Influencer Marketing

Business Proposal

Atienza, Nicole P.

Camacho, Vanessa P.

Cheng, Claire Anne D.

Dela Cruz, Mark Joshua M.

Ebero, James

Indecio, Jackielyn M.

Jaca, John Lloyd B.

Nantes, Jed D.

Reyes, Jennylin DL.

Silan, Neil Vincent E.

Tan, Mark Stephen P.

Villanueva, Joseph Austin B.

Internal Team 3
 TABLE OF CONTENTS

I. Executive Summary…………………………………………………………2

II. Project Details…………………………………………………….…………3

A. Introduction……………………………………………………….3

III. Company Overview…………………………………………………………4

A. Company Problem………………………………………………...4

B. Proposed Solution…………………………………………………5

IV. Methodology………………………………...……………………………….9

V. Project Pricing……………………..……………………………………….10

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I. Executive Summary

Influencer Marketing is a promotional strategy that is very

effective and efficient especially for newly established company like

Visvis Logistics Services. With this kind of approach, a company can

perceive this as an opportunity to advertise the products or services the

company have by using popular and sensational individual to persuade

or convince people to become their customers.

Many companies have experienced different challenges and

problems in operating their businesses. For instance, Visvis Logistics

Services hardly faces the competition in the industry and also popularity

has been an issue since the company is new. But with Influencer

Marketing, problems can no longer be worries, the assurance of gaining

customers through this strategy is legitimate.

Consequently, the price of having this project is quite

compromising as well, because a company hires a well known

individual with lots of supporters and credentials to offer for a business.

Hence, the outcome is accurate and impressive.

In conclusion, the life of a company greatly depends on its will

to survive. Having an efficient marketing approach helps the company

to promote its products and services, it also provides an opportunity to

grow the business audience and market with the underlying

competition and inevitable circumstances.

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II. Project Details

A. Introduction

Visvis Logistics Services is a premier cargo delivery and

passenger transport that offers door-to-door service all throughout the

country. It offers services such as business and delivery pick up, family

gatherings, catering services, company tours/outings, team building,

seminars, weddings, and other occasions. It aims to be the preferred

logistics company in the country. However, without a great marketing

strategy, the company would not be able to reach a wider audience that

will help build its reputation in the industry.

In light of this, Internal Team 3 would love to propose

Influencer Marketing to help the company expand its reach nationwide

and even to the international market.

Influencer Marketing is a mainstream form of online marketing.

It involves a brand collaborating with an online influencer to market one

of its products and/or services. It would increase brand awareness and

would help to convert the audience into customers. The team highly

anticipates that influencer marketing would help the company increase

its sales.

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III. Company Overview

A. Company Problem

Visvis Logistics Services is a company that offers a wide variety

of services. Through this, we can say that the company could actually

be great and fully known business in the league of service. But the

problem with Visvis logistics is that they are not well known by

people since they merely have advertisements. Most businesses and

marketing strategists focus on advertisements since having great

advertisements can lead to a great amount of customers. Predominantly,

if an influencer or a well known person advertise the company they

mostly influence more people and promote the services efficiently. So

basing on this, we could say that the problem of Visvis logistics is that

they are not well known by most people.

Another issue is the underlying competition among logistics

services company. The life is hard for newly established company

unlike to those who have gained people’s trust already. To compete

with the best is to create something different and that is why we want to

propose something special for Visvis Logistics Services.

Below are some of the competitors of Visvis Logistics Services:

 Borzo Delivery Philippines - is a cheap on - demand same day

delivery service for businesses in Metro Manila! They are making

delivery faster, more convenient and cheaper than getting out of the

house. 4
 DHL EXPRESS - DHL caters to international shipping and courier

services nationwide. The company is present in more than 220 countries

and territories and serves more than two million customers. It’s one of the

top options for online delivery worldwide.

 AP CARGO - AP Cargo has various services for different shipping and

logistics needs. You can pick up or drop off your parcels at one of their

many branches, or have the items delivered door-to-door.

B. Proposed Solution

Based on the statement above, the very problem of Visvis

Logistics Services is popularity and having lots of competitors in the

industry. Because of this, Internal Team 3 would like to propose

Influencer Marketing as a solution to the stated problems. Nowadays,

most of the people are aware and capable of using various social media

platforms such as facebook, instagram, twitter, youtube, tiktok and

more.

We propose to use media influencers from this kind of

platforms as they are the idols, and most people admire and idolizes

them and since they can easily promote different kinds of businesses,

also they can promote through word of mouth so having them is really a

great opportunity for a fresh and new company like Visvis Logistics

Servives.

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 To further support our claim in having Influencer Marketing as

an efficient marketing strategy, we provided some studies that supports

our business proposal.

Case Study 1: FACTORS AFFECTING CONSUMERS IN USING

SERVICES J&T EXPRESS (CASE STUDY ON J&T EXPRESS

BRANCH MARGONDA DEPOK)

One marketing strategy undertaken by a J&T Express company

is to use a Brand Ambassador as part of advertising, where other similar

companies do not use brand ambassadors as a means of promotion.

Maintaining the quality of service also becomes one part of the strategy

that companies do in the face of competition. The decision of

prospective users of logistic services also has another factor as an

indicator of the selection of logistics service providers, is price. In this

study discussed three dependent variables that affect consumer

decisions in using J&T express services consisting of Brand

Ambassador, Service Quality, and Price. This research will be carried

out by spreading 200 questionnaires to consumers who use the services

of J&T Express Branch Margonda Depok. Technique done using

technique of Multiple Linear Regression, Analysis using SPSS analysis

tool 23. The result of research proves that three variables namely Brand

Ambassador, Service Quality, and Price partially influence to consumer

decision in using services of J&T Express Branch Margonda Depok.

And simultaneously there is a positive influence between independent

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variables namely Brand Ambassador variable, Service Quality and Price

to the dependent variable that is consumer decision. It is seen that the

relationship between Brand Ambassador variable, Service quality, and

Price on Consumer Decision is quite strong, that is R = 0,634 or equal

to 63,4%.

Case Study 2: UBER EATS - INFLUENCER MARKETING

As Uber Eats had provided CODI a clear brief on what they

wanted to see as a result of the influencer program the first step was for

CODI to conduct a deep dive into the Uber Eats model of service to find

efficiencies in their service offering and how this could be optimized for

use as part of a national influencer campaign This was an important first

step because it would identify the criteria for the influencers as well as

what their objectives would be.

Since Uber Eats is a national business with “hyper-localised”

services, CODI decided that a high volume of influencers would be

most effective. CODI initially suggested a small influencer pilot

program to test our influencer engagement model. This three-month

campaign yielded fantastic results and as such the program was

expanded to engage 150 influencers across 7 cities in the Australian and

New Zealand region, to speak about different local restaurants monthly.

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With such a high volume of influencers on the campaign, Uber Eats was

concerned about how CODI would logistically execute the program.

having influencers communicate uniformed, top-level messaging, that

was still unique to the local areas, challenged CODI to develop a

specialized influencer management process. This process included

detailed style guides, a thorough reporting system for accurate

measurement of the campaign and a multi-step approval process to

allow Uber Eats to have involvement in the results of the campaign.

Through this process, we knew that it would form the basis for the

control required to effectively manage such a large campaign. As a

result, Uber Eats was able to make changes incrementally to the

campaign over time without fear of offsetting the impact of the

campaign.

This campaign resulted in impressive results. Ryan Reynolds,

Global Marketing and Content Lead at Uber Eats said of the program,

“the Uber Eats program has been extremely successful…it is being seen

globally as the leading opportunity that we can take to other regions

around the world.”

CODI managed a large contra allowance monthly which resulted

in a total actual reach of over 10 million users which accounts for 40%

of the total ANZ region. The combined audience following of all users

was over 30 million users.

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 With nearly double the amount of our expected reach, this

contra-based campaign exceeded expectations. The Uber Eats program

is a leading example within the CODI business of our core practice and

ethos regarding innovation; hard data drives creativity. This process still

forms the basis for all of our influencer management campaigns and has

evolved to be what it is today.

IV. Methodology

In order to execute the influencer marketing approach, the

company needs to consider the following steps or processes to have

a better output.

 Recognize particular point of interests

Visvis Logistics Services is without a doubt a new service

company in the industry. People are not yet aware of the business, since

many popular company were already dominating the field of logistics

services, Visvis is indeed in a great struggle to introduce its business and

its services, to do so we perceive Influencer marketing as the solution to

this problem.

 Divide the project into phases

Visvis Logistics Services can expand its advertising through

Influencer marketing, first the company can hire small time influencers to

promote their services and later acquire big time influencers if small time

influencers were unsuccessful. The company can do it in period of time

to test the effectivity of the influencer marketing.

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  Outline the details of each phase

The company may execute influencer marketing through

different styles. Some of which are promotional videos by the

influencer, a testament of reliability of the company, posters with the

influencer, a reenactment, or even a short informative video.

 Use technology to support the process

Living in a world of modern technology is quite easy for

businesses to introduce their products and services. Influencer marketing

can be done through different social media platforms.

 Facebook

 Instagram

 Twitter

 Tiktok

 Youtube

 And more

V. Project Pricing

Taking a step in considering Influencer Marketing as a form of

advertising strategy also requires a compromising amount for a

company. For instance, Facebook, with over 1 billion daily active users,

gives influencers and businesses unprecedented access to consumers.

That is why influencers on the platform charge an average of $25 per

post, per 1000 followers.

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 The following are the list of potential influencer marketing

prices and their estimated costs for various social media platforms:

$1 = ₱51.40.

Social Media NANO MICRO MACRO

Platform 1K–5K 5K – 50K 50K – 500K
followers followers followers
Instagram
Post $100 $172 $507
Story $43 $73 $210
Facebook Post $31 $318 $243

$174 $563 $960

Monthly or or or
₱8,943.60 ₱28,938.20 ₱49,344

$2,088 $6,756 $11,520

Annually or or or
₱107,323.2 ₱347,258.40 ₱592,128
0

Visvis Logistics Services is a new and growing business. The

table above is a visual representation of the projected cost of potential

marketing influencer prices and estimated costs for various social

media platforms.

Along with differences in size and reach, the channels, content

formats, and categories will shape the influencer definition to varying

degrees. Throughout the evolution of social media, its variety of

platforms have continually changed in response to user behavior and

expectations. Facebook and Instagram are the top choices when it

comes to social media influencer marketing. Instagram ranks number

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 1 for the most important and impactful channel with over 1

billion users and a fast-growing network of influencers.

When it comes to most used format of influencer marketing,

Instagram post and Instagram story content formats finds effective for

influencer marketing because they are easy to produce, approve, and

publish, therefore easy to scale up. While Facebook continues to be

the most popular social media channel, according to the Pew Research

Center and Statista reports that the platform has 1.94 billion active

users on a monthly basis. This makes it the most widely-used social

media channel with a high chance of finding your target audience here.

With such a massive user base, it makes sense that Facebook gives the

opportunity to reach a bigger audience for your influencer campaign.

The main differentiating factor when talking about influencers,

is the category they are thought to be in, considering their number of

followers. But these categories can be broken down even further to

encompass the wide range of social media influencers:

 NANO INFLUENCERS
If the proposed marketing influencer choose this type, those

are the influencers that range from 1K to 5K followers. They are new

to this business and they are growing an audience that is interested in

their content. These types of influencers work if you have a local

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 business, or if your product is for a very specific audience. If the nano

influencer has the same audience as your product or services, your

brand will be shown to the right people.

The cons of collaborating with them is that they don’t have high

engagement rates or reach, due to the low number of followers that

they have. Also, this is not their main job, so they probably don’t have

as much time or resources to create an attractive post as micro

influencers do. Furthermore, these influencers have cost per post fees

that are not expensive If you have a low budget campaign.

 MICRO INFLUENCERS
If the proposed marketing influencer choose this type, micro

influencers are always a great resource because they have from 5K to

50K followers. They have a very committed audience and they are

experts on their field. These types of content creators have high

engagement rates because their audience trusts the type of content and

brands that they sponsor. Since they have fewer followers than top

influencers, they are able to communicate with them and are very active

about responding to comments on social media.

If you are a brand or business that is starting in this industry,

they are the type of influencers that might be a good option for your

campaign. The budget for them is usually lower than top influencers.

The brand exposure when working with micro influencers is very

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 successful. They have an audience that is committed to

watching and checking the posts of the influencer and they trust

their opinions, which turns into sales for the sponsored product.

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