Oam brk marketing execution of brand awareness campaign draft

MARKETING EXECUTION –BRAND AWARENESS CAMPAIGN

THE BRIEF

Present the marketing execution of our brand awareness campaign for a property portal in Kenya.

PEOPLE

RENTERS

DEVELOPERS

BUYERS SELLER

PROPERTY OWNERS

AGENTS

BUT WHAT IS OUR BUSINESS ABOUT?

show case more unique properties

host more people who are shopping

for properties

Happy PEOPLE make us the Nr. 1 property site which simply means we:

Primary: Position Buyrentkenya as the Nr.1 Property Portal in Kenya

Secondary: Get in touch with the masses by positioning the brand as:

“my brand that I use whenever I need to search for property enhance credibility”.

TO GET MORE PEOPLE INVOLVED…

Primary: To generate mass trial with a target of growing traffic by 50% within the campaign period Jul-Sept (from 130k to 195,000k pm)

Secondary: To enhance visibility with an aim of bringing the brand closer to the product wherever property is sold, we are there.

TO GET MORE TRAFFIC

How do we achieve this?

RESEARCH

LOCAL MARKET AUDIT OF PORTALS

45MPopulation of Kenya

19.6MKenyan’s access the internet

30M+

5M+

Cell Phone Subscribers

Smart Phones

THE KENYA DIGITAL LANDSCAPE

KENYA INTERNET PENETRATION

Daily Internet usage for personal reasons by device

46% 70% 52%

ONLINE USAGE BY AGE GROUP

Q4’ 13 Q1’ 14

ONLINE ACTIVITY

KENYAN SOCIAL MEDIA STATISTICS

4MUsers

0.8M Users

4MUsers

3.5M Users

DIGITAL & MOBILE GROWTH

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”

TOP REAL ESTATE SEARCHES IN KENYA

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

TOP REAL ESTATE SEARCHES IN KENYA

QUERY QUERIES IMPRESSIONS CLICKShouses for sale in kenya 1,438 8,917 370office space 1,400 4,322 33property kenya 1,356 7,649 393houses to let in nairobi 1,221 5,201 258apartments for sale in nairobi 1,061 5,845 358real estate in kenya 1,038 5,522 195Real estate companies in kenya 978 5,824 159house for sale in nairobi 965 4,643 232rental houses in nairobi 947 4,810 233plots for sale in nairobi 833 4,298 240homes for sale 825 5,025 236land for sale in kenya 797 4,920 209apartments for rent in nairobi 783 4,752 182houses for sale nairobi 731 3,582 211property in kenya 682 3,971 118

INSIGHTS & THOUGHTS

QUICK DIPSTICK …….

How do you search or find your property?

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?

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!

I know what they do they are a real estate agency!

Yes, but I needmore leads

I the name buyrentkenya?

Yes I’ve heard of buyrent

SINGLE AGREED

STRATEGY

HUMAN TRUTH

MARKET PRODUCT TRUTH TRUTH

Concentrated Brand Idea

VISUAL BRANDIDENTITY BRAND BEHAVIOUR

WHY?Will I talk about it

HOW?Do I get involved

WHAT?Keeps the conversation

going

LOOK

DO SAY

INVOLVE BELIEVE

OUR 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 RESPECTED MARKET TRUTH

“Wildly unreliable, level of service and pricing”

PRODUCT TRUTHWe are local,

transparent, simple to use, credible,

operating with the highest industry

standardsCONCENTRATED

BRAND IDEA

BUILDING FOUNDATION …DEFININGSUCCESS

Everyday Hero

4). Internationally

known & Locally respected

3). Low Cost to Agents/

No Cost to Customers

2). Progressive Professionals

1) 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

Professional, Inspiring, Bold, Positive, Open, Interesting, Confident, Vibrant

Modern, Functional, Honest, Transparent, Simple, Reliability

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 cultural connection that is just begging to be broken?

What is the single minded message or experience?

What’s the difference will this make in peoples lives?

Nr. 1 Property Portal

You get what you pay for!

Simple, Easy, Affordable & Cool

Search for property , 24/7, in a cost effective, convenient, from a trusted source

HOW DO WE DEVELOP A BRAND AWARENESS CAMPAIGN BASED ON THE FOLLOWING BRIEF

What are the places/spaces where we’ll find people who are interested in this?

One word that describes our tone of voice

Why will this activity be so involving for people?

What will people say as a result of this?

How will we know if we have succeeded?

All over Kenya & beyond

Progressive

We are becoming increasingly online

It’s actually really cool, amazing, affordable, convenient & east

We’ll reshape a radical rethink about property search & portals

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

• Lets face it – property is lifeless – our brand has life

• we need to give property life since property means a lot to peoples life.

• From both the buyer/tenant and developer/ landlord point of view, they:

demand credibility

convenience in sealing the deal

high level of trust in the entity they are dealing with

THE CREATIVE RATIONALE

BUT DO WE HAVE TO SELL THE VISUAL BRAND IDENTITY IN THE USUAL WAY

Your regular logo, colour, typeface identity

……We’re starting with more to make things shine

brighter from day one ……….

SPOKE CREATURESCHARMING IN A CHARMLESS CATEGORY

SO WHAT COULD REPRESENT BUYRENTKENYA ?

AND SO THE SEARCH BEGAN…

Pick me!

No me!

I can do better than

both of them

SO WHAT DO WE REALLY NEED?

INTRODUCTING MR.BRK aka ‘BRICK’

CREATIVE EXECUTION & IMPLEMENTATION

THE SUITABILITY OF TOUCHPOINTSDICTATE THE PATH

TV Referrals

OOH SIGNAGE

Sales presentations

Newspaper

Radio

Malls & Ambience

MAGAZINES

Events & Expos

WOMOnline

moreTOUCHPOINTS

STRAIGHT WINDING

Industry influencers

CREATIVE EXECUTION BRAND TVC

BRAND TVC EXECUTION

FEATURE & INTERVIEW

PROGRAM SPONSORSHIPS

CHANNEL BRANDING

FEATURE PROPERTY SHOWs

TV PROMOS ON FACEBOOK & TWITTER

CREATIVE EXECUTION RADIO

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 with the following recorded tags:

Tag 1 -Buy or Rent your dream home! Visit buyrentkenya dot com today . It's that simple

Tag 2 -Find space for your business! Visit buyrentkenya dot com today . It’s that simple.

Tag 3 -List your property at buyrentkenya dot com today . It’s that simple.

RADIO ACTIVATION PROMOS -FACEBOOK & TWITTER

RADIO ACTIVATION DRIVEN ON TWITTER

CREATIVE EXECUTION ONLINE

ADROLL –RETARGETING ONLINE

PARTNERSHIPS – FACEBOOK & TWITTER COMPETITION

Today we are at over 132,000 Likes

CREATIVE EXECUTION PRINT

CREATIVE EXECUTION OUT OF HOME

OUT OF HOME – BILLBOARD

OUT OF HOME – MULTIDIRECTIONAL SIGNAGE

Insert 3rd

CREATIVE EXECUTION PRINT: below-the-line

B TO C FLYER

ACTIVATIONs

B to B & B to C EVENTS

Bo Concepts – provision of lifestyle furniture for events, giveaways

B to B & B to C EVENTS - PARTNERSHIPS

AGENT GIVEAWAYSMASCOT STANDEES

& BRANDED FRIDGE

MAGNETS

B to B & B to C EVENTS - PARTNERSHIPSPROMOTION OF THE 1ST KENYAN DIASPORA HOMES EXPO, NYC

AWARDS & ACHIEVEMENTS

INSERT THE LAYOUT FOR EA PROPERTY AWARDS

FINALIST

SHORTLISTED FOR SOCIAL MEDIA AWARDS – SME OF THE YEAR

AWARDS & ACHIEVEMENTS

PR VALUE: CEO TV INTERVIEW

BRK RADIO INTERVIEWS

HOW DID WE PERFORM?

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%

BUDGET & AD VALUE

BUDGET

• Cost of Brand Campaign USD.139,525.00

• Media spend gave Ad/PR value of USD 20,235.00

• Media Rebate USD. 4,118.00

TOTAL AD VALUE USD. 24,353.00

INSERT TEAM PIC & BRK WITH SIGN