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Digital Marketing plan-TSF
- 1. Summarized Digital Marketing Plan BY: SHIVATHMANY UDHAYASHANKAR What we want to digitally achieve by the end of 2022 THE SPARKS FOUNDATION
- 2. OUR FOUNDATION'S MAIN VISION A world of enabled and connected little minds, building future To inspire students, help them innovate, and let them integrate to build the next generation of humankind. OUR FOUNDATION'S MAIN MISSION
- 3. O- Objectives T- Tactics C- Control A- Actions S- Situational Analysis S- Strategy How do we get there? Where do we want to be? Where are we now? How do we monitor performance? Who does what and when? How exactly do we get there? SOSTAC MODEL Digital Marketing Plan
- 4. Stage 1 Situational Analysis OUR TARGET AUDIENCE SWOT ANALYSIS
- 5. OUR TARGET AUDIENCES Free access, networking opportunities, online guidance, verified certificate Millennials between the age of 7 years to 25 years Enthusiastic, Passion to learn, Sincere, Flexible, optimistic LinkedIn, Instagram, Website, Twitter, Facebook, Medium Worldwide but especially from Asian Countries like Singapore, Malaysia Skill development, get hired, hands-on experience, networking Delay in getting job, rejection, bullying, isolation
- 6. Well established with a positive brand reputation. Educated and skillful workforce. Strong social media presence. Programs are fully online with low cost to no cost (virtual). Internship areas could have been diversified into more non- tech fields like business management, finance, arts, & science. Lack of visibility for particular programs like Glimpses for Kids. Millennials are highly engaged on digital platforms. Covid-19 has changed the working & learning culture into work from home, virtual training, etc. The rise of profit motive educational organization. Rising overhead cost & increasing threat of Covid-19 pandemic W O T S Foundation's SWOT Analysis Identifying internal and external factors and their positive and negative impacts on the foundation's performance.
- 8. 1 2 3 4 Objective Map Re-fixing the digital marketing objectives for 2 years Our overall aim is to promote the free programs to youngsters around the world Objective 1: Reach To increases the reach of our new website from 20,000 unique visitors per month to 100,000 over 12 months focusing on earned media. Objective 2: Engage To increase the number of social share actions from 0.9% to 2.3% within 12 months. Objective 3: Growth To increase new prospects recommended by friends by 10,000 per within biannualy. Objective 4: Retention To increase annual repeat new customer conversion (students) rate by 20% over 8 months.
- 10. Strategies for Objective 1 To increases the reach of our new website from 20,000 unique visitors per month to 100,000 over 12 months focusing on earned media. SEO can increase the web traffic by making sure that The Sparks Foundation's website features in relevant searches, and so draws in visitors. SEO Optimization Publishing excerpts or teasers on The Sparks Foundation's social media along with a link will incentivize the viewer to go to our website to read more. According to Statista, social media amplification will potentially increase 4 percent of all site traffic and 5 percent of all mobile visits in the first quarter. Social media amplification To double the website traffic, we can submit our posts to other sites or we can accept posts from external contributors. Partnering with complementary sites & influencers
- 11. Strategies for Objective 2 To increase the number of social share actions from 2.4% to 5% within 12 months. If our target audiences benefit from what we are publishing, they will regularly visit us for more content. Well crafted & useful content will be highly shared and ultimately grow our following. Publishing branded content regularly Getting share social buttons for use in email and email newsletters will increase provide a secondary call to action, where 50% of receivers are more likely to click & share. Embedding social sharing within the email Since majority of millennials use at least one form of social media, so these buttons enables them to share their experience with the programs offered by The Sparks Foundation. Their friends and family are more likely to check in to The Sparks Foundation's website since its from credible source. Installing social sharing buttons on the website & social media pages
- 12. Strategies for Objective 3 To increase new prospects recommended by friends by 10,000 per within 6 months. Referrals are low-cost but effective in creating awareness of our brand. We can offer incentives to students who offer positive testimonials for The Sparks Foundation in terms of comments, Facebook recommendation, video testimonials, Google reviews. When our students recommend us to others, they present their trust in the quality of our services. This creates a positive impression of our foundation. Offering advocate incentives Member get Member schemes are a great way to boost The Spark Foundation's client base. The Sparks Foundation can build the student base while at the same time rewarding the existing students & interns. Potential students & interns are more likely to stay with us if they were referred by someone they know. So, it will allow us to reach more youngsters. Introducing Member-get-Member Referral Program
- 13. Strategies for Objective 4 To increase annual repeat new customer conversion (students) rate by 20% over 8 months. The Sparks Foundation can use automated emails: If a website visitor views a landing page but doesn’t submit the form, or When a lead has downloaded several pieces of content but has not contacted The Sparks Foundation directly, or If a potential client has started following the company’s social media accounts. Sending a series of post- sale emails will improve retention. Improving marketing automation for customer emails Having an effective personalization strategy can save time and resources by sending the right message to the right audience segments. targeted emails, custom video messages, automatic recommendations, website personalization will personalize the experience of existing clients. Personalization strategies are essential to driving loyalty. Personalization
- 14. Stage 4 Tactics
- 15. TACTICS FOR SEO 01 Publishing relevant & authoritative content. Conducting keyword research 02 Writing information-packed Meta Descriptions. Earning backlinks from authoritative sites Improving website for mobile user experience 03 04 05
- 16. TACTICS FOR SOCIAL MEDIA MARKETING 01 Inputting website details with company info. Adding website URL to social media profiles 02 Increasing Video & Visual content along with suitable hashtags Participate in public forum & create own forum. Hosting contests, giveaways, and create quizzes with share results features 03 04 05
- 17. 01 Offering affiliate links & promo codes to an influencer for promotion Partnering with a company with a similar goal or educational influencers 02 Conducting Co-produced and co-promoted webinars & Live events. Promoting the benefits of the program using the past & present interns. Get involved with guest blogging and podcast. 03 04 05 TACTICS FOR AFFILIATE MARKETING
- 18. TACTICS FOR CONTENT CREATION 01 Using Google Analytics to optimize and improve the content strategy. Using Online Surveys & Audience Polls on Social Media to identify expected content. 02 Focusing on social listening. Creating content based on common students and intern's queries. Creating reels, stories, live, retweet link, slow motion video instead of text content. 03 04 05
- 19. 01 Adding a referral submission form to the website & URL to social media Informing current students about the new referral programs with benefits. 02 Setting rewards or reward points. Customizing referral emails and pages. Encouraging online testimonials. 03 04 05 REFERRAL MARKETING TACTICS
- 20. PERSONALIZATION TACTICS 01 Creating Opt-in forms & Thank You pages Using customer data to enhance experiences. 02 Sending personalized emails using the recipient's first name Chatting with prospects in real-time (Chatbot) Personalized Reading Recommendations 03 04 05
- 21. EMAIL MARKETING TACTICS 01 Segmenting The Sparks Foundation’s subscribers. Adding a subscription box to the website. 02 Sending mobile-responsive emails. a/b testing the email regularly. Integrate email automation. 03 04 05
- 22. Stage 5 Actions
- 23. Who Details When Budget SEO Email Marketing Facebook Ad Campaign Taking steps to help The Sparks Foundation website or its content rank higher on any search engine. SEO Strategist Outline the Contest Parameters, Optimize Contest Content for Search, Promote Contest on LinkedIn, Choose the winner & award. Design and implement direct email marketing campaigns for The Sparks Foundation. Sign up for Facebook ads, select specific program to use for promoted stories and trial for one month. Actions 1st of November – 3 months $1000 User Generated Content contest Email Marketing Strategist Digital Marketing Manager Content Strategist 15th of December- 3 months 15th of November- 3 months 1st of December- 1 month $1500 $2400 $200
- 24. Who Details When Budget Social Media Maintainance Affiliate Marketing Word of Mouth Marketing Taking steps to help The Sparks Foundation website or its content rank higher on any search engine. Digital Marketing Manager Organize newsletter content, create editorial calendar, develop themes and outsource writing. Building affiliate network & engaging in the guest blogging. Explore online customer review systems and add onto the website. Actions 15th of November- daily $1000 Newsletter Digital Marketing Manager Digital Marketing Manager Content Strategist 15th of December- 3 months 20th of December- 3 months 15th of November- Monthly $6000 Depends on the price of the reward. $1000
- 25. Stage 6 Control
- 26. REACH-To increases the reach of our new website from 20,000 unique visitors per month to 100,000 over 12 months focusing on earned media. ENGAGE- To increase the number of social share actions from 2.5% to 5% within 12 months. GROWTH- To increase new prospects recommended by friends by 10,000 per biannually. RETENTION- Increase annual repeat new customer conversion (students) rate by 20% over 8 months. Organic search visits — monthly increments Number of Social Share Net Promoter Score % of active customer email list Number of Emails Forwarded Brand mentions via social media Number of Refferel Form filled The number of students who participate in more than 2 programs within 3 months. Customer Satisfaction rate- Online survey or Sentiment Analysis Objectives KPI 1 KPI 3 KPI 2
- 28. THANK You