marketing plan

1. ESCBis implementing following training courses onPublic Procurement:
Main procurement training course:
Main procurement training course:
Course Title Three (3) week training on procurement of Goods, Works and Services
under PICD
Course Duration 3 weeks
Who Should
Attend
Procurement entities of public sector.
Course Benefits The three week training course modules on
· Goods, Works,
· Services and
· Supply-Chain management
That are developed by local and expatriate experts
under CPTU management.
Training of procurement focal person (PFP):
This is an intensive advance three week course designed specifically for the leading
procurement professionals at the identified
 target agencies and
 IMED/ CPTU;
other agencies in the public sector.
Short Training Courses (from 1 to 5 days):
Short training courses, with few exceptions, will be hosted only in Dhaka. Short courses
could be organized at Daud Kandi campus upon specific request, but are not included in the
regular scheduling.
Short procurement training course:
Course Title Course
Duration
Who Should Attend
Short training course for junior level officers 2-3 days Public-private partnership

2. Public Procurement Management including
PPA & PPR
5-days Procurement entities of Public
sector.
PPA &PPR and e-GP 3-days Procurement entities of Public
sector.
Daytime courses envisage 5 hours per day. Evening courses consist of 15 hours spread
through 5 days (3 hours every day).
The ideal number of participants ranges from 25 (minimum) to 30 (maximum).
Other Procurement Training Course:
Other procurement training course:
Course Title Training on BOT/BOOT/BOO/Concessions Contract
Course Duration one-week
Who Should Attend Public-private partnership contractual arrangements
Target agencies
It will be proved in ESCB with participants mainly from the four target
agencies
 RHD,
 LGED,
 REB and
 BWDB
List of organizations (With proper manual):
1. Public Works Development
2. Roads & Highways
3. Local Government Engineering Development (LGED)
4. Department of Supply and Inspection
5. Districts
6. Rural Electricity Board (REB)
7. Bangladesh Water Development Board (BWDB)
8. Bangladesh Chemical Industries Corporation (BCIC)
9. Petrobangla
List of organizations (Without proper manual):
1. Facilities Department
2. Bangladesh Power Department Board (BPDB)

3. 3. Bangladesh Agricultural Research Council (BARC)
4. Titas Gas
5. Dhaka City Corporation
Communication Channel:
1. Meeting, Workshop, Conferences and Press conferences:
Meetings, workshops or conferences will be used to bring together ESCB and its
stakeholders to consider issues that need discussion, clarification and/or debate. Press
conferences will be used to announce important events or new working procedures and
clarify misconceptions.
2. Telephone:
Telephone calls and text messages will be used to convey quick important messages.
Although this is a very effective way of communication, care must be taken to
remember that it is not a good way to convey official messages.
3. Radio & Television:
Radio and television will be used to inform the public of new policy initiatives, laws and
regulations as well as soliciting views from the public and providing answers to
questions during live talk shows.
4. Internet (Website, Face book, Twitter, YouTube):
The ESCB website will be used to provide information on laws, regulations and
guidelines governing public procurement. E-mail communication will also be extensively
used between ESCB and its stakeholders. Face book, Twitter and YouTube will also be
used after examining their suitability and usefulness.
5. Newspapers & Brochures:
Newspapers will be used to issue press releases and announcements on new issues that
need to be communicated to the public. Brochures will be produced from time to
disseminate special pieces of information.
6. Events:
ESCB will always take advantage of events that bring together any of its stakeholders to
communicate to them relevant information. Examples of such events are meetings of
chief budget managers, meetings of district mayors etc

4. Strategies ESCB Should Follow for Growing Training
Business
There’s no industry quite like the training industry. The marketing strategies that work in other
industries sometimes have little or no effect on training buyers. On the flip side, some
strategies have proven to work exceptionally well in the training industry, and not in others.
Let’s take a look at the most successful marketing strategies for growing your training business.
Here are my top ten:
Webinars:
Seminars are training, and so are webinars. The difference between the two is that webinars
are much less expensive and can get you in front of a significantly larger audience for a fraction
of the cost.
Customers are finally becoming comfortable with webinar technology and know they can get
the same information in a webinar that they used to get in a seminar. So why would they still
get in their car and go to a seminar? Networking is why seminars are still important, so we
shouldn’t dismiss them ... but webinars have much more potential to give you a huge return on
investment.
This list certainly doesn’t include every marketing strategy that works well in training. My
“honorable mentions” are website sponsorships, e-mail marketing, Google Adwords, website
optimization, direct mail, banner advertising, and of course, customer feedback, which is the
foundation for any good marketing program.
I’d love to hear what you would add to the list? Feel free to contact us
info@esc-bd.org
esc-bd@hotmail.com
Seminars:
Seminars and road shows are a staple marketing strategy for almost any type of training
company. The reason is because seminars show off your training skills. After all, a seminar is
essentially training. There have been many articles written on how to do a successful seminar,
so I won’t go too deep into this tactic. However, one very important thing to remember is
making sure your seminar content is relevant and perceived as valuable to your prospects.
Seminars that are pure sales pitches tend to have the opposite effect on sales.
Internal Marketing:
Many of your customers are in very large enterprises. They usually have big training
departments and offer lots of different types of training services to their workforce. They also
have one problem in common. They don’t know how to effectively market to their workforce.

5. Referral Generation:
Referrals make the sales world go around and sell lots of training. As a Entry marketer, always
wanted to control the customer, to get them to buy the Program. Over the years, Its realized
that many customers simply come out of the woodwork. Where did they come from?
Salespeople didn’t get them to call in. Marketing didn’t do anything to get them to call. So,
what happened?
Its should encourage referrals so that you’re getting twice as many as you would naturally get.
In addition to “bring a friend” promotions, you can do raffles in your Targeted Organization in
exchange for referrals. Let your biggest customer know that if they can get another division of
their company to start using your training services, then you’ll give them a bigger discount.
Who knows, you might be able to double the size of one customer with just a couple of phone
call.
Integrated Direct Marketing (IDM):
This direct marketing philosophy was pioneered by Ernan Roman and Scott Hornstein in the
1980s to help increase the response of stale direct marketing campaigns. To sum up the
concept, Ernan says, “IDM synchronizes multiple media to achieve double-digit response.” In
other words, you synchronize direct mail, email, telemarketing, and PR to increase a much
larger overall response rate.
A simple way to immediately enhance the effectiveness of your telemarketers is to send out
personalized emails every week and have them follow up with phone calls. By simply combining
these two mediums you will increase your response rate. The trick here is to get proficient at
synchronizing your marketing tactics and thinking of them as part of one big marketing
machine, not just a bunch of independent parts.
eNewsletters:
eNewsletters work for any type of training company. For a training services company, the
articles show how smart their consultants are. For a public training company, their instructors
can show off their expertise.
In addition to continuously putting you in front of your customers, eNewsletters are also great
for prospecting. On the front page of your web page, you should have a place for a prospect to
quickly and easily sign up for your newsletter.
So, what do you do? This is a job for
marketing! Most training directors don’t
want to invest time and money in
marketing, so their job as a training
supplier is to help them market to their
workforce. Connect their marketing
person with their training director and
let them figure out how they can work
together. When ESCB start seeing results
from the marketing, IT can look forward
to greater long term sales and a very
loyal customer.

6. Web site: Most important component
- Something for all targets
- Image and information
- Easy to monitor
Print:
- Brochures, flyers, posters, info
cards
- Primary goal of print is usually to
drive to web site
Advertising:
- Selected publications
- Expensive for educational
programs
- Best if done together with
editorials
- Always negotiate rates
Banner ads
Google “Key Words”
Public Relations
- Can be very effective
- Must have a steady flow of
interesting/relevant material
Trade shows and other events
- Highly targeted
- Practice selling skills for one-on-one
conversations
- Invite key leaders to booth beforehand
- don’t just wait for someone to show
up!
Direct mail and e-mailings
- Importance of a good list
- Keep it short and to the message
Viral marketing / “the buzz”
- Alumni
- Stakeholders
Important Note: Be conservative about how often you plan to publish. Quarterly or bi-monthly
is a realistic goal when you’re just starting out. After you’ve established the eNewsletter, you
can move to monthly, especially when you see how well it works. Also, keep in mind that
newsletters are inexpensive, but very labor intensive. Make sure there’s someone who will
“own it” and who can make things happen.
Giveaways:
Giveaways or premiums work well for training companies who sell seats in public classes. The
way they do it is they run a promotion that says something like, “Take any class in December
and get a free Widget”. The free widget is something that has a significant value to their target
customer, but costs them less than 20% of the price of the course. Its found that on average, a
training salesperson generally discounts 10% to 20% on a seat in a class.
Door To Door:
Following Marketing Material Shows the Area How ESCB
will benefited

7. SURVEY QUESTIONNARE For Finding Target Market For different Course and
1. Name of the Interviewer Date of Interview:
2. Contact Number and Email Address:
3. Gender: (a) Male (b) Female
4. What level of training did you complete at a Technical Training Center/IGA Institute?
(a) Higher Diploma
(b) Diploma
(c) Certificate
(d) Bachelors
(e) Masters
(f) Other (Please specify)
5. State your current employment status: Self-Employed/Paid Employed/Pursuing Higher
Studies
a) Employed fulltime
b) Employed part-time
c) Employed temporarily
d) Unemployed and looking for employment
Your Organization Name and Address:
6. Which Course You are interested to attend
Day wise Tranning Program Your Choice
15-day Training Courses in Public Procurement
Short Training Courses (from 1 to 5 days)
eGP Training Courses (3 days)
Whole Day Tanning Program Only
7. How did you get to know about the ESXB Program
(a) Friends
(b) Media Advertisements (Please Specify)
(c) Door to door (Please Specify)
(d) Through Your Current Educational/Job Organization (Please Specify)
(e) Other (Please specify)
8 Any Other Information You want To Provide

8. Share the course Outline Plan over the year 2015-2016
Months
Tasks 2000 Jan Feb Mar April May June Jully Aug Sep Oct Nov Dec
15-day Training Courses in Public
ProcurementShort Training Courses (from 1 to 5
days)
eGP Training Courses (3 days)
Adoption plan training activities for
2001Production brochure 2001
Whole Day Tanning Program Only