1. The document outlines an integrated eMarketing plan for GreatLakes MDP Program titled "Storms to Success". 2. The plan includes tactics like social media marketing, email marketing, and banner advertisements to drive traffic, convert visitors to registrations, and increase brand awareness. 3. Key performance indicators are identified for goals around traffic, registration conversions, and brand awareness to measure the success of the marketing events and integrated eMarketing strategy over 90 days.

1. Integrated eMarketing Plan GreatLakes MDP Program “Storms to Success”

2. PROGRAM SCHEDULE 08:30 Introduction & Overview by Dr. Bala V. Balachandran 09:15 Session-1 (Dr. Bala V. Balachandran) 1. Strategic Profitability through Customer Centricity 2. Measures that matter - Enabling and converting storms to success - Strategy Aligned Integrated and Linked Scoring System (SAILS) 3. Creating, Communicating and Delivering Customer Value for Life Time Profitability 11:00 COFFEE BREAK & NETWORKING 11:15 Session-2 (Mr. Ashok Vadgama) 1. How Fortune 500 companies manage process improvement initiatives – Benchmarking Study Results 12:30 LUNCH 13:30 Session-3 (Mr. Ashok Vadgama) 1. Moving up the Performance Management Maturity Mode 14:30 COFFEE BREAK & NETWORKING 14:45 Session-4 (Mr. Shiva Verma) 1. Promoting Target Value - Synchronizing organizational cost, process and performance 2. Implementing Enterprise Risk Management - Best practices and lessons learned 16:00 TEA BREAK & NETWORKING 16:15 Plenary Session with questions from the participants 17:15 Valedictory address by Invited Leader and distribution of certificates 03-Feb-11 MDP Program 2

3. GreatLakes MDP Program MDP Program is to provide a holistic, strategic but clearly applicable framework to drive organizational performance irrespective of / in the aftermath of the recent meltdown and challenges, especially for Global Indian Businesses. 03-Feb-11 MDP Program 3

4. Features and Benefits 03-Feb-11 MDP Program 4

5. Target Audience Age of target customers? This is for people who have depth of business experience (minimum of 10 years; 12-15 years on average, with significant time in management). Where are they residing? Business cities of India. What jobs/assignment do they hold? This program is for Senior Business Leaders who decide the Strategy of their Business or Top Performing Leaders / Managers who are being groomed to strategize. What kind of connect is used to convert them? Referrals by the top executive and corporate contacts. 03-Feb-11 MDP Program 5

6. MDP Program Customer profile: How can they take a day off for the program? Since top managers will be referrals for this program, day off will not be an issue. Perceived value obtained by spending INR 20,000 for a day program? The program will enhance leadership skills of senior executives and help them discuss and find ways to the challenges created by the huge business opportunities in India. This program also aims to transforms the thinking and behaviour of participants to accelerate and drive effective change. Is that a value add between the sexes? Yes. 03-Feb-11 MDP Program 6

7. Baseline Previous MDP program What are the marketing activities done for previous such Great Lakes MDP program? Corporate referrals What has been the process of engagement? Online Registration, paper advertisements and direct e-mails. How did we prospect for registrations? Registrations from website of great lakes. What are the key things that we will do again? Only target the senior management as enrollment is limited to 30 participants at each venue. 03-Feb-11 MDP Program 7

8. eMarketing Objectives eMarketing is one of the vital means of marketing for the new generation people. Goals Drive traffic to MDP Program. Convert the traffic to registration. Increase in Brand awareness Objective Lead generation for the MDP program through e-Marketing initiatives Get 30 registrations for each venue. The registrations have to be a distribution from varied profiles. 03-Feb-11 MDP Program 8

9. eMarketing Tactics Mix Primary eMarketing Tactics Social Media Marketing Email Marketing Secondary eMarketing Tactics Banner Advertisement Mobile Marketing 03-Feb-11 MDP Program 9

10. E-Marketing Strategy 03-Feb-11 MDP Program 10

11. Social Media Marketing Building web communities in facebook. 03-Feb-11 MDP Program 11 Wall This is where you can post messages to communicate with fans. Post travel happenings and stories to your wall- The post will go to all fans and be seen by those who visit you site. Info Include basic information about your hotel or tourism activity, restaurant etc., Include a link to your website

12. Social Media Marketing Build a thread in GreatLakes Linkedin page. This will connect the corporate professionals, and be a source of viral marketing. 03-Feb-11 MDP Program 12

13. Other Tools (LinkedIn, Twitter, flickr, You tube etc) 03-Feb-11 MDP Program 13

14. Example- Analyzing Facebook Ad Campaign 03-Feb-11 MDP Program 14

15. Banner Advertisement Banner Advertisement can be promoted in all SMM pages. Advertisement can be given in the daily business papers like http://www.economictimes.indiatimes.com/ http://www.businessworld.com/ 03-Feb-11 MDP Program 15

16. Email Campaign Email campaign will focus on Sending e-mails with the purpose of enhancing the relationship with prospects of MDP program, Sending e-mails with the purpose of acquiring new participants through direct e-mailing, Adding banner advertisements to e-mails sent by other companies to their customers, and The interested candidates will register for the event from the website where they will provide email information. This will one of the source to do direct mailing to prospects. 03-Feb-11 MDP Program 16

17. Email Campaign 03-Feb-11 MDP Program 17

18. Events for each Goal 03-Feb-11 MDP Program 18

19. KPI’s for each event Goal 1 03-Feb-11 MDP Program 19

20. KPI’s for each event Goal 2 03-Feb-11 MDP Program 20

21. KPI’s for each event Goal 3 03-Feb-11 MDP Program 21

22. Major Financial Metrics of Success 03-Feb-11 MDP Program 22

23. Road Map of the integrated eMarketing 03-Feb-11 MDP Program 23

24. Going Live Plan, for the next 90 days 03-Feb-11 MDP Program 24

25. Success rate of the MDP Program 03-Feb-11 MDP Program 25

26. The End 03-Feb-11 MDP Program 26