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Scooter Tutor Branding
- 1. How Would I brand Scooter Tutors?
- 2. Understanding Parents (customers) and Students (consumers) What do parents expect? • Homework is done in time and are correct • Improving marks in exam • Their children become sincere and organised
- 3. How do we meet these expectation? • On the first day of tutoring, find the student’s school exam timetable • Plan the lessons accordingly • Give a revision test before every school exam • Provide Feedback • Make sure the student’s school homework is done
- 4. How do we keep track of this when we have 1000 tutors? • Standardising the Product and Service • Contacting parents to update status of the student • Training Tutors • Maintain Punctuality of tutors.
- 5. We need to answer the question of why should a parent chose Scooter Tutor and not the local tutor available
- 6. Branding Scooter Tutors • Logos • Tagline “Experienced help for homework” • Pens • Badges • Notebook • Jackets for tutors in cold Weather
- 7. Date: What’s done in school? • … • … • … How did we help with school’s homework? • … • … What else did we do in the tutoring lesson? • … Anwesa Scooter Tutor Standardising the product
- 9. Brand Image-How do we want us to be seen by Customers? • Friendly • High achievers “go-to” Tutoring Service • Trained Tutors
- 10. How to build trust in the brand? Mental Appeal Make customer perceive all the tutors of scooter tutor as a brand instead of individual tutors Service Universal Lesson Plan Visual Appeal •Make tutors look the same, • give them name badges with a scooter tutor logo, • ask them to carry hand bags with scooter tutor logo. Product Give the students a customised notebook from scooter tutor.
- 11. How to build Loyalty? • A sense of belonging and a sense of doing good to the society in the long run creates trust of the stakeholders on the brand.
- 12. How to create Customer loyalty? • “follow up messges” after every lesson. • Reminder to students to do homework given in the tutoring lesson. • Customised graphs of lesson plan (completed and yet to be completed), to give a feel of visual tracking for the parents
- 13. Understanding Tutors • A lot of other part-time jobs pays around $18-$21 per hour. • But tutoring pays around $26-$29 per hour. • There is a lot of Demand for tutoring jobs • But they need “touch point contact” to see it as a job • Ezymath tutors connects only through emails • Tutors never see their employers • This does not give them a sense of belonging-”active engagement”
- 14. How to create Tutor loyalty? • Job Satisfaction-”giving meaning to their jobs” • Create a sense of belonging by providing name badges and bags, instead of merely sending them generic emails fortnightly. • Social work combining with social outings • Online training on school curriculum • A tutor wont be a tutor for their entire life, so give them networks that they can carry along.
- 15. Social Impact to gain Customer Confidence How do we do good to the society? • Teach underprivileged children of the society for free • Those who cannot afford tutoring can be given free classes • Go to these country side locations to give free lessons and get media coverage • Tutors will have in turn have a team outing and till will build trust of the customers (parents) • Win-Win Situation
- 16. Our motto… • “Give them what they want and then give them something Extra” • If a tutor reaches late to the student’s house, the lesson will be free. • Ensures punctuality of the tutor and as well as keeps our customers happy.
- 17. Introducing product verticals instead of mixing everything into one • This helps keeping customers perception about the brand clear • Launching every product without differentiating and moving out from the motto, kills the brand image
- 18. Product Verticals-Brand Extensions Schools • Class 1 • Class 2 • Class 3 • …. • … • ... • Class 12 English as a Second Language • Teach adults English Conversation for daily Life • English Training for IELTS, TOEFL • English for Critical Writing, Essays etc • English for technical Writing University • Not all subjects in the Uni Demands Tutoring • Generally Finance, accounting, Statistics and Mathematics Demand Tutoring • Get Second year Uni Students tutor the first years
- 19. Advertising • Advertise on social media • Ask principals of schools to talk about you to students. • Get covered in news discussion where principals discuss about scooter tutor • Advertise in University Orientation week to get more tutors on Board
- 20. Social Media Advertising • Get high scoring students mention their Success stories on Websites • Get Satisfied parents students mention their association with Scooter Tutors. • Video Streaming in Facebook
- 21. Partnerships Mathletics • http://au.mathletics.com/ • Australia’s most used maths website! • Over 4.6 million students in over 20 000 schools across Schools • Talk to principals and school Teachers to talk about you!!