do clean, get green
DESCRIPTION
Swachchhata Campaign, IMC Campaign, AMC Cleanliness Program, Ahmedabad Cleanliness Program, Clean CityTRANSCRIPT
IMC
An Integrated Marketing Communications Presentation
Presented By:
BHARAT MAHESHWARINIRMAL GAJJARNIKITA SANGHVI
IMCSTEVENS BUSINESS SCHOOL
Situation Analysis
Batch 2009-2011
• With over 5 Million populations, Ahmedabad a Mega City• Still lacks many basic infrastructure• Ranked 19th among 25 major cities on cleanliness, in the
country. • Also scored poorly in universal access to toilets for all and
in proper wastewater treatment, recycles & reuse of municipal solid waste, and in treatment and safely disposal of total solid waste generation in the city.
Source: city rating under the National Urban Sanitation Policy (NUSP) conducted by Union ministry of urban development
REPORT CARD
RANK CITY MARKS SCORED
1 Chandigarh 73.48
2 Mysore 70.65
3 Surat 69.08
9 Rajkot 56.11
19 Ahmedabad 50.28
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Competition Analysis
• Clean Ahmedabad Abhiyan by AMC, Kya Clean hai Hum by Ahmedabad Mirror, CEPT Clean City, Paryavaran Bachao & many more…
• Common characteristics of all the cleanliness campaigns: – Focus on large area cleanliness but not on individual level.– Stress on conative behavior.– Short term planning i.e. till the life of the campaign; the impact of the campaign
gradually loses its sheen.– Needs a strong brand identity for campaigns.– Lack of expertise in educating people about how to inculcate cleanliness as a
daily life activity.– Absence of action plan for control & measure for a long term planning.
Batch 2009-2011
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NEW MARKETING STRATEGY
• The new cleanliness program “SWACHCHHATA” initiated by Ahmedabad Municipal Corporation will have a ward level sanitation action plan to improve the situation on ground and also regular monitoring of municipal waste disposal system.
Batch 2009-2011
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NEW MARKETING STRATEGY
Issues addressed: • Solid waste management; recycling; public health; public awareness
and participation Main Objectives set up by AMC through SWACHCHHATA program:• "Zero Garbage on Road"• Minimum landfill - Maximum recycling by Segregation of waste on the
basis of bio-degradable & non bio-degradable• Creation of economical benefits for poor through self-employment• Redesign of municipal waste collection system
Batch 2009-2011
IMCSTEVENS BUSINESS SCHOOL
INTEGRATED MARKETING COMMUNICATIONS CAMPAIGN
Batch 2009-2011
IMCSTEVENS BUSINESS SCHOOL
Target Market Profile
Geographic • City: Ahmedabad• Gender Ratio: 892 females:1000 males• Zone:
– East – West– North – South– Central– New-west
• No. of Wards: 64• Density: Urban• Total Population: 5,252,197 (2010
census)– Slum Population: 8% (Mostly migrants) *
• Climate: Hot & Humid
Batch 2009-2011
Source:http://www.trueknowledge.com/q/population_of_ahmedabad_in_2010
*http://www.gujaratvibrant.com/219-ahmedabad-mega-city.html
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Target Market Profile
Demographic• Age: 14 - 45 years • Gender Ratio (f:m): 892:1000• Nationality: Indian
• Occupation: – Students – Corporates– Housewives– Professionals– Labours– Job– Service
Batch 2009-2011
IMCSTEVENS BUSINESS SCHOOL
Target Market Profile
Batch 2009-2011
Behavioral
• Readiness stage:– Aware
• Attitude towards Campaign– Enthusiastic – Positive
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Positioning Statement
• “For sincere, responsible citizens of Ahmedabad to create civic sense, to show consciousness and care towards continuously degrading environment & making our city a better place to be in this world.”
Tag Line:
DO CLEAN, GET GREEN
Batch 2009-2011
IMCSTEVENS BUSINESS SCHOOL
COMMUNICATIONS OBJECTIVE
BREAK THROUGH THE CLUTTER• Emphasizing on the word ‘Swachchhata’ & Distinctive Logo• Mass coverage : Urban as well as rural• Different approaches for the different market• High Visibility at public places• Focal point: Stimulate inner-self to take action i.e. “I care
for my city & environment”
Batch 2009-2011
IMCSTEVENS BUSINESS SCHOOL
COMMUNICATIONS OBJECTIVE
Batch 2009-2011
INFORMATIVE
• Telling the market about the new initiative taken by AMC
• Building a distinctive identity of Swachchhata in the market
• Building Swachchhata as a brand
• Constructing AMC’s image
• Encourage the action-oriented behaviour (self behaviour)
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COMMUNICATIONS OBJECTIVE
MESSAGE STRATEGY • Simple message: Do Clean, Get Green
• Affective Strategy – Affective..…Conative Behaviour……Cognitive…
• Distinctive Logo with Quotations
• Believable in the terms that the service will deliver the promised
benefits
Batch 2009-2011
IMCSTEVENS BUSINESS SCHOOL
COMMUNICATIONS OBJECTIVE
Batch 2009-2011
FACTORS TO SELECT ADVERTISING MEDIA
• Reach - Mass Market : Entire Ahmedabad
• Frequency - high / intense
• Continuity: Continuous Campaign
BASIS FOR MEDIA SELECTION
• Target-audience media habits
• Service characteristics
• Message characteristics
• Cost
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ADVERTISING DESIGN
• The Creative Brief– Objective: Building Brand Image– Target Market: 14 - 45 yrs– Message Theme: Self – help– Support: Government Authorized– Design: Visual Image
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ADVERTISING DESIGN
• Type Of Appeal– Fear: Highlights negative consequences– Rational: Knowledge stage will transmit basic
service information– Emotions: Affection, Trust, Security – Music: Captures listener’s attention
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ADVERTISING DESIGN
• Executional Framework– Animation: – Dramatisation:
• Encounter• Problem• Interaction• Solution
– Authoritative: Survey Evidence
Batch 2009-2011
IMCBatch 2009-2011 STEVENS BUSINESS SCHOOL
Promotion Tools
Advertising• Print Media• Broadcasting media• Display Media• E-media• Sponsorship• Street Play• Other High Visibility Tools
Public Relations
IMCSTEVENS BUSINESS SCHOOL
Promotion Tool: Advertisement
Batch 2009-2011
– Print media: Newspaper - • Times of India, Economic Times, Business Standard• Gujarat Samachar, Divya Bhaskar, Sandesh
IMCSTEVENS BUSINESS SCHOOLBatch 2009-2011
Action to take
Headline
Proof of the
claim
Sub-headline
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Promotion Tool: Advertisement
– Broadcast media: 1. Radio – • 30 seconds Audio• FM Channels: Radio Mirchi, Red FM, Radio One• Dialogue:
Aap no saath, Amdavad ne swachchhta taraf vadharva ma madad roop thase…..
nazeek ni dust bin ma kachro nakho,ane ahmdavad saaf banavo…….
“Do clean and get green”
Batch 2009-2011
IMCSTEVENS BUSINESS SCHOOL
Promotion Tool: Advertisement
Broadcast media: 2. Cinema Screens -• 20 single screens theatres• 4 multi-screen theatres
Link of Video:
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Promotion Tool: Advertisement
– Display media - Empirical sized Posters at :• Railway Station, • Bus -Stands, • BRTS bus stands• Crowded places such as Vastrapur Lake, Kankaria Lake
Batch 2009-2011
IMCSTEVENS BUSINESS SCHOOL
Promotion Tool: Advertisement
Batch 2009-2011
An
Initi
ativ
e by
AM
C
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Promotion Tool: Advertisement
– E-media• Facebook – Community Page• Website - www.docleangetgreen.com
Features:– Details about the program, Activities about to come or already
happened– Name of the members/ volunteers, Corporate branding – Actions taken to take care of Environment, Competitive activities – Registration Form, Toll free no. : 1800 11 6666– Invitation to Ideas/Suggestions– Library of Articles related to Cleanliness activities & campaign done at
world level– E-mail ID: [email protected]
Batch 2009-2011
IMCSTEVENS BUSINESS SCHOOL
Promotion Tool: Advertisement
Eg.:• I use cloth bag when buying vegetable & fruits.• I throw scrap or waste in dustbin only. For this, I have kept a dustbin in my room
only.• I recycle all paper, paperboard, cardboard, glass, aluminum, and plastic that I use.
This includes junk mail and food packaging materials, which those two make up the bulk of my recyclables.
• I grow plants in and around my living space. Not only do these convert carbon dioxide into oxygen they have "grown on me " become part of my daily routine and bring a smile to my face.
• I drive a LEV, "Low Emission vehicle" and try to drive as smart as possible. This does not always happen because I have a bit of the lead foot syndrome but I try.
Batch 2009-2011
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Promotion Tool: Advertisement
Batch 2009-2011
• Street meetings, street plays and door-to-door visits – Chalo Aaj Ek Bhalai Ka Kaam Karein! – Competition for ‘Most Swachchh Society’, exclusively for Old
Ahmedabad areas.
• Sponsorship of: – World Environment Day Celebration – 5th June– Inter-school events– Road Show– Kite Festival
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Promotion Tool: Advertisement
• Other Tools to Create High Visibility– Put logo on dustbins which will be located at a distance of every 2
km on the sides of roads & at highly crowded places– Rag Pickers & Volunteers would be given T-shirts that will consist
of logo & campaign name– Appreciation Award to Volunteers/Participants
Batch 2009-2011
IMCSTEVENS BUSINESS SCHOOL
Promotion Tool: Advertisement
Batch 2009-2011
IMCSTEVENS BUSINESS SCHOOL
Promotion Tool: Advertisement
Batch 2009-2011
IMCSTEVENS BUSINESS SCHOOL
Promotion Tool: Advertisement
Batch 2009-2011
IMCSTEVENS BUSINESS SCHOOL
Promotion Tool: PR
• The campaigns & initiatives taken by the volunteer will itself give media coverage to the program.
• The schools & colleges will be given Govt. Authorized Certificate of Appreciation annually on the basis of the steps taken to take care of cleanliness & participation in the program. This will also create a basis for PR.
Batch 2009-2011
IMCSTEVENS BUSINESS SCHOOL
Promotion Tool: PR
Batch 2009-2011
IMCSTEVENS BUSINESS SCHOOL
Calling Corporate Sponsor
• Inviting corporate to be leading sponsor on “Swachchhata”• A unique Public-Private-Civil Society Partnership
under Swachchhata Progam.• Helping build & cement the same with over 1000
volunteers from colleges, schools & concerned citizens.
Batch 2009-2011
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Calling Corporate Sponsor
• Branding opportunities through the various media. • Logo of the corporate sponsor will be carried out in all
collaterals created by Swachchhata under the program as part of Third Party Audit.
Such as around all posters & dustbins to be put up at strategic & high visibility places,
Batch 2009-2011
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Calling Corporate Sponsor
• Branding opportunities on website www. docleangetgreen.org• Acknowledgements in press releases & reports• Branding on Swachchhata Membership ID cards for
volunteers
Batch 2009-2011
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Corporate Logo
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MEDIA BUDGETThe Objective & Task Method
Batch 2009-2011
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Newspaper Ad Time Line
5. TOI 12. TOI 19. TOI
6. 13. 20
7. ET 14. DB 21. BS
1. TOI 8. 15. 22.
2. 9. SD 16. ET 23. SD
3. GS 10. 17. 24.
4. 11. BS 18. GS 25. GS/TOI
Batch 2009-2011
IMC
Newspaper BudgetNews paper Base price in
rupees / Sq. Centimeter
Max. Printing area in cm
Area require for advertisement
Price in rupees
English 280 52 x 36 26 x 36 2,62,080
Gujarati 240 52 x 36 26 x 36 2,24,640
Total 4,86,720*
• Price per day, if advertisement is given 8 times a month.
• Thus advt. would be printed in newspapers 16 times a month (in total)
Source: Mr. Ketan, Advertisement agent, Times of India
Total newspaper media budget = 4,86,720 x 8 = Rs.38,93,760
IMC
Theatre Screen Advertisement BudgetPlace Format Number of
screens Price * Duration in
secTotal ( In Rs.)
Multiplex Digital 4 11,000 60 44,000
Single screen Digital 1 5,200 60 5,200
Total 49,200
* Price in Rs./week, 60 sec duration before the movie starts
Place Format Number of theater
Price * Total ( in Rs.)
On screen ad Digital 4 44,000 1,60,000
Single screen Digital 20 5,200 1,04,000
Total 2,64,000
1 month = 4 weeks Rs. 2,64,000 x 4 weeks = Rs. 10,56,000
Source: Cinemax official website
IMC
Radio Budget
Hours Frequency in min Total duration / day Rate/ 10 sec Total price/
dayTotal price/
month* (in Rs.)
6 30 mins 30sec*4times=120 sec 200 2400 72,000
* Per radio station
3 radio stations x Rs. 72,000 = Rs. 2,16,000
Source: RedFM, Ahmedabad Official Website
IMC
Posters
Rate per poster* Total number of posters
Total (in Rs.)
50 5000 2,50,000
* Including sheet cost & printing charges
IMC
Total Media Budget
Media Budget in rupees (in Rs.)
Newspaper 38,93,760
Theater 10,56,000
Radio 2,16,000
Poster 2,50,000
Other Expense 90,000
Total 54,99,760
• Hence, the first month media expense would be approx. Rs. 55 lac.• This would remain almost same for the second month also.• As the Program would gain some recognition the media budget would
start decreasing.
IMCSTEVENS BUSINESS SCHOOL
Media Time Line
Batch 2009-2011
11/29 11/30 12/1 12/2 12/3 12/4 12/5 12/6 12/7 12/8 12/9 12/10 12/11 12/12 12/13 12/14 12/15 12/16 12/17 12/18 12/19 12/20 12/21 12/22 12/23 12/24 12/25 12/26 12/27 12/28 12/29 12/30 12/31 1/1 1/2 1/3 1/4 1/5 1/6 1/7 1/8 1/9 1/10 1/11 1/12 1/13 1/14 1/15 1/16 1/17 1/18 1/19 1/20 1/21 1/22 1/23 1/24 1/25 1/26 1/27 1/28 1/29 1/30
11/29 12/6 12/13 12/20 12/27 1/3 1/10 1/17 1/24
Radio Ad alsobroadcasted
First NewspaperAdvertisement
Published in TOI
First Ad to inviteCorporate People
First time AVshown in theatre
screens
Creation ofCommnuity Page
on Facebook
Seminar at ATIRA byAMC
Seminar at 10 Acremall, Maninagar
by AMC
Launch of the programby Shri Narendra Modi at
Kankaria Lake
Launch ofthe website
Promotionin Kite
Festival
A series on StreetPlays begins in
Ahm'd East Zoneareas
Road Show byVOLUNTEERS
Volunteers celebrating newYear wearing
the Swachchhata sposoredT-shirts at various Public Place
New Year Resolution:'I'll care for my City'
Campaign,Membership Card would
be given,Appreciation Awards
would be given
Distribution of Kites (withlogo print)
to students & at placeswhere drama would be
organized
Pre-'Republic Day'CleanlinessCampaign
called: I'll clean mycity"
Gandhiji naMann ni jemAmdavad neSwachchh
Karo:Abhiyaan
SwachchhataAbhiyaan after
Uttrayan
11/29 11/30 12/1 12/2 12/3 12/4 12/5 12/6 12/7 12/8 12/9 12/10 12/11 12/12 12/13 12/14 12/15 12/16 12/17 12/18 12/19 12/20 12/21 12/22 12/23 12/24 12/25 12/26 12/27 12/28 12/29 12/30 12/31 1/1 1/2 1/3 1/4 1/5 1/6 1/7 1/8 1/9 1/10 1/11 1/12 1/13 1/14 1/15 1/16 1/17 1/18 1/19 1/20 1/21 1/22 1/23 1/24 1/25 1/26 1/27 1/28 1/29 1/30
11/29 12/6 12/13 12/20 12/27 1/3 1/10 1/17 1/24
Radio Ad alsobroadcasted
First NewspaperAdvertisement
Published in TOI
First Ad to inviteCorporate People
First time AVshown in theatre
screens
Creation ofCommnuity Page
on Facebook
Seminar at ATIRA byAMC
Seminar at 10 Acremall, Maninagar
by AMC
Launch of the programby Shri Narendra Modi at
Kankaria Lake
Launch ofthe website
Promotionin Kite
Festival
A series on StreetPlays begins in
Ahm'd East Zoneareas
Road Show byVOLUNTEERS
Volunteers celebrating newYear wearing
the Swachchhata sposoredT-shirts at various Public Place
New Year Resolution:'I'll care for my City'
Campaign,Membership Card would
be given,Appreciation Awards
would be given
Distribution of Kites (withlogo print)
to students & at placeswhere drama would be
organized
Pre-'Republic Day'CleanlinessCampaign
called: I'll clean mycity"
Gandhiji naMann ni jemAmdavad neSwachchh
Karo:Abhiyaan
SwachchhataAbhiyaan after
Uttrayan
11/29 11/30 12/1 12/2 12/3 12/4 12/5 12/6 12/7 12/8 12/9 12/10 12/11 12/12 12/13 12/14 12/15 12/16 12/17 12/18 12/19 12/20 12/21 12/22 12/23 12/24 12/25 12/26 12/27 12/28 12/29 12/30 12/31 1/1 1/2 1/3 1/4 1/5 1/6 1/7 1/8 1/9 1/10 1/11 1/12 1/13 1/14 1/15 1/16 1/17 1/18 1/19 1/20 1/21 1/22 1/23 1/24 1/25 1/26 1/27 1/28 1/29 1/30
11/29 12/6 12/13 12/20 12/27 1/3 1/10 1/17 1/24
Radio Ad alsobroadcasted
First NewspaperAdvertisement
Published in TOI
First Ad to inviteCorporate People
First time AVshown in theatre
screens
Creation ofCommnuity Page
on Facebook
Seminar at ATIRA byAMC
Seminar at 10 Acremall, Maninagar
by AMC
Launch of the programby Shri Narendra Modi at
Kankaria Lake
Launch ofthe website
Promotionin Kite
Festival
A series on StreetPlays begins in
Ahm'd East Zoneareas
Road Show byVOLUNTEERS
Volunteers celebrating newYear wearing
the Swachchhata sposoredT-shirts at various Public Place
New Year Resolution:'I'll care for my City'
Campaign,Membership Card would
be given,Appreciation Awards
would be given
Distribution of Kites (withlogo print)
to students & at placeswhere drama would be
organized
Pre-'Republic Day'CleanlinessCampaign
called: I'll clean mycity"
Gandhiji naMann ni jemAmdavad neSwachchh
Karo:Abhiyaan
SwachchhataAbhiyaan after
Uttrayan
IMCSTEVENS BUSINESS SCHOOL
CONCLUSION
• The new campaign of AMC – Swachchhata is about a responsibility of every citizen belonging to any class, to keep his/her environment clean & green, to lead a healthy & friendly life and make the world to place to exist.
• The aim of Swachchhata is to recognize and appreciate even the smallest contribution to save the environment
• The steps taken for evaluation and control are to ensure the success of not only the campaign but the spirit of Amdavadis.
Certainly this is a duty, not a sin. "Cleanliness is indeed next to godliness."
By: John Wesley
Batch 2009-2011
IMCSTEVENS BUSINESS SCHOOL
REFERENCE
• http://timesofindia.indiatimes.com/india/Small-cities-put-metros-to-shame-in-cleanliness-ratings-/articleshow/5914236.cms
• http://epaper.timesofindia.com/Default/Layout/Includes/TOINEW/ArtWin.asp?From=Archive&Source=Page&Skin=TOINEW&BaseHref=TOIA%2F2010%2F05%2F13&ViewMode=HTML&GZ=T&PageLabel=5&EntityId=Ar00501&AppName=1
• http://www.gujaratvibrant.com/219-ahmedabad-mega-city.html• http://www.newworldencyclopedia.org/entry/Ahmedabad• http://www.trueknowledge.com/q/population_of_ahmedabad_in_2010• http://www.gujaratvibrant.com/219-ahmedabad-mega-city.html• http://www.karmayog.org/library/html/libraryofarticles_348.htm• http://www.wiserearth.org/organization/view/3090303dd985adfb242d43d098c6d4af• Integrated Advertising Promotion & Marketing Communications (3rd Edition) by
Kenneth E. Clow and Donald E. Baach, Dorling Kindersley (India) Pvt. Ltd.(2007)
Batch 2009-2011
IMCSTEVENS BUSINESS SCHOOLBatch 2009-2011
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