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Integrated Communication Plan for a Political Party - All these points are my own thoughts
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Jana RajyamYou rule the Country
Page 2
OBJECTIVE
Awareness
Brand
Communication
Deriving Interest & Deep Penetration
Think before you vote
Jana RajyamYou rule the country
Page 4
Inception – 2008
NRI’s
Welfare
Goal
Future Plans
Jana Rajyam
Page 5
Promise From Jana Rajyam
Well Developed Tamil Nadu
Make people think
People develop trust over the party
Will have a clear vision
Page 6
Launch Phase
Inception in November 14, 2008
Starting with Welfare activities and promotion of the Party
Welcoming people who are interested in the party (strictly educated)
Stand in the Selected areas in Chennai, Coimbatore, Salem and some Tier 3 towns by 2011 election
Analyze the strength and Weakness of the party and constitute in larger areas by 2016 election
Page 7
Goals
Win 2021 State Election
Provide basic amenities to people
Improve Infrastructure and Literacy rate for the state Tamil Nadu
Make Tamil Nadu, a State of Benchmark
Make India a developed nation
Page 8
Time Line & Road Map Ahead
2008, November Launch of Jana Rajyam
2009 - 2011 Welfare Activities, Addressing people
2011 State Election Constitute in Middle Class areas in Cities like Chennai, Coimbatore, Salem
2011 – 2016 Keep Doing Welfare Activities and Promotion of the Party Through out, Development of Party
2016 State Election Constitute in Whole Tamil Nadu
2016 Launch the Party in States of South India
2021 Launch The Party in Whole India
Research Factors
Page 10
SWOT Analysis
Strengths
•Power that can be used•Medium through which welfare can be done authoritatively
Opportunities
•People looking for a new govt and leadership•Regions where no change has been seen
Weakness
•Image of politics is diminishing•People losing interest in electing a government
Threats
•Dominated by 2 pillar parties•Only Strategic alliance with the leader can help
Page 11
Market Scenario
Many players
Two pillars
Need for a change
Unpredictable
Negative Perception
Page 12
Perceptual Map of Political Parties in Tamil Nadu
•
Others
MDMK
• • Tamil Manila Congress•
AIADMK•
DMDK•
PMK•
DMK
High Performance
Low Performance
High Involvem
entH
igh InvolvementL
ow I
nvol
vem
ent
Low
Inv
olve
men
t
JR•
Page 13
Gap Identified
People are strongly looking for a different government in Tamil Nadu
DMDK led by actor Vijaykanth have started using this gap that exists
Still No one have worked on basic amenities other than words in their election brochure
People who don’t vote have to be targeted to make them understand the importance of voting and a government
STP
Page 15
STP
Communication Market Analysis
Page 17
Competitors
DMK and AIADMK doesn’t do a lot in the areas of advertising and communication. They are established and promote only in the election times.
DMDK, being a new party is aggressively promoting through Advertisements in newspapers, TV and Radio.
PMK and MDMK promote during the arrival of their leaders to a certain town and mainly focus on strategic alliance
Page 18
Opportunities
Website Promotion would be one of the big opportunity in this political market
It reaches Literate people very easily
Competitors have website, but they don’t use it for promotion as they use it as an information medium
Page 19
Target Markets
Selecting target markets where there are more scope for a new party to perform
Page 20
Customers (Public)
Competitor’s Customers
– People not happy with the current government
– People looking for a change
Potentially new Customers
– Youths
– People who are not interested in voting
Page 21
Party Positioning
Make people think
Virtually people rule the state
Providing a better life in terms of basic amenities, education, infrastructure development and empowerment
Consumer Behavior
Page 23
Consumer Behavior
Literate People unwilling to vote
Community Influence
Wrong perception about politics
Voting for Freebies
Laziness
Page 24
Futuristic Behavior
Interested in setting up a government
More voting percentages
No community influence
Understand the importance of voting in electing a government
CREATIVES
Page 26
Rationale behind the Creative
To create a new perception for a political party
Make non voters to vote
Thinking Factor
Page 27
Logo & Tagline
Page 28
Reason behind the Logo
Saffron and Green color to denote connectivity with India
Jana Rajyam ( People’s Government)
People rule the country virtually through Jana Rajyam
Torch is denoted to say that people carry the country forward with a spirit of unity
Page 29
Print Ad 1 (Tamil)
Page 30
Print Ad 2
Page 31
Print Ad 3
Page 32
Print Ad 4
Page 33
Print Ad 5
Page 34
Outdoor
Page 35
TVC 1 Scene 1
– Youths, Corporate Employees keep calling their friends and starting as if they are going for a movie, picnic, party
– Phone ringing, answering, all in a enthusiastic mood
Scene 2
– When they start as a group in bikes, cars…. People around say that “see these people don’t care for society, home…. Started enjoying their weekends
Scene 3
– Showing the people who started in bikes, assemble in a election booth and stand in queue…
Scene 4
– Come out of the booth happily with the ink on their finger and saying to the camera “Voting is really important. Its only we who should decide the government. Government should not be elected with insufficient voting percentage
Scene 5 : One Vote can change a Government… Think Yourself, Think Tamil Nadu, Jana Rajyam
Page 36
TVC 2 (Education)
Scene 1
– A large Political gathering is shown from a black screen to all the lights that are used there
Scene 2
– Students are reading in that lights set for the meeting
Scene 3
– The entire street is completely dark when the meeting is going on
Scene 4
– After 5 years, same scene is repeating
“Think Yourself, Think Tamil Nadu”
Jana Rajyam
Promotional Activities
Page 38
Website
www.janarajyam.com
Place to register to join the party
Blogs
Interactive chats enabled for the users
Can donate funds
Welfare activities can be initiated
Strategy work outs
People can post Complaints
Page 39
Social Works
Tier 2, Tier 3 and Rural areas will be selected to conduct social works
Education and Empowerment will be provided accordingly
Page 40
Promotional Meetings
Monthly addressing at various places gathering crowds
Party’s leader and other people in the party will address the crowd
Will tell about the party and its future plans
Media Plan
Page 42
Medias to be used
Page 43
Mass Media Priority
Page 44
Media Budget
5 Crores to Conventional Media
TV – 1.5 Crores
Press – 1.5 Crores
Outdoor – 1.5 Crores
Appropriate spendings would be done for other promotional activities like Crowd Addressing, Welfare Activities, Website promotion
Page 45
Important Slots
TV
– Star Vijay: Neeya Naana, Coffee with Anu, Jodi No: 1, Super Singer
– SS Music: Room with a view, FIR, Connect
Outdoor
– Corporate Office, Govt Office
– Anna Flyover, Nungambakkam, Mylapore
Press
– Different leaflets and Front Page and Last Page Ads
– Full page ads in weekly magazines
Page 46
PR Wing
Experiential PR person would be appointed
Look after all press related issues
Maintain a strong relationship with the press
A team would be appointed under the Head PR
Thinkpot Communications pvt LtdBalaji CT. Sri Ananda Ajit
Premnath S. Subhramanian N.
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