The document discusses a digital marketing strategy proposal for a club called Brigade Homestead. It identifies issues like low website traffic and lack of online presence. It proposes solutions like search engine optimization, social media marketing, and a redesigned website and mobile app with new features. The strategy aims to secure existing members, explore new leads, and aggressively convert leads through various campaigns and discounts. A cost-benefit analysis estimates the total costs to be around 11.6 lakh rupees.

1. The Wunderteam
Symbiosis Institute of Management Studies
Jayant Kumar Nath – 9503802173- Jayant.kumar2015@sims.edu
Shivani Sharan – 9923288778 - shivani.sharan2015@sims.edu
Varun Singh – 9527232297- varun.singh2015@sims.edu
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2. OUR APPROACH
Identify potential Issues
Find the Competitive advantage
Potential using Digital Marketing
Strategy
The Idea
The Roadmap
Cost Benefit Analysis
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3. Referral schemes
loyalty cards etc not used
Queries on business need to
be converted by following
up with the enquirer
INSIGHTS
More services e.g. library,
Pharmacy, ATM, Guesthouses
in all the clubs
Services
Online
Content
Online
Analytics
Search
Engines
Changes needed in the
Website
Need for Implementing
Solutions such as SEO and
Website Analytics to
increase conversion rate
Need to Increase activity
on FB, Twitter
Start online reputation
management
Social
Presence
Need to increase
awareness through mobile
apps, company blogs and
forums
Brand
Properties
Low return rate on major
search Engines
Remarketing
Offers
&
Discounts
Refer Attachment for complete Insights
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4. What are the competitor’s doing right?
Developing interactive informative website with dynamic
content management
Websites
Need for better services and customer supportAnalytic Tools
Various modes of interaction with present and prospective customers
Online reputation
Management & consumer
Engagement
Various digital platforms used for offering discounts and creating
Brand awareness
Marketing through various
Offers and referrals
Competitors
Analysis
Clubs Homestead Convention Center4

5. OUR APPROACH
Identify potential Issues
Find the Competitive advantage
Potential using Digital Marketing
Strategy
The Idea
The Roadmap
Cost Benefit Analysis
5

6. 26
68
0
10
20
30
40
50
60
70
80
Current Value Future Value
YOY Growth rate of BHSL
Future Projected Growth
Through
various
promotional
Campaigns
and digital
marketing, the
projected
Growth Rate
for Yr 2013-14
– 68%
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7. OUR APPROACH
Identify potential Issues
Find the Competitive advantage
Potential using Digital Marketing
Strategy
The Idea
The Roadmap
Cost Benefit Analysis
7

8. How do we do it?
Secure
Existing
Membership
Explore
New
Leads
Aggressively
Market
To
Convert
Leads
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9. Target
1. Corporate MNC by giving loyalty discounts
2. Social Networks of existing members
(Referrals and Group Discounts)
3. Follow up on Enquires and Email Marketing
Exsisting Membership should be secured
by giving out various loyalty bonus,
offers and engaging with them online.
How do we do it?
Secure
Existing
Membership
Explore
New
Leads
9

10. OUR APPROACH
Identify potential Issues
Find the Competitive advantage
Potential using Digital Marketing
Strategy
The Idea
The Roadmap
Cost Benefit Analysis
10

11. Life is better when shared !
GIVING BACK TO MOMS !!
The “Giving Back to Moms” Campaign
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12. “Giving Back to Mothers”
Mom’s are the social binders of any family.
Target them by
1. Offering Discounts and offers on select services
2. Strategically placing digital billboards near societies
having our target market
3. Group discounts to invite friends of existing members
for a day
4. Gift packages for new mothers
5. Advertising of “Celebrations”
6. Media Buzz/ shows
7. Fashion Shows
8. Birthday specials
How do we do it?
Aggressively
Market
To
Convert
Leads
12

13. OUR APPROACH
Identify potential Issues
Find the Competitive advantage
Potential using Digital Marketing
Strategy
The Idea
The Roadmap
Cost Benefit Analysis
13

14. Core Digital Marketing
• Search Engine
Marketing (SEM)
• Search Engine
Optimization (SEO)
• Consumer Forums/
Testimonials
• Blog
• Gallery
• Newsletters/ Brochures
• Retargeting/
Remarketing Advertising
• Banners(Digital/
Inflatable)
Business need driven
Marketing
• Events/ awards
• Corporate tie-ups
• Special Offers
• Consumer deal
alerts(SMS/ email)
• Social media (facebook,
twitter, digg etc.)
• Interactive initiatives
• Online membership
• Referral schemes/
Rewards/ Loyalty Cards
Capital Investment,
consulting & operations
• Website Redesign/
Enhancements
• Mobile Website/ apps
• Mobile Marketing –
SMS, calls
• Tablet Website
• Online content/
reputation management
• Consulting
• Website operations
• Analytics and campaign
tracking
• Customer care services
Digital Marketing Strategy
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15. Website Redesign
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16. Mobile App
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17. New Features introduced in website
• Prominently visible offerings
• Reservations
• Easily visible Reservation Form
• View/ Cancel reservations feature
• Interactive initiatives
• Share Photos
• Testimonials + OTA reviews
• Quick Query/ Live chat
• My BRIGADE Experience
• Community Forum
• Social Media (Facebook, Twitter, Digg, Stumbleupon, RSS feeds)
• Information
• Newsletter subscription
• Blog
• Press Room
• Contd... 17

18. New Features introduced in website
• Events
• Online memberships (Sign in/ Sign up)
• Youtube channel
• Virtual Tour – Enhanced (Panorama view high resolution photos/ videos)
• Information about location
• Why BRIGADE ?
• Loyalty
• Rewards Card
• Customer Engagement Events/ Campaigns (Love You MOM)
• “We Care” – Customer Service
• Mobile App download
• Website feedback link
• “What’s new” pane
• “Be the winner” - Online/ Mobile games and contests for members with special prizes for
winners
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19. OUR APPROACH
Identify potential Issues
Find the Competitive advantage
Potential using Digital Marketing
Strategy
The Idea
The Roadmap
Cost Benefit Analysis
19

20. Digital Marketing Costs(Rs Lakh)1
SEO(Search Engine
Optimization) 4
SEM(Search Engine
Marketing) 3
Email Marketing 0.9
Display Advertising
(banners) 0.6
Consistency 0.3
Print media advertising 0.6
TV Ads 1.2
Youtube presence 1
Total 11.6
Cost – Benefit Analysis
0
2
4
6
8
10
12
14
Costs(Rs Lakh)
Costs(Rs Lakh)
http://www.emarketz.net/top-banners/express-seo#top1
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22. BIBLIOGRAPHY
Google Online Marketing Challenge
An open metric for pricing digital signage ads: vJive's SCQ
Advertising Service Led Screen Digital in Bangalore - Advertising, Promotions And Events - Infomedia Yellow Pages
Digital Advertising Service in Bangalore - Advertising, Promotions And Events - Infomedia Yellow Pages
Low Cost SEO | E Marketz - Digital Marketing Agency | SEO Company Based in New Delhi India
Express SEO | E Marketz - Digital Marketing Agency | SEO Company Based in New Delhi India
Facebook Twitter Marketing | E Marketz - Digital Marketing Agency | SEO Company Based in New Delhi India
Video Marketing | E Marketz - Digital Marketing Agency | SEO Company Based in New Delhi India
Club Membership in Bangalore
Country Club India, Country Club, Country Vacations India
Palm Meadows
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