One Bermuda Alliance IMC Strategic Plan
JD. Lewis Group
49 Middle Road
Southampton, Bermuda SB04
Contact: 441| 566-8620
E-Mail: Jodi@jdlewisgroup.com
Website: www.jdlewisgroup.com
Twitter: @jdlewisgroup
“Spreading Your Brand Worldwide”
Integrated Marketing Communication Strategic Plan
PRESENTED BY JODI LEWIS TO THE ONE BERMUDA ALLIANCE
PRESIDENT AND CEO, JODI LEWIS GROUP
PHONE: (441) 705-2816
WEB: www.jdlewisgroup.com
TWITTER: @jdlewisgroup
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One Bermuda Alliance IMC Strategic Plan
About the author
Smart, savvy, articulate, and professional are words that describe public relations practitioner, Jodi
Lewis. She has a consuming passion for seeing others succeed, which has shaped her unique approach
toward her customers and clients. Earning a Bachelor’s Degree in Criminal Justice from Fayetteville
State University (2005) and Master’s Degree in Professional Counseling from Liberty University
(2012) gave her the skills to earn a level of respect in her current field. Mrs. Lewis is now completing
an additional Master’s Degree in Public Relations from Full Sail University.
Mrs. Lewis’ experience in the entertainment industry began in her teens as a model. She hosted and
produced a reality show entitled “America’s Next Video Vixen”, judged and co-produced a local talent
show called “Can U Rip It 2”, and worked with local and international artists such as Wayne Wonder, Dead Prez, Missy Elliot,
Jah Cure, and Trevor Hall. More recently she worked along side with Green Partners with the One Bermuda Alliance and
assisted them with key campaign strategies that help the political group win power and become Bermuda’s next ruling
government. Mrs. Lewis has also sealed a major contract with the Corporation of Hamilton, where she managed the City of
Hamilton’s “Twining of The Cities” initiative. She was also selected to honor Danny Glover with the Bermudian Gombey Award
in Los Angeles for the African Heritage celebration. She has successfully assisted Crime Stoppers Cycling Team secure and
superseded their desired budget for their Jr. Cycling Program and rebranded their entire organization so they are better
prepared for today’s challenges. Finally, Mrs. Lewis has been appointed Public Relations Manager for the Future Bermuda
Alliance, which is the young professional governmental body in Bermuda where she will manage branding this new
organization positively within the public’s eye.
She has a proven record of designing business development projects within the mental health industry, non-profit agencies, as
well as the toilet paper industry. All of her experiences have allowed her to effectively operate as CEO of J.D.LEWIS GROUP, and
she continues to work toward building the organization into one of the top public relations firms and event management
companies in Bermuda. To learn more please visit www.jdlewisgroup.com
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One Bermuda Alliance IMC Strategic Plan
Name of Client: One Bermuda Alliance
Name of Project: “Continued Changed” IMC Strategic Plan
Location of Client: Bermuda
Link to online presentation: http://vimeo.com/71709910
Goal
It is the goal of this document to provide a strategic plan for the One Bermuda Alliance to continue their pre-elections promise
via integrated marketing communication methods.
Executive Summary
The One Bermuda Alliance (OBA) is a political organization in Bermuda that has become the new government in power
after beating the Progressive Labor Party (PLP). This victory was instrumental because the odds of the OBA beating the PLP
where about 3 to 1. The Progressive Labor Party has been in power in Bermuda for over 14 years, and in those 14 years they
have manage to bankrupt the country, increased crime, decrease tourism sales, and allowed our education systems to fail. It is
imperative that the OBA does really well while in power, however there is an obvious lack of experience and a clear racial
barrier that is dividing the country and may prevent this success. The One Bermuda Alliance brands identify has become
blurred over the past several months and communication mistakes continue to cause problems internally and externally
within the party. An integrated marketing communication strategic plan must be utilized quickly as the party continues to
communicate its message as well as the message of the government to the people of Bermuda. This message must be the same
but translated for all targeted audience to understand.
Organizational Background
The One Bermuda Alliance (OBA) achieved what most people thought was an impossible goal. In one year of existence,
the OBA became the ruling party of Bermuda, maintaining 10 seats held by members of Parliament and gaining 9 additional
seats needed to give the OBA a 19-17 majority. Founded in 2011 after members of the United Bermuda Party dissolved due to
a negative public image and the failure of the Bermuda Democratic Alliance, members started the road to building a public
image as the One Bermuda Alliance. They employed Derrick Green of Green Partners to head what became a transcending
campaign that utilized social media and other public relations tools. There were 43,632 registered voters of that, 30,862
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One Bermuda Alliance IMC Strategic Plan
registered voters came to the polls. 15,949 registered voters voted for the OBA (52%), while 14,218 voted for the PLP (46%).
Independents received 695 votes or (3% percent of the vote).
The OBA is now the government in power that rules over the island of Bermuda. The party and the government are two
separate entities and the organizational structure has changed now that the OBA is the ruling party. The party chairman is
Thad Hollis, JP, Deputy Chair is Jeanne Atherden, JP MP, and Michael W. Branco, JP, and the secretary is Karen Magnum. The
leader of the party is Premier The Honorable Craig Cannoiner JP, MP, and they meet for caucus every Tuesday of the week to
discuss party business. The party serves all Bermudians but it is perceived to serve the very wealthy Bermudians, which is
apart of the negative image the party needs to combat. The funding sources are from private donors through fundraising
political events, however the Progressive Labor Party and a few Independents are in direct competition with the One Bermuda
Alliance. Since losing the election the Progressive Labor Party is attempting to rebuild its base and rebrand itself as the party
that cares about the people of Bermuda. They are becoming a strong opposition that is working hard to stop the success of the
OBA.
There is a current global recession and Bermuda is not exempt from the effects of the recession. Bermuda’s tourism
industry is taking a beating and due to the previous governments lack of business sense the International Business sector has
also decreased. Crime and gang violence is on the rise, alcoholism is crimpling Bermuda’s young people, jobs are limited, and
education has hit a roadblock. Bermudians are leaving the island seeking opportunity in UK and the USA, and more and more
expats are being contracted to work in Bermuda, which presents a very big problem for the locals still on the island. Bermuda
has enjoyed years of wealth but now with the mounting problems Bermuda needs to band together to pull themselves out of
this recession. The One Bermuda Alliance believes it is the governmental body that can lead Bermuda out of the recession, and
turn such a negative national situation around.
Planning a public relations campaign to combat negative perceptions during such difficult times with a strong
opposition can be challenging. Publically, reaching an audience that is extremely diverse in every kind of demographical
measurement means finding the similarities within the group and structuring a public relations plan around those similarities.
The One Bermuda Alliance within its first 100 days in office has failed to do this. They have failed to brand themselves as a
party of inclusiveness and they appear cold and selfish to the public due to the oppositions smear tactics and their keen ability
to twist potential positive things into negative failures.
Situational Analysis
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One Bermuda Alliance IMC Strategic Plan
The One Bermuda Alliance party has a website, Youtube.com, Facebook page, and Twitter account managed by Toni Daniels
and Karen Magnum, both do not have a public relations background however they are really good with interacting positively
with their base and very negatively with those that oppose them. The organizational image and reputation is one that wants to
be inclusive and embrace all but does not know exactly how to meet that goal. The party is fighting with the want to get the
economy back on track while wanting to increase their public image. Some difficult and unpopular choices have to be made
such as job cuts, and decreasing benefits for seniors, which is causing a disconnection with the OBA and the public. Public
Relations efforts have been the establishment of a Facebook and Twitter accounts, and a community Easter Egg hunt for
families to attend.
A young professional organization has been formed called the Future Bermuda Alliance, which has a primary goals to reach
out to the youth in Bermuda through events and created opportunities for youth to get involved with the One Bermuda
Alliance and its efforts. Communication channels as a party go through the chairman Mr. Thad Hollis, and is normally
dissimilated to the public via social and traditional media outlets. The OBA tends to consistently be on the defensive, due to the
fact that they communicate messages after someone from the opposition has challenged its judgment on an issue. The party
has not separated itself from government and its response to governmental problems when the government of Bermuda has
an entire communication department to take on crisis and responds to the press. The OBA should focus on the party’s public
image, and direct negative press to the governmental communications department so messages are not being mixed.
A public relations campaign would need to include strict guidelines for communication to the press and public. Key messages
will have to be developed and adhered to consistently and there needs to be a separation between the government and the
party in terms of communication.
Current Situation
The One Bermuda Alliance has achieved a major victory and has a goal to continue to remain in governmental power
over the next several years. The organization would like to be a diverse group of people that works with the community in
which they service to enhance Bermuda and its people. They want to change any negative images of it being the “white party”
or the “rich party” to a party that cares deeply for all Bermudians no matter what social economic background they come from.
Goals for the One Bermudian Alliance would be to keep Bermudians calm and build trust in the government. Connecting with a
group of people can be extremely difficult when you have a strong opposition doing everything in their power to ensure that
same connection is not made while at the same time working their plan to connect with those same people.
Development
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One Bermuda Alliance IMC Strategic Plan
OBA is not effectively staying on course as far as where it would like to go in terms of connecting with the public. Over the
course of the election campaign the party stayed on message and gained the trust of the voters to lead this country, however
they have gotten lost in their win due to a clear lack of organization as if the party did not really expect to win.
Current Position
Currently the OBA is connecting with the community through social media accounts and traditional media avenues. There is
no unique way of communicating with the public and this may be due to the OBA and the FBA’s lack of experience in a
leadership or communications role.
Direction
The OBA has the opportunity to change the government and the party’s public image through an array of different initiatives.
Problems that this public relations campaign must address are the assumptions that there are no key messages, increasing
outreach efforts to the community, and expanding social media techniques to really measure how effective the campaign is.
The central issue in the campaign is the delegation of roles and not understanding the important of an organizational structure
where communication and public image is at the forefront.
Vision
The client ultimately wants the OBA to become a viable entity within the community that connects with its community
members and increases its public image by learning how to deal with negative press and the oppositional group. The Public
Relations role is to create a strategic plan to assist the OBA with meeting its goals. This plan will have to include measurement
techniques to ensure a ROI, and expectations for communication efforts are to stay within budget projections, and obtain final
approval from the Chairman prior to efforts going public.
Problems that can be encountered is the party not agreeing on the messages and community outreach methods. The party will
have to acknowledge that they need expertise in this area, or they will continue to take negative hits within the public. If the
party allows JD Lewis Group to effectively implement a strategic public relations plan, they will be able to achieve its vision
and change its current direction or position within the community. The OBA ran a successful ad campaign and they will need
to do the same throughout the next four years to win the next election.
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One Bermuda Alliance IMC Strategic Plan
SWOT Analysis
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One Bermuda Alliance IMC Strategic Plan
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One Bermuda Alliance IMC Strategic Plan
JD Lewis Group has the skills and abilities to address the strengths, weaknesses, opportunities, and threats presented in our
SWOT Analysis. We understand that communication and connection with the public is vital to win the next election. JD Lewis
will developed a communication policy which will included a crisis communication procedure to ensure that our
communication methods are organized and upheld. In addition we will include a plan to positively talk about the opposition
party so they appear “bitter” if they attempt to negatively talk about our efforts. JD Lewis group will assist with fundraising
efforts to ensure we have enough funds to meet all internal and external expectations.
Specifically for the Father Daughter dance we will address all of our weaknesses upfront by determining where funds will
come from, how information will be communicated with the public, and develop a crisis response statement for any negative
press. We will work with the Ministry of Education to issue a brief survey for students, to ascertain their relationships with
their fathers and read the results at the event. Furthermore, we will work with organizations such as the Family Centre and the
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One Bermuda Alliance IMC Strategic Plan
Mirrors Program to see who we as a party can get more involved with strengthen fathers within our community. Cross-agency
and ministry efforts will ensure positive press for this event along with great entertainment and low-ticket prices.
Competitive Analysis
Organized
Group
Committed
Members
Grass roots
committees
Meets
regularly
Young people
mobilization
group
Canvassing
continuation
Consistent
community
outreach
events
OBA
Y
PLP
Y
Independents
N
Y
Y
N
N
Y
N
Y
Y
N
Y
Y
N
N
Y
Y
N
Y
N
Notes
After researching and conducting a competitive analysis it is determined that the PLP party has some advantages. The PLP
party since losing the 2012 election has restructured itself by electing a new leader, having consistent free community events,
consistently canvassing within the community, and mobilizing its core supporters to speak out consistently against the OBA.
This must change! The One Bermuda Alliance must actively work to secure the 2016 elections and this means reaching out to
the people of Bermuda in a innovated and strategic way.
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One Bermuda Alliance IMC Strategic Plan
Research
In order to successfully achieve the “Continued Change” Campaign JD Lewis Group would like to conduct additional
researched on our targeted demographics that will ensure we are reaching out to the right group of people and achieving our
goals. Our preliminary research, statistics, and data tells us that the OBA did not win the election by many votes and that they
still have much work to do in the community to convince registered voters who did not vote, swing voters, and those who
voted for independents that they should remain in governmental power in 2016. We have concluded that the age of focus is
14-65, however we need to identify who these people are, what they like, what they want, and more importantly who they will
vote for in the future.
Our research goals are as follows:
 To research and gain demographic information from registered voters who did not vote in the general election by reviewing polling
data and conducting surveys using surveymonkey.com in addition to strategic focus groups.
 Create and design community outreach events that foster positive feedback among supporters and non-supporters using
connections with established community agencies and social media site for dissemination of positive outreach efforts.
 Ensure social ROI by using measurement tools such as Google analytics to increase public image positive within the community
evidenced by designing result driven campaigns to be measured every 90 days.
It is the objective to gain detailed information about the targeted demographics while conducting focus groups to really
understand their wants and desirers. When this information is captured we will develop a strategy to reach out to community
through events and community outreach initiatives. JD Lewis Group also can ensure that this will increase fundraising
donations as well, because members will see the positive outreach that the party is doing and will want to support.
At the onset our primary research will be conducted via reviewing polling data, conducting surveys, and focus groups. We
strongly believe that qualitative and quantitative research methods are needed to achieve our research goals. An example of a
research project we would like to conduct is the collection of data from a focus group that would gather specific information
and opinions about the OBA, and their wants for the future. The qualifications for my focus group will be persons of African
descent, male, ages 34 to 56 who classify themselves as a swing voter or a registered voter who opted not to vote in the
December 17, 2012 election. My sample size will be 6 to 8 people and will be held at the OBA headquarters conference room.
Rational for the location is because the OBA does not want to appear that it is hiding anything from the public or the
participants. We want to communicate exactly what the goals of the focus group are and honor our campaign promise of
transparency. In addition, we want the community to know we are making every effort to meet them, understand their needs
and wants, and meet their expectations.
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One Bermuda Alliance IMC Strategic Plan
The questions that will be asked with be carefully crafted and phased in a way in which we can gain maximum
information from each participant. Specifically half of the questions would be asked about voting habits, political choices, and
reasons as to why someone did not vote. The other half will be dedicated to determining the openness the participants are to
getting to know the OBA through specialized events such as the Father Daughter Dance. Sample questions are as follows:
• What motivated your political choice in the past December 17, 2012 election?
• Explain your openness to attending politically motivated events to connect with the community based on independent
similarities such as being a father, mother, having a daughter, owning a boat, etc.
• What personal connection with you does the OBA have to make within the next four years to secure your vote?
Each question listed will require a discussion, as we do not want survey type responses, rather our participants to
elaborate and tell specific stories about their experiences and opinions. Each question will be associated with a scorecard,
which will capture the participant’s opinion of the answers provided. The participants will have to answer if the answered
questions in a negative manner, positive manner, or if they did not know. This process holds data significance because it would
allow the analyst the opportunity to evaluate the openness to change of the participants. If the majority of participants are
open and positive with their response we can infer that influencing their voting decision can be achieve if we meet their
desires and needs. If participants are primarily negative in their responses and indicated that it is unlikely that they will
welcome an opportunity to connect with the OBA we can minimize our attempts to connect with that identified demographics.
In Bermuda the political association is extremely obvious. Some times based on the area in which you live, who you associate
with, where you work, etc. can determine your political choice. If we are able to identify the “unreachable”, we can avoid
wasting party funds reaching out to a group of people that are “set in their ways” and will most likely not support the OBA
even if we positively changed the direction of the country.
If our plan to gather data via a focus group proves to be insignificant we would create a survey using software such as
Surveymonkey.com and develop a questionnaire that can be forward to swing voters and registered voters that did not vote
via e-mail. The e-mails verbiage would read “Dear Friends, You have been identified as a registered voter however you did not
vote in the December 17, 2012 election. In an effort to ensure we meet the needs of all our community members and ensure
that everyone’s voice is heard we are conducting a survey that will you an opportunity to communicate your wants, desires,
and needs directly to the One Bermuda Alliance party. Those who complete the survey will receive an specially designed “We
Support Bermuda” pen via mail.” By offering an incentive to complete the survey will not only ensure more people participate
but it will also give the OBA to ensure the addresses and other contact information is accurate in the Parliamentary Registrars
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One Bermuda Alliance IMC Strategic Plan
database. This will help with direct marketing efforts and reaching out to the same group of non-voters in the future. You can
also gather important data about non-voters that followed a "call to action" by completing a survey. These voters maybe open
to attending an event and eventually gaining their support. Building voter loyalty is important but maintaining it over time is
far more important. We would like to start this process immediately and it will take 1 month to complete. All findings will be
presented to the members of the board along with additional recommendations based on the conclusions.
This information will allow JD Lewis Group to effectively target the correct group of people, which will save party funds due to
the strategic approach to reach out to a specific group of potential future voters.
The Future Bermuda Alliance Overview and Market Segment Plan:
Reconstruction of the FBA
It is essential that the Future Bermuda Alliance reestablish itself within a timely fashion. The appointment of Robin Swan has
already proven to be effective and at current there are 4 committed members. The FBA wants to fundamentally want to
identify our targeted demographics and strategically plan events that are measureable and meet event goals. Overall we want
to brand the FBA as a viable entity within the community.
FBA Plan
While the members are committed and motivated, much planning must take place prior to branding itself within the
community. We want to grow membership and retain members as they come in the door. To do this the FBA must be
organized, professional, and strategic. We have developed a phase plan that will be implemented immediately pending OBA
approval.
Phase 1:
Reestablished the FBA (Mastering our mission, goals, and objectives
Target Audience identified (Holding focus groups and surveys to identify audience, likes, wants, and expectations)
Establishment of social media accounts to be managed by Jodi Lewis (Twitter, Facebook, website, and Instagram)
Phase 2~ Summer Months
Planning of first branding events
Internet Safety Educational Forum to include in-depth discussions about sexting, bullying, and Internet predators. Will feature
the Bermuda Police Department, FBA Member, and Jr. MP.
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One Bermuda Alliance IMC Strategic Plan
Fundraising Event
Party with DJ DGeneral at Rumbar (NONE FBA Associated Event)
BBQ with the Premier Mixer
Networking event at Premiers home that will include those interested in the FBA, Political members etc. Private invite only
event.
Phase 3
Intense membership drive events (Creation of membership incentives)
Research and publications in the papers and magazines
Presentation in Cabinet
Public Relations and media opportunities
Networking events
School Visits
Teen events
Back to School Event
Establish political mentorship programs for teens (Teaching leadership skills, community development, Public
Speaking, and possible offering scholarships in the future)
Based on the phases listed above the FBA would be on its way to establishing itself in the community. Some key strategies are
to work with organizations already in existence for certain initiatives and partner for media purposes. I think it is key to
partner with integrity driven entities such as the Family Center and Big Brothers Big Sisters.
Conclusion
The OBA and the FBA has an opportunity to impact our community through strategic planning. Based on our initial analysis JD
Lewis Group is confident that if the OBA/ FBA was to accept the “Continued Change” Campaign proposal they will achieve its
reelections goals in 2016. Research and data drives a campaign and these numbers will give us the information to target a
specific group of potential voters. Community outreach efforts and communication to the public will be very important over
the next four years. We have concluded that due to the fact that there is a strong opposition party the OBA has to consistently
reach out positively to the community and the media. We are enthused about working with the One Bermuda Alliance and
positive that JD Lewis Group can assist the One Bermuda Alliance with all of its political and community relations needs.
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One Bermuda Alliance IMC Strategic Plan
Marketing Objectives
The marketing objectives is to marketed the OBA in a way where members of the public to get to know, support, and reelect
the One Bermuda Alliance as the Government in power in Bermuda.
The communicated message is:
Supporting the One Bermuda Alliance is supporting Bermuda!
Or (Interchangeable)
Supporting Bermuda is Supporting the One Bermuda Alliance
Targeted Audience
This campaign based on polling data will target audiences that are males of African decent in between the age of 35 and 75 YO
with a HH Income of 55K-100K throughout the island. This audience will be those that are “on the fence” between political
parties and may have not voted in the 2012 elections because they did not want to pick sides. There were 29.2% of the register
voters that DID NOT vote. We need to understand who they are and why they did not vote. In addition youth as young as age
14 -18 YO both male and female. It is widely know that those that are 14 will be voting age within the next election and we
much capture the hearts of these young voters to ensure reelection.
Targeted Market Segments

Young Business Professionals – This particular segment is important to win the next election. They are the group of
people that will be off age to run the country during the next election and they have more swaying power then they
understand. Capturing this group will be key to a 2016 election victory. In addition this group will assist with effort to
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One Bermuda Alliance IMC Strategic Plan




get reelected, however they want to see real change that will benefit their future from a governmental standpoint. This
group cannot be fooled and are young savvy and well educated.
Single Mothers- single motherhood in Bermuda is on the raise and these mothers are struggling. Every member can
related to a story of a single mother working hard to raise children in Bermuda however we cannot victimize this group
but empower them. Promotions directed at them much be seen as empowerment, motivation, and appreciation.
High School Children in both public and private schools- This market segment is also a critical one. There will be
about 5-6 thousand students that will be voting age in Bermuda during the next election. OBA must ensure these
current students are registered to vote, and stick with them throughout their high school years. The Future Bermuda
Alliance will oversee these efforts by implanting a Teens on Healthy Relationships Series of events.
Black males that work labor related jobs- This market segment is by far the most difficult to ensure. They are strong
PLP supporters however currently the economy is taking a negative turn and they are also family man that wants the
best for their families’ future. The key to winning this group is to show them that the OBA is just like them, that they
care about them, and to give opportunities for this group to express themselves.
Bermudian Families – The OBA ran on a platform that strongly included Bermudian Families and its ability to
strengthen Bermudian families. In order to secure this demographic the OBA must start doing community events that
supports families as a whole but also father empowerment, etc.
Strategies and Tactics
JD Lewis Group is proposing any aggressive plan that will include he following:
 Print Advertisement
 Television Advertisement
 Radio Advertisement
 Community Events
 Online/ Social Media Presence (Website/ Twitter/ Facebook/ Instagram)
 Internal Communication Plan
 External Crisis Management Plan
 Promotions
 Volunteer Program to create brand awareness
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One Bermuda Alliance IMC Strategic Plan
Strategy I.
Create an internal and external communication plan in addition to a crisis management plan for the political party
Strategy II.
Create print, radio, and television advertisement that communicate the brand message to all targeted audience and market
segments. Reconstruction of the FBA
Strategy III.
Develop a social media plan to achieve the following goals:
1. To increase visitors to company website
2. To build customer loyalty
3. To spread exciting news about company achievements
Key Performance Indicators per Goal
Goal 1. To increase visitors to company website.
KPI’s: Fan Growth ~ is the growth with the amount of friends and followers you gain over time by your social media
efforts.
Goal 2. To build customer loyalty,
KPI’s: Engagement Rate ~measures how many times people share and “like” correspondences placed on social media
pages.
Goal 3. To spread exciting news about company achievements. KPI’s: Response Rate ~ Response rate is the rate in
which your agency or company response to customers which shows that the agency is listening to their clients.
Strategy IV.
Develop an aggressive volunteer/membership program, which can spare head community events and promotional efforts.
Tactics
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One Bermuda Alliance IMC Strategic Plan
Tactics for Strategy I: Gather and review current communication methods for internal and external means. Revise or
restructure the policies and meet with all stakeholders to review the policies and procedures.
Brief Overview of Communication Analysis
The One Bermuda Alliance party has a website, Youtube.com, Facebook page, and Twitter account managed by Toni Daniels and
Karen Magnum, both do not have a public relations background however they are really good with interacting positively with their
base and very negatively with those that oppose them. The organizational image and reputation is one that wants to be inclusive and
embrace all but does not know exactly how to meet that goal. The party is fighting with the want to get the economy back on track
while wanting to increase their public image. Some difficult and unpopular choices have to be made such as job cuts, and decreasing
benefits for seniors, which is causing a disconnection with the OBA and the public. Public Relations efforts have been the
establishment of a Facebook and Twitter accounts, and a community Easter Egg hunt for families to attend.
A young professional organization has been formed called the Future Bermuda Alliance, which has a primary goals to reach out to the
youth in Bermuda through events and created opportunities for youth to get involved with the One Bermuda Alliance and its efforts.
Communication channels as a party go through the chairman Mr. Thad Hollis, and is normally dissimilated to the public via social and
traditional media outlets. The OBA tends to consistently be on the defensive, due to the fact that they communicate messages after
someone from the opposition has challenged its judgment on an issue. The party has not separated itself from government and its
response to governmental problems when the government of Bermuda has an entire communication department to take on crisis and
responds to the press. The OBA should focus on the party’s public image, and direct negative press to the governmental
communications department so messages are not being mixed.
A public relations campaign would need to include strict guidelines for communication to the press and public. Key messages will
have to be developed and adhered to consistently and there needs to be a separation between the government and the party in terms of
communication.
Tactics for Strategy II: Conduct a review of past print, radio, and TV advertisement and conduct a study of what was gaining a
more positive response. Develop 30-60 second commercials for all media avenues that state the same agreed upon message.
Each ad must communicate the same message but in different ways. The message is
Supporting the One Bermuda Alliance is supporting Bermuda!
Or (Interchangeable)
Supporting Bermuda is Supporting the One Bermuda Alliance
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One Bermuda Alliance IMC Strategic Plan
Print Ad concept: Family eating on a beautiful beach with the words “ Supporting the One Bermuda Alliance is supporting
Bermuda” and “Clean beaches for your family to enjoy”. This ad can be in conjunction with KBB (Keep Bermuda Beautiful).
Radio Ad concept: High School student talking about grant money they received to go to college and how they are excited
about their future under the One Bermuda Alliance Government. “Supporting the OBA is supporting Bermuda”. “Thank you
Bermuda”!
TV Ad concept: Video shots of members of labor oriented jobs working and smiling. “Keeping Bermudians Employed is
supporting Bermuda”.
Strategy III: This strategy will include an array of online and social media techniques including hired bloggers increase
response time to questions on social media sites, posting more photos of members of the community doing positive things in
the community, and an online social outlet for Bermudians.
The “Continued Change” Campaign will communicate directly with community members (CM). It will direct their thinking,
feelings, and allow them to participate in call to actions.
Think: One Bermuda Alliance members and supporters really care about breaking barriers and getting to know the people.
Feel: CM feel like they are being heard from their political representatives evidenced by surveys and focus groups.
Do: CM show support by coming to community events, fundraiser, and tell others about good works.
Social Media will communicate the following:
• FEATURES: The One Bermuda Alliance brand is a diverse product that appeals to every demographic and cares about
all. It features a wide scope of backgrounds including black women, young professionals, white business professionals,
teen supporters, interracial members, bilingual members, and senior representatives.
• BENEFITS: Supporting the OBA means one can tap into assisting with the continued change plan. They can grow the
economy, strength families and schools, help the at-risk population, increase tourism as well as enhance international
business and public safety.
19
One Bermuda Alliance IMC Strategic Plan
Education
about OBA
Support
Bermuda
Support
Community
growth
Support
OBA
Support
Continued
Change
20
One Bermuda Alliance IMC Strategic Plan
Support Bermuda
Supporting the OBA means
you support growth and
continued change in
Bermuda.
Support OBA
Supporting OBA will in turn
mean you support change
and good governance.
Strategy IV: Developing and aggressive members or volunteer program is important to get the messages listed above within
the community. Due to the financial situation of the political party it is critical that members or volunteers start organizing
events that spreads our key messages within the community as soon as possible. To achieve this goal we must offer some
incentives that will engage the community and cause buy in to our membership/volunteer program. These incentives can be
community service credits for school, community service credits for Financial Assistance consumers, and gym memberships,
etc. Currently within ever constituency there is a board that has about 5-7 volunteers. Each constituency should spread the
same message and work on building their numbers through fun initiatives that promote community involvement.
21
One Bermuda Alliance IMC Strategic Plan
Creative Samples of Imaging:
Media Flowchart
Offline Flowchart
Communications Department
Creative Design Team
Messages will start by getting
approval through the
communications department who
will ensure the message is on
message with the overall goal of the
IMC Plan. "Supporting the OBA is
Supporting Bermuda" . This
department will also approve the
budget and review all media and
promotional plans.
This team will consist of
videographers, graphic designers,
etc. They will develop the creative
backdrop for the message. This will
go back to the communications
department for approval.
PR/ Media Relations
The PR professional will develop a
media and marketing plan as well as
reach out to the approprate media
outlets to start the promotional
phase. A ROI review will be
conducted and status of the offline
promotions will be reported back to
the communications department.
Press releases will also be drafted
and bloggers will be instructed to
blogg positively about this project.
22
One Bermuda Alliance IMC Strategic Plan
Online Flowchart
Communication Department will
discuss and review all online content
prior to it being posted on the website.
Each drafted document must be free of
all errors and recieve two approval
signatures from the Communications
Department Chair and the Chairman of
the party.
There will be three designated persons
that will blogg, update social media
sitse, and the website.
There will be a review process to
respond to community members but
this must be done in a timely manner.
Integrated Flowchart
Website/
Social Media
Presence
Print/TV/
Radio Ads
Community
Events &
Volunteer
Programs
Supporting the OBA is
Supporting Bermuda
23
One Bermuda Alliance IMC Strategic Plan
Media Schedule (Please note this will be a 12 month schedule that is subject to changed based on crisis management
necessaries and election needs. May, June, and July will follow the same schedule)
Tool/Media
August
September
October
November
December
January
February
March
April
Twitter
60x/mth
(twice a
day)
8x/mth
(twice a
week)
1x/mth
60x/mth (twice
a day)
60x/mth
(twice a day)
60x/mth
(twice a day)
8x/mth (twice
a week)
8x/mth (twice
a week)
1x/mth
1x/mth
60x/mth
(twice a
day)
8x/mth
(twice a
week)
1x/mth
60x/mth
(twice a day)
1x/mth
60x/mth
(twice a
day)
8x/mth
(twice a
week)
1x/mth
8x/mth
(twice a
week)
1x/mth
60x/mth
(twice a
day)
8x/mth
(twice a
week)
1x/mth
60x/mth
(twice a
day)
8x/mth
(twice a
week)
1x/mth
1x/mth
1x/mth
1x/mth
1x/mth
1x/mth
1x/mth
1x/mth
1x/mth
1x/mth
2x/mth
2x/mth
2x/mth
2x/mth
2x/mth
2x/mth
2x/mth
2x/mth
2x/mth
Update
2x/mth
including
videos
and
photos
Daily
Update 2x/mth
including
videos and
photos
Update
2x/mth
including
videos and
photos
Update 2x/mth
including
videos and
photos
Update
2x/mth
including
videos and
photos
Update
2x/mth
including
videos and
photos
Update
2x/mth
including
videos and
photos
Daily
Daily
Daily
Daily
Daily
Daily
Update
2x/mth
including
videos
and
photos
Daily
Update
2x/mth
including
videos
and
photos
Daily
2x/week
2x/week
2x/week
2x/week
2x/week
2x/week
2x/week
2x/week
2x/week
2x/week
2x/week
2x/week
2x/week
2x/week
2x/week
2x/week
2x/week
2x/week
2x/week
2x/week
2x/week
2x/week
2x/week
2x/week
2x/week
2x/week
2x/week
1x/ mth
1x/ mth
1x/ mth
1x/ mth
1x/ mth
1x/ mth
1x/ mth
1x/ mth
1x/ mth
1x /mth
1x /mth
1x /mth
1x /mth
1x /mth
1x /mth
1x /mth
1x /mth
1x /mth
1x/mth
1x/mth
1x/mth
1x/mth
1x/mth
1x/mth
1x/mth
1x/mth
1x/mth
1x/mth
1x/mth
1x/mth
1x/mth
1x/mth
1x/mth
1x/mth
1x/mth
1x/mth
Facebook
Royal Gazette
Newspaper
Bermuda Sun
VSB News –TV
Interview
Website
(OBA.bm)
Instargram
Power 95-AD
HOTT107.5-Ad
VIBE103-Ad
Sherry
Morning
Show- Radio
Decosta ShowRadio
Gina Spence
Community
Voices-Radio
Gary Marino
Community
Talks -TV
8x/mth (twice
a week)
24
One Bermuda Alliance IMC Strategic Plan
IMC Strategic Plan Budget
Tool/Media
JD Lewis Group
Estimated Cost
90,000.00
Notes
Rate/year
3 large PR
events/ year
6 small PR
Events/year
Survey/ Direct
mail/ Focus
Groups
Media plan
$60,000.00
Rate/year
Contact
Responsibility
Actual Cost
Jodi Lewis 705-2816 All PR/
Marketing and
Media Relations
including party
crisis
management
Jodi Lewis 705-2816
$18,000.00
Rate/year
Jodi Lewis 705-2816
$15,000.00
Rate/year
$21,360.00
Rate/year
Surveymonkey.com/
Post Office/ Jodi
Lewis 705-2816
Jodi Lewis 705-2816 Royal Gazette/
Bermuda Sun/
VSB/
Hott107.5/
Vibe103/Power
95/ Website/
Facebook/
Twitter
TOTAL
$204,360.00
Rate/per year
Savings
25
One Bermuda Alliance IMC Strategic Plan
Timeline
Strategy
Planning
Survey/Focus
Groups
Creative
Development
Implementation
Measurements/
ROI
Conclusion
Within this IMC Strategic Plan the OBA will be able to ensure its messages both internally and externally are the same. The key
elements will target all market segments and will assist the party with meeting its goal for reelection in 2016. JD Lewis Group
is confident that its involvement with the OBA will ensure reelection and a closer bond with community members. With this
plan each political member, community member, and non-supporters will have a role to play and by communicating the same
continuous message, Bermudians will begin to relate to the OBA. As indicated the OBA must gain respect from the community
members and this respect will come from consistent communication with community members in addition to the outreach
efforts made daily from the party.
Thank you far in advance for your time and consideration. If you have any additional questions please do not hesitate to
contact Jodi Lewis at 441-705-2816.
26
One Bermuda Alliance IMC Strategic Plan
References
Bermuda Demographics Profile. (2013). Index Mundi website. Retrieved On April 14, 2013, from
http://www.indexmundi.com/bermuda/demographics_profile.html
Events. (2013). Progressive Labor Party website. Retrieved on April 14, 2013, from http://plp.bm/events.
Green, D., (Personal communications, March 25, 2013)
Leadership Executive Team. (2011-2013). One Bermuda Alliance website. Retrieved March 31, 2013, from
http://www.oba.bm/index.php/leadership/executive-team
Results. (2013). Bermuda Parliamentary Registrar website. Retrieved on April 14, 2013, from
http://www.elections.gov.bm/index.php/election-results?ElectionId=9
27
One Bermuda Alliance IMC Strategic Plan
Appendix
Flyer for upcoming Teen on Health Relationships Series Part 1: Sexing Exposed
28
One Bermuda Alliance IMC Strategic Plan
29