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Learningcurve 2

  1. 2. <ul><li>Target Market </li></ul><ul><li>Product Description </li></ul><ul><li>Our Brands </li></ul><ul><li>Support Services Students Basic Mechanics & Education Institutions Basic Mechanics </li></ul><ul><li>Support Service s Communication Mechanics </li></ul><ul><li>Support Services Benefits – Students & Educational Institutions </li></ul><ul><li>Support Services Values </li></ul><ul><li>Creative Communication 2009 </li></ul><ul><li>Creative Communication 2010 and Beyond </li></ul>
  2. 3. Primary Target Market (BC and BB) <ul><li>Students and Parents </li></ul><ul><li>Educators </li></ul><ul><li>Education Administrators </li></ul><ul><li>Universities, Colleges, Design Colleges, FET and High Schools </li></ul><ul><li>Department of Education </li></ul><ul><li>Education Sector </li></ul>
  3. 4. Other Very Important Stakeholders <ul><li>Staff </li></ul><ul><li>South Africans </li></ul><ul><li>Product Providers </li></ul><ul><li>Media Owners </li></ul><ul><li>Important to get their buy-in </li></ul><ul><li>to the positioning and promise . </li></ul>
  4. 5. Product Description <ul><li>Through state-of-the art technology and highly skilled staff, Learning Curve acts as the efficient front office for Adobe (and other IT brands) in the South African Education sector, handling all software queries, and updating the client on the best possible solutions for their needs </li></ul><ul><li>Learning Curve is Adobe’s Gold Partner Education licensing in SA </li></ul><ul><li>Learning Curve also offer educational licensing on Autodesk, Extensis, Microsoft and Toonboom </li></ul><ul><li>In addition Learning curve offers hardware solutions, and is an Authorised Apple Reseller </li></ul>
  5. 6. Our Brands
  6. 7. Support Services to students Basic Mechanics <ul><li>Learning Curve offers a range of services including: </li></ul><ul><li>Product range of IT Education Software at affordable rates </li></ul><ul><li>Incentivised student membership </li></ul><ul><li>Advice on the best IT solution for their career path </li></ul><ul><li>IT student consulting forum </li></ul>
  7. 8. Support Services to students Basic Mechanics <ul><li>Product range of IT Education Software at affordable rates: </li></ul><ul><li>we negotiate with software and hardware vendors on your behalf to find the best solutions for you. </li></ul><ul><li>Incentivised student membership: </li></ul><ul><li>As a registered member on the Learning Curve community database you will receive redeemable reward points for every purchase made at our online store . </li></ul>
  8. 9. Support Services to students Basic Mechanics <ul><li>Advice on the best IT solution for your career path: </li></ul><ul><li>As a registered member on the Learning Curve community database you will receive regular online advice software and hardware updates </li></ul><ul><li>IT student consulting forum: </li></ul><ul><li>As a registered member on the Learning Curve community you will be able to ask professionals in their field for the best advice on software and hardware </li></ul>
  9. 10. Support Service s to Educational Institutions Basic Mechanics <ul><li>Learning Curve offers a range of services to streamline </li></ul><ul><li>Educational administration and IT implementation, including: </li></ul><ul><li>Long-term educational IT strategy development </li></ul><ul><li>Adobe Enterprise Services </li></ul><ul><li>IT consulting </li></ul>
  10. 11. Support Service s Benefits Education Institutions <ul><li>Long-term educational IT strategy development: </li></ul><ul><li>we negotiate with software and hardware vendors on your behalf to find the best solutions for your institution. </li></ul><ul><li>Adobe Enterprise Services: </li></ul><ul><li>the digital solution to the paper-based filing cabinet, our document management solutions increase efficiency and lower costs. </li></ul><ul><li>IT consulting: </li></ul><ul><li>with our enterprise partner Aesir, Learning Curve is able to offer </li></ul><ul><li>solutions that streamline processes, improve security, and optimise online and offline relationships. </li></ul>
  11. 12. Support Service s Communication Mechanics <ul><li>The Target Audience will be kept informed through a variety of media about new and existing products and services allowing the opportunity to sell IT solutions to meet their changing needs. </li></ul><ul><li>Communication channels between Learning Curve and the target audience include text messaging, e-mail, website and online store with password access to account, flyers, print Ads, Banner Ads, Seminars, Audio visual DVD, Folder, and phone calls </li></ul><ul><li>As far as the target audience is concerned, Learning Curve is Adobe’s and other IT brand’s education partner - always treated as a valued client </li></ul>
  12. 13. 5 Absolute Values <ul><li>Connecting </li></ul><ul><li>Supporting </li></ul><ul><li>Inspiring </li></ul><ul><li>Developing </li></ul><ul><li>Conscientious </li></ul>
  13. 14. Essence <ul><li>Creating meaningful relationships, </li></ul><ul><li>through innovative technology for education </li></ul>
  14. 15. 5 Absolute Values <ul><li>Connecting </li></ul><ul><li>Supporting </li></ul><ul><li>Inspiring </li></ul><ul><li>Developing </li></ul><ul><li>Conscientious </li></ul><ul><li>Creating meaningful relationships, </li></ul><ul><li>through innovative technology for education </li></ul>
  15. 16. Differentiator Students Creating meaningful relationships, through innovative technology for education Educational Institutions Adobe & suppliers
  16. 17. Key Positioning Benefit <ul><li>Creating meaningful relationships, </li></ul><ul><li>through innovative technology for education </li></ul>
  17. 18. Creative Communication Support 2009/10
  18. 19. Product Sales Print AD
  19. 20. Brand Awareness and Store Sales Web site
  20. 21. Brand Awareness Banner ADs
  21. 22. Sales Promotion Student E-mailers
  22. 23. Sales Promotion Student flyers
  23. 24. New Marketing Communication Ideas 2009/10
  24. 25. Top line communication ideas <ul><li>Touch screen interactive educational tool demonstrating careers and creative application of Adobe software, i.e.; film making, documentaries, print advertising, web design and graphic design </li></ul><ul><li>Adapt new web site to a Mobi site </li></ul><ul><li>Use cellular media as promotional tool </li></ul><ul><li>Build our database of students, educators and institutions </li></ul><ul><li>Become educational industry IT experts </li></ul>
  25. 26. Student Community Incentive <ul><li>Each student will be invited to become a member of the student community which enables students to be rewarded for purchases made online through a database points system </li></ul><ul><li>Each student will receive a unique membership number </li></ul><ul><li>Registration online: name, student ID number, institution, cell number, address </li></ul><ul><li>Each student member will asked sign a permission based relationship authourisation form with Learning Curve allowing online and cellular media promotion communications </li></ul>
  26. 27. One Chance to Launch, One Chance to Succeed <ul><li>Must invest sufficiently to launch to all the stakeholders </li></ul><ul><ul><li>Advertising </li></ul></ul><ul><ul><li>Media and Industry Launch </li></ul></ul><ul><ul><li>Schools, Colleges, Higher Education Road Shows </li></ul></ul><ul><ul><li>Target Market Marketing Collateral </li></ul></ul><ul><ul><li>Internal Launch </li></ul></ul>
  27. 28. Critical to Success <ul><li>Highly skilled, highly trained staff who are well motivated, trained and incentivised </li></ul><ul><li>Not only leading edge hardware and software, but faultless backup and support </li></ul><ul><li>Important to recognise as you move into a new industry it may require new expertise </li></ul><ul><li>Black Employment Equity and Empowerment could well become an important issue into the future </li></ul>
  28. 29. Targeting Students
  29. 30. <ul><li>New stats from Nielsen Online show that by the end of 2008, social networking had overtaken email in terms of worldwide reach. According to the study, 66.8% of Internet users across the globe accessed “member communities” last year, compared to 65.1% for email. </li></ul><ul><li>Social networking plays into the 3 triggers of Human Behaviour: </li></ul><ul><li>- Action </li></ul><ul><li>Belonging </li></ul><ul><li>Creation </li></ul>Why Social networking
  30. 31. <ul><li>MXIT </li></ul><ul><li>Facebook </li></ul><ul><li>MySpace </li></ul><ul><li>Twitter </li></ul><ul><li>YouTube </li></ul><ul><li>Linked In </li></ul><ul><li>Plaxo </li></ul>Popular social networks in SA
  31. 32. <ul><li>“ Adobe’ quest for the ULTIMATE dream design team!” </li></ul><ul><li>4 winners, 2 months – the challenge is on! </li></ul><ul><li>Purchase any of the Adobe suite of products, start designing, submit your design and stand a chance of winning the ULTIMATE design, become the product Ambassador + win awesome prizes! </li></ul>Campaign
  32. 33. <ul><li>“ Adobe’ quest for the ULTIMATE dream design team!” </li></ul><ul><li>Find the top 10 bloggers and social networkers in SA, incentivse them for 4 months to showcase the campaign on all of their sites and networks. </li></ul><ul><li>Encourage different personalities with a significant amount of followers in the social environment. </li></ul><ul><li>Drive interaction through a range of themes that can be chosen, each theme must co-inside with the specific product </li></ul><ul><li>Allow participants to submit their designs online and via e-mail and get their friend to vote to win, the more vote you get the better your chances are! </li></ul>Campaign Mechanics
  33. 34. <ul><li>Weekly report from bloggers on dates, times and amount of exposure i.e reach. </li></ul><ul><li>Track web traffic and purchase accordingly </li></ul><ul><li>Number of profiles created and friends recruited to vote. </li></ul><ul><li>Community numbers created </li></ul>Measurement
  34. 35. <ul><li>Affiliation with design publications in SA </li></ul><ul><li>Sponsorship of designers at the design Indaba </li></ul><ul><li>Presence on Bizcommunity and Marketingweb </li></ul><ul><li>More presence in the marketing and advertising space with less focus on technology. </li></ul><ul><li>Feed “HOT” design content into the website to create stickiness! </li></ul>Digital marketing (Market presence)
  35. 36. <ul><li>Look at package breakdown over 12 months i.e. R200 p/m </li></ul><ul><li>80% off may create the perception of high mark ups. </li></ul><ul><li>Punt packages through lifestyle integration. </li></ul>Packages
  36. 37. I look forward to working with you in 2010 and beyond Thank you