OAM BRK Planning & Executing Mrktng Campaign Final

1. PLANNING & EXECUTING
A MARKETING CAMPAIGN

2. WHAT IS OUR BUSINESS ABOUT?
RENTERS
DEVELOPERS
PROPERTY OWNERS
PEOPLE
AGENTS
BUYERS SELLER

3. Happy PEOPLE make us the Nr. 1
property site which simply means we:
show case more unique properties
host more people who are shopping
for properties

4. WHAT IS OUR GOAL?
INCREASE TRAFFIC BY 50%
(130k to 195k)
PEOPLE
VALUE
VISIBILITY
NR. 1 PROPERTY
CREDIBILITY
PORTAL CONVENEIENT

5. HOW DO WE
ACHIEVE THIS?
RESEARCH
• Competitive review
• Digital landscape
• Dipstick interviews

6. COMPETITIVE REVIEW

7. THE KENYA DIGITAL LANDSCAPE
5M+ 45M
Population
of Kenya
30M+ 19.6M
Kenyan’s access
the internet
Smart Phones
Cell Phone
Subscribers

9. 4M
Users
0.8M Users
4M
Users
3.5M
Users

10. www.pwc/com/ke
“The number of Smart Phone Connections is
expected to grow on an average of 40% per
year between now and 2017”
“Data Revenues grew by 42% year
on year in 2012”

11. How do you search or
find your property?
QUICK DIPSTICK …….
Do you use
Buyrentkenya?
Are you currently
renting? Or do you own
your own property?
Have you heard of
buyrentkenya?
Do you know what
buyrentkenya does?
What do you think of the
name buyrentkenya?

12. I know what they do
they are a real estate
agency!
RESPONSES
I usually use the
newspaper, my pal,
property magazine
I rent my property
But don’t have time to keep
searching when rent goes up
to find new digs!
Yes, but I need
more leads
I the name
buyrentkenya?
Yes I’ve heard of
buyrentkenya

13. STRATEGY-STRUCTURING
OUR
CAMPAIGN

14. OUR STRATEGY PILLARS
CREATE A
SINGLE IDEA
TO GUIDE THE
BRAND TO
SUCCESS
CREATE
ADAPTIVE
BRAND
PROPERTIES
ACTIVATE
EVERYWHERE
THROUGH
A BRAND
WORLD
SINGLE AGREED
STRATEGY
VISUAL BRAND
IDENTITY
BRAND
BEHAVIOUR

15. SINGLE AGREED STRATEGY- TRIANGLE OF
TRUTH
HUMAN TRUTH
“When I go online I’m worried if the property on the site
is credible, will they charge commission, is it safe ?”
INTERNATIONALLY
KNOWN
– LOCALLY
MARKET TRUTH RESPECTED
“Wildly unreliable, level
of service and pricing”
PRODUCT TRUTH
We are local,
transparent, simple
to use, credible,
operating with the
highest industry
standards
CONCENTRATED
BRAND IDEA

16. BUILDING FOUNDATION …DEFINING
SUCCESS
Everyday Hero
Internationally
known & Locally respected
Low Cost to Agents/
No Cost to Customers
Progressive Professionals
Kenya’s best & Nr.1
Property Portal simple to use
and of the highest
international standards
Vision USP Essence
Core thought
Brand Vision
Tone
Product
Modern, Functional,
Honest, Transparent,
Simple, Reliability
Professional, Inspiring,
Bold, Positive, Open,
Interesting, Confident,
Vibrant

17. SINGLE AGREED
STRATEGY
HUMAN TRUTH
Concentrated
Brand Idea
MARKET PRODUCT
TRUTH TRUTH
VISUAL BRAND
IDENTITY
WHY?
Will I talk about it
HOW?
Do I get involved
WHAT?
Keeps the conversation
going

18. HOW DO WE DEVELOP A BRAND AWARENESS
CAMPAIGN BASED ON THE FOLLOWING BRIEF
What is the brand best at in the country?
What is the single minded message or
experience?
What’s the difference will this make in
peoples lives?
One word that describes our tone of voice
How will we know if we have succeeded?
 Nr. 1 Property Portal
 Simple, Easy, Affordable & Cool
 Search for property , 24/7,
in a cost effective,
convenient, from a
trusted source
 Progressive
 We’ll reshape a radical
rethink about property
search & portals

19. SPOKE CREATURES

20. INTRODUCING MR.BRK

21. SINGLE AGREED
STRATEGY
HUMAN TRUTH
Concentrated
Brand Idea
MARKET PRODUCT
TRUTH TRUTH
VISUAL BRAND
IDENTITY BRAND BEHAVIOUR
WHY?
Will I talk about it
HOW?
Do I get involved
WHAT?
Keeps the conversation
going
LOOK
DO SAY
INVOLVE BELIEVE

22. THE SUITABILITY OF TOUCHPOINTS
DICTATE THE PATH
OOH SIGNAGE
MAGAZINES
Events & Expos
Industry influencers
TV Referrals
Newspaper
Radio
Sales presentations
Malls & Ambience
WOM
Online
TOUCHPOINTS more
STRAIGHT WINDING

23. CREATIVE EXECUTION
BRAND TVC
CREATIVE EXECUTION
& IMPLEMENTATION

29. CREATIVE EXECUTION
RADIO
CREATIVE EXECUTION
& IMPLEMENTATION

30. HITTING THE RADIO WAVES
• Recorded x3 radio spots – (English and 2
vernacular)
• Took up radio activations for x2 weeks on
3 stations
• x 1 month sponsorship of Frequency
checks

31. CREATIVE EXECUTION
ONLINE
CREATIVE EXECUTION
& IMPLEMENTATION

32. TV PROMOS ON FACEBOOK & TWITTER

33. RADIO ACTIVATION PROMOS -
FACEBOOK & TWITTER

34. RADIO ACTIVATION DRIVEN ON TWITTER

35. STANDARD MEDIA ONLINE

36. COMMUNITY
BLOGS

37. PARTNERSHIPS – FACEBOOK & TWITTER COMPETITION

38. Today we are at over
132,000 Likes!

39. CREATIVE EXECUTION
PRINT
CREATIVE EXECUTION
& IMPLEMENTATION

43. CREATIVE EXECUTION
OUT OF HOME
CREATIVE EXECUTION
& IMPLEMENTATION

46. OUT OF HOME – MULTIDIRECTIONAL SIGNAGE

47. CREATIVE EXECUTION
PRINT-BELOW THE LINE
CREATIVE EXECUTION
& IMPLEMENTATION

50. CREATIVE EXECUTION
& IMPLEMENTATION
ACTIVATIONS

51. B to B & B to C EVENTS

52. B to B & B to C EVENTS - PARTNERSHIPS
Bo Concepts – provision of lifestyle furniture for events, giveaways

53. B to B & B to C EVENTS - PARTNERSHIPS
PROMOTION OF THE 1ST KENYAN
DIASPORA HOMES EXPO, NYC

54. AGENT GIVEAWAYS
MASCOT STANDEES
&
BRANDED FRIDGE
MAGNETS

55. CREATIVE EXECUTION
& IMPLEMENTATION
AWARDS & ACHIEVEMENTS

56. FINALIST

57. FINALIST

59. NOMINATED FOR SOCIAL MEDIA
AWARDS – SME OF THE YEAR

60. CREATIVE EXECUTION
& IMPLEMENTATION
PR OPPORTUNITIES

61. PR VALUE: CEO TV INTERVIEW

62. BRK RADIO INTERVIEWS

64. HOW DID WE
PERFORM?

65. PERFORMANCE REVIEW
01-30 JUNE 2014 01 – 31 JULY 2014
TOTAL NR. OF VISITORS 92,500 TOTAL NR. OF VISITORS 136,113
TOTAL NR. OF UNIQUE
VISITORS
50,826 TOTAL NR OF UNIQUE
VISITORS
74,588
PAGEVIEWS 350,760 PAGEVIEWS 535,458
RETURNING VISITORS 59.5% RETURNING VISITORS 40.5%
NEW VISITORS 40.5% NEW VISITORS 42.5%

67. TOP REAL ESTATE SEARCHES IN KENYA
QUERY QUERIES IMPRESSIONS CLICKS
houses apartments for rent 642,698 1,923,891 3,528
real estate 396,951 1,531,940 3,233
houses apartments for sale 194,078 553,143 845
land 131,036 414,284 1,762
buyrentkenya 11,550 26,234 4,030
nsoko 8,699 6,860 279
house plans 8,495 61,371 2,255
houses for sale 8,118 30,281 856
buy rent kenya 6,113 16,232 1,967
houses for sale in Nairobi 4,275 21,275 1,064
house for sale 4,159 12,820 172
house for rent 3,833 13,655 410
houses for rent in Nairobi 3,505 16,405 531
property 24 2,905 6,827 1,312
property 2,781 6,023 137

68. BUDGET & AD VALUE

69. HOW MUCH DID WE SPEND + AD VALUE?
USD. USD.
Cost of the Brand Campaign 139,525.00
Media Rebate 4,117.00
TV Negotiated
+Airtime/Interviews
41,764.70
Radio interviews extra
spots
9,176.47
Print (free editorial) &
discounts
10,282.00
TOTAL AD VALUE 65,340.52

70. We don’t need to outspend our
competition – just outshine them!

71. THANK YOU