Final project on Urbanclap Digital Marketing Platforms Data Analysis, Content strategy, Facebook and Instagram Ads, Email Marketing, Media Planning, Brand Pitching, Creative Posts & Remarketing

1. Our Brand UrbanClap
2
1
Pratap Poovelil
http://www.pratapzach.xyz
https://www.facebook.com/pratap.z
https://twitter.com/zachari68287524http://Midasarmy.xyz
facebook.com/huzefa radhuwala
Twiter.com/huzefaradhuwala
Huzefa Radhuwala
Team Pitchers

2. India’s largest services market
• UrbanClap app delivers reliable
services at the push of a button.
• 125 professional Service

3. UrbanClap Website

4. UrbanClap Site upload time

5. UrbanClap App (App Store)

6. Audit Of UrbanClap (Youtube &
Facebook)
Subscribers (30672)
Followers (432,828)

7. Audit Of UrbanClap (Twitter & Instagram)
Follower (7694)
Follower (107K)

8. UrbanClap Brand Mood
#0B0B0D
#474A56
#929AAB
#D3D5FD
#929AAB
#393E46
#EEEEEE
#F7F7F7
Color Palette
Logo Font
Color Palette

9. 2017-2018
2015-2016
2014-2015
2016-2017
Logo Journey
2018-2019

10. New Logo as per services

11. Competitive Analysis
Housejoy
• UrbanClap's top competitors.
was founded in 2015.
• Commercial Cleaning Services
industry.
• Key learning :-There is a menu clearl
y
mentioning service at top
eye catchy

12. Competitive Analysis
Home Triangle
• Founded in 2014,
• Operates in the Residential Services
industry.
• Key Learning :- Mentioning the “Online
Services” as compared to UrbanClap In
their ASO.

13. Brands Facebook YouTube Twitter Instagram
Urbanclap Follower (432K)
422K Likes on page
Subscribe (31K)
69M views
Follower (7.8K) Follower (107K)
Housejoy Follower (400K)
394K people like this
2.5K subscribers 9M view
M views
Follower (19K) Follower (4K)
Hometriangle Follower (89K)
89K people like this
1.1K subscribers
98K views
Follower (3.8K) Follower (196)
Competitive Social Audit

14. UrbanClap Site Audit

15. SEO KEYWORDS
The important ranking factor
in the SEO
India is Standing first in
Organic and Paid Keywords.
Keyword research is the
process of finding and
analyzing actual search
terms that people enter
into search engines for
UrbanClap.

16. SEM Display Ad Images & Text ad
Text Ad
Image Ad

17. UrbanClap SEM KEYWORDS
Google targeting for text search Ads using keywords to
display on Top 3 position

18. App Store Optimization Keywords

19. App Store Optimization Keywords Graph
UrbanClap-Ranking 1
Salon at home-Ranking 2

20. ORM Platform (Twitter) Positive

21. Survey Response (D
emographics )

22. Survey Response (Q&A)

23. Survey Response (Q&A)

24. Insights Based on Survey
• Most of our Audience are between the age 18-25.
• Most of them are unemployed .
• Use Google as their primary search engine.
• Are looking for professional execution as well as discounts on various
services .

25. Pain Points Based on Sur
vey
• Not aware of other services.
• Only knows of AC Servicing Ad by Ayushman K
hurana, and Beauty Salon ad by Kirti Sanon .

26. Buyer Persona 1 (Primary)
• Name:-Anand Shastri
• Age :-24
• Gender:-Male
• Location:- Mumbai
• Interest:-Football, Trekking ,Blogging
• Occupation:-BMS Graduate
• Social Media presence :- Facebook,
Instagram, Snapchat, Youtube, Twitter

27. Buyer Persona 2 (Secondary)
• Name:- Deepesh Vora
• Age :- 32
• Gender:-Male
• Location:- Banglore
• Interest:-Online Shopping, Cricket,
Music,Clubbing
• Occupation:-Working Professional
• Social Media Presence:-Facebook,
Instagram , Youtube.

28. Buyer Persona 3 (Tertiary)
• Name:- Teresa Kurian
• Age :- 60
• Gender:- Female
• Location:- Delhi
• Interest:- Reading,
• Occupation:- Retired Teacher
• Social Media Activity:- Facebook

29. Campaign Thought
• Campaign Name :- Help Me UC MAN
• Campaign Tagline :- #UC MAN
• Campaign Byline:- The smallest things mak
es the biggest difference.

30. Influencer Marketing
• For our Web series we wanted to collaborate with
a relatable YouTube influencer TVF.
• We send them a mail requesting for a budget
estimate for the web series.
• Hence , they are our aspiring influencer and
accordingly set the web series budget .

31. Micro Influencer
Name :- Afran Khatri
Occupation :- Student (BMS)
Residence :- Mumbai
Domain :- Fashion
Instagram Influencer

32. Micro Influencer
Name :- Anneiita Sethi
Occupation :- Makeup Artist
Residence :- Mumbai
Domain :- Beauty
Instagram Influencer

33. Micro Influencer
Name :- Shwetatri Pathi
Occupation :- Blogger
Residence :- New Delhi
Domain :- Content Aggregation
Instagram Influencer
/YouTuber/Blogger

34. Micro Influencer
Name :- Vasundhara
Occupation :- Blogger
Residence :- New Delhi
Domain :- Content Aggregation
Instagram Influencer

35. Micro Influencer
Name :- Suman Bhagat
Occupation :- Makeup Artist
Residence :- Mumbai , Nashik
Domain :- Beauty
Instagram, Facebook Influencer

36. Digital Marketing Media Mix
Video Content
Social Media Marketing
( Paid & Organic )
Blog Content
Online Reputation
Management
Email Marketing
Search Engine
Marketing
Search Engine
Optimization
Remarketing

37. Video Content
• Web Series Partnering up with a YouTube channel.
• Story Script :- Life of 4 flat mates and their day – day problems in life.
• Campaign Objective :- Service awareness to the public .
• Video Duration:- 15 minutes
• Platforms to be Published:- YouTube/Facebook/Instagram TV

38. Video Content
• Script:-
• Web series (Trainer to the rescue)
During the match Muzzamil discusses to his flat
mates that how fit the cricket players are and he
gets influenced by them as says ,”Bhailog mujhe
bhi fit hona hai aur shape me aana he .”
The flat mates have a smirk on their faces and
Mayur replies back saying,” Tere Gym ka
subscriptions ka kiya hua .Badi badi bate karta tha
…”
Muzzammil gets upset and continues watching the
match.

39. Video Content
• Yash, Hatim and Mayur secretly book an appointment
with a UC trainer for the next day .
Next Day
• Muzammil is anxiously waiting for his food delivery.
Suddenly the door bell rings and he jumps up to
collect it .
• On opening the door he says in a satisfying voice , “
Kitna hua bhai?” but then he is shocked by the replied
made by none other than the UC trainer ,”Sir abhi toh
training chalo nahi hua he .”

40. Video Content
• In the background the flat mates are having a small
laugh.
TRANSITION
• Muzzamil is seen doing exercise with trainer .
THE END
Blackout with the typo #UCMAN

41. Video Content
• Script :-
Web Series 2 (Plumber to the rescue)
One morning Hatim is getting ready to have a
shower as he has work to attend. Hatim comes
out of the Bathroom Screaming ,” AREY public
SHOWER PHOOT GAYA HE .“
Hatim gets upset and starts worrying that will
he reach on time?
He has no choice But to leave without having a
shower.
Before leaving Hatim tells yash that he will be
picking up his bro from the railway station so
yash has to keep the shower pipe repaired

42. Video Content
In comes in Yash telling Hatim,”Bhai tu date pe jaayenga , UC
MAN he na .
Before leaving Hatim tells yash that he will be picking up his
bro from the railway station so yash has to keep the shower
pipe repaired in the evening .
In the evening Hatim Calls Yash informing him that he is
waiting at railway station and asks Yash that did he repaired
the pipe .
Yash bluffs Hatim saying that he has done it
Before Hatim and his bro arrives at the apartment he books UC
MAN and finishes repairing the pipe.

43. Video Content
Transition
• AN UC plumber comes and fixes the
shower pipe.
THE END
• Blackout with the typo #UCMAN

44. Video Content
• Script :-
Web Series 3 (Deep Cleaner to the rescue)
The 4 flat mates have organized a house
party as it is Mayur’s 24nd birthday and they
want to have a blast .
The house party goes on till 4am till everyone
drops dead .
At 9 am in the morning when everyone is
sleeping , Yash gets a call from his Landlord
informing him that he is coming in the
afternoon to collect the apartments' rent
from the mates .

45. • The flat is in a huge mess . The floor is stained
with drinks , the sofa is covered with shoe
stains and the walls are covered with pizza
slices .
• The flat mates are in a great stress as to how
they will keep the apartment clean before the
landlord arrives .
• Muzamil gets an Idea and says with relief to
his mates ,”Bhai, sab chaka-chak ho jaeyga ,
UC he na .”
Video Content

46. TRANSITION
• The UC Deep Cleaner arrives at the door . The
mates are happy while the cleaner is doing his
job of deep cleaning the house and making it
spik and span .
• When all is done the mates are eagerly waiting
for the landlord to arrive when all of a sudden
Yash gets call from the Landlord informing him
that he will come the next day to collect the rent
.
• The mates give an irritated face to Yash.
THE END
Blackout with the typo #UCMAN
Video Content

47. Video Content
• Script :-
Series (Masseuse To The Rescue)
One fine evening when all the mates
comeback to the apartment after playing
Football after a long time .
Everyone is deep pain complaining about
their back , Knees , Elbow , Shoulder .
Hatim says out,”Arey sab dukh raha, kiya
kare ?”

48. • Transition
• Everyone falls onto the sofa in pain .
• (Back shot) All of them opens the UC App
and books for an instant massager .
Transition
• All four massagers are giving foot massage
to the flat mates and they are having a
great time .
THE END
Blackout with the typo #UCMAN
Video Content

49. Video Content
• Script :-
Series (Electrician To The Rescue)
It’s rainy seasons and the world cup finals
is on the hype of these 4 flat mates Yash ,
Muzzamil , Hatim , Mayur.
Before the match Yash tells to his mates
“Bhailog , ab kuch bigarna nye chaheye .
Suddenly there is a power outage in the
apartment . The mates get furious and
shout back , Abey Panoti !!

50. Video Content
• Everyone is stress and worrying that how
are they going to experience the most
anticipating final in the world “The World
Cup Final “ .
• Suddenly Hatim comes up With an Idea …..
• A solution and says to his mates ,”Bhailog ,
tension kyu le rahe ho , UC Man hai na .”
Transition
• In comes an UrbanClap Electrician and fixes
the junction box and the all four flat mates
are relieved and enjoy the World Cup Final.
The End
Blackout with the typo #UCMAN

51. Facebook Ad Targeting

52. Facebook AD Targeting

53. Social
Media Marketing Face
book Creative

54. Facebook Ad

55. Social
Media Marketing
Facebook Creative

56. Social
Media Marketing
Instagram Creative

57. Instagram Ad

58. Social
Media Marketing Inst
agram Creative

59. Social
Media Marketing In
stagram Stories 1 (Sho
ut Out)

60. Social
Media Marketing In
stagram Stories 2 (Birt
hday Setup)

61. Social
Media Marketing In
stagram Stories

62. Social
Media Marketing Fa
cebook App Ad

63. Social
Media Marketing Fa
cebook App Ad

64. Social Media Marketing (Organic) Tweet

65. Blog Content (Topics)
• 1st :- Tips To Save On The Cost To Paint A Ho
use.
Description:- Giving 10 tips how paint a house co
st effectively in a listicle format.
• 2nd :- Rejuvenate Your very own Modular Kitc
hen - Trending Modular Designs.
Description:- How can you modify a kitchen with so
me trending design .

66. • 3rd :- All You Need To Know About Bed
Bugs.
• Description:- Giving an insight on how b
n infest an apartment and provide prote
easure to get rid of bed bugs.
• 4th :- List Of Things In Your Home Nee
ds Deep Cleaning This Rainy Season.
Description:- Providing information on ho
hould clean your house especially in the rai
sons.
Blog Content (Topics)

67. Blog Content (Topics)
• 5th :- The Do's And Don'ts To Follow W
hen Your AC Goes Out
Description:- Giving few tips what to do and
what not to do when you're AC stops workin
g .

68. (Landing Page)
https://pratap9.wixsite.com/ucservice/uc-guide

69. (Landing Page)
https://pratap9.wixsite.com/ucservice/uc-guide

70. Online Reputation Management

71. Twitter ORM

72. ORM Platform (Twitter) Negative

73. Facebook ORM

74. Quora ORM

75. Email 1
Subject line 1 :- There is a New
Superhero in town . #UC Man . Register
Now !!
Preview Text: Are you frustrated by your
local service guy , Book for UC MAN
Now !!
Email Marketing

76. Email 2
2nd :-Thank you For accepting us as
Family !!
Preview Text: Thank you for booking our
XYZ service we are looking forward to
serve you a greater experience .
Email Marketing

77. Email 3
Subject Line 3 :- Did you meet the superhero ?
Save 20% on Electrician services and Beauticians
. Book Now !!
Preview Text: UC MAN is looking for great
opportunities to serve you better. Download and
Book electricians and get 20% off.
Email Marketing

78. Email 4
Subject Line 4:- . Book our Deep cleaning Services
Now !!
Preview Text: Everyone likes a spik and span
Home but in the rains no one has the time to do a
deep cleaning , Not to Worry UC MAN is here !!
Email Marketing

79. Email 5
5th:- Highly Booked Service provided by Us
Preview Text : UC Man does Home Interior design
at an affordable price . Book Now !!
Email Marketing

80. SEARCH ENGINE MARKETING
• Observation is sales search as are main campaign objective is service
awareness .
• 4 AD Groups with respective keywords .
• Ads created will be search ad, display ad.

81. SEM Display AD
Targeting

82. SEM Display AD
Targeting

83. SEARCH ENGINE MARKETING

84. SEARCH ENGINE MARKETING

85. Remarketing
Strategies
Google Search
Ads
Intent Search Eg:-
home services
App/Site Visit
Thank You Page /
Email
Booking
Confirmed
Site Bounce
Remarketing
Email Marketing
Remarketing
through
Search/Display Ad

86. Media Planning
Platforms Ad Type Weightage Budget Deal Type Impressions CPM/CPC
YouTube Web Series (TVF) 35% 1,050,000
CPM
Facebook Static Post 15% 450,000
CPM
38000000 11.84
Instagram Story/post 15% 450,000
CPM
38000000 11.84
ScoopWhoop Blog article 15% 450,000
CPM
1700000 264.71
Google
Search Ad,
Display Ad 20% 600,000
CPC
63000000 9.52

87. We Are
The Key
To All
Your
Solutions