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    Telecom Digital Marketing Pitch

    Budget & Strategy Planning

    Dashboard
    8-Month TRS Target
    343.8 M
    Last Year (1404): 288.8 M
    Growth Needed
    55.0 M
    +19.0% YoY
    New Users Needed
    11.5 M
    1,437,500/mo avg
    Total Budget
    50.2 BT
    Inc. SMS: 12.5 BT
    8-Month TRS Target
    343.8 M
    Last Year (1404): 288.8 M
    Growth Needed
    55.0 M
    Retention: 4 mo • CPA: 22,200 T
    New Users Needed
    22.0 M
    2,750,000/mo avg
    Total Budget
    50.2 BT
    Inc. SMS: 12.5 BT • CAC: 20,000 T
    Key Planning Assumptions
    Avg TRS/User/Month
    2.5
    Avg Retention
    2 months
    Months Remaining
    8
    Farvardin Baseline
    34,321,478
    Monthly TRS Needed
    6,875,000
    Monthly Avg New Users
    1,437,500
    CAC/User
    25,000 T
    CAC/User (New)
    20,000 T
    CPA Charge
    18,770 T
    CPA Blended (New)
    22,200 T
    Monthly Telecom TRS Targets
    Monthly Target & Growth Plan
    MonthTelecom TRSTotal TRS (Growth)Install UsersCross-Sell UsersNew Users = ∑
    Farvardin
    Baseline
    		34,321,478————
    Ordibehesht35,753,9452,500,00050,000950,0001,000,000
    Khordad36,747,9645,000,00050,000950,0001,000,000
    Tir36,380,1816,250,000200,0001,300,0001,500,000
    Mordad36,867,3748,750,000200,0001,800,0002,000,000
    Shahrivar39,150,46510,000,000100,0001,900,0002,000,000
    Mehr40,160,24810,000,000100,0001,900,0002,000,000
    Aban41,640,0097,500,00050,000950,0001,000,000
    Azar42,747,8715,000,00025,000975,0001,000,000
    Grand Total343,769,53555,000,000775,00010,725,00011,500,000
    Monthly Target & Growth Plan
    MonthTelecom TRSTotal TRS (Growth)Install UsersCross-Sell UsersNew Users = ∑
    Farvardin
    Baseline
    		34,321,478————
    Ordibehesht35,753,9452,500,00050,000950,0001,000,000
    Khordad36,747,9645,000,00050,000950,0001,000,000
    Tir36,380,1816,250,000100,0001,400,0001,500,000
    Mordad36,867,3748,750,000150,0001,850,0002,000,000
    Shahrivar39,150,46510,000,00050,0001,950,0002,000,000
    Mehr40,160,24810,000,00050,0001,950,0002,000,000
    Aban41,640,0097,500,00025,000975,0001,000,000
    Azar42,747,8715,000,00025,000975,0001,000,000
    Grand Total343,769,53555,000,000500,00011,000,00011,500,000
    Install Acquisition
    19.4 BT
    775,000 users @ 25,000 T CAC
    Cross-Sell Conversion
    30.8 BT
    10,725,000 users via in-app + SMS
    Total Budget
    50.2 BT
    Inc. SMS: 12.5 BT
    Monthly Budget Breakdown (Billion Toman)
    Complete Monthly Budget (Toman)
    CategoryOrdibeheshtKhordadTirMordadShahrivarMehrAbanAzarGrand Total
    Install Cost1.3 BT1.3 BT5.0 BT5.0 BT2.5 BT2.5 BT1.3 BT0.6 BT19.4 BT
    Cross-Sell Cost3.6 BT3.6 BT4.1 BT4.6 BT4.1 BT4.1 BT3.6 BT3.1 BT30.8 BT
    ↳ Main Prizes (Gold + Car)2.0 BT2.0 BT2.0 BT2.5 BT2.0 BT2.0 BT2.0 BT1.0 BT15.5 BT
    ↳ Cashback / Wallet0.1 BT0.1 BT0.1 BT0.1 BT0.1 BT0.1 BT0.1 BT0.1 BT0.8 BT
    ↳ Ad Network——0.5 BT0.5 BT0.5 BT0.5 BT——2.0 BT
    SMS Cost1.5 BT1.5 BT1.5 BT1.5 BT1.5 BT1.5 BT1.5 BT2.0 BT12.5 BT
    Total Budget4.8 BT4.8 BT9.1 BT9.6 BT6.6 BT6.6 BT4.8 BT3.7 BT50.2 BT
    Install Acquisition
    10.0 BT
    500,000 users @ 20,000 T CAC
    Cross-Sell Conversion
    40.2 BT
    11,000,000 users via in-app + SMS
    Total Budget
    50.2 BT
    Inc. SMS: 12.5 BT
    Monthly Budget Breakdown (Billion Toman)
    Complete Monthly Budget (Toman)
    CategoryOrdibeheshtKhordadTirMordadShahrivarMehrAbanAzarGrand Total
    Install Cost1.0 BT1.0 BT2.0 BT3.0 BT1.0 BT1.0 BT0.5 BT0.5 BT10.0 BT
    Cross-Sell Cost4.7 BT4.7 BT5.8 BT5.7 BT5.2 BT5.2 BT4.7 BT4.2 BT40.2 BT
    ↳ Main Prizes (Gold + Car)2.0 BT2.0 BT2.5 BT2.5 BT2.0 BT2.0 BT2.0 BT1.0 BT16.0 BT
    ↳ Cashback / Wallet1.2 BT1.2 BT1.3 BT1.2 BT1.2 BT1.2 BT1.2 BT1.2 BT9.7 BT
    ↳ Ad Network——0.5 BT0.5 BT0.5 BT0.5 BT——2.0 BT
    ↳ SMS Cost1.5 BT1.5 BT1.5 BT1.5 BT1.5 BT1.5 BT1.5 BT2.0 BT12.5 BT
    Total Budget5.7 BT5.7 BT7.8 BT8.7 BT6.2 BT6.2 BT5.2 BT4.7 BT50.2 BT
    Acquisition Channel Split
    93.3% of new users via cross-sell
    6.7% of new users via new installs
    Budget Allocation
    User Acquisition Plan – Monthly
    In-App Placements
    Home Banner
    200.0 M views/month
    1.6 BT total
    Planned
    Receipt Banner
    60.0 M views/month
    0.5 BT total
    Planned
    Customer Club
    —
    —
    Not Active Yet
    Widget Reminder
    —
    —
    Not Active Yet
    Reward Drop
    —
    —
    Not Active Yet
    Cost Benchmarks (Toman)
    CAC / User
    25,000 T
    CPA Charge (MC_PD)
    18,770 T
    CPA Internet (MI_PF)
    27,151 T
    CAC / User (New)
    20,000 T
    CPA Blended (New)
    22,200 T
    Monthly Prize Plan
    MonthPrize TypeDetails & GoalBudget
    Ordibehesht 🥇 Gold100g Gold for 100 winners – wartime excitement2.0 BT
    💰 Cashback / WalletRecharge & internet cashback + wallet top-up incentive1.2 BT
    Khordad 🥇 Gold100g Gold for 100 winners – wartime excitement2.0 BT
    💰 Cashback / WalletRecharge & internet cashback + wallet top-up incentive1.2 BT
    Tir 🚗 Car (Peugeot 207)Peugeot 207 – monthly lottery, 1 first-TRS + 1 loyal winner2.5 BT
    💰 Cashback / WalletRecharge & internet cashback + wallet top-up incentive1.3 BT
    Mordad 🚗 Car (Peugeot 207)Continue car lottery + boost participation2.5 BT
    💰 Cashback / WalletRecharge & internet cashback + wallet top-up incentive1.2 BT
    Shahrivar 🎁 Mixed PrizesGold / Cash / Attraction prizes – based on prior phase performance2.0 BT
    💰 Cashback / WalletRecharge & internet cashback + wallet top-up incentive1.2 BT
    Mehr 🎁 Mixed PrizesGold / Cash / Attraction prizes – based on prior phase performance2.0 BT
    💰 Cashback / WalletRecharge & internet cashback + wallet top-up incentive1.2 BT
    Aban 🎁 Mixed PrizesGold / Cash / Attraction prizes – based on prior phase performance2.0 BT
    💰 Cashback / WalletRecharge & internet cashback + wallet top-up incentive1.2 BT
    Azar 🎁 Mixed PrizesGold / Cash / Attraction prizes – based on prior phase performance1.0 BT
    💰 Cashback / WalletRecharge & internet cashback + wallet top-up incentive1.2 BT
    Grand Total – Prizes + Cashback25.7 BT
    Incentive Cost Breakdown
    MonthMain Prizes (Gold + Car)Cashback / WalletAd NetworkTotal Cost
    Ordibehesht2.0 BT0.1 BT—2.1 BT
    Khordad2.0 BT0.1 BT—2.1 BT
    Tir2.0 BT0.1 BT0.5 BT2.6 BT
    Mordad2.5 BT0.1 BT0.5 BT3.1 BT
    Shahrivar2.0 BT0.1 BT0.5 BT2.6 BT
    Mehr2.0 BT0.1 BT0.5 BT2.6 BT
    Aban2.0 BT0.1 BT—2.1 BT
    Azar1.0 BT0.1 BT—1.1 BT
    Grand Total15.5 BT0.8 BT2.0 BT18.3 BT
    Gold – Months 1-2 (Wartime)

    100g gold for 100 winners

    ~20M Toman per gram

    💬 "Turn your recharge into gold!"

    Car – Months 3+

    Peugeot 207 (~1.7B Toman)

    Monthly lottery for active users

    🚗 Winner announcement = organic virality

    Cashback & Wallet Top-up

    Cost returns on recharge & internet

    Wallet balance incentives

    100M T/month • 800M T total
    Wartime Context – Strategic Focus

    • Due to political tension and war conditions in Iran, external channels are less cost-efficient and less effective.

    • Focus on owned media: in-app banners, transaction receipt banners, internal placements.

    • WebEngage (marketing automation) is unavailable due to internet filtering.

    • SMS becomes the primary direct communication channel.

    Execution Roadmap

    Goal: Create a powerful launch and build the foundation for sustainable growth. By leveraging owned media and direct user channels, we maximize ROI from existing assets while establishing the data-driven infrastructure for future phases.

    • → Activate owned media and internal channels at full capacity
    • → Launch gold incentive campaign (100g gold for 100 winners)
    • → Deploy SMS campaigns with 4-tier segmentation (Churn/Normal/Loyal/Loyal+)
    • → Cross-sell from bill-pay, card-to-card, and wallet users
    • → Collect behavioral data to fuel Phase 2 optimization

    Early Achievement Note:

    With 4-month retention, if 4M users sustain 2.5 TRS/month = 10M TRS/month, the 55M growth target can be achieved in ~5.5 months — potentially ahead of the 8-month timeline.

    SMS cost is calculated separately – sent via UpTel (owned line), may be zero-cost internally.

    SMS Volume Plan
    MonthSMS CountFarsi SMSEnglish SMSPartsSMS Cost
    Ordibehesht10,000,0005,000,0005,000,00011.5 BT
    Khordad10,000,0005,000,0005,000,00011.5 BT
    Tir10,000,0005,000,0005,000,00021.5 BT
    Mordad10,000,0005,000,0005,000,00011.5 BT
    Shahrivar10,000,0005,000,0005,000,00011.5 BT
    Mehr10,000,0005,000,0005,000,00011.5 BT
    Aban10,000,0005,000,0005,000,00011.5 BT
    Azar15,000,00010,000,0005,000,00022.0 BT
    Grand Total85,000,00045,000,00040,000,000—12.5 BT
    User Segments
    Churn Users

    Users inactive 30+ days; re-engagement offers

    Normal Users

    Active but low-frequency users; habit formation nudges

    Loyal Users

    Regular users; upsell to higher packages, loyalty rewards

    Loyal Plus Users

    High-value users; VIP offers, priority prizes, exclusive cashback

    Recommended SMS Audience Segments
    SegmentCriteriaMessage TypePriorityGoal
    Bill-Pay Users (No Recharge)Bill pay ≥1, Recharge = 0"Do your first recharge & win gold!"🔴Convert to recharge
    Active Card-to-Card UsersC2C ≥3x/month, no telecom"Post-transfer: Recharge your mobile too!"🔴Cross-sell recharge
    Churned Recharge UsersHad recharge, 30+ days inactive"We miss you! Come back for cashback"🔴Re-engagement
    Insurance & Gold BuyersInsurance or gold purchase ≥1"Turn your recharge into gold too!"🟡Cross-sell
    Active Wallet UsersWallet top-up ≥2x/month"Use wallet for recharge – instant!"🟡Wallet conversion
    Loyal Recharge UsersRecharge ≥4x/month"VIP package + Peugeot 207 chance!"🔵Upsell + retain
    Tourism & Travel UsersTravel booking ≥1"Don't forget travel internet packs!"🟢Internet pack sales
    Charity DonorsCharity donation ≥1"Recharge & do good + win gold!"🟢Emotional convert
    📧 ECRM Loyalty Journey: Churned → Loyal+
    Stage 1
    Detect & Remind

    Identify users inactive 14-30 days. Send SMS/Push reminders about prizes, cashback, and new offers.

    170 T/msgCR: ~4%500K audience
    Stage 2
    Incentivize Return

    Offer 5K-10K T cashback on first returning transaction. Time-limited "welcome back" deals.

    ~7,500 T/userCR: ~12%200K audience
    Stage 3
    Loyalty Tiers

    Bronze (2 txn/mo) → Silver (5 txn/mo) → Gold (10+ txn/mo). Each tier unlocks more lottery tickets and exclusive rewards.

    ~3,000 T/userCR: ~8%350K audience
    Churned→Returned→Active→Loyal+
    StageAudienceCost/UserConv. RateRecoveredMonthly Cost
    Detect & Remind500,000170 T4%20,0000.1 BT
    Incentivize Return200,0007,500 T12%24,0001.5 BT
    Loyalty Tiers350,0003,000 T8%28,0001.1 BT
    Total1,050,000——72,0002.6 BT
    In-App Conversion Scenarios
    Source ServiceTouchpointConversion MessagePotential
    Card-to-Card Transfer
    		Post-transfer confirmation"Recharge your mobile too — just one tap!"🔴 High
    Bill Payments
    		Post bill payment screen"Your balance is low — recharge now & win gold!"🔴 High
    Automotive Services
    		After fine payment"Special recharge discount — just for you!"🟡 Medium
    Insurance
    		Insurance renewal reminder"Insurance + recharge bundle offer"🟡 Medium
    Online Gold
    		Post gold purchase"Turn your recharge into gold too!"🟡 Medium
    Tourism
    		Post trip booking"Don't forget internet packs for your trip!"🟢 Niche
    Charity
    		Post charity donation"Recharge & do good — win gold!"🟢 Niche
    Wallet (Up Wallet)
    		Post wallet top-up"Use wallet for recharge — instant!"🔴 High

    Why Cross-Sell is the #1 channel:

    Of 11,500,000 planned new users, 10,725,000 (93.3%) come from cross-sell within the super app. Total cost: 30.8 BT — significantly cheaper than new installs.