While studying at Newcastle University we made it to the top 4 of IDM's student competition and got to pitch our entry to Gap 360, IDM and Google at Google’s offices in Central London.

2. Gap 360 Ltd.
Marketing Communication Plan
2014-2016
Team Digistrats/1405-18
26 June 2014

3. The Team
Caroline Long
Singapore
Matt Adams
United Kingdom
Vi Dang
Vietnam
Tahmid Zaman
Bangladesh

4. What can we do for you?
What can we do for Gap 360?

5. What can we do for Gap 360?
Agency: Digistrats
Client: Gap 360 Ltd.
Client’s Target
Become the UK market leader in gap year travel in terms of customer satisfaction,
passenger numbers, destinations and types of trips offered within 2016.
Quantitative Target: 11,000 Bookings per annum by 2016.

6. Caroline Long
Situation Analysis

7. Situation Analysis
Macro Environment
Political
•British government is taking crucial measures to encourage
local people to travel more within the UK.
•Political unrest in international destinations such as
Thailand can be considered as a large threat.
•Changes in government policy can influence the company.
Economic
•Recession had little influence on the volume of gap year
traveler but affected types of travel.
•More than 50 per cent travelers looking for paid work or
reduce duration of their trips due to financial constraints.
Social
•Globalisation, increase in social mobility and need of
mutual understanding creating a trend of being a global
citizen
•Travelers are taking more volunteering work
•Retired professionals account for the highest number of
people travelling abroad
Technological
•Revolutionary gadgets like the iPad, smartphones and
portable notebooks have emerged
•Social networking sites such as Facebook, Twitter,
Instagram and YouTube helping marketers to maintain
contact with consumers.
Legal
•British travel agents are required to adhere to the 1992
Package Travel Regulations
•Increase in travel insurance demand and the need for
tailored insurance policies for different travel packages
Environmental
•56% of eco-tourists come from European countries and has
demonstrated the significance of ecotourism in that area
Macro Environment

8. Situation Analysis
Macro Environment
British government is taking crucial measures to encourage local people to travel more within the UK.
Political Economic Social Technological Legal Environmental

9. Situation Analysis
Macro Environment
More than 50 per cent travelers looking for paid work or reduce duration of their trips due to financial
constraints.
Political Economic Social Technological Legal Environmental

10. Situation Analysis
Macro Environment
Retired professionals account for the highest number of people travelling abroad.
Political Economic Social Technological Legal Environmental

11. Situation Analysis
Macro Environment
Social networking sites such as Facebook, Twitter, Instagram and YouTube helping marketers to maintain
contact with consumers.
Political Economic Social Technological Legal Environmental

12. Situation Analysis
Macro Environment
British travel agents are required to adhere to the 1992 Package Travel Regulations.
Political Economic Social Technological Legal Environmental

13. Situation Analysis
Macro Environment
56% of eco-tourists come from European countries and has demonstrated the significance of ecotourism in
that area.
Political Economic Social Technological Legal Environmental

14. Situation Analysis
Micro Environment
Threats of New Entrants
Rivalry among
Competitors
Bargaining Power of
Suppliers
Threats of Substitutes
Bargaining Power of
Buyers

15. Situation Analysis
Micro Environment
Threats of New Entrants
Rivalry among
Competitors
High
Bargaining Power of
Suppliers
Threats of Substitutes
Bargaining Power of
Buyers

16. Situation Analysis
Micro Environment
High: Threats of New Entrants
Rivalry among
Competitors
High
Bargaining Power of
Suppliers
Threats of Substitutes
Bargaining Power of
Buyers

17. Situation Analysis
Micro Environment
High: Threats of New Entrants
Rivalry among
Competitors
High
Bargaining Power of
Suppliers
Threats of Substitutes
Moderate
Bargaining Power of
Buyers

18. Situation Analysis
Micro Environment
High: Threats of New Entrants
Rivalry among
Competitors
High
Bargaining Power of
Suppliers
Moderate: Threats of Substitutes
Moderate
Bargaining Power of
Buyers

19. Situation Analysis
Micro Environment
High: Threats of New Entrants
High
Rivalry among
Competitors
High
Bargaining Power of
Suppliers
Moderate: Threats of Substitutes
Moderate
Bargaining Power of
Buyers

20. Situation Analysis
SWOT Analysis
Strengths
•Strong experienced management team
•Deep knowledge of markets, excellent contacts that ensure the provision of good
travel product
•Strong website presence and well-designed marketing materials
•Provision of various package trips, and the ability to personalize customer
packages.
•Provision of professional advice services
Weaknesses
•Inefficiency in mobile market activity since SMS link to website has low
conversion rates.
•Inefficient use of brochure in marketing
•Risk of cash flow due to long gap between payment and actual delivery of service.
Threats
•Political instability, disaster or occurrence of unexpected events in host countries
•More intense competition due to market entry of new companies
•Lose control over the supply partner, due to the remote communication and lack
of management person to control operation overseas.
•High unemployment rates might limit customer spending on gap year travel.
Opportunities
•Increase number of paid-work gap year trip offers due to increase demand and
consider developing eco-gap year packages.
•Growing demand of abroad travel from 55+ age group
•Rising demand for sustainable tourism
•Improvement in mobile marketing and more effective use of marketing tactics
support stronger customer acquisition.
•Marketing strategy targeting different segments enhance the effectiveness of
marketing activities.

21. Situation Analysis
SWOT Analysis
Strengths
•Strong experienced management team
•Deep knowledge of markets, excellent contacts that ensure the provision of good
travel product
•Strong website presence and well-designed marketing materials
•Provision of various package trips, and the ability to personalize customer
packages.
•Provision of professional advice services
Weaknesses
•Inefficiency in mobile market activity since SMS link to website has low
conversion rates.
•Inefficient use of brochure in marketing
•Risk of cash flow due to long gap between payment and actual delivery of service.
Threats
•Political instability, disaster or occurrence of unexpected events in host countries
•More intense competition due to market entry of new companies
•Lose control over the supply partner, due to the remote communication and lack
of management person to control operation overseas.
•High unemployment rates might limit customer spending on gap year travel.
Opportunities
•Increase number of paid-work gap year trip offers due to increase demand and
consider developing eco-gap year packages.
•Growing demand of abroad travel from 55+ age group
•Rising demand for sustainable tourism
•Improvement in mobile marketing and more effective use of marketing tactics
support stronger customer acquisition.
•Marketing strategy targeting different segments enhance the effectiveness of
marketing activities.

22. Situation Analysis
SWOT Analysis
Strengths
•Strong experienced management team
•Deep knowledge of markets, excellent contacts that ensure the provision of good
travel product
•Strong website presence and well-designed marketing materials
•Provision of various package trips, and the ability to personalize customer
packages.
•Provision of professional advice services
Weaknesses
•Inefficiency in mobile market activity since SMS link to website has low
conversion rates.
•Inefficient use of brochure in marketing
•Risk of cash flow due to long gap between payment and actual delivery of service.
Threats
•Political instability, disaster or occurrence of unexpected events in host countries
•More intense competition due to market entry of new companies
•Lose control over the supply partner, due to the remote communication and lack
of management person to control operation overseas.
•High unemployment rates might limit customer spending on gap year travel.
Opportunities
•Increase number of paid-work gap year trip offers due to increase demand and
consider developing eco-gap year packages.
•Growing demand of abroad travel from 55+ age group
•Rising demand for sustainable tourism
•Improvement in mobile marketing and more effective use of marketing tactics
support stronger customer acquisition.
•Marketing strategy targeting different segments enhance the effectiveness of
marketing activities.

23. Situation Analysis
SWOT Analysis
Strengths
•Strong experienced management team
•Deep knowledge of markets, excellent contacts that ensure the provision of good
travel product
•Strong website presence and well-designed marketing materials
•Provision of various package trips, and the ability to personalize customer
packages.
•Provision of professional advice services
Weaknesses
•Inefficiency in mobile market activity since SMS link to website has low
conversion rates.
•Inefficient use of brochure in marketing
•Risk of cash flow due to long gap between payment and actual delivery of service.
Threats
•Political instability, disaster or occurrence of unexpected events in host countries
•More intense competition due to market entry of new companies
•Lose control over the supply partner, due to the remote communication and lack
of management person to control operation overseas.
•High unemployment rates might limit customer spending on gap year travel.
Opportunities
•Increase number of paid-work gap year trip offers due to increase demand and
consider developing eco-gap year packages.
•Growing demand of abroad travel from 55+ age group
•Rising demand for sustainable tourism
•Improvement in mobile marketing and more effective use of marketing tactics
support stronger customer acquisition.
•Marketing strategy targeting different segments enhance the effectiveness of
marketing activities.

24. Situation Analysis
SWOT Analysis
Strengths
•Strong experienced management team
•Deep knowledge of markets, excellent contacts that ensure the provision of good
travel product
•Strong website presence and well-designed marketing materials
•Provision of various package trips, and the ability to personalize customer
packages.
•Provision of professional advice services
Weaknesses
•Inefficiency in mobile market activity since SMS link to website has low
conversion rates.
•Inefficient use of brochure in marketing
•Risk of cash flow due to long gap between payment and actual delivery of service.
Threats
•Political instability, disaster or occurrence of unexpected events in host countries
•More intense competition due to market entry of new companies
•Lose control over the supply partner, due to the remote communication and lack
of management person to control operation overseas.
•High unemployment rates might limit customer spending on gap year travel.
Opportunities
•Increase number of paid-work gap year trip offers due to increase demand and
consider developing eco-gap year packages.
•Growing demand of abroad travel from 55+ age group
•Rising demand for sustainable tourism
•Improvement in mobile marketing and more effective use of marketing tactics
support stronger customer acquisition.
•Marketing strategy targeting different segments enhance the effectiveness of
marketing activities.

25. Tahmid Zaman
Marketing Objectives

26. Marketing Objectives
• Increase the total number of destinations to 75 by the end of 2014.
• Increase the total number of destinations to 95 by the end of 2015.
• Increase the total number of destinations to 125 by the end of 2016.
• Ensure 70% of customer satisfaction of existing customers by the end of 2014.
• Ensure 75% of customer satisfaction of existing customers by the end of 2015.
• Ensure 85% of customer satisfaction of existing customers by the end of 2016.
• Increase the total number of trip types to 20 by the end of 2014.
• Increase the total number of trip types to 22 by the end of 2015.
• Increase the total number of trip types to 24 by the end of 2016.

27. Marketing Objectives
• Grow bookings to 5000 per annum by the end of 2014.
• Grow bookings to 9000 per annum by the end of 2015.
• Grow bookings to 11000 per annum by the end of 2016.
2014 2015 2016
Sales from Existing Enquirers 2543 5690 6301
Sales from Existing Customers 57 643 1699
Sales from New Enquirers 2400 2667 3000
Total Sales 5000 9000 11000

28. Marketing Objectives
Objectives
1 To acquire 2,543 bookings from 67,500 existing enquirers at a cost of £21.57 by the end of 2014.
2 To acquire 57 bookings from 1135 existing customers at a cost of £44.43 by the end of 2014.
3 To acquire 2,400 bookings from 36,000 new enquiries at a cost of £74.26 by the end of 2014.
In order to achieve the target for ‘Sales from New Enquirers’, generation of good leads amounting 36,000 for 2014 is necessary
4 To acquire 36,000 good leads at a cost of £4.58 by the end of 2014.

29. Objectives & Strategy
Objectives
1 To acquire 2,543 bookings from 67,500 existing enquirers at a cost of £21.57 by the end of 2014.
• Segment existing enquirers into 3 segments – Student Travellers, Working Professionals and Retired.
• For the Student Travellers segment, highlight and promote paid work or internship in gap year via direct mail
and email.
• For the Working Professionals segment, highlight and promote seasonal short travels (eg. Christmas holiday)
via direct mail and email.
• For the Retired segment, promote exciting packages via direct mail and email.

30. Objectives & Strategy
Objectives
2 To acquire 57 bookings from 1135 existing customers at a cost of £44.43 by the end of 2014.
• Promote customized packages with sales promotion by using personal selling techniques through
telemarketing and email. Special discounts ranging from 5-10% off for customized packages designed
according to customer’s demand.

31. Objectives & Strategy
Objectives
3 To acquire 2,400 bookings from 36,000 new enquiries at a cost of £74.26 by the end of 2014.
• Aware customers about the travel packages offered by the company. Convert new enquiries (without postal
address) into good leads (with postal address) by offering an opportunity for the new enquirers to place a
request for Gap 360 Travel Manual via email.

32. Objectives & Strategy
Objectives
4 To acquire 36,000 good leads at a cost of £4.58 by the end of 2014.
• Hire student brand ambassadors to promote the company’s offerings to university students and visit nearby
high schools to do presentations on gap travel.
• Utilise social media to generate interest about gap travel, inform the target audience about the travel
packages, and increase website traffic.
• Offer free packages to Facebook users and promote the campaigns via Facebook advertisement with an aim
to gather personal information.
• Optimise search engines to increase website traffic which will ultimately result in more good leads.
• Convert website traffic into good leads by offering an opportunity for the visitors to place a request for travel
catalogue through the website.

33. Vi Dang
Targeting & Data Strategy

34. Segmentation & Data Strategy
Segment 1 Segment 2 Segment 3
Student Travellers Working Professionals Retired
Demographic
18-35 years old, Pre/past university student,
Not in full time employment, Unmarried
18-35 years old, In full-time employment,
Single/Married
Over 35 years old, Retired, Married
Consumer Behaviour and
Situational Characteristics
High involvement in gap year; The largest
target customer of Gap360; Undergraduate or
high school graduate who has little experience
(both life and work experience); Tend to take
part in volunteer or work experience (low
wage) activities; Have limited budget
Interest in travel and get life experience; Since
they are in full-time employment, these
people tend to look for short terms gap year
activities; Large proportion of these people
are single or in the early stage of marriage;
little commitment and lots of disposable
income
Tend to want experience during holiday;
relive their youth experience; Lots of
disposable income; Interest in tours, family
gap trips; Increasing potential segment with
more need to take gap year from middle
age/ retire people; Likely to travel with a
partner
Media Consumption
Social Media, Mobile Internet, Email, Internet,
Mobile Applications (Apps)
Email, Post, Print Media, Social Media Direct mail, Email, Print Media

35. Segmentation & Data Strategy
Segment 1 Segment 2 Segment 3
Student Travellers Working Professionals Retired
Demographic
18-35 years old, Pre/past university student,
Not in full time employment, Unmarried
18-35 years old, In full-time employment,
Single/Married
Over 35 years old, Retired, Married
Consumer Behaviour and
Situational Characteristics
High involvement in gap year; The largest
target customer of Gap360; Undergraduate or
high school graduate who has little experience
(both life and work experience); Tend to take
part in volunteer or work experience (low
wage) activities; Have limited budget
Interest in travel and get life experience; Since
they are in full-time employment, these
people tend to look for short terms gap year
activities; Large proportion of these people
are single or in the early stage of marriage;
little commitment and lots of disposable
income
Tend to want experience during holiday;
relive their youth experience; Lots of
disposable income; Interest in tours, family
gap trips; Increasing potential segment with
more need to take gap year from middle
age/ retire people; Likely to travel with a
partner
Media Consumption
Social Media, Mobile Internet, Email, Internet,
Mobile Applications (Apps)
Email, Post, Print Media, Social Media Direct mail, Email, Print Media

36. Segmentation & Data Strategy
Segment 1 Segment 2 Segment 3
Student Travellers Working Professionals Retired
Demographic
18-35 years old, Pre/past university student,
Not in full time employment, Unmarried
18-35 years old, In full-time employment,
Single/Married
Over 35 years old, Retired, Married
Consumer Behaviour and
Situational Characteristics
High involvement in gap year; The largest
target customer of Gap360; Undergraduate or
high school graduate who has little experience
(both life and work experience); Tend to take
part in volunteer or work experience (low
wage) activities; Have limited budget
Interest in travel and get life experience; Since
they are in full-time employment, these
people tend to look for short terms gap year
activities; Large proportion of these people
are single or in the early stage of marriage;
little commitment and lots of disposable
income
Tend to want experience during holiday;
relive their youth experience; Lots of
disposable income; Interest in tours, family
gap trips; Increasing potential segment with
more need to take gap year from middle
age/ retire people; Likely to travel with a
partner
Media Consumption
Social Media, Mobile Internet, Email, Internet,
Mobile Applications (Apps)
Email, Post, Print Media, Social Media Direct mail, Email, Print Media

37. Segmentation & Data Strategy
Segment 1 Segment 2 Segment 3
Student Travellers Working Professionals Retired
Demographic
18-35 years old, Pre/past university student,
Not in full time employment, Unmarried
18-35 years old, In full-time employment,
Single/Married
Over 35 years old, Retired, Married
Consumer Behaviour and
Situational Characteristics
High involvement in gap year; The largest
target customer of Gap360; Undergraduate or
high school graduate who has little experience
(both life and work experience); Tend to take
part in volunteer or work experience (low
wage) activities; Have limited budget
Interest in travel and get life experience; Since
they are in full-time employment, these
people tend to look for short terms gap year
activities; Large proportion of these people
are single or in the early stage of marriage;
little commitment and lots of disposable
income
Tend to want experience during holiday;
relive their youth experience; Lots of
disposable income; Interest in tours, family
gap trips; Increasing potential segment with
more need to take gap year from middle
age/ retire people; Likely to travel with a
partner
Media Consumption
Social Media, Mobile Internet, Email, Internet,
Mobile Applications (Apps)
Email, Post, Print Media, Social Media Direct mail, Email, Print Media

38. Data Strategy
Objectives
Year New Leads Cumulative Sales
2013 - 70,000 2,500
2014 36,000 106,000 5,000
2015 40,000 146,000 9,000
2016 45,000 191,000 11,000

39. Data Strategy
Objectives
Year New Leads Cumulative Sales
2013 - 70,000 2,500
2014 36,000 106,000 5,000
2015 40,000 146,000 9,000
2016 45,000 191,000 11,000

40. Data Strategy
Objectives
Year New Leads Cumulative Sales
2013 - 70,000 2,500
2014 36,000 106,000 5,000
2015 40,000 146,000 9,000
2016 45,000 191,000 11,000

41. Data Strategy
• Capture more specific customer data such as career status, age or gender
• Personalized online account of consumer
• The database management product chosen is File Makers Server 12
Advanced
• Database will be accessible to all members of sales teams, and be updated on
a daily basis

42. Data Strategy
Data Source Objectives & Strategies Data Requirement
University campus and high
school events
Generate at least 200 individual information/university of high school via a Gap 360 Presentation event which
introduces the company service to students.
More than 30 university and high school within UKwill be involved, which generates results of approximate
6000 leads.
Name
Gender
Date of birth
Email address
Address
Year of graduation
Telephone number
Gap 360 websites
The Customer is encouraged to put their personal information in order to receive emails, postal A5 Leaflet or
discount for specific type of gap year trips
Name
Email address
Type of gap year interest
Address (if want to receive print
leaflet)
Gap 360 Social Media
Campaign 1
The competition is based on social media which encourage participant to input their interest in Gap 360 in
order to win competition prize
Name
Email Address
Phone number
Gap 360 database from
external database for target
segment of working of older
people.
Data is purchased from external source since the company predict a substantial increase in demand from these
segment. Since older people and working people have fewer interest on social media communication, it will be
more difficult to attain their personal information through online media.
Name
Address
Status of career
Email
Telephone number
Date of birth
Gender

43. What can we do for you?
The most important data?

44. Important Data

45. Tahmid Zaman
Detailed Plan

46. Detailed Plan
Media Selection
• Telemarketing
• Email
• Direct Mail
• Student Brand Ambassadors
• Search Engine
• Website
• Social Media
• Online Advertising
• Facebook Advertising

47. Detailed Plan
Media Strategy
Existing Customers
• Telemarketing
• Email
Existing Enquirers
Student Travellers
• Direct Mail
• Email
Working Professionals
• Direct Mail
• Email
Retired
• Direct Mail
• Email
New Enquirers
• Direct Mail
• Email
• Student Brand Ambassadors
• Search Engine
• Website
• Social Media
• Online Advertising
• Facebook Advertising

48. What can we do for you?
Gap 360 Travel Manual

50. Detailed Plan
Gap 360 Travel Manual

51. Detailed Plan
Student Brand Ambassadors

52. Detailed Plan
Student Brand Ambassadors
Name Location
1 University of Kent Canterbury, Kent
2 University of Sussex Brighton
3 University of Surrey Guildford, Surrey
4 University of East London University Way, London
5 University of Greenwich Park Row, London

53. Detailed Plan
Student Brand Ambassadors
Chocolates!

54. What can we do for you?
Social Media?

55. Detailed Plan
Social Media

56. What can we do for you?

57. Detailed Plan
Google

58. Detailed Plan
Google
+

59. Detailed Plan
Testing
Acquisition Test Strategy (Test 4)
Project: Request for Online Gap 360 Travel Manual
Testing medium: Direct email Issued: 1st February 2014
Control: Printed A4 Brochure (Hardcopy)
Test Objective Method
Electronic Brochure (Gap
360 Travel Manual)
Achieve higher response rate at a
lower cost
Electronic version of the control with
the same internal elements
Testing will enable Gap 360
to decide the best ways to
improve their key
performance indicators,
which can lead to an
increase in profit and
return on investment and
reduce cost.
Measurement
In order to implement an effective marketing strategy, it is necessary to measure the success. There are a number of tools
available that the agency will use to track progress and make necessary changes along the 3 year period.
Key Performance Indicators (KPI): Sales Revenue, Cost per Lead, Customer Satisfaction, Traffic to Lead Ratio, Lead to Customer Ratio

60. Matt Adams
Budget

61. Detailed Budget
Item Cost
Total Cost for Direct Mail, Email & Telemarketing £65,961.75
Total External Agency Cost £18,450.00
Total Online Marketing Cost £112,200.00
Total Other Costs £34,370.00
Total Budget for 2014 £230,981.75
Agency Charge (2%) £4,619.64
Final Budget of Marketing Activities - 2014 £235,601.39
Total Revenue for 2014 (5,000 x £1,000) £5,000,000.00
Marketing to Revenue Ratio 4.71%

62. Detailed Budget
Item Cost
Total Cost for Direct Mail, Email & Telemarketing £65,961.75
Total External Agency Cost £18,450.00
Total Online Marketing Cost £112,200.00
Total Other Costs £34,370.00
Total Budget for 2014 £230,981.75
Agency Charge (2%) £4,619.64
Final Budget of Marketing Activities - 2014 £235,601.39
Total Revenue for 2014 (5,000 x £1,000) £5,000,000.00
Marketing to Revenue Ratio 4.71%

63. Detailed Budget
Direct Mail, Email & Telemarketing
Media Vehicle:
Direct Mail Total Imps
Travel Manual
Print Cost
Postage &
Other Costs
Total Cost
Est # of
Conversion (Rate =
1.25%)
Cost/
Conversion
Existing Enquirers: Student 64395 £0.02 £0.28 £19,318.50 805
Existing Enquirers: Working 54675 £0.02 £0.28 £16,402.50 683
Existing Enquirers: Retired 4050 £0.02 £0.30 £1,296.00 51
Total £37,017.00 1539
New Enquirers 25000 £0.02 £0.28 £7,500.00 313
Total 148120 Total £44,517.00 1852 £24.04

64. Detailed Budget
Direct Mail, Email & Telemarketing
Media Vehicle:
Email Total Imps
Travel Manual
Print Cost
Postage &
Other Costs
Total Cost
Est # of
Conversion (Rate =
1.25%)
Cost/
Conversion
Existing Enquirers: Student 42930 - - £6,739.50 537
Existing Enquirers: Working 36450 - - £5,767.50 456
Existing Enquirers: Retired 2700 - - £705.00 34
Total £13,212.00 1026
New Enquirers 36000 - - £5,700.00 450
Total 148120 Total £18,912.00 1476 £12.81

65. Detailed Budget
Item Cost
Total Cost for Direct Mail, Email & Telemarketing £65,961.75
Total External Agency Cost £18,450.00
Total Online Marketing Cost £112,200.00
Total Other Costs £34,370.00
Total Budget for 2014 £230,981.75
Agency Charge (2%) £4,619.64
Final Budget of Marketing Activities - 2014 £235,601.39
Total Revenue for 2014 (5,000 x £1,000) £5,000,000.00
Marketing to Revenue Ratio 4.71%

66. Detailed Budget
Item Cost
Total Cost for Direct Mail, Email & Telemarketing £65,961.75
Total External Agency Cost £18,450.00
Total Online Marketing Cost £112,200.00
Total Other Costs £34,370.00
Total Budget for 2014 £230,981.75
Agency Charge (2%) £4,619.64
Final Budget of Marketing Activities - 2014 £235,601.39
Total Revenue for 2014 (5,000 x £1,000) £5,000,000.00
Marketing to Revenue Ratio 4.71%

67. Detailed Budget
External Agency Cost
Media Vehicles Total Cost
SEO £12,000.00
Student Brand Ambassador £5,500.00
Website Edit £950.00
Grand Total £18,450.00

68. Media Vehicles Total Cost
Social Media Campaign 1 £2,000.00
Social Media Campaign 2 £2,000.00
Management Cost £7,200.00
Facebook Advertising £36,000.00
Online Advertising £65,000.00
Grand Total £112,200.00
Detailed Budget
Online Marketing Cost

69. Media Vehicles Total Cost
Testing £25,000.00
Freshers' Fair £8,335.00
Presentation £835.00
Leaflets £200.00
Grand Total £34,370.00
Detailed Budget
Other Costs

70. Detailed Budget
Item Cost
Total Cost for Direct Mail, Email & Telemarketing £65,961.75
Total External Agency Cost £18,450.00
Total Online Marketing Cost £112,200.00
Total Other Costs £34,370.00
Total Budget for 2014 £230,981.75
Agency Charge (2%) £4,619.64
Final Budget of Marketing Activities - 2014 £235,601.39
Total Revenue for 2014 (5,000 x £1,000) £5,000,000.00
Marketing to Revenue Ratio 4.71%

71. Tahmid Zaman
Gantt Chart

72. Gantt Chart
Activities 2014
Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec
Test 1: Response Rate – Internship/Paid Work
Test 2: Response Rate - Summer Packages
Test 3: Response Method
Test 4: Online Advertising Campaigns
Test 5 and 6
Telemarketing: Existing Customers
Direct Mail/Email: Student Travellers
Direct Mail/Email: Working Professionals
Direct Mail/Email: Retired
Search Engine Optimization: Start
Social Media Campaign 1
Social Media Campaign 2
Online Advertising Campaign 1
Online Advertising Campaign 2
Online Advertising Campaign 3
Online Advertising Campaign 4
Student Brand Ambassador: Recruitment
Student Brand Ambassador: Visits
Student Brand Ambassador: Fresher’s Week
Website Edit

74. Q/A

75. Thank You.