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PROPOSED CLIENT: - MOVING NIGERIA FORWARD GROUP CONCEPT DEVELOPMENT:- CQS PRODUCTION 08032590467 [email protected]
PROPOSED CLIENT: - MOVING NIGERIA FORWARD GROUP
CONCEPT DEVELOPMENT:- CQS PRODUCTION08032590467 [email protected]
S I T U AT I O N A L A N A LY S I S I
E X E C U T I V E S U M M A R Y
S I T U AT I O N A L A N A LY S I S I I
G O A L S & O B J E C T I V E S
O U R V A L U E P R O P O S I T I O N
I N T R O D U C T I O N
C O M M U N I C AT I O N S T R AT E G I E S
M O V I N G N I G E R I A F O R W A R D
C O R E C O M M U N I C AT I O N
C A M PA I G N E X P R E S S I O N S
M O V I N G N I G E R I A F O R W A R D G R O U P
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There are about 68 million registered voters for the 2011
elections
The youths and middle class [aged 18-45] cumulatively make up about
60% of the registered voters
The lower class of which are non youths make up another
25%
There are 13 Core GEJ states, 11 Pro-GEJ states, 6 Flip states that can be flipped in favour of GEJ and 7 difficult to win states *see situational analysis II for
chart/states
A run off election will not favour GEJ; it would force the opposition parties to form an
alliance, reducing their inherent weakness
GEJ can win the election on the first run winning his core states,
consolidating his position in the pro GEJ states and flipping as many open
states as possible
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Goodluck Ebele Jonathan has a strong following of sentimental
voters; the base is currently ebbing away to a growing consensus
that he is no different from the rest
Their opinions are fueled by a communication strategy that offers
them nothing from their President, save campaign trail „bits n
pieces‟
Eventually they would form their own opinions and spread them
through the Power of Referrals; and it spreads as does a cancer
To safeguard against a run off election, GEJ would need a game
changer; a campaign designed for the youth and middle class
segments as a core thrust of winning Flip & Pro GEJ states
The campaign must be dynamic, matching the peculiarities of
each state with the requisite communication, strategy &
expression
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CORE GEJ STATES
Abuja
Enugu
Anambra
Akwa-Ibom
Abia
Bayelsa
Cross-River
Delta
Ebonyi
Imo
Rivers
Jos
Oyo
PRO GEJ STATES
Benue
Edo
Kaduna
Benue
Niger
Kogi
Kwara
Adamawa
Taraba
Ogun
Nasarawa
FLIP STATES
Ekiti
Osun
Ondo
Lagos
Gombe
HARD 2 WIN STATES
Kano
Sokoto
Zamfara
Yobe
Borno
Katsina
Kebbi
• States with strong affinity and support for GEJCORE GEJ
STATES
• States leaning towards GEJ but in need of consolidation to guarantee victory at the pools
• States with core affinity with GEJ but with growing support for opposition parties
Pro GEJ STATES
• States in opposition party control
• The populace can be influenced to vote for their parties in state and senatorial positions but can be flipped to vote for GEJ for Presidential Elections
• PDP states with very strong ethnic support for Gen. Buhari
FLIP STATES
• States with strong ethnic affinity for either of the core opposition party
HARD TO WIN STATES
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Jonathan has the largest number of Facebook followers [512,849] followed by
Ribadu @ 162,218 and Buhari @ 9,213
Incidentally the Buhari and Ribadu teams are generating more traffic
on Social Networks and online mediums than the Jonathan team
due to limited information
GEJ has not taken advantage of his large number of sentimental voters; there is no direct video message to his supporter, no
clear spelt out plan or vision and no information to turn viral by his large
number of online fans
Buhari and Ribadu have downloadable plans for developing Nigeria which has largely influenced their growing number of volunteers selling their message with fervour
A majority of Buhari’s followers are from the North West, predominantly ethnically sentimental supporters; and Ribadu and Shekaru would erode his hold in the North-
West region
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GEJ 2011 is a 14 day strategic campaign to ensure that GEJ wins the necessary majority required to avoid
a run off election
It is a game changer for the GEJ campaign that focuses on the youth
and middle class segment as its primary target and the lower class as
its secondary target
Transformation/Moving Nigeria Forward is the core message of the 14 day campaign. It highlights GEJ’s
vision of Moving Nigeria forward and engages the people as part of a joint
effort
It combines a myriad of communication strategies and
expressions to sway the people’s Hearts, Heads & Hands in the 2011
elections
A core goal is to achieve a viral word of mouth where the GEJ supporters
become human pulpits to further spread the message
It is a campaign sponsored by a group of power brokers with a vested
interest in a Jonathan presidency
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Drive a 3 pronged campaign to influence the Head [Informative],
Hearts [Sentimental] and Hands[engaging] of the people towards
Moving Nigeria Forward by voting for GEJ
Arm GEJ supporters both online and offline with the necessary
information about GEJ and his plans to spark a viral Word of Mouth
campaign
Consolidate GEJ‟s position in pro GEJ States and flip as many Flip
states as possible
Drive communication strategies in each state with communication
tools peculiar to each state and wired to achieve maximum
advantage
Focus campaign to score heavily with the youths and middle class
as primary targets and the lower class as secondary target
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Win the necessary majority in the
2011 elections to avoid a run off
Win over large scores of youths and middle class segments in the 2011 elections
Win with an undisputed
majority to all election observers
both local and international
Create a Shared Vision of Moving Nigeria Forward
between GEJ and the people
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Inspire the Heart
Influence the Head
Engage the
Hand
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The GEJ 2011 campaign is driven along 3 lines
Sentiments[Heart]
Information [Head]
Taking Action [Hands]
HEART
The sentimental campaign seeks to appeal to the heart of the
voters
It rides on the star power of GEJ to sell more reasons why
people should vote for him
The lower class voters are predominantly going to vote
sentimentally
The campaign drives messages like :-
GEJ – A Man of Destiny or The Nigerian Dream
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HEAD
This campaign targets the youths and middle class
It sells Moving Nigeria Forward [The master plan to actualize
GEJ‟s Vision of Transforming Nigeria]
It is expressed through a mix of communication channels
The Heart Strategy varies from state to state but the Head
strategy is constant Nationwide
HANDS
The Hand strategy focuses on engaging the people as co-
labourers in actualizing the shared vision of Moving Nigeria
Forward
The pre-requisite is voting for GEJ at the 2011 elections and
getting their friends and associates to do same
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PRIMARY TARGETS
Youths and Middle Class
SECONDARY TARGETS
Lower class excluding
youth
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Motivational
Informative
Sentimental
Moving Nigeria forward
Man of Destiny
The Nigerian Dream
Talk less, Do more [Strength from within]
The 4 Year Sprint
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Transformation / Moving Nigeria Forward is the core campaign
message of the GEJ 2011 campaign
It highlights GEJ‟s plans to rapidly move Nigeria Forward
It engages the people‟s support as co-executioners of the Vision to
Move Nigeria Forward
The Vision is communicated as unit modules and as a total
package
The campaign would arm the large number of GEJ supporters
online with the right ammunition to drive through circles of
friends and associates
A core part of the strategy for Moving Nigeria Forward is to
translate the vision from been a Vision of GEJ to becoming a
SHARED VISION OF THE PEOPLE
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PRIMARY FOCUS
• Power
• Security
• Infrastructural Development
SECONDARY FOCUS
• Education
• Economy
• Small & Medium Business Agenda
• Human Capital Development
• Agriculture
• Sports & Entertainment
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The Nigerian Dream is a campaign focused at fueling the
sentimental attachment to GEJ
It sells the message of Zero to Hero
It highlights GEJ‟s humble beginnings up till his exalted position as
President
It serves as an inspiration to the teaming lower and middle class
that “life can make you can start from a disadvantage position but
with hard work, determination and good luck you can move from
being a nobody to becoming a person of repute”
The campaign projects GEJ as the face of the Nigerian Dream,
Your humble beginning does not determine your future, you can
become all you desire to be through hard work, determination and
good luck. If it happened for me then it can happen for you too
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The Man of Destiny also seeks to fuel the sentimental attachment
to GEJ
It highlights how his destiny has been orchestrated to prepare him
for a time like this :-
He is the only Nigerian to concurrently go through all the arms of
executive leadership in preparation for transforming Nigeria
Deputy Governor, Governor, Vice President, President
His grooming also includes starting from poverty experiencing all
the demographics toward his current position of President
Lower class, Middle Class and Upper Class
He is fully groomed to Transform and Move Nigeria Forward
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Talk Less do More focuses on the current progress made by the GEJ
presidency in the last 7 months
It tells the stories from the people‟s perspectives
It highlights how these actions have benefited Nigeria
It also projects the personality of the president as one who is
resilient, dogged and result oriented
It connects GEJ‟s personality style to the Level 5 style leaders in
the best sellers “Good To Great”
It dispels with insinuations of GEJ been weak
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The 4 Year Sprint focuses on GEJ‟s promise to run for only one
term
It sells a sense of urgency to achieve all he desires in 4 years
It highlights a Government that is prepared to move swiftly in
achieving its vision to transform Nigeria
The Next 4 Years would be a 4 year sprint:-
4 years of taking action
4 years of transformation
4 years of working with Nigeria‟s best to get the Job done
4 years of becoming a diverse economy with multiple revenue
generation streams
4 years of becoming the largest agro producer in Africa
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•Newsletters
•Flyers
•Posters
•Stickers
Audio / Visuals
•Short Films
•Music Videos
• Interviews
•Audio CDs
•VCDs – DVDs
•Online Videos
Social Networks
•YouTube
•Blackberry Messengers24
People Connect
•Round table with doctors, lecturers, young people, students, farmers, fashion designers, entertainment personalities
Radio
•Radio drama
• Interviews [BBC Hausa]
Creative’s
•Wallpapers for PC
•Wallpapers for phones
•T-Shirts25
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ONLINE CAMPAIGNS
Banner Ads on high Nigerian traffic websites
Online Videos
YouTube
Mouse Over Flash Ads
Moving Nigeria Forward Group on Facebook
Downloadable Action Plan on Moving Nigeria Forward
NEWSPAPER CAMPAIGN
Selling the Plan
Selling the Man
Engaging the people
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STATE CAMPAIGNS
Dark Green States
Light Green States
Orange States
Red States
RADIO CAMPAIGN
Radio Drama
BBC Hausa Interview
Radio Jingles [Heart & Head]
PRINT CAMPAIGN
Flyers
Newsletter Campaign
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TV Campaign
TV Jingles
Short Stories
Multi-lingual TV Ads
Billboards n Banner Campaigns
The opposition parties are riding a righteous wave of negative
sentiments towards the PDP
The PDP has played defense for most of the electoral campaign
The major opposition parties have endemic weaknesses that can
be taken advantage off either in a debate or as spikes for the
press and electoral public
For Example
Ruling people with a gun to the head, denying them of their
fundamental human rights is not the same as leading 160 million
people in a democracy. It requires understanding, it requires
empathizing with the people while making the necessary tough
decisions to Move Nigeria forward. Or will you lock up all the
university lecturers because they went on a 3 month strike
demanding their rights?
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The Moving Nigeria Forward Group is made up of powered
personalities with vested interest in a Jonathan Presidency
They combine resource to drive GEJ 11 as a game changer for the
2011 elections
The current Goodluck/Sambo campaign has to re-tweak and
harmonize with the GEJ11 campaign to take advantage of missed
opportunities and increase effectiveness
The Moving Nigeria forward Group would grow to become a group
of major policy influencers in the country
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