Post on 10-Jan-2017
transcript
ONLINE BOOKING CAMPAIGNANDALUISA DENTAL CENTERS1st MAY 2015 - 31 JULY 2015
By Salma Ghassan AlwanRegional Digital Sales and Marketing Manager
CAMPAIGN OBJECTIVES
CAMPAIGN TOOLSSocial media advertising (Facebook, Twitter, Youtube).
Google advertising, using both (search and display network).
Mobile advertising.
Email marketing.
O�ine marketing.
Telesales to follow up with the clients.
Special o�er for thoes who book thier appointment online.
TARGET AUDIENCEMale and Female who they live in Jeddah.Andalusia’s patients on Facebook.Using (dental word) in their searches.
Increase the number of visitors to the
Online Booking page up to 2 Million,
and encourage them to fill the form
and make an appointment.
1
SUCCESS RATE!
WHAT ABOUT CANCELEDREQUESTS!! we will reaching them again and again using ourremarketing tools like: Facebook pixels code,Google remarketing tag, telesales and SMS.
Our study shows that when we reached out 30,000 people without spending any
money (by using the regular social media posting), from this reach we recieved
around 60 booking requests (success rate 0.2% from the total reaches), almost 30
from them was confirmed! means that our success rate for the confirmed booking
is 50% from the total requests.
3
WHY ONE MILLION REACH!Our target of this campaign is 1,000 patients, and by using your last experience, weneed to have at least 2,000 requests and reach almost one million reach
5
One MillionReach
TwoThousandRequests
One ThousandConfirmedBooking
0.2% Success rate50% Success rate
6
HOW WE WILL REACH THIS TARGET IN THE FIRST MONTHWe will make a continuous online campaigns through our online channels,divided as follows:
CHANNELS IMPRESSIONSEXPECTED
REACHBUDGET
BOOKINGREQUESTS
CONFIRMED
TOTAL 4,035,000 1,535,000 27,000 SAR2,670 1,135
Google Adwords
Facebook Advertising
Twitter Advertising
Email Marketing
1,000,000
2,000,000
1,000,000
35,000
500,000
500,000
500,000
35,000
1,200
1,000
400
70
500
500
100
35
4,000 SAR
13,000 SAR
10,000 SAR
-
7
REALLOCATING THE DIGITAL MARKETING BUDGETWith exceptional budget : 24,000 SAR
CAMPAIGN MAY JUN JULY
Online Booking Campaign.
Facebook Page Advertising (likes).
Twitter Advertising (follows).
Before and After Campaign.
Social Media Loyalty Card Campaign.
Sales o�ers.
Ramadan Campaign.
Online Clinic Campaign on Twitter.
27,000 SAR
-
2,000 SAR
1,000 SAR
1,000 SAR
-
2,000 SAR
-
1,000 SAR
-
1,000 SAR
500 SAR
500 SAR
1,000 SAR
2,000 SAR
2,000 SAR
2,000 SAR
1,000 SAR
500 SAR
500 SAR
2,000 SAR
-
18,000 SAR 10,000 SAR
TOTAL 33,000 SAR 24,000 SAR 18,000 SAR
8
3
2
4
5
6
7
8
9
10
11
200
100
1 2 3 4 5 6 7 8 9 10 11 12 13
ONLINE MARKETING REQUESTSWITH AND WITHOUT ONLINE CAMPAIGN
With
Without
DIGITAL MARKETING TARGETWITH AND WITHOUT ONLINE BOOKING CAMPAIGN
800
600
1000
1200
1400
1600
1800
2000
2200
2400
2600
JAN FEB MAR APR MAY JUN JUL AUG SEP OCT NOV DEC
With
Without
9
DIGITAL TECHNICAL TOOLSWe have many usful tools helping us to achieve our target:
These tools help us in measuring our work and re-reach our clients who they have sent us their information.
- Facebook pixels code
- Google remarketing tag
- Google conversion code.
- Andalusia’s custom audience on Facebook
- Google Analytics
11
1
12
MATERIAL TYPES INTERNAL COMMUNITY CORPORATE
Rollup.
Flyers with a QR code.
Online booking card with a QR code.
Discount voucher.with a code to use it on the booking page.
Stands.
Telesales (canceled requests).
Email campaigns.
Video.
6 2 2
1,000
1,500
1,000
1
2
2,000as expected
2,000
1,000
1,500 SAR
-
-
2,000
1,000
1,500 SAR
4 companies
-
-
- -
- -
OFFLINE MARKETINGPrinted materils, internal and external monthly campaigns
2
13
MATERIAL TYPES START DATE NOTE
Before and after cases.
Online clinics.
*Special o�ers for Online Booking campaign.(50% discount on consultation, free scaling)
Related posts (includes page link).
Video campaign.
Needs our doctors support.
Outsource.
Daily
Weeklystarting on 1st May
1st May
1st May
Daily
ONLINE ACTIVITIESOnline activities and campaigns to support this main campaign
3
*SPECIAL OFFERSIn the first 3 days: people who book an appointment through our website willget free consultation.In the first month: they will get 50% discount in the consultation.In the last month: they will get fluoride applications for one of their kids.