1. TEAM №3
Company overview
velcom is the first GSM-operator in the Republic of Belarus, providing telecommunication services
since 1999. We are the undeniable leader of the market’s corporate segment – gained nearly 70% of
all legal entities in Belarus as our clients.
Our mission: Together with our customers we are moving ahead to enrich people’s lives with leading
edge communication services.
But as socially responsible company we also see our task in offering products, services and
technologies that can make people’s lives more comfortable and better.
Project background
Currently there are a lot of discussions on problematic of disabled people ongoing in Belarus society,
but barely few things were applied to really ease up integration of challenged people into social life.
The public service sector is not prepared to serve people with special needs - visiting cinema, cafe or
beauty salon becomes a survival exam for them. They’re lacking not only simple accessibility but also
normal human treatment. Sad, but places for socialization become main barriers for socialization for
people with special needs.
Our aims
Primary aim: to increase the number of public places with barrier-free environment and easy
accessibility for people with special needs. Not only by providing easy physical access, but creating
welcoming image and atmosphere for such people.
Indirect aim: to stimulate smooth integration of challenged people into daily life of society and make
their presence there natural.
Our tools
One of the most relevant tools aimed at creation of an open and easily accessible environment can be
a direct cooperation with a service sector (HoReCa, beauty salons and SPAs, cinemas and theatres,
libraries and business centers, shopping malls and clubs, stadiums and concert halls, etc). They are
exactly what compose social life. And at the same time they are still the stumbling-blocks that create
social limits for disabled citizens.
Target audience
Owners and top managers of service companies and establishments in big cities of Belarus – existing
velcom corporate clients. Predominantly male, 35-50 years old.
Insight
“I’m running my business in a very unstable and low-margin environment - all the time I have to think of
staying afloat. I’m not against of serving people with special needs but attracting them requests extra
effort and adjustment of my business. And first of all I have to handle my regular customers”.
Product
Network of public places with “WI-FI SPECIAL ACCESS” – places suitable and attractive for people
with regular and special needs.

2. Project
We’ll use our existing base of companies – velcom business customers, who provide different types of
services – and stimulate their participation in our Republican accessibility program – creation of
network of public places with free Wi-Fi access for everyone, and suitable and welcoming environment
for challenged people. This means not only specialized equipment for easy access but also welcoming
atmosphere: trained stuff and loyal visitors.
What shall companies do to participate? First, they should work on creation of welcoming and
accessible environment for people with special needs. Then they will be visited by the test group from
the Office for the Rights of Persons with Disabilities. Based on their feedback business will be declared
as easily accessible for everyone, including disabled people. After that we grant them with free public
hotspot, named “WI-FI SPECIAL ACCESS”.
As a result, disabled people get the network of places they can attend with pleasure as equals with
others. The society gets the smooth and natural integration of people with regular and special needs.
Our corporate clients get their regular and new customers retained and our company gets existing
customer base retention.
Key Message
Create a friendly environment for customers with special needs and we’ll help you create additional
attractiveness for your regular customers by providing «WI-FI SPECIAL ACCESS».
Agency task
1. Create visual identity of the “WI-FI SPECIAL ACCESS” – the logo as an indicator of the service
companies participating in our network.
2. Develop communication strategy for the promotional launch of our network of public places with
“WI-FI SPECIAL ACCESS” for our corporate customers (includes a key visual and PR solutions).
3. Full media mix with the use of paid, owned and earned media.
Media channels (obligatory but not limited)
1. Strong point on our owned media (web site and business interfaces)
2. Paid channels, such as specialized printed media, internet campaign, BTL business events and
exhibitions.
Budget
200 000 USD
KPI
To create the network of public places with “WI-FI SPECIAL ACCESS” of minimum 400 Wi-Fi hotspots
in Minsk and regional centers right after campaign.