ÒTT Marketing Plan

2. Objective & Goal
The recent trends in the way people wish to access information is non-traditional platforms such as –
OTT – Over the Top Content access platforms. Entertainment segments like YouTube, hot star, voot
etc. further makes it very clear that the viewers are shifting from television and desktops to small
gadgets like smart phones and tablets, worldwide. The affordability of Smartphone's (because of
declining price) and the up gradation of access networks Telecom Services Providers are among the
important factors contributing to the growth of OTT. This will be coupled with cheaper and faster data
availability, in-turn creating a huge consumer base for OTT platform.
OTT channel and Mobile App platform to spread the relevant informative content to a larger group to
create awareness among the citizens by showcasing the state’s development across sectors.
To highlight the achievements of the state on different parameters and establish Chhattisgarh as a
progressive state.
 To make citizens aware about the various state government initiatives.
 To provide a dynamic distribution platforms for the local content creators and thematic employment to
the youth of the region.

3. Communication
• Outreach communication will be related to peoples ‘LIFE’ and ‘ISSUES’
• How OTT Channel is useful for their day to day life and provides useful
information on their fingertips
• The communication language will be local ( NON Complex)
• Enlistment of ‘Trusted’, ‘Admired’, Respected, spokespersons and
ambassadors for the OTT app ( ie. School Teachers at Village level etc)

4. Engagement and Participation
• Information and awareness through various
State/City/District/Tehsil/Village/society influencer’s and Social
Groups
• Personal interaction and participation in surveys, polls will be
encouraged
• May develop gratification plan ie. Participate and answer quiz and win
X’ GB mobile data pack etc.

5. Repeated Communication and participation
• To reach people multiple times, for multiple objectives, Thru multiple
mediums
• Encourage to participate again and again
• Create belief that their participation influences and helps them better
the experience
• Subscriber data base management and use of basic analytics
• Strategy to be redesigned to make sure all people groups are
addressed to have maximum participation

6. Target
• 55 Lac new Smartphone user
• All existing Smartphone user of Chhattisgarh
(Including Rural area, Remote Location, BPL Family)

7. Activation
Installation &
User Trainings TV
Radio
Print
Hording
SMS Blast
SEO
Street Play
Wall painting
What's App
Website
Email
Social media
Search Ad
Influencer
Affiliate
Marketing
Mobile shop
/Collage
activity
360 Degree Promotion

8. Outreach Phases
1. App Downloading- Direct one to one app installation
2. App Promotion- ATL/BTL
3. App Usage Training- Live demo & User training
4. App Review and Feedback
5. App Update and Customization
App Downloading
App Promotion
App Live Demo
App Feedback
& Customization

9. Digital Marketing
Social media gives us the ability to connect with almost anyone, anywhere, at any time
Social media is most effective and dynamic approach for app promotion.
Step In Digital Promotion.
1. Build a content strategy for promotion
2. Page Creation in Social Media- facebook, Twitter, Instagram etc.
3. Page promotion, Videos, Activity, Quiz to connect people
4. Analytics to find out what’s working
5. Implement search engine optimization (SEO)
Activities Timeline Expected Outcomes Staff Responsible
Measure of
Effectiveness Status/Comments
Digital Marketing
Before & After App
launch
Awareness,To Maximum
Search & Download
Traffic in website ,app
Store IT Team
Traffic in
website & app
store Planning in Process

10. Website
People want to know app feature & details , through website we provide all the information, so
we promote the app through website.
Activities Timeline Expected Outcomes Staff
Responsible
Measure of
Effectiveness
Status/Comments
Web Site From Day of App
Launch
Awareness of App,
Downloading of App
Awareness of App,
Downloading of App
IT Number of
Downloads , Traffic
Planning in
Process

11. Public Relations
Media and influencer mentions go a long way in terms of creating buzz and credibility.
 Press release
 Host a launch party and invite the local media and tech industry
 Review in local newspapers and tech bloggers
Activities Timeline Expected Outcomes
Staff
Responsible
Measure of
Effectiveness
Status/Comments
Public Relations
Before one month
launch
Awareness of OTT App Awareness of OTT App
Content &
Marketing
Team
Awareness of
App
Planning in
Process

12. App Store Optimization (ASO)
App Store optimization, or ASO, is the SEO of the mobile app world. It’s imperative for discoverability in an
oversaturated market.
App name,Keywords,Description,Screenshots/Video,Ratings
Activities Timeline Expected Outcomes
Staff
Responsible
Measure of
Effectiveness
Status/Comme
nts
App Store
Optimization (ASO) After App launch To Maximum Search Visibility List in Top Result in Search IT Team Top List
Planning in
Process

13. Search Ads
This one is pretty straight forward Basically, from relevant keywords
when a user is searching for apps using a particular term, your app
appears first.
Activities Timeline Expected Outcomes
Staff
Responsible
Measure of
Effectiveness
Status/Comm
ents
Search Ads After App launch To Maximum Search Visibility List in Top Result in Search IT Team Top List Planning in Process

14. Affiliate Marketing
Affiliate Marketing is one of the most effective marketing channel you
can use to drive Download . The entire structure of affiliate marketing
is that you pay to someone for promoting your App when you see a
paid conversion on your platform.
Activities Timeline Expected Outcomes Staff
Responsible
Measure of
Effectiveness
Status/Comments
Affiliate
Marketing
From Day of App
Launch
Awareness of App,
Downloading of App
Awareness of App,
Downloading of App
IT Number of
Downloads ,
Traffic
Planning in Process

15. Influencer/ Local Celebrity endorsements
Local celebrity will promote the app, they promote the app via their
social channels and blog to attract users to use the app.
Activities Timeline Expected Outcomes Staff
Responsible
Measure of
Effectiveness
Status/Comments
Influencer From Day of App
Launch
Awareness of App,
Downloading of App
Awareness of App,
Downloading of App
Content Team Number of
Downloads ,
Traffic
Planning in Process

16. Email & SMS/ Whatsapp Marketing
A little old but best communication strategy that still drives a large number of
results even today. Email/whatsapp is considered as the second most effective
customer acquisition channel after search.
Activities Timeline Expected Outcomes Staff
Responsible
Measure of
Effectiveness
Status/Comments
Email/SMSFrom Day of App
Launch
Awareness of App,
Downloading of App
Awareness of App,
Downloading of App
IT Number of
Downloads ,
Traffic
Planning in Process

17. Create Offline Brand Campaigns
Having a proper strategy to build brand presence across offline channels like
Events, Promotions, Outdoor advertising, Audience Engagement, Print Ads in
Newspapers and Magazines, Radio and TV Ads make perfect sense.
Activities Timeline Expected Outcomes Staff
Responsible
Measure of
Effectiveness
Status/Comments
Offline
Campaigns
From Day of App
Launch
Awareness of App,
Downloading of App
Awareness of App,
Downloading of App
Content &
Marketing
Number of
Downloads ,
Traffic
Planning in Process

18. App Downloading- Direct one to one app installation to end user
App Usage Training- App Usage training to end user
In this phase, our team will start one to one app downloading to the user.
our team member will help them to download the app and give
initial training to use the app feature
CANTER ACTIVATION-COLLAGE,SOCIETY, PUBLIC PLACE
BIKE RALLY
MELA & HAAT
PDS OUTLET
STREET PLAY AND NUKAD NATAK
ON GROUND MEDIUMS OF ENGAGEMENT
Activities Timeline Expected Outcomes Staff
Responsible
Measure of
Effectiveness
Status/Comments
ON Ground From Day of App
Launch
Awareness of App,
Downloading of App
Awareness of App,
Downloading of App
Content &
Marketing
Number of
Downloads ,
Traffic
Planning in Process

19. BIKE RALLY
Bike rally promotion is being used in rural
marketing as a prime tool for mass
promotion. Bike rally creates a pre-hype in
the target markets about upcoming activation
or product launch.

20. WALL PAINTING
Wall paintings is the oldest and the best
visibility tool to reach out to the rural
markets
This works best in upcountry markets
where lots of walls of houses, shops,
shutter branding can be done
It was probably the first ever form of
hoarding and still is a popular method of
branding outside the metros.
Wall paintings are long duration and
super sized brandings across towns.
With there presence ensured for months
and size big enough to be visible from
lengths afar, they are the ideal
replacement for large hoarding at a
fraction of the price.

21. AUTO & CYCLE RICKSHAW BRANDING
Cycle rickshaws are the most
commonly used mode of transport in
the rural villages
These rickshaws would be branded
with an audio system.
These rickshaws would just roam
around the entire town making noise
playing the jingle
The rickshaw would scream aloud
about the contact of the accessibility
of the brand, play an informative
jingle, distribute leaflets etc.
Cycle rickshaws can be branded in
Innovative way also as per
requirement.

22. MELA & HAAT-
Melas have always been and is till date
arguably the biggest crowd puller where a
large congregation of people assemble at one
location. An average mela spans for about 15
to 30 days attracting on an average of about 2
lacs to 10 lacs visitors to the mela
These visitors come from a cross section of
all profiles of society thereby being noticed
by a mass audience
Branded kiosks, branded gates, branded
screens, lost and found stalls, free drinking
water stalls and branded information
signboards are various useful branding
options at these melas.

23. KIOSK SETUP
In the recent years, KIOSK branding has
emerged as one of the most powerful and
utility based tool in rural marketing.
Customized as per the requirement
of clients these umbrellas are gifted to cart
pullers, roadside shop keepers and hawkers.
This tool provide the target audience with
utility as well as long term visibility to the
brand.
Download App Here

24. STREET PLAY AND NUKAD NATAK
A group of 5 or more street artists would travel in a
branded van and travel across towns doing street plays
in market places, residential societies, village
panchayat offices, hospitals etc.

25. 4. Regular review and feedback from user
1. Google Play
2. On Ground
Phase 4 & 5
you can create a better user experience,
drive increased engagement, and improve your app’s rating.
Activities Timeline Expected Outcomes Staff
Responsible
Measure of
Effectiveness
Status/Comments
Feedback &
Update
From Day of App
Launch
Positive rating, improve
user interphase
Better user experience,
increased engagement
Content & IT &
Marketing
Feedback, rating,
Traffic
Planning in Process
5. App Update and Customization
Based on the feedback receive from the user our IT team
will customize and update the App regularly.

26. Rollout Plan for OTT

27. Monetization Plan OTT

28. Interstitial(Exclusive Ad): Full-page ads appear at natural breaks & transitions, such as level
completion. Supports video content.
Mobile Ad Type & Monetization Details
Insertion per day: 72 (4/Hour)
Insertion Duration: 2 Min
Cost per Insertion
For Government Developed Content :4000/10 Sec (As per CG DD Rates)
For Others Procured Content : 350/10 Sec

29. Rewarded video (Semi-exclusive Ad ): Reward for users for watching short videos. Good for
monetizing free-to-play users. Video ads only.
Mobile Ad Type & Monetization Details
Insertion per day: 216(12/Hour)
Insertion Duration: 10 sec
Cost per Insertion
For Government Developed Content :4000/10 Sec (As per CG DD Rates)
For Others Procured Content : 350/10 Sec

30. Banner (Generic Ad ): A basic ad format that appears at the top & bottom of the device
screen
Mobile Ad Type & Monetization Details
Insertion per day: 180 (10/Hour)
Insertion Duration: 10 sec
Cost per Insertion
For Government Developed Content :4000/10 Sec (As per CG DD Rates)
For Others Procured Content : 350/10 Sec

31. Native: Customizable ad format that matches the look & feel of your app. Ads appear
inline with app content. Supports video content
Mobile Ad Type & Monetization Details
Insertion per day: 180
Insertion Duration: 10 sec
Cost per Insertion
For Government Developed Content :4000/10 Sec (As per CG DD Rates)
For Others Procured Content : 350/10 Sec

32. Classic Freemium- App is free to download but it’s some features are available only for
the paid users.(Video On Demand, Subscription VOD, Advertising VOD)
*Starts After 6 month of launching
Mobile Ad Type & Monetization Details
Subscription: 50 Rs per month/user