Medline 1st sprint

Table of contents 1 Marketing Plan summary 2 Marketing Strategy 3 1st Sprint Plan 4 1st Sprint Strategy 5 1st Sprint Implementation 5.1 Social Media Marketing Plan 5.2 Pay Per Click Marketing Plan 5.3 Direct Marketing Plan 5.4 Marketing Activities 6 1st Sprint Time Diagram 7 1st Sprint Budget

1 Marketing Plan Summary According to the market previous study and the prepared marketing plan discussion it was necessary for this documentation to highlight some points as following 1.1 Objectives 1- Build a huge awareness about Medline clinics and Dr.yasser . 2- Increase Medline prestige 3- Present Medline clinics as a trusted information source 4- Influence consumer decision making 5- Build patient volume 6- Maintain the existing volume 7- Offsets competitive marketing 1.2 Market segmentation 1- Market segment by service provided a) Skin Aesthetic services 60 % b) Cosmetic implants service 30% c) Facial and Body Aesthetic services 10% 2- Market segment by Gender a) Men 30% b) Women 70% 3- Market Segment by Age a) (29 – 36) 64% b) (36 – 44) 22% c) (18-29) 14%

2 Marketing Strategy After the marketing plan meeting discussions and the actual needs and data provided by the project manager. The long-term marketing strategy was divided into 5 sprints To be integrated within a year with flexibility to change according to the new market data, competitions and marketing metrics to reach the main objectives of the project. Putting the long-term strategy acquired doing much analysis such as PESTEL, Customer, Marketing channels, Distribution, Competition, Service and SWOT analysis. Those analyzing methods gave it a help to identify what, when and why to do which will open the gate for achieving a suitable marketing mix on every scrum in each sprint to be implemented.

3 1st Sprint Plan Running the 1st Sprint on our marketing project requires butting a certain detailed marketing plan with goals to be achieved and analysis for this short period of executing. 3.1 1st Sprint goals a) Achieve awareness about Medline clinics in the selected market segment. b) Increase the public awareness about Dr.yasser. c) Generate leads for Medline clinics. d) Increase Medline clinics prestige among its direct competitors e) Modify online presence of Medline clinics and announce its vision, mission and services provided 3.2 Market segmentation 1- Service provided Skin Aesthetic and cosmetic implants services 2- Gender Female by 80% over 20% men targeted 3- Age (28-40) 4- Region Giza Governorate ( Al-sheikh Zayed – 6th October) 3.3 Customer analysis Initiators and Users to be targeted

3.4 Marketing channel analysis - Medline clinics official Website - Medline Facebook Page - Medline Instagram Page - Dr.yasser Facebook page - Medline YouTube channel - Google search Engine - YouTube related videos - Public Blogs - Public Places around Medline clinics 3.5 competition analysis Using unfair marketing methods in our distribution channels will provide more efficient results among our direct competitors in addition our short-term promotions and live events promotions will put Medline in a very competitive place on the market share.

4 1st Sprint Marketing strategy Running the project's 1st sprint required doing specified analysis to setup the marketing mix for implementing 1st sprint and achieve its goals and collect the accurate data for the 2nd sprint 4.1 Service analysis In the 1st sprint we shall focus on skin services over other services and shed light to the benefits of the services and how we will affect the client's decision over describing the quality of our services, features and focusing on its benefits which makes us able to capitalize all possible aspects of its value to our customers. 4.2 Marketing Mix We should focus on putting our services in the right place at the right time to the right targets and at the right place. We will analyze the most profitable prospects and concluded in the implementation of the 1st sprint.

5 1st Sprint Implementation The 1st sprint will be implemented across multiple marketing channels and with various of promotion tools which all will be running at the same timeline and same marketing mix 5.1 Social Media Marketing 1- Objectives - Increase Facebook Page Fan count by the end of the sprint - Increase Facebook engagement by the end of the sprint - Create Facebook Fan Page for Dr/ Yasser and reach 3000 fans by the end of the sprint - Increase Instagram profile engagement by the end of the sprint 2- The Target Audience Demographics • Gender Female 70%, Male 30% • Age: 29 - 40 • Marital Status: Single 40%, Engaged 15%, Married 45% • Education: At least some college, college graduate • Geographic location: Around Medline Clinics location with a radius of ( El sheikh Zayed, October , El-Mohandsen )

Psychographics • Desires to look and feel more beautiful • Love for beauty products • Health conscious • Values service and experience Behavioral Characteristics • Participates in a beauty regiment at least once daily • Purchases beauty or health products at least once a week • Talks about beauty or health with others at least twice a week • Actively researches beauty products online at least once a week Social Media Habits • Active on at least two social media networks daily • Uses social media to talk about products, services, and brands at least twice weekly. • Seeks out and/or shares opinions about beauty products on social media at least 2-3 times a month

• Has made a purchase in the past month based on a recommendation found social media • Uses social media for research at least once a week • Uses social media or digital media to learn about current events at least 2 - 3 a week. 3- SOCIAL MEDIA ZONES Social Community / Relationships Medline clinics will be represented across social media platforms with a consistent brand voice, personality, and style. Medline’s brand persona is described as: Happy, positive, caring, compassionate, socially responsible, upbeat, lighthearted (where appropriate), reverent (where appropriate), educated on our naturally inspired services, up-to-date on current events, passionate about the causes that matter to us and to our audiences, inspiring, motivational, encouraging, empowering, loving, friendly, conversational, and always professional. We will continue to build brand awareness and focus on engagement on: Facebook, Instagram and YouTube. Additionally, we will focus on building a

brand-new presence on Instagram. Across platforms, the content creation focus will be on creating conversation with our audiences through asking questions, asking for their ideas and opinions, welcoming feedback, taking polls, incorporating “Cap This” posts, asking readers to share their experience and the areas of life, beauty, and well-being. We will also actively seek out conversations to join in effort to expand our reach and heighten engagement. Specific Uses for each platform: • Medline Facebook Page - Having conversations, sharing informational posts on our services and cosmetic topics in general, inviting people to join our life events and have special offers for them, cross- promoting content from other platforms. We will also use this channel to give an inside, behind-the-scenes look at our company and culture. • Dr.Yasser Facebook Page - Listening and monitoring, seeking out conversations, expressing negative services sentiment and offering solutions to problems. Additionally, sharing a trending and buzzy topic will be a focus for this channel. • YouTube - From a relationship building aspect, we will use YouTube to engage with

other users on the site by liking, following, commenting, and sharing their content. • Instagram - The focus on Instagram will be to sharing beautiful, artistic images that are describing our services. 4- Implementation - Medline Facebook Page sponsored posts 1st promoted 2nd Promoted 3rd Promoted 4th Promoted Infographic Call to action Infographic Story telling highlighting Invitation for Share the Share Medline adv. About our Facebook commercial clinics behind What Medline page followers video of the scene is, its vision, to take part of Medline and stories mission and our 1st life speak out why services event and have Medline a special discount for our services 5th promoted 6th promoted 7th promoted 8th promoted Call to action Invite our Skin services Competition Call to action Facebook followers to 2nd promotions Drive a creative Invite our life event with previewing the Announce our competition for followers and 1st event pics and short-term our target fans to meet questioning about the promotions and audience with a with our experiment offers for skin suitable prize professionals services for a that they value on our live limited time event

Dr.Yasser Facebook Fan Page 1st promoted 2nd Promoted 3rd Promoted 4th Promoted Storytelling Help others Drive likes Engaging Infographic Share Medline campaign with clinics founding providing info content Share the story and how about to make a good dr/Yasser and Create an commercial presence on his field of the field expertise engagement video of post to interact Dr.yasser and with the use the buzzy audience about slogan created achievements or business or critical services

Medline Clinics Instagram Profile sponsored 1st Promoted 2nd Promoted 3rd Promoted 4th Promoted Infographic Promotion Infographic Promotion Filler Laser Liposuction PRP Surgery 5th Promoted 6th Promoted 7th Promoted 8th Promoted Infographic Promotion Infographic Infographic Breast surgery Chemical Rhinoplasty Face and Peeling surgery eyelid surgery 9th Promoted 10th Promoted 11th Promoted 12th Promoted Promotion Infographic Promotion Infographic Diamond Body sculpting Mesotherapy Ben Derma peeling surgery

5.2 Pay Per Click Marketing Overview: According to the 1st sprint strategy, including search engine marketing (SEM) and Google AdWords. Based on our experience, we are confident we can greatly increase your site traffic and on-site conversions within the next 6 weeks. We build our AdWords campaigns within your master account, giving you full administrative access, transparency, and control. We're here to deliver the highest quality traffic to your site, and ensure you're seeing a true return on your investment. We employ a wide range of tools and skills to develop a comprehensive strategy to meet 1st sprint digital acquisition goals. Research: Our top competitor is currently spending on paid search ads. In addition to competitive insights, we use industry-leading tools to discover more about your customer's online activities, interests, and demographics. We dive deep into your website and online presence to discover what's wrong with it, and identify new opportunities. All of this combined with our expert keyword insights allow us to develop a digital strategy. Strategy: You need a comprehensive digital customer acquisition strategy using the insights generated from our in-depth research, grounded in proven consumer behavior and marketing fundamentals. We will provide you with a

comprehensive PPC / SEM / AdWords strategy outlining our recommended techniques for reaching your audience and rolling out a campaign that delivers on your digital objectives and goals. Campaign Setup & Execution Search Ads - Ad Groups Your campaign will be divided into specific ad groups, allowing for the best possible optimization between different industries, product categories, or geographies targeted by the campaign. - Text Ad Development Next, we take those keywords and build you the best search ads possible. We write the best copy to catch your customer's eye, and use industry best practices and features including sitelinks, call extensions, callouts, and more. - Keywords We deliver more than just a list of words! According to the marketing plan meeting and the initial consultation and services, clients, industry and competition discussions. After this meeting, will use the most sophisticated tools available to uncover which keywords will perform the best for your campaign and determine exactly which terms and phrases your customers are searching for.

- Landing Pages Optimizing landing pages is a key part of a successful campaign that is too often overlooked. We provide valuable feedback on the structure and content of your landing pages to make the best use out of every Pound we spend. The better your landing page, the higher quality score your ads will have, and the more conversions you will see Display Ads and Remarketing Outside of search, Google partners with thousands of sites to learn more about your consumer. Through sophisticated online targeting tactics, we can deliver your brand message to the right consumer at the right time. We will use a combination of the tactics below to best target your consumer. - Contextual Targeting We show your ads exactly when the audience is consuming content contextually relevant to your services. - Interest Categories We reach your target audience, showing them relevant messages across the web. Video Ads (YouTube) YouTube is the second largest search engine in the world, second only to Google itself. We will put your impactful video brand message in front of your ideal audience. Using YouTube's TruView ad format, you will only pay

when a user views your video for 30 seconds, or to completion, whichever comes first. Campaign Management Managing these campaigns takes a lot of time, something most business owners and marketers don't have. We're here to help. On a monthly, weekly, or daily basis, our optimization experts will manage and optimize your campaign, including but not limited to removing underperforming ads/keywords, testing new ads/keywords, adding negative keywords, and landing page optimization recommendations to improve quality score. Reporting How do you know if all of this is working? Don't worry - we provide monthly reports including valuable campaign metrics and results, as well as a summary of all the awesome optimizations and insights we have from the previous month. We will let you know which adgroups, ads, and keywords are performing the best, and what we are doing to deliver the most conversions.

5.3 Direct Marketing 1- SMS Marketing Using Medline clinics patient volume we shall start to target our previous clients contact to send them promotions texts via email reinventing them to Medline with special offers for them as a formal clients. 2- Booth Campaign Trade shows and exhibitions provide businesses and organizations with a valuable opportunity to see a large number of people, face-to-face in a short amount of time. Customers, prospects and the public can interact with our brand in a personal way. This human element allows us to use a variety of sales tools such as personal interaction, demonstration and sampling to deliver the brand message, promote our cause and attain valuable leads. Whether they're at expos, trade shows or career fairs, attendees visit these events to hear what you have to say. tactics to carry out the strategy and evaluating the results to measure your return on investment.

1- Objectives a) Build awareness about Medline clinics in its surrounding demographics. b) Generating more leads c) Build a good relationship with our audience d) Collect a list of sign-ups for our strategy development 2- Strategy In determining our approach, the audience needs to be narrowed and segmented to be sure our marketing activities are attracting the right attendees to our booth. Attendees fall into one of two categories – customers and prospects. Each has a different reason for attending the event, so each will require a different marketing strategy. Customers, as you might imagine, are those who are currently using our services or have in the past. When engaging this group, the goal is to continue building the relationship to keep them as a customer. We should treat them as honored guests with exclusive activities and gifts designed just for them. When they visit the booth, address any concerns, as well as find additional business opportunities and any other information that will lead them to continue a profitable relationship.

Prospects at the show can be divided into two subgroups – identified and unidentified. The identified prospects are those you have engaged previously or are specifically targeting. At the show, your goal will be to push identified prospects closer to a sale. Unidentified prospects are those who stop by your booth and are interested but haven’t been targeted. For either group, we have to keep in mind the specifics of our event; our presence could be their first impression of our brand. The second component to the marketing strategy is our brand message. Since, again, the overarching objective of any exhibition is to build our brand, our booth should be an extension of our brand communication plan. The message should be aligned with our show objectives. rolling out a new promotion, bringing awareness to a cause or increasing our marketing share. our value statement and points of differentiation need to be well rehearsed by staff and clearly and creatively displayed on signage, collateral, samples and giveaways. The final step is to decide what information needs to be collected to determine if we have achieved our objectives. Will we measure visits, leads, or conversions?

Outline benchmarks that will be used to identify qualified leads, so as staff engage visitors, they know what questions to ask. Consider incorporating a survey or other attendee feedback mechanism to help evaluate our exhibition’s performance from a qualitative standpoint. 3-Tactics a) Pre-show The minimum pre-show marketing that we should conduct is to invite attendees to visit our booth. Using multiple channels and touches like a pre-show ads and messages. Using our social media accounts (personal and/ corporate) and our website to give them a tease of what they will see at your booth. Or identify customers or high value prospects and send them a special invite with an exclusive offer. Regardless of whom it is going to, the piece should include the event date, booth location, contact information, marketing message and a call to action. With either a general or more targeted approach, including a promotional services boosts open rates and retention.

b) At-show Now that we’ve got attendees excited and motivated to see the event, the next step in carrying out our show marketing strategy is our activity at the show itself. The hub of our activity will be in your exhibition space or booth. It will most likely be the first impression attendees, particularly prospects, will have of our brand. The layout of our space should be inviting and give a visitor the ability to maneuver through it with ease. we have only a few moments to grab the attention of and leave an impression with attendees, even ones that you have invited and incented. They will be pre-qualifying you and making decisions about your brand from 15-20 feet away. Creative, innovative graphics should tell attendees quickly who we are and what our value proposition is. Simple is better as displays with too much information often overwhelm and turn away visitors. Solid design is critical. Staff at the show are the face of your company and could be the first personal interaction that a visitor has with our brand. They should be well-versed in our

messaging and know how to guide attendees to the next step. Communicate clearly with our staff about the information needed for follow-up after the show. They should have a cohesive, brand conscious, professional look and should be easily identified even if they are not at our booth. The type of apparel worn by staff leaves an impression. A t-shirt or athletic apparel says something completely different than a performance polo or dress shirt – but each can be effective if branded properly and used in the appropriate context Giveaways, usually a sample or a promotional item, are universally expected at a trade show. A promotional product that is relevant, unique and fun can create buzz around our booth. The right item can create envy among other attendees and become a viral, word-of-mouth component to your event marketing plan. Your promotional items should reflect our brand and have value so attendees will keep it.

c) Post-show After investing in driving traffic to our booth and connecting with attendees, it would be a tragedy to waste that effort by simply packing up and going home. Following up on those leads and contacts we made. At the very least, send a thank you note to those we and our staff spoke. our objective was to gather leads, we've to start qualifying them as soon as possible. Following up with those who are most qualified first, to strike while the iron is hot. 4- Evaluation Starting by reviewing the performance of the marketing plan itself. Determining if the pre-show marketing drove the desired amount of traffic and if it was the right traffic. Of those visitors, how many turned into leads? Tracking post-show communication to determine the quality of those leads. Finally, looking at the sales conversions to ultimately determine the return on investment. Next, we will want to evaluate the show experience itself. This requires talking to booth staff about

their observations regarding the booth, visitor feedback, industry trends, how well the branding and promotions were received and thoughts on the competition. Asking staff what they would do differently at the next show. Taking their experience into account for future show planning will help your exhibition perform better. Using qualitative and quantitative information to determine the effectiveness of your plan and if our presence at the event was worthwhile. Also keep in mind outside factors such as the weather, can affect the performance of our exhibition. 5.4 Marketing activities 1- Website Development - General Description of the project According to the 1st sprint of our marketing plan it was necessary to upgrade and modify the website of Medline clinics to represent the suitable appearance of Medline clinics on the internet. upgrading the website using WordPress will save us time to keep up with the first sprint and will be cost effective according to the fact that Medline clinics owns a Hosting (GoDaddy ) and a domain (medlineclinics.com) . - Project Procedure :

Requirements Gathering * meeting between the account manager and representor of Medline clinics and Web developer * Website Documentation is prepared by Web developing Team and delivered to Medline Website Design * Prototype prepare and discuss between account manager and Medline representor. Website Development * according to Prototype agreement the development process will be started * Navigation, Colors, Images, Layouts and copywriting will be fully executed -Final Website Approval * final local project preview meeting * project edits are executed and set ready for launch * launch terms are discussed * get the product live 2- Commercial video production 2.1 Medline commercial video 2.2 Dr Yasser commercial video 1- 1st video goal Present Medline clinics place, crew and technologies 2nd video goal Present Dr Yasser with emotional idea as a critical medical problem solution

Script production A talented video producer will gain a better understanding of our end goal by reviewing our script. While it’s ideal to have a complete script prepared before we select a video producer, even a partial script will communicate many of these elements. Additionally, good video producers will be able to comment on our script, making suggestions that may help to hone it even more. However, we should always go into the production process with a clear understanding of the message our video is meant to deliver. Clarity on our end, upfront, will be invaluable when it comes to the production process. Video length: Video scripts should be written like good newspaper articles, with key information up front. Avoid the temptation to think like a movie maker, leaving twists and important information for the end. Every second of our video counts. The longer it lasts, the more likely you are to lose viewers. By placing the most important information early in the script, you ensure that as many people as possible get the gist of your message. Ideally, the video should include a

“hook” in the first 10 seconds--something to keep viewers interested and engaged. If we can hook viewers in the first 5 seconds, even better. VOICE OVER require a professional narrator for our video MUSIC require background music in our video GRAPHICS These are often referred to as motion graphics. 3-Brochures, flyers and T-shirts For the booth campaign it's necessary to design the outfits for the ushers involved and the flyers, brochures to be distributed. 4-Photography and videography A photography sessions for Medline clinics and crew in addition to videos for the clinics and Dr.Yasser as well to be used over the different distribution channels.

6 1st Sprint Time diagram 1st Sprint Implementation Instagram Booth SMS youtube ads Commercial production Dr yasser Facebook Medline Facebook 3 Google ads 2 Website development 0123456789

7 1st sprint budget category frequency Cost Estimated results Advertising (0.52 – 0.80) per engagement Facebook 4 days/ week 8000 EGP (21.4 – 30) per message Instagram for 8 weeks 8000 EGP ( 0.30 – 0.70) 7000 EGP Google search 5 days/week per engagement engine for 8 weeks ( 900 – 1200) clicks YouTube 8 weeks (800 – 1000) views 8 weeks 7000 EGP 1000 survey Google 8 weeks 3000 EGP 1000 survey Keywords 116,000 EGP planning Booth 3 / 8 weeks SMS 3000/ 8 weeks 2000 EGP Marketing collateral brochures 12000/ 3 booth 3600 EGP Flyers 12000/ 3 booth 3600 EGP t-shirts 4 / booth-event 400 EGP Promotion table 1/ 3 booths 1000 EGP Production costs Graphic Design 8 weeks 2000 EGP Copy writing 8 weeks 2000 EGP Content 8 weeks 2000 creation EGP Social media 8 weeks 2000 EGP targeting Photography 1 session / 8 weeks 3000 EGP Commercial 2 videos / 8 weeks 25000 Video EGP production videography 3 videos / 8 weeks 4000 EGP Website 2 weeks 6000 EGP development Booth 3 booths/ 8 weeks 9000 EGP management Technology costs Hosting 1000 maintenance EGP Total marketing budget