This document outlines a brand communication plan for Spectranet, an internet service provider in Nigeria. The objectives are to increase awareness, loyalty, and market share. Key insights include that consumers want control and connectivity anywhere. The big idea is "Disconnect to Connect" which positions Spectranet as empowering users to achieve their goals. The plan includes TV, radio, outdoor ads, events, and merchandise to launch the new brand positioning. Effectiveness will be measured through surveys and analyzing brand perceptions.

2. TABLE OF CONTENT
The brief
Background(What led to the brief)
Communication Objective
Competitive Overview
Consumer Analysis
Communication plan –Approach and Delivery strategy.
Big Idea
Execution Idea
Message Couriers-Customer engagement, Marketing, public relations.
Measurement and Evaluation- Tools and techniques for measurement.

3. THE BRIEF
Is to create for
Spectranet a Brand
Communication
package developed
from a strong Brand
Idea, as A

4. THE CAMPAIGN SHOULD
•Should Increase T.O.M.A
Of Spectranet Brand
Offerings
•Build Brand Loyalty
•Increase Volume Of
Market Shares And Drive
Sales And Repetative
Sales Of Spectranets
Brand Offerings
•Position Spectranet As A

5. BACKGROUND TO STUDY
Spectranet is a Broadband
Internet Provider Holding A
Pan Nigeria License From Ncc
Since 2009 And Established
With The Aim Of Promoting
Internet Services In Nigeria.
The Company Provides End To
End Fast, Reliable And
Efficient Internet Solution On

6. MARKETING AND COMMUNICATION OBJECTIVES
COMMUNICATION OBJECTIVES
•Build Spectranet Brand Equity
By Repositioning
•Increase T.O.M.A Of Brand
Offerings
MARKETING OBJECTIVE
•Drive Sales Of Spectranets
Brand Offerings And Provoke

7. CONSUMER ANALYSIS
•In 2013, An Estimated
Population Of Over 45million
Internet Users In Nigeria Was
Recorded.
•A Total Of 32.6million Or 72%
Of This Internet Users
Accessed The Internet Through
Telecommunications Network.
•This Leaves A Total Of
12.4MILLION OR 28% INTERNET

8. • Today An Estimated Population Of
77million Internet Users Access
The Internet, Which Accounts For
42% Of The Entire Nigerian
Population
• THESE 77MILLION INTERNET USERS IN
NIGERIA DEPEND EITHER ON TELECOMS
NETWORK, INTERENET SERVICE
PROVIDERS (Isps) OR BOTH FOR
ACCESS TO THE INTERNET.
• With The Increase In Popularity
Of Social Media And Smart Phones
Such As Blackberry, Android,
Ipads And Tablets, Consumers Want
To Be Connected On The Go.

9. Most Internet Users Are Well Travelled And So Wants
An Internet Connection With A Wider Coverage.
Consumers Seek Internet Platform With The Latest
Upgrade In Speed
The Beauty Of Technology Is Been In Control And So
Consumers Want To Be In Control As The Decide Who
They Share Their Data With And How They Use Their
Data
Source: www.internetlivestats.com, www.freedomhouse.com &
www.punchng.com

10. CONSUMER INSIGHT
I Am My Own Person
And I Want To Do My
Own Things My Own
Way, My Space And My
Terms.

11. BRAND ESSENCE
Fast,
Reliable,
Valuable

12. UNIQUE BRAND PREPOSITION
EMPOWERMENT

13. TARGET AUDIENCE
Our Core Targets Are
•Between The Ages Of 18-38
Yrs Old
•Within The Categories Of
B,c1&c2
•They Are Sociable And
Digitally Informed
•They Are Both Urban And

14. BULL’S EYE
Our bull’s eye is Deola,
a senior account
executive in an
advertising agency.

15. BULL’S EYE
She Reports Directly To
Her Boss And Keeps
Clients Updated Via
Email.

16. BULL’S EYE
• She Is A Fan Of
Theater, So She
Downloads The
Latest Box
Office Movies
Online
• She Is A Fan Of
Celebrity Gossip
And So Relies On
Blogs For Latest
News

17. BULL’S EYE
She Has A Fiancé, Who She Is Madly In
love With And So Keeps In Touch With
Him During Work Hours Via Skype And Bbm
Before The Weekend, She Buys Her Event
Ticket Online And During The Weekend
She Attends Them With Her Man.

18. CONSUMER NEEDS
I Want An Internet Service
Provider Which Gives me
Great Value For My Money.
One Which I Can Rely On
Anytime, Anywhere.
An Internet Service
Provider Which Provides Me
A Platform To Achieve My

19. SPECTRANET VALUE PROPOSITION
For Consumers Who Are
Looking For
Empowerment and Power
To Do All They Want To
Do And Be All They
Want To Be, The Brand
Is Offering You The
Opportunity And

20. THE BIG IDEA

21. THE BIG IDEA
Disconnect
To
Connect

22. RATIONALE
•I Am My Own Person And I
Want To Do My Own Things My
Own Way, My Space And Terms
•Using This Insight We Are
Personalizing And
Repositioning The Spectranet
Brand As An Experience.
•One Which Assures That No
Matter What You Want To
Achieve, All U Have To Do Is
To Disconnect 2 Connect And

23. Creative
Expression

24. TVC
SCREEN OPENS UP IN A SEMI - DARK BEDROOM. QUITENESS IN THE BACKGROUND
CAMERA ZOOMS IN AND MOVES ON A 180 DEGRESS,
CAPTURING POTRAITS ON THE WALL DOWN TO A LAPTOP
AND STATIONARIES ON A STUDY DESK
A CLOCK TICK TOCK SOUND SYNCS WITH
THE CAMERA AS IT MOVES
CAMERA MAKES A STOP BY THE BED SIDE, AND STEADIES
ZOOM ON A SLEEPING MANS FACE.
CLOCK TICK TOCK SOUND BECOMES
LOUDER
FINALLY ALARM RINGS, GRRRRRRINNNNN
HE OPENS HIS EYES,FLIPS HIS BLANKET,OPENS UP THE
WINDOW CURTAIN AND HURRIDILY GOES IN AND OUT OF
THE BATHROOM
A FEEL GOOD SOUNDTRACK PLAYS
SLOWLY ON THE BACKGROUND.
RAYS OF SUNLIGHT PENETRATES
WINDOW
MUSIC
UNDER

25. HE PUTS ON HIS SHIRT OVER HIS BOXERS, AND AS HE TRYS
TO WEAR HIS TROUSERS, HIS IPAD VIBRATES NOTIFICATION SOUND: BEEP BEEP MUSIC
UNDER
HE DROPS HIS TROUSERS, PICKS UP HIS IPAD AND A
NETWORK BAR APPEARS ON HIS HEAD AS HE SWIPES
THROUGH AND GETS TOTOALLY LOST IN THE COVERSATION.
POP UP EFFECT APPEARS BESIDE SCREEN
KEYPAD SOUND: TAP TAP
SWIPE SOUND
CHART POP UP SOUNDS: PAP
MUSIC
UNDER
HE WALKS ARROUND THE HOUSE WHILE SURFS THE NET,
MAKES A STOP AT THE KITCHEN AND THEN TAKES A BIT
FROM WHAT HIS GIRLFRIEND WAS PREPARING AND HEADS
OUT TO THE FRONT DOOR.
GIRLFRIEND: HEY BABY
BOYFRIEND: MUTE
FVO
MUSIC
UNDER

26. CAMERA ZOOMS ON GIRLFRIENDS FACE, AS SHE DRAMATICALLY
NARRATES.
AS GIRLFRIEND NARRATES, RUSH CLIPS OF HER BOYFRIEND AS HE
LEAVES THE FRONT DOOR SURFING THE NET, DOWN TO THE BUS
STOP AND HIS LONG STROLL ON THIRD MAINLAND BRIDGE WITH
PEOPLE STIRING AT HIM, CARS DRIVERS HORNING AT HIM AND
FINALLY HIS ARRIVAL INTO AN AUDITORIUM DISPLAYS ALONG SIDE.
HE FINALLY REALIZES HIMSELF WHEN HE HITS THE MIC STAND AND
RAISES HIS FACE TO HIS ASTONISHED STUDENTS
GIRLFRIEND:
THAT’S MY BOYFRIEND, ANYTIME HIS
CONNECTS TO THE INTERNET, HE TOTALLY
DISCONNECTS FROM EVERY OTHER THING
ARROUND HIM. WITH LOTS OF DATA, WIDER
COVERAGE, FAST AND REALIABLE NETWORK
YET AT AN AFFORDABLE PRICE WHAT ELSE CAN
STOP A DIGITALLY INFORMED MAN.
GIRLFRIEND: SMILES
CARS HORN: PPPPPPPPP
MIC FALLS: POOH
FVO
MUSIC
UNDER
SILENCE
SCREEN GOES WHITE WITH DIFFERENT SPECTRANET BRAND
OFFERRINGS AND THE NETWORK SIGNAL POPS OUT BLINKING..
ANNOUNCER: SPECTRANET
DISCONNECT TO CONNECT
POP UP SOUND: TIN TIN TOK

32. BILL BOARD CREATIVES

40. RADIO AD
PLEASE LISTEN

41. MARKETING AND COMMUNICATION STRATEGY
The strategies that will be
adopted in repositioning
Spectranet as the
penultimate service
provider are : Advertising,
which will involve:
Television, Radio, BRT,
kiosk and shops branding,
online, outdoor and Print

42. Press Conference

45. Call To Action Marketing
(Pop-up Ads)

46. Experiential Marketing
(The Connect Experience)

47. Experiential Marketing
(Malls Experience)

48. CREATIVE
ENTREPRENEURSHIP
BRANDING

49. Sales Promotion
(Souvenirs)

50. MEASUREMENT AND
EVALUATION
•Having Developed This
Communication Creative, There
Is A Need To Measure And
Evaluate The Impact On The
Consumer.
•A Perception Audit Is
Recommended After 5 Months Of
Communication.
•Customer Survey through