State of Mind: Have claimed a business page, are not using any paid products, but recently checked out some of Yelp’s paid products in their BOA. Those products include: 1. Yelp Ads Tabs 2. Page Upgrades Tab 3. Verified License Tab 4. Business Highlights Tab 5. Portfolio Tab 6. Connect Tab We can assume all of these people are in consideration mode.
High-level Thinking: The assumption is that because these business owners spent time looking at a product, there was some level of consideration to buy. May see value when they buy them all and receive a pricing discount for bundling, as well as 1 month of Yelp Ads for free.
Goal: Drive more claimed, non-advertiser starts to support our overall marketing goal of 18,000 starts in Q4. Where possible, fill gaps on understanding of how Yelp products work, and when they are most useful to which businesses.
Primary KPI: Starts: Ads, Page Upgrades, Connect
Deliverables:
FB Desktop News Feed - Video 1920 x 1080
Instagram Feed Video 1080 x 1080
FB Mobile Stories - Video 1080x1920
FB Desktop News Feed - Static 1200 x 628
Instagram Feed - Static 1080 x 1080
FB Mobile Stories - Static 1080x1920
Yelp’s app contextual headers are used to help customers see what’s hot and new and also tailored to their own user preferences. These contextual headers keep users engaged with enticing copy and delightful visuals. They are constantly being updated based on seasonality and current trends based on research.
Deliverables:
- iOS Mobile: 1125x900 px - JPG < 150kb
- iOS iPad: 1366x600 px - JPG < 150kb
- iOS Android: 1440x1140 px - JPG < 150kb
- Hand off to Product Managers and Engineers
In response to COVID-19 and assisting businesses, our new campaign focuses on targeting past advertisers earlier on in their journey, highlights that they spent money with us in the past and that we want them back.
Deliverables
Video: Design direction on video and graphics
GIFS: Animated in shorter versions of the video
Statics Ads: Google Display Network (GDN), Facebook Mobile Stories, Facebook Newsfeed, Instagram Newsfeed
Emails: Illustrations used in the video would be translated into a series of email touch points
This campaign was planned to launch approximately Jan 1st thru end Jan / early Feb to win back Q4 churns + attract new businesses. The campaign will use a promotional strategy to maximize the incentive to return and will be integrated across channels to maximize reach and effectiveness.
Objective/KPI:
1) Win back businesses who churned in Q4
2) Convert new businesses
3) Get businesses to claim their page
Deliverables:
- iOS Mobile: 1125x900 px - JPG < 150kb
- iOS iPad: 1366x600 px - JPG < 150kb
- iOS Android: 1440x1140 px - JPG < 150kb
- Hand off to Product Managers and Engineers
Purpose: We’ve been revamping our iPad app and now need to update the app store posting. We’ll need creative support on generating the screenshots that will be used in our Appstore listing.
Goal: Improve app install to impression ratio for iPad.
Deliverables:
12.9 inch (3rd generation iPad Pro) and 12.9 inch (2nd generation iPad Pro)
2048 x 2732 pixels (portrait)
2732 x 2048 pixels (landscape)
Local Yelp emails inform our users about seasonal promotions they would be interested in. These deliverables show up when have searched a particular category or a national trend in services becomes more prominent in the year.
Deliverables:
- iOS Mobile: 600x250 px