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table of contents
mission statement...................................................4-5 market demand.......................................................6-8 overview..............................................................9-12 objectives, goals & timelines................................13-16 messaging...........................................................17-18 placement..........................................................19-21 promotion..............................................................22 packaging.........................................................23-28 physical environments.........................................29-31 events calendar...................................................32-35 people...............................................................36-37 action plan...............................................................38 control...................................................................39 budget..............................................................40-44
marketing mission ALIV is the only fully Bahamian-owned telecoms provider offering optimum data and voice services to customers across the country via a high-speed LTE network. ALIV is not only committed to world-class network quality, but the brand also provides an exemplary customer service experience, and innovations in technology all while working to better the lives of Bahamians in the communities they serve. This marketing plan will introduce and advertise ALIV’s new plans which include: the family plan, the senior plan, and a highly customizable ‘build your own plan’ option. The successful execution of this plan will provide a stepping stone to position ALIV as a leading digital-life partner that encourages individual & collective freedom for all customers. With the help of Fincastle Media Group, ALIV will use commercials, billboards, events, social media & news media to show Bahamians how these plans offer better value for money while improving their overall quality of life. This marketing plan will establish ALIV as a customer-experience company dedicated to providing the knowledge, tools, education, and services they want and need to succeed in the age of technology.
Aliv’s new mobile plans offer consumers a range of options, each tailored to fit a variety of lifestyles and a variety of budgets. Product / Service Statement for the Family Plan.
YOUR FAMILY - Because it’s what we need. Keep your family connected with our Family Plan. Whether you’re related by blood or just bonded through life experience, the Your Family plan keeps you connected to the people you care about most no matter where in the country they live. Share your unlimited data and minutes with the whole family across multiple devices on our 4G LTE network. And when it’s time for billing, all phone lines will appear under one convenient monthly bill so you never need to worry about disconnected lines because someone forgot to pay on time. Product / Service Statement for the Senior Plan.
YOUR LIFE - Because I’ve earned it. Seniority has its perks. For seniors on a fixed income, the Your Life plan offers unlimited nationwide coverage, unlimited talk & text with no long-distance charges or call time lim its to the family islands. With a monthly data allowance, seniors can make and keep the connections that matter AND have the option to top up their data if they need more along the way. Product / Service Statement for the BYOB Plan.
YOUR WAY - Because it’s what I want. The Your Way plan offers the ultimate flexibility when it comes to building a plan that suits your needs from month to month. Build your own plan (BYOP) by choosing to pur chase the by-the-gig option for unlimited talk & text PLUS 90-day roll-over data for $X/GB. For heavy data users, the fully customizable Your Way plan offers Unlimited talk, text, and 20GB of data.
*As always, customers can enjoy free Aliv to Aliv calling across all plans.
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market demand:
What will set ALIV apart from the competition? INTERNAL COMPANY ANALYSIS
COMPETITOR ANALYSIS
SWOT Analysis internal Strengths/ weaknesses
Competitive Analysis competitors strengths and weaknesses
Understanding Opportunities and threats
Differentiation - understand their value proposition
UNDERSTANDING CURRENT MARKET CHARACTERISTICS Allow for planning to grab given market % What percentage of the market are we able to capture /grab? Make forward projections about the market What’s the potential future demand for a product or service?
Internal Company Analysis Aliv prides itself in being a world-class digital-life partner. Since its introduction to the local market, the company has established its reputation as an innovative and exciting telecoms company providing quality and comprehensive infrastructure, products, and services. Those core strengths are buttressed by an expansive retail operation. The company now boasts multiple mobile stores all over The Bahamas each of which is outfitted with quality products, such as phones, tablets, and other digital accessories. According to General Manager of Retail Patrice Thompson, “Our fully outfitted mobile store brings the same great quality of ALIV service directly to our customers within their communities, which continues to make it easier for them to find what they need.” ALIV can also boast a dual network strategy which includes the ultra-modern 4G LTE network and a 3G WCDMA/ HSPA+ network, both of which are optimized for superior consumer data speeds, downloads, and experience. Combined with a future-focused and fresh approach to its marketing strategy, Aliv has successfully attracted new customers because of its brand personality which is confident, progressive, and vibrant. In terms of its current product offerings, ALIV has a diverse range of customer plans available for prepaid, postpaid, roaming, broadband, global, and
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tablet-specific customers. Each of those plans was curated to meet the needs of different consumers. Aliv has branded itself as the “people’s” telecommunications company. With their top-notch customer service approach and unwavering dedication to serving their consumers Bahamas-wide, ALIV delivers quality not quantity. The simple yet sleek nature of ALIV’s products and services delivers its users a unique experience that only ALIV offers. With this foundation laid, Aliv has used the past six years to adapt and respond to the evolving local and global environment. In the face of the global Covid-19 pandemic, the company amped up its commitment to its customer in the face of widespread lockdowns. Chief Commercial Officer Gravette Brown said: “Our frontline teams that provide service in the ALIV branded stores and that answer our 611-customer service line continue to provide service as normal. From the moment we realized how serious COVID-19 ALIV could become, we immediately went into preparedness mode. We have and are taking the necessary steps to ensure that our network would continue to perform at a high standard and meet customer demand, protect our employees’ health and well-being and play our full part in the Bahamian response to this global pandemic.” An analysis of Aliv’s social media paints a different story, however. The company’s social media pages suffer from low engagement across various platforms. In cases where engagement does occur ALIV rarely responds to consumer comments. ALIV though branded as a “customer service expert” their socials are not on par with that branding.
Competitor Analysis With a monopoly legacy dating back to the 60s BTC has a long-standing reputation as the leading provider of local telecommunications and entertainment in The Bahamas, credited with providing the very first iterations of telephone, internet, and wireless services. BTC continues to appeal to an older generation of Bahamians many of whom associate the company with the nostalgia of yesteryear and therefore feel a sense of loyalty to the brand and have no interest in trying something new. In fact, many hold the mentality that, “If it isn’t broken don’t fix it”. This also plays into BTC’s value propositions. BTC has positioned itself as experienced and reliable, leaning into the fact that they have been around the longest. This position is in stark contrast to Aliv’s consumer base which tends to attract a younger and more adventurous audience. BTC has continued to employ more traditional approaches to its marketing strategy, only recently taking full advantage of more digital forms of advertising which have adopted a more cutting-edge feel. BTC is not without its weaknesses, however. A deep dive of the company’s social media accounts, however, shows that they too suffer from low engagement across their pages. This translates into few likes, comments, or shares with most page comments leaning toward the negative. BTC does however engage with its audience through comments. In the case of negative comments or complaints they still were sure to apologize and respond to customers.
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In its decades-long history, the company has also been plagued by scandals that surround its brand. For example, a 2016 article entitled “BTC Sale Scandalous- Wells says the company sold for $1.2 Billion,” written by The Bahama Journal states that the former owners of Bahamas Telecommunications Company ( BTC), Cable and Wireless, sold the company for eight times more than it had bought the company for. Mr.Wells further stated that though BTC earned a huge profit, BTC has not really progressed technologically. The ensuing media fallout tarnished BTC’s brand in the eyes of many Bahamians and led many to give ALIV a chance.
Market Demand ALIV is going after more business with competitive new plans. The aggressive new strategy targets not just current customers, but people already with other services. If these plans are embraced by customers ALIV could raise the bar on the delivery of telecoms services. The successful execution of these plans will potentially boost the subscribers and contribute to ALIV’s success.
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overview: Now more than ever consumers are looking for products and services which cater to their very specific needs. ONE SIZE DOES NOT FIT ALL. To that end, an effective marketing strategy must acknowledge both the art & science of marketing. This marketing strategy will work to establish ALIV’s general demographic before working to isolate the target customers for each campaign, the size and characteristics of each segment and the appropriate boundaries for each grouping.
YOUR WAY
The Your Way plan seeks to target the individual customer – who wants to tailor their plan to their own personal needs. This plan is highly customizable making it the perfect fit for a wide range of customers. From those seeking to spend a little to those with a bigger budget and greater needs. It allows them to choose, and to say because this is what I want. The campaign message of “Because it’s what I want” hones in on some of the main factors described by customers when considering a phone service provider, especially: • Reliability – with the campaign showing customers on the go, using their phones to fit their needs wherever they might be. • Value for money – with customers able to add to their plan or change it according to their needs rather than have to buy a package that includes things they don’t want. • Flexibility – including a range of voice and data plans to suit. • Network coverage – with customers able to access their services anywhere from beaches to festivals • Data upload and download speeds – because a good data package allows people to stay in touch, and for content creators and influencers to upload from wherever they might be, so the phone fits in with their life, and they don’t have to fit their life around their phone.
WHO: Some examples of target customers would include:
• Businesspeople who might need a set package that allows for large file downloads and document sharing. This group of entreprenuers might also occasionally need to change up the details of their plan on the fly. • Students, who might be on a more limited budget, can vary the details of their plan to match their budgetary needs without having to spend on features and services that they don’t need. • Content Creators and Influencers, living their lives on social media for example may want and need a package with more data to help them stay connected. This package is ideal for the amount of online communication, uploads, online storage and so on that they require. • Single people who only want a package to deal with their phone, not that of a partner or family ALIV | 9
members, and who can tailor their package to their personal needs. • Island Hoppers, Travelistas, Domestic Tourists or just Regular travelers who want to be able to change up their package no matter where they are, be it in country or while roaming.
Target customers
This package targets the individual. The highly customizable nature of the package lends itself to targeting individual customers. These men and women would likely be between the ages of 25 to 30+ in general, although some parts of the campaign would target younger, student-age customers between 18 - 24 as well. These customers could include frequent travelers, and those operating with post-paid deals. Advertising would target those customers through social media video on platforms such as YouTube and TikTok. Traditional media outlet’s like TV, radio, display advertising, print media, flyers, and in-store displays will also be used to reach these customers where they are.
Messaging
As the advertisements will say, “Because it’s what I want” and “It’s about me”, the Your Way plan is very much targeted at those people who have a preference for what kind of plan they want. The message is that the Your Way plan meets those needs, and puts the customer in charge of their own plan.
YOUR FAMILY
The Your Family plan seeks to target families – but more than that, it also it’s about the family you choose. To that end, groups that might not fit the traditional family dynamic are also take advantage of the plan.The initial focus will target traditional families looking to stay connected. This will be particularly beneficial for parents of school-aged children, who need to keep tabs on their mobile plan budget. Parents could depend on the reliability of the plan rather than having to worry about whether it had been topped up. This plan could be specifically beneficial to those customers in the post-paid market. The campaign message of “Because it’s what we need” focuses on the needs of family customers. The reason families want this plan is “Because it’s what we need”. It fits the needs of their lives to keep the family in touch at all times. : • Reliability, because parents want to be able to reach their children at all times – and each other – to be able to pick them up from school or events, drop them off at friends, have the data to use Google maps for directions and so on. • Value for money – because a family deal offers a value package in comparison to setting up individual deals for every family member. • Network coverage – because you want to be sure you can reach family members wherever they are. • Ease of use – because having everything in one plan is less hassle than having to sort through a number of different plans. 10 | BECAUSE
There is room in the campaign as it develops to also emphasize that the family plan can also suit other groups – because your family is who you choose. “Because it’s what we need” means that different groups may find that it suits their particular needs and that this plan’s availability to them may be an asset.
WHO: That might include: • Roomates
• Groups of friends, such as book clubs, basketball team members, dominoes players, church groups, etc • Non-traditional family structures
Target customers
The principal customers are families. With women often tasked with the key decision-makers for family purchases, women, mothers in particular will be a principal target. The target demographic would be for parents of school-age children, between the ages of 30-45. That demographic would particularly lend itself to advertising outlets such as video on social media such as YouTube and TikTok, and social media, backed up by TV, radio, display advertising, print media, flyers, and instore displays. Because of the need for reliability, it would aim for post-paid users.
Messaging
The principal message of the campaign is “Because it’s what we need”. That emphasizes that it meets the requirements of the group as a whole, and the togetherness of the customers. It’s about “we”, not “me”, and stresses that the Your Family plan meets the needs of all of those on the plan.
YOUR LIFE
The Your Life plan is a plan designed for seniors – offering all the connectivity they may need, in a simple, straightforward package but emphasizing that this is a plan they deserve. This is aimed squarely at those who are 60+, who want to be able to be connected to family, but also to friends and their social networks, be that church groups or ball committees, lunch bunch, and more. The campaign message of “Because I earned it” positions this is a plan of value to the senior customer, that shows they can have what they are worth. • Network coverage – ensuring seniors can depend on a connection wherever they may be. • Reliability – because they want to ensure if they are paying for a service they can use it. • Ease of use – with support services available to make setting up as simple as possible and ongoing customer service there in case of any problems. • Security – because that can be a concern for older customers in dealing with spam and hoax messages. • Value for money – because having a service at a set budget with the connectivity they need makes ALIV | 11
it easier to plan on a fixed income.
WHO: That might include:
• Retirees and others on Fixed Income • Senior Citizens who live in the family islands and need to stay connected to family elsewhere in the country.
Target customers
The Your Life plan focuses entirely on seniors – but seniors are far from one single block. There are those who don’t go out very much who may want a plan to stay in touch with family, but there are many whose social lives are far busier than the rest of the family, out and about while others are going about their daily work and chores. The plan is designed to fit the senio lifestyle, wherever it may take them. The target audience is are men and women aged 60+. There is room to tailor the campaign as it develops towards senior groups, such as church women or lunch bunchers, or even caretakers of senior citizens who may need to provide on-the-spot assistance. The demographic will be most effectively targeted by in-person events or stands at stores, etc, backed up by print media, TV and radio, display advertising, then social media, video, etc.
Messaging
The central message of “Because I earned it” emphasizes that this is not a plan that a senior needs to settle for, but is something that they deserve. It makes it aspirational. The Your Life plan will be shown through the campaign to fit into the life of the senior, rather than be something they have to manage or worry about. They can sign up and go – and go and enjoy the life they have worked for.
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objectives, goals & timelines The ALIV ‘Because’ campaign will unfold over the course of one year. This will require the marketing strategy to focus on specific SMART* goals. * Specific, Measureable, Attainable, Realistic, and Timely.
Q1 - Introduction
The first three months of the marketing plan will focus on establishing the overall branding for the three new plans: YOUR WAY, YOUR FAMILY and YOUR LIFE. Each brand will have a specific identity, and an overarching linking theme of BECAUSE, answering the question of why you should choose this ALIV as your mobile service provider. A specific feature of these campaigns will be the introduction of a cast of characters -everyday Bahamians who will become the faces of the various plans. We will spend a year with these individuals, showing how the plans fit into each part of their lives. Each quarter will have its own set of advertisements involving these characters, demonstrating different ways in which the plans suit their day-to-day living. For the YOUR WAY plan, the answer is “Because it’s what I want”, emphasizing the needs of the individual and the customizable nature of that campaign. For the YOUR FAMILY plan, the answer is “Because it’s what we need”, stressing the importance of the plan’s function for the full group - for both traditional and non-traditional family structures. For the YOUR LIFE plan, the answer is “Because I earned it”, emphasizing the plan as something of worth and value for the senior target audience. The first quarter will establish these themes and identities. This will include: • Video advertising on social media, including YouTube and TikTok • Radio advertising • TV advertising • Display advertising • In-store promotion • Print advertising Another key element in Q1 will be the use of events to get the new plans in front of potential customers. ALIV | 13
This will include attendance at: • Regattas • Summer Junkanoo • Concerts • Balls (especially for the YOUR LIFE plan) • In-stores in August for Back to School (especially for the YOUR FAMILY plan) • Where possible, university recruitment events and University Bahamas first-week events (especially for the YOUR WAY plan) • Independence events Throughout the first quarter, the emphasis will be on the core messages of each plan, together with the connecting theme of “Because we are Aliv”.
Q2 - Expansion
In the second quarter, the strategy will broaden to include the specific aspects of each plan’s messaging. For example, digital campaigns may focus on showing how the YOUR FAMILY plan can allow you to define family how you want, whether that’s a traditional family or a group of friends getting a package together. With the initial message established, the campaign will build on that to use the BECAUSE line in different ways, all linking back to the themes of each plan. As part of the expansion, the strategy will allow a variety of opportunities for social media engagement through competitions across the various platforms in order to win prizes of free minutes, etc. Q2 will also lead the campaign toward the festive holiday season, with a strong push on display advertising and in-store sign-ups during that period. The campaign in this period will include: • A dedicated push on social media towards greater involvement of customers now that the brand has been established • Video advertising, including YouTube and TikTok • Radio advertising • TV advertising • Display advertising • In-store promotion • Print advertising Events for attendance in the second quarter will include: 14 | BECAUSE
• Junkanoo practice events • Balls and formal events (focusing on the YOUR LIFE plan) • Business conferences (focusing particularly on the YOUR WAY and YOUR FAMILY plans) • Regattas Throughout the second quarter, the emphasis will be on connecting with customers and showing them how the plans can be part of their lives – and involving them too in demonstrating what the plans mean to them, taking their feedback, and using it as part of the campaign.
Q3 - New Year, New Customers
The third quarter takes us into the New Year with a focus on attracting customers who are using rival services, with a message of “Because it’s time for a change.” This message will be designed to tap into the annual desire to reset, renew, and start fresh and will position the plans as a way for customers to do that while getting a mobile service that is reliable, customizable, and one that offers real value for money. The campaign will again include: • Video advertising, including YouTube and TikTok • Radio advertising • TV advertising • Display advertising • In-store promotion • Print advertising Events for attendance will include: • Junkanoo • Balls (focusing on the YOUR LIFE plan) • Business conferences • In-store promotions to get to customers as they shop at supermarkets etc Throughout the third quarter, the emphasis will be on showing customers the value in switching to ALIV services, and what each of the new plans can offer them individually.
Q4 - The Wrapup
As the year of the promotion draws to a close, the campaign will focus on customers themselves ALIV | 15
and their experiences, to come back to the company’s overall brand slogan: Because ‘WE are ALIV’. It strategy will string together customer experiences with the overall theme of BECAUSE and the value that customers have found with the plans they have chosen. The campaign will again include: • Video advertising, including YouTube and TikTok • Radio advertising • TV advertising • Display advertising • In-store promotion • Print advertising There can be other opportunities to tie the Q4 strategy into events during this time period. This would again be an opportunity to highlight the merits of the YOUR WAY plan for example in the countdown to hurricane season starting anew. This can also be a period to repeat the principal messages of “Because it’s what I want”, “Because it’s what I need”, and “Because I earned it” to drive home the core themes as the year comes to a conclusion.
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messaging PRODUCT YOUR FAMILY- Because it’s what we need Your family plan is not just for the family you’re related to. It’s for the family you choose. Your friends, Your Co-workers, Your workout buddies, Your Book Club and beyond.
Primary messaging: Initial messaging to focus on nuclear + extended family • Keeping connected for important moments and emergencies • Highlighting the ability to connect across islands • Introduce Hashtags #AlivFamBam #YourFamily
Secondary messaging: Secondary messaging to focus on the family you choose. • Keeping Friend Groups Connected • Introduce Hashtags #thefamilyyouchoose #ForMoreThanJustFamily #ThisIsMyFamily YOUR LIFE - Because i’ve earned it. Your Life is a premium plan for Bahamians in the golden age of life because seniority has it’s perks. Retirees on a fixed income can keep in touch with their friends and family no matter where in the country they live AND get the most value for money. Why? Because they’ve earned it.
Primary Messaging: Primary messaging to focus on the brighter side of aging and the Perks of Seniority. • The Golden Age. A new era dedicated to the things they care about • Freedom to do more and learn more • Making new connections • Introduce Hashtage #EarnedIt #GoldenAge #MyLifeMyPlan
Secondary Messaging: Secondary messaging to focus on ease of access + affordability and value for money. • Easy to use • Affordable for Fixed or Reduced Income Seniors ALIV | 17
YOUR Way - Because it’s what I want. (BYOP) Your Way is a plan like none other because it gives the customer exactly what they want and NONE of what they don’t want. Perfect for Students, Singles, Content Creators and more.
Primary Messaging: Primary messaging to focus on Build Your Own Plan and fully customizable elements of the plan. • Get what you want and What you need? • Introduce Hashtags #MyPlanMyWay
Secondary Messaging: Secondary messaging to focus on affordability... • Great Rates • Value for Money
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placement
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promotion Advertising - PAID - wide reach, relatively low investment - Mass communication targeting consumers - Videos, billboards, : - Distribution Publicity & Public Relations - UNPAID - goal: to make the public think positively about ALIV in general - Sponsorship or events - regatta? - Charitable causes - Media coverage of events - Press Releases Sales Promotion - Creating interest in, a trial of, or purchase of a product by potential customers or wholesaler / retailers - we want potential customers to take action now. - Coupons, discounts, in store point of purchase displays or samples - Where can customer get it and how much will it cost Personal Selling - very expensive and time consuming - Less common but very important - Direct personal one on one communication between seller and customer / potential buyer - ALIV Booths at regattas
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packaging: YOUR WAY - BYOP (Build your own plan) Campaign Idea: “Your life, your plan!” Video ad idea: 1st scene: Young man sits in a chair in the airport with his suitcases next to him. He is on his phone and creates a plan before he boards his flight. 2nd scene: Soccer mom at the soccer field. She is standing by her van waiting to pick up her kids and other children. She builds a plan on her phone and then kids in their soccer uniforms come running up to her hugging her and then entering her car. 3rd scene: Young girl at university sitting in the library studying. He then remembers she needs to get some minutes and takes a moment to build her plan. Voiceover: “No matter who you are or where you are, building a plan is as easy as 1,2,3! Customize a plan that works just for you. All you have to do is choose the amount of talk, text, and data that suits you. ALIV, believe in best!” BYOP (Build your own plan) Campaign Idea: “Your Plans, Your Way!” #BUILDWITHALIV #YOURWAYYOURALIV EVENT IDEA: Aliv’s “Build Your Own” Day. There can be booths set up with different stations that have “build” options. There can be Legos build sets, bracelet building stations, food stations (pizza,tacos, kabobs) etc. This will get consumers hyped for the new BYOP rollout and will present ALIV as the “fun” phone company. BILLBOARD: “Do it your way! Build with ALIV.” YOUR LIFE - Senior Plan Campaign Idea: “Helping the Boomers Bloom!” Video ad idea: An old lady has cooked a big meal and is sitting at the dinner table seemingly lonely. As she gets up to leave the table, she spots a teen girl seated on her porch texting. She invites the young lady in and they sit at a table, eating and chatting. The camera shows them talking, then the young lady ALIV | 23
(phone in hand) motioning as if she’s explaining getting a new phone/phone company to the old lady. The next scene is the young lady talking on the phone to the old lady followed by a scene of the old lady laughing on the other line. POSSIBLE EVENTS: ALIV can have a “Seniors Showcase” where family, friends and loved ones can submit videos explaining why that particular senior should win a phone/free year of the “senior plan”/ a prize of ALIV’s choice. This will present ALIV as a company that looks out for mature Bahamians. BILLBOARDS: Connect to those that matter! Campaign Idea: “Making it easy!” Video ad idea: 1st scene- 80 year old woman is on her phone rocking in her chair and calls her daughter. 2nd scene- 70 year old man is at the foodstore and uses her data to search up something about a particular product. 3rd scene- 60 year old grandmother at home with her grandchildren and gives her phone to her grandchild so her grandchild can watch a cartoon show on her phone. Voiceover: “Our new Senior Plan offers special rates for persons 60 and over. We want to make life easier for you so that’s why we are now offering reduced phone plans for retirees and we have reduced the costs for persons caring for aging parents. ALIV, believe in best!” BECAUSE YOU’VE EARNED IT!
Descriptions
General video - “because We Are Aliv”
An all-embracing overview of the “because” concept that incorporates what Aliv will be introducing. Three new top notch plans for Bahamians. This video will showcase participants from each of the three separate plan groups. Each plan will have its own cast which will allow viewers to become familiar with and follow over the next year.
Your family- “because it’s what we need”
Introducing Bahamians to the “family plan”, this video will showcase three unique families. The family plan allows customers to link 2-5 mobile lines to one primary account. The cast includes a group of men called “the husbands,” another group called “the early bird walkers,” and an exciting group of women called “the book club.” Their relationships and fun interactions will bring light to the many ways these plans can be beneficial to families and possibly close friends.
Your way- “because it’s what I want”
This video will engage and encourage customers to “build your own plan”. While showcasing individuals from various walks of life, the “build your own plan” cast will enact how easy it is to customize their talk, text, and data. The characters include a content creator, traveler, and event 24 | BECAUSE
planner, all of whom are using talk, text and data on a daily basis and in various ways.
Your life - “because I’ve earned it”
Highlighting three vibrant seniors who are using “the senior plan.” The “senior plan” will offer special rates for persons 60 and up. The characters include a “hot”/very attractive grandpa or grandma, a group of ladies who lunch, and a retired straw vendor. This plan establishes the understanding that even seniors can benefit from the plan offerings.
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Family Plan Cast 1. Sports Crew
A group of guys called ‘the husbands’ gather weekly to watch whatever sport is in season. They share clips, streams, calls to talk all things sports and this is why the family plan works for them. Video concepts Social media videos will show them: • Streaming together • Calling each other • Video calling each other using a lot of data to watch sports Tik tok videos Showcase each individual who is a part of “the husbands” group
2. Early Bird Walkers
A group of mature Bahamians who are passionate about fitness. They gather together every morning to go walking while streaming music in their headphones. Their instructor keeps them updated in their whatsapp group and they discuss and share their fitness plans and tips. Video concepts Social media videos will show them: • Texting in the whatsapp group • Calling each other • Streaming music in their headphones Tik tok videos Showcase each individual who is a part of “Early walkers” group
3. Book club members
This is a group of book club members who gather once a weekl.They have a whatsapp group where they plan their meetings, share nuggets from their novel, and keep up to date on the livelihood of the members. Video concepts Social media videos: • Shared “Book Tok” account • Shared youtube page called “Beauty and the book” • They share whatsapp updates on how their readings are going Tik tok videos Showcase each book club member’s everyday life as they navigate “book tok.”
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BYOP Plan characters 4. Content creators
This group of individual content creators are curated to show Bahamians how they finesse the BYOP to accommodate their everyday content creation needs. Video concepts Social media videos will show them : • Take brand photos • Go live on social media • Record, edit, and upload content Tik tok videos Showcase behind the scenes of each content creator’s daily routine as they create digital media.
5. Traveler
This character is a travel influencer and blogger who is always catching a flight to see the world. This character promotes the BYOP plan by using its roaming ability, video calling their loved ones back home, and producing content for their social media platforms. Video concepts Social media videos will show them: • Using roaming data • Video Calling back home • Record, edit, and upload content Tik tok videos The tik tok videos will showcase the life of a travel influencer and blogger.
Senior Plan characters 7. Hot Grandpa and Grandma
These characters are not your typical seniors. Grandpa is a cool, suave boat captain whereas Grandma is a flamboyant 25 year old at heart. While Grandpa loves spending his time cruising on the sea, Grandma loves to shop, dine in, and enjoy life’s pleasures. Video concepts Social media videos will show them : • Grandpa is on the sea making phone calls • Grandma is video calling to get approval of her newest purchase • Voice-noting each other throughout the day to catch up Tik tok videos Showcase the daily lives of hot grandpa and hot grandma ALIV | 27
8. Ladies who Lunch
A group of fiery mature Bahamian women who meet weekly to chat over a delicious lunch. They talk about their families, their day to day lives, and so much more. They have a whatsapp group where they plan their weekly lunch dates, they call each other to check up on each other, and take pictures at their lunch outings that they send to their family members and friends. Video concepts Social media videos will show them : • Whatsapping each other • Calling each other • Taking pictures at their lunch outings Tik tok videos Showcase each individual who is a part of “the husbands” group
Retired straw vendor
This character is a retired straw vendor. This character was created to appeal to Aliv’s “concierge” service which is where Aliv will come to your door and help you sign up for the plan. Video concepts Social media videos will show: Aliv employee coming to the retired straw vendor’s house Aliv employee setting up the retired straw vendor’s phone and plan Retired straw vendor using their new phone to communicate with loved ones Tik tok videos Showcase the retired straw vendor’s daily life
TIKTOK VIDEO SAMPLES
https://drive.google.com/drive/u/0/folders/1hNViCdYe-uFPSyRi0iYzbxcxokzap8-C
Main sample video:
https://vimeo.com/manage/videos/722684043/d246c2c1c0
Video montage with sample graphic: https://vimeo.com/723059501/cd45937211
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physical environments Sample Suite A Social Media Posts
Billboard Signage
Social Media Posts
Billboard Signage
Sample Suite B Social Media Posts
Billboard Signage
Social Media Posts
Billboard Signage
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events calendar: QUARTER ONE JULY 2022 JULY 1ST & JULY 8TH: CRAB FEST BOOTH POP UP AT SITE (ANDROS) ALIV can have paraphernalia, staff talking about the new plan rollout, phones, MIFI devices etc. Giveaways would be encouraged as well. JULY 1ST & JULY 8TH: ABACO GOOMBAY FEST POP UP AT SITE JULY 2ND: EXUMA GOOMBAY FEST POP UP AT SITE JULY 5TH- JULY 19TH: #ALIVINACTION Workshop - A new ALIV campaign that features children with artistic/technologic abilities and have trained professionals teach them tips and tricks about their fields. At the end, the most impressive child will receive a prize of some kind (ambassadorship, an item related to their gift (ipad, easel, phone, camera etc) JULY 7TH, JULY 14TH, JULY 21ST AND JULY 28TH 2022: GRAND BAHAMA GOOMBAY FEST POP UP AT SITE JULY 9TH: SOUTH ANDROS GOOMBAY FEST POP UP AT SITE JULY 23TH: ANDROS GOOMBAY FEST POP UP AT SITE JULY 30TH: BIMINI GOOMBAY FEST POP UP AT SITE JULY 30TH: BERRY ISLANDS GOOMBAY FEST POP UP AT SITE JULY 7TH-9TH: ALL ANDROS & BERRY ISLANDS REGATTA ALIV POP UP SHOP JULY 10TH: INDEPENDENCE DAY POP UP SHOP (ALL ISLANDS) ALIV can have plans on sale for $49 all day on the day of Independence. A one day “OUR PLAN/ YOUR PLAN/ OUR LIFE49” can be created and priced at $49 to show patronage as well as increase sales. JULY 24TH: NATIONAL GRANDPARENTS DAY “SENIORS SHOWCASE” ALIV can have a “Seniors Showcase’’ where family, friends and loved ones can submit videos explaining why that particular senior should win a phone/free year of the “senior plan”/ a prize of ALIV’s choice. This will present ALIV as a company that looks out for mature Bahamians. JULY 28TH & JULY 29TH: CAT ISLAND REGATTA POP UP SHOP ON SITE JULY 28TH & JULY 29TH: POP UP SHOP ON SITE 32 | BECAUSE
JULY 29TH - AUGUST 1ST: ROLLEVILLE REGATTA BOOTH POP UP (EXUMA) ALIV can have paraphernalia, staff talking about the new plan rollout, phones, MIFI devices etc. Giveaways would be encouraged as well.
AUGUST 2022 AUGUST 1ST: EMANCIPATE YOURSELF FROM YOUR OLD TELEPHONE COMPANY A fun take on Emancipation Day! ALIV can post fun takes/memes on “emancipating” yourself from opposing companies as a marketing strategy to increase sales and bring in new clientele. AUGUST 12TH: CENTRAL ANDROS GOOMBAY FEST POP UP AT SITE AUGUST 13TH: NORTH ANDROS GOOMBAY FEST POP UP AT SITE AUGUST 15TH: “DISCOVER ALIV!” DISCOVERY DAY DRIVE-AROUND AUGUST 20TH: LONG ISLAND GOOMBAY FEST POP UP AT SITE AUGUST 25TH: POP UP SHOP AT FUSION SUPERPLEX AUGUST 27TH: ELEUTHERA GOOMBAY FEST POP UP AT SITE
SEPTEMBER 2022 SEPTEMBER 4TH: POP UP SHOP AT FUSION SUPERFLEX ALL ABACO SAILING REGATTA POP UP AT SITE (ABACO)
QUARTER TWO OCTOBER 2022 OCTOBER 11TH-14TH: NORTH ELEUTHERA SAILING REGATTA POP UP AT SITE GREAT BAHAMAS SEAFOOD AND HERITAGE FEST POP UP AT ARAWAK CAY SITE POP UP SHOP AT FUSION SUPERFLEX OUR PLAN FUN DAY - sponsored by ALIV. This event can be hosted in a park. Families would be invited to play hackysack, race, have dance competitions etc for prizes and surprises. It’ll be a great way for families to bond and for ALIV to brand itself as a family-oriented company. HARBOUR ISLAND REGATTA POP UP SHOP AT SITE
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NOVEMBER 2022 BIMINI BIG GAME FISHING CLUB ALL WAHOO TOURNAMENT POP UP SHOP NOVEMBER 1ST-NOVEMBER 7TH: COMMUNICATIONS WEEK DRIVE-AROUND ANNUAL ONE BAHAMAS MUSIC & HERITAGE FESTIVAL POP UP SHOP NOVEMBER 15TH: ALIV POP UP SHOP AT FUSION SUPERFLEX 2022 NOVEMBER 3RD-5TH: GBPA CONCHMAN TRIATHLON POP UP SHOP (GRAND BAHAMA) NOVEMBER 24TH-28TH: “ALIV-GIVING” DRIVE-AROUND (FROM THANKSGIVING TO CYBER MONDAY)
DECEMBER 2022 DECEMBER 4TH: ALIV “BUILD YOUR OWN” DAY - There can be booths set up with different stations that have “build” options. There can be Legos build sets, bracelet building stations, food stations (pizza,tacos, kabobs) etc. This will get consumers hyped for the new BYOP rollout and will present ALIV as the “fun” phone company. DECEMBER 11TH: NATIONAL APP DAY AFFINITY VAN DRIVE-AROUND with Ebony Bahamas (“guess that app trivia day”) ALIVMAS - 12 DAYS OF CHRISTMAS KICK OFF (ENDS ON DECEMBER 26TH) 12 days of ALIV giveaways with prizes and surprises headed by JaQuay and Ebony Bahamas. DECEMBER 20TH-25TH: #ALIVCARES mini campaign - #ALIVCARES - ALIV visits the Disabled community / hosts a food drive / hurricane assistance / soup kitchens / clothing drives
QUARTER THREE JANUARY 2023 NEW YEAR, SAME ALIV! AFFINITY VAN DRIVE-AROUND ALIV POP UP SHOP AT FUSION SUPERFLEX
FEBRUARY 2023 FEBRUARY 1ST: BLACK HISTORY MONTH AFFINITY VAN DRIVE-AROUND with Jaquay. (name that bahamian hero trivia) FEBRUARY 14TH: “LOVE, ALIV” VALENTINES DAY DRIVE-AROUND with JaQuay. Karaoke edition (love songs) 34 | BECAUSE
FEBRUARY 23RD: ALIV POP UP SHOP AT FUSION SUPERFLEX
MARCH 2023 MARCH 1ST: SPORTS CREW FROM COMMERCIAL #FITANDALIV CAMPAIGN ROLLOUT INTERNATIONAL WOMEN’S DAY AFFINITY VAN DRIVE-AROUND WITH EBONY BAHAMAS ( female icons edition) MARCH 15TH: ALIV POP UP AT FUSION SUPERFLEX WITH EBONY BAHAMAS
QUARTER FOUR APRIL 2023 APRIL 1ST: ALIVFUL FOOL DAYS! (APRIL FOOLS DAY) APRIL 15TH: ALIV POP UP AT FUSION SUPERFLEX WITH EBONY BAHAMAS APRIL 21ST-23RD: EXUMA NATIONAL FAMILY ISLAND REGATTA POP UP SHOP ON SITE (EXUMA) APRIL 21ST: WORLD CREATIVITY & INNOVATION DAY AFFINITY DRIVE-AROUND APRIL 29TH: ALIV POP UP SHOP AT FUSION SUPERPLEX
MAY 2023 ALIV POP UP SHOP AT FUSION SUPERPLEX MAY 14TH: MOTHER’S DAY (FAMILY PLAN) POP UP SHOP MAY 29TH: COMMUNICATIONS DAY AFFINITY VAN & POP UP SHOP with JaQuay MAY 30TH: NATIONAL CREATIVITY DAY POP UP SHOP AT LPIA
JUNE 2023 JUNE 3RD: PINEAPPLE FEST POP UP SHOP (ELEUTHERA) ALL ANDROS CRAB FEST POP UP ON SITE (ANDROS) LONG ISLAND REGATTA POP UP SHOP ON SITE (LONG ISLAND) JUNE 24TH: #SAILAWAYWITHALIV - SAILING CAMPAIGN ROLLOUT
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people ALIV AMBASSADORS / INFLUENCERS DESCRIPTION: Videos will make use of ALIV Ambassadors / Influencers —Bahamians with a significant social following who are considered experts in their industry. Social influencers have a high level of trust with their followers, and their recommendations act as social evidence for your brand’s potential customers. Consumers would become familiar with the commercial characters and get to know them over the course of the year.
YOUR FAMILY PLAN (FAMILY PLAN)
PRINCIPAL CAST GUY SPORTS CREW Comby Smith Taige Adderley Chester Robards WOMEN BOOK CLUB CREW Anastarcia Palacious Tonya Lightbourne Loleta Dixon Ewurabena Appiah TRADITIONAL FAMILY Lisa and Marcellus Hall Stacy-Ann Cambell Marshal & Fam EXTRAS Natural Empress La’Marie Smith StacyAnn Campbell Marshall and Fam
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YOUR WAY PLAN (BYOB)
PRINCIPAL CAST CONTENT CREATOR DasQuay Latoya Laughs TRAVELER / MUSICIAN Chase Fernander EVENT PLANNER Tamara Delaney EXTRAS Jade Alexx Ebony Bahamas Andrew Knowles Ritchie Rich Davine Johnson Manuel Cheesecake Haven Chase Tamara Delaney Osano Neely
YOUR LIFE PLAN (SENIOR PLAN)
PRINCIPAL CAST COOL GRANDPA / GRANDMA Vaughn and Vaughna Albury LADIES WHO LUNCH Jacinta Higgs Cynthia Mother Pratt STRAW VENDOR EXTRAS Cookie Claudette “Cookie’ Allens Lolita Dixon Leslie Miller LAURA food vendor
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action program This marketing strategy will be executed via the strategic allocation of advertising and promotional resources as outlined below. Social Media (Graphics / Videos / Coupons) Digital advertising through social media will represent a significant campaign push that will feature customized graphics, and video content across various platforms including Facebook, IG, Youtube, and Tiktok, etc. Fusion Cinemas - This could include IN-Movie promotions as well as digital billboards Ad Buys: (Cable Bahamas + ILTV + ZNS + Guardian Print +Tribune Print) - This traditional media spend will include strategic AD buys across these various platforms utilizing 30 & 60-second tv spots, and print ads. Radio (Guardian Radio Network + 100 JAMZ+ ZNS Radio) - This traditional media option will take advantage of 30 & 60-second radio spots as well as talk show sponsorships and Live Reads during popular programming. Billboards- Highly visible signage will showcase ALIV Brand Ambassadors and plan details designed to raise brand awareness. Events (Regattas + Special Events) - ALIV influencers and sales representatives will set up a physical presence at such events designed to attract new customers and provide services to existing customers. Concierge Calls - This will capitalize on ALIV’s current concierge model allowing for sales representatives to meet with potential clients and help them get access to devices and plans that suit their lifestyles. Influencers - The campaign will introduce and showcase a cast of ALIV Characters who will serve as brand ambassadors and influencers that will be showcased across social media and during events.
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controls Customer Attitude Tracking
Monitoring customer feedback • Surveys and polls: This monitoring provides direction to the sales team and can be done indirectly by sending qualitative surveys about the new Aliv products. Surveys can be done via marketing/focus groups or individual interviews by phone or in-person. • Feedback and Suggestion Systems: Market performance of the new plans can be analyzed via genuine feedback from Aliv customers (new and current), and the same can be improved through their suggestions and input. • Measure user conversations from social media and track any hashtags for qualitative analysis of conversions surrounding any of the new mobile plans in the social sphere.
Sales
Lead generation tracking and Target market sales • Target market sales: There are three proposed products and each should be monitored separately to have a clear understanding of the revenue generated from each particular product. Sales can be measured in units sold, revenue generated or profit amount. Ideally, this is done at the point of sale with the assistance of retail partners or Aliv sale locations. The actual sales in the target market are then compared to the marketing plan projections and changes can be made accordingly. • Lead Generation: Measure lead generation year-over-year or do a quarterly comparison to observe downward or upward trends. Consider the following: -Website leads -Shares and conversion of online advertising content by users (Social media) -Engagement -Click through rates
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budget Marketing budget monitoring and spending
• Budget monitoring will allow ALIV to measure financial marketing results against projections for the various campaigns and can be completed quarterly or year-over-year. This can also be used to account for/justify changes implemented to any part of the marketing strategy.
Marketing Proposal Budget - OPTION A
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Marketing Proposal Budget - OPTION B - FMG FEE’s ONLY
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thank you