The Marketing
The best marketing doesn't feel like marketing
CAMPAIGN OBJECTIVES
The marketing campaign will span across a duration of 6 months.
Objective 1:
To raise awareness of the features that are on Prulink to entice and empower youths to utilize it
Objective 2:
To build a connection between Prudential and youths to instill the brand name "Prudential" in the minds of youth
INSTAGRAM CAMPAIGN
To achieve the first marketing objective, Instagram advertisements will be used to promote Prudential's new Instagram page @prudentialyouth.
The target demographics will be set for youths who are '16-25 years old'. Our page will also be used to reach audience who are interested in Skills upgrading and self improvement.
The Instagram business account feature will be used to increase the number of impressions from the Instagram audience through the use of "carousel advertisements". These ads will show up while users are scrolling through their feed and they will be presented in the form of slide shows to enable the audience to slide through multiple images or videos in a single post.
If users were to click on the advertisements, they will be redirected to our application listing on the app store. Alternatively, users can easily swipe away the ads as this type of advertisement has minimal disruption for the user. This is important as it links back to our primary research where we found that youths will hold negative views and feelings towards interruptions, such as YouTube Ads where they are forced to sit through the Ad.
INCREASING FOLLOWER COUNT
The main aim is to attract a large audience, comprising of youths and the general public, to visit our Instagram page.
To build up a large follower count, @prudentialyouth will host giveaways with hashtags that will reach a large audience and entice them to follow our Instagram account to stand a chance to qualify for a reward. With a well established follower count, future engagements with youths would then become easier.
We will also post memes and relatable content with hashtags to increase the engagement of our account and reach out to a large volume of youths. Relatable contents that are trendy will appeal to youths and we will be able to retain them as our followers if they enjoy the content put out by us and finds that our account value adds to their Instagram experience.
ENGAGEMENT STRATEGY
After a period of time of advertising the features on PruLink and increasing the follower count of @prudentialyouth, our new Instagram page can be utilized to engage these followers.
Virtual online carnivals and quizzes can be organized to allow youths to stand a chance to win prizes and incentives. Given the current COVID-19 pandemic, @prudentialyouth will be able actively engage youths while minimizing physical interactions and gatherings without risking the health and safety of the youths.
These online events will also require significantly less logistics to carry out and will be more convenient for youths to participate in in their own leisure time. This will also maintain our social media engagement with our target audience.
WHY @PRUDENTIALYOUTH?
1. @prudentialyouth on Instagram will cater specifically to youths, aged 16 to 25 years old
2. This will encourage positive branding and build Prudential's reputation among Youths while instilling Prudential's brand name in the minds of youths
3. Repetitive and continuous marketing will ensure that youths will think of Prudential and choose them when it is time for them to purchase insurance
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SCHOOL ROADSHOWS
Prudential can carry out roadshows in schools to promote PruLink as well as @prudentialyouth. Prudential can collaborate with the respective schools to acquire its staff as volunteers to help out at the roadshows, which will reduce the costs of the roadshows.
The main focus is to show that Prudential is different from other insurance companies as they want to cater to youths, despite not being able to sell insurance plans to them.
As mentioned under our expansion plan, Prudential can collaborate with schools such as Singapore Polytechnic and host PruLink as a face-to-face event during their timetabled (ECG) Education and career Guidance.
TELEGRAM CHANNEL
A telegram channel will be created and publicized as well. The channel will serve as a more direct and convenient announcement page for the youths to keep them informed of new opportunities as well as upcoming roadshows and engagements.
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