re-branding the quardrant company

8/14/2019 Re-branding the Quardrant Company

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Agency taskCommunication objectivesBackground

Competitive landscapeTQC TodayTarget Audience AnalysisMedia strategy/Analysis

Strategy executive/communicationMedia plan/ budget summaryCreative execution recommendations


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Evolve a rebranding campaigndeploying available media with 30

million naira budget
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To increase top of mind awareness inour target audience

To capture 80% share of voice in themedia

To create the awareness in ourtarget audience that will stimulatetheir interest, build desire andeventually move them to take action

To promote buzz and positive word

of mouth about the company and its
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First used in 1807 by Thomas Jefferson inhis address to the US Congress

Public relations practice commenced inNigeria in the early 1940s

Introduced by UAC in the private sector, in1949. Followed by Nigerian Railway

Corporation in 1956.

Nigerian Institute of Public Relations is aprofessional body that regulates and

controls the practise of Public Relations as a


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Over the years Public Relations hasbeen largely misconstrued and thebrown envelope syndrome haseaten deep into the practice, withwindow dressing and psychofancy ; a reflection of the corruption

in Nigeria

Government PropagandaCorporate Social Responsibility

Conflict Resolution


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In the last few years, the PR practice haswitnessed the proliferation of severalportfolio PR practitioners as well as otherPR consultancies, who have attempted amore professional practice of theprofession

On the global scene, PR occupies a muchlarger stage and has gained as muchrelevance and respect as advertising.

Infact, forecasted that the future ofmarketing communications lies with PR.The popular book by IMC gurus AL and

Laura Reis,The Fall of Advertising and the Rise of

PR,is a reflection of the tilt of global


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Debacle involving another celebrity

Infamous wardrobe malfunctionduring a live broadcast


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Boxing match Press Conference

Don King Boxing

Promoter


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Other global practices of PR which havealso been introduced to the Nigerianscene the Nigerian marketing scene

include:

- Corporate Communications- Consumer and Brand PR- Social Cause, Lobbying & GovernmentRelations

- Media & Community Relations- Financial, Capital Market & InvestorRelations


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CMC CONNECTNIG. LTD

Incorporated in 1992 Affiliated to AfricaPractice

Clients include; Unilever Plc,Virgin Nigeria, VirginAtlantic, Shell, Accenture,Accelon, GTBank, Intel,Microsoft, Peugeot

Case Studies: BAT Nigeria Shell UK House of Representative

Committee onPrivatization/the Law.

Citigroup Deltat State of Nigeria

JSP COMMUNICATIONSCONSULTANCY

Affiliated to Hill andKnowlton Inc.

Clients Include: GSK, NBC,PZ, Red Star, Stanbic IBTCBank

Case Studies:

IBTC Coca Cola

Adriel Hospitality

Nigeria LNG

Renault


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Image Consultants Nig.Ltd

Clients include: Vitafoam,NBC,

Cadbury,Promasidor, RoyalExchange HealthcareServices

Case Sutides:nil

MediaCraft Nig. Ltd. Incorporated in 2003 Affiliated to TouchPointXM

Clients include: ExxonMobil,Oando,

Starcomms, UBA, BankPHB,Access Bank, Park n shop,

Crown Flower MillsCase Studies: Nil

Sesema Public RelationsNig. Ltd

Affiliated to Edelman PR andIdea Engineers South Africa

Clients include: MercedesBenz, SonyEricsson

Synergy Consulting

Clients include: Nestle,Swipha, Brian Munro, SKG

Pharma Limited, Case Studies: Nil


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Incorporated in 1989 Started operation in 1990 Was Nigerias first full service PR consultancy. Affiliated to Fleishman-Hillard, a leading global

communications consultancy

Number One in: Service Image Quality of Clientele Processes & Systems Manpower development

OUR CLIENT ON RETAINER AND OTHERWISE INCLUDE Zain, DHL, Nokia, LG Electronic, British American Tobacco

Nigeria, MTV base FCMB, 7up Bottling Company, Virgin Nigeria, Emirates

Airline


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Professional

Non- professional

StrongplayerWeak

Player

TQCCMC Connect

JSP Communication

MediaCraft

Synergy ConsultingImageConsultantSesema

Portfolio PRPractitioners


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SWOT

Strength Weakness

Opportunity

Threat


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Pedigree- The Quadrant Company has an edgeas a member of the TROYKA brand.

Affiliation- The Quadrant Company can utilizeits affiliation to Fleishman Hilliard.

Experience- The company has a good trackrecord of success. Which it can bank on.

Professionals- The company can boost ofexperts with varying depths of experience inthe industry, ranging from business sector todirect marketing, database management,advertising/ events and journalism.

Quality of Clientele- Over time, QuadrantCompany has handled A+ rated clients withsuccess, and still handle most of these clients.

STRENGTH

W

O T
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The Quadrant company is playing in alargely misconstrued industry , in thismarket, Public relations is largely mistakenfor Advert, propaganda, lobbying and this ishindering the growth in Nigeria.

Low awareness- The name Quadrant is noteasily available on the lips of Nigerians, theawareness is not there and so the companyis not yet fully utilized.

The Quadrant company is not utilizing itspotentials as a good public relationscompany considering the family it belongsto which has a good name and professionalsin all fields in the industry.

WEAKNESS

S

O T
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New market in Nollywood and the NigerianMusic industry. The company should be largely involved in

organizing presidential and gubernatorialdebates to help enlighten the public.

Economic recession- most companies are

laying off staff, and this puts them in anegative limelight to the public, we need toexploit this by advising the companies onthe right ways to communicate thesituation to both internal and externalpublics.

The company should handle special eventslike product introduction in order to gain

OPPORTUNITI

ES

S W

T
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Lack of professionalism in theindustry. Misconception- this is a weakness

that doubles as a threat, peoplesee Public relations as advert or

even propaganda. This has a highrisk of phasing PR out of theNigerian market soonest.

THREATS

WSS

O
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CEOs, Managing directors.Adult, age 28 55years, SocialEconomic class ABC.

Bulls eye - 35. They make decisionsfor the decision makers.Top executives, key decisionmakers, business men/women,young executives e.t.c.Government bodiesIndividual and Corporate/tradegroup. (The general public)
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Livesin

urban

cen

tres

nationwi

d

e.

Extre

mel

Extre

mel

yy

litera

te

litera

te..

Top executives in both private andgovt. organizations,

Entrepreneurs, Professionals etc

Male & FemaleMale & Female 28 55years28 55years

ABC Social Economic ClassABC Social Economic Class Highly innovative, currentHighly innovative, current

Plays Golf, visits the boat club forleisure, dines in posh restaurants,visits the cinema and hangs out in

the mall


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They care about how they areperceived by people

They have very high tasteThey enjoy relaxing in posh placesThey travel the worldThey love being associated with their

kindThey lead the packThey are influential


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I sometimes feel exposed becausethere is no one taking care of mypublic interest

there is no staff specificallyresponsible for my companys PR,so we have haphazardcommunication. This is a cause forconcern for me

knowing that there is someonemanaging my image gives me restof mind and I can concentrate onmy business


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SecurityAssurances

Image


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We will use communication to position TQC asthe all time master of the trade of PublicRelations

we will use copy led creative executions to

create in them a sense of urgency abouthaving a professional PR consulting firmhandling this aspect of their business forthem

We will create strategically usecommunication to create a community for ourtarget audience to belong to, so that we can

have regular contact with themTQC will come alive in the minds of our targetaudience as not just a PR company, but as astrategic business partner that offersintelligent communication solutions. Theybegin to think like, my business team is nowair tight

Leverage on the USP of TQC in allcommunication endeavors


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The brandarchetype of TQC isCREATOR ORINVENTOR

We can think ofbrand TQC TheShaolin Master

The idea is to haveTQC represent TheAuthority in thefield of publicrelations, just like

the Chinese


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In line with the archetype, Creator,personality traits that TQC will

exhibit include, power, assertion,innovation, expertise, distinguished,maturity, calm, classy, modern,deep, introspective, polished andsmart.


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To the Nigerian and international businesscommunity in specific and the general public,

TQC is THE AUTHORITY in the Nigerian PR

industry, with the highest professional standardsand a complete mastery of the practice of publicrelations in Nigeria, because of its broadexperience and knowledge base .


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TQC is Nigerias first full serviceprofessional PR consultancy withinternational affiliation, resident within aninvestment holding company with

businesses in marketing communication.This means that collaborative support andoffering beyond pr is guaranteed


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Creative Rationale: A combinationof humour and the sense of

importance attached to imageperception Importance: What you say could

create a stigma that could last a long

timeHumour : To catch attention and

lighten the mood of communication


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Globe Concept

Logo Image Concept
http://tqcglobe2.swf/http://tqc.swf/http://tqc.swf/http://tqcglobe2.swf/


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Weekday morningWeekday afternoon

Weekday night

Weekend morningWeekend afternoon

Weekendevening/night

Reads newspapersat home, in the carand in the officeChecks email onblackberry and laptop

Could catch a flightfor a business trip

Attends businessmeetings andlunchesIs exposed to TV

(CNN) at clientsoffice

Leaves the officelateHas been on the netall dayWatches late night

news before going tobed

Reads newspapers and

magazines moreexhaustivelyStays in touch with clientsand business partners onthe net and phoneWatches business related

programmes

Shops with family at themallPlays golf, tennis, swims atrecreational clubsMeets friends or hasinformal business meetings

at posh spots

Goes shopping at malls,visits cinema, watcheslate night news andbusiness programmes


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Focus of

Effort

Reach Frequency

Spontaneous Awareness Sustenance

Market priority

Major states in the South-west, South-South, South-east, North-west and North-central, skewed

towards key cities like Lagos, Abuja, Port-Harcourt, Enugu, Anambra and other busy and businessoriented cities.

Other markets to be reached via network stations and spillage media

Deployment of digital media within shopping malls, airport lounges and other strategic locations

Target Priority

Male & Female, 28-55yrs, SEC ABC

MediaApproach

Print to be used as lead medium using inside front page cover or outside back cover. IMC pages

will also be used tactically.

o National dailies like Guardian, Punch, Thisday, Financial Standard, Vanguard, Champion,

Leadership, New Nigeria, Daily Trust and Tribune

o Magazines like M2, Thisday Style, Brand World and Broadstreet journal

Internet to be use as Secondary medium, using banner ads on yahoo home page and mail page,

CNN and Google.

T.V is to be used as a supporting medium, using stations like NTA network, Channels, CNN and

STV focusing on news, business and IMC programmes.


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Strategic ad placement in newspapers andbusiness magazines to drive campaignsupported by internet and TV ads on late

night news, business and IMC relatedprogrammes. PrintNational reputable dailies,business and style

magazines

InternetBanner ads on Yahoo, CNN and Google

Televisionlate night

news, businessprogrammes

and IMCprogrammes


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AdvertisingATL TV and pressNew Media Web banners on the internet websites

visited by TA such as Yahoo, Google and CNN will

be used PR/EVENTSArticles published in national dailies on PR issuesSeminars seminars targeted at new opportunity

ventures like the Entertainment industry, private

and government bodies among others ,issuesranging from economic and business issues willbe discussed by notable authorities in theindustry.


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MEDIA PLAN ANDMEDIA PLAN ANDBUDGETBUDGET


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SEMINARSVenue -500,000.00Press coverage -150,000.00

ARTICLES 100,000.00Sponsored articles on PR issuespublished in all national dailies

Total 750,000.00


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Car stickers 45,322.00Flash drives - 151,000.00Car danglers 105,678.00Pens 50,000.00Folders -90,000.00Writing pads -70,000.00

Total 607,000.00


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PRESS 11,500,000.00 INTERNET 7,500,000.00TV 9,128,000.00PR 750,000.00BTL MATERIALS 607,000.00MISCELLENOUS 500,000.00

TOTAL 30, 000,000.00


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AMBIENT2. Polo Club Ibadan3. MicCom Golf Club.4. Ikoyi Golf Course5. Airline airport loungesVirgin, British airways, emirates, Qatar e.t.c


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re-branding the quardrant company

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