Digital Marketing Plan (JSA, Inc.)

Editor's Notes

• #4: JSA, Inc., formerly known as Joseph Server & Associates, Inc., was established in 1997. It's first client for performance-based grounds and landscape maintenance was Ateneo de Manila University in Katipunan. Since then, it has built its name as a landscape development company, providing allied services including grounds maintenance, tree care and sports field maintenance. JSA stays on top of technological advances and applies innovative approaches to current industry practices as you would see on this video. JSA is your business partner for improved Landscape Management Systems and quality project execution.
• #5: Current Digital Marketing Presence of JSA is its website www.jsa.com.ph It has a fairly good search engine result, usually showing within the first page of search results when typing keywords such as tree care and grounds maintenance. But search tags can still be improved to include other keywords that are commonly searched by potential customers. Also, the website needs updating in terms of content. Furthermore, the current website is not mobile friendly and was only created for desktop viewing. The website is currently maintained by a supplier and no insights or data reporting is being provided in a regular basis.
• #6: JSA also has its FB page created in March 2014. Since then it has only 600 page likes and followers compared to competition who is already at 1000 page likes despite being created a year later than JSA. When the page was created, it was never utilized for marketing purposes. It was initially created only to have a digital platform for our employees to share their achievements and for an occassional posting of pictures, not mainly for marketing, but to share some of our beautiful works to the community.
• #7: In this presentation, we'll be following the SPADE format or Situation-Problem-Alternatives-Decision-Execution format followed by Results and Conclusions.
• #8: For our situation, JSA's marketing efforts are mostly through word-of-mouth and exposure of our equipment in existing project sites. We also spend most of our time doing actual client calls and presentations. The Madvac Outdoor Litter Vacuum or the mechanized ride-on street vacuum that we use in our operations is also a product that we offer as a stand-alone equipment or as part of the packaged grounds maintenance service.
• #9: But our problem is that ever since we introduced the equipment in 2012, we have not sold a single Madvac as a product. It has always been just a part of our service package for existing grounds maintenance clients.
• #10: Going back to the Industry Archetypes of Marketing 4.0, our company is under the service industry whereas it is critical to manage multiple touchpoints across the customer path. For the purposes of this digital marketing plan, we'll first focus on managing the aware and appeal touchpoints given the limited reach of our existing marketing efforts. Increasing commitment and affinity levels to achieve the ideal bow-tie pattern will be tackled on the future phases of the overall marketing strategy.
• #11: Therefore, our objective for the digital makerting plan is to increase brand awareness and appeal. After this is achieved and results are reviewed analyzed, we'll work on the future plans of updating our existing website and Facebook page to accommodate questions and queries and to provide interactive digital experience for customers. We're also targeting to make the website mobile-friendly since most customers are on their phones. Lastly, we'll monitor and regularly update the digital platforms and converge digital marketing efforts with our offline services and approaches to increase commitment and affinity levels.
• #12: To increase brand awareness and appeal, our alternatives are to use the traditional one-on-one marketing or to utilize Facebook and Instagram promotions, whether organic or paid.
• #13: Our decision is to try using facebook campaign, both organic and paid promotion schemes. By the end of this digital marketing plan, we are hoping to compare the brand awareness reach through traditional one-on-one marketing, organic facebook promotion and paid promotion schemes.
• #14: Before we start execution of the facebook campaign, let's first see the current facebook insights of the page. As of Dec 22, 2018, we have 209 organic reach and a total of 600 page likes as of January 12, 2019.
• #15: Our page views from Jan 5 to 11 was only 45 with 12 post reach and 2 actions on page. These are really insignificant numbers reflecting how unutilized the facebook page is.
• #16: Our facebook campaign will consist of 2 separate ads that will both increase brand and product awareness. The first ad will have a specific objective of website promotion or an increase of website visitors. To do this, we created an ad promoting all the services of JSA with a headline "Remove the headache of property management. Get professional performance-based services!". Each major service is then shown through a carousel of pictures as seen on this preview. We also specified target audience of women and men from the age of 18 to 65, limited to Metro Manila, Pampanga, Subic, Laguna, Batangas, Cavite and nearby towns or most commonly known as Mega Metro. Aside from location and demographics, we also included specific interests and job descriptions related to the industry to ensure that we target the right individuals. From there, our ad will show a "Learn More" action button that will direct interested viewers to the JSA official website. We are also looking into spending only 300 pesos for a span of 3 days.
• #17: Our second ad is almost the same as the first ad but will now focus in a specific product which is the Madvac. Same budget and target audience but now our specific objective for this ad will be video views. We'll first post a video describing the Madvac and see how many views and post engagements the video will get for a day. Then we'll boost the post for three days and compare results afterwards.
• #18: Now let's check on the results.
• #19: From a span of 5 days, we reached 25, 192 individuals, increased page likes from 600 to 729 and garnered 767 website visits.
• #20: For Ad No. 1 which we spent less than 300 pesos for, we reached 9,206 people with at least 4% of them who were interested enough to visit our website. This click-through rate is way higher than the average 0.62% Click-through rate for the customer service industry. The demographics of audience was fairly distributed to both men and women and the different age range. 93% of the ad placement was on mobile devices.
• #21: For Ad No. 2, we reached 16,100 people with an average cost per 10-second video view of 0.07 cents. Out of the 5,505 total video views, 380 link clicks or at least 7% of the viewers wanted to learn more about the product. This click-through rate is positively higher than the average 1% Click-through rate for the technology industry. An interesting insight is that in comparison to the previous ad, the Madvac video appealed more to men mostly at the ages 18-24 and 35-44. This could mean that more men are interested in equipment and machines than of women. Ad placements were also dominated by mobile devices but with a slightly higher percentage for desktop computers compared to the previous ad.
• #22: The results also showed that more than 70% of the reach for this video was from the paid promotion. There were at least 278 post engagement from viewers, with 47 of them even sharing the post on their feeds. The video also got 219 reactions such as likes and wows and 2 positive comments.
• #23: A critical insight that we should analyse is the average seconds of video watch time which was only at 21 seconds. Less than 50% of viewers stopped watching after 17-19 seconds, with only 10% of them watching until the end of the 1 minute and 37 second video. This result could help us prepare better content for future ad promotions.
• #25: To conclude, facebook ad campaign is a fast and efficient way to advertise. From our traditional one-on-one marketing that usually reaches only 4-5 people in a month, we were able to reach 25k people in a span of 5 days. Although this thousands of people reached may not necessarily convert into sales. But since our primary objective for the marketing campaign was initially to increase brand awareness and appeal, we increased our reach by 5k times from our traditional marketing.
• #26: One of our learnings from this marketing activity is that customers are more mobile than before, with most of our ad placements viewed on their smartphones than on desktops. This is why it is important that our digital touchpoints from the facebook ad to the website should be seamless and mobile friendly. From the total of 767 website visits, we have not received any contact from interested customers as of date. And since our website is currently not mobile-friendly, this could have discouraged customers to continue on their path to ask or purchase.
• #27: And perhaps the most important lesson we learned in this activity is how critical content is to the result of the marketing campaign. Content should be appealing and sends a clear message to customers on the first 10 seconds. In the video we did, the first 10 seconds showed how clean roads are using the ride-on street vacuum. The technology could spark interest from people who are in or related to the industry that is why it's important to know and specify your target audience.
• #28: Like what was discussed as our phase 2 and 3 of our marketing objectives, we'll improve the current website to be mobile-friendly and be an interactive digital experience for customers. We'll improve on our content marketing by gathering input from research and small-group brainstorming sessions. We'll also assign someone to monitor and regularly update digital platforms and marketing campaigns. And finally, we'll incorporate digital platforms in our service offering to improve the online-offline experience of customers and eventually increase their commitment and affinity levels.
• #29: Thank you for watching my digital marketing presentation!