skin doctors website plan

dada veloso-beltran

dadaspeaks.com | dadaspeaks@gmail.com

skindoctors.com.ph

Company Background Challenges & Objectives Campaign Presentation: Strategy, Funnel, Measures for Success

Wireframe, KPI, Budget & ROI Next Strategic Actions

the company

The number one skin care brand in Australia, Skin Doctors Cosmeceuticals offers painless, topical alternatives to more invasive cosmetic procedures. Their products are formulated by leading research institutions and cosmetic professionals so its products guarantee clinical results without the risks of surgery.

the target Mid- or Executive-level women or men (late 20’s-50 years old) from A/B socioeconomic profiles dedicated to maintaining their youthful looks and open to undergoing modern aesthetic procedures with little consideration for costs. The Skin Doctors client is intelligent, successful and well-read on beauty products and services available in the market but keeps her regimen a secret. Mentality would be: “Looking good is an investment.”

the challenges

Low brand awareness Loyal following but low market growth Products‘ quality and performance have not been properly communicated Negative misconceptions about the brand

the objectives

Generate high unaided brand awareness Differentiate on the dimensions of quality, performance and engagement Establish an online presence that would develop a community for women with beauty and wellness concerns without going to the radical solutions of surgery and internal treatments.

the objectives To provide a consumer-facing platform to introduce a new range of beauty products for people looking for a more effective alternative to their skin care regimen. Heighten unaided brand awareness, with the intent to become top of mind among its target market. Generate leads, attract more inquiries, and increase brick and mortar sales.

the campaign

deeper Break the old notion that beauty is skin deep and artificial. Empower women and make them realize that looking good is all about making informed choices. It is all about looking closer and learning how to recognize one’s strengths and enhancing these natural attributes.

the campaign strategy

iam deeper (than belo, than calayan, than flawless) Take a holistic approach to beauty. That invasive, cosmetic surgery is a band-aid solution to deeper, more complex issues about self-image.

the strategy

Leverage on the risks of needles and surgery and provide a less painful and invasive, yet equally effective alternative to beauty and wellness – challenge on safety and price Strategy of proof: these products deliver clinical and visible results Establish the brand as a leader in cosmetic literacy

the strategy

Need

• I need to LOOK GOOD

•Cost is not an issue but time is

• I want it painless

•I need to LOOK GOOD naturally, I don’t want artificial beauty

Response

•We are here for you

•Our products really work and they work fast

•As simple and painless as putting on your everyday lotion

•We make that possible

the strategy Reinforce the message that skin care is a lifestyle –best done with regular maintenance and pre-emptive treatments with the best quality topical treatments from Skin Doctors Empower women and send the message that beautiful skin is possible through “Their Own Hands”, not through surgery. This can be achieved with blogs for cosmetic literacy.

the strategy

To launch the website, doorbuster campaigns such as exclusive discount coupons can be used. To generate leads, coupons can be claimed or activated upon deposit of email/contact info and confirmation of a consultation schedule.

content

A main feature would be an online “skin angel” who can provide real-time advice on specific skin problems and best-matching of needs and products. Clients who deposit their contact info can access this service, and then generate their own personal and exclusive discount coupon which is valid only for a specific online order or a scheduled personal consultation and purchase.

content

Blog that discusses natural beauty techniques. Another feature would also be like a skin dictionary which defines the ingredients commonly found in skin care products and what they actually do.

search keywords

Skin, SkinCare, Skin care, Skin Care Alternatives, SkinDoctor, Skin Doctors, Skin Manila, Skin Doctor Manila, Skin Philippines, Skin Doctor Philippines, Skin Care Manila, Skin Care Philippines, No Sugery Skin Care, etc. Opportunity to place high in SERP – most sites that rank high are international sites.

optional mini game

Photoshop a la Skin Doctors With an image bank of popular celebrities, clients can see how skin doctors products can enhance the particular image.

marketing

Buzz can be generated by engaging bloggers to review Skin Doctors products for free. A Facebook fan page will also be created where exclusive promos and offers will be announced—including the “Face of Skin Doctors” contest. A Twitter page will provide mini tips from the skin angel. Email marketing will also be conducted that will feature articles and helpful beauty advice, new products and event updates.

• Awareness – create buzz through PR and blog articles, social media

• Interest – aesthetically appealing web site, with exclusive and personally generated discount coupons, useful and practical articles

• Desire – create desire through case studies & testimonials, exclusive promos and time-bound discounts

• Action – option for online scheduling of consultation, coupons are valid only on that date – create a sense of urgency; Functionality for online ordering

the funnel

design & layout

Design should evoke a luxurious feel. Images of an accomplished life should buttress the “deeper” vision. Deep colors and clean lines can be used to convey indulgence and tasteful opulence. Homepage should not be cluttered by “brochure” info. Carefully selected looping images or scripted AVPs can be used to send the branding message.

wireframe

animated and vivid presentation of facial features with drop-out of products/ product line recommendation

clickable and redirects to products

KPIs & ROI

Brand awareness Analytics SERP’s Lead generation Sales ROI within two years in terms of online sales

budget

Web Design and Development PhP 150,000 Annual Domain Registration PhP 5,000 Web Hosting (Wordpress) PhP 10,000 Maintenance/Marketing PhP 100,000 TOTAL: Php 265,000

next actions

Free Mobile apps – similar to mini online game Email/Text Marketing Forum Swarm

fin

thank you!