By Rita Chahwan

SWOT analysis:

Strength:

- Geography (4 seasons tourism)

- Demography (high, medium and low classes, 210,000 resident

in jounieh area, maronites majority)

- 56 municipalities (itti7ad baladiyet kesserwan)

- Touristic sites ( 30 beach resorts and hotels, and snow)

- 6 universities (NDU, USEK, LCU, AUL, ESA-adma, LGU)

- More than 15 private schools and institutions.

- Bkerki, Harissa, Deir Bzommar, Mar botros w boulos, Deir l

mkhaless,

- sawt l ma7abeh, LBC, RLL,

- Casino

- Naher l kaleb, Jeita, Faqra, El batieh, Romanian bridge-ghazir,

souk l zouk, souk jounieh, St. Georges church-sarba, Deir

Hrash, Jounieh Bay.

Keserouan is not a small Market .. Divided into : Companies and

Low level people .

Weaknesses:

- Small geographical area according to number of residents.

- Old and useless infrastructure

- Zouk’s electric facility

- Absence of a real leaders from keserwan

- المدني التنظيم غياب

- لبنانية جامعة ال

- Public schools low quality, no logistics, comparing to private

schools

- Jounieh bay, no public areas, only private

- االجانب تملك كسارات

- Municipalities problems (parites vs. families)

- ثقافية . ال دينية جمعيات

- البحر على المجارير البيئة

- للمطاعم تنظيم ال

- انمائي سياسي عمل ال

- اقتصادية خطة ال

Opportunities:

- Opportunities of hospitality facilities

- Jounieh bay (touristic site)

- Eco-tourism (el rancho-ghoodrass, Faraya)

- 4 seasons tourism

- Target (aounist)

Threats:

- زحمة

- لبنانية جامعة ال

- Centralization

How to implement a media plan

Short-term objective:

Identify where your primary audience is socially which

communities : Keserouan – Medium & low level

Participate in the conversation : investigative journalism

Promote content - things your audience is interested in not your

product

Outcome: Timing …

Measure referrals and visits through : Reporter should have

this info

What you would like to achieve?

Would like to Cover all news .. events .. Problems ..

What kind of content you will provide?

Events . Reportage . investigative articles , Political Articles ..

How many other people/companies will you follow?

- Demography (high, medium and low classes, 210,000 resident

in jounieh area, maronites majority)

- 56 municipalities (itti7ad baladiyet kesserwan)

- Touristic sites ( 30 beach resorts and hotels, and snow)

- 6 universities (NDU, USEK, LCU, AUL, ESA-adma, LGU)

- More than 15 private schools and institutions.

- Bkerki, Harissa, Deir Bzommar, Mar botros w boulos, Deir l

mkhaless,

- sawt l ma7abeh, LBC, RLL,

- Casino

- Naher l kaleb, Jeita, Faqra, El batieh, Romanian bridge-ghazir,

souk l zouk, souk jounieh, St. Georges church-sarba, Deir

Hrash, Jounieh Bay.

How many group will participate in?

referring to : Weaknesses, Strength

According to our need , we will target Group. It depends on What we

Want, The timing of publishing …

We are searching for Impact and Selectivity. Since we have 2 new

Printed media in the Market “al joumhourya” (newspaper) and “nadim”

(magazine) will be in the market in the upcoming days.

publicity and media plan.

1- public relations campaign Will be designed to:

o Establish your expertise among your potential clients or customers

( like Indevco , Sanita, Casino, Rotarians … etc .. why Rotarians?

Since they have a high position in different Companies)

o Build goodwill among your customer and community: Community

when we Report their problems they will be transformed into

Clients, Readers even Followers .. Customer when he will see that

Our Community in Keserouan is huge he will follow us to Add their

Adds

o Create and reinforce your brand and professional corporate image:

we have this image with Municipalities since I have been working

on it. But not with political Parties and Politicians

For example, the audiences for Summer Reading outreach

would include:

o Teachers

o Parents

o Potential donors/sponsors

o People who have influence in keserouan like “nemaat frem”

Step 2: Our Goal is to Cover Keserouan Area. Within 56

municipality. Build connections with municipalities ( if needed ) or

with citizens ( to cover problems) .

Step 3: target Audience are : Keserouan mainly and metn and jbeil

in the second place

Step 4: we should have schedule for our audience. Create synergy

by coinciding ou public relations plan with other marketing and

sales efforts. Not to forget that we Are a Newspaper not a

Company for PR and Marketing.

Step 5: Develop your plan of attack. communication vehicles to

use to get our message to the public

o Articles

o Successful Stories

o Interviews

o Reportage or Investigative article(Political, Social, Economics, etc

… )

Step 6: After each Series of articles we should review the results.

To modifying the original plan if needed

Proposition

To apply:

1- 3 Different Articles Focused on Keserouan per week

2- The timing of Publishing should be synchronized with

the Marketing Plan ( applied by the Reporter)

3- Budget for a Reporter to Apply it

4- To use the connections of the Reporter to get Adds and

Articles. Yet any other Journalist within the newspaper

would like to interfere in this area should contact the

Reporter.

5- Set Priorities with the Editor in Chief