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February 17, 2015
METROPOLITANCANNON LAUNCHMEDIA REPORT
Realizing brand potentialBSD (EA) Limited
INTRODUCTION
MetropolitanCannon held a media briefing to announce the new brand.
This is a report showing news coverage received on Print, Radio, TV and Online platforms.
Total PR Value: 12,951,100 (this does not include online). Breakdown:MEDIA VEHICLE ADVERTISING VALUE
(Ksh)PR VALUE (Ksh)
PRINT 342,290 1,711,450
RADIO 117,600 588,000
TV 2,130,330 10,651,650
NOTE: PR VALUE=(ADVERTISING VALUE * 5)
MEDIA COMMUNICATIONS OBJECTIVES
Create awareness about the Metropolitan Life and Cannon Assurance union;
Create visibility of MetropolitanCannon’s new brand;
Communicate MetropolitanCannon’s product offering: in both life assurance and general insurance;
Communicate MMI’s role in the transaction.
Realizing brand potentialBSD (EA) Limited
Realizing brand potentialBSD (EA) Limited
MEDIA ACTIVITIES
Media management: Sending media advisory to targeted media houses. Media coordination during the event. Media kit distribution (press release, speeches,
background) Collateral development:
Press release Speeches Company Background
Supplier coordination
MEDIA COVERAGE
Realizing brand potentialBSD (EA) Limited
MEDIA COVERAGE
Coverage By Platform Tonality
Positive72%
Neutral28%
PRINT27%
RADIO15%TV
27%
ONLINE31%
Realizing brand potentialBSD (EA) Limited
MEDIA COVERAGE: PRINT
DATE PUBLICATION LINK ADVERTISING VALUE (Ksh)
PR VALUE (Ksh)
10-Feb Business DailySA reveals 75pc stake in Cannon
90,000 450,000
11-Feb Daily NationCannon Assurance dons new look
29,700 148,500
11-Feb People DailyInsurers launch new venture brand
13,000 65,000
11-Feb The Star Metropolitan, Cannon merge to form composite insurer
104,230 521,150
16-Feb Business Daily PICTORIAL: Appreciation
75,600 378,000
16-Feb Daily Nation PICTORIAL: Cabinet Secretary Amina Mohammed...
23,760 118,800
18-Feb People DailyPIC SPEAK: Foreign Affairs CS Amina Mohamed ...
6,000 30,000
Realizing brand potentialBSD (EA) Limited
MEDIA COVERAGE: RADIO
DATE STATION TIME LINK ADVERTISING VALUE (Ksh)
PR VALUE (Ksh)
10-Feb Capital FM 16:18Metropolitan Life merges with Cannon Assurance
33,330 166,650
10-Feb Capital FM 17:17Metropolitan Life merges with Cannon Assurance
32,500 162,500
11-Feb Hot 96 14:17 Metropolitan, Cannon merge to form composite insurer
24,570 122,850
11:Feb Kameme FM
13:33 Metropolitan, Cannon Merge to Form Composite Insurer
27,200 136,000
Realizing brand potentialBSD (EA) Limited
MEDIA COVERAGE: TVDATE STATION TIME LINK ADVERTIS
ING VALUE (Ksh)
PR VALUE (Ksh)
10-Feb KBC 13:30Metropolitan Life merges with Cannon Assurance
432,250 2,161,250
10-Feb KBC 19:00Metropolitan Life merges with Cannon Assurance
153,300 766,500
10-Feb KBC 21:00Metropolitan Life merges with Cannon Assurance
550,490 2,752,450
10-Feb KTN 21:00
http://www.standardmedia.co.ke/ktn/video/watch/2000089086/-south-african-insurer-metropolitan-life-concludes-a-66-acquisition-of-cannon-assurance
596,480 2,982,400
10-Feb K24 21:00Insurance firms Canon and Metropolitan merge
62,830 314,150
11-Feb Citizen TV 13:00 Insurance companies merge into single entity
119,000 595,000
11-Feb Citizen TV 21:00 Metropolitan, Cannon merge into a single entity
215,980 1,079,900
Realizing brand potentialBSD (EA) Limited
MEDIA COVERAGE: ONLINEDATE WEBSITE TITLE
10-Feb Fin24.comhttp://www.smartkenya.co.uk/metropolitan-life-merges-with-cannon-assurance/ 10-Feb Smartkenya.co.ukhttp://www.smartkenya.co.uk/metropolitan-life-merges-with-cannon-assurance/ 10-Feb Capitalfm.co.ke http://www.capitalfm.co.ke/business/2015/02/metropolitan-life-merges-with-cannon-assurance/ 10-Feb KBC Online Channel https://www.youtube.com/watch?v=Cqcj3KrnwBY 11-Feb The-star.co.ke http://www.the-star.co.ke/news/metropolitan-cannon-merge-form-composite-insurer 11-Feb 254lately.comhttp://www.254lately.com/news/metropolitan-cannon-merge-to-form-composite-insurer 11-Feb Allafrica.com http://allafrica.com/stories/201502110799.html 16-Feb Theguardiannews.com http://www.ngrguardiannews.com/business/insurance/198183-metropolitan-cannon-seals-acquisition-deal
SAMPLE MEDIA CLIPS
Realizing brand potentialBSD (EA) Limited
MEDIA COVERAGE: PRINT
Business DailyFebruary 10, 2015
Page 8
Realizing brand potentialBSD (EA) Limited
MEDIA COVERAGE: PRINT
The Daily NationFebruary 11, 2015
Page 36
Realizing brand potentialBSD (EA) Limited
MEDIA COVERAGE: PRINT
The People DailyFebruary 11, 2015
Page 25
Realizing brand potentialBSD (EA) Limited
MEDIA COVERAGE: PRINT
The StarFebruary 11, 2015
Page 38
Realizing brand potentialBSD (EA) Limited
MEDIA COVERAGE: PRINT PICTORIAL
Business DailyFebruary 16, 2015
Page 2
Realizing brand potentialBSD (EA) Limited
MEDIA COVERAGE: PRINT PICTORIAL
Daily NationFebruary 16, 2015
Page 32
Realizing brand potentialBSD (EA) Limited
MEDIA COVERAGE: PRINT PICTORIAL
People DailyFebruary 18, 2015
Page 25
CHALLENGES AND RECOMMENDATIONS
Realizing brand potentialBSD (EA) Limited
CHALLENGES
Rescheduling the media briefing: time allocation was less than preferred which compromised the time and opportunity to fully engage with the media;
Deviation from the key messages; Lost media opportunity (CNBC Africa).
Realizing brand potentialBSD (EA) Limited
RECOMMENDATIONS
BSD would like to recommend: Ensure spokespeople are constantly prepared for
future media requests; Communicate in a way that resonates and is
consistent to key messages; Constantly take up media opportunities.
Realizing Brand Potential
Thankyou!
