Nexus agency owned by a group of students in a University

Nexus agency owned by a group of students in a University

1. NEXUS AGENCY Crafting Stories, Building Brands… BACKGROUND Nexus Agency is an advertising agency which aims to become a leading IMC (Integrated Marketing Communication) in the advertising sphere of Africa. The Agency was established on February 2nd, 2023 by a group of young professional and passionate individuals who know their onions. We believe that every brand has a unique story to tell, and it is our mission to help you bring that story to life. Our approach to advertising is rooted in thorough research, strategic planning, and out-of-the-box creativity. At Nexus Agency, we are committed to providing exceptional customer service and building lasting relationships with our clients. We believe in open communication, transparent processes, and collaboration of every step of the way.

2. NEXUS AGENCY Crafting Stories, Building Brands… AGENCY LOGO AND COLOUR The word “Nexus” means connecting or linking two or more things together. Our logo has three human like icons, where one represents our “Client”, the second represents our “Client audience”, and the third, the last represents the “Agency”. In this process, we serve as means to linking the clients to its possible audience. The agency colour “Black” represents sophistication, and the “White” represents honesty. These colours were carefully chosen to mean what we stand for, “Understanding” and “Honesty”. Client Agency Audience

3. NEXUS AGENCY Crafting Stories, Building Brands… VISION At Nexus Agency, we envision a world where brands and audiences connect seamlessly. Our vision is to be the  pioneers of meaningful connections , bridging gaps, sparking conversations, and leaving lasting impressions. MISSION Our mission is to  craft authentic narratives  that resonate with hearts and minds. We believe in the power of storytelling to evoke emotions, inspire action, and drive results. Welcome to the Nexus Agency family! Let’s Craft your Stories, Build your Brand(s) together!

4. OUR CLIENT

5. OUR CLIENT BRAND – DANGOTE INDUSTRIES LTD. Dangote Company is a renowned company that was founded by Alhaji Aliko Dangote in the late 1970s. It has transformed several sectors in Nigeria and worldwide. Aliko Dangote founded the corporation, which has since expanded its activities and diversified its portfolio to include industries such as cement production, sugar manufacture, flour milling, oil refining, and others.

6. OUR CLIENTS PRODUCT – DANGOTE FLOUR Dangote Flour, a product of Dangote Company, is a major player in the flour milling sector. Despite facing numerous hurdles in a competitive market, it has emerged as one of the top brand with a significant presence in Nigeria. One of the most significant problems for Dangote Flour is the extremely competitive landscape of the flour milling sector. In recent time, they use several media such as Television, Social Media – Instagram and Facebook, and Newspaper to create awareness for the product. All these they have done to make the product standout from its competitors. The Brand want the product, Dangote Flour to be known for Quality and Good Taste, and desired by large number of audiences.

7. Economic Issues

8. ECONOMIC ISSUES – DANGOTE FLOUR Supply Chain Disruptions High Competition Infrastructure Challenges Price

9. ECONOMIC ISSUES – DANGOTE FLOUR 01 Dangote Flour's competitors include well-known names such as Honeywell Flour Mills, Mama Gold, Golden Penny Flour, Flour Mills of Nigeria, and smaller regional firms. These competitors present a challenge in terms of market share, brand awareness, unit price, and consumer loyalty. High Competition 02 Dangote Flour consider the cost of production, including raw materials, labour, overhead costs, and other expenses incurred in manufacturing the product. The brand also considered their pricing to maximize profits, increase market share, match competitors' prices, and to achieve other specific goals. Price

10. ECONOMIC ISSUES – DANGOTE FLOUR 03 Disruptions in the supply chain, such as delays in the delivery of raw materials or equipment, can affect production schedules and increase costs. Managing supply chain risks is crucial to ensuring uninterrupted operations Supply Chain Disruptions 04 Nigeria faces infrastructural challenges, such as inadequate power supply, poor road networks, and limited access to transportation facilities. These issues can increase production costs, hamper distribution, and affect the overall efficiency of the company's operations. Infrastructure Challenges

11. Social Issues

12. SOCIAL ISSUES – DANGOTE FLOUR Consumerism Community Relations Corporate Social Responsibility (CSR) Air Pollution and Noise

13. SOCIAL ISSUES – DANGOTE FLOUR 01 Building and maintaining good relationships with local communities near the brand operations is crucial. Issues such as land disputes, relocation of communities, and managing community expectations and demands could arise. Community Relations 02 Flour milling companies use machinery and equipment produce dust and small particles, leading to poor air quality in the workplace. Additionally, the machinery and equipment used in flour milling operations can generate high levels of noise, which can lead to hearing loss, stress, and other health issues among workers and of those living in the surroundings. Air Pollution and Noise

14. SOCIAL ISSUES – DANGOTE FLOUR 03 Consumerism can lead to lesser demand for the product. As consumers become more aware of the product as substandard, they may seek out high-quality flour products from other companies. Consumerism 04 Engaging in meaningful CSR activities that benefit local communities, such as education and healthcare initiatives, can help build a positive reputation. Lack of CSR efforts or insincere approaches to social responsibility can lead to criticism. Corporate Social Responsibility (CSR)

15. ANALYSIS OF THE BRAND BRIEF The Product Dangote Flour 2 The Brand Dangote Industries LTD. 1 Competitors Golden Penny, Mama Gold, Honeywell Flour Mills, Flour Mills of Nigeria 3 Media Television, Newspapers, and Internet (Social Media) 4 Audience Aspiring Bakers, Caterers (Chefs), Home Bakers 5 Dangote Flour

16. RESEARCH CONDUCTED BY NEXUS AGENCY Audience 1 “We don’t use Dangote Flour this is because it is substandard, and when we do use it, we must sieve it. Also it expensive unlike other brands” Audience Research “I used it once, but not that good, there’s a particular ingredient in it that doesn’t make it rise. An advice for them is make it fluffier for baking”. Audience 2 “We prefer other brands to it. Though, when we run out of options, we buy it, but we have to do extra work on it.” Audience 3

17. RESEARCH CONDUCTED BY NEXUS AGENCY Lack of quality Increase in Price per unit Lack of good Quality Control and Assurance Audience Research In this research, the audience express their disbelief in Dangote Flour based on three major reasons which are:

18. Social Media 40 % Television 35 % Field Event 25 % RESEARCH CONDUCTED BY NEXUS AGENCY Media Research

19. 01 We will try to understand the current market landscape, the competition, and the pricing strategies being used by competitors in the flour industry. Market Analysis 02 Based on the audience research, we identify the target audience on social media usage and readiness for field events especially home bakers, aspiring bakers, and bakery businesses. Target Audience 03 We will craft messages that emphasizes the quality, affordability, and versatility of Dangote Flour compared to competitors' products. Messaging NEXUS AGENCY CAMPAIGN PLAN PRODUCT - DANGOTE FLOUR

20. 04 We will implement a social media campaign on platforms like Facebook and Instagram targeting the identified audience. We will carefully monitor post engaging content such as recipe ideas, baking tips, and testimonials. Social Media Strategy 05 We will organize field events such as baking workshops, pop-up stalls at food festivals and popular Market areas, and bake-off competitions in collaboration with influencers and local bakeries. Field Events 06 We will create a video advert which will be aired on popular foreign and indigenous programmes such as Talk Shows, Movies, and Cooking Shows. Television Programmes NEXUS AGENCY CAMPAIGN PLAN PRODUCT - DANGOTE FLOUR

21. 07 We will conduct a thorough analysis of the current pricing strategy of Dangote flour. Consider whether adjusting the price slightly lower than its competitors, Golden Penny, mama Gold (while still ensuring profitability) could attract more customers. Price Positioning 08 We will utilize interactive polls, quizzes to increase engagement and brand loyalty. Also, we will put in every new Dangote Flour bags/packages scratch codes for giveaways. Engagement Campaigns 09 We will collaborate with food influencers, bakers, and chefs to create content featuring Dangote Flour. These influencers will host live baking sessions to showcase the quality and performance of the product. Influencer Partnerships NEXUS AGENCY CAMPAIGN PLAN PRODUCT - DANGOTE FLOUR

22. 10 We will collect feedback from customers through surveys, reviews, and social media interactions. We will implement a loyalty program to reward repeated customers and encourage brand awareness. Customer Feedback 11 We will use tools like Google Alert and the likes to monitor key metrics such as website traffic, social media engagement, sales, and customer feedback to evaluate the success of the campaign. Performance Tracking This campaign plan, aims to position Dangote Flour as the preferred choice for baking, caterers and small businesses, emphasizing quality, affordability, and customer satisfaction while effectively addressing the competitive market landscape. NEXUS AGENCY CAMPAIGN PLAN PRODUCT - DANGOTE FLOUR

23. Script

24. SCRIPT Video Script VISUAL AUDIO Scene: A beautiful kitchen setting with a bright and inviting atmosphere. The camera pans across a countertop with various baking ingredients and tools neatly arranged. Narrator: "Introducing Dangote Flour, a product of Dangote Industries Ltd. Known for its commitment to quality and taste that sets it apart in a competitive market." Scene: A baker showcasing a package of Dangote Flour, smiling confidently at the camera. Baker: "Some say Dangote Flour requires extra effort to use it, but let me tell you, it's all about the quality." Scene: Close-up shots of the Dangote Flour being poured into a mixing bowl, showcasing its fine texture and consistency. Narrator: "Dangote Flour is crafted with precision and care, ensuring a seamless baking experience every time." Scene: Testimonials from satisfied customers appearing on the screen, praising the quality and taste of Dangote Flour. Customer 1: "I switched to Dangote Flour and never looked back. It truly elevates the taste of my baked goods."

25. SCRIPT Video Script VISUAL AUDIO Customer 2: "I love how Dangote Flour makes baking so effortless, without compromising on flavour." Scene: The baker preparing a delicious batch of pastries using Dangote Flour, the aroma filling the kitchen. Baker: "With Dangote Flour, you can create mouth-watering treats that will impress even the toughest critics." Scene: The Dangote Flour packaging displayed prominently with a tagline - "Quality Unmatched, Taste Unforgettable." Narrator: "Don't settle for substandard when you can have excellence. Choose Dangote Flour for quality that speaks for itself." Scene: The video ends with a shot of the Dangote Flour logo and a call-to-action encouraging viewers to experience the difference with Dangote Flour. Voiceover: "Dangote Flour - Quality and Good Taste, redefining your baking experience. Try it today." End of video

26. This campaign video script emphasized on Dangote Flour's quality and taste, addressing misconceptions about the product and positioning it as the superior choice in a competitive market. The script aims to engage the audience and showcase the benefits of choosing Dangote Flour for a better baking experience. SCRIPT Video Script

27. SCRIPT Field Event Script VISUAL AUDIO Scene: Outdoor venue set up for a baking demonstration event with Dangote Flour banners and signage creating a welcoming atmosphere. MC: "Ladies and gentlemen, welcome to the Dangote Flour Baking Extravaganza! Today, we are here to showcase the quality and taste that sets Dangote Flour apart in the baking world." Scene: A professional baker on stage, confidently holding a bag of Dangote Flour and addressing the crowd. Baker: "Many have doubted the excellence of Dangote Flour, but today, I'm here to show you how this premium product can elevate your baking experience." Scene: The baker proceeds to demonstrate a recipe using Dangote Flour, engaging the audience with tips and techniques to showcase the product's versatility and ease of use. MC: "As you can see, Dangote Flour delivers consistent results and impeccable taste - qualities that every baker desires in their creations." Scene: Testimonials from event attendees appear on a screen, expressing their surprise and delight at the quality of Dangote Flour. Attendee 1: "I was sceptical at first, but after seeing the results with Dangote Flour, I'm a believer!"

28. SCRIPT Field Event Script VISUAL AUDIO Attendee 2: "The rumours about Dangote Flour are simply not true - it's a game-changer in my baking routine." Scene: The event continues with interactive sessions where attendees can try baking with Dangote Flour under the guidance of the expert baker, creating a hands-on experience for everyone present. MC: "Today, we invite you to experience the difference with Dangote Flour first-hand. Taste the quality, feel the ease of use, and witness the transformation it brings to your baked goods." Scene: The event wraps up with a closing statement emphasizing Dangote Flour's commitment to quality and good taste, thanking attendees for their participation. MC: "Thank you for joining us at the Dangote Flour Baking Extravaganza. Remember, excellence is not a compromise - it's a choice. Choose Dangote Flour for a baking experience like no other." End of event

29. This Field Even script dispelled misconceptions and showcasing Dangote Flour superiority in a competitive market. The engaging demonstrations, testimonials, and hands-on experience aim to demonstrate the benefits of choosing Dangote Flour for better baking results and experience. SCRIPT Field Event Script

30. THANK YOU