Welcome!

DETAILED PROJECT BUDGET

PROJECT DESCRIPTION AND GOALS : PROJECT WILL RUN FOR 10 MONTHS

Aims to provide a 3 time return on investment for a nationwide 10 month  education, awareness and adoption campaign including meet-ups, activations, training of marketing activators, Activating DASH wallets on Race day  exhibitions, branding and media attention from the cycling peloton. Our marketing team will develop DASH branded content for every race day activation. This will be used for social media and to develop promotional stories for TV, Radio and print editorial.

DASH CYCLING AFRICA will generate content around the use case “Send money home” and how capital inflow to the rural areas has the ability to change lives, create entrepreneurial opportunity through the DASH’s utility that makes cash remittances more effective, lowering cost, increasing speed and improving security of transactions.

Please follow the links for more detailed information:

Project Budget and Presentation
Pre-proposal discussion
DASH Cycling Africa – Team Profile
Cycling kits options

HOW WE WILL REACH 5 MILLION PEOPLE:

List of 28 DASH Events
 
5 million Africans will be reached through a 6 city nationwide cycling tour & campaign. We will interact with cycling enthusiasts to promote awareness of DASH, educate them about the utility, speed, lower cost and security when used for cash remittances.  

Cycling and Crypto are a common phenomenon among 25-59-yearolds of High LSM. This presents a great opportunity to use our cycling community and media network to expose the DASH brand and promote DASH as the most effective currency for cash remittances. We will embank on DASH awareness and education campaign to an audience of 5 million. 5 million of the right clientele thorough our interactions  at meet-ups, training sessions, race day meets, peloton racing in all 6 cities,  social media TV, radio and print.

EVENT TYPES AND MEDIA CHANNELS

 I.             MEETUPS (Evening before the race)

We will host meet-ups in Johannesburg, Cape Town, Durban,Sun City and Pretoria when cycling enthusiasts are in town, inviting them to join DASH CYCLING AFRICA. The cycling community attracts participants from all around world to compete in prominent marathons, these race days create a common bond and an opportunity to merge these interests, talk about cryptos, cycling
and most importantly educate them about DASH, its use, cases and adoption.The sessions will also be used to train our DASH Ambassadors. These are temporary staff employed in each of the 6 cities to educate cyclists and spectators on the ease of opening a wallet, transactions and effectiveness of using DASH as a cash remittance utility. 

II.            RACE VILLAGE ACTIVATION AND BRANDING

A team of 15 ambassadors will interact with spectators and riders that queue at our stand for a “free massage” for those tired legs, while they wait they will be surrounded by DASH branding and trained DASH Ambassadors that will educate them about all things DASH and the ease of use.The Race Village is where the traditional media is assembled, this is at the finish line of the cycling marathon. The traditional cycling media following is healthy and growing due to the recent explosion in cycling popularity. We will setup our product activation gazebo at the race
village, which is the main hub of media and the cycling community.

III.           CYCLING  PELOTON (20+ rider marathon 100km)     

20 core riders will lead our peloton at all the races below.This presents a tremendous opportunity for exposure for the DASH brand, as
these events have a strong mix of support from traditional media, TV, radio, print, social media and thousands of spectators.

IV.          XPERIEN PR  CHANNELS - 

TV, radio, print, social  Our collaboration with ITPR Consultancy offers a team that is well versed though its niche leadership is in the IT services market. Their
established network of journalists and media houses will help to drive the DASH brand, bring awareness and effectively run the adoption campaign, through tools
such as, interviews or Dash discussion. We will also engage our other media channels in terms of the writing and editing of media releases, pitches and briefing documents to create
a great STORY. This media hype will give us access to millions of Africans. Each race day will be supported and organized by our public relations team that
will follow a strategy that targets media channels, including Cycling SA, print media and other websites with coverage exceeding 5 million viewers… as well as
DSTV with 8 million subscribers.

V.            XPERIEN TEAM CYCLING SOCIAL MEDIA –

We have an established community that is built around the communication platforms of Linked In, Facebook, Google +, Twitter, YouTube and Direct Mail. We will drive the message Join DASH CYCLING AFRICA, a cycling recruitment campaign that aims to bring DASH brand awareness and education of DASH use cases. “Did you know” DASH is an efficient form of cash
remittance.  
We have 2 administrators that are permanently working on the DASH project and will coordinate communications with the team and the DASH community through, Facebook, Instagram, twitter, Direct mail, DASH Nation discord & DASH forum. The project team members will meet weekly or as many times as required throughout the duration of the project, project status reports will be given by each team member at these meeting and alterations and changes to the plans will also be addressed depending on the reviews from past events.  

VI.          Our community XTC

Xperien Team Cycling consists of employees, family members, customers and friends all bounded together by the love of cycling. Xperien team cycling has competed and participated in events all around the country, on an ongoing basis, since 2014.  The 28 events listed below should see us reach 1 million people face to face, and the remaining 4 million will come from our public
media relations drive, social media and direct mail.

 BRANDING EXPOSURE MEDIUMS

1. Videos professionally produced for social media 
2. Cycling Kit: Jersey, Bib, Helmet, Gloves and Socks
3. Staff Uniform: Caps, T-Shirts and Rain Jackets
4. Marketing Activation Stands: Gazebos, Side Panels
5. Pamphlets: Printed fliers describing “How to open a DASH Wallet” and where to exchange your DASH.

PREFERRED MEDIA PARTNERS

1. SuperSport Cycling on DSTV which has 8 million subscribers
2. Cycling SA
3. A social media “join our team” campaign
4. Video and photos from events, interviews, social media, TV and Radio
5. Xperien Team Cycling (XTC) Community

 SUCCESS CRITERIA:

We will provide evidence of TV, Radio, Print, Direct mail and Social media incidents that will demonstrate a value of approximately $2 million USD.

1. Increase the subscriber base to 500 DASH CYCLING AFRICA community
2. We reach 5 million viewers
3. Help download 2400 (16x15x10) wallets through our 16 activation site
4. Direct engagement with 5000 people
5. Collaboration with other DASH promoters

OBJECTIVES AND PROJECT TEAM

The project team consists of 81 members with relevant experience and reputations, who have developed 2 niche IT industries in South Africa. For the 28 events above our team will develop strategies to best promote DASH adoption, our creative director that will develop story boards around “Send Money Home” the benefits for rural development and DASH and our public relation consult will ensure that we get exposure from our established media channels, with special focus on TV and radio to ensure we reach our predicted viewers target.
55  trained DASH ambassadors will show people how to open wallets on their smart phone and  information about local exchange and “send
money home” use case.

Wale Arewa - Project Producer - wale@xperien.co.za
Kevin Bird - Creative Director
Ivor van Rensburg - Public Relations
Alvin Peacock - Strategic Director
Bridgette Vermaak - DCA Ambassador
Thabang Moye - Marketing Executive
Isobel Chaura - Executive Assistant
Simbiat Adeyemi - Research Assistant