About This Project Proposal
made by Keith Oleng
Chief Creative Officer at AF
to Susan Wong
Content Creator, Web Editor, and Lifestyle Journalist, based in Nairobi, Kenya
Consider a content creation and targeted audience engagement strategy. The primary platform of engagement is online. The primary goal of engagement is to invigorate the Susan Eats brand, together with the brand of its founder, Susan Wong, elevating both to the level of a scalable business model.
SWOT Analysis of the Susan Eats Brand
based purely upon non-empirical research (just impressions from watching Susan's Videos thus far)
- Susan Wong is attractive and possesses an authentic, magnetic personality.
- The breath of her vocabulary, especially with regards to descriptions within the culinary arts is both impressive and nuanced.
- She has a great eye and sense for unpretentious, endearing storytelling.
- Susan's brand does not yet have a strong sense of belonging to a specific majority culture or philosophy.
- Low consistency of content output.
- Susan could tap into the Kenyan culture and the general Kenyan friendliness to become an ambassador of its culinary culture to foreigners.
- Susan can distinguish herself from other content creators (who have a tendency to be too self-referential) by leveraging her charisma to actively engage her audience - grant them a sense of personal importance as was the case here (click to see).
- To plateau as result of focusing purely on the subject matter of culinary arts, travel and general lifestyle, without tapping into something fundamental. An emotional core. A human drive. Think Safaricom (Twaweza).
The PREMISE OF THIS PROJECT PROPOSAL
We need to give Susan Eats a strong sense of belonging to a specific Kenyan majority culture or philosophy. Or perhaps a sense of belonging to a national movement or agenda. In this case I propose that the movement that the Susan Eats (Susan Wong) brand attaches its identity to be H.E. Uhuru Kenyatta's Big Four Agenda (click to learn more).
The president's Big Four agenda is a national legacy project that is designed to invigorate Kenya's economy and the basic living standards of everyday Kenyans. The success of the Big Four is hinged on the effective accomplishment of the following developmental goals.
- Food Security and Nutrition in Kenya.
- Universal Healthcare amongst its citizens.
- Manufacturing capacity on a local level.
- Affordable and Decent Shelter to raise the dignity of even the lowest in Kenyan society.
In order to achieve the Big Four agenda, a lot of foreign direct investment needs to be made, for example it has recently been reported that:
- the United Nations committed a 191 billion shilling grant towards the Big Four (click to see)
- and 10 billion shillings have been committed by US firms towards the Big Four (click to see).
This means that there is going to be an increasing interest in Kenya's affairs by foreigners. Foreigners who might be interested in gaining a more nuanced appreciation of Kenyan culture. And what better gateway into a people's culture than its culinary habits, techniques and philosophies?
4 Journeys To Becoming A Good Kenyan
Breaking Down The Big Four, Culinary Style!
Four Journeys To Becoming A Good Kenyan is a 4-section docudrama series that explores what having accomplished Kenya's Big Four agenda would look like, but on a more personal and cultural level. Through the specific cultural element of the culinary arts, and driven by lifestyle journalist, Susan Wong of Susan Eats, the Four Journeys story unpacks four fictional everyday and high-end Kenyan cooking stories.
Each story reveals a common admirable quality possessed by the average Kenyan - qualities which the Big Four Agenda seeks to awaken and flourish through its investments.
The Provider story represents Food Security and Nutrition,
where we capture an everyday Kenyan called Moha, after a long day of hustling to earn a minimum wage, and yet with it being able to whip up a scrumptious meal for his family. This is because we are in a Kenya that has accomplished its Big Four agenda, with food security assured, thus making the cost of great meals low.
The Innovator story represents Manufacturing,
where we follow the experience of a baker called Maggy, who once personally made home deliveries of their pastries. But now (in a Big-Four-fulfilled Kenya) Maggy runs plants that manufacture baked goods to be distributed countrywide. We capture how access to Government manufacturing incentives have supported her vision to design and mass produce her products.
The Dignified story represents Affordable and Decent Shelter,
where we have a cook, named James, at a five star restaurant, serving high net worth individuals. There was a time where James would, after a long day's work, go back home to a cramped up bedsitter. But now thanks to the successful implementation of the Big Four's Affordable and Decent Shelter program, James can now afford a spacious, well-lit apartment. Earning himself a greater sense of dignity.
The Healthy story represents Universal Healthcare,
where we capture the story of Zara, a store manager, on a day that she happens to be sick. She makes it to a clinic and offers up her NHIF card, which immediately grants her access to specialized medical care and medication. The Big Four Universal Healthcare program is in full effect and virtually every Kenyan has health insurance. Because of the coverage, Zara has the disposable income to go shopping for health foods and ingredients that she comes back home with to prepare a nourishing dish.
How Susan Eats (Susan Wong) plays inTO the Four Journeys Story
Set the premise
where Susan addresses the audience (camera) about her love for Kenya, its prospects, her full support for the Big Four agenda.
Ideal setting: developmental sites that reflect the Big Four agenda
where Susan commits to help sensitize on and paint the human, more personal pictures of the impact the Big Four would have on our daily lives as Kenyans. And what better way to tell the personal stories and experiences of people than through their relationship with food?
Susan then outlines how she is going to take us (the audience) through four food journeys - through four ordinary Kenyans' stories - and that these stories are going to be imaginations of how these four Kenyans have been affected positively by the the Big Four agenda - how the agenda has helped them lead good or better lives.
Ideal settings: Susan walking through sets of each of the four Kenyans to be showcased as she speaks to camera. The Kenyans are unaware of Susan or the audience.
The voice narrator
where Susan's voice narrates through the actions and stories of the showcased Kenyans
The interjecting narrator
where Susan appears onto the sets of the respective Kenyans being showcased. They are oblivious to her presence. She comes in to deliver emphasis, background and nuance to what is going on on set or in the story at any particular time, especially whenever the featured Kenyans are handling or making food.
where Susan wraps up each of the four Kenyans' stories by offering it context to the impacts of the Big Four agenda.
Prospective Partnership For the Four Journeys Project
Start with securing an official endorsement by a relevant government agency, to offer legitimacy to the project and make it easier to secure financial and in-kind partnerships with private sector institutions:
President's Delivery Unit
Ministry of Tourism