This document outlines an integrated marketing communication campaign to promote women's participation in politics in GCC countries. The campaign aims to raise awareness, establish positive associations with politics, correct misunderstandings, and encourage action. Research found that women had low political participation due to negative perceptions, societal skepticism, and prioritizing family. The campaign's objectives are to use advertising, public relations, direct response, and digital tactics like search engine optimization, social media, and a game to reach the target audience of educated GCC females aged 20-50 and influence perceptions of politics. Evaluation will measure engagement with the campaign across online and offline channels.

1. Sharina . Jawaher . Mariam . Mahrukh . Mona . Hanin 1

2. Mandate
Objective: Promote knowledge of and
participation in political life
Requirement: Create an Integrated Marketing
Communication Campaign
Campaign Period: Sept 2012– August 2013
Target Audience: GCC Local Females, 20-50 yrs old
Budget: AED 1.8 Million
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3. Problem
• Negative associations linked with
politics
• Society is skeptical about women’s
qualifications & capabilities
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4. Situation Analysis - Secondary
Research
Findings
Low
participatio
n of women
in politics
Society is
skeptical
Dedication
to the care
of their
family
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5. Situation Analysis - Primary
Methodology
: Focus Group,
Interviews,
Survey
Family as
priority
Not
confident
about their
abilities
Wrong
perceptions
about
politics
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6. SWOT Analysis
Strength
Offers a chance to women in
the GCC to be politically
active
Opportunity
Women in GCC are well
educated, confident & ambitious
Weakness
Center not well known
Threat
GCC women have no interest in
politics & misunderstand the
meaning of politics
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7. Campaign Objectives
• To raise awareness
• To establish a positive link
• To correct misunderstood terms
• To prompt an action
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8. Target Audience Profile
Demographics:
• GCC nationals
• Females 20 – 50 year old
• High school degree or higher
Psychographics:
• Family-oriented
• Potential leaders
• Face society restrictions
• Dependent on word of mouth
• Follow trends
• Participate in current issues
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9. Company Logo:
Company Slogan:
Realize the power you hold
‫قوتك‬ ‫ادركي‬
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10. • Bandwagon strategy
• Follow the trend of loving
& spreading the love of politics
Advertising Strategy
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11. • Target audience part of creating the trend
• User-generated
• Survey responses were added
• Beliefs are linked to politics
Advertising Strategy
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12. “With love”
Love politics and spread this love, with love.
Big Idea
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15. Below the Line
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16. Public Relations
1. When Politics Meets Fashion
2. Lectures & Seminars
3. Design your own Heart Competition
4. Inspirational Speakers’ Brunch
5. Limited Edition products by MAC
cosmetics & H&M
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17. PR - When Politics Meets Fashion
• Who: GCC women, ages 20 – 50
• When: October 2012
• Where: Dubai mall and the venue of Dubai
Fashion Week
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18. Direct Response
1. Target political science students to
influence others
2. Politics ♥s You
Who: PR event attendees
When: February 2013
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19. Digital
1. Search engine optimization (SEO)
2. The campaign’s mascot
3. Facebook fact page
4. Facebook Tag-a-friend
5. Organization’s website
6. Game application
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20. Digital – SEO
• Most used phrase :
“What is Politics?”
•
Rates:
KSA
110,000
UAE
27,100
Kuwait
33,100
Bahrain
14,800
Oman
18,100
Qatar
14,800
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21. Digital – Mascot
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22. Digital Website – www.cawp.com
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23. Digital – Pacwoman Game
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24. Media Plan
• Campaign Period:
Sept 2012 – Aug 2013
• Geographic: GCC countries, focus on UAE
• Budget:
AED 1,832,496
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25. Media Objectives
• Minimum Reach: 80%
• Average Frequency: 16
• GRP level: 1,280
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26. Media Selection
• Newspapers
• Magazines
• Television
• Radio
• Outdoor
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27. Outdoor
Jumeirah Beach Road
Airport Terminals
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28. Online
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29. Media Flowchart
• Scheduling Pattern: Pulsing
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30. Activity Plan
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31. Evaluation
• Number of people who join the center
• Website traffic
• Facebook likes
• Twitter followers
• Participants to PR events
• Purchase of sponsored products
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32. Thank You
Any Questions?
With Love,
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