The final lap: Planning the blitzkrieg

A quick recap

Let’s go back to 22nd August.

Snapshots

We talked to the stakeholders involved in the marriage process.

We talked to the eligible bachelors and spinsters too.

We understood their psyche and preferences.

We had a look at the proposed strategy, brand archaeology, and positioning.

Product ideas were shared and the probable marketing strategy were discussed at a glance.

In the next couple of slides,

Logo Options

Marketing strategy in detail • Pre-launch strategy

• Launch strategy

Route 1: Central Thought

Renditions 360-degree plan

Route 2:

Central Thought Renditions

360-degree plan

The mood-board once again!

We will just run through the proposed brand imagery part once for a better understanding of the logos.

Brand Imagery:

Brand Imagery:

Brand Imagery:

Brand Imagery:

Logo options

Option 1

Central Thought:

The name ABPMatrimony.com serves two purposes. ABP lends a credibility to the product while Matrimony encompasses everything that is present in today’s

marriage.

The typeface used is sleek and modern. The flower bracket shape is derived from straight curves of neckpieces, garlands and kurtas, Mughal

patterns and welcome boards at western weddings.

The colours are a reflection of the evolving palette of the neo-Bangalis. Futuristic gradients and the lens flare represent the gloss and class the urban Bangalis aspire.

This option, however, does not have an Bengali option.

Option 2

Central Thought:

A marriage is also an auspicious beginning of a new life. Thus the name Shubharambh.com - it’s language-neutral and can be pronounced as both

Shubharambha or Shubharambh.

The typeface strikes a fine balance between modern and traditional. The reddish pink colour reflects the gradual shift in taste of the upwardly mobile urban population.

Option 3

Central Thought:

Derived from Sanskrit, Shubha Parinay and its association is familiar with both Bengali and Non-Bengali people. Both the English and Bengali typefaces are old-school and reflects an aristocracy, reminiscent of Anandabazaar Patrika. The colour, gradient, and the lens flare

embody the grandeur and spirit of marriage.

Marketing strategy: Route Map

When: 1st December

This is the No-Problem and Problem phase. We start off with the “Indoctrination”.

The objective is to create online buzz and a sense of anticipation around the service / brand.

1st Dec is when the platform opens up and we go all across the digital, social and offline universe talking about it and urging people to join.

The bottom-line is to get almost 20K – 30K profiles / users within this 45 days if we keep 16th Jan as

the launch date.

Where: The universe

Proposed Digital Media platforms: Display Network

Landing page

Proposed Social Media platforms: facebook

twitter YouTube

g+

Proposed offline media: Relevant publications / supplements of ABP, TT and magazines

How: The Modus

Proposed Digital Media platforms: Display Network

Landing page

The DN communications would be simple and straight-forward. Since the launch campaign talks about how marriages have changed yet finding the right partner is still so easy, our pre-launch campaign will tease the relevant TG and ask them to come and experience the platform all by

themselves.

The user will be taken to a landing page on clicking the Call-To-Action button.

Platforms: Display Network – Route 1 rendition

Platforms: Display Network – Route 1 rendition

Platforms: Display Network – Route 2 rendition

Platforms: Display Network – Route 2 rendition

How: The Modus

Proposed Social Media platforms: facebook

twitter g+

YouTube

The social media ads and pegs will redirect the traffic to the landing page where the registration process will happen.

The social media pages and accounts will just have a pre-launch look so that the audience stays intrigued and excited.

How: The Modus

Proposed Offline media outlets: Patrika

Bishoy-Ashoy Robibasoriyo

Hawabodol Uttorer Korcha

Dokkhiner Korcha Anando Plus

t2 Graphiti

Sananda Anondolok

The social media ads and pegs will redirect the traffic to the landing page where the registration

process will happen. The social media pages and accounts will just have a pre-launch look so that the audience stays

intrigued and excited.

How: The Modus

Proposed content calendar:

Offline initiative - #1: Marriage invitation through the main newspaper

Offline initiative - #2: Almanac as direct mailer

Landing Page

Now that the audience has been encircled at all platforms through content and ads, it is time now to check the landing page where the main action is happening.

The objective is to make the audience click on the ads and make them visit the Landing Page. This

page will hold key features of the product, providing important glimpses and features.

The enticing factor would be all these features that would be functional yet provide a human face to one of the most important decisions of an user’s life.

This is the point where we talk about the benefits and solutions to the potential users.

Platforms: Landing Page – version 1

Platforms: Landing Page – version 2

Thought behind:

The 1st landing page will host the product video, write up about the features, and a form to be filled up. Audience will be encouraged to leave their information behind so that we can get back to them as

soon as the platform opens on 16th / 26th Jan.

The 2nd Landing page will host all the videos compiled into one, thus completing the full story.

The audience will be contacted through the launch campaign in a multi-channel format once the platforms opens to the world.

Sourcing the crowd: Methods

1. Get the existing Patro-Patri database in to action. 2. Pre-launch ads on the social and digital platform with special offers.

3. Retargeting 4. Video marketing – disseminating product features

5. Guest blogs / articles 6. Host Guest blogs

7. Industry expert interview 8. Create online communities

9. Conferences / Webinars 10. PPC ads, DN ads, Social ads

11. DMs 12. App store marketing

13. Referral marketing 14. Case studies (probably at a later stage) 15. Press releases / Offline PR / Online PR

16. Gmail adwords 17. Cold calling

18. Q&A sites 19. Sponsored contents

20. Offers / deals / packages

Timeline:

Mid Jan: Post 15th Jan

Now that the curfew is gone, time to launch the platform.

This is where we go back to the awareness ladder and talk about the platform now!

Where: The universe

Proposed Digital Media platforms: Display Network

Landing page ABP website / TT website

Proposed Social Media platforms:

facebook twitter

YouTube g+

Proposed offline media:

ABP / TT / Ebela / Relevant publications / supplements of ABP, TT and magazines

Proposed media vehicles: Print, Radio, Outdoor, New Media (Ambient + Digital), Innovations, DM

Big Idea

Marriage is not an event. It is an experience. And in today’s context, in a real open world, it is not only one of the biggest decisions in life.

It is probably one of those rare moments in a family when time comes to a standstill.

We present to you two routes, one talking to the present generation in a friendly but assuring tone that no

match is impossible now.

The second one takes a macro and micro views of marriage and talks to the elder generation. This is a matured route and upholds the joy and achievement involved in a marriage.

Route 1

Central Thought:

Extending our proposed positioning of 'Nobody is perfect, find the right person', we have played with the word 'thik' meaning two things - one, the right person and two, an assurance from ABP to

the prospective brides and grooms. We have built stories around little needs, wants, likes and desires, to communicate the differentiating factor that an interest-based matrimonial site will

provide to its users.

Print Ad

Brand film: TV & Digital

Radio Ad

Billboard Ad

Magazine Innovation

Mall Innovation

Mall Lift Innovation

Metro station Innovation

Pillar Branding

Pole Kiosk Branding

Van Branding

Mega Ambient: Route specific

Route 2

Central Thought:

Quintessential Bengali expectations and emotions around marriage with the bottom-line being, no matter how much and how far Bengali marriages change, the importance of

marriage will always stay the same. And, so will the credibility of ABP. What patro-patri meant to the previous generation, the new matrimony website will take it to another level for

the current generation.

Brand film: TV & Digital

Radio Ad

Billboard Ad

Magazine Innovation

Ambient / Live Hoarding Innovation: Nahabat

Ambient Innovation: Palki

Restaurant Innovation

Bus Innovation

How: The Modus

Proposed Digital Media platforms: Display Network

Landing page

The launch campaigns would take over the pre-launch communications.

Platforms: Display Network

How: The Modus

Proposed Social Media platforms: facebook

twitter g+

YouTube

The social media ads and pegs will redirect the traffic to the landing page where the registration process will happen.

The social media pages and accounts will just have a pre-launch look so that the audience stays intrigued and excited.

Platforms: Social media platforms

Platforms: Emailer

How: The Modus

In addition to the above proposed ideas: 1. In-film branding

2. In-serial branding 3. Shakha-Pola shops branding

4. Doshokorma Bhandar branding 5. Marriage halls tie-up: Celebrity Bashor – After Party theme

6. Extending the live hoardings / Nahabat to Kalighat temple area / Dakkhineshwar temple area

Key Takeaways from the campaign timeline

1st Dec to 15th Jan: Generate buzz around the product + Execute product enquiry + Create a sense of suspense and expectation around the product

16th Jan: Launch

Next 3 months (till 16th April): Studying the product / Studying the audience

KPIs: 1st Dec to End April: Measure analyze and track conversion rate of traffic

April onwards: Measure analyze and track conversion rate of subscriptions

Our entire communication plan (both offline and online) will revolve around these metrics and understanding of the audience.