The proposal has been made based on the overall brief of the company Hyakusenrenma. The brief is about how to increase the traffic to website and increase revenue' / online orders via website. The company provide no information / no data to analyse (requested, no provision). The request is only about the ideas. The proposal is made based on the assumption.

1. DIGITAL MARKETING PROPOSAL – 1 YEAR

2. Travelers make:
1. financial budget
2. a lot of researches
3. customized plan & stick into
FACTS & FIGURES
Japan:
1. a must-visit country in Asia
2. not standalone for traveling plan
3. historical cultures, Tech-shopping
4. Big cities preferred
Who interest in Japan:
1. Asia’s countries (Asian + East Asia)
2. 18 – 35 Urban Cities
3. Tours, Groups & Couples

3. AUDIENCES
“Japan is my my Asia-list, my
friends recommend me to visit
Tokyo and Osaka. What to do
there?
”I am a freelance tour-guide to
Japan, I want to make my guide
different from others. I’d like to
offer my customers truly Japan’s
experience with group activities
and I want to have better
earnings”
“After my graduation, I’d like to
make a 3 months break to travel
through Asia, but no idea of
interesting countries”

4. OBJECTIVE
Raise awareness and sustain the awareness
1. Increase the search term “Stay Japan”
2. Increase the interest of visiting Japan with Farming
and Countryside - Truly Japan.
Convert interest into potential consideration
1. Increase the SOV and Visibility of “Stay Japan”
2. Increase Engagements (Visits & Interactions)
Transfer the intention into real Booking
1. Increase the Re-visitors
2. Increase the Order-Completion Rate

5. CHALLENGES
The rising of China’s attractions & Tech Shopping
The rising of Thailand, Singapore & Korea with Language,
Landscapes & Foods
The rising of multi-languages content marketing for these
above-mentioned attractions
The destination selections are bias to be customized based
on financial budget
TRANSLATED OBJECTIVE
Raise awareness and sustain the awareness
1. Increase “Japan” and “Stay Japan” Visibility
2. Increase the interest of visiting Japan
3. Educate Japan’s culture and unique Asia (truly Japan)
activities
Convert interest into potential consideration
1. Increase SOV of “Stay Japan” and Personal Approach
2. Increase the Trust by offering “Japan Customized Journey”
3. Encourage and increase Comparison (internal & external)
Transfer the intention into real Booking
1. Increase the Visit – Rate via personal approach
2. Increase the Order-Completion Rate

6. CHALLENGES
The much filtering selection of Japan’s attractions &
activities
The preference of city / urban areas staying for night-life’s
experiences
The seeding activities (testimonials, reviews & rating)
mostly impact to user’s choice.
Prefer to read through world-wide sites: lonelyplanet,
tripadvisor, airbnb,booking.com, agoda, etc.
TRANSLATED OBJECTIVE
Raise up awareness and convert interest into consideration
1. Increase SOV of “Stay Japan” in Search for specific
attractions of Japan and Keywords related “Japan…”
2. Increase the sharing content of “Stay Japan” – worth-of-
mouth (Dark Social)
3. Trigger Interests of Truly Japan activities (guided by Local)
4. Increase the ”world-wide” community (rating &
testimonials)
Transfer the intention into real Booking
1. Increase the Order-Completion Rate
The rising of local competitors

7. CHALLENGES
Living cost / Scaling space for Group Staying
The traveling planner is seeking different tastes of Japan
Repeat visiting some places with more activities filtering
Benefits requested on financial planning and co-operating
TRANSLATED OBJECTIVE
Raise awareness and sustain the awareness
1. Increase Traffics & Time-on-site for “Stay Japan”
2. Educate unique Asia (truly Japan) activities
3. Raise up Interest into specific offers customized
Transfer the intention into real Booking
1. Increase the Visit – Rate via personal approach
2. Increase the Engagement Rate for “Customized Journey”
3. Increase the Click – Rate via EDM
4. Increase the Order-Completion Rate
A broker. Localizing the taste of travelers / tourists

8. AUDIENCES INSIGHTS
“The same destinations that my
peers visited, may I can explore
more unique interesting places to
check-in and say it locally via
social media”
Perfect Plan
Source:
1. Online (Search & Sites)
2. Friends / Family
3. Tourism Agencies
Key Concerns:
1. Price / Budget
2. Places for check-in
3. Places for exploring culture & nature
4. Worth in purchasing
Priorities:
1. Most peers check-in countries
2. The most favorite counties ranking
3. The fitter budget planning
Demo & Characteristics:
1. Young & Dynamic
2. Urban Cities
3. Good –living condition
4. Exploring & adventurous
5. Planning & educated
6. Mobile & Social lovers
7. Saving & Flexible

9. AUDIENCES INSIGHTS
”I pick Tokyo and other specific
attractions to visit. I’d love to be
an “expert” at where I land into,
experiencing like a Native and
smart choices advised from local
trustworthy partners”
Perfect Plan
Source:
1. Online (Search & Sites)
2. Japanese Connections
3. Community – Expats
living in Japan
Key Concerns:
1. Unique Experiences
2. Convenient for transportations
3. Local Guide / Advisory
4. Special Offers
Priorities:
1. Tailored – activities (time & budget)
2. Available sources
3. Full experience
Demo & Characteristics:
1. Exploring & Curiosity
2. Mobile & Adaptable
3. Sociable
4. Information Sensitive
5. Determined
6. Dynamic Living
7. Experiencing
8. Young Adult (25 – 35)

10. AUDIENCES INSIGHTS
”I lead the tour to Japan. Previous
activities were “touristic”. I am pretty
understanding Japan and its features.
I’d like to share my knowledge and
experience of traveling in Japan to
gain my reputation, making me a bit
proud of myself. I revisit Japan to
explore new things and experience
again what I have missed at my
previous visits.
Perfect Plan
Source:
1. Top traveling sites
2. Agency’s Updates
3. Traveling’s blogs / social
4. Native connection’s updates
Key Concerns:
1. New Experiences
2. Financial Benefits (travel experience)
3. Network Expanding
Priorities:
1. New attractions (regional experience)
2. Valuable Offers
3. Pioneering to share
Demo & Characteristics:
1. Stable good-living condition
2. Sociable & communicative
3. Society status caring
4. Self-choice & pride
5. Perfectionism
6. Earning-potentials
7. Leadership & Influencing
8. Cultural Explorer

11. COMMUNICATIONS MESSAGE
WHERE JAPAN IS
TRULY ITSELF
WHERE TOKYO
DISCOVERED
DIFFERENTLY
SURPRISING YOUR
REVISIT IN JAPAN

12. WHERE JAPAN IS TRULY ITSELF

13. AWARENESS CONSIDERATION PURCHASE
SEARCH
DISCOVERY
1. Web (Craigslist, Travel Sections, Vacation
Rentals)
2. Social Media (Co-ordination)
3. Digital Advertising (Video)
4. Email (Popular Asia Tours Customization)
1. Stay Japan Website
2. Social Media (Stay Japan)
3. Digital Advertising (DCO Display)
4. Email (News Letter)
RESEARCH
1. Events (Traveling online activations)
2. Social Media (KOLs, Community)
3. Digital Advertising (Contextual &
Retargeting)
4. Word-of-mouth (website’s rating)
SHARE
1. Customize journey via Website
2. Booking discount code for first order
3. Tours / Journey Comparisons
(Benchmark)
DECIDE
1. Email (Sales)
2. Social Triggers (Chatbot & Leads)
3. Digital Advertising (Remarketing)
PURCHASE
1. Stay Japan Site
2. Email (Confirmations & Offer Triggers)
3. Social Media – Join community
STRATEGY

14. SOURCE OF AUDIENCES
1 2 3
- Third Party Data (Tourism,
Market Research & Traveling
Marketing Agencies)
- Media Partner’s Data
- Activations Data
- Searchers
- Pages / Forum / Community’s
members
- Traveling Readers
- Competitor’s fans

15. KEY HIGHLIGHTS
1 2
WEBSITE COMMUNITY
3
CREATIVE
- Create a blog to introduce
Japan’s and features
- Create a sharable web tool to
make a customized traveling
itineraries based on user’s info
provision
- Create a comparison section,
offering users compare places,
foods and stuffs from current
chosen ones to others.
(sharable)
- Micro KOLs & Community
(local representatives)
- Regional Co-ordinations
- Regional Performances
- Seedings and Backlinks
- Create a Dynamic Creative
Optimization (replied on
Website’s structure’s principle
of Google)
- Create a series of Japan’s
stories telling (video)
- Create a platform-customized
creative format

16. KEY METRICS
60%
Reach per region
70%
New Visits
30%+
SOV
4%
Conversion Rate*
(*) = Conversions / Clicks
(**) = Orders / Visits
10%
Completed Order
Rate **
<65%
Bounce Rate
60s – 90s
Time-on-site
5%
Engagement Rate
(Social & Website)

17. WHERE TOKYO DISCOVERED DIFFERENTLY

18. AWARENESS CONSIDERATION PURCHASE
SEARCH
DISCOVERY
1. Organic SERPs
2. Social Media Search Partners
3. Digital Advertising (Location Video,
Banner)
4. Email (Location Updates)
1. Stay Japan Website & social media
(specific location’s pages)
2. Traveling Sites (specific location
mentioned)
3. Affiliate
RESEARCH
1. Social Media (Expat Community)
2. Digital Advertising (Retargeting)
3. V-Blogger’s reviews
4. Word-of-mouth (website’s rating)
SHARE
1. Customize attractions based on
user’s interests at chosen places
2. Special Gift received at the place
booked
3. Tours / Journey Comparisons
(Benchmark)
4. Message from Natives (uncompleted
booking) to users
DECIDE
1. Email (Previous customized attractions
+ other customized options)
2. Direct contact via Chatbot & SMS
3. Digital Advertising (Remarketing)
PURCHASE
1. Stay Japan Site
2. Email (Confirmations & Offer Triggers)
3. Social Media – Join community
STRATEGY

19. SOURCE OF AUDIENCES
1 2 3
- Third Party Data (Tourism,
Market Research & Traveling
Marketing Agencies)
- Media Partner’s Data
- Activations Data
- Searchers
- Pages / Forum / Community’s
members
- Traveling Readers
- Competitor’s fans

20. 1 2
WEBSITE COMMUNITY
3
CREATIVE
- Create a sharable web tool to
make a customized activities
based on user’s interests at
specific locations.
- The customization tools can
be done via Search Pages
(AOL, Google, Bing, etc.)
- Create a comparison section,
offering users compare places,
foods and stuffs from current
chosen ones to others.
(sharable)
- Expat Community in Japan
- Japanese Community at
Regions targeted.
- On-the-go community
- Seedings and Backlinks
- Create a Dynamic Creative
Optimization (replied on
Website’s structure’s principle
of Google)
- Create a series of Japan’s
stories telling (video)
- Create a platform-customized
creative format
KEY HIGHLIGHTS

21. 60%
Reach per region
65%
New Visits
30%+
SOV
7%
Conversion Rate*
(*) = Conversions / Clicks
(**) = Orders / Visits
20%
Completed Order
Rate **
<65%
Bounce Rate
2’30 – 5’00
Time-on-site
5%
Engagement Rate
(Social & Website)
KEY METRICS

22. SURPRISING YOUR REVISIT IN JAPAN

23. AWARENESS CONSIDERATION PURCHASE
SEARCH
DISCOVERY
1. Traveling sites
2. Traveling social network co-ordinations
3. Vlogger's updates
4. Native Community
1. Stay Japan Website
2. Stay Japan Social Media
3. Stay Japan Email
4. Tourism Agency’s Updates
5. Digital advertising (data reach &
remarketing) - video
RESEARCH
1. Sales (Personal Approach)
2. Tourism Customization Offers
(exclusive experience)
3. Join Travel Influencers Community
4. Email & Social Pages Development
SHARE
1. Blogs
2. Testimonials via social media
PURCHASE
1. Stay Japan Site
2. Email (Confirmations & Offer Triggers)
3. Social Media – Join community
STRATEGY

24. SOURCE OF AUDIENCES
1 2
- Third Party Data (Tourism,
Market Research & Traveling
Marketing Agencies)
- Media Partner’s Data
- First Party Data (Sales, Internal
Data)
- Activations Data
- Stay Japan’s members

25. 2
COMMUNITY
3
MARKETING MATERIALS
- Gather communities Japan and
Asia Lovers
- Convert Community into
Influencer (Build up brokers)
- Exclusive offered for Community
- Support brokers / community’s
building up and develop their
traveling pages
- Create customized emails
- Create instructive videos
- Create a supporting marketing
materials (logo, content,
photos, brand guideline, etc.)
KEY HIGHLIGHTS
1
WEBSITE
- Create a section on page
named ”Community” to
updates latest activities
- Inside the section, create an
interactive sharable “profit-
earnings” itineraries
(customized based on user’s
info)

26. 7%
Conversion Rate*
(*) = Conversions / Clicks
(**) = Orders / Visits
15%
Completed Order
Rate **
<65%
Bounce Rate
10%
Engagement Rate
(Social & Website)
KEY METRICS

27. SUMMARY
WHERE JAPAN IS TRULY ITSELF
WHERE TOKYO DISCOVERED DIFFERENTLY
SURPRISING YOUR REVISIT IN JAPAN
Cover the touch-points when
users do discovery to select
Japan into their plan
Release the most trusted contents
& sources to help them consider /
compare their intention
Special triggers to motivate users
complete their orders. The convincible
& personal approach works
Reach users at the most
relevant context to shorten
their journey of purchase
Loop users into the influence of
trusted communities and
encourage sharing their thoughts
Tailoring the user’s demand to push
up their purchase decision. Special
Gifts hub drive their high interest.
Recruit news brokers /
revisits / communities by
personalized traveling wishes
Convert the Group of users into
influencer / pioneering service
experiencing maker.
Leverage their experience to
encourage their community join the
Japan tours.

28. FIRST THINGS TO DO
WEBSITE UX / UI
ENHANCEMENT
-------
WEBSITE CONTENT
DEVELOPMENT
DATA ANALYSIS
-------
AUDIENCE ANALYSIS
-------
MARKET ANALYSIS

29. DIGITAL
INFRASTRUCTURE

30. WEBSITE
DATA MANAGEMENT
PLATFORMS DATA ANALYSIS
STAY JAPAN
INTERNAL

31. PAID MEDIA / ADVERTISING CONTENT MARKETING SEO
MORE….
THIRD PARTY TRACKING
Kenshoo, comScore, Double-
Verify, IAS, MOAT, Nielsen,
Kantar, Research Now, and
Google (including
DoubleClick)
DIGITAL RESEARCH TOOLS

32. DIGITAL CAUTIONS FOR CONVERSIONS OPTIMISATIONS

33. TEAM STRUCTURE
Digital Marketing Manager
Sr. Digital
Media Executive
Sr. Digital
Content Executive
CRM & Data
Analyst
Sr. Digital Creative
Work Maker

34. THANK YOU!