UMB NEIGHBOURHOOD

INVASION DRIVE

1 |UMB NEIGHBOURHOOD INVASION DRIVE

INTRODUCTION
This

document

presents

proposal

on

the

Neighbourhood Invasion Drive. The document is

laid out as follows:
Page
Introduction
2
Executive Summary
3
Background

Objectives of Programme
5
Format
6
Publicity
Expected Benefits
10
Timing/Scheduling
11
2 |UMB NEIGHBOURHOOD INVASION DRIVE

Management/Sponsorship
11
Profile

of

Forethought

12
Roadmap for Selected Communities
13

EXECUTIVE SUMMARY
The Neighbourhood Invasion Drive (NID) is an
integrated

marketing

activity

which

will

be

activated in neighbourhoods where Amal Bank

branches exist and will precede the opening of new
branches in any neighourhood.
NID seeks to sensitize the neighbourhood on the
specific products and services Amal Bank has for
businesses and individuals in that neighbourhood.
The programme would be held in all the nighteen
business offices business offices of Amal Bank

3 |UMB NEIGHBOURHOOD INVASION DRIVE

 Citi FM and GTV has been sought as major media

partners to handle the media publicity for this
programme. Other media partners include Net 2
TV, Skyy Power FM, Luv FM and TV3
OBJECTIVES
The Community Business Forum is modelled after
international best practices. It therefore seeks to:
1. Provide

platform

where

seasoned

personalities from business, government and

academia meet with residents to extensively
discuss common concerns and hopefully find
solutions to their contemporary challenges.
2. Ensure that all residents in the various
communities across the country are engaged
in issues relating to the overall development of
their ilk and the nation at large.
3. Create an avenue for community members to
meet

their

elected

officials

(Member

of

Parliament) in their locale to discuss issues

relating

to

governance

policies

and

development agenda.
4. Give residents the unique opportunity to
reflect on their current leadership abilities and

4 |UMB NEIGHBOURHOOD INVASION DRIVE

to enhance their leadership and management

skills.
FORMAT
The Forums are divided into four seasons, with each
season scheduled to begin in every quarter of the year.
The table below shows the seasons and their duration.

PERIOD

SEASON
One

February - March

Two

April - June

Three

July - September

Four

October - December

The proposed format of the programme is expected to

be based on the following key elements:
Communities:
1. Based on an exploratory research conducted by
the project team, about Eighteen 18 communities
within and around Accra, Takoradi, Tema and
Kumasi have been earmarked as host communities
for CBF in the coming year.
5 |UMB NEIGHBOURHOOD INVASION DRIVE

2. The Eighteen (18) have been selected (See

Roadmap) based on three factors:
a. Suitable Venue
b. Accessibility of Community
c. Projected Number of Participants
Participants:
3. Over 1000 participants within and around the host
communities would be brought together to take
part in each of these meetings. This projection is
based on the profile of selected communities as
well as the turn-up in the previous programmes. i.e
4. Participants
include
Businessmen,
aspiring
Corporate Executives, and Students in tertiary
institutions, Professionals etc.
5. CBF would serve as a unifying force as it seeks to
bring participants of various ethnic backgrounds,
religious groups, and so on under one umbrella.
Programme Outline:
6. For each forum, the project team would come up
with

a secured

Venue

in

the

community,

Resource Person and the Member of Parliament

(MP) for the area.
7. Based on the identified needs of the community
members, a leadership or development-related
topic would be selected and explored at the forum.
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8. Whereas the Resource Person for the occasion is

expected to speak on the topic at hand, the MP
would

help

in

discussions

relating

to

local

governance and policy analysis.

PUBLICITY
Our carefully mapped publicity strategies are meant to
ensure the programme gets the excellent exposure it
deserves.
CBF is partnering Citi FM to facilitate its publicity. Citi
FMs affiliation to other radio stations across the
country presents a unique platform to publicise such an
innovative

community

programme.

Other

media

partners already sought include; Ghana Television, Net

2 Television, Oman FM, Luv FM, Skyy Radio, Peace FM
and TV3.

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That apart, local radio stations in host communities

would also be used towards this end.
Other mode of publicity includes:
Posters and Banners at strategic locations in
catchment area
Announcements and invitations to organised
groups in the Community e.g. Churches, Clubs etc
Giant banners will also be erected for Publicity and
awareness creation in each community where the
event is taking place.
BENEFITS
The forum offers exceptional benefits to the sponsor,
participants and the nation as a whole. Some of the key
merits can be described as follows:
Sponsors:
An opportunity for Access Bank Ghana to initiate
customer relations with participants; thereby
building a solid customer base
CBF would enhance the Banks brand as an
effective contributor to the development of human
and capacity building resource.
Promotion of the Banks brand through effective
media campaign/publicity

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 Acknowledgement of Access Bank Ghana as full

participants in the drive to improve the capacities
of communities for accelerated rural and urban
development
Extensive media coverage by National Television
and other networks.
We seek to work in close partnership with our Access
Bank and we welcome ideas the will enhance the
relationship of both parties.
The Nation:
Help promote human development and sustain
orderly growth of rural and urban settlements in
Ghana.
Build mutually

beneficial

relations

between

residents in local communities and their elected

officials/leaders.
Help monitor and evaluate the effectiveness of
local

government

institutions

for

improved

management and performance.

It will go a long way to enhance the capacity of
elected officials to deliver better services to
citizens.
Participants would also derive enormous benefits
from the stated objectives of the forum.
TIMING/SCHEDULING
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The programme is expected to take off on the Saturday,

13th February, 2010 and run every month till December
11th, 2010. As stated earlier, CBF would run for four (4)
seasons, with each season covering a span of three
months. The table below shows the various dates in
their respective seasons:
SEASONS

SCHEDULE

ONE

FEBRUARY
13th, 27th

TWO

APRIL
24th

THREE

JULY

FOUR

MARCH
13th, 27th

MAY
8th, 22th

JUNE
12th, 26th

AUGUST
SEPTEMBER
24th
14th, 28th
11th, 25th
OCTOBER
NOVEMBER
DECEMBER
30th
13th,27th
11th

MANAGEMENT/SPONSORSHIP
We propose that Amal Bank becomes a partner by
contributing GHC 33,000 (GHC 3000 per month).
By partnering this project,

Amal

Bank becomes

entitled to reach all CBF participants (over 1000 per

event) with its products and services.
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The day to day management and organization of the

events would however be done by Forethought.
Nestle (Ghana) Limited will provide refreshment at each
forum.

PROFILE OF FORETHOUGHT
Forethought is a Ghanaian-based company engaged
in integrated marketing communications. We are
involved in the planning and execution of customerfocused events as well as Brand Building, Marketing
and Communication Strategy for Corporate Institutions.
We provide our clients with seamless concepts through
the execution of event services that are reflective of
organizational goals.
We also produce creative content in the form of
programmes and publications for both print and
electronic media.
Our on-target service has also been perfected through
the creation of events and programmes to meet the
ever increasing needs of society.
Major Events

11 |UMB NEIGHBOURHOOD INVASION DRIVE

 National Tertiary Education Awards (Mo Ne Yo).

The Community Business Forum
Opportunities Conference
African Media Students Conference
CONTACT: First Street, Sakaman, Dansoman
Street. P.O. Box OD 100, Odorkor, Accra.

High

Email:forethought@gmail.com Tel: 233 21 304282/233

28 257469

ROADMAP FOR EIGHTEEN (19) BUSINESS OFFICES

SEASON

COMMUNITY

DATE

ONE

Farrar Avenue
Osu
Tema
Spintex

13th
27th
13th
27th

TWO

Weija
Adenta
East Legon

24th April
8th May
22nd May

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February
February
March
March

THREE

FOUR

Sekondi
Takoradi

12th June
26th June

Shama

24th July
14th August

Tarkwa
Axim
Abaoabo
Asafo

28th August
11th September
25th September

Manhyia
Kejetia
Ejisu
Bantama

30th
13th
27th
11th

SNNIT Park Dansoman

13 |UMB NEIGHBOURHOOD INVASION DRIVE

October
November
November
December