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Digital Marketing Plan

Alessia MastroianniAvelino GuerroreMahnoor Fauzan

Miguel MurtaOlivia Deblaere

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Appout UsAppout is a mobile application designed to plan the daily activities of

our customers in a cost effective and convenient ways.

We have made this possible by associating and/or partnering with several different industries like entertainment, art & culture etc.

Appout has been designed for tourists, people that have recently moved to London, locals keen on exploring and enjoying the city,

basically anybody looking for new experiences. An important feature of our service is the possibility to customize and

plan your adventure.To promote our brand and services most of our suggested packages

will consist of free seasonal activities available in London.

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MISSIONAppout is about helping people discover new cities while

providing them with exciting experiences.

VISIONAppout aims to be the leading business partner for

leisure organisations in the world’s capitals.

People Brand

PositiveAdventurousPioneeringTrendyAmbitious

TrustworthyWitty TrendySophisticatedYoungHumorous

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Product FeaturesDimension: 27.3 mbCompatibility: IOS 6 (iPhone,iPod,iPad) Android and BlackBerry.Customize colourCustomize layoutProposal based on customer preference and previous research

Product Specifications •Integration with Google maps to be able to plan, find and suggest activities based on the customers location or the location the customer chooses to look in. •Offline capabilities: Our customers will be able to see all the information and maps from their saved activities.•Through bluetooth customers can receive notification about activities around where they are, based on their preferences.

•Social media logins•Over-the-phone client support

•Customers can customize the app by changing the colour, layout, front page and preferences about the activity they would like to see•Select new products based on previous selections.

•Fast and reliable

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Interactive layout

Text will pop up one by one automatically

Icon will display hover effect

When selecting an icon it will turn blue

Select sound available

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Product Benefits

How will your product or service solve a problem for the customer?

In what way is your product better than the competition's? 

Is your price better than the competition's?   

Will your service improve the customer's life? Make her happier? Reduce risk? Make him more

productive? Reduce costs in the long run? 

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Original: 154.96AppOut: 144.96

Original: 184.90AppOut: 164.90

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CUSTOMER INSIGHTSOur customers are looking for a convenient and simple solution

to plan their holidays or leisure time in the cityCONSUMER PERSONAS

Ran is a Japanese tourist in London; she is 28 years old, works in Tokyo as a primary school teacher and she is passionate about European arts and culture. Her husband was sent on a master’s programme to City University and she decided to accompany him to London, with hopes of improving her English. She would like to make the most out of her one year stay in London, but her shyness and beginner level English keeps her from interacting with local people. She often gets lost moving around London, relying on the application city mapper and on the TFL app to find her way around the city without having to ask for directions.Time out is her number one go-to website to find out the best of what London has to offer in leisure for free, or at a reasonable price… Even though she likes to plan her time out, she feels that this is a time consuming effort and longs for a service provider that can reduce the time spent searching and organising these activities.

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Martin is a 24 year old guitarist from Lithuania. The economic situation of his home country forced him to move to London to find a job, while pursuing his musical career. He’s been in London for 8 months now and successfully found a job in a pub. Martin spends most of his off time playing guitar and going out with friends. To find the best gigs in London and places to hang out with fellow musicians, Martin consults London gigs. There he knows he can find the best alternative, underground and independent gigs. He also checks Londonist to find free and cheap events, as well as information on where to eat and drink, before and after the gig. Being relatively new to the city, Martin still struggles to find venues and so he trusts google maps to guide him through town.

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Mark is a 35 year old single man from Birmingham. Although he resides in Birmingham, Nowadays he spends a lot of his time in London. As a project manager he has just been asked to lead the expansion of his company to London. Not knowing the city very well, Mark visits tripadvisor to get more information on where to stay and where to eat. Mark is known amongst his friends for being a ladies man, so whilst in London Mark will try to take out one of his old acquaintances from previous business trips on a date. The size of the city and its diverse offers makes it harder to plan the date. He asks thedateguy for advise on ideas and deals for a night out with that sporadically special someone. While is doing this he books a minicab using minicabit to get to the venue. He can’t be bothered to use London’s busy public transport. All of this requires a fair amount of time, time which Mark - being project manager - would like to see reduced in order to make the most of his time in London, both on a professional and personal level.

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EXTERNAL ENVIROMENTAL ANALYSIS

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MARKET OVERVIEW

We offer our customers the option of customizing their experience or to choose from our bundled packages.

These markets are fast moving markets with a number of strong competitors offering similar products and

services to us, but none offering an integrated service like us.

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Overseas leisure visitors Overseas leisure visitors Overseas leisure visitors Overseas leisure visitors

Overseas domestic visitors Overseas domestic visitors

Domestic visitors Domestic visitors Domestic visitors Domestic visitors

British citizens living outside London coming for business

British citizens living outside London coming for business

British citizens living outside London coming for business

Ex-pats (>3 years in London)

Ex-pats (> 3 years in London)

Ex-pats (> 3 years in London)

Ex-pats (> 3 years in London)

Londoners (<5 years living in London)

Visiting friends and relatives

Visiting friends and relatives

SEGMENTATIONWe chose to cluster the marketplace in four different segments, basing

our segmentation in benefits sought by customersConsumers looking for discounts and deals.

People looking for new experiences and activities in London.People who want to save time planning their activities.

Customers looking for updated information on their current location.

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POSITIONING“Experience Appout London”

We combine deals, discounts, travel advise, city guides and entertainment just like our competitors.

Hence our single most competitive edge USP offer service is that we offer one mobile application/website

OVP – ONLINE VALUE PROPOSITIONValue for partners – Increased brand awareness, opportunities to

network, a new channel for their service, more customers.

Value for customers – discounts and deals, user-friendly app, time saving, informational.

Our OVP both to customers and business partners should be actively communicated across all channels, with emphasis on the option to customize your experience and the ready-made packages, offering business partners a chance to network and associate their service

with other well-known businesses. Customers will benefit from these associations by having an integrated experience at a competitive

price.

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5 Ss OBJECTIVESSell

Utilization of digital campaigns to increase revenue through membership. Develop a communications mix plan that will promote our launching campaign through different channels such as: Mobile Marketing, Website, Email

Marketing, Social Media, PPC, SEO, Blogging and Offline Advertising. With this strategy we will generate brand awareness and encourage customers to sign up to the website, download app or subscribe to the newsletter.

ServeBy highlighting our OVP we intend to enhance the advantages of our services. After installing the app, the user will

be prompt to the welcome page, which will include an introduction tutorial of our mobile app so the user can familiarize themselves with the platform and discover the advantages and simplicity of it.

SpeakBy providing an online customer support on our website and app we intend to approach our users and provide them with all the information required. The users will be able to access our FAQ section and the online desk support that is accessible to them 24/7. This will be applied as well in our mobile app, where every user can access the help section

and make use of the online desk support by chat or call.

SaveBy using online marketing tools/channels to advertise ourselves, we make it more efficient and reduce organizational

overheads. We can also directly work in our CRM or supporter database to improve our marketing campaigns efficiency. The benefit to our organization is that it keeps our back-office system continually up-to-date and

eliminates manual administration costs.

SizzleWe seek to create, broaden and establish our online presence, and its effectiveness, by selling and promoting why

someone should become our member and the advantages of using our app. To attract new users, we will be creating several product reviews and providing our customers with fresh and exciting news about city experiences, with the background of collaborating with our partners to create online content and simultaneously enhancing link building

with them.

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SWOT ANALYSIS

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SHORT TERM (1 – 3 YEARS)ORGANIZATION & MARKETING

OBJECTIVES

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Concept to adapt to the e-communications plan3-4 weeks

LAUNCH CAMPAIGN

WHAT #APPOUT YOU?

Teaser campaign with a strong call to action

Reference to our online app and to our OVP/Benefits

Use a different and dynamic approach to the audience

Everything you should know #APPOUT London Find out #APPOUT places you never knew!

It’s all #APPOUT your choiceWhat if you could make more

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TOUCH POINTS

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WEBSITE

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SOCIAL MEDIA

Create a contest entitled “#AppoutPic” where our clients will take a picture while enjoying one of our experiences, for a chance to be included in an exclusive Appout event, in a location to be established. The best pictures will also be included in our website.

Feature the Instagram campaign, Create a video campaign with artists featured in the #AppoutArt. This campaign will use our logo as a canvas for London based artists to paint their favourite Appout experience.

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SOCIAL MEDIA- Link with the company blog and post our articles on

this platform- Retweet our tweet promoting the URL of the

downloading page to get to the event #AppoutHydePark

- Write articles about London and free experiences to be had in the city- Write to promote a specific package.- Write about the #Appouthydepark event, the #Appoutart initiative.- Approach blog writers in order to get third-party-ink. - Connect with influencers (Anthony Bourdain) that might publicize our company in their blogs/shows. - Let users contribute to the playlist suggesting a song to go with their favourite experience.- Create a playlist with the Dj’s from the #AppoutHydePark event

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SOCIAL MEDIA

- Encourage the review our services and our client’s services. Offering as an incentive the ‘early bird’ experience.- Claim authorship of our content on the internet

- Create a tutorial video that will be included in our website.- Host the #AppoutArt video campaign

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EMAILEMAIL MARKETING

Many other factors need to be considered and reviewed such as:* The tone of the message will be direct, warm, lively, humorous. * we will start with a welcome campaign, following with a nurture campaign this will

includediscounts on the next experience to the subscribers that filled up a form about the preferences, thank you campaign + 2 newsletter or promotion.

* Call to action – Fill the form and Appout Card* we are going to use mailchimp or Eloqua 10 to create our campaign* One email every week on Thursday with the information from Friday to Thursday

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OFFLINE

In an effort to integrate the online with the offline we will use clean graffiti to mark the walls and/or floors outside of our partner’s facilities. This clean graffiti will include a URL to a landing page where they can upload their photos. (New customers will redirected to a page landing page where they can sign up) These photos will be included in our Instagram page.

Coasters will be distributed in our partner’s facilities; these will include a QR code that will take them to a landing page where they can download the APP.

Recommendation sticker: For all Appout partners we will offer a recommendation sticker that they can use at the entrance of the establishment. “Recommended by Appout”

The guerrilla actions made offline aim to raise brand awareness, and at the same time, send customers online where we focus most of our

marketing efforts.

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How do we monitor performanceWeb analytics – KPIs

Google AnalyticsMouse tracking website software Usability Testing screener website focus groupCustomer Satisfaction Online Survey

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