Integrated brand marketing plan

Executive Summary
The situation: Rhinos are being killed by poachers for their horns which are in high demand in the Asian countries, due to the misconception by the general public that the rhino horn is a cure for many illnesses.
Objective: Drive rhino conservation through community initiatives.
Create awareness that the rhino horn is not medicinal and that the use of rhino horn is illegal.
Run Informative and Educational General Public Campaigns
Target: General Public of South Africa and Asian countries; Asian market and community members surrounding Parks.
Messages: Campaign message: The Last Rhino - Poaching is a Death Sentence.
Activities: Four focused activities: Community involvement, Partnerships, Awareness Campaigns and General Public.
Budget: R1million.
Evaluation: Monthly evaluation to be done based on set objectives.
Background (situation)
There is a 5000% increase in rhino deaths in South Africa due to poaching, this horrific act of brutality is placing the rhino on the brink of extinction. This is a long-term crisis and research needs to be done to determine the community and public understanding of poaching and its devastating effects on the species. Research can be carried out through surveys in South African communities and Asian communities. Data will be gathered and utilised from partner companies such as WWF, Care for Wild and the Kruger Parks own research bank. Community interviews and general public surveys need to be conducted.
Objectives
Create awareness in the Asian and South African Communities and General Public that the rhino horn is not medicinal and that the use of rhino horn is illegal.
 Educate and engage with the communities bordering the South African parks and the buyer community in the Asian countries on the devastating outcome of Rhino poaching
 Form Partnerships with conservation groups in Asia and SA
 Campaign the General Public
 Awareness campaign – ‘Adopt a Rhino’
Target groups
Perform a demographic analysis to determine who the South African and Asian stakeholders are.
Determine what understanding there is in place already to prevent re-invention.
Research will be done to determine the best form of communication and media reach for each group.
Develop the Message
The campaign message will be ‘The Last Rhino - Poaching is a Death Sentence!’
The message ‘The Last Rhino - Poaching is a Death Sentence’ applies to Rhino who is killed for the horn, this message is aimed at educating the General public and Rhino Horn Buyers. The message can also be interpreted by the community those that poach and trade in the illegal activities of poaching and killing of rhinos will also get the ‘death sentence’. This message will form the foundation of the campaign and all activities will be built around this.
Activities.
 Educate and engage with the communities bordering the South African parks and the buyer community in the Asian countries on the devastating outcome of Rhino poaching
o Workshops to teach the community about the importance of protecting the rhino and get the community involved.
 Monthly workshops with the community, focusing on the entire community, targeting schools, church groups and community organisations to educate the community on the plight of the rhino.
o Educational and training programmes. Community members to be trained in ranger skills, dog handling and security
 Implement a training program through conservation authorities to train community members on conservation methods thus providing employment in the community and by doing this you will be providing an income and eliminate the need to take part in illegal activities.
 Form Partnerships with conservation groups in Asia and SA
o Create a hotline to report illegal activities
o Partnership with Asian counterparts to offer the same form of programs.
 Campaign the general Public
o Social media campaigns – run a social media campaign in the identified target area. Focusing on Facebook, Twitter and Hard print.
o TV promotions – create a in-your-face tv advert.
o Representation at exhibitions to get the message to the general public – participate in public exhibitions aimed at educating the public.
o Communication through mass media.
 Awareness campaign – ‘Adopt a Rhino’
Budget
The budget provision is currently R1million. The budget will be established per category and the planned activities which will be utilised as follows:
1. Initial research to determine the situation.
2. To identify the target groups and ascertain the demographics
3. To develop the message
4. Spend on the activities namely; Awareness, Community, General Public and Partnerships
5. Evaluation – portion of the budget will be spent on determining the success of the campaign once again through market research.
Our marketing and advertising teams will sit in on a strategic planning meeting to deliberate the allocation of funds per activity. The monthly evaluation meetings with also ascertain that the correct amount is allocated to each department.
Evaluation
The objectives must be measurable along with the budget spent, this will determine if ‘The Last Rhino’ Plan is on track.
A monthly evaluation will be done to ensure we remain on track.
Measurable objectives are but not limited to:
 The number of community members that are educated.
 The amount of community members trained and employed in the protection of the rhino and thus job creation.
 Number of Memorandum of Understandings and Agreements signed and fulfilled through sustainable Partnerships.
 Records of TV, media and adverts campaigning the general public.
 Awareness campaigns – measurement of number of public reached.