Title Media Rationale
1 OsunStateTotalRugby.com
2 Facebook Page
3 Press ‘Collective’
4 Press-Excel / Beta Malt Corp
Comms.
5 40 School Websites
6 Banners
7 TV – DSTV via partnership with
SuperSports Let’s Play
8 TV – Terrestrial
9 Beta Malt Schools Link
Title
1 OsunStateTotalRugby.com
2 Facebook Page
3 Press ‘Collective’
4 Press-Excel / SAB Miller Corp
Comms.
5 Club Websites
6 Posters
Tactics
Website – Online plus links to Nrff-
ng.com, Beta Malt, LNRFC.com, etc.
Social Media
Print
Print
Online plus links to Nrff-ng.com, SAB
Miller sites, LNRFC.com, etc.
Outdoor
TV-Cable
TV
Direct Mail, WOM, Online
Media Objectives
Increase the share of mind re. Beta
Malt’s merits and the iTRY project
Increase the share of mind-
awareness re. Beta Malt’s merits and
the iTRY project /build an interactive
following
Increase the share of mind-
awareness re. Beta Malt’s merits and
the iTRY project
Increase the share of mind-
awareness re. Beta Malt’s merits and
the iTRY project
Increase the share of mind
(awareness) of Beta Malt’s merits and
the iTRY project
Increase the share of mind
(awareness) of Beta Malt’s merits and
the iTRY project
Execution
As the iTRY news portal linked to
numerous other sites.
Awareness via positive messaging
Press releases, Dedicated section
Press releases
Multiple links and varied News
feeds
Inform and build Awareness
Inform and build Awareness –
build up and ongoing coverage
once the Fiesta starts
Inform & Build Awareness
Schools only competition
Target Audience
All Ages – mainly youths and rugby
fans
mainly youths and rugby fans plus
a mixed audience of
predominantly Nigerians drawn by
emotive reasons/ plain curiosity
General paper reading adults
General paper reading adults
All Ages – mainly youths and rugby
fans
General Public
Specific Vehicle
Email requests for links to
webmasters of targeted sites
Sensationalised & factual inquiries
on member pages
Possibility of dedicated section in
the Guardian coupled with
numerous press releases & images
Contact based press coverage
Activate site links and via the feeds
increase ones SEO standing
Distributed to all coaches
Fiesta & event coverage on
rotation
Short News inserts
CSR/ but also an opportunity to
inform all schools of the benefits of
Beta Malt
Total Reach/Frequency
Target 12000 visitors throughout a
6 month season
Target – 3000 fans
36 articles @ an average of 10,000
readers per article – conservative
estimate
10 articles @ an average of 10,000
readers – conservative estimate
1000 visitors per site during a 12
month period
1000 distributed across Lagos and
Abuja
Linked to Beta Maltng.com, nrff.com,
Nigerian newspapers, Rugby portals,
Smallworld.com, SAB Miller sites, etc.
Facebook
Guardian, Daily trust, Punch, This Day,
Vanguard, Tribune, The Sun, Nation, Edo
Guardian, Daily trust, Punch, This Day,
Vanguard, Tribune, The Sun, Nation, Edo
Linked to Beta Maltng.com, nrff.com,
Nigerian newspapers, Rugby portals,
Smallworld.com, SAB Miller sites, etc.
Erection at training sessions, skills clinics,
league matches, etc
SuperSport
OSBC
Budget Recap
N20,000 – very cost effective very high
ROI
Increased reach and stickability due to
the immediacy of the interaction
If target is met a high ROI of approx
N5.9m plus, even when using Harvard BR
– AVE’s lowest quotient
N10,000 each– very cost effective very
high ROI
Avg 100 eyeballs per poster (very
conservative figure)
7 TV – DSTV – via partnership
with SuperSports Let’s Play
8 TV – Terrestrial
9 Beta Malt Schools Link
Increase the share of mind
(awareness) of Beta Malt’s merits and
the iTRY project
Increase the share of mind
(awareness) of Beta Malt’s merits and
the iTRY project
Increase the share of mind
(awareness) of Beta Malt’s merits and
the iTRY project
Mainly youths and rugby fans
Mainly youths and rugby fans
Young males, teachers, School
pupils, parents
Nationwide/”Africa wide” coverage FREE coverage- A very high ROI of approx
that far surpasses the iTRY programmes
total spend even when using Harvard
Business Reviews – AVE lowest quotient
To all schools in Osun State