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    Agse imc plan Agse imc plan Document Transcript

    • MODERN SCIENCE & ARTS UNIVERSITY AGSE| IMC PLAN MCOM 424| Integrated Marketing Communication Nehal Hesham Fall 2010
    • AGSE| IMC PLAN Fall 2010 Table of Contents I. Marketing Plan Review  Executive Summary  Macro Environment Analysis  Micro Environment Analysis  SWOT Analysis  Tactical Marketing  Strategic Marketing II. Promotional Situation Analysis III. Communication Objectives IV. Budget Determination V. Developed IMC Programs  Advertising  Objectives  Strategy  Implementation  PR/Publicity  Objectives  Strategy  Implementation  Direct Marketing  Objectives  Strategy  Implementation  Internet/Social Media  Objectives  Strategy  Implementation VI. Evaluation Program VII. Appendix Page 2 of 45
    • AGSE| IMC PLAN Fall 2010 I. Review of Marketing Plan Executive Summary American Graduate School of Education (AGSE) is providing an online Masters Degree in Education. AGSE has lost its leadership in the U.S market because the high competition and the economic downturn. In the same time a significant opportunity in the Egyptian market has been identified. In addition to, the fact that no one of AGSE key competitors are exist yet in the Egyptian market. As a result, AGSE now is considering penetrating the Egyptian market toward seizing this opportunity. The marketing audit/plan provides a detailed answer for the hypothetical questions: how to seize the opportunity in the Egyptian market, what are the dimensions of this opportunity? What is the best approach to seize it? The report has been produced to provide a full marketing audit including macro and micro environment analysis and to discuss an appropriate Marketing Plan for the launch of the Masters Degrees for Teachers from the American Graduate School of Education (AGSE) in Egypt. AGSE offers an online Master of Arts degree. A. Macro Environment Analysis PESTLE (Political /Economic/Environment –Social/Technological/Environmental/Legal) Political Environment  The government is responsible for offering free education at all levels. The current overall expenditure on education is about 12.6 percent as of 2007  General Election 2010.Possible change of government. Restructure of economy, law, etc impact on Low  Local government. Issues can affect education Business. Economic Environment  Investment in education as a percentage of GDP rose to 4.8 in 2005 but then fell to 3.7 in 2007.  Budget. Anticipated slowing in public expenditure. Likely to slow growth of economy. Then the consumer becomes less affluent.  Economic factors such as interest rates, inflation, taxes etc, all affect the wealth of the consumer and hence the two affects above can be seen also.  Official legal download sites growing, coming into existence  Digital distribution is cheap. Page 3 of 45
    • AGSE| IMC PLAN Fall 2010 Social Environment  Age structure: 0-14 years: 31.4% (male 13,345,500/female 12,743,878)  The majority of the higher classes pull towards the international schools  Subculture developing – online forums ,blogs ,chatrooms .  Illegal downloads not seen as a particularly bad activity by society. Especially the young. Technological Environment  Internet users in Egypt: 11.414 million (2008)  Sophisticated and developing pirate technology.  PDAs and Smart-phones explosion. Changed the way we Accesses the internet.  Issues surround software system compatibility . Legal Environment  Illegal sites that provide educational services Market Description During the period of 2003-2010 the sales history in Egypt has increased by 2%. AGSE has a 25% Market share among its competitors. Summary of the distribution of private schools in Egypt Region Pop. Pop. In No. of Schools Based on Type Learning Age Arb / English Tot English only Greater Cairo 7,820,362 2,606,782 694 350 1044 Giza 5,699,013 1,899,671 324 135 459 Alex 3,853,873 1,284,664 218 139 357 Upper Egypt 20,649,963 6,882,987 376 24 400 Delta 29,723,553 9,907,851 477 384 861 Canal Zone & Red Sea 2,196,878 698,959 88 35 123 Sinai 379,685 126,562 12 9 21 Matrouh & Wady 445,802 148,600 2 6 8 Total 70,769,129 23,556,076 2191 1082 3273 Page 4 of 45
    • AGSE| IMC PLAN Fall 2010 Market Size Breakdown of students and schools (Governmental & Private ) at various levels Stage No. of No. Of classes No. of students schools Primary 16,159 176,621 7,21 Million Preparatory 8,597 100,183 4,18 Million Secondary 2,081 31,058 1,27 Million Current Trends & Development During 2003 AGSE started to grow in Egypt under the name of CITA accreditation. The reason of this flourishing is that the American Diploma started to grow at that time and the schools teaching that system started to increase. CITA is the accreditation institution for all American Schools in Egypt. The AGSE or the CITA Certification as it was called during 2003 was the lead at that point, until a series of Teaching Masters Programs started to follow. AGSE is 100% online program that depends completely on the usage of the internet which is a new type of masters programs. Due to the fact that the internet rate has grown in Egypt during that time, so it’s benefiting the acceptance and perhaps the growth of AGSE. According to the Ministry of Communications and Information Technology, The number of Internet users in Egypt increased to 12.57 million in 2008. The figures below show the increasing in the internet from 2000 till 2009. Page 5 of 45
    • AGSE| IMC PLAN Fall 2010 B. Micro Environment Analysis Direct & Indirect Competitors American Graduate School of Education has both direct and indirect competitors, some of its direct competitors are AUC; AUC offers an education certification which includes 6 courses, other than the many certificates it provides as part of its program. AIC/ ESI is another direct competitor to AGSE; it's an international education program that offers 10 courses within 15 months with a total price of 7,000$ with an additional 1000$ as an application and service fee. Phoenix is an online program provides masters of art in education, its a 2-4 years duration, it includes 30-50 credits (515/ credit hr) the total price of the certificate would be 17,000-27,000$. Argosy is another online program with a Masters of art in education, 2-4 years program, 12-16 courses (595/credit hr), 12,620-28,760$ would be the total price of the program with an additional 200$ application and graduation fee. Walden is an online education program, provides a certificate in curriculum, instruction, and assessment, 3-4 yrs duration, it includes 30-36 credits (416$/credit), and a total of 13,195- 15,691$ for the whole program. Kaplan is another educational program that provides Masters in teacher education, and 2-4 yrs to complete the program. American Graduate School of Education could include various educational programs as being an indirect competitor, such as; RITI provides an MBA, Career Gates offers Masters in various aspects as Marketing, Fashion, and English. Direct Competitors Indirect Competitors  International Education Program ESI  Masters Programs AUC  Masters of Art in Education Phoenix  MBA ESLSCA Business School  Masters of Art in education Argosy  GUC Masters Programs  Curriculum Instruction & Assistance  RITI MBA Walden  Career Gates Masters  MS in teacher Education Kaplan Page 6 of 45
    • AGSE| IMC PLAN Fall 2010 International Education AIC / ESI 15 10 600 7,000 Program Cairo months MBA RITI / 22 months 16 11,000 Zamalek Cairo Masters in International AGSE / 36 months 12 4 / 300 + 6,100 Education Online 8 / 600 Masters of art in education Phoenix / 2-4 yrs 30-50 515 / credit 17,000 – 27,000 online credits hr Masters of art in education Argosy / 2-4 yrs 12 to 16 595 / credit 21,620 – 28,760 online hr Curriculum, Instruction, Walden / 3-4 yrs 30-36 416 / credit 13,195 – 15,691 and Assessment online credits Due to the crediblity and reputablity of the AUC it has the highesst market share among all, but it is declining now due to the fact that it has minimum number of courses. After the AGSE program was introduced in Egypt it started to gain a high market share that is slightly close to the AUC. Studies proves that during the next coming year AGSE will be dominat due to its crediblity, strong Curriculum and convineinece in price and in time. Market Share 10% ECL| AUC AIC| ESI AGSE Phonenix Argosy Walden Caplan 5% 5% 30% 8% 27% 15% 1 1 See Appendix for Full Competitor Analysis Page 7 of 45
    • AGSE| IMC PLAN Fall 2010 C. SWOT Analysis Strength  Program is accredited from highly reputable accredited organization  CITA link endorsement  Competitive pricing compared to Local and International similar programs  High reputation of the American Education programs  Learning flexibility as it is available 24/7  Strong and diversified content  Reliable resources (content and mentors)  Convenience  Cost-effective  Practical  Condensed experience  DETC Accreditation  Accreditation in the Egyptian ministry of higher education Weakness  The program instruction language is ONLY in English  Basic problems with Online instructions (absence of face to face instructors, connection, reliability ….)  Absence of localization of the content (mostly applied for USA schools)  Absence of content and degrees for non-teaching staff  Capacity limitation due to the limited number of certified mentors  Difficulties and hurdles for handling registration and other administrative problems due to absence of local help disk  lack of local degree recognition from MOE or other governmental organization  Limited awareness for the existence of the program regardless of offering the program for more than 3 years Page 8 of 45
    • AGSE| IMC PLAN Fall 2010 Opportunities  The possibility of localizing (Arabic translation) of the content to suit other potential segments  The possibility of creating other training modules to be offered as training courses of certificates alliance  The growing trend towards granting the teaching license ONLY to professional qualified personnel (according to the Education Reform Program - ERP)  The possibility to expand into uncovered territories  Online education has a wide market  The number of uncertified teachers  Competition between schools (Quality of Learning) Threats  The emergence of strong competitors offering similar programs onsite  The existence of other online bodies offering similar programs  The world economic recession  The resistance of the schools’ managers and decision makers to subsidize professional development programs because of the fear of leaving the school after they earn the degree  Swine Flu  Internet connection failure in Egypt Page 9 of 45
    • AGSE| IMC PLAN Fall 2010 D. Tactical Marketing Product/ Price Product: Master of Arts in Education Product Features: an online masters program in education • Duration of the program: Each course is three credit hours. To complete Master degree you must earn 36 credit hours (12 courses). Each student can register from one to three courses per semester. The program duration is 2 – 4 years. • Tuition: Total cost for the Masters program: $ 7,300 Tuition: $200 per credit hour Administration/Registration Fee: $1002 Place: Online Promotion There has been a recent explosion of new media on the market. The introduction of Facebook, Myspace, Podcasts and Virals have all changed the landscape for the marketing communications mix. Facebook, which is a social networking site, has hundreds of millions of users and is a ready market for AGSE to target with pop up of special offers and a link through to its website.As we are marketing in a B2C context to We suggest the following methods: Direct Mail  Mail shot to our existing customers with information on the new model.  Mail shot to significant targets, organizations who meet the size criteria. Online Personal Selling  Our sales reps will need to put this new model at the top of their agenda. We can target both new and existing customers in this way. Our service engineers can also assist with personal selling by recommending this model while on their service rounds. 2 See Appendix for Full Product lines & Company Present Statues Page 10 of 45
    • AGSE| IMC PLAN Fall 2010 Exhibition  This is a new and innovative service and we need to ensure we are at all education exhibitions over the next year. We need to take a substantial stand in a prime position in the exhibition halls. PR  Press releases should be sent out to all relevant education magazines.  We should also use PR by taking out key client out to lunch to discuss the product.  We should also consider having a launch party reception inviting key clients, endorsers and press journalists. Sales Promotions  We could think about offering free trial periods where the client has free use of our website for a period of say one month to test our quality. Website  We need to ensure that our website is updated and that the AGSE benefits are the main focus of the front page. Banners  We need to look at taking out a series of banner advertisements on education websites. This will help raise our profile with potential clients. E-marketing advertising  We can use e-marketing advertising to mail-shot clients and targets on our database. We need to be sure we do not infringe any data protection policies by mailing people who do not wish to be targeted in this way. Advertising  Finally, we should consider advertising in the relevant education press. These publications normally come out on a monthly basis so I suggest a double page spread for a period of 6 months initially. Page 11 of 45
    • AGSE| IMC PLAN Fall 2010 E. Strategic Marketing Segmentation Market segmentation is dividing a market into distinct groups of buyers who have distinct needs characteristics, or behavior and who might require separate product or marketing programs. (Kotler & Armstrong, 2008). Basis for segmenting consumer markets are generally: Geographic segmentation, Demographic segmentation, Psychographic segmentation, and Behavior segmentation. In our case we will apply only the segmentation criteria(s) that is logically match with our industry/product (Master's in Education) and ignore the irrelevant. Geographically we will segment by country (USA, China, India, Egypt…etc) and by density (urban, suburban, and rural). In demographic segmentation we will segment based on Occupation (professional teacher, educator, school administrator, other), Education level (university graduate or less, postgraduate, English proficiency, computer and internet skills level), and income level (under EGP2500, EGP2500- EGP5000, EGP5000 and over). In Psychographic segmentation we will focus on social class and personality. In Behavior segmentation we will segment based on readiness stage (unaware, aware, informed, interested, etc). Group 1(Teachers); We will re-segment teacher based on types of schools they are working for, as following: 1) Government Schools Generally speaking, there are two types of government schools: Arabic Schools and Experimental Language Schools.  Arabic Schools, provide the governmental national curriculum in the Arabic Language. A governmental English language curriculum is taught starting at fourth Primary year and French is added as a second foreign language in Secondary Education.  Experimental Language Schools, teach most of the government curriculum (Science, Mathematics and Computer) in English, and adds French as a second foreign language in Preparatory Education. An Advanced English language curriculum is provided in all Educational stages. Social Studies are taught in Arabic. Students are admitted into first grade at age seven; a year older than Arabic schools. 2) Private Schools Generally speaking, there are three types of private schools: Page 12 of 45
    • AGSE| IMC PLAN Fall 2010  Ordinary schools, their curriculum is quite similar to that of the government schools, but the private schools pay more attention to the students' personal needs and to the school facilities.  Language schools, teach most of the government curriculum in English, and add French or German as a second foreign language. They are expected to be better than the other schools, because of the facilities available, but their fees are much higher. Some of these schools use French or German as their main language of instruction, but it may be difficult for the student to study in governmental universities in Arabic or English afterward.  Religious Schools, are religiously oriented schools as Azhar schools.  International Schools, are private schools that follow another country's curriculum, like a British, American, or French system, and the degrees earned from them get official certification from the Ministry of Education, to be eligible to enroll in Egyptian universities, such schools offer even better facilities & activities than regular private schools with higher fees, but are criticized to be providing a much easier education level compared to the general curriculum, and some Egyptian universities require higher grades than those of regular schools students as a minimum for enrollment, or an extra high school certificate like SAT. Many private schools offer additional educational programs, along with the national curriculum, such as the American High School Diploma, the British IGCSE system, the French baccalauréat, the German Abitur and the International Baccalaureate. These are the types of private schools in Egypt. Group 2(Teacher Wannabe's); We will re-segment following two demographic principals: Education (language and internet proficiency) and Disposal income, after that it will be useful to split them by lifestyles. Page 13 of 45
    • AGSE| IMC PLAN Fall 2010 Targeting Having decided how best to segment the market, the strategist is then faced with a serious of decisions on how many and which segments to approach. Three factors need to be considered: 1) The size and growth potential of each segment, 2) their structural attractiveness, 3) the organization’s objective and resources. (Wilson & Gilligan, 2005) Appling the stated theory to our case, AGSE will target two segments the following is the consumer profiling for each segment: Consumer Profiling for Segment One: o Professional teachers or teachers Novus o Egypt resident (large cities) o University graduate o Working in International or language Schools o Monthly Income more than EGP 2500 o Has Proficiency in English language o Has good Computer and Internet skills o Valid Bank accounts with an online payment ability o Is paying attention to his career development Consumer Profiling for Segment Two: o Egypt resident (large cities) o Fresh university graduate who has never worked before and seeking a career opportunity in teaching. o Or how has non-teaching profession and want to shift to teaching career. o Upper middle class who believes in education to get a better life conditions o Financial ability to fund the program o Has Proficiency in English language o Has good Computer and Internet skills o Valid Bank accounts with an online payment ability The rationale behind selecting those segments was several. Scanning the macro environment in the situation analysis indicate a significant potential in the Egyptian market according to the current trend an development with factors like economic and demographic factors, and since Egypt is still a virgin market. Those targeted segment is consistent with AGSE mission ,vision, and objectives, along with the context have been declared in the beginning of this report of being escaping from the current competitive pressure (USA market in our case), besides, this marketing plan should act as a solution for the competitive pressure problem. Furthermore, these targeted segments are in line with the chosen growth strategy (Market Development) and the chosen competition strategy (Focus Strategy). Page 14 of 45
    • AGSE| IMC PLAN Fall 2010 Finally, those targeted segment are measurable, accessible and substantial to AGSE business. AGSE operations, experience, and recourses can make this target segment reachable. After analysis of segments attractiveness considering size of the market, AGSE’s objectives and resources, we have to choose between one of the following strategies to meet the needs of this segments: undifferentiated marketing concentrated marketing and differentiated marketing. AGSE will follow concentrated marketing strategy to target those segments. Which means providing only one product (Master in education degree), to satisfying needs of different market segments. Positioning Strategy Product position is the way the product is defined by consumer on important attributes – the place the product occupies in consumers’ minds relative to competing products (Kotler, Armstrong, Wong, & Saunders, 2008) Based on the consumer analysis at the preceding marketing audit, researchs discovered that the most important attributes for education program consumers in Egypt are brand name, price, and the program duration. Since Product Positioning is a relative-to-competitors attribute, we are attempting to analyze the key perceived benefit for AGSE competitors at the following table. This will help AGSE to discover the most fitting place to position its product. Key Benefits Program Key Benefit AUC| ECL Credibility with onsite support in Egypt AIC| ESI Duration Phoenix Variety of programs Walden University is Only focusing on education Kaplan Preserved as the Strongest online university Argosy Strong Curriculum - Online Education only Perceptual Map Perceptual mapping help visualize the perceived product benefit for competitors against our benefit according to tow selected factor (e.g. price and quality). In our case we will use the price, and the program duration factors because they was mentiond among the most importand attribute to the targeted segments. Page 15 of 45
    • AGSE| IMC PLAN Fall 2010 High Price  Argosy  Phoenix *Walden  AGSE *Kaplan Long Short Duration Duration  AIC  Career Gates Low Price Perceptual Map Program Affiliation / Location Duration Total price $ Education Certification and license AUC / Onsite Cairo 15 - 36 months 3,050 International Education Program AIC / Onsite ESI Cairo 15 months 7,000 MBA RITI / Onsite Cairo 22 months 11,000 Masters in International Education AGSE / Online + Onsite Cairo 36 months 6,100 Masters of art in education Phoenix / Online 2-4 yrs 17,000 – 27,000 Masters of art in education Argosy / Online 2-4 yrs 21,620 – 28,760 Curriculum, Instruction, and Walden / Online 3-4 yrs 13,195 – 15,691 Assessment MS in teacher education Kaplan / Online 2-4 yrs 36,000 Based on the previous finding there is a great opportunity for AGSE to position itself based on Duration without ignoring that fact that it has very practical curriculum. Page 16 of 45
    • AGSE| IMC PLAN Fall 2010 Positioning statement For professional teachers who want to sharpen their teaching skills and seeking a higher position in their careers as educators, also for teachers wannabe who are striving for a jump start in a teaching career in the Egypt, and wishing to have an accredited formal degree or credible professional certificate in education, with short duration to accomplish. AGSE online Master's in Education is your best choice because it has, more than any comparator, the most practical curriculum and a short duration to accomplish with onsite support classis inside Egypt. Page 17 of 45
    • AGSE| IMC PLAN Fall 2010 Promotional Program Situation Analysis AGSE has never developed actual promotional Materials, from 2003 till early 2010 they developed only one flyer. Until their cooperation with Heart to Heart Agency their reprehensive in the middle east, which is working for its promotional materials 2003-2010 Brochure Page 18 of 45
    • AGSE| IMC PLAN Fall 2010 After the strategic alliance between AGSE & Heart to Heart Agency the started developing brochures and Print ads that was placed in Cilantro Café and in Central Magazine, along with AL-Mal Newspaper. Page 19 of 45
    • AGSE| IMC PLAN Fall 2010 Communication Objectives Promotion and Integrated Marketing Communication Strategy is the most visible part of the marketing mix, and should be driven, as all mix from the corporate and marketing objectives and strategy. We are going to get into the target inside and touch their inner thoughts. Our target audiences are teachers who are passionate about teaching or teacher wannabe’s who want to change the level of education in their country. We are going to refer to teaching as noble profession and a mission that can change the future of our country. We will also stress on the fact that they will accelerate in their career and achieve a high rank in their positions. Message Strategy We are going to refer to teaching as noble profession and a mission that can change the future of our country. We will also stress on the fact that they will accelerate in their career and achieve a high rank in their positions "in short time duration" as AGSE positioning statement says. Branding strategy A”corporate umbrella branding‟ strategy will be utilized as a branding strategy. AGSE name will be attached to the entire services (educational programs) e.g. AGSE Master of Arts in Elementary Education. Product Benefits to Stress Upon Product benefit should be very clear to internal and external customers of AGSE, since we are dealing with untenable product. AGSE Master’s in Education has three product benefits by design. 1) Credible: AGSE offers high quality, rigorous educational programs. AGSE Master of Arts degree is an accredited program that is well recognized as a concrete base in case student wants to continue and earn a PhD degree in education. 2) Convenient: AGSE Master Degree is 100% online delivery. So it is very flexible; learners take responsibility for their own learning, time management, achievement. 2) Cost-effective: AGSE, tuition and fees are highly affordable. AGSE degrees cost substantially less than what customer would expect to pay for a quality regionally accredited program. Page 20 of 45
    • AGSE| IMC PLAN Fall 2010 We are asked to create awareness among our target audience so that they are fully aware of the AGSE online degree. AGSE is a teacher’s masters program that is 100% online, so our goal is to attract as many prospects as we can. Sales objective: During the next coming five consecutive years AGSE will be dominate the master's in Education programs in Egypt through 25 percent annual growth. Branding: Achieve Category Awareness among target audience so that 80% of the target audiences are aware of our product by the end of December 2012. To make AGSE brand the preferred brand among targeted segment by the end of 2015. Page 21 of 45
    • AGSE| IMC PLAN Fall 2010 Budget Determination Based on the recommended activities, the total marketing budget is estimated at 1.3 Million EGP in 5 consecutive years. this budget is very reasonable as it consists of about 15% of expected sales. It should be noted that this budget is considered an investment for future years as well. The following is just a table showing the budget estimation over the years. 281,000 LE will be dedicated to the first year, which the IMC Plan is based on, yet the 5 consecutive years will follow the same strategy. Page 22 of 45
    • AGSE| IMC PLAN Fall 2010 Page 23 of 45
    • AGSE| IMC PLAN Fall 2010 Material Type Description Quantity Price Brochure Detailing Aid A3, 4 Colors 3,000 6,400 LE Gram: 300 Couches’ Matt Slofan in and Out Flyer Target Awareness A4, 4 Colors 6,000 Copy 7,300 LE C fold Paper Gram:150 Newspaper Ad Awareness Size: 20*12 Al-Ahram Weekly 4 20,000 Per 2 Colors Months 1 Ad a Ad month Magazine Ad Target Selectivity 4 Colors 1 Ad in following Size: mag. Full Page inside Half Page inside Employer 5,500 Full Page inside Daily News Egypt 21.000 Full Page inside Business Monthly 2 9,900 LE issues Trainer 5,000 LE Posters Club Awareness Size: A3 200 Posters 670 LE 4 Colors Couches’ Matt 300 Gram Total: 135,770 LE Page 24 of 45
    • AGSE| IMC PLAN Fall 2010 Distribution Plan for Printed Materials 1. Café’s Place Branches Number of Copies Stands Cost / Each Branch Costa Dokki, Zamalek, Maadi 300 3 700 Cilantro Dokki, Zamalek, Maadi 300 3 700 Beano s Mohandseen, Maadi 100 1 700 1,100 7 5000 LE 2. Book Stores Place Number of Copies Posters Total Cost Diwan 100 2 A Month Free Adam’s 100 2 A Month Free El-Shrouk 100 2 A Month Free Kotob Khan 100 2 A Month Free 400 8 FREE 3. Health Clubs Place Number of Copies Total Cost Gold’s Gym 200 100 World’s Gym 200 100 Curves 300 100 Shake & Shape 300 150 FDA 300 200 1,500 650 LE Page 25 of 45
    • AGSE| IMC PLAN Fall 2010 4. Clubs Place Number of Copies Total Cost Wadi Degla 2 A3/ A4 / Month 450 Heliopolis / H. Sherouk 2 A3/ A4 / Month 450 Shooting / Sh. Qatamia 2 A3/ A4 / Month 450 Gezira 2 A3/ A4 / Month 450 Rehab 2 A3/ A4 / Month 450 10 2250 5. Cultural Centers Place Number of Copies Total Cost French 200 FREE Russian 200 FREE Indian 200 FREE Japanese 200 FREE Chinese 200 FREE 1000 FREE Total Distribution Cost: 8,250 LE (Cost doesn't include transportation) Total Advertising Budget: 135,780 LE Page 26 of 45
    • AGSE| IMC PLAN Fall 2010 Event Place Cost Hotel Orientation Intercontinental Semiramis 90,000 LE Seminars Sawy Cultural Wheel 20,000 Publicity: Type Preparation Cost 1 News Paper Invitation Half A4: Publishing before 5,000 event 1 Magazine Invitation Half A4: Publishing before 6,000 event Press Coverage  Ahram Free (Gift, Open Buffet and Public  Daily News Egypt Figure)  Business Today  Employer  Trainer Media Coverage  OTV Free (Gift, Open Buffet and Public  ESC Figure)  AL-Hayatt  Dream  NTN Total PR Budget: 121,500 LE Page 27 of 45
    • AGSE| IMC PLAN Fall 2010 Developing Integrated Marketing Communication Programs Advertising 1. Advertising Objective Our objective is to create the maximum amount of awareness by June 2010. Our goal is to reach almost 80% of our target audience. We don’t want people to just be informed by the existence of AGSE in Egypt but we want them to actually believe our message and believe in our program and take the step to enroll in the AGSE masters program. 2. Message Strategy We are going to get into the target inside and touch their inner thoughts. Our target audiences are teachers who are passionate about teaching or teacher wannabe’s who want to change the level of education in their country. We are going to refer to teaching as noble profession and a mission that can change the future of our country. We will also stress on the fact that they will accelerate in their career and achieve a high rank in their positions. 3. Integrate and Implements Marketing Communication Strategies We recommend creating printed materials:  Brochures  Flyers  A3 Posters  Print Ads (Magazine and newspapers) The Flyers will be distributed in Café’s, Bookstores, Health clubs, Sport Clubs and Cultural Centers.3 3 Place’s of Distribution: Appendix Page 28 of 45
    • AGSE| IMC PLAN Fall 2010 Print Ad for Magazine will be in the following Magazines Magazine Ad 4 Colors 1 Ad in following mag. Size: Full Page inside Half Page inside Employer 5,500 Full Page inside Daily News Egypt 21.000 Full Page inside Business Monthly 2 issues 9,900 LE Trainer 5,000 LE Newspapers Newspaper Ad Awareness Size: 20*12 Al-Ahram Weekly 20,000 Per 2 Colors 4Months 1 Ad a Ad month Page 29 of 45
    • AGSE| IMC PLAN Fall 2010 Public Relations/ Publicity 1. Public Relations/ Publicity Objective Our objective is to create media and government attention to the program so it can take a high rank in our society. We also aim to create awareness among our target audience by inviting them to events and conducting orientations and seminars for them. 2. Message Strategy We want to create a sense of belonging between the AGSE program and our target audience we want the AGSE masters program to be the only approach that will boost the educational system in Egypt. 3. Integrate and Implements Marketing Communication Strategies Our main activity is conducting an event in one of the most reputable hotels in Egypt. Page 30 of 45
    • AGSE| IMC PLAN Fall 2010 Event Fact Sheet Event description: AGSE along with Heart to Heart for consultancy and Human Development is launching an orientation seminar, to draw media attention and create awareness between our target audiences. We will invite public figures who have a high interest in education. it will be supported by the ministry of higher education. We will also be supported by our authorized partner in the states, and their president will attend our event as well. The event will be covered by popular TV stations and magazines. Our event will have giveaways and gifts to our Media Coverage Crew along with an open buffet for our them and for all our guests. Event will be provided by a media kit. Event type: free invitation (private and public) Place: Intercontinental Semiramis (Conference Hall) Date: 24th of May 2010 Time: 06-00 PM-12:00 AM Target Audience: Private and reputable national and international schools, and teachers on our database. Time Activity Responsibility 6:00-7:00 The Educational Level in Egypt Mona Maher 7:00-7:30 Vice-Minister Speech Mohamed Zekry 7:30-8:00 American Representative Speech Karim Emam 8:00-9:30 Buffet Yasmin Galal 9:30-10:30 AGSE Orientation Nehal Hesham 10:30-11:30 Asked Questions Mohamed Taher 11:30-12:00 Wrap-Ups Page 31 of 45
    • AGSE| IMC PLAN Fall 2010 List of Attendees: School Name E-mail Website Sheraton Heliopolis www.sheratonheliopoliss shs@sheratonheliopolisschools.edu.eg Language Schools(SHS) chools.edu-eg email of principal of Elementary : smarriott@cacegypt.org /email of Cairo American Middle School Principal : mpopinchalk@cacegypt.org /email of www.cacegypt.org College(CAC) High School Principal : rdewolf@cacegypt.org The International Schools of isccairo-sabis.net, http://www.iscegypt- Choueifat-Egypt(Cairo) iscdreamland@sabis.net sabis.net ais@link.net, American International Aisitcd@internetegypt.com, www.aisegypt.com School in Egypt AIS@aisegypt.com The British School in Cairo britishschoolcairo@gmail.com www.bsc-edu.com Pioneer Language School daliakenana@yahoo.com,Kenanals@li nk.net;info@kenanals.com,AKC@kena www.elkenanaschools. Kenana Language Schools nals.com ,email of Mr. Hassan Nazim : akc@edunile.com,Mr.Ashraf com Kamal:ashrafkamal@hotmail.com Cairo International cicschool@yahoo.com , www.cicamericanschools College(CIC) Info@cicamericanschools.com .com Canadian International office@mycise.com www.cise-eg.com School of Egypt bbcschool3@yahoo.com/ BBC International School information@bbcinternationalschool.co www.bbcinternationalsch m ool.com elmagd@yahoo.com,info@smartvil www.smartvillagescho Smart Village School lageschool.edu.eg ol.edu.eg Modern English School- mes@starnet.com.eg , mescairo@mescairo.com www.mescairo.com Cairo Page 32 of 45
    • AGSE| IMC PLAN Fall 2010 List of Attendees: Manor House School dokkibranch@mhsegypt.com www.mhsegypt.com New Horizon International http://www.newhorizon- newhorizon01@hotmail.com School eg.com/ Millennium International School(MIS) Cairo English School (Mirage registrar@cesegypt.com,info@esolonli http://www.cesegypt.com city) ne.com Port -Said Schools w_asker@hotmail.com www.psascairo.com m_e_a_s@hotmail.com Modern Education Schools ,mesgcse@hotmail.com, mes- www.mes-egypt.com admin@access.com.eg Manor House International moushira_mhis@yahoo.com School Cambridge Egypt Integrated elmoulla@soficom.com.eg, Schools Cambridge_egy@yahoo.com gloriaegypt@hotmail.com , Misr Language School www.mls.com.eg Misrlang@menanet.com Media Coverage TV Stations: OTV /Mehwar/ Al-Hayat / Dream /NTN/Al Youm /ESC/ Press: Ahram /Daily News Egypt/The Employer/Business Today/Trainer Event Hosted by: Heart to Heart for consultancy and Human Development Sponsors:  American Chamber of Commerce  Orascom  EIOD (Egyptian Institute of Directors) Page 33 of 45
    • AGSE| IMC PLAN Fall 2010 Direct Marketing 1. Direct Marketing Objective To reach our selective audience which are teachers and asking them for direct response by asking them to enroll and fill our online application. We are directly approaching our target customers. 2. Message Strategy In order to send direct e-mails to our audience we have to create a database for teachers. In order to create this database we chose from our database of schools 21 schools that we will do directly to them and get information from teachers. 3. Integrate and Implements Marketing Communication Strategies We are going to visit the mentioned schools and ask him to conduct a survey and ask their teachers about certain things. We will tell them that we are students from MSA university and this is for a project that was assigned by the UN and our university asked us to conduct a survey about schools and teachers, to see if their capabilities. If the UN found that value of schools and teachers is high, it will provide the teachers with scholarships and certificates, and it will provide the school with funds. So they can boost the quality of education. Our main aim is to create a database for teachers so we can instantly send our e-mails to. We will tell the administration that we will conduct this survey during their lunch time and the questionnaire will take less then 10 minutes. Survey: Gender:_____________ Age:_____________ Education:_______________________ Subjects teaching:________________________________________________________________ E-mail: ________________________________________________________________ 1. What do you think about Master’s program for education? 2. Have you thought about being a certified teacher? 3. Are you willing to pay money, for certified courses in education? 4. How Much Money Are You willing to pay? 5. Do you think you want have time to go attend courses in masters program? 6. What does teaching mean to you? Page 34 of 45
    • AGSE| IMC PLAN Fall 2010 Interactive/Internet 1. Interactive/ Internet Objective The AGSE program is 100% online so the proficiency of internet usage for our target customers should be high. So the internet is the most important marketing tool and most effective one. We want these target audience to be aware of the availability of this program, and keep up with the news of AGSE and the enrollment dates. 2. Message Strategy We chose one of the most important and active social and marketing utility on the web, which Facebook. Facebook is considered to be the most used online community not only in our country but in the whole world. So our main concentration will be on Facebook groups that is concentrated on education in Egypt. As well as creating Facebook groups so it will be the way to reach our audience and keep them informed with all the information concerning AGSE. 3. Integrate and Implements Marketing Communication Strategies We searched for all the groups that is about education in Egypt so we can put a link to the website and to our Facebook group link in. No. Group Name 1 Facebook | International Educators in the Middle East 2 Facebook | Education Reform in Egypt 3 Facebook | Developers of education in Egypt 4 Facebook | Education in Egypt , ‫اﻟﺘﻌﻠﯿﻢ ﻓﻰ ﻣﺼﺮ‬ 5 Facebook | Together towards a better education in Egypt 6 Facebook | Changing the education in Egypt -‫ﺗﻐﯿﯿﺮ اﻟﺘﻌﻠﯿﻢ ﻓﻰ ﻣﺼﺮ‬ 7 Facebook | ‫ ﻣﻌﺎ ﻣﻦ اﺟﻞ ﺟﻮدة اﻟﺘﻌﻠﯿﻢ ﻓﻰ ﻣﺼﺮ‬Together to get quality education in Egypt 8 Facebook | Schools-in-Egypt.com 9 Facebook | Americans Teaching in Egypt 10 Schools In Egypt 11 Facebook | Egyptian English Teachers 12 Facebook | Teachers of Critical Languages Program 13 Facebook | Bright Minds Centre 14 Facebook | Egyptian Scholars 15 Facebook | New Vision International Schools 16 Facebook | Egyptian Society for intercultural exchange 17 Facebook | Egyptian Education Today 18 Facebook | Egyptian American Center 19 Facebook | Higher Education in Egypt 20 Facebook | L.E.C ( lorewing education center ) 21 Facebook | MESA McGill Egyptian Student Association 22 Facebook | Teachers in Egypt Page 35 of 45
    • AGSE| IMC PLAN Fall 2010 Evaluation Program Marketing research is crucial to make sure that the performance is evaluated and monitored. It is recommended to conduct qualitative and quantitative marketing research projects before and after each major launch. In 2011, AGSE needs to evaluate consumers‟ perceptions of the Online Education, check consumers‟ reactions to the new innovation of Education, and analyze consumers‟ acceptance of the programs credibility & convenience. Further, it is recommended to monitor AGSE’s image in the minds of consumers. It is highly recommended to monitor sales every month, and develop an updated marketing plan and sales forecasts on a monthly basis to incorporate changes and react on a timely manner. It is also recommended to write a 1-page monthly report indicating all the activities that have been conducted during this month by AGSE as well as competition. The idea is to utilize these reports in analyzing the performance at the end of the year and understanding the reasons for increases and decreases in sales. Evaluation Methods  Focus Groups (Measuring the efficacy of the print materials)  Surveys (Brand Image)  Google Analytics & Webmaster (Online & social Media Advertising Page 36 of 45
    • AGSE| IMC PLAN Fall 2010 Appendix Competitors Review Program Benefit Promotion AUC| ECL Credibility Interactive| Direct Marketing AIC| ESI Duration Posters in Schools owned by the program (Futures Schools) Phoenix Variety of programs Non in Egypt A whole College for Education 10 years experience in online education Walden Only focusing on education Non in Egypt Kaplan Strongest online university Non in Egypt Argosy Strong Curriculum-Online Non in Egypt Education only AGSE Duration-Price- Curriculum Flyers| Sales promotion & Personal Selling| Print Ads| Posters at Various Schools Kaplan University Program  MA in Teaching (for Aspiring Teachers Grades 5-12)  MS in Education (for Existing Teachers Grades K-12)  MSE in Instructional Technology (K-12)  AAS in Early Childhood Development  AAS in Educational Paraprofessional (Teacher's Aide)  Graduate Certificate in K-12 Educational Leadership  Graduate Certificate in Literacy and Language Teaching  Graduate Certificate in Mathematics Teaching  Graduate Certificate in Teaching with Technology Page 37 of 45
    • AGSE| IMC PLAN Fall 2010 Walden University Program  Adolescent Literacy and Technology (Grades 6–12)  Curriculum, Instruction, and Assessment (Grades K–12)  Educational Leadership (Non-Licensure) (Grades K-12)  Elementary Reading and Literacy (PreK–6)  Elementary Reading and Mathematics (Grades K–6)  Integrating Technology in the Classroom (Grades K–12)  Literacy and Learning in the Content Areas (Grades 6–12)  Mathematics (Grades K–5)  Mathematics (Grades 6–8)  Middle Level Education (Grades 5–8)  Professional Development (Grades P–12)  Science (Grades K–8)  Special Education (Non-Licensure) (Grades K–12)  Teacher Leadership (Grades K–12) Argosy University Program  EdD in Educational Leadership  EdD in Teaching and Learning  Master of Arts in Education in Teaching and Learning  Master of Arts in Education in Adult Education and Training  Master of Arts in Higher and Postsecondary Education Phoenix University Program  Master’s in Education Administration and Supervision  Master’s in Adult Education and Training  Master’s in Curriculum and Instruction  Master’s in Early Childhood Education  Master’s in Elementary Teacher Education  Master’s in Secondary Teacher Education  Master’s in Teacher Leadership  Master’s in Special Education Page 38 of 45
    • AGSE| IMC PLAN Fall 2010 Company Overview 1. Size & Growth As mentioned in 2003 AGSE was a leading program in Egypt until others followed their trend. Other programs like the AUC education masters, Caplan and Phoenix, these programs started to take shares out of AGSE, but still it didn’t stay like that too much. In 2008 AGSE started to appear with its own name away from CITA, and due to its affordable prices it attracted lots of customers. 2. Company Present Statues American Graduate School of Education’s Mission The American Graduate School of Education is dedicated to encourage the excellence in the education of teaching professionals. AGSE offers research-based instructional strategies through distance learning methodologies to provide teachers throughout the world with chances and opportunities to earn master’s degrees while becoming more effective teachers who increase the learning and success of their students. American Graduate School of Education’s Vision AGSE trusts that teachers throughout the world should have the ability to further their education and use the knowledge gained to achieve and reach their individual personal and career goals. AGSE didn’t reach its desired target in Egypt, so it had to seek help from agencies and organizations inside the country. As mentioned before it collaborated in 2010 with and organization that was exclusively providing this program in Egypt with special features, as well as the responsibility for its marketing and advertising activities. Now the program is in its growth stage. 3. Product Lines A. Master of Arts in Elementary Education Academic Courses: (Required Core Courses in Instructional Strategies) EDC-500 Power Strategies for Effective Teaching #1 EDC-510 Power Strategies for Effective Teaching #2 EDC-520 Power Strategies for Effective Teaching #3 EDC-530 Power Strategies for Effective Teaching #4 General Education Courses: (Required Core Courses) EDC-540 Classroom Management EDC-550 Child and Adolescent Development Page 39 of 45
    • AGSE| IMC PLAN Fall 2010 EDC-560 Curriculum and Assessment EDC-570 Special Needs and ELL Students Applied General Ed. Courses: (Three required and one elective course) * ED-585 Principles of Elementary Education * ED-610 Portfolio Project * ED-620 Mentored Practicum ED-575 Special Education ED-595 Principles of Secondary Education ED-577 English Language Learners B. Master of Arts in Secondary Education Academic Courses: (Required Core Courses in Instructional Strategies) EDC-500 Power Strategies for Effective Teaching #1 EDC-510 Power Strategies for Effective Teaching #2 EDC-520 Power Strategies for Effective Teaching #3 EDC-530 Power Strategies for Effective Teaching #4 General Education Courses: (Required Core Courses) EDC-540 Classroom Management EDC-550 Child and Adolescent Development EDC-560 Curriculum and Assessment EDC-570 Special Needs and ELL Students Applied General Ed. Courses: (Three required and one elective course) * ED-595 Principles of Secondary Education * ED-610 Portfolio Project * ED-620 Mentored Practicum ED-575 Special Education ED-577 English Language Learners ED-585 Principles of Elementary Education C. Master of Arts in Special Education Academic Courses: (Required Core Courses in Instructional Strategies) EDC-500 Power Strategies for Effective Teaching #1 EDC-510 Power Strategies for Effective Teaching #2 EDC-520 Power Strategies for Effective Teaching #3 EDC-530 Power Strategies for Effective Teaching #4 General Education Courses: (Required Core Courses) EDC-540 Classroom Management EDC-550 Child and Adolescent Development EDC-560 Curriculum and Assessment EDC-570 Special Needs and ELL Students Page 40 of 45
    • AGSE| IMC PLAN Fall 2010 Place’s of Distribution: No Name Telephone Address Cost Remark Cultural Centers have to get the 24193857 - 1 French ‫5ش ﺷﻔﯾق اﻟدﯾب ، ﻣﺻر اﻟﺟدﯾدة‬ free managements 24174824 approval first have to get the 37606371 - 2 Russian ‫721ش اﻟﺗﺣرﯾر، اﻟدﻗﻰ‬ free managements 33370577 approval first have to get the 23933396 - 3 Indian ‫32ش طﻠﻌت ﺣرب، وﺳط اﻟﺑﻠد‬ free managements 23960071 approval first have to get the 25285903 - 4 Japanese ‫18ﻛورﻧﯾش اﻟﻧﯾل، اﻟﻣﻌﺎدى‬ free managements 25285904 approval first have to get the 35876160 - 5 Chinese ‫01ش اﺑن ﺑطوطﺔ، اﻟﮭرم‬ free managements 37798203 approval first No Name Telephone Address Cost Remark Bookstores have to get the 27362598 - 1 Diwan Bookstores ‫951ش 62ﯾوﻟﯾو، اﻟزﻣﺎﻟك‬ free managements 27362582 approval first have to get the 27546353 - 2 Adam Bookshop ‫ﻣﺣل421 ، ﻣﻌﺎدى ﺟراﻧد ﻣول‬ free managements 25195351 approval first have to get the 23930643 - 3 Dar El-Shorouk Bookstores ‫1ﻣﯾدان طﻠﻌت ﺣرب، وﺳط اﻟﺑﻠد‬ free managements 23912480 approval first 50 per have to get the 3/1 ‫ش اﻟﻼﺳﻠﻛﻰ، اﻟﻣﻌﺎدى‬ wk for 4 Al-Kotob Khan 25194807 managements ‫اﻟﺟدﯾدة‬ an A3 approval first poster Page 41 of 45
    • AGSE| IMC PLAN Fall 2010 No Name Telephone Address Cost Remark Health Clubs Tel: 02- have to get the 27 Rd. 263 1 Curves 25170390, 100 managements Maadi, Cairo 011-4287837 approval first Tel: 02- 14 Mostafa Mesharafa, have to get the 2 Shake & Shape 24141521, Off Merghany St. 150 managements 010-6281010 Heliopolis, Cairo approval first Tel: 02- have to get the 37480003, 121 El Nil St. 3 Gold’s Gym 100 managements 010-1688130, Giza, Giza approval first 010-0070406 19554, 02- have to get the 27377500, 3 Taha Hussein St. 4 Fitness & Dance Academy 200 managements 012-9401080, Zamalek, Cairo approval first 012-9401070 13 El Mahad El Eshtraky have to get the Tel: 02- 5 World Gym St. 100 managements 24509213 Heliopolis, Cairo approval first 1 Wadi Degla 40 2 Shooting 50 3 Gezira 50 4 Rehab 40 Page 42 of 45
    • AGSE| IMC PLAN Fall 2010 Place’s of Distribution: No Name Telephone Address Cost Remark Cultural Centers have to get the 24193857 - 1 French ‫5ش ﺷﻔﯾق اﻟدﯾب ، ﻣﺻر اﻟﺟدﯾدة‬ free managements 24174824 approval first have to get the 37606371 - 2 Russian ‫721ش اﻟﺗﺣرﯾر، اﻟدﻗﻰ‬ free managements 33370577 approval first have to get the 23933396 - 3 Indian ‫32ش طﻠﻌت ﺣرب، وﺳط اﻟﺑﻠد‬ free managements 23960071 approval first have to get the 25285903 - 4 Japanese ‫18ﻛورﻧﯾش اﻟﻧﯾل، اﻟﻣﻌﺎدى‬ free managements 25285904 approval first have to get the 35876160 - 5 Chinese ‫01ش اﺑن ﺑطوطﺔ، اﻟﮭرم‬ free managements 37798203 approval first No Name Telephone Address Cost Remark Bookstores have to get the 27362598 - 1 Diwan Bookstores ‫951ش 62ﯾوﻟﯾو، اﻟزﻣﺎﻟك‬ free managements 27362582 approval first have to get the 27546353 - 2 Adam Bookshop ‫ﻣﺣل421 ، ﻣﻌﺎدى ﺟراﻧد ﻣول‬ free managements 25195351 approval first have to get the 23930643 - 3 Dar El-Shorouk Bookstores ‫1ﻣﯾدان طﻠﻌت ﺣرب، وﺳط اﻟﺑﻠد‬ free managements 23912480 approval first 50 per have to get the 3/1 ‫ش اﻟﻼﺳﻠﻛﻰ، اﻟﻣﻌﺎدى‬ wk for 4 Al-Kotob Khan 25194807 managements ‫اﻟﺟدﯾدة‬ an A3 approval first poster Page 43 of 45
    • AGSE| IMC PLAN Fall 2010 No Name Telephone Address Cost Remark Health Clubs Tel: 02- have to get the 27 Rd. 263 1 Curves 25170390, 100 managements Maadi, Cairo 011-4287837 approval first Tel: 02- 14 Mostafa Mesharafa, have to get the 2 Shake & Shape 24141521, Off Merghany St. 150 managements 010-6281010 Heliopolis, Cairo approval first Tel: 02- have to get the 37480003, 121 El Nil St. 3 Gold’s Gym 100 managements 010-1688130, Giza, Giza approval first 010-0070406 19554, 02- have to get the 27377500, 3 Taha Hussein St. 4 Fitness & Dance Academy 200 managements 012-9401080, Zamalek, Cairo approval first 012-9401070 13 El Mahad El Eshtraky have to get the Tel: 02- 5 World Gym St. 100 managements 24509213 Heliopolis, Cairo approval first Page 44 of 45
    • AGSE| IMC PLAN Fall 2010 No Name Telephone Address Cost Remark have to get the 1 Costa managements approval first have to get the 2 Beanos managements approval first have to get the 3 Greco managements approval first have to get the 4 Star Bucks managements approval first have to get the 5 Cilantro managements approval first 1 Wadi Degla 40 2 Shooting 50 3 Gezira 50 4 Rehab 40 Page 45 of 45