Cosse- Jegede Babatunde and Adeyemi Adetutu

8/12/2019 Cosse- Jegede Babatunde and Adeyemi Adetutu

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Communication Planfor

Women Empowerment and Legal Aid(WELA)


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Background

One out of three women may suffer abuse in their lifetime and inNigeria, West Africa, one of three women aged 15-24 have beenvictims of violence (DHS 2008).

Violence has become endemic in the system, as a researchconducted showed that a high number of women who were victimsof violence thought they deserved it (Gender in Nigeria Report2012).

Though in Nigeria, all statutes, customary laws and practices whichsupport discrimination against women have been abolished, suchacts have continued unchecked.

WELA officially came into existence June 4, 2009. the organizationwas formed to contribute to the empowerment of women in Nigeriaand to promote and protect womens right.

In the light of the above, WELA needs more funds in other tocontinue the empowerment and protection of women against abuse.


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Competitive Analysis

Name Media channel Top of Mind awarenessRating

African Int'l Women Empowerment Org. Inc. Press, Rallies,

Hand bills, Posters

3

WAWORC stands for West African Women'sRights Coalition

Press, Rallies,Posters,Handbills.

3

Project alert on violence against women TV, Press, Online,

Posters,Sponsorships.

4

Brown Button Foundation Online, Rallies,Press.

2

WOTCLEF Press, Rallies. 2

Women Advancement for Economic andLeadership Empowerment in Africa(WAELE/ARCELFA)

Press, Online. 3

WELA Radio, Press,Rallies, Posters.

3


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Professional legal aid Low publicity/media presenceLow top of mind awareness

Rise in sympathy for

women facing diverse formof abusesCategory leader (womenempowerment and humanrights) yet to emerge

Stiff competition from more

popular NGOs e.g. ProjectAlertBad reputation of local NGOs


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Strategic Insight from Consumers

NGOs are thieves young working class man NGOs are perceived to be fraudulent because they

do not deliver on their promise and lack transparency.


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Target Audience

Primary Target A,B,C1 Socio economic class Live in urban areas Professionals

Philanthropists High disposable income Sympathetic to causes

Secondary target

Corporate bodies Tiers of government The Media General public


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Media Objectives

To createawareness forWELA amongsttarget audience

To motivatepeople todonate towards

the cause.

To reinforce theneed for regular

donation

Achieve at least80% reach of thetarget audience

over the course ofthe campaign.


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The brief

To solicit support in raising N200,000,000.00within a period of one year.


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Strategy

Campaign would be in two phases Phase 1

Sensitize the public about WELA and its mission Press conferences Partnering with media houses Press release on social media platforms Recruitment of brand ambassadors WELAs website upgrade

Phase 2 Establish the brand and stimulate donation through consumer engagement

Short documentary on success stories. Ambience creation in choice locations

Create an online interactive forum Partnering with reputable Bloggers Monologue on TV Fund raising event.(Yahoo ad to drive traffic)


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3/20/2014

PhaseOne

Public Relations

Recruitment ofBrand Ambassadors

Social Media Buzz

PhaseTwo

Ambience Creation

Online InteractiveForum

Monologue anddrama skits

Fund raising event

SensitizationPhase

Consumer Engagement/Sustenance Phase

3 months plan

Campaign Phasing


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Action Plan Phase 1

This phase will lapse for a duration of 3 months Press conference would be used to introduce WELA, its

founder and board of trustees to the public and also adaptedon social media platforms (twitter influencers and facebook)

Partnering with media houses (e.g. print) for subsidizedrates in other to disseminate information about WELA and itsactivities.

Popular figures e.g. actresses, business women, artists.

Who were once victims will be recruited as brandambassadors. This will help to increase goodwill. WELAs website will be upgraded so as to accommodate

online payments and social media networking.


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Action Plan Phase 2

Sustenance Phase Short documentary on beneficiaries would be produced and displayed on

facebook video Ad and synchronized with WELAs YouTube, Instagram andwebsite.

TA will be adequately profiled on Facebook.

Ambience creation at cinemas, shopping malls, hotels, high endrecreational centers. Drama skits will be showcased at high convergence zones e.g. Bus stops. This will

reach the middle income earners Create an online interactive forum where people can share their stories,

seek counseling and monitor ongoing issues This would be achieved by partnering with reputable bloggers e.g. Linda Ikeji, Bella

naija.

Real live story of a beneficiary will be adapted as a 30 secs TV commercialswithin Channels TV News at ten and NTA Newsline. This story will also be adapted to different social media sites. Google App ad will be deployed to target special mobile phone apps e.g. KJV Bible,

Google play.

Note: Donation opportunity will be made available through all the deployed channels.


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Stop the abusemechanism

Sales of souvenirs e.g.bumper stickers

Sponsored games Special call for donation

Funds raised throughdonation

Media coverage forpublicity

Increase in top of mindawareness

Recruitment of moreBrand ambassadors

Networking opportunityfor invited guests

Stage & Lighting Consumer Engagement

(Stop the abusemechanism, drama skits)

Willing victimstestimonial

Short documentaries

Direct Mailing ofdignitaries (e.g. all first

ladies in the country) Invitation package will

include a DVD(containingtestimonials)

2 days Yahoo sign inpage ad.

Companies and tiers ofgovernment will be

approached forsponsorship

Invitation Brand

Experience

FundRaisingBenefits


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15/23

Major Shoppingmalls

Hotels andcinemas

Event andrelaxation centers

Social mediaplatforms


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ONLINE PRESS TV

Facebook Ovation magazine Channels TV

Youtube Thisdays Style magazine NTA network

Instagram Punch newspaper

Twitter Guardian newspaper

YahooGoogle

Bella Naija

Linda Ikeji

MEDIA SELECTION


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JUSTIFICATION OF VARIOUS MEDIA


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Rationale For Media Selection.

Online was chosen has the lead mediumbecause of its flexibility, measurability and costeffectiveness.

Despite the emergence of new media, TV stillhas a very high penetration rate in Nigeria.

Press will reinforce the message and also addauthenticity to the WELA brand.


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Online Upgrade of WELAs website: This will serve as a platform where the TA can get updates on

latest activities ,FAQ and can also serve as a payment portal for the TA. Social Media Engagement : Functional Youtube, Twitter and Facebook accounts will be

created for WELA. Influencers will be used to drive traffic to the pages at the onset. Thiswill make it easier for testimonials, drama skits and special projects to go viral.

Facebook Video ad: According to world internet statistic report, over 4.3 million Nigeriansare on Facebook . This makes it easy to direct the TA to WELAs Youtube page and websitethus increasing awareness and customer engagement.

Yahoo: Yahoo mail is still the number 1 mailing site in Nigeria. A sign in page take over willreach TA A, B, and C1.

Google: About 35 million Nigerians access the internet through their mobile phones whilenearly half of that figure use Android phones. Google app ad placement displays ads onGoogle play store and other android phones ad.

Bella Naija: The No. 1 Entertainment, Lifestyle & Fashion Website in Africa. Linda Ikeji: Linda is popularly known for her successful blog which has risen to become to

most powerful online information portal in Nigeria for entertainment news.


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TV

Channels TV: Channels TV news at ten isregarded as the most reliable source of news inNigeria. Ads placed within the news will be

targeted at corporate organizations and High networth individuals. NTA: Ads placement within the Newsline will

reach the Government, corporate leaders andpoliticians.


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Press

Selections were selected based on the following: Readership of TA. Habits and age of readers.

Reach and pass on rates. Cost effectiveness. Ratings research (Media facts 2012)


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Budget

ONLINE NGN 3,000,000 TV NGN 3,000,000 PRESS NGN 2,000,000

3/20/2014


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www.cosseltd.com19 Adekunle Fajuyi Street

Off Capital Oil B/Stop Adeniy JonesIkeja Lagos

Documents

Cosse- Jegede Babatunde and Adeyemi Adetutu