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DIGITAL MARKETING CAMPAIGN by JANSENE ALEGRE
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KompacPlus is a Singapore-based company specialising in the supply and install of innovative surfacing solutions as an
alternative to conventional material surfaces.
Driven by the aim to provide the ultimate customer service possible, KompacPlus strives to deliver the best brand experience with a full-suite of service from on-site measuring to installation,
where to date, KompacPlus has also expanded it business footprints with a growing brand presence in Malaysia.
WHO WE ARE
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OUR PRODUCT
ILLUSTRATION OF THE MATERIAL COMPOSITION
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APPLICATIONS | KITCHEN AND VANITY COUNTERTOP | WALL | CUSTOMISED FURNITURE | PRODUCT DESIGNS
IMAGES ARE FOR VISUAL REPRESENTATIONS ONLY AND NOT THE ACTUAL PRODUCT.
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Provide an innovative interior panel surfacing solutions
as an alternative to the conventional ones.
WHAT
Through delivering ultimate customer service with a full-suite service
from on-site measuring to installation and by offering a wide range
of collection that caters to different style and needs.
HOW
Because we want to make every space
as interesting and comforting as possible and provide
our clients with game changing design possibilities.
WHY
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28 years oldSingleLocated in MalaysiaArts and Design Graduate
Arts and Design EnthusiastHobbyist PhotographerCafe Lover, Family-orientedInstagram and Facebook is her life-line
INTERIOR DESIGNER
ABOUT
NEEDS AND GOALS
Valerie is managing her family’s business in the renovation industry. She has been in the interior design industry for quite some time and has finally gained a good knowledge of available materials in the market, as well as how to match each of them to create the best interior combination to suit different lifestyles and needs.
However, she recently start to wonder if there are any other materials that she can offer her clients. There is only so much one can do with the same materials, and she’s also looking to accept more projects to increase the sales of their business.
CHALLENGES
The growing complaints on the poor workmanship of existing partners and suppliers is worrying.
Having a hard time finding the best new materials to give her designs and renovation projects an edge.
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KEY PARTNERS
Interior Design Firms
Architectural Firms
Developers
Product/FurnitureDesigners
Manufacturers of Similar Material
THE BUSINESS MODEL CANVAS
KEY ACTIVITIES
Supply and install of innovative surfacing panelSalesProduction
KEY RESOURCES
Renovation FirmsInterior Design FirmsArchitectural FirmsDevelopersSocial MediaWebsite
VALUEPROPOSITION
Endless design possibilities with innovative interior panels for every space.
CUSTOMERRELATIONSHIPS
TransactionalLong-term
CHANNELSWebsiteFacebookInstagramPinterestEmailsBusiness Cards
CUSTOMERSEGMENT
B2BInterior DesignersProject SpecifiersArchitectsDevelopers
B2CHomeowners
KEY RESOURCES
Material FactoryShipping Cost Equipments/Machines Staff Wages
KEY RESOURCES
Invoicing clients for completed projects
Events and Exhibitions
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MARKETING OBJECTIVE
To increase brand awareness in Malaysia market
by having 50 new email subscriptions via the website
between February - March 2020.
Email MarketingGoogle Ads
Increase new website visitorsand sign ups
KPI/MEASUREImpressions/CTR/CPC
Conversion Rate/Quality Score
Increase brand awareness
KPI/MEASUREDelivery Rate/Open Rate/
Click Rate/Bounce Rate/UnsubscribeRate/Spam Rate
Create awareness throughInstagram/Facebook ads
KPI/MEASURECTR/CPC/Engagement/
Reach/Impressions
Facebook and Instagram Paid
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JUSTIFICATION
Instagram/Facebook is very relevant forour target audience because interiordesigners are very visual type of peopleand it is a good platform to showcase ourpast project images which witll add valueand credibility to our brand especially fornew markets, Malaysia in specific.
MUST-HAVES
- UTM created for each ad creative- Relevant landing page- High quality content and images- Clear call to action- Pixel- Target Audience- Facebook Ad Manager- Google Analytics
KPI/MEASURE
- CTR/CPC/Engagement/Reach/Impressions
TACTIC ONE
PAID
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TARGETAUDIENCEMalaysia
By creating a Facebook campaign with specific characteristics such age, audience, location, behaviour, etc., (interior designers from Malaysia), I’m able to narrow down my target audience, leading to a higher CTR
AUDIENCE:
Interior Designers
24 - 35 years old
Living in Malaysia
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UTMCODESMalaysia
A UTM code can be attached to a custom URL in order to track a source, medium, and campaign name. This enables Google Analytics determine where searchers came from as well as what which campgain works better.
imageofmoodboardmaterial
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Link to thewebsite/
landing page
A/B TEST THE IMAGEONE | LIFESTYLE INTERIOR PHOTO TWO | MATERIAL MOODBOARD PHOTO
ClearCall to Action
High Qualityand
RelevantImages
Clear andconcise caption
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Since we are entering a new region, our main objective is to create awareness and to educate people about our products and services.
In this case, we encourage people to sign up, thereafter, we will besending a thank you/ welcome email.
Email Address
First Name
Last Name
Email Address
First Name
Last Name
Clear and concise copy
SIGN UP
SIGN UP
Easy to navigate Limit the form to email address and name
Clear call to action (CTA)
Optimised for mobile devices
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JUSTIFICATION
High-impact quicklyCapturing captive audienceLarge volume of potential leads
MUST-HAVES
- Use Keyword Planner- Strong CTA to increase CTR- A/B Testing the headline and adjust based on performance- Landing Page- UTM Codes- Google Analytics
KPI/MEASURE
- Impressions- CTR- CPC- Conversion Rate- Quality Score
TACTIC TWO
Keywords- Innovative Panels- Interior Solutions
- Innovative Interior Panels- Renovation Solutions
- Panel Surface
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A/B TESTWITHDIFFERENTHEADLINE
Headline 01
Headline 02
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EMAIL MARKETING
JUSTIFICATION- After they sign up on the site,a Thank You email will be sent- Personalised experience(personalised subject line)- Keeping them engaged- Owned Channel
MUST-HAVES- Great Visual Content- Great Subject Line- Consistency- UTM Codes- CTA- Unsubscribe and otherlegal requirements
KPI/MEASURE- Delivery Rate- Open Rate- Click Rate- Bounce Rate- Unsubscribe Rate- Spam Rate
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etrac vicaecris ca quodic rena, publium num hus curnint erfirmilis re crit.
IMAGES ARE FOR VISUAL REPRESENTATIONS ONLY AND NOT THE ACTUAL PRODUCT.
Optimisedfor mobiledevices
Visuallyappealingimages
Catchyheadliane
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A/B TESTWITH
DIFFERENTHEADLINE
Headline 02Headline 01
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TRACKING/MEASURING
TACTIC THREETACTIC TWOTACTIC ONE
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BUDGETING
NUMBER OF CONVERSION NEEDED50
INDUSTRY CTRAIM 4%
IMPRESSIONS41,667
LANDING PAGE VISITS1,667
BUDGET$1,666.67
COST PER ACQUISITION (CPA)$33.33
NUMBER OF CONVERSION NEEDED100
INDUSTRY CTRAIM 6%
IMPRESSIONS37,037
LANDING PAGE VISITS1,667
BUDGET$1,666.67
COST PER ACQUISITION (CPA)$54.33
GOOGLE ADSPAID
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SEO OPTIMIZATION
-Content Marketing-Backlinks
-Website speed -Organic search
EDM
- Personalised Contents- Structured and Scheduled
- Product Education- Promotions
MOBILE APP
- Innovatove Approach- Building Up Loyalty/ Customer
Loyalty Value-All Time Visibility
INSTAGRAM INFLUENCER
-Referral Traffic-Reach and Awareness
-Audience Growth-Engagement
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GENERAL ASSEMBLY MELBOURNE • 22 • 11 • 2019 by JANSENE ALEGRE
IMAGE NOT ME :)