3. The Tactics.......31
The Creative Brief.......35
The Big Idea.......39
The Creative.......43
The Media Plan.......53
Appendix.......61
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6. 6
Executive Summary
Situation
The United States Agency for International Development aims to carry out foreign policy by promoting broad-scale human progress.
It is working in Mozambique to promote various progressive initiatives including agricultural development. The client has asked
us to create an advertising campaign that would enable their new bean to be marketed toward a target audience, adopted by this
audience into regular use, and assimilated into the rural Mozambican culture at large.
Target
Though the client suggested from the start that we position this new product toward female farmers in rural Mozambique, we
conducted thorough secondary research to come to our own decision of pursuing this particular audience. Women in rural
Mozambique are typically the sole caregivers of their children, are responsible for food purchase decisions, and farm the crops
they feed their families with. Female farmers in rural Mozambique are the primary consumers and need to be convinced to try this
new product more so than anyone else.
Key Findings
We received feedback from Amy Dunaway about the target audience that she learned following her visit to rural Mozambique.
From the information she relayed to us, as well as the information we learned from several in-depth interviews, we were able to
pull out key findings that paint a picture of who the target is as a person.
»» Social networks are vital in rural Mozambique to obtain goods, increase cultural capital, and learn about new products.
»» Women are viewed as prestigious and hold most, if not all, of the the caregiving responsibilities, such as deciding on purchases,
farming the subsistence crops, and being a role model for their children.
»» Strength is important to the target. They are mentally and emotionally strong for their children. However, they also want their
children to be physically strong in order to grow up and have access to education and healthcare.
»» The target will place her children before all things. Her kids are her priority, and all of her actions revolve around their well-
being.
»» Clothes and brand materials with bright colors and patterns are desirable and can attract the consumer to try a product.
»» The target is willing to take on elevated roles in society, such as a brand representative position, because it can increase their
cultural capital and make them feel greater worth within society.
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7. 7
Strategy
From the key findings we unearthed through our secondary and primary research, we developed a plan of action for best reaching
the target audience. Because many modern day advertising tactics would be impossible to use in rural Mozambique, we were
able to think creatively and utilize tactics that would most effectively reach rural female farmers. Through the use of brand
representatives, radio shows, posters, and branded merchandise, we believe that brand recognition and awareness will increase
dramatically. Though there is not much for precedent in order to gauge the campaign’s progress, this campaign will be the pilot to
which future campaigns will be compared.
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10. 10
Company
The United States Agency for International Development (USAID) aims to carry out U.S.
foreign policy by promoting broad-scale human progress. Simultaneously, USAID is
designed to expand stable, free societies and create trade partners for the United States, thus
fostering goodwill abroad. USAID is centered on collaboration between communities with
the goal of meeting citizens’ needs. In Mozambique specifically, USAID works to strengthen
democratic governance, improve economic competitiveness and improve Mozambican
health, education and security. In line with these goals, USAID currently aims to introduce
a new bean to Mozambique.
The Situational Analysis
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11. 11
Competition
With a limited amount of income, there is competition for food choices. Other Mozambican
crops commonly subsistence farmed include oilseeds, pulses, cashews, fruits, cassava, and
maize. Meat is preferred to beans and could be a competitor to the bean among consumers
with upward mobility.
Consumer
Women hold the key role in Mozambique’s agricultural labor force. These women, who
live in rural communities, practice subsistence farming in order to provide for their families.
Only around 24 percent of Mozambican women are literate, and there is high variability
among spoken languages. These women place their children’s health and education as their
top priority.
Category
Bean farming has been a staple of Mozambican life since the 1980s. The “common bean”
is a cash crop in the Mozambique region, and it has higher market values than other crops
such as maize or cassava, a tropical root. Bean yields are increasing by about 1.6 percent
each year in Mozambique.
The main growing season for beans occurs in September in the south and December in the
north. In Mozambique, droughts and flooding sometimes occur and, in turn, destroy crops.
Farming is a main source of income for Mozambicans and subsistence farming is the main
source of livelihood.
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12. 12
SWOT
Weaknesses
»» Bean Appearance
»» Blending In
»» Personal & Cultural
Restrictions
»» A Second Thought
»» Fear of the Unknown
ThreatsOpportunities
»» The Reach of Radio
»» Communities & Relationships
»» Economy and Past Successes
»» Bean Composition
»» The Bean and the Land
»» A Part of the Community
Strengths
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13. 13
Bean Composition
Because money is often hard to come by in
rural Mozambique, the consumer is looking
for delicious food that will not only fill their
stomachs but keep them nourished. Beans are
a quality source of protein and, with a meat-
like taste, can satisfy the consumer’s cravings
for meat without the usual big ticket price.
The Bean and the Land
While other popular crops in Mozambique,
such as maize, require the purchase of
new seeds each year, these beans grow for
multiple seasons once planted. Only a small
amount of fertilizer is required for growth,
freeing up even more money for other
necessities. Though the rural Mozambique
soil is often stripped of vital nutrients for
growth due to rampant flooding, these beans
possess lower pH levels that not only aid in
their own growth but can regenerate the soil
so that it may grow more healthy crops in the
years to come.
A Part of the Community
Beans are already embedded in Mozambican
culture as a community food. They frequently
find their way into many families’ dinner
menus and continue to be a staple in
Mozambican cuisine.
Bean Appearance
Though these beans are packed with a likeable,
meaty taste, they are shrouded in an appearance
that may leave a little to be desired. The consumer
does not necessarily like the black color of the
beans and, when placed next to existing beans
in Mozambique, this new bean does not look a
whole lot different. It may be difficult to promote
this new bean without causing product confusion
with existing brands or turning the consumer off
with the outer appearance.
Blending In
While these beans contain protein that is vital to
the health of the consumer, they do not possess
a notably higher amount of protein than the
competitors. And, with no brand name for these
new beans, it may difficult to get the word out to
potential consumers. Because testing of this new
bean is still ongoing, there is not an abundance
of information about brand benefits to promote
either. Without knowledge about the health or
practical benefits of this new product, advertising
could potentially fall a little flat, unable to answer
the consumer question, “What’s in it for me?”
Strengths Weaknesses
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14. 14
The Reach of Radio
Though few modern mediums are available in rural Mozambique to advertise products, the use of radio is an effective,
viable option. With 90 percent of rural Mozambicans having access to radio at multiple times of the day, radio spots
could be quite a successful tactic.
Communities and Relationships
Social networks are common and highly important in rural Mozambique. These networks provide community members
with access to goods and opportunities that they would be otherwise unable to attain. Who you know is everything
to the consumer. They trust product recommendations by their friends and family above all else and engage in
conversations about product choices regularly. Markets are not only a venue for food purchase but also an opportunity
for the consumer to socialize and discuss product options.
Subsistence Farming and Past Successes
Subsistence farming is a key part of the rural Mozambican community. The target is already thinking about how they
can save money and how the crops they choose to purchase impact their immediate families. It has already been proven
that a foreign and unknown crop can be introduced to rural African communities as well. Through the Sweet Potato
for Profit and Health Initiative’s efforts to spread the word through unconventional advertisements, sweet potatoes have
been fully adopted into the culture and are now a food staple in Mozambique.
Opportunities
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15. 15
Personal and Cultural Restrictions
There are many modern advertising techniques that would not be possible, or even possible, to reach the consumers in rural
Mozambique. With no access to television, billboards, and smartphones, the consumers will have to be reached in a creative
yet simplistic way. Since a variety of languages are spoken in Mozambique and the literacy rate is low, a single method
of communication would not be realistic or effective. Because travel outside of her village is often difficult and money is
extremely tight, the consumer may have little opportunity to access the product.
A Second Thought
Even though meat is usually too expensive for the target to purchase, she would always choose meat instead of beans if given
the option. In Mozambique, beans carry a stigma of being the poor man’s food. Though beans are found often in Mozambican
cuisine, it is more a culinary necessity for a low cost meal than a preference.
Fear of the Unknown
Mozambican people often feel that government and cooperative sources of information are inauthentic or unreliable. Though
agriculture is a key industry within rural Mozambique, the target audience is still skeptical of an agricultural industry that
could grow too big for its own good. Seed distributors are hesitant to adopt new products and, since seed sampling is illegal in
Mozambique, and are reluctant to sell beans that are not yet in high demand. Unfortunately, the people of rural Mozambique
mirror this reluctance to try unfamiliar products.
Threats
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18. 18
Primary Research
Methodologies
In-depth Interview Introduction
In order to fill the holes in our secondary research, we chose to conduct in-depth interviews with several experts that would give us
insight into the target audience and the beans. The in-depth interview methodology allowed us to pick their brains and learn more
about who the target is as a person, what their day-to-day lives entail, and what impact the product would have on their everyday life.
Who We Talked To
Dr. Jill Findeis is the Director of
Applied Social Sciences and a
professor of agricultural and applied
economics at the University of
Missouri. Her research involves
understanding decision-making
behaviors, especially as related
to providing food security using
environmentally sustainable
practices.
Dr. Jill Findeis
Nina Furstenau is the socio-
economic research project manager
for the Protein Protect/Soybean
Innovation Lab and CRIB projects in
Mozambique and Ghana. Furstenau
is an instructor at the University of
Missouri and teaches her students
about the importance of hands-on-
learning through the interaction with
agricultural systems.
Nina Furstenau
Fridah Mubichi is a graduate student
at the University of Missouri earning
her PhD in sustainable development.
She works as a research assistant for
Community Development Extension
and Community Development
Academy. Fridah co-founded the
Miriam Kanana Mubichi Foundation
(MKMF), an NGO that promotes
sustainable social and economic
development projects in East Kenya.
Fridah Mubichi
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19. 19
Color Swatch Introduction
We decided to utilize branded materials to distribute to
the target audience in order to spread the word about the
product. In order to capture women farmers’ attention
most effectively, we felt it was important to figure out
what kinds of patterns and colors appealed to them most.
We were able to send over a variety of color swatches to
Mozambique as well as several options of patterns, which
we set to grayscale in order to account for color biases.
After receiving feedback from the women, we used the
most popular patterns as inspiration while creating our
own product pattern. We also incorporated the most
popular colors as well in order to appeal to the consumer
as much as possible.
Understanding a Faraway Target
Since we were unable to travel to Mozambique to speak
with the target audience ourselves, we sent questions
with Amy Dunaway on her trip to Mozambique so that
she could get feedback for us. Amy was able to observe
the lifestyles of the women in these rural communities,
learn about their values through one-on-one and group
discussions, and get to know their likes and dislikes. She
relayed her findings to us, and we used them as guidance
in pinpointing our driving insight and developing our
overall campaign strategy.
The highlighted patterns resonated the most with our target.
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20. 20
1. Social Networks (And We’re Not Talking about Facebook or Twitter)
To the women of rural Mozambique, ‘who you know’ is everything. In low income communities, people rely on the help of others to
access goods, including food for their families. In order to obtain what they need, it is important that the women of rural Mozambique
know the right people who can help them, and in return, who they can help. The opinions of these other women around them are
extremely important when weighing their own purchase options. Additionally, a woman’s role within a social network could help her
gain more cultural capital, placing her at a higher social status within the society.
My research looks at: ‘How do women access social
networks that provide resources to purchase the seed and
the knowledge that goes to production of the bean?’ What
are some of the barriers that stop them from getting into
the networks and what are some things that help them to
get into those networks? The question of culture comes into
play. If you are a widow, how might that limit your circle of
friends? If you were married from another village how might
that affect who you’re closest to and who wants to share
information with you? If you are a single mother, how does
that change your access to a loan versus a woman with a
husband? The social status of all these women varies across
the society. It’s how people view you. The sharing
of information can also vary depending on the network.
-Fridah Mubichi
Findings
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21. 21
2. Girl Power
Women are considered to be prestigious in rural Mozambique. Though their husbands make the money in the relationship, the wives
control the purse strings. Females are responsible for most purchase decisions, including those that involve food. When introducing
a new product to these communities, it is the women of the family that need to be convinced. Though many of these women lack
spousal support aside from financial matters, these women never question their importance and role as the household provider and
role model.
Bantus hold women at a very prestigious position.Women head the household
in terms of the nutrition, they make the feeding decisions, what the children
eat, how the children are brought up. When it comes to deciding what is
consumed in the household, it is the woman who makes that decision.
-Fridah Mubichi
3. Strength Resonates - The Strength of Strength
In a society where nutritious food can be lacking, food that can fill the bellies of their children and keep them strong is important
to these women. They understand that protein is what can keep their bodies and minds strong, and they value foods that are rich
in protein. Since beans are naturally quality sources of protein, the target is already comfortable with including beans into their
families’ diets.
Protein is good for children to develop in school because if they don’t
get enough protein by the age of five, their brains will be stunted.
-Nina Furstenau
This bean is a good source of protein when people
don’t eat enough meat. Protein is strength in a diet.
-Dr. Findeis
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22. 22
4. Children First
From a young age, these women are taught that their role within society is to be a mother and wife. They value their children above
all else and want to care for them in the best way they can. Building a strong family is important to sustain their family’s future and
they will make sacrifices for themselves to ensure the health of their children. Though they rarely have the opportunity to save extra
money after purchasing their necessities, these women would choose to save the money for an education for their children if the
opportunity were to arise.
Most parents [in that part of the world] say that when they have access to increased income,
they send their kids to better schools. Education becomes a big deal, nutrition, health,
access to medical stuff comes next. If you have a child that’s better nourished, they will do
better in school and have access to a better job, which will bring in more income to the
household.
-Fridah Mubichi
5. Empowering Roles in Society
In low income communities, it is often difficult to distinguish oneself from the rest of the crowd. When opportunities present
themselves to take on a position of authority or a more esteemed role, people are prone to jump at the chance. If a brand were
to utilize community members as representatives for their products, it could prove to be a win-win for both the company and the
community alike.
A woman that gets the opportunity to teach is usually of a higher
status. The question is finding who the rest trust, and if you give
them a branded apron - oh my God ... best thing that could ever
happen.
-Fridah Mubichi
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23. 23
6. Eye-Catching Clothing
The women of rural Mozambique wear patterned clothing on a daily basis. Patterns appeal to their tastes in apparel and can be
beneficial to use when trying to capture their attention. Politicians in the past have distributed promotional campaign materials, such
as t-shirts and kangas, with patterns emblazoned upon them. Colors also play an important role in piquing the interest of the target
audience. Specific colors hold cultural and social meaning, which is important to consider when creating branded materials. Many
colors are associated with political products and could be the difference between the target loving or hating the color.
Lots of colors are associated with political parties and leaders. A
specific color could be very off-putting because of its association.
-Fridah Mubichi
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24. 24
Generations of Strength
I know that I need to be strong for my children. That’s just what we do. If I don’t have dinner today,
that’s okay as long as my children don’t go to bed hungry. They depend on me for everything…
food, shelter and just being a good role model for them. I hope that I am the good example I try to
be for them and that they will grow up to be strong people, too. That’s what I want for them more
than anything - and for me. If they are strong and nourished, I have done the job I need to do and
they can grow up to be healthy and educated. I never think about why I sacrifice for them, why I
do everything I can to make ends meet, why they always come first... I can’t think of exactly why - I
know that’s my job, and I wouldn’t want it any other way.
Driving Insight
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29. 29
For all of her waking hours, the Selfless Provider is focused on one
thing: furthering the well-being of her family. Although she is labeled
as a farmer by trade, the role that she takes on unquestioningly and
holds in high esteem is motherhood. From cultivating her land to
harvesting her crops, the Selfless Provider works tirelessly to provide.
She controls all of the purchase decisions because she knows what
is best for her family. As she strives to raise well-behaved, educated
children and put food on the table, the Selfless Provider is the glue
that holds her family together.
Target Profile:
The Selfless Provider
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32. 32
The Tactics
Brand Representatives
Being a part of the community is a key feature of Mozambican life, and women play a vital role in sustaining the culture that
values such interconnection. Naming representatives for the bean who are already knowledgeable of the culture in villages around
the country will ensure the Selfless Providers are aware of the benefits of the new bean. Part of the budget has been dedicated to
this tactic in three main areas: wages, a traditional kanga fabric, and a certificate for women to display. The wages are a monetary
compensation for the time and effort these women will dedicate to the campaign. As part of their role, they will be asked to prepare
the bean for trial at markets, distribute flyers and t-shirts to people in the community, and spread awareness of the bean through
word of mouth. The kanga fabric will have the pattern developed as the identification for the brand, as will the t-shirt. The certificate
will be a way for women to display their accomplishment of being a brand representative and serve as an honorable identification.
Radio
Radio is the only type of traditional media that will be used in this campaign. This tactic will be used to reach a large audience
through advertising in a variety of ways. There will be 30 second, 15 minute, 30 minute and hour long programs with content
ranging from price information at the markets to question and answer sessions with brand representatives. Each of the different types
of radio can be broadcast in different languages to reach a wider audience.
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33. 33
T-Shirts
Even though t-shirts are not a part of traditional dress, they are a popular form of clothing in Mozambique. These shirts will have
the bean pattern screenprinted on the back. Each brand representative will receive a portion of t-shirts to distribute throughout the
community to help increase brand awareness of this new bean.
Posters
Because billboards are not a popular form of advertising in Mozambique and come in all different shapes and sizes, posters
are a more efficient choice. Since many people are illiterate and spoken language varies by location, these posters will be
visually appealing and attempt to convey the brand message through minimal copy. These posters will be hung in markets and in
administrative office buildings, such as the secretariat. They will also be distributed by brand representatives to further increase
awareness.
Stickers
It is important for the beans to be properly branded as they are distributed in the markets. As these beans have a similar appearance
to other beans in Mozambique, by including our pattern at every touchpoint of the consumer journey, our branding will become
more prevalent. These stickers will include the bean pattern and will be placed on the outside of the buckets the beans are
purchased from.
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36. 36
Why Are We Advertising
To influence female farmers in rural Mozambique to become familiar and develop a positive association
with this bean.
Who Are We Talking To
Selfless Providers are strong, unwavering mothers that put their children first. They value their role in
society as it helps them establish themselves as role models for their family.
What Do We Know About Them that Will Help Us
“No matter what, my children come first. I would rather not eat dinner than let one of them go hungry.
I know it might not be easy, but I’m proud that I’m responsible for a lot in my house - cooking, taking
care of my kids and being the best example I can be for them. If I don’t teach them the right way to act,
who will? Making ends meet and making sure they are full is hard when I can’t afford meat, but I usually
figure something out. My community is a big part of my life. The other women who I see at the market and
around town are a support system for me - I help her, and she helps me.”
The Creative Brief
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37. 37
Tonality
Empowering, Empathetic, Sincere.
Mandatories
Pattern
Creative Sparks
»» Kanga (child-carrying fabric) as a bean sprout leaf,
supporting and holding a child.
»» Bright colors inspiring the color choices for our brand
fabric
Take Away
Just as a mother nurtures her family, the Mother Bean will
nurture them, too.
Support
»» Better taste than other beans
»» Cost-effective choice in comparison to other food options
»» Higher yield in comparison to other beans, making it
easier to provide for the family
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41. 41
41
The Big Idea
“The Mother Bean”
The Mother Bean supports mothers in their duty to fill the bellies of those most important to them - their children. Having
satisfied, nourished children makes these women feel that they are the strong, family-first mothers they were born to be.
Rationale
These women invest their time and energy into their family even if it means sacrificing for themselves. They want strong
children and are willing to do anything to provide for them.
Required Creative Elements
Visual Expression of the idea with a pattern
Potential Activation
»» Brand representatives
»» Radio advertisements
»» Promotional materials
»» Kanga/t-shirts
»» Branded buckets
»» Cooked samples of the bean
»» Posters
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44. 44
The Creative
The Fabric and The Sticker
Due to the language variability and illiteracy among Selfless Providers, this fabric will act as a tagline or slogan
for the campaign. Primary research from Selfless Providers showed a preference toward geometric patterns and
bright colors. A bean is also represented in the fabric to connect the product with a visual. The fabric will be
represented on all creative materials in various ways. We also recommend utilizing a sticker to be placed on bean
containers in markets and to be given to anyone who purchases the beans.
Bright green was one of the
colors the target picked out.
Two different shades of
yellow were picked by the
target.
Beans were used in
a geometic way.
Bright pink was one
of the colors the
target picked out.
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45. 45
The Logo
The logo will be used to represent Ag 2 Africa on all creative materials. The mark is an extension of the pattern
developed for this campaign.
Ag 2 Africa
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46. 46
The Kanga
The kanga is a wrap worn by women and occasionally men
throughout the African Great Lakes region. The kanga can be
used to transport food, worn as a garment or used to carry a
child. Since our campaign is centered around the relationship
the Selfless Providers have with their children, we felt creating
a kanga would be an effective way to represent the big idea.
The fabric will be given to brand representatives to increase
awareness.
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47. 47
The T-Shirt
Through primary research, we found that Selfless Providers often wear t-shirts. Brand representatives will
be speading the word for this campaign by giving out t-shirts to Selfless Providers. These t-shirts showcase
the campaign pattern, display the bean, and spread the “Ag 2 Africa” phrase.
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48. 48
The Poster
Even though there are not many places to hang advertisements
in Mozambique, we recommend hanging posters in
governmental buildings. The governmental buildings do not
usually charge for ad placement and will give the brand extra
exposure.
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49. 49
The Certificate
In order to show our brand representatives that we appreciate their hard work, every
representative will receive a certificate with their name on it. Selfless Providers
are not used to recognition of this kind, and our primary research suggests that a
certificate would make them feel important.
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50. 50
Hour-Long Radio Spots: Q&A with 4 Brand Representatives
Introduction: Strong children eat beans, but strong mothers grow them. The Mother Bean means that you give more than a meal to
your child.You give him strength.You give him love. Priced at __ meticals in local markets. Supported by the Ag 2 Africa initiative.
Introduce each brand representative, where she is from and her favorite thing about the Mother Bean.
Questions for Brand Representative #1
What has been your experience growing the Mother Bean?
How do you cook the Mother Bean? What spices do you use with it?
What tips do you have for other people who want to grow the Mother Bean or grow other crops in general?
Tell a personal story about a time you used the Mother Bean.
Questions for Brand Representative #2
How is the Mother Bean a part of your family’s daily life?
What do your children think of the Mother Bean?
How has growing and eating the Mother Bean compared to other beans you have eaten or grown in the past?
Where do you buy this bean on a regular basis?
Questions for Brand Representative #3
Why should other people grow the Mother Bean as opposed to other beans?
What changes have you seen in your family’s mealtime with the Mother Bean?
Is there anything about the Mother Bean that potential growers should be aware of?
What experience have you personally had when buying and selling the Mother Bean?
Questions for Brand Representative #4
Tell us about a time when you used the Mother Bean for a family meal.
What did you think about the Mother Bean before you had a personal experience with it? What did you think after?
Why is the Mother Bean such an important staple for your family?
How do you feel after you provide a good meal for your children?
Thank each brand representative and let listeners know the next time they can hear from the brand representatives. Re-state that
this campaign is supported by the Ag 2 Africa initiative, as well as current market pricing of the Mother Bean.
Radio Scripts
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51. 51
15 and 30 Minute Radio Spots: Q&A with 2-3 Brand Representatives
Introduction: Strong children eat beans, but strong mothers grow them. The Mother Bean means that you give more than a meal to
your child. You give him strength. You give him love. Priced at __ meticals in local markets. Supported by the Ag 2 Africa initiative.
Introduce each brand representative, where she is from and her favorite thing about the Mother Bean.
Questions for Brand Representative #1
What has been your experience growing the Mother Bean?
What kinds of dishes do you make with the Mother Bean?
What tips do you have for other people who want to grow the Mother Bean or grow other crops in general?
Tell a personal story about a time you used the Mother Bean.
Questions for Brand Representative #2
How is the Mother Bean a part of your family’s daily life?
What do your children think of the Mother Bean?
How has growing and eating the Mother Bean compared to other beans you have eaten or grown in the past?
Where do you buy this bean on a regular basis?
Questions for Brand Representative #3: (Only for 30-minute Radio Spot)
What changes have you seen in your family’s mealtime with the Mother Bean?
Is there anything special we should know about the Mother Bean?
How do you feel after you provide a good meal for your children?
Why should people grow the Mother bean?
Thank each brand representative and let listeners know the next time they can hear from the brand representatives. Re-state that this
campaign is supported by the Ag 2 Africa initiative, as well as current market pricing of the Mother Bean.
30-Second Radio Spot: Introducing Mother Bean Concept, Stating Market Pricing
Strong children eat beans, but strong mothers grow them. The Mother Bean means that you give more than a meal to your child. You
give him strength. You give him love. Priced at __ meticals in local markets. Supported by the Ag 2 Africa initiative.
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Marketing Objective
This campaign is designed to be a pilot program for the introduction of the bean
into Mozambique. The measurements for the success of the campaign will be the
number of adopters. Because there is no baseline of current consumers, audience
exposure and action increase will need to be recorded. The expansiveness of the
country and the limited availability of internet will likely prove difficult when
measuring how many people become consumers of this bean, however, it can be
aided by brand representatives recording the number of people they contact and by
the sellers recording how many customers purchase the bean.
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(6) :30 ads (6) :30 ads
(1) 30:00 ad
(6) :30 ads (6) :30 ads
(1) 15:00 ad
(6) :30 ads
(1) 15:00 ad
(6) :30 ads
(1) 60:00 ad
(6) :30 ads
Monday Tuesday Wednesday Thursday Friday SaturdaySunday
Sample Weekly Radio Schedule
August 10 - October 3, 2015
**Day one of campaign (Monday) additional one 60:00 ad
Day 55 of campaign (Saturday) additional one 30:00 ad
15 minute ads (21.25%)
30 second ads (13.75%)
30 minute ads (20%)
1 hour ads (45%)
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Recommended Budget
Budget
With a budget of $10,000, the goal of this campaign is to reach as many Selfless Providers as possible.
Through a combination of brand representatives using word of mouth, radio advertising, and printed
materials, we will engage with rural women to introduce them to the new bean and increase their bean
consumption as a way to provide for their family.
Brand Representative (47.93%)
Printing (16.6%)
Radio Advertisements (16.58%)
Shipping (10%)
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58. Meet
the
Team Hometown
Batavia, Illinois
Secret Talent
Snowboarding
Guilty Pleasures
HGTV and mystery novels
Favorite Sports Team
Chicago Blackhawks
Dream Job
Account Planner on
multicultural campaigns
Abigail Gray
Researcher
Lauren Rundquist
Account Executive
Hometown
St. Louis, Missouri
Favorite Book
The Little Prince
One True Love
Sunshine
Things I Collect
Pennies
Dream Job
Adventurer
Emy Theodorakis
Art Director
Hometown
Glenview, Illinois
Favorite color
Turquoise
Favorite food
Artichokes
Biggest Goal
Travel the world
Dream Job
Global Brand
Strategist
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59. Amy Silvestri
Copywriter
Hometown
Chicago, Illinois
Favorite color
Aqua
Favorite place to travel
Disney World
Frosting or cake
Frosting
Dream job
Naming paint colors
Hannah Wilson
Public Relation Executive
Hometown
Sedalia, Missouri
Favorite Color
Pink
Favorite Thing
Anything Monogrammed
Love of my life
Cats
Dream Job
Wedding Planner or
Communications Director
for a nonprofit
Ann Wade
Media Planner
Hometown
Lenexa, Kansas
Majors
Strategic Communication
and Sociology
Favorite Color
Gray
Favorite Food
Ice cream and donuts
Dream Job
Communications Director
for a nonprofit
Jamie Beard
Social Media Specialist
Hometown
Lee’s Summit, Missouri
Favorite Ice Cream Place
Sparky’s
Favorite Food
Macaroons
Beach or Mountains
Both
Dream Job
CEO
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High Budget
Budget based on quotes from:
Fabric Printing
http://www.spoonflower.com
T-shirt
http://www.customink.com/styles/fruit-of-the-loom-
100-cotton-pocket-t-shirt/188300
Poster Printing
http://www.printsafari.com/us_en/posters?ln_
paper=5860&ln_qty=665&ln_size=5192&ln_
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Interview Transcripts
In-depth Interview with Fridah Mubichi
February 27, 2015
Her background
»» is a graduate research assistant - her dissertation is about finding out how the soybean can facilitate a better life for those in rural
Mozambique
»» from Kenya - says that some of the conditions are similar to Mozambique
»» is in the same ethnic group at those living in Mozambique (Bantu).
What she has to say about the women we are targeting
»» women are very prestigious
»» they are responsible for the feeding decisions
»» their husbands control the money
»» the women and their families do not have much access to protein
»» they have a carb heavy diet (maize consumption)
»» very low literacy
»» They are living very far apart from each other. The region she will be visiting does not even have roads.
Social networks
»» these social networks are organized due to several factors (ex. marital status, property ownership, etc.) - these factors define you
»» what helps/hurts them from joining a social network
»» most of what they learn is through word-of-mouth
AIDs campaign in Mozambique
»» had role play skits (in rural languages)
»» had a van driving around with people dancing - was very popular and effective
‘Mother Bean’ idea
»» really hit upon the idea of “the beauty of having nurtured children who can succeed/have access to school and healthcare.”
»» those that have money left over almost always use the money to educate their children, but this rarely is a possibility.
»» up to age 7, children are most vulnerable to malnutrition; their brain development can be hindered.
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Apron idea
»» European apron style may be something different for them
»» However, a Kanga/Lesso is more familiar to them and is multifunctional.
»» Possibly put a slogan or special pattern on them.
Colors of apron/branded items
»» Lots of colors are associated with political parties, etc.
»» We need to figure out these associations because they could be very off-putting to the consumer.
Brand ambassadors
»» She said “this is a brilliant idea.”
»» women can get higher status
»» have them also teach how to plant the seed, grow it efficiently.
Mozambique
»» A foreign aid dependent country (almost whole budget is funded by other countries).
The current crops grown
»» there is a lack of phosphorus in the soil which prevents crops from growing.
»» the soil is very dry.
The new bean
»» already has phosphorous in the bean.
»» potentially better yield?
What she wants to know
»» are the seeds being given?
»» are the consumers getting agricultural advice as well?
»» what is the replanting yield?
»» what is the cooking time? (this can prevent people from buying because you need to use more resources to make it).
»» does it cause digestive discomfort? (apparently this is a big hinderance as well!)
»» can you use the beans to enrich bread?
She also said...
»» she thinks that the consumer is barely growing enough crops to feed their own households. They will trade the extra beans for other
essentials. Not many people will be able to grow in large quantities in order to sell and make a profit.
»» these new products can potentially break down cultural ties. Relationships have been developed based upon buying and trading goods
with others. New products can change these relationship dynamics.
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Interview Transcripts Continued...
In-depth Interview with Dr. Findeis, Nina Furstenua, and Fridah Mubichi
March 9, 2015
Project Background (Findeis)
»» Project has been happening since 2007
»» Initially in South China, were working on low pH soybeans and they work on root architectures; working for McKnight Foundation
»» Decided to move everyone to Africa in next phase of projects
»» Went at that point to Mozambique and have been there ever since. Project combined with China and Mozambique for a while. When
moved, Mozambique is about beans not on soybeans. Have developed and select for beans that grow bad in bad soil.
Benefits of our Bean over beans currently available
»» Dr. Findeis works with the breeding group and the breeding group has data on additional yield. The breeding group believes that if you
give more yield, everything else gets bigger. Focus almost always on yield with the idea that they will have more to eat because these beans
grow better in bad soil.
»» Landraces: traditional races of beans found in Mozambique and Eastern Africa. Domestic bean and varietal.
»» Called land races because they are natural beans that grow indigenous to that area. Most beans are traditionally introduced to Latin
America. Only three beans are actually natural to Africa. Lab lab was called one.
»» Beans are already culturally important. Beans were introduced in the 1800s. Extremely important because they already like beans, but
now we are trying to promote a different kind of bean. The idea too is to spread the bean and fixes nitrogen and fixes soil. The underlying
problem is bad soil and malnutrition.
»» The beans have been introduced everywhere, according to Dr. Findeis. She sees beans as cornflakes as something that you had to eat,
but if you could get fruit loops, you would rather have those.
»» Friedah is going to the central sites and Nina will be going to the north, as of now.
Fridah mentioned last time that carbs are a big part of the diet. Do these beans have any protein additions that might be noticed?
»» No. They are just regular beans. Haven’t been genetically modified, but are a reasonable source of protein (Findeis).
»» These beans all look differently. Introducing the small blacks and reds from Latin America. Have already been there, but haven’t been
widely introduced.
Are we trying to come up with a name for this bean?
»» What all of these beans have in common is that they have low pH. We should come up with a name. Low pH doesn’t mean anything to
the women living there (Findeis).
Importance of the leaves on the beans
»» Some of the beans are used for nutritional value. The black bean leaves aren’t eaten. The red bean and speckled bean have leaves that
are picked when they are very tender, which are used in mashed food. There is another bean that is a navy bean and the leaves are very rich
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in color and are high in value. These are used as a green which is enjoyed with something else. It depends on what you are able to access.
We don’t know about the leaves with the new beans. Amy would know when she comes back. Fridah is also curious about if Mozambique
people actually do eat the leaves. She might find that they do something else (Mubichi).
»» The campaign needs to get people to eat more beans because their diet is awful. This bean is a good source of protein when people
don’t eat enough meat (Findeis).
»» It’s good for mothers, but it is good for children to develop in school because if they don’t get enough protein by the age of 5, their brains
will be stunted (Furstenau).
Will the women recognize what protein is? We have heard that these taste like meat.
»» There is a drive for mothers to take care of their kids in the best way that they can. Building a strong family is important. Try to educate
them about how the protein will make their family stronger.
»» Protein is STRENGTH in a diet. Good thing to hook onto with the STRENGTH concept (Furstenau).
Mozambique investment
»» China, Japanese, etc. are building a lot of infrastructure in Mozambique like airports (Findeis).
Our client is USAID (According to Dr. Findeis)
They can just share the seeds to grow it, but they’ve been giving out free small packets in Mozambique for people to try it (Findeis).
Distribution of the beans
»» Distribution of the beans is very tricky. The government says that you develop a new product, and they want to be market oriented. The
seed companies don’t want the beans because you don’t have to buy them every year. It’s a one-time investment.
»» Another part of the problem is getting the seed released. The scientists develop the seed, and it must be ‘released’ by the government in
Mozambique.
»» The seeds are being developed in Mozambique by AIM. There is research going on at Penn State, but there is soybean research going
on with CAFNR at Mizzou.
»» McKnight helps fund the beans, but not the soybeans because they perceive that soybeans are just going to be used to feed chickens.
Beans will regrow often so they don’t have to buy often
»» People already recognize this benefit, but the beans will eventually lose some vigor. Could use this as a potential benefit. We want them
to eat more beans. They are heard of people filming and showing them on walls… Potential idea?
Kenya Shamba Shape-Up: it’s a video that shows how to work on your land (Mubichi).
»» Maybe we could shoot a video that shows you how to cook the beans. Mozambique’s demographic is very young, so we might appeal
them by using a cooking show to show them how to use the beans. Bean network?
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Diet of Mozambique people
»» Not varied at all. Dr. Findeis didn’t see very many veggies in their diets.
»» What kind of meats do they eat? They eat chickens… chickens run around the villages. There aren’t a lot of animals. The people going to
Africa will take pictures of all of the animals that they see. Dr. Findeis didn’t see very many animals when she was there. There’s definitely
a lot of fish. Goats, sheep… goats are a woman’s enterprise
»» We assume that meat holds a higher socioeconomic status. Maybe there is a way to go around it that yes we are talking about a bean
that tastes like meat and maybe is even better than meat, but at the same time, how do we make it the preferred food for you even if you
become richer? How do we make sure that we encourage people to not abandon these beans.
»» Equating to strength takes a little emphasis away from this issue. Maybe skip the idea that you have to have the animal for the strength.
»» Goat = strength, Bean = strength as imagery, Soil = strength
»» Maybe some resonance around making strong soil… will increase other yields. Maybe it would help people start to gain pride in their
farms. Women were stating concern over the soil.
»» Maria is a translator from AIM, and is getting her masters from Penn State in the social sciences (Findeis).
Gloves as a low technology
»» As part of the project on soybeans, the group in Ghana said that it was tough for women to be shelling soybeans and what they need are
gloves. One of the collaborators in the US contacted development to get some free gloves and they now have 800 pairs of free pink leather
gloves going over to Ghana that the women get to keep forever (Findeis).
»» Is there anything that these women might need to grow beans? Don’t know any information about how they cultivate the beans. Will ask
about the tools (Mubichi and Furstenau)
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Primary Research Plan
Questions for Amy
»» How will the beans be distributed?
»» Can you give us more information on the local markets and what is exchanged there?
»» Where do the rural female farmers gather to socialize?
»» Is buying beans and seeds for various crops a rational experience or is there emotion attached to it?
»» How often and when do people buy beans?
»» Do women in Mozambique cook with recipes? What spices do they use? What are common ingredients?
»» Can you give us more information on the female farmers role in the family? Do they identify as nurturers, providers or both?
»» What types of advertisements are currently running there?
Tactic: In-depth interview/request study materials
Questions for USAID contact
»» How have new crops and seeds been introduced to southeast African markets in the past?
»» What methods of introduction have been successful? What methods have been unsuccessful?
Tactic: In-depth interview
Questions for SASHA contact
»» What methods were used to make the market aware of the new crop?
»» What types of advertising were successful? What types were unsuccessful?
»» What types of information and benefits did the market best respond to?
Tactic: In-depth interview
Determining emotional or rational consumer/product relationship
Emotional (Who is the consumer really? How does she identify herself?)
Tactics:
»» In-depth interviews
»» Focus Group (“girl talk” setting, easy and organic setting to make participants comfortable; at the market possibly where food
is already on their mind).
Questions about their concept of motherhood and heroes
Questions about their family dynamic, relationship with children, role in the family, etc.
Questions about their self-identity
Questions about their opinion on brand ambassadors
Have the participant draw pictures of a mother and a hero
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Product obituary (What would you do if you could no longer have beans?)
Have them bring in a picture of their family or home
Observation: watching daily routine, mealtime rituals, relationships with family/friends, etc.
Rational (What just makes sense to the consumer economically or otherwise?)
Tactics:
In-depth interviews
Focus Group (same format as above)
Concept test the big idea of a ‘mother bean’
Questions about mealtime and family rituals
Questions about factors and values in the food they grow
Questions about their willingness to grow new foods
Questions about prevalent media in their lives
Questions about advertising they like and dislike
Questions about health
Observation: purchasing seeds, growing food, activity in local markets, shopping for food, cooking, etc.
What we will need to provide to Amy:
Paper/packets for focus groups and interviews
Writing utensils
Visuals for concept testing
What we will need from her:
»» Return of the paper/packets from focus groups/intervies
»» Pictures from observation
Notes/recordings (with translations)
Pt I. In-depth interviews/Focus Groups SAMPLE
Questions:
»» What does it mean to be a mother? What are words that describe mothers? Describe yourself as a mother.
»» What colors or images do you associate with mothers?
»» What are your thoughts on the concept of Mother Nature? Positive or negative?
»» As a woman, do you think of yourself as a nurturer, a provider or both?
»» Describe what your children mean to you.
»» Do you feel powerful? Why or why not?
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»» What are some things you fear?
»» What does mealtime look like in your family? Who prepares it? Who eats together?
»» Are you happy with the food you grow and buy now?
What factors go into choosing the foods you grow?
»» Health of children/family?
»» Cost?
»» Yield?
»» Taste?
»» Availability?
How available is meat for you eat?
»» Is it expensive?
»» What kinds of meat do you eat?
»» What kinds of meat would you like to eat?
Are you likely to try a new food product? What would make you try something new?
If you do not farm beans already, what would make you want to start farming beans?
What types of media is prevalent in your life?
»» Radio?
»» Magazines?
»» Newspapers?
»» Billboards?
What does healthy mean to you? How important is eating healthy to you and your family?
What types of advertisements do you like/dislike?
How do you feel about brand ambassadors (would need to explain this one a little bit)?
»» Would you enjoy doing something like this?
»» Would you trust a brand ambassador? What if it were someone from your village? A friend?
How do you feel about ads that use humor? Do you see them often or infrequently?
Pt. II. Drawings.
Draw a mother.
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