technical proposal r1

8/6/2019 Technical Proposal R1

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Love Teeth Social Media Marketing Solution

Technical Proposal

For

Creation, Promotion & Maintenance of Love Teeth Facebook Page&

Graphic Design of Promotional Materials

for Love Teeth Campaign 2011 -12

TENDER REF: (9 5 ) DH DS OHEU 15/2/1/1 VII

Oral Health Education Unit (OHEU)Department of Health

From

Search Easy Limited

QUALIFIED GOOGLE ADVERTISING PROFESSIONAL

Date: 29 June 2011

https://adwords.google.com/select/ProfessionalStatus?id=6ni1P7wFuEa_-E1EOs33kA&hl=en_US





Search Easy Limitedyour online business partner

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<Business Confidential>

This proposal contains Search Easy Limited proprietary information and it is strictlyconfidential. OHEU agrees that it will not make use of, disseminate, or in any way discloseany Search Easy Limited proprietary information to any person, firm or business, except to theextent necessary for negotiations, discussions, and consultations with personnel or authorizedrepresentatives of OHEU and any purpose Search Easy Limited may hereafter authorize inwriting. This proprietary statement applies to the proposal, appendices, and all pricinginformation submitted.




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For further information on the proposal, please contact:

Felix Lau

Project Manager

Tel No.: 2111 9662 / 9108 5326

Fax No.: 2135 4814

Email: [email protected]

Eric Cho

Project Executive

Tel No.: 2111 9662 / 9255 7639

Fax No.: 2135 4814


Elaine Or

Project Consultant

Tel No.: 2111 8877 / 9784 0607

Fax No.: 2135 4814


mailto:[email protected]















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Project Objective

To empower the public to go and check their own gum health and oralhygiene status

To promote the habit of daily flossing as a solution to inadequate gum health To educate the public the proper oral care techniques to improve their gum

conditions

Target Audience

Adults ages between 16 to 44

Language

Traditional Chinese

Proposed Overview1. Campaign Flow2. Facebook Page Development3. Magical Ways for Fans Recruitment4. Facebook Campaigns5. Promotion6. Design & Copywriting7. Reporting & Evaluation 8. Mock-up Design of Poster




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1. Campaign Flow

Timeline

Traffic Flow




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2. Facebook Page Development

A Facebook Page gives us a voice to join the conversation & engage with Facebook userseasily, which enable us to deepen customer relations and extend the reach.

Conceptual Map of Facebook Page ContentContent is the king to attract new fans and retain users. Our Facebook Page wouldprovide rich content as follow:

Wall

Social News

Notes

Articles

Stories

Application

About OHEU

5 Campaigns

Video

Stories

Infotainment

Questions

Polling




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i. Wall

It would serve as a major landing of the page and serve as a hub to keep users update fordifferent elements in the page. A friendly and considering tone will be used to provide userupdate information included:

Social News related to oral care Short status for interaction with fans Promotional message and reminder for the campaigns

i. Notes

Notes is an effective tools to share rich content in systematic way. User can surf thearchives and circulate or share useful information easily.

Stories for oral care education Articles about oral care

ii. Application It provides high flexibility to create & support various kinds of activities / campaigns

About OHEUIt would be a section in the Page for brief introduce of OHEU and provide traffic toOHEU website

Activities / Campaign (Details refer to Section 4)

iii. Video Educational animated stories and infotainment programs will be presented by FacebookVideo.

iv. Questions Polling with Interesting topics would be created for pass-along voting for fun. It is a usefultool for simple research studies in case particular information needed.




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Marketing Strategy & Production timeline of Facebook Page

Stage 1 – Planning & Development

Page positioning, content, design will be agreed and start developing in this stage.

Stage 2 – Soft Launch & Fine tuningOnce development completed, we will leverage the Page contents. Mild fans recruitmentwill be started and help for fine tuning.

Stage 3 – Official Launch & On-going MaintenanceFans recruitment will be more aggressive after official launch. Promotion, Campaigns willbe the key attractions for new fans. The effect will be multiplier by viral elements comewith applications.




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3. Magical Ways for Fans Recruitment

Viral EffectViral elements will be added to all applications to maximize the opportunities to reach newfans. Users able to join the promotion with few clicks, then application would create a feedpost on users’ Wall in order to create magical viral effect.

Campaign Introduction

Feed shared on Wall

Submit & Join the Lucky DrawCampaign Feed Sharing

Magical

Loop ofViral

Effect

New Fans




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User Generated Content

Social Media is a user driven media, UGC is an effective way induce fans involvement and

invite their friends to join our Page / Campaigns.

We have created an E-Card Contest for PayPal and it had successfully recruited 175customs designed E-Cards and around 22,000 votes. Number of fans has been increasedby around 7,500 in the campaign period.

Campaign Introduction Voting Page




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4. Facebook Campaigns In order to optimize the effectiveness, every campaign would be supported by Facebook

Application and equipped with viral function. That would be the key to recruit fans andensure users’ experience with a smooth and simple flow.

Campaign 1 - Slogan ContestPeriod: Oct - Mid of Nov 2011Concept & Idea: - Ask fans to create a Slogan for the Page- Involve voting- Slogan with Top 10 Vote will be shortlisted be judged for Page use

Campaign 2 - Questionnaire

Period: Mid of Oct - Mid of Nov 2011 (17 Oct - 13 Nov)Concept & Idea: - Simple questionnaire- Ask people about their dental habit and knowledge- Attract new visitors by viral effect

Campaign 3 - Smiley Photo CampaignPeriod: End of Nov 2011 – Beginning of Jan 2012 (30 Nov – 8 Jan)Concept & Idea: - Healthy teeth give a confident, happy image- Ask people to submit photos with smiling expression with any topics

- Involve voting- Over a span of Christmas and New Year- Longer participating time and voting generate more viral effect

Campaign 4 – Chinese New Year Couplets CampaignPeriod: Mid of Jan – Mid of Feb 2012Concept & Idea: - Provide blessing messages with dental designs for people to send out- Take part in CNY- Simple, easy and contain viral effect

Campaign 5 - Short QuizPeriod: Feb 2012Concept & Idea: - Questions related to Periodontal Disease / Using Floss- Adults like informative activities- Highlight the main topic of the whole event- Reinforce the page maintenance




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IncentiveIncentive would accelerate the campaigns effectiveness, below are some suggested ideas:

1. Educational Prize Dental seminars held by OHEU

2. Alternatives Cash vouchers, e.g. Welcome (encourage people to buy dental care products) Camera for Campaign 3 (Attractive prize for boosting participation)

5. Promotion (Optional Items: Strongly Recommended)

Facebook Social Ad As Facebook is the core hub for our campaign. Facebook Social Ad would be the mostsuitable channel to bring high quality traffic to both Facebook Page and Campaigns.




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6. Design & Copywriting We are experience in design & advertorial. Here are some references:

PayPal Advertorial @ East Touch

New Balance Creative Flash Website (web2.0)

In order to narrow the gap between offline mediaand Internet, we have created a QR Code andplaced in the advertorial.Users could simply scan the code with smartphoneand go to the Facebook Page directly.

URL: http://www.newbalance.com.hk/unitedheroes/

http://www.newbalance.com.hk/unitedheroes/







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7. Reporting & Evaluation

Monthly report will be provided regularly in Excel format with data such as number of new fans,pageview, interaction etc. for Facebook Page & Application.

An Admin login will be provided for OHEU to generate up-to-date reports.

Benchmark Projection is based on the trend of similar Facebook Page. Projection for the members gainedof each page is 300 - 400 per month.

Projection of Total Number of Fans

Month1

After launch2 3 4 5

No. offans

(Launch) 200200

-500

500-

900

900-

1,300

1,300-

1,700

As the photo contest voting can bring more people to like the Page, the number of fanscould be more than the projection above (normal practice and no event is held).Optimistic Estimation: 3,000 – 5,000 Fans




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8. Mock-up Design of Poster

technical proposal r1

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