Engagement plan for prochito holidays

ENGAGEMENT PLAN FOR PROCHITO HOLIDAYS !!

CONFUSED !!??

PLEASE LET ME

ALLOW TO

EXPLAIN…

85 % ADS DO NOT GET LOOKED AT..

TG IGNORE THAT !!

1.5 % EVEN LESS THAN THAT ADS CAN CREATE SALES APPEAL AMONG TG !!

SO..

WE HAVE TRIED TO FIND OUT AN

ENGAGEMENT PLAN RATHER THEN A MEDIA PLAN !!

WHO ARE THE TG

WHY THE MEDIA COVERAGE AT THIS TIME

WHAT IS THE ROOT

WHAT SORTS OF MEDIA WE ARE GOING TO USE

WHAT IS THE BUDGET

COMING TO YOU AFTER A FEW SLIDES…

TARGET MARKET

Age20-50+

Social ClassMiddle class, Upper Middle class

EducationEducated

Occupation

Business man, Employee, Student

Income Level40000+

InfluencerBusinesspeople, Collogue, Housewife, Friend

WHICH PLACES THEY ARE LOVING TO VISIT

India Thailand Singapore

Nepal Malaysia Maldip

China Bhutan

LOWER COST, DAZZLING NATURAL BEAUTY, TOURISM INFRUSTRUCTURE,SHOPPING FACILITY HAS MADE

THAILAND AS THEIR FIRST CHOICE

CONSIDERING THE FACT WE HAVE EMPHASIZED THILAND IN OUR COMMUNICATION AND FORTUNATELY IT MATCHES WITH

OUR BUSINESS STRENGTH

STRENGTH OR POD OF

Affiliation with TAT (Only one agency)

Office with sufficient and efficient manpower in Thailand

Sister concern of a well known and well establish company

A creative agency responsible for it’s communication

2000 travelers have taken service at last one year

Satisfied customers

Up to date website

Competitive package

P.H. IS READY TO MOVE FORWARD

THE PROBLEM IS THAT PROCHITO HOLIDAYSIS NOT THAT MUCH FAMILIAR

INTO THE AWARENESS LEVEL OF TG

SO WE NEED EXPOUSER

BUT…

AD EFFECTIVENESS RATIO IS HIGH IN THE MONTH

JUNE TO JULY

COZ

Eid UL Fitr will be held in the month of August

Different company from different industries are used to promote

their promotional activities at this time

Customers become curious to know what is new to the market

Customers become conscious to know special offers from

different brands

Our TG, specially reference group spends maximum time for

observing ads

Customers get a long vacation to celebrate Eid and they

celebrate the vacation in different ways. Traveling is one of them.

Purchasing power and willingness to spend increases

Travelers and reference groups are searching information for their

best package one month before the Eid vacation.

High level of awareness is possible

Perfect time for attaining competitor advantage

People are used to do shopping before Eid-UL-Fitr and

‘Amazing Thailand Grand Sale 2013’ will be held on 15June15-August

COZ

ROOT ? WHAT CAN

BE THE

PEOPLE OF BANGLADESH LIVES THEIR LIFE IN ENOURMOUS

PRESSURE/PROBLEM

FP

PP

WP MP

TP

EPSP

FP – Financial Problem

PP – Political Problem

WP – Work Pressure

MP – Mental PressureTP – Traffic Problem

EP – Environment Problem

PEOPLE TAKE DIFFERENT INITIATIVES FOR

PRESSURE MANAGEMENT

TRAVELING IS ONE OF THE FREQUENT CHOICES IN THIS REGARD

TO TRAVEL IS TO

LIVE ( WELL )

BUT WHEN PEOPLE THINK ABOUT TO GO OUTSIDE FOR TRAVELING

HE / SHE CLUTCHED BY DIFFERENT SORTS OF CONFUSION

Is the agency is OK or not ?

Package is OK or not ?

Package is reliable or not ?

Package rate is OK or not?

Is there any hidden cost into

the package or not ?

Will he/she going to get the

VISA in right time or not ?

Is the air plane

comfortable or not ?

What about the service

quality?

Transport facility is available

or not ?

ONLY TRUST CAN OMIT ALL OF THE CONFUSIONS FROM CUSTOMER MIND

TRUST

TRUST ROOT WILL BE

THE BUILDING

I KNOW YOU ARE THINKING ABOUT “ PRICE OF THE PACKAGE ”

SHOULD BE GOT FIRST PRIORITY . BUT THE MATTER IS THAT PROCHITO

HOLIDAYS WANTS A IRREPLACEABLE PLACE INTO THE CONSUMER MIND

WHICH IS NOT POSSILBLE BY PRICE WAR.

FOR TRUSTING ANY BRAND REFERENCE GROUP, INFLUENCER

OR BRAND IMAGE OF A PARTICULER BRAND PLAYS A VITAL ROLE

TRUST INFL RG

BI

IN TERMS OF BRAND IMAGE PROCHITO IS FEW STEPS BEHIND THE

COMPETITORS . SO THAT WE WILL INTRODUCE SOME NEW

IDEAS AND NEW MEDIA TOOLS BASED ON REFERENCE GROUP AND INFLUENCER FOR CREATING WOM

AS THOUGH WE WANT TO ENGAGE CUSTOMER WITH US AND

WANT TO CREATE WOM SO WE WILL CONSIDER

OFFLINE AND ONLINE BOTH AS OUR MEDIAAND WE WILL ENSURE SALES BY OFFERING DIFERENT SORTS OF

SALES PROMO OFFER

CAMPAIGN SLOGAN-

If not now, then when??

YOU approach Have the ability to create interest Have the impression of sales promo There is a feel that consumer is missing something Have the impression of that, brand has brought something new to the customer

BEFORE GOING TO THE IDEA GENERATION LET‟S SEE WHAT WE HAVE

FOUND FOR PLANNING FROM THE PREVIOUS SLIDES

Root

Building trust

SLOGAN

If not now then when ?

Media Offline and Online

Target audience Reference group and influencer as well as

ultimate consumer

1st phase of communicationCreative execution for create hype -> WOM

Communication Period May 28 to July 08

WE BELIEVE -

„ GO WHERE PEOPLE ARE, NOT WHERE MEDIA IS FOUND .‟

OFFLINE MEDIA

OFFLINE MEDIA VECHILE

Newspaper

Magazine

Event & Activation

Mystery Seller


NEWSPAPER


From Prothom Alo

Most popular, organized, colorful and attractive newspaper supplement .

Most important thing is readers rely on it‟s info.

Content Fashion and Beauty

Cooking

Legal Consultancy

Tours and Travel Info

Restaurant Info

Interior Design

Culture

Specialty From the countries leading newspaper ( Prothom Alo )

Attractive information with lookrative visual

Information regarding current market trend

Effective travel information/feature that’s

really makes people interested

Most of the national and international brand

consider it as a important tools for promoting

their brands

Most important thing is readers wait

to grab it every Tuesday


From Prothom Alo

Popularity in quantity 5,60,000 circulation

More than 60,00,000 readers

Many of them store it

4,50,000 online readers


From Prothom Alo

ReadersMale and female both specially female

13 to 40 years old

Middle class to upper middle class


One of the best tools for media coverage

( 6000000 readers )

TG of Nakhsa are well matched with the campaign TG

of Prochito Holidays

We can reach to the influencer also

Features on tours and traveling are

popular and most trusted


From Daily Star

Most sophisticated, organized, colorful and attractive newspaper

supplement in English. Most important thing is readers rely on it‟s info.

Content Fashion and Beauty

Tours and Travel Info

Restaurant Info

Interior Design

Culture

City Life

Campus

Specialty From the countries leading English newspaper ( Daily Star )

Most sophisticated and well organized


Effective travel information/feature that’s

really makes people interested



their brands

High officials are use to read it for different lifestyle news

Notification regarding upcoming cultural and corporate

event has created extra attention


From Daily Star

Popularity in quantity 50,000+ circulation

More than 3,00,000 readers



ReadersMale and female both

13 to 40 years old

Upper middle class to Upper class

Corporate and business people

Students

From Daily Star


One of the best tools for making awareness in corporate level

Life Style will make the opportunity to reach that portion of

TG where we can not go through Naksha.

Through it we can reach to the reference group also

Features on tours and traveling are most trusted


MAGAZINEE

Canvas, one of a kind global standard lifestyle and fashion magazine, is

also a sister concern of Persona. Canvas has already established itself

as one of the popular magazine in Bangladesh as well as abroad.


.

Content Fashion and beauty

Designer’s talk

Fashion info

Makeover

Horoscope

Event info

Cooking

E


Specialty Leading fashion and beauty magazine

Sister concern of country’s best beauty parlor

brand named ‘ Persona’

Most sophisticated and well organized




their brands

Notification regarding upcoming cultural and corporate

event has created extra attention

E

Popularity in quantity

20,000+ circulation

More than 60,000 readers


Readers

Male and female both specially female

16 to 40 years old

Upper middle class to Upper class

Students


E

EVENT



EVENT

Easy to draw the buyer attention and for a short term campaign it’s badly needed

Will help to do Brand awareness where we are few steps behind the competitors

Can be a better way for brand positioning

Can be a better source of collection of authentic Information

Providing concrete Information about Service to TG will help to dissolve confusion and build trust as well

Can create an opportunity to Convince the TG directly

Collection of Immediate Reaction can help to take next step

Event & Activation


MYSTERY SELLER

A person who influence his or

her friend or familiar to make

aware or purchase the service.

But he or she will not disclose the

fact that he or she is working for

Prochito Holidays


Awareness

Trust building

Work as like as reference group

Can create an opportunity to Convince the TG directly

Collection of Immediate Reaction can help to take next step

Positive impact on sales

Mystery Seller

ACTIVITIES

OFFLINE

MEDIA

A Both Side Printed Cover Band Around The P. Alo

Noksha For Awareness and sales promo offer

Content

Special feature

Total packages

Discount coupon

Information of raffle draw

Creative punch line for sales appeal

ACTIVITIES

OFFLINE

MEDIA

A creative + informative advertisement (1st AD) into

the P. Alo Noksha

ACTIVITIES

OFFLINE

MEDIA

A creative advertisement (1st AD) into the

lifestyle with premium packages

ACTIVITIES

OFFLINE

MEDIA

An informative advertisement (2nd AD) into the

Daily star Life Style

An informative advertisement (2nd AD) into the P.

Alo Naksha

An informative advertisement on

BD Monitor

ACTIVITIES

OFFLINE

MEDIA

Feature into the leading newspaper‟s supplements

based on tourism but Prochito Holidays will be

highlighted

PR on two issues in favor of Prochito HolidaysIssue 1 : PR for the AGM of Prochito Holidays

Issue 2: PR for affiliation with TAT

ACTIVITIES

OFFLINE

MEDIA

ACTIVITIES

OFFLINE

MEDIA

An informative advertisement (3rd AD) into

the P. Alo Naksha

An event for the people who have taken service from

Prochito Holidays ( As like AGM)

A big size transparent gas balloon with light

equipment at the roof of new office

ACTIVITIES

OFFLINE

MEDIA

An informative full page advertisement with unusual

shape into the Canvas

An activation for Interactive communication

with target customer and convince them

towards ultimate goal – To Increase Customer Count

ACTIVITIES

OFFLINE

MEDIA

Hype Create

Aware Convince C. Count

Activation Module

Location : Pink City Super Market

No of days : 6 days

Date : 13, 14, 15, 20, 21 and 22 of June

Slogan can be : If not now, then when ??

EVENT

Tools needed for accomplish the activation successfully

• Notification on press AD and Leaflet for creating awareness

• Costume for Ushers

• One Prochito Holidays Branded Lucrative Booth

• Three Female Brand Promoter & One Supervisor

• LCD Television & DVD Player with Stand

• One Touch Monitor/ i-pad

• Bioscope for children

• Data collection form, Discount card, Leaflet

• A customize globe with airplane for arranging game

ACTIVITIES

OFFLINE

MEDIA

EVENT

An activation for Interactive communication

with target customer and convince them

towards ultimate goal – To Increase Customer Count

ACTIVITIES

OFFLINE

MEDIA

Arrange a small event for one year celebration into the

new office and invite previous and potential customers

Communicate with the previous customer and offer them

to give air ticket ( except Thailand ) as gift if he /she can

ensure at least 20 customers.

Give a birthday gift ( Stationary or offer or discount coupon)

to the previous customers within the 1st June to 20 July.

ACTIVITIES

OFFLINE

MEDIA

MYSTERY SELLER

Who can beGeneral Student of a private University (NSU, AIUB, IUB, BRAC,

East west), Member of a tourism organization of a private University can

be better choice.

Reward system• AS a paid employee

• Target basis remuneration

• Profit sharing

• Gift within a budget

• Air ticket

ACTIVITIES

OFFLINE

MEDIA

Tie-Up Fashion House

Super shop

Bank

5 % discount for loyalty card holder Brand name - Meena Bazar

2% discount for highest 50 purchasers Brand Name - Smartex, Infinity, Richman

5% discount (Gold Card member/ Equivalent) Brand Name - FSIBL, EXIM, MTB

Beauty Parlor

5% discount loyalty card holder Brand Name – Persona, Laser Treat

ONLINE MEDIA

TOTAL INTERNET USERS IN BANGLADESH

30.48 MILLION !!

41.1 % INTERNET USERS SPEND

AT LEAST 1 HOUR FOR SURFING

FACEBOOK ADDS 1 NEW USER IN BANGLADESH

EVERY 20 SECONDS

Bangladesh

3.39m

Female

715290Male

2667930

PURPOSE OF USING INTERNET

% OF PEOPLE WHO SEARCH BEFORE THEY

PURCHASE PRODUCT/ SERVICE FROM DIFFERENT INDUSTRIES

BY CONSIDERING THE INFO, OUR TG AND REFFERANCE GROUP AND

PRESENT POLITICAL SITUATION OUR ONLINE MEDIA VEHICLE SHOULD BE:

NEWS PORTAL, E-MAIL MARKETING AND

FACEBOOK

ACTIVITIES

ONLINE

MEDIA

ACTIVITIES

ONLINE

MEDIA

At the newsletter it would be mentioned that who will

give feedback will get a code and have a opportunity to

get a gift into a raffle draw

Mail newsletter to the TG

People can get a gift by sharing (maximum) the newsletter to

their familiar (He/she has to give CC to the Prochito Holidays

ACTIVITIES

ONLINE

MEDIA

Ad will be animated and it will be divided into three

slides

Panel ads on bdnews24.com and prothom-alo.com

for 1 month. Position – as top as possible

?If not now.. then when

Now quality service charges less

!!

Click to fly

Facebook activity

ACTIVITIES

ONLINE

MEDIA

Announced a competition to share image or story about different tours and collect maximum like/comment to win a gift (Air ticket / camera)

Announced to share any sorts of interesting info and collect maximum comments to get a gift per week

Upload the promo offer on the fan page and announced a gift for maximum sharing and collecting maximum comment

Upload anything in every 1 hour for make sure that Prochito Holidays is always into the home page of it’s member

Announced a job on a facebook fan page for a post name – Digital influencer. Selection will be based on performance.

Digital Influencer

ACTIVITIES

ONLINE

MEDIA

Upload interesting issue along with the sales offer of Prochito IMC Ltd. and start conversation with the an page members

Engage others in conversation

Inspiration others to continue the conversation

Participates consistently to maintain a timely conversation

Is seen as credible by his or her audience to speak about the issue at hand

Make interested to members or interrelated members to purchase the

service but technically

BUDGET AND

OTHERS

ESTIMATED BUDGET FOR BOTH OFFLINE AND ONLIE MEDIA

Press and Online Media Budget - 1192450

Budget for Activation & Balloon - 300000

Budget for Gift (Raffle Draw, Email & FB Campaign) - 50000

Budget for Mystery Seller & Digital Influencer - 10000

BDT 1552450

TOTAL REACH IN ONE MONTH

No of P. Alo Naksha & eprothomalo readers - 6500000

No. of Life Style readers - 300000

No of Canvas Readers - 60000

No of BD monitors readers – 10000

No of online newspaper (bdnews24 and prothom-alo) readers – 1500000

Through activation we can reach (20000X6) – 120000

Through feature & PR we can reach - 9000000

17490000

N.B. - We can also cover a mentionable number through Facebook

PER CAPITA COST FOR 1 MONTH

BDT 1552450 / 17490000PERSON = BDT 0.105

Feature

PR

Cover BandOn Naksha

Ad with unusual shape

at canvas

Activation

Digital influencer

Mystery Seller

Purchase

IMPACT ZONE

WHO LIVES SEES,

BUT TRAVELS SEES MORE..

THANK YOU