The Kickoff workshop is used to introduce the project teams, the organizations, the project goals, deliverables, timeline, and set of assumptions as the basis for developing KPIs for Evapify and SKE Crystal. Based on the provided information, we will structure the workflow for launching the product in North Macedonia.
We first start by asking questions. Lots of them. What do you want to achieve in North Macedonia? Who will be the main target audience? What elements should be included? What are some no-go items? Which are the relevant KPIs? … etc. The idea is to gather as much information as possible to structure the team to continue working on launching the product.
In this stage, we identify risks and issues and confirm the assumptions - since your product comes from the tobacco industry, there will be quite a few challenges. However, our team is experienced in working in this field.
We identify success factors (the few things that greatly increase the chances of success and the success criteria [how you measure success]). These are used as input to create a Gantt chart with specific milestones for project success. We create a project environment either in Dropbox, Teams, or another shared platform, where all artifacts are stored to increase the teams’ effectiveness. This ensures a common and consistent way of working and provides the basis for a fast start for new assignments.
We take our creative brief and create a logistical game plan to implement it. We map out the necessary assets, access to platforms, put down a schedule, and get moving. Since we already have implemented similar campaigns in North Macedonia and beyond, things should move smoothly in this area.
The focus should be in 5 different areas:
- Website - Create a unique digital presence while focusing on our target audience. This means that the mobile version comes first, as over 90% of visitors will come from iPhone or Android.
- Marketing strategy - Target audience, KPIs, competitive advantages, go to market strategy...we can go all day here. What is most important is to define and develop a digital sales funnel.
- Branding - We need to stand out among the competition, and there is only one chance for a first impression. As an intermediary, IT market has to offer value through the unique branding that we will define together.
- Campaigns - No channel is safe. As Macedonia is a small market, we will determine the most appropriate channels for ads based on the defined budget. Based on the sales funnel, we will develop strategies for reach and retargeting, utilizing Facebooks Power Tools, as well as Google's GDN/SEM campaigns to check each of our objectives.
- Collaborations - Expand the strategy with new channels (i.e. TikTok), collaborate with influencers, relevant e-portals etc. We need to move the digital success into new areas.
We present our work and carry out revisions to scale. We continue with ad campaigns which satisfy our ROAs and cut the slack.
