An integrated Digital Marketing strategy for a hypothetical brand called Profecs education. The objective is to create a digital presence through the social channels to promote the brand; its products, service features & create engagement and achieve 20 admissions in 2 months.

1. Presented By:
Anindita Sarkar
The Digital
Marketing Plan

2. Why Digital Marketing?
• New OPPORTUNITIES for brand building
• Reach a larger AUDIENCE
• Non-intrusive ENGAGEMENT & INFLUENCE
• Allows for PARTICIPATION in REAL TIME
• & most importantly…

3. DIGITAL MARKETING
IS ABOUT ESTABLISHING A
TWO-WAY
INTERACTION
WITH THE CUSTOMER.
MOREOVER, ITS ABOUT BEING PART OF THE
CUSTOMER’S NETWORK

4. Education Abroad Scenario

5. Education Abroad Scenario - Australia

6. Education Abroad Scenario - New Zealand

7. Where do we fit in?
• Profecs is a pioneer in Overseas Education consulting,
offices in Delhi & Chandigarh
• Caters to people who want to study in Australia & New
Zealand
• Tied up with all the major universities

8. Who are we speaking to?
• Age: 16 yrs +
• Gender: Male and Female
• Details :
Student / Working Professional
Resides in Delhi / Chandigarh Area
Uses a smartphone
Spends a lot of time online
• Payment : Dependant on parents , Self
• Key Concerns :
‘Should I pursue further education?’
‘What to study? Where to study?’

9. Objectives
• To build a brand presence: in the digital/social
media space
• To create a sense of awareness of Profecs’s
service range
• Demonstrate Profecs’s expertise in providing
Overseas education advice
• Achieve 20 admissions over the next 2 months

10. Three goals can help take on the challenge
Goals Strategies Tactics
Increase new visitors to
website by 20% every month
• Generate continuous
quality content on site
• Social media growth with
links
• Search engine marketing
• Search engine optimization
• 2 blog posts per week
• 5 FB posts per day
• 5 Twitter Tweets/Retweets
per day
• SEM: Increase AdWord
traffic by improving quality
score
• SEO: Increase quality of
web site
Increase ”button click” goal
conversion rate
Landing page optimization • Optimize form
• A/B testing with buttons
• Strong CTAs (call to
actions) on site
Increase contact form
submissions from target
audience
• Continue to connect with
target audience on social
media
• Retargeting
• Follow who’s talking about
our interests
• Facebook ads
• Display ads

11. Channels for Change
• Website
• Search Engine Optimization
• Content Marketing
• Pay Per Click
• Banner & Display Advertising
• Social Media Marketing
• E-Mail Marketing

12. WEBSITE

13. WEBSITE : The Goals
• To be more engaging to encourage repeat visitors and
increase time on website
• To have a look & approach that attracts young audience
• Generate more leads
• Easy navigation: better service information and
experience

14. WEBSITE : Wireframes
• Homepage

15. WEBSITE : Wireframes
• Landing page -1 (Australia)

16. WEBSITE : Wireframes
• Landing page -2 (New Zealand)

17. SEO

18. SEO Suggestions
Homepage
Sitelink

19. SEO Suggestions
Homepage
Meta title & description
Title Study Abroad|Overseas Education Consultants in Delhi,
Chandigarh|Australia and New Zealand - Profecs
Keywords Profecs, education, consultants, study overseas, study abroad,
international education
Description Study Overseas Consultants in India - Study abroad with Profecs
education, we help students to study overseas in Australia & New
Zealand
Keywords to be focused
Primary Keyword : Study Abroad
Secondary keyword : Study Overseas
Additional keywords :
Study , overseas , education , Australia , New Zealand
education consultants , profecs education

20. Content

21. SEO Suggestions
Landing page -1 (Australia)
Sitelink

22. SEO Suggestions
Landing page -1 (Australia)
Meta title & description
Title Study Australia | Study in Australia Consultants from India | Delhi
|Chandigarh
Keywords study in Australia, Australia study, education in Australia, Studying in
Australia, Study in Australia Consultants, Study in Australia from India,
Study in Australia for Indian Students, Study Australia
Description If you are looking for higher education in Australia, then consult with
IDP which provides you the best assistance for pursuing quality
education in Australia.
Keywords to be focused
Primary Keyword : Study Australia
Secondary keyword : Study Overseas
Additional keywords :
Study , overseas , education , Australia , education consultants , profecs
education

23. content

24. SEO Suggestions
Landing page -2 (New Zealand)
Sitelink

25. SEO Suggestions
Landing page -2 (New Zealand)
Meta title & description
Title Study New Zealand | Study in New Zealand Consultants from India |
Delhi |Chandigarh
Keywords study in New Zealand , New Zealand study, education in New Zealand,
Studying in New Zealand, Study in New Zealand Consultants, Study in
New Zealand from India, Study in New Zealand for Indian Students,
Study New Zealand
Description If you are looking for higher education in New Zealand, then consult
with IDP which provides you the best assistance for pursuing quality
education in New Zealand.
Keywords to be focused
Primary Keyword : Study New Zealand
Secondary keyword : Study Overseas
Additional keywords :
Study , overseas , education , New Zealand, education consultants , profecs education

26. content

27. Contact us page

28. Blog Post Plan
Date Topic/Title Category
03/05/2016 Study, Work and Live in New Zealand Informative
06/05/2016 Time Management for SAT Tests Test Preparation/Educational
10/05/2016 Profecs Education Invites Indian students to meet
representatives from Australian Universitites
Event
13/05/2016 How to Handle Cash While Studying in New Zealand? Informative
16/05/2016 GMAT – The Gateway to MBA Test Preparation/Educational
20/05/2016 Importance of an Overseas Education in the 21st
Century
Informative
23/05/2016 Analytical Writing and Tips Test Preparation/Educational
27/05/2016 Study in Australia got easier with these new
regulations
Informative
31/05/2016 How to Look for Internship Options While Studying
Abroad
Informative

29. Guest Blogging sites
• Studyabroad.com(webmaster@studyabroad.c
om)
• Apistudyabroad.com
• Iabaustralia.com.au
• studyinnewzealand.govt.nz/blog
• isastudentblog.wordpress.com/submit-your-
story/

30. Sample mail to guest posting site
Hi ,
Greetings from Profecs Education Consultants…!!
We are a leading international student placement consultants who are into counseling Students &
providing optimum Solution for Higher Studies Abroad. We maintain a blog which gives career advice
to students helping them fulfill their dream of studying abroad.
We hope you’re doing well.
We are a big fan of Studyabroad.com and read your content all the time. We especially like your posts
on student destinations like Australia and New Zealand.
We like your articles on Study abroad experiences and tips because the advice is practical, and we
have similar content we think your audience would appreciate.
We wrote a blog post recently called ‘Study, Work and Live in New Zealand’ and in a nutshell it’s about
study environment , work culture , regulations and tips on living in New Zealand.
We would be happy to send it over as a guest post if you’d like.
If you have other ideas, we are open to writing something else for Studyabroad.com.
Thanks, and we hope to hear from you.
– Profecs Team
info@profecs.com

31. Other link building techniques
• Invite influencers such as professors and
admissions officer of associated colleges to write
for our blog.
• Listing our business on Google places and Bing
(www.google.com/business , www.bingplaces.com )
• Local citations

32. GOOGLE ADWORDS

34. Search Targeting
Campaign - Profecs-Search

35. Adgroups :
Study abroad –

36. Adgroup – Study Abroad
• Keywords :
• study abroad consultants in delhi
• Study abroad consultants in chandigarh
• study abroad after 12th science
• study abroad agencies
• study abroad consultant
• study abroad experience
• international overseas consultants
• studying overseas
• overseas study
• overseas study consultants
• education overseas
• overseas education consultants in delhi
• study abroad
• education consultants
• study overseas
• study abroad consultants in delhi
• abroad education consultants
• overseas education
• education consultants in delhi
• study abroad consultants
• overseas education consultants

37. Adgroup – Study Australia
• Keywords :
• study abroad Top university in Australia
• Research centre in Australian university
• Industrial training in Australian university
• Internship in Australia
• Academic exchange program to Study in Australia
• study abroad advisor
• MS in Australia
• PG in Australia
• TAFE college in Australia
• study in australia cost for indian students
• study in australia without ielts
• study in australia after graduation
• study in australia Indian consultants
• study in australia after 10th
• study in australia with part time job
• south asian community in Australia
• australia study
• australia study abroad
• study in australia with scholarship
• study overseas australia
• study and work in australia
• university courses australia
• australia university
• how to study in australia
• australia universities
• studying australia
• australian universities
• australia education
• australian university

38. Adgroup – New Zealand
• Keywords :
• study abroad Top university in New Zealand
• Research centre in New Zealandn university
• Industrial training in New Zealand university
• Internship in New Zealand
• Academic exchange program to Study in New Zealand
• study abroad advisor
• MS in New Zealand
• PG in New Zealand
• TAFE college in New Zealand
• study in New Zealand cost for indian students
• study in New Zealand without ielts
• study in New Zealand after graduation
• study in New Zealand Indian consultants
• study in New Zealand after 10th
• study in New Zealand with part time job
• south asian community in New Zealand
• New Zealand study
• New Zealand study abroad
• study in New Zealand with scholarship
• study overseas New Zealand
• study and work in New Zealand
• university courses New Zealand
• New Zealand university
• how to study in New Zealand
• New Zealand universities
• studying New Zealand
• New Zealand universities
• New Zealand education
• New Zealand university

39. Display Targeting
Campaign – Profecs-Display

40. Campaign – Profecs-Display

41. Adgroups
• Study Abroad
• Study Australia
• Study NewZealand

42. SOCIAL MEDIA

43. Facebook

44. Facebook
Main page

45. Facebook Ad Creation

46. Facebook Ad Creation - Targeting

47. Facebook Ad Creation - Targeting

48. Facebook Ad Creation - Targeting

49. Facebook Ad Creation - Advetisement

50. Facebook Ad Creation - Advertisement

51. Twitter
Main Page

52. Twitter
Twitter post strategy
• Stay active in every education abroad conversation possible;
also retweet influencers and customers
• Use appropriate hashtags to reach out to more people
• Images add appeal to the posts, use as often as possible

53. Twitter : Tweet samples

54. Linkedin

55. Blog
Posts
Facebook
posts
Twitter
posts
LinkedIn
Posts
Social
media
ads
Google
AdWords
Content
Partners
PR
outreach
Webinar Email
Frequency 2 per
week
5 per day 5 per day 3 per week Recurrent Recurrent 2 per week Recurrent 1 per
month
4 per
month
Cost Free Free Free Free Rs 10/click Rs 60/day Free Free Free Free
Target Inbound
traffic
Followers Followers
and
retweets
of
university
partners
Students,
working
profession
als
Students,
working
profession
als
Students,
working
profession
als
Education
and news
sites
Media
sites
Students,
working
profession
als
Subscriber
list
Strategy Percepti
ons of
educatio
n
industry
Share from
other sites
and own
blog posts
Target
specific info
about
overseas
education
Valuable info
about study
abroad and
engagement
Target
potential
candidates
A/B
testing/tra
cking with
word
groups
Share
relevant
articles on
own site
and vice
versa
Make Profecs
more
recognizable
name in
Overseas
education
industry
Network
with
potential
leads
locally and
regionally
Maintain
and
engage
current
subscriber
list
Content Calendar

56. EMAIL MARKETING

57. Email Marketing Plan
• Once a candidate registers, it is very important to
engage them on a regular basis in order to keep the
leads hot.
• Following are some sample emails to be sent to leads.

58. Educational
Dear Student,
Being prepared is half the battle won. Check out the following articles published in our blog.

59. Promotional
Dear Anindita,
Australian dreams are now not far! Start preparing today to stay ahead of competition.

60. Promotional

61. Product Mail
Dear Student,
Thanks for your interest.
Please find the brief summary of our Products and Services.
About the program: The Study Abroad Program from Profecs Education is a program designed to help you understand
and master the various aspects of studying abroad. The program is designed and developed by leading education
consultants with over 10+ years of experience.
Course Delivery and Structure :
Please find the attached PPT for course contents.
Course Fees: 25000 ( Including Taxes)
Promo code: MAGE_CP_MASS_971
Enrolment procedure: Please visit http://profecs.com/studyabroad/apply and complete the registration and enrolment
process. Please select your desired program in program discipline and in program name. Fees can be paid by Credit
Card, Debit Card or through Net Banking.
You can also watch the following webinar link for more details about the course
http://vimeo.com/85149333
About Us :
Profecs Education is into counseling Students & providing optimum Solution for Higher Studies Abroad. Profecs has
been associated with helping students to fulfill their dream of studying abroad for the last 10 years.
Our prime motto is to assist you with the right courses & right set of universities.
For any queries please reach me to this number +91-999999999
Warm Regards,
Profecs Team

62. COSTS

63. Ad spends
Bid Strategy Formula Calculations Approx Expenditure (in
Rs)
CPC for (google search
ad and display ad)
Total cost = CPC*total
clicks
35*120 4200
CPM for Display Total Cost=
(CPM*Impressions)/1000
(25*100000)/1000 2500
CPC for Facebook ad Total Cost = CPC*clicks 10*800 8000
Cost of outbound
telephonic call
Total cost = 60 days
@2/min(4hrs per day)
60*2(60*4) 28800
CPL for 3 field form Total cost = No. of
leads*(100+25*(Addtl
field))
90*(100+(25*2)) 13500
CPM with CPA networks CPA=(CPM*Total
impression)/acquisition
(50*100000)/40 125000
CPM with CPA networks
(homepage impressions)
Impression * 500 10*500 5000
Total 187000

64. Resources & Creatives
Misc Formula Calculations Approx Expenditure
(in Rs)
Cost of one SMS 5
Paise
Daily SMS Target = 80 (80*0.05*30) 120
Cost of one SMS 12
Paise (for DND user)
Daily SMS Target = 30 (30*0.12*30) 108
Seminar budget and
pamphlet ,form,
brochure cost etc
For 2 months - 3 to 4
seminar cost
1,50,000 (Approx)
Creatives 25000 * 2 months 50,000
Grand Total 3,87,228