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Qevla
Project Duration - 21days
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Date - January, 2022
My Role - Digital Marketer
Context
This was an intensive one month client project done by a team of two people during the Novustack innovation readiness training.
Qelva has a model of revolutionizing vehicular mobility by connecting users to towing and roadside assistance service providers.
Key skills
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Market research
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Graphic design
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Strategic planning
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Presentation
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Content planning
Prompt
Meet the Team
To create a strategy document that qelva will use for its digital and traditional marketing for consistent awareness, leads and sales.
Problem
Process
To gain traction both offline and online
Solution
We focused on closing the gaps on the company's website, performed an in depth competitors analysis, developed smart marketing goals, created a buyer persona, proposed digital channels to best capture target customers, came up with a content calendar, and tactics to adopt to achieve its marketing goals.
As a start up, qelva wants to promote the visibility of its brand digitally. As a digital marketer, I was able to see that the brand has a very weak social media presence. I deployed a sostac model because it gives a great frame work for marketing, each area help in seperating out key strategies for customer acquisition, conversion and retention.
Proposed strategies
We came up with seven online strategies and five offline strategies that the company's messages and offers will be displayed to its potential customers and as well as convince them into patronizing the company's services.
website sketch
we came up with a website restructuring strategy to optimize the already existing company's websites and make it more user friendly, easy to navigate, visually appealing and filled with contents that will attract customers to opt into company's emails.
Buyer Persona
Based on the different segments of customers, I created three buyer persona that will target B2b and B2c customers. I took into consideration their demographics, needs, goals, and frequent channels they visited
Customer journey
We created a sales funnel, to give a brief overview of the different strategies of accomplishing the marketing goals and explained what happens at each stage of the funnel.
Presentation
The power point presentation was pitched every week to the client to showcase each week deliverables. we adopted the company's brand color to maintain its brand personality, used and communicated in a way that a non digital marketer can easily understand.
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Clients comment
Well done guys, every week keeps getting better. Qelva team is so proud and we couldnt ask for anybody to execute the plan, we cant wait to have you on our team.
Dare Bakare
Founder, Qelva
Recommendation
it can be summarized that qelva has good prospects of success in the Nigerian markets but needs to clearly demonstrate its advantages by building trust via social media engagement and various campaigns. If this initial launch in Lagos proves successful, it may be possible to expand the reach to additional major locations depending on the results of geo targeting and number of search requests analysis for various major cities. If the budget poses a constraint, small niche influencers can be used or organic social media page management can be adopted for one month, SEO though 6Month is recommended but Qelva can allow up to 9 Month to start seeing effective results. Most importantly, the goals can be reduced to a more realistic goal that can be achieved in 3Months which can also reduce the budget for digital channels.
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