Jana Rajyam You rule the Country
OBJECTIVE <ul><li>Awareness </li></ul><ul><li>Brand </li></ul><ul><li>Communication </li></ul><ul><li>Deriving Interest & ...
Jana Rajyam You rule the country
<ul><li>Inception – 2008 </li></ul><ul><li>NRI’s </li></ul><ul><li>Welfare </li></ul><ul><li>Goal </li></ul><ul><li>Future...
Promise From Jana Rajyam <ul><li>Well Developed Tamil Nadu  </li></ul><ul><li>Make people think  </li></ul><ul><li>People ...
Launch Phase <ul><li>Inception in November 14, 2008 </li></ul><ul><li>Starting with Welfare activities and promotion of th...
Goals <ul><li>Win 2021 State Election </li></ul><ul><li>Provide basic amenities to people  </li></ul><ul><li>Improve Infra...
Time Line & Road Map Ahead 2008, November Launch of Jana Rajyam 2009 - 2011 Welfare Activities, Addressing people 2011 Sta...
Research Factors
SWOT Analysis <ul><li>Strengths </li></ul><ul><li>Power that can be used </li></ul><ul><li>Medium through which welfare ca...
Market Scenario <ul><li>Many players </li></ul><ul><li>Two pillars </li></ul><ul><li>Need for a change </li></ul><ul><li>U...
Perceptual Map of Political Parties in Tamil Nadu Others MDMK Tamil Manila Congress AIADMK DMDK PMK DMK High Performance L...
Gap Identified <ul><li>People are strongly looking for a different government in Tamil Nadu </li></ul><ul><li>DMDK led by ...
STP
STP
Communication Market Analysis
Competitors <ul><li>DMK and AIADMK doesn’t do a lot in the areas of advertising and communication. They are established an...
Opportunities <ul><li>Website Promotion would be one of the big opportunity in this political market </li></ul><ul><li>It ...
Target Markets <ul><li>Selecting target markets where there are more scope for a new party to perform </li></ul>
Customers (Public) <ul><li>Competitor’s Customers </li></ul><ul><ul><li>People not happy with the current government </li>...
Party Positioning <ul><li>Make people think </li></ul><ul><li>Virtually people rule the state </li></ul><ul><li>Providing ...
Consumer Behavior
Consumer Behavior <ul><li>Literate People unwilling to vote </li></ul><ul><li>Community Influence </li></ul><ul><li>Wrong ...
Futuristic Behavior <ul><li>Interested in setting up a government </li></ul><ul><li>More voting percentages </li></ul><ul>...
CREATIVES
Rationale behind the Creative <ul><li>To create a new perception for a political party </li></ul><ul><li>Make non voters t...
Logo & Tagline
Reason behind the Logo <ul><li>Saffron and Green color to denote connectivity with India </li></ul><ul><li>Jana Rajyam ( P...
Print Ad 1 (Tamil)
Print Ad 2
Print Ad 3
Print Ad 4
Print Ad 5
Outdoor
TVC 1 <ul><li>Scene 1 </li></ul><ul><ul><li>Youths, Corporate Employees keep calling their friends and starting as if they...
TVC 2 (Education) <ul><li>Scene 1 </li></ul><ul><ul><li>A large Political gathering is shown from a black screen to all th...
Promotional Activities
Website <ul><li>www.janarajyam.com </li></ul><ul><li>Place to register to join the party </li></ul><ul><li>Blogs  </li></u...
Social Works <ul><li>Tier 2, Tier 3 and Rural areas will be selected to conduct social works </li></ul><ul><li>Education a...
Promotional Meetings <ul><li>Monthly addressing at various places gathering crowds </li></ul><ul><li>Party’s leader and ot...
Media Plan
Medias to be used
Mass Media Priority
Media Budget  <ul><li>5 Crores to Conventional Media </li></ul><ul><li>TV – 1.5 Crores </li></ul><ul><li>Press – 1.5 Crore...
Important Slots <ul><li>TV </li></ul><ul><ul><li>Star Vijay: Neeya Naana, Coffee with Anu, Jodi No: 1, Super Singer </li><...
PR Wing <ul><li>Experiential PR person would be appointed </li></ul><ul><li>Look after all press related issues </li></ul>...
Thinkpot Communications pvt Ltd Balaji CT. Sri Ananda Ajit Premnath S. Subhramanian N.
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Poilitical party jana rajyam imc

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Integrated Communication Plan for a Political Party - All these points are my own thoughts

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Poilitical party jana rajyam imc

  1. 1. Jana Rajyam You rule the Country
  2. 2. OBJECTIVE <ul><li>Awareness </li></ul><ul><li>Brand </li></ul><ul><li>Communication </li></ul><ul><li>Deriving Interest & Deep Penetration </li></ul><ul><li>Think before you vote </li></ul>
  3. 3. Jana Rajyam You rule the country
  4. 4. <ul><li>Inception – 2008 </li></ul><ul><li>NRI’s </li></ul><ul><li>Welfare </li></ul><ul><li>Goal </li></ul><ul><li>Future Plans </li></ul>Jana Rajyam
  5. 5. Promise From Jana Rajyam <ul><li>Well Developed Tamil Nadu </li></ul><ul><li>Make people think </li></ul><ul><li>People develop trust over the party </li></ul><ul><li>Will have a clear vision </li></ul>
  6. 6. Launch Phase <ul><li>Inception in November 14, 2008 </li></ul><ul><li>Starting with Welfare activities and promotion of the Party </li></ul><ul><li>Welcoming people who are interested in the party (strictly educated) </li></ul><ul><li>Stand in the Selected areas in Chennai, Coimbatore, Salem and some Tier 3 towns by 2011 election </li></ul><ul><li>Analyze the strength and Weakness of the party and constitute in larger areas by 2016 election </li></ul>
  7. 7. Goals <ul><li>Win 2021 State Election </li></ul><ul><li>Provide basic amenities to people </li></ul><ul><li>Improve Infrastructure and Literacy rate for the state Tamil Nadu </li></ul><ul><li>Make Tamil Nadu, a State of Benchmark </li></ul><ul><li>Make India a developed nation </li></ul>
  8. 8. Time Line & Road Map Ahead 2008, November Launch of Jana Rajyam 2009 - 2011 Welfare Activities, Addressing people 2011 State Election Constitute in Middle Class areas in Cities like Chennai, Coimbatore, Salem 2011 – 2016 Keep Doing Welfare Activities and Promotion of the Party Through out, Development of Party 2016 State Election Constitute in Whole Tamil Nadu 2016 Launch the Party in States of South India 2021 Launch The Party in Whole India
  9. 9. Research Factors
  10. 10. SWOT Analysis <ul><li>Strengths </li></ul><ul><li>Power that can be used </li></ul><ul><li>Medium through which welfare can be done authoritatively </li></ul><ul><li>Opportunities </li></ul><ul><li>People looking for a new govt and leadership </li></ul><ul><li>Regions where no change has been seen </li></ul><ul><li>Weakness </li></ul><ul><li>Image of politics is diminishing </li></ul><ul><li>People losing interest in electing a government </li></ul><ul><li>Threats </li></ul><ul><li>Dominated by 2 pillar parties </li></ul><ul><li>Only Strategic alliance with the leader can help </li></ul>
  11. 11. Market Scenario <ul><li>Many players </li></ul><ul><li>Two pillars </li></ul><ul><li>Need for a change </li></ul><ul><li>Unpredictable </li></ul><ul><li>Negative Perception </li></ul>
  12. 12. Perceptual Map of Political Parties in Tamil Nadu Others MDMK Tamil Manila Congress AIADMK DMDK PMK DMK High Performance Low Performance High Involvement Low Involvement JR
  13. 13. Gap Identified <ul><li>People are strongly looking for a different government in Tamil Nadu </li></ul><ul><li>DMDK led by actor Vijaykanth have started using this gap that exists </li></ul><ul><li>Still No one have worked on basic amenities other than words in their election brochure </li></ul><ul><li>People who don’t vote have to be targeted to make them understand the importance of voting and a government </li></ul>
  14. 14. STP
  15. 15. STP
  16. 16. Communication Market Analysis
  17. 17. Competitors <ul><li>DMK and AIADMK doesn’t do a lot in the areas of advertising and communication. They are established and promote only in the election times. </li></ul><ul><li>DMDK, being a new party is aggressively promoting through Advertisements in newspapers, TV and Radio. </li></ul><ul><li>PMK and MDMK promote during the arrival of their leaders to a certain town and mainly focus on strategic alliance </li></ul>
  18. 18. Opportunities <ul><li>Website Promotion would be one of the big opportunity in this political market </li></ul><ul><li>It reaches Literate people very easily </li></ul><ul><li>Competitors have website, but they don’t use it for promotion as they use it as an information medium </li></ul>
  19. 19. Target Markets <ul><li>Selecting target markets where there are more scope for a new party to perform </li></ul>
  20. 20. Customers (Public) <ul><li>Competitor’s Customers </li></ul><ul><ul><li>People not happy with the current government </li></ul></ul><ul><ul><li>People looking for a change </li></ul></ul><ul><li>Potentially new Customers </li></ul><ul><ul><li>Youths </li></ul></ul><ul><ul><li>People who are not interested in voting </li></ul></ul>
  21. 21. Party Positioning <ul><li>Make people think </li></ul><ul><li>Virtually people rule the state </li></ul><ul><li>Providing a better life in terms of basic amenities, education, infrastructure development and empowerment </li></ul>
  22. 22. Consumer Behavior
  23. 23. Consumer Behavior <ul><li>Literate People unwilling to vote </li></ul><ul><li>Community Influence </li></ul><ul><li>Wrong perception about politics </li></ul><ul><li>Voting for Freebies </li></ul><ul><li>Laziness </li></ul>
  24. 24. Futuristic Behavior <ul><li>Interested in setting up a government </li></ul><ul><li>More voting percentages </li></ul><ul><li>No community influence </li></ul><ul><li>Understand the importance of voting in electing a government </li></ul>
  25. 25. CREATIVES
  26. 26. Rationale behind the Creative <ul><li>To create a new perception for a political party </li></ul><ul><li>Make non voters to vote </li></ul><ul><li>Thinking Factor </li></ul>
  27. 27. Logo & Tagline
  28. 28. Reason behind the Logo <ul><li>Saffron and Green color to denote connectivity with India </li></ul><ul><li>Jana Rajyam ( People’s Government) </li></ul><ul><li>People rule the country virtually through Jana Rajyam </li></ul><ul><li>Torch is denoted to say that people carry the country forward with a spirit of unity </li></ul>
  29. 29. Print Ad 1 (Tamil)
  30. 30. Print Ad 2
  31. 31. Print Ad 3
  32. 32. Print Ad 4
  33. 33. Print Ad 5
  34. 34. Outdoor
  35. 35. TVC 1 <ul><li>Scene 1 </li></ul><ul><ul><li>Youths, Corporate Employees keep calling their friends and starting as if they are going for a movie, picnic, party </li></ul></ul><ul><ul><li>Phone ringing, answering, all in a enthusiastic mood </li></ul></ul><ul><li>Scene 2 </li></ul><ul><ul><li>When they start as a group in bikes, cars…. People around say that “see these people don’t care for society, home…. Started enjoying their weekends </li></ul></ul><ul><li>Scene 3 </li></ul><ul><ul><li>Showing the people who started in bikes, assemble in a election booth and stand in queue… </li></ul></ul><ul><li>Scene 4 </li></ul><ul><ul><li>Come out of the booth happily with the ink on their finger and saying to the camera “Voting is really important. Its only we who should decide the government. Government should not be elected with insufficient voting percentage </li></ul></ul><ul><li>Scene 5 : One Vote can change a Government… Think Yourself, Think Tamil Nadu, Jana Rajyam </li></ul>
  36. 36. TVC 2 (Education) <ul><li>Scene 1 </li></ul><ul><ul><li>A large Political gathering is shown from a black screen to all the lights that are used there </li></ul></ul><ul><li>Scene 2 </li></ul><ul><ul><li>Students are reading in that lights set for the meeting </li></ul></ul><ul><li>Scene 3 </li></ul><ul><ul><li>The entire street is completely dark when the meeting is going on </li></ul></ul><ul><li>Scene 4 </li></ul><ul><ul><li>After 5 years, same scene is repeating </li></ul></ul><ul><li>“ Think Yourself, Think Tamil Nadu” </li></ul><ul><li>Jana Rajyam </li></ul>
  37. 37. Promotional Activities
  38. 38. Website <ul><li>www.janarajyam.com </li></ul><ul><li>Place to register to join the party </li></ul><ul><li>Blogs </li></ul><ul><li>Interactive chats enabled for the users </li></ul><ul><li>Can donate funds </li></ul><ul><li>Welfare activities can be initiated </li></ul><ul><li>Strategy work outs </li></ul><ul><li>People can post Complaints </li></ul>
  39. 39. Social Works <ul><li>Tier 2, Tier 3 and Rural areas will be selected to conduct social works </li></ul><ul><li>Education and Empowerment will be provided accordingly </li></ul>
  40. 40. Promotional Meetings <ul><li>Monthly addressing at various places gathering crowds </li></ul><ul><li>Party’s leader and other people in the party will address the crowd </li></ul><ul><li>Will tell about the party and its future plans </li></ul>
  41. 41. Media Plan
  42. 42. Medias to be used
  43. 43. Mass Media Priority
  44. 44. Media Budget <ul><li>5 Crores to Conventional Media </li></ul><ul><li>TV – 1.5 Crores </li></ul><ul><li>Press – 1.5 Crores </li></ul><ul><li>Outdoor – 1.5 Crores </li></ul><ul><li>Appropriate spendings would be done for other promotional activities like Crowd Addressing, Welfare Activities, Website promotion </li></ul>
  45. 45. Important Slots <ul><li>TV </li></ul><ul><ul><li>Star Vijay: Neeya Naana, Coffee with Anu, Jodi No: 1, Super Singer </li></ul></ul><ul><ul><li>SS Music: Room with a view, FIR, Connect </li></ul></ul><ul><li>Outdoor </li></ul><ul><ul><li>Corporate Office, Govt Office </li></ul></ul><ul><ul><li>Anna Flyover, Nungambakkam, Mylapore </li></ul></ul><ul><li>Press </li></ul><ul><ul><li>Different leaflets and Front Page and Last Page Ads </li></ul></ul><ul><ul><li>Full page ads in weekly magazines </li></ul></ul>
  46. 46. PR Wing <ul><li>Experiential PR person would be appointed </li></ul><ul><li>Look after all press related issues </li></ul><ul><li>Maintain a strong relationship with the press </li></ul><ul><li>A team would be appointed under the Head PR </li></ul>
  47. 47. Thinkpot Communications pvt Ltd Balaji CT. Sri Ananda Ajit Premnath S. Subhramanian N.

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