This document provides a marketing proposal for Madeleyn Inc., a law firm, from Strategic Brand Consultants. It includes a SWOT analysis, target market definition and research, communication strategy, and proposed methods and media plan. The target market is defined as the Traditional Good Living segment of middle to higher income individuals aged 30-49 living in the Northern Suburbs. The communication strategy proposes using online videos, social media, directories and email newsletters to establish Madeleyn Inc. as experts and drive traffic. The media plan allocates the budget across community newspapers to build awareness and drive traffic to online content.

1. STRATEGIC
BRAND
CONSULTANTS
MADELEYN INC
MARKETING PROPOSAL 2012

2. STRATEGIC
BRAND
CONSULTANTS
MADELEYN INC. MARKETING PROPOSAL 2012
SWOT ANALYSIS
STRATEGY
TARGET MARKET
COMMUNICATION STRATEGY
METHODS TO ACHIEVE
OBJECTIVES
MEDIA PLAN
COST SUMMARY
PROPOSED CREATIVE
MEDIA PLAN
CASH FLOW
MADELEYN INC
MARKETING PROPOSAL 2012

3. STRATEGIC
BRAND
CONSULTANTS
MADELEYN INC. MARKETING PROPOSAL 2012
SWOT ANALYSIS
STRENGTHS:
• Highly qualified and competent partners
• Well established infrastructure
• A strong referral business model
• Established within the existing business community
WEAKNESSES:
• Isolated from local consumers
• Referrals and business network is reliant on members of the law firms social and
business network
• Very low brand promotions
• Madeleyn INC is not established as a leading brand
• Increasing cost of operations
OPPORTUNITIES:
• A strategic brand awareness campaign
• Promotion of legal specialities to the target market
• Increased public relations with new and upcoming target markets
• Establish Madeleyn INC as the No 1 law firm within the Northern Suburbs
• Social Media and the Internet combined with traditional media provides Madeleyn
• INC with extensive promotional leverage
THREATS:
• Competitive law firms within immediate geographical market are deploying extensive
marketing programs
• Larger law firms are monopolising corporate and the banking industry
• Consumers are researching and obtaining information and creating their own contacts
• Numerous debt collection agencies are taking away legal work from attorneys
• Estate agents and legal firms are forming unconfirmed alliances
• New and younger law firms are entering the market
• Economical down turn of the local community
KEY ISSUES:
• Establish Madeleyn INC as a leading brand
• Deploy an extensive marketing program
• Establish Madeleyn INC as experts within the minds of the local market
A
B
C
D
E

4. STRATEGIC
BRAND
CONSULTANTS
MADELEYN INC. MARKETING PROPOSAL 2012
STRATEGY
Provide Madeleyn INC the opportunity to expose their knowledge and expertise to the middle to higher income market by driving the target
market to an online environment.
POSITIONING STATEMENT
Madeleyn INC is a metropolitan, cutting-edge leader in conveyancing, commercial law and litigation with branch offices in
Durbanville and Vredenburg.
CONSUMER PROMISE
Madeleyn INC provides you with trusted and independent legal advice in conveyancing, commercial law and litigation.
A
B

5. STRATEGIC
BRAND
CONSULTANTS
MADELEYN INC. MARKETING PROPOSAL 2012
TARGET MARKET

6. STRATEGIC
BRAND
CONSULTANTS
MADELEYN INC. MARKETING PROPOSAL 2012
TARGET MARKET
After completing a short market analysis and interviews with 145 members of the
community we came to the following conclusion:
To strengthen and to build the Madeleyn INC brand within the Northern Suburb
community we have identified the Traditional Good Living segment as a prime target
market based on Madeleyn INC’s corporate culture and fields of expertise.
TARGET MARKET SEGMENT DEFINITION:
Traditional Good living
• Characteristic is the enjoyment of the finer things in life with a focus on their
community
• Middle to higher income groups, LSM 6 to 10
• 30 - 49 years old
• Males and females
• Employed or self-employed and education levels are above average
• Families and single parent families
• Living within the Northern Suburbs.
Activities
• Read a newspaper with local news that’s for sale in town to see what is going on in
the market
• Read a free newspaper delivered to home / collected from shops to see what is new
• Invest their savings in property and investment funds
• Eat in a restaurant/Steakhouse
• Attend rate payer’s associations meetings
• Attend weddings, funerals, baby showers, bachelors, bachelorettes
• Go to the doctor/dentist
• Home decorating
• Watch videos/DVD’s and downloaded movies
• Shop for pleasure
• Read books (excluding textbooks)
• Have a braai
• Buy ready prepared food from retail stores
• Visit’s hair salons
• Have / attend dinner parties at home / friends
• Attend religious gathering
MEDIA USAGES
Online
The internet is been used mostly for information search and social media. Access to the
internet is mostly via cell phones or at work. Google search is the most common search
engine and Facebook is used to keep up with their social network.
• Facebook • School Communicators
• Youtube • Linkin
• Skype • E-mails
• Internet
Radio
They listen to the radio during morning and afternoon traffic hours and prefer the local
radio station to keep in touch with their community:
• KfM, Radio Tygerberg
A
B

7. STRATEGIC
BRAND
CONSULTANTS
MADELEYN INC. MARKETING PROPOSAL 2012
TARGET MARKET
Newspapers
During the week you don’t have time to read a newspaper therefore weekend
newspapers are popular and they like to read the local newspapers to see what new
deals are in the markets and what new developments are taking place in the local
business field.
• Die Burger • Tygerburger
• Rapport • Showcase
• Sunday Times • DeVille ads
TV
TV is not a big part of their lives; Sport, travel and cooking channels are the most
popular:
• DSTV ETV and SABC
CURRENTLY:
The Traditional Good Living market segment currently think and feel and do the following in
regard to legal advice:
C
• They think that lawyers are overpriced.
• They trust and respect any lawyer’s advice.
• They think Madeleyn INC is just another law firm.
THINK
• They feel anxious dealing with a lawyer.
• They feel it is not affordable to ask advice from a lawyer.FEEL
• Choose the lawyer motivated by the bank, estate agents or friends
and family.
• They ask friends or family to read through a contract.
• They use standard contracts off the shelf.
DO

8. STRATEGIC
BRAND
CONSULTANTS
MADELEYN INC. MARKETING PROPOSAL 2012
TARGET MARKET
FUTURE:
Our objectives are for the Traditional Good Living market segment to think, feel and do
in the future the following:
D
• Madeleyn INC is a highly respected & trusted independent law firm.
• We want them to think Madeleyn INC are the experts when it comes to the law.
• We want them to think that going to Madeleyn INC will be a comforting experience.
THINK
• We want them to feel that Madeleyn INC is part of their community.
• We want them to feel a sense of surety and trust when using Madeleyn INC.
• We want them to feel confidence in Madeleyn INC.
FEEL
• We want them to phone and make an appointment with one of the lawyers.
• We want them to come into the office and interact with Madeleyn INC and its services.
• We want clients to return to Madeleyn INC in the near future and share their experience with others.
DO

9. STRATEGIC
BRAND
CONSULTANTS
MADELEYN INC. MARKETING PROPOSAL 2012
COMMUNICATION STRATEGY
An integrated media communication strategy will not only drive traffic but also
create a lasting positive brand association for the future of Madeleyn INC.
Considering the Traditional Good Living target market the following
communication methods are recommended: Community newspapers, social media,
online business directories, community communication platforms, online video clips
and email newsletters.
The Traditional Good Living market segment is socially active online and due to
the ease of internet access opinions and information on service providers are easily
obtained. Research has indicated that the No 1 usage of the internet excluding the
social media is research, therefore the communication strategy will drive all
communication to an on-line library of information video clips. These video clips will
position Madeleyn INC as a dynamic progressive law firm with vast experience
and established business relations. These professionally produced video clips will
provide the viewer with great insight and information within a great audio and
visual environment. This high impact medium will set a strong leading brand
association for Madeleyn INC. The credibility and authority of professional online
video clips will set Madeleyn INC as experts within the minds of the target market.
The integrated communication strategy considers each element as part of a
continuous drive of information. It is important that the target market is
continuously reminded of Madeleyn INC to create top of mind brand awareness.
Within the social media and from the corporate website data would be obtained
from these subscribers. A monthly newsletter will be expected and welcomed from
these subscribers which increase the frequency and depth of the relationship
between the public and Madeleyn INC.
KEY MESSAGE
• Choose Madeleyn INC as your attorney for independent and trusted conveyancing and
legal advice.
KEY BUSINESS OBJECTIVES
• Build a stronger younger cliental for the future as well as to put in place an effective
CRM database to capture new clients for future business.
KEY MARKETING OBJECTIVE
• Establish Madeleyn INC as the expert leading law firm within the minds of the target
market.
• To drive the Northern suburb public to engage with Madeleyn INC with regards to their
contractual requirements.
KEY COMMUNICATION OBJECTIVES
• Build the Madeleyn INC brand in the hearts and minds of the public around the trusted
advice.
• Educate the public about Madeleyn INC expertise.
• Increase access, visibility and relevance of Madeleyn INC in their daily lives.
A
B
C
D

10. STRATEGIC
BRAND
CONSULTANTS
MADELEYN INC. MARKETING PROPOSAL 2012
METHODS TO ACHIEVE OBJECTIVES
What: Community Newspapers
When: At the beginning and at the end of each month starting for the 1 June 2012 for
6 months
Where: Tygerburger, Die Burger (Northern Suburbs) and Northern Showcase (Business
for sale, Property for sale and Community News )
Why: To establish brand awareness and to drive traffic to the YouTube cannel
How: By placing advertisements with in content pages relevant to the target markets
concerns & and interests.
What: Community Communication Platforms
When: 1 June 2012 for 1 month per school outside school holiday months for 6 months
Where: School Communicator
Why: To establish leading brand associations and sense of community involvement
and to drive traffic to the Facebook pages or directly to the offices
How: By placing a banner advertisements, by promote the public to ask their
questions on Facebook.
What: Online Social Media
When: From 1 May 2012 for 24 months
Where: Facebook & Twitter
Why: To create continuous brand awareness and sense of community involvement.
Collecting members data and building relationships with them, to drive traffic to
the YouTube channel or driving the public to make appointments with the lawyer
of the particular specialty. To provide the public with the opportunity to interact
with and to promote Madeleyn INC.
How: By posting relevant content, with answered legal question from the public and
posting new sort informational video clips from the Youtube channel. By
personalizing communications with members of the Facebook & Twitter network.
What: Online Business directories
When: From 1 May 2012 for 12 months
Where: Attorneys.co.za, Yellow Pages, ananzi.co.za, brabys.com, MyProfile.co.za, Linked.com,
biznetwork.co.za, SA Business Directory, findit.co.za, wikipedia
Why: To increase the accessibility of information for the online user, to increase the success
rate on search results and to drive online traffic to Madeleyn INC website, social
media and Youtube channel.
How: By creating a standard professional online profile for each of these directories with
the appropriate content and linking all social media websites and Youtube channels.
What: Online TV Channel
When: From 1 June 2012 for 6 months
Where: Youtube
Why: To establish leading brand associations, to expose the knowledge and expertise of
Madeleyn INC. to the public.
How: By posting 1.30 min long video clips on relevant topics within a Madeleyn INC
branded Channel. Requesting feedback and questions from viewers. Collecting
their data and building relationships with the members and driving the public to
make appointments with the lawyer of the particular specialty.
What: E-mail News letters
When: From 1 June 2012 monthly for 6months
Where: From CRM Database
Why: To create continuous brand awareness, to expose the knowledge and expertise of
Madeleyn INC to the clients and members.
How: By publishing monthly articles and events of relevance to the readers, posting new
clips of the Madeleyn INC branded Channel. Driving the public to make
appointments with the lawyer of the particular specialty.
A
B
C
D
E
F

11. STRATEGIC
BRAND
CONSULTANTS
MADELEYN INC. MARKETING PROPOSAL 2012
MEDIA PLAN
MEDIA OBJECTIVE
• To influence / with great impact / provoke a response
This translates in to:
Media Budget:
Newspapers are tactile and allowing the readers to engage with the publication in a tangible
way the feel of paper, the smell of the inks, the news breaking credibility enhance the reading
experience.
Newspapers engage readers fully without the distractions that occur with an online
experience. With print, readers are able to control the pace of their engagement, lingering
over content and returning to articles at convenience.
Dwell time and pace of reach is also determined by the distribution frequency of a
publication. Weeklies, by their nature, build reach faster than monthly magazines but monthlies
do build frequency, due to the longevity. Newspapers with the correct editorial environments
have the ability to allow advertisers inform their target market with in a specific environment
and build creditable brand awareness with in a specific consumer segments.
Why we should advertise in the Burger Sake, TygerBurger Eiendomme, Tygerburger,
Northern Showcase and Die Burger:
1. Readers consider newspapers as credible creating the impact and reach to the target
market.
2. Monthly community publications are collectable and are often kept and shared with
others over time creating the frequency to influence the target market.
3. Targets niche audiences with in a niche environment, creating the reach of the target
market without wasted reach and marketing budget.
4. Consumers keep and refer back to the newspapers and monthly community publications
creating the continuity and frequency to influence the target market.
5. Can say lots about your product visual and therefore can tap into intimate reader
relationships creating a greater recognition, understanding and influence of the
advertisement.
A
Influence (enhance the sale) Frequency (how often will they see it?)
Response (elicit a sale) Coverage (% people reach) (how many people
will see the ad?)
Interaction (experience) Continuity (how long will they see the ad?)
Surprise (improve notice ability) Impact (DPS v PG)( how great is the recognition,
understanding and influence of the ad?
BUDGET
DISTRIBUTION
REACH
25%
FREQUENCY
25%
TIME
20%
IMPACT
15%

12. 6. High quality in every aspect of the monthly community publications creating impact and influence the target market.
7. Unique design plus the format, with a clearly focused content provides the ability tap into specific environments and speak to specific consumer segments.
8. Experienced writers and editors create creditability to influence the target market.
9. These monthly community publications and community newspapers are geographical targeted providing the reach in to the target market.
10. The circulation have been ABC verified.
TITLE CIRCULATION READERSHIP RATE CPT (BASED ON ABC)
Burger Sake 62 265 470 000 R 3985. 60 R 64. 28
TygerBurger Eiendomme 285 546 571 092 R 5343. 61 R 18. 71
Tygerburger 285 546 571 092 R 2846. 90 R 9. 89
Northern Showcase 20 000 40 000 R 1995. 00 R 49. 87
Die Burger (Northern Suburbs) 35 000 105 000 R 8120. 00 R 232
Total Reach: 1 287 184
Total Circulation: 688 357
Total Cost: R 19 444. 21
STRATEGIC
BRAND
CONSULTANTS
MADELEYN INC. MARKETING PROPOSAL 2012
MEDIA PLAN

13. STRATEGIC
BRAND
CONSULTANTS
MADELEYN INC. MARKETING PROPOSAL 2012
MEDIA PLAN
Why we should use Facebook for the marketing campaign
FACEBOOK IN SA
• South Africa currently has around 4.8 million Facebook users. This places SA at number
30 on the global Facebook ranking list.
• Users are typically aged between 18 and 44, with 49% male users and 51% females.
* SA Stats from December 2011
FACEBOOK INTERNATIONALLY
• Facebook currently has 845 million active users.
• Facebook accounts for 1 out of every 5 page views on the internet worldwide.
• Facebook users share over 100 billion connections collectively.
• Over 50% of the population in North American uses Facebook.
• 250 million photos are uploaded to Facebook daily.
• There are 2.7 billion likes every single day on Facebook.
• The social media giant has 425 million mobile users.
• The average Facebook user spends 20 minutes on the site per visit.
• Facebook nearly doubled its revenue in 2011 by making over $1 billion ($600 million in
2010)
* Stats from Infographic Labs February 2012
A
B

14. STRATEGIC
BRAND
CONSULTANTS
MADELEYN INC. MARKETING PROPOSAL 2012
MEDIA PLAN
Why we should use Twitter for the marketing campaign
TWITTER IN SA
• 1.1 million registered users
• 405 000 active twitter users
• 3 470 000 tweets per month in South Africa
• 15 000 tweets per day in South Africa
* SA Stats from November 2011
TWITTER INTERNATIONALLY
• Twitter has nearly half a billion registered users
• Tweets containing (the somewhat vague) ‘interesting content’ are most likely to be
retweeted
• 69 percent of users follow others based on recommendations from friends
• 1 Twitter accounts every second
• 1 million accounts added to Twitter everyday
* Stats from Infographic Labs February 2012
C
D
Why we should use Twitter for the marketing campaign
YOUTUBE STATS
• YouTube gets 4,000,000,000 page views a day, which adds up to 1,000,000,000,000
a year
• YouTube has 800,000,000 users who watch 3,000,000,000 hours of video a month
• Every person on Earth spends an average of 26 minutes on YouTube per month.
• “500 years of YouTube video” are watched on Facebook every single day?
• In 2011, YouTube had more than 1 trillion views* (video playbacks)
• 60 hours of video are uploaded to YouTube every minute. This number was only “48
hours” a couple of months ago. Over 4 billion YouTube videos are viewed a day up from
3 billion so the new channel based layout seem to be doing well for YouTube.
• Over 3 billion hours of video are watched each month on YouTube
• The YouTube statistics page also says that 700 YouTube videos are shared on Twitter
each minute.
* Time magazine and Google stats January 2012
E

15. STRATEGIC
BRAND
CONSULTANTS
MADELEYN INC. MARKETING PROPOSAL 2012
COST SUMMARY
FULL SERVICES CAMPAIGN
COMMUNITY NEWSPAPERS: R 300 000
SCHOOL COMMUNICATOR: R 15 195
ONLINE SOCIAL MEDIA: R 86 400
ONLINE TV CHANNEL: R 26 500
E-MAIL NEWSLETTERS: R 34 800
ADLAB PRODUCTION: R 61 700
TOTAL: R 524 595
A
CAMPAIGN WITH IN-HOUSE SERVICE
COMMUNITY NEWSPAPERS: R 300 000
SCHOOL COMMUNICATOR: R 15 195
ONLINE SOCIAL MEDIA: R 0
ONLINE TV CHANNEL: R 0
E-MAIL NEWSLETTERS: R 0
ADLAB PRODUCTION: R 61 700
TOTAL: R 376 895
B

16. STRATEGIC
BRAND
CONSULTANTS
MADELEYN INC. MARKETING PROPOSAL 2012
PROPOSED CREATIVE
SAMPLE OF A QUARTER PAGE ADVERTISEMENT
contact 021 123 4567 | madeleyn.co.za
Choose Madeleyn INC as your attorney for
independent and trusted legal advice.
You’re a landlord,
not a charity.
We know your property
rights inside and out.

17. STRATEGIC
BRAND
CONSULTANTS
MADELEYN INC. MARKETING PROPOSAL 2012
MEDIA PLAN
AMPS and ABC Data
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TNIRP:tamroFaideM
repapsweN:epyTtamroF
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ytreporP:noitceS
keeWrepyadenO:ycneuqerF
sbrubuSnrehtroNepaCnretseW:noigeR
.01-6MSLnierasredaerfo%46cihpargomeDpihsredaeR
gnikaepssnaakirfAerasredaerfo%18egaugnaL
.emit-llufgnikrowerasredaerfo%37tnemyolpmE
ehtnigniebsasevlesmehtebircsedsredaerfo%86spuorGemocnI
middle to upper classes.
noitacuderehgihrocirtaMaevahsredaerfo%16noitacudE
sisabralugernostrevdadaersredaerfo%17egasU
Tygerburger is a free Afrikaans and English community
newspaper distributed in the larger Northern Suburbs areas.
Belgravia, Bellair, Bellrail, Beville Central, Bloemhof,
Blommendal, Blomtuin, Boschendal, Boston, Chantecler,
Chrismar, Danena, De bron, De La Hage, Door De Kraal, Durbell,
East Rock, Everglen, Eversdal, Glen Ive, Groenvallei, Hoheizen,
Kenever, Kenridge, Labiance, La Rochelle, Loevenstein, Loumar,
Oakdale, Oak Glen, Oude Westhof, Proteavallei, Ridgeworth,
Rosendal, Sanlamhof, ShirleyParl, Shops, Stellenberg,
Stellenridge, Stellenryk, Tygervallei Centre, Van Rebeeckshof,
Vredenberg, Welgemoed, Welgedacht Arauna, Brackenfell
Heights, Brackenfell, Cape Gate, De Oude Spruit, De Tuin, Eden
Park, Ferndale, Hoogstede, Kaapzicht, Klaradyn Estate,
Kleinbron, Marlborough Park, Morgenster, Morgenster Hoogte,
Protea Hoogte, Protea Village, Ruwari, Shops, Springbok Park,
St Michaels, Vredenkloof, Vredekloof Hoogte, Welge manda
Glen, Aurora, Bersig, D’urbanvale, Durbanville Central,
Durbanville Hills, Durmonte, Goedemoed, Roosendal, Halalie,
Kenridge Heights, Klein Nederburg, Langeberg Village, Morning
Star, Nerina, Proteaville, shops, library, Skilpadsvlei,
Skoongezicht, Sonstraal, Sonstraal Hoogte, The Crest, The
Paddocks, Vergesicht, Uitzicht, Valmary Park, Vierlanden,
Vygeboom, Wellway, Wellway Park East Belgravia, Bellair,
Bellrail, Beville Central, Bloemhof, Blommendal, Blomtuin,
Boschendal, Boston, Chantecler, Chrismar, Danena, De bron, De
La Hage, Door De Kraal, Durbell, East Rock, Everglen, Eversdal,
Glen Ive, Groenvallei, Hoheizen, Kenever, Kenridge, Labiance,
La Rochelle, Loevenstein, Loumar, Oakdale, Oak Glen, Oude
Westhof, Proteavallei, Ridgeworth, Rosendal, Sanlamhof,
ShirleyParl, Shops, Stellenberg, Stellenridge, Stellenryk,
Tygervallei Centre, Van Rebeeckshof, Vredenberg, Welgemoed,
Welgedacht
TYGERBURGER Burger Sake Die Burger Sonering (Northern Suburbs) Northern Showcase
000020005356226645582
5712161
enizagamyssolgruolocllufytilauqhgih,4ATNIRPTNIRPTNIRP
Newspaper enizagaMteehsdaorBrepapsweNteehsdaorBrepapsweN
yrtsudnIsweNsweNsweN
Community News etatsElaeR&ytreporPsweNytinummoCsweNllaicnaniF
htnomdnocesrevEkeeWrepyadenOkeeWrepyadenOkeeWrepyadenO
ellivnabruDsbrubuSnrehtroNepaCnretseWepaCnretseWsbrubuSnrehtroNepaCnretseW
Urban Community Paper noitamrofnIytinummoCnabrUrepaPlaicnivorPrepaPlaicnivorP
secivreS&ytreporPsweNlanoitaNdnaytinummoClaicnaniFytinummoC
73% of readers are working full-time. 82% of readers are working full-time. 64% of readers are working full-time. 84% of readers are working full-time.
68% of readers describe themselves as being
in the middle to upper classes.
94% of readers describe themselves as being in the
middle to upper classes.
80% of readers describe themselves as being in the
middle to upper classes.
65% of readers describe themselves as being
in the middle to upper classes.
.01-6MSLnierasredaerfo%57.01-8MSLnierasredaerfo%28.01-8MSLnierasredaerfo%77.01-8MSLnierasredaerfo%46
81% of readers are Afrikaans speaking 76% of readers are Afrikaans speaking 81% of readers are Afrikaans speaking 54% of readers are Afrikaans speaking
Belgravia, Bellair, Bellrail, Beville Central, Bloemhof,
Blommendal, Blomtuin, Boschendal, Boston,
Chantecler, Chrismar, Danena, De bron, De La Hage,
Door De Kraal, Durbell, East Rock, Everglen,
Eversdal, Glen Ive, Groenvallei, Hoheizen, Kenever,
Kenridge, Labiance, La Rochelle, Loevenstein,
Loumar, Oakdale, Oak Glen, Oude Westhof,
Proteavallei, Ridgeworth, Rosendal, Sanlamhof,
ShirleyParl, Shops, Stellenberg, Stellenridge,
Stellenryk, Tygervallei Centre, Van Rebeeckshof,
Vredenberg, Welgemoed, Welgedacht Arauna,
Brackenfell Heights, Brackenfell, Cape Gate, De Oude
Spruit, De Tuin, Eden Park, Ferndale, Hoogstede,
Kaapzicht, Klaradyn Estate, Kleinbron, Marlborough
Park, Morgenster, Morgenster Hoogte, Protea Hoogte,
Protea Village, Ruwari, Shops, Springbok Park, St
Michaels, Vredenkloof, Vredekloof Hoogte, Welge
manda Glen, Aurora, Bersig, D’urbanvale, Durbanville
Central, Durbanville Hills, Durmonte, Goedemoed,
Roosendal, Halalie, Kenridge Heights, Klein
Nederburg, Langeberg Village, Morning Star, Nerina,
Proteaville, shops, library, Skilpadsvlei, Skoongezicht,
Sonstraal, Sonstraal Hoogte, The Crest, The
Paddocks, Vergesicht, Uitzicht, Valmary Park,
Vierlanden, Vygeboom, Wellway, Wellway Park East
Belgravia, Bellair, Bellrail, Beville Central, Bloemhof,
Blommendal, Blomtuin, Boschendal, Boston,
Chantecler, Chrismar, Danena, De bron, De La Hage,
Door De Kraal, Durbell, East Rock, Everglen,
Eversdal, Glen Ive, Groenvallei, Hoheizen, Kenever,
Kenridge, Labiance, La Rochelle, Loevenstein,
Loumar, Oakdale, Oak Glen, Oude Westhof,
Proteavallei, Ridgeworth, Rosendal, Sanlamhof,
ShirleyParl, Shops, Stellenberg, Stellenridge,
Stellenryk, Tygervallei Centre, Van Rebeeckshof,
Vredenberg, Welgemoed, Welgedacht
Sake24 is South Africa’s only Afrikaans business
newspaper. Boasting a reach of over 1.5 million*
business readers, Sake24 is distributed to all nine
provinces with the country’s leading Afrikaans daily
newspapers – Beeld, Die Burger, Volksblad and weekly
newspaper Rapport.
* AMPS
Distributed :Sold
Die Burger is the most read daily in the Western
Cape. Separate editions are published for the
Western and Eastern Cape and separate editions for
the North and Southern Surburbs on Tuesday.
Drivers in Die Burger's circulation department travel
about 25 000 km a day to deliver newspapers as far
as Alexander Bay, Upington and East London.
Die Burger's editorial policy supports the following
values:
A multiparty democracy; A free-market economy;
Personal freedom; Press freedom; Full and equal
status for Afrikaans
Distributed :Sold
Northern Showcase is an A4, high quality full
colour glossy magazine that is distributed bi-
monthly door to door to 20 000 high income
homes in the Northern Suburbs. It is aimed at
clients wanting to exhibit their products
through a low cost, good quality, high
circulation medium Distribution areas:
Welgelegen, Panorama, Plattekloof,
Loevenstein, Welgemoed, Welgegdacht, Oude
Westhof, Kenridge, Eversdal, Sonstraal,
Durbanville, Aurora, Vierlanden, Wellway
Park, Goedemoed, Vredekloof & Protea
Heights
61% of readers have a Matric or higher
education
84% of readers have a Matric or higher education 83% of readers have a Matric or higher education 82% of readers have a Matric or higher
education
71% of readers read adverts on regular
basis
76% of readers read adverts on regular basis 86% of readers read adverts on regular basis 51% of readers read adverts on regular basis
Madeleyn INC (12 Months)
Client Madeleyn INC
Country South Africa/Cape Town
Product Madeleyn INC
Period 12 months
Budget over 12 months R 300 000 ex. VAT
2102/40/03etaD
lanigirOsutatS
Rate Card Discounted
Title snI.oNetaRetaRsliateD
Booking
deadline
Material
Deadline Cost to Client
w/c (Mon)
WC
1
WC
2
WC
3
WC
4
WC
5 Amount
WC
1
WC
2
WC
3
WC
4 Amount
WC
1
WC
2
WC
3
WC
4
WC
5 Amount
WC
1
WC
2
WC
3
WC
4
WC
5 Amount
WC
1 WC 2
WC
3
WC
4 Amount
WC
1 WC 2
WC
3
WC
4 Amount
Local Media
PRINT ADVERTISING
Local Newspapers
00.0R00.06651RruoloclluF,egapflaHgnirenoSregruBeiD
00.0218R00.0218R00.0218R00.06946R800.0218R)dywmc5,81(emmolok5Xgoohmc72:¼gnirenoSregruBeiD
00.0R000.0464R)dywmc9,92(emmolok8Xgoohmc01gnirenoSregruBeiD
00.0843R00.0232R00.0843R00.04401R900.0611R)dywmc1,7(emmolok2Xgoohmc01gnirenoSregruBeiD
00.0R04.24951R)dywmc9,92(emmolok8Xgoohmc01ekaSregruB
02.72874R2106.5893R)dywmc1,7(emmolok2Xgoohmc01ekaSregruB 02.1797R02.1797R08.65911R
00.0R48.48011RruoloclluF;egaplluFemmodneiEregrubregyT
00.0R14.3216RruoloclluF,egapflaHemmodneiEregrubregyT
5R16.3435R07.68311R07.68311R07.68311R23.32146R2116.3435Rmc82xmc01revoclluf,egap4/1emmodneiEregrubregyT 16.3435R16.343
06.78311R06.78311R06.78311R08.26143R2109.6482Rrevoclluf4Xmc01regrubregyT
08.57722R459.3965Rrevocllufloc8Xmc01regrubregyT
00.0R00.0516RruoloclluF,egaplluFesacwohSnrehtroN
00.0R00.0053RruoloclluF,egapflaHesacwohSnrehtroN
00.0578R500.0571Rrevoclluf,egap4/1esacwohSnrehtroN R 1 750.00 R 1 750.00 R 1 750.00
DIGITAL ADVERTISING
Online
Attorneys.co.za 00.065R00.065R00.065R00.065R00.065R00.065R00.0276R2100.065ReliforpenignehcraesenilnO
rennaBenilnOrotacinummoCloohcS 00.0531R00.0531R00.0531R06.2352R06.2352R06.2352R06.59151R606.2352R
Yellow Pages 00.578R00.578R00.578R00.578R00.578R00.578R00.00501R2100.578ReliforpenignehcraesenilnO
Ananzi.co.za Online Banner for 12 months 00.5947R00.5947R100.5947R
Brabys.com 00.599R00.599R100.599ReliforpenignehcraesenilnO
MyProfile.co.za Free 00.0R100.0ReliforpenignehcraesenilnO
Biznetwork.co.za Free 00.0R100.0ReliforpenignehcraesenilnO
SA Business Directory 00.9921R00.9921R100.9921Rshtnom21rofeliforpenignehcraesenilnO
Findit.co.za Free 00.0R100.0ReliforpenignehcraesenilnO
CONTINGENCY Over 12 Months R 4 756.28
27.342592RtneilCottsoC 18.94871R18.99061R14.53812R09.14383R09.13983R09.03184R
Approved Date
Approved Date
Burst phase Drip Phase
Assessment
21-tcO21-peS21-guA21-luJ21-nuJ21-yaM
WC
1
WC
2 WC 3
WC
4 Amount
WC
1
WC
2 WC 3
WC
4
WC
5 Amount
WC
1
WC
2 WC 3
WC
4
WC
5 Amount
WC
1
WC
2 WC 3
WC
4
WC
5 Amount
WC
1 WC 2 WC 3
WC
4
WC
5 Amount
WC
1 WC 2 WC 3
WC
4 Amount
00.04261R00.04261R
08.65911R02.1797R
07.68311R07.68311R
08.3965R08.3965R
R 1 750.00 R 1 750.00
00.0531R00.0531R00.065R00.065R00.065R00.065R
06.2352R06.2352R 00.0531R00.0531R
00.578R00.578R00.578R00.578R00.578R00.578R
00.5753R00.5753R00.5813R00.5341R09.49905R03.95254R
Burst Phase Drip
Assessment Assessment Assessment
31-rpA31-raM31-beF31-naJ21-ceD21-voN
Online Title
Page
impressions
Unique users Cost of Advertisments
CPTP (based
on DMMA) Print Title Circulation Readership Cost of Advertisments
CPT (based
on ABC)
Attorneys.co.za 3168000 288 000 R 6 720.00 R 2.12 Burger Sake 1058505 470,000 R 47 827.20 R 45.18
Brabys.com 26787516 6604536 R 995.00 R 0.04 TygerBurger Eiendomme 3426552 571092 R 64 123.32 R 18.71
Ananzi.co.za 60387516 8764536 R 7 495.00 R 0.12 Tygerburger 4568736 571092 R 56 938.60 R 12.46
SA Business Directory 721692 278868 R 1 299.00 R 1.80 Northern Showcase 100000 40000 R 8 750.00 R 87.50
Yellow Pages 469692 230868 R 10 500.00 R 22.36 Die Burger Sonering 595000
R 253 039.12 R 25.96
105000 R 75 400.00 R 126.72
Campaign 91534416 16166808 R 27 009.00 R 0.30 Campaign 9748793 1287184

18. STRATEGIC
BRAND
CONSULTANTS
MADELEYN INC. MARKETING PROPOSAL 2012
CASH FLOW
emitnoitcudorPnoitpircseD
w/c
02/04
w/c
9/04
w/c
16/04
w/c
23/04
w/c
30/04
w/c
01/05
w/c
7/05
w/c
14/05
w/c
21/05
w/c
28/05
w/c
4/06
w/c
11/06 w/c 18/6
w/c
25/06 w/c 2/07 w/c 9/07
w/c
16/07
w/c
23/07
w/c
30/07
W/C
6/08
W/C
13/08
W/C
20/08
W/C
27/08
W/C
3/09
W/C
10/09
W/C
17/9
W/C
24/9
W/C
1/10
W/C
8/10
W/C
15/10
Online Campaign 4 Weeks Construction
PPC campaign on Google and advanced SEM, SEO R 5 200.00 R 5 200.00
Maintenance on PPC R 4 550.00 R 4 550.00 00.0554R00.0554R00.0554R
Online Social Media 4 Weeks Construction
School Communicator R 2 532.60 06.2352R06.2352R 00.0531R00.0531R00.0531R
Facebook R 2 275.00 R 2 275.00
Twitter R 1 625.00 R 1 625.00
Youtube channel R 2 275.00 R 2 275.00
Wikipedia R 1 450.00 R 1 450.00
Social Media Maintenance
UPLOADING ADDITIONAL VIDEOS YOUTUBE 00.056R00.056R 00.056R00.056R00.056R
FACEBOOK MAINTENANCE 00.0093R00.0093R 00.0093R00.0093R00.0093R
TWITTER MAINTENANCE 00.0093R00.0093R 00.0093R00.0093R00.0093R
Online Business directories 1 Weeks Construction
Attorneys.co.za 00.065R00.065R00.065R
Yellow Pages 00.578R00.578R00.578R
Ananzi.co.za R 7 495.00
Brabys.com R 995.00
MyProfile.co.za Free
Biznetwork.co.za Free
SA Business Directory R 1 299.00
Findit.co.za Free
E-mail News letters 00.0002R00.0002R 00.0002R00.0002R00.0002R
Community Newspapers 1 Weeks Production
Tygerburger 09.6482R09.6482R09.6482R09.6482R09.6482R09.6482R09.6482R09.6482R09.6482R
Tygerburger Eiendomme 16.3435R16.3435R16.3435R16.3435R16.3435R16.3435R16.3435R R 5 343.61 R 5 343.61
Die Burger (Northern Suburbs) 00.0611R00.0218R00.0611R00.0611R00.0218R00.0611R00.0611R00.0611R00.0611R00.0218R
Burger Sake 06.5893R06.5893R06.5893R06.5893R06.5893R06.5893R
Northern Showcase R 1 750.00 R 1 750.00
Online TV Channel 1 Month Production
Video production X 10 R 40 687.00
ADLAB DESIGN 4 Weeks Production
Advertisements for the campaign R 8 000.00 R 8 000.00
Copywriting R 1 900.00 R 1 900.00
Media Management R 8 125.00 R 8 125.00
62.455615RTAVxeslatoTylhtnoM
Month 4
Madeleyen INC
Proposed Deployment & Cashflow structure
3htnoM2htnoM1htnoM
R 32 850 R 40 429.02
7htnoM6htnoM5htnoM
00113R25.43316R24.48168R26.35746R00.05803R
W/C
22/10
W/C
29/10
W/C
5/11
W/C
12/11
W/C
19/11
W/C
26/11
W/C
3/12
W/C
10/12
W/C
17/12
W/C
24/12
W/C
31/12
W/C
7/01
W/C
14/01
W/C
28/01
W/C
4/02
W/C
11/02
W/C
18/02
W/C
25/02
W/C
4/03
W/C
11/03
W/C
18/03
W/C
25/03
00.0554R00.0554R 00.0554R00.0554R00.0554R
R 1 350.00 R 1 350.00 R 2 532.60
R 650.00 00.056R00.056R00.056R00.056R
R 3 900.00 00.0093R00.0093R00.0093R00.0093R
R 3 900.00 00.0093R00.0093R00.0093R00.0093R
R 560.00 00.065R00.065R00.065R00.065R00.065R
R 875.00 00.578R00.578R00.578R00.578R00.578R
00.0002R00.0002R 00.0002R00.0002R00.0002R
59.3965R59.3965R59.3965R59.3965R
16.3435R16.3435R16.3435R 16.3435R16.3435R16.3435R16.3435R
00.0218R00.0218R00.0218R00.0218R
06.5893R06.5893R06.5893R06.5893R06.5893R06.5893R
R 1 750.00 R 1 750.00 R 1 750.00
R 59 042.71
Month 8
12.16062R22.22172R16.87842R13.89726R
21htnoM11htnoM01htnoM9htnoM