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BY CHRISTIAN JUNIOR

A Healthier, Happier You

CHEQUP GTM CAMPAIGN STRATEGY V1

THE BRIEF

About

For your longer, happier, healthier life

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At CheqUp we think everyone should be health positive

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Whether you’re concerned or just want peace of mind, our tests are easy, fast and convenient so health isn’t something that happens to you, it’s something you control

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Our plans are simple to manage, affordable and tailored to your needs and lifestyle.

You take our tests in the comfort and privacy of your own home, at a fraction of the price of most private medicals

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Check out any issues or understand how key markers can help guide your decisions and health wellbeing

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All backed-up by our friendly and efficient team. Peace of mind and the highest-quality tests

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You’re always in control.

• For your longer, happier, healthier life

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• Empowering pro-active health for your best life

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• Whether you're concerned or just want peace of mind our tests are easy, fast, and convenient – you’re tracking your key markers and make discerning choices.

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• Living for today and safeguarding for tomorrow with a service uniquely tailored to your needs and lifestyle.

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• Reassurance that comes from the highest quality tests conducted in the comfort and privacy of your own home

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• A friendly, efficient team focused on sustaining you, the community and the planet. You're always in control

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• CheqUp: Helping to create and empower a healthier world

Keywords; empowerment, choice, lifestyle, control, affordable, free-thinking, smart, sustainable, friendly, efficient, happy, best

• A modern choice reflecting positive values, tuned into the needs of the new healthcare consumer.

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• Transformative for you and relevant to your (millennial ) health choices, Emotional engagement underpinned with credibility (tech, data, tracking) Smart and intuitive to use and navigate.

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• Credibility through social proof and awareness – relatable and talks my language.

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• Empowers me.

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• Sustains community services by taking pressure off NHS/GP

Value Proposition

Brand DNA

Service – fast, efficient, delivers on high expectations – inference that traditional routes

are too slow, outdated / these legacy services are a poor fit with my needs and my calendar (millennials).

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Fits My Lifestyle – and life-stage(s). Answers my questions and addresses relevant concerns.

Positive, preventative, health curious. Not primarily about chronic health management.

Empowers a longer, happier, healthier life – engaging, proactive, responsible, caring.

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GWOS – quality, integrity, trust, expertise, credible, secure, discreet, reputable, endorsed.

CheqUp are not a big corporation but I have faith in their philosophy and how it relates to me.

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Live Your best Life - the products are relevant to my world and to the outcomes or answers I’m seeking. Access enabled via tech, with latest medical insights, trackable data – engaging and interesting facts / benchmarks / blogs. Complimentary to my existing routines and habits.

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Feel Good Factor - sustainable / community minded – takes pressure off the NHS / GP’s. �Removes hassle – easy, comfort and privacy from home – results online – all guided and explained with easy to interpret benchmarks and dashboards.

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Affordable – tests at a fraction of the price for private medicals or health insurance

A spur to action – allows me to be proactive – gain peace of mind - removes barriers.

Brand DNA

Gives Me Control – whether concerned or just curious - the tests are always easy, and convenient. CheqUp helps and guides me to make discerning choices and to understand my key bio markers.

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Relatable Tone – a friendly voice – even a bit quirky – they talk to me as a person not a patient. Peace of mind is an important consideration for today but they will also help me to safeguard my health for the future. Personalised – and uniquely tailored to my needs and lifestyle.

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CheqUp shows me the benefit of regularly tracking and monitoring my health.

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Part of my Regular Routine - I value the ongoing insights and reassurance – it helps me assess risk and keep check. I see the improvements that can be made with simple health and lifestyle changes.

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Sign Off - a friendly, efficient team focused on sustaining you (me), the community and the planet. I always feel am in safe hands, they ‘get’ me, and understand my concerns, my values and my priorities.

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CheqUp: Helping to create and empower a healthier world

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BRAND STORY�ALTERNATIVE WAYS TO POSITION THE SERVICE TO CONSUMERS

1. Helping Britain respond to the pandemic

Key Words:

• Don’t wait
• Take charge
• Convenient
• Alternative to NHS
• Immediate health

Role:

• Your Good Health Provider

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2. Better serving you and your health

Key Words:

• Easy & quick
• High quality
• Comfort & privacy
• Quality health

Role:

• At the Service of your Health

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3. Helping you be your most healthy self

Key Words:

• Regular
• Cost effective
• Proactive
• Long term health

Role:

• Your Health Trainer / Coach

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4.Your alternative health insurance

Key Words:

• Health Protection, Health Guardian
• Prevention
• Low cost
• Obvious

Role:

• Mitigating your biggest health risks

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5. Keeping your health on track

Key Words:

• Monitor
• Track
• Fascinating
• Record
• Future health

Role

• Your Health Monitor

BRAND ARROW �PERSONALITY & BRAND AS A PERSON

• Active
• Healthy
• Knowledgeable
• Human
• Empathetic

Chris Kirkland

Ex Sheffield Wednesday

Zoe Saldana

Actress

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Dr. Zoe Williams

Doctor & TV Personality

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BRAND ARROW �VALUES & TONE OF VOICE

Values

• Human
• Purpose-driven
• Integrity
• Sustainability
• Dependability
• Proactivity
• Patient-commitment

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Tone of Voice*

• Younger
• Empathetic
• Accessible
• Knowledgeable
• Helpful
• Reassuring

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BRAND ARROW - RELATIONSHIP

1. Consumers*

• Provider of Peace of Mind
• Health Guardian
• Your Good Health Provider
• Your Health Trainer / Coach
• Enabler of living your best life

2. B2B

• Drivers of business efficiency (more productive employees with more cost-effective benefits)
• Facilitators of employee recruitment, retention and engagement on the job

• Proactively empowering health
• Proactive Empowerment
• Empowering health with integrity

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• Keeping the nation healthy
• The Good Health Service
• Health made easy

• Reassuring protection
• Reassuring peace of mind
• The power to take charge
• The power behind your health

BRAND ESSENCE

Always connected:

The modern consumer is connected via mobile devices such as smartphones, tablets, home computers, and wearable devices. They are connected to multiple platforms across these different devices.

Desires personal interactions

Always Informed

The CheqUp customer demands a good customer experience. They control their experience by using digital means to research, explore, review, and share products. 

Constantly compares products

The typical CheqUp customer can be described as a modern, Hyperconnected Consumer. Some characteristics of the modern, hyperconnected consumer include the following:

Understanding The CheqUp Customer

Personalisation and the human touch remain critical to the modern consumer’s expectation of customer experience.

The modern consumer tends to conduct a thorough comparison of products they’re interested in across multiple channels and devices before making a purchase decision.

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Favours word of mouth referrals

Opinionated and vocal

The modern consumer favours and trusts online recommendations and reviews more than brand statements and is wary of traditional advertising.

The modern consumer wants to voice their opinions about good and bad customer experiences, and digital platforms make it easy for them to do so through review functionality.

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Instant Gratification &

Short attention span

Has Expectations

They expect to be able to get what they want immediately with real-time service. They also have a short attention span so content must be concise.

The modern consumer has expectations of customer service standards from their interaction with other/similar businesses. CheqUp must meet these expectations

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Tertiary:

Gen Z (18 – 25) 7m. Everything will be different – limited spending power currently

Primary: Millennials (26 - 41) 17m.

Will be 75% of the workforce by 2025.

Live on their phones�

Secondary:

Gen X (42 – 57) 15m. Tech savvy, open–minded, age / lifestyle health concerns�

Target Audience

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• Values – buy from companies that support things they care about. Move away from big corporations they distrust.

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• Purpose – want to be part of a mission – engage with brands that give back / create change.

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• Health Living – safer, healthier choices prevail. They're willing to pay for products that endorse and deliver positive benefits as part of a lifestyle choice.

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• Speed and Convenience – instant gratification and efficient service is a given. Make it a fast, simple and seamless buying experience.

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• Money - they compare options, are money conscious – track spending. Expect transparency and flexibility in pricing.

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• Connected – on their terms - fewer in-person interactions. Fast efficient, online. Integrate tech and social media platforms.

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• Choices - looking for customised, personalised experiences.

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• Eco –Friendliness – sustainability can be a deciding factor when they go shopping. Very environmentally aware – a key issue in their lives.

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• Diversity & Equality – everyone should be welcome and respected.

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• Recognition – want to engage, give feedback, express views and show individualism – via social media tools. Enable this.

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The Millennial audience – What would help them live happier, more fulfilled lives?

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77% of millennials ranked physical and mental health as the most important factor

Customer Personas

Needs & Priorities:

• They need to know that there is nothing stopping them from getting pregnant
• No obvious barriers Vitamin deficiencies 

Pain Points

• Peer pressure
• Family pressure

Challenges

• Delays doing this on the NHS
• Very busy and cannot walk into a test centre

“Zoe is a married, working-class woman who lives in London and works 9-5 every day, sometimes remotely. Zoe has taken out time to enjoy her marriage and travel with just her husband. Now, they’re both thinking of having kids mostly due to pressure from their parents. Although they haven’t thought much of it, it would would be nice to know that they’re both fine and ready to get pregnant.”

Interests:

• Everything to do with babies
• Has a close group of friends to talk to about health concerns

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Goals:

• Planning to get pregnant
• Needs peace of mind
• To find out if I need  a fertility doctor

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Relevant Products :

• Why am I not pregnant
• Well woman
• Peak performance
• Is my drinking damaging my health 

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Features Desired

• More hand holding with results
• Quick turnaround
• Ease of use
• At home test

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Preferred platforms /

Marketing target channels:

PREGGARS

Age

30 – 41

Gender

Female

Income

Average

Relationship

Married

Kids

None

Job

Employed

Needs & Priorities:

• He needs reassurances that all is well through out their body.

Pain Points

• Peer pressure
• Family pressure

Challenges

• Delays doing this on the NHS
• Very busy and cannot walk into a test centre
• Doesn’t know he can get an at-home test

Peter is a 55 year old man, he has a senior manager job with disposable income. He is healthy, barring the niggling health challenges that come with old age. He is concerned and a little anxious about aging and hitting the big 60. Peter does not think or know that he needs a blood test, however he would like reassurances that all is well.

Interests:

• Anything that makes him look younger and feel healthy
• Has a close group of friends to talk to about health concerns

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Goals:

• Needs peace of mind
• To find out if I have  any long-term health concerns or need a doctor

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Relevant Products

• WellMan
• Full Blood Test
• WellMan Advanced
• Missing Mojo
• Peak Performance

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Features Desired

• More hand holding with results
• Quick turnaround
• Ease of use
• At home test

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Preferred platforms /

Marketing target channels:

UNCU

Age

45 – 55

Gender

Male

Income

£50k+

Relationship

Divorced

Kids

3

Job

Senior manager

Needs & Priorities:

• Needs to live a balanced life, prioritise uni work more than party

Pain Points

• Peer pressure
• School pressure
• Would require convincing to invest in blood test

Challenges

• Doesn’t know that a blood test can provide answers.
• Delays doing this on the NHS
• Would only invest in blood test if they absolutely have to

Lucy is in her 20s, in final year at university studying law. Lucy has a low income as she survives on student loans and family support. Lucy is a social drinker and goes out 2 weekends each month on average. Lucy has never thought about undertaking a health test to find out if her lifestyle is affecting her health as she as had no health issues other than hangovers.

Interests:

• Having fun, partying and enjoying life

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Goals:

• Needs to complete uni stress-free

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Relevant Products

• Hangover test
• Damage control
• Peak performance
• Wellman/Wellwoman

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Features Desired

• More hand holding with results
• Quick turnaround
• Ease of use
• Needs convincing to purchase home tests

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Preferred platforms /

Marketing target channels:

CHIQUITO

Age

20 – 25

Gender

N/A

Income

Low

Relationship

Single

Kids

None

Job

N/A

Needs & Priorities:

• Needs to be at peak performance just to carry out daily commitments

Pain Points

• Chronic fatigue
• Stress

Challenges

• Doesn’t know he can get answers through blood tests
• Delays doing this on the NHS
• Very busy and cannot walk into a test centre

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Skinner is a 35 year old man who has a well paying job, he is also an entrepreneur with disposable income. He lives a very active and busy city life, does a little exercise every now and then. He likes to party, he is an active drinker and smoker

Interests:

• Family & Kids
• Business & work
• Party & Fun
• Social events

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Goals:

• Making more money
• Staying healthy

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Relevant Products

• Why am I tired all the time
• Well man
• Peak performance
• Is my drinking damaging my health 
• Hangover test
• Damage control
• And more…

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Features Desired

• Needs any health tests to fit into his schedule
• More hand holding with results
• Quick turnaround
• Ease of use
• At home test

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Preferred platforms /

Marketing target channels:

FASTLANER

Age

25 – 35

Gender

N/A

Income

Average

Relationship

Single

Kids

2

Job

Senior manager

Needs & Priorities:

• Need a blood test ASAP as part of ongoing management of known health issues or a new diagnosis

Pain Points

• Cost of doing it privately

Challenges

• Delays doing this on the NHS
• Very busy and cannot walk into a test centre

This is a consumer that has a known health issue that requires a blood test or has been referred to undertake a blood test as part of a diagnosis. This customer is ready to buy the relevant blood test ASAP.

Interests:

• Interested in learning more about their health, diseases and possible.

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Goals:

• Researching and seeking information to deal with health issues

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Relevant Products

• Cholesterol
• Thyroid
• Liver test
• Full blood test
• Any relevant test

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Features Desired

• More hand holding with results
• Quick turnaround
• Ease of use
• At home test

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Preferred platforms /

Marketing target channels:

THE DREAM

Age

25 – 55

Gender

N/A

Income

N/A

Relationship

N/A

Kids

N/A

Job

N/A

HEAD OF SMB BRAND

Deliver maximum exposure within certain verticals to capture and grow opportunities

Analysis & Reporting

CHEQUP GTM STRATEGY

Deliver maximum exposure within certain verticals to capture and grow opportunities

MARKETING ACTIVITIES – OVERALL VIEW

• Digital Marketing – Facebook, Instagram, YouTube, Twitter, LinkedIn, AdWords, PPC, Paid Search, Paid Social
• Content & Inbound Marketing
• Social Media Management
• Affiliate marketing
• SEO– Optimise website to reach target customers looking for CheqUp services through keyword searches.
• Influencer Marketing – A particular focus on nano & micro-influencers as brand advocates
• Community / Network Marketing
• TV / Radio, Newspaper and Magazine Adverts
• Events & Exhibitions
• Communities & Partnerships, Customer Loyalty & relationship building
• Referral Marketing – Provide personal invite codes and rewards for all referrals via organic recommendations.

These activities include, among other things: building awareness, positioning relevance, using DTC & demand generation methodologies like AIDA (attract Attention, maintain Interest, create Desire, get Action).

GOALS AUDIENCE CONTENT DISTRIBUTION MEASUREMENT

MARKETING ACTIVITIES – FIRST 90 DAYS

• Digital Marketing - Facebook, Instagram, YouTube, Twitter, LinkedIn, TikTok, SnapChat, AdWords, PPC, Paid Search, Paid Social

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• Content & Inbound Marketing

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• Social Media Management

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• Email marketing

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• SEO – Optimise website to reach target customers looking for CheqUp services through keyword searches.

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• Influencer Marketing – A particular focus on nano & micro-influencers as brand advocates

HIGH LEVEL KPIS

• Website traffic – 1,000 visitors per day
• Conversion numbers & rates. - 10% conv rate
• Return on Ad Spend. - 300% return on Ad
• Revenue generated. - £5,000
• Customer satisfaction rate (Google, TP, Reviews.io) – 4* ratings
• Number of followers across social media platforms and YouTube subscribers. - 100 followers per day
• Number of engagement, comments, likes, shares, - 100
• Number of Business Sign ups/Subscriptions 10

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Timeline

www.myproject.com

project timeline

MARKETING

1. Identify problem
2. Identify solutions
3. Identify feature of platform
4. Do a value proposition
5. PESTLE analysis if relevant
6. Identify marketing platforms & SPIs

1. Set up type form
2. Create you new member gym finding questionnaire
3. Design a logo
4. Set up social platforms
5. Design a wordpress website

1. Create inbound content on social media
2. Content should help people live a healthier life
3. Content should highlight things like best gyms in London/Manchester etc
4. Provide useful dieting or health info

The first stage of the GTM strategy centres around attraction marketing activities via email content dissemination. CheqUp will push out a series of emails designed to provide medical, lifestyle and health insights to recipients, generate trust in the brand, position the brand as knowledgeable in the industry and ultimately generate revenue through sales.

PHASE 1:

EMAIL MARKETING

Leveraging on existing CheqUp’s database of 243k customers

Healthcare, Selfcare & Wellbeing Tips

Send out emails on a weekly basis, get repeat customers by sharing healthy lifestyle recommendations, re-engage lapsed customers..

Engagement & UGC

Offer special prizes in return for video reviews from existing customers. Such EARNED content can be used in PAID advertising campaigns.

Explicit marketing & Email Automation

Automated sales emails, order notification emails, abandoned cart, etc

Customer Loyalty & Referral Scheme

Entice customers to join mailing list with the promise of weekly members only offers. Send out offers every Fridays. Send happy birthday messages, and more

Timeline

www.myproject.com

project timeline

Phase One

The tasks will be divided into email content delivery spread over 10 days

EMAIL MARKETING

Timeline

www.myproject.com

project timeline

EMAIL MARKETING

EMAIL MARKETING GOVERNANCE POLICIES

• All emails must be approved by at least two of Christian, Toby or Doug
• All emails must be sent to Sonny for proof reading and compliance with CS expectations.
• Must contain correct CheqUp details and no mention of the old business name.
• Must always contain the “Why choose CheqUp” Footer section with Video and 4 boxes.
• Emails should always contain product placements on the footer.
• After the initial 10-day launch campaign, CheqUp shall send no more than 2 emails per week.
• 70% of emails sent must provide FREE, insightful and helpful content to recipients, helping them live a happier, healthier life.

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The CheqUp digital advertising campaign should focus on driving engagement throughout the customer’s buying journey, educating consumers about their health challenges, lifestyle, promoting referrals and advocacy from existing customers through synchronized, value-driven digital marketing campaigns across multiple channels.

PHASE 2 & 3:

ORGANIC, PAID SOCIAL & DIGITAL ADVERTISING

Discovery Channels

Service / Sales Delivery Channels

Engagement, Retention & Loyalty,

DIGITAL CHANNELS & PLATFORMS

Inbound Marketing

`There should be a focus on attracting customers through relevant and helpful content that adds value at every stage of the customer's buying journey. With inbound marketing, potential customers can find CheqUp through helpful content on channels like blogs, search engines, and social media.

5 Strategies to drive Engagement & meet Customer Expectations

ACQUISITION & BRAND AWARENESS

Brand Storytelling

The CheqUp brand social and marketing content need to tell an authentic story of the brand; its founders, ethos, vision & mission etc

Create CheqUp Communities

Capitalise on the 80/20 rule which suggests that 20% of CheqUp customers will provide 80% of the company’s revenue. Creating communities allow CheqUp to engage this 20% and drive consistent sales and referrals through early adopters.

Real-Time Customer Services:

Easy Availability of Information

In this digitised age, It is important to provide easy access to information, payment queries etc to all customers via as many channels as possible. An onmi-channel strategy that involves mobile means that CheqUp will eventually spend less on marketing and achieve more organic content sharing.

SEO

SEO is a core focus to attract customers already seeking products/services offered by CheqUp. A good SEO strategy must infuse keywords used for website optimisation into all other content published by the brand. With social media websites increasingly being used as search engines and recommendation platforms these SEO keywords are even more relevant now.

INCREASED FOCUS ON MOBILE

Proactively prioritise mobile platforms and content as analytics show a high percentage of users from mobile devices. Focus more on advertising content for stories e.g IG, FB, Whats App, Snap Chat stories.

MORE HELPFUL VIDEO CONTENT

A core focus on using video content that give better perceptions of the CheqUp products. Videos should always show people using the products.

DIVERSIFICATION OF BUDGET

Focus on multiple platforms with reduced competition for advertising spaces rather the Google Ads and Facebook alone.

BRAND ADVOCACY, UGC

Intentionally create marketing campaigns and content that promote sharing, advocacy and word of mouth referrals.

A CONSOLIDATED MARKETING STRATEGY

Bring all CheqUp digital efforts together. Social Media, Email marketing, SEO and paid advertising efforts must all align together and work towards the same goal/strategy.

5 KEYS TO CUSTOMER ACQUISITION

CONTENT STRATEGY

• Pay-per-click (PPC) adverts
• Seeding
• Paid word of mouth

• Product content
• Word of mouth

• Reviews or shares on social media platforms
• word of mouth referral

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*promoted through owned social media accounts, website,

A successful CheqUp digital marketing campaign must employ combinations of OWNED, PAID & EARNED content to create compelling and converting digital marketing assets.

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Our strategy will be focused on the use of Converged media by creating and promoting more EARNED content across digital platforms to complement current efforts with OWNED & PAID.

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Through content creation, we aim to:

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1. Highlight our positive reviews
2. Highlight the no. of successful tests done
3. Highlight UKAS accreditation
4. Highlight written or video customer reviews
5. Highlight any price advantages
6. Highlight Quick result turnarounds

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• Facebook, Instagram, Twitter, SnapChat, TikTok are the most used social media platforms
• They are good sources of traffic and sales conversion for the brand.
• The core focus is to maximize returns from paid social whilst encouraging more organic interactions across platforms.

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CORE SOCIAL MEDIA

Facebook, Instagram, Twitter

Video Adverts

Use more video content for paid social ads. Videos should show people using CheqUp products

Lead Generation

Build up the CheqUp mailing list by paid social advertising, other blog content and soliciting subscriptions.

Traffic & Conversion

Enhance goals conversions by optimizing target audience, advert copies and media

New Users

250 people

Projected Reach

5,000,000

Suggested daily ad spend

£1,000

Retargeting Adverts

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Instagram & Facebook Stories Ads

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Messenger adverts

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Daily Boosted Posts

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Whats App Adverts

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Shopping / store adverts

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• SnapChat & TikTok both have a highly engaged mobile, digital native userbase of millennials; the perfect target audience for a modern lifestyle brand like CheqUp.

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• Both platforms are perfect for disseminating EARNED content, driving engagement and generating website traffic.

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• Customers can be segmented by location, demographics, lifestyle and certain interests.

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• SnapChat & TikTok are not perfects for detailed, granular targeting therefore more investment may be required for these platforms.

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• Alternatively, these platforms may be used for generic brand awareness and traffic generation ads.

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• CheqUp will then retarget website visitors with remarketing adverts, abandoned carts etc based on pages visited and products viewed.

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• TikTok and SnapChat ads will follow the same Ad planning strategy as the core social media platforms.

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SNAPCHAT & TIKTOK

New users

150 people

Projected Reach

3,000,000

Suggested daily ad spend

£500

YOUTUBE

YouTube Strategy

New users

150 people

Projected Reach

3,000,000

Suggested daily ad spend

£500

YouTube has an enormous reach, with 1.5 billion monthly logged in users globally. It is the no. 1 digital platform that influences purchasing decisions with high ROI across advert prices. YouTube has a strong user base that fits the description of the ideal CheqUp target audience.

• Users spend over an hour per day watching YouTube videos on mobile.
• Allows the use of high-quality video content; the closest to TV advertising.
• Offers advanced targeting and trackable metrics
• Users can take instant action after watching a video ad
• Only pay when a viewer shows interest in the ad
• An ideal platform to advertise EARNED video reviews from existing customers for traffic generation and conversion.
• CheqUp will run a series of ads on YouTube similar to those on Social media
• YouTube ads would be generic brand awareness and targeted ads for the major product categories offered by the brand.
• The brand will also run ads for specific product suites/single tests based on popularity, interest and search volumes.
• YouTube content will focus on disseminating useful insights, tips and helpful content to targets

LINKEDIN

Features that Make YouTube Ideal

New users

150 people

Projected Reach

3,000,000

Suggested Monthly ad spend

£500

YouTube has an enormous reach, with 1.5 billion monthly logged in users globally. It is the no. 1 digital platform that influences purchasing decisions with high ROI across advert prices. YouTube has a strong user base that fits the description of the ideal CheqUp target audience.

• Users spend over an hour per day watching YouTube videos on mobile.
• Allows the use of high-quality video content; the closest to TV advertising.
• CheqUp already have relevant advertising video content that show people using and talking about the products
• Offers advanced targeting and trackable metrics
• Users can take instant action after watching a video ad
• Only pay when a viewer shows interest in the ad
• A huge community of financial services users
• An ideal platform to advertise EARNED video reviews from existing customers for traffic generation and conversion.

BUSINESS TESTING DEMAND GENERATION TACTICS

Brand platform, industry thought leadership, Social media presence, PR

Connect ideal-fit prospects with highly relevant content and website experiences that facilitate a “give and get”: Provide audience with a highly relevant content that is strategically mapped to a consumer’s “journey” through three stages: awareness, consideration and decision. Helping them solve a problem, and in return, get a lead.

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GDPR Compliant opt-ins, audience segmentation, Lead Nurturing, SEO-driven content strategy, complimentary paid advertising, website conversion optimization, and email marketing.

The 80/20 rule. Deepening engagement with existing customer base will unlock both expansion, retention and extension opportunities. analyse customer base, study NPS trends and surveys, customer lifetime value, and customer’s overall engagement with marketing content. Proven engagement tactics include customer-only newsletter, customer-focused events and webinars, and exclusive whitepapers and reports only available to your customers.

PAID SOCIAL - CAMPAIGN PLANNING CORE PS

INFLUENCER MARKETING

The brand will focus on nano & micro-influencers with 10k – 100k.  These are lifestyle, wellness and personal wellbeing influencers with an authentic and credible follower base, who are actively engaged with similar content as CheqUp’s

• Users spend over an hour per day watching YouTube videos on mobile.
• Allows the use of high-quality video content; the closest to TV advertising.
• CheqUp already have relevant advertising video content that show people using and talking about the products
• Offers advanced targeting and trackable metrics
• Users can take instant action after watching a video ad
• Only pay when a viewer shows interest in the ad
• A huge community of financial services users
• An ideal platform to advertise EARNED video reviews from existing customers for traffic generation and conversion.

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Lessons learnt from email and social media activities will be applied to PPC Search advertising campaigns.

PHASE 4:

GOOGLE PPC

PPC GOOGLE ADS

• PPC Ads are key part of the overall campaign strategy.
• Search ads, YouTube ads, Responsive display ads, retargeting, Performance max are all features that will be utilized as part of this process
• PPC ads will aim to leverage on customers that already know the tests they require and are actively searching for it. The brand will be relevant on the major search engines
• For starters, the Google PPC strategy will be implemented only on Google Ads

The purpose of using Whats App for Business is to promote a personalized interaction, informal and emotional connection with the customer.

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CheqUp will advertise the business Whats App number as the point of contact for queries. Customers are known to prefer to send a Whats App message than call or email.

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Encourage customers across all channels to “Save our Whats App number” for quick enquiries.

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Once a user saves the CheqUp Whats App number on their phone, it means they can see ALL the Whats App stories and profile picture content posted by the brand on at no additional “advertising” cost to the company.

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Create Whats App groups and offer users the option to join by scanning QR codes. Share CheqUp blog content, how to videos, special offers, press releases and other updates in these groups in ways that encourage re-sharing to promote brand advocacy and word of mouth referrals.

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Automate the responses delivered by the Business Whats App so that the customer receives instant responses to their queries before a human agent takes over.

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Automatically shut down the application and turn on auto responder after the advertised working hours.

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Why

Whats App ?

95% of CheqUp customers are heavy Whats App users.

​

​

The WhatsApp platform helps businesses to send content to target audience quickly.

​

Unlike text messaging, it's unique in many ways:

​

• Enables message sending across all mobile & web platforms (iPhone, Android, browsers)
• Supports multimedia messaging such as text, image, video, audio and vCard 
• Easy and convenient group texting
• Text message scheduling
• Multimedia Messaging
• Auto replies
• Detailed analytics
• Social integration
• Chatbot Integration
• Upload & Download contacts
• High open rate & conversion rate
• Non-Intrusive advertising through Whats App Stories

The CheqUp Business WhatsApp Strategy Highlights

New Users

100+ people

Projected monthly reach

1,000

Suggested Monthly ad spend

£0

CAMPAIGN IDEAS

The #BeingVegan Campaign

​

Designed to solicit referral or video feedback from existing customers that can be used in paid ads in exchange for a chance to win

​

​

People Value

• CheqUp will give several customers SOMETHING FOR FREE

1 million

People Reached During Campaign

​

​

25%

Increase in Engagement &

Brand Awareness

​

1,000

Customers

​

​

​

100,000

Unique video views

4

Reward Early Adopters

Contact existing customers via emails and website banners and offer them a chance to win by leaving a review.

OWNED CONTENT

Receive video reviews from customers in line with clear GDPR & privacy policies. Reward participants with FREE wallet credit.

EARNED CONTENT

How it Works:

Create short clips from the reviews received. Use clips as ad content to promote organic word of mouth referrals.

PAID CONTENT

Get User Generated Content

Enhance Advocacy

& Word of Mouth

Generate Sales Qualified Leads

Use a combination of accrued content to convince new customers to try CheqUp

CONVERGED MEDIA

Business Value

• Increased brand awareness from promo activities
• New customer acquisition due to increased reviews
• Revenue growth & positive Return on Investment

​

The #LongCovid Campaign

​

Designed to solicit referral or video feedback from existing customers that can be used in paid ads in exchange for a chance to win

​

​

People Value

• CheqUp will give several customers SOMETHING FOR FREE

1 million

People Reached During Campaign

​

​

25%

Increase in Engagement &

Brand Awareness

​

1,000

New Users

​

​

​

100,000

Unique video views

4

Reward Early Adopters

Contact existing customers via emails and website banners and offer them a chance to win by leaving a review.

OWNED CONTENT

Receive video reviews from customers in line with clear GDPR & privacy policies. Reward participants with FREE wallet credit.

EARNED CONTENT

How it Works:

Create short clips from the reviews received. Use clips as ad content to promote organic word of mouth referrals.

PAID CONTENT

Get User Generated Content

Enhance Advocacy

& Word of Mouth

Generate Sales Qualified Leads

Use a combination of accrued content to convince new customers to try CheqUp

CONVERGED MEDIA

Business Value

• Increased brand awareness from promo activities
• New customer acquisition due to increased reviews
• Revenue growth & positive Return on Investment

​

The #DamageControl Campaign

​

Designed to solicit referral or video feedback from existing customers that can be used in paid ads in exchange for a chance to win

​

​

People Value

• CheqUp will give several customers SOMETHING FOR FREE

1 million

People Reached During Campaign

​

​

25%

Increase in Engagement &

Brand Awareness

​

1,000

New Users

​

​

​

100,000

Unique video views

4

Reward Early Adopters

Contact existing customers via emails and website banners and offer them a chance to win by leaving a review.

OWNED CONTENT

Receive video reviews from customers in line with clear GDPR & privacy policies. Reward participants with FREE wallet credit.

EARNED CONTENT

How it Works:

Create short clips from the reviews received. Use clips as ad content to promote organic word of mouth referrals.

PAID CONTENT

Get User Generated Content

Enhance Advocacy

& Word of Mouth

Generate Sales Qualified Leads

Use a combination of accrued content to convince new customers to try CheqUp

CONVERGED MEDIA

Business Value

• Increased brand awareness from promo activities
• New customer acquisition due to increased reviews
• Revenue growth & positive Return on Investment

​

The #WellMan Campaign

​

Designed to solicit referral or video feedback from existing customers that can be used in paid ads in exchange for a chance to win

​

​

People Value

• CheqUp will give several customers SOMETHING FOR FREE

1 million

People Reached During Campaign

​

​

25%

Increase in Engagement &

Brand Awareness

​

1,000

New Users

​

​

​

100,000

Unique video views

4

Reward Early Adopters

Contact existing customers via emails and website banners and offer them a chance to win by leaving a review.

OWNED CONTENT

Receive video reviews from customers in line with clear GDPR & privacy policies. Reward participants with FREE wallet credit.

EARNED CONTENT

How it Works:

Create short clips from the reviews received. Use clips as ad content to promote organic word of mouth referrals.

PAID CONTENT

Get User Generated Content

Enhance Advocacy

& Word of Mouth

Generate Sales Qualified Leads

Use a combination of accrued content to convince new customers to try CheqUp

CONVERGED MEDIA

Business Value

• Increased brand awareness from promo activities
• New customer acquisition due to increased reviews
• Revenue growth & positive Return on Investment

​

The #WellWoman Campaign

​

Designed to solicit referral or video feedback from existing customers that can be used in paid ads in exchange for a chance to win

​

​

People Value

• CheqUp will give several customers SOMETHING FOR FREE

1 million

People Reached During Campaign

​

​

25%

Increase in Engagement &

Brand Awareness

​

1,000

New Users

​

​

​

100,000

Unique video views

4

Reward Early Adopters

Contact existing customers via emails and website banners and offer them a chance to win by leaving a review.

OWNED CONTENT

Receive video reviews from customers in line with clear GDPR & privacy policies. Reward participants with FREE wallet credit.

EARNED CONTENT

How it Works:

Create short clips from the reviews received. Use clips as ad content to promote organic word of mouth referrals.

PAID CONTENT

Get User Generated Content

Enhance Advocacy

& Word of Mouth

Generate Sales Qualified Leads

Use a combination of accrued content to convince new customers to try CheqUp

CONVERGED MEDIA

Business Value

• Increased brand awareness from promo activities
• New customer acquisition due to increased reviews
• Revenue growth & positive Return on Investment

​

WELLDONE FOR GETTNG THIS FAR

If you require more information please contact:

​

​

Christian Junior

Christian@chequp.com

+44 7759 301221 (Whats App)