AY 2024/25 Semester 1
IS3150 Digital Marketing

Project Event Buddy 

LIM ZHONGZHI
A0216891X
QUEK XIANG
A0238342H
WANG JIAN ANN HOWARD
A0234778N
YOW WENG ONN WAYNE
A0234777R





1. Introduction	4
2. Elevator Pitch	4
3. Business Model Canvas	4
4. 4Ps (Product, Price, Place, Promotion)	6
4.1 Product	6
4.2 Price	6
4.3 Place	6
4.4 Promotion	6
5. Message Map	7
5.1 Target Audience	7
5.2 Minto Pyramid Principle	8
5.3 Key Performance Indexes (KPIs)	9
6. Search Engine Optimisation Audit	11
6.1 Relevance	11
6.1.1 Search Results	11
6.1.2 On Page Elements	13
6.1.4 Content	15
6.2 Quality	15
6.2.1 PageRank	15
6.3 Usability	17
6.3.1 PageSpeed	17
6.3.3 Mobile Responsiveness	17
7. Content Marketing	18
7.1 Strategy & Plan	18
7.1.1 Content Pillars	18
7.2 Editorial Calendar	24
8. Search Engine Marketing (SEM)	27
9. Social Media Marketing	28
10. Marketing Campaign	29
10.1 Budget Allocation	29
10.2 Marketing Campaign Phase 1	31
10.2.1 Google SEM Results and Analysis	31
10.2.2 Meta Awareness Ads Results and Analysis	32
10.2.3 Phase 1 Analysis and Insights	34
10.3 Marketing Campaign Phase 2	35
10.3.1 Phase 2 Campaign Execution	35
10.3.2 Meta Leads Ads Results and Analysis	37
10.3.3 Google Display Ads Results and Analysis	39
10.4 Key Insights and Recommendations	40
11. Campaign Results & Analysis	40
11.1 Results	41
11.2 Phase 1 Analysis	41
11.3 Phase 1 Conclusion	41

1. Introduction
Name of Business: EventBuddy 
Digital Presence: 
Instagram: https://www.instagram.com/event_buddy_singapore
Facebook: https://www.facebook.com/eventbuddysg/
Linkedin: https://sg.linkedin.com/company/event-buddysg
TikTok: https://www.tiktok.com/@eventbuddysg
Product: Event organisation service
2. Elevator Pitch
EventBuddy is Singapore's premier event organisation expert, dedicated to crafting unforgettable corporate and social events. Focused on seamless planning, innovative concepts, and flawless execution, EventBuddy creates tailor-made experiences that ensure every event is a standout success from start to finish.
3. Business Model Canvas
Key Partners
Venue Providers
Caterers and Food Vendors
Entertainment Providers


Key Activities
Event planning, coordination and execution
Resource deployment and logistics management


Value Propositions
Simplified event organisation process
Integrated vendor services
Customisation and personalisation of event services
Seamless execution
Innovative and dependable




Customer Relationships
Ongoing customer support throughout event organisation process
Personalised event suggestions
Client feedback
Customer Segments
Corporate clients
Community (social) clients
Key Resources
Event planners
Talent (e.g. event MC, performers, DJ) 
Venues (e.g. event halls)
Transportation (e.g. shipping equipment to and from venues)
Physical Assets (e.g. tents, equipment, special effect machines) 
Channels
Website
Social Media (Facebook, Instagram, TikTok, Linkedin)
Direct consultation via Email/WhatsApp
Networking events
Referrals through word-of-mouth
Cost Structure
Event resources maintenance cost
Manpower expenses
Marketing expenses
Operational costs
Technology investments
Revenue Structure
Event planning & execution fees
Consultation fees 
Vendor commissions


4. 4Ps
4.1 Product
EventBuddy is a trusted event organiser offering a comprehensive range of services tailored to diverse client needs. From corporate dinners to team-building activities, EventBuddy specialises in creating memorable and customised events. With expertise in both physical and virtual events, EventBuddy ensures seamless execution and exceptional results.
4.2 Price
Event pricing at EventBuddy is transparent and tailored to the specific requirements of each project. Factors such as the scale of the event, manpower, logistics, and materials are carefully considered to provide a fair and competitive pricing structure.
4.3 Place
EventBuddy offers potential clients multiple channels for establishing contact. Firstly, they can provide their contact details via the ‘Contact Us’ form on the EventBuddy’s official website (https://eventbuddy.com.sg/). Secondly, they can initiate a conversation with EventBuddy by clicking the “How can I help you?” WhatsApp button to inquire about the types of events offered. Finally, sales enquiries can be directed to EventBuddy at <PRESIDIO_ANONYMIZED_EMAIL_ADDRESS> via email.
4.4 Promotion
EventBuddy promotes its event services, past events, and client success stories on its official website. Additionally, organic social media marketing is utilised across platforms such as Instagram, Facebook, LinkedIn, and TikTok to enhance visibility and engagement. 

5. Message Map
5.1 Target Audience
EventBuddy's target audience consists of corporate clients looking to host impactful, memorable events to foster team building and improve employee engagement. 
Location: Singapore
Age: 28 - 65+
Gender: Male and Female
Sector: Corporate clients from industries that emphasise team-building activities and employee engagement.
Characteristics: The initial audience is looking for professional and high-quality event management services to organise events such as corporate dinners, team-building workshops, and festivals. While this audience may not be fully aware of EventBuddy’s comprehensive services, they seek dependable, stress-free event solutions that can deliver exceptional results.
Motivation: This audience is motivated by the need to strengthen team dynamics, improve employee morale, and organise seamless corporate events. They value smooth, reliable event execution that aligns with their business goals.

5.2 Minto Pyramid Principle
Key Message
Transform Your Vision into Reality with EventBuddy – Your Dependable Partner in Crafting Memorable Corporate Experiences.
Supporting Arguments
Unforgettable Corporate Experiences
Stress-Free and Customizable Event Solutions
Result-Oriented Outcomes
Validation Points
Proven success in creating engaging, memorable experiences for diverse corporate clients in Singapore, such as Google, Tesla and Visa. 
Demonstrated excellence in creating immersive event environments featuring cutting-edge technology and innovative themes.
Professional event production capabilities that ensure seamless execution and superior quality.
Comprehensive project management framework that handles all aspects from planning to execution
Flexible planning options including customizable packages for carnival games, fringe activities, and food stations
Dedicated vendor management system ensuring quality control and timely delivery
Achieved measurable results in employee engagement and corporate satisfaction post-event. 
Client testimonials and case studies demonstrate how our events lead to improved corporate culture and team cohesion.
Strategic alignment of event activities with organisational goals, delivering both enjoyment and measurable business impact


5.3 Key Performance Indexes (KPIs)
Funnel
Rationale
Target
Awareness
Google Ads
Measure volume, visibility, and success of targeted keywords.
Impressions: 1,000 
CTR: 5% 
Conversion rate: 1% 
LinkedIn Ads
Engage corporate clients and decision-makers on LinkedIn with sponsored content.
Impressions: 1,500 
CTR: 4% 
Conversion rate: 2% 
Reach
Track visibility of EventBuddy's social media platforms.
Impressions: 500 (Facebook) 
Organic Traffic: 200
Engagement
Facebook Post Visits
Track interactions of visitors across EventBuddy's social media.
Page visitors: 400 
New followers: 100 
Post engagement: 200
LinkedIn Engagement
Measure post likes, shares, comments, and follows on LinkedIn.
Post engagement: 150 
Follows: 50
Traffic Acquisition
Organic Search
Track website ranking improvements through SEO.
Improve PageRank by 2 points
Direct Traffic
Measure brand awareness through direct website visits.
Direct visitors: 100
Paid Search
Track the success of paid SEM efforts (Google Ads, LinkedIn).
Paid traffic: 400 visitors
Social Media
Measure the success of social marketing strategies across platforms.
Social traffic: 300 visitors
Consideration
Top Funnel Metrics
Track demographics, sessions, and bounce rates for users showing interest.
Sessions: 200 
Bounce rate: < 50%
Conversion
Sales Conversion
Track how many leads convert into actual bookings for EventBuddy services.
Conversion rate: 3% 
Event bookings: 3 per month

6. Search Engine Optimisation Audit
6.1 Relevance
6.1.1 Search Results


EventBuddy's website ranks at the top of Google's search results when searching for the company's name.



However, when searching for "event management company," EventBuddy's website does not appear among the top results. We can address this by optimising the website’s content with relevant keywords, such as using more long-tail phrases like “corporate event planning Singapore,” “interactive arcade games,” and “team building event rentals.” Additionally, these keywords should be better integrated into the headings, subheadings, and body content for each page to improve SEO and boost visibility for broader search terms.
6.1.2 On Page Elements

The meta tags report for the EventBuddy website reveals several areas for improvement in SEO optimization. Currently, the meta title exceeds the recommended length of 60 characters, with 91 characters, which could negatively affect how the site appears in search results. Additionally, the meta description, which is crucial for summarising the website’s content to users and search engines, is missing. Similarly, no meta keywords are provided, which could be leveraged to improve search relevance. Addressing these gaps by shortening the meta title, adding a meta description, and incorporating meta keywords would help enhance the website’s search engine performance and visibility.
6.1.3 Schema Markup not Present


A sitemap analysis is provided for using Rich Result Test provided for in Google, which analyses the search results for sitemap validation. 

Providing search engines with a clear sitemap of your site's structure, facilitate more efficient crawling and faster indexing of EventBuddy’s content. Sitemaps help search engines understand a site's hierarchy, highlight important pages, and manage dynamic content effectively. It is also especially useful for overcoming poor internal linking and ensuring that isolated pages are discovered. 

Additionally, sitemaps can include valuable metadata about page updates, change frequency, and relative importance. They're instrumental in managing mobile and multimedia content, as well as supporting international SEO efforts for multilingual or multi-regional sites. A well-implemented sitemap contributes significantly to improving your website's visibility in search results, making it an essential tool in any comprehensive SEO strategy. One recommendation would be adding schema markup for key information, such as event details, would help EventBuddy capture more attention in search results and potentially drive more traffic to the site.
6.1.4 Content
(e.g. images not crawlable by search engine)
6.2 Quality
Findings
Solutions
6.2.1 PageRank
The domain analysis from the checkpagerank website for eventbuddy.com.sg highlights several key metrics for the website's current performance and SEO standings. The Google PageRank is 1/10, and the Cost Per Result (cPR) is 0.9/10, indicating weak visibility and ranking potential on search engines.


Figure: checkpagerank Analysis

Google PageRank score is calculated based on the quality as well as the quantity of links being pointed to the page and thus the given score for EventBuddy’s website falls below average.

Domain Authority stands at 8 and Page Authority at 9, suggesting that the website has limited influence and credibility in its niche. The site has 3 external backlinks and 2 referring domains, indicating a need for building stronger, quality backlinks from trusted domains.

The cPR is below average and this means that the website user
interface and technical specifications are poor resulting in poor
contribution to the search engine optimization.
To improve overall ranking and trust metrics, strategies like obtaining quality backlinks, especially from trusted domains, and improving on-page SEO elements should be prioritised.

We can consider adding some backlinks to the webpage. This can be done through various methods:
Build the relevant backlinks from relevant high authority domains
Buying backlinks from well known websites offering such services
Collaborating with relevant websites or companies (e.g. services required during event organisation, event blogs) in the same sector to exchange backlinks to help increase the overall webpage score.

 




6.2.2 Whitelist/ Blacklist
The Sucuri website security scan for eventbuddy.com.sg shows a generally positive security status. No malware was detected, and the website is not blacklisted by any of the 9 security services checked, such as Google Safe Browsing, McAfee, and Opera.



However, both website monitoring and a website firewall are not detected, leaving room for enhanced protection measures to be implemented.
Overall, while the site is not currently compromised, installing more robust monitoring and firewall protection could further safeguard the website from potential vulnerabilities.

6.3 Usability
Findings
Solutions
6.3.1 PageSpeed


Figure: PageSpeed Overview for desktop


.

 




6.3.3 Mobile Responsiveness
Responsive on mobile. But load times can be improved by compressing images. There are also WordPress plugins available to optimise for such images, or a CDN can be used for faster image load speeds. 





7. Content Marketing
7.1 Strategy & Plan
EventBuddy has an in-house marketing team focused on the creation, planning, and curation of content for its social media channels. Beyond social media, the team is also responsible for managing ad copy, website content, and various marketing materials. Our analysis has helped us identify and categorise the content pillars that EventBuddy currently employs.

Fig xx. Social Media Platforms
7.1.1 Content Pillars
Content Pillar
Description
Showcase of Past Events
Highlights EventBuddy’s successful past events, including corporate functions, workshops, and community gatherings.
Festival Posts
Celebrates various cultural and national festivities, such as Chinese New Year, Hari Raya Puasa, and other significant occasions. 

Fig xx. Current Content Pillar
To increase EventBuddy's visibility, engagement, and credibility among larger corporate clients, we decided to employ a two-pronged approach by effectively utilising LinkedIn and Facebook.
We decided to prioritise Linkedin as our key platform to reach larger corporate clients and aim to showcase EventBuddy as a leading event management solution as LinkedIn’s user base consists primarily of professionals, decision makers and corporate executives. Linkedin’s networking capabilities allow us to directly engage with professionals in event planning. HR, or employee wellbeing sectors who often handle corporate events.
We planned to focus on in-depth Linkedin content, focusing on industry trends, event space related insights, case studies, and success stories with past clients. Our intention is to build credibility, showcase expertise, and position EventBuddy as a thought leader in the event management space. Through targeted ads and sponsored content, we can leverage LinkedIn's ad platform to target specific job titles, industries, and companies, ensuring that EventBuddy’s content reaches the most relevant audience for B2B conversions. These are the targeted content pillars that we will be doing to further improve the awareness.
Content Pillar
Description
Unforgettable Corporate Experiences
Content focused on showcasing past events and success stories. This could include case studies, client testimonials, and event highlight videos.
Stress-Free Event Management
Content demonstrating the ease of working with EventBuddy, from planning to execution. Blogs, infographics, and behind-the-scenes content can showcase the process and professionalism. 
Enhanced Employee Engagement
Content that highlights the impact of corporate events on team dynamics. This can include thought leadership articles about the importance of employee engagement, team bonding tips, and event trends.

Fig xx. Updated Content Pillar
On the other hand, we identified Facebook as being crucial to expanding reach and visibility. Facebook offers access to a wide range of demographics, including professionals and mid-level managers who are involved in decision making for smaller corporate or social events.

Fig xx: EventBuddy’s Facebook page
After analysing EventBuddy’s Facebook page, we discovered that EventBuddy has a substantial following and community in areas of events and event-planning. These groups provide a space for EventBuddy to share insights, respond to queries, and post event management tips or news, fostering a sense of community. Facebook’s extensive ad platform also enables highly targeted advertising based on interests, location, and behavior, which can support brand awareness campaigns aimed at professionals who may not be reachable through LinkedIn’s network.
Other than the unified front across LinkedIn and Facebook, we will continue to maintain an active presence on other social media channels such as Instagram and TikTok to gain more social media traction for EventBuddy. This is in effort to maintain consistency in publishing content across platforms which was lacking substantially initially. 
7.1.2 Timeline
In Week 1, the team focused on educating the audience about the value of corporate events, particularly in improving employee engagement and strengthening team dynamics, which are crucial in a corporate setting. As an established company, EventBuddy has been delivering tailored corporate event solutions in Singapore for some time. The goal is to enhance their digital marketing efforts, positioning them as a trusted industry leader through informative content that demonstrates their expertise and long-standing reliability in the corporate event space.
Besides social media efforts, we launched a dedicated blog on Eventbuddy’s website to serve as a central hub for insights and industry-specific content. The blog's purpose is to establish EventBuddy as a thought leader in corporate events, providing valuable insights to our target audience on topics like employee engagement, team dynamics, and the benefits of well-structured corporate events. By regularly posting relevant content, we aim todevelop a trusted content library that attracts ongoing engagement and converts readers into clients as they recognize EventBuddy’s industry expertise in the long term.
Content
Goal
EB Website Blog Post & Linkedin Post: "How Corporate Events Strengthen Team Dynamics in Singapore"
Establishes credibility by educating readers on the benefits of corporate events, particularly team bonding. This sets a foundation for EventBuddy’s core value proposition.
EB Website Infographic & Linkedin Post: "5 Key Benefits of Corporate Events for Employee Engagement"
Simplifies and visualises key blog points, making the information more shareable and digestible, enhancing engagement.
Google Ad Campaign Content: "Boost Your Corporate Engagement with EventBuddy" 
Draw audiences’ attention to drive traffic through ads, ensuring message consistency while generating leads.

Fig xx. Content for Week 1
In Week 2, our goal is to build trust by showcasing real-world success stories that demonstrate how EventBuddy, backed by years of experience, delivers reliable and impactful event management solutions. By highlighting authentic client experiences through detailed case studies and engaging testimonial videos, EventBuddy enhances its credibility and fosters emotional connections with potential clients. Leveraging social proof further reinforces the company’s expertise, making our success stories even more tangible and relatable.
Content
Goal
EB Case Study Blog Post & Linkedin: "How EventBuddy Made TMF Group’s The Oscars – Dinner and Dance 2024 Shine"
Initial Format: “How EventBuddy Transformed Company X's Annual Team-Building Event”
Provides tangible proof of EventBuddy's ability to successfully manage events for a real-life client, boosting credibility.
Instagram & TikTok Testimonial Video: "Client Testimonial: Stress-Free Event Planning with EventBuddy"
Features an authentic client testimonial, enhancing emotional engagement and trust through video content.

Fig xx. Content for Week 2
In Week 3, we will focus on strengthening the company’s expertise while humanising the brand through engaging content across various platforms. We will create blog posts that dive deeper into our team’s passion and dedication, sharing behind-the-scenes insights and showcasing the individuals who make EventBuddy thrive. Additionally, we will develop social media posts that highlight our team’s stories, values, and the collaborative spirit that drives our success. This approach not only emphasises our professional capabilities but also fosters deeper connections with our audience, making our brand more relatable and approachable.
Content
Goal
EB Website Blog Post & LinkedIn Post: "The Importance of Stress-Free Event Planning for Corporate Success"
Highlights the value of outsourcing event planning to professionals, positioning EventBuddy as an expert in delivering stress-free events.
Instagram & TikTok Showcase Video: "EventBuddy's Carnival Event Planning in Action!"
Captivate and engage a wider audience by providing a dynamic, behind-the-scenes look at EventBuddy's expertise in organizing vibrant corporate events and provide clients into insights of operations

Fig xx. Content for Week 3
In the final week, our aim is to position EventBuddy as a thought leader in the event management industry. We will publish insightful blog posts and articles that share industry trends, best practices, and innovative solutions, demonstrating our expertise and forward-thinking approach.
Content
Goal
EB Website Thought Leadership Article & LinkedIn: "Why Corporate Events Matter in a Post-Pandemic World"
Explores industry trends in a post-pandemic world, establishing EventBuddy as an expert in event management innovation. Topics could include trends in corporate events, the importance of employee engagement, and the future of event planning post-pandemic, such as the expansion into virtual events market

Fig xx. Content for Week 4
Alongside publishing fresh content, the team will focus on ensuring the content is optimised to meet SEO standards, increasing its visibility and making it more accessible to the public. These are the focus areas that we are aiming for:
Strategy
Examples
Purpose
Target Keywords
Primary Keywords: “corporate events singapore”, “team bonding activities”, “stress-free event planning”

Secondary Keywords: "employee engagement events", "corporate event management Singapore", "corporate event organisers singapore", “team activities planner”, “carnival games”
Capture highly specific, intent-driven traffic from users searching for event services.
SEO-Optimised Content
Blog posts, articles
Attract organic traffic from companies searching for event services by ensuring content ranks well.
Use Geo-Specific Keywords
Focus on terms like "Singapore" and local terms
Target companies in Singapore by optimising content with location-based keywords for better visibility.

Fig xx. SEO Strategies

7.2 Editorial Calendar
Following the above strategy to be designed on the timeline below.


Content Timeline


Oct 2024
Monday
Tuesday
Wednesday
Thursday
Friday
Saturday
Sunday
1
2
3
4
5
6
7


Own & Social Media [EventBuddy Website Blog, Linkedin]:
"How Corporate Events Strengthen Team Dynamics in Singapore"


Own & Social Media [EventBuddy Website Blog, Linkedin]: 
"5 Key Benefits of Corporate Events for Employee Engagement"
Social Media Campaigns using Google Ads:
"Boost Your Corporate Engagement with EventBuddy"
Day off 
Day off 
8
9
10
11
12
13
14


Own & Social Media [EventBuddy Website Blog, Linkedin]:
"How EventBuddy Made TMF Group’s The Oscars – Dinner and Dance 2024 Shine”


Social Media [TikTok & Instagram]:
"Client Testimonial: Stress-Free Event Planning with EventBuddy"


Day off 
Day off 
15
16
17
18
19
20
21


Own & Social Media [EventBuddy Website Blog, Linkedin]:
"The Importance of Stress-Free Event Planning for Corporate Success"


Social Media [TikTok & Instagram]:

"EventBuddy's Carnival Event Planning in Action!"


Day off 
Day off 
22
23
24
25
26
27
28


Own & Social Media [EventBuddy Website Blog, Linkedin]:
"Why Corporate Events Matter in a Post-Pandemic World"






Day off 
Day off 
29
30
31























Fig xx. Editorial Calendar Plan

8. Search Engine Marketing (SEM)
Our Search Engine Marketing (SEM) campaign kicked off with careful keyword planning using Google’s Keyword Planner. Our team identified and targeted high-intent, long-tail keywords with moderate to high search volumes and low competition. This strategy was aimed at capturing users actively searching for corporate event planning services in Singapore.
Some of the keywords our team selected the keywords that have some search volume with low or zero competition:
Event management services
Corporate event organizer Singapore
Corporate team building
Company event planning
These keywords were selected to improve our rankings in Search Engine Results Pages (SERPs), enhance EventBuddy’s visibility, effectively reach our target audience, and ultimately increase traffic and lead potential.

Figure X: Google Keyword Planner
With long tail keywords, the Google Ads campaigns will achieve higher rankings in the SERP and
improve visibility to effectively reach the target audience and drive traffic. This gives a higher chance
of conversions and is an effective way to grow the business.


9. Social Media Marketing
The primary platforms for EventBuddy’s marketing are LinkedIn and Facebook. LinkedIn allows us to connect with corporate decision-makers, HR professionals, and event planners, making it ideal for B2B outreach. Through informative posts and industry insights, we establish EventBuddy as a trusted partner in corporate event management, building brand credibility and driving conversions among professionals actively seeking event solutions.
Facebook complements our LinkedIn efforts by targeting a broader audience, reaching both B2B and B2C customers. Its diverse demographics enable us to connect with individuals in related industries and foster brand awareness. By sharing engaging, shareable content, we spark discussions and attract new users, increasing the likelihood of reaching interested companies and driving conversions. Together, LinkedIn and Facebook strengthen EventBuddy’s brand presence, broadening our reach and enhancing engagement with our target audiences.

Our ad copy was tailored to EventBuddy’s unique value proposition:
Ad Text: "Host your next corporate event with EventBuddy, trusted by companies across Singapore. Whether you're planning a team-building retreat or a full-scale corporate carnival, we provide innovative and engaging event solutions tailored for Singapore businesses. Let's make your next event a success!"
The ad included a “Learn More” button to drive website engagement and encourage users to explore EventBuddy’s offerings further.

(Figure X: Facebook Ad Preview)
The objective for social media marketing was to raise awareness of EventBuddy’s services and drive website engagement. By creating short, engaging content, Facebook users were encouraged to explore more about EventBuddy, potentially sharing content to extend reach and conversions.

10. Marketing Campaign
10.1 Budget Allocation
Campaign Planning and Setup
Our campaign planning began on October 1, prioritising infrastructure setup, keyword research, and content preparation. We experienced a brief delay while awaiting EventBuddy's final approval for ad posting and verification of the payment method, which pushed back our timeline slightly. This delay, however, ensured that we had all elements in place for a seamless campaign launch.
Phase 1 Budget Allocation
In Phase 1, our budget was divided to balance lead generation and brand awareness. The total budget for this phase was $75, allocated as follows:
Google SEM (Search Engine Marketing): $32, focused on high-intent keywords aimed at capturing leads from users actively searching for corporate event planning services.
Meta Awareness Ads (Facebook and Instagram): $40, directed toward building brand awareness among corporate professionals in Singapore.
This allocation allowed us to target leads through SEM while expanding our brand's reach on social media, creating a multi-channel approach to support our campaign objectives.
Phase 2 Budget Allocation
For Phase 2, which began on November 2 and will run until November 12, we increased the budget to maximise reach and conversion among warmer leads. The total budget for Phase 2 is $205, distributed as follows:
Google Display Ads: $85 ($8.50 per day) to increase brand recall through the Google Display Network, re-engaging users who previously interacted with EventBuddy.
Meta Leads Ads: $120 ($10 per day), aimed at capturing lead information directly within the Meta platform for a smoother conversion experience.
This strategic allocation in Phase 2 reflects our shift toward retargeting and lead generation by focusing on an audience already familiar with EventBuddy, optimising both reach and engagement.


Budget
Phase 1 SEM ($2 x 14 days)
$32
Phase 1 Meta Ads ($3 x 14 days)
$40
Phase 2 Display Marketing ($8.50 x 10 days)
$85
Phase 2 Meta Ads ($10 x 10 days)
$120
Total
$277

Figure XX: Budget Allocation

Figure XX: Campaign Timeline

Figure XX: Google Ads Keywords and Estimated Costs for EventBuddy’s SEM Campaign
10.2 Marketing Campaign Phase 1
Two types of marketing campaigns, SEM (see Section 8) and Social Media Marketing (see Section 9), were executed in Phase 1.
10.2.1 Google SEM Results and Analysis 
Campaign Metrics:
SEM (Google Ads): 15th October - 1st November
Social Media (Facebook/Instagram): 15th October - 1st November
Location: Singapore
Demographics: Ages 18-65
Campaign Goal: Drive traffic and generate leads
Platforms:
Google Ads (SEM)
Using Google’s Keyword Planner, the team targeted keywords such as “event management services,” “corporate event,” and “team activities.” The ads aimed to reach users actively searching for event-related services. Key metrics achieved included:
Metric
Clicks
Impressions
CTR
Average CPC
Total Cost
Value
121
833
14.53%
$0.20
$23.97


Figure X: Google Ads Campaign Performance Chart

Figure X: Keyword Performance Table

Figure X: Key Events table showing WhatsApp clicks and contact form submissions
Insights: The keyword “event management services” generated the highest engagement, but form completions were unexpectedly low. A prominent trend was user preference for real-time interactions, as indicated by the higher rate of WhatsApp clicks. This suggests that users searching for these services may prioritise immediate, direct communication over filling out a form.
10.2.2 Meta Awareness Ads Results and Analysis 
Objective: Build awareness of EventBuddy’s services among corporate professionals in Singapore.
Target Demographic: A broad demographic range (ages 18-65), with a notable engagement spike among older audiences (55-64 and 65+).

Metric
Clicks
Reach
Impressions
CTR
Average CPC
Total Cost
Value
126
3,546
6,715
2.64%
$0.32
$40.32


Figure X: Meta Pivot Table of Phase 1 Performance
Placement and Demographic Insights:
Top-performing Platform: Facebook had the highest reach, with 3,470 users, while Instagram contributed additional reach.
Age Group Performance: The 55-64 and 65+ demographics showed the best engagement, with the lowest cost per result ($0.27-$0.39 per link click).
Gender Distribution: Engagement was almost evenly split between men (51%) and women (47%), indicating a broad appeal.

Figure X: Meta Phase 1 Placement per Platform


Figure X: Meta Phase 1 Age and Gender Distribution


The older age groups (55-64 and 65+) showed the highest engagement at the lowest cost per result. However, we noted that this demographic was less likely to convert, which informed our strategy for Phase 2.
10.2.3 Phase 1 Analysis and Insights
The objective of Phase 1 was to generate initial data on audience engagement. Our SEM campaign achieved strong click-through rates, but lead generation was hindered by lower conversions on the contact form. Conversely, WhatsApp clicks were prominent, suggesting that users may prefer immediate communication over form submissions.
On Meta, older demographics engaged well with our brand but showed limited conversion potential. These insights led us to adjust our Phase 2 strategy towards retargeting previous engagers across all age groups, focusing on users who had shown interest in EventBuddy.

10.3 Marketing Campaign Phase 2
For Phase 2, running from November 2 to November 12, our objective was to capture warm leads by retargeting users who engaged with EventBuddy’s page within the past 365 days. We utilised Google Display Ads and Meta Leads Ads to maximise reach and conversions from an audience already familiar with our brand.
Instead of focusing only on the older demographic, the team opted to retarget all users who previously engaged with the EventBuddy page over the past year. This approach was chosen for the following reasons:
Limited Conversion Potential of Older Demographics: Although the 55-65+ age group demonstrated high engagement in Phase 1, they were less likely to convert. Targeting only this group could limit the campaign’s effectiveness.
Enhanced Retargeting Potential: By creating a custom audience of users who engaged with the page, we reached people who already expressed interest in EventBuddy, regardless of their age. This increases the likelihood of conversions by focusing on an audience familiar with the brand.
Wider Conversion Opportunities: This audience setting allowed us to reach engaged users across all age groups, potentially capturing more leads by avoiding the limitations of strict demographic targeting.
Objectives and Budget:
Objective: Generate leads directly through Meta’s Messenger Lead Forms, which streamline the lead capture process.
Daily Budget: $10 for Meta Leads Ads (total $120) and $8.50 for Google Display Ads (total $85).
Strategy Insights: This retargeting approach was informed by Phase 1 insights, where we observed strong engagement from older demographics, though they were less likely to convert. Targeting all age groups who interacted with EventBuddy in the past year allows us to reach a wider range of conversion-ready leads, optimising our campaign’s effectiveness.
10.3.1 Phase 2 Campaign Execution
Google Display Ads: Aimed to increase brand recall across Google’s Display Network.
Meta Leads Ads:
Setup: Utilised Messenger Lead Forms to simplify lead submission within Facebook.
Ad Preview Locations:
Facebook Feed: Users viewed the ad with a “Book Now” button, linking to the Messenger Lead Form.
Messenger Lead Form: Streamlined lead capture directly within the Messenger interface.

(Figure X: Phase 2 Facebook Feed Ad)

Figure X: Phase 2 Messenger and Form Preview
10.3.2 Meta Leads Ads Results and Analysis
Metric
Clicks
Reach
Impressions
Leads
Average CPL
Total Cost
Value
120
2,048
3,696
4
$27.99
$111.96

Platform Insights:
Top-Performing Placement: The Facebook Feed was the highest-performing placement, generating consistent reach and engagement.
Secondary Placements: The in-stream video and Facebook Reels placements contributed additional impressions, though with lower engagement rates.
Time-Based Engagement Insights (Figure 10.3.1):
Peak Engagement Times: Highest engagement occurred between 11:00 AM - 12:00 PM, with a CTR of 6.83% and CPC of $0.63, indicating optimal times for user activity. This data can be used to schedule future ads during peak times for improved effectiveness.
Age Demographic Insights (Figure 10.3.3):
Strongest Engagement: Users aged 45-54 and 55-64 were the most responsive, with CPCs of $1.25 and $1.60, respectively. This reflects a continued trend from Phase 1, with older demographics showing high engagement. However, despite engagement, younger demographics (25-34) presented more cost-effective engagement and potential long-term value.
Lead Quality:
Potential High-Value Lead: Of the four leads generated, one included a business email, indicating a stronger level of interest. This suggests the Messenger Lead Form's effectiveness in capturing serious inquiries and highlights the value of retargeting users familiar with EventBuddy.

Figures for Reference:











Figure 10.3.1: Meta Leads Ad Time Report (showing peak engagement times)
Figure 10.3.2: Meta Leads Ad Platform Report (showing top-performing platforms)

Figure 10.3.3: Meta Leads Ad Age Demographics (showing engagement by age)
10.3.3 Google Display Ads Results and Analysis

Between October 30 and November 12, we conducted a Google Display Ads campaign to enhance brand awareness and engagement for EventBuddy. The campaign utilised both Responsive Display Ads and HTML5 ads to reach a wide audience across Google's Display Network.

Campaign Performance:

The campaign achieved a total of 94 clicks and amassed 119,901 impressions, resulting in an overall Click-Through Rate (CTR) of 0.08%. The average Cost-Per-Click (CPC) was SGD 0.97, leading to a total expenditure of SGD 90.75. Additionally, the ads generated 110,731 viewable impressions, indicating effective reach within the target audience.

Figure 10.3.4: Overall Campaign Performance

Ad Formats and Their Performance:

Responsive Display Ad:

The Responsive Display Ad automatically adjusted its size, appearance, and format to fit available ad spaces, combining images, headlines, logos, and descriptions to create compelling ads.

Performance: This ad significantly outperformed the HTML5 ads. It received 74 clicks from 60,376 impressions, resulting in a CTR of 0.12%. The average CPC was SGD 0.63, with a total cost of SGD 46.89. The strong performance suggests that the ad was highly effective in engaging viewers and encouraging them to visit our website.

Figure 10.3.5: Responsive Display Ads Performance

HTML5 Ads ('Small EventBuddy Banner' and 'Large EventBuddy Banner'):

These custom-designed animated ads aimed to provide a richer user experience.

'Small EventBuddy Banner’ Performance: This ad garnered 19 clicks from 55,452 impressions, yielding a CTR of 0.03%. The average CPC was SGD 2.13, amounting to a total cost of SGD 40.54.

'Large EventBuddy Banner' Performance: This ad achieved 1 click from 4,073 impressions, with a CTR of 0.02%. The average CPC was SGD 3.32, leading to a total cost of SGD 3.32.

Both HTML5 ads had significantly lower engagement compared to the Responsive Display Ad, with lower CTRs and higher CPCs, indicating less effectiveness in capturing audience interest.

Figure 10.3.6: HTML Ads Performance
Insights and Analysis:

The overall CTR for the Display Ads campaign was 0.08%, which is below the industry average for display advertising (typically around 0.35% to 0.5%). While the campaign succeeded in generating a high number of impressions, it was less effective in driving clicks, suggesting that the ads did not sufficiently compel the audience to engage.

The superior performance of the Responsive Display Ad indicates that this format resonated more with our target audience. Its adaptability to various ad spaces and the combination of multiple assets likely contributed to higher engagement levels.

The underperformance of the HTML5 ads can be attributed to several factors:

Creative Elements: The design and messaging might not have been as appealing or relevant to the audience. The Responsive Display Ads automated optimization may have better matched user preferences.

Ad Placement: The HTML5 ads may not have been displayed in optimal positions within the Display Network, affecting visibility and engagement.

Audience Targeting: The targeting parameters might not have been precise, resulting in impressions among users less likely to interact with the ads.

Recommendations for Retargeting:

To enhance the effectiveness of future campaigns, we recommend the following actions:

Optimise Ad Creatives:

Responsive Display Ads: Continue to utilise and refine Responsive Display Ads, as they have proven effective. Experiment with different headlines, images, and descriptions to further improve engagement.

HTML5 Ads: Re-evaluate the design and messaging of HTML5 ads. Ensure that they are visually engaging and that the call-to-action is clear and compelling. Consider testing different animations or interactive elements to capture attention.

Refine Audience Targeting:

Adjust targeting settings to reach a more relevant audience. Utilise demographic data, interests, and in-market segments to focus on users more likely to be interested in corporate event management services.
Implement A/B Testing:

Conduct A/B tests with different ad formats, creatives, and messages to identify which combinations yield the highest engagement. This will provide data-driven insights to optimise future campaigns.

Review Ad Placements:

Analyse performance data to determine which placements within the Display Network are most effective. Allocate more budget to high-performing placements and exclude those with low engagement.
Enhance Ad Messaging:

Emphasise unique selling propositions and tailor messages to resonate with the target audience. Highlight benefits such as "Stress-Free Event Planning" or "Customised Corporate Events in Singapore."

Conclusion:

The Google Display Ads campaign successfully increased EventBuddy's visibility, reaching over 119,000 users across the Display Network. However, the lower engagement rates highlight the need for optimization in ad creatives and targeting strategies. By focusing on the more effective Responsive Display Ad format and refining our approach based on the insights gained, future campaigns can achieve higher engagement and better support EventBuddy's marketing objectives.


10.4 Key Insights and Recommendations
SEM Insights: While “event management services” drove engagement in Phase 1, it did not lead to form completions, highlighting a need for refinement. Users showed a preference for WhatsApp communication over filling out forms, suggesting that integrating direct messaging options on the landing page may increase conversions.
Meta Ads Insights: Phase 1’s broad targeting revealed that older demographics engaged well but had low conversion rates. This informed our decision to retarget previous engagers across all age groups in Phase 2, focusing on those more likely to convert.
Retargeting Success in Phase 2: Retargeting with Meta Leads Ads via Messenger proved effective, capturing warmer leads and generating a promising high-value lead. This validates the strategy of retargeting known engagers and using Messenger Lead Forms to minimize friction.
Platform and Time-Based Optimization: The Facebook Feed remained the most successful placement for reach and engagement, especially during peak hours. Future campaigns should consider scheduling ads around peak engagement times (e.g., 11:00 AM - 12:00 PM) to maximize interaction.
Cost-Effective Demographic Targeting: While older age groups engaged more, younger audiences (25-34) offered cost-effective engagement, indicating a potential for future campaigns to focus on younger corporate professionals who may convert at a lower cost.

11. Campaign Results & Analysis
11.1 Results
The tables below summarize key metrics across both campaign phases.
Phase
Platform
Impressions
Reach
Clicks
CTR
Cost
Phase 1
SEM
833
143
121
14.53%
$23.97
Phase 1
Meta Awareness Ads
3,373
2,041
125
2.62%
$40.32
Phase 2
Facebook (retargeting)
3,696
2,049
120
3.22%
$111.96
Phase 2
Google Display Ads




85
0.08%
$ 85.72
Phase 2













11.2 Phase 1 Analysis
From the SEM and Facebook ads, the Phase 1 campaign revealed several insights:
SEM: The keyword “event management services” yielded the highest engagement, but overall conversions were lower than expected. This suggests the need for further keyword refinement and better-optimized landing pages.
Facebook Ads: The older demographics (55-65+) had the highest engagement rate and lowest CPC, indicating a preference among older users for EventBuddy’s content. Facebook Feed placements were most effective for click-throughs.

11.3 Phase 1 Conclusion
In summary, while Facebook Ads provided broader reach, SEM ads yielded higher click-through rates from users with likely purchase intent. This suggests that SEM ads may be more suitable for EventBuddy, as they attract users actively searching for services. Meanwhile, Facebook’s general reach may be less effective for niche services like corporate event planning.
Future campaigns should consider shifting more budget towards SEM, with continued emphasis on high-performing keywords and refined landing page experiences. Additionally, narrowing Facebook’s demographic targeting to older users and using Lookalike Audiences could further enhance engagement.





Write a section here for Key Performance Indicators that can be used to judge the efficacy of the campaigns. Write primarily in prose form, do not overuse bullet points.