PICK PIC

AN ADVERTISING PROPOSAL BY;

HOMEBOYS CHIQ MEDIA

“The generation Y experts”

July 19, 2010,

Homeboys Chiq Media

A Division of Homeboys Entertainment
www.homeboys.co.ke
Ambar house, 4th Floor
Baricho Road
Tel +254-020-553943, 721-765087
Fax +254-020-67928
Email hcminfo@homeboys.co.ke
P.O Box 24678-00100
Nairobi Kenya
 Client Information:
Pioneer international college
www.pioneercollege.ac.ke
Tel +254-020-979076, 734-785989
Fax +254-020-45378
Email info@ pioneercollege.ac.ke
P.O Box 84578-00300
Muranga Road
Nairobi Kenya

Primary contact person:

Ms Edna Katuku
Marketing director
Cell: 0752 567874

PROJECT:
Pick PIC
Pioneer international college expo
2010 Advertising Campaign
TABLE OF CONTENTS

I. Key Recommendations……………………………………………………………..4
II. Client Objectives…………………………………………………………………...5
III. Target Market…………………………………………………………….….…....6
IV. General Campaign Strategy……………………………………………….….…...7
V. Agency Capabilities……………………………………………………………..….9
VI. Work schedule…………………………………………………………………….10
VII. Budget………………………………………………………………………...…..11
VIII. Acceptance form…………………………………………………………...….…12
IX. Appendix..……………………………………………………………………….…13
1. List of clients………………………………………………………..……...14
2. Resumes of key personnel……………………………………………….....15
3. Ad sample briefs and copies………………………………………………..16
Key Recommendations
After an assessment of your objectives and resources, we have formulated the following
set of recommendations in order to increase the number of participants as well as enrollments
during the 2010 fair in October. Our recommendations to launch the campaign listed below
reflect the results of multiple market research studies and the advice of experts in the advertising
industry. Based on your estimated budget of 1,000,000 Ksh, we propose using the following
media
A. Online Advertising
1. Creating viral campaigns from July
2. Creating a Facebook contest in September

B. In-transit advertising
1. Adding slots in all our street mix-tapes from July to September

C. Print advertisements
1. Running an Ad in the insider magazine from August to September

D. Radio advertisement
1. Placing clips on radio first week of October
Client Objectives
Based on our initial meeting on May 23, 2010, we learned about your overall objectives
for the 2010 college expo as well as the purpose for developing new advertising strategies. After
gaining a better understanding of your goals, we worked to establish quantitative standards by
which to evaluate the success of the campaign. As a result, the following two objectives now
appear more explicit and measurable.
By observing the number of new participants, you will be able to track the progress
towards the primary objective in October. The secondary goal, however, will require a longer
period of time to evaluate the number of those who enroll for intakes are due in 2011

The objectives (ranked in order of importance) are:

1. To raise the total number of attendants for the annual college fair by 3,500 from the 1,500
participants in 2009 to 5,000 participants in 2010.
2. From the expo attendance translate 40% into enrollments for the 2011 intakes.

With these objectives in place, we built our recommendations in order to increase

attendance as well as the likeliness to enroll on attendance. Furthermore, our objectives will
guide us to emphasize on the positive aspects of the PIC experience and culture both for the
information sharing expo and actual learning as relevant to our target audience.
Target Market
The target market in your case is easy to define. We are looking at 17-20 year olds. They
are mostly a product of their age. Truly generation Y; they crave instant things and tend to be
impatient. The rural-urban divide is not as huge compared to earlier days. They value choice and
are hungry for new experiences. On the positive they are more in touch with the inner self, and
tech savvy from earlier age. They love being in control of their own life.
For PIC the young urbanite is the most likely client. Before finishing school this typical
youth already has an e-mail address, has a Facebook page, and is very image conscious. Some
already own phones, a majority are huge music fans, and the limited TV they watch is limited to
music and soap operas. Whether it’s Christian or secular, they attend events, and make efforts to
stay updated on showbiz as suits their interest. This is the average with slight variation
depending on neighborhood.

Based on this we have derived the following table that shows the relative size of these
segments to whom which we have designed our advertisements.

Nairobi residents Phone ownership Internet access

80% 40% 60%

General Campaign Strategy

 During the initial client-agency meeting, we learned about your targeting of fresh high
school graduates for the college expo as it gave you a head start in being ‘top of the mind’
college once it’s time to make the decision.
In crafting this advertising campaign, we evaluated the target market’s characteristics to
determine what approach would most appeal to them and more importantly, elicit action from
them. Based on our findings, we drew upon four basic approaches to develop our advertisements
– informational, interactive, influential, and emotional.
Based on your unique needs we have designed a campaign that effectively reaches this
target group both in and out of school. There a four components to the campaign;
1. Raising general PIC awareness using programmes in our portfolio that reach the target
group. In particular the street mix-tapes which are distributed to Matatus on all Nairobi
routes from July through to September
2. Leveraging the 200,000 plus fans on our Facebook page and e-mail list, and partner
websites to run viral campaigns and a scholarship contest which have the potential of
reaching over 1,000,000 people.
3. Running Ads in the September - October editions of the insider magazines
4. Running radio Ads on week preceding the college Expo

Our target rarely consumes mainstream media. And when it does it is very selective, not
removing their finger from the remote control. This limits the extent to which they can be
reached by traditional media which is also very expensive and with your budget, out of reach.
The plan therefore is to reach them where they are in a manner they want. They love music,
they look up to local celebrities, and they are active online. These three rationalize this
campaign.

The media plan is indicated below:

 July August September October
Mix-tapes
Web-based
Insider
magazine
Radio

Agency Capabilities
Homeboys is the premier entertainment brand in the country. Every young urbanite
knows us. Our stable includes Homeboys radio, Homeboys live gigs, H2O, Homeboys DJ
academy, Homeboys rugby, Homeboys studio, and Homeboys talent management. Added to this
there are over 50 DJs and VJs, doing shows in clubs, and other radio and TV stations.
We understand the young person because we have been entertaining him in Nairobi for
over 20 years. Every month Steadman (Synovate research Inc) estimates that we reach over 40%
of Nairobians aged 15-32 and other companies like Safaricom have engaged us with amazing
results. (See appendixes; list of other clients, the Synovate Homeboys report Feb 2010,)
We are the only agency with dedicated platforms that target the young person exclusively
and have built our capacity in it over the last 4 years. We use alternative media that is cheap,
interactive and engaging. When it comes to reaching the real generation Y target, we are not only
the best, but the ONLY option.
In summary;
1. Our youth database has over 500,000 young people in Nairobi
2. Our mix-tapes are played in over 300 matatus, for over 5 hours every day in Nairobi
alone
3. Our Facebook page gets over a million hits on a typical day
4. The insider magazine is the most read magazine by high school students in Nairobi
5. Through our partners we can offer clients celebrity endorsements, quality audio and
video production, and creative services.

Campaign schedule
We present here a brief timeline summarizing our agency’s developmental process for this
advertisement campaign. We have created it to accommodate any obstacles or emergencies that
could arise.
Description Date
1 Designing the first mix-tape ads, producing a master, production and July
distribution
2 Designing web banners and placing them July-
August
3 Buying space from partners’ sites July-
August
4 Designing the second mix-tape ads, producing a master, production and August
distribution
5 Setting up the Facebook contest July-
August
6 Designing and setting off the e-mail viral July-
August
7 Designing the insider Ad, August
8 Designing the third mix-tape ads, producing a master, production and September
distribution
9 Developing the copy for the radio Ad August
1 Acquiring spots in partner media houses August
0

PS: The specific timelines are in the attached specific briefs for each of the advertisements.

Budget
Below is the cost structure for our proposed media plan:
Description other Quantity and duration cost
Web banners 1 @ homeboys.co.ke 5 banners in total, 200,000
 1 @ theinsyder.com different sizes,
1 @ zuqa running for 2 months
others
mix-tapes 1500 250,000
Gift items Phones, airtime, mp3 Different based on 100,000
players, rugby shirts, media and timing
hampers
Insider magazine Ad ¼ page, full color 2 months 150,000
Radio Ads 60 secs, 30 spots in 4 1 week 400,000
stations
Total 1,000,000

Each includes the cost of creative design, production, placement, and our fee

Acceptance form;
Homeboys Chic Media is committed to ensuring your satisfaction with our services. To
retain the services of Homeboys Chic Media please sign, date and return this page of the contract
with payment according to the following payment structure below.
This package consists of a distribution of spot placements during times stated above.
These placements will run at some point during the time blocks noted above at the discretion of
the network. If spots are missed Homeboys Chic Media will make the spot up with an equal
show on or before three weeks after the campaign ends.
Homeboys Chic Media will actively manage the campaign and make every effort to have
the commercials run on favorable shows for your product. Homeboys Chic Media will provide
the client with weekly reports outlining the progress of the campaign from a historical
perspective. Reports will include detailed data on the times and shows that commercials ran.
Our success depends on your success and our staff is committed to representing your
interests to maximize the efficiency of your campaign. We at Homeboys Chic Media, look
forward to serving you and helping you make the most of your advertising dollars.
Payment Schedule
Payment schedule
• 300,000 due/= Ksh 4/1/07
• 300,000 due/= Ksh 7/15/08
• 6,000,000/= Ksh due 9/1/10
___________________________________________________________________
Homeboys Chic Media. charges a 3% service charge per month on all payments more than 10
days late.
Comments: _____Please sign and fax to with payment according to Schedule to +254-020-67928
Signed __________________________ Signed ___________________________
Representative Homeboys Chic Media.
Date _________________________ Date ____________________________