This document discusses strategies for connecting brands with local neighborhoods through Resident Welfare Association (RWA) activations. It notes that past RWA executions often lacked planning, meaningful engagement, or concepts reflecting the brand. The document proposes focusing activations on extracurricular activities that provide value additions like certificates. It suggests using technology like online registration to promote events and measure their effectiveness. Finally, it outlines the teams and process needed for successful RWA executions.

1. RWA CONNECT
Smart Way To Connect With Your Neighbourhood

2. RWA Activation plays a very crucial role when any brand looks forward to
connecting with its target audience in the neighborhood.
Most of the times brands end up spending huge amount of money in these activation programs but do not
get the desired results & reach that they wish for.
Let’s see what these problems are :-

3. The Problem
In current RWA Executions
UNABLE TO FIND
ATTRACTIVE &
MEANINGFUL
ENGAGEMENT
LACK OF
PLANNING
&
MARKETING
NOT A GOOD
CONCEPT OR
IDEA WHICH
REFLECT THE
BRAND
POOR
PARTICIPATION
WORKING
WITHOUT
GUARANTEED
RESULTS
POOR
EXECUTION &
RESOURCES
QUALITY.
NOT
ESTABLISHING
RELATIONSHIP
WITH
TARGET
CUSTOMERS

4. The solution
In next few slides we will show
you different elements which
play important role in RWA
campaign.

5. Concept
& Idea
The concept & its theme is one of the biggest
driving force for any RWA Activation.
A good concept will attract any audience without
any effort.
The campaign name , image & design would
depends on the creativity & imagination of the
agency.
What you learn you never forget if it's of your
interest. When what you learn interests you, it
stays with you. And that is the case with an
extra-curricular driven engagement.

6. Smart Audience
Need Smart
Engagements
Gone are the days when simple drawing
competitions, talent shows, games or any
kind of regular activities would attract
parents or even children.
The parents have become more smart now
and don’t give attention to such
meaningless entertainments.
They would like some sort of activity that
will provide their kids an opportunity to learn
and explore new things.

7. Value Addition
Engagements
Engagements that provide a learning
certificate, an addition to their skill set, and
experience are most appreciated and such
activities receive participation in huge
numbers.
Extra-curricular engagements comes very
handy when it comes to value addition
engagements.
As most of the RWA are about family and
full of children’s , any engagement which is
kids driven receive good response.

8. No Footfall
Guess Games
If your engagement is useful and meaningful
then you always have a chance to present it
in an exclusive and unique way.
Online Registrations are the best choice as it
not only helps in knowing the active
participants in advance but also helps to
fetch their data in the correct way.
The registered participants can be reminded
about the event in advance and it's easy to
coordinate and follow up.

9. Brand
Reflection
Reflecting the brand through any of the
extra-curricular activities can be done by
customizing the activities as per the brand
and its product in an art form and
The stationary, retails, technology products
can be conveyed accordingly.
Of Course, the creativity and imagination of
the agency will also play a vital role.

10. Technology
Driven
Now that everything today is based on the
technology, people like to be part of such
technology driven engagements.
Online registration, pictures upload,
facebook likes, experience rating,
information share, e-certificate are all can be
integrated into the RWA
Activations can take place at a very simple
cost. There are many tools that even help to
analyze brand reach and the engagement
experience.

11. Promotion
Follow Up
Personalized Invitation driven engagements.
Call Center registration, pictures upload,
facebook likes, experience rating,
information share, e-certificate are all can be
integrated into the RWA
Conveying the Concept Activations can take
place at a very simple cost. There are many
tools that even help to analyze brand reach
and the engagement experience.

12. Engagement
Cost
Concepts Design Conceptualization
Cost involve in campaign building , preparing various design of
posters , banners , registration forms etc
Promotional Material Printing
Printing of all the posters , standees , banners , coupons
Permission Cost
Changes involve in doing activity at the venue. These charges
varies from venue to venue.
Promotion Cost
Cost of putting up promotion material , sms/email , promoters ,
leaflets distribution , newspaper insert., Registration
Coordination
Engagement Cost
The cost involve in conducting the engagement typically involve
artist/faculty/performer , coordinator , activity related materials ,
event managers
Setup/Production
Engagement related production like stage , sound , mat , tables ,
backdrops etc
Merchandise/ Goodies
These give away depends on the brands involve gifts ,
certificates , merchandise , take aways , coupons
There are various elements which play
role when it comes to RWA Activation

13. How to go about ?
Step 1
Decide Your Target
Audience , Target Area
, Promotion Scale and
What You Want To
Convey
Step 2
On your requirements,
the agency should
prepare a unique
campaign for the brand,
this consist of idea ,
target list , schedule ,
budget , planning
elements .
Step 3
On approval , agency
initiate the campaign
design , printing ,
design & scheduling
stages. Every stage
should be able to
update to you on daily
basis.
Step 4
Project move into
execution stage. All
data should be updates
updated in real time
basis right from
promotion , execution,
customer feedback &
photos

14. Measure - Execution Effectivity
It's always good to collect data post every RWA engagement this include all the photos ,
customer's feedback , & database.
Thank customer from the brand about the activity participation and working in future.

15. Types Of Teams Involved RWA Execution
Concept & Idea
Design Team
Event Promotion &
Marketing Team
Event Management
& Coordination Team
Resource & Logistics
Team

16. If You Are Looking For Any
RWA Activations
Contact Team ChotuPainter
Email connect@chotupainter.com
Or Call 7022004840 / 9900243291

17. Research & Presentation By
India’s First Kids Specialized Entertainment & Engagement Company
For More Information - visit www.ChotuPainter.com