Product: Verified by dotPH — free trust & identity verification for .ph domain holders Purpose: Visualize how prospects move from unaware to signed up across all channels
╔═════════════════════════════════════════════════════════════════════════╗
║ ║
║ ┌──────────────────────────────────────────────────────────────────┐ ║
║ │ AWARENESS │ ║
║ │ "This is happening to you" │ ║
║ │ │ ║
║ │ Emotion: Fear, recognition │ ║
║ │ Goal: Make the audience FEEL the problem exists │ ║
║ │ │ ║
║ │ Channels: │ ║
║ │ ├── FB Ads → Problem education (cold: problem-only, │ ║
║ │ │ warm: problem + soft product mention) │ ║
║ │ ├── Warm Email → Problem seed + product teaser │ ║
║ │ ├── Cold Email → Problem alert (personalized, no product) │ ║
║ │ └── Organic FB → Scam stories, stats, polls │ ║
║ │ (with soft product teasers for followers) │ ║
║ └──────────────────────────┬───────────────────────────────────────┘ ║
║ │ ║
║ ▼ ║
║ ┌──────────────────────────────────────────────────────────────────┐ ║
║ │ CONSIDERATION │ ║
║ │ "There's now a way to prove you're real" │ ║
║ │ │ ║
║ │ Emotion: Relief, curiosity │ ║
║ │ Goal: Connect the problem to the solution │ ║
║ │ │ ║
║ │ Channels: │ ║
║ │ ├── FB Ads → Solution explainer (retarget engaged) │ ║
║ │ ├── Warm Email → Introduce Verified by dotPH │ ║
║ │ ├── Cold Email → Solution reveal + benefits │ ║
║ │ └── Organic FB → Product announcement, how it works, FAQ │ ║
║ └──────────────────────────┬───────────────────────────────────────┘ ║
║ │ ║
║ ▼ ║
║ ┌──────────────────────────────────────────────────────────────────┐ ║
║ │ CONVERSION │ ║
║ │ "Join [X] businesses already verified." │ ║
║ │ │ ║
║ │ Emotion: Urgency, social proof │ ║
║ │ Goal: Convert interest into signups │ ║
║ │ │ ║
║ │ Channels: │ ║
║ │ ├── FB Ads → Social proof + signup count (retarget visitors) │ ║
║ │ ├── Warm Email → Social proof + urgency │ ║
║ │ ├── Cold Email → Peer pressure + social proof │ ║
║ │ └── Organic FB → Milestones, adopter spotlights, UGC │ ║
║ └──────────────────────────┬───────────────────────────────────────┘ ║
║ │ ║
║ ▼ ║
║ ┌───────────────────┐ ║
║ │ LANDING PAGE │ ║
║ │ ───────────── │ ║
║ │ "Get Verified │ ║
║ │ — It's Free" │ ║
║ └───────────────────┘ ║
║ │ ║
║ ▼ ║
║ ✓ SIGNED UP ║
║ ║
╚═════════════════════════════════════════════════════════════════════════╝
┌─────────────────────────────────┐
│ CAMPAIGN 1: AWARENESS │
│ Objective: Reach / Views │
│ Budget: Heavy │
│ │
│ Ad Sets: │
│ ├── Business Owners PH (broad) │
│ │ COLD — problem-only │
│ │ ├── Impersonation story │
│ │ ├── "Is someone copying │
│ │ │ your business?" video │
│ │ └── Online scam stats │
│ │ (carousel) │
│ ├── Industry-Specific │
│ │ COLD — problem-only │
│ │ ├── Resort booking scam │
│ │ ├── Fake food seller page │
│ │ └── Fake online shop │
│ └── Warm Audiences (custom) │
│ problem + soft product │
│ ├── Impersonation story + │
│ │ "dotPH is launching │
│ │ free verification" │
│ ├── Industry scam + │
│ │ "prove you're real" │
│ └── Problem stats + │
│ "Verified by dotPH — │
│ coming soon" │
└────────────────┬────────────────┘
│
Engaged? (watched video 25%+,
liked, commented, shared)
│
┌──────────┴──────────┐
│ YES │ NO
▼ ▼
┌───────────────────────────┐ (exit funnel —
│ CAMPAIGN 2: CONSIDERATION│ may re-enter
│ Objective: Traffic │ via other
│ Budget: Moderate │ channels)
│ │
│ Ad Sets: │
│ ├── Retarget Engaged │
│ │ ├── Explainer ad │
│ │ ├── 3-step visual │
│ │ └── Badge showcase │
│ └── Lookalike Audience │
│ ├── "Free from the │
│ │ .ph registry" │
│ └── Customer │
│ hesitation angle │
└─────────────┬─────────────┘
│
Clicked to landing page?
│
┌─────────┴─────────┐
│ YES │ NO
▼ ▼
┌─────────────────┐ (stay in
│ Visited landing │ consideration
│ page │ pool for
│ │ next cycle)
│ Signed up? │
│ │
│ ┌────┬─────┐ │
│ │YES │ NO │ │
└──┴────┴──┬──┘ │
│ │ │
▼ ▼ │
✓ DONE ┌───────────────────────┐
│ CAMPAIGN 3: CONVERSION│
│ Objective: Signups │
│ Budget: Grows over │
│ time │
│ │
│ Ad Sets: │
│ ├── Retarget visitors │
│ │ (didn't sign up) │
│ │ ├── Social proof │
│ │ ├── "It's free. │
│ │ │ What are you │
│ │ │ waiting for?" │
│ │ └── Objection │
│ │ buster │
│ └── Retarget form │
│ abandoners │
│ └── "You're │
│ almost │
│ verified." │
└───────────┬────────────┘
│
▼
Landing Page
│
▼
✓ SIGNED UP
┌─────────────────────────────────────────────────┐
│ WARM AUDIENCE │
│ Existing .ph domain holders │
│ Already trust dotPH as sender │
└────────────────────┬────────────────────────────┘
│
▼
┌─────────────────────────────────────────────────┐
│ EMAIL 1: PROBLEM SEED + PRODUCT TEASER │
│ "Is someone pretending to be your business?" │
│ │
│ ► Soft product mention (names Verified by │
│ dotPH as what's coming) │
│ ► No CTA (intentional — loop stays open) │
│ ► Opens a loop with a named destination: │
│ "It's called Verified by dotPH — │
│ more details next week" │
│ │
│ Psychology: Zeigarnik Effect (they know WHAT │
│ is coming, not HOW), Loss Aversion │
└────────────────────┬────────────────────────────┘
│
▼
┌─────────────────────────────────────────────────┐
│ EMAIL 2: AGITATE + INTRODUCE │
│ "Your .ph domain proves ownership. │
│ But does it prove legitimacy?" │
│ │
│ ► Expand the problem │
│ ► Introduce Verified by dotPH │
│ ► CTA → Landing page │
│ │
│ Psychology: Authority Bias, Zero-Price Effect │
└────────────────────┬────────────────────────────┘
│
┌─────────┴─────────┐
│ │
Clicked CTA Didn't click
│ │
▼ ▼
Landing Page ┌─────────────────────────────┐
│ │ EMAIL 3: SOCIAL PROOF │
│ │ "[X] businesses have │
▼ │ already signed up" │
Signed up? │ │
┌────┴────┐ │ ► Industry-specific examples │
YES NO │ │ ► CTA → Landing page │
│ │ │ │ │
│ │ │ │ Psychology: Social Proof, │
▼ │ │ │ Mimetic Desire │
✓ DONE │ │ └──────────────┬───────────────┘
│ │ │
│ │ ┌─────────┴─────────┐
│ │ Clicked CTA Didn't click
│ │ │ │
│ │ ▼ ▼
│ │ Landing Page ┌───────────────────────┐
│ │ │ │ EMAIL 4: LAST NUDGE │
│ │ ▼ │ "Verification opens │
│ │ Signed up? │ soon. Are you in?" │
│ │ ┌────┴────┐ │ │
│ │ YES NO │ │ ► Address effort │
│ │ │ │ │ │ objection │
▼ ▼ ▼ ▼ ▼ │ ► Relevance framing │
(all non-converters │ ► CTA → Landing page │
enter FB retarget │ │
pool) │ Psychology: Relevance,│
│ Loss Aversion │
└───────────┬───────────┘
│
▼
Landing Page
│
▼
✓ SIGNED UP
┌──────────────────────────────────────────────────┐
│ COLD AUDIENCE │
│ Businesses outside the .ph holder database │
│ Sources: DTI, chambers, associations, │
│ FB pages, Google Maps, e-commerce sellers │
└────────────────────┬─────────────────────────────┘
│
▼
┌──────────────────────────────────────────────────┐
│ EMAIL 1: PROBLEM ALERT (Day 0) │
│ "Is someone copying [Business Name] online?" │
│ │
│ ► Personalized subject line │
│ ► Authority: "I work at dotPH" │
│ ► Question hook: "Has this happened to you?" │
│ ► No pitch │
└────────────────────┬─────────────────────────────┘
│
▼
┌──────────────────────────────────────────────────┐
│ EMAIL 2: AGITATE WITH DATA (Day 3) │
│ "How much are fake pages costing PH businesses?" │
│ │
│ ► Quantified losses │
│ ► Industry-specific example │
│ ► Open loop: "something new you can do" │
└────────────────────┬─────────────────────────────┘
│
▼
┌──────────────────────────────────────────────────┐
│ EMAIL 3: SOLUTION REVEAL (Day 7) │
│ "The .ph registry just launched something │
│ for businesses like yours" │
│ │
│ ► 3-step how it works │
│ ► Free for .ph holders │
│ ► CTA → Landing page │
└────────────────────┬─────────────────────────────┘
│
┌─────────┴─────────┐
Clicked CTA Didn't click
│ │
▼ ▼
Landing Page ┌──────────────────────────────┐
│ │ EMAIL 4: SOCIAL PROOF (D12) │
│ │ "[X] businesses in [their │
▼ │ industry] just got verified" │
Signed up? │ │
┌────┴────┐ │ ► Named examples by industry │
YES NO │ │ ► CTA → Landing page │
│ │ │ └──────────────┬───────────────┘
▼ │ │ │
✓ DONE │ │ ┌─────────┴──────────┐
│ │ Clicked CTA Didn't click
│ │ │ │
│ │ ▼ ▼
│ │ Landing Page ┌────────────────────────┐
│ │ │ EMAIL 5: FINAL (D18) │
│ │ │ "Still thinking about │
│ │ │ verification?" │
│ │ │ │
│ │ │ ► Social proof │
│ │ │ ► Full recap │
│ │ │ ► CTA → Landing page │
│ │ └───────────┬────────────┘
│ │ │
▼ ▼ ▼
(non-converters Landing Page
enter FB retarget │
+ 2nd batch prospect list) ▼
✓ SIGNED UP
┌──────────────────────────────────────────────────┐
│ ORGANIC FACEBOOK │
│ 3 content pillars supporting paid + email │
└──────────────────────────────────────────────────┘
PILLAR 1: PROBLEM EDUCATION (40% of posts)
───────────────────────────────────────────
│
├── "Did You Know?" stats infographic
│ → "Philippine online fraud grew 28% last year.
│ Scammers don't just target banks — they copy
│ business names, logos, and FB pages to steal
│ customers."
│
├── Scam scenario story: El Nido resort
│ → "A resort in Palawan lost 3 bookings last month.
│ A fake page was collecting ₱5,000 deposits
│ using their photos and a different GCash number.
│ The guests only found out when they messaged
│ the real resort."
│
├── Scam scenario story: Online sneaker seller
│ → "A Manila-based seller gets 3-5 DMs a day:
│ 'Kuya, is this your real GCash?' A fake page
│ posts his product photos with a different
│ QR code. His customers can't tell the difference."
│
├── Polls: "Business owners: Have your customers ever
│ asked 'Is this your real page?'"
│ → A) Yes, all the time B) Not yet, but I'm worried
│ C) I didn't know this was happening
│
├── "How Scammers Copy Your Business" carousel
│ → Slide 1: Screenshot your logo
│ Slide 2: Copy your business name
│ Slide 3: Create a new FB page
│ Slide 4: Repost your product photos
│ Slide 5: Add their GCash/Maya number
│
└── "3 Signs a Business Page Is Fake" infographic
→ 1. Page created recently but claims years of business
2. Payment goes to personal GCash instead of
a business account
3. No official website or verified links listed
│
│ Goal: Build organic reach around the problem
│ CTA: Engagement only (comments, shares, saves)
│
▼
PILLAR 2: SOLUTION & PRODUCT (30% of posts)
────────────────────────────────────────────
│
├── Product announcement
│ → "Introducing Verified by dotPH. Free identity
│ verification for .ph domain holders.
│ Get a public Verified Page on dotPH listing
│ your official social media, payment links
│ (GCash, bank, Stripe), address, and contact
│ number. Plus a trust badge for your website.
│ Submit your docs and get verified."
│
├── "How It Works" 3-slide carousel
│ → Slide 1: Submit documents (gov ID + DTI/SEC)
│ Slide 2: dotPH reviews your identity
│ Slide 3: Get your badge + verification page
│
├── Badge showcase mockup
│ → Image: the verified badge on a resort booking
│ page footer, on a food seller's FB bio link,
│ on a clinic's contact page
│
└── FAQ posts (single question format)
→ "Why do I need this if I already have a .ph domain?"
"A domain proves you registered the name.
Verification proves you're the real person
behind it. Like owning a storefront vs. having
your ID checked at the door."
│
│ Goal: Educate on the solution, drive to landing page
│ CTA: Link to landing page
│
▼
PILLAR 3: SOCIAL PROOF & COMMUNITY (30% of posts)
──────────────────────────────────────────────────
│
├── Signup milestone: "500 businesses have signed up
│ for Verified by dotPH. Resorts. Clinics. Online
│ shops. Food sellers. They're all getting verified."
│
├── Industry spotlight: Resorts
│ → "Why resorts are getting verified: Fake booking
│ pages in Palawan and Boracay are stealing
│ deposits from real guests. Verified by dotPH
│ gives guests one link to confirm the real
│ booking page."
│
├── Industry spotlight: F&B / Food sellers
│ → "A home-based kakanin seller got verified
│ after a fake page took orders using her photos
│ and a different GCash number. Now her customers
│ check her verification page before they pay."
│
├── Early adopter spotlight
│ → "Meet [Business Name] — one of the first 100
│ businesses verified by dotPH." + photo + quote
│
└── UGC prompt
→ "Just got verified? Post a screenshot of your
badge on your website and tag @dotPH! We'll
feature verified businesses every week.
#VerifiedBydotPH"
│
│ Goal: Build community, drive momentum
│ CTA: Get verified / get featured
│
▼
Landing Page → ✓ SIGNED UP
┌─────────────────────────────────────────────────────┐
│ LANDING PAGE │
│ The conversion hub — all roads lead here │
└─────────────────────────────────────────────────────┘
VISITOR ARRIVES (from ads, email, organic, cold outreach)
│
▼
┌─────────────────────────────────────────────────────┐
│ HERO — Above the Fold │
│ │
│ Headline: "Your customers can't tell if your │
│ business page is real." │
│ │
│ Subheadline: Free identity verification from │
│ the official .ph domain registry. │
│ │
│ [ Get Verified — It's Free ] ← PRIMARY CTA │
│ │
│ "Backed by dotPH, the official .ph domain registry" │
└─────────────────────┬───────────────────────────────┘
│
┌────────────┴────────────┐
Clicks CTA Scrolls down
│ │
▼ ▼
Signup Form ┌─────────────────────────┐
│ THE PROBLEM │
│ "Fake pages are │
│ stealing your │
│ customers." │
│ │
│ Real scenarios: │
│ ├── El Nido resort: │
│ │ fake page collects │
│ │ ₱5K deposits via │
│ │ a different GCash │
│ ├── Manila sneaker │
│ │ seller: 3-5 DMs/day │
│ │ "Is this your real │
│ │ GCash number?" │
│ └── Cebu dental clinic: │
│ patients call a │
│ fake number from │
│ copycat Google │
│ listing │
└────────────┬────────────┘
│
▼
┌──────────────────────────────┐
│ WHAT YOU GET │
│ │
│ ├── Verified Page │
│ │ A public dotPH-hosted │
│ │ page showing your: │
│ │ • Official social media │
│ │ • Payment links (GCash, │
│ │ bank, Stripe) │
│ │ • Business address │
│ │ • Contact number │
│ │ • Official website │
│ │ → One URL customers can │
│ │ check before they pay │
│ │ │
│ ├── "Verified by dotPH" Badge │
│ │ Display on your website │
│ │ footer, checkout page, │
│ │ landing pages, marketing │
│ │ materials │
│ │ │
│ └── Wallet Cards │
│ Scannable proof that │
│ works online + offline │
└──────────────┬────────────────┘
│
▼
┌─────────────────────────┐
│ HOW IT WORKS │
│ 1. Submit documents │
│ 2. dotPH reviews │
│ 3. Get your badge │
│ │
│ "Free for .ph holders" │
└────────────┬────────────┘
│
▼
┌─────────────────────────┐
│ WHO IT'S FOR │
│ ├── Resorts & Hotels │
│ ├── Online Sellers │
│ ├── Restaurants │
│ ├── Clinics │
│ └── Any business with │
│ online payments │
└────────────┬────────────┘
│
▼
┌─────────────────────────┐
│ FAQ │
│ Handles objections: │
│ ├── "I already have │
│ │ a .ph domain" │
│ ├── "How is this │
│ │ different from SSL?"│
│ ├── "Will this stop │
│ │ scams?" │
│ └── "How much / how │
│ long?" │
└────────────┬────────────┘
│
▼
┌─────────────────────────┐
│ FINAL CTA │
│ "Don't let scammers │
│ profit from your │
│ brand." │
│ │
│ [ Get Verified — │
│ It's Free ] │
│ │
│ "Join [X] businesses │
│ already signed up." │
└────────────┬────────────┘
│
▼
Signup Form
│
▼
✓ SIGNED UP
How channels feed into and reinforce each other:
┌──────────────┐ ┌──────────────┐ ┌──────────────┐
│ FB ADS │ │ WARM EMAIL │ │ COLD EMAIL │
│ (awareness) │ │ (problem │ │ (problem │
│ │ │ seed) │ │ alert) │
└──────┬───────┘ └──────┬───────┘ └──────┬───────┘
│ │ │
│ │ │
▼ ▼ ▼
┌──────────────────────────────────────────────────────────┐
│ │
│ MERE EXPOSURE EFFECT │
│ │
│ Each touchpoint reinforces the others. │
│ By the 3rd-4th exposure, the prospect FEELS │
│ the problem is real and widespread. │
│ │
│ What it sounds like inside their head: │
│ │
│ After FB ad: "Huh, fake pages are copying resorts │
│ in Palawan? That's scary." │
│ │
│ After email: "Wait — dotPH is emailing me about the │
│ same thing? And they're building something called │
│ Verified by dotPH? My customer just asked me 'Is │
│ this your real GCash?' last week." │
│ │
│ After organic post: "A friend shared this too. │
│ May nag-comment na ganun din nangyari sa kanya." │
│ (Someone commented the same thing happened to them.) │
│ │
│ After retarget ad: "Okay, everywhere I look, people │
│ are talking about this. And 47 resorts already │
│ signed up? What am I waiting for?" │
│ │
└──────────────────────────┬───────────────────────────────┘
│
▼
┌──────────────┐ ┌──────────────┐ ┌──────────────┐
│ FB ADS │ │ EMAIL │ │ ORGANIC FB │
│ (solution │ │ (solution │ │ (product │
│ explainer) │ │ reveal) │ │ announce) │
└──────┬───────┘ └──────┬───────┘ └──────┬───────┘
│ │ │
└────────────────────┼─────────────────────┘
│
▼
┌─────────────────┐
│ LANDING PAGE │
│ (all traffic │
│ converges │
│ here) │
└────────┬────────┘
│
┌──────────┴──────────┐
Converts Doesn't convert
│ │
▼ ▼
✓ SIGNED UP ┌─────────────────┐
│ RE-ENGAGEMENT │
│ LOOP │
│ │
│ ├── FB retarget │
│ │ ads │
│ ├── Next email │
│ │ in sequence │
│ └── Organic FB │
│ social │
│ proof posts │
└────────┬────────┘
│
▼
Landing Page
(try again)
Each journey shows a different entry point, a different industry, and a different path to conversion.
Entry point: Facebook Ad (Awareness) Industry pain: Fake booking pages collecting deposits from real guests
PROSPECT: Ate Grace, owns a beachfront resort in El Nido
She manages bookings through her website and a Facebook page.
Last month, a guest DM'd her: "I already sent the ₱5,000
deposit to your GCash. Why are you asking me to pay again?"
Grace never received it. A fake page did.
══════════════════════════════════════════════════════════════
TOUCHPOINT 1 ┌──────────────────────────────┐
────────── │ Sees FB ad while scrolling: │
Channel: Facebook Ad (Awareness) │ │
│ "A resort in Palawan lost │
She's in the hospitality │ ₱180,000 in one quarter. │
interest targeting bucket. │ Fake booking pages were │
│ collecting deposits from │
Reaction: "Dios mio, that's │ their real guests." │
exactly what happened to us │ │
last month." │ Ad format: 30-sec video │
│ showing a real vs. fake │
Action: Watches 80% of video. │ Facebook page side by side │
Doesn't click yet. └────────────────┬─────────────┘
│
TOUCHPOINT 2 ┌─────────────────▼────────────┐
────────── │ Opens warm email from dotPH │
Channel: Warm Email #1 │ (she has a .ph domain): │
│ │
She's an existing .ph domain │ Subject: "Is someone │
holder, so she's in the │ pretending to be your │
warm audience. │ business online?" │
│ │
Reaction: "Wait — first the │ The email describes how │
Facebook ad, now dotPH is │ scammers screenshot resort │
emailing about the same thing? │ photos, create a new FB │
And they're building something │ page, and add a different │
called Verified by dotPH? │ GCash number for deposits. │
I need to keep an eye on this." │ │
│ Ends with: "We're building │
Action: Reads the full email. │ something to fix this. It's │
No CTA — but now she knows the │ called Verified by dotPH — │
product name. She mentions it │ more details next week." │
to her business partner. │ │
└────────────────┬─────────────┘
│
TOUCHPOINT 3 ┌─────────────────▼────────────┐
────────── │ Sees organic FB post on the │
Channel: Organic Facebook │ dotPH page: │
│ │
Reaction: "This is literally │ "True story (name changed): │
my resort's story." │ A resort in Palawan lost │
│ 3 confirmed bookings last │
She comments: "This happened │ month. A fake page — same │
to us. Guests were paying a │ name, same photos, different│
fake page and we didn't know │ GCash — collected ₱5,000 │
for weeks." │ deposits from real guests. │
│ The guests only found out │
Her comment gets 47 likes. │ when they messaged the real │
Other resort owners reply. │ resort to confirm." │
│ │
│ CTA: "Has this happened to │
│ you? Comment below." │
└────────────────┬─────────────┘
│
TOUCHPOINT 4 ┌─────────────────▼────────────┐
────────── │ Opens warm email #2: │
Channel: Warm Email #2 │ │
│ Subject: "Your .ph domain │
Reaction: "Oh — they actually │ proves ownership. But does │
built something for this. │ it prove legitimacy?" │
And it's free?" │ │
│ Introduces Verified by │
Action: Clicks the CTA → │ dotPH: a public page on │
"Learn How to Get Verified" │ dotPH listing your official │
│ booking links, social media,│
│ payment channels, address. │
│ Plus a badge for your site. │
│ │
│ CTA: "Learn How to Get │
│ Verified →" │
└────────────────┬─────────────┘
│
TOUCHPOINT 5 ┌─────────────────▼────────────┐
────────── │ Lands on the landing page. │
Channel: Landing Page │ │
│ Reads the problem section. │
Reaction: "This is exactly │ Sees the resort example. │
my situation. But let me │ Scrolls to "How it works." │
think about it — I need to │ Sees: "Free." │
ask my business partner." │ │
│ Gets to FAQ. Reads the │
Action: Closes tab. │ SSL vs. verification │
Doesn't sign up yet. │ question. Makes sense. │
│ │
│ But she's at work. A guest │
│ arrives. She closes the tab.│
└────────────────┬─────────────┘
│
TOUCHPOINT 6 ┌─────────────────▼────────────┐
────────── │ Sees retarget ad on FB: │
Channel: FB Ad (Conversion) │ │
│ "47 resorts and hotels │
She visited the landing page │ in the Philippines have │
but didn't sign up, so she's │ already signed up for │
in the retargeting pool. │ verification. Have you?" │
│ │
Reaction: "Other resorts are │ Shows a mockup of a resort │
doing this already? What if │ website with the verified │
guests start choosing them │ badge in the footer. │
because they look more legit?" │ │
│ CTA: "Get Verified — │
Action: Clicks the ad → │ It's Free" │
└────────────────┬─────────────┘
│
TOUCHPOINT 7 ┌─────────────────▼────────────┐
────────── │ Back on landing page. │
Channel: Landing Page │ │
│ This time she scrolls │
Action: Signs up. │ straight to the CTA. │
Uploads her DTI registration │ │
and government ID. │ Clicks "Get Verified — │
│ It's Free" │
Takes her 4 minutes. │ │
│ ✓ SIGNED UP │
└──────────────────────────────┘
Entry point: Warm Email (existing .ph domain holder) Industry pain: Customers can't verify which GCash number is real
PROSPECT: Kuya Jay, runs a sneaker reselling business
He sells on Facebook Marketplace, Shopee, and his .ph website.
His main payment method: GCash and BDO bank transfer.
Every day, he gets 3-5 DMs asking: "Kuya, is this your real
GCash number?" because a fake page is posting his product
photos with a different GCash QR code.
══════════════════════════════════════════════════════════════
TOUCHPOINT 1 ┌──────────────────────────────┐
────────── │ Opens warm email from dotPH │
Channel: Warm Email #1 │ (he registered a .ph domain │
│ for his sneaker business): │
Jay's an existing .ph holder │ │
so he gets the warm sequence. │ Subject: "Is someone │
│ pretending to be your │
Reaction: "Oo nga eh, every │ business online?" │
week may nagcocopy ng page ko. │ │
Nakakainis." │ Describes how scammers │
(Translation: "Yeah, someone │ copy seller pages and swap │
copies my page every week. │ payment links. │
So annoying.") │ │
│ No CTA. Opens a loop. │
Action: Reads email. └────────────────┬─────────────┘
Screenshots it and sends to │
his seller group chat on Viber. │
│
TOUCHPOINT 2 ┌─────────────────▼────────────┐
────────── │ Sees FB carousel ad: │
Channel: Facebook Ad (Awareness) │ │
│ "How scammers copy your │
He's in the "online selling │ business:" │
Philippines" interest bucket. │ │
│ Slide 1: Screenshot logo │
Reaction: "Yan, exactly ganyan │ Slide 2: Copy business name │
ginagawa nila." (That's exactly │ Slide 3: Create new FB page │
what they do.) │ Slide 4: Repost your photos │
│ Slide 5: Add their GCash │
Action: Shares ad to his │ │
seller Viber group. │ CTA: None (awareness only) │
10 sellers in the group └────────────────┬─────────────┘
say "same here." │
│
TOUCHPOINT 3 ┌─────────────────▼────────────┐
────────── │ Opens warm email #2: │
Channel: Warm Email #2 │ │
│ Subject: "Your domain │
Reaction: "Free? Sige, │ proves ownership. But does │
tignan ko." │ it prove legitimacy?" │
(Free? Let me check it out.) │ │
│ Introduces Verified by │
Action: Clicks CTA → │ dotPH. Mentions verified │
lands on landing page. │ links for payment channels. │
│ │
Thinks: "Verified links for │ CTA: "Learn How to Get │
my GCash and BDO? That's │ Verified →" │
actually useful." └────────────────┬─────────────┘
│
TOUCHPOINT 4 ┌─────────────────▼────────────┐
────────── │ Lands on landing page. │
Channel: Landing Page │ │
│ Reads "What You Get" — │
Reaction: "Wait — I get a │ a Verified Page on dotPH │
public page on dotPH where I │ that lists my official │
can list my real GCash, BDO, │ GCash, BDO, Maya, social │
and Maya numbers? And my real │ media, website, address, │
Facebook and Shopee pages? │ and contact number. │
So customers just check one │ │
URL instead of DMing me every │ Plus a badge for my website │
time? That's exactly what │ footer and checkout page. │
I need." │ │
│ But he's in the middle of │
Action: Bookmarks the page. │ packing orders. Closes tab. │
Gets back to packing. └────────────────┬─────────────┘
│
TOUCHPOINT 5 ┌─────────────────▼────────────┐
────────── │ Sees a competitor's FB │
Channel: Organic Facebook │ post: the competitor shows │
(indirect — competitor's post) │ off their Verified by dotPH │
│ badge on their website. │
Reaction: "Yung kalaban ko │ │
verified na? If customers see │ The competitor says: │
his page with a badge and my │ "Verified na kami! Check │
page without one..." │ our verification page │
│ before you order." │
This is the Mimetic Desire │ │
trigger — he wants what his │ Jay sees this because they │
competitor already has. │ share the same sneaker │
│ community groups. │
Action: Goes directly to the └────────────────┬─────────────┘
landing page (types URL from │
the bookmarked tab). │
│
TOUCHPOINT 6 ┌─────────────────▼────────────┐
────────── │ Back on landing page. │
Channel: Landing Page │ │
│ Signs up immediately. │
Action: Signs up. │ Uploads DTI cert and │
Uploads docs. │ government ID. │
│ │
Immediately after: screenshots │ ✓ SIGNED UP │
the confirmation page and └──────────────────────────────┘
posts it to his Viber group.
"Guys, pag-verify niyo na rin."
(Guys, get verified too.)
Entry point: Cold Email Industry pain: Patients calling a fake clinic number from a copycat Google listing
PROSPECT: Doc Reyes, runs a dental clinic in Cebu IT Park
Her clinic has a .ph website but most patients find her
through Google or Facebook. Recently, patients have been
calling a wrong number — a fake Google listing uses her
clinic's name and photos but lists a different mobile number.
Two patients showed up at a wrong address.
══════════════════════════════════════════════════════════════
TOUCHPOINT 1 ┌──────────────────────────────┐
────────── │ Receives cold email: │
Channel: Cold Email #1 │ │
│ Subject: "Is someone │
Her clinic is on the dotPH │ copying Reyes Dental │
prospect list (sourced from │ Clinic online?" │
Google Maps: dental clinics │ │
in Cebu with websites). │ "I work at dotPH — the │
│ official .ph domain │
Reaction: "How did they know? │ registry. We've noticed │
This literally happened to me │ scammers copying clinic │
last week." │ pages... patients end up │
│ calling fake numbers." │
Action: Opens and reads the │ │
full email. Doesn't reply yet. │ No pitch. Ends with: │
│ "Has this happened to you?" │
└────────────────┬─────────────┘
│
TOUCHPOINT 2 ┌─────────────────▼────────────┐
────────── │ Receives cold email #2: │
Channel: Cold Email #2 │ │
│ Subject: "How much are fake │
Reaction: "I didn't realize │ pages costing PH │
this was a nationwide problem. │ businesses?" │
I thought it was just us." │ │
│ "For clinics like Reyes │
Action: Reads. Still no click. │ Dental, the most common │
But now she's primed. │ pattern is fake Google │
│ listings with a different │
│ mobile number. Patients │
│ call, get no answer, and │
│ book with another clinic." │
└────────────────┬─────────────┘
│
TOUCHPOINT 3 ┌─────────────────▼────────────┐
────────── │ Sees organic FB post: │
Channel: Organic Facebook │ │
│ "3 Signs a Business Page │
A friend (another dentist) │ Might Be Fake: │
shared the dotPH post. │ 1. Page created recently │
│ but claims years of │
Reaction: "Oh, dotPH yung │ business │
nag-email sa akin. And now │ 2. Payment goes to personal │
I'm seeing them here too." │ GCash instead of │
│ business account │
The Mere Exposure Effect kicks │ 3. No official website or │
in — she's seen dotPH 3 times │ verified links" │
now across 2 channels. │ │
│ CTA: "Save and share this." │
Action: Saves the post. └────────────────┬─────────────┘
│
TOUCHPOINT 4 ┌─────────────────▼────────────┐
────────── │ Receives cold email #3: │
Channel: Cold Email #3 │ │
│ Subject: "The .ph registry │
Reaction: "Okay, this is the │ just launched something │
thing they've been building up │ for businesses like yours" │
to. And it's free? Let me see." │ │
│ Introduces Verified by │
Action: Clicks CTA → │ dotPH. "Your patients can │
lands on landing page. │ check one dotPH-hosted page │
│ to confirm your real clinic │
│ number, address, Facebook │
│ page, and appointment link. │
│ Plus a badge for your site."│
│ │
│ CTA: "Learn How →" │
└────────────────┬─────────────┘
│
TOUCHPOINT 5 ┌─────────────────▼────────────┐
────────── │ Lands on landing page. │
Channel: Landing Page │ │
│ Reads everything. The FAQ │
Reaction: She's methodical. │ answers her exact question │
Reads the entire page. FAQ │ about SSL vs verification. │
answers her concern about │ │
"how is this different from │ Sees "Clinics & Professionals│
having SSL?" │ — Patients call fake │
│ numbers, book fake │
Action: Signs up on the spot. │ appointments" │
She's a professional — she │ │
doesn't need 7 touchpoints. │ Clicks CTA. Uploads docs. │
The cold email sequence + one │ │
organic post was enough. │ ✓ SIGNED UP │
└──────────────────────────────┘
Post-signup: She puts the verified badge on her clinic website
and adds the verification page link to her Google Business profile
description. She tells her dentist friends in the Cebu Dental
Society Viber group.
Entry point: Facebook Ad (Awareness) Industry pain: Fake delivery pages taking orders under her brand name
PROSPECT: Aling Nena, runs a home-based kakanin business
She sells bibingka and sapin-sapin through Facebook and
Instagram. Orders come through DM and she delivers via
Lalamove. A fake page started posting her food photos
with a different GCash number. Customers ordered, paid
the fake page, and never received food. Then they left
1-star reviews on Nena's REAL page.
══════════════════════════════════════════════════════════════
TOUCHPOINT 1 ┌──────────────────────────────┐
────────── │ Sees FB ad in her feed: │
Channel: Facebook Ad (Awareness) │ │
│ "A fake page is taking food │
She's in the "food business │ orders under your │
Philippines" targeting bucket. │ restaurant's name. Same │
│ menu. Same photos. Different│
Reaction: "AY. Ganyan nga │ bank account. Your customers│
nangyari sa akin!" (That's │ pay, get nothing, and leave │
exactly what happened to me!) │ YOU a 1-star review." │
│ │
Action: Clicks the ad. │ Ad format: Static image │
Reads the landing page headline. │ showing two identical │
But she's on mobile, cooking, │ Facebook pages side by side │
and gets a customer DM. │ — "Which one is real?" │
Closes the browser. └────────────────┬─────────────┘
│
TOUCHPOINT 2 ┌─────────────────▼────────────┐
────────── │ A customer tags Nena in │
Channel: Organic Facebook │ a dotPH organic post: │
(via customer tag) │ │
│ "3 Signs a Business Page │
One of Nena's loyal customers │ Might Be Fake..." │
saw the dotPH post and tagged │ │
her: "@AlingNenasKakanin ate │ Customer's comment: │
baka need mo to! May fake page │ "@AlingNenasKakanin ate │
ka kasi eh." │ baka need mo to!" │
(You might need this! You have │ (You might need this!) │
a fake page.) │ │
│ Nena clicks through to the │
Reaction: "Even my customers │ dotPH page and browses. │
know about the fake page. │ Sees the product │
This is embarrassing." │ announcement post. │
└────────────────┬─────────────┘
│
TOUCHPOINT 3 ┌─────────────────▼────────────┐
────────── │ Sees FB retarget ad: │
Channel: FB Ad (Consideration) │ │
│ "Verified by dotPH: │
She visited the landing page │ Get a verified badge, │
briefly on Touchpoint 1, so │ a verification page, and │
she's in the retarget pool. │ verified links to your │
│ real payment channels. │
Reaction: "Ah, ito yung │ It's free." │
nakita ko dati. Free daw." │ │
(This is the thing I saw │ Shows a mockup of a food │
before. It's free.) │ business website with the │
│ badge in the footer. │
Action: Clicks. Reads the │ │
landing page more carefully │ CTA: "Get Verified — │
this time. Sees "Who It's For" │ It's Free" │
→ "Restaurants & F&B." └────────────────┬─────────────┘
│
Still doesn't sign up. │
She wants to ask her daughter │
who handles the business docs. │
│
TOUCHPOINT 4 ┌─────────────────▼────────────┐
────────── │ Sees organic FB milestone │
Channel: Organic Facebook │ post: │
│ │
Reaction: "500 na?! Sige na │ "500 businesses have │
nga, pag-sign up na rin ako." │ signed up for Verified by │
(500 already?! Fine, let me │ dotPH. Resorts. Clinics. │
sign up too.) │ Online shops. Food sellers. │
│ They're all getting │
She asks her daughter to help │ verified. Are you?" │
with the documents. │ │
│ Includes a screenshot from │
Action: Her daughter uploads │ another food seller showing │
the DTI registration and │ their badge on their page. │
Nena's government ID. │ │
└────────────────┬─────────────┘
│
TOUCHPOINT 5 ┌─────────────────▼────────────┐
────────── │ Landing page. │
Channel: Landing Page │ │
│ Daughter helps navigate. │
Action: Signs up. │ They upload DTI cert + │
Takes 6 minutes (daughter │ government ID. │
helped find the DTI cert). │ │
│ ✓ SIGNED UP │
└──────────────────────────────┘
Post-signup: Nena posts on her business page:
"Verified na ang Aling Nena's Kakanin! Check our
verification page before you order. Wag po kayo
magpa-scam sa mga pekeng page."
(Don't get scammed by fake pages.)
→ This becomes organic UGC for dotPH.
Every channel's job is to move the prospect closer to the landing page.
┌─────────────────────────────────────────────────────────────┐
│ ENTRY POINTS │
│ │
│ FB Ads ──────────┐ │
│ Warm Email CTA ──┤ │
│ Cold Email CTA ──┼──────────► LANDING PAGE │
│ Organic FB link ─┤ │
│ Direct / Search ─┘ │
│ │
└─────────────────────────────────────────────────────────────┘
┌─────────────────────────────────────────────────────────────┐
│ ON THE LANDING PAGE │
│ │
│ Visitor arrives │
│ │ │
│ ├── Bounces (< 10 sec) → EXCLUDED from retargeting │
│ │ │
│ ├── Reads but leaves → FB RETARGET AD (Campaign 3) │
│ │ + next email in sequence │
│ │ │
│ ├── Starts form → IF abandons → FB AD: │
│ │ "You're almost verified. │
│ │ Finish your signup." │
│ │ │
│ └── Completes form → ✓ SIGNED UP │
│ └── Added to exclusion list │
│ (no more ads/emails) │
└─────────────────────────────────────────────────────────────┘
Non-converters don't exit the funnel — they get recycled.
┌─────────────────────────────────────────────────────────────────┐
│ RECAPTURE SYSTEM │
└─────────────────────────────────────────────────────────────────┘
AWARENESS NON-ENGAGERS
───────────────────────
Saw ad but didn't engage
│
├── Try different creative angle
│ (impersonation → customer hesitation → payment trust)
│
└── Organic FB posts appear in feed
(problem education content reinforces message)
CONSIDERATION DROP-OFFS
────────────────────────
Engaged with awareness content but didn't click to landing page
│
├── FB Campaign 2: Solution explainer ads
│ (retarget video viewers 25%+, post engagers)
│
├── Next email in sequence arrives
│ (warm: Email 2 → 3 → 4)
│ (cold: Email 3 → 4 → 5)
│
└── Lookalike audience expansion
(find similar people who DID convert)
LANDING PAGE VISITORS (DIDN'T SIGN UP)
────────────────────────────────────────
Visited landing page but left without signing up
│
├── FB Campaign 3: Conversion retarget ads
│ ├── Social proof: "[X] businesses signed up"
│ ├── Objection buster: "Free. Backed by the .ph registry."
│ └── Relevance: "Your customers are looking for verified businesses"
│
├── Next email in sequence
│ (social proof → urgency → final nudge)
│
└── Organic FB: milestone posts, adopter spotlights
(creates momentum through the regular feed)
FORM ABANDONERS
────────────────
Started the signup form but didn't finish
│
└── FB Campaign 3: Specific retarget ad
"You're almost verified. Finish your signup."
(lowest-hanging fruit — highest intent)
┌─────────────────────────────────────────────────────────────────┐
│ │
│ ALL RECAPTURE LOOPS POINT BACK TO → LANDING PAGE → SIGNUP │
│ │
└─────────────────────────────────────────────────────────────────┘
AWARENESS CONSIDERATION CONVERSION
───────── ───────────── ──────────
"This is "There's a way "Everyone else
happening to fix this." is doing it.
to me." Am I missing
out?"
FEAR ──────────► RELIEF ──────────► URGENCY
RECOGNITION CURIOSITY RELEVANCE
Psychology applied at each stage:
┌──────────────────┬──────────────────┬──────────────────┐
│ AWARENESS │ CONSIDERATION │ CONVERSION │
├──────────────────┼──────────────────┼──────────────────┤
│ Loss Aversion │ Authority Bias │ Social Proof │
│ Zeigarnik │ Zero-Price │ Mimetic Desire │
│ (open loops) │ (it's free) │ Relevance │
│ Mere Exposure │ Activation │ Bandwagon │
│ (repetition) │ Energy │ Contrast Effect │
│ │ (free, 3 steps) │ (verified vs │
│ │ │ unverified) │
└──────────────────┴──────────────────┴──────────────────┘
╔════════════════════════════════════════════════════════════════════════════╗
║ ║
║ COLD PROSPECTS ─────► Cold Email 1-2 (problem) ─────────┐ ║
║ │ ║
║ WARM AUDIENCE ──────► Warm Email 1 (problem seed) ───────┤ ║
║ (.ph holders) │ ║
║ │ ║
║ BROAD PH AUDIENCE ──► FB Ads: Awareness ─────────────────┤ ║
║ │ ║
║ FB PAGE FOLLOWERS ──► Organic: Problem education ─────────┤ ║
║ │ ║
║ ┌───────────────────────────────────┘ ║
║ │ ║
║ ▼ ║
║ ┌─────────────────────┐ ║
║ │ PROBLEM FELT │ ║
║ │ "This affects me" │ ║
║ └──────────┬──────────┘ ║
║ │ ║
║ Cold Email 3 ─────────┤ ║
║ Warm Email 2 ─────────┤ ║
║ FB Ads: Solution ──────┼─────────────────────────────────┐ ║
║ Organic: Product ──────┤ │ ║
║ │ │ ║
║ ▼ │ ║
║ ┌─────────────────────┐ │ ║
║ │ SOLUTION KNOWN │ │ ║
║ │ "There's an answer"│ │ ║
║ └──────────┬──────────┘ │ ║
║ │ │ ║
║ ▼ │ ║
║ ┌─────────────────────┐ │ ║
║ │ LANDING PAGE │◄──────────────────────┘ ║
║ │ │ ║
║ │ Problem → Solution│ ║
║ │ → How it works │ ║
║ │ → CTA │ ║
║ └──────────┬──────────┘ ║
║ │ ║
║ ┌──────────┴──────────┐ ║
║ │ │ ║
║ CONVERTS DOESN'T CONVERT ║
║ │ │ ║
║ ▼ ▼ ║
║ ✓ SIGNED UP ┌───────────────────┐ ║
║ │ RECAPTURE LOOP │ ║
║ │ │ ║
║ │ FB retarget ads │ ║
║ │ Next email │──────► Landing Page ║
║ │ Organic proof │ (try again) ║
║ │ Form abandon ad │ ║
║ └───────────────────┘ ║
║ ║
╚════════════════════════════════════════════════════════════════════════════╝
Audience: Filipino consumers (NOT business owners) Goal: Behavior change — teach consumers to check before they pay Timeline: Weeks 3–10 (Weeks 3–5: scam awareness only, no badge mention. Weeks 6–10: verification angle, badge-checking advice becomes actionable with 300–500+ verified businesses.)
╔═══════════════════════════════════════════════════════════════════════╗
║ ║
║ ┌────────────────────────────────────────────────────────────────┐ ║
║ │ CONSUMER: FEAR ACTIVATION │ ║
║ │ "The fakes look real. You can't tell." │ ║
║ │ │ ║
║ │ Weeks: 3–5 │ ║
║ │ Emotion: Recognition, alertness, personal fear │ ║
║ │ Goal: Make the threat feel personal and immediate │ ║
║ │ │ ║
║ │ Channels: │ ║
║ │ ├── Organic FB → Scam stories from the VICTIM's │ ║
║ │ │ perspective ("I booked a resort...") │ ║
║ │ ├── Organic FB → "Spot the Fake" interactive posts │ ║
║ │ ├── Dual-audience posts → Same scam stories, │ ║
║ │ │ consumer closing line │ ║
║ │ └── Blog articles → Consumer-framed scam coverage │ ║
║ │ │ ║
║ │ Key message: "50,000 likes. All fake. │ ║
║ │ How would YOU know?" │ ║
║ └──────────────────────────┬─────────────────────────────────────┘ ║
║ │ ║
║ ▼ ║
║ ┌────────────────────────────────────────────────────────────────┐ ║
║ │ CONSUMER: EMPOWERMENT │ ║
║ │ "There's now a way to check. Here's how." │ ║
║ │ │ ║
║ │ Weeks: 6–8 │ ║
║ │ Emotion: Relief, sense of control │ ║
║ │ Goal: Teach the checking behavior │ ║
║ │ │ ║
║ │ Channels: │ ║
║ │ ├── Organic FB → "How to Check" visual guide (carousel) │ ║
║ │ ├── Organic FB → "The GCash Check" tutorial │ ║
║ │ ├── Blog articles → "How to Tell If a Business Is Real" │ ║
║ │ └── Boosted posts → Top performers from Phase 1 + 2 │ ║
║ │ │ ║
║ │ Key message: "Before you pay, check. │ ║
║ │ Look for the Verified by dotPH badge." │ ║
║ └──────────────────────────┬─────────────────────────────────────┘ ║
║ │ ║
║ ▼ ║
║ ┌────────────────────────────────────────────────────────────────┐ ║
║ │ CONSUMER: HABIT FORMATION │ ║
║ │ "Always check. Tell everyone." │ ║
║ │ │ ║
║ │ Weeks: 8–10+ │ ║
║ │ Emotion: Confidence, social responsibility │ ║
║ │ Goal: Make checking a reflex + spread through networks │ ║
║ │ │ ║
║ │ Channels: │ ║
║ │ ├── Organic FB → "#CheckBeforeYouPay" campaign posts │ ║
║ │ ├── Organic FB → "Tell Your Nanay" family protection │ ║
║ │ ├── Organic FB → UGC showcase (consumers who checked) │ ║
║ │ └── Blog articles → "Why You Should Ask: Are You Verified?" │ ║
║ │ │ ║
║ │ Key message: "Tell your nanay. Tell your tita. │ ║
║ │ Tell your barkada. #CheckBeforeYouPay" │ ║
║ └──────────────────────────┬─────────────────────────────────────┘ ║
║ │ ║
║ ▼ ║
║ ┌───────────────────┐ ║
║ │ BEHAVIOR CHANGE │ ║
║ │ ─────────────── │ ║
║ │ Consumer checks │ ║
║ │ for badge before │ ║
║ │ paying. │ ║
║ │ │ ║
║ │ Consumer asks: │ ║
║ │ "Are you │ ║
║ │ Verified by │ ║
║ │ dotPH?" │ ║
║ └────────┬──────────┘ ║
║ │ ║
║ ▼ ║
║ ┌──────────────────────┐ ║
║ │ B2B PRESSURE LOOP │ ║
║ │ │ ║
║ │ Consumer demand │ ║
║ │ feeds back into │ ║
║ │ B2B conversion: │ ║
║ │ │ ║
║ │ Business hears │ ║
║ │ "Are you verified?" │ ║
║ │ → Signs up for │ ║
║ │ Verified by dotPH │ ║
║ └──────────────────────┘ ║
║ ║
╚═══════════════════════════════════════════════════════════════════════╝
┌──────────────┐ ┌──────────────┐ ┌──────────────┐
│ B2B ADS │ │ B2B EMAIL │ │ B2C ORGANIC │
│ (awareness) │ │ (problem │ │ (scam │
│ │ │ seed) │ │ stories) │
└──────┬───────┘ └──────┬───────┘ └──────┬───────┘
│ │ │
▼ ▼ ▼
┌──────────────────────────────────────────────────────────┐
│ │
│ MERE EXPOSURE EFFECT │
│ (works on BOTH audiences) │
│ │
│ Business owner's experience: │
│ After FB ad: "Fake pages are stealing my customers" │
│ After email: "dotPH is building verification for this" │
│ After CONSUMER asks: "Wait — my customer just asked │
│ 'Are you verified by dotPH?' I need to sign up." │
│ │
│ Consumer's experience: │
│ After scam story: "That's scary. Could happen to me." │
│ After "How to Check" guide: "Now I know what to look │
│ for before I pay." │
│ After friend shares: "Even my tita is checking now." │
│ │
└──────────────────────────┬───────────────────────────────┘
│
▼
┌──────────────┐ ┌──────────────┐ ┌──────────────┐
│ B2B ADS │ │ B2C ORGANIC │ │ B2B + B2C │
│ (solution │ │ ("How to │ │ ORGANIC │
│ explainer) │ │ Check") │ │ (dual posts)│
└──────┬───────┘ └──────┬───────┘ └──────┬───────┘
│ │ │
└────────────────────┼─────────────────────┘
│
▼
┌─────────────────┐
│ LANDING PAGE │
│ (B2B traffic │
│ converts to │
│ signup) │
│ │
│ (B2C traffic │
│ learns how │
│ to check) │
└────────┬────────┘
│
┌──────────┴──────────┐
B2B converts B2C learns
│ │
▼ ▼
✓ SIGNED UP ✓ CHECKS BEFORE PAYING
│ │
│ │
└──────────┬───────────┘
│
▼
┌──────────────────────┐
│ FLYWHEEL │
│ │
│ More verified │
│ businesses │
│ + │
│ More consumers │
│ checking │
│ = │
│ More businesses │
│ WANTING to verify │
└──────────────────────┘
Entry point: Organic Facebook post (Consumer Fear Activation) Consumer type: Ate Joy, 32, buys from Facebook sellers and pays via GCash
CONSUMER: Ate Joy shops from small businesses on Facebook.
Last month she paid P3,500 for a bag from a seller she
found in a buy-and-sell group. The bag never arrived.
The seller blocked her. The GCash number is now inactive.
══════════════════════════════════════════════════════════
TOUCHPOINT 1 ┌───────────────────────────────┐
────────── │ Sees organic FB post │
Channel: Organic Facebook │ (dual-audience): │
(Consumer Fear Activation) │ │
│ "A Facebook page for a │
Reaction: "Dios ko, nangyari │ Bantayan Island resort had │
din 'to sa akin." (This │ 50,000 likes. Guests sent │
happened to me too.) │ deposits. The resort had no │
│ record of them. 200+ victims.│
Action: Reads full post. │ P500,000 lost." │
Shares to her Viber group: │ │
"Mga bes, ingat kayo sa │ Closing: "How would YOU know │
online sellers." │ if a page is real?" │
└──────────────┬────────────────┘
│
TOUCHPOINT 2 ┌────────────────▼────────────────┐
────────── │ Sees consumer post on dotPH │
Channel: Organic Facebook │ page (Week 5): │
(Consumer Empowerment) │ │
│ "Before you pay, check. │
Reaction: "May ganito pala?" │ │
(There's something like this?) │ 1. Look for a Verified by │
│ dotPH badge on their site │
Action: Saves the post. │ 2. Visit their verification │
Clicks to learn more about │ page on dotPH │
how verification works. │ 3. Check their verified GCash │
│ matches what they gave you │
│ │
│ #CheckBeforeYouPay" │
└──────────────┬────────────────┘
│
TOUCHPOINT 3 ┌────────────────▼────────────────┐
────────── │ Sees another consumer post: │
Channel: Organic Facebook │ │
(Consumer Habit Formation) │ "Your nanay shops online. │
│ Your tita books resorts on │
Reaction: Forwards to │ Facebook. Your barkada sends │
family group chat with │ GCash to sellers in FB groups.│
note: "Ma, check mo muna │ │
bago magbayad." (Ma, check │ Do they know how to check? │
first before paying.) │ Share this. #CheckBeforeYouPay│
│ " │
Action: Tags her mother └──────────────┬────────────────┘
and sister in the post. │
│
TOUCHPOINT 4 ┌────────────────▼────────────────┐
────────── │ Ate Joy finds a new seller │
Channel: Real life │ she wants to buy from on FB. │
(Behavior Change) │ │
│ Before sending GCash, she │
This is the moment │ checks the seller's website. │
the campaign succeeds. │ │
│ No Verified by dotPH badge. │
She DMs the seller: │ │
"Hi, are you Verified │ She messages the seller: │
by dotPH?" │ "Are you Verified by dotPH?" │
│ │
The seller has never │ Seller: "What's that?" │
heard of it. Searches. │ Joy: "It's free verification │
Finds the landing page. │ from the .ph registry. My │
Signs up. │ friend said I should check │
│ before I pay." │
✓ B2C → B2B CONVERSION │ │
│ Seller looks it up. Signs up. │
└────────────────────────────────┘