Academbot marketing plan_final
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The integrated marketing plan for Academbot aims to increase website traffic and engagement. Goals include raising daily visits to 10,000 and increasing time on site and page views per visit. The plan focuses on promoting Academbot's personalized school ranking tool through an advertising campaign, partnership programs, and building brand awareness on social media to address weaknesses in customer retention and website usability. A $200,000 budget over 6 months will transform the website from content-focused to product-focused and improve the customer experience.
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Academbot marketing plan_final
- 2. Goals ↑ Visits to Duration of 10k ≥ 2 min per day per visit Click through ≥ 3 pages per visit
- 3. Value Proposition “Academbot easily and intuitively gives students the power to prioritize what’s important to them and create their own custom college and university rank.”
- 4. What Academbot… IS: Content-based website SHOULD BE: Product-based website http://en.wikipedia.org/wiki/Website
- 5. S TRENGTHS • Personalized school ranking tool • Proprietary content • Mobile optimized website O PPORTUNITIES • • • • Promote school ranking tool Initiate ad program Initiate partnership program Build In-kind promotion W EAKNESSES • Website CATTCH • Poor customer retention • Limited social media presence T HREATS • Market saturation • Established brands → Loyalty • Diverse revenue stream channels
- 6. Marketing Overview Initiate Ad program Initiate partnership program Build In-kind promotion Limited social media presence Website CATTCH Poor customer retention
- 7. Target Market O PPORTUNITIES • Initiate ad program • High school Juniors and Seniors • Eligible for financial aid • Class rank between 40th - 70th percentile • Mid-Atlantic • College transfers
- 8. O PPORTUNITIES • Initiate ad program Target Channels
- 9. Ad Budget O PPORTUNITIES • Initiate ad program Search $52,500 386 Yahoo $11,250 81 Bing 3 mos Click per day Google $150k Spend $11,250 84 TOTAL $75,000 551 Social Media Spend Click per day Facebook $52,500 334 Youtube $11,250 134 1,218 Google + $5,000 65 Twitter $6,250 134 Clicks per day TOTAL $75,000 667 =
- 11. O In-kind Trading PPORTUNITIES • Build In-kind promotion • Present at conferences • Exhibit at conventions • Promotional emails • Logo on partner website • Ads in partner publications
- 12. W EAKNESSES • Limited social media presence • Facebook: Post often, interact with “Friends”, and endorse strategically with Likes • YouTube: Develop relevant videos such as new features, latest trends, instructional demos • Twitter: Tweet to engage audience and stay consistent with hashtags • Blogs: Comment on pertinent articles written by others • Google+: Create an account!
- 13. W Current Google search EAKNESSES • Limited social media presence
- 14. W EAKNESSES • Limited social media presence Google search with Google + account Academbot Academbot easily and intuitively gives students the power to prioritize what’s important to them and create their own custom college and university rank Headquarters: Baltimore, MD Founder: The Five Group Founded: 2013
- 15. W CATTCH EAKNESSES • Website CATTCH • • • • • • Credibility Aesthetic Usability Effect Trust Typography Chunking Hierarchy
- 16. W Improvements to... CREDIBILITY EAKNESSES • Website CATTCH • • Media Placement/PR Partnerships
- 17. W Improvements to... AESTHETIC USABILITY EFFECT EAKNESSES • Website CATTCH • • • Placement of School Ranking Tool Color Scheme Content & Teasers
- 18. W Improvements to... TRUST EAKNESSES • Website CATTCH • • Ad Placement Spell Check
- 19. W Improvements to... TYPOGRAPHY EAKNESSES • Website CATTCH • • Use space thoughtfully Improve upon basic type fonts Helvetica, anyone?
- 20. W Improvements to... CHUNKING EAKNESSES • Website CATTCH • CONTENT Focus on content, not ads CONTENT AD
- 21. W Improvements to... HIERARCHY EAKNESSES • Website CATTCH • • Ranking tool takes precedence Still have lead-ins to content on home page
- 22. W Now... we nurture. EAKNESSES • Poor customer retention • • • • • Product, then community Visitors must move through site Self-identify for improved content Mailing List Live Webinars
- 24. $200K Budget
- 25. 6 Month Timeline Content-based to Product-based