Professional Documents
Culture Documents
Marketing & Communications Plan - Nabcoa
Marketing & Communications Plan - Nabcoa
Andreas Shifotoka
Carl Pesat
Clifford Ganaseb
Definitions Clauses:
B2B - Business to Business
B2C - Business to clients
NABCOA Namibian Business Coalition on AIDS
SME Small Medium Enterprises
SOE State Owned Enterprises
Agency Space Dimensions Advertising Agency
Heatlhworks Business Coalition HWBC
MOHSS Ministry of Health & Social Services
Executive Summary:
Namibia faces a number of challenges providing health care to its citizens,
specific to this is HIV/AIDS and related diseases. However the Government
has decided to roll out a programme a ARV Programme to all citizens.
However, in future there will be a reduction in funding for HIV/AIDS in the long
run but there is more emphasis on preventable lifestyle diseases. (Such as
Alcoholism)
NABCOA finds itself at a crossroads in terms of rebranding and this means a
marketing and communications plan must also change to show this change;
and prove its relevance in the workplace to its members and its nonmembers. It should take a step further and change the narrative and
discourse of this sector and Government Stance on wellness and HIV/AIDS
matters.
The ultimate outcome for both the state and NABCOA, is to have employers,
media (SMES, Corporates as well as Local Authorities) buying into wellness
as a necessary equivalent to HIV/AIDS to reduce preventable lifestyle
diseases and deaths in Namibia. This will ultimately reduce the health care
budget of Namibia, household expenditure on health care and focus on
preventable diseases that require the same understanding.
Lastly this paper will prove both why NABOCA needs a new message through
diligent research; and shows proven ways why certain communication
channels are needed to communicate that message. In order to create that
needed traction for both public discourse and to aid decision-makers that
make the best decision possible for their private lives and for the public
sphere. We will show all ways of advertising in order to get your message
across and in a cost effective way and to assess the impact of each medium.
1. Situational Analysis:
External Environmental Analysis
Mobilise and coordinate the private sector response to HIV and AIDS in order
to create a healthy Namibian Workforce.
Vision
A healthy and productive workforce in Namibia
Goal
To provide comprehensive and valued workplace wellness support services
as a sustainable and strategic organisation.
Business Background:
For the last 10 years NABCOA has been providing both HIV/AIDS Testing and
wellness tests to the private sector. Since 2009, NABCOA has started doing
testing to its members. This business model is dependent on the international
donor community and has become a challenge since Namibia has been
accredited with the status middle class country from the World Bank and
Namibia has made notable gains in the fight against HIV/AIDS .
Market environment:
Customers factors:
Primarily is corporate companies,
Secondary is Local Authorities and Small Medium Enterprises (SMEs)
Currently the focus is on corporate companies and SMEs however, the new
strategic vision of NABCOA is to expand to expand the client base and
membership.
Increase services to the current clientele and diversify service offerings such
as establishing a capacity to do consultancies for existing and prospective
clients. Such as market analysis of health issues in Namibia.
Competitors factors:
Private medical funds are professionally run and a strong entity.
Greater Brand Awareness
Offices are open to clients
Medical Aid is becoming a cultural norm for working class people
Suppliers:
Supplying of Medical items:
Global fund on VCT from the central medical store
Wellness Screening: (Testing kits)
Nampharm, Genmed, Geka and Anatech (Companies pay for them)
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2. SWOT Analysis.
This is to demonstrate the full aspects and components of the perceived and
real understanding of NABCOAs brand when it comes to what the brands
limitation is and what it should focus on also.
Strengths:
Weakness:
Opportunities:
A brand that can change the discourse for government and help private
employers understand that they can be that change
Threats:
It is difficult to differentiate
Governmental regulation
Key Issues
3. Marketing Objectives:
5. Market Strategy:
Marketing Strategy
Target Market/Market Selection:
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Positioning
Market offering: An invigorated outlook
Value proposition:
Concerning a nourishing and constructive workforce in Namibia
Provide Value
Communicate
Deliver Value
Value
Service Offering
Advertising/ Promotions
Distribution Channels
Branding
Personal Selling
Servicing: standards
Packaging
Direct Marketing
Pricing
Publicity/public relations
Provide Value
Service Offering
NABCOA should provide wellness strategies as well as programs to
businesses in the greater area of Namibia. A wellness strategy is a long-term
effort, combining both health-promotion and exercise-related activities
designed to facilitate positive lifestyle changes in members of a company's
work force; both for its employees and employers.
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Keys to Success
NABCOA keys to success are:
1.Marketing services to companies and individuals.
2.Dedication and hard work of the founders.
3.Raising productivity.
4.Lowering overall costs.
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So, what are some of the things to consider when evaluating your branding
options?
Using Your Company Brand
A clear benefit of using your own brand is that its instantly recognizable by
your employees. Given all of the time, money and effort thats been put into
creating and choosing the visual communication elements of your corporate
brand, youll need to do less development work up front to extend. While this
options clearly compelling, the natural appeal of these two factors needs to
be considered in relation to what your brand stands for.
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Deliver Value
Communicating Value
Advertising:
Public Relations
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Pass out information related to your product or service, and if the school or
company allows, provide attendees with free samples of your products.
Online Advertising
Create a professional website for your NABCOA. Build a site from scratch
using a user-friendly template, or hire a web design company. Your website
must provide ample information about your product or service, and include
content and keywords that are optimized for search engines to attract the right
traffic. Feature pictures of your services, along with persuasive descriptions
and benefits. Contact past or current customers and ask to include their
testimony on the website. Submit the website to search engines and online
directories to attract customers via the Internet.
Search Engine Optimization is needed for making the website and name
visible.
Social media
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What is Social Media: It is an Umbrella term that defines the various activities
that integrate technology, social interaction, and the construction of words,
pictures, videos, and audio. It tracts and mimics social interactions, and
regroups where people group by using the power of the buzz,
a. Social Media Goals
1. Increase member base, recruit new members, draw physical traffic to
facility
Purpose: to make money/to stay in business
2. Brand NABCOA, cause, and facility as a place of quality, establish as
experts in the business.
Purpose: to manage NABCOAs reputation
3. Keep the local community updated on happenings, discounts, events, etc.
Purpose: to increase number of new members
4. Understand how members use social media and monitor what members
are saying about NABCOA, products or services.
Purpose: to stay connected with members as well as
understand their habits on these platforms.
5. Contact local community businesses to inform them that with NABCOA
your luck has increased (more people win, the more disposable income they
have the more they support your business)
Purpose: word of mouth; to spread the word about NABCOA
b. Summary of Existing Online Presence
1. Facebook - No Facebook presence
2. Twitter - No presence
3. Website - Not yet, but no NABCOA website
4. YouTube Channel- No presence
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1. Photographs
2. Expert Articles
3. Video Testimonials
4. Member Reminders
5. Mailers
6. Competitions
7. Photo updates
8. Status Updates.
9. Events
10. Facebook tabs
d. Tracking Tools
1. Facebook Insights
2. Simply measured viewed statistics Summaries
3. YouTube Insights
4. Google Analytics
5. Tweet stats
e. Focus Channels
1. Facebook
2. Twitter
network, establish brand, search ability
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3. YouTube
4. Website
f. When:
All social platforms to be opened on the (Date to Be Given) to run with
campaign, this allows for transparent information, Social platforms allows for
discussions and serves as a customer relationship tool, to engage and
interact with customers.
Personal Selling:
Personal selling is where NABCOA will use people (the sales force) to sell
the product and or the concept (service offering) after meeting face-to-face
with the customer (B2B or B2C).
NABCOA will promote its product/service through their attitude, appearance
and specialist wellness knowledge. The aim is to inform and encourage the
customer (B2B and or B2C) to buy in, or at least entertain the idea thereof.
A customer can get advice on how to apply the product and or how beneficial
the service is.
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