ACCESS × Skubbs
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.
🛠️
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.
🎵
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$1,200
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)
16 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)
Video/reel production
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
6 branded profiles, 10 launch posts, first month's content calendar
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$1,700 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
📡
Marketing that's tied to a platform we're also building
Because Skubbs is building the ACCESS website in parallel, campaign tracking, UTM tagging and sign-up funnels are wired in from day one — no gap between what the marketing promises and what the site can measure. It's not a case study we're citing — it's the same team, the same sprint.
One team across platform + marketing
Month-to-month, no lock-in contracts
Reporting tied to real site analytics
🗓️
Weekly content, monthly strategyPosts go out on a fixed weekly cadence; we step back monthly to check it against the funnel numbers
📊
You see the same dashboard we doReach, traffic and click-throughs reported from the site's own analytics — not a separate agency scorecard
🧭
Closest parallel, stated honestlyWe haven't run a travel-privileges launch before — our track record is club & membership platforms (loyalty, bookings, engagement), which is the same discipline this needs
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.
Generic agency: can run the channels, but reports on vanity metrics disconnected from your actual site — you end up cross-checking their numbers against your own.
Freelancer: cheaper per hour, but one person covering strategy, content, paid media and reporting alone means something slips when the workload spikes.
Skubbs: the same team with visibility into the website's real analytics, at a fixed monthly cost, with an 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.