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Tactical Plan

The below tactical plan is phased into three Phases. By month 6, we should be on target to hit 800-1,000 Plus Customer from start of the project.
Phase 1 (Crawl Phase) will focus on baseline activities and validation of initial assumptions.
Phase 2 (Walk Phase) will look at scaling best-performing audiences.
Phase 3 (Run Phase) will focus on driving customer activation.
Crawl Tactics | Month 1 to 2 | Objective: Validate Initial Assumptions
Tactic [INPUT]
Channel [INPUT]
Select KR [INPUT]
Type [INPUT]
Status [INPUT]
Owner [INPUT]
Confidence [INPUT]
Impact [INPUT]
Interest-based audiences using Facebook Marketing API to uncover all relevant interests and behaviours. We'd probably utilise 3-5 core creative against all audience sets, of which there is likely to be 30+ in rotation at any one time.
000
0.7
000
0.7
Keyword targeting conversations on Twitter to find “right time, right place” awareness opportunities. Keywords will be competitor-focused, with creative reflecting individual USs vs. each competitor, e.g. “Unlimited appointments from just £149 per annum”.
000
0.7
000
0.7
Create targeted display campaigns based on combined in-market and affinity, with factual benefit-driven message. Overlay in-market and YouTube channel targeting.
000
0.5
000
0.5
Create interactive ‘customer’ map on homepage, illustrating where customers are signing up from by geography.
000
0.6
000
0.4
Google Display and YouTube - custom intent targeting based on search behaviour. Search terms will be focused around both competitor terms and generics. Creative will be broad at this stage.
000
0.5
000
0.5
Advanced 'Thank You' page on sign-up, with additional lead magnet available for download, instructions around when to expect next communications, and referral promotion.
000
0.6
000
0.4
Long-tail generic terms across Google e.g. “my doctor won’t help me uk”. Traffic will be grouped in to Google and Facebook audiences for subsequent retargeting.
000
0.7
000
0.5
Generic retargeting of audiences who visited but didn’t sign-up.
000
0.6
000
0.6
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Walk Tactics | Month 3 to 4 | Objective: Scale Best-Performing Audiences
Tactic [INPUT]
Channel [INPUT]
Select KR [INPUT]
Type [INPUT]
Status [INPUT]
Owner [INPUT]
Confidence [INPUT]
Impact [INPUT]
Autopilot drip campaign for users that signed-up, but have not engaged since.
000
0.7
000
0.5
“Is you doctor listening to you?” lead magnet survey targeting females. Survey that will be promoted across all display channels, detailing most-complained about subjects relating to visiting a "real-life” doctor.
000
0.5
000
0.7
Create positive lookalikes around leads and Plus Customers, in addition to negative lookalikes around users that sign-up but didn’t reach Plus Customer status.
000
0.7
000
0.6
Create and scale Ask A Doctor Facebook group. Group will not be branded, and will be a place where people can find links to help cure basic ailments. In the long-term, once group reaches appropriate size, we can look at how best to monetise this owned audience.
000
0.7
000
0.6
Create Lemonade-style short animated videos, focusing on Speed and Price value propositions. Use extensively across prospecting activity.
000
0.7
000
0.7
Create and implement advanced referral programme, e.g. share this link with friends who sign-up:
3 friends: Discount on customer activation.
5 friends: Coffee Mug
10 friends: T-shirt
000
0.5
000
0.7
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Run Tactics | Month 5 to 6 | Objective: Drive Customer Activation
Tactic [INPUT]
Channel [INPUT]
Select KR [INPUT]
Type [INPUT]
Status [INPUT]
Owner [INPUT]
Confidence [INPUT]
Impact [INPUT]
Google Ads post-code targeted campaigns with geo-targeted ads across hot-spots. Using Ad Customisers combined with geographically segmented PPC campaigns.
000
0.7
000
0.7
Create comparison mini-site (preferably one-page) that compares online doctor services, placing Medicspot favourably. Amplify via Google search.
000
0.7
000
0.7
Use Unbounce to create audience-specific landing pages across key Facebook user journeys. Each variant will include more relevant Hero, How It Works, FAQ, and Case Studies.
000
0.8
000
0.8
Test ResponseIQ 'Speak to an Expert' functionality on landing pages in order to drive activation.
000
0.4
000
0.5
Test Livechat automated message by URL feature. Use automated greeting functionality to test engagement uplift across specific customer segments.
000
0.5
000
0.4
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