics toward his current position of President  Lower class, Middle Class and Upper Class  He is fully groomed to Transform and Move Nigeria Forward
  21. 21.  Talk Less do More focuses on the current progress made by the GEJ presidency in the last 7 months  It tells the stories from the people‟s perspectives  It highlights how these actions have benefited Nigeria  It also projects the personality of the president as one who is resilient, dogged and result oriented  It connects GEJ‟s personality style to the Level 5 style leaders in21 the best sellers “Good To Great”  It dispels with insinuations of GEJ been weak
  22. 22.  The 4 Year Sprint focuses on GEJ‟s promise to run for only one term  It sells a sense of urgency to achieve all he desires in 4 years  It highlights a Government that is prepared to move swiftly in achieving its vision to transform Nigeria  The Next 4 Years would be a 4 year sprint:-  4 years of taking action22  4 years of transformation  4 years of working with Nigeria‟s best to get the Job done  4 years of becoming a diverse economy with multiple revenue generation streams  4 years of becoming the largest agro producer in Africa
  23. 23. 23
  24. 24. Print Audio / Visuals Social Networks • Newsletters • Short Films • YouTube • Flyers • Music Videos • Facebook • Posters • Interviews • Blackberry Messengers24 • Stickers • Audio CDs • VCDs – DVDs • Online Videos
  25. 25. People Connect Radio Creative’s • Round table with • Radio drama • Wallpapers for PC doctors, lecturers, young • Interviews [BBC Hausa] • Wallpapers for phones people, students, • T-Shirts25 farmers, fashion designers, entertainment personalities
  26. 26. ONLINE CAMPAIGNS  Banner Ads on high Nigerian traffic websites  Online Videos  Facebook  YouTube  Mouse Over Flash Ads  Moving Nigeria Forward Group on Facebook26  Downloadable Action Plan on Moving Nigeria Forward NEWSPAPER CAMPAIGN  Selling the Plan  Selling the Man  Engaging the people
  27. 27. STATE CAMPAIGNS  Dark Green States  Light Green States  Orange States  Red States RADIO CAMPAIGN  Radio Drama27  BBC Hausa Interview  Radio Jingles [Heart & Head] PRINT CAMPAIGN  Flyers  Newsletter Campaign
  28. 28. TV Campaign  TV Jingles  Short Stories  Multi-lingual TV Ads  Billboards n Banner Campaigns28
  29. 29.  The opposition parties are riding a righteous wave of negative sentiments towards the PDP  The PDP has played defense for most of the electoral campaign  The major opposition parties have endemic weaknesses that can be taken advantage off either in a debate or as spikes for the press and electoral public For Example29  Ruling people with a gun to the head, denying them of their fundamental human rights is not the same as leading 160 million people in a democracy. It requires understanding, it requires empathizing with the people while making the necessary tough decisions to Move Nigeria forward. Or will you lock up all the university lecturers because they went on a 3 month strike demanding their rights?
  30. 30.  The Moving Nigeria Forward Group is made up of powered personalities with vested interest in a Jonathan Presidency  They combine resource to drive GEJ 11 as a game changer for the 2011 elections  The current Goodluck/Sambo campaign has to re-tweak and harmonize with the GEJ11 campaign to take advantage of missed opportunities and increase effectiveness30  The Moving Nigeria forward Group would grow to become a group of major policy influencers in the country

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