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Branding the Novo Theater of Bangladesh

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A 6-month marketing campaign strategy for branding the Novo Theater of Bangladesh. This was part of a brand building simulation for an intra-university branding competition, IIBC '15

Publicado en: Marketing
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Branding the Novo Theater of Bangladesh

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  4. 4. Promotion Timeline Campaign Pre Branding Branding Months -1 to -6 Month 1 Month 2 Month 3 Month 4 Month 5 Month 6 Kintsukuroi Phase Launching Billboards Newspaper Promo Launching Ceremony "Asho Chini Mohakash" Notice board posters Rep. for schools Horlics Association Media Exposure Train Promo Biman Promo Content Comm. Zoo Botanical Garden National Museum Others Bus painting Ballons Foot Overbridge Community Building Summer Camp Merchandise Development Launch and Selling
  5. 5. Period Campaign Name Activity Duration One Time Cost Yearly Cost (bdt) (bdt) Pre-Branding Kintsukoroi Phase Entrance Redesigning One time 800,000 Ticket Re-designing " 20,000 Logistical Upgradation " Announcement system " 600,000 Booth Setup " 230,000 Others " 400,000 Content Creation " Localized Content " 1,000,000 Content Sourcing " 600,000 Website Dev. 100,000 Pre-Branding Launching Billborad (20 small 5'*4'-30) 4 months 800,000 and Billborad (6 Large 25'*10') 4 months 3,200,000 Branding Content Design One time 50,000 Launching Ceremony 1 day 500,000 Prothom Alo promo (4col*8") 2 Friday 620,000 BD Protidin promo (4col*8") 2 Friday 580,000 Branding "Asho Chini Curriculam addition One time 30,000 6 month Mohakash" Notice board posters 6 months 40,000 Rep. for schools permanent 360,000 Horlics Association necessity 100,000
  6. 6. Branding "Asho Chini Curriculam addition One time 30,000 6 month Mohakash" Notice board posters 6 months 40,000 Rep. for schools permanent 360,000 Horlics Association necessity 100,000 Media Exposure Promo Content Creation one time 500,000 Show Operation 4 month 600,000 Content Comm. Bus painting one time 150,000 Ballons: 10 " 160,000 Partner Promotion Shishu park " 70,000 Botanical Garden " 50,000 National Museum " 20,000 Others " 30,000 Foot Overbridge (8 location) 3 month/yr 80,000 Mascot dev. Deisgn One time 30,000 Model Creation(necessity) " 100,000 Community Building Permanent Management ( 1 emplyee) Permanent 240,000 Social Media FB page managing Permanent 120,000 Events Summer Camp once/year 1,000,000 Sub Total 10,680,000 2,500,000 Grand Total 11,930,000
  7. 7. Revenue Calculation Social Return Calculation Current Visitors Factors Identified 1 Knowledge Provided Current average number of visitors 2 Superstition Removed 3 Government Goodwill Weekends 300 4 Development through Summer Camp weekdays 50 Monthly Avg 3200 Yearly Avg 38400 Year 1 Year 2 Year 3 onward Revenue Per person 120 Knowledge Value/person 100 100 100 Total Revenue Monthly 384,000 Increase Visitors Numbers 24960 20160 22080 Yearly 4,608,000 Total Knowledge Value 2,496,000 2,016,000 2,208,000 Expected Visitor Superstition Value 1000 1000 1000 Expected average number of visitors Superstition removed(5%) 3168 2928 3024 Year 1 Year 2 Year 3 onward Superstition removal Value 3,168,000 2,928,000 3,024,000 Weekends 500 450 450 weekdays 80 80 90 Goodwill Generation Monthly Avg 5280 4880 5040 Parental Satisfaction 1,000,000 1,000,000 1,000,000 Yearly Avg 63360 58560 60480 Public Entertainment 1,500,000 1,500,000 1,500,000 Expected Revenue Talent Development(camp) 1,000,000 1,000,000 1,000,000 Perperson 120 120 120 Total Monthly 633,600 585,600 604,800 Total Return 9,164,000 8,444,000 8,732,000 Total Yearly 7,603,200 7,027,200 7,257,600 Merchandise Profits 360,000 450,000 450,000 Revenue Increase 3,355,200 2,869,200 3,099,600 Percentage Increase 73% 62% 67%
  8. 8. Revenue-Cost Analysis 6 month 2 years Campaign cost 11,930,000 14,430,000 Increased Revenue Return 1,677,600 6,224,400 Social Return 4,582,000 17,608,000 ROI (5,670,400) 9,402,400 Return Percentage -48% 65% Yearly SROI return on 1 tk investment 3.3776
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  10. 10. Show 1 মহাকাশে উঁককঝঁ কক 11:00 AM আসশেই কক তাই? 11:30 AM ছ াটশের মহাকাে 12:00 AM Show 2 মহাকাশে উঁককঝঁ কক 02:30 PM আসশেই কক তাই? 03:00 PM ছ াটশের মহাকাে 03:30 PM Show 3 মহাকাশে উঁককঝঁ কক 04:30 PM আসশেই কক তাই? 05:00 PM ছ াটশের মহাকাে 05:30 PM

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