1:22 PM

(1 hour
ago)
Rashedul Hasan TBS News
to me

Business Strategy
Developing value propositions to direct traffic and identify new audience segments &
content verticals to increase readership. 

Note: This is a good approach. We have to focus on the purpose of business and who
are the right segments. In outlining this a solid market insight should be derived from an
extensive survey by an authorized renowned market research firm. Otherwise, any
decision based on the assumption or secondary data source can put the entire
investment in a threat. If we already have that market data then it's fantastic. And
hence, the agency can outline a solid roadmap of traffic and monetization targets based
on relevant content that has higher market demand. So readership in print and online,
along with monetization forecast by business development would give a clue of content
mapping, which will ultimately give a conjuring effect across the organization
participated by all functional stakeholders. 

Brand & Property Management & Development

Strategizing issues such as how TBS should manage their main content with other
verticals likes Entertainment so as not to dilute the brand. Identifying opportunities to
build and strengthen brand association and visibility.
 √ Podcast Production (Conducting interviews, recording, and editing)
 √ (2 episodes) Design brand & video templates for the podcasts
 √ Signature Tune for Podcasts
 √ Webpage Design for Video & Podcast showcasing
 √ Content Strategy of Podcasts - episode theme, required guest speakers

Note: Based on the market insights key attributes of the brand will be defined;
accordingly the property management with appropriate content, media presence (print,
online, podcast, social), and also engagement with readers through different
promotional campaigns and partnership programs. Agency should have this 360-degree
approach to market exploitation, which they have proposed in the following points, but
mostly focused on the digital platform. As of today global trend is 35-65 to reach the
digital and conventional way to reach people. The outdoor, electronic, print is still
significant media across the world. If the agency scope is for the only (The) digital then
it is fine. And again, for content strategy, there are few steps like creating awareness,
driving readers into comparison, proposing value to the followers, converting a
substantial group with relevant content and finally retain the group with the loyalty
program or sponsored engagement. These are all HOW factors that are not reflected in
the scope, only WHAT is mentioned. As a client, before setting retainer fees with the
agency we have to double-check the how factors that will ultimately bring money.
Otherwise, any mistake at any stage will bring dire consequences to our investment.
Most importantly, for content INFORMATIONAL and EDUCATIONAL are the keyway of
dissemination. How it will work has to be defined in brief and we have to check the
previous track record of the agency and their client list. 
One point in this section is very important that has already mentioned by the agency,
i.e. webpage design for video and podcast. The architectural optimization of high
volume data is very important as the viewer will be browsing through different data
speeds from various devices. Just to add one point, the navigation part is also
important; i.e. the journey of readers across the site and placement of multimedia
contents in the portal. A platform like www.usertesting.com can guide our developer in
this connection to test the customer experience. 

Talent & Partnership Management

Identifying, structuring and where possible facilitating partnership opportunities for the
brand or content distribution needs. 

Note: Agree

Social Media Management

Oversee Engagement Activities & Regular Content & Community Management on
Social Media. 

Note: Agree

Social Media Campaign Strategy & Execution

Strategy and creative support for designing Campaigns and brand promotion on social
media and other relevant platforms. (Static)
 √ (10-15 creatives) Micro-Videos with original assets and animation (30 seconds)
 √ (2 Videos) Basic Loop Videos (stock assets) (2 Units, 10 seconds)

Note: Agree

Digital Media Buying Strategy & Execution**

Digital Media Planning & Buying

Note: Agree

Summary: The approach of strategy formulation and execution by the agency is

appreciated. What we need to relate retainer fees with the number of readership and
monetization. There should be an index and matrix in each step that will be directly
related to these two outcomes to add value to the business. Benchmarking with other
competitors can be a good clue before approving any initiatives and cost per reach or
business acquisition should be a viable case. Only creativity and rich content can not
contribute to the business unless we drive them through a proper funnel or steps that
comply with the readers' journey. 

I have tried to share my thoughts only and way forward to appoint an agency, major
issues are already addressed and few considerations can be added. As a new media,
we have a long way to go and this is the beginning. And we always believe that the 360-
degree approach of marketing would bring more readers aware of our TBS brand even
though the efforts could be a small scale. And lastly, short-term and long-term business
goals should be outlined so that we can communicate our ultimate vision to the
stakeholders. 

Thanks and best regards,