MEDIA PLAN FOR SHUKURA
SITUATIONAL ANALYSIS
Through
the end of 2013, diseases caused by filth shot up a notch higher in the
country. When my team and I visited this community we noticed that 7 out of
every 10 marketing environment was littered, all gutters were chocked with
rubbish. Also according to research we recorded that there is nothing serving
as an informant to educate the people on the need to keep their environment
clean. Our primary focus was the market place.
In this environment we realized that the market women and teenagers
ranged from the ages of 13-50 years and they all sold in a dirty environment
COMMUNITY BACKGROUND: Shukura
is a slum in Ablekuma central (District), which is a Muslim community.
Residence there dump refuse in drainage system and as a result, it causes flood
and sometimes results in ailments such as cholera, malaria and typhoid fever.
It has its population of about 700. The major issue identified there is poor
Sanitation which is attributed to residence who live there. Languages spoken are Hausa, Ga, Twi, Ewe.
Major Occupation is Trading. Specific location to work on ( Shukura Market and
it's surroundings). Major issues identified, residence inability to join in
communal labour, Unplanned structures.( building), Poor drainage systems which
sometimes results to flooding during the rainy season, lack of refuse cans.
Once in a while a handful of people come together to clean their surroundings,
however this happens less than often.
MARKETING OBJECTIVES: To generate awareness among about 70% of the market
women and teenagers ranging from the ages of 13-50 years for the next 3 months
and beyond.
·
Therefore the
goal is to increase the rate of keeping good sanitations by dumping refuse into
the right places such as garbage trucks and rubbish bins.
·
To inculcate the level of patriotism in the
people for them to care enough to prompt them to clean their environment and
most especially drain their gutters of filth.
ADVERTISING OBJECTIVE: Generate awareness among 70% of the market women and
teenagers between the ages of 13-50 years through the use of print advertising
primarily, broadcasting and outdoor advertising at the secondary level within
the period of 3 months thus from the beginning of this month to January 2017.
When this is done, the purpose of the campaign which is to ensure good
sanitation and prevent the spread of diseases will be achieved.
MEDIA OBJECTIVES :
Generate
awareness among 70% of the market women and teenagers between the ages of 13-50
years through the use of print advertising primarily, broadcasting and outdoor
advertising at the secondary level within the period of 3 months thus from the
beginning of this month to January 2017. Generate awareness across the township
thus sending a message of caution to Shukura thus ensuring that their
environment is clean. The demographics and psychographics of this target are:
1.
Male and female
in every household
2.
Most especially
market women 18-60
Communication
goals to be achieved include:
·
General disposal
of waste at the market square with an average collection of at least twice a
month, with a reach of about 50% thus with frequency of 2.
1. Twice a month general cleaning thus at least getting
about 70% or more of all households involved.
2. Distribution and posting of posters at vintage points,
especially the market square.
3. Seek for national advertisement
MEDIA STRATERGIES
Mediums of communication for this campaign
are;
·
Print: size
A3 posters will be posted on the walls at vantage points in the market where
even the passersby can get the message at a glance. Upon all the local
languages spoken, hausa is the most spoken and most understood so therefore we
will use this to reach our market. Sight, Target ability ( niche network),
Lower cost and Long message life
·
TV & Radio:
television stations more especially UTV which shows a
lot of soap operas/telenovelas and since most of our target audience watch
these programs we will we will also take the time to educate them during
commercial breaks on the show, with this our message could reach up to 50%of
our audiences. Also with the radio station like peace FM, between the hours of
7:00am to 10:30 from Monday to Friday since most of them listen to programs
like Kokrokoo.
·
Outdoor media:
especially with billboards, they will be mounted on the streets of shukura
indicating the education on how keep shukura clean
EVALUATION AND ASSESSMENT
In
order to keep an eyeon the campaign, frequent observations and fieldtrips will
be made to ensure its success. Due to geographical location of the people, the
progress of the campaign cannot be checked using the internet.
CHECK-LIST
I.
Primaryresearch
was due on the target audience.
II.
The timing to
foster this campaign messages are the hours of 8-9pm on telenovela commercials
throughout the week and between the hours 7-10:30 am, from Monday to Friday
III.
The messages for
the campaign will be continuously be in motion for 3 months
SUMMARY
It is crucial to consider the target audience’s use of
media when creating a media plan in order to understand their selected use of
media in terms of which categories and vehicles they use. Timing is essential
in the media plan. For scheduling of your chosen vehicles, financial
consideration, reach and frequency goals will help determine when and how often
your adverts appear or are recognized. Tactical elements are important as well,
to receive maximum support from your target audience; this will aid or enable
their absolute participation considering the given objective. If funds permit
or major changes to the plan are being contemplated, it is recommended that the
plan be tested on a small scale before being launched in it’s entirely.
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| an art work concerning sanitation in shukura |
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