Copyright information goes right here, and you can say whatever you want Template created by TemplateGraphixTemplateGraphix 1 Custom Audience Integrated Marketing Plan

Copyright information goes right here, and you can say whatever you want Template created by TemplateGraphixTemplateGraphix 2 Table of Contents I.Marketing Strategy A.Primary Data Collection B.Secondary Data Collection C.Research Results D.SWOT Analysis II.Creative Strategy A.Data Strategy Table B.Big Idea C.Creative Executions III.Media Plan A.Communication Objectives B.Media Mix C.Media Plan D.Flow Chart IV.Budget & ROI Analysis A.Marketing Budget B.ROI Analysis C.Recommendation

Copyright information goes right here, and you can say whatever you want Template created by TemplateGraphixTemplateGraphix 3 Executive Summary  Facebook needs to revamp their marketing strategy of their business tools/services with the business audience, particularly marketing executives.  Team Resilient Pearls has conducted of both secondary and primary data collection and analysis.  Research results showed: o marketing executives are not aware of Facebook Custom o Facebook is also perceived more as a social networking site whereas LinkedIn and Instagram are more associated with business networking. o Marketing executives expect a more exclusive, professional and customized treatment to use Facebook Custom Audience  These expectations of exclusive approach lead the way to the creative idea of designing an ‘Online Business Lounge’ exclusive to the users of Facebook Custom Audience.  An integrated marketing plan for 12 months consisting of TVC, Print Ads, Internet Ads, Website, Mobile Application, Direct Mail, Conference Sponsoring, Off-line business lounge branding, Social Media Ads and Search Engine Ads was formulated.  Businesses need to use Social Media Advertisement for at least 1 full year before seeing positive impact on the business results.  Team Resilient Pearls recommends Facebook Custom Audience to use a combination of Media and continue advertising on Social Media for at least 1 one year to start receiving profitable engagement.

Copyright information goes right here, and you can say whatever you want Template created by TemplateGraphixTemplateGraphix 4 I. Marketing Strategy Integrated Marketing Plan Marketing Strategy Creative Strategy Media Plan Budget & ROI Analysis

Copyright information goes right here, and you can say whatever you want Template created by TemplateGraphixTemplateGraphix 5 Secondary data collection revealed:  Marketers are using Facebook and 62% plan on increasing Facebook activities  Facebook, Twitter, LinkedIn, Google+, YouTube, Pinterest and Instagram are the top seven platforms used  Only 45% of marketers think that their Facebook efforts are effective.  Twitter, YouTube and LinkedIn hold the top spots for future plans of marketers  66% of marketers plan on increasing their use of these social networks.  Most marketers indicated that they have started seeing benefits after 1 year of using social media  A significant 66% of marketers plan on increasing their use of LinkedIn.  There is a decline in the use of Facebook among marketers. It moved from the number-two slot in 2013 with 70% of marketers increasing activities to 64% in 2014 and 62% in 2015.

Copyright information goes right here, and you can say whatever you want Template created by TemplateGraphixTemplateGraphix 6 Primary Data collection revealed:  After learnings from secondary research, a questionnaire to understand the behavior of social media users in the Gulf Cooperation Council (GCC) was prepared. By this we can have a better understanding of the views of marketers in the region  Face to face interview with 250 individuals was conducted. This process enabled the team to better understand the needs of marketers from the perspective of consumers.  50% of internet users use social media throughout the day  55 % percent use internet 4-8 hours a day  People mainly use Facebook for social connection  LinkedIn is preferred for professional networking  Twitter is mainly used by homemakers, unemployed and students to stay connected  Instagram is followed mostly for following sales, discounts and other promotions

Copyright information goes right here, and you can say whatever you want Template created by TemplateGraphixTemplateGraphix 7 Competition  an online mobile photo-sharing, video-sharing, and social networking service that enables its users to take pictures and videos, and share them either publicly or privately on the appmobilephoto-sharingvideo-sharingsocial networking  over 400 million users as of December 2014  Its parent company is Facebook and can be used as a support element  Privacy is an issue  business-oriented social networking servicesocial networking service  most of the site's revenue comes from selling access to information about its users to recruiters and sales professionals  more than 400 million acquired users in more than 200 countries and territories400 million acquired  LinkedIn launched LinkedIn DirectAds as a form of sponsored advertising

Copyright information goes right here, and you can say whatever you want Template created by TemplateGraphixTemplateGraphix 8 SWOT Analysis StrengthsWeaknesses:  Facebook Brand Awareness in Social Media  Number of Users vs. LinkedIn (1.3 billion per month vs. 430 Million per month respectively)  Technology driven targeted segmentation (geographic, demographic, psychographic)  User friendly  Clients can use their existing ads (more convenient)  Access to huge database information on- line and offline.  Low brand Awareness  Facebook mainly perceived as Social Media address  On-line security issues misperceptions  Not exclusive enough in image for business executives  Social media ROI is difficult to calculate OpportunitiesThreats  Crowd sourcing opportunities  Application  B2C opportunities through B2B  Low awareness about custom audience  60 % of Marketing Executives spend at least 20 hours a week on Internet  Strong competitors (LinkedIn and Instagram)  Resistance to accept FB as business networking site  Companies blocking access to Facebook within work parameters  Security control is not assuring for companies to share their clients information (privacy and safety threats)

Copyright information goes right here, and you can say whatever you want Template created by TemplateGraphixTemplateGraphix 9 Business Issue  Facebook Custom Audience has no awareness amongst the business community in GCC and competitors, LinkedIn and Instagram are primary social media platforms used by the professional community for driving business in GCC.  Companies using Facebook Custom Audience in North America and Europe have benefited significantly.  Facebook needs to find ways to reach Marketing Decision makers on one to one basis, expose them to Custom Audiences and convince them to use it for targeted advertising.

Copyright information goes right here, and you can say whatever you want Template created by TemplateGraphixTemplateGraphix 10 II. Creative Strategy Integrated Marketing Plan Marketing Strategy Creative Strategy Media Plan Budget & ROI Analysis

Copyright information goes right here, and you can say whatever you want Template created by TemplateGraphixTemplateGraphix 11 Marketing Objectives  To create awareness about Facebook Custom Audience amongst the Marketing Executives of telecom, retail and higher education industries in GCC (25 %) in 1 year.  To induce consideration and trial of Facebook Custom Audience amongst the Marketing Executives in telecom, retail and higher education industries in GCC (10 %) in 1 year.AwarenessTrigger Search/Engage Consider Buy

Copyright information goes right here, and you can say whatever you want Template created by TemplateGraphixTemplateGraphix 12 Big Idea Private Online Business Lounge  Exclusive to Marketing Executives  Web based and mobile friendly  Features competitive benefits  Customised weekly news letters  Online webinars  Free access to Airlines business lounges  Free access to Hotels business lounges  Free subscription to selective e-journals  Free web meetings  Annual global and regional business conferences  Requires Facebook Custom Audience usage

Copyright information goes right here, and you can say whatever you want Template created by TemplateGraphixTemplateGraphix 13 Slogan Facebook Custom Audience Online Business Lounge, Gateway to your target audience!

Copyright information goes right here, and you can say whatever you want Template created by TemplateGraphixTemplateGraphix 14 Video to Customer ​

Copyright information goes right here, and you can say whatever you want Template created by TemplateGraphixTemplateGraphix 15 Print Ad Full Page Magazine ½ Page Newspaper

Copyright information goes right here, and you can say whatever you want Template created by TemplateGraphixTemplateGraphix 16 Website Home Page

Copyright information goes right here, and you can say whatever you want Template created by TemplateGraphixTemplateGraphix 17 Website Discover Page

Copyright information goes right here, and you can say whatever you want Template created by TemplateGraphixTemplateGraphix 18 Website Services Page

Copyright information goes right here, and you can say whatever you want Template created by TemplateGraphixTemplateGraphix 19 Mobile Application

Copyright information goes right here, and you can say whatever you want Template created by TemplateGraphixTemplateGraphix 20 Newsletter

Copyright information goes right here, and you can say whatever you want Template created by TemplateGraphixTemplateGraphix 21 Direct Mail

Copyright information goes right here, and you can say whatever you want Template created by TemplateGraphixTemplateGraphix 22 Pop-up

Copyright information goes right here, and you can say whatever you want Template created by TemplateGraphixTemplateGraphix 23 Banner Ad

Copyright information goes right here, and you can say whatever you want Template created by TemplateGraphixTemplateGraphix 24 Airlines & Hotels Business Lounge Branding

Copyright information goes right here, and you can say whatever you want Template created by TemplateGraphixTemplateGraphix 25 Coffee Shops Private Meeting Room Branding

Copyright information goes right here, and you can say whatever you want Template created by TemplateGraphixTemplateGraphix 26 III. Media Plan Integrated Marketing Plan Marketing Strategy Creative Strategy Media Plan Budget & ROI Analysis

Copyright information goes right here, and you can say whatever you want Template created by TemplateGraphixTemplateGraphix 27 Media Mix TVC RADIO CONFERENC ES/ EVENTS HOTEL/AIRILIN ESLOUNGE AND COFFEE SHOP BRANDING ADVERTISIN G INTERNE T BANNERS SOCIAL MEDIA ADS AND POSTS SOCIAL MEDIA ADS AND POSTS NEWSLETTE RS PR TVC RADIO PRINT SPONSOR BRANDING SEARCH ENGINE DIRECT MAIL SOCIAL MEDIA NEWSLETTER BANNERS & POP-UPS

Copyright information goes right here, and you can say whatever you want Template created by TemplateGraphixTemplateGraphix 28 Media Plan Type of MediaExplanationPlan Communication Objectives Total Reach Response rate Expected Clicks/revie ws/engage ment Unit Cost (USD) Number of Units Total Cost (USD) TVC Business Programs 60' commercial CNBC Arabia 6 months, 1 day a week Increase Awareness and Induce Trial 120,000 2% 40, ,040,000 Radio Podcasts, Famous DJ's Radio Shows Informercials Khalid Al-Zanki "About Launch on Fire" exclusive sponsor 52 weeks a year Increase Awareness and Induce Trial 200,000 15% 50,000 1 News PapersBusiness Papers Kuwait Times once a week 20 weeks 1/2 page Increase Awareness and Induce Trial 75, % 20, ,000 MagazinesBusiness Journals Fortune Arabia once a month 12 months Increase Awareness and Induce Trial 50,000 2% 20, ,000 Public Relations Facebook Initiated Business Conferences Twice a Year Increase Awareness and Induce Trial 2,500 70% 25, ,000 Airport & Hotel Business Lounges and Coffee Shops Branding Business Conferences and Trade Gatherings Sponsoring Trade Fairs 5 times a year Increase Awareness and Induce Trial 5,000 20% 20, ,000 Airline Business Lounge FB Custom Audience Corners Kuwait Airways Yearly Sponsorship fee Increase Awareness and Induce Trial 10,000 20% 100,000 1 Cafes FB Custom Audience Business Meeting Room Sponsorship Costa Café Yearly Sponsorship fee Increase Awareness and Induce Trial 2,000 20% 100, Star Hotels Executive Lounge Sponsorships Hilton yearly sponsorship fee Increase Awareness and Induce Trial 5,000 20% 100,000 1 Social Media Video to consumer Facebook 6 months Increase Awareness and Induce Trial 540, % , ,000 Linked In 6 months Increase Awareness and Induce Trial 540, % , ,000 Pop Ups, Banners Facebook 12 months Increase Awareness and Induce Trial 540, % , ,000 LinkedIn 12 months Increase Awareness and Induce Trial 540, % , ,000 Instagram 12 months Increase Awareness and Induce Trial 540, % , ,000 / Newsletter Targeted Business Executives Once a week 12 months Increase Awareness and Induce Trial 540,000 20% 108, , ,000 Search EngineGoogle Search Engine 12 months Increase Awareness and Induce Trial 1,300,000, % 1,300, ,000 1 Total Cost 4,710,000

Copyright information goes right here, and you can say whatever you want Template created by TemplateGraphixTemplateGraphix 29 Media Flow Chart TV RADIO PRINT PR NEWSLETTER DIRECT MAIL INTERNET ADVERTISING LOUNGES & CAFES BRANDING

Copyright information goes right here, and you can say whatever you want Template created by TemplateGraphixTemplateGraphix 30 IV. Budget & ROI Analysis Integrated Marketing Plan Marketing Strategy Creative Strategy Media Plan Budget & ROI Analysis

Copyright information goes right here, and you can say whatever you want Template created by TemplateGraphixTemplateGraphix 31 Marketing Budget ACTIVITYCOST Traditional Media2,130,000 TVC 1,040,000 Radio 50,000 News Papers 400,000 Magazines 240,000 Airport & Hotel Business Lounges and Coffee Shops Branding 400,000 New Media2,530,000 Social Media 2,400, ,000 Search Engine 10,000 Public Relations50,000 Conferences and Trade Shows 50,000 Agency costs 290,000 Creative Development290,000 TOTAL5,000,000

Copyright information goes right here, and you can say whatever you want Template created by TemplateGraphixTemplateGraphix 32 ROI Analysis – Traditional Media LOW RESPONSE RATE MEDIUM RESPONSE RATE HIGH RESPONSE RATE Number of people expected to reach Total program costs Response Rate: % of responses expected 15%20%30% Expected number of buying clients Total number of sales per client per year 52 Total number of sales Average profit per sale111 Total Profit Marketing ROI Assumptions  Average cost of FB advertising =2 USD  Average profit margin of FB = 50 %  Average profit of FB per unit = 1 USD  At least one advertisement per week for a year in order to see the benefits

Copyright information goes right here, and you can say whatever you want Template created by TemplateGraphixTemplateGraphix 33 ROI Analysis – New Media LOW RESPONSE RATE MEDIUM RESPONSE RATE HIGH RESPONSE RATE Number of people expected to reach Total program costs Response Rate: % of responses expected 3%5%10% Expected number of buying clients Total number of sales per client per year 52 Total number of sales Average profit per sale 111 Total Profit Marketing ROI Assumptions  Average cost of FB advertising =2 USD  Average profit margin of FB = 50 %  Average profit of FB per unit = 1 USD  At least one advertisement per week for a year in order to see the benefits

Copyright information goes right here, and you can say whatever you want Template created by TemplateGraphixTemplateGraphix 34 ROI Analysis – Total Media LOW RESPONSE RATEMEDIUM RESPONSE RATEHIGH RESPONSE RATE TRADITIONAL MEDIA COST NEW MEDIA COST TOTAL MEDIA COST TRADITIONAL MEDIA INDUCED EXPECTED SALES NEW MEDIA INDUCED EXPECTED SALES TOTAL MEDIA INDUCED EXPECTED SALES TRADITIONAL MEDIA INDUCED PROFIT NEW MEDIA INDUCED PROFIT TOTAL PROFIT Marketing ROI

Copyright information goes right here, and you can say whatever you want Template created by TemplateGraphixTemplateGraphix 35 Recomendation  In order optimise return on investment, we recommend to use a combination of traditional and new media and sustain advertising for at least one year.

Custom Audience Online Business Lounge Gateway to your target audience! Gateway to your target audience! !