SHATRANJ “make the right move” – Challenges, Strategies & Conquests – The Management fest of FLAME School of Business.

2. AGENCY BRIEF

3. Business Issues
 No brand awareness
 Limited Digital Presence

4. Marketing Context
 Event Industry growth rate- 20% p.a
 Management Fest becomes a marketing tool of the Institute
 Increased Internet Usage
- Expected to increase to 500mn in 2018
- Mobile penetration of active Internet users is 220mn
 88% of users share content on their social profiles

5. Marketing Objectives
 Create Brand Awareness for Shatranj
 Search Engine Optimization to increase rank, traffic and
conversion
 Drive students to register for the event
 Generate more footfalls for the event

6. Typical Prospect
 Students
College and B-school students
Age: 18-26years
 Corporate
Age: 25-45years in Pune (Corporate Quiz)
Associates who will help us promote/ publicize our event

7. Assumptions
 A good renowned jury attracts more footfalls
 A good reward gets more footfalls
 Appears as an extra-curricular on one’s resume which will
drive him to participate

8. Role
 Appears as an extra-curricular on one’s resume
 Compete with the best minds of different college
 Professional Networking tool
 All-round development

9. Legacy Values
 Registered Trademark “Shatranj”
 Logo

10. Measurement Criteria
 Increase awareness by broader fan base on Social Media sites
 Increase in the SEO rank for organic search
 Number of registrations through digital media- Sprout Social
and Google Analytics

11. SOCIAL MEDIA
PRESENCE

12. Shatranj
Sentiment Reach Co. Posts Feedback Avg
response
time
Facebook
Page
0 12 2 0 -
Twitter 0 1 Just Started
LinkedIn 0 7 0 0 0
Search • For Keyword “Shatranj,” Does not appear in first 10 pages
• For Keyword “Flame Shatranj”, Search results for 2 pages show
Shatranj
• For Keyword “Shatranj Pune”, shows up on Page 4
• For Keyword “Management Fest”, does not appear in the first 10
pages
• For Keyword “College Fest”, does not appear in the first 10 pages

13. OPPORTUNITY
IN DIGITAL

14. Why Digital?
 48.3% students in India use Internet 2-3 times a week, 40% use it
daily, and 5.6% use in 2-3 times a month
 47.4% of students use Internet for communication, and 37.4% for
entertainment
 Facebook used by more than 85% of college students in India
 More than 33mn users for Twitter and 26mn for LinkedIn in India

15. Digital Campaign Objectives
 SEO/SEM
- Increase Rank on SEO for Organic Search
- Search Engine Marketing to create more leads
 Facebook
- Create Awareness
- Engage more students on the Shatranj page
- Drive students to register for the event through the
registration link

16.  Twitter
- Increase Followers
- Use trending hash tags to create awareness
- Create Excitement with commonly used hash tags
- Lead them to the registration link
 Other Sites
- To drive audience to our registration link

17. Target Market
 Students
College and B-school students
Age: 18-26years
 Corporate
Age: 25-45years in Pune (Corporate Quiz)
Associates who will help us promote/ publicize our event

18. How to Engage?
 Single well Designed and Attractive Landing page for all the ads
 24hours response guarantee
 Interactive Content Strategy to drive traffic on the registration
link

19. COMPETITORS

20. Facebook
Facebook
Sentiment Reach/Likes Co Posts Feedback (per
day)
Avg
response
time
Shatranj - 718 2 Likes:
Comments:
-
Kurukshetra 100%
Positive
2141 2 per day Likes: 20
Comments:1
0
TROICA 100%
Positive
1803 2 posts per
day
Likes: 90
Comments: 2
1 hour
Confluence 100%
Positive
1310 3 per day Likes: 30
Comments:10
-
Umang 100%
Positive
22984 5 per day Likes: 1600
Comments:20
1-2 hours
Kolosseum 100%
Positive
3483 2-3 per day Likes: 30
Comments:5
1 hour

21. Twitter
Sentiment Followers Tweets Feedback Avg response
time
Shatranj - 1 1 0 -
Kurukshetra - 77 87 0 0
TROICA - 1771 14 10 1 hour
Confluence - - - - -
Umang 100% positive 1445 830 - 0
Kolosseum - 68 36 0 -
Twitter

22. YouTube
YouTube
Sentiment Reach
(Subscribers)
Videos Feedback
(Avg Views)
Avg response
time
Shatranj - 0 1 0 -
Kurukshetra - 8 3 700 0
TROICA - - - - -
Confluence - 103 42 500 -
Umang Through To
The Culture
100% positive
5102 100 700 0
Kolosseum - - - - -

23. Shatranj
 Strengths
- Registered Trademark
- Present on event sites
- Institutional support
- More than 700 fans on
Facebook
 Weakness
- No official website
- Least Social Media presence
on FB, Twitter and other sites
- Very low rank on organic
search
- Outdated Information (last
year’s)
- Very Limited Awareness

24. Kurukshetra
 Strengths
- Good Simple Website
- Use of Celebrities to drive
students
- Past History
- Sports Fest
- Good Social Media presence
on FB
 Weakness
- Least Social Media presence
Twitter and other event sites
- Least Engagement on the
social media sites
- Very low rank on organic
search

25. Umang
 Strengths
- Past Established History
- Number of footfalls and
registrations
- Strong Social Media
presence
- Good Engagement with its
fans/followers
 Weakness
- Very low rank on organic
search

26. Social Media Goals
 Facebook
- Create Awareness
- Engage more students on the Shatranj page
- Drive students to register for the event through the registration link
 Twitter
- Increase Followers
- Use trending hash tags to create awareness
- Create Excitement with commonly used hash tags
- Lead them to the registration link
 Other Sites
- To drive audience to our registration link

27. THANK YOU
Manan Gala – FSC2013002372