CASE STUDIES

Phase 3 – Involve media plan summary

Radio Ac$va$on Print Television Outdoor Digital

Broad reach Amatuks Broad visual High reach Billboards Social Media
awareness Launch reach na$onal Bus Shelters Specific site
Community Amatuks Longer Informa$on placement
and regional game awareness
ac$va$ons consump$on Infomercials, handouts
radio advantage
Access to all Product
Placement
markets Innova$ve
television
engagement

PHASE 1 : EXCITE

Excite – Amatuks Sponsorship and PR

SPONSORSHIP OF THE UNIVERSITY OF PRETORIA SOCCER TEAM
1.  Sponsorship includes naming rights of the team: The A Re Yeng Blades to include:

a.  Televised sponsorship announcement with the AMATUKS CEO
b.  TV coverage when the AMATUKS play (July 2014 – April 2015)
c.  Stadium Branding
d.  Full kit branding
e.  Training ground branding
f.  Use of the team members for activations or advertising material

Excite – Outdoor

Amatuks Sponsorship and PR

Excite – Digital

PHASE 2 : EXCITE

INFORM (EDUCATE,DEMYSTIFY
,SIMPLIFY)

Inform – Building the Features

Build the brand idea
1.  Create call to action – give reasons to use the service
2.  Aggressively build awareness using ATL platforms
3.  Continuation of Amatuks Sponsorship
4.  Digital – direct lead to detailed information

Inform – digital

1.  Digital, Google and .mobi placements to fulfil the following roles:
a.  Drive website engagements
b.  Create general awareness
c.  Drive consumers to find out more information on role out of system and register
for updates

2.  Site affinities:
a.  Niche – High affinity and page take overs
b.  Lifestyle – High affinity and dominance ROS
c.  Relevance and content targeting
d.  Social Media (FaceBook, Twitter, 2Go, We Chat, MxIt, YouTube)

PHASE 3 : INVOLVE

Involve: Create Advocacy

Build relationships & loyalty
•  Demonstrate commitment and care
•  Build positive PR and rapport

–  Owned Bought and Earned media. ATL and BTL (online)

Website – owned Print – bought Any PR - earned

Involve - Build the brand idea

1.  ATL continuation – maintain awareness in the ATL space
2.  Continuation of Amatuks sponsorship
3.  Digital – direct lead to detailed information
4.  Activation – generate excitement
5.  PR Interviews for Workerslife CEORadio, print, television

ideas illuminated

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