Question

Topic: Advertising/PR

Awakening A Sleeping Government.

Posted by Anonymous on 2/27/2004 at 8:53 AM ET 125 Points
I am charged with the responsibility of cordinating the development of an advertising compaign for a organisation. The organisation is the umbrella body of all manufucturers in our country.(in East Africa)

1. The aim of the campaign is to make a strong but diplomatic statement that will address the government, the in international community (donors) and the general public at different levels.

My clients frustration is that everyone has had very high hopes for the past one year, (after a regime change) the government is still politicking rather than addressing key issues like the economy. If for instance the government reduced the cost of doing business in our country the economy would grow and lead to wealth and job creation.

Some points to consider are:
a) The cost of doing business in my country is rendering local manufucturing uncompetitive this is worsened by the lack of a level playing field since imports are charged very little in terms of taxes.
b)The infrustructurer (rail,road, port) is in bad shape.
c) The government lowered the Valued Added Taxe but 2 points down but that was not enough since it has not rejuvenated the purchasing power of consumers.
d)There are social and ethical issues such as; insecurity, corruption, graft in government offices and others.

My client wants to jolt the government but still remain in its good books. I am supposed to work with an agency of my clients choice. My dilema is, I have not had alot of practicals on this kind of job/ I know what to expect from an agency but there are alot of grey areas:

a)How much time should I give the agency to develope the ad(s)?( time is a limitation!
b)How do I tell weak copy from good copy ( is there a scientific way?
c)Generally How would I approach this issue?( possible outline?)

Help please! the results in 4weeks time.
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RESPONSES

  • Posted by Blaine Wilkerson on 2/27/2004 at 10:38 AM Member
    So basically, you live in one of the worst, most unstable, unprofitibale, currupt, poverty stricken environments on the planet. Oh yeah...not to mention.... THE GOVERNMENT HAS BEEN RECENTLY OVERTHROWN. And your client, which I assume to be some sort of "Labor Union" for the manufacturers, has given you 4 weeks to come up with some ADS to solve the problem.

    My advice...RUN LIKE HELL!!! Get out of there man!

    I you insist on sticking around...Like Nicolas advised, running some ads in the paper (if there is one) or perhaps calling a meeting of government officials is probably best place to start. But nothing is going to change in 4weeks. Not even in America...and certainly not in a country about to implode.

    I think what you need is an economist and advice from a successful and stable government.

    You can find links to both here:

    https://www.economist.com/agenda/displayStory.cfm?story_id=2463616

    Here are some more helpful sites:

    www.expedia.com

    www.travelocity.com

    www.cheaptickets.com

    www.orbitz.com

    Good Luck! I am sorry to sound pessemistic, but there has to be an economy before you can exploit it!

    - Jett Enterprises Inc.

  • Posted by Chris Blackman on 2/28/2004 at 6:36 PM Member
    Sounds like the marketer's nightmare. You've got a product with marginal or poor performance (your country's economy), bickering politicians who aren't addressing that root problem, an infrastructure in crisis, looming deadlines, and probably (although you don't say so) budgetary pressures.

    Where are you going to find a pool of potential ad agencies to submit for this seemingly impossible challenge? Do they exist locally? Or are they making day-trips in from a nearby, "safer" city.

    You need to focus on the key strengths you do have there. An ad agency will only take what you've got, create messages and devise channels to get those messages to the target audience you tell them you want to reach.

    I think you need to step back first and develop a strategic plan to propose to Government.

    I hear about your frustration with the government, but what would be a better plan?

    Is there a typical two-party system, Goevrnment and Opposition, like in UK, US, most Western economies?

    Or are you dealing with a nation where the opposition disappears mysteriously?

    If so, I wouldn't think twice about accepting Jetts advice.
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