WILDGRASS

PHASE 1 MARKETING

Begins 01/06/23
 DESCRIPTION

During this phase our marketing efforts will be specifically directed

to our target audience who we are referring to as Innovators.
These Innovators are the prospects that fit the characteristics of
our customer profile in the early stage.
This phase is targeted for a period of 1 to 1.5 years from now.
 CHANNELS

Building out our network is our main objective in phase 1, as this

will bring us closer to our target audience, we will utilize the
following channels to accomplish this;
1. Social media (that is Facebook, LinkedIn and You tube), we will
create various content for these platforms, with backdoor links
to our website.
2. Online ads for google, Facebook and LinkedIn.
3. Email marketing once we've gathered information on a
prospect.
4. Exhibitions at events to attract stake holders and prospects
5. Field work in targeted areas, to create awareness and attract
potential clients.
 TARGET AUDIENCE
We will now describe the characteristics that define our target
audience.

DETAILS DESCRIPTION

Age 20 to 60 years

LOCATION ZAMBIA

Business owners, Manager, Accountant, IT specialist,

JOB TITLE
Directors, founders, Board Member, coordinators, Investor

INCOME Middle income and high income

Extra disposable income for Education, utilities, savings,

PURCHASING HABBITS
health care, Vacations, food at restaurants, Entertainment

Exercises, sport, Reading, learning, entrepreneurship,

HOBBIES
events and getaways, Investing

EDUCATION Undergraduate degree (minimum)

Establish family business and generational wealth

Finance lifestyle
GOALS and MOTIVATIONS Extra source of income
Passive income and financial freedom
Spend more time with family and loved ones

Don't have the time to manage the business directly.

Wants to avoid wastage of resources in business.
Unable to track employee performance.
Systems not set in place to ensure quality in production.
PAINPOINTS Not making the right decisions due to gut feeling choices
and not data driven ones.
lack of growth in the business as key areas of improvement
are not being addressed.
 TEAM STRUCTURE AND ROLES

MARKETING
TEAM

P.R BRAND
SALES/ONBOARDING SOCIAL MEDIA
Business development STRATEGY

Customer success

Sales/Onboarding
Branch responsible for bringing in clients, tasks include;
Demo and Consultations
Email marketing
Installation
Generating leads

P.R/Business development
The purpose of this branch is specifically to build our image, reputation and network, it will
include the following tasks;
Participating in expos and exhibitions targeted for key stakeholders
Speaking engagements
Business proposals (for business relationship)

Brand Strategy
The core purpose of this branch is to ensure all of our marketing activities are all in line with
the brand identity, and overall determine the marketing direction.
The following tasks will be required;
Research (Industry marketing trends, target audiences, consumer behavior, key searches
by prospects)
Formulate marketing plans and budgets
Overall brand message formulation
Establish culture around our brand Identity
 Social Media

Our activities online will be the main focus of this branch of marketing, such as;
Content creation ( videos, ads, posters, articles etc)
Editing all content before upload
Engagement with our followers
Managing our social media platforms
Generating traffic to our platforms

Customer success

This area of the marketing deals with ensuring that the customer achieves success whilst
using the product, it involves the following;
Contacting clients to get feedback from their experience so far
Informing clients of any promotions, updates
Attending to any issues and queries that they might have
 LEAD GENERATION PROCEDURE

Social media
LinkedIn
We will run an add campaign with adds that are made specifically for our target audience
We will utilize the platform to collect information and generate leads to feed into our sales funnel
Once we have identifies leads we will contact them directly in their inbox
We will utilize it to build our network and community, with regular content and engagement

Facebook
We will also run an add campaign using this, and boost our posts to reach a wider audience
Information on leads will be collected using the platform
Our content marketing will be heavily utilized on this platform
We will also make posts in groups with our targeted audiences, and partner with other pages to
post our content, using influencers
The next step is to utilize the platform to build out our network and eventually comunity

YouTube
This platform is for running our tutorials and video content relating to our industry
We will also use it to create awareness

Google
Ads will be run on google tailor made to reach our target audience
SEO management will be implemented to ensure we maximize on key searches by our targets
online
We will also create content in terms of articles and blogs related to our industry, to draw our
audience to our platforms and eventually our products.

EMAIL MARKETING
Leads generated from online platforms will be added to our sales funnel and will be contacted
via email .
We will draft 3 templates for the type of emails we will send out, Cold email, follow up email and
content/relationship email.

Exhibitions and Events

This is specifically for building out our network and creating awareness of our products to the
public.
We'll also use these for launching new products/features and conducting speaking engagements.

Field work
We will have field work on specific dates, in targeted areas at least 4 days a month, as a group to
focus our marketing efforts.
The goal of the field work will be to create brand awareness, identify potential leads, conduct
market research