start-up 90 days marketing plan linkedin
TRANSCRIPT
Agenda
I. Background information
II. Mid-term marketing strategy
III. 90-days plan including budget & timelines
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University of Liverpool Online - Marketing
Institutional Marketing
Out-of-pocket budget Staff
Market:
Development & size
Competition:
Generalists & specialists
Target Audience: • Higher Educatioon• Certification Boards• Large Companies
Customers & Partners
Key Countries
External & Internal Environment Cirrus Assessment
Cirrus e-assessment platform
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Current Customers
Customers, Partners & Countries
Current Partners
Current Countries
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University of Liverpool Online - Marketing
Limited Out-of-pocket Marketing
Budget
FOCUS!
Small Marketing Team
Staff
Resources Cirrus assessment
+
=
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Competition
Competition
6 Source: Forbes.com / uninett.no
Market developments
Market Developments – Awarding Bodies
Market Developments Awarding bodies & E-Assessment:
Professional qualifications are booming and will continue to do so. 90% of those surveyed expect to see test volumes increase over the next 5 years.
e-Assessment is in its infancy but has strong potential. While only 21% of the bodies surveyed are currently using
CBT, 58% of bodies not already using CBT are likely to use it. CBT is a relatively recent phenomenon: with the exception of a few trailblazers who began e-testing over 5 years ago, 66% of current users surveyed have migrated to electronic platforms in the last 2 years.
The primary driver for migration to CBT is currently cost-savings: 47% cited savings as the chief benefit of e-testing. Flexibility and convenience came second (40% citing this benefit).
Security, geographical reach and speed of feedback dominate in importance for those that have converted to CBT.
Multiple-choice still dominates, being used by all current users. While the natural transition to CBT begins with multiple-choice, current users do recognise the potential for creating more engaging and even more valid assessments by using CBT.
Source: PearsonVue / FreshMinds7
Market developments
Market Developments – Higher Education
Market Developments Higher Education:
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Het integreren van E-assessment in je onderwijs is één van de stappen om je onderwijs te innoveren. Digitale toetsing en digitale feedback zijn middelen die bijdragen aan de voortdurende kwaliteitsimpuls en het effectief organiseren van je onderwijs.
MEERWAARDE E-ASSESSMENT VOOR JE ONDERWIJSOnderwijskundig:• verhogen toetskwaliteit en diversiteit toetsen• borging van toetsen, resultaten, toetsproducten en itembanken• bijdragen aan meer tijd- en plaatsonafhankelijk toetsenOrganisatorisch:• efficiënter en geborgd logistieke- en het administratieve toetsproces• professionaliseren van docenten en het verlagen van hun werkdruk• vergroten service aan studenten
DIGITALE TOETSINGDigitale toetsing heeft meerwaarde voor student, docent en organisatie. Het is een belangrijk middel om bij te dragen aan een voortdurende kwaliteitsimpuls en een professionaliseringsslag van de organisatie en het onderwijs van de UU. Digitale toetsing sluit ook goed aan bij de huidige belevingswereld van studenten. Zowel summatieve en formatieve toetsen, waarmee het werk van studenten wordt gestuurd, kunnen gedigitaliseerd worden en online worden afgenomen.
E-assessment:Way to innovate education
Added Value:Increasing test qualityNo time and place restrictions for testing
More efficient processIncreasing service for studentsReducing workload for teachers
(University of Utrecht)
Market Size Higher Education
Market size Higher Education
Source: CBS Netherlands
Number of students 2014 / 2015 – The NetherlandsType of Higher Education Total Number of Students
University 255.500
University of applied sciences 446.500
Further Education 480.000
Total: 1.182.000
Source: HESA UK / The Guardian
Number of students 2013 / 2014 - UKType of Higher Education Total Number of Students
University (Undergraduate + Postgraduate) 2.299.355
Further Education 4.826.100
Total: 7.125.4559
Agenda
I. Background information
II. Mid-term marketing strategy
III. 90-days plan including budget & timelines
Short & Mid-term Marketing Strategy
Key Objectives:
Building the Cirrus Assessment Brand
Generation of High Quality Leads
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Developing a clear brand positioning for Cirrus Assessment: • Standing out from the crowd• Staying relevant for customers• Brand fidelity
The Brand Positioning needs to be:• Authentic• Distinctive, providing a competitive edge• Adding value for target audience
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Building a Premium Brand: Started in 2014, to be continued in 2015
Key Objective 1: Building the Cirrus Assessment Brand
Positioning Statements versus Taglines
Brand positioning statements are often confused with company taglines or slogans. Positioning statements are for internal use. These statements guide the marketing and operating decisions of your business. A positioning statement helps you make key decisions that affect your customer’s perception of your brand.
A tag line is an external statement used in your marketing efforts. Insights from your positioning statement can be turned into a tagline, but it is important to distinguish between the two.
Developing the Customer Promise• What is really important for customers, and how we deliver upon that
Developing:• Brand Voice : Confident, Engaging, Professional
• Messaging: Customer centric, Benefit focused, Concise
• Images: Real people, real situations
Building & Claiming Thought Leadership:• Developing the thought leadership theme
• Claiming thought leadership in the media, with customers and prospects
Extensive Communicating on important asset: Current Customers
Building a Premium Brand: Started in 2014, to be continued in 2015
Key Objective 1: Building the Cirrus Assessment Brand - Cont.
13Applying the brand guide rules very consistently in all online and offline communication
Building a Premium Brand: Next Steps
Key Objective 2: Generating High Quality Leads - Transformation
THEN NOW
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Representing the company Representing the customer
Mission
Finding Customers Being Found
Customer IntelligenceMass Advertising 1:1 Targeting
Demographic Behavioral
Mechanics & TacticsPoint in time blasts
Few / Isolated channels Exploding/integrated channels
Continuous relationships
Trade Shows
15K Attendees600 Exhibitors
SEA / Social media
50K clicks (€25K)
Email marketing
10K receivers
Corporate B2B Website
10K visitors p/mth120K visitors p/yr
Main Marketing Activities
Key Objective 2: Generating High Quality Leads - Cont.
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The Role of the Corporate Website:
Lead Generation Branding Due Diligence
Priority number:
Developing integrated online marketing strategy:
• New Mobile Responsive, Dynamic Personalised website: Location, Industry, Product Interest
• Implementation of SEO, SEA, Blog and Social Media • Web Nurturing Strategy: Identify visitors & Engage
with the right content• Continuous creation of high value, relevant content• Lead nurturing strategy: site content, email
campaigns, events
Key Objective 2: Generating High Quality Leads - Cont.
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Speed“Within the first 10 seconds of your visitor’s websiteexperience, you must explain what you can do for them”(Microsoft Research)
Relevancy“82% of prospects value content targetedto their specific industry”(MarketingSherpa)
Engage Educate Nurture NurtureConvert
I. Background information
II. Mid-term marketing strategy
III. 90-days plan including budget & timelines
Agenda
90-days Marketing Plan including Budget & TimelineObjective 1: Building the Cirrus Assessment Brand
Defining the Brand Positioning
Developing the Customer Promise
Developing:• Brand Voice : Confident, Engaging, Professional• Messaging: Customer centric, Benefit focused, Concise • Images: Real people, real situations
Building & Claiming Thought Leadership:
Extensive Communicating on important asset: Current Customers
Key actions / Initiatives Lead time
Costs
Defining the Brand Positioning and Customer Promise 8 wks
Developing Brand Voice, Messaging and Images strategy 1 wk
Developing the Thought Leadership Theme and TLS strategy
4 wks
Communicating on current Customers: development of content / production of content
6 wks
Development of high-end MarCom material (e.g. Digital Brochures )
4 wks
Development of high-end Corporate Website
4 months
} • Internal / external focus groups• Sanity check with customers
• Customer testimonials on website, social media and email campaigns
• (Short) customer videos
• Developing the TLS theme with help of internal / external focus groups• Claiming TLS by PR, press releases, speaker opportunities, continuous active
participation in social media discussions, right platforms and forums
90-days Marketing Plan including Budget & TimelineObjective 2: Generation of high quality leads
Developing integrated online marketing strategy:
• New Mobile Responsive, Dynamic Personalised website: Location, Industry, Product Interest
• Implementation of SEO, SEA, Blog and Social Media • Web Nurturing Strategy: Identify visitors & Engage with the right content• Continuous creation of high value, relevant content for PR, website, blog, SEA,
Social• Lead nurturing strategy: site content, email campaigns, events
Needed:• Online marketing manager / social media manager to lead website
development project, to manage and maintain the site and to manage social• Content development: ongoing process for web, social, email, SEA etc. • Database marketer / analyst / researcher: to nurture leads, execute
market/competitor/customer research and support the development of country marketing plans
• Geotargeting: Development of country marketing plans; gathering in depth market insights, and adapt offering accordingly: messaging, content, website etc
• Investment in SEA, social media and events in key countries UK and NL:
Key actions / Initiatives Lead time Costs
Development of high-end website 4 months
Hiring Online Marketer / Social Media manager 2 months
Investment in SEA / Social Media / Events in key countries Ongoing
Communications manager / copy writer + external copy writer 1 month
Database marketer / Analyst / Researcher
3 months
CRM system / Marketing Automation
2 months
Development of Country Marketing Plans for UK and NL 2 months
