Poapay Overview
PoaPay is a niche money transfer service. The company serves a small but affluent market of Kenyan expatriates residing in both the US and the UK. While general market money transfer firms typically service their clientele by allowing them to send money through offline storefront locations. PoaPay is unique in that it allows its consumers the convenience of sending money to their loved ones from the comfort of their own homes. The remittances are processed through secure servers and are disbursed to the recipient via direct deposit or in the event that the recipient does not have a bank account the funds can be delivered to the recipients home or at one of PoaPay’s local Kenyan branch locations.
Key Problem
When Poa Pay approached Pamoja Media they had already been operating for over five years. At the time their marketing strategy was some what sporadic. They were relying primarily on word of mouth advertising but were also periodically purchasing online banner placements through the top two sites that were popular amongst the Kenyan Diaspora at the time. Since they were not making consistent ad buys they were purchasing below the fold static sponsored banner slots for a flat fee of approximately 3000 USD for one month on both sites. Due to the irregularity in their marketing tactics they had reached a point where they began to experience diminishing returns on their marketing dollars. This resulted in a cyclical pattern where their return on ad dollars was not sufficient enough for them to change their buying patterns. Additionally, Poa Pay they had not updated their marketing collateral since the firm’s inception in 2001.
The Solution
Upon analyzing the challenges faced by Poa Pay it was clear to Pamoja Media that in order for Poa Pay to be able to build their awareness beyond the plateau that they had found themselves in two things needed to happen:
- They needed a plan that allowed them to consistently receive exposures on the online properties that best matched their audience.
- The collateral that they were using had to be replaced with collateral that caught their audience’s attention with relevance and creativity, while stimulating the desire to click the banner and move deeper within the conversion funnel.
The first step that Pamoja Media took was to adjust the Poa Pay collateral and standardized the sizes so that they could fit on a multitude of sites. Next the colors and messaging was optimized so that the collateral would speak directly to the audiences problems. The next step in implementing the strategy was to assess the web portals that Poa Pay purchasing ads on to learn which sites had enough traffic to support a consistent monthly campaign along with being able to deliver an audience located in the US and the UK which was affluent, college educated, and web savvy with family ties in Kenya.
Pamoja Media determined that both of the sites that Poa Pay was purchasing sponsored banner slots on were appropriate. However, upon further analysis Pamoja Media found that based upon the number of visitors, page views, and the location of the banners that Poa Pay was receiving approximately 200000 ad exposures during each of the 4 periodic monthly campaigns that they’d purchase during the course of one year. Based upon the traffic spikes that they received during their purchase periods their click through rate was .06%. This is the equivalent of approximately $15 USD per 1000 impressions for 1200 additional visitors reaching the Poa Pay site-this represented a substantial premium.
To address the issue Pamoja Media added twelve more relevant publishers to the Poa Pay’s ad spend and purchased rotating ad banners, geo targeted to the US and UK only, and served only during peak times in the US which were during business hours between Monday to Friday. This was done at a 7 USD CPM and they were able to consistently receive 150,000 banner impressions per month. This brought Poa Pay 1.8 M annual banner impressions across fifteen relevant sites at approximately the same annual cost that they were spending prior to using Pamoja Media. Pamoja Media was able to achieve an above average click through rate of 2.8 %. This delivered 4200 more monthly visitors to the Poa Pay site than they were receiving prior to beginning the campaign and represented a 350% increase in performance over their prior marketing plan.
Services Rendered
- Digital marketing strategy
- Digital media planning
- Digital media buying
- Digital marketing concepts creation
- Digital ad development
