ONLINE MARKETING PROPOSAL FOR UNIVERSITY

UNDERSTANDING DIGITAL MARKETING

Visibility Engagement Awareness Branding Leads

You are there only ifthey can find you

Provide informationto engage peopleongoing basis.

Generate awarenessof your products orservices

Build Trust &Credibility withpotential customer

Develop capability forpeople to contact youonline.

ONLINE FOR BRANDING AND LEADS

Test preparation

Interview, and grooming.

Decision making

Joining

University Life

Placements

Alumni

ENGAGE AT EVERY STAGE OF LIFECYCLE

Nature of Community

Nat

ure

of

Enga

gem

en

t

Website Micro site SEO PPC SMM ORM Mobile

IMPLEMENTATION SCOPE

The website isgood.

We can work outvery basic microsite for theengagement.

SEO is commonand must for anywebsite.

As a practice wedon’t recommendaggressive PPC,but advocatesocial networkads on facebook.

We can just notworkout SMMproposition atsocial networksites but can alsoengage youraudience overvarious otherinline activities.

This is must forany digitalventure as anybrand needsonline reputationmanagement.

It is important toengage youraudience overmobile socialmedia. It is nextbig thing inmarketing andyou should notmiss this out.

Social Networking Sites

Engaged Customer

Engaged Prospect

1

2

Banner Ads

1

2Paid Ads at SNS

Paid Ads at Content Sites, Forum

Community

Personal Networks3

SEO

ORM

Paid Ads• Accomplish short-term

lead generation objectives via paid ads.

communities• Build communities on

Facebook, Orkut and other community platforms.

• Inside peeks, stories, gossips, etc

Reach TG• Review sites

• Local city sites

• Engage, interact, and promote with help of Awards, Polls, Contests

Blogs and Forums• Interact with audience

on relevant blogs, forums, and communities

• SELL THE CONCEPT

Optimizaion• Reach out to people via

SEO and SMO

• Spreading content where it reaches the TG for them to engage with it.

Engage customers

• Engage, interact, and promote with help of Awards, Polls, Contests

• Incentivizes the customer to promote and publicize

UNIVERSITY

ENGAGEMENT OPPORTUNITIES UNIVERSITY

Social networking Social network app. Mobile app. Advergaming

Visibility Engagement Awareness Branding LeadsDON’T FORGET:

* Will share activities for each engagement opportunities soon.

PRESENCE

It needs progressiveengagement, which ismissing.

It is must for anybrand to haveengagement. In thecompetitive marketenvironment fans andprospects needadditional tool ofassociation.

Mobile apps aredesired for growth. Itis more importantwhen the fans andprospect are mostlyglued to mobile.

Internet and mobilebased advergamingapp is desired forgrowth andengagement.

PHASE 1 432

EXECUTION APPROACH

Online communitydevelopment for brandpromotion and salesgeneration

Content Proliferationacross the internet-News, Photos, Videos,PPTs, Polls, Contests,Feedback

Presence & participationat top forums, blogswhere relevantcustomers visit.

Moderation andreputation management

Viral Campaigns forreach and engagement

Community Content Proliferation Presence & participation Reputation management Viral Campaigns

ENGAGEMENT OPPORTUNITIES*

Test Preparation

Grooming & Interview

Student life Alumni

* The social network presence on facebook, twitter etc. is basic in nature and is always part of the engagement

Association: The micro sites will help engage prospect as initial stage of decision making and walk themthrough the selection process.Visibility: The micro site as promoted by the university will not only engage the prospect but will also createvisibility. Apart from the microsite there will be extensive engagement on blog, forum, and review sites.Branding: The regular engagement, and visibility will generate enough interest and positive branding.Lead Generation: The micro site will engage the interested student and generate targeted lead.

BENEFITS TO UNIVERSITY

Visibility Engagement Awareness Branding Leads

ENGAGEMENT OPPORTUNITIES

Test Preparation

Grooming & Interview

Student life Alumni

Micro site Video

Association: The micro sites will help engage prospect as second stage of decision making and walk themthrough the selection process – group discussion and personal interview.Visibility: The micro site as promoted by the university will not only engage the prospect but will also createvisibility and respect for the university. The lifestyle, grooming tips will help them get into pre joiningengagement. The regular engagement, brand visibility will generate enough interest and positive branding.Lead Generation: The micro site will engage the interested student and generate targeted lead.

Visibility Engagement Awareness Branding Leads

ENGAGEMENT OPPORTUNITIES

Test Preparation

Grooming & Interview

Student life Alumni

BENEFITS TO UNIVERSITY

Blog Video

Visibility: In the third stage of the admission process when students are in the process of deciding where tojoin. They need information on the student life, curriculum, events at university, industry interface, alumniintegration. It is important for university faculty (at least some of them) to have presence and engagement onall prominent social networking sites, review sites, blogs and journals.Engagement: The prospect wants to interact with professors, and dean. They want to listen to them. The goodidea is to have a faculty blog, video testimonials etc. for the engagement. A few articles and teaching note willalso help generate positive imageLead Generation: The prospect who have shown interest are the qualified leads. Right guidance andinformation can help university convert them into university student.

Visibility Engagement Awareness Branding Leads

ENGAGEMENT OPPORTUNITIES

Test Preparation

Grooming & Interview

Student life Alumni

BENEFITS TO UNIVERSITY

Blog Video

Visibility: In the fourth stage of the admission process when have either decided to join or joined and want tointeract with alumni.Engagement: the prospect wants to interact with alumni. They want to listen to them. The good idea is tohave a alumni blog, video testimonials etc. for the engagement.

Visibility Engagement Awareness Branding Leads

ENGAGEMENT OPPORTUNITIES

Test Preparation

Grooming & Interview

Student life Academicians

BENEFITS TO UNIVERSITY

Blog Video

Community Online Presence Brand Building ORM Lead Generation Sales

ACHIEVEMENTS

Visibility Engagement Branding ORM evangelist Closure

PHASE 0 [NOW TO PRELAUNCH]

• Sell the concept

• Build presence across the internet

• Capture audiences at related forums

PHASE I [PRELAUNCH]

• Continue campaigns from previous phase

• Extensive banner campaign

• Insider stories and progress

PHASE II [POSTLAUNCH]

• Focus on generating engagement

• Talk about the success of the client

• Capture and promote content

IMPLEMENTATION PHASES

MEASUREMENT AND REPORTING

SEO

• SEO implementation progress

• Organic rankings on major search engines

• Website traffic and Conversion report

• Accomplishments of the month

• Next month plan

• Other specifics measurability parameters identified during measurability implementation.

SMM

• Social Media Reports based on channels selected

• Accomplishments of the month

• Next month plan

• Other specifics measurability parameters identified during measurability implementation.

• Website traffic and Conversion report

PPC

• PPC implementation progress

• Total Clicks and Spending – CPC (Cost Per Click) and CTR (Click Through Rate)

• Conversion Metrics - Total No of Conversions; Conversion percentage - Cost Per Conversion

• Accomplishments of the month

• Other specifics measurability parameters identified during measurability implementation.

MeasureLead Generation and Sales+ Brand Promotion + Engagement + Brand Recall + Increased probability of Sales

RESPONSIBILITIES

Measure[Results | Rankings | Traffic | Members | Engagements | Feedbacks | Tonality | Queries | Customers]

Client

• Business knowledge transfer

• Content & creative creation (Raw content including Videos)

• Support conceptualization for new campaigns

• Define messaging and product positioning

• Community participation support / Domain expertise (Engage with community)

• Promotion (leveraging other channels including offline)

• Feedback & reviews

We

• Overall online marketing roadmap

• Support conceptualization of new campaigns and applications

• Social media marketing execution

• Online reputation management

• Lead Community Participation

• Search Engine Optimization

• Paid Ads

• Online PRs & social bookmarking

• Measurability, analysis & recommendations

Thanks

ORM Search Engine

Marketing Virtual

Seminars Viral

Marketing EDMS, SMS Campaign

Social Media Marketing

ChatBlogging Services

Vision Acquisition and loyalty of profitable customers

Customer Centric Digital Marketing Program

Direct Marketing Rich Media SEO & SEM

APPENDIX I

WHAT IS ONLINE ENGAGEMENT Optimizaion

• Reach out to people viaSEO and SMO

• Spreading contentwhere it reaches the TGfor them to engage withit.

blogs/forums

• Interact with audienceon relevant blogs,forums, andcommunities

• SELL THE CONCEPT

Reach TG

• Review sites

• Local city sites

• Engage, interact, andpromote with help ofAwards, Polls, Contests

Develop communities

• Build communities onFacebook, Orkut andother communityplatforms.

• Inside peeks, stories,gossips, etc

Paid Ads

• Accomplish short-termlead generationobjectives via paid ads.

SEARCH ENGINE OPTIMIZATION (SEO)VISIBILITY, AWARENESS & LEAD GENERATION

We ensure our customers are able to best leverage the search engines

Understanding SEO

• All our SEO resources are seasoned SEO professionals.

Relevant Traffic

• Its not about rankings, its about relevant traffic and conversions.

Understanding Market

• Conduct “Marketing driven SEO promotions” rather than “optimization driven SEO promotions”.

Measurability

• Build End-to-end measurability for successful implementation and ROI based decision making.

SEO FRAMEWORK

Website Analysis And Technical Audit

On Page Optimization

Off Page Optimization

Campaign Effectiveness

week 1st to 2nd 3rd to 5th 6th to 10th 11th to 12th

Milestone 1st 2nd 3rd 4th

SEO Phases

Website Analysis & Technical Audit, Link Popularity or Link building.

On page Optimization Off page Optimization Review and maintenance of ranking.

Strategic

Forum Submission, Article Submission

Blogs creation & submission Press Release Submission, Classified Adds Submission

Community Portals, Submission in Social Groups.

Note: On monthly basis reports related to the work done will be shared with client. SEO activity minimum duration of 6 months for the effective result. An experienced and dedicated online marketing team will review, research and will give feed back for required changes to be done in the site and will work continuously on the project. Campaign Effectiveness: Will be done in parallel to the above activities.

SOCIAL MEDIA MARKETING (SMM)INTERACTIVITY, ENGAGEMENT & BRAND PROMOTION

We help our customers reach their targets and build branding

Communication

• Define the “right customer communication”

Define message

• Develop virality in the message and Promote message in the social media world

Blogging is must

• Develop corporate blog, build communities and leverage existing forums, blogs

Build brands

• Build & leverage a corporate brand, as well as brand for key individuals in the company

Measure SMM

• Build End-to-end measurability for successful implementation and ROI based decision making.

Micro-Blogs

Social Networks

Bookmarking

Photo Sharing

Start Pages

Social News

Mashups & Widgets

App Platforms

Corporate Site

Social Video & Internet TV

Idea – micro site

Blogging

Search

Network of Networks

Chat / IM

Wiki

Feed Syndication

COMPARE

FIND

PUBLISH

CONNECT

SHARE

READ

CREATE

CONNECT

ADVERTISE

CONVERSE

AUDIENCE

PROMOTE

PUBLISH

DEVELOP

Slide Sharing

Mail & Mail group

Cu

sto

me

r A

ctiv

itie

s

Soci

al M

ed

ia A

ctiv

itie

s

OUR SOCIAL MEDIA FRAMEWORK

Engagement

• Be as authentic as possible

•Engage with potential and existing customers

Set record straight

•Accept the negative feedback and consider it as opportunity to improve your product or service

•Your opportunity to set record straight

Integrate ORM

•If you like us, tell others. If you don’t, tell us

•Integrate ORM as part of customer service

Content seeding

•Community backfire can be very strong

•Ensure you only use experts for content seeding

Monitor discussions

• Promote providing negative feedback to you only

•Ensure people don’t talk negative in other forums.

ONLINE REPUTATIONENGAGEMENT & BRAND BUILDING

Bad Customer Experience

Unsolved Issues

Bad Reputation

Lost RevenueSolution?

PublishConnect CollaborateDiscover

MANAGED ORM SOLUTION

Work on plan Build Confidence Create Foundation Set ExpectationsManage

CommunicationExecution

Observations andvariations on issues,and managing ORMLong tail issues

Motivation,strategies,involvement ofclient for the ORM.

The communication onthe digital channel iscalculated andengaging.

ORM can not bemanaged overnight. Itis a continuousprocess.

ORM execution

needs to care of legal,

and Personal

Restrictions. The

execution need to

take care of client

participation, editorial,

branding and content

creation

considerations.

Incorporate ClientConsiderations whileworking on the plan.

PAY-PER-CLICK ADVERTISEMENTS (PPC)LEAD GENERATION

We ensure our customers get the best traffic at the lowest per-click costs to meet their growth objectives

Google Adwords

• All our PPC resources are Google Adwords certified.

Landing page experts

• Our experts ensure your ad-copy as well as landing pages are best suited for causing conversions

PPC Optimization

• Use Google adwords and multiple other PPC alternatives (MSN, Yahoo, Miva, Baidu, niche search portals, Ad-Networks) for best ROI.

Measurability

• Build End-to-end measurability for successful implementation and ROI based decision making.

APPENDIX II

Community

2.0 Ecosystem

Slideshare Vlogs &

Podcasts

User- Generated

Content

Mapping & Mashups

Tagging

2.0 ECOSYSTEM

Blogs

Wikis

Online Videos

Podcasts

Photos

Creating Content (an indicative list)

Tagging RSS

APIs

User Participation Open Architectures

Applications

Embedding Into Applications

Mashups

Social NetworksDiscussion Boards

PROMINENT SOCIAL NETWORKING SITES FOR CONTENT PROLIFERATION:

Forums

Blog

Laura likes the app a lot andputs it on her blog. It is seenby his 500 daily readers.

Sam like app. – CAT

preparation. He anduploads app. on the socialnetwork.

1

2

3

Jack sees the app. upload onfacebook and decides toengage.