Taking Regency Alliance

Forward!
A STRATEGC BRAND COMMUNCATON
PROPOSTON FOR
REGENCY ALLANCE NSURANCE LTD.
Presented by Multiple Concepts
16/9/2011
M U L T I P L E
C O N C E P T S
Ghana Emerging
With its rich natural resources
(recently oil) and promising economic
environment, Ghana has been named
among the emerging economies in
Africa.
M U L T I P L E
C O N C E P T S
The insurance industry is
the 3
rd
competitive industry in
Ghana after telecoms & banking.
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C O N C E P T S
Competitive Environment
M U L T I P L E
C O N C E P T S
The nsurance ndustry
There are over 24 insurance companies in Ghana
excluding life insurance.
EC is the oldest insurance company with 11%of
the market share.
SC is the biggest insurance company with 24-
26%of the market share.
The competition in the
insurance industry is expected
to get keener in the coming
months.
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C O N C E P T S
What will account for the
keener competition?
t's quiet obvious but we can still
touch on a few
M U L T I P L E
C O N C E P T S
Acquisitions and mergers
t is going to make competitors stronger
1
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nflux of foreign insurance
companies
Forces with bigger multinational
brands and spending power
2
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A more informed customer
with so much options
They will opt for companies with the
highest appeal
3
M U L T I P L E
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ow can Regency Alliance
survive in this competitive
environment?
M U L T I P L E
C O N C E P T S
ey ndustry Success Factors
Prompt payment
Staff Experience
nnovative tailored products
Customer Relationships
Pricing & etc.
M U L T I P L E
C O N C E P T S
Multiple Concepts
is proposing a brand-led
competitive advantage
Multiple Concepts is an award winning integrated marketing
communication powerhouse with offices in Ghana, Liberia, Sierra
Leone and Nigeria.
M U L T I P L E
C O N C E P T S
Competitor brand.
Strap
Iine
Your solid partner
Promise ncrease customer satisfaction and
providing innovative products that meet
their changing needs
Reason
to
beIieve
Fast growing insurance company,
among top three insurance companies
and insurance company of the year
winners
PIatform General nsurance solution
USPs igh quality staff base
Offering Over 19 products including Assets/Plant
& Machinery, Motor, Travel, personal
accident, goods-in-transit, burglary,
contractor all risk
Star Assurance rebranded. The results wow!
M U L T I P L E
C O N C E P T S
C
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What we've done for other
brands.
M U L T I P L E
C O N C E P T S
M U L T I P L E C O N C E P T S
TASK:
Establish and build the image of the first nternational Money Transfer agency in Ghana.
INSIGHT:
Western Union is well established internationally but relatively unknown in Ghana and
considered very expensive.
Money from relatives abroad is used to support families to offset high medical bills from
diseases such as Malaria, pay school fees, provide shelter, clothing and food.
OUR APPROACH:
Grow the brand on its benefit of speed and security. Design promotional campaigns to give
back to community and position the brand as responsible.
Partner with the Ghana Malaria Control Board to help reduce child mortality rates. Donate
Gc25,000 worth of insecticide treated mosquito nets using direct consumer contact
through a road show which will highlight the seriousness of the problem of malaria through
drama.
Develop a strategic PR campaign around the donation.
RESULTS:
Money Transfer is the largest foreign income earner in Ghana. Western Union is still the
undisputed leader in the Ghanaian money transfer industry.
Affinity to the brand with Ghanaians is now 95%. Number of transactions rose from $22,000 a
month to the current rate of $170,000 a month.
Agent locations expanded from 40 to 800 as of 2009.
We are now the advertising and communication agency building the brand in Sierra Leone
and Liberia.
So me o f W e s t e r n Un i o n ' s b r a n d a c t i v i t i e s
M U L T I P L E C O N C E P T S
TASK:
Build and establish Zenith Bank Ghana Ltd as a top brand in the Ghanaian banking industry and
position it as a legitimate international bank doing business in Ghana to erase the perception that
it is a Nigerian bank thus cant be trusted.
INSIGHT:
The Aftermath of PYRAM a fraudulent Nigerian financial institution had created hostility
towards new Nigerian banks including Zenith which had just begun operating within the country
and was had to compete with well established brands such as Barclays, Standard Chartered,
SGSSB, GCB etc.
OUR APPROACH:
We developed a campaign (mainly radio, TV, Outdoor and press) to create awareness of the
ZENT brand and position it as a premium brand while addressing the negative perceptions.
The brand positioning demanded an internal campaign that involved the staff to live up to the
brand's promise of a unique service experience.
Periodic integrated marketing communication campaigns that play a key role in establishing
the brand as one of the best in the country:
Award winning "Be a Zenith person campaign
Zenith ealth walk and product fair
Workshop and seminars for strategic targets
"Live the zenith live campaign
RESULT:
Zenith bank was adjudged bank of the year in 2008. And after 5 years of operation, it has
become a household name and one of the most trusted banks in Ghana.
Based on this success, we now handle the brand in Sierra Leone.
Z e n i t h Ba n k o v e r t h e y e a r s
T h e s u c c e s s o f a g r e a t t e a m
M U L T I P L E C O N C E P T S
TASK:
To create and build an acceptable brand that will champion healthy living among Ghanaians
through conventional brand advertising.
INSIGHT:
ealth communication campaigns in Ghana has always taken a dictatorial approach which the
Ghana populace now find unattractive, patronizing and non-engaging. They lose interest even
before the core messages are communicated.
OUR APPROACH:
We created a lifestyle brand positioned as youthful, aspirational and vibrant. The brand name
enforced the brand promise and the tagline captured the purpose of the brand. Goodlife, Live
it well.
The campaign strategy used both emotional and informational approaches and an integrated
media platforms to reach different segments of the target:
Campaign Phases
Teaser emotional approach to stimulate suspense, anticipation and public curiosity.
Launch Unveiling the brand
Post-Launch informational approach to educate the target on the brand.
RESULTS:
Within 2 months of the campaign, client's research said the Goodlifebrand achieved approx. 55%
penetration in Accra while generating approx. 65% penetration in both Cape-coast and Takoradi.
As an on-going campaign, it's expected to reach 80% of target by the end of the campaign.
Go o d l i f e Br a n d Bu i l d i n g Co mmu n i c a t i o n
M U L T I P L E
C O N C E P T S
Full Service Offering
Strategy - Brand insight and positioning
Our approach to building brands begins with finding in-depth and valuable
insights which informs strategic brand positioning. We distill the
aspirational brand image in a tool called the brand platform which actgs as
the central point in guiding all brand expressions.
Information/Graphic Design
nformation/Graphic Design distils a company's values, essence and
position into a single idea that unites strategies and insights to produce a
unique Personality and distinctive face for the brand. This process requires
graphic design that effectively translates the abstract into readily
understood visual language. Multiple Concepts develops corporate identity,
packaging and literature to create truly compelling brands.
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Interior, RetaiI, Product and Way Finding Design
Our graphic and environmental design capabilities allow us to bring the
brand to lidfe with an inspiring brand identity. Multiple Concepts produces all
brand elements from stationery, to environments and signage, to brand
champion toolkits.
InternaI Branding aIignment
Just like all aesthetics that surrounds the brand and create an image,
behaviour of your staff is critical in terms of your customers receiving the
brand promise. Our unique offering blends expert skills with creativity to yield
a behavioural branding intervention that is tailored. The premise behind our
approach is to "ignite the passion from within, to create a unified brand
voice powered by the behaviour of the people within the organisation.
M U L T I P L E
C O N C E P T S
Brand Activation pubIic reIations and advertising
ow do you connect with your customers?
There's a line out there. There's greatness above it, below it and right
through it. That's us Multiple Concepts connect. Our brand activation
function brings brands to market in impactful and dynamic ways, using
lunches and special events to create promotional opportunities. Advertising
approaches brand communication in a holistic sense, so that it is not always
about a "30 sec TV ad and never less than creative, compelling and
relevant.
InternaI Branding aIignment
Just like all aesthetics that surrounds the brand and create an image,
behaviour of your staff is critical in terms of your customers receiving the
brand promise. Our unique offering blends expert skills with creativity to yield
a behavioural branding intervention that is tailored. The premise behind our
approach is to "ignite the passion from within, to create a unified brand
voice powered by the behaviour of the people within the organisation.
M U L T I P L E
C O N C E P T S
Brand management
ave you ever had the feeling that your brand's a runwaway puppy
scurying in all directions, with different people constantly feeding different
things. f you have, the answer to your challenges is brand management.
Multiple Concepts can bring your naughty puppy to heel. We will develop
and provide unlimited employee access to brand education, one brand
manual and a streamlined process for ordering printed collateral. The
process is seamless, your brand is completely consistent, saves time and is
hugely cost effective.
AnnuaI reports and investor reIations
Not only can we guide your creative brand strategies, but also able to help
you communicate with your key target audiences the investors in this
case. We deliver on all aspects of investor communications and handle all
year-end and interim requirements.
A Three-Pronged Strategy
M U L T I P L E
C O N C E P T S
nternal brand
immersion and
communication
Regency Alliance
Existing Clients,
Prospective Clients,
General Public
Stakeholders &
Staff
External brand
communication
campaigns
nteractive brand communication
Our Strategic Process
MPLEMENTATON deas Delivered
Documentation, Activation & Brand Check
CREATVTY deas Designed
dea Generation & Resolution
STRATEGY deas Focused
nsight & Strategic Plan

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M U L T I P L E
C O N C E P T S
Phase One
STRATEGY deas Focused
nsight & Strategic Plan
Brand
Strategy
Brand
Audit &
nsight
Market
nsight
Competitor
nsight
Consumer
nsight
Media
nsight
Corporate strategy is a given and must align with brand strategy
1
M U L T I P L E
C O N C E P T S
Phase Two
CREATVTY deas Designed
dea Generation & Resolution
Creative
Strategy
Brand
Architecture
BG dea Brand Story
Execution
deas
Brand strategy of phase one feeds into the creative strategy
2
M U L T I P L E
C O N C E P T S
Phase Three
MPLEMENTATON deas Delivered
Documentation, Activation & Brand Check
Brand/Product
Campaign
Strategy
ATL
BTL
Brand
Activation &
Engagements
CSR
Programs
PR programs
Brand
Sponsorships
Phase three - production, implementation and tracking
3
M U L T I P L E
C O N C E P T S
The way forward for
brand.
Proposed brand activities within
the campaign
Branding (review of brand architecture, imagery, language and
literature, and development of the brand usage and application
guide)
Brand Activations (internal and external brand activations)
ATL advertising (TV, Radio, Billboards, Print)
BTL advertising (Ambient/Environmental branding, Brand
merchandising, Promotional Materials, Brand Literature)
Consumer Brand Engagement (Loyalty promotions, service
experience)
Sponsorships (Media programming & sponsorship activities,
Social Event sponsorship activities, sports sponsorships,
entertainment sponsorships, partnerships)
Public Relations (Media engagements, Media Stories, Media
nterviews, Stakeholder engagements)
Corporate Social Responsibility
We can't wait to work on
your brief.
Thank You!