Integrated marketing communication campaign

Integrated marketing communication campaign

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  Qaribu Yahaya Nasidi 12300001529
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  This is anadvertising campaign for telecommunication company; Globacom Nigeria Limited. The aim of this campaign is to achieve clarity, efficiency and consistency. The campaign uses IMC strategic planning process:
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  Product features Situation analyses Advertisingcampaign objective Target audience Choice of media
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  Globacom Limited (Glo)is a Nigerian multinational telecommunication company, headquartered in Lagos. Glo is a privately owned telecommunications carrier that started operations on 29 August, 2003, it currently operates in four countries in West Africa, namely: Nigeria, Republic of Benin, Ghana and Code’ dvoire.
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  Glo has anestimate of over twenty-five million subscribers (IT News Africa 2009). Glo is the fourth GSM operator in Nigeria, Mike Adenuga is the owner and Chief Executive Officer of Globacom
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   In theearly year of introducing Globacom i.e. 2003, the company has a good record as one of the most efficient telecommunication company in Nigeria. In recent years the company has encountered a problem with providing poor services to the clients, which lead the significant number of our clients to go to the competitors. The poor service occurred as a result of constant crises happening in the country which number of our Masts were vandalized.
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  Other telecommunication companies arealso introduced in the country. This made the market highly competitive, and our subscribers ran to the other companies despite we are improving our services.
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  The objective ofthis campaign is to maintain our existing subscribers and to get new subscribers to patronize our services in Nigeria in the next six months.
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   Target audienceis the group of people whom the advertisement is aimed at. The target audiences of this project are: Our subscribers - existing customers New subscribers – potential customers Elite – opinion leaders
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   The projectuses IMC Tools as a communication strategy; these are: Sales promotion Direct marketing Publicity/Public relations Media advertising Internet marketing
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  the company usesmarketing activities that provide extra value or incentives. Example, “buy Glo line and get free T- shirt,” “call Glo-To-Glo during weekend for free,” “call other network for two minutes and get one minute free.”
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  Globacom Nigeria would communicatedirectly with target customers to generate a response and transaction. The methods used are: Direct mail Direct selling Text Messages
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  The company usedpublic relations tools to earn public understanding and acceptance; the tools include: News Release – normally a single page news story sent to media who might print or broadcast the content Press Conferences – meeting and presentation to invite reporters and editors
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  Special event sponsorship– to sponsor special events like 50 year anniversary of the Kano State Emir, which will come up July, this year. Feature article Special publications Community activity participation
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  the company wouldselect print and broadcast media to advertise our services. Print media – this includes magazine and newspaper, most widely read national newspapers are selected as well as four magazines
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  Broadcast media –this includes Television and Radio stations, National TV station known as NTA (Nigerian Television Authority) will be used for its wider coverage, so also Federal Radio Station and its feeder stations across the country.
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  internet is aform of marketing communication through interactive media which allow for a two way flow of information whereby users can participate in and modify the content of the information they receive in real time. Globacom will use the most active Social Network in Nigeria to communicate with our clients and potential ones.
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  Globacom website willbe upgraded by constantly uploading current and relevant information and news about the company. “If you are a digital marketer, your website is your place of business. You may have all sorts of campaigns out there” (Rayn and Jones 2009: p40).
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  documentaries about thecompany situation as well as entertainment advertising videos will be produced and place on YouTube site, YouTube will be used because young people today are as literate as the previous generation, they’ve grown up in a world of webcams and smart phone. And today YouTube is among the most visited sites on the web. (Darren. 2010: p197)
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  Statistics show thatFacebook is the leading Social Network in Nigeria, Globacom create a Facebook account to interact with its clients and create Glo Community.