SCOPE DOCUMENT

BRANDING PLANNING & COMMUNICATION STRATEGY

 Research - Category, Competition, Market,

 Define the Creative Platform & Positioning
 Value Proposition Articulation - Defining the Unique proposition for the brand in the context of
competition and the market
 Audience Strategy - Identifying different audience segments and build out personas
 Audience Prioritization - Defining the key audience segments, and prioritizing them basis their propensity
to adopt and long-term value
 Communication Strategy - Defining the Positioning, Tone, Manner & Imagery

MANAGEMENT OF SOCIAL & CONTENT

Planning & Strategy

Social Media Platforms - Facebook, Twitter and Instagram

 Research Existing Communication From Other Competitor Brands On Social Platforms, Primarily
Facebook, Twitter And Instagram
 Design a Content Strategy & Content Frequency for all Mediums
 Brand Specific Content Design for all Mediums
 Content Creation & Calendars across Mediums
 Content Creation & Calendars across Mediums basis Content Strategy (Monthly)
 Executing Social Media Plan on Various Platform Basis Content Strategy: Upto 15 Unique Creatives a
Month (Static/Gifs Only). 45 Monthly posts On Facebook + Instagram + Twitter
 Custom Promotion & Targeting Lists - To Curate the Right Kind Of Audience
 Response Management - Across All Brand Social Pages as well as Mentions
 On Ground Support for Events - i.e. FB Live, Twitter, Updates & Instagram Stories Etc.
 Social Engagement Contests - 1 Per Quarter

Creative Campaign Development & Execution

 Brand Campaigns:
o Launch Campaign
o Ongoing Campaigns: 3 Campaigns for the Year (Primarily Social) + 3 On Ground
(Platforms/Campaigns)
 Creative Conceptualization and Development
 Digital + Social Amplification

Sample Campaign Deliverables (As per Campaign)

 Ideation, Scripting, Look
 Ad Copy (As Per Platform) - 3 Nos
 Web Banners - 3 Original Creatives
 E - Mailers - 3 Original Creatives
 Ad Creatives - 3 Original Creatives + 1 Cover Creative
 Social Posts - 10 Original Creatives
 Digital Video Strategy for Campaign
 Influencer Strategy
 Amplification Plan with Phasing
 Liaison with 3rd Party Vendors (As required)
 Creative Execution of Marketing Collaterals basis Campaign Ideas

 Offline: Signage, Posters, Coasters, Tent Cards, Direct Mailers, Event Space Collaterals, Easel/Standees
 Online: Social Posts, Banners, E-Mailers Etc.

Influencer Marketing
 Identify Goals for Influencer Marketing Campaigns
 Define Suitable Influencer Profiles and Discover Potential Influencers
 Create Content as per Campaign Requirements
 Performance Reports and Analysis

Analytics & Reporting

 Define and Track KPI’s
 Reporting for Defined KPI’s For Brand and 2 Competitors
 Monthly & Campaign Specific Analysis
 Basic Social Listening