corporate profile 2014. who we are a passionate community of brand experts with a cursory eye for...

BRAND STRAT

& ID

Corporate Profile 2014

WHO WE ARE

A passionate community of brand

experts with a cursory eye for

enlivening the brand proposition through

action-inducing brand experience

A MULTI-DIMENTSIONAL AND HOLISTIC APPROACH TO BRAND

ACTIVATION

WHAT WE OFFER

WHAT WE DO

The Brandstrat & ID Process

ProcessThe Brandstrat & ID

Our Point of Difference

At Brandstrat & ID, we provide an innovative and practical approach for market evaluation and penetration.Our own desire is to partner YOU in your endeavour to respond to the challenges of your immediate industry, within the realities of the economy, in order to respond favourably to the needs of your customers.

This partnership is based on our philosophy of:

• Researching customer attitudes / behaviours• Understanding your brand’s salient benefits• Embedding desired brand image in customer’s mind.


Listening to the voice of the CustomerWe will begin by closely studying users and prospective end-users

of yourproduct / services This is with a view to securing accurate

information on present brand perception from your customers’ point of view. This

we call ‘Customer Intimacy’.

Identifying Primary CustomersTo broaden your market penetration objectives, Brandstrat & ID

proposes the empirical method of identifying primary customers, by

segmenting the market :- Where do prospective customers live/work - Their lifestyles and social interests- What media are they often exposed to.


The Challenge of Change

In the highly competitive world of marketing communications, the market for goods is shrinking whilst the creation of goods and services are on the increase. Innovation is therefore synonymous with corporate survival. . . we ask ‘is there a fresh, incisive approach?’

The customer’s mind by nature craves variety. As such when boredom sets into the relationship with a brand, intimacy is destroyed and the erosion of loyalty sets in.

By constantly seeking fresh ways of sustaining customer intimacy with your brands, Brandstrat & ID achieves her primary goal of matchmaking brands and consumers for a mutually beneficial and lasting relationship.


Our Account Management Approach

• We believe that understanding the client’s business and industry is a prerequisite to adding value. We achieve our understanding through:

– Client Immersion Sessions: On being awarded a piece of business, our first step is to arrange an immersion session with the client whereby the designated account management team arranges and attends a workshop with the client to gain a 360-degree understanding of the business.

– Competitive Intelligence: With the client’s approval, the agency will source information on competitive activities as well as media and product surveys specific to the client’s industry to gain a fuller understanding of the client’s competition and target market.


Our Account Management Approach cont’d

- Service Level Agreement: the Agency utilises this as a key instrument to ensure that delivery to the client is of top quality and timely. The SLA forms an appendix to all our contracts with the client. It is an agreement which requires the input and agreement of both Agency and client to predetermine deliverables and turnaround times.

- Activation Monitoring: the Agency is saddled with the responsibility of monitoring any field activity being executed by its team on the field. This is to ensure:i) that the activities of both the Brand Ambassadors and their Supervisors are put in check so as to ascertain if they are properly conducted on the fieldii) to confirm if the activation team(s) is/are working according to the brief handed to the Agency by the Clientiii) to have first-hand knowledge of issues that may arise on the field during activation and be able to get back to Client for immediate actioniv) to be able to set standard that would serve as a benchmark for future field activations


Staffing and Training

Deployment

Training & Simulation

Recruitment

Personnel Interview2 weeks

before activation

2 weeksbefore activation

1 weekbefore activation

At the start of activation


Networking and Logistics

Brief & Secure cooperation ofstakeholders at all outlets

Validate the data-base of all outlets to be activated

Delivery of sampling/sales stock and Merchandising items

Agree scope of activity, number of outlets to be visited & final budget

4 weeks beforeactivation




Finalize route plan & personneldeployment, sampling stock Req



Logistics Administration

Personnel Deployment

Daily Stock Summary Report Templates

Daily Performance Report Template

Weekly Stock Summary Report Template

Location Change/Deviation Report Template

Project Plan

Stock Requirement


Capabilityfinancial

We have

the financial capability of

executing activation projects in excess of

N300 MILLION

CASE STUDIES

Case 1 - Bank PHB

THE CHALLENGE

To fund expansion, Bank PHB needed to raise N200 billion through initial

public offer within 8 weeks

Pre- IPO, the bank’s awareness and imagery was not high enough to warrant high

consumer confidence and stock purchase

Brandstrat & ID was commissioned to design and implement on-the-ground consumer

engagement programme to address problem

OUR APPRACH - WHAT WE DID

Brandstrat & ID designed and managed investors’ forum

We designed and implemented street-level activation across 7 major cities in

Nigeria

Locations: Katsina, Uyo, Ilorin, Enugu, Akure, Kano and Owerri

Bank PHB Initial Public Offer (Investors’ Forum)

RESULTS

Bank PHB IPO was over-subscribed by 24%

Bank’s awareness increased across the country, particularly in the core North

Case 2 – Oando Oil & Gas

To make available Oando 3KG O-Gas cylinder for the bottom of the pyramid to encourage them to switch to using cooking gas as the preferred alternative cooking fuel to the Kerosene, firewood, coal and

dung

THE CHALLENGE

Pre-activation, the bottom of the pyramid sees cooking gas as a status thing that

is beyond them and therefore favours other cooking fuels that are harmful to

their health and the environment

Brandstrat & ID was commissioned to design and implement on-the-ground consumer

engagement programme to address problem

THE CHALLENGE cont’d


Brandstrat & ID designed and managed the consumer engagement programme

We designed and implemented street-level activation across 7 locations within Lagos as text-run before a pan-Nigeria campaign scheduled to start first quarter of 2014

OANDO 3KG O-GAS MARKET ACTIVATION IN LAGOS AND ENVIRONS

Over 12,000 people were engaged over the 7 days of activation by the Brand

Over 2,000 units of gas cylinders were sold while close to 120 retailers came on-board in the different locations activated

RESULTS

Case 3 – Air Nigeria

THE CHALLENGE

To generate adequate awareness for Air Nigeria with air

travellers in Lagos most especially tradersPre-activation, the Airline’s awareness was

very low and it does not have a clear cut brand image

Brandstrat & ID was engaged to design and implement a street level activation that

will address the challenges stated above


Brandstrat & ID designed and implemented street level activation in areas contiguous

with our target audience, with special focus on markets across Lagos

Brandstrat & ID designed and managed the street level activation


Our Gallery

AIR NIGERIA AWARENESS GENERATION CAMPAIGN IN LAGOS

RESULTS

Air Nigeria ticket sales increased by 35% within 2 months after campaign in Lagos and

over 20% increase was witnessed in other destinations across the country


Our Gallery

The library launch took place in the following locations: Abuja, Kaduna, Enugu, Katsina, Bauchi, Sokoto, Minna, Asaba and Kano

Bank PHB National Scholars Scheme (Library Launch)


Our GalleryVirgin Nigeria Street Level Activation in Calabar & Eket


0ur Gallery

Sterling Bank New Image Campaign in Abuja, P/Harcourt and Lagos


Clients worked for:

• Oando Oil & Gas• BestBrands Limited• Bank PHB (now Keystone Bank)• Virgin Nigeria• Sona Breweries• Society for Family Health• Plant Geria Nigeria Limited• astraLogica GSM Refill Vouchers• Niger Insurance Plc• Cosmos Trade Limited• Legacy Foods

Our People

The TeamRotimi Fayemi arpa, mnimn – Chief Executive Officer

Rotimi Fayemi is a brand expert with experience spanning over 17 years. A graduate of Obafemi Awolowo University, Ile-Ife, he started his carrier at LTC Advertising, now JWT/LTC as a Client Service Executive. He worked ondifferent accounts among which were: Guinness Nig. Plc brands, RoycoSeasoning Cubes, Andrew Liver Salt, Habib Nig. Bank (now Bank PHB) tomention a few.

He left LTC Advertising in year 2000 to set up and manageTrump Marketing Services with like-minded people.

In 2007, he started R.F Consulting - an Integrated Marketing Communications company, which later metamorphosed into Brandstrat & ID Limited – an integrated below the line marketing support, branding and activation Company. He is a versatile branding expert and has attended

various courses on branding, direct marketing and business development.

The Team

Safat Atinuke Olayori – Head, Client Services

Safat is a graduate of Mechanical Engineering from the University of Lagos. She started her career in

advertising in 2005 at TQA International where she worked on MALTINA SIPIT activation which involved town-storming and road shows around

Lagos.

She later joined Discovery Brands Management where she was actively

involved in Lacasera SEARCH FOR SERA. She also worked on DN MEYER, CRUSADER, PRICEWATER COOPER amongst other accounts.

In 2010 she joined Black and Precious Advertising as Head, Business

Development and managed many blue chip accounts.

She joined Brandstrat & ID Limited in 2012 as Head Consultant, Client

Services.

The Team

Femi Olubajo – Head, Activation and Deployment

Femi is a graduate of Political Science from Ogun State University,Abeokuta. He started his carrier with Town Criers and left after 6

years asProject Supervisor.

Projects Femi has worked on include: Benson & Hedges Road Show (panNigeria) in 2001, Maltina Road Show (pan Nigeria) in 2000, So KlinDetergent Road Show (North East) in 2004, Virgin Nigeria Crazy May

Offerin 2006, Dr. Brown Sanitary Pad (sales and awareness drive), Star

Trek in2003, London Challenge-2002 to 2004. Virgin Nigeria awareness drive

inCalabar / Eket in 2007, Virgin Nigeria awareness drive in Sokoto in

2007,Bank PHB Investors forum in 2007, Bank PHB National Scholars Scheme (Library launch) in 2008, Sterling Bank new image campaign in 2009.

Olamide Garba - Head, Operations

Olamide Garba is a graduate of Civil Engineering with a knack for Marketing Communications. He graduated from the University of Ilorin in Kwara State. He started his carrier with Towncriers in 2003.Projects Olamide has worked on include:- Benson & Hedges Menthol Pull sales/reward promo in P/Harcourt -2003- Globacom launch in P/Harcourt-2003- Starcomms sales promo in Lagos-2004- London King Size Pool Challenge in the S/West, S/South and S/East of Nigeria-2004- V-mobile Project Rose in the South West-2005- Golden Penny sales promo in Lagos-2006- Heineken Project Sell Out in Lagos-2006- Benson & Hedges Visual Pool Project in Lagos-2008- Rothmans LEP promo in P/Harcourt-2009- London King Size Project Sparkle in Lagos-2010- Pall Mall Open 24/7 campaign in Abeokuta-2011

The Team

The TeamGboluwaga Idowu arpa – Head, Strategic Planning

Gboluwaga is a graduate of Fine and Applied Arts from the Ladoke Akintola University ofTechnology, Ogbomoso.He started his career in advertising at Rosery Limited as a client serviceexecutive and doubled as operations supervisor. He later left for Ethical Marketing and Services Limited (an integrated marketing communicationoutfit), he rose to the position of Head, Client Services and business development. He has managed many blue chip accounts and FMCGs including PeakMilk, PZ, Toyota, Sharp,

Virgin Nigeria and Bank PHB.

Brand Strategy & Identity Limited

2B, Awori Close, Off Kudeti Street, Akora Estate, (by Zenith Bank),

Adeniyi Jones, Ikeja, P.O.Box 20188 Ikeja, Lagos, Nigeria

Tel: 08033005565, 08089800958email:[email protected],

[email protected]

rotimi FAYEMI

Thank you

corporate profile 2014. who we are a passionate community of brand experts with a cursory eye for...

Documents

brandstrat id slide

brand activation

start of activation

brandstrat id process

activation monitoring

brand experience slide

activation projects

activation teams isare