Marketing Proposal SAP ublicidad
Marketing & Advertising Solutions
THE BRIEF Objectives Generate higher sales in the website.
Targeting Parents of Children (and children) between 4 and 13 years old based in London UK.
Summer to Winter Campaign Briefing Ÿ Ÿ Ÿ Ÿ Ÿ Ÿ Ÿ Ÿ
Branding - Campaign unification and integration Timing management for every campaign Target audience - Children between 5 and 13 years old. Use of digital campaign as main advert resource. Position “Richer Education” Masterbrand. Introduce “Debating” as new product. Create overall brand awareness. Measure favourable opinion for Richer Education.
Target Audience 13 years old
£
Education
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su
Parents Ÿ Ÿ Ÿ Ÿ Ÿ
Education - University degree Work - Professional workers Family Income - £35,000 + per year Location - London (camp base surrounding) Hobbies - reading, sports, pubs, friendship, travelling, parks, museums.
s s e
4 years old
Children Ÿ Education - Primary & Secondary Ÿ Location - London (camp base surrounding) Ÿ Hobbies - Reading, sports, travelling,
museums, investigations, games, friendship.
The Journey Framework
STIMULUS
FMOT
ZMOT
MORE OFTEN AN ASSIST INTERACTION Medium Education Business Journey Framework 500 - 10K transactions in 45 days.
Referral
Display Click
SMOT MORE OFTEN THE LAST INTERACTION
Generic Paid Search
Social Organic Search
Brand Paid Search
Direct
DISTRIBUTION BY CHANNEL 35% Beginning 31% Beginning
44% Beginning
43% Middle
22% End
55% Middle
14% End
43% Middle
13% End
43% Beginning
36% Middle
21% End
37% Beginning
42% Middle
21% End
33% Beginning
28% Beginning
19% Beginning
43% Middle
46% Middle
45% Middle
24% End
25% End
36% End
The modern customer journey is complex. So it’s important to focus on the key moments that can help inspire people to buy your product or service. We analyzed millions of consumer interactions through Google Analytics to show how different marketing channels affect online purchase decisions. What are the most important moments along the journey for your customers? Here is the customer journey key to implement a campaign for your business.
Integrated Campaign We need to ensure that the campaign is integrated by using the same insight, targeting, creativity and interaction between online and ofine
Flyers & Handouts
Magazines & Newspapers
Direct PR
Keep a consistent theme through the advertisement that links to our digital presence.
Use of Blippar. Blippar will allow the consumer to be physically involved in our product with 3D advertisements.
Keep a consistent theme and design that follows our digital presence.
Use of email marketing to keep customers informed and create call to action.
Keep website updated with campaign course to improve organic search and call to action.
Clear call to action linking to the digital strategy.
Relevant Touchpoints
Referral Online Displays Generic Paid search
Website Email Marketing Online coupons Social media
Website
Website / FAQ Community Forum
Social Media Blogs Reviews Surveys
ONLINE Awareness
Consideration
Purchase
Retention
Advocacy
OFFLINE Flyers PR PR Trial Day Word of Mouth Exhibitions Magazines & Newspapers
PR
Practical Class
Surveys Reviews Word of Mouth
DMMM - Digital Marketing & Measurement Model STRUCTURED 5 STEPS PROCESS
ADQUISITION
3
1
Iden fy key performance indicators
Iden fy the business Objec ves
DUMB
BEHAVIOUR
2
5
KPI
Iden fy goals for each business objec ves
4
Iden fy the segments of people, behaviour and outcomes
Iden fy Targets
OUTCOMES The way to win is a well structured Marke ng and Measurement model.
DMMM
INVOLVE TARGET IN EDUCATION PROGRAMS
Create awareness about what we do and why to educate.
Generate new registrations for every single course.
highlight events, season camps and new courses.
Website Goals
Website Goals Capture new registration. Provide homevisitors info and resources.
Website Goals
Create offline - online advertising KPI Branded and issues traffic
TARGETS Visits / Month
SEGMENTS Traffic Sources
KPI Conversion (E-Newsletter) Conversion (Registration) Conversion (Contacts) Conversion (reviews) TARGETS e-Newsletter / Month Registration / Month Contacts / Month Reviews / Month SEGMENTS Converted Visits Site tools used Registration Buckets
Engage visitors with local events KPI Visitor Loyalty
TARGETS Repeat visit / Month Repeat Registration / year Repeat Contact / Month SEGMENTS Visit Buckets Registration Buckets Contact Buckets e-newsletter Buckets
ADQUISITION - BEHAVIOUR - OUTCOMES STRUCTURED 5 STEPS PROCESS
Measuring Success - Regression Analysis Linear Regression Analysis: - Simple regression analysis allows us to see the exact statistical impact of independent variables (our KPIs and key metrics) on any given dependant variable (in this case Total Sales). - This will produce ‘p-values’ for each metric and allow us to work out which of our chosen KPIs have the most significant effect on the total sales of Richer Education.
Sales
Awareness Income
Selected Metrics and Platforms for gathering data: Website
Social media & Email Marketing
Offline Marketing
Direct data collection
Digital activity may be linked to: Test in Local Exhibitions
Coupons
L o c a l e x h i b i t i o n s c r e a t e Constant promotions, offers community interactions and and coupons create visits and Consideration of Purchase. consideration of Purchase.
Personalisation
Geo Targeted
Personalise work material and give merchandising material to the students will create sense of place inuenced or ownership with the branding.
Geotargeting is the last trend of mobile marketing. Creating campaigns using geolocation will catch the target on the go.
Marketing Proposal created by: SAP ublicidad
Marketing & Advertising Solutions
This marketing proposal is created by Sapublicidad Limited and can be used and developed by Sapublicidad Limited in partnership with Richer Education only. Š Copyright 2016 Sapublicidad Limited