1.
Phonethics
Digital Marketing Case study - Education

2.
INDEX
 Introduction
 OurClients (Education)
 Case Study
 Education Online (How Education is being pitched
online)
 User Journey
 How to Market your courses online?
 Connect with Us!
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3.
Introduction
Manage 1 Million
online interactions
for our clients daily
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4.
AWARDS
&
Recognition
Only Indian DigitalAgency to be shortlisted Best Mobile Application
Best Use of Social Media - Nissan India’s First Movie to Release on Mobile Phones
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5.
CORE
SERVICES
 Digital Infrastructure & planning – comprehensive financial goals
led planning
 SocialArchitecture – selection of social platforms, engagement
strategy for each network and goals led community planning.
 Mobile Asset creation & Mobility solutions
 Creative planning & Execution – designing overarching
campaign, special properties and material to accompany the
execution. Bringing disruptive, game changing ideas to the client
that amplify the impact of bought media.
 Media planning, Buying & Management – scientific media
planning based on cutting edge traffic estimators and analytical
tools & cost optimization of campaigns.
Strategy Creative Technology
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6.
Our keyClients
Education Sector
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7.
Phonethics Mobile Media (P) Ltd
Jetking SEM
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 Objective:
 Lead Generation
 Branding
 Solution
 Hyper geo targeting, the cities and areas with Jetking Presence.
 Focus on the quality ofTraining provided by Jetking.
 Testimonial Route for the creatives showcasing the alumini of Jetking
and their achievements.
 Local Ad placements having their regional language and the geography.
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9.
Competition
Too Many fields to fill – Discourages a prospect to fill the
form
Too Much Information Confuses the Prospect & He can’t
reason himself filling up the form
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Key components
of the Idea :
 Purchase Funnel - User Experience - Alumini - Reinstate 'Kuch ban kar
niklo'
 Highlight testimonials from Jetking Alumini who have made a mark in the
society &Target People who are preferably at the Preference stage or
Purchase stage for High ROI.
 Use a Fun AnimatedVideo depicting the dilemma of a student life which
can be easily identifiable by students.
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 Quick loading Landing page
highlighting successful alumni
and course info in a de-cluttered
format
 Quick course overview
 Content laid out to aid User
Experience
 Viral content added at the bottom
Future Assurance
Success Stories
Crisp Course
Information
Minimalistic Form
Fields
Viral Video
Branding
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RahulSays it BestWhen he says Nothingat all
Toknowmore click here
SilentAnimatedVideo Created by Phonethics for Jetking SEM & Branding
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13.
OUTCOME
 Conversion rate of 7.1% from clicks to Unique leads along the duration of
the campaign. i.e over 7.1% people who clicked on the ads also filled up
the form expressing a desire to join Jetking.
7.1%
CONVERSION
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14.
Problem identification and solution design
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JetkingCase
study
 Insights from 2011 pointed to student behavior as well as
opportunity for streamlining the lead processing pipeline.
 We discovered that Independent web presence from franchisees
creates trust issues. Additionally the Corporate headquarters
wished to bring a certain uniformity to the entire web
development and brand presence.
 We designed and developed a ‘Jetking Partner IntegratedWebsite
System’ to provide local web presence to all franchisees while
retaining control over the mother brand as well as resolving any
trust issues. Easy to use back end system allows partners to
update content in minutes
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16.
JetkingCase
study
Beyond regular website development into strategic consulting –
identifying the business problem and providing a scalable solution.
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17.
OUTCOME
11%
CONVERSION
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18.
EducationOnline
How Education is currently being pitched Online
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19.
KhanAcademy
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20.
KhanAcademy
on Mobile
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21.
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22.
Udemy on
Mobile
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Coursera
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Is yourContent &
Information
Architecture at par?
Design & Develop content as per industry benchmarks & not
as per your convenience.
Students & parents today have access to actionable
information. It is imperative that we stay ahead of the digital
behaviour curve.
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25.
Marketing
Flow
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TheUserJourney
Digital Journey of an education Prospect
(Student & Parent)
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UserJourney
EnrolmentEnquiryInteractionDiscovery
Social Media
Facebook ads
SEM
SEO
Display Networks
ContentTie-ups with
platforms
Social Media
Campaign Landing Page
Testimonials
Course Information
Video/Digital Asset
A Minimilistic
enquiry form
Counsellors to take over
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28.
How to Market your courses
online?
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Identify Key
Products to
market online
Identify Key courses that needs to
marketed online.
Attention Span of the audience is not
more than 30-45 Secs
Avoid Information Overload Choose not
more than 1 or 2 key courses
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Search trends &Volume
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Using
trustworthy
tools to
identifySearch
Volume &
Trends
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 ISThere Enough Demand?
 Do you know what isVolume of searches
happening pertaining to your key courses?
 What is the Search trend for these keywords.
 Identify Peaks in Search trends & allocate budgets
accordingly.

32.
SEM
 UseAppropriate Search Engine Marketing Strategy to
market yourCourses across Search engines.
 Key ingredients are:
 Devices
 Location
 Duration
 Keywords
 Adgroups
 Text Ad copies
 Optimised Landing page
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SEO
On page&
Off Page
 SEO gets organic traffic. For your Landing page, have a
well defined Long team SEO strategy.
 Key components are:
 Article Submission
 Building Backlinks
 Topical & Relevant Blogging
 Forum Commenting,
 Blog commenting on the sites related to Education-
Pagalguy,Coolavenues.
 Optimizing the Landing page URLs
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Mobile
Marketing
 You Cant Avoid Mobile Marketing.YourTG
spends Maximum time with their personal
screen.
 Key components to device a Mobile Marketing
Startegy
 Dedicated mobile site for campaigns.
 SearchAds on mobile
 Wap Display banners
 In app display advertsing
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35.
Social
 Social Channels areVery Low on ROI for
Education Sector. Identify the Role each
platform will play in your over arching strategy.
 According plan aYear long presence on key
social media Channels
 Few social media platforms to consider:
 YoutubeVideos
 Facebook
 Google+
 Twitter
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36.
FewTools of theTrade
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37.
Tools
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38.
Connectwith ustoday!to deviceyour
own ROIdrivenDigitalpresence&
MarketingStrategyfor yourCourses.
Callnow!
Tel: +91 93 23 93 94 94 Saurabh@Phonethics.in
pramod@phonethics.in
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39.
Connect with us today at:
Saurabh@Phonethics.in
Pramod@phonethics.in
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