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Digital Brand Strategy for an Online Education Brand
 

Digital Brand Strategy for an Online Education Brand

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Digital Brand Strategy for an Online Education Brand

Digital Brand Strategy for an Online Education Brand

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  • Professional practical advice indus expert future…. Vision etc…
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Digital Brand Strategy for an Online Education Brand Digital Brand Strategy for an Online Education Brand Presentation Transcript

  • Digital Strategy
    For a Global Online Management Accounting
    Qualification Brand
  • Redigital
    Refreshing Brands
    Your Digital & Insight agency
  • Introduction
    Conclusions
    Implementation
    Digital Brand
    Strategy
    Audience
    Insights
    The Digital brand
    Key
    touch-points
    Creative
    development
    Audience &
    Key Opinion Leaders
    Messaging
    Strategy
    Steps
    ahead
    Problem
    definition
    Avenues
  • Digital Brand
    Strategy
    The
    Digital brand
    Audience &
    Key Opinion Leaders
    Problem
    definition
    Introduction
    A life-plan for your brand to thrive in the digital medium
    Need – Because the digital medium is different and stand-alone
    An enrichment (rather than just an extension) of your brand’s offline identity
    Highly measurable and rapidly adaptable
  • Digital Brand
    Strategy
    The
    Digital brand
    Audience &
    Key Opinion Leaders
    Problem
    definition
    Introduction
  • Digital Brand
    Strategy
    The
    Digital brand
    Audience &
    Key Opinion Leaders
    Problem
    definition
    Introduction
    Official website
    Campaign micro-site
    Marketing
    AdWords
    CT Advertising
    Direct
    Increasing Virality
    Social Media Presence
    Social
    Networks
    Forums
    Blogs
  • Digital Brand
    Strategy
    The
    Digital brand
    Audience &
    Key Opinion Leaders
    Problem
    definition
    Introduction
    Official website
    Specific Keywords
    Average time spent on site: 7 minutes/day
    Global Traffic Rank: 65,492
    India Traffic Rank: 19,388
    Sites linking in: 562
    Percentage Traffic from Countries
    Age distribution of Audience
    Upstream
  • Digital Brand
    Strategy
    The
    Digital brand
    Audience &
    Key Opinion Leaders
    Problem
    definition
    Introduction
    Campaign specific
    site
    Keywords
    "karenmccarthy" lloydstsb
    how can cima help me
    shell ukcima
    "human resources manager" typical day
    branding consultant links
    me.com
    Average time spent on site: 3.2 min/day
    Global Traffic Rank: 2,622,896
    India Traffic Rank: >296,964 (UK ranking)
    Sites linking in: 0
    Percentage Traffic from Countries
    Age distribution of Audience
    Upstream and Downstream
    Official website
  • Digital Brand
    Strategy
    The
    Digital brand
    Audience &
    Key Opinion Leaders
    Problem
    definition
    Introduction
    Social Media Presence
    Wikipedia Page
    Mention in various blogs
    Youtube videos
    Presence in 3 major social networks popular in India
    Discussions in specialized forums
    Community answers on Yahoo answers
    Active Tweeter.
  • Digital Brand
    Strategy
    The
    Digital brand
    Audience &
    Key Opinion Leaders
    Problem
    definition
    Introduction
    Comscore Media Metrics 2009
    Alexa
    WAT Consult
    Redigital Brand Scan
  • Digital Brand
    Strategy
    The
    Digital brand
    Audience &
    Key Opinion Leaders
    Problem
    definition
    Introduction
    Presence in the Blogosphere
    Average no. of blog posts in a day – 1.6 million*
    Peak in 6 months was (approx) 16 mentions
    Conversation Tracker yielded no results
    After elimination errors (namely spanish common word which is spelt in the same manner as the brand)
  • Digital Brand
    Strategy
    The
    Digital brand
    Audience &
    Key Opinion Leaders
    Problem
    definition
    Introduction
    163 views
    Posted by CIMAvideo
    349 views
    Posted by zhangyaozhou
    173 views
    Posted by CIMAvideo
    363 views
    Posted by drclohite
    101 views
    Posted by drclohite
    173 views
    Posted by inthenewswebsite
    Redigital Brand Scan
  • Digital Brand
    Strategy
    The
    Digital brand
    Audience &
    Key Opinion Leaders
    Problem
    definition
    Introduction
    Interview of
    India Operations Head
    Posted: May 2009
    Posted by pitstop4performers
    Redigital Brand Scan
  • Digital Brand
    Strategy
    The
    Digital brand
    Audience &
    Key Opinion Leaders
    Problem
    definition
    Introduction
    Online video learning
    Redigital Brand Scan
  • Digital Brand
    Strategy
    The
    Digital brand
    Audience &
    Key Opinion Leaders
    Problem
    definition
    Introduction
    Mentions in
    Redigital Brand Scan
  • Digital Brand
    Strategy
    The
    Digital brand
    Audience &
    Key Opinion Leaders
    Problem
    definition
    Introduction
    Discussion topics
    Redigital Brand Scan
  • Digital Brand
    Strategy
    The
    Digital brand
    Audience &
    Key Opinion Leaders
    Problem
    definition
    Introduction
    Audience
    Key Opinion Leaders
    Undergraduates
    Fresh Graduates/Post Graduates
    Working accountants
    Working/Studying Chartered Accountants
    Organizations
    Company secretaries
    IT development companies
    • Professors – Management, Finance and Related fields
    • Industry Experts
    • Professionals
    • Business Publications
    • Educational Consultants
  • Digital Brand
    Strategy
    The
    Digital brand
    Audience &
    Key Opinion Leaders
    Problem
    definition
    Introduction
    Awareness
    “Does it have widespread acceptance?”
    “What is management accounting?”
    “Am I eligible for it?”
    “What’s the advantage? How is it different from other accounting courses?”
    “What are the course specifications – exams, course material, professional experience etc…?”
    “What are the opportunities open to me, once I have the qualification?”
    (for Chartered Accountants, MBA’s, experienced accountants and Post Graduates ) – “How are these different from the opportunities that are already open to me?”
    Answered on official website
  • Audience
    Insights
    Key
    Touch Points
    Messaging
    Strategy
    Conclusions
    Avenues
    Main categories of decision-making by Indian studentsfor Higher Studies (international)
    Financial Considerations
    Entry Standards
    Key recommendations from influencers
    International Exposure opportunity
    Profile and Quality of Teaching Staff
    Relevance to industry
    Relations with Industry.
    Reputation and Ranking of the University
    Course Content
    Career Outcomes
    Location
    Profile of current students
    Interactions with marketing representative of the University
    JOURNAL OF MARKETING FOR HIGHER EDUCATION – Willis and Kennedy
    INTERNATIONAL STUDENT EXPECTATIONS – VOICE OF INDIAN STUDENTS – Sameena Ahmad, Univ. of Melbourne
  • Audience
    Insights
    Key
    Touch Points
    Messaging
    Strategy
    Conclusions
    Avenues
    Main categories of decision-making by Indian studentsfor Higher Studies (international)
    Financial Considerations
    Entry Standards
    Key recommendations from influencers
    International Exposure opportunity
    Profile and Quality of Teaching Staff
    Relevance to industry
    Relations with Industry
    Reputation and Ranking of the University
    Course Content
    Career Outcomes
    Location
    Profile of current students
    Interactions with marketing representative of the University
    JOURNAL OF MARKETING FOR HIGHER EDUCATION – Willis and Kennedy
    INTERNATIONAL STUDENT EXPECTATIONS – VOICE OF INDIAN STUDENTS – Sameena Ahmad, Univ. of Melbourne
  • Audience
    Insights
    Key
    Touch Points
    Messaging
    Strategy
    Conclusions
    Avenues
    Digital Insights
    User behavior
    Conversation
    Consumer
    Forbidding cost of known, reputed degrees (MBA etc…)
    Inconveniences and uncertainties of moving out
    Limited alternatives within India
    Just ‘google’ it
    Reputation
    Relevance, Rewards
    Faculty & Student conversations
    Community testimonials
    Netizen 2.0
    “I want a truly international qualification which is easily accessible and relatively economical”
    Cultural Context
    Rising incomes, Rising
    expectations
    Family support during education
    ‘Youngistan’
    Executive Education
    International Education
    Professional courses
  • Audience
    Insights
    Key
    Touch Points
    Messaging
    Strategy
    Conclusions
    Avenues
    Digital Media
    Experience
    Influencers
    Search
    Official Website
    Related Websites
    Communities and blogs
    Wikipedia
    Social Networking Sites
    Blogs
    Opt-in Direct email
    Advertising
    • Family
    • Consultants and Counsellors
    • Professionals
    • Industry Experts
    • Peers
    • Professors
    • Surveys and Rankings
    • Direct marketing
    • Business publications
    • Events
    • Testimonials and Recommendations
    • Contacting and meeting marketing staff
    Redigital Qualitative Research
    INTERNATIONAL STUDENT EXPECTATIONS – VOICE OF INDIAN STUDENTS – Sameena Ahmad, Univ. of Melbourne
  • Audience
    Insights
    Key
    Touch Points
    Messaging
    Strategy
    Conclusions
    Avenues
    The ‘Brand advantage’, in real time, for the Future Indian Business Leader
    Management
    Accounting
    Global Strategic
    Qualification
    Future Indian
    Business Leader
  • Audience
    Insights
    Key
    Touch Points
    Messaging
    Strategy
    Conclusions
    Avenues
    *3.2 million users
  • Creative
    development
    Steps
    ahead
    Implementation
  • Creative
    development
    Steps
    ahead
    Implementation
  • Creative
    development
    Steps
    ahead
    Implementation
    Conversational game
    MCQ quiz related to Management Accounting, Corporate Governance and other relevant topics
    A dynamic version can be hosted on official website, in
    Relevant animation and design
    Quiz ends with request for 3 recommendations and display of score
    High scores can be rewarded
  • Connecting existing discussions
    Brand Portal
  • Creative
    development
    Steps
    ahead
    Implementation
    Top Financial Companies Ranking
    A web portal dedicated to the ranking
    Expert views, different rating variables, consistency rankings, opinion polls and other content related to the ranking
    Prominent branding for client brand
    Links to the official website, the Future Indian Global Business Leader Portal and other online activities of the brand
    Press release of yearly rankings
    Ranking
    For Financial
    Organizations
  • Creative
    development
    Steps
    ahead
    Implementation
    Ranking Methodology
    Definition of ranking criteria – Growth & Results, Employee satisfaction, Leadership, Learning etc…
    Research techniques – surveys (online and offline), year-end results, criterion-specific data over a given time period
    Research partners – depending on specified criteria – in-house, consultancies and independent think-tanks
    Time of publishing – Q3
    a. Peak decision time for higher education
    b. Availability of fiscal results during compilation
    c. Initial steps by most organizations for year’s plan have been implemented
    d. Self-questioning phase after entry into a new course (graduation/HSC/PG etc…)
    Examples
  • Creative
    development
    Steps
    ahead
    Implementation
  • Creative
    development
    Steps
    ahead
    Implementation
    The Indian Future Global Business Leader
    A portal (movement) hosted separately
    Topics surrounding Corporate Governance, Environment, Leadership, CSR, Sustainable Development with a focus on the role of Management Accounting in all these
    Testimonial videos, forums, opinion polls, expression etc…
    Best essay/profile will be nominated for a discussion with delegates at the next Global Business Challenge
    Winner of a debate and presentation on Leadership given a scholarship
    Partners – The Leadership Institute, Sharma Leadership, Rotary Leadership etc…
    Offline advertising and PR across channels which cater to the defined audience segment
  • Review
  • Audience
    Insights
    Key
    Touch Points
    Messaging
    Strategy
    Conclusions
    Avenues
    The ‘brand advantage’, in real time, for the Future Indian Business Leader
    Management
    Accounting
    Global Strategic
    Qualification
    Future Indian
    Business Leader
  • Creative
    development
    Steps
    ahead
    Implementation
    India Marketing Calendar
    AdWord data
    Creative Execution
    Putting together the research team for TFC
    Sitemap, creatives for TFC, GBL, Other promotions
  • Creative
    development
    Steps
    ahead
    Implementation
    Connecting existing discussions
    Brand Portal
  • Thank You