Marketing Public Relations proposal

A presentation by:
 Background
• Royal Power and Energy Limited operates in the power sector offering products and
services in the area of power back up, conditioning and protection.
• The company has operated within this industry for over ten years with considerable
number of clientele in the banking and telecom sector.
• After ten years of existence, RPE Limited has set an ambition to become the
foremost player in the power value chain sector of the economy
• Trifecta Communications Ltd has analyzed the brief and in the absence of
comprehensive research and industry information, we have developed a toe-in-the-
water marketing public relations to kick-start this ambition.
• Below is our thought line.
 Where are we
• In September 2017, Royal Power and Energy celebrated 10 years of being in
business in the country. This no doubt is a great milestone considering the turf
/harsh business atmosphere in Nigeria.
• In repositioning, the company is scaling up its operations and investments by
exploring new markets and new opportunity including the acquiring of the sole
distributorship right in Nigeria of the Signal brand of power solutions.
• The company is to fully commence product marketing of the signal brand from Q1
2018.
 What we want to do
• Promote Royal Power & Energy as the leading choice for power back-up, conditioning
and protection solutions
• Enhance Royal Power & Energy’s reputation as leaders in the use of power solutions
industry
• Enhance RPE’s vision to become the leading Nigerian, technology-driven, innovative
power back-up solutions company through Thought leadership
• Increase RPE’s visibility to a wider audience of potential new corporate and individual
customers
• Re-affirm the RPE credibility in POWER solutions issues.
• Introduce and create awareness for Signal Brand of power solutions
distributed/Marketed in Nigeria by Royal Power and Energy Ltd
Assumptions
We assume that RPE Ltd has taken some decisions on the followings:
• Logo and brand development
• Signal Brand product Portfolio
• Quality control
• Distribution
• After-sales services
• Personnel etc.
 OUR COMMUNICATION OBJECTIVES

To position RPE as one of the foremost POWER solutions company in Nigeria with a heritage of
providing power back up, conditioning and protection solutions.

To evolve a functional and emotional brand personality for RPE new business undertaking -
Signal brand of power solutions.

Rationale
The new communication agenda is to convey a major shift of RPE as an ordinary player
to a major and more active player in the market place. The idea is make stakeholders
“understand” and “Respect” Royal Power & Energy Ltd which will eventually lead to
acceptance of her offerings.
 Our Targets
CEOs & MDs,

The Nigerian ICT personnel

public in company

The Nigerian The Government

& Regulatory
Media agencies
 Implementation stages

Phase 1 Phase 2 Phase 3

(Nov 2017 – Jan 2018) (Feb 2018 – July 2018) (August 2018 – Dec 2018)

Creating
Detailed implementation of Full customer/Stakeholders
awareness and
marketing engagement and Sustenance of
building positive
communications concept campaign. Evaluation/ Feedback
reputation/goodwill
of Signal brand
for the company

To achieve our target of 2018, our approach is to deploy media relations/publicity activities - Press Releases,
Radio Hype, Brand Features and Opinions Article and MD’s Interviews plus brand Activation in the first phase
while advertising will be the major driver of the brand in Phase 2 with Marketing Public relations support to
provide credibility and engender buy-in while more stakeholders will subsequently be engaged at various
touch points and platforms in the course of the year.
Phase 1 Activity: Brand Activation to build brand personality
A Marketing Communication process that:
Makes the Brand Key message more tangible.
Helps targets meet with their brand.
Allows targets experience actual brand behavior, rather than brand promises
Is an opportunity to involve the right targets in a brand experience – often in an unexpected place, at an
unexpected moment, and in an unexpected way.

RECOMMENDATION: FLASH MOB @ THE MALL

The Christmas yuletide season offers an opportunity for targets to experience the company Royal Power &
Energy. We can explore the Flash mob technique brand activation to sell the company. The touch points will
be Shopping Malls (Shoprite Lekki) and Cinemas (Silverbird Galleria) etc. If the idea is ok we can explore the
full proposal.
The Execution:
Will be made up of 30 - 50 that will be dressed in Royal Power & Energy branded T-shirts to sing the Christmas
song and wishing visitors to the mall a Merry festive season. This visual composition will be a clever attempt to
introduce the company and build brand equity.
 Phase 2 & 3
(Feb 2018 – Dec 2018)
Recruiting more consumers for the SIGNAL brand of power solutions
and sustaining brand equity of RPE Ltd
What story do we want to tell

We want to tell the story of sweet experience as an over-arching

benefit that consumers can enjoy from using SIGNAL brand of
power solutions. Whether for Home use, Offices, Business
operations etc.

SIGNAL brand of power solutions delivers comfort and make lives

more enjoyable.

Powered by Royal Power & Energy Ltd.

Taking the
brand to town Advertising
The role of advertising is to
• Create a distinct brand identity
• Simplify the message and
• Clarify positioning

How?
Through projection of the product as efficient and reliable.

Through
• ATL: Press, Radio jingles, Radio Hype, Outdoor billboard.
• Below-the-line (BTL) materials such as Flyer, Car stickers etc. are also advocated.
• Strategic and tactical advertising campaigns during festive periods like Valentine,
Easter, Christmas, Muslim Festivals etc.
Taking the
brand to town Media Relations & Publicity
• Having identified a strong brand and developed the core concepts and values to be associated
with the brand, the next stage is to communicate this through different Marketing PR programmes.
We will:

• Develop creative PR programmes to create the right perceptions for Signal brand and RPE as:
- Reliable
- Efficient
- Delivering on its promise
- of Quality standards
- Brand Heritage - from the home of Royal Power & Energy company

• We will explore the press releases, Press Interviews, Brand feature write-ups and Opinionated
Article
Taking the
brand to town Marketing PR: Stakeholders’ Engagements
Ensuring that all stakeholders encounter the brand and that they feel
sufficiently empowered to be brand believers/Ambassadors. We will:

• There is need to take the message to the key stakeholders.

• The goal being to create champions/advocates.
How?
• Road shows involving visits to:
• Residential Estates
• Malls
• Cinemas
• Seminars e.g Using Solar Inverter as power back up solutions the advantages.
• Visits to Government, Organizations and professional associations.
Taking the
brand to town Digital Marketing
Objectives:
• To drive more sales
• Increase brand awareness
• Further drive consumer engagement and
• Reach new customer segments.

Tools:
• Social Media –Facebook, Twitter, Instagram etc.
• Email Marketing
• Mobile Marketing
• SEO
• QR Code etc
How do we know when we get there

The Number Of Positive Reports In The Media

Impressions And Press Clips

Increased customer enquiries about the company and its products

Improved Positive Perception Among the company

Budget Estimation
Budget phase 1

Press Release @ N30,000 in 6 newspapers = N180,000.00

Full page Interviews @ 100,000 in 3 newspapers = N300,000.00
Feature Articles @N60,000 in 5 newspapers = N210,000.00
N690,000.00

Flash Mob Brand Activation @ the Malls (TBC) =N3,500,000.00

* Please Note:
This cost estimation is exclusive of Agency Service & 5%VAT
Budget phase 2 & 3

Advertising = N40,000,000.00
Marketing PR Activities = N20,000,000.00
Digital Marketing = N8,000,000.00
N68,000,000.00

* Please Note:
This cost estimation is exclusive of Agency Service & 5%VAT
 Post-script
Is there a possibility of rebranding of RPE company logo?
Why are we asking?
For a clean-tech company playing in a competition market. One of the success criteria is having a logo that
tells your story. Your brand personality.
Your logo should convey solidity, credibility and captures your uniqueness.

Your Head Traits (Process components)

Efficient
Innovative
Responsible
Your Heart Traits (Human Components)
Caring
Focused
Passionate
Committed
We can upset the current RPE logo and develop another to reflect the company’s global brand ambition.
(c) Trifecta 2015