A 6-month marketing campaign strategy for branding the Novo Theater of Bangladesh. This was part of a brand building simulation for an intra-university branding competition, IIBC '15

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76. Promotion Timeline
Campaign Pre Branding Branding
Months -1 to -6 Month 1 Month 2 Month 3 Month 4 Month 5 Month 6
Kintsukuroi Phase
Launching
Billboards
Newspaper Promo
Launching Ceremony
"Asho Chini Mohakash"
Notice board posters
Rep. for schools
Horlics Association
Media Exposure
Train Promo
Biman Promo
Content Comm.
Zoo
Botanical Garden
National Museum
Others
Bus painting
Ballons
Foot Overbridge
Community Building
Summer Camp
Merchandise
Development
Launch and Selling

82. Period Campaign Name Activity Duration One Time Cost Yearly Cost
(bdt) (bdt)
Pre-Branding Kintsukoroi Phase Entrance Redesigning One time 800,000
Ticket Re-designing " 20,000
Logistical Upgradation "
Announcement system " 600,000
Booth Setup " 230,000
Others " 400,000
Content Creation "
Localized Content " 1,000,000
Content Sourcing " 600,000
Website Dev. 100,000
Pre-Branding Launching Billborad (20 small 5'*4'-30) 4 months 800,000
and Billborad (6 Large 25'*10') 4 months 3,200,000
Branding Content Design One time 50,000
Launching Ceremony 1 day 500,000
Prothom Alo promo (4col*8") 2 Friday 620,000
BD Protidin promo (4col*8") 2 Friday 580,000
Branding "Asho Chini Curriculam addition One time 30,000
6 month Mohakash" Notice board posters 6 months 40,000
Rep. for schools permanent 360,000
Horlics Association necessity 100,000

83. Branding "Asho Chini Curriculam addition One time 30,000
6 month Mohakash" Notice board posters 6 months 40,000
Rep. for schools permanent 360,000
Horlics Association necessity 100,000
Media Exposure Promo Content Creation one time 500,000
Show Operation 4 month 600,000
Content Comm. Bus painting one time 150,000
Ballons: 10 " 160,000
Partner Promotion
Shishu park " 70,000
Botanical Garden " 50,000
National Museum " 20,000
Others " 30,000
Foot Overbridge (8 location) 3 month/yr 80,000
Mascot dev. Deisgn One time 30,000
Model Creation(necessity) " 100,000
Community Building Permanent
Management ( 1 emplyee) Permanent 240,000
Social Media FB page managing Permanent 120,000
Events Summer Camp once/year 1,000,000
Sub Total 10,680,000 2,500,000
Grand Total 11,930,000

84. Revenue Calculation Social Return Calculation
Current Visitors Factors Identified
1 Knowledge Provided
Current average number of visitors 2 Superstition Removed
3 Government Goodwill
Weekends 300 4 Development through Summer Camp
weekdays 50
Monthly Avg 3200
Yearly Avg 38400 Year 1 Year 2 Year 3 onward
Revenue Per person 120 Knowledge Value/person 100 100 100
Total Revenue Monthly 384,000 Increase Visitors Numbers 24960 20160 22080
Yearly 4,608,000
Total Knowledge Value 2,496,000 2,016,000 2,208,000
Expected Visitor
Superstition Value 1000 1000 1000
Expected average number of visitors Superstition removed(5%) 3168 2928 3024
Year 1 Year 2 Year 3 onward Superstition removal Value 3,168,000 2,928,000 3,024,000
Weekends 500 450 450
weekdays 80 80 90 Goodwill Generation
Monthly Avg 5280 4880 5040 Parental Satisfaction 1,000,000 1,000,000 1,000,000
Yearly Avg 63360 58560 60480 Public Entertainment 1,500,000 1,500,000 1,500,000
Expected Revenue Talent Development(camp) 1,000,000 1,000,000 1,000,000
Perperson 120 120 120
Total Monthly 633,600 585,600 604,800 Total Return 9,164,000 8,444,000 8,732,000
Total Yearly 7,603,200 7,027,200 7,257,600
Merchandise Profits 360,000 450,000 450,000
Revenue Increase 3,355,200 2,869,200 3,099,600
Percentage Increase 73% 62% 67%

85. Revenue-Cost Analysis
6 month 2 years
Campaign cost 11,930,000 14,430,000
Increased Revenue Return 1,677,600 6,224,400
Social Return 4,582,000 17,608,000
ROI (5,670,400) 9,402,400
Return Percentage -48% 65%
Yearly SROI return on 1 tk investment 3.3776

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88. Show 1
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Show 3
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