7P's

TOVALI 7P's MARKETING CAMPAIGN

"Your Community, Your Services, Your Way"

1. CAMPAIGN OBJECTIVES

Primary Objectives (Q2-Q4 2025)

  • Awareness: Achieve 70% brand recognition within Moshav Dan area by Q4 2025
  • Acquisition: Reach 500 service requesters and 500 service providers by Q4 2025
  • Engagement: Generate 2,000+ service requests in first 6 months post-launch
  • Trust Building: Achieve 4.5+ star average rating on platform by year-end

Secondary Objectives

  • Market Education: Establish Tovali as the go-to alternative to Facebook groups
  • Community Building: Create active user community with 60% monthly retention
  • Expansion Readiness: Validate model for national rollout in 2026

2. TARGET AUDIENCE

Primary Segments

Segment A: Busy Professionals & Families (Service Requesters)

  • Demographics: Ages 25-55, household income 15,000+ NIS/month
  • Psychographics: Value convenience over cost, time-pressed, tech-comfortable
  • Behavioral: Currently use Facebook groups, prefer mobile solutions
  • Pain Points: Unreliable service providers, lack of verification, scattered solutions

Segment B: Flexible Income Seekers (Service Providers)

  • Demographics: Ages 18-65, students, freelancers, delivery drivers, retirees
  • Psychographics: Entrepreneurial mindset, seeking autonomy, community-oriented
  • Behavioral: Active on social media, seek flexible work opportunities
  • Pain Points: Inconsistent income, lack of professional platform, trust issues

Segment C: Tech-Savvy Seniors (Both Roles)

  • Demographics: Ages 55-75, moderate tech adoption, local community focus
  • Psychographics: Community helpers, experienced service providers
  • Behavioral: Facebook active, word-of-mouth reliant, value relationships
  • Pain Points: Complex technology, need simple interfaces

3. KEY MESSAGING

Master Brand Message

"Your Community, Your Services, Your Way"

Core Value Propositions

For Service Requesters:

  • "Find trusted help from your neighbors in seconds, not days"
  • "Verified community members you can count on"
  • "From small tasks to big projects - your local solution"

For Service Providers:

  • "Turn your skills into income on your schedule"
  • "Build your reputation in your own community"
  • "No boss, no commute, just opportunities"

Supporting Messages

  • Trust: "Verified profiles, rated services, protected payments"
  • Simplicity: "So easy, even your grandmother can use it"
  • Community: "Neighbors helping neighbors, building stronger communities"
  • Accessibility: "Services for everyone, from everyone"

4. CHANNEL STRATEGY

Digital Channels (70% of effort)

Social Media Marketing

  • Facebook: Target local groups, community pages, sponsored posts
  • Instagram: Visual service showcases, story takeovers, influencer partnerships
  • WhatsApp Business: Community group outreach, direct messaging
  • TikTok: Service provider success stories, quick tips content

Search & Digital Advertising

  • Google Ads: Local search terms, service-specific keywords
  • Facebook/Instagram Ads: Lookalike audiences, geographic targeting
  • Local SEO: Optimize for "services near me" searches

Community Channels (25% of effort)

Hyperlocal Marketing

  • Neighborhood Facebook Groups: Admin partnerships, organic content
  • Local Business Partnerships: Cross-promotion with complementary services
  • Community Events: Sponsorship, demo booths, direct engagement
  • Word-of-Mouth: Referral programs, community champion program

Traditional Channels (5% of effort)

  • Local Print: Community newsletters, bulletin boards
  • Radio: Local station sponsorships during commute times

5. BUDGET ALLOCATION

Total Campaign Budget: ₪180,000 (6 months)

Digital Advertising (40% - ₪72,000)

  • Facebook/Instagram Ads: ₪40,000
  • Google Ads: ₪25,000
  • TikTok Ads: ₪7,000

Content Creation (25% - ₪45,000)

  • Video production: ₪20,000
  • Graphic design: ₪15,000
  • Copywriting: ₪10,000

Community Marketing (20% - ₪36,000)

  • Influencer partnerships: ₪20,000
  • Event sponsorships: ₪10,000
  • Referral program incentives: ₪6,000

Technology & Tools (10% - ₪18,000)

  • Marketing automation: ₪8,000
  • Analytics tools: ₪5,000
  • CRM system: ₪5,000

Contingency (5% - ₪9,000)

6. TIMELINE

Phase 1: Pre-Launch (February - March 2025)

Week 1-2: Foundation

  • Brand identity finalization
  • Website and social media setup
  • Content calendar development

Week 3-6: Awareness Building

  • Social media content launch
  • Community group outreach
  • Influencer partnership agreements

Week 7-8: Beta Testing Marketing

  • Beta user recruitment campaigns
  • Feedback collection and testimonials
  • Final campaign adjustments

Phase 2: Launch (April - June 2025)

Month 1: Soft Launch

  • Limited local advertising
  • Community champion activation
  • Word-of-mouth campaigns

Month 2-3: Scale Up

  • Full advertising campaign launch
  • Event marketing activation
  • Partnership program launch

Phase 3: Growth (July - September 2025)

Month 4-6: Optimization

  • Performance analysis and optimization
  • Expansion preparation
  • Success story amplification

7. KPIs & METRICS

Awareness Metrics

  • Brand recognition surveys (quarterly)
  • Social media reach and impressions
  • Website traffic and sources
  • Local search ranking positions

Acquisition Metrics

  • New user registrations (daily/weekly)
  • Cost per acquisition (CPA) by channel
  • Conversion rates by traffic source
  • App store downloads and ratings

Engagement Metrics

  • Monthly active users (MAU)
  • Service requests completed
  • Average session duration
  • User-generated content volume

Business Metrics

  • Platform transaction volume
  • Average order value
  • User retention rates (30/60/90 day)
  • Net Promoter Score (NPS)

Quality Metrics

  • Average service rating
  • Complaint resolution time
  • Profile verification completion rate
  • Repeat usage percentage

8. CREATIVE CONCEPTS

Campaign Theme: "Community Connection"

Creative Concept A: "Before & After Tovali"

  • Split-screen videos showing hassle of Facebook groups vs. ease of Tovali
  • Tagline: "There's a better way"

Creative Concept B: "Real Neighbors, Real Stories"

  • User-generated content featuring actual service transactions
  • Authentic testimonials with faces and names
  • Tagline: "Your Community, Your Services"

Creative Concept C: "The Simple Solution"

  • Animated demonstrations of platform simplicity
  • Focus on accessibility for all ages
  • Tagline: "So Easy, Everyone Can Do It"

Content Pillars

  1. Success Stories: Real user experiences and transformations
  2. Service Spotlights: Highlighting unique local services
  3. Community Building: Celebrating neighborhood connections
  4. Educational: How-to guides and platform tips
  5. Behind-the-Scenes: Founder stories and company culture

9. IMPLEMENTATION PLAN

Pre-Launch Preparation (8 weeks)

Weeks 1-2: Asset Creation

  • Brand guidelines finalization
  • Marketing materials development
  • Content production kickoff
  • Website optimization

Weeks 3-4: Channel Setup

  • Social media account creation and optimization
  • Advertising account setup and audience creation
  • Partnership outreach initiation
  • Community group relationship building

Weeks 5-6: Content Development

  • Video production and editing
  • Photography sessions
  • Copywriting and messaging refinement
  • Creative asset library building

Weeks 7-8: Testing & Optimization

  • A/B testing of ad creatives
  • Landing page optimization
  • Beta user recruitment campaigns
  • Final campaign adjustments

Launch Execution (4 weeks)

Week 1: Soft Launch

  • Organic social media content launch
  • Community group announcements
  • Email marketing to early adopters
  • PR outreach to local media

Week 2: Paid Advertising Launch

  • Facebook/Instagram ad campaigns activation
  • Google Ads campaign launch
  • Influencer content publication
  • Referral program launch

Week 3: Community Activation

  • Event marketing kickoff
  • Partnership activations
  • User-generated content campaigns
  • Local PR interviews

Week 4: Optimization & Scale

  • Performance analysis and optimization
  • Budget reallocation based on performance
  • Creative refresh for underperforming assets
  • Community feedback integration

Ongoing Management (Weekly Cycle)

Monday: Performance Review

  • Weekend metrics analysis
  • Campaign performance assessment
  • Budget utilization review
  • Competitive monitoring

Tuesday-Wednesday: Content Creation

  • New content development
  • Creative testing and iteration
  • Community engagement
  • Influencer coordination

Thursday: Optimization

  • Campaign adjustments
  • Audience refinement
  • Creative rotation
  • Bid optimization

Friday: Planning & Strategy

  • Next week planning
  • Monthly review preparation
  • Strategic adjustments
  • Team coordination

10. RISK MITIGATION

High-Risk Scenarios & Solutions

Risk 1: Low Initial Adoption

  • Mitigation: Intensive community champion program, free service credits
  • Contingency: Pivot to B2B partnerships with local businesses
  • Monitor: Weekly registration rates, engagement metrics

Risk 2: Trust and Safety Concerns

  • Mitigation: Transparent verification process, insurance partnerships
  • Contingency: Enhanced background checks, dispute resolution system
  • Monitor: User complaints, safety incident reports, platform ratings

Risk 3: Competition from Established Players

  • Mitigation: Focus on hyperlocal advantages, community relationships
  • Contingency: Accelerated feature development, exclusive partnerships
  • Monitor: Competitive analysis, market share tracking

Risk 4: Technical Issues During Launch

  • Mitigation: Extensive beta testing, technical support team ready
  • Contingency: Rollback procedures, communication strategy
  • Monitor: System performance metrics, user error reports

Risk 5: Facebook Algorithm Changes

  • Mitigation: Diversified channel strategy, owned media development
  • Contingency: Increased budget for other channels, influencer partnerships
  • Monitor: Organic reach metrics, engagement rates

Medium-Risk Scenarios

Risk 6: Seasonal Service Demand Fluctuations

  • Mitigation: Diverse service categories, seasonal campaign adjustments
  • Monitor: Monthly transaction patterns, service category performance

Risk 7: Regulatory Changes

  • Mitigation: Legal compliance monitoring, government relationship building
  • Monitor: Regulatory announcements, industry developments

Risk 8: Economic Downturn Impact

  • Mitigation: Value-focused messaging, flexible pricing options
  • Monitor: Economic indicators, user spending patterns

Crisis Communication Plan

Level 1: Minor Issues

  • Social media response within 2 hours
  • Standard FAQ and support responses
  • Community manager handling

Level 2: Moderate Issues

  • Executive team involvement
  • Prepared statement release
  • Direct user communication
  • 24-hour resolution timeline

Level 3: Major Crisis

  • CEO communication leadership
  • Media statement preparation
  • Legal team consultation
  • Emergency response team activation

CAMPAIGN SUCCESS FRAMEWORK

Monthly Review Process

  1. Metrics Dashboard: Real-time KPI tracking
  2. Channel Performance: ROI analysis by channel
  3. Creative Performance: A/B testing results
  4. Community Feedback: User sentiment analysis
  5. Competitive Landscape: Market position assessment

Optimization Triggers

  • CPA exceeds target by 25%: Channel budget reallocation
  • Engagement rates drop 20%: Creative refresh needed
  • Negative sentiment increases: Crisis response activation
  • Competition launches: Aggressive response strategy

This comprehensive 7P's marketing campaign positions Tovali for successful market entry while building sustainable competitive advantages through community-focused marketing and authentic relationship building.