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| PHASE 2 – EXTERNAL BRANDING PROGRAM GOAL:• Develop Key State Assets• Attract investment on a sustainable basis• Make Ekiti an investment option on the world map• Make the core Ekiti values stick with the people.• Create a perception of value for all Ekiti-Sons and Daughters Three parts:– Substance– Symbolism– Platform • Launch after implementing the internal program (Phase 1)– well developed infrastructure– brand symbolisms/identifiers put in place– Tourism possibilities developed beyond the current rudimentary level The Target Audience:• Ekitis in the Diaspora• Financial Institutions• High-Net-Worth Individuals and Investors• Funding and Donor Agencies• Global Development Partners• Bilateral Partners• The General Public The Substance • Comprehensive information and data fact sheets on Ekiti State in the form of Brochure and Electronic documentary• Cover the Government, people, culture, places, social organization, education, values, infrastructure, investment opportunities, etc.• Contain all there is to know about Ekiti to attract investment• Jointly prepared by the MI&CO, EEDA, P&S• Process driven by Policy & Strategy• Have Chinese and French language versions• Reviewed periodically The Symbolism • Manifestation: “Great Things” Projects – Transforming Dream to Reality Two modules:• Module 1 - “Great things are happening”• Module 2 - “Great things Ahead” Campaign• Both modules use the following marketing and media vehicles:– Public Relations – Features, Pullouts and Production of Ekiti Focus Magazine– Advertising – Press, Radio, TV, Billboards– Direct Marketing – Targeted Communication which will involve design, production and Distribution of Marketing Pack (Brochures), Great Things Website (appended to the Ekiti Website), SMS Messaging, Flyers, Posters, In-Office Communications etc.– Events Marketing– Ekiti Brand Competition– Ekiti Economic and Investment Forum in Partnership with relevant Chambers of Commerce and NESG– International Agricultural Fair– Ekiti Development Road ShowModule 1• “Great Things Are Happening”: will showcase Government’s programs and achievements in Transparency, Due Process, Education, Health, Governance, Infrastructure, etc. • Also highlight the drive towards Investment Actualization accompanied by Testimonial CampaignModule 2• “Great Things Ahead” – Teaser / Investment Mobilization Campaign• Expose and market Ekiti potentials to the world in a cogent and aggressive manner• Thus, the “Great Things Ahead Campaign is both a teaser and a mobilization drive to woo investors and developmental partners.Program would involve:• “Great things Ahead” Awareness Campaign (Through the Media)• “Great things Ahead” Brand Identity Competition• “Great things Ahead” Ekiti New Deal Road Show• Immediately after the completion of the Ekiti New Deal Road Show, Branding program moves into second phase comprising the following activities:– Launch the New Brand Identity– Launch Ekiti Investment Brochure containing full account of the need of Ekiti State, the investment opportunities, the potential of the people, the Package of investment incentives being offered by Government, etc– Ekiti Economic & Investment Forum– International Agric Development Fair– A Major Marketing Promotion to attract Bilateral Development Partners, International Donors, Funding & Investment Partners. The Platform: vehicle options for communicating Ekiti Values, Wealth, Opportunities and optimism: they are:• BSES: Re-organized, Re-energized, Re-branded, Re-equipped for a longer and better reach• International language website that profiles the values of and activities in Ekiti for the world to see.• Ekiti Cultural Troupe promoted Nationally and Internationally• Cultural theme that is all encompassing and capable of Tourism Capabilities, e.g. Ekiti Parapo Day which will involve• Traditional Music and Dancing with Cultural Troupes from all over the state converging at designated centers in the state capital• Masquerade Show• Hunters (Ode) parade• Traditional Wrestling Competition• Traditional Games Competition (Grand Finale): Repackage some cultural games for inter Local Government games competition:– Ayo which has has Mathematical value– Arin - which can actually be played on a wooden table in the same way Billiard or Snookers is played– and Upo, the wooden cone– We should note that, scientifically, Ayo and Arin employs concentration and manual dexterity while Upo helps muscle flexibility• Repackage some selected festivals and promote them for global attention, e.g. have a week- long New Yam Festival across the state. Too many “National Days” and they lack coherence!AIMSAim is to create curiosity and interest while portraying Ekiti as warm, friendly and well organized socially. It would have strong bearing on civic orientation with tremendous benefits for tourism and investment!!Summary of Actions for Brand Implementation:Summary of Actions for Brand Implementation:• Internal Reorganization and Reinforcement, Complete Restructuring Process, Job Description/Evaluation• Restructure Communication• Reinforce internal security• Agree on symbolisms (Letterheads, Symbol/Logo Colour/Flag, Identity Phrase, Call cards, Memo pad, Folders, ID Card, Signage, etc)• Produce Letterheads, Symbol/Logo, Colour/Flag, Identity Phrase, Call cards, Memo pad, Folders, ID Card, Signage, Brand mementos such as car stickers, etcDefine and agree Ekiti Values• Reposition BSES• SUMMARY OF ACTIONS FOR BRAND IMPLEMENTATION:Employ Landscape Expert as Consultant• Design/Launch State Intranet, Periodic Bulletin, Campaign Schedule)• Communicate and Propagate Brand internally• Conduct Training - Advanced Management Retreat, Middle level Train-the-Trainers Workshop, Information Officers Workshop• Employ Landscape Expert as Consultant• Design/Launch State Intranet, Periodic Bulletin, Campaign Schedule)• Communicate and Propagate Brand internally• Conduct Training - Advanced Management Retreat, Middle level Train-the-Trainers Workshop, Information Officers Workshop• Conduct Opinion Polls - Internal, External at Six Months Interval• Institute Periodic Performance Review/Appraisal (Quarterly Recommended)• Design and agree Outstanding Performance Reward Programme• Design and agree Ekiti Unique School Architecture• Prepare and approve comprehensive programme (development, promotion, marketing) on Tourism including development of Infrastructure - Ikogosi, Arinta Falls, Dam View Hotel/Resorts, Itawure Project - prepare Billboard of Artist's impression and Architect’s Model for marketing to woo potential Private Investors)• Develop the Ado Master Plan and commence implementation. A new look Ado will attract visitors and gain their confidence• Design and approve program to promote Hotel Development as it is vital to tourism and investment promotion. Currently, the best Hotel in Ado does not have regular water supply!• Prepare comprehensive multi-language Investment oriented Brochure (Hard copy, Electronic) on Ekiti• Prepare Ekiti Brand manual• Incorporate Events Management Techniques into public functions• Convene Ekiti Investment Forum• Launch New Ekiti Brand Identity• Launch Ekiti Traditional Games preparatory to Ekiti Parapo Day• Institute Ekiti Parapo Day or adopt with sponsorship the Ekiti Day already initiated by a Private organization of Ekiti indigenes/professionals• Prepare and agree program for Quarterly/Annual Meeting with Investors, Donor Agencies, Foreign Missions, Media Executives/Representatives THANK YOU!PLEASE DIRECT COMMENTS AND ENQUIRIES TOSPECIAL ADVISER, POLICY & STRATEGYboguntuase@yahoo.com08037127320 Back Top |
Ekiti State Directorate of Information Technology |
