Marketing & Brand Plan

1. 30/60/90 DAY MARKETING PLAN
GOAL
Enroll 300k Farmers
by
10th September 2016

2. 30 Day Marketing Plan
(1st Aug – 31st Aug)
 Radio - Enrolment
 Ads to run on – Inooro FM, Chamgei & Radio Citizen.
 The ads will run from 1st Aug to 31st Aug
 10 ads in a day:
 3 promotions
 3 presenter mentions
 4 commercials
 Print Media - Enrolment
 Ads to be placed on Daily Nation – on pg.3 and pg.7
 Looking at also placing an article and an advert on Seeds of Gold –
Awareness of FMS and enrolment
 Social Media – Ongoing – Enrolment & Awareness
 Intensive online media presence, 3 x daily
 Field Officers
 Enrolment of Farmers

3. MONDAY TUESDAY WEDNESDAY THURSDAY FRIDAY SATURDAY SUNDAY
1 2 3 4 5 6 7
Radio Ads & Social Media
Campaign
Radio Ads, Social Media
Campaign
Radio Ads, Print Media
Enrolment - Daily Nation &
Social Media Campaign
Radio Ads & Social Media
Campaign
Radio Ads & Social Media
Campaign
Radio Ads & Social Media
Campaign
Radio Ads & Social Media
Campaign
8 9 10 11 12 13 14
Radio Ads & Social Media
Campaign
Radio Ads & Social Media
Campaign
Radio Ads & Social Media
Campaign
Radio Ads & Social Media
Campaign
Radio Ads & Social Media
Campaign
Radio ads, Seeds of gold (
Article to be done on Daily
Nation) & Social Media
Campaign
Radio Ads & Social Media
Campaign
15 16 17 18 19 20 21
Radio Ads & Social Media
Campaign
Radio Ads & Social Media
Campaign
Radio Ads, Print Media
Enrolment - Daily Nation &
Social Media Campaign
Radio Ads & Social Media
Campaign
Radio Ads & Social Media
Campaign
Radio Ads & Social Media
Campaign
Radio Ads & Social Media
Campaign
22 23 24 25 26 27 28
Radio Ads & Social Media
Campaign
Radio Ads & Social Media
Campaign
Radio Ads & Social Media
Campaign
Radio Ads, Print Media
Enrolment - Daily Nation &
Social Media Campaign
Radio Ads& Social Media
Campaign
Radio Ads & Social Media
Campaign
Radio Ads & Social Media
Campaign
29 30 31
Radio Ads & Social Media
Campaign
Radio Ads & Social Media
Campaign
Radio Ads & Social Media
Campaign
30 Day Marketing Plan
(Calendar)

4.  Radio - Enrolment
 Proceed with advertising on one station with largest ROI (stats from Aug)
 10 ads in a day from 1st Sept to 10th Sept
 3 promotions
 3 presenter mentions
 4 commercials
 ASK Expo – Enrolment & Awareness
 Face to Face (F2F) Methods – Enrolment & Awareness
 Use Print Media budget and direct towards F2F
 Field visits and Agri-County Officers
 Setting of targets to satisfy the enrolment requirement.
 Will analyze Aug enrolment and then set Sept F2F targets
 Partnerships
 Farm Africa, other Micro-finance firms, Insurance agencies
 Social Media - Ongoing – Enrolment & Awareness
 Intensive online media presence, 3 x daily
 Field Officers
 Enrolment of Farmers
60 Day Marketing Plan
(1st Sept – 30th Sept)

5. MONDAY TUESDAY WEDNESDAY THURSDAY FRIDAY SATURDAY SUNDAY
1 2 3 4
Radio Ads & Social Media
Campaign
Radio Ads & Social Media
Campaign
Radio Ads & Social Media
Campaign
Radio Ads & Social Media
Campaign
5 6 7 8 9 10 11
Radio Ads & Social Media
Campaign
Radio Ads & Social Media
Campaign
Radio Ads & Social Media
Campaign
Radio Ads & Social Media
Campaign
Radio Ads & Social Media
Campaign
Radio Ads & Social Media
Campaign
Radio Ads & Social Media
Campaign
12 13 14 15 16 17 18
Radio Ads & Social Media
Campaign
Radio Ads & Social Media
Campaign
Radio Ads & Social Media
Campaign
Radio Ads & Social Media
Campaign
Radio Ads & Social Media
Campaign
Radio Ads & Social Media
Campaign
Radio Ads & Social Media
Campaign
19 20 21 22 23 24 25
Radio Ads & Social Media
Campaign
Radio Ads & Social Media
Campaign
Radio Ads & Social Media
Campaign
Radio Ads & Social Media
Campaign
Radio Ads & Social Media
Campaign
Radio Ads & Social Media
Campaign
Radio Ads & Social Media
Campaign
26 27 28 29 30
Radio Ads, , ASK shows & Social
Media Campaign
Radio Ads & Social Media
Campaign
Radio Ads & Social Media
Campaign
Radio Ads & Social Media
Campaign
Radio Ads & Social Media
Campaign
60 Day Marketing Plan
(Calendar)

6. 90 Day Marketing Plan
(1st Oct – 31st Oct)
 Print Media – Awareness
 Bill Boards
1 x GDTL
1 x Agri / FMS
 TV adverts
Brand positioning & FMS
 SME Digest Magazine
 Article featuring Agri and GDTL
Radio
 Change stations to Classic and Capital FM to increase traffic
 Social Media – Ongoing – Awareness
 Intensive online media presence, 3 x daily

7. MONDAY TUESDAY WEDNESDAY THURSDAY FRIDAY SATURDAY SUNDAY
31 1 2
Radio Ads ( Classic 105 & Capital ) Radio Ads ( Classic 105 & Capital )
3 4 5 6 7 8 9
Radio Ads ( Classic 105 & Capital ) Radio Ads ( Classic 105 & Capital ) Radio Ads ( Classic 105 & Capital ) Radio Ads ( Classic 105 & Capital ) Radio Ads ( Classic 105 & Capital ) Radio Ads ( Classic 105 & Capital ) Radio Ads ( Classic 105 & Capital )
10 11 12 13 14 15 16
Radio Ads ( Classic 105 & Capital ) Radio Ads ( Classic 105 & Capital ) Radio Ads ( Classic 105 & Capital ) Radio Ads ( Classic 105 & Capital ) Radio Ads ( Classic 105 & Capital ) Radio Ads ( Classic 105 & Capital ) Radio Ads ( Classic 105 & Capital )
17 18 19 20 21 22 23
Radio ads & Print Media
(Installation of Billboards) & Radio
Ads ( Classic 105 & Capital )
Radio ads & Print Media
(Installation of Bill boards) & Radio
Ads ( Classic 105 & Capital )
Radio ads & Print Media
(Installation of Bill Boards) & Radio
Ads ( Classic 105 & Capital )
Radio ads & Print Media
(Installation of Bill Boards) & Radio
Ads ( Classic 105 & Capital )
Radio ads & Print Media
(Installation of Bill Boards) & Radio
Ads ( Classic 105 & Capital )
Do an articleon SME Digest
Magazine
24 25 26 27 28 29 30
90 Day Marketing Plan
(Calendar)

8. iHub Community
 iHub basically catalyzes the growth of the Kenyan tech
community by connecting people, supporting startups,
and surfacing information.
 This is a vibrant and collaborative environment for
innovators and startups to think through their ideas, and
develop their solutions, lowering the barriers to entry for
many young would-be entrepreneurs.

9. Cont.
Benefits;
White Membership Benefits :
 Invitation to selected events
 Point to note: Free use of the iHub space once a week for
Nairobi residents and for one full week for members based
outside of Nairobi. After that, white members will be required
to pay KES.1000 to use the iHub space for each extra day.

10. Cont.
Benefits:
Green Membership;
Access to iHub events.
Opportunity to lead an iHub show and tell sessions
about ones current project
Red Membership;
Full access to the iHub space for work related events.
Publicly viewable web profile.