The document discusses the digital marketing strategy for IMT Ghaziabad. It begins with an analysis of IMT's current online presence and performance on platforms like Facebook, Twitter, and search engines. It then outlines key success factors for IMT's social media strategy and provides an example of how analytics can be used. The next sections propose developing communities around shared interests, encouraging user engagement, and focusing on multiple devices. A roadmap is presented for IMT's digital marketing campaign, covering brand audit, objectives, content development, channels, and cost analysis. The total estimated cost of the one year campaign is approximately Rs. 30,00,000.

1. Balance of Payments (BOP) : Japan
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Submitted By:
Group 7
Ankit | Arpit | Amanpreet | Chandani | Rahul | Sovan | Sonali

2. Japanese Economy : Overview
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3. Critical Success Factors for Social Media Strategy
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Making the user
feel special
Identifying with a
cause
Measurability
Acknowledge
multiple devices
and platforms
Incentivize social
sharing
Social buying and
social
recommendations

4. Caareers 360
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5. Evaluation of Social Media Strategy – Careers 360
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• Functional and updated social media strategy
• Campaigns run simultaneously across Media
• posts are not customized for social media
• Inactive on Youtube, Instagram, LinkedIn and Twitter
Integration of Social
Media strategy with
overall Marketing
• Inadequate
• No call to action
• Campaign picture reposts, no clickable links
• No prompts for reviews and ratings on products page
Social Media
Optimization
• Over 3.6 Lac likes on FB
• Little activity on Bschool or Engineering specific pages
• Specific threads on website discussion forum
Communities around
shared interests
• Contests and referral programs
• Discussion forms
• Redeemable badges as awards
Encouraging User content
creation, engagement and
Feedback
• Android and Windows based Apps
• Social Media posts and Ads customized for Mobile devices
Multiple devices and
platforms

6. Evaluation of Social Media Strategy – Careers 360
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• News about admissions
• Sponsored / featured Ads / content not
differentiable
Honesty and
transparency
• Frequency of posts increased to 2 per day
• Lesser ads
• Preparatory tools promotion
• Features news with links to Careers360
Fresh and
relevant Content
• Experts advice personally on website discussion
Forum
• Messages not replied to in Social Media
Making the user
feel special
• Google Analytics
• Facebook InsightsMeasurability
• Encourage Referrals
• Invite ratings and reviews for colleges
by alumina
Incentivize social
sharing

7. • Indian Institute of Management - a fully autonomous university
• Offers several post graduate, doctorate and executive education programmes in management.
• 3 campuses in India
• Target Market
• The key target market is MBA aspirants
• 2,00,000+ students giving CAT, XAT and GMAT
• Business Stats
• No. of B-Schools in India : 3500+
• Competitors of IMT Ghaziabad: 20
• Students Intake: 600
• Marketing Budget per year: Rs 2,00,00,000+
• Main Programs: PGDM 2 Year, PGDM Executive, PGDM Part Time
• Objectives
• Continue to develop brand awareness and equity
• Increase the volume of admission applications
INTRODUCTION
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8. SWOT ANALYSIS
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STRENGHTS
> Brand name since 1980
> Large Alumni Base
> State of the art Infrastructure
> Best exchange program
> Prolific achievements of IMT in B-
School Competitions
WEAKNESS
> Increasing batch size over the
years
> Stagnant Placement Packages
> Brand dilution by creating 3
more campuses
OPPORTUNITIES
> Diversification in specializations
> Industry tie Ups with
organizations
> Improve startup Infrastructure
with better incubators & funding
> Better Digital marketing and
Communications strategy
THREATS
> Increasing influence of other B-
Schools in NCR
> Online MBA options
> Decreased ROI with increased fee
and stagnant placement packages

9. PORTERS FIVE FORCES
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Rivalry
among
existing
competitor
s
THREAT
OF New
Entrants
Bargaining
power of
Buyers
Threat of
Substitutes
Bargaining
power of
Suppliers
• Increasing influence of other B-Schools
in NCR
• Decreased ROI with increased fee and
stagnant placement packages
• Best exchange program
• Brand name since 1980
• Large Alumni Base
• State of the art Infrastructure
• Industry tie Ups with organizations
• Increasing batch size over the years
• Stagnant Placement Packages
• Brand dilution by creating 3 more
campuses
• Prolific achievements of IMT in B-
School Competitions
• Online MBA options
• Improve startup Infrastructure with
better incubators & funding
• Better Digital marketing and
Communications strategy

10. CURRENT SITUATION : Online presence of IMT on different online platforms
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SEO RESULTS 3rd PARTY ONLINE PLATFORM

11. CURRENT SITUATION : Online presence of IMT on different online platforms
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FACEBOOK

12. CURRENT SITUATION : Online presence of IMT on different online platforms
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TWITTER

13. Measurability
−Use Analytics to identify target segments and develop content that will
attract the target segments
−Use Analytics to identify engagement trends
What time of day does target segment mostly engages with content
What type of content generates maximum engagement
Critical success factors for IMT

14. An example is shown here using Alexa.com as a analytics platform
It shows the measurable metrics in term of Keywords, visitors, daily time, website
ranking in terms of rank and similar
An Example

15. Communities Around Shared Interests
Facebook groups to offline events being supported online as well
Encouraging User content creation, engagement and Feedback
Slow in making content online
Pagalguy and Facebook to promote the content of IMT
Content flows through Media relations team
Drive engagement and consumption across multiple devices
Not mobile friendly, mobile site similar to home site
Good, fresh and relevant content
IMT blog, Official Facebook page
Critical Success Factors for IMT

16. Digital Marketing Roadmap for IMT Ghaziabad
Brand
Audit
• Marketing
Stream
• Distinct Faculty
• State of the art
Infrastructure
• Student Activites
• International
Exchange
• High Placements
• High Peer
Learning
• Corporate
Connect
Strategic
Objective
• Build
Brand
Equity
• Develop
Brand
Awareness
• Call for
more no.
Admission
Application
Content
Development
• Showcasing IMT
Ghaziabad Life
• Featuring
Students
Achievements
• Director
Interviews
• Faculty Research
Paper
Channel
•Facebook/Twitter
• You Tube
• Instagram
• Pinterest
• Related
information
provider
• Newspaper
• Website
• Blog

17. Digital Marketing Roadmap for IMT NAGPUR

18. Digital Marketing Roadmap for IMT Hyderabad

19. A Social Media campaign costs roughly around Rs 30,00,000 according to
prevailing industry standards
−Facebook per click cost for Industry Sector is from 4-5 Rs
3rd party platforms such as PagalGuy, Careers360 and other related
information provider platforms cost approximately Rs 30,00,000 for the
complete campaign
−The pagalguy banner and promotions along with official discussion board cost around Rs
1,00,000
Cost for Newspaper Releases and advertisements is around Rs 1,00,000
Cost for Posters/Banners: Rs 20,00,000
Cost for website maintenance and hosting : Rs 30,000
Cost for creating and maintaining blogs is Rs 30,000
COST-ANALYSIS FOR DIGITAL MARKETING CAMPAIGN