Proposal: Co-‐branded Facebook Application
27 February 2013
Client: Luanda Fashion Centre; Broll Namibia Contact Person: Victoria Forbes/ Sylvia Rusch Project name: Co-‐branded Facebook Application for Luanda Fashion Centre and Broll Namibia Project Lead: Danielle van der Westhuizen TECHSYS DELIVERABLES o o
Creation of a co-‐branded Facebook Application for Luanda Fashion Centre and Broll Namibia The Facebook Application will be on Luanda Fashion Centre’s Facebook page
Company History: Broll and Broll Namibia
Founded in 1974, Broll is fast becoming Africa´s leading commercial property services group. Together with Broll’s international partner CBRE, they bring together an unrivalled mix of technical expertise and global market knowledge with the sole purpose of maximising the potential of available property, wherever it is. Broll has offices in all cities and major towns across South Africa and in a growing number of African countries. Established in 2003 through a joint venture with the Ohlthaver and List group of companies, Broll Namibia has swiftly grown to a leadership position in the commercial and retail property sectors and now manages a portfolio of almost N$900 million. Proposal Broll Namibia would like to propose a mutually beneficial venture whereby the two companies can gain key market insights. To achieve this, Broll Namibia suggests building a co-‐branded Facebook application (Luanda Fashion Centre and Broll Namibia), on Luanda Fashion Center’s Facebook page. This Facebook application will be built at no cost to Luanda Fashion Center, as Broll Namibia will cover the costs of building the application. The Facebook application would serve to benefit Luanda Fashion Centre in the following ways: Gain Facebook insights: -‐
Demographic data on your audience – gender, age, country, city, language
Proposal: Co-‐branded Facebook Application
-‐
27 February 2013
Statistics on page posts – reach, engaged users, talking about this, virality
Gather general information for data base purposes: -‐
Name and surname
-‐
Birthday
-‐
Interests/likes
Provide information on shopping behaviour/patterns, based on answers to specific questions. Having access to this type of information means that Luanda Fashion Centre can improve on shoppers experience and expand on or improve the existing product/service offering at the mall. Examples of possible questions: -‐
Do you shop with your family?
-‐
How far do you travel to do your grocery shopping?
-‐
Do you think there are enough clothing and food stores in Luanda Fashion Centre
-‐
What store do you shop at the most
A competition can be used as incentive to encourage participation in a survey/questionnaire e.g. To win a trip to Wernhil Park worth N$5000, all you have to do is answer these easy questions to stand a chance to win! Use the Facebook application as a news ‘notice board ‘ -‐
Keep shoppers up to date on developments within the centre (upgrades, events, promotions)
-‐
Notify shoppers about specials, promotions and sales in stores
-‐
Advertise arrival of seasonal fashion ranges
-‐
Provide contact details of stores, restaurants and fast food outlets exclusive to Wernhil Park and Townsquare
Luanda Fashion Centre’s Facebook page has a fan count of 75 837. This is number fairly high, and making use of a Facebook application to capitalize on data generation from these existing fans would be ideal.
Proposal: Co-‐branded Facebook Application
27 February 2013
Increase: -‐
Brand awareness
-‐
Consumer engagement
-‐
Traffic generation to Luanda Fashion Centre’s website and Facebook page
-‐
Lead generation
Benefits of going into partnership with Broll Namibia by using a co-‐branded application: Broll Namibia will drive fan growth on Luanda Fashion Centre’s Facebook page by advertising the application through PPC (pay per click), which will be paid for by Broll Namibia. Broll Namibia will share all the information gathered via the Facebook application with Luanda Fashion Centre at no extra cost, and can be used by both organisations for mutual and individual benefit. Summarised, these benefits are – Facebook insights on demographic data and page posts; insights on shopper behavior; a platform to advertise sales, promotions and events; increase brand awareness, traffic generation, consumer engagement and lead generation.