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Fall ↕️ Fly Proposal



Roadmap View
1
Setup and initial launch
Phase 2: Scale, Web CRO and Retention
Phase 3: Scale Awareness and Add more channels
Phase 4: Continuous optimisation and growth hacks
Mar 2024
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Jul 2024
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Aug 2024
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Sep 2024
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Oct 2024
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Setup and initial launch
Phase 2: Scale, Web CRO and Retention
Phase 3: Scale Awareness and Add more channels
Month
TodayFit
Table
1

Roadmap
Phase
Objectives
Tentative Budget
Budget %
Tentative ROI
Activities
1
Phase 1:
Setup and Initial Campaign Launch (Month 1-2)
Establish foundation for campaigns on Meta, Google and Shopify
Setup analytics
Website CRO
₹120,000.00
20%- Awareness
80%- Performance
Lets say total budget is X
1.5
Conduct audit and research
Set up campaigns on Google Ads, Social Media, and Display Ads
Segment email list and launch initial campaigns
Develop ad creatives and optimize landing pages
Set up tracking and analytics
2
Phase 2:
Data Collection and Initial Optimisations (Month 2-3)
Collect performance data
Implement initial optimisations
Website CRO + Retention Marketing
₹180,000.00
30% Awareness
70% Performance
Total budget is 1.5X

2
Monitor campaign performance
Conduct A/B tests
Adjust bidding strategies and budgets
Optimize ad copy and creatives
Refine audience targeting
Analyze and optimize email campaigns
3
Phase 3:
Scaling and Expansion (Month 4-6)
Scale successful campaigns
Introduce new creatives and marketing channels
CRO + Retention + Marketing IP’s to be created
₹360,000.00
30% Awareness
70% Performance
Total budget is 3X

3
Increase budgets for high-performing campaigns
Expand targeting
Develop and test new ad creatives
Launch new social media campaigns
Implement retargeting and remarketing
4
Phase 4:
Continuous Optimisation and Growth (Ongoing)
Continuously optimize campaigns
Explore new growth opportunities

₹720,000.00
30% Awareness
70% Performance
Total budget is 6X

4
Regularly review and optimize ad performance
Conduct monthly A/B tests
Provide detailed monthly reports
Implement customer retention strategies
Test new marketing channels like affiliate and content marketing
There are no rows in this table

Campaign to run
Name
Campaign type
Priority
Meta
3
IG Boost
0
2
Interest
0
1
AI based ASC
0
3
Google
4
PMAX
0
3
Youtube
0
1
Demand Gen
0
1
Search
0
2
Creative Requirements at any given time:
50% Video
30% carousels
20% statics
Per 1000 INR spent we should have minimum 2 ad.

1st 3 months - Find:
Winning product/category/pricing
Winning ad type
Winning communication


A quick website audit
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Name
Segment
Homepage banner misses a clear CTA
Homepage
Homepage needs to have- Product categories, pricing based, gender based, bestseller and newarrivals
Homepage
Size options are missing on the collection and pdp
Collection Page
Product Page
ATC button needs to be sticky
Homepage
Tags are missing on products
In general
Trust factors are missing
Product Page
Collection Page
Homepage
Brand Story needs to be highlighted
In general
Reinforcement needs to happen on every page
In general
Offers needs to be highlighted
In general
There are no rows in this table
Need to
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9
Have
Discount Strategy
Product Strategy
Category highlights
Retention Marketing
Performance Marketing
Gamification
Review strategy
Referral strategy
Opt in and opt out banners
There are no rows in this table

Offerings:

Share entire marketing strategy at a monthly/weekly level. (Website + Social + Discount + Performance and Creative Strategy)
Plan creative strategy and share with team
Share items to be optimised on the website
Setup, execute and optimise all performance marketing campaigns
Realtime reporting for all performance marketing metrics
Weekly calls

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