Classification: General Business Use
ELECTION CAMPAIGN
Advertisement Planning & Strategy
APRIL 19, 2019
INSTITUTE OF BUSINESS MANAGEMENT
CBM – Karachi
Faiq Ahmad Khan 20348
Classification: General Business Use
Contents
Objectives: ................................................................................................................................................... 2
Situation Analysis: ...................................................................................................................................... 2
PEST Analysis: ......................................................................................................................................... 2
SWOT Analysis ........................................................................................................................................ 4
Target Group: ............................................................................................................................................. 5
Positioning: .................................................................................................................................................. 7
Campaign Message: .................................................................................................................................... 9
Financial plan:........................................................................................................................................... 10
Media Strategy: ......................................................................................................................................... 12
1. Pre-Election Date Announcement:.................................................................................................. 12
2. Pre-Election Date Announcement:.................................................................................................. 13
Execution: .................................................................................................................................................. 14
Outline: ...................................................................................................................................................... 15
Before Candidate Finalization by ECP ................................................................................................... 15
Conclusion: ................................................................................................................................................ 16
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Classification: General Business Use
Objectives:
To become Prime Minister of Islamic Republic of Pakistan by contesting in upcoming
general elections from “Huqooq e Awam Thareek”
Situation Analysis:
PEST Analysis:
Political: Fairly stable with democracy for third time in a row. This was never
witnessed in country’s history as before 2008 elections no any elected
government was able to complete its tenure. Reducing expenses and
accountability is the foremost requirement of time. There is no vision
attached with all these political governments which were formed only to
make money
Economical: Increasing fiscal and trade deficit is the most prominent issue
along with the interest payments on loans. From past few decades, utilization
of these loans remains a both question for all. Every Pakistani is estimated to
be in debt of Rs. 100,000 plus. Theft of energy and imbalance in collection
and payments had increased circular debt which is reducing overall economic
performance.
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Social: Socially Pakistan mostly stable. Influence of western media in making
its roots by changing people preference in eating, clothing and
entertainment. Fusion of culture from east and west will create a new with un
biasness from all.
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Technological: Pakistan is one of the fasted growing country when its comes
to technology. But it is not among creators but followers. Increasing usage of
mobile based internet also increases coverage of social media in whole
country
SWOT Analysis
• strong leadership skills • Popularity
• No personal business • Connections with
• Non feudal person establishment
• Intolerance to corruption • Connection in beuracracy
• Vision
• professionals including large
number of youth.
Strength Weakness
Oppertunity Threat
• People want change • Experienced opponents
• Growing litracy rate • Non constructive politics
• Reach throuch social and • Paid media
electronic media • False allegation
• Huge number of youth
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Target Group:
Since Pakistan is demographically more rural but urbanization is outpacing it.
Elections are not about only dominating in single demographic area it is more about
mix of all so that there will be representation from all areas of society.
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Over 85.6% population is below 45 years while 46.2% are eligible to vote.
According to ECP there are 102.95 Million registered voters. Going to history of
Pakistani general elections we can say that average voter turnout will be between
50-55% so we are considering pessimistically 50% i.e. 51.476 Million. In order to
dominate in forming government a 2/3 simple majority is needed. Which will be
34.31 Million
By deep diving our approach we will have following target market:
Target Universe: 102.95 Million Urban & Rural all SEC
Target Market: 51.476 Million Urban & Rural all SEC
Bulls Eye Target Group: 34.31 Million People Urban & Rural all SEC
Positioning:
One of the key point to differentiate with competitors. Owing the current
circumstances, the mantra for election campaign will be “Baaikhtiyar
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Khudmukhtaar or Zimaidar”
Classification: General Business Use
The slogan of campaign will be “Hum na ho hamary baad! Pakistan Zindabad”..
Slogan will push people to bring real change now or they will bury themselves in
non-ending feudal based politician who don’t have any empathy towards public
sufferings an don’t care about basic necessities.
Since party is formed with majority of youth, this will help us to bring energy from
social media to road and creating momentum in whole campaign.
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Core positioning will be new people with new ideas, mostly professionals,
technocrats & youth coming from all SEC classes, urban and rural areas but at least
completed their graduation. A stringent background check of all candidates will be
done in order to ensure that no one have any legal proceedings in local or foreign
court and all of their details will be publicized so that their voters may now who
they are going to vote.
Campaign Message:
Campaign will be based on IMC. A 14 point agenda is formulated to be
communicated from every single platform. A separate advertisement will be made
by clubbing 2-3 points from below list which is played where there is maximum
reach for target audience.
1. Empowering people by bringing authority to masses
2. Establishing rule according to Quran & Sunnah
3. Creating welfare state
4. Bringing sustainable development
5. Uniform education system till collage level
6. Free education & health insurance
7. Leveraging agriculture to increase exports
8. Digitalization of government process with block chain technology
9. Formation of national HRD center for monitoring and appraising government
offices
10.Establishment of one house
11.Appointment of technocrats in public institutions
12.Easy law for better implementation & explanation
13.Free & swift justice for all
14.Financial support for poor, old, children, widow women and unemployed
In every single campaign mantra will be chanted and repeated many time so that it
can be memorized by masses. This will create recall among masses every time so
that our messages to the mass will break clutter.
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Core agenda is the transfer to authority to the bottom and bringing youth to lead
which contain most of the energy which can be effectively channelized for country’s
progress.
Financial plan:
One of the main obstructions in running effective campaign is budget. Due to hands
on limited resources all activities have to be performed effectively and efficiently.
Breakup of each penny has to be disclosed with ECP which will be published to
masses. According to ECP, candidate for national assembly can spend up to PKR 4
Mio and candidate for provincial assembly can spend up to 2 Mio. However, due
inflation this cost is getting higher while limits are maintained at same level. Due to
high demand of paper and textiles for banners their cost get sky rocketed. Some of
the parties own their press and creative departments to manage these activities.
Media Type Spending (% of total budget)
Print 5%
Electronic 35%
Out of home 40% (due to high cost & complexity)
Radio 5%
Social 15%
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Media Strategy:
Media mix will be used to cater target market. Whole strategy is divided into
multiple phases:
1. Pre-Election Date Announcement:
This start before few months of election date in which connectivity and coordination
activities will be performed with public. During this time slogan and mantra will be
released so that people may get idea what are the objectives of our party.
Potential candidates will be bring on front where they will be engaging with public
through mass gathering or corner meeting or electronic media.
Following will be the media mix at that time:
Media Type Objective
Print media Use for advertising mass gathering date
and mantra this will cover all local and
national news papers
Radio Will be used to communicate date of
gathering and broadcasting theme song
Electronic media Will be used to broadcast adds, theme
songs, placing talk shows and live
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interactive session
Social Media Will be used to interact with target
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market mostly living in urban areas. This
Classification: General Business Use
will cover live interactive broadcast with
Q&A session for hearing public issues
2. Post-Election Date Announcement:
After announcement of election date and getting green signal from election
commission i.e. confirmation of nomination papers of candidates and logo
confirmation a vigorous campaign will be run in all axis throughout the country.
Candidates will be responsible to run local campaigns under supervision of
leadership, marketing and public affairs team. All of these gatherings to be
captured in all available media to showcase presence and sincerity of our part to
the masses.
Below is the media mix during this period:
Media Type Objective
Print media Used for publishing agenda / manifesto,
and communicating public gathering
dates with party election logo. Pricure of
each candidate in local newspapers so
that he get huighlighed.
Radio Will be used to communicate date of
gatherings and Q&A sessions with
candidates
Electronic media Will be used to broadcast adds, theme
songs, placing talk shows and live
interactive session with candidates and
selected ones for ministries so that
masses should know how they are going
to bring change in the system
Social Media Will be used to interact with target
market mostly living in urban areas. This
will cover live interactive broadcast with
Q&A session for hearing public issues &
mass advertisement. This platform will
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also be used to get feedback from
people about what they want in their
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country and what are their expectations
Classification: General Business Use
from our party. By doing so media
strategy can be tracked in real-time. A
separate page for election campaign
with list of all candidates who can reply
to the messages of their audience.
Out of Home Including large and small public
gatherings, social events, rallies and
placement of banners, posters and
hoardings with clear presentation of
election manifesto.
Execution:
Media mix will be utilized for this campaign. Kicking off ceremony will be done in
Karachi then it will move from south to north. Simultaneous corner meetings, public
meetup and political talk shows placements will be done to increase message
delivery. All representatives are only allowed to talk as per agenda and content to
discuss current affairs which will be shared by leadership team to ensure uniformity
of message across the board i.e. IMC. TV, print media, radio, out of home and
social media will be used on both pre and postdate announcement. People from
academia will be contacted to conduct direct session with youth who are the future
of Pakistan. This will help them to communicate their concerns directly and know
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their country’s future leadership.
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Outline:
Timeline of all events is divided into two phase:
1. Before Candidate Finalization by ECP
2. After Candidate Finalization by ECP
Before Candidate Finalization by ECP
Event Time
Launch of party slogan / manifesto 1 year before candidate finalization
Mass gathering in big cities 1 year before candidate finalization
Mass gathering in rural areas 8 months before candidate finalization
Placement of talk shows and road shows 1 year before candidate finalization
Social media advertisement 1 year before candidate finalization
Print and electronic media 1 year before candidate finalization
Out of home (1-2 mass gathering in a month) 1 year before candidate finalization
After Candidate Finalization by ECP
Event Time
Corner meetings Within days after candidate finalization
Mass gathering in big cities 1 year before candidate finalization
Mass gathering in rural areas 1 year before candidate finalization
Gathering in constituency by candidate only Within days after candidate finalization
Corner meeting Within days after candidate finalization
Social media advertisement and engagement Within days after candidate finalization
Print and electronic media Within days after candidate finalization
Out of home (1-2 mass gathering in a month) 1 year before candidate finalization
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Conclusion:
A strong agenda with mix of all resources used effectively and efficiently can result
in success. In political world a strategy with all backup plans is most suitable due to
country dynamic and volatile political environment. Sometime plan may back fire or
not effective but a proper plan must be devised as backup. Moving two steps ahead
of competitors is idea choice as people are going to defame other via false
propaganda and allegations so one must be prepared and connected with their
target audience to mitigate its effects.
In the end the thing most accounts for success is how you engage your target
audience by grabbing their attention and giving them rational for solving their
issues. Making too much promises can also results badly so all agenda/manifesto
must be based selected using SMART concept.
Nevertheless determination and optimism are the key for success. If someone fails
to succeed he can learn from his mistake and teach other to abstain from it.
“Hum Na Hon, Hamaray Baad!
Pakistan Zindabad” 16
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