Executive Summary
This proposal outlines a strategic marketing roadmap for the Karr x Mastercard Click to Pay (C2P) solution, specifically targeting UK Small and Mediumsized Enterprises (SMEs). The core objective is to position the joint platform as the essential tool for simplifying vehicle expense management, thereby driving SME adoption and transactional volume. Our plan focuses on clear, value driven communication across B2B channels, highlighting the time, security, and cost savings enabled by Mastercard's one click C2P integration.
Background / Situation Analysis
UK SMEs face a persistent, hidden cost: money wasted annually on late fees, missed renewal deadlines, and inefficient vehicle administration. Vehicle costs (fines, road tax, insurance, tolls) are scattered across multiple portals, creating confusion and a higher risk of error. This time spent chasing paperwork is time lost on growing the business. The Karr x Mastercard partnership offers a unique solution by centralising management (Karr) and simplifying payment (Mastercard C2P), creating a seamless, secure, and instant checkout experience essential for business efficiency.
Goals & Objectives (SME Focus)
Goal: Drive SME Efficiency and Cost Savings Perception.
Objective: Achieve 500k+ impressions targeting "SME owners/managers" within the first 6 months, emphasising time and cost savings.
Goal: Drive Adoption of Karr Business & Mastercard C2P Integration.
Objective: Generate 10,000 SME signups for Karr Business by the end of Q2.
Goal: Build Trust and Authority in Secure Payments.
Objective: Launch a dedicated SEO and content strategy to capture 50% of the top 10 relevant SME search terms.
SME Solution: Key Metrics
Payment Security (C2P)
Admin Time Reduction
SME Signups Target
Proposed Strategy: B2B Focused
Our strategy is centred on positioning Karr x Mastercard as an essential efficiency tool for UK SME owners, fleet managers, and operations staff. We move away from broad consumer campaigns and focus on high intent B2B channels, using the trusted Mastercard brand to immediately convey security and speed. The entire campaign narrative will focus on solving the headache of vehicle related costs with one click convenience.
Phase 1: Test & Quantify (Months 1-3)
Initial focus on digital channels (Meta Ads and SEO) to rapidly test value propositions, identify the most cost effective Cost Per Lead (CPL), and establish technical authority through content. This phase generates the data needed for scaled investment.
Phase 2: Scale & Credibility (Months 4-9)
Reinvesting budget into high performing digital segments identified in Phase 1. Launching OOH in business heavy areas to build broad credibility and awareness. Organic social (LinkedIn) will push case studies and efficiency stats, targeting the 10,000 signup goal.
Phase 3: Optimise & Retain (Months 10-12)
Shifting budget focus towards retargeting and email marketing funnels to drive conversion of existing leads into active users. Comprehensive review of all pillar performance to inform next year's budget allocation.
Strategic Pillars & Phased Rollout
PILLAR 1: Meta Ads (Targeted B2B)
(Focus: Direct response and retargeting)
Goal: Reach SME owners and managers directly with targeted, quantified value propositions.
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Targeting: Focus on job titles such as "Small Business Owner," "Fleet Manager," and industries like Logistics and Field Services.
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Creative Strategy: Use powerful visuals (Carousel and short Video explainers) showing the problem (cluttered paperwork) and the solution (one click C2P payment). Copy will be testimonial style: "We cut our admin time by 40% with Karr."
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CTA: Clear and simple: "Save Time & Money" leading to a dedicated landing page detailing the SME and C2P benefits.
PILLAR 2: OOH Advertising (Credibility & Reach)
(Focus: Building broad, professional awareness)
Goal: Build broad awareness and professional credibility in business heavy environments.
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Placements: Motorway service stations, business parks, industrial estates, and major transport hubs where fleet/logistics companies operate.
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Messaging: Bold and direct, linking cost and convenience: "Late fees are costing SMEs thousands. Fix it with one click." Use the dual branding: "Karr + Mastercard: The smarter way for SMEs to pay."
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Action: Include high contrast QR codes for instant mobile capture, leading users straight to the SME signup page.
PILLAR 4: SEO & Content (High Intent Capture)
(Focus: Organic lead generation)
Goal: Capture organic traffic from SMEs actively searching for cost and admin solutions.
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Keyword Strategy: Target long tail, high intent keywords like "SME payment solutions UK," "how to avoid late payment fees business," and "fleet admin management tool."
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Content Creation: Develop high value blog articles such as "How SMEs Can Save £5,000 a Year on Vehicle Costs" and "The Future of SME Payments: One Click, Zero Hassle."
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Backlink Strategy: Execute outreach for guest posts on established SME finance and logistics/fleet industry blogs, leveraging the Karr x Mastercard partnership announcement.
Budget & Pricing
The marketing budget remains consistent with the initial proposal, focused on maximizing impact for the Karr x Mastercard C2P launch targeting SMEs.
This retainer covers strategic planning, asset creation (for all four pillars), social media management, and performance reporting.
This budget is allocated for Meta Ads (direct response targeting SME decision makers) and Digital OOH (credibility and reach in business areas).
This is the live budget tracker for the entire year based on the planned roadmap.
Monthly Ad Spend Breakdown
| Month | Digital Ads (Meta) | OOH |
Total Ad Spend
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|---|---|---|---|
| Month 1 | £1,333 | £1,333 | |
| Month 2 | £1,333 | £1,333 | |
| Month 3 | £1,334 | £1,334 | |
| Month 4 | £2,000 | £1,333 | £3,333 |
| Month 5 | £2,000 | £1,333 | £3,333 |
| Month 6 | £2,000 | £1,334 | £3,334 |
| Month 7 | £2,667 | £2,667 | |
| Month 8 | £2,667 | £2,667 | |
| Month 9 | £2,666 | £2,666 | |
| Month 10 | £2,667 | £2,667 | |
| Month 11 | £2,667 | £2,667 | |
| Month 12 | £2,666 | £2,666 | |
| Total | £26,000 | £4,000 | £30,000 |
Expected Results & KPIs (SME Focus)
We will provide a monthly performance report, tracking metrics directly tied to SME engagement, efficiency, and platform adoption:
SME Acquisition Rate: Signup rate for Karr Business. Target: 10,000 users in 6 months.
Cost Per Lead (CPL): Optimising paid campaigns to achieve a sustainable cost for acquiring SME leads/signups.
Organic Authority: SEO ranking for critical business keywords (e.g., "Fleet Admin Management Tool").
Email Marketing: Tracking open rates and conversion rates through automated funnels to convert SME leads into active users.
Mastercard C2P Adoption: Monitoring the rate of first time C2P usage within the Karr platform (Internal metric support needed).
Why Bamboo Media Group?
We are the creative minds behind your brand identity and website. Our existing deep knowledge of the Karr platform, combined with an understanding of B2B marketing demands, positions us perfectly to launch this critical partnership. We translate complex fintech value propositions into clear, quantifiable business savings that resonate with SME decision makers.
We don't just execute campaigns; we become an extension of your team, providing the strategic guidance and creative horsepower needed to succeed.
Terms & Next Steps
This proposal is a flexible framework. Our engagement can be formalised with a standard 12 month contract, with a full performance review at the end of each quarter. We are confident in our ability to drive results and are committed to your success.
Your next steps are simple:
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Review this proposal and the outlined roadmap.
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Schedule a kickoff call with our team to finalise the plan.
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Let's get started on making Karr a household name!
Future Investment Opportunities
This initial £50,000 budget is designed for high impact, targeted B2B growth. Should your funding increase, we can unlock a new level of mass awareness and vertical specialisation.
Trade Media & B2B Radio Advertising: Targeted placement in trade publications (logistics, finance) and B2B radio campaigns to reach industry specific decision makers.
Rough Budget: £40,000£60,000+
Major Business Event Sponsorship: Secure sponsorship of key logistics or finance summits/events to drive qualified leads and executive level partnerships.
Rough Budget: £20,000£40,000+
Vertical Content & Partnerships: Develop bespoke case studies and content partnerships targeting specific high value verticals (e.g., HVAC firms, small haulage companies).
Rough Budget: £15,000£25,000+
Ready to Launch
We're excited to partner with you to make Karr x Mastercard the essential finance solution for UK SMEs.