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: (95) 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

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<Business Confidential>
This proposal contains Search Easy Limited proprietary information and it is strictly confidential. OHEU agrees that it will not make use of, disseminate, or in any way disclose any Search Easy Limited proprietary information to any person, firm or business, except to the extent necessary for negotiations, discussions, and consultations with personnel or authorized representatives of OHEU and any purpose Search Easy Limited may hereafter authorize in writing. This proprietary statement applies to the proposal, appendices, and all pricing information 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: felix.lau@searcheasy.com.hk

Eric Cho Project Executive Tel No.: 2111 9662 / 9255 7639 Fax No.: 2135 4814 Email: eric.cho@searcheasy.com.hk

Elaine Or Project Consultant Tel No.: 2111 8877 / 9784 0607 Fax No.: 2135 4814 Email: elaine.or@searcheasy.com.hk

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Project Objective
To empower the public to go and check their own gum health and oral hygiene 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 Overview
1. 2. 3. 4. 5. 6. 7. 8.

Campaign Flow Facebook Page Development Magical Ways for Fans Recruitment Facebook Campaigns Promotion Design & Copywriting Reporting & Evaluation 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 users easily, which enable us to deepen customer relations and extend the reach.

Conceptual Map of Facebook Page Content

Content is the king to attract new fans and retain users. Our Facebook Page would provide rich content as follow:

Wall
Social News

Notes
Articles

Application
About OHEU

Video
Stories

Questions
Polling

Stories

5 Campaigns

Infotainment
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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 for different elements in the page. A friendly and considering tone will be used to provide user update 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 the archives 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 OHEU It would be a section in the Page for brief introduce of OHEU and provide traffic to OHEU website Activities / Campaign (Details refer to Section 4)

iii.

Video Educational animated stories and infotainment programs will be presented by Facebook Video. Questions Polling with Interesting topics would be created for pass-along voting for fun. It is a useful tool for simple research studies in case particular information needed.

iv.

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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 tuning Once development completed, we will leverage the Page contents. Mild fans recruitment will be started and help for fine tuning.

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

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3. Magical Ways for Fans Recruitment

Viral Effect Viral elements will be added to all applications to maximize the opportunities to reach new fans. Users able to join the promotion with few clicks, then application would create a feed post on users Wall in order to create magical viral effect. Campaign Introduction Feed shared on Wall

New Fans

Magical Loop of Viral Effect Submit & Join the Lucky Draw

Campaign Feed Sharing

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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 175 customs designed E-Cards and around 22,000 votes. Number of fans has been increased by 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 and ensure users experience with a smooth and simple flow. Campaign 1 - Slogan Contest Period: Oct - Mid of Nov 2011 Concept & 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 Campaign Period: 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 Campaign Period: Mid of Jan Mid of Feb 2012 Concept & 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 Quiz Period: Feb 2012 Concept & 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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Incentive Incentive would accelerate the campaigns effectiveness, below are some suggested ideas: 1. Educational Prize Dental seminars held by OHEU Alternatives Cash vouchers, e.g. Welcome (encourage people to buy dental care products) Camera for Campaign 3 (Attractive prize for boosting participation)

2.

5. Promotion (Optional Items: Strongly Recommended)

Facebook Social Ad As Facebook is the core hub for our campaign. Facebook Social Ad would be the most suitable 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

In order to narrow the gap between offline media and Internet, we have created a QR Code and placed in the advertorial. Users could simply scan the code with smartphone and go to the Facebook Page directly. New Balance Creative Flash Website (web2.0)

URL: 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 gained of each page is 300 - 400 per month.
Projection of Total Number of Fans Month 1 After launch 2 200 500 3 500 900 4 900 1,300 5 1,300 1,700

No. of fans

(Launch) 200

As the photo contest voting can bring more people to like the Page, the number of fans could 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

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