Modern Sciences & Arts University Faculty of Business Management Advertisement and Media Campaign (MKT402)

Keep Egypt Clean Campaign

Spring 2012
Presented To: Dr. Omnia Zazou Assistant: Rania Ibrahim

Presented By: Amir Magdy Menesy Kareem Hosem El Deen Sarah Khaled Zaki Yousef Magdy Menesy Ahmad Halawa Submitted on: 9th of May 2012

ID: 094183 ID: 093965 ID: 092011 ID: 094183 ID: 074667

Introduction
What were looking to create is a social marketing campaign aimed at keeping Egypt clean. We want to use different types of media to get our message across to different segments of society, be that the high, middle or lower class. Well mainly be using television adverts to deliver our campaign, as well as using other types of media. We would also like to target children, as well as adults, to educate them from a young age. Targeting children will also indirectly get our message to the parents of targeted children. This initiative will aim to target most Egyptians and push them to take care of the country as well as encouraging the people around them to do the same. We want to create a sense of responsibility between Egyptians and give them something they can be proud of doing. For us to succeed with this campaign we need to convince mostly the lower class of their responsibility towards the country and we will choose specific types of media and adverts to target each segment. We will mostly rely on simple advertising means and generating word of mouth through the lower class due to limited advertising reach. Furthermore, we must convince the middle and high class as well because they have the ability to create a huge difference through social networking websites within that segment. As this is an awareness campaign, there are no market leaders and the objectives are only to create awareness within communities to keep the country clean. There are only a few campaigns in Egypt taking place aiming to create awareness of this problem; Green Gouna (in El Gouna) is one example, where every year they take school children out onto the beach to clean it. The parts they clean are nothing compared to the whole shoreline compared to what some areas of Egypt look like but its a start. It will be a challenge to change the Egyptian peoples perception on littering in the community and its damaging effects. However our campaign should take the initiative and provide Egyptians with a good example and help them differentiate between the good and the bad. First, more rubbish bins must be placed around the country or in a single city for a trial period. Second, we need to alert people to the availability of the rubbish bins by launching our advertising campaigns through the means weve chosen for each segment. If not done in this order (placing bins first and then advertising) then it would be like advertising a new product without being able to offer it to potential customers. Our advertisements will have to be smart, creative and designed in a way that will appeal to each class and segment of society. The picture on the right shows a smart advertisement of keeping the community clean of pollution. We believe this initiative will be a success in the market because post-revolution Egypt is a country filled with inspired young people and adults who are willing to make a change and fix what needs to be fixed in the country. They are optimistic about the future and are striving to create a better Egypt for themselves and generations to come. The initiative itself of Keep Egypt Clean already exists so what well be doing is creating an advertising campaign for them to revive their message and aim to target more people than they have before by creating a unique campaign that different segments of society can relate to and connect with.

Problem Statement: The problem facing us is that Egyptians are careless when it comes to the cleanliness of the country. We want to make the people of Egypt more aware and educate them about their role in making Egypt a better place to live in by showing them their worth, as individuals, to help keep their surroundings clean. The culture we want to change is Egyptians perceptions of keeping the country clean. We believe theres a lack of advertisement for this sort of initiative across the country, regardless of the fact that there are different initiatives aiming to Keep Egypt Clean. Our vision: A cleaner Egypt for us all to enjoy/ / Our mission: The mission of Keeping Egypt Clean campaign is to present a clean and well maintained country to residents and visitors. Goals: The Goal of Keeping Egypt Clean is to keep Egypt a beautiful, healthy and safe place to live. Through public education and enforcement, this campaign will work to engage individuals to take a greater responsibility for improving their community environment. Objectives: 1) Changing the mindset of Egyptians towards caring about the cleanliness of the country 2) Encouraging Egyptians to be motivated to help clean the country 3) Get the message across of how important the people are in helping keep Egypt clean 4) Targeting as many Egyptians as possible and as diverse as possible 5) Getting people to use rubbish bins and practice recycling Key messages: Your country deserves better/ Change can only occur from within/ / / / SWOT Analysis: Some of the strengths are that awareness campaigns can include a variety of activities that can grab the attention of target markets making it easier to create interest towards the campaign and easier to reach the campaigns goals. They can solicit good word of mouth which could help spread awareness around indirectly. A great weakness is that without the appropriate media methods and without the appropriate advertisement designs and wording, awareness campaigns tend to be ignored and subsequently failing to get their message across. Opportunities for awareness campaigns would be to be present at events, sponsor certain activities or radio shows, open days at various schools or any other occasion that would gather a large number of people. Illiteracy poses a great threat to our type of campaign. The lack of education and the huge number of children who do not have the opportunity of going to school is a threat to our campaign. If it were possible for them to get the education they need, it would've been easier to achieve the goal by explaining the side effects of polluting the environment in schools.

External forces: Cultural forces that have an effect on our campaign include the fact that Egyptians dont really care about the environment or keeping streets clean. The way they think is that the street is not their responsibility and therefore doesnt matter if its dirty. Our aim is to change that mindset. Economically, it will be very costly to get our message across to the segments we are looking to target because of the numerous and very large segments of the population we are targeting. From a political point of view, the unrest in the country makes it difficult for such a campaign due to all the protests and marches that leaves litter strewn all over the streets but we can use these to our advantage by promoting cleanliness within them and urging people to pick up rubbish during their protest or march. A social factor could be that a large percentage of the population are not convinced of the advantages of the revolution and believe the country is now in a worse state than it was during the past 30 years. Our campaign will also aim to encourage people with this mentality to show that Egypt can be much better than before and convince them it will be, with their help. Legal forces that could come into play include the government imposing taxes or enforcing fines on people who are seen littering or are responsible for the general uncleanliness somewhere. We believe the chances of such laws coming into effect are slim at the moment and with our campaign feel we can push for these laws to be passed in the future.

Consumer Analysis
We dont have consumers, rather segments were targeting in hope of getting our message across to them and convincing them of our idea. We will create advertisements through different forms of media to target male and female segments including children from the ages of five to 12, teenagers and young adults from the ages of 13 to 25, and finally targeting adults and seniors from the ages of 26 and upwards. This campaign will be aimed at the whole Egyptian community to try and create a nationwide change of thought about keeping the country clean. Our advertising campaign will span most of Egypt so the different geographic locations will have different forms of advertising to fit each segment wherever they may be across the country. From a psychographic point of view, we want to target Egyptians who arent really motivated to keep the country clean and play on their emotional side to encourage them to learn whats right rather than be used to whats wrong.

We could look at usage from a perspective of our targets efforts to keep Egypt clean and this is relatively low. There is no usage of the idea of keeping the streets clean were trying to spread and that is exactly why we are motivated to create this advertising campaign. Again, Egyptians aren't loyal to the idea of keeping their country clean. We want to create a sense of loyalty to our campaign and make sure our adverts and ideology remain fresh in their minds at all times when they think of throwing something out of their car window or as they are walking on the sidewalk. Currently there is no motivation for the average citizen to keep the country clean and we want to change that. It is sad that people need a campaign to get them to do right but we aim to motivate Egyptians into keeping the country clean. We will motivate them by stressing on points such as how better Egypt will be in the future and how they can be a part of rebuilding the country. By making the whole population more aware of the importance of cleanliness, Egypt will become a more tolerable place to live in, healthwise. Also, by showing the reasons why people should help keep everywhere clean, they will realise that it is not something to be ashamed of doing. The audience will like to see that the ad is giving them reason and hope to change for them and not for the sake of society alone. They will also expect to benefit from the campaign to become more self-aware of the consequences that are being inflicted on themselves and society by them. After viewing the ads, people will look more positively upon this way of life and by keeping the country clean they arent just doing themselves a favour but the society they live in as well.

Building Market Communication Strategy

Selling Focus: Our selling point is keeping Egypt clean, which requires us to focus on the cleanliness of the country and stressing on the point of how much better Egypt can be if a conscious effort was made to keep it clean. The point of cleanliness will be used to convince people of how it will boost Egypt to a greater position worldwide. Our want-satisfying quality is basically going to be a clean Egypt. The want we are going to be satisfying is having a clean country for all its citizens to enjoy. We have no competition since this is a social marketing campaign. Yes, there have been campaigns in the past but we aim to gain better awareness around the country. We will be placing ads on billboards, television, radio, internet, in newspapers and magazines to highlight the beauty of Egypt when its clean. With these platforms, we will be able to reach a wide range of the segments we are targeting. We will be using long-term oriented advertising to keep the campaign fresh in the minds of people constantly. We want to plant the idea that people have a responsibility towards their countrys cleanliness and also to make it a part of Egyptian culture. Well be using cause-related marketing for this campaign.

Managing Brand Equity: Our aim is to convince our targeted segments to change their bad habits for the sake of a better Egypt. We will increase awareness of the issue and our campaign with numerous advertising outlets and teaming up with sponsors to give us more credibility among the people. We would obviously like the level of awareness to be top-of-mind awareness but we will settle for a more realistic extreme awareness. We need to play on the emotional side of the target markets to be able to get them to buy in to our campaign and be persuaded by it. The associations were going to create for the campaign will come from local businesses such as Tawheed We El Nour and Nola Cupcakes sponsoring our campaign. These two huge Egyptian businesses will provide us with a way to appeal to two different segments and gain their trust. Our main aim in getting sponsorship from local Egyptian businesses is so the lower class of the population dont accuse the campaign of being foreign funded, which could severely harm the campaign if that were the case. To influence our customers perceptions, we are going to get local Egyptian businesses to sponsor our campaign. This is a strategy that we will use mainly because most of the lower class accuse campaigns of being foreign funded and not truly Egyptian. Getting Egyptian businesses that most of the population loves and trusts will win over the support of the people. Positioning The Message: The current positioning we have at the moment is that people are careless with their littering and keeping streets clean. Very few people are actually making an effort to keep Egypt a clean country. We will position our message in a way that will convince and persuade the average Egyptian that keeping the streets and country clean is to their benefit. So we will be using our positioning to outline the benefits of a clean country to its people. This strategy will be positioning by product attribute/benefit. We need to show our target markets that they will benefit from a cleaner and healthier lifestyle if they were to keep the country clean. Funding: We hope to gather funding for our campaign through sponsors, big and small. We will most likely also be gathering donations and requesting for volunteers to take part in spreading the campaign. There are a lot of people who are very enthusiastic about doing something good for the country, especially after the revolution. We will be asking for sponsorships from businesses such as Mobinil, Tawheed w El Noor, Nola Cupcakes, Gad/El Tabei Sandwiches, and Sequoia/Amici. The diversity of the businesses is to be able to target each segment properly. The lower class will see Tawheed w El Noor and Gad/El Tabei sponsoring our campaign and will not be able to say our funding is foreign. They will therefore start to be curious about the campaign simply for our association with such businesses. The other more high class businesses are more for the higher class segments. Weve set out around 50 million EGP as a budget to hopefully perform all the advertising and PR we believe we will need to deem the campaign a success. Targeting and Delivering the Message:

We are targeting kids from the ages of five to 12 and will use magazines such as Mickey and television programs kids may be watching today. Another segment starts from 13 year olds up till 25 year olds. This segment will be targeted by billboards, radio, and television programs, as well as through the internet. These age groups are huge users of the internet and will be most reachable through online advertising. The last segment, which is 26 year olds and upwards, will be targeted by using billboards, newspapers, internet, television channels, and radio. Our messages will be mostly the same throughout the all the advertisements for each segment, apart from for the 5-12 age group. This segment will have a different advertisement due to them being kids and needing more elaborated information to understand the point.

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Media Type and Mix

The campaign will be promoted through all forms of media as to target as many people as possible with a total budget of approximately EGP 50,000,000. The campaign is to change the habits of the population and retain them on the long run, for this reason, it will be a costly and lengthy process. There is however an extra cost, as you cannot promote a habit without supporting it offline. Rubbish bins and a more sufficient litter disposal strategy to clean Egypt more effectively and efficiently will be part of our plans. The number of rubbish bins located around the city is sparse and they need to increase to encourage people to use them and be more environment-oriented. This could be performed with McDonalds, as they are performing this strategy by themselves to add their logo on the bins. They use this method as an advertisement and also as a means of supporting the environment. To reduce the cost, it would be possible to make the bins and get them paid for or subsidized by putting the logo as an advertisement on the bins to reduce costs on the campaign. Vehicle 1) TV Why? Customers can see the ad in an attractive way (illustrations in both images and sounds) Good way to explain our message in detail A tool to reach a huge number of people Weig ht 35% Budget 90 days, 6 Times per day, each 30 sec for 30,000 EGP = 16,200,000 EGP 4,000,000 EGP 4,400,000 EGP

2) Magazines 3) Newspaper

10% 12%

4) Radio 5) Billboards/Sosse ts 6) PR

Reminds people not to litter from their cars Excellent way to remind the people to keep Egypt clean Provides info through more credible resources This will provide us with a platform to target the certain segments who prefer the internet to traditional media

8% 10%

3,800,000 EGP 4,000,000 EGP

20%

8,000,000 EGP

7) Internet

5%

1,500,000 EGP

Total

100%

41,900.000 EGP

Media tactics and advertising units allocation

Advertising unit 1) TV Where Channel 2 ONTV Dream 1 & 2 El Mehwar El Faraeen TeenStuff Mickey Sameer Layalina When Before weather forecast after 6 and 9 pm news broadcasts During political talk shows such as Akher Kalam. As these magazines come out monthly, wed place ads each month. How Long 3 Month s

2) Magazines

3 Month s to coinci de with the TV ads. 3 month s 4 month s

3) Newspaper

Al-Ahram Al Masry Al Youm Freedom & Justice Party newspaper Nogoom FM Nile FM Iza3et El Shabab Wel Reyada Radio Masr Mehwar 26th of July Ring Road 6th of oct bridge Gamet el dewal Tahrir Square

Sunday, Monday, and Friday for 2 months Only Friday for the final month Twice during the morning, afternoon, and evening shows. During Nile FMs Aware campaign messages These will be placed in the locations on billboards and sossets They will be placed after the 2 week teaser ads.

4) Radio

5) Billboards/Sosse ts

5 month s and 2 weeks.

 6) PR

Roxy square Kornish el Maadi, A gathering in different locations each month depending on where sponsors are located to encourage people to clean the streets with us. 6 month s

School managers Restaurant managers Supermarket managers The businesses sponsoring our campaign Facebook ads Ads on Egyptian news websites Getting our sponsors that have Twitter accounts to tweet about our PR events

7) Internet

Banner ads on news websites above news stories. Side ads on Facebook pages related to Egypt. Tweets by sponsors during the afternoon when a lot of their customers are online.

3 month s

Quantitative Media Objective: We hope to reach around 80-85 percent of our segments and target markets. Weve taken this into account and factored that in our decision to advertise on numerous platforms. Weve also decided to advertise through various channels and mediums to target the different classes of society were targeting to get maximum exposure. Advertisements: Our TV ad targeted at the lower class of the population will have a minibus driver eating a sandwich and then throwing the wrapper out of the window. The wrapper is then thrown back in, hes surprised and opens the wrapper to find one of the campaign messages on the paper and a small child outside the minibus who has thrown the wrapper back. Our radio ad will be in Arabic since we are targeting most of the Egyptian population, so it only makes sense for it to be in the native language. The script will be: Narrator: Person A: Narrator: Person B: Narrator:

Evaluation

During the concept testing, we will be testing and assessing our slogans and campaign themes. We will see if people will respond positively to them prior to shooting any ads to ensure were not wasting our budget on something people will not respond well to. We will use focus groups and mall intercepts to gain the information we need to know the response of the public for this. For the copy testing or pretesting period, we will be using the storyboard and radio ads and testing them on a focus group to find out if it is easily understood and liked. When it comes to the concurrent testing, we will use tracking studies. We will test the brand awareness, or the campaign awareness in our case and also the attitudes towards our campaign, whether our ads are communicating the messages properly. To carry out this process, we will perform e-mail interviews and mall intercepts to check with people whether or not they know about our campaign and how successful it has been in staying in their mind. Post testing our campaign will include seeing if people recall the ads weve placed in newspapers and magazines, or on TV and billboards and the internet. This is easily testable by getting a group of people and asking them about our ads and seeing if they easily remember it or not. We can also do it in our daily life, by asking taxi drivers and people were having conversations with on a daily basis since we are targeting a large percentage of the population.