Task 2 Pt 2

Content Plan

The following content plan is conformed of a 10-week calendar of activities, the schedule is based on the design of three assets, an image, a video, and an infographic, these assets will work towards achieving three main marketing objectives, established in the previous transactional content marketing campaign plan.  

The marketing objectives and assets have been selected and designed, considering the three stages of the buyer’s journey, allocating a marketing objective and an asset to each stage, ensuring we communicate and reach our target audience correctly and in all buyer’s stages.

Marketing Objectives:

1.        Increase/Generate brand awareness, through a social media Giveaway contest, to gain 500 subscribers on Facebook and Instagram combined, in 1 month.

2.       Increase the number of quotes we received every month, a 5%, through a marketing campaign consisting of a series of social media video ads running for 3 months.

3.       Increase revenue sales from $10k to $20k per month, by nurturing and attracting clients to our website and social media accounts through a content marketing campaign that provides customers with the company’s insights like stats. Run for 1 month.

Trello Calendar

Production Timelines 

Image

4 Days slots

Task

Owner

21-03

25-03

29-03

2-04

6-04

10-04

14-04

18-04

22-04

26-04

30-04

4-05

Status

Comments

Arrange production, talent, location, shoot date

Digital marketing manager

1

1

g

Hire photographer, model, find a venue, set a date, others

Photoshoot day - overseeing

Digital marketing manager

$1

g

Photoshoot day

Cleaners photoshoot

Photographer

$1

g

Take different photos, cleaning services

Review and Provide photos

Photographer

1

g

Photoshoot results

Start designing the giveaway Image

Graphic Designer

1

g

Select photos start the design process

Provide image design 1st draft

Graphic Designer

1

g

to DM Manager

Provide feedback

Digital marketing manager

1

g

Review and feedback

Provide image design last draft

Graphic Designer

1

g

Review feedback and design 2nd/the last draft

Provide feedback

Digital marketing manager

1

g

Ideally last feedback to the final version

Provide final image version

Graphic Designer

1

g

ensuring the image is ready by the due date

Approve and confirm Image ready

Digital marketing manager

1

g

Allowing time for error

Due date

1

g

Total Elapsed Time:

4 Weeks

General comments:

Objective image: Promote our giveaway social media contest. Focused - Awareness stage (Buyer's journey): Giveaway 5x$100 vouchers (cleaning services) to go live via sponsored ads (Facebook & Instagram) Marketing Objective = Increase/Generate brand awareness - gain 500 subscribers = 1 month. Measured by: #of CT, # of registered, # of followers and reactions, Conversion rate

Video

W/E

Task

Owner

21-02

28-02

7-03

14-03

21-03

28-03

4-04

11-04

18-04

25-04

2-05

9-05

Status

Comments

Brainstorm and create a storyboard

Digital marketing manager/Comms Manager

$1

g

Meeting between both managers to brainstorm and create a lo-fi storyboard

Provide storyboard 1st draft

Digital marketing manager

$1

1

g

First storyboard draft with more details, i.e shots, angles, sounds, script

Provide storyboard feedback

Comms Manager

1

g

Review feedback and provide 2nd Draft

Digital marketing manager

1

1

g

Provide storyboard feedback 2nd Draft

Comms Manager

1

g

Arrange location, models, Video editor, shooting dates

Digital marketing manager

1

1

g

Ideally, by this stage, a draft will be approved to move on to arranging props, personnel, location, dates. Based on storyboard approved draft

Video shooting day - overseeing

Digital Marketing Manager

1

g

Video shooting starts, evaluate on the first day, and create a plan for the next days to optimised use of time, talent, and resources

Shooting Video taking

Video editor

1

g

Video shooting starts - 1 week estimated

Design Video ad 1st draft

Video editor/Digital marketing manager

1

1

g

The video ad design process starts, DM manager assists in choosing the best shots and provides advice and expectations to the Video editor. Video editor delivers

Provide video ad 1st draft feedback

Digital marketing manager

1

g

Design Video ad 2nd draft

Video editor

1

1

g

2nd draft is presented to Comms Manager and is discussed with DM

Provide video ad 2nd draft feedback

Comms Manager/Digital marketing manager

1

g

Together Evaluate and provide feedback

Design final version Video ad

Video editor

1

1

g

Ideally, after 2nd draft managers will approve and Editor can move to the final version

Approve and confirm image ready

Comms Manager/Digital marketing manager

1

g

Together Evaluate and provide feedback

Due Date

1

g

Allowing time for error

Total Elapsed Time:

10 Weeks

Dependencies on:

Dependencies for:

General comments:

Objective video: Promote services, inform and encourage clients of our quoting system - request quotes Focused - Consideration Stage: Highlighting the importance of a clean home and investing time in the family instead of chores. To those considering cleaning services, we provide information on our services, benefits, accessibility, and simplicity of requesting a quote and booking service. We nurture leads further by providing examples jobs and information on how/where to find us on social media and website Marketing objective: increase a 5%, the #quotes inquires, within 3 months

Infographic

4 Days slots

Task

Owner

2-04

6-04

10-04

14-04

18-04

22-04

26-04

30-04

4-05

8-05

12-05

16-05

Status

Comments

Brainstorm, storyboard, plan infographic design theme

Digital marketing manager/Comms Manager

$1

g

Decide the theme, purpose, and topic, as well as the type of infographic

Gather data, information for the infographic

Digital marketing manager

$1

g

Company internal reports

Design 1st Draft - Provide 1st draft

Digital marketing manager

1

g

Provide feedback 1st draft

Comms Manager

$1

g

Review feedback work in the final version

Comms Manager

1

1

g

Provide final draft version

Digital marketing manager

1

1

g

Approve final draft version

Comms Manager

1

g

Provide final version

Digital marketing manager

1

g

Infographic Ready

Digital marketing manager

1

g

Ensuring Infographic is ready by the due date

Total Elapsed Time:

2.6 Weeks

General comments:

Objective infographic: Provide reassurance to prospect customers of our Great service and Customers loyalty to convert into buying customers. Nurture/retain existing customers showing we care for them Focused - Decision stage (Buyer's journey): Share with the public our customers' feedback, the actions we take against good and bad feedback, how important and valuable are our customers' feedback. Showing Genuity, professionalism, what real customers think about us, number of clients, % of satisfaction, etc Marketing Objective =Increase revenue sales from $10k to $20k per month. Measured conversation rate, #quotes, followers, CTR

Resource plans

Design	Image
Task	Location	Personnel	Hourly Rate	Time estimated (Hours)	Other resources	Other expenses	Total expenses	Notes
Photo Shoot	selected home	Photographer	$25.00	6	Staff offered a $50 GIFT card to whoever offered he/his home for a photoshoot)	$50.00	$200.00	A team member has offered her home for the photoshoot The photographer is asked to take a few photos of cleaner that reflect the common cleaning services, a happy worker, and a clean home
	selected home	Models: Franchisees (cleaners)			The cleaning staff offered a $100 GIFT card to whoever poses for the photoshoot	$100.00	$100.00	The franchisee is asked to show a few cleaning tasks and pose for the photos while pretending to do these
Image design	Office or remotely	Graphic Designer	$29.00	30	Software: Canvas free version		$59.00	Photographer to provide images taken, Designer will create the image
							$359.00

Design	Video
Task	Location	Personnel/Main Sources	Hourly Rate	Time estimated (Hours)	Other resources	Other expenses	Total expenses	Notes/further details
Storyboarding	Office/Remotely	Digital Marketing Manager	$30.00	30	Storyboard free application		$900.00
Arranging shooting	Office/Remotely	Digital Marketing Manager	$30.00	12			$360.00	Talent, dates, venue, refreshments for shooting day, etc
Video shooting starts
Talent	Selected home	Video Editor	$27.50	10			$275.00
	Selected home	Models	$20.00	20			$400.00	Counts 2 models: Buyer persona and 2 children actors
	Selected home	Digital Marketing Manager	$30.00	10			$300.00	Overseeing
Props	Selected home	Location/home			Staff offered a $150 GIFT card to whoever offered he/his home for videoshoot	$150.00	$150.00	Areas required are Kitchen and Lounge. 2 stages - Messy and then Clean and tidy
	Selected home	Wine				$12.00	$12.00	The wine that Kellie will drink in scene 1
	Selected home	House items						Dishes, cutlery e.t.c to position around the kitchen and give the impression of messy
	Selected home	Laptop						Laptop where Kellie will be looking at the Green acres website (Borrow from the office)
Refreshments	Selected home	Food and beverages for the production team			1day Lunch x 6 + snacks morning & afternoon tea	$250.00	$250.00	3 models, video editor, Digital Marketing Manager & homeowner
Video editing	Office/Remotely	Video Editor	$27.50	120			$3,300.00	Estimating 6 weeks of 20h/w according to with production plan too
							$5,947.00

Design	Infographic
Task	Location	Personnel/Main Sources	Hourly Rate	Time estimated (Hours)	Other resources	Other expenses	Total expenses	Notes/further details
Storyboarding/brainstorming	Office/Remotely	Digital Marketing Manager	$30.00	5	Storyboard free application		$150.00	*Previously discussed the objectives with this infographic - Theme: share feedback stats, provide reassurance to Decision stage buyers, and nurture-retain existing customers
Gathering data	Office/Remotely	Digital Marketing Manager	$30.00	10	Company reports: feedback stats, feedback, complaints, related actions taken		$300.00	Feedback stats and actions against it - Prove of improvement
Creating infographic	Office/Remotely	Digital Marketing Manager	$30.00	25	Canvas free version		$750.00	Considering time from the start of the designing process in canvas, drafts and feedback received till the final version delivery
							$1,200.00

Assets

Image                                                                                 

 Infographic

Infographic - Sponsored post  image

Video - Storyboard

FRAME 1 ·         Label: Scene - Buyer persona arriving at  messy home ·         Action: Kellie, arrives home and finds it very messy, feels overwhelmed with the workload ·         Camera: Pan angle - to follow Kellie around messy home o    Dolly angle: once she sits on the floor o    Close shot: to see her overwhelmed reaction	FRAME 2: ·         Label: 2 Scene Clean home, Kellie with family ·         Action: Kellie enjoying time with her family in a clean home ·         Camera: Full shot - to capture Kellie and her fam and the look of her clean home o    Close shot: end with a close-up shot of Kellie and fam happy
FRAME 3: ·         Label: 3 Scene Kellie applying for a quote on Green Acres website ·         Action: Kellie is looking up the Green acres website and applying for a quote, filling up the details ·         Camera: Over the shoulder shot - filming Kellie from behind showing what she is looking at o    Point of view shot/zoom angle, zooming into kellies PC screen and then showing only her screen, Kellie’s actions on the website	FRAME 4: ·         Label: 4 scene jobs examples list ·         Action: Screen recording of the website and other information found on the website like jobs examples and a list of tasks ·         Camera: Point of view shot - Screen showing how to navigate around the website
FRAME 5: ·         Label: 5 scene Website and social media handles ·         Action: The last scene contains all our social media information and website. it shares the link to our quote info landing page ·         Camera: Point of view shot.

Video - Sponsored post  image