Advertising Proposal“iWasfa”

Mina Adly YounanBusiness DevelopmentGood News 4 Me

April 20th, 2011

Table of Contents

2

Campaign Brief 3Objectives& Audience Profile 4TargetingStrategy 5Google Content Network 6Facebook Social Ads 14 Recommendations 16Estimated Traffic 17Conclusion 18

Promotion Promoting iWasfa website

Landing Page: Iwasfa websiteFacebook Fan Page

Target Markets: Arabic Speaking countries

Target Audience Profile:* Gender: female - male* Age: Above 15* Class: ALL

Languages: English & Arabic

CampaignObjectives: 1. To drive traffic to the Website2. To make people aware of iWasfa

How will Success be Measured?

Number of visitors to the WebsiteNumber of fans on Facebook fan page

Campaign Dates: To be decided (Duration 6 months)

Budget: To be decided (Estimated 3000USD)

Campaign Brief

Objectives & Audience Profile

4

Objective is to promote the new iWasfa website in order to:

• Drive traffic to iWasfa website

• Increase the number of fans of iWasfa on Facebook Fan Page

Audience ProfileThe target audience are males and females, above 15, and of all classes.

Good News Targeting Strategy

5

To capture the target audience online and meet objectives, two primary methods will be employed:

1. Google Content Network: to serve iWasfa Banner Ads across premium sites in the Google Content Network, which is made up of over 600,000 websites across all verticals and categories. This is called ‘Placement Targeting.

2. Google Search network: To propagate iWasfa text ads about site’s categories or articles on relevant Google search page, relevant emails on Gmail, and relevant videos on YouTube

3. Facebook Social Ads:to serve iWasfa short text ads posted on relevant profiles on the Facebook platform

Please Note: Google & Facebook Advertising are ‘Auction Based.’ There are no flat fees, guaranteed impressions or lock-in periods.

Google Content NetworkRecommended Placement Targeting selection

6

Placement TargetingAd Formats: Google accepts static image, animated flash, click-to-play video and gadgets in the following formats:

Banner: 468 x 60

Square: 250 x 250

Small Square: 200 x 200

Leaderboard: 728 x 90

Medium Rectangle: 300 x 250

Large Rectangle: 336 x 280

Skyscraper: 120 x 600

Wide Skyscraper: 160 x 600

Please Note: Different sites accept different formats, so to ensure full coverage it is recommended to create the Ads in every size.

8

Placement Targeting Examples

YouTube

Alwatan

9

Placement Targeting Examples

El-Ahly

Amr Diab Street

Female Interest

10

Placements* Category Impressions (Daily)handycafe.com::Homepage,Middle center /Food & Drink/Restaurants 10K-50Kabout.com::Food Pages, Multiple slots /Food & Drink/Cooking & Recipes 10K-50Kalaan.tv::Homepage,Multiple locations /Food & Drink/Cooking & Recipes 10K-100Kbrooonzyah.net /Online Communities 15k-60kfeedo.net /Health/Nutrition 10K-50Khi-mama.com /Lifestyles/Women's Interests 10K-50Krjeem.com /Health/Nutrition 10K-50Kwomen.bo7.net /Lifestyles/Women's Interests 10K-50kGn4me.com /lifestyles/women/recipes 10k-50k

News & Lifestyle

11

Placements Category Impressions (Daily)egypty.com /Internet/Web Portals 100K-500Kakhbarak.net /Local/Regional Content/Middle East/Egypt 100K-500K mubasher.info /Finance &Insurance 100K-500K alwatanvoice.com /News & Current Events 10K-100Kasuaq.com /Local/Classifieds 10K-100Kflightstats.com /Travel/Air Travel 10K-100Khotel-discount.com /Travel/Hotels & Accommodations 10K-100Ktrekearth.com /Photo &Video 10K-100Kalbawaba.com /Local/Regional Content/Middle East 10K-100K al-waseet.org /Business/Advertising & Marketing 10K-100K

elaph.com /News & Current Events 10K-100K elbashayer.com /News & Current Events 10K-100K ewaseet.com /Local/Classifieds 10K-100K lbcgroup.tv /News & Current Events 10K-100K mashy.com /Local/Regional Content/Middle East 10K-100K mixx.com /News & Current Events 10K-100K reuters.com /News & Current Events 10K-100K xe.com /Finance &Insurance 10K-100K

Social Networks & Entertainment

12

Placements Category Impressions (Daily)

tagged.com /Online Communities/Social Networks 10M-20M

facebook.com /Online Communities/Social Networks 1M-5M nogomi.com /Entertainment/Music 500K-1Myoutube.com /Entertainment 500K-1M flixster.com /Entertainment/Movies 100K-500Kimdb.com /Entertainment/Movies 100K-500Kblogspot.com /Online Communities 100K-500K justin.tv /Entertainment/Multimedia Content 100K-500K netlog.com /Online Communities/Social Networks 100K-500K real.com /Entertainment/Movies 100K-500K 110mb.com /Internet 10K-100K3arabtv.com /Entertainment/Music 10K-100Kamrdiabstreet.com /Entertainment/Music 10K-100Kfomny.com /Entertainment/TV 10K-100Kghaneli.net /Entertainment/Music 10K-100Klistenarabic.com /Lifestyles 10K-100Kmazzikacool.com /Entertainment/Music 10K-100Kplanetarabica.com /Entertainment/Movies 10K-100Kalmohandes.org /Online Communities 10K-100K myspace.com /Online Communities/Social Networks 10K-100K

Male Interest

13

Placements Category Impressions (Daily)xe.com /Finance &Insurance 100K-500Ksify.com /News & Current Events 100K-500Kcar100100.com /Automotive/Vehicle Brands 100K-500K el-ahly.com /Sports/Football 100K-500K softpedia.com /Computers &Electronics 10K-100Kalhandasa.net /Internet 10K-100Kabout.com /Reference 10K-100Kgulf-daily-news.com /Local/Regional Content/Middle East 10K-100Kaccuweather.com /Local/Weather 10K-100Kcnn.com /News & Current Events 10K-100Kbloomberg.com /News & Current Events/Business News 10K-100Kameinfo.com /News & Current Events/Local News 10K-100Kdawn.com /News & Current Events/Newspapers 10K-100Knilemotors.com /Automotive 10K-100K elismaily.com /Sports/Football 10K-100K reyada.com /Sports/Football 10K-100K zamalek.sc /Sports/Football 10K-100K zamalek-toolbar.com /Sports/Football 10K-100K arab-friendships.net /Local/Regional Content/Middle East 10K-100K

We will exclude irrelevant sites from

our placement network to

guarantee the maximum exposure

to the right audience

Facebook Social AdsSample Keyword Search Campaign

14

Google Confidential and Proprietary

Facebook Usability & Effectiveness

15

• 5 million people visit facebook daily from Egypt only, making it a perfect place to insert targeted ads

• iWasfa can leverage this opportunityto drive users to click on ‘like’ and become fans

Recommendations and ideas:

16

1- Running 2 online campaigns at the same time on Facebook and Google for 6 months.

2- Dedicating a monthly budget (500USD) to be divided between Facebook and Google network.

3- Sharing from 3 to 5 articles daily on Facebook fan page that direct users to iWasfa.

4- If possible, organizing an on-ground advertising campaign by printing flyers and distributing them on cafés and restaurants in Cairo.

5- Announcing and advertising a competition for the Best Wasfa every month and the prizes could be home appliances

Estimated traffic:

17

• Based on the previous recommendations, estimated traffic could be calculated as follows:

1. If the monthly budget is 500USD

2. And minimum CPC is 0.10USD

3. Therefore, 500/0.10= 5000 users

4. 5000 users * 6 months = 30000

Conclusion:

18

• Recommended campaign duration is 6 months

• Estimated traffic could reach 30000 users

• Needed budget for the entire online campaign is 3000USD

• Estimated budget for the ideas on competitions is 100USD/month

• Estimated Budget for the on-ground advertising could be calculated if approved by the administration

Thank You

19