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I.

Goals
I. Timeline

Attraction: 80

Time

JDs

8/3 - 29/3

Peak promotion

29/3 - 5/4
6/4 - end

Break
On going promotion

II. Channels utilized


1 Facebook

attract and persuade

2 email

approach personally/ blast info

3 Wordpress

Plus channel to support


facebook (will be developed in
on-going promotion)

Match: 60
Focus on
Platform marketing and Sub products/ inbound/content/ digital
mkt
build sustainable content

need to be focused

Realize: 60

O
OC oGCD
Task

Details
Coaching and training for members /making personal plan
Build up plan/ kick
update from IR- service
start OC
contact sub-product returnees for input
Define Segmentation/ customer's goals and concerns (ALL)
MARKET
SEGMENTATION collect contacts (as detailed as possible) (ALL)
+ RESEARCH
Research potential groups (ALL)
PRODUCT
PACKAGING

define key message/ theme (ALL)


create Presskit / offline logistic (sticker, leaflet, checkin photo)
Customize booklet/ package ( input from MC)
ONLINE CHANNELS
Facebook (push up fanpage/ build sustainable content) (Qut)
Create materials (photo campaign/ infographic/logo for sub-products/
post template)
build up content (get input from MC/ IR/ service/ offline activities/
returnees/ externals) /photo- checkin campaign
Online survey/ support offline survey
Online contest to get contact (???)
Personal approaching (follow all target- prospects: Reply all questions
or concerns/ find target customer, promote closely and guide to
registration and sub-product - via email)

MASS
PROMOTION

Spread news (fb/ websites/ forums) / spam groups


Promote for coffee dating series
Email (mail LC) (Qun Chui)
Collect contact/ Email broadcasts- create Newsletter (ultilize Clubrelationship)/ share internally and externally
Mail confirm personally
Email approach internal/ potential customer (old customer/ interacted
w aiesec)
After engagement (regist on GIS/ care about info on fanpagejoin
offline event, follow email...): Contact target prospects and send
emails to provide info

ONLINE PEAK PROMOTION MASTER PLAN


OC oGCDP PROMOTION 1- MAGNIFY THE YOUTH IMPA
March
Synergy

1 2 3 4 5

10

IR/ SV/ OC offline


IR

11

12 13 14 15 16 17 18 19 20 21 22 23
keep updating/ customize input frequently

keep updating

keep updating/ synergy with OM (comm)

Comm (OM) / IR/


OC offline
OC offline
IR/ OC offline

OC IR, OC
Service
comm/ OC off
LC

cun chiu- ra ci no customize ci y


main channels: facebook/ email
intertain and educate/ be interactive in communication/ provide value and focus
needs/ digital marketing/ using hashtag- SEO/ copywriting
training

preparation

on-going creation

preparation
preparation
work on content

on-going creation
launch
preparation

collect contact fr survey on& off/ follow via e

IR/ service
LC
OC offline

create event/ work on


content

promotion/ (get contact from event and follow v

weekly newsletter (4), direct mail announcement for every action of customer/ ca
thingggggs- define and search for prospects and send personalization email ( thro
offline activities/ warm contact..), flow/ follow target/ internal approach
event/ acquaintances)/
IR/ service/LC
OC offline

member training/ prepare


1st mail
mail preparation
preparation
(research for
database/ prepare
content..)

OC offline
preparation

update from offline event/ GIS registration/acquaint


confirmation email

PLAN
OUTH IMPACT
24 25 26 27 28

29

ntly

y with OM (comm)

30/03 - 05/04

05/04 - end

break

on- going promotion

research/ build legacy/ define strategy for ongoing online promotion

no customize ci y
mail
vide value and focus on customer
EO/ copywriting
branding for sub-product/
customer's care

creation

creation
on& off/ follow via email (qun)
approaching (email)

keep warm
fanpage/ build
sustainable
content

monthly

m event and follow via email)

ction of customer/ care about tiny


nalization email ( through fanpage/
et/ internal approaching
4

registration/acquaintances/ send
tion email

3 mails/month

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