AM/NS India: Showcasing Iconic Projects and Community Impact
Shambhavi Mate
Objective
The primary objective of the showcase is to highlight AM/NS India's flagship projects, including the Chenab Bridge and Mumbai-Ahmedabad High-Speed Rail. It aims to drive opinion leadership and brand advocacy by showcasing key achievements and providing a behind-the-scenes look. This approach will engage both internal and external stakeholders, reinforcing AM/NS India's position as pioneers in the steel industry.
Strategy Idea
The strategy involves leveraging various platforms to build awareness, influence consideration, and create brand advocates. This includes promotional activations and a structured communication framework focusing on brand positioning and reputation management. The proposed network plan includes specific days dedicated to different themes, such as "Product Showcase" on Saturdays, ensuring consistent and targeted communication.
Mapping potential touchpoints for the brand.
The key components of this strategy are as follows:
1. Content Formats
The showcase will utilize a variety of content formats to engage different audience segments. These formats include:
Posts and Internal Workings: Regular updates and behind-the-scenes content to provide a transparent view of the company's operations.
Short Format Content and Capsuled Content: Quick, digestible pieces of information that highlight key aspects of the company's projects and initiatives.
Video Content and Vernacular Content: Engaging video materials and content in local languages to reach a broader audience.
Long Format Content and Testimonial Videos: In-depth articles and videos featuring testimonials from stakeholders and employees, providing a comprehensive view of the company's impact.
2. Thematic Days
The strategy includes dedicating specific days to different themes to ensure consistent and targeted communication:
Product Showcase (Saturdays): Highlighting the company's product portfolio and its applications in various sectors.
Great Place to Work: Showcasing the company's ethics, values, employee programs, and testimonials to build a positive employer brand.
National Impact: Focusing on the company's contributions to India's growth, community upliftment, and sustainability partnerships.
Business Leadership: Featuring the company's business achievements, trade testimonials, and profit creation stories.
3. Design and Visual Storytelling
The strategy emphasizes strong visual storytelling with a wider colour palette and added design elements. This approach aims to create an emotional connection with the audience through human-interest stories and visually appealing content. For example:
Interactive Stories and Animated Carousel Posts: These formats will be used to tell compelling stories of individuals and communities impacted by the company's initiatives.
4. Communication Framework
The communication framework is structured to build awareness, influence consideration, and create brand advocates. This involves:
Promotional Activations: Periodic promotional activities to keep the audience engaged and informed.
Brand Positioning and Reputation Management: Ensuring the company's brand is perceived positively and managing its reputation through consistent and strategic communication.
Overview of Platform Mix & Roles for the brand.
5. Hero Campaigns
Larger campaigns, referred to as "Hero Campaigns," will be launched to create significant spikes in awareness and reach new audiences. These campaigns will sustain for 3-4 weeks and are designed to have a national reach and generate broad conversations.
By implementing this comprehensive strategy, AM/NS India aims to effectively showcase its marquee projects, highlight its contributions to society, and build a strong, positive brand image.
Analysis
The showcase will utilize multiple content formats, including posts, internal workings, short format content, and capsulated content. The content will cover various aspects such as ethics, values, conducts, opportunities, employee programs, and testimonials under the "Great Place to Work" category. It will also highlight the national impact, including contributions to India's growth, product applications in society, community upliftment, and sustainability partnerships.
Goal
The goal is to enhance the brand's reputation by showcasing its significant projects and contributions to society. By providing digital skill training to the nation's youth and contributing to major infrastructure projects, AM/NS India aims to build connections across the country and promote a brighter future
To read the complete strategy, click [here].
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Posted Aug 1, 2024
Positioned AM/NS India as industry pioneers by driving opinion leadership and brand advocacy, showcasing key projects and community impact to boost reputation.
