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Integrated marketing plan
 

Integrated marketing plan

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    Integrated marketing plan Integrated marketing plan Presentation Transcript

    • 1 Project Report – Integrated Marketing Communication INTEGRATED MARKETING PLAN PREPARED BY Ritwik Jain Nitin Verma Prashant Bansal Varun Bansal Vidur Pandit IMT Ghaziabad | PGDM DCP 2010 - 2012
    • 2 Project Report – Integrated Marketing Communication Table of Contents Introduction ................................................................................................................................................................................................................... 4 Goals and Strategies ...................................................................................................................................................................................................... 5 Primary and Target Audiences ....................................................................................................................................................................................... 6 Current IMC for Brand IMT ............................................................................................................................................................................................ 7 Facebook Page ........................................................................................................................................................................................................... 7 Twitter Page ............................................................................................................................................................................................................... 7 YouTube Video ........................................................................................................................................................................................................... 7 News Items and newspaper Articles.......................................................................................................................................................................... 7 Internal Brand Assessment Findings .............................................................................................................................................................................. 8 Opinions of the project group.................................................................................................................................................................................... 8 Features of IMT .......................................................................................................................................................................................................... 9 Benefits Identified from Features ............................................................................................................................................................................ 10 Primary Reasons for Choosing IMT .......................................................................................................................................................................... 11 What Students want from an MBA College ............................................................................................................................................................. 11 PROPOSED PLAN .......................................................................................................................................................................................................... 11 Creative Brief ........................................................................................................................................................................................................... 11 Objectives ................................................................................................................................................................................................................ 12 Target Audience ....................................................................................................................................................................................................... 12 Creative Brief ........................................................................................................................................................................................................... 12 Overall Tone and Style ............................................................................................................................................................................................. 13 Imagery .................................................................................................................................................................................................................... 13 IMT Ghaziabad | PGDM DCP 2010 - 2012
    • 3 Project Report – Integrated Marketing Communication Brand Strategy Scorecard ........................................................................................................................................................................................ 14 Lead Generation Strategy Scorecard ....................................................................................................................................................................... 15 PR Strategy Scorecard .............................................................................................................................................................................................. 16 Social Media Plan ..................................................................................................................................................................................................... 17 Event Marketing Strategy Plan ................................................................................................................................................................................ 18 Internal Marketing Communications Plan ............................................................................................................................................................... 19 Marketing Communications Plan Budget ................................................................................................................................................................ 20 Marketing Communications Calendar ..................................................................................................................................................................... 20 References ................................................................................................................................................................................................................... 21 IMT Ghaziabad | PGDM DCP 2010 - 2012
    • 4 Project Report – Integrated Marketing Communication Introduction The purpose of the IMT Ghaziabad Integrated Marketing Plan is to increase the overall visibility and enhance the reputation of the college. The hallmarks of the college are academic excellence, responsive student services, advanced technology, community and industry partnerships, and workforce and economic development. IMT’s marketing efforts are meant to highlight the excellent education and dynamic services it provides to the community, and ensure the college’s growth, prosperity and future. Marketing should be recognized as a central, core operating principle of the college. According to the American Marketing Association (AMA), marketing is “an organizational function and a set of processes for creating, communicating, and delivering value to customers and for managing customer relationships in ways that benefit the organization and its stakeholders.” Within the above definition of marketing is an affirmation of an integrated approach to marketing which enhances the college’s reputation. Integrated marketing means applying a variety of communication and marketing strategies and efforts from various groups and/or departments across the college. Marketing has the goal of managing lifetime relationships in ways that benefit the student/community member/donor and the institution. The key to integrated marketing is shared goals across the college. All departments work to accomplish the College’s goals that support the institutional vision. There should be a marketing dimension to all college plans, rather than marketing being solely one department’s responsibility. The Office of Development, Marketing & Public Relations’ role is to coordinate and support marketing resources and efforts. Decision-making regarding approaches to targeted marketing will be also made in consultation with the Instructional Leadership Team. A timeline for creating fall and spring promotional campaigns is under development. When resources are coordinated and communication is effective, the college can best serve its students and community. This means everyone on campus is able to concisely articulate the college’s vision, which serves as the “beacon” as we work together to develop, promote, and deliver IMT’s genuinely distinctive educational experience. The college is making progress toward an integrated marketing approach. As a result, the college redesigned the college logo, developed Visual Identity Standards and a Comprehensive Style Guide, completed a primary publications review resulting in a process to redesign the college’s Web site. IMT Ghaziabad | PGDM DCP 2010 - 2012
    • 5 Project Report – Integrated Marketing Communication The need for marketing exceeds the marketing resources currently available. Therefore, the primary reason for developing this integrated marketing plan is to maximize resources through improved coordination of efforts. Goals and Strategies The purpose of the IMT Integrated Marketing Plan is to increase visibility of the college through coordinated efforts and consistent messaging, thereby enhancing the college’s reputation and helping to grow enrollment. These efforts also focus on recruiting new students, retaining current students, communicating within the college community, and forging relationships with donors, alumni and business partners. IMT’s marketing goals and strategies are to: Goal 1. Build the reputation of the college through broad messaging. Strategy 1.1 Communicate effectively with the internal campus community (i.e. Students, faculty, staff) to build awareness of events, activities, courses, programs and services Strategy 1.2 Communicate effectively with the external community (i.e. businesses, donors, alumni, media, and prospective students and their parents) to build awareness of events, activities, courses, programs and services Goal 2. Increase enrollment and improved access through targeted marketing and promotion. Strategy 2.1 Support college promotion of specific events, activities, courses, programs and services Strategy 2.2 Support outreach efforts through development of materials and marketing expertise IMT Ghaziabad | PGDM DCP 2010 - 2012
    • 6 Project Report – Integrated Marketing Communication Goal 3. Support marketing decisions with evidence from stakeholder groups. Strategy 3.1 Conduct on-going research studies to support marketing and outreach decisions Strategy 3.2 Conduct behavioral research studies that identify market segments for target marketing efforts Primary and Target Audiences Marketing is most effective when its message is tailored to the audience the college wants to reach and in the medium that is most appropriate. This method of honing in on specific groups with a message that is clear and useful to the recipients is called targeted marketing. Determining these targeted audiences, what motivates them and the message that is needed to create desired behavior (i.e. registering for classes) is especially critical when a college has limited resources. “General publicity is helpful, but targeted marketing is critical.” General audiences are: 1. Students who live close to IMT, for whom IMT is the most convenient choice 2. Students in the larger geographic area who seek a great education at an affordable price 3. Parents and family decision makers 4. College graduates, looking at domestic as well as global exposure 5. Experienced professionals looking at executive courses 6. Working class executives looking at a Distance/Correspondence courses 7. Faculties wanting to earn a PhD through research studies 8. Corporates wanting to up-skill their employees through MDP’s 9. Exchange students IMT Ghaziabad | PGDM DCP 2010 - 2012
    • 7 Project Report – Integrated Marketing Communication Current IMC for Brand IMT Facebook Page a. Brief introduction about the Institute in form of Description, Mission, Awards & Products b. Post Information, pictures and videos about various events that have been or are being organized at IMT, also a dedicated pages for festivals c. Photo Albums of current batch, orientation program, convocation, alumni meet etc. d. Notes wherein alumni and visiting faculty shares their experiences at IMT e. Open for anyone to write on Wall asking questions, giving comments and involving in discussions Twitter Page f. Brief introduction about the institute g. Tweeting about the upcoming events and activities h. Reaching out to people related to MBA education by allowing them to follow the page and by following certain relevant pages of selective institutes and organizations YouTube Video i. A small video clip depicting snaps from student life and work culture at IMT j. Message and Opinions of the Director k. Stresses on distinctive strengths of IMT e.g. Foreign Students Exchange Program, practicality in learning and strategic location News Items and newspaper Articles l. Information about opening of new campuses and distant learning centers m. News about events and conclaves being held at the campus n. Placements results and media coverage of Convocation IMT Ghaziabad | PGDM DCP 2010 - 2012
    • 8 Project Report – Integrated Marketing Communication Internal Brand Assessment Findings Opinions of the project group Top 6 descriptors of how the college should be portrayed Student Academically Cost Welcoming Professional Innovative Centered Strong Effective Nature Other descriptors deemed important but less critical: Successful Diverse Transformational Exclusive Engaging Vibrant IMT Ghaziabad | PGDM DCP 2010 - 2012
    • 9 Project Report – Integrated Marketing Communication Features of IMT Positive Negative Heritage Infrastructure Caring Small Campus Size Successful Affordable Convenient Ethical Transfer Program Good Placements Diversity Location Experience Faculty Global Exposure Plethora of Courses Corporate Exposure IMT Ghaziabad | PGDM DCP 2010 - 2012
    • 10 Project Report – Integrated Marketing Communication Benefits Identified from Features Feel at Home Student Corporate Democracy Exposure Learning & Increased Development Confidence Benefits Student Better Pay Success Increased Global Participation Perspective IMT Ghaziabad | PGDM DCP 2010 - 2012
    • 11 Project Report – Integrated Marketing Communication What Students want from an MBA College Primary Reasons for Choosing IMT Good placement record Good faculty Heritage Corporate interaction Projects/Internships PROPOSED PLAN Creative Brief IMT Ghaziabad | PGDM DCP 2010 - 2012
    • 12 Project Report – Integrated Marketing Communication Objectives  Build its reputation for providing a great education at an affordable price  Double digit placement package and single digit rank  Attract new faculty and staff  More global exposure Target Audience  Students who live close to IMT, for whom IMT is the most convenient choice  Students in the larger geographic area who seek a great education at an affordable price  Parents and family decision makers  College graduates, looking at domestic as well as global exposure  Experienced professionals looking at executive courses  Working class executives looking at a Distance/Correspondence courses  Faculties wanting to earn a PhD through research studies  Corporates wanting to up-skill their employees through MDP’s  Exchange students Creative Brief World class and cost effective educational opportunity IMT Ghaziabad | PGDM DCP 2010 - 2012
    • 13 Project Report – Integrated Marketing Communication Overall Tone and Style Welcoming: - IMT is a place where people go out of their way to help each other, where diversity means an exchange of culture and experience, and where ideas and experience are warmly embraced. Professional:-It assures a student of a solid exchange of value. It must equip its students of corporate interaction to hone their professional skills. Inspirational:-Must encourage students to take advantage of what the college has to offer. This inspiration speaks both to the opportunities available at IMT and beyond as well as recognizing the attaining a college education. Convenient:-Convenience is more than the location. IMT materials must be easy to read and understand. Its course structure should help the students through a better understanding. Its placement procedure should direct the student towards a prosperous career. Imagery IMT’s imagery in its ads should appear professional, engaging and collegiate. The image of IMT is of student achievement and academic excellence: graduates attending lectures, students engaged in extracurricular activities, corporate seminars etc. IMT is also a diverse campus with students from all over the world. It also should focus on its presence in other cities in India as well as Dubai. Finally photos of the campus across locations should be used, both India and Dubai, especially post the completion of the new academic block at Ghaziabad. IMT Ghaziabad | PGDM DCP 2010 - 2012
    • 14 Project Report – Integrated Marketing Communication Brand Strategy Scorecard Initiatives Metrics & KPI’s Goals Cost Website Redesign # of visitors 10,000/month Rs. 1,50,000 # of web leads 250/month # of applications downloaded 5000 Average time on site 2.5 mins/visit Perception Surveys # survey responses 200 responses Rs. 50,000 Survey Results Establish benchmarks Online Advertising % brand awareness 20% increased awareness Rs. 5,00,000 Total Rs. 7,00,000 Branding your website is more than looking good; it is communicating the value that you stand for, the unique personality of your business in a world full of competition and mass-produced sites. A website cannot be treated as independent of your other branding efforts. It needs to be a reflection of all other branding, marketing and advertising efforts. Our website messaging and online marketing efforts should communicate valuable information that is useful to our students. The voice and tone of communication should be in alignment with our students’ mindset. To get the most out of our communication efforts, there are four essential elements all sites should include. They are: Clear and effective messaging, strong calls to action, stickiness factors and social media integration. Color schemes, logo design, layout – our website should be designed with our target consumer in mind. Use a Brand Perception Survey to quickly understand how your brand is viewed in the market, what brand attributes are preferred by customers, and to identify how your customers competitively position your products/services. Benefits of Internet advertising – It reaches out to the masses, it is targeted advertising, it enables good conversion tracking, has lower investments and can have a greater range. Our students who are primarily in their young 20’s are heavy users of the internet and online advertising is a huge opportunity to targets this online community. IMT Ghaziabad | PGDM DCP 2010 - 2012
    • 15 Project Report – Integrated Marketing Communication Lead Generation Strategy Scorecard Initiatives Metrics & KPI’s Goals Cost Email Marketing # leads 100/month Rs. 3,00,000 CTR Average 5% CTR Calling Campaign # of dials/day 50 dials/day/rep Rs. 7,00,000 # of visits generated 5 appointments daily Webcast Series # of webcast attendees 200/event Rs. 2,00,000 # of leads generated 5 leads/event Brochures/Prospectus # sent out TBD Rs. 6,00,000 # subscribed 1000/month Rs. 2,00,000 Total Rs. 20,00,000 No matter where you are or whom you need to reach, targeted emails pave the way. Borders are no obstacles in email marketing. Costs incurred in designing, executing, testing, sending and receiving an email is up to 78% less for a run of 5000 over paper-based direct mail version. When you add e-mail to your marketing mix, you spend less time, money and resources than with traditional marketing vehicles like direct mail or print advertising. Email enables you to personalize and greet every person you target. This helps in creating a special bond with the prospects. Webcasts help us reach out to people who are not able to travel and attend seminars or programs. An on-demand version of your event is automatically archived for availability to those who have missed it. Cut costs on many factors associated with in-person meetings, such as travel, accommodations, and refreshments. By using online conferencing methods you can also save money on long distance international calls. Calling provides an effective way to perform relationship marketing. You can use the phone to stay in touch with existing students/corporates. Allows for interaction and personal selling. You can immediately respond to feedback from prospects while youre engaged in the sales process. IMT Ghaziabad | PGDM DCP 2010 - 2012
    • 16 Project Report – Integrated Marketing Communication PR Strategy Scorecard Initiatives Metrics & KPI’s Goals Cost Develop Key Contacts # journalists and editors 50 industry contacts Rs. 3,00,000 Press Releases # hits 1 release/month Rs. 5,00,000 # releases 20,000 hits/year Key Note Speeches # of presentations 1 per quarter Rs. 5,00,000 Total Rs. 13,00,000 Press Releases are the most popular means of providing publicity online and offline. One sure-fire way to get IMT known is by using press releases. A press release is written material that announces a news type event. Television networks, radio stations, magazines, and newspapers as well as online resources will publish the announcement if your news story peaks interest. The press release that gets published on one of the media outlets will have our website link provided within it. Those who have reviewed our release and want more information will click through the link or check out the website. The more a prospect sees IMT’s name being mentioned the more likely they will remember. The press release can also help to get IMT more credibility. Prospects will start to see us as an expert in our field and think that we should be the one to go to when they quality education. IMT Ghaziabad | PGDM DCP 2010 - 2012
    • 17 Project Report – Integrated Marketing Communication Social Media Plan Initiatives Metrics & KPI’s Goals Cost Implement Blog # blog postings 5 postings/month Rs. 2,00,000 Twitter # of followers 500 by year end Rs. 2,00,000 Facebook # of fans 500 by year end Rs. 5,00,000 Article Marketing # of articles syndicated 1 article/month Rs. 2,00,000 Total Rs. 11,00,000 Social media is the new age communication tool and more youngsters are now taking up this activity than ever before. Social media is a great tool to reach targeted audience in the fastest way possible. It as well enhances the reputation of the institute as a world name. This is why any full educational institute requires constant Social media presence to be seeable online. Scholarly persons are the most frequent users of the Cyberspace. When they are essaying institutes to see at a higher grade, or subject fields that aren’t available in their country, they seek information considering such subjects online. Peer reviews are highly valued while deciding to join a certain MBA college and it is essential for IMT to have presence in all such forums like Pagalguy.com, Facebook, and Twitter etc. It can also provide a cost effective way for IMT to interact with prospective students, announce events and draw participation from the student community. IMT Ghaziabad | PGDM DCP 2010 - 2012
    • 18 Project Report – Integrated Marketing Communication Event Marketing Strategy Plan Events When Value Additions Cost IMT Initiated Competitions As and when required Brand awareness Rs. 10,00,000 Generate Leads Brand Building Incentives for students External Competitions As and when required Brand awareness Rs. 15,00,000 Generate Leads Brand Building Incentives for students CSR Events As and when required Brand Building Rs. 5,00,000 Community Development Alumni Events Every year end Connection with Alumni Rs. 5,00,000 Good Will Total Rs. 35,00,000 Event marketing can be accomplished in two ways, either as a participant or as a sponsor. There is no limit to the different ways that event marketing can increase awareness about IMT and introduce prospects to the advantages of partnering with IMT. Event marketing activity can be held locally or on a national forum. Both activities can bring new prospects, and in some cases demonstrate goodwill, which can make a favorable impression and impart a positive image for IMT. The advantage of event marketing is to move from the one-on-one basis of selling to group selling. Events offer a more personalized and customized message to the audience. Events like competitions, cultural shows and corporate events are a good platform to highlight student potential, academic ability and corporate readiness of IMT’s students. IMT Ghaziabad | PGDM DCP 2010 - 2012
    • 19 Project Report – Integrated Marketing Communication Internal Marketing Communications Plan Communication Type Frequency Delivery Method Corporate Events & News Monthly Report Email Intranet Internet Posters Policy and Procedure Changes As and when required Email Intranet Internet Posters Meetings Product Launches As and when required Email Intranet Internet Posters Meetings Personnel Changes As and when required Email Notices Industry and Competitors News Weekly Report Email Notices Corporate Performance Reports Monthly Report Emails Notices Press and Blog Mentions Monthly Report Emails IMT Ghaziabad | PGDM DCP 2010 - 2012
    • 20 Project Report – Integrated Marketing Communication Marketing Communications Plan Budget Overall Budget Break-Up 8% Brand Strategy 41% 23% Lead Generation PR 13% 15% Social Media Event Marketing Marketing Communications Calendar IMT Ghaziabad | PGDM DCP 2010 - 2012
    • 21 Project Report – Integrated Marketing Communication References www.wikipedia.com www.google.com www.mbauniverse.com www.pagalguy.com www.managementparadise.com www.quickmba.com www.marketingplan.net www.smallbiztrendz.com www.bizammo.com www.scribd.com www.slideshare.net www.jempp.com www.selfseo.com www.polkatimesnewspaper.com www.demandmetric.com IMT Ghaziabad | PGDM DCP 2010 - 2012