First version presentation

1. 4/14/11 1 UK Market Expansion Holly Wilder,Jose Garavito, Michelle Little,Robert Jonker

2. Project Scope Develop a sustainable market strategy to enable Desire2Learn (D2L) to penetrate the UK’s higher learning market segment with their Learning Management System (LMS). 4/14/11 2

3. Project Objectives Competitor Intelligence What LMS/VLE’s are currently in the marketplace What institutes are using them Why are these systems being chosen How do they differ from D2L platforms Advertising What publications (print/web) are competitors using Which publications should D2Le utilize Associations Are there any associations that D2L should consider membership with Events What tradeshows or industry hosted events should D2L consider participating in Should D2L host their own events Social Media How should D2L utilize social media platforms to create a market ‘buzz’ Best Practices Are there any required alterations to D2L’s product to fit the UK market What themes or campaigns currently exist in the UK market 4/14/11 3

4. Research Methods Gathered relevant information the team used EBSCOhost, and Proquest as the main databases Group research and the Desired2Learn’s research of Universities and colleges including the platform each one uses Private firm’s reports that were related to the industry Internet search to find information related to competitors, industry news, vendors, and upcoming events related to eLearning in the UK Meetings with Desired2Learn to ask questions related to information 4/14/11 4

5. Agenda Competitive intelligence Advertising Awards Associations and other bodies Events Social media Best practices 4/14/11 5

6. 1.competitive Intelligence 4/14/11 6

7. UNIVERSITIES 4/14/11 7

8. COLLEGES 4/14/11 8

10. University of Greenwich

11. Keele University

12. London Metropolitan University

13. Manchester Metropolitan University

14. University of Nottingham

15. University of Portsmouth4/14/11 9 WEBCT USERS

17. phone calls

18. Sales

20. Awareness 4/14/11 10 COMPETITVE INTELLIGENCE RECOMMENDATIONS

22. Harper Adams University College

23. University of Kent

24. Lancaster University

25. Liverpool Hope University

26. University of London

27. Newman University College

28. Norwich University College of the Arts

29. Open University

30. Roehampton University

31. Southampton Solent University

32. St Mary’s University College

33. University of Sussex

34. University of Winchester

35. York St John University

36. Dublin City University

37. University of St. Andrews

38. University of Glasgow

39. University of Strathclyde

40. University of Bath

41. Birmingham City University

42. University of Bolton

43. University of Buckingham

44. University of Chichester

45. City University, London

46. Coventry University

47. Durham University

48. University of Essex

49. University of Exeter

51. Ayr College

52. Kilmarnock College

53. Capel Manor College

54. East Norfolk Sixth Form College

55. Fareham College

56. Godalming College

57. Great Yarmouth College of Further Education

58. Greenhead College

59. Grimsby Institute of Further and Higher Education

60. Halesowen College

61. Harlow CollegeHavering Sixth Form College Henley College Itchen Sixth Form College Lambeth College Longley Park Sixth Form College Oakwood Court College Shrewsbury Sixth Form College Sir John Deane’s College Sixth Form College, Farnborough Sparsholt College, Hampshire Stoke-on-Trent College Thomas Rotherham College Tresham College Truro and Penwith College

63. phone calls

64. Sales

66. Awareness

68. ADVERTISING Learning Solutions Magazine e-Learning age Magazine Learning Technologies Magazine Teaching Technology Magazine Campus Technology ELearning! Magazine NUS Newsletter 4/14/11 15

69. Recommendation Time: S/T Ongoing Cost: Subscription = £145/ year Advertising = £400/Web & £850/Print(1/4 page) Benefits: Increased brand awareness Benchmarking competitors advertising Included in list of suppliers on website Direct issuance of PR and case studies 4/14/11 16

70. Time: S/T Ongoing Cost: Subscription = Free Advertising = £3,500 - £15,000 (fees associated with trade show) Benefits: Increased brand awareness Presence at annual trade show awareness Special feature articles about Desire2Learn 4/14/11 17

71. 3.AWARDS Awards are important because they provide exposure and give recognition to their winners 4/14/11 18

72. Awards research E-Learning Awards Queen’s Awards for Enterprise Technology & Learning Awards of Excellence SIIA-Codie Awards BETT-ICT Awards UCISA Awards 4/14/11 19

73. Eligible Categories Best use of e-learning to ensure compliance with external regulations and internal policies Best use of mobile learning Best use of rapid e-learning content Best use of synchronous e-learning Best use of social media for learning E-learning industry award for outstanding achievement - corporate 4/14/11 20

74. Time: S/T, Registration deadline June 30, 2011 Cost: Application = £125/entry + VAT + Labour hours Benefits: Based in the UK Highly regarded as the industry’s most prestigious Increase awareness of Desire2Learn’s products Increased validity of company sustainability 4/14/11 21

75. BETT-ICT Awards Eligible Categories Digital Collections & Resource Banks Leadership & Management Solutions ICT Company of the Year ICT Service & Support 4/14/11 22

76. BETT-ICT Awards Time: S/T, Registration deadline n/a for 2012 Cost: Application = £175/entry + VAT + Labour hours Benefits: Based in the UK Increase awareness of Desire2Learn’s products Increased validity of Desire2Learn’s UK market sustainability 4/14/11 23

77. Partnerships Desire2Learn can using their relationships with other providers to build up a reputation of trust. 4/14/11 24

78. Partnerships Partnerships have been identified as a best practise in the industry Firms are using their relationships with other providers to build up a reputation of trust Desire2Learn should maintain and use current partnerships and also add key UK education partnerships to add to their portfolio 4/14/11 25

79. Partnerships 4/14/11 26 By using the partnerships to their advantage, Desire2Learn may increase building recognition, acceptance and validity. Global and large companies validate the Desire2Learn brand.

80. Mobile Technology Applications, and User Access to School Anywhere- Advertising 4/14/11 27

81. Gesture computing Gesture computing is being redesigned to provide learning services on classrooms and VLE’s 4/14/11 28

82. Electronic books 4/14/11 29

83. Mobile Computing 4/14/11 30

84. Simple augmented reality 4/14/11 31

85. Mobile Technology 4/14/11 32 Cost: capital invested on Research and Development Benefits: Long term benefits Product development and marketing use

86. 4.ASSOCIATIONS AND OTHER BODIES Associations can provide the opportunity to be recognized within the industry, publish white papers, and build trust 4/14/11 33

87. Vendor Sustainability Being a private international company creates an added level of complexity It is important for Desire2Learn to create an image of sustainability, longevity, validity Building partnerships, using press releases, client testimonials, increased involvement in the market, and forward looking statements are all effective ways to build this image 4/14/11 34

88. Universities and Colleges Information Systems Association (UCISA): Represents almost all major universities and colleges in the UK and has a growing membership Provides national and international presence Allows a network which promotes best practises, cost effectiveness, develop ideas, and support institution policies 4/14/11 35

90. Have the opportunity to publicise a number of activities or case studies via the UCISA website

91. Have company details displayed on the UCISA website

93. Delivers under severe financial constraint

94. Providing a quality, resilient service4/14/11 37

95. It is the leading body which brings together everyone involved in learning technology. Policy makers, users, and several other stakeholders’ with this technology are members. Desire2Learn is a current non-active member Cost: Organizational membership depends on size: £296 to £976 4/14/11 38

96. Publications allow members to launch papers on chosen topics Product Launches Research and Development in the industry They have international members A focus on research publication, informing, and connecting members provides several networking opportunities for Desire2Learn in the industry It can ensure that they are getting exposure with high individuals in the industry 4/14/11 39

97. Public Relations It has been observed that the main problem Desire2Learn is facing in the UK market is that they are unrecognized in the market Desire2Learn has indicated that they are understaffed in the marketing aspect of their company A PR firm is beneficial as they can provide access to networks which could otherwise never be developed by the company directly through contacts experience in the technology industry 4/14/11 40

98. Public Relations Common themes of technology companies hiring public relations firms, including: product launches building brand recognition accessing new markets Focus on firms with technology experience Say. Bob Little Beattie Communications Potion Public Relations and Marketing Frank PR 4/14/11 41

100. Organizing and promoting trade exhibitions, conferences, and product launches

101. Advising on advertising strategy

102. Writing advertising/marketing copy

103. Organizing advertising campaigns

104. Crisis management

105. Production of e-zines, magazines, newsletters, house journals, books, and marketing documents

106. Strategic Consultancy

107. Social Media Management4/14/11 42

109. 20 Conferences 4/14/11 43

110. The BETT is the biggest show in UK and Europe in education technologies. It provides the most exposure to new clients, not only on the Higher education, but also other industries. Media, critics, news channels, and other visitors can provide Desire2Learn with the so needed integration in the European Market. 4/14/11 44

111. According to the ABC certificate the BETT show brought 30,000 visitors to London Attracts Department Heads IT/ICT Co-ordinators Facilities Managers Education Officers 4/14/11 45

112. Cost £444 per m2 Space £466 per m2 Shell £250 Marketing package Fascia name board, stand carpeting, exhibitor manual, Show Guide editorial, listing on BETT website, PR consultancy, the full BETT marketing campaign and an unlimited supply of visitor tickets 4/14/11 46

114. Deputies & Heads of Departments

115. Bursars and Facilities Managers

116. Teachers

117. ICT & SEN Coordinators

121. This event showcases the organizational learning and technology used to support learning at work. 220 exhibitors, 120 free seminars, and over 4,000 visitors 4/14/11 51

122. Date Wednesday January 25, 2012 Thursday January 26, 2012 Even though is it not focused on colleges and universities, it is an important event that would allow Desire2Learn not only to access higher education leads, but also access to private organizations with learning and training needs. 4/14/11 52

123. 4/14/11 53

124. IT Decisions is designed to provide a networking base for all suppliers Communication and sharing best practice are key drivers for the event IT Decisions 2011 is an event designed for IT executives to present an integrated view of all the most important technology trends and new innovations 4/14/11 54

125. 4/14/11 55 Add on to the sponsor package the opportunity to create round table sessions and seminars Be exposed to decision makers, and new trends in technologies Media partners:

127. Full pre registered delegate list post event with demographics for follow - A vital sales tool

128. 100% focused audience of 600+ IT Directors & Managers, looking to make imminent investments

129. Unrivalled networking with a focused, pre qualified senior audience of ICT professionals

130. No time wasters

132. 4/14/11 58 US display firm Globally recognized Wide Variety of solutions Displays Structures Accessories Environmental protection policies

133. 4/14/11 59 Small business 30 years of experience May have a lower price Can be used for smaller sized stands Delivery service Other Printing available

134. 6.SOCIAL MEDIA It is Key for online advertising and the development of long term relationships with clients 4/14/11 60

135. Social media 4/14/11 61

137. Blackboard Sync

139. National Union of Students Voluntary membership organization 600 students’ unions Seven million students Have many events for students every year Opportunities Sponsor events Use students for a Study 4/14/11 64

140. Recommendation: National Union of Students Sponsor Events Use students for a survey Blackboard Time: Medium to long-term Cost: Can vary. Greatest bang for your buck will be a survey Benefit: Great awareness of the company, increase in social media followers 4/14/11 65

141. Social Media Relationships Importance of social media with business relationships Use social media outlets to strengthen relationships 4/14/11 66

142. Social Media Relationships Time: Ongoing – begin as soon as possible Cost: Labour hours to update social media pages on a regular basis Benefit: Repeat customers Recommendations to other institutes 4/14/11 67

143. 7.BEST PRACTISES Industry trends 4/14/11 68

144. Best Practises White paper in on-line publications Public relations to create brand awareness, product knowledge, and launch products Mobile technology, applications, and user access to school anywhere Fastest emerging trend, most commonly used by students Partnerships (McGraw Hill, txttools, Prentice-Hall) Using social media to support current clients and long term relationships with clients 4/14/11 69

145. Best Practises Use social media to create awareness and as a marketing tool Complete relevant research for the higher education industry not just for the company’s benefit Vendor Sustainability Validity, transparency, image of longevity Client user conferences as a networking tool Awards 4/14/11 70

146. Competitive Factors The primary competitive factors in the learning technology and software applications industry as cited by Blackboard are: Base of reference clients Functional breadth and depth of solution offered Ease of use Complexity of installation and upgrade Scalability of solution to meet growing needs Client service Availability of third part application and content add-ons Total cost of ownership Financial stability Company reputation 4/14/11 71

147. Blackboard 2011 Strategy Grow annual license revenue with existing clients Bring additional products to market Increase penetration in emerging markets Pursue strategic partnerships Expand through acquisitions 4/14/11 72

148. Thank you Questions? 4/14/11 73