Sherif Qassem

[2023] - MARKETING STRATEGY Executive Summary 3 Audience Persona 3 SWOT Analysis 5 Competitive Analysis 6 Budget 8 Brand Voice and Tone 9 Our Marketing Funnel and Key Messages 10 Marketing + Business Goals 11 Marketing Channels 12 Marketing Tactics 13 Metrics and KPIs 14 Executive Summary Tolaris Information Technology Company is taking its first steps this year, especially in the second half of it, targeting the local Egyptian market. And because it is a startup company, it must develop a clear and solid strategy to manage its presence in the market in the coming period. The company aims to work in three primary areas: Designing websites and mobile applications. Providing marketing and advertising services to companies that need to reach their potential customers. We are providing a remote sales service to convert potential customers into actual customers. The administration is currently working to determine the market gap to acquire an initial part of the market share. Audience Persona Target Audience Statement Tolaris creates content to attract owners or managers of businesses so they can Solve their marketing and sales problems to become repeat customers. Mr. Mohamed Kamel Job Title Job Responsibilities Avg. Company Size Avg. Team / Department Size Founder & CEO setting and executing the organization's strategy. allocating capital. building and overseeing the executive team. Work to solve marketing and sales problems. Make decisions in working with outside agencies to solve the organization's sales and marketing problems. medium 10 Avg. Age 40 Country / Geographic Location Egypt (Cairo) Key Persona Questions Why does Mr. Mohamed search for services like ours? • • • Why do they choose us over competitors? • • • What is the #1 benefit they get from our service? Other competitors they consider • • • • • Favorite publications, blogs, media, etc. Because we provide all these integrated services We also offer installment payments for designing and creating a website We provide free telesales service for one month Professionally integrated services, with the best quality and the fastest time, starting from a strong presence on the Internet, all the way to product marketing, until the completion of the deal by the sales team. • Customer Quote Because he needs a website to ensure the strong presence of his work on the Internet, but he fears the financial cost and he fears poor design He also needs a marketing agency to market his work and manage his presence on the Internet It also needs professional salesmen to ensure high sales that cover its costs • • • • Advertising & marketing agencies Information technology companies responsible for designing and creating websites and mobile applications Freelancers in the field of digital marketing, website design, and applications Companies providing sales service over the phone We offer reasonable prices relative to the market and competitors We offer convenient payment systems Website & blogs social media platforms especially Instagram, LinkedIn, and Facebook all platforms that businesses owners use google ads especially videos businesses events SWOT Analysis List your Strengths, Weaknesses, Areas of Opportunity, and Threats. SWOT Matrix Strengths: • Providing integrated services • Providing convenient payment systems • Providing a free telesales service for the first month Weaknesses: • Start-up company • Very few financial resources Opportunities: • Gaining market share due to convenient payment systems • Contracting with start-up companies, which will provide them with the sales and marketing department Threats: • Many advertising & marketing companies • The large number of freelancers working in the field of digital marketing and their cheap prices • Many companies responsible for web development • Many web developers that work as freelancer Competitive Analysis Competitive Landscape [Level up agency] They have different price packages and they also offer photoshoot services, they have a good number of followers on social media platforms and They provide professional graphics, photos and videos [ARMS media solutions] They have different price packages and they also offer videography services [marketopia for marketing & programing] They provide marketing services in addition to creating websites and mobile applications, and they also have a large number of followers on their Facebook page [First markets] Offer photoshoot services, they provide marketing services in addition to creating websites and mobile applications and has a good experience & portfolio Pricing Breakdown [Level up agency] price packages (8000, 10000, 12000 & 15000) [ARMS media solutions] price packages (5000, 7000 & 10000) [marketopia for marketing & programing] [First markets] He charges a fixed monthly fee for management without the cost of other services, The average cost of creating a website is 7000EGP What Do Competitors Have That We Don’t? [Level up agency] • • Have an experience & portfolio Offer photoshoot services [ARMS media solutions] • • Offer videography services Good price packages [marketopia for marketing & programing] Have a good experience & portfolio • • [First markets] Have a good experience & portfolio Offer photoshoot services Market Positioning [Level up agency] • • She has a good track record and a good number of followers They have a strong brand [ARMS media solutions] It's not a strong brand, but they offer good prices [marketopia] It’s a strong brand [First markets] It’s a strong brand Social Media Follower Counts Networks Facebook Twitter LinkedIn Instagram YouTube [Level up agency] 13K _ _ 53K _ [ARMS media solutions] 4K _ _ 129 2 237K _ _ 549 _ _ _ _ 5K 26 [marketopia] [First markets] Budget How much money is available to spend in each area of your marketing department? Channel Amount Facebook 300EGP / M Instagram 500EGP / M Linked in 500EGP / M Google 500EGP / M SEO 200EGP / M Brand Voice and Tone How should your brand’s voice and personality be reflected in your communications? Description: Summarize your brand’s voice ... Components of our Brand Voice Adjective friendly informal Serious Confident Example Our Marketing Funnel and Key Messages Which messages do customers need from your brand at each stage of the marketing funnel? Funnel Stage Message Channels Top Create brand awareness and lead generation Facebook, Instagram and Google Top We need the customer to know our services and how much they benefit from them Facebook, Instagram and Google Middle Enhancing potential customer interest in our services and sending them to the Consideration funnel Instagram, linked in, Google and sales force Middle increase engagement Instagram, linked in and Google Bottom Work on the conversion funnel, increase sales and increase the customer base Instagram, linked in, Google and sales force Marketing + Business Goals What are the specific numbers you need to reach to achieve your objectives? Goal Increase the customer base to 1000 contact numbers Contracting with an average of 5 new clients Reaching an income of 20,000 EGP Marketing Channels Where will you execute marketing activities to communicate your message to customers? Channels Purpose / Content Types Facebook Posts, videos Instagram Posts, videos Linked in Posts, videos Google videos Marketing Tactics Which specific activities will you execute to attract and convert customers? Tactic Participate in business events, especially marketing Make discounts and provide financial facilities to the customer Rely on affiliate marketers Providing an appropriate service for each customer separately Metrics and KPIs How will you measure your marketing performance? Metric Goal Income 20000EGP Number of conversions Customer base 5 1000