The document outlines an interactive marketing strategy for Vlerick Business School to become the most talked about business school in Europe. The strategy focuses on four drivers: openness, internationalization, pragmatism, and vitality. It suggests using both offline and online touchpoints like sending students abroad, social media platforms, videos, blogs, and an updated website with interactive features. The goal is to use current students and assets as ambassadors, provide easy access to information, engage students in content creation, and keep content updated frequently to play on interactivity.

1. Interactive Marketing
Vlerick Case
Group 3

2. Goal
Become the most talked about Business School
in Europe

3. “Create stuff worth sharing”
Tom de Bruyne

4. Strategy
Unused potential of Workshops, training Guidelines & Best Smart
your employees and coaching. Practices. projects.
When people already support our Knowledge, training and People need both negative and Small, manageable project with
cause? Who can help us spread the structural coaching. positive stimuli. Guidelines to set clearly defined scopes and goals
word? Build best practices? Excite the boundaries, best practices to that help the organization learn,
others? get inspired and excited. change and set next steps.
People don’t change overnight. Nor do companies.
We need to use a set of tools.

5. Strategy
Openness
Internationalization
All small projects rely
on the four drivers
Pragmatic
Vitality

6. Touchpoints
Offline Online

7. Offline
Use the most convincing asset !

8. Offline
Use the most convincing asset !
 Send students abroad
 Exchange program & blog about it

9. Online
 Facebook
 YouTube
 Twitter
 Flickr
 Blog
 Site

10. Facebook

13. YouTube
 More top management videos
 Clean up official Vlerick
content
 Short marketing courses of professors
 Upload the best creative promotional movie

14. Our video

15. Twitter
 Let students participate: digital home managers
 Let students tweet in class
“We want our students to be ambassadors, so we DO NOT block
them from all social media”

16. Flickr
Keep pictures up to date in a cooperative way

17. Blog
 Invite select number of alumni to share their
experiences and opinions
 Keep the Masters’ blog up to date, but increase
frequency
Vlerick knowledge site

18. Website
 Twitter feed
 Videos
 Professors explaining their courses
 Key takeaways from students
 Live chat
 Virtual building tour
 Globe

19. Consumer Brainstorming
consulting • Openness
• Chat • New ideas
• Virtual tour • Speakers
Offer service Content
• Facilities marketing
• 24/7 • Movies
• Network • Make your own
• Support video  free
application

20. Wrap up
Use current assets as ambassadors
Provide easy access
Content? Think twice!
Engage students
Update!
Keep on track, increase frequency
Play on interactivity