RYOZAN PARK OTSUKA
AN-YAL Consulting proposes to execute an online socially-driven campaign to raise awareness of the Ryozan brand and services to new audiences within each of the target demographics. We will execute on message, creative and strategic objectives in order to pull customers to the new RZP website for inquiries.
Vision
Our aim is deliver on the goals and objectives in this proposal with an understanding, and in the spirit of the RZP brand, which focuses on family, diversity, innovative ideas of cross-cultural communication and community. We will bring the brand to life for entrepreneurs, working parents, and those interested in a greater work-life balance and community style collaboration.
Define market positioning, audience persona and core demographics, and execute for both organic and pay-per-click deployment in social media.
Identify messages that are on-brand, and implement an agile creative strategy.
Create leads and multi-variate test for highest-performing creative, strongest platforms, and most responsive demographics.
Integrate winning leads with organic social content and cross-promotional opportunities, and deploy according to content calendar.
Report conclusions on performance and lead generation results of campaign, and any opportunities to purchase customers at scale.
Components
Competition and audience research allows us to gather insights and develop a unique content strategy to reach your business goals.
With an eye on market positioning, we craft content in the form of brand stories that will engage your audiences, and get them to visit your website and make inquiries. This research also clarifies audience needs and pain-points, and identifies industry influencers that can be used to cross-promote.
Deployment of multiple creative versions of headlines and lead imagery using social media micro-purchases allows us to gather valuable information on performance of various creative, demographics, platforms and channels.
The results of these tests allow us to estimate the viability of pay-per-click and organic social media activities, and make conclusions of the viability of the online marketing model.
Based on the conclusions of a content audit, we will version existing creative to maximize content opportunities for social lead deployment, then execute a photoshoot (plan B) and new creative designs for lead creation.
We then use market, audience intelligence and local knowledge to identify content marketing opportunities, and develop a strategy and calendar for positive actions and deployment
(1) Working Parents; Lone Parents (7F)
Primarily Japanese women
Tokyo 23 wards and surrounding Tokyo Cities
Areas with low number of 保育園 and childcare services such as Kita, and Toshima, Setagaya. (Meguro has high proportion of services to population of children under 5 years old).
Segment limitations:
Likely limited to parents living locally and who are willing and can afford to hire a babysitter.
(2) Entrepreneurs & Micro-Businesses (6F)
1-3 employees
Japanese and English-speaking
Male/Female
Tokyo 23 wards and surrounding Tokyo Cities
Online business, tech, e-commerce etc
Segment limitations:
Likely limited to male targets (possibility of targeting niche sectors i.e. women entrepreneurs etc)
(3) Startups & Small Businesses (5F)
3-6 employees
Japanese and English-speaking,
Tokyo 23 wards and surrounding Tokyo Cities
Broader industry net (e-commerce, tech, online, consulting etc.)
Segment limitations:
Likely limited to male targets (possibility of targeting niche sectors i.e. women entrepreneurs etc)
Likely limited by size of 5th floor office spaces
Outline of Services
We look at your business strategy, identify positioning for your message, align it with relevant channels and opportunities, and execute content that creates a space for brand awareness.
Using big social data and ppc leads, we run message, creative, and demographic tests that prove the viability of the online sales model, generate leads, and gives you insights into your creative, message and demographics.
Define market positioning, audience persona and core demographics, and prepare for both organic (content marketing-lead) and pay-per-click execution.
Identify and define messages and themes that are on-brand and inline with objectives, and implement an agile creative strategy.
Collate and categorize existing content property by form, theme and previous and potential usage.
Based on content audit, develop additional contents using image manipulation and versioning for each message. Maximize content opportunities for social lead deployment with existing image / video stock.
Execute photoshoots, video shoots and workup all-new images reflective of brand message and vision to engage specific targets where existing creative does not exist.
Leveraging insights gained from audience and brand positioning, identify marketing opportunities and build out a schedule for content deployment.
Execute lead generation tests using social data to identify strongest performing creative in a wide market segment.
Execute lead generation tests using social data to identify platform and channel advantages.
Execute lead generation tests using social data to identify responsive demographics for strongest creative.
Calculate scope of sales opportunities in various niche combinations for each creative/channel/demographic.
Logistics
Week 1-2
Week 3-4
Week 5-8
Description
Positioning, Branding & Message Phase
Position, Message, Audit & Strategy
Agile Creative Phase
Versioning, Iteration & Leads
Social Testing & Lead Generation Phase
Message & Lead Testing, Opportunity Schedule
Base Total
Social Testing & Lead Generation (B)
Lead Budget for Social Deployment
Grand Total
With Case Study / Promotional Use Discount 30% off Base Total (AN-YAL / Maikai)
Subtotal
¥890,000
¥890,000
¥1,100,000
¥2,880,000
¥300,000
¥3,180,000
¥2,300,000
¥490,000
¥1,490,000
¥2,490,000
¥140,000
