The Science Channel
A Proposal for Partnership
- By Grey Worldwide
Contents
Grey Worldwide Credentials The Overview The approach through InteGREYation The Grey Edge
GREY WORLDWIDE
An integrated one stop communications partner
What can you expect from an agency that .
Launched Indias most successful cola drink...
Created a market for domestic fire extinguishers...
Sold a country successfully...
Changed the rules of the denim market...
Was the first to brand a commodity product successfully...
Using ideas to create value in brand consumer relationships
Grey Worldwide
Established as Trikaya in 1975 in Bombay Gained reputation in the 1980s as the creative hotshop Grey relationship formalised in 1987 Currently ranked No.8 in the country No. of employees 288 All India
Grey Advertising Inc.
World No.6 No.1 in New York 373 offices in 85 countries Independent
The Grey connection
100% equity participation Representation on the board Regular interaction on all clients
The Grey Network
Head Office Mumbai Branches Ahmedabad Bangalore Calcutta Chennai Delhi International Colombo, Sri Lanka Dhaka, Bangladesh
Some on-going partnerships
NORTH GLAXO SMITHKLINE REVLON HYUNDAI MOF(GOI)-INDIA SHINING SBI-GE ONGC INDIAN AIRLINES INCOME TAX BUSINESS TODAY SAMSUNG
Some on-going partnerships
SOUTH ARVIND CLOTHING ARVIND FASHIONS BRITANNIA INDUSTRIES MTR BLAUPANKT WRIGLEY SARA LEE
Some on-going partnerships
EAST
IBP LTD. ITC LIMITED INFAR PHARMA BSNL
Some on-going partnerships
WEST
GUJARAT AMBUJA CEMENTS MARICO INDUSTRIES JOHNSON & JOHNSON PROCTER & GAMBLE ITC KINETIC EMIRATES AIRLINE
Grey Worldwide Ahmedabad
Full Service Office A team of 15 professionals comprising of
Creative ( Copy writers / Visualisers) Client Servicing Media Services Studio Other support staff
List of clients Ahmedabad
SUZLON GROUP ARVIND MILLS MADHUSUDAN CERAMICS (CERA) GUJARAT GAS IPCL GMDC GNFC RAMCO(AOR)
Going Beyond Advertising...
MediaCom
(Media Independent Division)
GREY Interactive
(Web based and interactive solutions)
GREY Direct
(Direct marketing)
GCI Profile
(Public Relations)
Exhibit
(Exhibitions and Events)
The Overview
Communication of Science
There is growing need to enhance public awareness of the importance of science and technology in everyday life.
- The governments Science and Technology Policy Statement, 2003
The Science Channel
Aims to make knowledge on SETs accessible to all sections of people Aims to empower people to take initiatives based on knowledge Aims to disseminate science information
The Science Channel
It will offer high quality, educative and entertaining programmes It will not project itself exclusively as educational or scientific channel Highly interactive in its approach
The Science Channel
Innovation in Production
The synergy between content development, production quality and audience needs would help the channel in developing interesting programmes Using interactive and convergent technologies, it aims to provide bouquet of allied services fulfilling the knowledge needs of its audiences
Communication Objective
To create awareness and thereby generate TRPs and sell commercial time
The Expected Target Audience
Group 1
Teachers/Researchers/Institutions Educational Activists and Educational management bodies NGOs involved in Science and Society Interfaces In fact entire gamut of forces that comprise civil society
Group 2
Advertisers/Advertising Agencies/Opinion Leaders
The Expected Target Audience
Thus it also aims at reaching the audiences who are left out by conventional media
The Approach through InteGREYation
The Target Market & The Target Audience
All India All Socio Economic Classified groups All Adults
A massive branding exercise coupled with quick learning curve to create an awareness of the channel is required
How do we do this?
InteGREYated Approach
The Synchronized communication Electronic Media TV Radio Print Media
Direct Marketing PR
Web promotion Event and Exhibitions Outdoor
Electronic Media
Doordarshan: (Rural Farming, agriculture and other rural programmes) To reach the masses like farmers, craftsman etc To reach C & S homes, some of the satellite channels may be considered Barters deals can be worked out with non competing channels for strategic alliances
Electronic Media
All India Radio (FM) To mainly reach the rural mass alongwith the Urban mass Radio Mirchi : Prime time slot on the Radio Mirchi network to reach the young and urban crowd Other Radio FM : Prime time slot on Radio City and other FM can be selected in the later stage Barters deals can be worked out for strategic alliances
Print Media
Teaser campaign in all the newspaper to generate curiosity Launch campaign in the national and vernacular dailies Initial insertions in the in-flight magazines like Swagat, Darpan, Jetwings to reach the elite crowd IT based magazines like PC-Quest, Computers Today to reach students and the intellectual segment Business and General Magazines for sustained communication Barters deals can be worked out with non competing channels for strategic alliances
Direct Marketing
Teaser campaign in the specific region to be followed by personal visits at schools, colleges, multiplexes of the region Asking them questions on the understanding of the campaign Contests to generate curiosity Road shows
Informative brochures and leaflets to be circulated free
PR
Brief the education columnist about the launch of the channel Highlight the innovative method employed for production of various programmes to the media The science channel is more than an education channel, convey this by briefing the entertainment media Periodic address to media by the channel spokesperson
Web Promotions
Web-Banner on the sites like Yahoo, Hotmail Running a contest on frequently visited sites, which reaches to a large group of TA Correct answer to a question, related to the channel or science which appears while hitting the banner, can result into an attractive gift from the channel
Events and Exhibitions
Science based entertainment programmes sponsored by the science channel at Science Cities Annual programmes in educational campuses of various cities across India in a participative manner similar to Bournvita Quiz Contest Participation in prominent exhibitions and Road shows
Outdoor
Hoardings displaying Teaser messages near school, colleges, multiplexes and other prominent public places during pre-launch stage Announce the launch on the same selected sites
The Grey Edge
Why Grey?
A specialized communications agency Specialized professionals working for specialized divisions on various brands Long list of satisfied and varied clientele Presence in International and National market Full service branch in Ahmedabad since last 17 years
Our Strength
Acquaintance with Communication of Science
Designed complete identity of Science City Designed the communication plan for the land breaking ceremony of the Science City Successful handling of the event
The Success Story
Communication of Media Houses
Launched SAB TV Media buying agency for Sony TV Print accounts like Hindustan Times, Business India
Thank - you
