Morocco:

Live Boldly
A proposal by
Think Inc.
 Table of Contents
Who We Are .......................................... 1

Situation Analysis .............................. 3

Publics .................................................... 5

Objectives .............................................. 6

Messages ................................................ 7

Strategy ................................................ 8

Tactics ................................................... 9

Appendix ............................................... 16

Work Cited .......................................... 18

ANNUAL FINANCIAL REPORT / PAGE

 Who We Are
Faith Reynolds:  Born and raised in the Midwest,
Faith threw caution to the wind five years ago by
moving to North Carolina to be a part of
Think.Inc's creative team. Before working for
Think.Inc she worked at Dove, where she helped
create the campaign #LikeAGirl. In this particular
proposal, Faith worked on the strategy, tactics,
and the messages sections of the proposal.

Rayna Mason:  Originally from Philadelphia,

Pennsylvania Rayna Mason has a double major in
strategic communications and media analytics
from Elon University. For the past twelve years
rayna has been a digital media analyst for
Refinery29 before joining Think Inc. as an account
executive. In this proposal, Rayna created the
objectives, education tactic and digitally
formatted the proposal.

Molly Thebau:  From Frederick, Maryland

Molly Thebau has been involved in the public
relations industry for years now. She has
worked for agencies in Washington D.C. that
have allowed for the chance to hone her
skills. She has worked on the situation
analysis, messages, and the partnerships with
online influencers.
THINK INC. MOROCCO PROPOSAL/ 1
 Who We Are
Campbell Armstrong:  Specializing in
international relations for over ten years
now, Campbell has a profound love for
working with other countries. Originally
from New Canaan, Connecticut, Campbell
looks to take her communication skills from
her small childhood town to communities
worldwide. When strategizing for Think.Inc’s
most recent proposal for the country of
Morocco, she worked on the situational
analysis, women's sports tactic, mock posts
and works cited page.

Michael Fanning:  Originally from Portland,

Oregon, Michael has been extremely involved
with public relations for several years now.
He found his expertise in identifying publics
during his time at Nike where he specialized in
product positioning. He’s also in charge of the
creation of the Casablanca Cruise Crew.

THINK INC. MOROCCO PROPOSAL/ 2

 Tourism is the second largest foreign

Situation exchange earner behind the phosphate

Analysis
industry. The government is highly invested
in tourism development. A plan called Vision

Morocco is a kingdom located in 2010 was developed to increase tourism.

North Africa and is currently ruled by This plan comes in two phases, one phase

Mohammed VI. The country has a falling in the years 2005 to 2007, and the

population of nearly 36.5 million other from 2008-2010, both indicating

people and is made up largely of specific performance goals that Morocco

those of Arab-Berber descent and wishes to achieve. The latest plan presented

minorities of other groups, such as by the king is Vision 2020. This program aims

the Spanish and the French. to double tourism to the country by the year

Morocco is also home to the semi- 2020 and will add new new destinations as a

nomadic Berber people who result.

maintain their lifestyle, language, Tourism has also grown due to the rise in

and culture. Politically, Morocco has travel influencers who document and share

had conflicts in the past with the their travels around the world on social

Polisario Front over territory in the media. These influencers showcase the

Western Sahara, making this an area beauty and diversity of the country and

that is not advised to be visited by promote tourism by encouraging their

tourists. The geography of the followers to do the same. Just last year,

country is diverse ranging from Morocco received 12.3 million tourists,

desert landscapes to mountains to which is an 8% increase from 2017. Between

rugged coastlines on the Atlantic the years 2000 and 2018, Morocco averaged

and Mediterranean. This provides 6% annual growth, standing two points

the country with a diverse range of higher than global tourism growth. Without a

goods and cultures among the doubt, this rapid increase was attributable to

people. its delicious food, amazing scenery and

welcoming locals.

THINK INC. MOROCCO PROPOSAL/ 3

Situation Analysis Cont.
There are many strengths when it
comes to examining Morocco. It is a
stable country in North Africa that
provides a unique destination for
travellers. The rich and diverse culture
draws in millions of tourists each year and
provides a wide range of activities.
Morocco has developed a strong
infrastructure for tourism that continues
to grow each year. Overall, the country is
also safe to travel to and explore. With
coastal towns on the Mediterranean and
the Atlantic and the Sahara there is
something for everyone.
While Morocco has many strengths,
they occasionally struggle to uphold their
reputation due to a few reasons. The
country of Morocco is surrounded by
Algeria and West Sahara which are not as
stable or secure due to attacks and
revolutionary-like events. Algeria and
West Sahara have had ongoing conflicts
with the Polisario Front that have been
temporarily stopped, due to the Ceasefire.
Obviously, given they are guarded by the
Atlantic Ocean in the west and
Mediterranean Sea in the north is not
promising when it comes to security of
the country.
There are also crimes such as
panhandling, theft, pickpocketing, scams,
and harassment, which of course,
happens in a lot of places, but doesn’t
make Morocco too appealing to some.
However, these weaknesses do not
spell out the downfall of the country’s
tourism industry. Through the use of
various forms of media, word of mouth,
and education Morocco can continue to
increase tourism and elevate the already
fast-growing industry. This will also result
in economic growth as money will come
into the country and support commerce
and the local economy as well.
The immediate threats to tourism in
Morocco are terrorism and disputes along
the borders. In this region of Africa, there
has been increased threats of terrorism
and while the Moroccan military is
keeping a watch and doing what they can
to prevent attacks, it is still highly likely in
areas that tourists frequent. In some
places it is advised to use increased levels
of caution when travelling.
THINK INC. MOROCCO PROPOSAL/ 4
Publics
Morocco's most important public is simply its 36,563,412 citizens. Every single
current resident contributes to Morocco’s rich culture, which is evolving day by day.
Morocco has been called home by many throughout history. “In addition to the
indigenous Amazigh (Berbers), Morocco has hosted a culture from the East
(Phoenicians and Arabs), the South (Sub-Saharan Africans), and the North (Romans
and Spanish Andalusians – both Muslim and Jewish)”(Journey Beyond Travel).
Given this melting pot effect, Moroccans are multilingual. Arabic is the official
language of the country, but citizens are commonly fluent in English, French and
Spanish. The success and failure of this movement will strongly depend on the
people of Morocco.

The next most important public are Morocco’s tourists. Tourism is the country’s
second biggest revenue generating industry, and in 2017, a record 12.8 million
tourists visited Morocco. Many tourists find themselves on the beaches of
Casablanca, enjoying the beautiful scenery and local cuisine. The majority of visitors
are upper-class couples, however, many young tourists through study abroad
programs. For example, Semester at Sea makes a stop in Morocco this year. This
public has the potential to influence bringing tourists to Morocco by word of mouth,
and also may return themselves. Therefore, it is essential to ensure that their
experience is extremely memorable and impactful.

Although Morocco might not have as many worldwide A-list celebrities as the
United States, they do possess a true man amongst the people, French Montana.
French Montana has accumulated 11.4 million Instagram followers and 3 million
Twitter followers throughout an extensive music career. Besides the rapper, their
King, Mohammed VI, is a very well known and liked figure amongst foreign and
domestic publics.

THINK INC. MOROCCO PROPOSAL/ 5

Objectives
Think Inc. wants to help Morocco increase tourism and the tourist experience for
locals and foreign visitors, while also boosting the economic quality of the country.
Morocco's topographic beauty and eclectic experiences will be exemplified
through a variety of strategies and tactics. Over the next five years, Think Inc. wants
to accomplish the following objectives:

Increase overall tourism attendance by 30%

Increase foreign tourism by 20%
Redesign the Casablanca port in three years
Raise cruise traffic by 15%
Create working study abroad programs for international students
Improve the quality of higher education in Morocco
Generate a 25% economic boost in major cities (near the port, study
abroad center, and tourist attractions)
Use influencers to increase tourism in major cities and destinations by
15%
Raise social media impressions by 30%
Obtain 10+ consistent influencer partners
Get 20% higher attendance at sporting events
Establish a higher rate of community sporting events
Raise overall awareness of wellness in Morocco
Reach more niche audiences (surrounding wellness) by 15% through
social media

THINK INC. MOROCCO PROPOSAL/ 6

Messages
Morocco Is a Safe Country
It is known that there have been terrorist attacks in Morocco and extremists
present in the country. However, the military and the government are working hard
to keep these acts from happening and to provide a safe country to travel and live
in. The people are known for being friendly and wanting tourists to visit and
experience the place they call home. There are low crime rates with the common
crimes being panhandling and pickpocketing. It is also one of a few African
countries that is stable and has the infrastructure for tourism.

There Is a Lot To See On and Off the Beaten Path

Morocco is known for cities such as Marrakesh, Casablanca, and Rabat and for
good reason. These cities are rich with history and influence for the country but
there is so much to see outside of them. The varied geography of the country
provides experiences and activities for all types of travellers of all ages. The
mountains and Sahara are perfect for those who love the outdoors. The blue city of
Chefchaouen and other cities along the coast offer a quieter environment from the
larger bustling cities most tourists visit.

Morocco Has Strong Potential For Growth of Tourism and the Economy
As travellers are looking for their next destination, they are looking for someplace
different and exciting. Morocco is that place. The variation and vibrant culture will
draw in more and more visitors which in turn will boost the economy as these
tourists support local businesses and companies. In 2018 over 12 million people
visited Morocco which was an 8% increase from 2017. With the way that the
country is improving we can see that the number of tourists will only go up.

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 When nations come together to join

Strategy forces and work as allies to improve the

wellbeing of each country, research shows
both economies will see a rise in income
Morocco is an untapped goldmine, full
revenue in the next five years and an ample
of possibility, and opportunities. The
amount of new resources become
current problem at hand is that not
accessible to the differing populations.
enough people know about this beautiful
Improving the relationship between
country and what it has to offer. We plan
Morocco and the United States has the
on changing that. Our research team and
some of our best employees at Think.Inc power to change lives and improve the

have created an excellent proposal full of quality of life for those who are struggling
information needed to stay culturally to make ends meet in Morocco. Due to the

relevant within this area of the world, fact that not enough people know about

exceptional tactics to raise global the tourism attractions that take place in

awareness for Morocco, and established their very own towns.

both strategic and cost-effective social

media initiatives to best communicate One of our main strategies include using
with the global public about the different digital platforms such as
untapped wonders of Morocco. Instagram and a website created by our
creative team here at Think.Inc that helps
There are many gains that can come communicates to future tourisist of
with improving the tourism attraction and Morocco the beauty and safety of the
global awareness for Morocco. This may country. Our second main strategy focuses
at first, only seem as a PR proposal to on revitalizing different cities in Morocco
help assist with the requested challenge by using the cruise port in Casablanca to its
at hand. But this proposal also has the full potential. Lastly, our third strategy
power to improve the foreign relations seeks face-to-face opportunities through
between Morocco and the U.S. and other American coaches teaching and mentoring
foreign countries surrounding Morocco. young Moroccan girls to improve their

football (soccer in the U.S.) skills.

THINK INC. MOROCCO PROPOSAL/ 8
Tactics
Set Sail For Casablanca
Casablanca’s cruise ship port is one the most popular ports in Africa, but it could
be drastically improved to become the most visited. First, cruise ships are not
docked as cruise ships in Casablanca, they receive instructions as a container ship
because the port is heavily dominated by container ship traffic. However, given the
constant flow of cruise liners coming into the port, it is essential to make docking
easier for the crew of the ship, and the staff of the port. After the ship has finally
docked, we immediately reach our next problem. The tourists of the cruise get off
the ship, and are presented with absolutely nothing. Currently, the docking area is
absent of any facilities, maps or tourist information. By comparison, the Saint
Lawrence River Port in North America goes above and beyond to impress their
visitors, “From blueberry pies to balloons, costumed dancers to drummers, and
even stevedores in bilingual welcome vests, the Saint Lawrence River Port pulls out
all the stops for cruise visits”(Kalosh, Aiming for the World’s Best Welcome).
Although, a sign points tourists in the direction of the heart of Casablanca, they
must walk nearly a mile to get there. This walking stretch does not allow any
automobiles, and is parallel to an industrial plant. It is imperative to the success of
Morocco's tourism to upgrade this entry area immediately. Think.Inc believes that it
is essential to create the Casablanca Cruise Crew which will work to provide tourist
with the best initial experience by being their friend, help and security.

The Casablanca Cruise Crew will work to improve every aspect of the initial
experience, with an emphasis on physical amenities and an authentic welcoming
attitude. The area that passengers exit the boat towards will be completely
remodeled with information booths, local merchant booths, food carts, live music
and a transportation center.

THINK INC. MOROCCO PROPOSAL/ 9

 It is extremely important that we go above and beyond to make that initial
welcoming moment as unforgettable as possible, therefore we strived to interact
with every human sense. Local merchant booths will provide tourists with the
ability to touch and feel the crafts of Moroccans. Live music will let visitors
experience Morocco with their hearing, and the food carts will give a small taste
and smell of the cuisine. During all of these small interactions, the tourists will be
taking in the beautiful sight of the port. Aside from the initial welcome area, the
walking path in the heart of Casablanca needs to be revamped to accomodate all
guests. Currently, a tourist with a disability is being forced to travel nearly a mile
without the assistance of any automobiles. Additionally, this walk is directly next to
an industrial plant which takes away from the true beauty of Morocco and gives
tourists a bad first impression. This is not a system that can continue. Tourists
must be provided with a new path into Casablanca that is automobile accessible.
The implementation of the Casablanca Cruise Crew and a more efficient docking
system will result in an increase in tourists and an overall better experience.

Female Empowerment Starts
In Sports
The plethora of sports in the Kingdom of Morocco have been a big part of the
foundation of their society. Although they are known for their variety of water sports,
golf, hiking and horseback riding activities, football happens to be the most popular.
These sporting events not only gather the local population but all the visiting tourists
as well. Sporting events are a great way to bring revenue into Morocco and
implement community building. While sports is one of the greatest parts about the
country’s culture, there is an underlying problem with gender inequality deeply-
rooted into the society that needs to be resolved.

THINK INC. MOROCCO PROPOSAL/ 10

 One of Morocco’s biggest focus the past few years has been changing the way
their society perceives the idea of young women playing sports. While there has
been steady development to improve this, there is clear inequality that belittles
their roles in society. Think.Inc’s plan is to create an organized program for
women to be able to practice and play whenever and wherever they please. We
have found that one of the biggest reasons girls are struggling to play sports is
due to the lack of organization. Apparently, “For boys, this isn’t a problem. Social
and cultural norms allow them to play unsupervised in the streets at any time of
the day… The streets are still a very male-dominated space, particularly in the
poorer neighborhoods and rural areas”(Matuska, The Development of Women’s
Football in Morocco). We will train and hire football coaches that will build an
environment focused on respect and fun. These coaches will work to fulfill all of
the girls sports dreams. Implementing such a program will allow for young
women to take part in sports as often as they choose, giving them the opportunity
to catch up to the males performance and eventually perform at a professional
level.

Follow Their Footsteps

Social media is a driving force in the realm of tourism and the global
consumption of media. The rise of travel influencers on a variety of platforms
makes information more accessible and urges people to travel more. Group
travel through companies such as Contiki and Intrepid Travel provide structured
and unique experiences that the average traveller may not know about. By
supporting these companies and allowing them to continue running trips, more
influencers will come into the country and post their subsequent travels online.

THINK INC. MOROCCO PROPOSAL/ 11

 The most common platforms for these influencers to use are Instagram and
YouTube.These platforms are some of the most popular and reach a very wide
audience around the globe. Some YouTube channels have hundreds of thousands of
subscribers with loyal fan bases that share the love for travel.The quality of the videos
on these channels are on par with what can be seen from professional production
companies. It would also cost less to partner with creators and travel influencers than
to hire a production company to produce commercials and videos to promote
Morocco.
Channels such as Vagabrothers, Hopscotch the Globe, and Flying the Nest
genuinely care about the places they visit and the people they meet. These
influencers respect and take the time to understand the country they visit and the
people who live there. Building relationships and partnerships with influencers will
have long lasting effects as the amount of followers grows over the years and more
people find their posts and videos.
Influencers that travel tend to have a different perspective of the world compared to
those who do not travel as much. The channels do tend to be smaller but they
become tight-knit communities that all share a passion for travel and new
experiences. If one influencer travels to Morocco then others will soon follow and this
will reach more and more people over time. Connecting with them opens up new
possibilities for global outreach and forming an image of being a new hot destination
to visit in the years to come. This will provide the opportunity for people to see that
Africa can be a safe place to travel and that there is so much to see and do whether
they prefer relaxing at a resort or adventurous excursions they will never experience
anywhere else.
Influencers like to experience not only the tourist parts of the destination but also
what the locals experience and how they live day to day. Some channels focus videos
on food and what walking the streets are like rather than room service and resort life.
Partnering with influencers will not only open the country up to those interested in
travel but it will also showcase the beauty of Morocco to the world and entice more
and more tourists from around the world. THINK INC. MOROCCO PROPOSAL/ 12
 Time To Jump On The
Wellness Train
The topic and idea of wellness has become a world phenomenon and
something most people are willing to spend an extravagant amount of money
on to achieve mental clarity. It may come as a shock, but if someone is looking to
improve their own wellness journey and at an affordable price, it would be
highly advised that they travel to Morocco to partake in the infinite amount of
natural wellness remedies and practices that come as a social norm for most
native Moroccans. Thanks to the geographic location of Morocco, they are
luckily placed by some of the best areas of water, like the Mediterranean Sea.
This superb location makes Morocco home to some of the best spa and
wellness treatments in the world.
In the Moroccan city of Marrakesh, one can find many neighborhoods where
the ancient practice of “Islamic hammams” takes place. This is known as Turkish
public bathing that helps with relaxation and improves the overall health of
those who partake in the act every day. This practice demands the individual to
take a step back from their busy day and simply focus on being present with
their breath and the water around them. Here at Think.Inc, we know too many
loved ones here in America that struggle with high stress levels and anxiety. This
ancient ritual of bathing could potentially help heal emotional scars and teach
people the simple message that it’s okay to take care of yourself and in doing so,
you become a better individual, friend, family member, significant other, and
worker.

THINK INC. MOROCCO PROPOSAL/ 13

 In the cities of Marrakesh, Agadir and Casablanca one can experience the benefits of the
magical practice of “balneotherapy.” Which is the one of the few places in the world this form
of therapy takes place. This unique type of therapy offers customers to participate in the
holistic process of swimming in whirlpools, showering under saltwater mist, and finishing the
session with doing a water aerobics class. Many individuals who partake in this therapy
comment on feeling rejuvenated both physically and emotionally after completing one of
these sessions. Wellness is a part of the Moroccan lifestyle and they have graciously offered
their own resources to have more of the global public experience the feeling of peace that
comes with relaxation. It’s high time more people were informed of the many wellness and
holistic practices being offered to the world by Morocco. The international and Moroccan
publics can find additional information about wellness on our Instagram account with the
#MoroccanMindset.

Think Globally
Many private American institutions have foreign centers in which they build
a smaller education facility in remote countries. Most study abroad programs in
Morocco are currently run by third-party organizations or small centers that are
partnered with American universities. These programs aid in the transition from
the States to Morocco, help students with classes and housing. These facilities
are run by Moroccan institutions and are staffed majorly by Moroccan
professors. Think Inc. wants to create a more cooperative experience by
partnering with private American universities and implement individual study
abroad centers for their institutions in Morocco.

The American study abroad centers will create facilities for both American
and Moroccan students to utilize. They will implement modern technology and
teaching styles to provide students with the highest education possible. These
centers will be located in or near cities like Marrakech, Rabat or Casablanca for
students to be near bigger cities and have access to many different
experiences.
THINK INC. MOROCCO PROPOSAL/ 14
 The price of Moroccan institutions is a large reason why there is a lack of
attendance (Akoch, Quora). The American institutions will provide scholarships
and discounts for Moroccan students, increasing overall Moroccan enrollment in
higher education systems.

Many of the educators will come from American institutions, but Moroccan
professors will be hired so students can have a more immersive experience.
Moroccan universities are taught in French while the primary and secondary
schools are taught in Arabic (Kjeilen, Education). Moroccan teachers will know at
least both Arabic and French to aid in the student's transition to higher education.
Moroccan instructors will also obtain a higher compensation through American
schools. On average, Moroccan professors are paid 171, 271 dirhams (around
$18,000 dollars) on average per year compared to American professors who are
paid $75, 000 (cite?) Because of this, many Moroccan educators lack in
establishing a strong educational environment for their students. This higher pay
coming from the American institutions will not only be an incentive, but also a
reward for maintaining a professional atmosphere.

American study abroad centers will not only increase the overall quality of the
Moroccan higher education system but will also provide an economic boost in
and around them. Part of the study abroad experience is exploring popular
destinations which will generate a large spike in tourism from foreign students.
Visiting families and friends will also want to adventure out and see what
Morocco has to offer. Local businesses like restaurants and bars will have an
increase in sales from students staying in dormitories or apartments. Every aspect
that makes a “college town” successful in America to sustain their students will
transfer over to Morocco and benefit the local economy.

THINK INC. MOROCCO PROPOSAL/ 15

 Appendix
Think Inc.'s creative team simulated two mock creations to assist in visualizing our
ideas. One is a newly improved website with the updated motto and the other is a
new instagram page. Both will be used to increase Morocco's social platform
reach with an attractive interface for the audience.

This is a mock website for Morocco, with a focus on appealing to

potential tourists.

THINK INC. MOROCCO PROPOSAL/ 16

 The Beauty of Morocco
Instagram Page

This is a mock Instagram post showcasing the beauty of Morocco with

its topography, sports teams and its plethora of famous destinations.

THINK INC. MOROCCO PROPOSAL/ 17

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THINK INC. MOROCCO PROPOSAL/ 18

 Work Cited Cont.
http://looklex.com/e.o/morocco.education.htm
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