ifm

Japanese Economy : Overview

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Critical Success Factors for Social Media Strategy

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Making the user feel special

Identifying with a cause

Measurability

Acknowledge multiple

devices and platforms

Incentivize social

sharing

Social buying and social

recommendations

Caareers 360

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Evaluation of Social Media Strategy – Careers 360

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• Functional and updated social media strategy• Campaigns run simultaneously across Media• posts are not customized for social media • Inactive on Youtube, Instagram, LinkedIn and Twitter

Integration of Social Media strategy with

overall Marketing

• Inadequate• No call to action• Campaign picture reposts, no clickable links• No prompts for reviews and ratings on products page

Social Media Optimization

• Over 3.6 Lac likes on FB• Little activity on Bschool or Engineering specific pages• Specific threads on website discussion forum

Communities around shared interests

• Contests and referral programs • Discussion forms• Redeemable badges as awards

Encouraging User content creation, engagement and

Feedback

• Android and Windows based Apps• Social Media posts and Ads customized for Mobile devices

Multiple devices and platforms

Evaluation of Social Media Strategy – Careers 360

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• News about admissions• Sponsored / featured Ads / content not

differentiable

Honesty and transparency

• Frequency of posts increased to 2 per day• Lesser ads• Preparatory tools promotion• Features news with links to Careers360

Fresh and relevant Content

• Experts advice personally on website discussion Forum

• Messages not replied to in Social Media

Making the user feel special

• Google Analytics• Facebook InsightsMeasurability

• Encourage Referrals• Invite ratings and reviews for colleges

by alumina

Incentivize social sharing

• Indian Institute of Management - a fully autonomous university

• Offers several post graduate, doctorate and executive education programmes in management.

• 3 campuses in India

• Target Market

• The key target market is MBA aspirants

• 2,00,000+ students giving CAT, XAT and GMAT

• Business Stats

• No. of B-Schools in India : 3500+

• Competitors of IMT Ghaziabad: 20

• Students Intake: 600

• Marketing Budget per year: Rs 2,00,00,000+

• Main Programs: PGDM 2 Year, PGDM Executive, PGDM Part Time

• Objectives

• Continue to develop brand awareness and equity

• Increase the volume of admission applications

INTRODUCTION

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SWOT ANALYSIS

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STRENGHTS> Brand name

since 1980> Large Alumni

Base> State of the art

Infrastructure> Best exchange

program> Prolific

achievements of IMT in B-School Competitions

WEAKNESS> Increasing

batch size over the years

> Stagnant Placement Packages

> Brand dilution by creating 3

more campuses

OPPORTUNITIES> Diversification in specializations> Industry tie Ups

with organizations

> Improve startup Infrastructure

with better incubators &

funding> Better Digital marketing and

Communications strategy

THREATS> Increasing

influence of other B-Schools in NCR

> Online MBA options

> Decreased ROI with increased fee

and stagnant placement packages

PORTERS FIVE FORCES

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Rivalry among existing

competitors

THREAT OF New

Entrants

Bargaining power of Buyers

Threat of Substitutes

Bargaining power of Suppliers

• Increasing influence of other B-Schools in NCR

• Decreased ROI with increased fee and stagnant placement packages

• Best exchange program

• Brand name since 1980• Large Alumni Base• State of the art Infrastructure• Industry tie Ups with organizations

• Increasing batch size over the years• Stagnant Placement Packages• Brand dilution by creating 3 more

campuses• Prolific achievements of IMT in B-

School Competitions

• Online MBA options• Improve startup Infrastructure with

better incubators & funding• Better Digital marketing and

Communications strategy

CURRENT SITUATION : Online presence of IMT on different online platforms

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SEO RESULTS 3rd PARTY ONLINE PLATFORM


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FACEBOOK


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TWITTER

Measurability−Use Analytics to identify target segments and develop content that will

attract the target segments−Use Analytics to identify engagement trendsWhat time of day does target segment mostly engages with contentWhat type of content generates maximum engagement

Critical success factors for IMT

An example is shown here using Alexa.com as a analytics platform

It shows the measurable metrics in term of Keywords, visitors, daily time, website ranking in terms of rank and similar

An Example

Communities Around Shared InterestsFacebook groups to offline events being supported online as well

Encouraging User content creation, engagement and FeedbackSlow in making content onlinePagalguy and Facebook to promote the content of IMTContent flows through Media relations team

Drive engagement and consumption across multiple devicesNot mobile friendly, mobile site similar to home site

Good, fresh and relevant contentIMT blog, Official Facebook page

Critical Success Factors for IMT

Digital Marketing Roadmap for IMT Ghaziabad

Brand Audit• Marketing Stream

• Distinct Faculty

• State of the art Infrastructure

• Student Activites

• International Exchange

• High Placements

• High Peer Learning

• Corporate Connect

Strategic Objective

• Build Brand Equity

• Develop Brand Awareness

• Call for more no. Admission Application

Content Development

• Showcasing IMT Ghaziabad Life

• Featuring Students Achievements

• Director Interviews

• Faculty Research Paper

Digital Marketing Roadmap for IMT NAGPUR

Digital Marketing Roadmap for IMT Hyderabad

A Social Media campaign costs roughly around Rs 30,00,000 according to prevailing industry standards−Facebook per click cost for Industry Sector is from 4-5 Rs

3rd party platforms such as PagalGuy, Careers360 and other related information provider platforms cost approximately Rs 30,00,000 for the complete campaign−The pagalguy banner and promotions along with official discussion board cost around Rs 1,00,000

Cost for Newspaper Releases and advertisements is around Rs 1,00,000

Cost for Posters/Banners: Rs 20,00,000

Cost for website maintenance and hosting : Rs 30,000

Cost for creating and maintaining blogs is Rs 30,000

COST-ANALYSIS FOR DIGITAL MARKETING CAMPAIGN