Challenge:

Deall Jobs has launched a new mobile app that connects Indonesian job
seekers with top employers. As an associate project manager, you have
been tasked with planning marketing campaign(s) to promote the app and
increase downloads. The objective of the campaign is to promote Deall
Jobs' new mobile app, increase awareness, and most importantly drive app
downloads. The campaign should be designed to reach the target audience
effectively and efficiently. The challenge is to develop a comprehensive
strategy that prioritizes idea conception, budget projection, and distribution
channels, and feel free to run wild with any idea you can think of including
resources/features we don’t have yet.

__________________________________________________________________

Marketing Campaign Objectives

1. Increase brand awareness
2. Drive people to download Deall App

Idea Conception
Highlight idea:
Engage with potential partner & stakeholders to increase number of app
download, increase brand awareness & helping people to get their dream
job.

Background –
Based on survey data compiled by the Badan Pusat Statistik (BPS), the
current national workforce in February 2023 is 146.62 million people. Based
on unemployment data for 2023, the Tingkat Pengangguran Terbuka (TPT)
is 5.45%.

The data illustrates the large number of the workforce that still needs
support to get a job. Deall! Job believe that using Mentoring & Job Platform
can achieve the unemployment to get their dream job.

From the data, now we need to introduce the brand to gain much awareness
& lot of people helped. The concept of the marketing campaign that is being
carried out is as follows:
Key Perfomance Idicators (KPIs) – To achieve the Marketing Campaign
Goals, here are the Key Performance Indicator that we can use to measuring
how the Campaign working. From each indicator we use the baseline as
Zero – NA, we assuming that the marketing campaign start after the App &
Website ready to distribute to users.
Number Outcome /
Indicator title Unit of measure Disaggregation Frequency Source 12 months target
Indicator output / impact

Number of people
1 downloaded the Deall App
Number - Output Quarterly Data from Google Play & App Store 900

Number of people visiting

2 Deall Website
Number - Output Quarterly Visitor Website Data 1000

Number of people register as Names; Gender; Age, Deall App Database Registrans;
3 a User
Number
Last Edu Background
Output Quarterly
Deall Web Database Registrans
500

Number of companies Names; Gender; Age, Deall App Database Registrans;

4 register as user
Number
Last Edu Background
Output Quarterly
Deall Web Database Registrans
250

Instagram account Insight Database;

Account reached, Account Engage,
5 Instagram Insights Number - Output Quarterly Total Followers, Content Save,
Content Shares), Content Likes,
Content Comments

Instagram account Insight Database;

Account reached, Account Engage,
6 LinkedIn Insights Number - Output Quarterly Total Followers, Content Save,
Content Shares), Content Likes,
Content Comments

Percentage of people whose

Names; Gender; Age,
7 downloaded the app are
completing profile section
Percentage
Last Edu Background
Outcome Semester Deall Database 80%

Percentage of people whose

Names; Gender; Age,
8 downloaded the app are
applying to Job Openings
Percentage
Last Edu Background
Outcome Semester Deall Database 75%

Percentage of user get the Names; Gender; Age,

9 job from Deall App
Percentage
Last Edu Background
Impact Year Deall Database 65%

Percentage of company user Names; Gender; Age,

10 get employee from Deal App
Percentage
Last Edu Background
Impact Year Deall Database 65%
Campaign Idea & Distribution Channels

1. The Issue à into the Idea

Make a 1 minutes campaign video with a background of high
school/vocational high school/equivalent graduates and
undergraduate graduates who are confused about working in
accordance with their educational field. The issue for current graduates
is the difficulty of finding a field of work that is in accordance with their
educational background because sometimes the work is in a remote
location.

By using the Deall Job! application, it will make it easier for job seekers
to access the job field with just 1 click on the application's landing
page. Can choose a job based on the Top Companies registered, can
choose a Full Time/Freelance job, can even choose a work location that
allows for on-site/remote.

Highlight words at the end of video:

“Raih pekerjaan impianmu, download sekarang!”

2. Campaign Audience Analyze

Target Market Mapping

No Characteristic Mapping Item

1 Age Produc've Age; 17 – 35
2 Gender Male & Female
3 Location Indonesia — but not limited to other countries
Working Freelance, Full Time, Remote, On-Site &
4 Interest
Hybrid
5 Needs Actual Job Informa'on, Progress Job Applied
 3. Campaign Distributions Channels
Paid Media Earned Media Shared Media Owned Media Offline

- Google - Publications - Word of - Instagram - Visit to

Ads - Outreach to Mouth - YouTube Campus/
- Influencer extended - Forums/ - Website School
Ads network Twitter - Email - JobFair
- YouTube - Influencer MenFess Campaign
Ads Marketing - Newsletter
- Websites

Marketing Budget Projection

No Item Approx Frq Price Subtotal Grand Total
Preparation and Set Up Qty UoM Qty UoM (Rp) (Rp)
1 Preparations 1,500,000
Meeting with Stakeholders/Potential Vendors 3 times 1 time 500,000 1,500,000
2 Content Creations 70,000,000
User Requrements for Content 1 pax 1 time 10,000,000 10,000,000
Content 2 content 1 time 30,000,000 60,000,000
3 Ads & Engagements 45,000,000
Ads 5 platform 2 time 3,000,000 30,000,000
Engagements 1 pax 30 time 1,500,000 45,000,000
Total 116,500,000