presentation
Internet in Brazil Anhembi Morumbi Positioning and web strategy Anhembi Morumbi web based projects  prospects Anhembi Moru...
Internet Access in Brasil Source: IBOPE / Netratings – Period: June/05
<ul><li>180 Million in habitants </li></ul><ul><li>32.1 Millions access Internet </li></ul>Internet Access in Brasil Sourc...
Market Share per Class and Sex Source: Mídia Dados 2005
94%  of  class-A  youths have a PC at home.  Internet access is more common among youths between  15  and  17  years old  ...
Add value to society by its vision: Be a modern, enterprising and innovating institution, with different pedagogic and adm...
Why is the internet important for Anhembi Morumbi? Internet is multidimensional Effective use of the internet can be one-t...
Internet in Brazil Anhembi Morumbi Positioning and web strategy Anhembi Morumbi web based projects  prospects Anhembi Moru...
Anhembi Morumbi and Internet <ul><li>Mission, Vision and Positioning of Anhembi Morumbi  </li></ul><ul><li>Branding  and r...
E-commerce/database management Web registration Relationship Advertising Special Projects Prospects Student Distance Educa...
Internet in Brazil Anhembi Morumbi Positioning and web strategy Anhembi Morumbi web based projects  prospects Anhembi Moru...
prospects E-commerce/Database generation
<ul><li>Channels and Sources of Prospects </li></ul><ul><li>Manage channels and sources in order to increase database  </l...
On-line sign ups: 23,802 - 92.8% In-person sign ups: 1,848 - 7.2% Web registration Source: Marketing Dpt - AM All process ...
Slip/ Payments Congratulations and  Sign up confirmation Enrollment  Reminder On-line  application form Web registration S...
Relationship Admission process 2006/1 e-mail marketing pieces:  68 Forward base:  660,000 prospects Average reach:  145,00...
<ul><li>1 - Chat Assistance </li></ul><ul><li>Launched in 2005 with 02 operators/ day to clarify doubts about courses and ...
Advertising INTERACTION YOUNGERS MEDIA AGREEMENTS CREATIVE USE Greater affinity Relationship with friends Researches Diffe...
Internet is obtaining substantial advertising  participation on current media Profile of open TV audience/FM Radio listene...
prospects Source: Marketing Dpt - AM
Case Yahoo This banner was delivered to more than  4 million  page views... 2 million  people have clicked on this banner ...
<ul><li>Announce the partnership with Laureate Network. </li></ul><ul><li>A stamp on the cover of the Student’s Guide + </...
Contest: The winner would win a trip to South Africa for a two-week English course, answering the question: “  Why does Un...
Internet in Brazil Anhembi Morumbi Positioning and web strategy Anhembi Morumbi web based projects  prospects Anhembi Moru...
<ul><li>2000: AM started its first post-graduation program in Fashion </li></ul><ul><li>2005: AM started its first associa...
Assessment followed by  Development Rooms  CAMILA is a project for the entire AM faculty training in a total online enviro...
Some services avaiable on internet: Enrollment; Grade review requests; Changes on register information; Copy of payment sl...
Students access website and then  the Virtual Register's Office Requisition generates a protocol Register´s Office receive...
<ul><li>Brazilian Law -  20%  of  the subjects  can be offered at distance. </li></ul><ul><li>AM was pioneer at this modal...
<ul><li>E-magazine: Students’ Mail </li></ul>Relationship students <ul><ul><li>A powerful communication channel  with the ...
WEB WORLD CUP:  first action Emotion and international integration, attracting youngsters from all around the world.  A gr...
WEB WORLD CUP: first action students <ul><li>½ minute Video Festival Contest </li></ul><ul><li>Video with multicultural as...
WEBTV - Journalism students <ul><li>Program developed and presented by students from the Journalism course. </li></ul><ul>...
What is to come... The  next generation  of college applicants
<ul><li>The first generation to born interactive... </li></ul><ul><li>Tweens = 9 to 14 years old </li></ul><ul><li>A whole...
<ul><li>Integrate Internet to a new educational paradigm </li></ul><ul><li>Integrate Internet to other technologies on edu...
The “right now” of the globalized world of youngers is the same immediacy that surrounds and features the behavior of the ...
origo.com.br
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Sensibilizando para web.... em 2007

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Apresentação feita em um evento de best practices da Rede Laureate, Miami, USA, 2007

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  • De 2001 a 2005, 9263 estudantes tiveram matérias on-line: DP,
  • Sensibilizando para web.... em 2007

    1. 1. presentation
    2. 2. Internet in Brazil Anhembi Morumbi Positioning and web strategy Anhembi Morumbi web based projects prospects Anhembi Morumbi web based projects students index
    3. 3. Internet Access in Brasil Source: IBOPE / Netratings – Period: June/05
    4. 4. <ul><li>180 Million in habitants </li></ul><ul><li>32.1 Millions access Internet </li></ul>Internet Access in Brasil Source: Mídia Dados 2005
    5. 5. Market Share per Class and Sex Source: Mídia Dados 2005
    6. 6. 94% of class-A youths have a PC at home. Internet access is more common among youths between 15 and 17 years old (76%). The increase of Internet use among class-C youths: from 7%, in 1999 to 24%, in 2004 (Source: MTV Brasil Survey). The number of Internet users who access the net at home reached 13.2 million people in February/2006, against 12 million in January/2006 (Source Ibope/NetRatings). The MTV survey points out “radio and cell phone as great companions and Internet as the best way of being informed”. Brazilian Youth X Internet
    7. 7. Add value to society by its vision: Be a modern, enterprising and innovating institution, with different pedagogic and administrative models, capable of developing, in students, the competence for endeavouring and innovating on his/her professional performance. Programs Teaching Creativity and Innovation Mission Internet Relationship Advertising Chiropraxy Tourism Fashion Game Design Gastronomy Produce Creative and Innovating talents EAD Pionneer at globalization Graduating Modules
    8. 8. Why is the internet important for Anhembi Morumbi? Internet is multidimensional Effective use of the internet can be one-to-one, one-to-many, or many-to-many Internet is multipurpose Provides higher-quality customer service, increasing customer´s loyalty Internet is multidisciplinary Use in relationship, sales, advertising, promotion of public debates, creativity gains
    9. 9. Internet in Brazil Anhembi Morumbi Positioning and web strategy Anhembi Morumbi web based projects prospects Anhembi Morumbi web based projects students index
    10. 10. Anhembi Morumbi and Internet <ul><li>Mission, Vision and Positioning of Anhembi Morumbi </li></ul><ul><li>Branding and relationship with INTERNET </li></ul>WEB MARKETING
    11. 11. E-commerce/database management Web registration Relationship Advertising Special Projects Prospects Student Distance Education Virtual Register’s Office Day free Relationship Special Projects: Web World Cup, WEBTV
    12. 12. Internet in Brazil Anhembi Morumbi Positioning and web strategy Anhembi Morumbi web based projects prospects Anhembi Morumbi web based projects students index
    13. 13. prospects E-commerce/Database generation
    14. 14. <ul><li>Channels and Sources of Prospects </li></ul><ul><li>Manage channels and sources in order to increase database </li></ul><ul><li>Relationship via web and/or Call Center </li></ul><ul><li>Upseling and Crosseling </li></ul>Relationship prospects Source: Marketing Dpt - AM
    15. 15. On-line sign ups: 23,802 - 92.8% In-person sign ups: 1,848 - 7.2% Web registration Source: Marketing Dpt - AM All process via internet: Application form Back office management Result Download of contract and slips of payment Test is not available on the internet prospects
    16. 16. Slip/ Payments Congratulations and Sign up confirmation Enrollment Reminder On-line application form Web registration Source: Marketing Dpt - AM prospects
    17. 17. Relationship Admission process 2006/1 e-mail marketing pieces: 68 Forward base: 660,000 prospects Average reach: 145,000 prospects Communication Channels with Prospects Goal = Enhance knowledge of the university’s products and structure, increasing the contact. <ul><li>Purchase of lists E.g.: theater and dancing </li></ul>prospects
    18. 18. <ul><li>1 - Chat Assistance </li></ul><ul><li>Launched in 2005 with 02 operators/ day to clarify doubts about courses and admission proccess </li></ul>2 - Site ASAS Hub for fidelizing high schools and influencing agents: articles, subscription for lectures, monitored tours, professional guidance/tool Purpose: Generation of prospect mailing and serve as value added content 4 - Different actions Use of SMS and Orkut for promote events. Eg.:Campus Experience Source: Marketing Dpt - AM Relationship prospects 3 – International Office Virtual Office to support students abroad
    19. 19. Advertising INTERACTION YOUNGERS MEDIA AGREEMENTS CREATIVE USE Greater affinity Relationship with friends Researches Different formats Search tools Set prime time and websites Advertisement on blogs, messenger, orkut. prospects Source: Marketing Dpt - AM INTERNET
    20. 20. Internet is obtaining substantial advertising participation on current media Profile of open TV audience/FM Radio listeners/Access Source: Marketing Dpt - AM prospects
    21. 21. prospects Source: Marketing Dpt - AM
    22. 22. Case Yahoo This banner was delivered to more than 4 million page views... 2 million people have clicked on this banner ... 2 thousand people have accessed the website of Anhembi Announce the association with Laureate Network (January, 2006). prospects
    23. 23. <ul><li>Announce the partnership with Laureate Network. </li></ul><ul><li>A stamp on the cover of the Student’s Guide + </li></ul><ul><li>32 ads of careers placed on the leading article + </li></ul>Promotional ad inviting to access website answering a vocational test with gifts Student’s Guide Traditional media + web integration prospects
    24. 24. Contest: The winner would win a trip to South Africa for a two-week English course, answering the question: “ Why does Universidade Anhembi Morumbi produce more innovating professionals?” Magazines´s site Professional of Future Sponsored content in media prospects Hotsite = 3,000 records
    25. 25. Internet in Brazil Anhembi Morumbi Positioning and web strategy Anhembi Morumbi web based projects prospects Anhembi Morumbi web based projects students index
    26. 26. <ul><li>2000: AM started its first post-graduation program in Fashion </li></ul><ul><li>2005: AM started its first associate program in Business and Marketing </li></ul><ul><li>2006: 7 programs and 133 students </li></ul>EAD students Source: Marketing Dpt - AM
    27. 27. Assessment followed by Development Rooms CAMILA is a project for the entire AM faculty training in a total online environment, fully developed by AM IT team. EAD faculty
    28. 28. Some services avaiable on internet: Enrollment; Grade review requests; Changes on register information; Copy of payment slip, transport; Ticket ID card, apprenticeship,; Class schedule, access passwords... Created in 2005 to reduce waiting time and servicing Total of requests avaiable – 46 On-Line Requests – 23 Jan to Feb/2005: 2,942 only in-person requests Jan to Feb/2006: 16,641 in-person and online requests Virtual Register’s Office students
    29. 29. Students access website and then the Virtual Register's Office Requisition generates a protocol Register´s Office receives the requisition through e-mail of the provider The amount of the document to be paid by the student is added to his/her monthly fee Register´s Office receives the requisition via e-mail of the provider Students choose to receive personally or at home (adding an extra R$ 2.40 for postage) The university has also invested on stands around the Campus so that students could place their requests without needing to use labs or go personally in the Register´s Office Virtual Register’s Office students
    30. 30. <ul><li>Brazilian Law - 20% of the subjects can be offered at distance. </li></ul><ul><li>AM was pioneer at this modality. </li></ul><ul><li>Strategy: offer subjects of general information in the business area, in 2006 </li></ul><ul><li> 87 subjects are offered </li></ul>Online subjects: Credit, Extra Credit, 6a-Free and Day-Free DAY FREE students
    31. 31. <ul><li>E-magazine: Students’ Mail </li></ul>Relationship students <ul><ul><li>A powerful communication channel with the students in addition to promoting academic and corporate events. </li></ul></ul><ul><ul><li>Weekly. </li></ul></ul><ul><ul><li>Exclusive Content: news, events, space for university’s talents, surveys. </li></ul></ul><ul><ul><li>Results </li></ul></ul><ul><ul><li>16,000 spontaneously accepted receive </li></ul></ul><ul><ul><li>4,800 opens the magazine weekly </li></ul></ul>
    32. 32. WEB WORLD CUP: first action Emotion and international integration, attracting youngsters from all around the world. A great virtual forum for discussing subjects related to soccer. Special web based programs University World Community students Created for allowing students and teachers from the network to know each other and interact.
    33. 33. WEB WORLD CUP: first action students <ul><li>½ minute Video Festival Contest </li></ul><ul><li>Video with multicultural aspects of the World Cup and the integration among the countries. </li></ul><ul><li>Prize for the network student with the most creative video: </li></ul><ul><li>A 6-MONTH COURSE IN BRAZIL </li></ul>
    34. 34. WEBTV - Journalism students <ul><li>Program developed and presented by students from the Journalism course. </li></ul><ul><li>Period: Weekly. </li></ul><ul><li>Circulation: Internet. </li></ul><ul><li>Link on the homepage of Universidade Anhembi Morumbi website. </li></ul>
    35. 35. What is to come... The next generation of college applicants
    36. 36. <ul><li>The first generation to born interactive... </li></ul><ul><li>Tweens = 9 to 14 years old </li></ul><ul><li>A whole globalized world for them... </li></ul><ul><li>Daily contact with other cultures... </li></ul><ul><li>In Brazil, 38% of tweens have friends or relatives abroad and 62% wish to live some kind of experience abroad </li></ul><ul><li>In São Paulo and Rio de Janeiro, 49% use the Internet, and 44% of them say they’d rather surf on the web than watch televison </li></ul>What is to come... (Source: Millward Brown, published on Meio & Mensagem, 3/20/2006).
    37. 37. <ul><li>Integrate Internet to a new educational paradigm </li></ul><ul><li>Integrate Internet to other technologies on education: video, TV, newspaper, computer: Neputer, WEBTV </li></ul><ul><li>Integrate the most advanced means to standard techniques, integrate humans to technology, within a new, creative, open pedagogic view. </li></ul>Internet on Continued Education = What is to come...
    38. 38. The “right now” of the globalized world of youngers is the same immediacy that surrounds and features the behavior of the Brazilian youngsters, which are recognized as an impatient, in-haste generation. With the Laureate International Universities Network partnership and the investment in actions exploring the Internet tool, Universidade Anhembi Morumbi presents itself with a globalized view, concerned about keeping an updated communication with its students, complying with the new standards of modern language. Conclusion
    39. 39. origo.com.br
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