A pitch communications Strategy and plan for the highly contested Governorship of Lagos State for Labour Party Governorship Candidate, Gbadebo Rhodes-Vivour

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RHODES TO ALAUSA 2023
2023 LAGOS STATE GOVERNORSHIP ELECTION
CAMPAIGN CONTENT STRATEGY FOR GRV

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WHO IS GRV?
Architect
Activist
Public Policy Expert
Governor?

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Definitely not a new name in politics in Lagos, Gbadebo
Rhodes-Vivour comes from a family lawyers and judges that
have dedicated their lives to uphold the rights and value of the
people of Nigeria.
While his chosen career path this not entirely follow the legal
luminary, this has not stopped his fight to uphold the rights of the
common man as an activist and a politician, which in 2019 was
brave enough to be the youngest senatorial candidate of the 2
major political parties in Nigeria.
His journey to redeem Lagos from mediocrity has further being
communicated with his commitment to run for the highest office in
the state under the Labour Party

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PAST GOVERNORS WITH
SIMILAR POSTURE
Peter
Obi
Seyi
Makinde
Babatunde
Fashola
• REFORMERS
• INTELLECTUALS
• YOUTH
• APPEAL

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LAGOS
THE
POLITICAL
REALITY

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Lagos bears the historical legacy of
having been Nigeria’s longest
established capital city up until the
movement of the federal capital
territory to Abuja in 1991.

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Despite losing its administrative
capital status, Lagos remains by far
Nigeria’s preeminent economic
powerhouse. The city’s economy more
than quadruples its nearest rivals –-
across Nigeria and elsewhere in West
Africa –- in productivity, capital and
infrastructure.

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For the average Lagosian, living
experiences delivers poorly on
infrastructure and quality of life. Yet the
city remains one of the most expensive
places in Africa to live in.
The local government system is
severely incapacitated. Instead, informal
governance institutions have immense
influence on everyday life in the city.

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The poor residents of Lagos live in
sprawling informal settlements within
the city core, or create new ones at the
peripheral areas. The rest can be found
in several gated communities that span
the city. In both instances, self-
governance is common.
Taxation from local to state level is
poorly managed. Basic services, such
as primary healthcare and public
education, are under-resourced.

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There’s an intricate web of informal
governance systems that hold sway
at the local levels. This results in a
class of powerbrokers who oversee
the provision of infrastructure in the
city. Very few people or groups have
the agency to engage with these
gatekeepers to development.

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Additionally, Lagos is a city of
marginalized young people. The
average age in Nigeria is 18.1 years.
But many young citizens are not in
education, employment or training. In
Lagos, as in other cities, young
people are confronted with poor
governance, unemployment or
underemployment, police brutality
and a high cost of living.

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In all of these challenges, certain
things are clear: the immense
potential of the Lagos economy,
the hope in the hearts of migrants
that Lagos offers opportunities for
a better future, and the community
driven city-making practices of
residents.

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Tinubu’s ascension to a godfather
role in Lagos and National Politics
cannot be ignored.
Since becoming governor in 1999,
Tinubu has been directly involved in
the choice of who becomes
Governor in Lagos state and actively
works against whoever challenges
his authority through proxies and
groups loyal to him

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Over 7m+
Registered Voters
Total number of
voters in 2019
Election: 1m+
20 Local
Governments
Swing Votes:
Alimosho
Mode of
Transport: Road
Ruling Party: APC
Number of
winning votes in
2019 election:
700k+
Closest Rival: PDP
Radio
Social Media
Newspaper
TV
LAGOS POLITY

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Number of voters in
2011 Election: 1,862,513
Number of voters in
2015 Election: 1,477,869

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Economy:
#7
Education
Quality:
#7
Financial
Health:
#14
Maternal Health
#9
Life
Expectancy:
#9
Debt
Management:
#37
Improved
Drinking Water:
#32
Living
Standard:
#11
Revenue
#1
LAGOS INDICATORS

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Challenge:
• How do you drive voter turnouts amongst
middle/working class Lagosians
• How do you galvanize young people to vote
in mass
• How do we maximize the concerns of
Tinubu’s continuous rule on Lagos
• Create a memorable campaign

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CREATIVE STRATEGY
MAXIMIZE OUR
AUDIENCE
It’s all too evident that the current ruling class
does not have the total support of Lagosians
and this was made manifest during the
ENDSARS campaign. Our goal is to build our
base of support and galvanize them to come out
and vote

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TARGET
1. WORKING CLASS
LAGOSIANS
If there is a group that feel the brunt of the
most, it’s the Lagos working class, who face
harassment, insecurity and failing
infrastructure, while spending premium to live
in a city that provides so little value

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TARGET
2. MIGRANTS
The term “Lagos is a no-mans Land” is true to a
huge number of residents in Lagos and these
number of people constantly live in isolation of
not being part of the political process.

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TARGET
3. YOUNG PEOPLE
The high unemployment, harassment and lack of
basic support from a government that does not have
intentional policies to support young people, also the
ENDSARS catastrophe has only made it a point of
duty to reach out to this base that is hungry for
something different

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TACTICS - MESSAGING
MOTIVATION - CTA
PVCs
“Pick up your PVC”
CANDIDATE
“GRV” “Rhoades” “Gbadebo
Rhoades-Vivour”
MESSAGING
“A Lagos for all” “Our Lagos”
“Gbo Gbo Wa La Leko”

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TACTICS – VOTER MOOD
Lack of Trust Needs something
different
Obi/Tinubu
Presidency is a Factor
They need someone to believe
in. Maximize content to appeal
to their immediate yearning for
change
Young
Not APC/PDP
Presentable
Piggy back off the Obidient
movement as an ally for change
Pan Nigeria with a ‘2for2’
campaign to takeback Nigeria
from Tinubu

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GBADEBO RHOADES-VIVOUR
STRENGTH
Favorite amongst
working class
Fits voter desire
Behind a strong political
movement
Eloquent and
Presentable
WEAKNESSES
New face in race
Lacks unique organic
structure
Political party not as
strong as the ruling
party or the strongest
opposition
OPPORTUNITIES
Strong relatable
message
Taking advantage of
yearning for change
THREATS
Backlash from sitting
government
Media clampdown from
state players
Physical campaign
insecurity
Funding
SWOT ANALYSIS

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GOAL
LAGOS
POPULATION – 15,400,000
REGISTERED VOTERS – 7,000,000
EXPETED TURN OUT AT 55% – 3,8500,000
WIN – 1,500,000 VOTES
VOTER GOAL FOR GRV
2,000,000
MIGRANT WOKERS: LADIPO, ALABA, SABO, IDUMOTA
COMPUTER VILLAGE – 500,000
WORKING CLASS – 1,000,000
YOUNG PEOPLE – 300,000
OTHERS – 200,000

26. LOCAL
COMMUNITY
YOUNG PEOPLE
Technical Capabilities
Target
ROI, Mentions and SEO
Outcome
Communication Segmentation – Point of
voter influence
Maximizing 3rd Party
influence – Obi, Family
Community Outreach
Traditional meetings,
Merchandizing, Donations
and Support
WhatsApp
Solutions, experience
touchpoints
Framework
Influence
Consumed media
www.surkreo.com
WORKING
CLASS
MIGRANT
WORKERS
Moral Responsibility
Care, Respect
Brand Consciousness
Positioning, Promotion
Collaboration
Community Outreach
Events, Business meetings, Content Marketing, Social Media, Influencer
Collaborations, Emails, 3rd Party Blogs, GDN
Traditional meetings,
Merchandizing, Donations
and Support

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Communication Segmentation –
MAXIMZE CORE AUDIENCE
Likely Voter Potential Voter Non-Voter
Likely Supporter Solidify Base Motivate to Vote Possible Motivation
Potential
Supporter
Primary focus for
persuasion
Secondary Focus for
persuasion
Unlikely to
Support
Passive Communication

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TRADITIONAL
PR AND COMMUNICATION
AMBIENT/OUTDOOR/SMS
CREATIVE COMMUNICATION
PR
REPUTATION
MANAGEMENT
DINNERS BUSINESS COMMUNITIES
BIG DONORS
FUNDRAISERS
PRODUCTION
COMMERCIALS
RADIO JINGLES
POSTERS/FLIERS
MERCH
COMMUNITY
ENGAGEMENT AND
PARTNERSHIPS
VOLUNTEERS
EVENTS
CAMPAIGN VENUE
BRANDING
MOBILIZATION
Campaign
Integration

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ONLINE
WEBSITE
INFORMATION
DONATION
INBOUND MARKETING
SOCIAL MEDIA
EMAIL
BLOG
COMMUNITY
DEVELOPMENT
TELEGRAM/WHATSAPP
INFLUENCER RELATIONS
VOLUNTEERS
CONTENT DEVELOPMENT
CONTENT MARKETING
VIRAL POSTS
PAID MEDIA
3RD PARTY BLOGS
GDN/FACEBOOK/TWITTER
Campaign
Integration

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Statement of strategy
A Lagos for all
Gbogbo wa la leko
For a very long time, Lagos has been held under the
management of Tinubu’s influence, with a lot of residents
feeling marginalized. We intend to galvanize their hopes
help them see the possibilities of what Lagos has to offer

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TACTICS
CONTENT MARKETING
We would be pushing out content that
meets the yearning of ordinary Lagosians
and use this as a way to galvanize interest
to our cause

39. Divergent Ideas – Based on voter, candidate and political insight
www.surkreo.com
Facts Lies Consequences What Ifs
Lagosians are tired of godfatherism
politics
Lagosians love
godfatherism
Lagosians would continue to be ruled under
pseudo dictatorship
We commission a investigative journalist to do a trend of
Tinubu’s rule over the last 24 years
GRV speaks on the continued enslavement of Lagos under
the informal power brokers if the ruling party continues
The living standard of Lagos is worse
than it was before 1999
The standard of living in
Lagos is great
Lagosians would be too comfortable to
demand more of government
Expose the actual living standards of Lagos in a series of
videos
GRV does a visitation to the most marginalized
communities in Lagos and speaks to residents
Despite being the most industrialized
state, Lagos still has massive
unemployment amongst youths
Lagos youths are fully
employed
Youth would become very influential to the
growth and Lagos and be a lot more active
in policy decisions
GRV speaks on his plans to educate and engage young
people on skills acquisition and education on employable
skills for the Lagos of today
Lagos is the worst city to live in the
world
Lagos is the best city to live
in the world
The global image of Lagos become better
and improve investor confidence
GRV speaks about his commitment to improve the living
standard for all Lagosians and his strategies to accomplish
them
GRV does an international press push on his drive to
establish the first phase of Lagos 2.0 by 2025
The informal power brokers are a lot
more powerful than a lot of
government institutions, including
security, real estate and markets
Lagos government systems
are strong
Lagos state workers would feel a lot more
dignified and confident about their work
GRV would speak about the continuous engagement of the
informal sector to decide the policy of Lagos and the
broken structure of the public sector
Lagos state is not number 1 in a lot of
indicators despite generating the most
money
Lagos is number 1 in a lot
of indicators
Standard of living in Lagos would be one of
the best in the world
GRV would speak on how it is a collective duty to improve
the standard of living in Lagos and how we need to first
start by voting out Tinubu

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Facts Lies Consequences What Ifs
A huge number of Lagos residents who
are between 18 -25 are the most
marginalized group
Lagos young people are fully
engaged
Taxes coming from youths who make
the Largest number of residents would
help increase the IGR of the state
GRV speaks on his commitment to young people and a
pledge to make them a driving part of the Lagos 2.0 in
youth engagement, economy and policy.
GRV sponsors a football competition in Lagos
Lagos is not fulfilling its potential Lagos has reached it’s
potential
Lagos would become a major destination
for tourism and businesses world wide
GRV speaks about his vision for Lagos and the
possibilities of what Lagos can become beyond being
run by cronies in the informal sector
Startup and creator ecosystem feel they
are continually harassed by the Lagos
state government
Lagos state fully supports Start
Ups
Lagos state startup ecosystem would be
one of the best in the world
GRV speaks on his commitment to the growing startup
community and his commitment to establishing a
commission that would be managed by elected members
of council of the startup community
Lagos offers opportunity for a better
future
Lagos does not offer
opportunity for a better future
Lagos would cease to be an
industrialized city
GRV would speak about inclusion of everyone to Lagos
and speak on how everyone is welcome to Lagos under
his government
Private sector is the biggest driver of
economic growth in Lagos
The private sector is not the
biggest driver of economic
growth
The private sector would feel
marginalized
GRV speaks to his partnership with his govt and
investors and how the relationship with the private
sector should not be one sided
Young people are the heart of Lagos’s
image
Young people are not the heart
of Lagos’s image
The city would be less colorful and
vibrant
GRV would speak about his plan to support the diverse
and expressive nature of its young people through arts,
fashion, sports and creativity and his willingness to
partner schools to help students harness their talents
Migrants improve the micro economy of
Lagosians
Migrants do not improve the
economy
Lagos would not be number 1 in revenue
generation
GRV to speak on the important of migrants and how they
improve the micro economy of Lagos
If Lagosians come out in mass, the
ruling party can be defeated
Ruling party can never be
defeated
There would be increased apathy GRV would make a call to Lagosian to take this fight to
their homes cause the fate of Lagos is in their hands
Lagos Debt issue is a major concern Lagos debt is properly
managed
Lagos would be able to get a lot of
investors into the state
GRV would engage the business community on the
rising debt challenges in Lagos and his approach to take
control of the issues before it gets out of hand

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Strategy Tactics Execution
Content
Marketing
• GRV speaks on the continued enslavement of Lagos under the informal power brokers if the ruling party continues
• GRV speaks on his plans to educate and engage young people on skills acquisition and education on employable skills
for the Lagos of today
• GRV speaks about his commitment to improve the living standard for all Lagosians and his strategies to accomplish
them
• GRV would speak about the continuous engagement of the informal sector to decide the policy of Lagos and the broken
structure of the public sector
• GRV speaks on his commitment to young people and a pledge to make them a driving part of the Lagos 2.0 in youth
engagement, economy and policy.
• GRV speaks on his commitment to the growing startup community and his commitment to establishing a commission
that would be managed by elected members of council of the startup community
• GRV would make a call to Lagosian to take this fight to their homes cause the fate of Lagos is in their hands
• GRV speaks to his partnership with his govt and investors and how the relationship with the private sector should not
be one sided
Through the Social Media: Facebook,
Twitter, LinkedIn and Partner’s web sites,
Email
Storytelling • Expose the actual living standards of Lagos in a series of videos
• GRV would speak on how it is a collective duty to improve the standard of living in Lagos and how we need to first start
by voting out Tinubu
• A video about inclusion GRV speaking on how everyone is welcome to Lagos under his government
Development of script and production of
short easy to consume explainer videos
Community
Management
• GRV does a visitation to the most marginalized communities in Lagos and speaks to residents
• GRV sponsors a football competition in Lagos
• GRV would engage the business community on the rising debt challenges in Lagos and his approach to take control of
the issues before it gets out of hand
Create community channels, remarket to
existing users and continuous engagement
with community and engage physical and
digital 3rd party interest communities
Reputation
Management
• We commission a investigative journalist to do an article of Tinubu’s rule over the last 24 years
• GRV does an international press push on his drive to establish the first phase of Lagos 2.0 by 2025
Identify key communities and partner with
them on content and reach
Voter Education • GRV to speak on the important of migrants and how they improve the micro economy of Lagos Create web portal to gamify produced quick
and easy to understand training materials for
users
Paid Ads • Promote videos to drive appeal amongst new and old account holders via social media, email and paid media A 6 months GDN and Facebook campaign
with CTA to landing page

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TACTICS
SOCIAL MEDIA AUDIT
AND MANAGEMENT
We would be performing an audit on
existing content on all pages and take start
management of all pages to create a
consistent tonality of our messaging as well
as quality of posts.

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TACTICS
VIDEO AND
PHOTOGRAPHY
We would be curating the quality of
all contents to be posted. Lagosians
need to start seeing a Governor in
you and this would start by the
perception they get from your social
media handles

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www.surkreo.com
Target potential audience
based on interest and
keywords across Nigeria, via
Google Display Networks and
rich media banners for
awareness
•Ad type: Rich Media
Banners
•Campaign Objectives:
Awareness and Lead
Generation
Target people having
conversations around
keywords such as Love,
Marriage, Family,
Son/Daughter, Life, etc
•We will also target leveraging
on real-time twitter trends
that is relevant and people
who tend to follow top Twitter
accounts
•Ad types: Promoted tweets
using Static images, GIFs and
Videos
•Campaign Objectives:
Awareness, Conversion &
Sustenance
Target Nigerians within
the ages of 18-45
•Ad Types: Sponsored
Posts ( Images, GIFs,
Carousel and Videos)
•Campaign Objectives:
Awareness, &
Sustenance.
Target Nigerians within the
ages of 18-45, While driving
traffic to the website where
they can be further
informed.
•Ad type: Skippable and non
skippable (6 or 15 secs) ads
•Campaign Objectives:
Awareness ( Unskippable Ads
–Less than 5
seconds)Conversion
(TrueView Ads, Influencers
Using digital media to reach our TA to
drive awareness and conversion