Digital Strategy for Dental Clinic

1. Brand Experience

2. Background

4. Background
The Happiness Center
The Happiness Center offers an invigorating environment of holistic health and wellness that
combines the specific benefits of the ancient knowledge of Ayurveda, yoga, breathwork,
meditation, herbal and natural remedies that are uplifting and revitalizing.
Amidst the hive of activity that is Lagos, The Happiness Center is a sanctuary of serenity. An
Ayurvedic retreat to rediscover harmony and wellness. Situated on Victoria Island, The Happiness
Center is inspired by Oriental and African decor and is surrounded by a haven of lush greenery.
The courteous and welcoming staff help get the best experience during visit.

5. VISION & MISSION
Vision
Our vision is to ensure overall well-being through a holistic approach to
health that brings harmony to body, mind and soul.
Mission
Our mission is to provide a sanctuary of health and healing that helps you lead a
happier and healthier life. To revive the knowledge of traditional, herbal and
natural medicines that have been forgotten. To harness the power of yoga,
breathing exercises and meditation combined with essential lifestyle changes to
achieve emotional and mental balance, along with vibrant physical health.
Core Values
❖ Love
❖ Sacrifice
❖ Empathy
❖ Responsibility

6. Brand Digital Objectives
• Digital Strategy that will drive awareness and
increase profitability.
• Increase and drive brand visibility and awareness
online through PPC and SEO
• Increase web traffic
• Increase social media community followership
• Create a sales funnel that would nurture visitors
and convert them to leads and eventually
customers of the business
• Develop engaging and shareable content online
• Build brand ambassadors that will understand the
core values of the business and serve as our voice
in many rooms where decisions are being made
Stakeholders Objectives
Board - Generate Revenue
Marketing - Develop a digital
channel that will help to reach
decision makers- CEO(s) and HRDs
• Website
• Socials
• Content Development
• Online community

7. Situation Analysis: Digital Focus for Brand Communication
Digital Contribution to Brand:
Happiness Centre has a website with
some non functional stated faccilities
and broken URL
People Source has a presence on the
following social media platforms
● Instagram
● Linkedin
● Facebook
● Youtube
Competitor Analysis:
There is competition in the industry
with the use of Digital platforms,
first to maket premise, and a
seemingly thriving community.
Digital Target Audience:
Primary Target Audience:
● Decision makers in Corporate Nigeria
● Decision Makers in Tech Industry
● CEOs, EDs, MDs, HRMs, Human
Resource Consultants, Entrepreneurs,
Business owners, Multinational
Companies, leading Indegenous
brands, Public Sector Organisations,
Executives and Professionals

8. The Happiness Centre Online Analysis

9. Problem
• Nigeria’s over dependence on imported
foods
• Limited pathway for local farmers to sell
their products
Online Analysis

10. The Happiness Centre Website
www.thehappinesscenter.ng
Pros
• Beautiful Website and good load speed
• UI/UX - perfect
Cons
•Requires updated information architecture
•Some stated services are not yet launced yet
stated on the website. “if you are craving a
new bite”.
•Broken link(Meet our team – social media
icons under their profile)

11. People Source Analysis
TWITTER
FACEBOOK
• No Active content pillar found on
social platforms
• FaceBook:: Page does not exist(
Account exist)
• Instagram: 817 Followers with 167
post with No engagement
Instagram

12. • No Active content pillar found on social
platforms
• Youtube: 5 Subscribers no active
engagement

13. The above stated competitors are doing
poorly on social media and we stand a
chance to be the first to market to tell a
perfect brand story.
They are only strong on YOGA provision
Yoga Community/services but when it
comes to Ayurveda – no brand in Lagos has
positioned itself as an authority(we stand a
chance)

14. Top 2 Competitor Analysis

17. YogaSpot.ng Socials
• Facebook URL:
• No website
• Easy Navigation & Layout
• 93 Follows on Facebook
• Outdated contents on intagram
• Semblance of an active Community
SEO – Google my Business
• Available on Search Engines
• Facebook – 93 follows
• Instagram - 1,085

18. PWC Social Media Analysis

20. Yog Shirv Analysis
• Facebook : 346
• Instagram : 86
• No Website
• No active contents on Social Media
Platforms

21. SWOT Analysis

22. SWOT Strengths Weaknesses
• Global Partnerships
• Global affiliations and relevance
• Local execution
• Positive sentiments (Great brand
value)
• Testimonials/ Recommendations
• Competent Consultants
(Competency)
• Our Vision
• Core Values
• Exceptional client relationships
• Successful projects
• Poor Awareness
• Not great at blowing our
horn ( Bad publicity)
• No Sales funnel or
concerted sales strategy
• Poor Website
• Consistency with sales
• Focus on the local
business
• Constantly servicing our
Networks
Opportunities
• Expansion to the African Market
• Young Gen (FinTechs)- Future growth
• Social Element
• Online Academy
• Acquisitions for growth (Migration)
• Global affiliation and relevance
• Increasing wallet size from current
customers
• First of its kind in Africa
SO Strategies
• Explore
• Use Testimonials to grow brand
credibility
• Increase activities online
• Sell Competency as service to
emerging request for Yoga/Ayurveda
markets
• Subscription based content.
• Build an active community
WO Strategies
• Increase brand awareness in
Nigeria and other key Africa
markets. Start from Lagos.
• Launch the retaurant
• Create More engaging
content – video is king!
• Create content for bothYoga,
meditation, DIY’s, quick fixes!

23. SWOT Strengths Weaknesses
• Global Partnerships
• Local execution
• Positive sentiments (Great brand
value)
• Testimonials/ Recommendations
• Competent Consultants
(Competency)
• Our Vision
• Core Values
• Exceptional client relationships
• Successful projects
• Poor Awareness
• Not great at blowing our
horn ( Bad publicity)
• No Sales funnel or
concerted sales strategy
• Website stated on the
website – requires update
• Consistency with content
creation.
• Focus on the local
business
• Constantly servicing our
Networks
Threats
• Government
• Religious sentiments
• Exchange rate challenges
• Uncertainty/ Instability of the Naira
• Distance from the Maindland
• High Cost of operating
ST Strategies
• Leverage market positioning to
amplify Digital
• Happy clients reassuring the need to
spend more to get best Value -
testimonials
• Use Influencer marketing(olori super
girl, Dr Famakin, Denola Grey,
Opeyemi Famakin, healthy Billionaire,
Work out with Kate,
WT Strategies
• Create currency options in
the payments plan for
services rendered
• Feature on blogs and soft sell
magazines(Lost in Lagos)

24. Objectives

25. • Digital Strategy that will drive awareness and increase
profitability.
• Increase and drive brand visibility and awareness online through
PPC and SEO
• Increase web traffic
• Increase social media community followership
• Cold call that will help reach decision makers for partnerships
• Develop engaging and shareable content online
• Generate leads and enquiries
• To track audiences on the buying journey

26. Media Strategy

27. Media Strategy
Owned Media
Peoplesource website properties,
Social Media Pages, Content
Aggregator site & Blog, Email
Newsletter
Earned Media Event Partnership , Reviews,
Press coverage, Blog Tour
Paid Media
Social Media Advertising, PPC (pay
per click), SEO, Retargeting, Paid
Influencers, Display Advertising

28. Recommended Online Platforms

29. Facebook has the largest Social Media user
penetration in Nigeria with about 16,000,000 users.
The platform can be used to create communities,
recruit new fans and consumers, and build brand
loyalty and advocacy.
Instagram has the second largest engaged
fans and features a lot of female users in
Nigeria due to the visually appealing format
prioritizing images and videos above text
content.
For the SECOND phase
Twitter will be used majorly for influencer
activations and to drive continuous
conversations around content pillars,
education, brand advocacy, feedback and
enquiries.
YouTube will house all campaign videos
as well as support conversations around
the brand using webinar content and
business advisory tips
LinkedIn has created a unique niche with a
community for professionals. LinkedIn will be
used to create relevant content to the target
audience and for advertising of products and
services.
Corporate website for the brand to showcase
products and services, as well as an online
content aggregation platform for users to have
multiple touch point with the brand with
lifestyle and useful content.

30. Buyer Persona

31. Background:
Educated &Tech savvy
Lives in urban/suburban Nigeria
Interest:
Very health conscious, wants a healthy a
lifestyle
Prefers healthier food alternatives
Goals & challenges:
Wants to age gracefully. Wants to look sexy
at 50 years. Wants answer to life’s questions
Media consumption:
Reads health/food/ lifestyle brands
Target Audience Persona

32. Content Pillars (Social Media)

33. Content Pillar Content Pillar
Quotes Life Hacks
Tools (From some of the tools we have.
Management drives, DISC, etc)
Pro Tips (Adjusting to the new Normal)
Trivia Healthy Meals/Drinks
Workplace Tips Client Testimonials
Management Tips Career Advisory
DIY’s Sleep, and workout routine
FAQ’s What we do
Meet our Team Humans of THC
Yoga Poses – video/Images

34. Execution Flow

35. The Plan is to create a system whereby The Happiness Center becomes a known authority and the go-to platform for
Wholeness, memdiation and wellbeing in Lagos and Nigeria as a whole.
- Run sponsored Ads
- Launch a campaign “Happiness is Now”. We would have a vox pop asking people when they intend to be happy.
- We have also design a funnel that will take our target audiences and transform them into our customers.
- Strategic Partnership(to be discussed)
- Influencer Marketing - take total strangers and turn them into customers using a simple Customer Journey Strategy.
Our plan for influential marketing is to move the influencers through the following 4 steps:
1. Invite strangers into our circle of influence through a “freemiums” where we can offer real experiential feel of the
Ayurveda world of the Happiness Centre.
2. After the “freemium”, make an offer to them (discount, value added services) to take advantage of one of our offerings
within a time frame (1-3 months)
3. Continue communication with them via emails and other services
4. Execute the service(s) they have paid for and up-sell another solution to them while at it and offer a benefit for taking
part in the next service offering.
Execution Flow

36. To successfully execute this plan, we need the following;
A Traffic Source
A traffic source are the different places we can get people’s
attention and drive them to our offerings.
Our traffic sources will be;
1. Social media
2. Search Engine Optimization (SEO)
3. Advertising on both social media and google Ads
4. PPC Ads
5. Lead generation Ads
Execution Flow
Engagement Plans
Our Engagement channels will include;
1. Webinars (Zoom)
2. Email Marketing
3. Content on our website/ blog
4. Website chat
5. Social Media chats, responses and direct messages
Conversion Plan
Our conversion strategy will include;
1. Discounts and benefits
2. Influencer Marketing
3. Sheduled visits
4. Cold Calls
5. Feautures – Lost In Lagos, Bella Naija Weddings, Zikoko

37. Analytics & Monitoring

38. Analytics Monitoring & Reporting Plan
Sample Gantt Chart for campaign reporting

39. • Measure website traffic,
• Report on traffic sources
• Understanding visitors online behavior
• Measure website conversions
Analytics Monitoring & Reporting Plan

40. • Video advertising
• Page promotions
• Brand engagements
• Traffic to website
• Facebook has around 12 million active users within ages 13 to 39 in Nigeria
• Community building & engagement
• Brand Monitoring
• Creating top of mind awareness
Advertising Opportunities
Facebook Activities
Analytics Monitoring & Reporting Plan

41. Reporting and Monitoring on Facebook
• Monitor campaigns &
Target audience
• Understand audience
behaviors on Facebook
Analytics Monitoring & Reporting Plan

42. Google Display Network
• Largest advertising networking in Nigeria & in the world
• Easy integration with Google analytics for optimal reporting
Analytics Monitoring & Reporting Plan

43. Twitter Advertising
Analytics Monitoring & Reporting Plan

44. • Grow twitter audience
through paid advertising from
target audience
• Increase online brand
awareness through promoted
posts
Twitter Advertising
Analytics Monitoring & Reporting Plan

45. Analytics Monitoring & Reporting Plan

46. Online Campaign Execution
PLANNING EXECUTION ANALYSIS OPTIMIZATION
• Determine Objectives
& goals
• Choose relevant
channels
• Assign KPI & control
• Assign task roles &
timeline
• Implement campaigns
on platforms
• Create & upload copy
& content
• Monitor campaign
results
• Evaluate campaign
effectiveness
• Monitor KPIs & goals
• Apply best practices
to get better ROI
• Implement feedback
from analysis
Analytics Monitoring & Reporting Plan

47. Moderation Plan / Crisis Management
Ongoing
escalation
of negative
comments.
Group
comments
going viral.
Competitive
negative
comments.
Extreme
risk
Negative
brand use.
Negative
brand
comments.
Negative
promotion
al
comment.
High risk
Negative
brand
experience.
Negative
promotional
experience.
Competitor
comment.
Medium
risk
Product
informatio
n.
Promotion
al
feedback.
Positive
comment.
Low risk
Respond with standard information,
record activity.
Evaluate comment, investigate
complaint, escalate to brand manager
with suggestion. Resolve issue and
respond accordingly.
Evaluate comment, prepare report,
escalate to brand manager with
suggestion. Respond accordingly and
monitor.
Evaluate comment, investigate escalate
to team for resolution.
Detect
Approve
Record

48. Moderation Plan / Crisis Management
• Capture comment and source.
• Evaluate comment against risk
chart.
• Report to client with
recommended action. → E-Mail /
Call
Negative
brand
comment
•Prepare response and
response channel if any
→ E-Mail / Call
•Response approval by
brand manager.
Brand
manager
feedback.
Response
initiated
Evaluate response and
capture.
Negative review and submit
to brand manager.
Positive brand comment -
record and submit to brand
manager
Timelines:
8 am – 5 pm Standard Office Hours // 5-Minute Check Standard
8 am – 5 pm Week-End // 5-Minute Check Standard
6 pm – 8 am Out-of Office House // 5-Minute Check Possible
• Weekly Report on all
mentions and analytics of
brand Standard
• Special Report parts on
any incidents Standard

49. Social listening / monitoring will help in analyzing, understanding, acting upon / responding to conversations
about Peoplesource on Social Media.
Role of Social Monitoring
• Discover conversations in real-time
• Analyze and measure trends
• Sentiment measurement and evaluation
• Identify key influencers
• Determine geolocations
• Build and grow social communities
• Reporting and analytics
• Monitoring competition, and Industry trends
Social Listening Activities

50. Proposed Services

51. s/n Service Description Proposed Cost
1 Website redesign/
update We need better websites that will help significantly improve the customer
experience for all customers that get to our website. We want people to
spend more time on the website and trust us for information that would
help them in their people solutions, business processes and governance
practice and compliance.
N 750,000 (One-time)
2 Re-branding Our rebranding package will cover the following;
A Logo, tagline, colours, brand colour, brand voice and brand guideline.
We will also create designs for;
Letterhead, Complimentary cards and other brand assets.
Branding project does not include printing.
N 500,000 (One-time)

52. s/n Service Description Proposed Cost
3 Social Media
● Facebook
● Instagram
● Twitter
● YouTube
● LinkedIn
● YouTube
Some of the tasks to be handled here are;
1. Content creation
2. Designs for social ( 3-4 posts weekly)
3. Posting content on the pages
4. Community management (to be decided by the client)
5. Stock photography
6. Growth ( 500- 1,000 new followers monthly across all platforms)
Resources to achieve results:
1. A senior Account Manager ( 40 hours monthly)
2. Social Media Strategist (40 hours monthly)
3. Community Manager (80 hours monthly)
4. Social Media Content creator (40 hours monthly)
5. A graphics designer (80 hours monthly)
N 375,000/ month

53. s/n Service Description Proposed Cost
4 Search Engine
Optimization
Goal of SEO is to have 20 keywords on Page 1 of Google search within 6 months
SEO actions include;
● On-Page (Using Yoast SEO, $99/ month)- N 50,000
● Backlink purchases and creation including ( $200)- N 100,000
● Technical optimization ($230/ month)- N 115,000
● SEO specialist (20 hours a month)- N 200,000
Total cost: N465,000
Discounted cost: N 300,000/ month
5 Content | Blog
articles
We need to create content from our position as experts and leaders in the
industry.- 4 articles monthly
N 200,000/ month
6 Sales funnel
design and
management
Design a funnel system to encourage people to spend time on our Website,
read our content, download some of our materials and request a sales call/
consulting conversation
Using Katra’s Silver plan
Sales funnel design and constant optimization- N 100,000
$199/ month + N 100,000
Discounted Cost: N 100,000/month
7 Email
Marketing
1 email weekly
● Email marketing copy
● Designing the emails
● Banner re-sizes and editing or banner creation
N 100,000/ month

54. 3rd Party Advertising Cost

55. s/n Service Description
1 Lead Generation We will run lead generation ads, drive traffic to our landing pages and get HRDs and
CEOs to request calls about what we can do for the team and the business as a whole
based on their challenges and pain points.
$1,000/ month
2 Search Engine
Marketing
(Pay-per-click Ads)
Search Ads on Google to attract people looking for services we offer through keyword
targeting. We will create a presence on Google for people searching for keywords that
resonate with our services including; improving team performance, changing
organizational culture, etc.
$500/ month- Optional
3 Google and Social
Media Advertising
for awareness
Improve, reach, awareness and engagement on our social media handles by running
ads to improve the quality of our engagement on social media
$1,000/ month- Optional
4 Landing pages for
the funnels and
individual campaigns
Creating landing pages to give the right information for campaigns and all lead
generation efforts
Can be designed in
Kartra. Will be given as a
value-added service
5 Periodic campaigns We will have campaigns periodically where we will push aggressively with a specific
message and get people to
This will depend on the
budget we have for
campaigns and our
growth plans

56. Kolawole Fagite
Key Account Manager, 29th MEDIA
Email: bidemifagite@gmail.com
Phone: 0803 647 6906 Let’s Work.