LIVING THE VISION CAMPAIGN brought to you by BOTSWANA GOVERNMENT VISION COUNCIL AND PRIVATE SECTOR

PROGRAMME OBJECTIVES
Mobilise Communities in Botswana to understand the National Vision and Living the Vision programmes that form the core values of this project. Create a platform for Team Spirit building and living the vision programmes Identification. Create a platform for Private Sector participation by using skills and Talents identified by this programmes (Living the Vision Bank). Create Community Ambassadors that will carry the aspirations of all people in their communities by showcasing Living the Vision programmes benefits.
2

PROGRAMME DEVELOPMENT GOALS Living the Vision programmes seeks to identify vision knowledge and accelerate vision activities in the communities throughout the country and present communities with numerous opportunities from Government and Private Sector. To provide a platform for communities to use their skills and Talents to earn a living by living the vision. To help communities to build life-skills by experiencing team work, and being exposed to planned living the vision programmes. To provide communities with new opportunities by providing a Living the Vision Bank with more information on Government and Private Sector initiatives.

LIVING THE VISION CAMPAIGN Living the Vision Campaign Goals Outreach to the leadership of all districts, local agencies, organizations and Private Sector with responsibility and vested interests in Living the Vision Campaign. Increase public awareness about Living the Vision programmes, including resources and opportunities available. Impact public perceptions/attitudes about Living the Vision programmes as quality-of-life issue for our communities.
4

LIVING THE VISION CAMPAIGN Develop successful outreach strategies for target audiences that could serve as a model for a nationwide campaigns. Promote Team building Spirit. Promote involvement of Local Business interests in Living the Vision initiatives. Mobilise educational and community structures in Living the Vision drives. Source long term national sponsors for Living the Vision campaigns.
5

BENEFITS A) Economic benefits for Communities B) Living the Vision programmes C) Skills and Talents matching gives rewards to communities D) Private Sector, Corporate Social Responsibility and Business opportunity

MODEL OF STRUCTURES TO BE USED

Communities Members of Parliament Councillors Chiefs District Commissioner, V.D.CS etc Projects Empowerment schemes Wellness Programmes
7

MODEL OF STRUCTURES TO BE USED

Government Office of the Presidency Ministries Councils Employees Projects Empowerment schemes Wellness programmes
8

MODEL OF STRUCTURES TO BE USED

Institutions Primary, Secondary, Tertiary Schools Students Projects Empowerment schemes Wellness Programmes

MODEL OF STRUCTURES TO BE USED

Organisations Associations, Unions, Federations, and NGOS Members Projects Empowerment schemes Wellness programmes

10

MODEL OF STRUCTURES TO BE USED

Business Corporations Chief Executive Officers Employees Projects Empowerment schemes Wellness Programmes

11

MODEL OF STRUCTURES TO BE USED

Business Companies Employees Projects Empowerment schemes Wellness Programmes

12

SPONSORSHIP FOR LIVING THE VISION CAMPAIGN

Sponsorship will enable the project to extend the advertising to reach a larger segment of the campaigns target audience. The communication plan should thus be tailored to meet the needs of both the Project and the needs of sponsors. Sponsorship should enable the communities to access more information and opportunities.

13

The Constituencies should encourage businesses to invest on Living the Vision programmes within their areas. The Constituencies additionally has to consider the potential for Living the Vision programmes if proper information Resource Centres are available. The existing problems with the provision of Living the Vision programmes are: a) Frequency of information dissemination; b) Providing the proper size/type of information or platform; c) Ensuring the location is conducive for Living the Vision activities; d) Easy identification of Living the Vision programmes .

14

Therefore, the existing Living the Vision programmes throughout the Country should be examined and their effectiveness evaluated in terms of: Suitability of the area; Size; Market; Knowledge Based Centres;

15

Interactive Living the Vision Campaigns Project: Above-the-line Living the Vision campaign Message: A Living the Vision City/Town/Village has greater benefits Audience: 8-50 year old Greater City/Town/Village Residents Reach: Over 1 000,000 Residents Target: Businesses & Community Groups Schools: Primary, Secondary and Tertiary Out of School Youth
16

Living the Vision awareness initiatives including Living the Vision Area Competition for Residents Groups and Businesses. Schools Living the Vision Competition Community Living the Vision Activities throughout the year Promotion of Living the Vision Programmes School/Business visits by Living the Vision Officers Living the Vision seminars for Leaders and Others Poster, Essay & Original radio scripts competition

17

Businesses & Community Groups Living the Vision Areas The specific aim is to create a mobilisation and partnership action with business and local communities in each of the designated areas, on the subjects of raising awareness, education about Living the Vision initiatives, and practical action among the community in helping to implement Living the Vision programmes.

18

Implementation Living the Vision information to be distributed to all businesses and schools in all Constituencies. Living the Vision signage to be erected on all high Traffic areas. All businesses to be formally requested to embrace the Living the Vision initiative in partnership with the Communities; Visits to community groups in each of the areas to give talks on Living the Vision programmes Ongoing monitoring of the effectiveness of the Living the Vision programmes;

19

Schools The specific aims of the campaign are to: - Raise childrens awareness of Living the Vision programmes. Encourage children to take responsibility and understand Living the Vision programmes. Instil a long-term appreciation and awareness of Living the Vision initiatives amongst school going youth Each school in the Country is issued with information packs each year detailing Living the Vision competitions that will be held that year. The information pack includes posters, application forms and information on how schools and/or individual students can enter the competitions. The competitions are as follows:

20

 Living the Vision Poster Competition; Living the Vision Project Competition; Living the Vision Essay Competition. Best Schools on Living the Vision Competition.

21

Schools Living the Vision Competition Schools are encouraged to Adopt-A-Neighbourhood and tasked to ensure that Living the Vision initiatives of the surrounding locality in which the school is located are successful by giving a helping hand. Living the Vision days are included in the school, calendar (preferably week-ends) which are used to mobilise Living the Vision drives. The competing schools are judged by the Living the Vision officers on a continuous basis throughout the year, with the winner being announced at year-end.

22

Living the Vision Poster, Essay & Radio Scripts Competition. The Campaign organises an essay & poster competition for various categories of primary school children and post-primary students each year. Entries are judged on the basis of Living the Vision education and awareness, together with impact and effect. The following are examples of suitable themes: Students at post primary schools are challenged to write their own original radio scripts highlighting the three types of Living the Vision. Writing for the Radio workshops are organised for each school that entered, to help them learn more about producing a radio advert as well as information about the Living the Vision programmes.

23

Out of School Youth The key demographic of 15 to 40 year old has shown to be in need of Living the Vision programmes . Thus there is a need to utilise demographic specific media such as outdoor and radio to communicate pertinent Living the Vision initiatives. Outdoor Transit Advertising would be seen at the station, bus shelters, and other public transportation outlets. Both private and public radio stations should run Living the Vision programmes advert on a continuous basis. The advertising on both private and public radio would be complemented by a series of Seven Pillars on the subject of Living the Vision programmes with interviews with all stakeholders and a live studio discussion with listeners.
24

esearch and Review All campaigns will have a reporting mechanism to ascertain how many respondents have knowledge of Living the Vision message. Research of the circumstances under which Living the Vision programmes are operating. Review of other districts' successful Living the Vision initiatives. Development of a three-pronged public awareness effort directed at children, teens and adults designed to instil civic pride, individual responsibility and to reduce dependency behaviour Review of the Living the Vision initiatives throughout the country.

25

Table 1: MEDIA PLAN: LIVING THE VISION CAMPAIGN (ANNUAL BUDGET)

Element Outdoor Taxi Branding Rental x100 vehicles; x3 months Billboards x8 high traffic points for major towns, x3 months Brand Marks x 35 major towns, x2 locations Sub-Total Rental 800 240,000 6,000 144,000 0 0 384,000 Production 1,000 100,000 5,000 40,000 5,000 350,000 490,000

26

Element
Print Print Spread x 3 Newspapers, x 3 months (once a month) Print Full Page x 2 Magazines Print Half Page x 2 Weekly Newspapers, x 3 months , x4 weeks Sub-Total Rental 9,500 85,500 4,900 9,800 2,900 69,600 164,900 Production 1,000 2,000 1,000 2,000 1,000 2,000 6,000

27

Element
Radio Radio Advert(30 sec) x2 Stations, x12 weeks, x2 days a week, x2 times a day Radio Features (5 min) x2 Stations, x3 months (once a month) Radio Discussion Piece (30 min) x4 (x1 Launch, x3 Theme Discussion) Sub-Total Rental 230 33,120 640 3,840 870 3,480 40,440 Production 5,000 10,000 5,000 10,000 0 0 20,000

28

Element Television Television Commercial (30 sec) x3 months, x4 weeks, x1 days a week Television Promotion (5 min) x3 months, (1st week), x1 times a day Sub-Total Rental 2,400 28,800 7,000 21,000 49,800 Production 10,000 20,000 20,000 20,000 40,000

29

Element Event Branding Gazebo (300x300cm) 1 branded with logo and theme Flags (200x60cm) 2 branded with logo and theme Pop-up Banner 2 branded with logo and theme Gloss Boards x 20 branded with logo & theme Sub-Total Rental 0 0 0 0 0 0 0 0 0 Production 8,010 8,010 1,500 3,000 1,900 3,800 230 4,600 19,410

30

Element Branded Items Golf Shirt Lacoste x1200 special guests Crew neck T - Shirt x3000 participants Caps x3000 participants Shopping Bag (Durable) x 3000 participants Sub-Total Rental 0 0 0 0 0 0 0 0 0 Production 55 66,000 24 72,000 19 57,000 37 111,000 306,000

31

Promotional Literature Promotional Leaflets x 10 batches of 1000

Rental 0 0

Production 500 5,000

Sub-Total TOTAL Plus Production per annum Grand Total For Campaign per annum Add Project Management Fee per annum Grand Total For the Project per annum

0 639,140 886,410 1,525,550 500,000 2,025,550

5,000 886,410

32

Project Management
Our approach is strategic, pro-active and hands on Living the Vision programmes Workshops Strategic meetings to ensure that the project remain on track Weekly Status meetings

33

Project Management
Living the Vision campaign review meetings De-brief meetings Event specific meetings Developing of strategic documentation, Status Reports, Action Plans, etc.

34

Project Management
MANAGING LIVING THE VISION PROJECT In order to launch this project effectively, Channel Advertising will co-ordinate a Project workshop to be attended by ALL key role-players This workshop will form the foundation for the development of a dynamic and effective Living the Vision strategy and the subsequent leveraging strategy which will drive the success of the campaign

35

Project Management
Once the overall and relevant leveraging strategies have been finalised, a decision will be taken on monthly / quarterly / annual reviews as is felt relevant These reviews will ensure that the strategy remains relevant and also allow minor changes to be effected where necessary

36

Project Management
CAMPAIGN INTEGRATION Channel Advertising will develop a holistic campaign based on the specific needs and objectives of a particular project Once agreed upon the different elements are fused into a holistic integrated design with specific measurement and review processes in place The proposed elements for Living the Vision campaign are as follows:

37

Project Management Elements

Strategic development & management Contractual management Relationship management Financial management Event management Leveraging

38

Project Management
Promotions Employment opportunities Project activation PR & Media Advertising Branding

39

Project Management
Hospitality & Events Merchandise Project Account Management Project Management

40

Project Management
STRATEGIC DEVELOPMENT & MANAGEMENT Overall campaign strategy developed in conjunction with Botswana Government and Private Sector Communication & Public relations strategy The project objectives determined A leveraging strategy developed

41

Project Management
The effectiveness of the strategy reviewed continuously to ensure the desired objectives are met annual and ad hoc debriefs with Botswana Government and Private Sector will ensure that the most effective components of the strategy are retained The duration of the project management contract drives the duration and overall effectiveness of the strategy

42

Project Management
CONTRACTUAL MANAGEMENT Botswana Government and Private Sector rights and benefits protected, implemented and managed Botswana Government and Private Sector rights optimised i.e. Key Role Players appearances managed in conjunction with on-court promotions, use of images in advertising campaigns etc Manage possible infringement / ambush marketing Manage all administrative issues relating to the contract

43

Project Management
RELATIONSHIP MANAGEMENT Develop and promote a relationship between Botswana Government and Private Sector and Other Stakeholders. Manage relationship between Botswana Government and Private Sector, Other stakeholders, Media and Channel advertising Ensure effective communication channels amongst all stakeholders are developed and maintained for the benefit of the project and Botswana Government and Private Sector objectives
44

Project Management
FINANCIAL MANAGEMENT Advise Botswana Government and Private Sector in all financial matters relating to the Project Develop a cost effective leveraging budget Manage the leveraging spend on Botswana Government and Private Sector behalf Manage and develop the Project merchandise programme Develop strategies designed to reduce campaign costs i.e. sms campaigns in which Botswana Government and Private Sector participates in the revenue generated
45

Project Management
EVENT MANAGEMENT Manage and implement all event management activities on Botswana Government and Private Sector behalf i.e. Project and media launch, awards functions, on-court activities, promotions, competitions etc Includes all Project logistics i.e. branding, Event interviews etc Event management services throughout Botswana.

46

Project Management
LEVERAGING Develop and activate an effective leveraging strategy in conjunction with Botswana Government and Private Sector and the project objectives These include: Key Role Players participation Co-ordinate and implement all logistics around Key Role Players participation, specific strategy developed to enhance the overall project association Promotions Conceptualise, develop and implement promotional campaigns in conjunction with those of Botswana Government and Private Sector various programmes Channel Advertising would co-ordinate all these initiatives on Botswana Government and Private Sector behalf
47

Project Management
PROJECT ACTIVATION Channel Advertising will manage the event day activities on Botswana Government and Private Sector behalf PR & Media Channel Advertising will develop a comprehensive PR & Media strategy which would integrate seamlessly with the overall project strategy Advertising The ATL campaign developed for this projects leveraging strategy would also integrate with the overall project strategy to deliver maximum exposure and awareness of the partnership between Botswana Government and Private Sector and stakeholders

48

Project Management
COMMUNICATION Channel Advertising will: develop an effective communication strategy which will assist Botswana Government and Private Sector create a solid project footprint within the society of Botswana be Botswana Government and Private Sector brand custodian and protect their interests in the general Public. assist Botswana Government and Private Sector to successfully incorporate its communication throughout every element of this project ensure Botswana Government and Private Sector campaign profile is maximised at all event and continuously identify new communication opportunities
49

Project Management
HOSPITALITY A well co-ordinated and professional hospitality programme will be developed to enable Botswana Government and Private Sector to engage all its stakeholders through this project platform EVENTS This includes the conceptualisation, planning and activation of all events associated with this project eg. Launches, press functions, awards ceremonies etc.

50

Project Management Media Leverage Plan

51

Project Management BTV Broadcast sponsorships

Radio
(To be negotiated with the BTV)

Radio Botswana
E.g. RB 1 and RB 2 FM Opportunites such as; Live crossings Build up to the event (Project editorial on newspapers)

52

Project Management Broadcast sponsorships

Private Radio Stations Gabz FM Yarona 106 FM Duma FM Interviews Talk shows on Living the Vision

53

Project Management
Market exposure 1,7 Million for Botswana E-Botswana and Botswana television Either one of the two stations will provide 15 minutes of exclusive air time through their programmes to showcase Living the Vision Project the Key role Players, management, and history as a prelude to the event and its activities. This is an extra forum to communicate to the Public. YARONA FM, GABZ FM, RB2 and OTHER STATIONS These radio stations represent key target markets for communication. Win-a-prize competitions can be done. Participants will be asked to articulate the Living the Vision objectives.

54

Project Management
Marketing & consumer involvement
Market exposure 1,7 million for Botswana Daily News, Voice, Mmegi, Gazette and Guardian and Others These popular newspapers will assist the campaign by creating a Living the Vision section which will showcase Living the Vision Project and its Key role Players each week. Win-aprize competitions: Readers will be asked to answer some questions on Living the Vision and its objectives. To win, all questions must be answered correctly with Living the Vision Pillars and its objectives and must be attached and delivered to the Vision Councils address. Winners will also receive incentives.
55

Project Management
THANK YOU

56