Black Pencil

8/2/2019 Black Pencil

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Mawaride

Professionals for professionals

February 1, 2005


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The Market


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The Market

o Segment

o International Vs. Local

o Very competitive

o Very activeo No industry focus

o Place

o Influx

o Competitive

o Set specificationo Job segmented


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The Brief

o Create awareness for Mawaride (.com)

o Drive traffic to the website


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The Way

BeliefBeliefThe audience should believe in your

Brand

and What it STANDS FORSTANDS FOR


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BeliefBelief

Builds a Bond with your consumer


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Sets you apart

BeliefBelief


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Standard Buy In Cycle

Experience

Brand

Awareness

Brand

Perception

Consideration

Set

Contact pointMeetingInterview


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Desired Buy In Cycle

Brand

Awareness

Brand

Perception

Consideration

Set

Contact pointMeetingInterview

Ive heard of it They say it deliversI need a friend

Looks like the

partnerI am looking for

I feel confidentMawaride

delivers

I BELIEVE IN

MawarideAnd so should you


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How do

we get

there?


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Strategic Road Map

What are theWhat are the

forces in theforces in the

larger humanlarger human

context thatcontext thatwill affectwill affect

the brand?the brand?

CultureCulture

What does theWhat does thebrand stand for,brand stand for,

says or doessays or does

that will inspirethat will inspire

belief?belief?

ContentContent

What unitesWhat unites

the Customers?the Customers?

Beyond demographicsBeyond demographics

Beyond psychographicsBeyond psychographics

Beyond sociographicsBeyond sociographics

CustomerCustomer

What challengesWhat challengesor opportunitiesor opportunities

exist for theexist for the

brand in its realbrand in its real

field of play?field of play?

CategoryCategory

Core

Truth


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Strategic Road Map

What are theWhat are the

forces in theforces in the

larger humanlarger human

context thatcontext thatwill affectwill affect

the brand?the brand?

CultureCulture Business (working) hub Cosmopolitan Fast paced

Demanding Work hard, play hard

A

Hard WorkingHard Workingculture


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Strategic Road Map

What unitesWhat unites

the Customers?the Customers?

Beyond demographicsBeyond demographics

Beyond psychographicsBeyond psychographics

Beyond sociographicsBeyond sociographics

CustomerCustomer Does not know us Quick solutions Reliability

Ambition Envisions growth

VulnerableVulnerablecustomer


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The Customer

Employer Candidate

Professionals

Grow the business

Experience

Self growth

Need reassurance that someone

who cares in on their sides


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Strategic Road Map

Matching capabilities Fluctuating perception Competitive

Driving into segmentation HR Dept. Vs. Recruitment Consultant Online Vs. Personal

What challengesWhat challenges

or opportunitiesor opportunities

exist for theexist for thebrand in its realbrand in its real

field of play?field of play?

CategoryCategory

A

MatchingMatching

category


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Strategic Road Map

What does theWhat does the

brand stand for,brand stand for,

says or doessays or doesthat will inspirethat will inspire

belief?belief?

ContentContent New Tailor made services Personal attention

Professional services

PersonalizedPersonalizedconsultancy


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Strategic Road MapCultureCulture

ContentContent

CustomerCustomer

CategoryCategory

Does not know us

Quick solutions

Reliability

Ambition

Envisions growth

New

Tailor made services

Personal attention

Professional services

Matching capabilitiesFluctuating perception

Competitive

Driving into segmentation

HR Dept. Vs. Recruitment

Consultant

Online Vs. Personal

Business (working)

hub

Cosmopolitan

Fast pacedDemanding

Work hard, play hard

Core

TruthPersonalizedconsultancy

A Matchingcategory

Vulnerablecustomer

A HardWorking

culture

Making endsmeet


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The Core Truth

Making ends meet

Why?

Personalized attention

Support industry

Job specification

Matching people andjobs


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The Brand Idea

Professional Matchmaker


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CoreTruth

Brand Belief

Charism

a

Integrity

BrandIdea

ProfessionalMatchmaker

Making Ends Meet


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Creative


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Integrated communication plan

Bran

d

Commun

ication

Press,R

adio

Outdo

or

Jobcommunication

NPMagazines

FocusedMedia

Brand & ProductDetails

Leaflets

Br

oc

hu

re

Opportunity

communication

Cinema, PressRadio, Outdoor Ambient


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Media


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Media - Objectiveo To communicate Mawaride core attribute The best solution to your

vacancy problems with personal attention.

o To create top of mind awareness among potential employee and employers.


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How are we going to that?

o Launch mode - spread the word quickly

o Reach the maximum possible target, with a

combination of:

o Mass mediao Focused media

PHASE ONE:

Launch mode


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PHASE TWO: Our aim is to maintain presence to protect loyalty and

ensure proper Top-of-mind awareness through

continuity or burst campaign.

o Continue to support the message over an extended

period

Maintain mode


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Proposed Primary mass and focused mediums

o Radio

o Low cost

o High frequency

builder

o Flexible (Day of

week, Daypart)

o Regional targeting

o

Inter active

o Magazineo High information

content

o Long shelf life

o Multiple readers per

copy

o Target specific

o Newspaper

o High Coverage

o Regional flexibility

o Immediate

o Short copy dates & size flexibility


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Mawaride 2005 Launch Media Plan

COUNTRY DUR. SIZE NO OF COSTINGSMEDIUM & INITIATIVES INSERTION IN US$

SPOTS W1 W2 W3 W4 W1 W2 W3 W4 W1 W2 W3 W4 W1 W2 W3 W4 W1 W2 W3 W4 W1 W2 W3 W4 W1 W2 W3 W4 W1 W2 W3 W4 W1 W2 W3 W4 W1 W2 W3 W4 W1 W2 W3 W4 W1 W2 W3 W4

UAE - NEWSPAPER 26,606.00

GULF NEWS FPC 1 L

KHALEEJ TIMES FPC 1 L

AL KHALEEJ FPC 1 L

AL ITTIHAD FPC 1 LUAE / PAN RAB - MAGAZINE 15,642.00

ARABIAN BUSINESS (ARABIC) FPC 1 L

ARABIAN BUSINESS (ENGLISH) FPC 1 L

GULF BUSINESS FPC 1 L

MONEY WORKS FPC 1 L

GMR FPC 1 L

ENTREPRENEUR FPC 1 L

UAE - RADIO 20,434.00

RADIO ONE (ENGLISH) 30 SECS 56 spots L L

AL ARABIYA (ARABIC) 30 SECS 56 spots L L

CHANNEL 4 FM (ENGLISH) 30 SECS 56 spots L L

AL ARABIEA 107.8 (ARABIC) 30 SECS 56 spots L LDUBAI FM 92 (ENGLISH) 30 SECS 56 spots L L

TOTAL LAUNCH BUDGET: 62,682.00

Mar-05Jan-05 Apr-05 Dec-05Nov-05Oct-05Sep-05Aug-05Jul-05Jun-05Feb-05 May-05

Total Launch Budget: US$ 62,682


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Mawaride 2005 Maintenance Media Plan

Total Maintenance Budget: US$ 88,936

COUNTRY DUR. SIZE NO OF COSTINGSMEDIUM & INITIATIVES INSERTION IN US$

SPOTS W1 W2 W3 W4 W1 W2 W3 W4 W1 W2 W3 W4 W1 W2 W3 W4 W1 W2 W3 W4 W1 W2 W3 W4 W1 W2 W3 W4 W1 W2 W3 W4 W1 W2 W3 W4 W1 W2 W3 W4 W1 W2 W3 W4 W1 W2 W3 W4

UAE - NEWSPAPER 30,152.00

GULF NEWS HPC 2 M M

KHALEEJ TIMES HPC 2 M M

AL KHALEEJ HPC 2 M M

AL ITTIHAD HPC 2 M M

UAE / PAN RAB - MAGAZINE 31,284.00

ARABIAN BUSINESS (ARABIC) FPC 2 M MARABIAN BUSINESS (ENGLISH) FPC 2 M M

GULF BUSINESS FPC 2 M M

MONEY WORKS FPC 2 M M

GMR FPC 2 M M

ENTREPRENEUR FPC 2 M M

UAE - RADIO 27,500.00

CHANNEL 4 (NETWORK) - -

TOTAL MAINTENANCE BUDGET: 88,936.00

Feb-05 May-05Mar-05Jan-05 Apr-05 Dec-05Nov-05Oct-05Sep-05Aug-05Jul-05Jun-05


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Hit a road block in your career!

Tune to the drive time Mawaride recruitment guide

o Create a weekly talk show which will be incorporated during the morning drivetime show and evening drive time show. The segment will be for 15 minutes.

o The concept of the talk show is to provide answers to questions posted by

listeners related to recruitment process etc.

o How will listeners post their questions?

o The station via features or DJ liners will promote on-air between Saturday toWednesday requesting listeners to either log in to the Mawaride site or SMS

their questions about recruitment procedure etc.

o Mawaride will identify relevant questions and provide answer to them duringthe Sunday morning Mawaride Recruitment Gudie Show

o This feature will run for 4 weeks and 4 times a year

Radio Out of the box operation


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Interview advice, etiquette

Listen to Mawaride FAQ feature

o The feature campaign will be broken up as per the following;o Resume advice : Tips on how to create a stunning resumeo Anatomy of a resume: Advice on important areas in resumeo Interviewing advice: Prepare for the big day with tools, tips and moreo Interview Etiquette: How to prepare for your interview?

o The 30 feature will be aired 4 6 times a day between Saturday to Thursdayfrom 7:00 am to 7:00 pm.

Radio Feature operation


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Ideas to Consider

o None media executions which will reach the target audiencebetter.

o Collaterals

o Universities

o Hotels

o Malls

o Outdoor executions

o Career exhibitions/workshops


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Next Steps

o Mawaride to revert on the strategy and creative routssuggested

o Mawaride and Black Pencil to set scope of work for 2005 andcommence implementation

Documents

Black Pencil