Activation, Conversion, and Retention Strategy
Dates
Report and slides due: Monday, April 19, 4:59 pm (turn in here). See checklist at the end of this document before turning anything in.
Presentation: your normal class time
Save the date: April 29th @ 3 pm (the winning 2 teams will present to fiverr at this date/time so please hold the slot)
Brief
You have a budget of 10 million euros. Your task is to develop a 1-year communications plan that:
1. grows fiverr at all levels of the funnel (e.g., awareness & conversion/retention
2. improves trust/favorability among the public in all markets (global goal)
3. improves fiverr’s image among the creative freelancer community
Since fiverr may soon revise fiverr business, you should ignore the separate fiverr busines page (see here). Further, do not focus on the enterprise market since success here will likely require substantial changes to the product offering, itself. A full summary of what is on and off limits is listed below.
Please note: just because something is “on” doesn’t means you should or need to do it. It only means that you can do it if you would like.
on |
off |
1. International focus (all regions on the table) 2. New campaign slogans 3. New campaign spokesperson/spokespeople 4. Revising the website architecture of fiverr.com (deleting links/adding links/moving things around, et cetera) but see no. 3 in “off” 5. Changing the positioning of the offerings on fiverr.com |
1. Changes/improvements to the fiverr business page (you may make business-related changes to the main page if you wish) 2. Targeting the enterprise market with a new product (see 2) 3. Changing fiverr’s core brand assets such as colors/fonts (fiverr just had a brand refresh) |
Nuts & Bolts
This project has three deliverables: a report, a PPT, and an oral presentation given to the class over Zoom.
Report
Topline summary. The first page of your report should answer the following questions using 0 (phrase/list) - 4 sentences.
1. Changes to fiverr.com if applicable. If you are planning to restructure/tweak/make additions to fiverr.com and/or make revisions to production positionings, summarize your plans here. If not, please answer “NA” for this question.
2. Big brand building idea(s) & its/their goal(s).1 What do I mean by “big idea”? Consider Coke’s longstanding “Taste the Feeling” and “Share-a-Coke” campaigns. This slogan and idea underlied multiple creatives over many months. The big idea is the slogan and style that will underpin many creatives over the year. (Example answer: “The slogan will be “Food Love Stories” with four job-oriented mass segments: vegetarian, family, health, and budget with the goal of improving quality perceptions of Tesco and ultimately sales in the UK market).
3. List of your brand building channels. Answer this as a list (e.g., OOH, podcasts, YouTube pre-roll, et cetera). If you are proposing different channel mixes for various brand building ideas, you can specify multiple lists (e.g., 3.1, 3.2, 3.3). Please clearly label which list corresponds with which brand building goal
If you have multiple brand building campaigns going in tandem, please answer this question for each one (e.g., 2.1, 2.2, 2.3, 2.4, et cetera). For each, you can answer with 0 – 4 sentences.
4. Activation/conversion/retention strategy. In brief (0 – 4 sentences), how do you plan to increase activation/conversions/retention?
Report Body. I am not specifying word counts per section here, only a word count for the entire “report body” section of 2,500 words max.2 You may include images/figures/tables within the report body. These do not count against the word count.
1. Changes to fiverr.com if applicable. Please elaborate on your answer given in the topline summary. Feel free to include sample creatives in this answer. If you are not proposing any changes please answer “NA” for this question.
2. Big brand building idea(s) and its/their goals. Please elaborate on your answer given in the topline summary. Be specific as to how you plan to execute your big idea(s). Feel free to include sample creatives in this answer.
3. List of your brand building channels. Please elaborate on the logic behind your choice of channels, rough timelines (e.g., what happens each month or quarter), impressions targets (including total impressions and impressions/person), and rough budget breakdowns.3
4. Activation/conversion/retention strategy. Please explain and justify your strategy for increasing activation/conversion/retention. Feel free to include sample creatives in this answer. Include a discussion of channels, rough timelines (e.g., what happens each month or quarter), impressions targets (including total impressions and impressions/person), and rough budget breakdowns.4
2 There is no minimum word count. You may go over the word count by up to 10% without penalty.
3 Please do not get too hung up on the budget. A rough estimate is fine. I’ve included some general media costs in the “resources” section at the end of this document.
4 Please do not get too hung up on the budget. A rough estimate is fine. I’ve included some general media costs in the “resources” section at the end of this document.
5. Tying it all together. The brief has three goals:
i. grows fiverr at all levels of the funnel (e.g., awareness & conversion/retention)
ii. improves trust/favorability among the public in all markets (global goal)
iii. improves fiverr’s image among the creative freelancer community
Explain which goals your strategy achieves and convince me that it will be a success.
Creative Portfolio.5 Time to create some mock-ups of content (e.g., blog posts, videos (storyboard), apps, events (can’t really mock this one up, but you can explain it), organic social posts, social ads, search engine ads, billboard mock-ups, influencers partnership plans, tv spots (storyboards), etc.), website re-design (you don’t have to actually re-build the website. Instead, you can offer a critique and rough sketch of what you would change).
There are no minimum or maximum requirements here, though I suggest proposing at least 3 pieces of content.6 For each piece of content you create, please include descriptions/justifications, as well as rough timeline details. There is no word count for this section, but brevity is important.
There are lots of tools online to help. Here are a few to get you started:
1. Pexels: Free quality stock imagery
2. Freepik: Some more free stock imagery (filter by “free”)
3. Ad Parlor: Free mock-up tool for social media ads
5 You can integrate some creative examples in the report body if you wish. This section can then house the rest of the portfolio.
6 Each mock-up counts as a piece of content. E.g., a mockup Facebook ad would count as a piece of content. However, you should also include some more involved pieces of content, too (e.g., a blog post, proposed website redesign, et cetera).
4. Canva: Great templates for storyboards, social media posts (including the option to animate and save as a GIF), and some banner ad templates (paid tool, free 30 day trial with cc). Note that some of the images/graphics cost money. I’d recommend just sourcing your own images/graphics to avoid this issue (e.g., from Pexels).
5. Karooya: Free mock-up tool for search ads
6. Really Good Emails: Okay, this isn’t a tool. It’s just a nice resource for inspiration!
7. App prototyping: You can create interactive app prototypes using Proto or Pop (or any prototyping tool you wish). If you use Proto, you can sign up for a free 15-day trial (no cc required last time I checked) after which point it will downgrade to a limited free edition. Hence, you may want to create and export your entire prototype within the 15 day trial window. Export the app to a PNG that you can then paste in the report. Also, provide me the demo link. If you want to use Pop, create a free account and watch the 2 minute tutorial. All other instructions the same, i.e., screenshot your creation and provide the demo link.
8. Lots more tools available. Do some Googling online if you’re looking for something not covered here!
References. Please use APA or Harvard Referencing Style
Appendixes. If there are any figures/charts/tables that are too big for the main report but you feel are important, you can put them in an Appendix. Please be picky, however, with what you include.
Extra-large reports can overwhelm clients ���.
Presentation
Details TBD.
Checklist
1. Word doc format.
2. File saved as (group name.docx)
3. Group name, student ID’s, and names listed at top of the first page not in a header (this makes them difficult to quickly copy)
4. All word counts adhered to
Resources
1. Summary of fiverr’s branding assets to get you started: Medium
2. Media Costs. Here are some ballpark media costs to get you started. Feel free to include other channels as well if you deem them appropriate. If you find more precise estimates, feel free to update the numbers (but cite your sources), and consider what Garry said on the call:
a. TV (per 4 weeks on air) – 40K (does not include production costs)
b. Social Media
i. Sponsored post with 1.2 million impressions/month –
€25K
ii. Influencer post with featured product (Instagram) –for influencers with 2K – 10K followers: €75 – €250, for influencers w/ 50K – 100K followers: €1K
iii. Influencer YouTube post -- €1K per 1K followers.
iv. Video Ads on Youtube – about €1K for every 1K view
c. Search
i. Use Google Ads Keyword Plan to get a sense of CPC for specific keywords and also see this resource.
d. Display
i. Depends on your bidding strategy (you choose). See options here and prices here. You can convert between CPC and CPM using this calculator.
e. Out-of-home (OOH) (per 2 week burst)
i. National Heavy-Weight (50%-60% national coverage) –€60K
ii. Small Point of Purchase (25% coverage) – €20K
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