CASE STUDIES

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01 INTRODUCTION
BROADBAND INFRACO CAMPAIGN PLAN,
CREATIVE EXECUTION AND MEDIA PLAN

Public Sector Communication Strategy

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Introduction

Broadband Infraco is to implement a marketing communication campaign aimed

specifically at the Public Sector in order to:
o Explain its founding mandate (and its nuances) to all public sector role-players active in

the broadband value-chain in one way or another. It needs to position Broadband
Infraco as the preferred partner for delivery of any of the broadband products and
services such role-players may demand.
o The campaign is to stimulate demand for Broadband Infraco’s services and result in
sales enquiries for the account management team so as to fulfil the company’s
commercial objectives.
o And, in the process establish Broadband Infraco as a viable alternative to existing
network partner choices –particularly against the incumbent operator and new

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Communication Objectives

Establish awareness for Broadband Infraco’s evolved business model amongst
target audiences in the Public Sector.
Position the company as an enabler in terms of helping achieve Government’s
objectives of building broadband infrastructure to help increase economic activity
and create jobs.
Facilitate the achievement of 100% broadband penetration by 2020
Stimulate demand for Broadband Infraco’s products and services amongst the
target market.
Drive actionable enquiries to Broadband Infraco fulfillment channels.

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Target Audiences

The primary task is to influence decision makers in the Public Sector across:

National Government:

• Ministers

• Deputy Ministers
• Directors General

• National State-owned companies with ICT interests:

• SANRAL • GITO Council

• SENTECH • CSIR

• Denel • SITA

• SANDF • SANReN and TENET

• ESKOM Other State-Owned Companies

• TRANSNET (TFR)

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Target Audiences • City of eThekwini
• Nelson Mandela Metropolitan Municipality
The 9 Provinces of the RSA • Ekurhuleni
• Premieres • City of Cape Town
• MEC’s of Economic Development • Mangaung
• Provincial ICT Heads

Local Government
• Executive Mayors
• City /Municipal Managers
• Major Municipalities involved with
broadband access projects
• City of Johannesburg
• City of Tshwane

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Product and Services Offerings

All potential customers need affordable, accessible and plentiful broadband, either for
backhaul –or as redundancies for their wireless and fixed broadband networks.

Broadband Infraco has a connectivity presence in all provinces and most metropolitan
areas

Broadband Infraco’s Network Operations

Network surveillance 24/7/365 capability including:

Customer support through call centre/service

Real-time Problem detection(Fibre desk Environmental alarm management system)
management system, Elements managers,

Service provisioning, SDH, IP.

Tier 1,Tier 2 technical support

Performance Management (Customer services)

Trouble Ticketing(Remedy),Work order and Site Access

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Product and Services Offerings

Encourage uptake of Broadband Infraco’s Managed Services proposition including:
Extensive experience of the major RF, IP, AC/DC-Power and optical technologies
vendors including Ceragon, Cisco, NSN, ZTE, Enatel, etc.
National field service team able to provide Diagnostics, Repair, Optimization, Service
Installation and testing
Advanced network maintenance and support infrastructure, including measuring
instruments, for various technologies in our catalogue,
24/7/365 JHB -based Network Operations Centre (NOC), with highly skilled operators
and 3 Tiers of technical support, moreover with alternative NOC for disaster recovery
purposes.
Customer service Call centre
eTOM-aligned processes and procedures.

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Product and Services Offerings

Position Broadband Infraco’s Network Maintenance proposition:
24-hour callout for maintenance and faults restoration
Installation, testing and commissioning
Preventative maintenance
National Footprint(service centres)
Technical capabilities/Skills
Broadband Infraco currently has regional service centres in 8 of out 9 provinces which
demonstrates its industry leadership in the sector.

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Strategic Considerations

A primary task is to re-establish Broadband Infraco's strategic positioning. To this end,
key services and offerings should be detailed in collateral and website that is accessed
as a result of an advertising call to action once the question as to “why Broadband
Infraco?” has been answered. The “hook” is the company’s emotional
positioning, rather than just the functional capabilities.
The marketing communication campaign must drive prospects either to the website,
call centre or the account management team so that a business needs analysis can be
conducted –converting leads into prospects instead of providing a catalogue of services
with no customisation or understanding of customer needs.

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Strategic Considerations

As established in preceding sections, Broadband Infraco’s positioning is built on:
An enabler of economic development and a network that provides diversity and
redundancy to existing networks.
A positive embrace of the Broadband Infraco brand; mandate; value proposition
and messaging; making prospects receptive to doing business with the company as
partners.

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Single Minded Proposition

“Growth, unlocked”
For your network, as a SOE, local, provincial or national ICT user
For the country and your entity's mandated economic growth objectives
For your 1st or 2nd tier licensed network

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Reasons To Believe

Broadband Infraco’s track record in being the carrier of carriers.
Performance statistics of existing SLA’s (such as the MTN STM 64 link)
Existing portfolio of clients – we are the only Network that connects one of the mobile
operators to an east African marine cable
We connect international carriers to Zimbabwe
We backhaul a Namibian Internet Service Provider to Cape Town
Existing portfolio of products & services

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Likely Existing Attitudes

A SOE infrastructure provider that provides additional backhaul capability.
An alternative that is unproven
Unknown quantity – what has it achieved?

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Desired Attitudes

The alternative carrier of carriers of choice.
The dedicated network partner that is focused on growth for my network, the
achievement of my objectives, the growth of the country.
The risk mitigation choice
The “game changer” that is giving me choice through affordability, efficiency
and accessibility

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The Brand Shift

FROM Growth, Unlock TO

“Additional “Powering national
backhaul growth through

Infrastructure.” Broadbrand connectivity.”

Current Brand Direction New Brand Direction

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Creative Platforms

1. The Backbone Approach:

back·bone (bkbn)n. 1. The vertebrate spine or spinal column.
2. Something, such as the keel of a ship, that resembles a backbone.
3. A main support or major sustaining factor: the backbone of a thesis.
4. Geologya. A ridge forming the principal axis of a mountain.
b. The principal mountain ridge, range, or system of a region.
5. Chemistry The main chain of atoms in a polymer.
6. Strength of character; determination: displayed grit and backbone in facing
adversity.
backbonedadj.

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CREATIVE PLATFORMS

Broadband Infraco is the broadband backbone that supports connectivity and ties together
all the various networks so that they function as a whole –in the interests of affordability,
accessibility and the accomplishment of unlocked potential for the country as a whole.
Without a backbone, there is no coordination and no channel for the neural system
throughout the human body.

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CREATIVE PLATFORMS

2. The Game Changer
A person who is a visionary.
A company that alters its business strategy and conceives an entirely new business plan.
This type of company switches up and forms a new business strategy in order to compete
directly or indirectly with competitors. A game changer changes the way that something is
done, thought about or made.
Broadband Infraco changed the game so that broadband became more affordable, more
accessible and created a choice for licensed networks and Government. By changing the
game, it unlocked growth.

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CREATIVE PLATFORMS

3. The brand that supports the brand.
Similar to the “Intel Inside” approach – Because we deliver always on, you deliver growth
for your customers.
Probably more appropriate for functional benefit messaging aimed at CIO audiences, as
well as licensed tier 1 and tier 2 network operators.

In recent marketing history, BASF is one of the first companies that stepped out into
the spotlight with the message: “We don’t make the things you buy. We make the
things you buy better.”
Brands behind the brands are the cogs in the wheel that either play a specific role (a
niche), or provide a product or service that larger brands have elected not to supply, or
simply can’t.

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CREATIVE PLATFORMS

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IMPLEMENTATION TACTICS

The primary task is to establish the Broadband Infraco brand and positively influence
perceptions amongst Public Sector clients, influencers and stakeholders.
Media selection has been nominated as

Above-the-line advertising in:
Niche Print (e.g., Transform SA; Government Digest; Public Sector Magazine –ideally a
long-term strategic partnership with the latter; The Thinker; Municipal Focus; IT Web;
Engineering News; Department of Defence Publication “The Soldier” )
Outdoor (targeted digital billboards; some static)
Relevant Online (e.g.; IT Web; Google Search Engine Optimiser; MyBroadband)
Uploading of frequent content written on a weekly basis

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IMPLEMENTATION TACTICS

Media advertising is to be supplemented by:

Below-the-line experiential events which bring customers into intimate contact with the
Brand such as:

Opening of Parliament (State of the Nation Address and related hospitality)
Budget Speech
Provincial State of the Provinces Addresses
DPE Minister Budget Vote
Finance and Economic Development provincial MEC Budget Vote & related hospitality
Press Conferences; Updates; Press Releases;
Viral email- based ads
Business-focused Social Media such as Linked-In and related business sites
Corporate Roundtable debates on a topic selected subject supported by industry media
such as Brainstorm or MyBroadband

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IMPLEMENTATION TACTICS

Experiential activities require brochures and other collateral, promotional gifts and
clothing, as well as P.O.S. items such as pull up banners, pop-up banners etc.
Mandatory application of the existing C.I. is required across all advertising and below
the line items.
From a media and event timing perspective, cognisance is to be taken of the National,
provincial and local government milestone calendars.
All advertising and collateral is to include a call to action – pointing to the website, or
emailing sales for Key Account Management follow-up, or to a call centre.

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02 CAMPAIGN THEME
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DESIGN

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DESIGN

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PRINT

UNLOCKED through The WHOLESALE
backhaul connectivity provider of choice for

backhaul connectivity.

Growth. UNLOCKED Growth. UNLOCKED

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OUTDOOR ideas illuminated

UNLOCKED through
backhaul connectivity

Growth. UNLOCKED

The WHOLESALE

provider of choice for
backhaul connectivity.

Growth. UNLOCKED

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NEWSPAPER STRIP

provider of choice for
backhaul connectivity.

Growth. UNLOCK.

Economic Growth
UNLOCKED through
backhaul connectivity

Growth. UNLOCK. ideas illuminated

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INTERNET BANNER

Economic Growth
UNLOCKED through
backhaul connectivity

Growth. UNLOCK.

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ANIMATED TVC

Leaf

FADE TO

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Frame 1 Frame 2 Frame 3

Frame 4 We start noticing that the outline of the binary The camera follows as the leaf dances grace
code takes the shape of a leaf Frame 6

Frame 5

uncapped economic growth

Growth. UNLOCK.

It is here that we see that the leaf actually fell TITLE:
growth.
FADE TO Broadband Infraco logo and tag.

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TVC

Rain

TITLE ideas illuminated
FADE TO Broadbrand Infraco Logo and tag
End

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Frame 1 Frame 2 Frame 3

is here that we can hear rolling thunder at a The camera cranes up to see binary codes Frame 6
distance Frame 5

Frame 4

uncapped econimic growth !"#$%&' )*+,-./01

TITLE: FADE TO Broadband Infraco logo and tag.
growth.
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30 SEC. RADIO

TIME

ANNCR

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ALTERNATIVE HEADLINES

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ALTERNATIVE PRINT AD 1

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ALTERNATIVE PRINT AD 2

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03 SUPPLIERS ideas illuminated
Broadbrand competitors
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04 MEDIA CONSUMPTION
Government Workers
Executive Managerial

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Advertising | Branding | Strategy | Multimedia | Signage

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Business print reach for occupation:
Professional Technical or Administrative
Managerial

Weekly press

Weekly press

Weekly press

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Radio- Top 10 Stations- Audience and Affinity

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Top 10 Newspapers and Affinity

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05 OUR RECOMMENDATION
Broadbrand suppliers

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