Marketing Strategy for Mr Smart Wash Digital

Krisnawati

211000024

Company Profile

• Laundry company specialized on clothes.

• Since early February, 2011.

• Operation area in Jakarta and its surroundings.• Operation area in Jakarta and its surroundings.

• Service offered:

– Pick up and delivery service

– Responsive customer service

Competitor Digital Campaign Analysis

Company Profile

• Laundry company concern on clothes, bag, leather treatment, shoes, carpet etc.

• Since 1985.

• Operation area in Jabodetabek, Banten and • Operation area in Jabodetabek, Banten and Bandung.

• Service offered:

– Regular

– Priority

– Corporate

– Pick-up and delivery service

The amount of follower is The amount of follower is

stagnant (doesn’t

increase)

There’s no

interesting activity

since a year ago.

Just a little amount

of the follower take

a part in their

activity.

The display is not

interesting enough.Standard content

tweet (Quote,

Promo, Kuis)

No

Interaction

Promo, Kuis)

No

engagement

No

awareness

Eye catching.

There’s information about promotion and

discount.discount.

Interaction is not really good.

• The website is good.

• Complete content: about, service, outlet,

contact us.

• Global rank good enough.• Global rank good enough.

• Daily time on site: 12 minutes 18 second (long

enough).

WHATWHATWHATWHAT Should do??Should do??Should do??Should do??WHATWHATWHATWHAT Should do??Should do??Should do??Should do??

More aggressive to approach audience

awareness and interaction to build

brand engagement.brand engagement.

Target Audience

Demographic:

•Unisex

•25-35 years old

•A s/d B+

•Married/Unmarried

Psychographic:

•Urban

•Workaholic

•Don’t have much

time for themselves,

their family, and

Geographic:

Jakarta and its

surrounding area.

•Married/Unmarried their family, and

their friends

(personal life)

Digital Campaign Plan

Mission

Vision

Help urban community become more productive by saving time

instead of wash the clothes.

Become a laundry service company that will always be chosen to

clean the clothes.Vision

Forecast

Goals

StrategyStrategyStrategyStrategy

clean the clothes.

More and more people use Mr. Smart wash laundry because of

saving time reason.

People know the existing of Mr. Smart wash and its faster service

compare to other competitors.

Objective

Activities

Majority of people are talking about Mr. Smart Wash on the

internet.

The Big Idea: “Spend your time wisely.”

Tweet competition, Story competition on Facebook, Rich Banner

Ads, Serial story on Youtube channel and website.

Measures

Outcomes

Ads, Serial story on Youtube channel and website.

The growing number of fans and followers, the number of

participants of any competition.

Growing number of fans reaches 200 per month and more fans

convert into user and a growing number of fans who are users of

Mr. Smart Wash.

ActionsActionsActionsActions

OutcomesOutcomesOutcomesOutcomes

The Big Idea: “Spend your time wisely”

• About quality time with family.

• Some suggestion to spend spare time wisely.

• Trust Mr. Smart Wash to handle the laundry.

• Tweet or post the fact about wash the laundry.

Facebook and Twitter Content

• Tweet or post the fact about wash the laundry.

• Tweet and post about the competition.

• Tweet and post about a thematic promotion and

discount.

Tweet Competition and Story Competition • Share your story about the reason why you have

to use laundry service.

• For Example: “I’m too busy so I can’t see my mother even just for a little talk and jokes…….. So when I have a time I’d prefer to do that than to wash my laundry.”

• The winner will be given a shopping voucher • The winner will be given a shopping voucher (Zara, Levi’s etc), free laundry voucher.

• The form:– Sequence tweet with hashtag #spenditwisely (Twitter)

– Note (Facebook)

Story Video on Youtube Channel

• Making video with taking the story from tweet

and story competition (can be the winner or

certain participants which is chosen=it’s

Youtube

certain participants which is chosen=it’s

optional).

• Spread video’s link through Social Media.

WebsiteThe interesting

website with some

pictures about things

related to ‘wash the

clothes’ and make

them as the toolbar.

Content of website

• About

• Service

• Outlet

• Contact Us• Contact Us

• Promotion

• Discount

• Information about the activities in Facebook, twitter and youtube.

• Information how to care for clothes according to the type of fabric.

Activity

1 2 3 4 5 6 7 8 9 10 11 12

Rich Banner Ads Rich Banner Ads

Facebook

Month

Facebook

Twitter

Youtube

Website

Key Performance Indicator

1 2 3 4 5 6 7 8 9 10 11 12

Content Content Content Content Content Content Content Content Content Content Content Content

Month

Fb

2000

Fb

2000

Fb

2000

Fb

2000

Fb

2000

Fb

2000

Fb

2000

Fb

2000

Fb

2000

Fb

2000

Fb

2000

Fb

2000

Tw

300

Tw

300

Tw

300

Tw

300

Tw

300

Tw

300

Tw

300

Tw

300

Tw

300

Tw

300

Tw

300

Tw

300

Thank YouThank You