Executive Summary
This proposal outlines a strategic marketing roadmap for Karr Company, designed to leverage a £50,000 annual budget for maximum impact. Our core objective is to launch the new Karr app, build significant brand awareness, and drive a steady stream of user acquisitions. We will achieve this through a phased, digital first strategy that combines targeted paid campaigns with high impact guerrilla marketing and community building. By starting with a "test and learn" approach, we will identify the most effective channels and reinvest the budget strategically to scale what works.
Background / Situation Analysis
Having previously partnered with Karr Company on branding and website development, we understand the innovative nature of your AI powered solution. The challenge now is to break through the noise in the fintech and automotive markets to reach your target audience: drivers who need a simple solution for managing fines and tolls. The market is competitive, but Karr's unique value proposition turning "risky yellows into purple" provides a strong foundation for a disruptive campaign.
Goals & Objectives
Goal: Build Brand Awareness and Authority.
Objective: Achieve 500k+ impressions across digital platforms within the first 6 months.
Goal: Drive User Acquisition & App Downloads.
Objective: Generate 10,000 new app downloads by the end of Q2.
Goal: Build Community & Engagement.
Objective: Grow social media followers by 20% each quarter and maintain an average engagement rate of 5%.
Our Goals in Action
New App Downloads
Total Impressions
Engagement Rate
Proposed Strategy
Our strategy is a "digital first, community driven" approach centred around a powerful core concept: turning "risky yellows into purple." We will begin with a foundational phase to test channels and build a solid presence. Once we identify the most effective tactics, we'll shift into a scaling phase, reinvesting the budget to double down on what drives the most user usage and conversions.
Tactics & Deliverables: The Year Long Roadmap
Q1: Foundation & Brand Buzz
(Months 1-3)
Focus: Build brand awareness and drive initial user acquisition by targeting key audiences with a concentrated "test and learn" approach.
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Social Media Management: 2 posts/week on Meta (Instagram/Facebook) & TikTok to build community around the app launch.
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Digital Marketing: Meta & TikTok campaigns (£4,000 ad spend) to test different ad creatives (problem/solution vs. app demo) and identify the highest converting audience segments.
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SEO & Content: We will perform a full SEO audit of the Karr website and implement on-page and technical SEO improvements. This includes a blogging strategy for relevant content creation, link building to enhance authority, and building reviews on Google and Trustpilot to boost visibility. This work is a core part of our retainer.
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🎟️
Guerrilla Marketing: We'll launch the "Risky Yellows" campaign. This will involve placing thousands of fake parking tickets on cars in London's high footfall areas. Instead of being the usual yellow, they will be purple with the header "Parking Charge Solution" and a QR code inside that takes them directly to the app download page. Additionally, we will deploy a pop up mascot in key locations. This **inflatable mascot** will be accompanied by staff members who will engage with the public, explaining the Karr app and generating intrigue.
Quarterly Ad Spend: £4,000
Q2: Digital Acceleration & Growth
(Months 4-6)
Focus: Scale the most successful campaigns from Q1 and build on the "buzz" with new digital content.
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Digital Marketing: Increase Meta & TikTok ad spend (£10,000 ad spend) towards highest converting audiences identified in Q1.
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Digital OOH: Targeted placements on London buses and digital billboards in high footfall areas (£4,000 ad spend) to increase brand visibility.
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Content: We will launch the "Karra" animated mascot videos. The animation will show Karra driving down London streets with a purple streak behind her, transforming all the yellow parking tickets and fines into purple Karr tickets. Other videos will show Karra acting as a companion, driving alongside people to represent the ease and security the app provides. This creative concept will be a core part of all our digital campaigns.
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🎯
Goal: Achieve 10,000 new app downloads by the end of this quarter.
Quarterly Ad Spend: £10,000
Q3: Mass Awareness & Influencer Push
(Months 7-9)
Focus: Broaden our reach with targeted influencer partnerships and media placements to a wider audience.
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🤳
Influencer Marketing: We'll partner with driving and lifestyle influencers like Natalie B and others. Our approach will be to create authentic, relatable content, such as paying influencers who drive to create content around how Karr has made their life easier.
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Media Advertising: We'll test radio and podcast ads to capture a new audience segment (£8,000 ad spend) and promote brand recall.
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Content: We'll produce fun, educational skits for social media, featuring a "parking ticket instructor" persona who educates people on the benefits of Karr in a humorous way.
Quarterly Ad Spend: £8,000
Q4: Scaling & Strategic Reinvestment
(Months 10-12)
Focus: Optimise and scale top performing channels, while building a strategy for long term growth.
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♻️
Digital Retargeting: We will launch advanced retargeting campaigns to re-engage users who have visited the website or used the purple tickets but haven't yet downloaded or activated the app (£8,000 ad spend).
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User Generated Content (UGC): We'll create campaigns to encourage users to share their success stories with Karr to build authentic social proof and trust.
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Quarterly Review: We will conduct a full performance review to determine the most effective channels for future investment, providing you with clear data on ROI for each initiative.
Quarterly Ad Spend: £8,000
Budget & Pricing
Our proposal is designed to operate within your initial £50,000 annual budget, breaking it down transparently between our retainer and ad spend.
This retainer covers our time for social media management, content creation, campaign management, reporting, and strategic consultation.
This is the budget allocated for paid campaigns across digital channels. We will provide a full monthly breakdown in our reporting.
This is the live budget tracker for the entire year based on the planned roadmap.
Monthly Ad Spend Breakdown
| Month | Digital Ads | OOH |
Total Ad Spend
|
|---|---|---|---|
| Month 1 | £1,333 | £1,333 | |
| Month 2 | £1,333 | £1,333 | |
| Month 3 | £1,334 | £1,334 | |
| Month 4 | £2,000 | £1,333 | £3,333 |
| Month 5 | £2,000 | £1,333 | £3,333 |
| Month 6 | £2,000 | £1,334 | £3,334 |
| Month 7 | £2,667 | £2,667 | |
| Month 8 | £2,667 | £2,667 | |
| Month 9 | £2,666 | £2,666 | |
| Month 10 | £2,667 | £2,667 | |
| Month 11 | £2,667 | £2,667 | |
| Month 12 | £2,666 | £2,666 | |
| Total | £26,000 | £4,000 | £30,000 |
Expected Results & KPIs
We will provide a monthly performance report, tracking the following key metrics to ensure we are meeting our objectives and delivering a strong return on investment (ROI):
Brand Reach: Impressions, social media reach, and follower growth.
Engagement: Likes, comments, shares, and clicks on content.
Conversions: App signups, downloads, and in app activations.
Cost Effectiveness: Cost per install (CPI) and Cost per Acquisition (CPA).
Email Marketing: We will build automated workflows and funnels for email marketing, tracking key metrics like open rates and click-through rates (CTR) to nurture leads and convert users.
Why Bamboo Media Group?
You already know us. We are the creative minds behind your brand identity and website. This existing relationship gives us a deep understanding of your mission and vision, allowing us to hit the ground running without a lengthy discovery phase. We have a proven track record of helping startups launch and scale, and our nimble, creative approach is perfectly suited to maximise your budget.
We don't just execute campaigns; we become an extension of your team, providing the strategic guidance and creative horsepower needed to succeed.
Terms & Next Steps
This proposal is a flexible framework. Our engagement can be formalised with a standard 12 month contract, with a full performance review at the end of each quarter. We are confident in our ability to drive results and are committed to your success.
Your next steps are simple:
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Review this proposal and the outlined roadmap.
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Schedule a kickoff call with our team to finalise the plan.
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Let's get started on making Karr a household name!
Future Investment Opportunities
This initial £50,000 budget is designed for high impact, targeted growth. Should your funding increase, we can unlock a new level of mass awareness. Here is a rough estimate of what a larger budget could achieve.
TV & Radio Advertising: Launch compelling TV and radio campaigns to reach millions of potential users in London and across the UK, building instant brand recognition and trust.
Rough Budget: £40,000-£60,000+
Large Format Billboards: Secure premium advertising space on iconic billboards and bus T side displays in high traffic London locations to create unmissable brand presence.
Rough Budget: £20,000-£40,000+
Larger Influencer Outreach: Engage with high profile influencers and celebrities with millions of followers, exponentially increasing brand reach and credibility.
Rough Budget: £15,000-£25,000+
Ready to Launch
We're excited to partner with you to make Karr a household name.