Costing &
Marketing Plan
Demographics of Target Audience
Based on statistics found on Singstats, our targeted demographic (16-25 years old) numbers at 459,711
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We are aiming for a projected adoption rate of:
Roll out 2 consecutive campaigns as part of our marketing strategy
20% = 91,942 youths
1st Campaign (Q3): Awareness
2nd Campaign (Q4): Retention
6-Month Marketing Timeline
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Cost Analysis
Please note that all figures are estimated based on industry quotes or ballpark figures quoted by relevant sources. Actual costs may vary.
Social Media Marketing
1. Instagram Ads (S$6000.00)
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Instagram Carousel & Video
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Instagram Story​
2. Youtube Ads (S$16,141.33)
Bumper Ad (6 Secs) + Skippable Ad (15 Secs)
15 seconds Ad.
Influencer Marketing
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"The Smart Local"
@thesmartlocalsg
Cost for engaging
"The Smart Local" :
S$9,576.00
TSL is always fun, fresh, and sometimes a little cheeky. They also have a website at TheSmartLocal.com with hyper-local information on what to do in and out of Singapore.
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We think that TSL would appeal to youths because it is highly informative and easy to understand. It also has a website that provides further information which is perfect to explain our game's mechanics and the lesson behind it.
Subscribers: 287k
1.794 million views monthly
Followers: 163k
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"Seedly"
@seedlysg
Cost for engaging
"Seedly" :
S$2,128.00
Seedly is Singapore's biggest personal finance community that allows users to crowdsource knowledge before making a financial decision, and an unbiased reviews platform for a myriad of financial products ranging from travel insurance to Robo-advisors.
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We think that Seedly would be perfect to engage in our campaign as they already do offer targeted financial information to youths, and is a well-trusted platform.
Subscribers: 3.83k
6,419 views monthly
Followers: 26.6k
"The Woke Salaryman"
@thewokesalaryman
Cost for engaging
"The Woke Salaryman" :
S$11,172.00
The Woke Salaryman is a well-known Instagram account offering advice on financial planning which is specific to Singapore.
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They have also worked with government agencies such as the National Youth Council (NYC), as well as banks such as OCBC and DBS.
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We think that "The Woke Salaryman" would appeal to youths because of its fresh, comic-styled advice which is easy to digest and will be able to enhance our reach to our target audience.
No YouTube
Followers: 196k
Schools
Example:
"Singapore Polytechnic"
@singaporepoly
Cost for engaging
"Singapore Polytechnic" :
S$0
We intend to collaborate with MOE to spread awareness of our campaigns through Polytechnics, Junior Colleges, and Universities. Many schools' Instagram pages are followed by their whole student population, which makes it easy to reach our target audience.
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Short, attractive online events such as free vouchers can be given out when students show proof of signing up for our game.
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Working with schools are usually free, which makes it an invaluable avenue.
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Subscribers: 8.74k
48, 620 views monthly
Followers: 38.1k
Out-Of-Home Marketing
MRT Stickers (In Cabin)
In accordance with our marketing strategy, there will be sticker ads on the cabin windows of Circle Line trains to promote awareness of our game's launch.
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Other than being cheaper, CCL trains were also chosen due to its position along crowded interchanges such as Paya Lebar and Dhoby Ghaut. Otherwise, it serves multiple schools such as ACS, Singapore Poly, SMU, etc.
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Cost per week of
"MRT advertising" :
$2,600 SGD
Posters Around Schools
80pcs of A2 sized posters will be displayed around various schools on noticeboards and places with high footfall such as food courts and lift lobbies.
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These posters will include nuggets of financial literacy information, details about Fin-eX, and prizes that can be won through our game.
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Posters will also focus on a QR code leading to our Telegram Pocket Dictionary.
Total cost of A2 posters:
S$1040
Retention Marketing
1. Giveaway Campaign
Mid-Campaign Giveaway
NTUC Vouchers
We will approach NTUC for the sponsorship of vouchers. These vouchers will be part of the monthly giveaway for the Top 5 players on each Regional Leaderboard.
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Each winner will get a $10 voucher.
Grand Giveaway
At the end of the 6-month campaign, we will end with a final giveaway to the Top 10 players of the game in the Overall Singapore Leaderboard.
1st Place
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AirPods Pro, IPad, $700 Capitaland Vouchers
2nd Place
IPad, $500 Capitaland Vouchers
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3rd Place
AirPods Pro, $300 Capitaland Vouchers
4th to 10th Place
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$50 Capitaland Vouchers each
Instagram Giveaways
During festive holidays such as Halloween or Christmas, we will hold impromptu giveaways on Instagram where lucky winners may stand a chance to win vouchers from lifestyle brands.
These were chosen because our survey revealed that 16-25 year olds spend the most on food and transport.
2. Referral Program
In-Game Rewards + Cash Vouchers
Our referral program will help ensure hype is built around Fin-eX for the first 2 months of its launch whilst also promoting more users to download and sign up, hence improving our reach to the target audience.
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For every friend referred to the game, each user is entitled to a in-game reward of $1000 in their e-Bank account. When they have referred 5 friends, they will be eligible to claim a $10 Capitaland voucher.
