MARKETING PLAN FOR TESHIE MANGOASE ON THE PROPER WAY OF DESILTING GUTTERS (BACS2017246)

Situation Analysis

Based on research conducted on the aforementioned area, we came to a realization that people are becoming increasingly aware of the fact that they need to keep their environment clean and as a result, they try their best to do that.

However, people neglect the basic ideology that the rubbish that they gather must be disposed of properly and hence, they do not do this rightly and this causes their gutters to be choked, leading to environmental hazards and flooding. In view of this, we plan to educate them on proper ways of desilting their gutter as well a
s disposing it off properly.

Marketing Objectives/Strategies

1.      We intend to educate 40% of Residents on the proper way of desilting gutters by the end of 2016.

2.      Create awareness on the consequences of living an unhealthy life (not desillting gutters) at home, in the market, schools etc.

3.      Ask them to cultivate the habit of disillting gutters.

4.      Encourage them not to leave the rubbish at the edge of the gutter, but dispose off at the refuse dumps

5.      We aim to  raise awareness and get the people to know the relationship between sanitation and health

Advertising Time Period

1.      January to May 2016, place advert on  Obonu TV, UTV, Metro TV.

2.      Media Budget - GH¢1000 for the various mediums and transportation

3.      Promotional activities- Launch "operation communal labour"every first Saturday in the stipulated months.

Strategies

1.      To create awareness

2.      And educate Residents

Advertising Objectives

Create awareness of the impact of poor hygiene among Residents with the goal of achieving  40% awareness on proper disposal of rubbish from desilted gutters

Media Objectives

1.      All the people living in the Teshie- Mangoase area, especially the vibrant youth.The psychographic of this groups includes:

2.      Children 10-17

3.      Slightly educated Teenagers 18-35

4.      Slightly educated Adults 35-50

5.      However the general public will be informed as well

Media Strategy

Following the consistent flood in the last 5years, the media plan recommends the use of media mix. We plan to use TV, Posters, outdoor (billboards) and the Internet.  

Ø  Television. As the primary medium, television provides

1.      High reach

2.      Sight, sound and motion

3.      Immediacy of message

The following television stations are more likely to be viewed by target

1.      Obonu TV

2.      Metro TV

3.      UTV

Ø  Posters

1.      As primary medium posters will provide long message life and repeat exposure.

2.      Tangibility –ability to provide contextual relevance and engaging message.

Ø  Internet 

1.      A combinations of  portals and social media platforms

2.      WhatsApp – create a community page with at least 250 members by end of year.

3.      Create a Twitter account and ensure at least a weekly post on desilting gutters

Ø  Bill board: 

               The advantage of using a billboard includes;

1.      Broad reach

2.      Target selectivity

3.      Multiple exposure/High exposure

   

Measurement / Evaluation

Ø  Number of likes, views and shares of posts on social media

1.      Inquiry call-ups

2.      Number of participants of  communal labour

3.      Positive responses from the on-the-spot desilting campaigns

Check List

Ø  Primary research conducted in the area

1.      Finding out how consistent the people of Teshie Mangoase desilt the gutters and the effect it has on them.

2.      Researching on their knowledge of the proper ways of desilting gutters

3.      What line of action would be taken to ensure the effective dissemination of information about proper desilting of gutters.

SUMMARY

Touted as one of the densely populated areas in the Ledzokuku Krowor Municipal Assembly. The housing environment of Teshie Mangoase is characterized by haphazard development, inadequate housing infrastructure, poor drainage, erosion and high population concentration. Waste management remains a challenge confronting the municipality despite efforts so far made.  Certain areas are characterized by choked drains, indiscriminate waste disposal and uncollected refuse in central waste containers. Notable factors accounting for the waste management problem includes: ignorance and irresponsibility of individuals, households and communities. Lack of community action and springing up of unauthorized temporary structures. These people hardly cleaned their gutters and when they did, they left it at the edge, making it go back into the gutter, flooding the area when it rains. Hence, the need to educate them on the proper way of desilting and disposing off rubbish from gutters.