Grand Finale of Brandwitz 2015 had two parts, designing a business model & creating a marketing campaign. This is the slide of Team 360 Degree made for the campaign part of brandwitz 2015 Grand Finale. The campaign carried 75% of the total marks. The brief of the campaign has been attached in the slide.

1. Team 360 Degree
2nd Runner Up
Brandwitz 2015
Organized By: IBA Communications Club & Access To Information(A2I)-Prime
Minister’s Office

2. BRANDWITZ’15: GRAND FINALE (Part-2 Weightage 75%)
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3. BRANDWITZ ’15 GRAND FINALE

4. Team 360 degree
Azizul Hasan
Asif Ahmed Tonmoy
Sabiha Sultana
Safwat Ahmed

5. Situation analysis
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6. Bangladesh in digital era
• 30.5 million people currently using internet
• Government providing digital service in different sectors
• Government websites are not browsed frequently by people
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7. Services
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education

9. Education
• Digital Classroom
• BD Pathshala
• শিক্ষক বাতায়ন/Teachers’ Portal
• BANSDOC
• Examination Result
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10. brandwitz '15
Helath

11. health
• Telemedicine
• ই- স্বাস্থ্যসেবা
• Health, Population, Nutrition eToolkit
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12. Brandwitz '15
E-Governance
Online Police Service
Land record & Survey
Law enforcement

13. Job Placement
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Online PSC Application
Form
Bangladesh Army
Application Form
Bangladesh Air Force
Application Form
Bangladesh Navy
Application Form

14. brandwitz '15
Poverty reduction

15. Poverty reduction
• Agriculture Sector
o Krishi Call Centre
o BD Rice Knowledge Bank
o Krishi Mobile Apps
o E-Purjee
• Income Tax
o Online Income Tax Calculator
o Online Tax Registration
• Finance & Trade
o Bangladesh Bank Information Services
o E-Marketing for ১ শি বাশি ১ শি খামার প্রকল্প
o Consumer Right Protection
• E-Training
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16. Others
• Passport & Visa Immigration Services
• Online Applications & Registration
– BISIC Industrial Unit Registration
– Birth & Death Reg
– Company Reg
– Trade License Reg
– National ID Info Update
• Transportation
– BRTA Chart of Rent of BUS & Minibus
– BRTA Inter District Fare Charge
– Vehicle Route And Rental Listings
– LGED Road Database
– Ticket Booking & Buying
– Railway Ticketing System
– Bangladesh Airlines Flight Booking
• Bangladesh Betar Live FM
• Bangladesh Television Online
• Utility Bills( DESCO Internet Bill Payment,
DPDC Eelectricity Bills, Dhaka WASA Water
Bills, BTCL Telephone & Internet Bills
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17. PESTEL ANALYSIS
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POLITICAL ECONOMICAL SOCIAL
TECHNOLOGICAL ENVIORNMENTAL LEGAL
STABLE GROWING LIBERAL
EMERGING MODERATE CONSTITUTIONAL

18. Key issue identification
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19. PEOPLE OF BANGLADESH ARE NOT AWARE OF THE DIGITAL
SERVICES AVAILABLE, HENCE THEY ARE NOT PARTICIPATING IN
THE TRANSFORMATION
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20. the big idea
campaign ২০২১
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21. Tagline
েহজ হল জীবনযাত্রা,
শবনামূসলয শিশজিাল সেবা
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22. Strategic objectives
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23. Strategic objectives
• To explain the essence of Digital Bangladesh to the mass people
• To create awareness about the usage of digital services
• To make people enthusiastic to participate in digitalizing Bangladesh
• To make the digital transformation competitive and sustainable
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24. Core target group
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25. brandwitz '15
Mass populationof
bangladesh

26. Attainment
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27. Attainment
Attainment
Participation Awareness
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28. INCREASING PARTICIPATION
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29. ২০২১
Customer Care
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30. Brandwitz '15
সেবা ২০২১
সযসকাসনা অনুেন্ধান, মতামত শকিংবা
অশিসযাসের জনয শবনামূসলয কল করুন!
েহজ হল জীবনযাত্রা,
শবনামূসলয শিশজিাল সেবা

31. Target group : free for all
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January 2016 Why: To make services attainable December 2021
A free customer care that will help people enquire about existing services,
give suggessions and post complains

32. 2021: Services without data
হাসতর মুস ায় বািংলাসেি
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33. 2021: Services without data
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.services.portal.gov.bd

34. Target group : internet enabled mobile users
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January 2016 Why: To make services flexible December 2021
A free website that will enable people without data package to access
government services

35. *2021
হাসতর মুস ায় বািংলাসেি
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36. USSD *২০২১#
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২০২১
১। শিশকৎো ও স্বাস্থ্য সেবা
২। তথ্য ও প্রশতসবেন
৩। শনসয়াে
৪। প্রশিক্ষণ
৫। সেনিন
৬। a2i
৭। শবশনসয়াে
৮। েূবববতবী
৯। েরবতবী
০ । সেশিিংে
SendClose
েহজ হল জীবনযাত্রা,
শবনামূসলয শিশজিাল সেবা

37. Target group : all mobile phone users
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January 2016 Why: To make services reachable to people December 2021
An USSD code that will make people connected to required services instantly

38. ONLINE FORUM
FORUM 2021
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39. brandwitz '15
2021 FORUM
Make your own e-public service, shape
your Digital Bangladesh
Bangladesh Railway website doesn’t have any option to
change user details
I want an app that will allow me to geo-tag environmental
hazards
Verification of VAT receipt could be done using QR scans.
Forum 2021

40. Target group : free for all
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January 2016 Why: To make services more flexible December 2021
An online platform that will give people opportunity to participate in idea
generation and making the facilities of Digital Bangladesh more effective

41. brandwitz '15
Smart mobile application

42. brandwitz '15
Promoting digital world

43. CREATING AWARENESS
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44. brandwitz '15
Milestone advertising

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Bus advertising

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Cng campaign

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Rickshaw Advertising

48. Under 19 world cup
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49. Brandwitz '15
Under 19 world cup
েহজ হল জীবনযাত্রা,
শবনামূসলয শিশজিাল সেবা
services.portal.gov.bd

50. Smart card branding
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51. Brandwitz '15

52. Income tax event
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53. Brandwitz '15
িলুন যাই আয়কর সমলায়

54. Calendar marketing
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55. Brandwitz '15
Calendar marketing
services.portal.gov.bd
আর নয় শেসনর ের শেন সিাোশি, ঘসর বসে েহসজই েব সেবা শনন
েহজ হল জীবনযাত্রা,
শবনামূসলয শিশজিাল সেবা

56. Textbook marketing
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57. Brandwitz '15
Textbook Marketing
services.portal.gov.bd

58. university website campaign
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59. Brandwitz '15
Universitywebsite
campaign

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In school campaign

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Poster campaign
েম্পূণব শবনামূসলয
২০২১

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কৃ ষসকর শেন - Farmers’
Congregation

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আমার বন্ধু UDC
(Uniondigital center)

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RuralSchool Bag
Advertising

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Rural tea stall
েহজ হল জীবনযাত্রা,
শবনামূসলয শিশজিাল সেবা

66. TRADITIONAL CAMPAIGNS
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67. TVC
Public & Private TV Channels During Peak Hour
In Public Channels During Sports Events
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TVC

69. RDC
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70. Newspaper
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71. brandwitz '15
Search Engine Marketing

72. Search Engine OPTIMIZATION
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73. brandwitz '15
Before

74. brandwitz '15
after

75. 10
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76. Search Engine Marketing
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January 2016 TG: For All Duration: 60 Months
Atif Mahmood shared ’s video
10 e-services
That will make your life easier

77. Social Media Marketing
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78. brandwitz '15
Ambassadors

79. Partners
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A2I UNDP BTV
BETAR UGC Channel I

80. Campaign timeline
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Campaign Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec
SEO
SMM
RURAL TEA
STORE
RICKSHAW
CNG
AMAR BONDHU
UDC
Krishoker Din

81. Campaign timeline
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Campaign Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec
Newspaper
TVC
Customer Care
Online Forum
U 19 WC
Calendar
Poster
Rural School
Bag
Textbook

82. Campaign Roadmap
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2016 2021

83. Budget: Yearly
Activity Amount(BDT)
Digital Marketing 5,00,000
Billboard (35000 tkX24X12months) 1,00,80,000
Accessories(Poster) 10,00,000
Accessories(10,000 pcs,School Bag) 5,00,000
Customer Care(Salary: 65executivesX2 ShiftsX 15,000tkX12
Months)
2,34,00,000
Customer Care (maintenance) 10,00,000
TVC
(365DaysX4 ChannelsX12,000tk)
1,75,20,000
Newspaper
(4newspapersX12monthsX15,000tk)
7,20,000
Miscellaneous 50,00,000
Total 5,97,20,000
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84. Outreach
Traditional Campaigns 15M
Innovative Campaigns 60M
Digital Marketing 20M
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Year 1 30%
Year 2 35%
Year 3 55%
Year 4 60%
Year 5 75%
Average SROI: 1.95

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Contingency Planning

87. Contingency plan
Monitoring of campaign success
Modification on users’ feedback
and addition on recommendation
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88. brandwitz '15
Monitoringand Evaluation

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Monitoring & Evaluation
Compare practical outreach with campaign targets
Conduct Survey to compare knowledge and
participation of people in digital Bangladesh
Total click in website and social media.
Conduct quiz contest at school and university levels
to compare digital knowledge of future builders.
Feedback through platform ২০২১ & call center.

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Challenges

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Financial Challenges
The project targets the mass population of Bangladesh, so it
has to be multidimensional.
Campaign time length is five years
Recommendation • Can be included in fiscal year budget.

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Marketing Challenges
Diverse Target Group
Recommendation
• Target group has been segmented as per service
and need of awareness

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Administrative & ManagementChallenges
Difficulty of collaboration among different partners.
Recommendation
• Monitoring and coordination from Prime
Minister's office

94. Takeaways
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95. Thank you
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