Josie Philippines, an MSME established during the pandemic, aims to leverage digital opportunities to build its brand by increasing its digital footprint, creating automated order systems, and developing customer service. It rolled out a Facebook awareness campaign, Google forms for ordering, and a chatbot. Success will be measured by key performance indicators like reach, conversions, and customer retention.

1. Digital Marketing Plan for
Josie Philippines
V80 DIGIMA S36 | TEAM ECQuities
EARL BANEZ, JOHN LABAYEN , MARK MIRANDA, CLARICE SY

2. • Josie Philippines is an MSME established during
the pandemic crisis, that aims to support locally-
made products and displaced workers.
• Josie Philippines will be provided with a realistic
and feasible digital marketing plan tagged as
‘Project SUP-atos’ – identifying business solutions
that addresses customer wants/needs, through
simplified & low-hanging digital opportunities
OVERVIEW

3. • Josie Philippines is a Filipino-owned online store
that manufactures and distributes Marikina-made
shoes.
• Established in 2020 by Ms. Joey Castillo, a
‘yupreneur’ or young professional &
entrepreneur, Josie Philippines takes its name
from the owner’s grandmother whose love for
shoes transcends through her lifestyle today.
WHO

4. Purpose
• Josie Philippines was established to put up her own online store
to manufacture and distribute shoes, so as to keep the jobs of
some Marikina shoemakers.
• Duty to support Filipino-made products, provide jobs amidst the
pandemic crisis, and manifest a thriving e-commerce initiative
despite the situation.

5. CURRENT
MARKETING STRUCTURE

6. Current Marketing Structure
• Profile
– Women looking and/or interested on
fashionable yet affordable shoes,
aged 15 and up
• Problem
– No brick and mortar
– Current pandemic crisis
– Start-up business
– One-woman team
– No current digital plan

7. Current Marketing Structure
• Present Choice
– Relies on word of mouth as form of direct
marketing
– Random content population
– Manual processing of orders
• Unique Selling Proposition
– Quality and affordable Philippine-made shoes
for women
– Trustworthy fashion partner - fast and easy
transaction

8. Current Marketing Structure
• Competitive Positioning
– In this doorknob industry, competition is high
with various online stores and brands offering
women’s shoes.
• Market Size
120
PAIRS
May ‘20
70K+
NET REV
ESTIMATED
40%
INC
Q3 PROJECTION

9. Current Marketing Structure
• Product and Service Strategy
• Price Strategy
– Quality and affordability; ‘presyong Pinoy para
sa Pinay’

10. Current Marketing Structure
• Place Strategy
– No physical store
– Online orders delivered by couriers (shipping
fee is tucked to total cost)
• Promo Strategy
– More Facebook likes, promo discount to
customers via Facebook

11. Current Marketing Structure
• Panalo Strategy
– Focused on Philippine-made shoes
– Sold at Philippine-pricing
– Personal touch

12. • Target YWN (Youth, Women, Netizens)
• Focus on Marketing 4.0 (combines online and
offline interaction)
• 5A’s: Aware, Appeal, Ask, Act, Advocate
• 8 Steps of Content Marketing Creation
Kotler Marketing Concepts

13. Digital Marketing Plan

14. • SUP-atos is a wordplay of colloquial phrase
“what’s up” or to ask someone what is going on.
• Through this project, a digital marketing plan will
be developed to provide Josie Philippines how it
can better understand the needs of its target
market.

15. Digital Marketing Strategies
1. Increase digital footprint
2.Create and integrate an automated order
processing system
3.Propose an efficient customer service platform

16. 1. Facebook Campaign for Josie Philippines
2.Google Forms mechanism for order taking
3.Chatbot Customer Journey
Digital Marketing Tactics

17. 1. Increase number of Facebook page likes and
following
2.Increase number of accomplished order forms
3.Increase number of inquiries
4.Increase repeat customers
Objectives

18. Awareness
Aware, Appeal
Consideration
Ask
Lead Generation /
Conversion
Act, Advocate
Likes &
Reach
Inquiries
Google forms
submissionGoogle forms
Facebook
Awareness Campaign
Digital Framework

19. Framework KPITools
Facebook
Awareness Campaign
Awareness & Consideration
RATIONALE: Aligned to the overall digital marketing
strategy that is to increase digital footprint
GOAL: Generate vanity results to increase in
popularity among target market
Awareness
Aware, Appeal
Consideration
Ask
Likes &
Reach
Inquiries

20. How did we do it?
– Selected among best performing content from Josie
Philippines posted on the same day and
implemented A/B testing, to derive which post
should be boosted.
– Boosted post had the following audience criteria: (1)
women aged 18-50
(2) living in key cities in the Philippines
(3) interested in fashion
Awareness & Consideration

21. How did we do it?
– Posting date: peak hours per page performance,
Sunday 12NN
– Campaign duration: 4 days
– Campaign budget: PhP 1,000
Awareness & Consideration

22. Awareness & Consideration

23. Awareness & Consideration

24. Mobile News Feed
Awareness & Consideration

25. Desktop News Feed
Awareness & Consideration

26. Google forms
Framework KPITools
Lead Generation
RATIONALE: Josie Philippines needs to push for an
easy and automated order taking through the means
of Google Forms integration on its Facebook posts
GOAL: Create an automated order taking system
for Josie Philippines to have an efficient
evaluation of inventory,
Lead Generation /
Conversion
Act, Advocate
Google forms
submission

27. How did we do it?
– Developed an easy-to-use order form powered by
Google Forms wherein essential customer
information will be filled out and sent to Josie
Philippines.
– The Google Forms link is directly embedded to the
Facebook Link Ad rolled out with a call to action
button of ‘Order Now’.
– The Facebook Link Ad was implemented through a
carousel format showing the 4 main products and a
CTA that is direct to site
Lead Generation

28. How did we do it?
– Audience ad set was for women aged 18-50, tagged
as employed or professionals, living in key cities, with
interest in fashion and the likes.
– Posting date was 2 days after the Like Ad posting to
give breather and enough performance for the first
boosted post.
– Campaign duration: 4 days
– Campaign budget: PhP 1,000
Lead Generation

29. Carousel Advertisements
Lead Generation

30. Lead Generation
Carousel Advertisements

31. Lead Generation
Carousel Advertisements

32. GOOGLE FORMS

33. Consumer is hit by these
materials
Helps with the objective of
awareness & brand building
Helps build lead generation and
eventually increase customer
base
Consumer is retargeted with
FACEBOOK
CUSTOMER JOURNEY
CUSTOMER
AWARENESS &
CONSIDERATION
MATERIAL
CONVERSION
MATERIALS
CUSTOMER IS
LED TO
GOOGLE FORMS
CUSTOMER
FILLS OUT
ORDER FORM

34. AD SPEND AD COST
Cost per Reach/CPM PhP 25.00
Cost per Click PhP 3.58
Cost per View PhP 0.80
Cost per Engagement PhP 1.00
CURRENT FB AD RATE
as of July 2020

35. PROPOSED SUSTAINING
MEDIA PLAN
PROPOSED MEDIA PLAN
Buying Strategy Reach & Frequency Buy
Boosting Frequency Audience will see an Ad Twice per Week
No. of Ad Sets for Balance Year 4 Ad Sets - 1 per Month
No. of Assets per Ad Set 8-12 Assets per Month
Boosting Duration 1 Month Boosting Duration per Ad Set
Retargeting Strategy
Retarget those hit by Awareness & Consideration
Materials with Conversion Assets
Optimization Plan
Optimize Content Based on Reach and Engagement
Metrics after 2 months

36. Sample Ad content (for new products)
Happiness is not
in money, but in
SHOE-pping
PROPOSED SAMPLE AD SETS
“
”

37. PROPOSED SAMPLE AD SETS
Sample Ad content
Treat yourself
with Josie shoes
“
”

38. You can always find
something you want -
kaya Shoe-pping na sis!
PROPOSED SAMPLE AD SETS
Sample Ad content
“
”

39. GOALS:
1. To entice and retain
more customers with its
quick and easy access
to Josie’s products and
services.
1. To compete with more
established online
stores banking on
responsive and intuitive
customer experience.“Josie”
Josie Philippines Chatbot
CUSTOMER EXPERIENCE

40. “Josie”
Josie Philippines Chatbot
CUSTOMER EXPERIENCE
KPIs:
(1) Response rate
(2)Number of inquiries
(3)Click link rate
(4)Number of
accomplished forms
Who is our chatbot?
– She is JOSIE; she can
assist you with your
Josie Philippines
enquiries 24/7

41. “Josie”
Josie Philippines Chatbot
CUSTOMER EXPERIENCE
What is her social
personality?
– JOSIE is your SHOE-
perstar sis!
– The friendly online
seller who will
welcome a customer
with a smiling face
and makes sure the
client ends with a
happy experience.

42. “Josie”
Josie Philippines Chatbot
CUSTOMER EXPERIENCE
What is the tonality?
– Warm in nature and
uses conversational
online exchanges
– “Hello, Josie here! Your
shoe-perstar sis! What
assistance do you
need?

43. • How will we do it?
– Josie Philippines will tap a third-party provider
that will build both backend system with excellent
UI/UX platform based on the requirements of the
business.
– The proposed Josie Chatbot leads the customer to
its desired end journey which is to be converted as
sales
*A straightforward customer journey path must be implemented
following the standard maximum 3-step customer flow, to avoid
fall-out.
JOSIE PHILIPPINES CHATBOT

44. CHATBOT CUSTOMER JOURNEY
1 2 3

45. A B
CHATBOT CUSTOMER JOURNEY
3

46. C D
CHATBOT CUSTOMER JOURNEY
3

47. 2 E F
CHATBOT CUSTOMER JOURNEY

48. INITIATIVES TIMELINE DURATION STATUS
Facebook Awareness Campaign -
Like Ad - Phase 1
August 2, 2020 August 7, 2020 Implemented
Facebook Lead Gen Campaign -
Lead Generation Ad - Phase 1
August 4, 2020 August 9, 2020 Implemented
Google Forms creation August 2, 2020 until further notice Implemented
Google Forms integration August 4, 2020 until further notice Implemented
Chatbot Customer Journey August 2, 2020 until further notice Plotted
PROJECT TIMELINE

49. PROJECT COST
INITIATIVES COST
Facebook Awareness Campaign -
Like Ad - Phase 1 PhP 1,000
Facebook Lead Gen Campaign -
Lead Generation Ad - Phase 1 PhP 1,000
Google Forms creation No cost
Google Forms integration No cost
Chatbot Customer Journey TBC

50. FACEBOOK Like Campaign Key results (Completed)
WIP RESULTS
Impressions 14,966

51. FACEBOOK Like Campaign Key results (Completed)
WIP RESULTS

52. Lead Generation Campaign Key Results
WIP RESULTS
Amount Spent (PHP) PHP 999.97
Links Click 563
Reach 46,096
Impressions 61,043
Cost per Results 1.78
Frequency 1.32
Unique Link Clicks 373

53. WIP RESULTS

54. SUMMARY
• Josie Philippines as a visionary MSME aims to leverage on
digital opportunities to build its brand by:
(1) increasing digital footprint
(2) creating and integrating an automated order-taking mechanism
(3) developing an efficient customer service platform
• Josie Philippines rolled out:
(1) Facebook Awareness Campaign
(2) Google Forms
(3) Chatbot
• Success rate will depend on identified KPI’s as
encompassed through:
(1) Vanity Results
(2) Conversion Rates

55. Digital Marketing Plan for
Josie Philippines
V80 DIGIMA S36 | TEAM ECQuities
EARL BANEZ, JOHN LABAYEN , MARK MIRANDA, CLARICE SY