For the question: refer to http://www.nadhir.me/how-i-hired-an-amazing-digital-marketing-specialist/

1. CuciPro!

2. Logo Concept
 Minimalistic look implies the value
of “Senang”
 Blue color theme with rounded
fonts imply the value of “Bersih”
 Bubbles imply the value of “Segar”

3. Suggested Domain Name
 Primary Domain Name:
 http://cuci.pro
 Secondary Domain Name:
 http://cucipro.com
 http://cuci.pro available based on
Godaddy as of 15th June 2016
 http://cucipro.com available
based on Godaddy as of 15th June
2016
 http://cucipro.my and
http://cucipro.com.my taken.

4. Customer Personas
Persona Age Gender Income Location Occupation Interest
Mr. Bahaa
Hussein
(Expatriate)
35 Male RM12,000 Cyberjaya Software
Engineer
Football,
Technology,
Politics
Datin Lee
(Wife of a
Wealthy
Business
Man)
40 Female RM 15,000
Allowance
Mont Kiara Housewife Spas,
Karaoke,
Taking Care
of Her Kids
Kenneth
Chong (Busy
Yuppie)
27 Male RM6,500 Petaling Jaya Financial
Analyst
Computer
Games,
Parties,
Decorating
his Bachelor
Pad

5. Digital Marketing Channels
Channels Why?
Google Ads - Best channel to capture potential customers at their
buying phase
Facebook - Easy to reach personas like Kenneth Chong and Datin
Lee for awareness
- Growing number of users within Datin Lee’s age group
within Facebook
- There is a trend for customers like Kenneth Chong
spending a large portion of their time on Facebook at
the moment
- works very well for my aircond serviceman -
https://www.facebook.com/profile.php?id=1000095266
81795&fref=ts&ref=br_tf
Whatsapp - Simple to maintain communication channel with
customers since he relies on Whatsapp for his
customers’ reviews

6. Budget Allocation
Channel Budget
Allocated
Why?
Google
Adwords
RM3,000 - Most important as cost and conversions can easily be tracked.
- He needs Word of Mouth to spread fast. Hence, it’s best to focus on speed
and getting customers to use his service and give them a super service.
- Since customers who he does manage to convert are taking an initial
risk/plunge, giving a super service will take them by surprise and make a
bigger impact on Word of Mouth.
Facebook RM2,000 - Facebook will require less budget because this awareness will be
complimentary to his Adwords efforts. This will be used to reinforce his
brand in social media.
Whatsapp RM1,000 - Less budget is needed for Whatsapp as this channel will primarily be used for
remarketing. This channel will be open once customers provide reviews and
he will be able to give a personal touch to his service.

7. Google Adwords Campaign #1 – General
Acquisition
Details
Campaign Objective To acquire customers at their buying phase on the Search Network.
Campaign Budget RM3000
Target Audience Generally anyone within Klang Valley looking for carpet cleaning services
Target Locations Selangor, Cheras 9 Miles, Ampang, Kajang, Sri Kembangan, Batu Caves, Puchong, Subang Jaya, Petaling Jaya
Ad Language English, Malay
Target Device Mobile, Desktop
Target
Keywords/Interest
English: cleaning services in kl, carpet cleaning services, carpet cleaner, how to clean carpet, carpet cleaning in kuala lumpur, carpet cleaning kuala lumpur, carpet cleaning
Malay: cuci karpet, cuci karpet shah alam, laundry karpet
Ad Copy Headline: Carpet Cleaning Services
Desc. 1: Easy, Clean, Fresh. Premium
Desc. 2: Carpet Cleaning in 48 Hours!
Headline: Carpet Cleaning Services
Desc. 1: Easy, Clean, Fresh. Affordable
Desc. 2: Carpet Cleaning in Klang Valley!
Malay
Headline: CuciPro Cuci Karpet
Desc. 1: Senang, Bersih, Segar. Karpet Harum
Desc. 2: dan Bersih Dalam 48 jam Sahaja!
Headline: CuciPro Cuci Karpet
Desc. 1: Senang, Bersih, Segar. Karpet
Desc. 2: Terlalu Bersih dengan Harga Jimat!
Cool Extras There will be 2 ad groups, 1 for Malay and 1 for English. They’ll be optimized based on conversion rates, CTR and QS primarily. High performing keywords will be transferred to their own ad groups with customized ads to
improve conversion. These high performing keywords will also have an upward bid adjustment of 20-25%. Low performing keywords will have a downward bid adjustment of 20-25%. We will also apply ad scheduling based on
hour of day to maximize conversion during the best hours and disable them during non-converting/low conversion hours. All these adjustments will be made once the keywords reach at least 100 impressions. Impression share
will also be considered to ensure we are monopolizing high conversion keywords. At the moment, both mobile and desktop will be equally shared and bid adjustments will be made based on their performance after 2 weeks.
General max CPC should be set at RM20.00.

8. Facebook Campaign #1 – Expat
Awareness
Details
Campaign
Objective
To improve awareness among expats like Bahaa Hussein
Campaign
Budget
RM 1250
Target
Audience
Expatriates
Target
Locations
Klang Valley(PJ, KL etc.)
Ad Language English
Target Device Mobile, Desktop
Detailed
Targeting
Expats (Behavior), Expatriate (Interests)
Ad Copy Headline: Malaysia's Premium Carpet Cleaning Service
Text: A Clean Home Starts with A Clean Carpet. Let Us Do It For You Within 48 Hours.
CTA: Learn More
Headline: Malaysia's Premium Carpet Cleaning Service
Text: Relaxation at Home Starts With A Clean Carpet. Let Us Do It For You Within 48
Hours.
CTA: Learn More

9. Facebook Campaign #2 – Housewife
Awareness
Details
Campaign
Objective
To improve awareness among housewives like Datin Lee
Campaign Budget RM1250
Target Audience Housewives
Target Locations Klang Valley(PJ, KL etc.)
Ad Language English/Malay
Target Device Mobile
Detailed
Targeting
Demographic – Women with Children from 0 Months Baby to 8-12 years Preteens
Ad Copy Headline: Malaysia's Premium Carpet Cleaning Service
Text: Your Children Should Be Rolling Around On A Dust-free Carpet. We Clean
Carpets Within 48 Hours.
CTA: Learn More
Headline: Malaysia's Premium Carpet Cleaning Service
Text: A Clean Home Starts with A Clean Carpet. Let Us Do It For You Within 48
Hours.
CTA: Learn More

10. Facebook Campaign #3 – Yuppie
Awareness
Details
Campaign
Objective
To improve awareness among yuppies like Kenneth Chong
Campaign Budget RM500 (The assumption is that Expats and Housewives are more likely to spend on
carpet cleaning than Yuppies. Adjustments can be made later on based on data)
Target Audience Yuppies
Target Locations Klang Valley(PJ, KL etc.)
Ad Language English
Target Device Mobile, Desktop
Detailed Targeting New Job (Life Events), Age 25-35
Ad Copy Headline: Malaysia's Premium Carpet Cleaning Service
Text: Busy People Deserve Carefree Clean Carpets. Let Us Do It For You Within 48
Hours.
CTA: Learn More
Headline: Malaysia's Premium Carpet Cleaning Service
Text: Don’t Have Time To Clean That Dusty Carpet? Let Us Do It For You Within 48
Hours.
CTA: Learn More

11. Whatsapp Campaign - Remarketing
Details
Campaign
Objective
To process reviews, remarket and maintain customer loyalty.
Campaign Budget RM 1000
Target Audience Existing Customers
Target Locations N/A
Ad Language English, Malay
Target Device Mobile
Target
Keywords/Interest
N/A
Ad Copy Watching EURO 2016 in the comfort of your own home? Let CuciPro keep
your carpets as clean as the pitch in a football stadium. Login now at
http://cuci.pro to enjoy our EURO 2016 promotion!
Let us make your carpet as slick and clean as Christiano Ronaldo’s hair.
Login now at http://cuci.pro to enjoy our EURO 2016 promotion!
Cool Extras Many seasonal promotions and new additional services can be blasted out
on Whatsapp.

12. 5 High Impact Articles
 10 Ways Your Carpet is Affecting Your Health
 What do Carpets and Malaysian Politics Have In Common?
 5 Ways Dust Can Affect Your Productivity
 7 Important Tips To Entertain House Guests
 10 Cool Carpets Every Man Should Have! (If they’re not potential customers
because they don’t own a carpet, let’s convince them to own one)