Stephen Kamau Mwangi

KYISA GAMES 2023 8th EDITION April 23 – 30thth 2023 THARAKA NITHI COUNTY Presented to: Supported by: Tharaka Nithi County About! The Kenya Youth Inter-County Sports Association Games Since 2015, The Kenya Youth Inter-County Sports Association has been staging a multi-disciplinary tournament in a select county, bringing together 3000 participants. The aim of the tournament is to ▪ showcase talent form all parts of the country who have missed out on mainstream sporting opportunities and ▪ promote peace and national cohesion among communities from different counties ▪ Create a legacy program through infrastructure development that will impact the hosting community beyond the games.** SHOWCASE LOCAL TALENT The KYISA GAMES is aimed at giving an opportunity to youth raw talents to showcase their talent for scouting. TARGET AGE GROUP 18 - 23 2 + fans 15000 participants 3000 days of sports 7 WHAT WE PLAN TO DO THE KYISA GAMES THARAKA NITHI COUNTY – APR 2023 ▪ The event will start with a procession at the County Commissioners office to Kirubia Stadium through the town. ▪ Games played are: □ Football □ Volleyball and □ Basketball ▪ for both men and women. 7 DAYS OF SPORT mashinani The KYISA GAMES is organized by the Kenya Youth Inter-County Association which is a collective of sports departments from the 47 counties supported by the Council of Governors (COG). Management Structure The supervising body is the Council of Governors (CoG) through the following arms: Planning Committee Twelve (12) County Executive Committee Members (CECMs) in-charge of sports nominated at a general meeting of theCECMs Caucus organized by the Council of Governors (CoGs). KYISA Twelve Directors responsible for Sports identified by the CECMs Caucus in-charge of Sports. Executive The ExCom is further divided into Sub-Committees as follows: Committee (ExCom) Technical Committee (Venues and Officiating) Hospitality and Accommodations Finance Media and Publicity Security & Discipline Health Disputes Resolution /Jury Local organizing Committee (LoC) This is organized by the host County in replica to the Sub-Committees of the ExCom. Marketing Agency Sports Connect Africa 5 Tournament Location Tharaka Nithi County ▪ ▪ Located in former Eastern Province Kirubia Stadium and other school amenities Local activities ▪ Population. 393,177 (2009) ▪ ▪ ▪ Coffee & Tea Agriculture Local Tourism 6 Target Audience ▪ ▪ ▪ ▪ LSM 4 – 7 and 7-10 ▪ Out of school/ college/ first time employment/ agricultural background/ county employees/ teacher/ daily hustler. ▪ ▪ ▪ ▪ ▪ ▪ ▪ Have access to mobile Age 18 – 35yrs Rural/ Semi urban folk Love sports but does not have disposable income to spend on watching sport Make up 72% of the population Have aspirations to live better Follows local football team Value home and community Border trades Follow market days religiously 7 KEY TOUCH POINTS March 2023 – public announcement and launch. April 23rd 2023 – Town Procession & Event opening ceremony April 30th 2023 – Finals and Trophy hand over ceremony. 8 Tournament Assets Venues ▪ 4 Basketball Courts - 800 Spectators ▪ 8 Football Fields – 5,000 Spectators ▪ 8 Volleyball Fields – 2,000 Spectators Day 1 ▪ Town Procession ▪ 2,500 participants ▪ 200 Boda Boda riders ▪ 8,000+ town residents 9 Tournament Assets Ctd. Media ▪ Media Day ▪ LED Screen Big Screen – Located in the ▪ ▪ Social Media ▪ Tharaka Nithi County town center □ Daily views (Mon – Fri) – 2,000 pax □ Weekend (Sat & Sun) – 4,000 pax ▪ Live broadcast + YouTube Live □ Live broadcast of games on LED Screen ▪ Facebook Group □ 53,700 members Tharaka Nithi County Speaks Facebook Group □ 68,300 members WhatsApp + Groups Local Radio Stations 10 Typical match attendance (KYISA GAMES – Makueni 4th Edition - pre-Covid) 11 CAMPAIGN PHASES COMMUNICATION OBJECTIVE Use KYISA Games to showcase untapped talent from the counties and connect partner brands to target market ANNOUNCE • Raise awareness through media launch • Brand engagement OPENING CEREMONY • Procession with brand truck and Boda Bodas • Connect brand to residents & Participants CONSUMER TAKEOUT Brand X is associated CONSUMER TAKEOUT Brand X is associated MATCH DAYS • Focus on games • Maximize brand engagement • Maximize Sales opportunities CONSUMER TAKEOUT I can engage with Brand X AWARDS & POST MATCH • Celebrate and reward talent • Create documentary showing excellence and brand promise CONSUMER TAKEOUT I have been rewarded by Brand X 12 SALES & ACTIVATION MECHANICS Use KYISA Games for lead generation & activation of products through on ground registration and local outlets. (To be reviewed to reflect brand needs) MEDIA ENGAMENENT Engage target market through partner media. CALL TO ACTION: Download the ABSA APP and sign up for an ABSA Bank Account DOWNLOAD APP Buy and get deals with the current promo also stand a chance to win XXX (to be reviewed by brand team) PRESENT RECEIPT Present receipt of purchased Your Brand XXX and stand a chance to win XXX REWARD CUSTOMER Receive reward of mercahndise and goods 13 VALUE PROPOSITION 15,000+ Total Event Attendance Lead Generation Brand Awareness Sales • • • • • • Conversion ratio Engagement per brand representative Number of attendees and details • • Brand sentiment Awareness pre and post event Social media awareness Content generation • • • Product sales during and after activation Samples dispersed New customers Returning customers 14 Social Media + Content Generation Today sports and social media go hand in hand. We aim to with the participants to generate fresh content for social media with your brand at the heart of the conversation 15 Commercial Opportunities We are seeking the most innovative, sustainability-driven companies in Kenya to join us for The KYISA Games. We are keen on providing sporting opportunities for our youth. Sponsorship packages include various levels of the following components: field boards, match hospitality, image rights, media/interview backdrops, promotional exposure (company tagged across all media promoting the event, social channels) as well as customized benefits based on company needs/interest. Please click this link to view the sponsorship packages 16 Who we are Our Clients & Partners We create integrated sports engagement platforms that connect, inspire and empower sports stakeholders in Africa. We help sports brands and organizations develop their commercial value through our unique marketing insights, experiences and opportunities across various platforms. Our services promotional include campaig brand partnerships, THANK YOU Join us as we use sport to positively impact our youth. STEPHEN- - 18