NIIT Emperia - A Case Study by (Vasant Singal, NIIT) at OMCAR 2009 - The Online Marketing Summit

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Vasant Singal shares a Case Study on NIIT Emperia, and how they leveraged Online Marketing in reaching out to the target market segment.

The presentation was given at OMCAR 2009 - The Online Marketing Summit

Published in: Business, Education
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NIIT Emperia - A Case Study by (Vasant Singal, NIIT) at OMCAR 2009 - The Online Marketing Summit

  1. 1. STAY SHARP NIIT Imperia Confidential 05Mar09
  2. 2. WITH NIIT Imperia Confidential 05Mar09
  3. 3. Management Programs from the IIM’s Now in your city after office hours NIIT Imperia Confidential 05Mar09
  4. 4. ACADEMIC ALLIANCES IIM Ahmedabad IIM Indore IIM Calcutta IIFT New Delhi IMT Ghaziabad IIM Lucknow NIIT Imperia Confidential 05Mar09 4
  5. 5. IMPERIA’S VALUE PROPOSITION • Sourced From The Best Faculty & Reputed Institutes HIGH QUALITY EDUCATION • Standard Open Programs Or Customized Programs • Programs Pitched At Different Seniority Levels • Programs delivered conveniently to balance work with learning CONVENIENCE • No outstation travel required: No cost or time loss • 18 Centres across the country TOP QUALITY FACULTY • Facilitate quick ramp ups SIMULTANEOUSLY AVAILABLE • Common and uniform inputs ACROSS LOCATIONS • Replicate the class room experience CERTIFICATION • Direct from institutes • Subject to their intern controls and evaluation systems NIIT Imperia Confidential 05Mar09 5
  6. 6. NIIT IMPERIA MODEL NIIT Imperia Institute CERTIFICATION REACH & SALES/MARKETING EVALUATION OPERATIONS & ACADEMIC PROCESSES PEDAGOGY TECHNOLOGY LIVE TEACHER – CLASSROOM STUDENT DELIVERY INTERACTION EXPERIENCE NIIT Imperia Confidential 05Mar09 6
  7. 7. NIIT IMPERIA STUDIOS AND REMOTE CLASSROOMS  Studio (5) Remote Classrooms running(18)  Corporate Classrooms (6) Operational Cities (17) NIIT Imperia Confidential 05Mar09 7
  8. 8. “SYNCHRONOUS LEARNING” REPLICATION OF LIVE CLASSROOM EXPERIENCE - Full features of face-to-face teaching - Raised-hand seeking teacher’s attention - Quizzes randomly created by the teacher - Tabulation of responses NIIT Imperia Confidential 05Mar09 8
  9. 9. NIIT IMPERIA - TECHNOLOGY EDGE STUDIO VIEW CLASSROOM VIEW NIIT Imperia Confidential 05Mar09 9
  10. 10. ALUMNI FROM CORPORATES Telecom IT ITES Healthcare Government BFSI FMGC NIIT Imperia Confidential 05Mar09 10
  11. 11. ADDRESSING MANAGEMENT DEVELOPMENT NEEDS MANAGEMENT LEVEL PROGRAM Senior Managerial Level (above • Senior Management Program- IIM Calcutta 10 yrs. of work experience) • Executive General Management Program- IIM Lucknow Middle Managerial Level ( 5 to • Executive Program in Advanced Marketing Strategy- IIM Indore 10 yrs. of work experience) • Advanced Program in Strategic Management- IIM Calcutta • Post Graduate Certificate Program in Management- IIM Indore Junior Managerial Level (3 to • Post Graduate Certificate in International Business- IIFT New Delhi 5 yrs. of work experience) • Executive Program on Managing Business Decisions- IIM Calcutta • Certificate Program in Business Administration- IIM Indore • Executive Program for Young Managers- IMT Ghaziabad Entry Level (0 to 3 yrs. of work • Executive Program in Applied Finance- IIM Calcutta experience) • Post Graduate Certificate in Sales & Marketing- IIM Indore • Post Graduate Certificate in Retail Management- IIM Indore • Certificate Program in Management of Software Development- IIM Calcutta • Executive Program in Supply Chain Management- IIM Calcutta NIIT Imperia Confidential 05Mar09 11
  12. 12. INTERNET – TARGETING AND ENGAGEMENT Offline Marketing Online Marketing TV/Press/Radio/Outdoors etc Internet Monologue Dialogue Spray N Pray Aim & Shoot Qualitative Quanititative Attention Engagement NIIT Imperia Confidential 05Mar09
  13. 13. PERFORMING CHANNELS We’ve used a wide variety of online mediums to reach out to our TG. 1. Search Marketing 2. Content Networks 3. Selective ad networks 4. Niche Publishers NIIT Imperia Confidential 05Mar09
  14. 14. SOURCE OF TRAFFIC Search Content Ad networks Publishers • Google AOL  Google  Tyroo  • Yahoo content  Komli  Monster network Cricbuzz • MSN  Admagnet   Youmint  NDTV  Ibibo  ZEE News  Monster  Times Job NIIT Imperia Confidential 05Mar09
  15. 15. HOUR WISE LEADS We observed a fair amount of leads during late evening hours! NIIT Imperia Confidential 05Mar09
  16. 16. NON RPC PROBLEM • Over the Jan feb lead generation cycle, we encountered a problem of getting a lot of leads which were non contactable over the phone numbers mentioned • Such leads were an issue for us and resulted in the contact centre spending a lot of time trying to contact such leads and the agents ending up getting frustrated NIIT Imperia Confidential 05Mar09
  17. 17. SMS LEAD VALIDATION PROCESS NIIT Imperia Confidential 05Mar09
  18. 18. SMS LEAD VALIDATION PROCESS NIIT Imperia Confidential 05Mar09
  19. 19. SMS LEAD VALIDATION PROCESS SMS Going with the Brand name NIIT Imperia Confidential 05Mar09
  20. 20. SMS LEAD VALIDATION PROCESS NIIT Imperia Confidential 05Mar09
  21. 21. SMS LEAD VALIDATION PROCESS NIIT Imperia Confidential 05Mar09
  22. 22. INTEGRATED MARKETING TV Newspaper Magazines Radio Outdoor Digital Marketing Ground Events Direct Marketing Trade Point of Purchase NIIT Imperia Confidential 05Mar09
  23. 23. PAY FOR PERFORMANCE MODEL Advantages Disadvantages • Pay for Results • Only CPM monitization • Campaign Management by some publishers by Experts • Faster Response • Cost Reduction NIIT Imperia Confidential 05Mar09
  24. 24. ROAD AHEAD Search Marketing Search Optimization Contextual Advertising E-mail- Viral Marketing RSS Feed Site Target Banner Social Networks Blog Sites Community Forums SMS Alert NIIT Imperia Confidential 05Mar09
  25. 25. vasant.singal@niit.com 9818813490 THANK YOU NIIT Imperia Confidential 05Mar09 26

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