TUZO/GOR MAHIASPONSORSHIP & PROMOTIONS Digital Strategy
Overall ObjectiveTo increase awareness of Tuzo -Gor Mahia partnership.
How will the Digital Campaign increasebrand awareness?By associating the brand (Tuzo) to GorMahia and Football, it will becomesynonymous with what the targetaudience are passionate about. Will this campaign build brand Familiarity? By stressing the key health benefits of milk to an athlete (in this case a football player) we will be able to link the brand to Gor Mahia and at the same time football.
Brand purchase intent goals -how is thecampaign intended to directly and indirectlyinfluence sales? Because I am a GOR Mahia Fan, by buying Tuzo I am supporting my teams Fan sponsors. Buy Tuzo build loyalty Gor Mahia Because I am a soccer fan and aspire to one day Apparitional aspect be a good soccer player or be physically fit like Gor Mahia players (who should Increase in be seen drinking Tuzo) I Sales will drink milk and by association Tuzo milk in particular.
Communication Channel we will use: FACEBOOK- capitalize on already existent Gor Mahia Facebook fanPage.
Fans are already readyand willing to engagewith GOR MAHIA.Wall postsPicturesVideosNOW ALL WE NEED TODO IS TO HIGHLIGHTTUZO’S ROLE AS GORMAHIA OFFICIALSPONSOR!
TUZO AND GOR MAHIA FACEBOOK ENGAGEMENT IDEAS Know your GOR FACTS win with Tuzo Know your PLAYERS win with Tuzo. Funniest got MILK pictures. (UGC) Milk Facts Nominate Player of the week. Fan of the week. Predict Scores. The Tuzo Gor Mahia tour.
Response mechanismMedia Spend/Bought Media Earned Media
In the End…• Tuzo gets access to contact info on highly targeted customers which will definitely come in handy during future campaigns• Tuzo co-owns the entire Tuzo Kenya ‘fan-base’ which will come in handy during future campaigns• This digital campaign will allow ROI on actual marketing spends• Unbiased insights on target audiences reviews, opinions and feedback on Tuzo in Kenya.• Increase in sales.