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Phonethics
Digital Marketing Case study - Education
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!
Phonethics
Introduction
Manage 1 Million
online interactions
for our clients daily
Phonethics
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
Phonethics
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
Phonethics
Our keyClients
Education Sector
Phonethics
Phonethics Mobile Media (P) Ltd
Jetking SEM
Phonethics
 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.
Phonethics
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
Phonethics
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.
Phonethics
 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
Phonethics
RahulSays it BestWhen he says Nothingat all
Toknowmore click here
SilentAnimatedVideo Created by Phonethics for Jetking SEM & Branding
Phonethics
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
Phonethics
Problem identification and solution design
Phonethics
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
Phonethics
JetkingCase
study
Beyond regular website development into strategic consulting –
identifying the business problem and providing a scalable solution.
Phonethics
OUTCOME
11%
CONVERSION
Phonethics
EducationOnline
How Education is currently being pitched Online
Phonethics
KhanAcademy
Phonethics
KhanAcademy
on Mobile
Phonethics
Phonethics
Udemy on
Mobile
Phonethics
Coursera
Phonethics
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.
Phonethics
Marketing
Flow
Phonethics
Phonethics
TheUserJourney
Digital Journey of an education Prospect
(Student & Parent)
Phonethics
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
Phonethics
How to Market your courses
online?
Phonethics
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
Phonethics
Search trends &Volume
Phonethics
Using
trustworthy
tools to
identifySearch
Volume &
Trends
Phonethics
 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.
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
Phonethics
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
Phonethics
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
Phonethics
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
Phonethics
FewTools of theTrade
Phonethics
Tools
Phonethics
Connectwith ustoday!to deviceyour
own ROIdrivenDigitalpresence&
MarketingStrategyfor yourCourses.
Callnow!
Tel: +91 93 23 93 94 94 Saurabh@Phonethics.in
pramod@phonethics.in
Phonethics
Connect with us today at:
Saurabh@Phonethics.in
Pramod@phonethics.in
Phonethics

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Digital Marketing Strategy for Education Courses

  • 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! Phonethics
  • 3. Introduction Manage 1 Million online interactions for our clients daily Phonethics
  • 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 Phonethics
  • 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 Phonethics
  • 7. Phonethics Mobile Media (P) Ltd Jetking SEM Phonethics
  • 8.  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. Phonethics
  • 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 Phonethics
  • 10. 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. Phonethics
  • 11.  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 Phonethics
  • 12. RahulSays it BestWhen he says Nothingat all Toknowmore click here SilentAnimatedVideo Created by Phonethics for Jetking SEM & Branding Phonethics
  • 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 Phonethics
  • 14. Problem identification and solution design Phonethics
  • 15. 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 Phonethics
  • 16. JetkingCase study Beyond regular website development into strategic consulting – identifying the business problem and providing a scalable solution. Phonethics
  • 18. EducationOnline How Education is currently being pitched Online Phonethics
  • 24. 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. Phonethics
  • 26. TheUserJourney Digital Journey of an education Prospect (Student & Parent) Phonethics
  • 27. 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 Phonethics
  • 28. How to Market your courses online? Phonethics
  • 29. 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 Phonethics
  • 31. Using trustworthy tools to identifySearch Volume & Trends Phonethics  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 Phonethics
  • 33. 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 Phonethics
  • 34. 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 Phonethics
  • 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 Phonethics
  • 38. Connectwith ustoday!to deviceyour own ROIdrivenDigitalpresence& MarketingStrategyfor yourCourses. Callnow! Tel: +91 93 23 93 94 94 Saurabh@Phonethics.in pramod@phonethics.in Phonethics
  • 39. Connect with us today at: Saurabh@Phonethics.in Pramod@phonethics.in Phonethics