[Ubie inc brand presentation] The Good Sport .pptx
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Transcript of [Ubie inc brand presentation] The Good Sport .pptx
INDEXAttiyah Kara 201380924
Fezile Dhlamini 201210931
Shumiera Karriem 201313361
Stewart Parsonson 920304514
Mduduzi Mohlala 201233147
BRIEF BREAKDOWN
The Good Sport Trust has given Ubie Inc. the mandate of crafting a bold and
impactful, innovative, insightful and authentic channel strategy that will ensure that
their communicative objectives in South Africa are consumed effectively utilising
strategic platforms.
RESEARCHWe have taken a qualitative research approach to better understand the business
challenge posed so that we will be able to produce and integrated channel strategy that will reintroduce the Goodsport brand as well as give it a purpose that the stakeholders will be able to resonate with, using questionnaires, surveys and
interviews as our methods.
Quantitative methods were also used to gather data with conducting unfocused groups that were a lot less formal so we could gather qualitative and quantitative
data.
PRIMARY RESEARCH
WITH THEMUnfocus groups:
Melissa Kent (9)
Ryan Daniels (10)
John Meredith (11)
Nomsa Thondo (12)
Sizkolo Thondo (13)
BE THEM Privileged
Mohammed Seedat (10)
Kirsten Risselman (9)
Katie Ahlborry (13)
Middle class
Lamiah Wadee (11)
Jean – Marc Bayers (13)
Darren James (10)
Underprivileged
Tevern Peterse (10)
Bongi Masipani (9)
Dean Spykerman (11)
ABOUT THEMKiara Peterse (38)
Zanele Masipani (40)
Johan Spykerman (42)
Ameera Wadee (38)
Daniel Bayers (40)
Bilal Seedat (37)
Anthony Risselman (38)
George Ahlborry (42)
Salma Kent (37)
Tenielle Daniels (40)
Alaina Meredith (42)
Tsehpo Thondo (39)
SECONDARY RESEARCHhttp://www.goodsport.org.za/
https://twitter.com/goodsporttrust
https://www.facebook.com/TheGoodsportTrust
http://trendwatching.com/trends/10-african-consumer-trends-for-2015/#slide-9
http://trendwatching.com/trends/10-african-consumer-trends-for-2015/#slid-13
http://www.adweek.com/socialtimes/social-marketing-trends-2015/504145
http://www.unicef.org/southafrica/media_3440.html
http://b-strong.co.za/supersport-let%E2%80%99s-play
http://kemptonexpress.co.za/43368/lets-play-initiative-launched/
http://onstrategyhq.com
http://tedrubin.com/buildingcustomer-relationships-with-branded-story-telling/
http://www.businessnewsdaily.com/2821-consumers-relationships-braqnds.html
http://www.strategynewmedia.com/why-is-branding-important
http://www.un.org/wcm/webdav/site/sport/shared/sport/SDP%20IWG/Chapter6_SportandPeace.pdfh
http://www.goodsport.org.za/http://www.supersport.com
http://www.bizcommunity.com
http://www.bizcommunity.com/Article/196/627/99761.html
http://www.bizcommunity.com/Article/196/437/99886.html
http://www.mediaupdate.co.za/News/Article/72993/Ackermans-to-launch-its-most-ambitious-CSI-project-to-date
http://www.mediaupdate.co.za/News/Article/71112/SA-Taxi-launches-its-own-CSI-division-the-SA-Taxi-Foundation
http://www.mediaupdate.co.za/News/Article/59482/MiWay-launches-CSI-initiative-opens-education-doors-for-students
http://www.mediaupdate.co.za/News/Article/59447/CSI-driven-company-Black-Cherrie-Management-launches-with-a-bang
http://www.bizcommunity.com/Article/196/454/76941.html
www.pinterest.com
www.slideshare.net
http://www.mediaupdate.co.za/marketing/59684/hollard-unveils-its-latest-corporate-identity-and-brand-campaign
http://www.un-spider.org/BeijingConference2015
https://www.quora.com/What-is-the-difference-between-a-feature-phone-and-smart-phone
KEY FINDINGS AND INSIGHT ● Key finding: Children Not all children participate in physical activity
● Most underprivileged schools do not have sporting equipment
● Physical development greatly affects cognitive development
● People are not aware of the goodsport trust
● Goodsport trust lacks communication
● Not actively online
CONSTRAINTS
Lack of support from government
Foreign NGO
Creating a unique selling point
Private funding
OBJECTIVES
Start a movement around movement –AWARENESS CAMPAIGN
Everyone is welcome to be a part of the GoodSport movement –NATIONAL
AWARENESS CAMPAIGN
EXISTING CREATIVE
Development of children's physical and cognitive ability through various exercises
and sports programmes
The 20 degree South Run
TIMING
MARCH 2016 - NOVEMBER 2016
BUDGET ALLOCATION AND PARAMETERSMedia
Marketing material
Logistics
Sports Equipment & Infrastructure
DIRECTION OF MEDIA PLAN
INDEXBrief Breakdown
Situational Analysis
Target Audience
Objectives
Concept
Media Strategy
Creative Campaign
Budget & Timing
Summary
ENVIRONMENTAL ANALYSIS CURRENT TRENDS:
• Digitally empowered consumer
• Heart on sleeves
• Currency of change
• Post demographic imperatives
• Benevolent brands
ENVIRONMENTAL ANALYSIS
PESTI FACTORS
Political: Government subsidies
Economic: Funds, sponsors (Hollard)
Social: Aids, Poverty, Education and crime.
Technological: Digitization
ENVIRONMENTAL ANALYSIS
MEDIA NEEDS AND FACTORS:
Let’s Play- Supersport: Three phase campaign
Media used : TV
Radio
Social Media
Internet
ENVIRONMENTAL ANALYSISSA MEDIA SCENE
Facebook bridges SA gender divide:
• Most popular social network
• Mobile users : 22%
Visual content drives social media SA:
• Visual platforms
• Visual revolution (Videos)
MARKET ANALYSISMARKET TRENDS
1. Rise of content marketing
2. Augmented reality
3. Transparency will become the most important tool of marketing
4. Videos are being used more and more
5. Going Mobile all the way
MARKET ANALYSISMARKET INSIGHT
• Families would only invest themselves into the child’s future if they are not paying for it - lower income households.
• Children don’t believe they can achieve their sporting dreams because of their circumstances
• Children in crime ridden areas are influenced by drugs and gangs from an early age, leading to potentially uneducated juvenile delinquents who are detrimental to society.
STAGE OF MARKET Four stages:
1) Survival
2) Quality
3) Convenience
4) Customization
BRAND ANALYSISOWNERSHIP ELEMENTS/ASSETS
Labour (Community Building) Sports and Educational Programs
Building Community Sports Centres
Sporting Equipment School Database Funding
BRAND ANALYSIS
WHO ARE THEY:
The Goodsport Trust is leading the way in sustainable athletic, coach, infrastructure and facility
development. It is a non-profit organisation whose role is to support and assist existing sporting and
government structures. [F1]
BRAND ANALYSIS
WHAT THEY ARE ABOUT
We provide a sustainable and robust model that addresses physical education and all tiers of sport, with
an infrastructure that establishes links between school, club and provincial level sport.
BRAND ANALYSISWHAT THEY PLAN TO DO
Goodsport is determined to lead sport development and unlock athletic potential within individuals equipping them with the knowledge and confidence to take part at whatever level they wish.
BRAND STATE Mona Pretorius @MonaPretorius (Nov 5)
1630 on PEFM87,6 benefits of strength
training for women @BiogenSA @reeboksa
@RocktapeSA @GoodsportTrust
@CrossFitECX #healthywomen
Hannah Louise Green @HL_Green (Oct 18
Byker, England) Going for a run in
my @GoodsportTrust Volunteer t-
shirt from 2012 makes me miss
them all and South Africa so
much!!
Phil Dooley @PhillDooley 19 Jul 2014
Just completed 67mins of Burpees! Raising
funds for kids in need. @CrossFitTokai10
@goodsporttrust #goodsport #B4B
Lee-Ann Dawson @DawsonLeeann Nov 6
Interns Ben and Keilan visiting Boniface one
of the Goodsport coaches, in Grabouw -
such an inspiring man. @GoodsportTrust
#ADC
BRAND CONSUMPTION: TWITTERGood objectives but bad communication
BRAND CONSUMPTION: FACEBOOK
BRAND CONSUMPTION MAP
Grabouw
Ukhanyo Primary in Masi
Namibia
Botswana
West Coast of Africa
Ukhanyo Primary Cape Town
Bay Primary School Fischoek Cape Town
BRAND ANALYSISMEDIA
Facebook and Twitter not being used effectively
Implement YouTube Channel
Links between all 3 platforms(Facebook, Twitter and Instagram)
All social media must be linked to influencers in order to remain authentic
Hire a Social Media Manager - Community Manager
Use an influencer such as Crime By Design.
COMPETITOR ANALYSIS: MAP
STRENGTH
Organisation mission and VisionHuman Resources and Human capability
Experience at a grassroots Level in the Cape areaSolid foundation in the Cape that will allow for expansion
WEAKNESSES
Lack of fundingGaps in co-ordinationLack of differentiation
No social influencers/brand ambassadorsNo relationships with public or private sectors
Weak relationship with government and Good Sport stakeholders
OPPORTUNITIES
Gaining Governmental fundingSupport via public CSI initiatives
Communication channels through agency and media owner Pro-bono work
Niche positioning will allow Good Sport unprecedented awareness
THREATS
Governmental bureaucracy or lack of political willLack of interest at a community and funding level
Lack of funding causing sustainability issuesShare of wallet becoming smaller due to constricting
economySecurity issues at schools or townships
BRAND NAME SLOGAN LOGOScore Changing lives through sport
Altus Sport Life’s a ball
Sporting Chance Stay in the game
Lets Play Siyadlala
The Sports Trust Enhancing Education through Sport
COMPETITOR ANALYSIS Points of Parity
The competitors and Good Sport all use sport as a
vehicle to drive social change
They all convey the same generic message
Brand identity is all relatively similar to that of Good
Sport
All use the same imagery of poor underprivileged
children
Good Sport and its competitors have very similar target
audiences
Points of difference
The Competitors have greater brand equity
They all have a sustainable flow of funding from public
and private sector
All have a national footprint
CONSUMER ANALYSIS
Motivations Fun, learning, socialization and general welfare
Opportunities Sport’s days, ‘Let’s play’ collaboration, School
holidays, Primary school
after cares.
Trends Mobile technology, applications for smart phone,
social media
campaigns, online activity
TARGET MARKET
The name given to our selected Primary Target Market is:
“Guardians of the future”
These are children aged 6-12
Our secondary Target Market consists of Parents
CONSUMER INSIGHT
“Children’s greatest influencers are the guardians who guide their learning
experience, their peers and personal heroes.”
Action in reaction to insights > create opportunity for kids to realize and achieve
their dreams.
Build affinity and understanding with careful communication to consumer for the
value that GS will effect in the long run.
Parents, Teachers, Siblings, Peers all participants of learning
WHO DO WE WANT TO REACH
Children and their Guardians.
Caregivers
TARGET MARKETDEMOGRAPHICS
Privileged Middle class Underprivileged
Mohammed Seedat (10) Jean – Marc Bayers(13) Bongi Masipani(9)
Kirsten Risselman(9) Darren James(10) Dean Spykerman(11)
Katie Ahlborry(13) Lamiah Wadee(11) Tevern Peterse(10)
TARGET MARKET
Psychographics
Needs: Mentoring, teacher student relationship, attention
Dislikes: Indoors, unable to participate, embarrassment
Attitudes: Warm, Unbiased, Sincere
Schools: Private, Semi-private and Government
Interests: School, reading, playstation
Age: 6 - 13
Likes: Playing, soccer, swimming, cricket, outdoors, competing, socialising in a group
Race: Black, White, Indian, Mixed Race, Asian
TARGET MARKET PROFILE
A DAY IN THE LIFE OF
Underprivileged family: Public transport, cost effective shopping, poverty
Middle Class Family: Personal transport, access to brand shopping, healthy lifestyle
Privileged family: Personal cars, affluent living standards, well travelled
BEHAVIOURSGUARDIANS OF THE FUTURE ARE:
• Playful
• Hopeful
• Cheerful
• Curious
• Insatiable
MEDIA CONSUMPTION Radio
Mornings A.M. between 07:00 - 08:00 on the way to school on 94.7/ Kfm and Talk Radio 702/ 567 cape talk
Afternoons P.M. between 13:00 - 14:00 on the way home from school on 94.7/Kfm and talk radio 702/ 567 cape talk
TV between 14:00 - 15:00
MEDIA CONSUMPTION TV
TV Shows: Terrestrial Channels-
SABC 2 Skeem Saam (Weekdays) 15:00SABC 1 Yotv (Weekdays) 15:00Etv Glumpers (Thursday) 15:30SABC 1 Stumbo Stomp (Tuesday) 16:30SABC 3 Saturday Movies (Saturday)Etv WWE Wrestling (Sundays) 17:00
Satellite Disney XD Phineas and FerbDisney Jnr Jake and the Neverland Pirates
MEDIA CONSUMPTIONSocial Media: Twitter and Facebook
Twitter consumption times:
09:40 12:45 17:45
Facebook consumption times:
08:45 13:30 18:15
TARGET MARKET SEGMENTS
Primary school children
Foster children
Orphans
Single parent children
Child athletes
POSSIBLE SECONDARY TARGET MARKET
GAURDIANS
Kiara Peterse (38) Preschool teacher
Zanele Masipani (40) Housewife
Johan Spykerma (42) Packer
Ameera Wadee (38) Sales consultant
Daniel Bayers (40) Engineer
Bilal Seedat (37) Accountant
Anthony Risselman (38) IT Administrator
George Ahlborry (42) Medical wrapper
Salma Kent (37) Personal Assistant
Tenielle Daniels (40) Lecturer
Alaina Meredith (42) Lawyer
Tshepo Thondo (39) Mechanic
MARKETING OBJECTIVES
The Good Sport Marketing Objective is to build a sustainable base of investors that will allow for the expansion and growth in market share that will give Good Sport the platform to expand nationally within South Africa. This will allow Good
Sport to start a social movement, with sport being the vehicle to deliver that movement.
MARKETING COMMUNICATION OBJECTIVES
The Good Sport Communication Objectives are to increase market share within the Sports related NGO sector, by making use of a concentrated and concerted
awareness campaign, coupled with an attitudinal change campaign, centred around targeting the above mentioned target audience
MEDIA OBJECTIVES
Good Sports Trust aims to reach 60% of children aged 6 - 13 , by means of an awareness strategy and an attitudinal change campaign, by the 21st of August
2016.
CONCEPT
A two phase approach
Phase 1- Awareness
Phase 2- Attitudinal Change
PHASE 1: AWARENESS
Through social media channels and traditional media (print, radio)
Encourage everyday people to do sports events dressed as superheroes.
Park run in a superhero outfit or Critical Mass in a superhero outfit and then share
it on Social Media with the hashtag
#beagoodsport or #beahero or #MarvelAtOurAvengers
Good Sport ambassadors will also run events to raise awareness and funds for
good sport. eg: 2 Oceans and Comrades
Phase 1 Awareness (Alternative)
Through social media channels (FB, Instagram and twitter) and traditional
channels (print, radio)
Highlight the origins and humble beginnings of our ambassadors and encourage
kids to participate in Good Sports projects.
Because through participation anything is achievable, even greatness
#striveforgretaness
PHASE 2: ATTITUDINAL CHANGE
Once awareness and excitement has been generated through the awareness campaign and
#socialsuperhero, an event will be held in Johannesburg and Cape Town simultaneously
This event will see children competing in teams in physical and cognitive challenges.
The events will be Superhero themed and more specifically Avengers themed, in order to
broaden the appeal to our target market.
Kids will again be encouraged to come dressed as their favourite superhero to compete
PHASE 2: ATTITUDINAL CHANGE (ALTERNATIVE)
Once awareness and excitement has been generated through the awareness campaign and
#striveforgreatness, the roadshow concept will be held at various Western Cape secondary
schools. This event will see children competing in teams in physical and cognitive
challenges and striving to achieve greatness in their own sphere.
CONCEPT
The Goodsport: Guardians Of The Future Camp
Games: Mine field, Tug Of War, Archery, Human Knot
Sports: Soccer, Cricket, Netball
(Weekend summer/winter camp)
- outdoor tents, hero talks
CONCEPT#striveforgreatness
Marketing will be centered around well known sports stars Natalie du Toit and Bryan Habana, as Good Sports Avengers. Sharing their stories on their path to greatness.
Communication will be about the journey it took for them to reach the pinnacle of their careers. Outdoor advertising, Radio, Television, Social Media and the Internet.
This will resonate with the target audience due to the relatability and authenticity of the communication.
CREATIVE RATIONALEKey Finding relating to competitor: GS competitors all have a generic message about sport changing lives, but it isn't personal and relatable.
Objective/Take out: GS needs to have a personalised and relatable message that children will want to listen too and follow
Tone of voice: inspirational, echoing and in unison
Single Minded Idea: Superstar sportsmen and women as heroes to the children, Habana and Du Toit hosting the Goodsport: Guardians of The Future Camp. Interacting in the games, sports and talks all weekend.
From our insight we established that children are influenced heavily by their guardians and often in difficult circumstances they are faced with the choice between choosing two paths good or evil. This is all requires one guardian in their life to steer them the right way.
We have selected the theme of heroes and avengers because it as equally fun and interesting for the kids, as well as a significant message to emphasize to them that they can be just like their favourite heroes. Leveraging already familiar faces being the popular South African sports persons being present at the events, gives each child that memorable experience and potentially that belief they can too STRIVE FOR GREATNESS.
RATIONALE
To: the Guardians of the future who want to be active, whilst having fun and learning whilst doing so
Good Sport: is the only Sport’s related NGO
That allows you to have fun, while building the blocks that will lay the foundation for future development and growth
That’s because: Good Sport has a vested interest in not only the cognitive and neurological development of the youth, but also the well-being and development of all sports in the country.
POSITIONING STATEMENT
SLOGAN
The Good Sport slogan also needs to differentiate itself from the competitors, again while still being reflective of the core brand identity. As result the slogan is
as follows:
“Strive for greatness”
CONCEPT DESCRIPTION
Goodsport Summer/Winter Camp
GAMES SPORTS TALKS EAT REST REPEAT!
MANIFESTO
Good Sport camp strives to bring out the greatness of the children of tomorrow. Through emphasis of the importance of teamwork in the GoodSport exercises, the
support and compassion for your fellow man. That they will recognize the greatness within them.
MEDIA OBJECTIVES
To take on an omnichannel approach to connecting with consumers through the use of: digital and traditional mediums.
Use #StriveForGreatness as the vessel to carry the brand into the market that it is trying to reach and create neutrality.
Create visibility and a higher profile for The Goodsport Trust with target audiences - Children.
MEDIA OBJECTIVES
Support marketing plan, which consists of collateral pieces through the use of content marketing.
Be the center of conversation that takes place online, as well as listening offline to gain perspective on their issues and then help to improve the lives of the children.
MEDIA SQUARE
Reach30%
Frequency35%
Impact20% Time
15%
CHANNEL STRATEGYOmni-channel approach
TO ADD OMNI-CHANNEL CYCLE DIAGRAM HERE
CHANNEL PLANNING
The content will be curated by Rendani
This includes content in all channels in the omni-channel strategy
Artwork to be designed by Jupiter drawing room
Activity week 1 week 2 week 3 week 4 week 5 week 6 week 7 week 8 week 9 week 10
Phase 1- Awareness
Radio
94.7
Cape Talk
Kfm
Metro FM
TV
SABC 1
SABC 2
SABC 3
Activity week 11 week 12 week 13 week 14 week 15 week 16 week 17 week 18 week 19 week 20
Phase 1- Attitudinal change
Online
YouTube
Mobile
SMS
USSD
Activity week 21 week 22 week 23 week 24
Phase 1- Attitudinal change
Online
Print- Community Newspaper
Northcliff/Melville times
Rosebank Killarney Gazette
Kasi News
TygerBurger
IMPLEMENTATION
RADIO SPOTSFX: *cues composed classical tune “Time” by Hans Zimmer*
Man: "Son, what do you want to be when you grow up?"
Boy: "I want to be Ironman Daddy!"
Man: "Son... You can't be Ironman, superheroes don't exist."
Boy: "But Dad, you're my hero and you exist?"
Narrator: Be careful you don't limit those who look up to you because you limit yourself, Strive For Greatness. Goodsport. Nurturing young minds and bodies for a better future for all.
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