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A Complete Digital Marketing Strategy presentation for the KETHEA organization

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Knowcrunch
Knowcrunch

Knowcrunch graduates of the Masterclass in Digital & Social Media in Thessaloniki (Jan '23), worked for three months and presented a complete digital & social media marketing strategy for the KETHEA organization.

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Digital & Social Media Marketing Strategy Digital Agency
THE BRIEF 3 APTIGI
THE BRIEF BRAND ΚΕΘΕΑ- Κέντρο Θεραπείας Εξαρτημένων Ατόμων OBJECTIVE Awareness BUYER PERSONAS Άντρες με εξαρτήσεις, 18-34, Ελλάδα 4 APTIGI SCHEDULE 1 Jan 2024 - 31 Dec 2024 ASSETS Emails & κινητά 20.000 μελών με προηγούμενες εξαρτήσεις MEDIA SPENDING BUDGET 100.000€
ONLINE RESEARCH ΟΚΑΝΑ 5 APTIGI
ONLINE RESEARCH - ΟΚΑΝΑ @OKANA_GR 155 Followers Tweets: 2-4 / εβδομάδα Οργανισμός Κατά των Ναρκωτικών – ΟΚΑΝΑ 5.4K Followers Posts: 2-3 / εβδομάδα /orgkatanarkwtikwn 3.5K subscribers Videos: 3-4 / μήνα @okana_official 1.327 Followers Posts: 10-15 / μήνα Stories: 5-10 / event SOCIAL MEDIA CONTENT Events και θέματα επικαιρότητας 6 APTIGI
ONLINE RESEARCH - ΟΚΑΝΑ Traffic Sources 7 APTIGI
CREATIVE CONCEPT 8 APTIGI
CREATIVE CONCEPT Ο Λαβύρινθος Short Film + Activations #VgesApoTonLavirintho 9 APTIGI
CREATIVE CONCEPT KICK OFF MOVIE IDEA TRAILER Τοποθέτηση στο YouTube. 10 APTIGI FULL STORY HERE
CREATIVE CONCEPT KICK OFF LANDING PAGE https://www.kethea.gr/lavirinthos 11 APTIGI
CONTENT MARKETING 12 APTIGI
Δημιουργία άρθρων σε τρίτες ιστοσελίδες. 13 APTIGI
CONTENT MARKETING Συμμετοχή σε podcast τρίτων. 14 APTIGI
SOCIAL MEDIA MARKETING 15 APTIGI
SOCIAL MEDIA MARKETING Short videos 16 APTIGI
SOCIAL MEDIA MARKETING Long videos 17 APTIGI
SOCIAL MEDIA MARKETING Δημιουργία περιεχομένου εκπαιδευτικού χαρακτήρα. 18 APTIGI
SOCIAL MEDIA MARKETING Δημιουργία περιεχομένου από την κοινότητα 19 APTIGI &
SOCIAL MEDIA MARKETING Δημιουργία περιεχομένου για κίνητρο και έμπνευση. 20 APTIGI
SOCIAL MEDIA MARKETING Προώθηση του podcast 21 &
SOCIAL MEDIA MARKETING Stories με αποσπάσματα από την ταινία. 22 APTIGI
EMAIL MARKETING 23 APTIGI
EMAIL MARKETING Email για την προβολή της ταινίας & για συμμετοχή στο awareness. 24 APTIGI
PAID ADVERTISING 25 APTIGI
PAID ADVERTISING Google Display για την προώθηση της ταινίας (στο landing page του ΚΕΘΕΑ). 26 APTIGI
PAID ADVERTISING Google Display για την προώθηση του ΚΕΘΕΑ, με δημιουργικά βασισμένα στο theme της ταινίας. (στο landing page του ΚΕΘΕΑ). 27 APTIGI
PAID ADVERTISING Διαφήμιση σε Facebook & Instagram που θα οδηγεί στο landing page του website 28 APTIGI
PAID ADVERTISING Διαφήμιση σε Twitter που θα οδηγεί στο landing page του website 29 APTIGI
PAID ADVERTISING Native ads για το πως η ταινία εξηγεί τον εθισμό. 30 APTIGI
PAID ADVERTISING 31 Διαφήμιση σε TikTok που θα οδηγεί στο landing page του website
TIMELINE 32 APTIGI
TIMELINE 33 APTIGI TikTok account kick off MOVIE ADS PAID PRESS/ PODCASTS MAX Έναρξη παραγωγής ταινίας & teasers Έναρξη “ΕΞΩ ΑΠΟ ΤΟΝ ΛΑΒΥΡΙΝΘΟ” SERVICES & TESTIMONIALS ADS JAN24 DEC24 Προβολή ταινίας
MEDIA PLAN & SPEND 34 APTIGI
MEDIA PLAN & SPEND - 25% Buzz MEDIA CHANNEL START DATE END DATE UNIT UNIT COST SPENDING RESULTS ESTIMATION S Google Display 01-01-2024 15-03-2024 CPC 0,09€ 5000 € Ad Clicks 55.555 Facebook & Instagram 01-01-2024 15-03-2024 CPC 0,14€ 4000 € Ad Clicks 28.571 TikTok 01-01-2024 15-03-2024 CPC 0,08€ 6000 € Ad Clicks 75.000 Press 01-01-2024 15-03-2024 10.000 € 35 APTIGI Σύνολο 25.000 € 159.126
MEDIA PLAN & SPEND - 75% Ενέργειες ΚΕΘΕΑ MEDIA CHANNEL START DATE END DATE UNIT UNIT COST SPENDING RESULTS ESTIMATIONS Google Display 01-01-2024 31-12-2024 CPM 0,03€ 23.000 € Ad impressions 766.666.000 Taboola 01-05-2024 31-12-2024 CPC 0,50 € 2.000 € Ad clicks 4.000 Facebook & Instagram 01-01-2024 31-12-2024 CPM 0,33€ 13.000 € Ad impressions 39.393.000 Twitter 01-01-2024 31-12-2024 CPM 0,04€ 12.000 € Ad impressions 300.000.000 TikTok 01-01-2024 31-12-2024 CPM 0,85€ 7.000 € Ad impressions 8.235.000 Youtube 01-01-2024 31-12-2024 CPV 0,02€ 18.000 € Views 900.000 36 APTIGI Σύνολο 75.000 €
INFLUENCERS MEDIA PLAN & SPEND 37 APTIGI INFLUENCER ASSET(s) EST. REACH Total Cost Unboxholics Movie Production + Instagram Post 462K 15.000,00 € Panos Vlachos Movie Acting 150K 2.200,00 € Miltos Tentoglou Movie Acting 176K 2.600,00 € Forg1ven Movie Acting 50K 500,00 € Chrysa Katsarini Movie Acting 60K 920,00 € Thomas Zampras Movie Acting 58K 870,00 € TOTAL 956K 22.090,00 €
MEDIA PLAN & SPEND 38 APTIGI Estimated awareness Reach: 650.000 Impressions: 1.114.294.000 Visits: 163.126 Views: 900.000 Ad Production: 30.000 Management Fee: 30.000 Media Spending: 100.000 Total Annual Budget: 160.000
THANK YOU 39 APTIGI
THANK YOU! Digital Agency 40 Ιωάννα Ματζίρη Πάρης Γκουνάκης Θάλεια Καρπόγλου Αντιγόνη Μαλέα Γεωργία Μάστορα Θωμάς Βύζας

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A Complete Digital Marketing Strategy presentation for the KETHEA organization

Notas do Editor

  1. ΔΕ ΜΠΟΡΩ ΝΑ ΒΓΑΛΩ ΤΗΝ ΚΑΤΣΙΚΑ Εμεση προσεγγιση INFLUENCER MARKETING με μακροχρονια διαρκεια (και οχι ενα ποστ που χανεται στο φιντ)
  2. εκει θα καταληγουν οι καμπανιες google search (μπορει να μην εχουν cta αλλά κάπου πρέπει να οδηγούν). ΔΙΠΛΑ ΑΚΡΙΒΩΣ ΒΡΙΣΚΟΝΤΑΙ ΟΙ ΥΠΗΡΕΣΙΕΣ ΤΟΥ ΚΕΤΗΕΑ
  3. Ένα podcast (αν μας πουν οτι δε κανει χορηγικά, βλ. cinobo) >Τάση, αίτια, επιπτώσεις εθισμού στην Ελλάδα (στα άτομα και την κοινωνία) >Διαθέσιμες θεραπευτικές επιλογές >Υποστήριξη των εξαρτημένων και τη στάση απέναντι στον εθισμό. >Συμμετοχή εργαζομένων και απεξαρτημένων του ΚΕΘΕΑ.
  4. (αποσπάσματα από συνεντεύξεις κ.α., με ένα καλό hook στην αρχή)