Amal Neighbourhood Drive

UMB NEIGHBOURHOOD INVASION DRIVE

1 |UMB NEIGHBOURHOOD INVASION DRIVE

INTRODUCTION

This document presents a proposal on the Neighbourhood Invasion Drive. The document is laid out as follows:

Page

Introduction 2

Executive Summary 3

Background 4

Objectives of Programme 5

Format 6

Publicity 9

Expected Benefits 10

Timing/Scheduling 112 |UMB NEIGHBOURHOOD INVASION DRIVE

Management/Sponsorship 11

Profile of Forethought 12

Roadmap for Selected Communities 13

EXECUTIVE SUMMARY

The Neighbourhood Invasion Drive (NID) is an integrated marketing activity which will be activated in neighbourhoods where Amal Bank branches exist and will precede the opening of new branches in any neighourhood.

NID seeks to sensitize the neighbourhood on the specific products and services Amal Bank has for businesses and individuals in that neighbourhood.

The programme would be held in all the nighteen business offices business offices of Amal Bank


Citi FM and GTV has been sought as major media partners to handle the media publicity for this programme. Other media partners include Net 2 TV, Skyy Power FM, Luv FM and TV3

OBJECTIVES

The Community Business Forum is modelled after international best practices. It therefore seeks to:

1. Provide a platform where seasoned personalities from business, government and academia meet with residents to extensively discuss common concerns and hopefully find solutions to their contemporary challenges.

2. Ensure that all residents in the various communities across the country are engaged in issues relating to the overall development of their ilk and the nation at large.

3. Create an avenue for community members to meet their elected officials (Member of Parliament) in their locale to discuss issues relating to governance policies and development agenda.

4. Give residents the unique opportunity to reflect on their current leadership abilities and


to enhance their leadership and management skills.

FORMAT

The Forums are divided into four seasons, with each season scheduled to begin in every quarter of the year. The table below shows the seasons and their duration.

SEASON PERIOD

The proposed format of the programme is expected to be based on the following key elements:

Communities:

1. Based on an exploratory research conducted by the project team, about Eighteen 18 communities within and around Accra, Takoradi, Tema and Kumasi have been earmarked as host communities for CBF in the coming year.


One February - March

Two April - June

Three July - September

Four October - December

2. The Eighteen (18) have been selected (See Roadmap) based on three factors:

a. Suitable Venue b. Accessibility of Communityc. Projected Number of Participants

Participants:3. Over 1000 participants within and around the host

communities would be brought together to take part in each of these meetings. This projection is based on the profile of selected communities as well as the turn-up in the previous programmes. i.e

4. Participants include Businessmen, aspiring Corporate Executives, and Students in tertiary institutions, Professionals etc.

5. CBF would serve as a unifying force as it seeks to bring participants of various ethnic backgrounds, religious groups, and so on under one umbrella.

Programme Outline:

6. For each forum, the project team would come up with a secured Venue in the community, a Resource Person and the Member of Parliament (MP) for the area.


7. Based on the identified needs of the community members, a leadership or development-related topic would be selected and explored at the forum.

8. Whereas the Resource Person for the occasion is expected to speak on the topic at hand, the MP would help in discussions relating to local governance and policy analysis.

PUBLICITY

Our carefully mapped publicity strategies are meant to ensure the programme gets the excellent exposure it deserves.CBF is partnering Citi FM to facilitate its publicity. Citi FM’s affiliation to other radio stations across the country presents a unique platform to publicise such an innovative community programme. Other media partners already sought include; Ghana Television, Net


2 Television, Oman FM, Luv FM, Skyy Radio, Peace FM and TV3.

That apart, local radio stations in host communities would also be used towards this end. Other mode of publicity includes:

Posters and Banners at strategic locations in catchment area

Announcements and invitations to organised groups in the Community e.g. Churches, Clubs etc

Giant banners will also be erected for Publicity and awareness creation in each community where the event is taking place.

BENEFITS

The forum offers exceptional benefits to the sponsor, participants and the nation as a whole. Some of the key merits can be described as follows:

Sponsors:

An opportunity for Access Bank Ghana to initiate customer relations with participants; thereby building a solid customer base

CBF would enhance the Bank’s brand as an effective contributor to the development of human and capacity building resource.


Promotion of the Bank’s brand through effective media campaign/publicity

Acknowledgement of Access Bank Ghana as full participants in the drive to improve the capacities of communities for accelerated rural and urban development

Extensive media coverage by National Television and other networks.

We seek to work in close partnership with our Access Bank and we welcome ideas the will enhance the relationship of both parties.The Nation:

Help promote human development and sustain orderly growth of rural and urban settlements in Ghana.

Build mutually beneficial relations between residents in local communities and their elected officials/leaders.

Help monitor and evaluate the effectiveness of local government institutions for improved management and performance.

It will go a long way to enhance the capacity of elected officials to deliver better services to citizens.


Participants would also derive enormous benefits from the stated objectives of the forum.

TIMING/SCHEDULING

The programme is expected to take off on the Saturday, 13th February, 2010 and run every month till December 11th, 2010. As stated earlier, CBF would run for four (4) seasons, with each season

covering a span of three months. The table below shows the various dates in their respective seasons:

SEASONS SCHEDULE

ONE FEBRUARY MARCH 13th, 27th 13th, 27th

TWO APRIL MAY JUNE24th 8th, 22th 12th, 26th

THREE JULY AUGUSTSEPTEMBER

24th 14th, 28th 11th, 25th FOUR OCTOBER NOVEMBER

DECEMBER 30th 13th,27th 11th

MANAGEMENT/SPONSORSHIP

We propose that Amal Bank becomes a partner by contributing GHC 33,000 (GHC 3000 per month).


By partnering this project, Amal Bank becomes entitled to reach all CBF participants (over 1000 per event) with its products and services.

The day to day management and organization of the events would however be done by Forethought. Nestle (Ghana) Limited will provide refreshment at each forum.

PROFILE OF FORETHOUGHT

Forethought is a Ghanaian-based company engaged in integrated marketing communications. We are involved in the planning and execution of customer-focused events as well as Brand Building, Marketing and Communication Strategy for Corporate Institutions.We provide our clients with seamless concepts through the execution of event services that are reflective of organizational goals.We also produce creative content in the form of programmes and publications for both print and electronic media.


Our on-target service has also been perfected through the creation of events and programmes to meet the ever increasing needs of society. Major Events

National Tertiary Education Awards (‘Mo Ne Yo’). The Community Business Forum Opportunities Conference African Media Students’ Conference

CONTACT: First Street, Sakaman, Dansoman High Street. P.O. Box OD 100, Odorkor, Accra. Email:[email protected] Tel: 233 21 304282/233 28 257469

ROADMAP FOR EIGHTEEN (19) BUSINESS OFFICES

SEASON COMMUNITY DATE

ONE Farrar Avenue 13th February


mailto:[email protected]

Osu 27th FebruaryTema 13th MarchSpintex 27th March

TWO Weija 24th AprilAdenta 8th MayEast Legon 22nd MaySekondi 12th JuneTakoradi 26th June

THREE Shama 24th July

Tarkwa14th August

Axim 28th AugustAbaoabo 11th SeptemberAsafo 25th September

FOUR Manhyia 30th OctoberKejetia 13th NovemberEjisu 27th NovemberBantama 11th December

SNNIT Park Dansoman


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Amal Neighbourhood Drive