CONTENT MARKETING
Shanice Zhuang, Joanna Ho, Andres Wo, Trevor Chan
TABLE OF CONTENTS
SECONDARY RESEARCH
CONTENT STRATEGY
04
PRIMARY RESEARCH & KEY CONSUMER INSIGHT
CONSUMER JOURNEY & EMPATHY MAP
SITUATION SUMMARY
03
PROPOSED CONTENT �CALENDAR
CONTENT COLLATERALS
07
KEY METRICS
08
02
01
05
06
SECONDARY RESEARCH
01
HOW HAS COVID-19 AFFECTED THE TOURISM INDUSTRY IN SG?
CROSS BORDERS
fewer cross borders in between countries
TOURISM REVENUE
overall tourism revenue for SG decreases
TOURISM RECEIPTS
dropped drastically in the last quarter of 2020
ONLINE SHOPPING
more Singaporeans prefer to shop online due to the pandemic
INDUSTRY RESEARCH
The Bad
The Good
LOCAL TOURISM
REPRESENTS HOME�& CULTURE
BOOST THE ECONOMY
GREATER SUSTAINABILITY
WHY SHOULD WE SUPPORT IT?
COMPETITOR ANALYSIS
Streaming Services
Fear of Pandemic
PRIMARY RESEARCH
02
SURVEY DEMOGRAPHICS
FROM 115 SURVEY RESPONDENTS
AGE
18-24
50 respondents
35-44
8 respondents
45-54
33 respondents
25-34
15 respondents
55 and above
15 respondents
HAVE YOU FULLY REDEEMED YOUR SRVs?
Slightly more than half of our respondents have not used their vouchers at all.
A fraction of our respondents have not completely used their vouchers.
This shows that most of our respondents do not feel the need or urgency to redeem their vouchers as of yet.
18-24
25-34
45-54
SURVEY DEMOGRAPHICS
64% of respondents in this age range have used at least some of their vouchers.
They have active social lives.
80% of respondents in this age range have not used any of their vouchers.
They have busy schedules due to work and studies.
75% of respondents in this age range have used at least some of their vouchers.
They have families to attend to.
CATEGORISED BY AGE GROUP
THOSE WHO HAVE USED THEM FULLY
WHAT HAVE YOU USED YOUR SRVs ON?
Most respondents spent their SRVs on staycations, followed by attractions.
Only 3 used them for local tours.
1 respondent donated them.
WHAT MOTIVATED YOU TO USE YOUR SRVs?
Free!
Support local tourism & businesses
Discover & appreciate Singapore
Bond with loved ones
Wastage of SRVs if not used
Attractive discounts
Voucher expiry
Relaxation
HAVE SRVs BEEN EFFECTIVE IN SUPPORTING LOCAL BUSINESSES?
No
Yes
3
34
Out of 37 respondents, 34 said that they have been effective in supporting local businesses. In contrast, 3 said no.
This shows that most our consumers that have used their SingapoRediscovers Vouchers acknowledges that SRVs have helped local businesses through their experiences
THOSE WHO HAVE USED THEM PARTIALLY
WHAT HAVE YOU USED YOUR SRVs ON?
The majority of respondents spent their SRVs on staycations.
A handful spent them on attractions.
None of the respondents spent them on tours or donated them.
Attractions
Staycations
Donation
Local Tours
REASONS WHY SRVs WERE
NOT FULLY REDEEMED
Activity was cancelled due to Covid-19
Save them for other attractions
Not sure what to use it on
SRVs can only be redeemed in parts
Activity was cheaper than $100
DO YOU INTEND TO USE YOUR SRVs?
One out of the two respondents who said no, mentioned that he/she was unsure on what to spend the SRVs on and did not fancy the options he/she knew of.
This shows that the respondent might not know of all the options or interesting activities he/she can use their SRVs on as of now.
THOSE WHO HAVE NOT USED THEM AT ALL
REASONS WHY SRVs WERE
NOT REDEEMED AT ALL
Busy schedule
Fear of Covid-19 situation
Unsure of redemption process
Unwilling to top up the extra cash
Troublesome to redeem
DO YOU INTEND TO USE YOUR SRVs?
The majority intend to use their SRVs.
However, 9 of them said otherwise.
WHAT WILL MOTIVATE YOU TO USE YOUR SRVs?
Better deals
More relaxed Covid-19 measures
Voucher expiry
Combination of vouchers
Free time
Ease of redemption
Don’t want them to go to waste
Being compassionate by donating
Physical vouchers
WHICH AREAS WOULD YOU MOST LIKELY USE YOUR VOUCHERS ON?
(For those who have only used them partially or not at all)
ATTRACTIONS
DONATION
STAYCATION
1st
2nd
3rd
Singaporeans are too busy and they do not see that the SingapoRediscovers Vouchers will give them the break that they need
KEY CONSUMER INSIGHT
SITUATION SUMMARY
03
Situation Summary
Situation
| Complications
|
Opportunities
| |
CONTENT STRATEGY
04
Most Singaporeans have not redeemed their SingapoRediscovers Vouchers
(SRVs)
PROBLEM STATEMENT
TARGET AUDIENCE
CONCERNS
NEEDS
Singaporeans aged 25-34 who do not have time to use the vouchers due to hectic schedules
OBJECTIVES
To encourage majority of Singaporeans to redeem their SRVs before 31 December 2021
Raise awareness and generate excitement for the wide range of activities that the SRVs can provide
SHARON LIM
Age: 34
Work: Accountant
Family: Husband and son
Location: Singapore, Hougang
Character: Motherly, family-oriented, friendly
Goals
Frustrations
Sharon is a working mother who usually works long hours dealing with clients and customers in order to support her family. When she’s not working, she prefers to stay at home to recuperate. She ensures that her family has dinners together at home daily. She usually loves travelling overseas and having staycations in Singapore with her family during the holidays, but she’s afraid to do so during this time.
Brands
Introvert Extrovert
Personality
Analytical Creative
Conservative Liberal
Passive Active
Preferred Channels
Traditional ads
Digital & social media
Mobile
Referral & Loyalty
Motivations
MESSAGE ARCHITECTURE
CAMPAIGN HEADER
CAMPAIGN STORY
KEY MESSAGES
Many experiences await when you explore Singapore and its’ many attractions/hidden gems
SingapoRediscovers Vouchers allows Singaporeans to visit attractions with lots of discounts
SingapoRediscovers Vouchers can offer experiences that are worth treasuring
Make time for the break that you need with SingapoRediscovers Vouchers
CONSUMER JOURNEY & EMPATHY MAP
05
EMPATHY MAP
WHAT SHE’S SEEING
WHAT SHE’S THINKING
WHAT SHE’S FEELING
Through her social media platforms, her friends are posting their family outings using the Singapore Rediscover vouchers
She views updated information on the Covid-19 pandemic on the news daily
She wonders about the safety of her child when choosing to go out on a family outing
She reminisces memories of travelling and discovering new places
She is anxious about the Covid-19 situation and wary every time she has to go out
Stressed over her busy work schedule but wants to relax with her family soon
EMPATHY MAP
WHAT SHE’S DOING
PAINS
GAINS
Worried that her family will contract the virus
Has to make time from her busy schedule.
Process of redeeming the vouchers are deemed troublesome and complicated
Take time off to relax from her hectic work schedule
Spend quality time with her family while creating memories with them
Explore and visit different attractions there is to offer in Singapore
She has been trying to use her and her husbands SRVs to plan an outing for the family.
However, she’s having difficulties coming up with a good plan to save the most amount of money
EXPERIENCE MAP
How does the consumer find you? What’s the first point of contact? Do they initiate it, or do you?
The consumer should be able to find us on social media and traditional news
(Articles written about us)
We initiate it by promoting ourselves through televised advertisements, advertisements on the street and social media.
Through word of mouth
EXPERIENCE MAP
What kinds of searchable content are available to the target consumer so they can begin to educate themselves about your product or service? What questions are answered? How will that content be crafted to be both interesting and useful/relevant to the consumer’s problems?
News and updates regarding the extension of the voucher expiry date.
When consumers Google for SingapoRediscovers Vouchers, they can find:
The official website to redeem the vouchers at the top of the list.
Relevant activities and merchants in Singapore that would accept the use of the vouchers.
EXPERIENCE MAP
What does she need to believe and experience in order to be delighted to become a client or customer?
We would use infographics on our Instagram to attract our consumer’s attention. TikTok videos showing various Singapore attractions would be uploaded.
She needs to believe that the experience would be worth going out in Singapore during a trying time such as the pandemic.
She needs to believe that using her SingapoRediscovers Vouchers for her family would help them bond more.
EXPERIENCE MAP
What happens after the purchase is made?
The consumer would receive an email which contains the tickets which they had purchased (e.g. e-tickets to Universal Studios Singapore). The email received is a confirmation that the user has made the purchase.
CONTENT COLLATERALS
06
#FindYourEscape
ABOUT THE COLLATERALS
(Your Escape from the Hustle and Bustle)
(Unlock Your Escape)
BRAND STORY
2nd August, Friday. 23:56
Sharon, a 34-year-old workaholic mother comes back home from work.
She looks at her son sadly as she knew that he was waiting for her to come home till he fell asleep. VO: Dear son, I’m sorry Mummy came home late
She carries him to his bedroom,
VO: and couldn’t tuck you to bed.
and tucks him into bed so he could have some proper rest.
She sees her 8-year-old son Jeremiah asleep on the couch in the living room.
BRAND STORY
It is the next morning.
Sharon helps Jeremiah with his school homework.
Her phone rings, she gets a call from her boss. VO: Dear Son, for the times I left you halfway, I apologise
Her boss requests for her to go back to work immediately. Being one who does not like to disappoint her superiors at work, she agrees and gets ready to leave.
Jeremiah looks dejected as his mom leaves for work. VO: but Mummy has to do so for the sake of our family
It is now night time.
VO: Dear Son, I didn’t mean for it to be this late
BRAND STORY
Sharon is in her room replying to her long list of work emails.
Jeremiah stands at the door and asks her softly, “Ma, do you know it’s my birthday tomorrow?”
Sharon pauses, looks at him and replies, “Yes, of course dear.! Go to bed now, we’re going to have fun tomorrow!”
Excited, Jeremiah runs to his room, cheering, “ Yay, we are going out tomorrow!”
Sharon’s eyes widened as she sunk back into her seat. VO: Dear Son, Mummy is sorry. I was so busy that your birthday slipped past my mind.”
She opens up her calendar app. Under 3rd August spelt a day full of meetings and projects.
BRAND STORY
Her eyes furrow with determination.
She writes an email to her boss, claiming that she can’t go for tomorrow’s meetings and would like to postpone it
She looks at her calendar and decides to delete all her events for tomorrow
She enters a new event titled “Jeremiah’s Birthday”.
She goes onto google to search “Places to go for birthday”
Arrives at SingapoRediscovers main website.
BRAND STORY
The next morning
Alarm clock rings
Jeremiah wakes up
Jeremiah looks happy as he rushes out of his room to greet his mom. Sharon tells Jeremiah to get changed as they were going out “Happy Birthday Son!” Sharon wished.
They take the shuttle bus in Sentosa
Jeremiah looks excited as he points to the various attractions he can recognise.
BRAND STORY
Sharon flashbacks to her happy childhood where her mom would take her cycling and she too would point excitedly at the sights she would see
Back to the present, Sharon and Jeremiah take the cable car together
Flashback to when sharon and her mom would take the rickshaw together
Present: Sharon and Jeremiah at Universal Studios
Jeremiah looks on excitedly to the Battlestar Galactica
Flashback to when sharon and her mom would go to Uncle Ringo
BRAND STORY
Sharon and Jeremiah walks into the SEA Aquarium, they start excitedly looking around at all the different activities there are
Sharon and Jeremiah at the ray bay encounter exhibit, touching stingrays
Sharon gets a flashback to her kampong days where she used to fish for guppies
The day ends and they take the shuttle bus back home
It’s getting late at night, after they arrive back home
Sharon tucks Jeremiah into bed with a smile. She notices that Jeremiah has something in his hands.
BRAND STORY
Sharon walks out of his room holding the piece of paper. She smiles as she realises that Jeremiah had done a drawing of their day out together.
Sharon decides to use her fridge magnets to put up Jeremiah’s drawings after the day out with her
The next morning comes
Sharon and Jeremiah visit the playground together
Sharon receives a call from her boss telling her to come back to work
Jeremiah looks on to his mother, he frowns and gets ready to leave
BRAND STORY
Sharon holds Jeremiah back, she looks at him with a smile and asks “Going back already?”
Sharon and Jeremiah play together at her local playground
VO: Dear son, you’ve taught me to set aside time for my family
Closing card with logo and tagline “Find Your Escape”
TIKTOK VIDEO
Footages from�Le Tara, Let’s Go Tour, Kayak Asia, South China Morning Post, Mothership, RunnerKao
INSTAGRAM POST
Title: 5 Places to Watch the National Day Fireworks with your SRVs
1. Singapore Cable Car
2. Gardens by the Bay
3. Marina Bay Sands
4. Fullerton Hotel
5. Singapore Flyers
INSTAGRAM FILTER
Title: Unlock Your Escape
Game Description:�
SRV QUIZ
PROPOSED CONTENT CALENDAR
07
July 2021 Theme: The Perfect Escape | Week 1 “Dear Son,” Theme: Escape with Family | Week 2 Your Perfect Escape from the Hustle and Bustle | Week 3 Rediscover Your Memories #OurSingaporeStory submission | Week 4 Escape back to the Past |
Content Idea | Title: Dear Son,��SingapoRediscovers Vouchers Brand Story | Title: ‘5 Things you didn’t know you could use your SRVs on’
5 Escape Routes:
| Title: #OurSingaporeStory A post asking for Singaporeans to submit a short 20 seconds video on what they like about Singapore and their favourite place to visit. Selected videos will be collated into a montage and posted on STB’s Instagram, Facebook and YouTube pages. (submission by 31 July) | Title: ‘Escape back to the Past’’ An article encompassing more culture rich places in Singapore. Promoting tours and walks around Singapore such as exploring the southern islands, a half-day kayak tour to pulau seringat, taking a geylang walking tour.
|
Format | 4-minute video | 1-minute video shot in portrait | Post | Article + 15 Seconds Instagram Story Video shot in Portrait promoting the article |
Amplification Channel | Owned and paid amplification IGTV, YouTube, Facebook post, Paid Television 1 July, 12pm | Owned and Paid amplification on Tiktok 3 July, 12pm | Owned and paid amplification on Instagram & Facebook 9 July, 8am | Paid amplification on Mothership shared through Facebook and Instagram Story 20th July, 8am |
August Theme: Home is where the heart is | Week 1 5 Places to watch the National Day Fireworks with your SRVs | Week 2 �National Day: #OurSingaporeStory | Week 3 Home MTV Remake: Home x SRV | Week 4 SRV Quiz: Your Ideal Escape |
Content Idea | Title: 5 Places to Watch the National Day Fireworks with your SRVs 5 places:
| Title: #OurSingaporeStory A video post collating the short videos Singaporeans of all ages have submitted, sharing their favourite thing to do in Singapore to pass time and their favourite place to visit. | A music video MTV of this year’s National Day Song “The Road Ahead” that showcases Singaporeans dancing to this year’s dance at places of attractions where SRV Vouchers can be used.. Example of dance: https://vt.tiktok.com/ZSJGvTVX5/ Destinations that are shown in one video:
| We want to create an SRV quiz which consumers can partake in to show them what kind of SRV attraction is most suitable for them based on their personality. Through the questions participants will be split into 4 categories:
|
Format | Instagram post | IGTV, 3-minute video | 3-minute music video | Buzzfeed quiz style |
Amplification Channel | Owned amplification Instagram 31 July, 12pm | Owned and paid amplification Instagram, YouTube, Facebook 9 August, 8am | Owned and paid amplification on Youtube 18 August, 8am | Owned amplification where link will be shared on Singapore Tourism Board’s Facebook and Instagram pages 15 sec IG Story promotion 27 August, 8am |
September Theme: Escape to Adventure | Week 1 Kindergarteners Answer: Where Would you Escape to? Fantasy Escape (?) | Week 2 Instagram Filter: Unlock Your Escape | Week 3 SRV Hack: Your Half-a-Day Escape | Week 4 SRV Plays:�The Great Escape |
Content Idea | Sit down and interview young kindergarteners to find out if they could escape from school for a day, where would they go in Singapore. At the end, we will promote/reach out to parents using a call-to-action for parents to use their SRVs asking parents to take their kids out (e.g Singapore Zoo, Sea Aquarium, Sentosa) | The Instagram filter will be mirroring that of the ‘Flappy Bird’ game. Like the bird in Flappy Bird, the character will be a golden key with angel wings. Users have to blink to make the key “fly” and ensure that it does not hit the obstacles. Those who reach a final score of 100 points in a game will be entered into a lucky draw and stand a chance to win a staycation and F&B vouchers which can be used on top of their existing SRVs. (Each obstacle that they go through would be worth 5 points, so they have to clear 20 obstacles to enter the lucky draw. To mark the end of the game, a treasure chest will appear on the screen once they reach 100 points and the key will unlock it) | This is for people with busy schedules that can’t find the time to use their SRVs. 5 Different Escape Routes:
| Find your adventurous escape with your SRVs. This video features experiences filled with adventure and action to have fun with the whole family. Adventurous Places:
|
Format | Video, IGTV | Instagram Stories Filter | Article + 15 Seconds Instagram Story Video shot in Portrait promoting the article | Video |
Amplification Channel (Earned Paid social) | Owned and paid amplification on Youtube and Instagram 6 September, 12pm | Owned amplification on Instagram 17 September, 8am | Article on mothership shared through Facebook and Instagram 24 September, 12pm | Facebook and Instagram 27 September, 12pm |
KEY METRICS
08
WHAT TO TRACK
TikTok
@VisitSingapore
@stb_sg
Singapore Tourism Board
- Growth in rate of number of followers.
Estimated number of followers: 200k
- Growth in rate of number of views and likes.
Estimated views per video: 100k
Estimated likes per video: 30k
- Number of SRVs content with the hashtag #FindYourEscape
Estimated 500 new videos with the hashtag.
- Growth in rate of number of followers.
Instagram: 25k followers
- Growth in rate of number of likes.
Instagram: 1000 likes/post
- IGTV likes & views.
Likes: 3k
Views: 5k
- Number of SRVs content with the hashtag #FindYourEscape
Estimated 2000 mentions of #FindYourEscape
- Number of saves/repost using the Instagram Filter Unlock Your Escape
Estimated 1200 reposts (tracked by tagging STB)
- Growth in rate of likes for the Singapore Tourism Board Page
Facebook: 45k people liking the page
- Growth in rate of number of likes.
Instagram: 600 likes/post
- Number of SRVs posts with the hashtag #FindYourEscape
Estimated 2000 mentions of #FindYourEscape
WHAT TO TRACK
YouTube
Singapore Tourism Board
- Growth in the number of Subscribers
Estimated 3k new subcribers
- Growth in rate of number of views and likes.
Estimated views per video: 10k
Estimated likes per video: 5k
- Click Through Rate of 5%
For every 100 times our thumbnail is seen, 5 people click on it.
- Growth rate in number of visits
Estimated number of visits: 5k
- Lower Bounce Rate + Increase Average Time on Page
Page effectively causes users to view more pages and continue deeper into the website (going to other pages like Klook, Traveloka, GlobalTix)
- Higher Traffic Source
The origin of where people find SingapoRediscovers Official Website.
www.visitsingapore.com
METHOD OF COLLECTION
Instagram Analytics
Google Analytics
TikTok Analytics
Facebook Analytics
YouTube Analytics
Review data at the end of the month to find out what content pieces our target audience prefers to help us better plan for future marketing strategies
CONCLUSION
THANK YOU!