Kiwicare … · Facebook Boosted Posts Remarketing Target Messages (specific audience) Ideas for...

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65 E. Wacker Place, Suite 1000, Chicago, IL 60601, USA 579 Colombo Street, Christchurch 8011, New Zealand timezoneone.com Strategy. Creative. Digital. Kiwicare DIGITAL ROADMAP 2016 & BEYOND

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  • 65 E. Wacker Place, Suite 1000, Chicago, IL 60601, USA

    579 Colombo Street, Christchurch 8011, New Zealand

    timezoneone.com

    Strategy. Creative. Digital.

    Kiwicare DIGITAL ROADMAP 2016 & BEYOND

  • We do: Strategy. Creative. Digital. and Content.

  • Kiwicare Goals and MessagesAn opportunity exists to become a brand authority. Kiwicare continues it’s direct (information) to consumer model and becomes more important to Kiwis because they solve problems.

    1. Kiwicare is relevant, makes it easy for consumers, gives them time back

    2. Focus on consumers, deliver tools and products that solve their problems

    3. Become a brand authority

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    Strategy. Creative. Digital. CONFIDENTIAL / Page 4

    > THE IDEAL KIWICARE CUSTOMER JOURNEY

    CUSTOMER PROBLEM

    CUSTOMER RETAIL DIY STORE

    IN-STORE PURCHASE

    PRODUCT USE

    PEST CONTROL

    GARDEN PEST & WEED CONTROL

    OUTDOOR CLEANING

    SEARCH

    REGISTER

    RECEIVE LOCAL ALERTS

    INSTRUCTIONAL VIDEOS

    SOCIAL / WORD OF MOUTH

    ONLINE PROBLEM SOLVER (DESKTOP & MOBILE)

    STORE FINDER (GEOLOCATION)

    LOCATION & CONVENIENCE

    STORE PROMOTIONS

    INFLUENCE OF STAFF IN-STORE

    PACKAGING APPEAL

    REGISTER PRODUCT

    CUSTOMER REVIEW

    BECOME A ‘NEXT LEVEL’ CUSTOMER

    SHARE

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    A Brand Authority? The place where Kiwis go to solve their home or garden problems.

    1. Kiwicare is top of mind

    2. They connect with us in social media

    3. They share their problems

    4. They use our tools to solve these problems

    5. They are part of our “club”. We personalise information to meet their needs because we understand them.

    6. They are advocates. They recommend us, they contribute towards our future products’ success

    Kiwicare 2.0 Your needs now are substantially different to 2 years ago …

    1. There is an even greater mobile focus

    2. Engagement and visitation is 60% higher

    3. This is forecast to grow significantly further

    4. The product line is expanding

    5. We want deeper engagement with end users

    This is a substantial shift, here’s what we believe needs to happen, and when ?

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    Current Design: Problem Solver less visible, esp on mobile

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    Compared to Air NZ: A clear focus on booking

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    Kiwicare 2.0 1. Strategy Development: Customer engagement, CRM, and planned tools.

    • Evaluate CRM options and usage

    • Consider customer segmentation options

    • Validate MyKiwicare

    • Communication plan – email automation?

    • Definition of reporting requirements

    • Click tracking on problem solver?

    Delivery by: September 30

    Estimated Cost: $4,500

    2. October campaigns. Capture user details. Popup on existing site with compelling reasons. CRM setup, write data into a CRM (e.g AgileCRM.)

    Delivery by: October 10

    Estimated Cost: $3,750

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    Kiwicare 2.0

    5. MyKiwicare Development

    • Scoping of requirements (starts November)

    • Full CRM integration

    • Site personalisation (favourite product/previously viewed)

    • Product calendar

    • Register my purchase – detail usage instructions/calendar

    • Customer feedback, crowdsourcing problem solving

    • Super user group – product testers etc

    Delivery by: March 31

    Estimated Cost: $35,000

    3. Existing site iteration

    • Minor mobile changes, more focus on problem solver

    • Integration of CRM user activity recording

    Delivery by: October 24

    Estimated Cost: $2,500

    4. Site upgrade

    • Scalability required

    • Problem solver interface changes

    • Platform for myKiwicare development

    • Deeper CRM integration (two way)

    • Move to a secure certificate (https://)

    • User interface changes as required

    Delivery by: February 28

    Estimated Cost: $15,000

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    Project TimelineSEP OCT NOV DEC JAN FEB MAR

    Task/Week 16 23 30 7 14 21 28 4 11 18 25 2 9 16 23 30

    CRM & MYKIWICARE DESIGN AND USABILITY PHASE

    Strategy

    Data Capture

    Mobile

    Site Upgrade

    MyKiwicare

    SOCIAL MEDIA MANAGEMENT

    Content Calendar

    Execution & Management

    Quarterly Newsletter

    Blog posts

    Copy for Facebook Adverts

    Creative for Facebook Adverts

    Facebook Campaign Set Up

    Facebook Campaign Management

    Copy for Google Adverts

    Creative for Google Adverts

    Google Campaign set up

    Google Campaign Management

    TACTICAL CAMPAIGN MANAGEMENT INSERTION (AGILE)

    War on Weeds Social Media

    War on Weeds Mitre 10 Point of Sale

    GroSure Product Launch

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    > KIWICARE SOCIAL/DIGITAL OVERVIEW

    CUSTOMER COMMS DIGITAL

    Objectives

    Targets

    Content

    Campaigns

    SOCIAL

    Blog Post

    Repurpose content across social/web/

    comms

    Quarterly Newsletter

    Seasonal Focus

    Problem Solutions Deals

    Adwords

    Facebook Boosted Posts

    Remarketing Target Messages

    (specific audience)

    Ideas for content generation

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    Strategy. Creative. Digital. CONFIDENTIAL / Page 12

    > KIWICARE

    Set Objectives

    Number of Organic FollowersPost EngagementsClicks to Website

    Target Content Campaigns

    New/First Home BuyersSecondary: Interested

    in gardening

    Individuals/Couples 25-45

    Homeowners

    Average above average income

    Young families

    1/3 Promote KiwicareConvert readersGenerate profit

    Seasonal Focus

    1/3 Share Ideasindustry/well known

    thought leaders

    1/3 personal interaction & build Kiwicare brand

    Blog Posts. Fresh content for web FB & comms

    User Generated Content:Testimonials/ Photos

    Feedback/ Hashtags/Contests

    Targeted Like Campaigns

    Raise Likes

    Drive Traffic to FB

    SOCIAL

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    Social Strategy

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    Social: Facebook A Facebook presence will allow Kiwicare to communicate with existing and potential customers, as well as build awareness and brand loyal fans. Before we start creating content, we suggest establishing measurable objectives such as the number of organic followers, post engagements, or clicks back to the website you expect to yield from Facebook monthly.

    Target market:

    New/first time homebuyers have the potential to become Kiwicare advocates and life-long fans. We propose adopting a tone of voice and curating content that appeals to this market.

    Facebook Content:

    We understand you have a promotional calendar we can support through Facebook messaging and activations. We suggest launching a Facebook page with a seasonal focus that leverages key holidays/occasions.

    Rule of thirds:

    • 1/3 of your social content promotes your business, converts readers, and generates profit.

    • 1/3 of your social content should surface and share ideas from thought leaders in your industry or like-minded businesses.

    • 1/3 of your social content should be based on personal interactions and build your personal brand.

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    • Facebook Live of product application

    • What attracts certain bugs inside / how to prevent them

    • Outdoor party ideas

    • Events based in New Zealand, e.g., Cup & Show Week, Christmas in the Park

    • Create hype surrounding national holidays, sporting/cultural celebrations, Christmas, Easter and the Kiwi Summer

    • Testimonials

    • Leverage the popularity of Better Homes and Gardens, The Block NZ, and other garden / DIY shows

    • DIY projects for the garden – feature your retailers

    • Gardening tips / seasonality for planting

    • Expos/displays

    • Shares of relevant pages / partnerships / endorsers

    • Handy tips for using Kiwicare products / storage

    • Competitions

    • Imagery of beautiful gardens & outdoor areas, pest-free interiors

    • Repost relevant news items / emerging research

    • Product features

    • Promote Kiwicare’s values and nominated charity

    • Video content of products in action:

    • Repost or organically embed existing video content

    • Leverage David Brittain and his knowledge making him the poster-boy for Kiwicare. David could be the “answer man” authentically responding to “viewer” questions. This is a chance to add humour and personality to the brand, while emphasising that Kiwicare are Problem Solvers. - Kiwicare could consider taking a pseudo-scientific approach that is both informative and humorous. An example comes from the R&D lab of this blender company: https://www.youtube.com/watch?v=lAl28d6tbko. This is an opportunity to have fun while creating highly engaging content.

    • Monthly blog posts. This will generate fresh content for the website and Facebook, is a great opportunity to showcase Kiwicare’s expertise, and will direct traffic back to the website. These could be produced internally, via Kinetta, by TimeZoneOne, or a combination. - Options could include “Five ways to _____ with Kiwicare”, information about

    specific pests like Bora, having industry experts as Guest Bloggers, etc.

    • User generated content: Sharing customer testimonials, photographs and feedback. People love their 15 seconds of fame – it’s flattering and wins friends.

    - Set up specific hashtags or launch a contest to boost engagement and participation.

    Ideas for content generation:

    These are some of the examples of content generation ideas. TimeZoneOne would work with Kiwicare to determine which ideas they would like to pursue, and without doubt Kiwicare would bring a number of suggestions to the table. Once a scope of work was determined TimeZoneOne would provide a project cost for execution.

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    Content

    Develop fresh content for the website every month in the form of blogposts. This content will assist with SEO ranking for desirable keywords, and will be repurposed as social content to engage existing and potential followers, while driving traffic back to the website.

    Customer Communications

    Quarterly newsletter repurposing blog posts, introducing seasonal problems and solutions, and offering deals.

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    Digital

    In addition to your TVC activation, we suggest implementing an online advertising campaign that uses Google AdWords, Facebook, boosted posts and remarketing to target specific audiences with targeted messages to drive engagement.

    It is crucial we set up measurable goals for each campaign before any copy or creative is developed. We will also set up conversion points for measurable results, for example, visits to the “Stockists” page demonstrating an intent to buy.

    Facebook Like Campaign

    Goal: To raise page likes and drive traffic to the Facebook page.

    Cost: Initially, we estimate we may be able to yield likes at a CPA of $1.00 - $1.20. Based on this, how big a media spend are you willing to allocate per month? We recommend an initial monthly media spend of $2000.

    Targeting:

    • Individuals/couples aged 25-45

    • Homeowners

    • Young professionals

    • Average/above-average income

    • Young families

    Google AdWords

    Google Search

    • Brand

    • Campaign specific (e.g., seasonal problem and product solution)

    Google Display

    • Brand

    • Campaign specific (e.g., seasonal problem and product solution)

    Google Remarketing

    • Brand

    • Campaign specific (e.g., seasonal problem and product solution)

    Facebook

    Facebook Boosted Posts

    • Competition specific

    Facebook Targeted Advertising

    • Brand specific

    • Campaign specific

    • Like campaign

    Facebook Remarketing

    • Brand

    • Campaign specific

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    Project Quote

    Social Media Management

    Social/content calendar $600 Commence writing: Sept. 12th. Approval due Sept. 19th.

    Social execution and management $1,200 Commence: Sept. 20th.

    Content/Customer Communications

    Quarterly Newsletter

    Blog post x1 $375 Kick off in October calendar

    External cost: Kinetta’s blog posts x3 Posts due weekly commencing Sept

    Digital

    Facebook Boost budget $2,000

    Copy for Facebook Adverts $450 Like campaign to client by Sept 16th. Approved by Sept. 20th. Targeting/Remarketing to client by Sept. 30th. Approved by Oct. 4th

    Creative for Facebook Adverts (one off) Like campaign to client by Sept 16th. Approved by Sept. 20th.

    Targeting/Remarketing to client by Sept. 30th. Approved by Oct. 4th

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    Facebook Campaign Set Up $825 (one off)

    Like campaign to go live 22nd Sept. Targeting/Remarketing by Oct. 7th

    Facebook Campaign Management $4,700

    Copy for Google Adverts $900 (one off)

    Like campaign to go live 22nd Sept. Targeting/Remarketing by Oct. 7th

    Creative for Google Adverts (one off) To client by Sept. 30th. Approved by Oct. 4th

    Google Campaign set up $1,500 To go live Oct. 7th

    Google Campaign Management $3,700

    Project Management

    15% of the total

    War on Weeds

    Campaign TBC

  • Thank You. Let’s Talk.

    Lawrence Smith | DIGITAL STRATEGIST

    M: 021 346 486 E: [email protected]