Investor Presentaiton

C.3 Launch a targeted marketing strategy (I/II) Initiative objective Define target customer segments (families, couples, outdoor-enthusiasts etc.) Develop targeted marketing campaign to improve branding and positioning of Plateau as a destination of choice and not a place of conflict Actions C.3.1 Define target customer segment interests (See back up slides) • Gather different individuals that are representative of each archetype to test out some of the priority ideas (output in Initiative 1) Gauge interest of each archetype in the various ideas (output of initiative 1) to be developed and identify most interested segments (This could also be done through a survey) Develop value propositions and customized incentive packages for customers e.g. Create a loyalty program linked to benefits such as free airtime, points that can be used on local flights etc. Festivals can be combined into a week-long events to attract tourists Maintain database of customers for targeted marketing in the future C.3.2 Build marketing plan to rebrand Plateau state as the destination of choice for local tourists looking for a low cost get away in Nigeria • • Prepare marketing collaterals and promote opportunities to customers online (Jumia travel, Trip advisor, Instagram etc.), and at events Tailor marketing campaigns to attract all priority customer archetypes (see back up slide for archetypes) Partner with well known organisations, such as airlines, to market and raise awareness of tourist offerings Create a calendar of all the various cultural festivals in the state to showcase to tourists Partner with popular events, such as the Governor's golf tournament, Hiking club etc., to attract participant to explore tourist sites in Plateau Lobby conference and meeting organizers to come to Plateau for high profile domestic business events Deliverables Initiative Lead Ministry of Tourism List of target customer interests Incentive packages created Recommended timeline • 3 months 6-12 months Database of tourists created • Marketing campaign to attract investors rolled out • 3 months Ongoing Active Plateau Instagram account and website • 1 month Potential quick-win 110 Copyright 2019 by Boston Consulting Group. All rights reserved.

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