Community Marketing Plan
Budget: $30 – $250 USD
COMMUNITY PENETRATION & MARKETING PLAN – BRIEF FOR MARKETING DEPARTMENT
This brief summarizes the agreed approach between Tracey and Andrew to achieve 80% household penetration within a 2-kilometre radius around the target site. The marketing department is requested to translate this into a detailed execution plan with creative materials, scheduling, and performance tracking systems.
1. Objectives and Targets
• Achieve 80% household penetration (≈3,440 of 4,300 homes) within a 2 km radius.
• Achieve 23 tons of LPG sales per month at an average of 5.3 kg per household.
• Maintain 98% retention through consistent customer engagement.
• Establish 15 permanent brand visibility points (shops, schools, churches, council buildings, etc.).
2. Market Mapping and Data Collection (KoboToolbox)
The marketing team should coordinate with field agents to design a short KoboToolbox survey capturing household data (GPS, cooking method, interest in LPG, and contact information). Data will be visualized on Google My Maps or QGIS to identify unserved households, prioritize outreach, and create verified datasets for carbon finance.
3. Community Engagement and Activation
• Door-to-door campaign using branded agents and quick gas demonstrations.
• Mini cooking demos and ‘gas parties’ hosted in neighbourhoods.
• Identification of ‘Cooking Heroes’ such as pastors, teachers, and shop owners to act as brand advocates.
• Activation events in collaboration with schools, churches, and local councils.
4. Permanent Visibility and Branding
• Paint or vinyl-wrap shopfronts and community firewalls.
• Install co-branded signage in schools, churches, and local council areas.
• Deploy branded 48 kg cylinders and stoves in restaurants.
• Utilize tuktuks and market pop-ups for mobile advertising.
5. Digital and Referral Marketing
• Implement segmented SMS campaigns (active, interested, dormant customers).
• Appoint a local social media agent to manage WhatsApp groups and Facebook pages.
• Run referral programs where ambassadors earn rewards for new customer sign-ups.
• Capture and post visual stories from demos and community cooking events.
6. Human Resources and Deployment
The field execution will require approximately 12–15 people for a 3-month campaign:
• 6–8 Field Agents – door-to-door visits and KoboToolbox data collection.
• 6 Community Ambassadors – local influencers for referrals.
• 2 Demo Leads – organize events and cooking demos.
• 1 Social Media Agent – digital engagement.
• 1 Area Coordinator – oversee daily progress.
• 1 Tuktuk Operator – logistics support.
• 1 Admin/Data Analyst – compile reports and track KPIs.
7. Timeline and Deliverables
Month 1: KoboToolbox mapping and household survey completion.
Month 2: Community demos, branding rollout, and social media activation.
Month 3: SMS and referral campaigns, retention monitoring, and data reporting.
Expected output: 3,440 active customers and 23 tons monthly LPG sales.
8. Marketing Department Action Points
• Develop a creative plan (messaging, visuals, local language materials).
• Prepare rollout calendar for each engagement channel.
• Propose a detailed marketing budget including signage, digital, and events.
• Coordinate with operations to align fuel supply, demo logistics, and agent scheduling.
This brief summarizes the agreed approach between Tracey and Andrew to achieve 80% household penetration within a 2-kilometre radius around the target site. The marketing department is requested to translate this into a detailed execution plan with creative materials, scheduling, and performance tracking systems.
1. Objectives and Targets
• Achieve 80% household penetration (≈3,440 of 4,300 homes) within a 2 km radius.
• Achieve 23 tons of LPG sales per month at an average of 5.3 kg per household.
• Maintain 98% retention through consistent customer engagement.
• Establish 15 permanent brand visibility points (shops, schools, churches, council buildings, etc.).
2. Market Mapping and Data Collection (KoboToolbox)
The marketing team should coordinate with field agents to design a short KoboToolbox survey capturing household data (GPS, cooking method, interest in LPG, and contact information). Data will be visualized on Google My Maps or QGIS to identify unserved households, prioritize outreach, and create verified datasets for carbon finance.
3. Community Engagement and Activation
• Door-to-door campaign using branded agents and quick gas demonstrations.
• Mini cooking demos and ‘gas parties’ hosted in neighbourhoods.
• Identification of ‘Cooking Heroes’ such as pastors, teachers, and shop owners to act as brand advocates.
• Activation events in collaboration with schools, churches, and local councils.
4. Permanent Visibility and Branding
• Paint or vinyl-wrap shopfronts and community firewalls.
• Install co-branded signage in schools, churches, and local council areas.
• Deploy branded 48 kg cylinders and stoves in restaurants.
• Utilize tuktuks and market pop-ups for mobile advertising.
5. Digital and Referral Marketing
• Implement segmented SMS campaigns (active, interested, dormant customers).
• Appoint a local social media agent to manage WhatsApp groups and Facebook pages.
• Run referral programs where ambassadors earn rewards for new customer sign-ups.
• Capture and post visual stories from demos and community cooking events.
6. Human Resources and Deployment
The field execution will require approximately 12–15 people for a 3-month campaign:
• 6–8 Field Agents – door-to-door visits and KoboToolbox data collection.
• 6 Community Ambassadors – local influencers for referrals.
• 2 Demo Leads – organize events and cooking demos.
• 1 Social Media Agent – digital engagement.
• 1 Area Coordinator – oversee daily progress.
• 1 Tuktuk Operator – logistics support.
• 1 Admin/Data Analyst – compile reports and track KPIs.
7. Timeline and Deliverables
Month 1: KoboToolbox mapping and household survey completion.
Month 2: Community demos, branding rollout, and social media activation.
Month 3: SMS and referral campaigns, retention monitoring, and data reporting.
Expected output: 3,440 active customers and 23 tons monthly LPG sales.
8. Marketing Department Action Points
• Develop a creative plan (messaging, visuals, local language materials).
• Prepare rollout calendar for each engagement channel.
• Propose a detailed marketing budget including signage, digital, and events.
• Coordinate with operations to align fuel supply, demo logistics, and agent scheduling.