Lokmat Grameen Khel
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Lokmat Grameen Khel

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Lokmat Grameen Khel - a unique initiative. Sports activation in rural area with massive promotions in Lokmat paper and in ground brand engagement opportunity. More than 20000 captive audience expected ...

Lokmat Grameen Khel - a unique initiative. Sports activation in rural area with massive promotions in Lokmat paper and in ground brand engagement opportunity. More than 20000 captive audience expected to be part of the event.

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Lokmat Grameen Khel Lokmat Grameen Khel Presentation Transcript

  • Lokmat Grameen Khel• For the people of Maharashtra• By the popular publication of Maharashtra• Year 1 – 3 districts of Maharashtra Nasik Aurangabad Kolhapur
  • Lokmat Grameen Khel- Overview• Provide a unique mix of sports and cultural programs to local people.• Encourage sportsperson from Maharashtra interior regions to come forward and show their skills and talents• Make heroes out of people by giving them an opportunity to showcase their skills.• Make the people feel proud to be part of an event which will go on to attract tourists over the years
  • Lokmat Grameen Khel- OverviewWho will participate ?It will be a competition among 50 village teams from chosen districtin popular sports and local sports. It will also include fun activitiesfor audience, performances and melas.When is it going to be held?It will be held in the month of April 2011Where is it going to be held?It will be held at Aurangabad, Nasik and Kolhapur – 3 main regionsof Maharashtra
  • Planned Activities Popular SportsRunning, Shot Put, Throwball, Volleyball, Kho-Kho, Mud Wrestling & Kabbadi Local SportsBullock Cart Racing, Malkhamb, Arm Wrestling, Tractor Racing, Tug of War, Slow Cycling, Sac filling oncart. Fun ActivitiesFilling the bottle, Needle with thread, Lemon & Spoon, Three leg race (couples) Mini MelaArtistes, crafts & products, cuisine, culture from across Maharashtra PerformancesFeats of Strength by rural folks, Folk Dances, Daredevil Feats etc
  • Details Teams – My villageEach village will send a contingent of sports people for popular and Local sportscategory. The village stakeholders will get involved to form the best teams. Declaring winnersPoints will be awarded to winners of disciplines in the Popular Sports & LocalSports category along with gratifications. Each discipline will have three prizeswith points for each position. GratificationsThere will be gratifications for individual game winners as well as for the Villagewith maximum points Time lineThe event will be held for 2 days . The venue will be near the 3 cities to ensurethat nearby villagers can travel easily.
  • Marketing
  • Event Communications• My Village, my team – emotional connect• An event for the rural masses• Healthy rivalry• Recognition & fame
  • o 360 Promotion Brand Connect Points Van Promotion Newspaper Across the 3 districts Lokmat to promote in its newspapersRadio Ground Event BrandingSpotsUpdates Lokmat Activation booth Entertainment Grameen Opinion Leaders Khel 2011 Involving them to promoteOutdoorHoardings,Posters, Wallpaintings Television Stories / Capsule of the khel
  • Promotion Strategy Emotional Event day Acknowledge Awareness announcements ment Connect • Letter to key•Ads in local press •TV coverage / people & •Thank you ads•PR articles about news capsule influencers in printthe event •Print coverage • Ground•Radio advertising •Radio activations at•Pamphlets announcements key locations in•Posters and live the district interactions
  • Mass media strategy • Ads in Lokmat for announcement and invitation Print • Articles about the event to lend authenticity and show “bigness” • Full coverage of the event during the event period for involvement • Announce the event initially. Drive ground audience by announcing time / venue Radio • Event day announcements for attendance • Live interactions from the venue • Capsules of the event TV • Stories of people - News channels coverage • Posters and Leaflets for awarenessOutdoor • Hoardings giving information about venue and time Note : Tentative plan
  • Touch Points with Villagers Village level Van Promotion 1 5 Posters Letters Host Location Van Promotions Posters Hoarding Leaflets Viral - WOM 2 4 3
  • Personalized contact strategy• Letter to key people – A personalized hand written letter will be sent to the DM, DC, SP and other key people – They are key influencers & community look upto them for their views & actions – Will help to create right buzz in the community & prospects for future sales• Van Activation – Will be done for 2 days at the district level where the event is happening at key locations & the van will be moved through 4-5 neighboring locations for next 2 days to connect & create buzz amongst the target audience – Locations: Bazaar, bus stand, colleges, Chaupal etc.
  • Promotions timelines
  • Operational details
  • Registration Overview • Registration window opens • Announcement through outdoor medium – Hoardings, Posters, T0-4 Pamphlets etc • Registration closes T0-2 • Event scheduling T0-1 • Team coordinators informed about the schedule • Event day registrations T0• Registration process will start 4 weeks prior to event• The promotional materials will have the contact details for registrations, venue details, Event dates etc for Games• A registration form will have team coordinator details, participant names & details, tournament details like format, rules etc
  • Event Day Set up Ambience Arena A festive environment will be created at the arena • A ground will be branded with sponsor & event Branding & Sampling banners • A special zone will be created for Sponsor• We shall ensure significant sampling opportunity for the brand. Sponsor Zone• We shall create unique branding elements to • Activities similar to that of bazaar day seamlessly integrate the brand with the promotions can be done to generate sales event.• Regular compeer mentions Prize Distribution Ceremony Other Entertainment • Ample exposure to sponsor will be given • We will have awards presented by Sponsor• Special performance from a few artists can be kept and key people as added attraction• Special awards like free gift for special performances• Fun games for audience to win goodies
  • Rural Audience Demographics*• 2,000+ participants• 20,000 + visitors – (70% Rural & 30% Semi-Urban * Prelim findings – expected numbers and profile
  • Commitments LOKMAT GROUP TO PROVIDE THE MEDIA ECO – SYSTEMS SPORTZ CONSULT TO PROVIDE TECHNICAL & EVENT MANAGERIAL EXPERTISEWe seek partners who will :• Maximize their relationships with Rural audience by reaching out beyond traditionalmedia• Increase overall awareness of the partnership through media relations, advertising andpromotion, as well as innovative brand activations
  • About Lokmat Group• Lokmat Group is into – Publishing, Entertainment, Digital & Events• Lokmat (Marathi daily) is the market leader in terms of average daily circulation in the Marathi daily newspaper segment in Maharashtra and Goa (Source: ABC January-June 2010). Lokmat has 11 Marathi editions covering entire Maharashtra and Goa. Lokmat is published from Mumbai, Pune, Nagpur, Aurangabad, Nashik, Kolhapur, Jalgaon, Ahmednagar, Solapur, Akola & Panaji. Lokmat is the largest read regional newspaper of India and 5th largest in all India ranking.• Have been successfully doing Aurangabad Premier League in Cricket, Kolhapur Premier League and Nagpur Premier League in Football.
  • About SportzConsult• SportzConsult - Indias premier sports management company.• We partner with the worlds leading marketers and media networks to help them meet their objectives through sports properties, sponsorship consulting and event management services• We create, market and manage sports assets. Sports asset could be league, event, franchisee, club or academy.• Proven Delivery Capability across 50 cities• Hero Honda, Birla Sunlife Insurance, Coca-Cola, Kotak Group, ICICI Direct, SG Group, Mumbai Football Club, Zee Sports, are some of the clients for whom SportzConsult has provided sports-related consulting or developed elaborate sports programs.
  • Grameen Khel visualized
  • Rural Games – Through a lens
  • Rural Games – Through a lens
  • Rural Games – Through a lens
  • Your thoughts and Next steps…..Shanti Rao Asha Bandoonishanti@sportzconsult.in asha.bandooni@sportzconsult.in+91 9821341904 +91 9967980530