Babajide Anjorin
$20/hr
I help clients find the medium that best fits their unique identity.
- Reply rate:
- -
- Availability:
- Hourly ($/hour)
- Location:
- Ikeja, Lagos, Nigeria
- Experience:
- 9 years
The Innovative Matching Company
www.voriancorelli.com
360 Brand and Marketing
Communications Plan
March 2021
Prepared by Babajide Anjorin
Executive Summary
Increased revenues, profit margins and ultimately market shares are dependent on the performance of
products and services offered in the market place. The formulation and importance of strategies and the
plan to ensure marketability of these products and services therefore becomes a huge necessity to chart
the course for organizational success.
These sets of actions reveal the direction to which any organization in tend to follow in its quest for profitability.
Also, they allow organizations channel their resources on the best opportunities to increase overall
performance and gives same sustainable competitive advantage. Thus, it defines how organizations
market their products, services or businesses to customers.
The highlights of this strategy piece are the messages, goals, market segmentation, situation analysis, market
communication/awareness strategies, budget and Implementation.
SOSTAC model was adopted in the preparation of this strategy.
Situation Analysis–Objective–Strategy–Tactics-Action–Control
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Background- Vorian Corelli
Voriancorelli is a marketplace company that offers deals and matching services to actors across 5 sectors
Voriancorelli offers B2B solutions to key players and connect them on their deal based platform and
makes it possible to discover and take advantage of opportunities that grow their businesses.
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Situation Analysis/Key Findings
Internal Analysis:
Voriancorelli
is an agro-marketplace company that offers deals and
matching services.
Voriancorelli serves as a middleman by connecting buyers and sellers of
commodities together.
Voriancorelli is relatively a new startup company.
Voriancorelli has offices in Lagos and Abuja.
External Analysis:
Voriancorelli as a brand is relatively new and not well known.
Voriancorelli’s services are not well known by customers.
Voriancorelli’s capacity as an agro-marketplace platform is not well
know.
Voriancorelli’s brand engagement digitally is low.
Brand consistency across all communication channel is yet to be fully
achieved.
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SWOT Analysis
STRENGTH
A team of highly qualified and professional
support staff members.
Voriancorelli has office in Lagos and Abuja.
Customer- centric approach to business.
Innovative and technology driven business
approach
OPPORTUNITY
Increasing number of agro commodity
aggregators who are prospects
Increase in the demand of agro-commodities
within and outside Nigeria.
Government support for the agricultural sector
in Nigeria
WEAKNESS
Brand Perception is low
Digital Engagement is low
Voriancorelli is a startup and not known
THREAT
Competition
Talent loss or inability to get the right or qualified
employee.
Cyber, computer, technology risks/data breach.
Economic uncertainties.
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Understanding the Marketing Plan
The Marketing plan should…….
Build and strengthen Voriancorelli’s brand perception
among target audience as an “Agro-commodity
Marketplace” that offers bespoke and innovative
agro-commodity services.
Consolidate Voriancorelli as the preferred agrocommodity marketplace platform/business partner in
the minds of customers. As the preferred business
partner at all time.
Increase volume of market shares, drive lead
generation/sales and repetitive sales among all
services offered.
Build and sustain brand loyalty.
Encourage patronage and trial of Voriancorelli’s
services.
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Our Service Deck
SupplyDemand
Matching
Easy
Commerce
Efficient
Payment
-
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Strategy Map
Financial
Perspective
Reduce Operational Cost
Customer
Perspective
Aggressive online sales
Customer Satisfaction
On-time
Delivery
Internal
Perspective
Dashboard Sharing
Solutions
Deploy
Technology
Develop
CRM
Improved
Customer
Service
Data
Capturing
Organisational
Capacity
Increase reach over
cities with high
business activity
Email marketing
Customer
feedback and
testimonials
Product knowledge
training
Right Pricing
Achieve Sales
Volume
Brand
Strength
Activate Product
Management
Product Development &
Management Training
CRM
Training
Connect to serious and trusted
buyers and sellers
Quality Service
Integrated Payment
Solution
Build Recurring Rev
Cross selling
Strong Social
Media Presence
Strong PR
engagement
Increase Profitability
Increase Revenue Streams
Project
Optimization
Sales
Management
Process
Optimize
Operations
Strategic
Partnership
QA process
R&D
Strong Relationship
Manager
Account Management &
Retention training
Programs
and event
sponsorship
CSR
Product and Service Proposition
Service Attribute
Quality, premium, and
comprehensive marketplace services
Service Delivery
Efficient and customer focus
Customer Satisfaction
Emotional Benefit
Providing trusted and dependable marketplace services.
Assurance and reliable
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Brand DNA
BRAND ESSENCE
To deliver excellent and customer friendly agrocommodity marketplace services to customers.
BRAND VISION
To be the preferred agro-commodity
marketplace platform and a one stop
shop for all agro-commodity business
BRAND DNA
Premium - Assurance – Quality – Tech-driven - Dedicated
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Target Audience
Audience
Major processors
International buyers
Production clusters
Agricultural Commodity Aggregators
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Objectives
Marketing Objective:
Our objective is to build
and sustain superior perception among customers, educate/encourage
and increase customers perception about Voriancorelli as an Agro-Commodity Marketplace for
brand development and sustain loyalty.
Driving
top-of-mind awareness with our target customers. Success will be measured through the
number of aggregators generated and the number of satisfied buyers and sellers
Drive quality two-way conversations with our target customers
Leverage insights gathered from customer’s feedback to deliver groundbreaking innovations and
marketing campaigns
Communication Objective:
Increase share of voice and share of mind by at least 50%.
Convert new prospects and drive increased sales by 50% in 6 months.
To achieve 100% TOMA (Top of the Mind Awareness) and make Voriancorelli the most preferred
agro-commodity marketplace platform and business partner among target audience by the end
of August 2021 – Product visibility.
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Marketing Strategy
To create a memorable
marketing strategy that
builds brand loyalty and
customer satisfaction. This
will be done by identifying
Voriancorelli’s most
compelling attributes and
expressing them
creatively through
integrated digital
marketing and
communication approach
Win new customers (aggregators, buyers and sellers) and
encourage existing customers to refer and increase sales.
Support the launch of new products and services.
All communication must be focused on helping clients to
solve their commodity needs .
Improving internal and external communication.
To better establish Voriancorelli brand in the market and
increase market share
Consistency with tone of voice and brand identity
Reduce churn and strengthen customer loyalty
Support the launch of advertising, PR, PPC campaigns.
Guarantee Voriancorelli’s business stays focused and
current.
Foster collaboration and partnership
Carry out CSR activities
Attend industry related exhibitions with speaking
opportunities.
Organize events and webinar for commodity stakeholders
and businesses.
Event Sponsorship
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Tactics
The strategy will be delivered through an intense
communication approach. Voriancorelli is a startup and is not
well known in Nigeria – the focus of communication efforts and
initiatives will be concentrated more in the key target markets,
commodity aggregators and companies in the FMCG
industries and occasions where Voriancorelli machinery
capacity can provide strong positive interventions and relief to
people's live and businesses.
1.Brand Introduction &Positioning
This will be short and tactical to formally make known
Voriancorelli’s presence an agro-commodity marketplace
platform. Awareness – Offering – Pedigree - Mission.
2.Market Penetration & Brand Acceptance
Intense awareness, enlightenment and education (product
knowledge) to build understanding and trust about
Voriancorelli’s capabilities and services.
3.Brand Endorsement and Thought Leadership
Partnership and collaboration with professional bodies,
research ,sending relevant industry related information and
attending industry related events with speaking opportunities.
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Aggregators Acquisition Plan
Agent/Aggregator Network System:
We would identify sourcing agents who manage
collection points, check and weigh produce and
trigger payments direct to farmers. The agent will
typically source 20-80MT a season from 40-100
farmers, depending on value chain, area and
experience. With this, we are creating business
opportunities for more agents to reach more
farmers each year. In this way Voriancorelli will
expand its marketplace platform across rural
areas in Nigeria, enabling smallholder farmers to
engage directly with volume buyers and benefit
from economies of scale.
The strategy will be delivered through the following steps :
Identify the states where these commodities are grown in large quantities.
Identify major aggregator corporative of growers and align with them.
Identify growers recruitment groups within the states.
Visit to these states/locations to identify and familiarize with the
aggregators.
Segment the aggregators into different categories such as : - High volume
pushers - Middle volume and small volume categories. This will help
Voriancorrelli know the best way to deal with them based on their capacity.
Identify/appoint an Agent (VC rep) in charge of monitoring the activities of
aggregators and farmers within his or her locality.
Engagement Activities with Aggregators
Monthly/quarterly meetings
Develop an efficient customer support system
Initiate a WhatsApp group for effective communication
Education and enlightenment program/training
Incentives for Aggregators
On-boarding branded promotional materials
Working capital
Loans
Chemicals
Free training
Other support for farmers
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Action
Brand Introduction/Positioning
Market Penetration and Brand
Acceptance
Brand Endorsement and
Thought Leadership
Awareness creation and brand positioning for
Voriancorelli
Establish brand credibility, heritage and
pedigree
Reinforce brand mission and promise
Awareness creation, educate and build
understanding, product knowledge.
Establish brand relevance, drive involvement
and participation to generate word of mouth and
referrals.
Strategic partnership with professional bodies
with credibility to help build trust and confidence
in the minds of our customers.
Attend industry related events and exhibitions
with speaking opportunities.
Industry related content on LinkedIn and a blog
ATL Advertising
Public Relations
Digital Marketing
Strategic engagement &
partnerships.
Email Marketing
Regional / Local Advertising
Production of Branding Materials
Strategic partnerships
Public Relations
Sales promotion
Exhibition/Event
Social Media engagement.
Endorsement from relevant
professional institutions.
Public Relations
Email Marketing
Blog
CSR/Cause Marketing
Events and Webinars
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Action/Mechanics
Email Marketing
Public Relations
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Voriancorelli’s story/documentary will
be published on selected newspapers
and online blogs.
Product review will be published on
selected blogs and newspapers once
every month .
Internal Communications
External Communications
Media Relations
Corporate sponsorship
CSR
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1,000 database of aggregators and
companies will be sourced for and
segmented based on preference and
need.
Relevant information will be sent out
once every week to existing and new
prospects with CCA and a link to the
website and all social media platforms .
Different industry use cases will be
presented in info graphics format and
sent to prospects along with clients
testimony
Corporate Branding and
Management
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Design and printing of product and service
brochure.
Internal office branding.
Brand management activities: website
management , brand collaterals and guidelines.
Advance Corporate Vision
A corporate video with the CEO as the number
one brand ambassador .
Build and develop employee as brand
ambassadors.
Develop and design a brandguideline
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Action/Mechanics
Social Media
Digital Marketing
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Website Analysis and Management
Search Engine Optimization
Mobile Ads
Google Ads
Content Marketing
Blog Management
Retargeting using Google Ads
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Social Media engagement across all
social media platforms .
Social Media sponsored ads( Facebook ,
Twitter , Instagram and LinkedIn Ads
respectively)
Video Marketing
Influencer Marketing
Webinars
LinkedIn engagement(thought
leadership and lead generation)
Strategic Partnership/Events
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Partnership with relevant professional bodies.
Seminars / Webinars
Attending industry related events with speaking
opportunities
Relevant event sponsorships
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Leads Generation
Leads Generation
Researches,
observations and
findings.
Email list generation(
Associations Referrals,
Bid sites(Nairaland)
Business Associations
Cold Calls
Competition activities,
Industry analysis.
Seminars/Exhibition
Business Journals and
Articles. -Annual
reports.
Search Engine Opt
Physical visit
Qualifying/Need
Assessment
Prospecting
Attend stakeholders
conferences and
seminars.
Intelligence gathering.
Visit state producing
comodities
Develop relationships
within circles of friends
and colleagues
Build relationships with
individuals in relevant
segments.
Nature of prospect business.
Budget constraint.
Research to disclose
financial strength
Perception to proposed
service.
Organisational culture and
structure.
SWOT Analysis.
Indicators pre-empting
proposed service.
Clients specifications and
preferences.
Proposal/
Presentation
Preparing a tailored fit
solution to clients' need.
Pricing.
Value proposition. Benefits of proposed
service.
Approach to service
delivery -Credibility
statement.
Cross-selling products
Offer exceptional
customer experience to
existing clients.
Organizing webinars and
events
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Social Media Plan
Objectives :
•To Increase community across social media platforms
•Establish strong online engagement on all social media platforms
•To increase top of the mind awareness by 50% by Jan 2021.
•Create a Linkedin engagement community.
Key Finding
Most commodity buyers and sellers as well as aggregators do not yet
know about Voriancorelli and the services offered.
Campaign direction
We will have series of repeated campaigns that push the brand into
the consciousness of target audience with main focus on how they
can leverage on our platform to effectively initiate transactions and
grow their businesses.
Channels for Execution:
Video marketing (Digital Video - Digital TV) - Influencer marketing –
Sponsored post – Email Marketing – Blogs (content marketing) –
Display and Reach Media ( Sponsored Ad).
Platforms:
Facebook – Twitter – Instagram –Linkedin – Youtube - Whatsapp
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Email Marketing
Strategic Objectives: To engage and keep current & potential
clients upto date about new development and research in
related industries |Lead Generation| Grow followers based on
projected smart objectives | Send out Newsletters to keep
existing and prospects informed about Voriancorelli with a
clear call to action.
Mechanics: #shareyourexperience
•Inspire people to share their experience with the brand.
•Then the brand amplifies their experiences by repost on all the
brand’s page while also creating content.
•The brand will focus on creating unique content.
This long-term social media plan will leverage user-generated
content with selected monthly themes to showcase content
people share with us with #shareyourvcexperience ,their success
story with our digital advertising platform and all other related
activities our target audience are interested in.
This will generate brand love as well as foster brand loyalty.
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Control and Measurement
Monthly and Quarterly Checklists: A quarterly checklists of elements
will be designed. These checklists will include improved customer,
responses on surveys, Increased distribution of Voriancorelli’s service
and improved brand recognition as measured by surveys.
Measuring Response:
Customer Feedback
Target Market Sales
Performance of any promotional activities.
Market reaction/acceptance to pricing polices
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Thank you
