Body Lotion BTL Campaign

Sample Proposal
A Kenyan Draft Proposal pitching for a nation
wide road show campaign and a campus
activation for a corporate
We Connect Your Brand With People

Through Experiences
We can develop an event marketing Whether you are in need of a brand,
strategy and activation plan, design and want to rebrand, are ready to refresh
produce your event display and your brand strategy, or want to
signage, hire your event staff, plan your produce content that highlights your
event schedule, manage the event brand, we can help.
logistics, and provide post-event
reporting and photo/video assets from
the field.

Execute turn-key events locally, Give your customers a brand-rich

regionally, or nationally with a experience inside your store or event
branded, custom fabricated vehicle space with custom-built, affordable
that includes customized displays seating, point-of-sale (POS) stations,
and interactive technologies. product displays, signage, and more.

We take great pride in providing our clients with brand ambassadors and
event managers that are trained to embody your brand, effectively
communicate the brand message, and execute events flawlessly.
OUR UNDERSTANDING
 Client Expectations

1. Drive incremental sales and brand visibility in traditional trade in major towns
across the country.
2. Increase conversions for petroleum jelly and lotions among C1 an C2
3. Increase conversions to maintain brand among 21 – 29 y.o.
4. Increase brand relevance within C1 target group
5. Increase Traditional trade and alternate channels
 The Main Product

Body Lotion
• New bottle
• 48 hour moisturization
• Deep skin moisturization
• Infused with cocoa pods
 The Market
• In the past 4 years there has been a strong growth in the beauty and personal
care industry which has seen Increased competition among players, rising
penetration of international brands and the emergence of a wider product
range with stronger advertising. This can be attributed to a growing middle
class, urban migration and increased awareness by consumers on personal
grooming.
• This has seen an increase in above and below the line campaigns i.e.
– Product Launches and Roadshow campaigns
– Use of traditional media, television, newspaper and radio channels were
actively used to boost awareness and educate consumers.
– Sports sponsoring to favorably position and create brand awareness.
 Market Challenge

• Increasing rate of urbanization & infrastructure development

• Growth of formal retail adjacent to residential areas
• Decline of the retail trade over the last 10 years ( The collapse of
Nakumatt)
• Existing modern trade is gaining shoppers and spend from
traditional trade.
• Fierce competition within the product segment
 The Target Consumer

• Aspirational and inquisitive

• Increasingly demanding quality & affordability
• Price is a major consideration to purchase
• Is spoiled for choice
 The Consumer market

The Kenyan The Kenyan They spend more Change in Demographically

consumer goes consumer spends time in consumer behavior, and economically,
shopping at an very little time supermarkets pointing out that at the country is well
average 38 times within the and malls least 15 million positioned, with an
every month. traditional, informal mobile subscribers average age of just
outlets despite the (53 percent) of 18-24 years. Young
fact that this outlets Kenyans prefer to populations are
account for majority use their handsets typically more
of consumer spend to find information willing to embrace
about products and innovation and
services rather than technology
speak to a
salesperson.
 Key Considerations

Understanding the emerging

youthful consumer and their Cut throat competition in the market
reliance on technology

Influx of products into the country Fragmented retail channel

with similar claim
EXPECTATIONS & DELIVARABLES
 Recap Of The Brief

Recruit and list in xxx new outlets Activate a minimum xx towns

across the country country wide

Place fresh POSM in xxxx outlets Deliver ksh xxx million worth of
across the country products
 What is the Issue

• The consumer is not aware of the new lotion and its benefits
• Sales and brand visibility in traditional trade is not adequate
The Idea
 The Lotion Campaign

Highlights of the campaign…

• New look
• Deep moisturization with a cocoa scent
• Fusion of deep moisture serum that leaves the skin smooth and radiant
• 48hr moisturizing attributes
THE EXECUTION
 Strategic Direction

To achieve the Campaign we propose a 2 pronged approach.

1. GROWING ROUTE TO MARKET (RTM)

2. CONSUMER ACQUISITION DRIVE
 Campaign Actions

Road shows
Brand Ambassadors

Shop Storms

Giveaways

Facebook advertising

Social Media

Television & Radio advertising

 Road Show
Concept
• An Entertainment troupe on Rig will storm over 30 towns on a daily
basis in a never before witnessed brand experience, taking ownership
of the target market

• The Branded team will do a town cry before flooding the market with
direct consumer engagement by the brand ambassadors or consumer
education and activation via the Roadshow.
 Road Show Features

1. Custom-Fabricated Marketing Truck

2. Geo- targeting
3. Entertainment: Sound, Music, DJ, MC, & Dancers
4. Stunt crew
5. Competitive, fun and interactive activities
6. Flyer distribution
7. Instagram Stories
 Road Show Features

Concept: Custom-Fabricated Marketing Truck

Execution: Turn a 40’’ road show truck into a larger-than-life mobile marketing icon.
The truck will be customized with new paint and brand graphics. The truck includes in
built speakers, generator and a DJ unit.

Activation: We will manage a specialty-trained crew to activate this larger-than-life

truck across Kenya between major towns.

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 Road Show Features

Concept: Geo-Targeting

Execution: Use of name and hash tags of towns and counties

the road show will be at in advance on all social media platforms,
and radio ads especially those most listened to at the locality.

Activation: People to join in the conversation and will get a

reward if the show up to one of the pit stops and can prove that
they participated online.

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 Road Show Features
Concept: Entertainment - Sound, Music, DJ, MC and Dancers

Execution: The Road show truck comes with a top notch sound system and a DJ unit.
We will hire various MCs , DJs, and dancers to work the different shows. They will be
selected according to their popularity in the region and their prowess. This is to not only
promote local talent but also for relevance purposes. They are the best bet at selling the
products as they know what to say to the consumers of their specific regions and what
music to play to excite them.

Activation: Loud catchy music played on good sound systems by a professional DJ,
seasoned MC hyping the crowd while selling the products, and dance crews to regal the
audience.

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 Road Show Features

Concept: Stunt Crews

Execution: Having professional stunt crews pull off stunts at pit stops such as the
zangalewa troupes and the Sarakasi acrobats.

Activation: Amaze general public and have them flock the truck to find out more about
the products.

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 Road Show Features
Concept: Competitive, fun and interactive activities

Execution:
1. Handing out of branded balloons to simple questions about product mostly to
women from the ‘mama mboga’ to the all made up girls working in small businesses
in the town.
2. Q & A, dance and talent competitions managed by the MC where winners and
participants stand to win merchandise.
3. Hashtag contests. Audience to get to post on Facebook or Tweet a photo of
themselves at the event using the campaign tagline. The picture that the MC likes
the best gets a reward. This provides for consumer engagement and free word-of-
mouth advertising for the brand.
4. Dart balloons. There will be a wall mounted with balloons each with a paper in it
written a prize. The public have to throw a dart at the board and hit any balloon. If
they manage to hit a balloon they win the prize that was written on the paper within.

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 Road Show Features
Concept : Sampling & Rewards
– Giving out rewards and free gifts and allowing consumers to sample different
brand products
Objectives:
– Entice consumers to take part in the campaign activities.
– Entice consumers to purchase products
– Engage and educate
Mechanics:
– Having a stand at pit stops set up with samples where consumers can try out
products
– Handing out rewards to consumers who take part in competitions during the
campaign.
– Handing out rewards or free gifts to those who make purchases
 Road Show Features

Concept: Flyer distribution

Execution: Handing out of flyers by brand ambassadors to people during the road show
and at pit stops. 1,000 A6 flyers to be distributed per town ( Thus a total of 32,000
flyers)

Activation: Give more information on brand products, their benefits and how to use
them.

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 Road Show Features

Concept: Instagram Stories

Execution: Having a social media influencer post stories of the behind the scenes and
actual activations in different towns on Instagram and Facebook. They will show the
team setting up and the fun activities they use to attract people to the show.

Activation: Stories are also a wonderful way to promote the brand as general public
are able to relate to the products. Posting stories will excite consumers on the whole
road show experience and make them participate by posting and sharing information of
the shows with relation to the brand. Random participants to the conversation get
rewards.

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 Campaign Actions

Road shows

Brand Ambassadors
Shop Storms

Giveaways

Facebook advertising

Social Media

Television & Radio advertising

 Brand Ambassadors

Execution: Recruit brand ambassadors experienced in sales in marketing. And train

them on what is expected of them during the road shows and all about brand products.
They will be branded to client specifications to fully represent the brand.

Activation: They will be handing out flyers and educating the public on benefits and
usage of products and also selling the products not only to the public but also retailers.
They will also be in charge of managing the extra curricular activities and issuing
rewards.

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 Campaign Actions

Road shows

Brand Ambassadors

Shop Storms
Giveaways

Facebook advertising

Social Media

Television & Radio advertising

 Shop Storms
Concept: In a geographically and culturally diverse country like ours, neglecting offline
marketing will lead missing out on a huge market that is not necessarily internet-savvy
and falls in the C class that this campaign is targeting.

Execution: As roads shows engage customers in innovative on-ground campaigns,

there will be a consumer acquisition drive that will precede the road show by a day.
This will be a branded van with10 brand ambassadors that hits a town per day before
the road show arrives. The team includes two local BAs to precede the crew as sales
reps who will list traders interested in stocking products before the main crew arrives

Activation: The campaign will be highlighted by a branded van with brand

ambassadors conversing across the country in over 30 towns with the aim of not only
creating awareness and making sales but also stocking xxx stores that are currently not
stocking the products to placing fresh POSM in over xxx outlets.
 Shop Storms: Operational Strategy

• We propose to employ the Locust Strategy to infiltrate trade.

This will involve combing the market using sales representatives
who are locals in the town and will identify potential traders to
stock on products and those who already stock and need fresh
POSM.

• The objective here will be;

– To recruit new outlets to expand our current universe
– To retain the current universe of outlets
 Shop Storms: Sale Representatives
Concept: Each town will have two representing BAs who will return immediately
after training and start listing shops in their specific towns from the xxx 2018.
Commission is per reliable trader listed and stocks products.

Execution: They will each have a general target to meet of xx new traders and xx
existing traders each in their locality before the storm crew arrives to their town.
They are to send the trader information plus contacts to their supervisors for
verification and plan of action. The aim is to identify traders who will be willing to
stock on products and placement of POSM. They will also find shops that already
stock but are in need fresh POSM.

Activation: This allows they storm crew to hit as many shops as possible as the
initial engagement will have been done and less time will be taken in selling
products. They will not have to deal with retailers asking them to come another time
due to financial constrains or approval from owners as the local BAs will have
already followed on commitment.
 Shop Storms: Sale Representatives Commissions

New Traders Existing Traders

Commissions (Kes.) Commissions (Kes.)
Target per BA - -
Verified Listing - -
Listed and stocks - -
Places POSM - -
Total per BA - -
Total for Group (64) - -

Total Sales Rep Commissions = Kes. -

 Shop Storms: Listing
The How:

- Team of 16 storm soldiers moving in Branded Vans

- They will ensure standard stock levels are maintained in every outlet

- Ensure availability of stock at all times

- They will calculate Rate of sale (ROS) and ensure timely selling in to avoid out of stock situations (OOS)

-They will train the retailers on the following;

1. Educate traders on the product emphasis, “Highly Moisturizing”, “Pleasant fragrance”

2. The attributes of the product

3. Features and Benefits

4. Persuasion-How to recommend product, especially in relation to competition

5. RRP adherence
 Shop Storms: Flyer Distribution

Execution: Handing out of flyers by brand ambassadors to traders during the road
show and at pit stops. 2 A6 flyers to be distributed per trader ( Thus a total of 8,000
flyers for both 2,000 new traders and existing 2,000 traders)

Activation: Give more information on products, their benefits and how to use them. pay
remuneration

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 Campaign Actions

Road shows

Brand Ambassadors

Shop Storms

Giveaways
Facebook advertising

Social Media

Television & Radio advertising

 Giveaways
Balloons Key chains Wrist Caps T-Shirts Polo Shirts Umbrellas
Bands
Consumers 3,200 (@ 1,600 (@ 3,200 (@ 320 (@ 960 (@ 160 (@ 64 (@
100/town 50/town) 100/town) 10/town) 30/town) 5/town) 2/town)

Social Media - - - 50 60 30 10

Traders - 1,000 - - 1,000 - -

below Kes.
10,000 Sales
Traders - 1,000 - 1,000 - 1,000 -
above Kes.
10,000 Sales
Existing - - 2,000 - 1,000 - -
Traders
Extra 300 400 300 130 180 110 6
Total 3,500 4,000 5,500 1,400 3,200 1,300 80
 Campaign Actions

Road shows

Brand Ambassadors

Shop Storms

Giveaways

Facebook Advertising
Social Media

Television & Radio advertising

 Facebook Advertising

• Concept: At last count, more than two billion people were using Facebook. And
those users are highly engaged with the content posted on the network: More than
800 million people like something on Facebook every single day.

• Execution: When it comes to getting the biggest bang for advertising, we will only
pay and manage to expose your brand to people who might be interested in doing
business with you. Facebook offers multiple layers of targeting, so we can focus your
Facebook ads on exactly the right audience for your business to maximize ROI.
Facebook’s huge, global audience combined with the ability to target your ad by
demographics, location, interests, and behaviors allows you to access the exact
people who are most likely to want to buy your products or services.
 Campaign Actions

Road shows

Brand Ambassadors

Shop Storms

Giveaways

Facebook Advertising

Social Media
Television & Radio advertising
 Social Media
Concept: Use of social media to post all happenings on the campaign, activities and for
competitions.

Execution: There will be a photographer with each team; the rig crew and both storm
teams that takes photos and send to the social media influencer every hour.
The influencer takes the photos and posts them online and creates stories and moments.
He or she interacts with the audience and communicates with the team on the ground of
people who on social media who ought to get big ups or prizes.

Activation: This will increase awareness and also market products while drawing people
to the campaign.
Social media platforms used include;
– Facebook
– Twitter
– Instagram
 Campaign Actions

Road shows

Brand Ambassadors

Shop Storms

Giveaways

Facebook Advertising

Social Media

Television & Radio advertising

 Television & Radio Advertising
• Because of the country-wide tour, we will opt use of Royal Media as they not only have
several TV stations but also tens of vernacular radio stations.
• They are best suited to hype the campaign when they are in various towns as per the
language of town with regard to the station.
• Because Nairobi is the most populated region with the most diverse populace, we also
recommend Classic FM which is the most listened to station by the C class in Nairobi.
OPERATIONS
 Operation Plan

In order to achieve the goal to activate thirty towns, we have divided our campaign to
eight regions i.e
– Coast
– Nairobi
– Upper Rift
– Lower rift
– Mountain
– Lake
– Western
– Eastern
 Selected Towns Appraisal
Location Town Population (2009 Permits & pit stop
Census) reservations
1. Migori 46,576 Migori County
2. Kisii 200,000 Kisii County
3. Kericho 42,029 Kericho County
4. Kisumu 1,100,000 Kisumu County
5. Kakamega 73,607 Kakamega County
6. Busia 51,981 Busia County
7. Bungoma 60,279 Bungoma County
8. Kitale 76,000 Trans Nzoia County
9. Kapsabet 86,803 Nandi County
10. Eldoret 250,000 Uasin Gishu County
11. Nakuru 290,000 Nakuru County
12. Naivasha 92,000 Nakuru County
13. Kitengela 58,167 Kajiado County
14. Rongai 40,178 Kajiado County
15. Ngong 104,073 Kajiado County
16. Kiambu 72,139 Kiambu County
 Selected Towns Appraisal
Location Town Population (2009 Permits & pit stop
Census) reservations
17. Ruiru/Juja 240,000 Kiambu County
18. Thika 140,000 Kiambu County
19. Nyeri 230,000 Nyeri County
20. Nanyuki 49,000 Laikipia County
21. Meru 240,900 Meru County
22. Embu 41,000 Embu County
23. Kitui 155,896 Kitui County
24. Machakos 150,000 Machakos County
25. Voi 45,000 Taita Taveta County
26. Mombasa 920,000 Mombasa County
27. Kilifi 122,899 Kilifi County
28. Malindi 210,000 Kilifi County
29. Kahawa/Githurai 600,000 Nairobi County
30. Kasarani 200,000 Nairobi County
31. Uthiru/Kikuyu 290,208 Nairobi County
32. Eastlands 615,923 Nairobi County
 Road Show & Activation OPs
Region Town Pit Stop Shop Storm Date Road Show Date

Lake Migori Soko Mjinga

Kisii New Bus Station
Kericho Main BusPark
Kisumu Bus Terminus
BA Days Off

Western Kakamega Holden Mall

Busia Posta
Bungoma Municipal Market
Kitale Chanuka Market
BA Days Off

Upper Rift Eldoret Matatu Stand

Kapsabet Naivas
Nakuru Gilanis
Naivasha Matatu Stand
BA Days Off
 Road Show & Activation OPs
Region Town Pit Stop Shop Storm Date Road Show Date
Lower Rift Ngong Stage
Rongai Tuskys
Kitengela Eastmatt
BA Days Off

Mountain Kiambu Market

Ruiru/ Juja Market/ Juja stage
Thika Main Stage
Nyeri Stage ya katikati
Nanyuki Matatu Stage
Meru Uchumi
Embu Jatomy
BA Days Off

Eastern Kitui Stadium

Machakos Main stage
BA Days Off
 Road Show & Activation OPs
Region Town Pit Stop Shop Storm Date Road Show Date
Coast Voi Stadium
Mombasa Town Center
Kilifi Tuskys
Malindi Oasis Mall
BA Days Off

Nairobi Westlands/ Uthiru/ Uthiru Stage and

Kikuyu Kikuyu Market
Eastlands Mtindwa & Buru
Kasarani Santon & Hunters
Kahawa/ Githurai Sukari/ 44
BA Days Off
 Team Recruitment & Structure

• We will ensure that we take into account the following when recruiting field
staff:
– Aptitude - inherent mindset and characteristics
– Experience - The roles held prior to current assignment
– Key Skills and Competencies - The talents and capabilities
developed over time
• We propose to employ the team model i.e. we will exceed the number of field
reps required. This will ensure that there is continuity even when other
members drop off
 Team Training

Before the start of the campaign we will conduct training on the following:
• Product Training
– to ensure that there is a clear understanding of key product benefits
• Our ways of working
– To ensure that we are aligned on expectations
• Etiquette
– Presentation and language
 RIG & Activation Team Members & Targets
Target Target
Sales Target Target
Target Listing Existing Storm Target
Members Rig Crew Reps @ 2 Shops Sales Each
Sales Each Traders Traders Crew POSM Each
/ Town Each
Each Each
Team Leader 1
Supervisors 1 - 1 - - 1 - -
BA-Consumer
4 - - - -
Engagers
12
BA-Trade
- - 64 -
Engagers
BA-
- - - - - 3 - - Crew
Merchandisers Sales
Security/Casuals 2 - - - - - - - - Shops
POSM
Dancers/ Acrobat 10 - - - - - - - -
DJ 1 - - - - - - - -
MC 1 - - - - - - - -
MC Casual 7 - - - - - - - -
Photographer 1 - - - - 1 - - -
Driver 1 - - - - 2 - - -
Conductor 1 - - - - - - - -
Total 30 65 19
 Recruitment and Training plan
Members Qualification Experience Means of Selection Date Training Date
Recruitment
Team Leader Director PR & Marketing
Supervisors Project Managers at Retail, Events, Sales &
our company Marketing
Photographers Certified Event Photography
Security/ Casuals Security Events
Brand Ambassadors Diploma/ Degree in Worked road shows
Sales and Marketing and retail

Brand Ambassadors Diploma in Sales and Worked sales in located

Sales Reps Marketing town and can speak the
local language
BACK TO SCHOOL ACTIVATION
 Back to School Activation

Concept: Our team will activate various bus terminals during the school opening days of
the third giving away prizes to student consumers.

Execution: The activation teams will be located at major bus parks in various towns across
the country when schools open. They will be branded in product uniforms and looking
out for students who will have purchased or will purchase at least two of products and in
exchange for the receipt issue them with a cool product branded back pack.
The students MUST be in school uniform and the receipt should be dated at least seven
days to the activity!
Those who do not manage to get their fares paid or the alternative back pack will get
support prizes such as books and files
 Back To School Team Members & Targets

Towns BAs Student Backpacks Student Giveaway 1 Student target Giveaway 2

target held per BA target per BA held by per BA held by
per BA Giveaway 1 Each Giveaway 2 Each

Nairobi 4 64 64 25 50 50 50
Mombasa 2 62 62 25 50 50 50
Nakuru 2 62 62 25 50 50 50
Eldoret 2 62 62 25 50 50 50
Kisumu 2 62 62 25 50 50 50
Kakamega 2 62 62 25 50 50 50
Meru 2 62 62 25 50 50 50
TOTAL 16 1,000 1,000 400 800 800 800
CAMPUS ACTIVATIONS
 Client Expectations

1. Drive incremental sales and brand visibility in traditional trade in shopping centers
around campuses.
2. Increase conversions for petroleum jelly and lotions among students
3. Increase conversions to maintain brand among 18 – 25 y.o.
4. Increase brand relevance within target group
 The Main Product

Body Lotion
• New bottle
• 48 hour moisturization
• Deep skin moisturization
• Infused with cocoa pods
 The Target
SOCIAL LIFE
• Updates on the days motivation, into latest trends and news
• Has following and follows on social media
• Church goer and a bit of partying once in a while
IMAGE
• Cares of how she looks.
• Wears the latest trends.
• Gets her hair done at the semi premium saloon
BUYING
• Does her shopping mostly in second hand stores, bazaars,
• Decision is mostly influenced by brands
Studies
• In campus
Demographic
• 18 - 25 years old
The Idea
 “Urembo Ni Wewe” Campaign

• Has a new look

• Deep moisturization with a cocoa scent
• Fusion of deep moisture serum that leaves the skin smooth and radiant
• Has cocoa pods
• 48hr moisturizing attributes
 ‘Urembo Ni Wewe’ Brainwave

‘Beauty is You”
• The term is coined from a local Kenyan hit song that debuted on the 5th of January,
2017 by Calvo Mistari Featuring Amos and Josh. The song celebrates the Kenyan
young woman in all her glory and disparity encouraging her to be true to herself and
proud of who she is. It expounds on beauty being a general feel of who a person
really is which is what product sets out to achieve with its BTL campaign more so
pertaining to the product that has a new design and improved formula.
• The Name is captivating and pleasant not to mention is part of a catchy hook that
can be used on adverts. The tagline is relatable to any age group, class or social
standing. Everyone wants to be beautiful and the brand is the center of it all
affirming to all its consumers that they are the essence of beauty.
• The theme of the activations will be making consumers feel special and beautiful
which is the very essence of the product.
 Strategic Direction

The Plan :
– A set up in a campus to celebrate, engage, educate and convert the
campus target market.
Objectives :
– Create awareness of Body Lotion
– Engage and convert target consumers
 Campus Activation Plan

• We have carefully selected ten The campuses are:

university campuses that we felt would i. JKUAT Juja
help up achieve the much needed ii. USIU
results. iii. Kenyatta University
iv. KeMU University
• We have considered the campuses v. Chuka University
with numbers, a lively student
vi. Kisii University
fraternity and campuses that will be in
session during that semester. vii. Maseno University
viii. Eagerton University
ix. Mombasa Polytechnic
x. Moi University Eldoret
 Activation Features
1. A tent set-up
2. Entertainment: Sound, Music, DJ, MC, & Dancers
3. Stunt crew: Skaters
4. Digital campaign
5. Competitive, fun and interactive activities
6. Flyer distribution
7. Brand ambassadors
8. Sampling of products
9. Rewards
 Activation Features
Concept: Tent & Entertainment - Sound, Music, DJ, MC

Execution: The set up tent comes with a top notch sound system and a DJ unit. We will
hire celebrity MCs , and DJs, to work the activations. They will be selected according to
their popularity with the crowd or target audience and their prowess.

Activation: Catchy music played on good sound systems by a professional DJ,

seasoned MC hyping the crowd while selling the products, while stunt crews regal the
audience.

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 Activation Features

Concept: Stunt Crews

Execution: Having professional stunt crews pull off stunts such as professional skaters

Activation: Amaze students and have them flock the tent to find out more about the
products.

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 Activation Features

Concept: Digital Campaign

Execution: We intend to engage influencers to run a digital campaign. The

influencers will mainly be used to push the campus activations through the
#UremboNiWewe Campaign hash tag on Instagram. We shall have the a picture
frame and it shall be placed in every campus.
 Activation Features
Concept: Competitive, fun and interactive activities

Execution:
1. Handing out of branded balloons to simple questions about product mostly to
women.
2. A profession photographer station where the ladies can take photos that are
instantly printed and branded ‘Cocoa Body Lotion celebrates you’
3. Dart balloons. There will be a wall mounted with balloons each with a paper in it
written a prize. The public have to throw a dart at the board and hit any balloon. If
they manage to hit a balloon they win the prize that was written on the paper within.
4. Plug into campus activities such as talent shows, or orientation week.

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 Activation Features

Campus Plug-In Activities Activation Dates

1. Dedan Kimathi University Orientation week
2. USIU Orientation week
3. Moi University - Eld Orientation week
4. Chuka University Orientation week
5. KeMU Orientation week
6. Kenyatta University Orientation week
7. JKUAT Juja Orientation week
8. Egerton University Student Summit
9. Maseno University Campus Night
10. Tech University of Mr. & Miss TUM
Mombasa
 Activation Features
Concept : Sampling
– Having stations set up that allow customer to sample different products.
Objectives:
– Create awareness of products and assist the consumer find what they like most
without spending.
– Engage and educate
Mechanics:
– Set up station at the tent with various products for sampling manned by a BA
who is engaging and offering information and assistance
 Activation Features
Concept : Rewards/ Giveaways
– Giving out rewards and free gifts

Objectives:
– Entice consumers to take part in the campaign activities.
– Entice consumers to purchase products
– Engage and educate
–
Mechanics:
– Handing out rewards to consumers who take part in competitions during the
campaign.
– Handing out rewards or free gifts to those who make purchases
 Activation Features
Giveaways
Balloons Key chains Wrist Caps T-Shirts Polo Shirts Umbrellas
Bands
Consumers 2,000 (@ 1,000 (@ 1,500 (@ 500 (@ 800(@ 200 (@ 30 (@
200/campus 100/campus) 150/campus) 50/campus) 80/campus) 20/campus) 3/campus)
Social Media - - - 50 100 50 10

Traders - 200 - - 150 - -

below Kes.
10,000 Sales
Traders - 200 - 50 - 100 -
above Kes.
10,000 Sales
Existing - - 200 - 100 - -
Traders
Extra - 100 300 100 50 50 10
Total 2,000 1,500 2,000 700 1,200 400 50
 Activation Features

Concept: Flyer distribution

Execution: Handing out of flyers by brand ambassadors to students. 2,000 A6 flyers to

be distributed per campus ( Thus a total of 10,000 flyers) along with 20 A4 posters put
up on notice boards across each campus (20 Posters).

Activation: Give more information on products, their benefits and how to use them.

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 Activation Features

Concept: Brand Ambassadors

Execution: Recruit brand ambassadors experienced in sales in marketing. And train

them on what is expected of them during the activations and all about brand products.
They will be branded to client specifications to fully represent the brand.

Activation: They will be handing out flyers and educating the students on benefits and
usage of products and also selling the products not only to the public but also retailers.
They will also be in charge of managing the extra curricular activities and issuing
rewards.

81
 Listing of Shops
The How:

-Team of 8 storm soldiers moving in Branded Van

-They will ensure standard stock levels are maintained in every outlet

-Ensure availability of stock at all times

-They will calculate Rate of sale (ROS) and ensure timely selling in to avoid out of stock situations (OOS)

-They will train the retailers on the following;

1.Educate traders on the product emphasis, “Highly Moisturizing”, “Pleasant fragrance”

2.The attributes of the product

3.Features and Benefits

4.Persuasion-How to recommend product, especially in relation to competition

5.RRP adherence
 Campus Activation OPs

Campus Opening dates (Sept Sem) Activation Dates

1. Dedan Kimathi University
2. USIU
3. Moi University - Eld
4. Chuka University
5. KeMU
6. Kenyatta University
7. JKUAT Juja
8. Egerton University
9. Maseno University
10. Tech University of
Mombasa
 Campus Activation Team Members & Targets

Target Sales Target Shops Target POSM

Members
Each Kes. Each Each
Supervisors 1 - - -
BA- Consumer Engagers 4 - -
BA- Trade Engagers 8 -
BA- Merchandisers 2 - -
DJ 1 - - -
Photography 1 - - -
Driver 1 - - -
Total 18
 Conclusion
• Our company has the capacity to simultaneously execute several campaigns without
straining on our resources.
• We has invested heavily in our human resource and networks across the country
that will ensure seamless execution of the campaign.
• We also have access to more than one state of the art 40ft rig that are equipped and
well maintained to ensure a smooth flow of any campaign it is tasked with executing.
• We will put in use of its CRM system to keep track and manage the entire team
running this campaign and share reports with client on a weekly basis.
 THANK YOU

A Kenyan Draft Proposal pitching

for a nation wide road show
campaign and a campus activation
for a corporate.