ACCESS × Skubbs × Four Media
Digital Marketing Strategy — Companion Proposal
Right Now, ACCESS Is Invisible.
Zero members can redeem a privilege they've never heard of. Most membership-programme launches don't fail on the offers — they fail because awareness never got built before the sign-up push started. This proposal fixes that order: set up properly, build awareness and traffic first, then let sign-ups and redemption follow as the natural result. Execution is run through our marketing partner, Four Media — an established Singapore agency, not a first-time build.
2005
Partner Agency
Founded
97.2%
Project Completion
Rate
🛠️
Weeks 1–2
Set Up Assets & Channels
Brand-consistent profiles across every channel, UTM tracking wired to the new site's analytics, and a first batch of launch content built from the 8 pillars.
Why first: ACCESS has zero presence on any channel today. Posting before tracking and branding are in place means we can't tell what's actually working — and inconsistent profiles undercut the "trusted platform" positioning before it starts.
📣
Weeks 3 Onward
Build Awareness & Drive Traffic
Consistent publishing and targeted spend on the two channels most likely to reach people already receptive to a travel-privileges programme — measured against visits and sign-ups on the live site.
Why this order: nobody signs up for or redeems something they've never heard of. Awareness and qualified traffic are the metrics we can move and prove in the first few months — sign-ups and redemption are the downstream result once that pipeline is running.
⚠️ What we're not promising: a specific number of sign-ups or redemptions in month one. Those depend on offer quality and the site being live (see the companion Platform proposal) as much as on marketing. What we will report on monthly: reach, traffic to the site, and click-throughs on offers — the leading indicators that predict sign-ups.
Primary — where the budget goes first
High Intent Fit
These two carry the awareness + traffic goal. Google captures people already searching for travel perks; Instagram is where travel/lifestyle content performs best organically and in paid.
🔍
Google
Search & intent capture
📷
Instagram
Visual travel content
Secondary — supporting reach
Steady Support
Facebook extends the same content to an older member demographic; LinkedIn isn't for consumer awareness — it's for reaching prospective club/organisation partners directly.
📘
Facebook
Community & older demographic
💼
LinkedIn
Club/organisation partner outreach
Test & Learn — small budget, prove it first
Unproven for ACCESS
Short-form video can work well for travel content, but it needs production investment we haven't validated against this audience yet. We test with a small budget before committing further spend here.
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TikTok
Short-form, unproven fit
▶️
YouTube
Destination storytelling, longer-term
Get ACCESS on the Map
Set up every channel properly and start telling the ACCESS story before pushing hard for sign-ups.
🎨
Channel SetupBrand-consistent profiles + tracking across Primary and Secondary channels
🗓️
Content CalendarFirst month scheduled against the 8 pillars
📣
Launch PostsIntroduce the programme, the vision, and the value
Consistent Content, Every Week
Regular publishing across all pillars, starting to feature real partners and destinations.
🌏
Featured CountriesSpotlight each participating market in rotation
🏪
Featured MerchantsHighlight dining/attractions/retail partners
💬
Community EngagementRespond to comments/DMs, build early advocates
Turn Reach Into Sign-Ups
Layer in paid promotion where it earns its keep, and report against what's actually moving.
🎯
Paid BoostsTargeted spend on top-performing organic content
📊
Monthly ReportingTraffic, sign-ups and engagement vs. the website's analytics
🔁
IterateDouble down on what works, drop what doesn't
Essentials
S$1,500
per month
Primary channels only (Google + Instagram)
8 posts/month across pillars
Monthly performance summary
Growth
S$2,200
per month
Primary + Secondary channels (4 total)
12 posts/month across pillars
Paid ad management on Google + Instagram
Monthly reporting call
Full-Service
S$3,800
per month
Everything in Growth + Test & Learn (TikTok/YouTube), 4 posts/month
2 produced videos/reels per month
Expanded paid ad budget management
Quarterly strategy review
All prices in SGD, exclusive of GST and ad spend. Retainers billed monthly, cancel anytime with 30 days' notice.
🔎 30-day check-in, built in: after the first month we review reach, traffic and click-throughs together — the leading indicators from page 1. If the tier isn't the right fit, downgrade, upgrade, or pause. No annual contract to break.
One-Time Setup
Brand assets, channel setup and launch content — billed once at kickoff
Channel Setup & Launch Content Pack
4 branded profiles (Primary + Secondary channels), 6 launch posts, tracking setup, first month's content calendar. TikTok/YouTube profiles set up when Full-Service activates Test & Learn.
S$1,500
🤝
Bundle with the Platform proposal — save 10%
Approve this alongside the companion Platform proposal (website, CMS & multi-country access) and take 10% off the combined invoice — roughly
S$1,900 saved.
View the platform proposal →
✓ In Scope
Channel setup and ongoing content across the tier selected
Content calendar built against the 8 pillars from the brief
Basic paid social/search boosting (Growth tier and above)
Monthly reporting on reach, traffic and sign-ups
○ Not in This Scope
Ad spend budget itself (client-funded, managed by Skubbs)
Website/CMS development — covered in the companion platform proposal
Influencer contracts & talent fees
Offline/print marketing collateral
📡
Execution runs through an agency that's done this before
Skubbs is building the ACCESS platform. For the marketing itself, we're not learning on the job — execution is delivered through our partner Four Media (est. 2005), a Singapore digital marketing agency with 160+ companies served and SEO, Google Ads, and social campaign management as their core business. Skubbs stays the single point of contact and ties their reporting back to the website's real analytics, so you're not cross-checking two separate scorecards.
Four Media — est. 2005, 160+ clients served
97.2% project completion rate
4.8/5 average client rating
🔎
Four-step processDiscovery & Analysis → Strategy → Implementation → Monitoring & Optimisation — their standard methodology, applied to the channel tiers on this page
📊
You see the same dashboard we doFour Media executes; Skubbs reports it against the website's own analytics — not a separate agency scorecard
🗓️
Weekly content, monthly strategyPosts go out on a fixed weekly cadence; we step back monthly to check it against the funnel numbers
Why not the alternative?
In-house: works if someone already owns content + paid media full-time — most teams launching a new programme don't have that spare capacity yet.
Direct-to-agency: Four Media's own packages are built for standalone clients — going direct means their reporting has no link to ACCESS's actual website analytics.
Freelancer: cheaper per hour, but one person covering strategy, content, paid media and reporting alone means something slips when the workload spikes.
Skubbs + Four Media: an established agency's execution, coordinated through the team that also built the site — one point of contact, one set of numbers, fixed monthly cost, exit clause if it's not working.
What if engagement is slow to build?
Normal for month one. That's exactly what the 30-day check-in is for — we adjust content mix or channel spend against what the data shows, not what the plan assumed.
Who owns the content afterward?
AAS does. Every asset, post and creative file is handed over — nothing is licensed back to Skubbs or held hostage if the retainer ends.
Can we start small and upgrade later?
Yes — start on Essentials, move to Growth once the site is live and there's traffic worth spending paid budget against.
What if we pause or cancel?
30 days' notice, no penalty, no annual lock-in. You keep everything produced up to that point.
Who actually runs the campaigns day to day?
Four Media's specialists execute content and paid media; Skubbs stays your single point of contact and ties their reporting back to the site's real analytics.
Is there a markup on Four Media's fees?
The retainer price on this page is what you pay — one invoice, no hidden pass-through fees.