Globacom Nigeria Limited is launching an advertising campaign to maintain existing subscribers and gain new subscribers in the next six months. The campaign will use integrated marketing communications strategies including sales promotions, direct marketing, publicity, media advertising, and internet marketing. Target audiences are existing and potential subscribers as well as opinion leaders. The campaign will communicate through direct mail, direct selling, text messages, news releases, press conferences, event sponsorships, and social media platforms like Facebook and YouTube.

1. Qaribu Yahaya Nasidi
12300001529

2. This is an advertising campaign
for telecommunication company;
Globacom Nigeria Limited. The
aim of this campaign is to achieve
clarity, efficiency and consistency.
The campaign uses IMC strategic
planning process:

3. Product features
Situation analyses
Advertising campaign
objective
Target audience
Choice of media

4. Globacom Limited (Glo) is a Nigerian
multinational telecommunication company,
headquartered in Lagos. Glo is a privately
owned telecommunications carrier that
started operations on 29 August, 2003, it
currently operates in four countries in West
Africa, namely: Nigeria, Republic of Benin,
Ghana and Code’ dvoire.

5. Glo has an estimate of over
twenty-five million subscribers (IT
News Africa 2009). Glo is the
fourth GSM operator in Nigeria,
Mike Adenuga is the owner and
Chief Executive Officer of
Globacom

7.  In the early year of introducing Globacom i.e.
2003, the company has a good record as one
of the most efficient telecommunication
company in Nigeria. In recent years the
company has encountered a problem with
providing poor services to the clients, which
lead the significant number of our clients to
go to the competitors. The poor service
occurred as a result of constant crises
happening in the country which number of our
Masts were vandalized.

8. Other telecommunication
companies are also introduced in
the country. This made the market
highly competitive, and our
subscribers ran to the other
companies despite we are
improving our services.

9. The objective of this campaign
is to maintain our existing
subscribers and to get new
subscribers to patronize our
services in Nigeria in the next
six months.

10.  Target audience is the group of people
whom the advertisement is aimed at. The
target audiences of this project are:
Our subscribers - existing customers
New subscribers – potential customers
Elite – opinion leaders

11.  The project uses IMC Tools as a
communication strategy; these are:
Sales promotion
Direct marketing
Publicity/Public relations
Media advertising
Internet marketing

12. the company uses marketing activities that
provide extra value or incentives.
Example, “buy Glo line and get free T-
shirt,” “call Glo-To-Glo during weekend for
free,” “call other network for two minutes
and get one minute free.”

14. Globacom Nigeria would
communicate directly with target
customers to generate a response
and transaction. The methods used
are:
Direct mail
Direct selling
Text Messages

15. The company used public relations tools to
earn public understanding and
acceptance; the tools include:
News Release – normally a single page
news story sent to media who might print
or broadcast the content
Press Conferences – meeting and
presentation to invite reporters and editors

16. Special event sponsorship – to
sponsor special events like 50 year
anniversary of the Kano State Emir,
which will come up July, this year.
Feature article
Special publications
Community activity participation

17. the company would select print
and broadcast media to advertise
our services.
Print media – this includes
magazine and newspaper, most
widely read national newspapers
are selected as well as four
magazines

18. Broadcast media – this includes
Television and Radio stations,
National TV station known as NTA
(Nigerian Television Authority) will
be used for its wider coverage, so
also Federal Radio Station and its
feeder stations across the country.

19. internet is a form of marketing
communication through interactive media
which allow for a two way flow of
information whereby users can participate
in and modify the content of the
information they receive in real time.
Globacom will use the most active Social
Network in Nigeria to communicate with
our clients and potential ones.

20. Globacom website will be upgraded
by constantly uploading current and
relevant information and news about
the company. “If you are a digital
marketer, your website is your place
of business. You may have all sorts of
campaigns out there” (Rayn and
Jones 2009: p40).

21. documentaries about the company
situation as well as entertainment
advertising videos will be produced and
place on YouTube site, YouTube will be
used because young people today are as
literate as the previous generation, they’ve
grown up in a world of webcams and smart
phone. And today YouTube is among the
most visited sites on the web. (Darren.
2010: p197)

22. Statistics show that Facebook is
the leading Social Network in
Nigeria, Globacom create a
Facebook account to interact with
its clients and create Glo
Community.