DTA Promotion - Marketing Specialist Assignment

This document was submitted as part of interview process for Marketing Specialist position at DTA Promotion, an Indonesian company which offers 360 degree marketing services, including ATL and BTL advertising platform.

1. A DTA PROMOTION

Three Months
Planning & Execution

Amal Agung Cahyadi - linkedin.com/in/akhmadamal

2. Above The
Line (ATL)
+ Out-of-Home (OOH)

Brand & Advertsing
Analytics + TV Litt
+ Brand Consultancy. los Ste poneis
Sn Through The
Line (TTL)
+ Web Development
[DTA Universe] + Event Organization.
Which service
should be the hero?
Below The
Line (BTL)
+ Social Media General
Bat tll Contractors

+ KOL Management.
+ Booth design.
+ Interior design & visual
merchandising

3. Effort | Cost

Methodology:
(2x2) Matrix

Identify which services are
categorized as low-effort, high-profit

Sorted by user satisfaction, then we
would know which service is giving
our business an advantage.

High effort High effort
Low profit High profit

Low effort
Low profit

Low efor’
High profit

High Profit Margin

4. High Level Strategy

User Insight Acquisition
+ Determine the origins of client traffic
+ Assess user perce)
+ Identify user content preferences.

Key Message and Positioning Definition
* Translate the company’s goals, vision, and
mission into a compelling sales pitch.
+ Conduct a SWOT analysis.

Goal, Budget, and Checkpoint Establishment

+ Define goals with before-and-after metrics,

including:
© Social media follower count
© Website visitor count.
© Leads and sales numbers.

+ Set the budget by defining Customer
Acquisition Cost (CAC) and Cost Per
Acquisition (CPA) benchmarks.

+ Establish metrics for success.

Marketing

Mid Level Planning

Content Strategy Review and Optimization

+ Utilize user insights to reassess goals and
target audience

+ Ensure content alignment with the target
audience.

+ Optimize and replicate the formula of high-
performing content.

+ Evaluate content positioning on each
platform

Content Guideline Development
+ Define content messaging and delivery
methods.
+ Address technical aspects.
+ Outline dos and don'ts.

Outlook

w Level Executio!

Website Establishment

+ Utilize a com domain.

+ Review and align content/page structure
with the brand's key message and
positioning,

+ Highlight key services.

+ Optimize visuals and copy.

+ Include clear calls to action.

Content Production Process Setup
+ Allocate human resources.
+ Identify necessary technical tools.
+ Implement post-editing procedures.

5. Meta Ad
Setup

Objective
+ Awareness
+ Leads
+ Sales

Audience
+ Demographics based on existing clients.
+ Lookalike audience based on website

visitors and Instagram followers.

Bid Strategy
+ Define Cost Per Acquisition (CPA) based on
benchmarks.

Creative
+ Develop separate creatives for each
objective: awareness, leads, and sales.
+ Highlight the key message.
+ Promote the hero service.

Placement
+ Utilize Meta platforms.

Metrics
+ Awareness: Cost Per Thousand Impressions
(CPM)
+ Leads and Sales: Cost Per Acquisition
(PA)

6. Overall Ad
Budgeting

Objective
+ Objective: Lead generation.
+ Goal: 100 leads over 3 months from social
media and website.

Benchmark
+ (Assume): Average CAC for leads is
Rp100.000

Cost Estimation
+ Total target lead: 100
+ Estimated CAC: Rp100.000
+ Total Budget: 100 visits * CAC =
Rp10.000.000

Allocate Budgets
+ Total Budget: Rp10.000.000
+ Monthly Budget: Rp3.333.333
+ Daily Budget: Rp111.111

7. Thank You