Post on 20-Oct-2014
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Digital Roadmap For Your Brands
Disclaimer This document contains confidential information about Creative Chaos (Pvt.) Limited, which is provided for the sole purpose of permitting the recipient to evaluate the quote submitted herewith. In consideration of receipt of this document, the recipient agrees to maintain such information in confidence and to not reproduce or otherwise disclose this information to any person outside of the recipient's employees directly responsible for the evaluation of its contents. There is no obligation to maintain the confidentiality of any information which was known to the recipient prior to the receipt of such information from Creative Chaos (Pvt.) Limited, or becomes publicly known through no fault of recipient, or is received without obligation of confidentiality from a third party owing no obligation of confidentiality to Creative Chaos (Pvt.) Limited. This proposal has been prepared in accordance with the best practices for web-based application development, and Creative Chaos (Pvt.) Limited’s understanding of a state-of-the-art web-based classified system. All timings, flow charts, system designs and related information contained in this proposal reflect Creative Chaos (Pvt.) Limited’s best estimates based on the needs identified. However, business and operating specifications (including, among other aspects, speed of implementation, personnel, and costs) may differ from those indicated in the proposal due to variations in requirements, environment, software, programs and other factors. Thus, Creative Chaos (Pvt.) Limited cannot warrant the accuracy of such estimates. ISO 9001:2008 Certified
Why Digital Media
WHAT YOU MISS IN TRADITIONAL ADVERTISING
Television
• Users can switch the channel • No track of air time or total number of
views • Expensive (to make and to run)
• Expensive • Up to PKR 6,00,000 for a front page ad • 14% of people trust press ads
Mass Messages • The Average consumer is bombarded
with 1500 to 3000 messages a day • Targeting isn’t exact • More carpet bombing rather than
precise hits
ROI
• No exact cost breakdown • No indication of how many people
read/heard/watched your ad • No lead generation tracking • No conversion tracking
NEW MEDIA ADVERTISING OPPORTUNITIES
Trust
• 78% of consumers trust other
consumers online • People believe people and Social Media
is what connects them
Real-time Feedbacks
• Whether it’s a campaign, or a website, interaction with users is real-time.
• You can gauge responses, polls, insights.
Consumers • We know the audience. • 25 million internet users in Pakistan • 6 million+ Facebook users that can be
targeted
Detailed ROI
• Data on clicks, views, and uploads. • Detailed demographic data • In-depth analysis with actionable
insights
Digital Strategy
Create a 360˚ online strategy
Today's online world is complex and
exciting, and the possibilities just
keep growing. The challenge is to
choose the right tactics for the right
objectives for the right audiences.
It is therefore essential for any
brand online to maintain its
reputation that reflects its core
values online as much as it does
offline.
It is here Creative Chaos offers
“Web Care Strategy”; a 360
degree online methodology to its
clients.
Strategy Developing a clear picture about
the brand, the audience it caters
to and more importantly insure
that it achieves the targets it has
set for itself. The strategy’s
success is gauged by
performance metrics based on the
tools utilized in implementing the
methods.
Content Care With the explosion of online channels,
you need to take a more holistic view
of your online presence. It becomes
absolutely essential to ensure your
online presence reverberates your
brand’s values. This includes
monitoring your community and
feedback to develop content that
caters to each and every one of them
while maintaining your true voice.
Quality Our methods are “modeled for
success” that takes compromise on
quality out of the equation. Our
dedicated Quality Assurance
department monitors each and every
aspect of your digital properties at
every step, performing fixes to ensure
a high level of quality is maintained
throughout the process.
Brand Positioning Creative Chaos Brand positioning
strategy is based on:
• Market Segmentation research
• Develop understanding of target
audience’s needs to discover
opportunities for brand positioning via
quantitative, qualitative and behavior
research of consumers
• Identify high potential brand power
and deliver brand promise.
Maintenance Provide clients with Maintenance
Services to ensure their Web Property is
fully functional and up to date. Our
Maintenance services include but are
not limited to:
• Content and/or data updates on
multiple sections of a website
• Bug fixing, troubleshooting, code
inspection & improvement
• Database inspection, database
optimization and database indexing
EXECUTION PLAN
SILK BANK
DIGITAL Buzz
GLOBAL IMAPCT
INTERACTIVE
TARGETED
HIGH ROI
VIRAL
QUICK RESPONSE
INSTANT EXECUTION
BRAND BUILDING
CMS & Application
Development
Social Media Presence
Support and Maintenance
Campaigns and Promotions
Search Engine Optimization
DIGITAL ROLL OUT PLAN
How it will Work
BRANDING AND IDENTITY
Creating a brand is really about creating a message that you will share
with your customers. We’ll work with you to define your message and
from there you can use your identity website, logo, and social media.
Your Identity
Customers will develop an opinion of your brand within the first few seconds of viewing it. Make it the right impression. We can help you find the precise message to clearly speak to who you are as a brand. It’s the most important three seconds of your business life.
Long-term Brand Recognition
We like to think long-term. Where will your brand be in the next two to five years? What about five to ten years? We can help you develop a brand that will upscale from a startup to a more complete corporate identity.
Consistency Across the Board
We’ll create a corporate colour palette that will extend across your entire brand. From web to social media to package design and advertising, your clients will recognize your brand by the visual impressions you make.
INNOVATIVE WEBSITE MODEL
Emerging concept: Make your website that let people connect with and interact with your organization. Simply you need a social media enabled website.
Survey Results on What People trusts People trust other customers more than they trust advertisements. Specifically, they trust their friends’ opinion most.
Source: Infosys Report on Technology Insights for Financial Service Industry
68
%
friends
recommend
ations
Consumer
opinions
requested
newsletters
branded
goods
advertisem
ents
38
%
30
%
27
%
20
%
KEY PERFORMANCE INDICATORS
Setting Standards
Rather than compete with other
brands, let’s set the bar. Rather than
chase other’ fans/ costumers, let’s
find new ones. Rather than say let’s do
this better, let’s do something that’s
never been done before. Don’t
compete, set standards.
Increase Repeat Visits
Create a web property that not only
becomes a central point for information but
also has the infotainment factor in it. The
objective will be to create a web property
which has repeat visits.
Promote the Platform as Main source of information
The web platform is be designed to
continuously grow and be promoted. All
information will be presented uniquely in a
way that helps the visitors find and retain
information.
Social Media Following
Build a strong and active social media
platform that virally spreads information
and creates a digital brand persona.
CORPORATE WEBSITE VISITORS
Students & General Public
International Visitors
Individual Customers
Banks Employees
Corporate/ Other
Institutions
Know Your Visitors : Every Visitor is unique and important for you.
WEBSITE MODEL FOR TARGETED SEGMENTS
We suggest different micro site that suits your specific target audience so they will feel more comfortable.
TARGET AUDIENCE PLAN
Prospective Customers
Generate new leads and start engagements with your targeted audience as prospects.
Customers Requesting Credit Card Registration
Facilitate your future customers in registration process through digital channel and minimizes the processing time of card registrations.
Existing Customers
Engage them in different activities that helps in persuading others target audience of their social networks. Listen your customers, help them in solving their problems and inform them about upcoming features and promotions.
Target Market
21 to 45 years
Businessmen Salaried Professionals
MICRO SITE FEATURE SET
CMS based Website
• Admin Panel
• Multi user Environment
• Will allow creation of new campaigns by customer
• Add new content instantly
• Update Banners automatically
Mobile Version
• Will allow a user friendly interface for browsing via
a mobile device.
• Easy Search functionality that could be utilized
via a mobile device
Media Center
• Press Release
• News Feeds
• RSS Feeds
• YouTube Integration
• TVC/Video Archival
• Picture Gallery
• Events Section
• The Latest at Silk Bank
Blog/RSS
• This will increase user interaction with the website
and increase recurrent users to micro site
MICRO SITE POWER SET
Web Standards
• Website Evaluation
• Website Content Optimization
• Website Components Optimization
• Web Accessibility Certification
• Website testing on WCAG and Sec 508
• Guidelines and technical report
Browser Support
• Firefox 2, 3 and above
• IE 8 and above
• Opera 9 and above
• Safari
• Chrome
SEO Friendly
• Sitemap submission on Google,
• Top results in Google Search
• Adwords Campaign
• Adsense Campaign
• Optimized Results
• Optimal use of Keyword for SEO
Analytics and Reports
• Detail Report from Google Analytics depicting the
number of visits, bounce rate, time spent on site,
pages viewed per visit etc.
Fresh structured Content (Ideas)
Keyword Research
Keyword Mapping
Defined “Optimized Landing Pages”
On-page Optimization
Internal Linking Optimization
Link Citations
Social Media Integration
Analytics Installation
Webmaster Tools Registration
Sitemap Creation and verification
SEARCH ENGINE OPTIMIZATION – SEO TACTICS
EMAIL MARKETING
Social Media Campaigns
Email Subscribers
Categorization of
Recipients
Select category to reach as required by campaign
Develop Message
Send to dispatch System & Schedule Dispatch
Collection source of email addressed with consent to
receive emails from brand
Campaigns
Queued message
dispatched & manage
reporting
Dispatch System
Central Email Database
ROI of EMAIL MARKETING
Real time reporting on dispatched emails
Based on these reports, we tuned our campaigns and strategies on real time basis to make it more efficient and achieve huge targets..
SOCIAL MEDIA MANAGEMENT
We actively monitor all social media feeds for all mentions of brands.
We also recommend using Social Media to
address these issues.
Somebody who complains today, can be your best customer tomorrow if the situation is
handled accordingly.
THE SOCIAL NETWORK
Largest Social
Network in Pak
6 million users +
Games/Apps
Fastest growing Social Network in the world 7200% Quickest method of information disbursal Great platform for public dialogue/education 1.9 million users
Most watched site 700,000 visitors from Pakistan Free airtime No need to change channel
Corporate Blog Community New Campaigns CSR & Environmental aspects
There are four popular channels of Social Media in the world and in Pakistan.
SOCIAL MEDIA ANALYSIS
Tracking & Analysis Giving you the numbers, quantifying your parameters and KPIs. Also, giving you access to relevant data from your customers.
GLOBAL STATS
640M REGISTERED USERS If Facebook were a country, it would be the third most populated in the world!
200M REGISTERED USERS
Heavily populated by opinion leaders and news makers with an average 27M tweets per day!
100M REGISTERED USERS 80% of companies use SM for recruitment 95% of them use LinkedIn
LOCAL STATS
26th Pakistan’s Facebook ranking among 213 countries
6,412,960 Registered Facebook users
31% Females 69% Males
51% Between ages 18-24
SOCIAL MEDIA SERVICES
Social Media Management This includes all level of interactions with fans and brand voice development for our clients. These also include status updates and interactions required by the brand/company.
Tracking & data collection Giving you the numbers, quantifying your parameters and KPIs. Also, giving you access to relevant data from your customers.
Crisis Management Controlling rumors, countering claims and addressing issues. We use our digital PR expertise to help you resolve unwanted publicity.
SOCIAL MEDIA MANAGEMENT
What does Management Include?
• Strategy Design
• Content Bucket Creation
• Page Management and moderation
• Community Building
• Fan Engagement and interaction
• Crisis Management
• In-depth Analysis
• Design
Application Development
Development of unique and custom applications for brands to interact with their fans/customers.
These applications are socially driven and have a high viral factor
attached to them.
VIRAL CAMPAIGNS
Developing a complete 360 Campaign
that encapsulate Social Media Applications for Facebook, Twitter, Foursquare, YouTube. These applications are dependent
on their shareability and their content, and can be developed together as a group or in singular aspects.
GAMIFICATION
Gamify the entire Silk Bank Credit Card digital experience. Give users rewards for acts like ordering cards, inviting friends and family, registering complaints and sharing their favorite links on the fan page.
Rewards don’t have to be gifts or money. Create an environment where users are Entertained, Educated and Engaged.
MOBILE PLATFORM
Smart Phone WAP
Smartphone based application
development
Banners optimized for Smart
phones
Find the nearest location
Scoreboard
Social Bookmarking, Sharing
and commenting
Banners optimized for WAP
Find the nearest location
SUPPORTED PLATFORMS
SMS
Details of points earned Web based application
development
Alerts and notifications
Subscriptions based
services
Opinion Polls
Complaints and
Feedbacks
Card Blocker
Recent Promotions
Complaints and Feedback
Transactions Statement
Social Media Updates
Card Blocker
Recent Promotions
ONLINE ADVERTISING – MEDIA BUYING
Everything from creative
to copy and campaign
management to
optimization. We provide
the end to end
consultancy along with
media buying.
Planning Execution
Media Negotiating & Buying
Campaign Launch
Continuous Campaign Optimization
Campaign Tracking & Reporting
Campaign Goals
Research
Media Planning
Creative Planning & Design
PROMOTIONS STRATEGY
To promote SILK Bank Credit Cards on digital media, Creative Chaos
will facilitate in placement of ads and traffic generation to Facebook
Page and Website
Facebook Ads
Google AdWords
Local High Traffic Website
Facebook •Teaser •Pre Launch •Post Launch
Website Post Launch By Google AdWords & Local Websites
ALLOCATIONS
Facebook Ads, 55%
Local Websites, 20%
Google Adwords, 25%
Some High Traffic Local Websites
•DAWN NEWS
•EXPRESS TRIBUNE
•JANG
•THE NEWS
•GEO.TV
•BUSINESS RECORDER
•AAJ.TV
•FCPAKISTAN
•PAKWHEELS.COM
•KOOLMUZONE
•HAMARIWEB.COM
•Some more sites based on target audeince
Promotional budget will be spend by the following allocation strategy to
meet the targets
Quantify your ROI
ROI- Return on Investment
We convert the potential of Digital Media into measurable benefits.
HOW TO CALCULATE ROI?
INVESTMENT ACTION REACTION NON-FINANCIAL
IMPACT FINANCIAL
IMPACT
$$$. $$$.
NON-FINANCIAL IMPACT = POTENTIAL
Engagement Strategy
HOW WE WORKS….
Brand Analysis
Campaign Objectives
Identify primary audience by
demographics
Identify secondary audience
Define KPIs Identify Media
Vehicles
Search
Selected Websites
Etc.
Local Web Properties
Banners
SMS
Prepare Budget
Sign off from client
Issue booking order for web properties
Initiate Campaign
Monitor Response
Make Adjustments
Media Mix
Thank You
CONTACT
HEADQUARTERS INFORMATION:
Creative Chaos (Pvt) Ltd. 2nd Floor, Al-Karam Center
Plot BC-1, Block 7, Clifton
Karachi – Pakistan Phones: +9221-5364065-68 (4 lines) (Pakistan)
Phone (US/Canada): +1 (917) 546-0932, (917) 438-0864
Phone (UK): +44 (207) 096-1256 Fax: +9221-5364069
http://www.csquareonline.com