Digital DetoxDigital Marketing Strategic Plan

Clarissa Nascimento

Komal Shah

Viola Dabrowska

Zaheer Jaffri

Index

• What is Digital Detox?• Why Digital Detox?• The Industry• Digital Detox – About Us• What We Do• Our Philosophy• The Importance of Digital

Marketing• Social Media• Mobile Marketing

• SEO• Content Strategy• DM Strategy• Process of Digital Marketing• Adoption & Proposal• E-CRM• SWOT Analysis• Affiliates • Corporate Partners

What is Digital Detox?

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Why Digital Detox?

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Sometimes the constant flood of information and the “always on” mentality can become overwhelming.

With the rapid new developments in smartphone, notebook and tablet technologies, people have the ability to continuously send and receive information at the touch of a button or swipe of a finger.

As a result, the trend of vacations from digital technology has emerged.

The Industry

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A small but growing number of travel companies are beginning to offer what they are calling technology- or digital-detox programmes, designed to give travelers a break from their devices and from 24/7 online connectivity.

Customers' average age varies from 18 years old and up. They come from all over the world. The product attracts people from the tech, finance, fashion and entertainment industry.

Travelers voluntarily signing up for tech detox programmes span a variety of demographics:

Digital Detox is an organisation dedicated to creating balance in the digital age. We produce device-free events, lead workshops, host retreats and summer camps, run corporate trainings and seminars and bridge the gap between disconnecting and connecting. Our Goal -  To inspire, empower and teach others how to create more balance in their life.How? Through cultural events, interactive education, science-based unique programming and curriculum, device-free retreats and camps, corporate workshops and seminars, community building, and outdoor adventure.

Digital Detox – About Us

What We Do

Whether on the yoga mat or dining room table, in an office or while hiking through the woods, we create experiences that transform lives.∗ Host Digital Detox Retreats∗ Organize Device-Free Drinks, Community Gatherings and Phone-Free Parties∗ Create Analogue Zones at Festivals and Conferences∗ Lead Corporate Workshops for tech companies and teams∗ Run Camp Grounded – Summer Camp For Adults∗ We provide individuals and teams the opportunity to put aside their digital arm,

gain perspective, and re-emerge with new found inspiration and balance.

Don’t get us wrong.

In fact, we love technology and innovation; the potential of this brilliant future drives us to achieve greatness each day. Though we know just like you, that in order to truly reboot and gain perspective, to stay healthy and happy, it’s important to unplug.

We all need to make time to Digital Detox, disconnect to reconnect, and remember what it means to simply be human.

What We Do

Our Philosophy

Digital detox week by Vancouver-based Adbusterswww.adbusters.org

Truly Relax

Connect with nature

Healthy and Holistic ap-proach for

positive wellbeing

• We Love Technology• We Love Nature• We Love Balance

Digital Detox Website

The Importance of Digital Marketing

Social Media

According to Razorfish, the #1 reason fans “Like” or “Follow” a brand on social networks is to get access to exclusive content, promotions, and deals. We give our fans privileged content that makes them feel special: early dibs on deals, invitations to events, previews on new product ranges, opportunity to become VIP, giveaways, recognition and ‘thank you’ treats. They all play crucial role when it comes to engagement.

InstagramEvery month, we encourage our fans to submit photos of themselves from their last day at camp/retreat (when they get their devices back!). And each month, one lucky fan is invited to one of our city retreats.

Blog There isn’t anything more ironic than a Digital Detox blog. Right?

Let’s get it straight. We are not new-naturalists or anti-futurist hippies. For the record, we are geeks.

Our Blog is ’s about balance, sustainability, health, understanding, creativity, play, and exploring how to be more present in a world filled of constant distraction.

Every time we share interesting things to do, delicious recipes to cook, fun games to play, beautiful stories to tell and incredible places to visit we ask our followers to send us their ideas – the first five people always receive a bag of exclusive treats!

*Treats include food samples, invitations to our Device-Free Drinks, vouchers for goods/services of our partners.

Social MediaWe want consumers to share their brand love. Tapping into this can create regular, effective

content and engagement with our followers.

Mobile Marketing

∗ Responsive DesignWe decided to balance design with functionality to make it adaptable. Our website can be accessed from any mobile, smartphone or tablet. ∗ We are in a process of building an application

for Android and iOS. We are still in a testing phase.

∗ Tailored emails are sent out every second Wednesday about cultural events, interactive education and free workshops (morning hours).

Mobile Marketing

We want Google to understand what our website is about.

Search Engine Optimisation

TO OPTIMISE OUR WEBSITE we followed these simple tips to help Google understand the content on our site.

Content Strategy

Content Strategy

Content Strategy

ReviewNeed to check following : X Presence of duplicate content X Missing meta descriptions, title tags, h1 tagsX Repetitive textX Low-quality writing X Insufficient content across siteX Lack of fresh, new contentX Shortage of contextual linksX No blogNotes:

- Need a strategic content plan over 6-12 months cycle (different stages of buying cycle)

- Need to increase frequency, quality, and quantity (On-site content is static)- Need proper outreach and correct social integration (Off-site shared content

minimal)

∗ GOALS• Increase number of new visits per week/month• Decrease bounce rate by at least 20-30% within the first 6 months• Increase number of visits from organic search based on SEO• Increase number of enquiries from the website by 20%• Build a strong brand for Digital Detox in the elite holiday sector∗ TARGET AUDIENCES• Elite class and workaholic • People who are stressed with work • People who are looking to have a break with their daily busy

schedule • People who are looking to change or improve their diet etc..∗ TIMEFRAME• 6 months, to build online presence ready for December holidays.

DM Strategy for the next 6 months

Process of Digital Marketing

On Page

BLOG

Cont.

Articles

PR

Search

Remar-keting

PPC

FB Ads

Linked-In Ads

YouTube Ads

Sponsor-ship

Presence

Engag-ement

Social

Out-reach

Outbound

Inbound Lead Gen

Email

Rich Media

360 Tours

Crea-tive

YouTube Vids

Goal Tracking

KPI

Data

Techni-cal SEO

URL Structure

SEO

MetaData

Brand

Link Program

Adoption & Proposal

E-CRM

• Focusing on individual customer needs.

• Website• Social Media• Emails• Affiliates• Events

• Customer Selection and acquisition

• Target right segment• How do we reach them?

• Use right channels

• Understanding Individual needs.

• Maximise service quality.

• Relevant offers for existing, new and potential clients.

CUSTOMER RELATIONSHIP SELECT & ACQUIRE

CUSTOMISEINTERACTIVE CHANNELS

SWOT Analysis

STRENGTHSMarket NicheCustomization

First Mover Advantage

Online Presence

OPPORTUNITIES

Highly Scalable Business Model

Diverse Customer Base

Shift in Mentality

WEAKNESSAffordability

Market Acceptance

THREATSCompetition over

timeNatural catastrophe

Affiliates

Magazines & Web portal

Our corporate client list includes teams from TOMS Shoes, & Smarty Pants Vitamins, while hosting employees at personal retreats from companies such as Facebook, Apple, Cisco, IDEO, Twitter & Google.

Corporate Clients

Thank you