A Communication Strategy for the Goodluck Jonathan Campaign

1. PROPOSED CLIENT: - MOVING NIGERIA FORWARD GROUP
CONCEPT DEVELOPMENT:- CQS PRODUCTION
08032590467 vincent@cqsgroup.net

2. S I T U AT I O N A L A N A LY S I S I
EXECUTIVE SUMMARY
S I T U AT I O N A L A N A LY S I S I I
INTRODUCTION
GOALS & OBJECTIVES
O U R VA LU E P R O P O S I T I O N
C O M M U N I C AT I O N S T R AT E G I E S
2 M OV I N G N I G E R I A F O R WA R D
C O R E C O M M U N I C AT I O N
C A M PA I G N E X P R E S S I O N S
M OV I N G N I G E R I A F O R WA R D G R O U P

3. There are about 68 million The youths and middle class [aged
registered voters for the 2011 18-45] cumulatively make up about
elections 60% of the registered voters
There are 13 Core GEJ states, 11 Pro-GEJ
The lower class of which are states, 6 Flip states that can be flipped
non youths make up another in favour of GEJ and 7 difficult to win
25% states *see situational analysis II for
chart/states
3
A run off election will not GEJ can win the election on the first
favour GEJ; it would force the run winning his core states,
opposition parties to form an consolidating his position in the pro
alliance, reducing their inherent GEJ states and flipping as many open
weakness states as possible

4.  Goodluck Ebele Jonathan has a strong following of sentimental
voters; the base is currently ebbing away to a growing consensus
that he is no different from the rest
 Their opinions are fueled by a communication strategy that offers
them nothing from their President, save campaign trail „bits n
pieces‟
 Eventually they would form their own opinions and spread them
through the Power of Referrals; and it spreads as does a cancer
4  To safeguard against a run off election, GEJ would need a game
changer; a campaign designed for the youth and middle class
segments as a core thrust of winning Flip & Pro GEJ states
 The campaign must be dynamic, matching the peculiarities of
each state with the requisite communication, strategy &
expression

5. CORE GEJ PRO GEJ HARD 2 WIN
FLIP STATES
STATES STATES STATES
Abuja Benue Ekiti Kano
Enugu Edo Osun Sokoto
Anambra
Kaduna
Akwa-Ibom Ondo Zamfara
Benue
Abia Lagos Yobe
Bayelsa Niger
Kogi Gombe Borno
Cross-River
5
Delta Kwara Katsina
Ebonyi Adamawa Kebbi
Imo
Taraba
Rivers
Ogun
Jos
Oyo Nasarawa

6. CORE GEJ • States with strong affinity and support for GEJ
STATES
• States leaning towards GEJ but in need of consolidation to
Pro GEJ guarantee victory at the pools
STATES • States with core affinity with GEJ but with growing support for
opposition parties
• States in opposition party control
• The populace can be influenced to vote for their parties in
6 FLIP STATES state and senatorial positions but can be flipped to vote for
GEJ for Presidential Elections
• PDP states with very strong ethnic support for Gen. Buhari
HARD TO • States with strong ethnic affinity for either of the core
opposition party
WIN STATES

7. Incidentally the Buhari and Ribadu
Jonathan has the largest number of teams are generating more traffic
Facebook followers [512,849] followed by on Social Networks and online
Ribadu @ 162,218 and Buhari @ 9,213 mediums than the Jonathan team
due to limited information
GEJ has not taken advantage of his large
Buhari and Ribadu have
number of sentimental voters; there is no
downloadable plans for developing
direct video message to his supporter, no
Nigeria which has largely influenced
clear spelt out plan or vision and no
their growing number of volunteers
information to turn viral by his large
selling their message with fervour
number of online fans
7
A majority of Buhari’s followers are from the North West,
predominantly ethnically sentimental supporters; and
Ribadu and Shekaru would erode his hold in the North-
West region

8. It is a game changer for the GEJ
GEJ 2011 is a 14 day strategic
campaign that focuses on the youth
campaign to ensure that GEJ wins the
and middle class segment as its
necessary majority required to avoid
primary target and the lower class as
a run off election
its secondary target
Transformation/Moving Nigeria
It combines a myriad of
Forward is the core message of the
communication strategies and
14 day campaign. It highlights GEJ’s
expressions to sway the people’s
vision of Moving Nigeria forward and
Hearts, Heads & Hands in the 2011
engages the people as part of a joint
elections
effort
8
A core goal is to achieve a viral word
It is a campaign sponsored by a group
of mouth where the GEJ supporters
of power brokers with a vested
become human pulpits to further
interest in a Jonathan presidency
spread the message

9.  Drive a 3 pronged campaign to influence the Head [Informative],
Hearts [Sentimental] and Hands[engaging] of the people towards
Moving Nigeria Forward by voting for GEJ
 Arm GEJ supporters both online and offline with the necessary
information about GEJ and his plans to spark a viral Word of Mouth
campaign
 Consolidate GEJ‟s position in pro GEJ States and flip as many Flip
states as possible
9  Drive communication strategies in each state with communication
tools peculiar to each state and wired to achieve maximum
advantage
 Focus campaign to score heavily with the youths and middle class
as primary targets and the lower class as secondary target

10. Win over large
Win the necessary
scores of youths
majority in the
and middle class
2011 elections to
segments in the
avoid a run off
2011 elections
Win with an
Create a Shared
undisputed
10 Vision of Moving
majority to all
Nigeria Forward
election observers
between GEJ and
both local and
the people
international

11. Inspire
the Heart
Engage
the
11
Hand
Influence
the Head

12.  The GEJ 2011 campaign is driven along 3 lines
 Sentiments[Heart]
 Information [Head]
 Taking Action [Hands]
HEART
 The sentimental campaign seeks to appeal to the heart of the
voters
 It rides on the star power of GEJ to sell more reasons why
12 people should vote for him
 The lower class voters are predominantly going to vote
sentimentally
 The campaign drives messages like :-
 GEJ – A Man of Destiny or The Nigerian Dream

13. HEAD
 This campaign targets the youths and middle class
 It sells Moving Nigeria Forward [The master plan to actualize
GEJ‟s Vision of Transforming Nigeria]
 It is expressed through a mix of communication channels
 The Heart Strategy varies from state to state but the Head
strategy is constant Nationwide
HANDS
13
 The Hand strategy focuses on engaging the people as co-
labourers in actualizing the shared vision of Moving Nigeria
Forward
 The pre-requisite is voting for GEJ at the 2011 elections and
getting their friends and associates to do same

14. PRIMARY Youths and
TARGETS Middle Class
SECONDARY Lower class
excluding
TARGETS youth
14

15. Sentimental
Informative
15
Motivational

16. Moving Nigeria forward
Man of Destiny
The Nigerian Dream
16
Talk less, Do more [Strength from within]
The 4 Year Sprint

17.  Transformation / Moving Nigeria Forward is the core campaign
message of the GEJ 2011 campaign
 It highlights GEJ‟s plans to rapidly move Nigeria Forward
 It engages the people‟s support as co-executioners of the Vision to
Move Nigeria Forward
 The Vision is communicated as unit modules and as a total
package
17
 The campaign would arm the large number of GEJ supporters
online with the right ammunition to drive through circles of
friends and associates
 A core part of the strategy for Moving Nigeria Forward is to
translate the vision from been a Vision of GEJ to becoming a
SHARED VISION OF THE PEOPLE

18. • Power
• Security
PRIMARY • Infrastructural Development
FOCUS
• Education
• Economy
• Small & Medium Business Agenda
18
• Human Capital Development
SECONDARY • Agriculture
FOCUS • Sports & Entertainment

19.  The Nigerian Dream is a campaign focused at fueling the
sentimental attachment to GEJ
 It sells the message of Zero to Hero
 It highlights GEJ‟s humble beginnings up till his exalted position as
President
 It serves as an inspiration to the teaming lower and middle class
that “life can make you can start from a disadvantage position but
19 with hard work, determination and good luck you can move from
being a nobody to becoming a person of repute”
 The campaign projects GEJ as the face of the Nigerian Dream,
 Your humble beginning does not determine your future, you can
become all you desire to be through hard work, determination and
good luck. If it happened for me then it can happen for you too

20.  The Man of Destiny also seeks to fuel the sentimental attachment
to GEJ
 It highlights how his destiny has been orchestrated to prepare him
for a time like this :-
 He is the only Nigerian to concurrently go through all the arms of
executive leadership in preparation for transforming Nigeria
 Deputy Governor, Governor, Vice President, President
 His grooming also includes starting from poverty experiencing all
20
the demographics toward his current position of President
 Lower class, Middle Class and Upper Class
 He is fully groomed to Transform and Move Nigeria Forward

21.  Talk Less do More focuses on the current progress made by the GEJ
presidency in the last 7 months
 It tells the stories from the people‟s perspectives
 It highlights how these actions have benefited Nigeria
 It also projects the personality of the president as one who is
resilient, dogged and result oriented
 It connects GEJ‟s personality style to the Level 5 style leaders in
21 the best sellers “Good To Great”
 It dispels with insinuations of GEJ been weak

22.  The 4 Year Sprint focuses on GEJ‟s promise to run for only one
term
 It sells a sense of urgency to achieve all he desires in 4 years
 It highlights a Government that is prepared to move swiftly in
achieving its vision to transform Nigeria
 The Next 4 Years would be a 4 year sprint:-
 4 years of taking action
22  4 years of transformation
 4 years of working with Nigeria‟s best to get the Job done
 4 years of becoming a diverse economy with multiple revenue
generation streams
 4 years of becoming the largest agro producer in Africa

23. 23

24. Print Audio / Visuals Social Networks
• Newsletters • Short Films • YouTube
• Flyers • Music Videos • Facebook
• Posters • Interviews • Blackberry Messengers
24 • Stickers • Audio CDs
• VCDs – DVDs
• Online Videos

25. People Connect Radio Creative’s
• Round table with • Radio drama • Wallpapers for PC
doctors, lecturers, young • Interviews [BBC Hausa] • Wallpapers for phones
people, students, • T-Shirts
25 farmers, fashion
designers, entertainment
personalities

26. ONLINE CAMPAIGNS
 Banner Ads on high Nigerian traffic websites
 Online Videos
 Facebook
 YouTube
 Mouse Over Flash Ads
 Moving Nigeria Forward Group on Facebook
26  Downloadable Action Plan on Moving Nigeria Forward
NEWSPAPER CAMPAIGN
 Selling the Plan
 Selling the Man
 Engaging the people

27. STATE CAMPAIGNS
 Dark Green States
 Light Green States
 Orange States
 Red States
RADIO CAMPAIGN
 Radio Drama
27  BBC Hausa Interview
 Radio Jingles [Heart & Head]
PRINT CAMPAIGN
 Flyers
 Newsletter Campaign

28. TV Campaign
 TV Jingles
 Short Stories
 Multi-lingual TV Ads
 Billboards n Banner Campaigns
28

29.  The opposition parties are riding a righteous wave of negative
sentiments towards the PDP
 The PDP has played defense for most of the electoral campaign
 The major opposition parties have endemic weaknesses that can
be taken advantage off either in a debate or as spikes for the
press and electoral public
For Example
29  Ruling people with a gun to the head, denying them of their
fundamental human rights is not the same as leading 160 million
people in a democracy. It requires understanding, it requires
empathizing with the people while making the necessary tough
decisions to Move Nigeria forward. Or will you lock up all the
university lecturers because they went on a 3 month strike
demanding their rights?

30.  The Moving Nigeria Forward Group is made up of powered
personalities with vested interest in a Jonathan Presidency
 They combine resource to drive GEJ 11 as a game changer for the
2011 elections
 The current Goodluck/Sambo campaign has to re-tweak and
harmonize with the GEJ11 campaign to take advantage of missed
opportunities and increase effectiveness
30  The Moving Nigeria forward Group would grow to become a group
of major policy influencers in the country