Branding Proposal

Table of Contents

Workshop introductory letter...................................3

About the workshop.......................................................3
Partnerships and Endorsements...............................5
Keynote Speakers....................................................5
Target Audience.......................................................6
Mediums and Media selected for Marketing the Event
...............................................................................6
Estimated Visibility..................................................7
The Branding Manual...............................................8
Platinum Branding Partner...............................................9
Gold Branding Partner....................................................11
 3

Dear Sir/Madam,

NUST Institute of Management Sciences (NIMS) has strengthened its position

as a leading business school in the country for imparting quality education
and training. Our community of faculty, students and alumni are setting high
standards of excellence all around the world. We advocate innovative and
modern approach, to derive practical solutions for complex and unique
business problems of our region. Our vision for the future is to become one of
the leading business schools in Asia. To promote and enhance our image and
share our research, we have undertaken initiatives to arrange workshops,
symposiums and seminars for the corporate fraternity. One such undertaking
is this workshop titled, “How to build brands in Pakistan?” An important
milestone of this workshop is to help the young entrepreneurs and corporate
people to discover and develop their potential.

About The Workshop

We have researched the following brands and would use this opportunity to
discuss their USP’s in branding and how they are using the five sensory
receptors to their advantage:
Serial Brands 1 Pizza Hut 2 Bank Alfalah
No. 0 Pepsi 0
1 PTV News & 1 Geo & Aag 2 Olpers, Olwell and
PTV Home 1 Television 1 Tarang- Engro
2 Dawn Bread 1 PTC 2 Nestle Milk Pak
3 HBL 2
1 Chenone 2
2 Hangten
4 ABN Amro 3
1 Crossroads 3
2 Warid
5 Mobilink 4
1 Telenor 4
2 TCS
6 Indigo
Junaid 5
1 ECS 5
2 Pantene
7 PSO 1 Tapal Tea 2 Coca cola
8 LUX 7
1 Rahat 7
2 Nirala
9 PTCL 8
1 K&N 8
2 Askari Bank
9 9 Bareeze
3
 4

Following is the tentative venue, date and timing of the workshop:

Date: 3rd November 2007 Venue: Marriot Hotel, Islamabad/ The Monal
Restaurant

Expected no. of participants: Time: 9:00am – 5:00pm One Day Workshop

100-120

This Workshop will show participants the essence of building a brand in the
Pakistani context. The audience would appreciate the importance of
developing a compelling story for their products. Each section of the
workshop will be interactive, stimulating and filled with examples. Branding
exercises will give participants hands-on experience in developing and
working with own brands.
The Branding Workshop is designed to provide businesses with a
systematic and strategic way to:
• Structuring a process of building a Brand.
• Clearly distinguish between Corporate Branding and Product/Service
Branding.
• Increasing the reputation, image, perceived value, and brand awareness
of the brand.
• Clearly define the USP so that it is compelling and credible to employees,
customers, and other identified target audiences.
• Integrate and incorporate Sensory Branding into their marketing
programs.
• Reshaping Branding and Marketing platform to appeal to Kids, Tweens
and Teens (The future consumers).
We hope that you would support us in making this workshop successful by
branding this event. The complete branding proposal and event details are
attached with this letter.
We are looking forward to a prompt and favorable response from your end.

Sincerely,
 5

M Khuram Idrees
Assistant Professor/Consultant/Corporate Trainer

Partnerships and Endorsements

Channel 7 Communications (Pvt) Ltd is our Marketing and
Advertising Partner. It will provide us with
comprehensive Media coverage, technical assistance and
help with endorsements during the workshop.
We are in negotiations to get this workshop endorsed by all of
the following:
• Marketing Association of Pakistan (MAP)
• Pakistan Advertising Association (PAA)
• International Advertising Association (IAA)
• Capital Development Authority (CDA)

Keynote Speakers
The confirmed keynote speakers for the workshop are:
• Mr. Javed K. Mirza, Executive Director, Green
Merchants
• Mr. Sayyed Ahmad Masud , Managing Director,
Channel 7
• Mr. Aon Ashraf Rana, Director, International Marketing,
PSEB
• Mr. Faisal butt, President, Tribal Monsoon
• Mr. Ali Mirza, Art Director, Synergy Advertising
• Mr. Ather Butt, CEO, Addecco Consulting
 6

Target Audience
We are expecting 100-120 participants from the corporate sector as
well as the business community in Rawalpindi and Islamabad:
Chief Executive Officers of Small and Medium Enterprises
Chief Marketing Officers/ Director Marketing/ VP Marketing
Marketing Managers/ Brand Managers/ Product Managers
Ad Agency Account Directors, Planners & Managers
Marketing Consultants/ Business Consultants

Media used to market the event

Newspaper (Advertisements in the newspaper)

Brochures (1000)

Streamers (300 streamers)

Workshop kits (140 kits)

Standees (20 in corporate offices) Places identified.

E-Marketing (www.nims.edu.pk/workshop)

E-mails (Would be sent to potential participants

5,000 approx)

Backdrops at the venue (5)

*The workshop kit would include (Registration forms, plaques, Bags, Baseball
caps, Certificates, Workshop Power point Presentation and the Workshop
Script Document), with an opportunity of adding promotional brochures of the
Branding partner’s products/services.
 7

Estimated Visibility
Some important impressions spread through this workshop’s IMC (Integrated
Marketing Communication) are mentioned below:

Quantity Days
Branding Elements
Disclosed
Newspaper (Quarter page and after
Ear panel) 3 meeting
Workshop Website
www.nims.edu.pk/workshop 1 40 days
Brochures 1000 -
Streamers 200 7
Standees 20 15
Workshop Kits 140 -
Baseball caps/T-shirts 140 -
Banners-Backdrops 5 -
E-mails 5,000 -
Badges/Workshop ID Cards 140 -
Registration Forms 140 -
Certificates 140 -
Plaques for the keynote Speakers 6 -
 8

The Branding Manual

Platinum Visibility/Impressions – Rs. 400,000
1. 12 invitations to the workshop.
2. Inviting one Keynote speaker to explain their brand to the audience.
3. Acknowledgement as “Partner in/ or In Collaboration with” on back
drop, workshop kit and website.
4. Acknowledgement of the Branding partner by the workshop
facilitator/trainer through out the day.
5. Ear Panel and Quarter Page ads in the newspaper, exclusively
mentioning the branding partner. (Coordination is in progress with
potential media partners)
6. Placement of logo on 1 back drop (main stage), 2 side drops, and 1
banner at the back.
7. Workshop kit (Registration forms, Plaques, Bags, T-shirts/Baseball
caps, Certificates, Workshop Power point Presentation, Workshop
Script Document, and notepads). The branding partner’s Samples,
literature and promotional material would also be included in the
workshop kit.
8. Workshop website (www.nims.edu.pk/workshop) would be up for 40
days (20 days before and after the event). The logo and brand mantra
of Branding partner would be exclusively placed alongside NIMS for the
whole duration.
9. Mention of the Platinum branding partner in the NUST Newsletter.
Approximate readership of around (6,000) students and (600) Faculty
members all over Pakistan.
10. 10 standees exclusively with the branding partner’s logo.
 9

11. Publicity through the word of mouth by sales/marketing team and

Marketing & Advertising Partner Channel 7.
12. 300 Streamers in and around Rawalpindi/Islamabad (Exact locations to
be disclosed after meeting with CDA and Cantonment Board).
13. Rostrum bearing branding partner’s name
14. Logo on 1000 brochures.
15. Official Plaque/Shield bearing branding partner’s impression.
16. Certificates bearing branding partner’s logo.
17. Coverage of the event on a Radio channel. FM 101 (coordination in
progress with media partner)
 10

The Branding Manual

Gold Visibility/Impressions – Rs. 200,000

1. 6 invitations to the workshop.

2. Ear Panel and Quarter Page ads in the newspaper, mentioning two gold
branding partner. (Coordination is in progress with potential media
partners)
3. Acknowledgement of the Gold Branding partner’s contribution by the
workshop facilitator/trainer.
4. Placement of logo shared with the other Gold Branding partner’s on
the main stage banner and other drop downs.
5. Workshop kit (Registration forms, Plaques, Bags, T-shirts/Baseball
caps, Certificates, Workshop Power point Presentation, Workshop
Script Document, and notepads). The Gold Branding partner’s provided
Samples, literature and promotional material would also be included in
the workshop kit.
6. Mention of the two Gold Branding partners in the NUST Newsletter.
Approximate readership of around (6,000) students and (600) Faculty
members all over Pakistan.
7. 5 standees with Gold Branding partner’s logo (shared with the other
Gold sponsor).
8. Publicity through word of mouth by sales/marketing team and
Marketing & Advertising Partner Channel 7.
9. 300 Streamers in and around Rawalpindi/Islamabad (Exact locations to
be disclosed after meeting with CDA).
10.Logo on 1000 brochures.
 11

11.Certificates bearing sponsor’s logo.

Contact Details:

Workshop Facilitator

Prof. Khuram Idrees

NUST Institute of Management Sciences
Tamiz-ud-Din Road, Rawalpindi
Email: khuram@nims.edu.pk
051-9271466 (ext: 203)
0321-5174269

Workshop Coordinators
1. Mr. Shahnawaz Ahmed Khan
Email: (please add your email)
Cell no. 0300-5220069

2. Mr. Humza Afzal

Email: humza.afzal@gmail.com
Cell no. 03335424192