Summary / Teaser Video
In today's day and age, Digital Marketing has become an intrinsic part of organizations' strategies in achieving their goals. Digital marketing is like a playground for everyone to connect to their current and potential customers.
This blog serves as Group 5 (Bawal Lumabas)'s report about our Marketing Campaign for Galaw.Co Dance Theater.
PROFILE OF THE PRIMARY TARGET MARKET
The primary target markets are the below:
Interests: Dance, theater and art enthusiasts
Desires: Looking for a community that can help them improve or regain their dancing skills
Lifestyle: Individuals working from home/stuck in quarantine who are looking for activities that could balance their work and personal lives
Demographics: Male and Female, Age range from 16 to 35, Single, Class AB
Geography: Anywhere in or outside the Philippines
SECONDARY TARGET MARKET
For the Kids' Creative Movement Class: Parents who are keen on enrolling their children, aged 7-11, in classes that will hone their artistic abilities
PROBLEM or PAIN
The pandemic has got us stressing and locked up in our houses. ECQ, MECQ, and GCQ still aren't over as of August 2020! And it will likely remain so in the coming months. Aside from being scared, most of us have been really bored of watching Netflix or surfing the net all day. Home and work have since melted into one place, and we're barely able to interact with new faces. One can't help but feel stuck—physically, physiologically, mentally and emotionally.
It's time for us to adapt! That means that we need to get back out there and do the things we love and try to learn new skills! For many, these are things that we haven’t made time for due to the busyness of our daily lives, with time spent in traffic, overworking or going out.
PRESENT
If you don’t want to go mad, doing nothing at home, it’d be best to make use of your time doing something that you might enjoy. Of course, options such as binge watching shows, clicking on “Add to Cart", and Marie Kondo-ing the house exist. However, these often get sedentary, mundane and mentally draining.
More excitingly, you can focus on something you are passionate about…
PROPOSITION
Galaw.Co presents the Galaw Komunidad Online Intensives.
For dance, theater and performing arts enthusiasts who want to rediscover their passions and create during the quarantine, Galaw.Co offers its online dance and theater intensives that offers students a holistic experience from experienced professionals that will help them learn new skills and hone their craft in the company of a fun and warm community.
To learn more about us, see our ABOUT section.
POSITIONING
Based on the above table, Galaw.Co is in a very good position against its competitors. With regard to class offerings, Galaw.Co gives potential students a variety of choices in classes, whereas most other companies have limited offerings. We are able to offer dance classes in various genres at an affordable mid-range price. Moreover, our enrollments are continuous and ongoing, thus allowing students to jump in when they're ready. Our theater classes are priced very affordably considering our intimate format. And our Body & Soul classes put us in a unique position: we are currently the only company offering online group Pilates classes and at a very affordable price; moreover, our Breathwork classes and Ballet Sports Science workouts are unique offerings.
PESO MARKET SIZE
Based on Facebook's calculation of our target audience, we have a potential reach of 59,000,000, composed of people interested in dance or performing are, living in the Philippines, and aged 16-36 years old. We multiply this by 1%, which represents the percentage of people in class AB, to get a market size of 590,000. If we pare this down to just 2% to take into account those who would actually go through with online classes, then we have 11,800. Should we target a 10% market share, we can get a potential share of 1,180. Multiply this by our price at P900, and we have a possible revenue of Php 1,062,000.
However, in order to better serve our students, we put a cap on class size at 12 students per dance and body & soul class and 8 students per theater class. Given our offerings, this would amount to 184 students. Assuming all of them are new and taking only one class, thus availing the P900 package, then we have a total potential revenue of P165,600.
PRODUCT, PRICE, PLACE and PROMOTIONS
PRODUCT:
We currently offer the following classes:
See our schedule for Cycle 4 here:
Contemporary was previously offered as an intensive and will be offered again; currently, some of the company classes are scheduled for Contemporary.
Hiphop/street styles are being looked into for future cycles.
PRICE:
Standard Pricing:
Once a week (4 sessions) Php 900
Twice a week (8 sessions) Php 1,800
Thrice a week (16 sessions) Php 2,500
Four times a week (16 sessions) Php 3,000
Discounted Pricing for returning students:
Once a week (4 sessions) Php 777
Twice a week (8 sessions) Php 1,444
Thrice a week (16 sessions) Php 1,999
Four times a week (16 sessions) Php 2,444
PLACE:
We offer classes online through Zoom!
Payment is also done online through the following channels: GCash, BDO transfers, BPI transfers, and PayPal.
PROMOTIONS:
Social media advertising through organic posts, both prior to the start of the next class cycle and continuously as part of brand building
Offering free "sit-in" trials for those who may be interested
Instagram Live classes and discussions (prior to the start of our first cycle, we had almost two months of free live classes every M-W-F)
Word of mouth from our students, shared on social media
PANALO
Given our strong positioning, it would be best for us to lean into these and deliver a truly worthwhile experience. We must continue to give students value-for-money classes in a warm community that they will feel welcome in. As artist-teachers, we must continue to develop our craft in order to give our best to our students.
Moreover, we must continue to provide one-of-a-kind classes to our students, as exemplified by our Body & Soul classes. Programs like these fill a gap in the market and, as such, are good investments.
In addition to these, Galaw.Co has enlisted the help of Group 5 to create a winning strategy that will capture more students. Our strategy is to use the below digital tools to reach our target market.
Boosted Facebook and Instagram Ads
Group 5 contributed a total of Php 2,000 to create a digital marketing campaign composed of three ads. This is further discussed in the Tools section below.
Facebook Page
While a Facebook page already exists for the company, it needed some refreshing and enlivening. First and foremost, we updated the Profile Photo and Cover Photo to reflect the company's more current activities—that being the online intensives.
The page shows the links to all other digital platforms and contact details
The page is constantly updated with videos, photos and updates about our classes.
Through the Facebook page, we get to share who we are, to become closer to our market.
We aimed to increase the page likes so as to create a better following for the company.
While an Instagram account already exists for the company, we wanted to make it easier for people to get to know us. As such, we've edited and curated the Story Highlights so as to better capture what we do as a company.
Story Highlights will also feature Stories from our students, who serve as brand advocates.
Facebook Messenger Chatbot via Chatfuel
As we would like to be available for our customer 24/7, we employed a chatbot to be able to address their primary questions and concerns at anytime.
Corporate Website
A brand new corporate website was created in order to better highlight the company and its offerings. The classes are described clearly so our customers will know what classes would fit them.
Links to the Facebook Page, Instagram, e-mail, and contact numbers are shown.
Events and Promos will also be released on the website.
Google Forms
Our Facebook and Instagram ads offer viewers the chance to take a free trial class. Google Forms is used as a way for people to register for said classes. This will also allow us to collect the necessary information for us to contact them.
A Google Form is also used to facilitate enrollment, so that we can collect necessary details from our enrollees.
RESULTS
Using the SOSTAC template, below is the process on how we resolved the
SITUATION ANALYSIS
Our Online Intensives began last May 18, running in four-week cycles. We've noted a good increase from Cycle 1 (May-June) to Cycle 2 (June-July), which has since stabilized in Cycle 3 (July-Aug). We hope to add more students in our upcoming cycles.
In our previous three cycles, we had the following number of students (students can participate in multiple classes):
Cycle 1: 38 class participants among 29 paying students and 9 scholars
Cycle 2: 95 class participants among 40 paying students and 9 scholars
Cycle 3: 90 class participants among 43 paying students and 4 scholars
Prior to the start of our Digital Marketing Campaign, these were the insights of the Galaw.Co page, based on data from July 4 to July 31, 2020 (the four weeks prior to the campaign):
OBJECTIVE
We would like to achieve a 10% increase in the metrics we've noted above; our target figures are noted in the last column. This includes 10% increase from our current total likes and a 10% increase on page activity based on the week ending July 17, as it is a good sample of a busy promotional week.
An increase in these metrics would show that the ads built greater awareness for the company. We hope that this will in turn lead to a stronger set of followers who will eventually sign up for our classes.
On our paid posts, we would like to target the following, based on a 10% increase on our most popular organic posts:
Reach: 1,845
Video views: 1,085
Likes/Reactions: 17
Link clicks: 17
Sign-ups: 5 per class
We would also like to increase our enrollees by at least 10% or 9 new enrollees. However, the end of enrollments takes place three weeks after the report deadline, and as such, cannot be measured in time.
STRATEGY
By using different digital platforms and tools, we aim to reach a wider audience in our FB Page and Instagram account.
TACTICS
What are the specific details of our strategy? Please see PANALO portion above, as well as the TOOLS portion below.
ACTION
Gantt Chart is below for the timeline.
CONTROL
To track the progress, we will used the reports from the FB Ads Manager. It's really interesting to see the audience focus on each of the video ads we made specifically for this digital marketing campaign!
TOOLS USED
Corporate Website
Paid Facebook and Instagram Ad Campaign
The following outline the results of the campaign, as well as a comparison with historical data and the targets we set:
Ad Campaign Results
Facebook Page Results
As seen here, the ads themselves did very well on social media. They garnered a substantial amount of views reach, and this also translated into an increase in likes and engagement on the Facebook page itself. An interesting stat include the great performance of the Kids Creative Movement in terms of video views—exceeding our target by 600 more. Another thing of note would be the increase in organic reach that sprung from an increase in paid reach—it exceeded our target by about a hundred. Overall, the ads performed well beyond our targets.
However, this didn't necessarily convert into successful enrollments or free trial sign ups, given we only had a total of two sign-ups. One would wonder, given the high number of link clicks (to see the registration forms), why clients weren't fully convinced to give the classes a shot. It would seem that potential customers need more persuasion in order to convert the high reach into better results. It might also be the case that more time (longer than the one-week duration of the ads) may be needed for them to consider it. This would also require more impressions to remind them of the company. Thus, a higher budget may be recommended. Having more details on the Google Form might help better, or perhaps links to our Facebook page or contact details may help as well. One wonders whether a Google Form is the right call-to-action link. Had this website had that capability, it would probably look more convincing a source to sign up on. Considering, too, that one sign-up was through Facebook Messenger, it might be the case that people would prefer to talk to a person before signing up.
Here, we present the ads we created:
Theater Carousel Ad
Dance With Us Ad
Kids' Creative Movement Ad
One interesting thing to note in crafting ads is the content of the videos. Attached is Facebook's graph of viewership per second:
One will notice that viewership drops quite quickly as the video starts playing. This mostly settles between the 5-second to 30-second mark. After which, viewers mostly lose interest. As seen here, the first 5 seconds are crucial in establishing the point you want to make. If you aren't able to say it there, then you wouldn't have gotten it across. Our main strategy was to hook parents with a question about their kids (see the video below). One way or another, this worked as we were able to keep about 30-40% of our video until the 30-second mark. Notice, however, the results of our dance video:
It would seem viewers weren't so compelled to watch people plainly dancing, as viewership dropped below 20% after the 5-sec mark. These prove so much lower than the kids' ad. One thing we noted is that the presence of our teacher talking directly to viewers might have helped significantly in capturing their attention. This could explain the reason as to why the kids videos garnered more link clicks and views even if it had less reach. As such, it really is important to craft your videos well in order to get the attention of your public.
Google Forms
Instagram Page:
Focus was put on refreshing our homepage so that new visitors will be better informed. The profile description was made more specific to our brand's personality. Moreover, it more clearly invites people to be part of our community and join our classes.
Story highlights were refreshed with clearer icons and captions. Its contents were better curated to contain bite-sized content that will draw their interest, whereas previously it contained too many stories that may not all be that appealing.
Facebook Page:
A new Cover Photo was uploaded to highlight the online intensives. Our Profile Photo was updates as well to match the theme.
Facebook Messenger Chatbot
Chatfuel was employed to run our chatbot.
KOTLER AND VCOACH BONG's LECTURES AND BLOGPOSTS
As we go through the various processes in launching a digital marketing campaign for Galaw.Co, we took some guidance from the previous lessons and concepts from Kotler’s book, Digital Marketing 4.0.
Below is the list of the concepts that we have adopted in preparing our digital marketing plan:
1. Creating Videos is an Essential Component of Digital Strategy (https://bongdeungria.com/creating-videos-is-an-essential-component-of-digital-strategy/)
We realized the significance of incorporating videos in our overall social media strategy to promote our Facebook advertisement instead of just utilizing still images. In one of the videos that we launch for our campaign, the instructor in the video was able to explain the features and benefits of one of the services Galaw.Co is offering. Based on the report from the Facebook Ads Manager, that video gained the highest number of views and engagements.
As compared to still images, videos are more effective digital tool because of the different effects or animations that you could incorporate in it and they are an easy-to-digest format that gives the viewers’ eyes a rest from reading too many textual information online.
2. Kotler’s Chapter 8: Human-Centric Marketing for Brand Attraction
We believe that incorporating human touch in our ad campaigns is still the key in building brand attraction and gaining trust from our customers, thus, most of our ad campaigns utilized human characters to build genuine connection with our target market through drawing emotions i.e., by showing videos of students laughing and having a great time while in class, posting photos of instructors happily engaging with their students, etc. We also made sure that inquiries received through our Facebook page particularly via Facebook or Instagram comment sections are being responded by a live agent who communicate in a more relax, less formal, and friendly manner. Overall, our campaign used the attributes of physicality (using aesthetically pleasing visuals), sociability (engaging with existing students and potential enrollees in a friendly manner), and emotionality (using videos that depict and draw emotions).
3. Learning Online: Facebook Blueprint
This is one of the most important digital tools that we have implemented in our digital marketing campaign because this is where we learned how to create ad campaigns in Facebook and Instagram, how we could maximize our ad campaign budget, how we could customize according to the specific profile of audience our ads wish to capture, and how we could measure the results on whether or not our advertisements have reached our target goal.
4. Kotler’s Chapter 9: Content Marketing for Brand Curiosity
Step 1: Goal Setting – brand awareness, lead generation, referrals.
Step 2: Audience Mapping – Customer profiling and persona (based on demographics, psychographics, behavioral).
Step 3: Content Ideation & Planning – Content theme (use of videos and presentation slides to inspire creativity and experiential performance art that moves audiences to think, feel, and live through movement and community).
Step 4: Content Creation – Create interesting and entertaining videos that would capture attention and pique curiosity of target audience.
Step 5: Content Distribution – Use of owned media (Facebook and Instagram pages, website, blog), use of paid media (Facebook ads), and use of earned media (current and former students as advocates).
Step 6: Content Amplification – Collaboration with industry experts as influencers to be guest instructors in Galaw.Co.
Step 7: Content Marketing Evaluation – Use of visibility metrics (measuring reach and awareness of conducted ad campaigns through Facebook’s Ads Manager).
Step 8: Content Marketing Improvement – Yet to be determined. This still requires more time to measure content marketing’s overall impact.
5. Chatbots: Digital Conversations that Sell 24/7
As this is one of the requirements of the digital marketing plan, we have installed a chatbot software in Galaw.Co’s Facebook page to be able to accommodate inquiries that are received beyond the usual operating hours. This way, potential clients can quickly get a response and reduce the waiting time. Our group chose the Chatfuel software in incorporating the chatbot in Galaw.Co’s Facebook page.
6. Marketing Plans 101: Simplified Templates that Work! (https://bongdeungria.com/marketing-plans-101-simplified-templates-that-work/)
In creating our digital marketing plan for Galaw.Co, we used the 11-P Marketing Plan template as a guide in executing our marketing plan. This template served as our guide which greatly helped us in narrowing down and deducing several ideas and key steps in a much more simplified approach.
7. Advantages of Digital Marketing
There is a greater advantage marketing online as compared to the traditional offline marketing strategy. For one, digital marketing allowed us to target specifically the exact profile of the audience that we would want to capture e.g., based on their demographics, interests, locations, etc. Further, digital marketing enabled us to track our progress and measure results of our ad campaign with a very detailed presentation using various analytical tools.
References:
Marketing 4.0, Moving from Traditional to Digital by Philip Kotler, Hermawan Kartajaya, Iwan Setyawan
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