Mentor Engage, an IPL assignment. Insight gathering, value proposition design, Marketing Launch plan, Marketing asset

2. 10
Sales Deck
09
Bill Board
Message
13
Thought
Leadership
11
Social Media
Marketing
12
Search Engine
Marketing
14
Marketing
Budget
06
Demand
Generation
Strategy
05
Target
Segment
07
Landing Page
08
A4/ Size
Poster/Flyer
01
Value
Proposition
02
Personas
03
Competition
Analysis
04
Positioning
Content
15
Launch Plan

3. Value
Proposition

4. 4
On Demand
mentoring
portal
Community
discussions
Q&A
Mentor
Mentee
Match
algorithms
Powerful
Mentor
program
management
White
labeled
solution for
consistent
brand recall
External
industry
coach
connect
Seamless
integration
with existing
Alumni
management
tools

5. Personas

8. Competition
Analysis

11. Positioning
Statement

12. For universities and Institutions.
Who needs to enhance, engage and empower
collaboration between alumni and students
MentorEngage is an online mentoring platform
That provides custom experience by matching
mentor and mentee needs to increase the
effectiveness of mentor programs.
Unlike Chronus, Vaave & Alumbase
MentorEngage provides a seamless integration
to existing alumni management tools, reducing
the burden for IT and administrators to manage
multiple mentor programs.
Positioning
Statement

13. Target
segment

14. Firmographics
1. Universities with 3000 to 5000 alumni.
2. Locations in India.
3. Autonomous Universities.
4. & Private Universities.
Operating Variable
1. Universities that have an alumni office.
2. Are in the process of enhancing their Alumni
Management Strategy.

15. Demand
Generation
Strategy

16. Awareness
Creation
Online: SEM, SEO,
Landing Page, Explainer
Video, Blog, Social Media,
Display ads, Banner ads
and Email
Offline: Print Media,
Educational fairs and
other industry events.
Generating
Interest
Online: Webinars,
Datasheets, Whitepaper
Infographics
Offline: Sales and
technical support
Evaluation Online: Free Trial,
Evaluation guides
Offline: Proof of Value
workshop with Key stake
holders.
Purchase Online: Purchasing
guides
Offline: Welcome Kit,
Onboarding Support.
Post
Purchase
Online: Engagement
tracking, Reporting,
Measuring engagement,
KPIs, Dashboard, Usage
Analysis,
Offline: Program
management support,
QBR, Health Checks, NPS,
Survey and Training
Our strategy:
Design and automate, key
customer touchpoints and
milestones across the marketing
funnel using both online and
offline channels and assets to
improve customer satisfaction
and stickiness.

17. Content Strategy:
Landing
Page/Explainer Video/
A4 poster flyer

18. Landing Page: https://bit.ly/34p39PK
Explainer Video: https://youtu.be/CeUs9Pj7vL4

19. A4 Size Poster/ FLyer

20. Bill Board

21. Bill Boards

22. Sales Deck

23. Mentor Engage
Mentor Engage

26. Social Media
Marketing

27. 27
Social Media marketing
Head Alumni Relations is a person who is active in below
social media channels
a) LinkedIn
b) Facebook
As per the study , LinkedIn is popular among B2B for
generating leads and hence
Having said that our SMM strategy in LinkedIn
a) Carousel Ads – coming as linkedin feed
a) To generate Leads
b) Once lead generate send InMail or direct email
Since professors are active more in LinkedIn we anticipate
expected lead generation traffic

28. Carousel Ads
Did you know ? Mentoring experiences improve student
access to career opportunities and pave the way for
workplace success
LinkedIn In Mail
Subject : Be the next top university through empowering students
Dear Professor,
Did you know ? Mentoring experiences improve student access to
career opportunities and pave the way for workplace success
How about engaging Alumni to mentor students of your university or
school?
Most colleges have limited means & face challenges in engaging with
Alumni
Mentor Engage acts as an internal tool for University Alumni office of
colleges & universities to connect its students to their alumni in the
corporate world for support, learning and networking as students
move through their university experience and enter working life
Empowering students leads to higher graduation rate and in turn
leads to increase in university ranking.
Thanks
Mentor Engage – ENGAGE | ENHANCE | EMPOWER
Engage with us

29. Search Engine
Marketing

30. Search Engine Marketing
30
Mentor Engage Mentoring Software |
Engage Alumni , Enhance Brand, Empower
Students
http://mentorengage.com/
Rank Keywords Clicks Per Month searches/mo Cost/click
alumni management software 280 50 6.83
alumni management system 100-1000
alumni networking platform 210 30 0
Mentorship program 13300 8100 2.3
mentoring program 13300 8100 2.55
mentor program 13300 8100 2.55
mentorships program 10800 6600 2.19
mentoring software 2150 390 8.94

31. Thought Leadership

32. Thought Leadership
32
B2B industry, where purchase decisions are a complex process, thought leadership(real world experience) can help
in establishing the trust .
Delivered with high quality content with supporting facts , helps in building competitive advantage
Head Alumni Relations is a person who is professor having research background. Depends on facts and advocates , appreciates high
quality content
• That being said, few blogs can be hosted from eminent university professors, industry experts, education and career experts on
below objective
• How mentoring from alumni helps boost student’s motivation ?
• Mentoring as a extraocular activity helps increase in graduation and increase university rankings
• Invite students to blog about successful stories and learnings from Alumni mentoring
• All these links to be updated in landing page & sent through InMail or emails
Blog
topics
Why every university
should consider
building Mentorship
programs?
The Correlation
between Good
mentorship program
and Graduation rates.
10 things every
Alumni expects from
Alma mater.
9 Things to know
when you host re-
unions.
Plan SEO and Keyword
search friendly
Facts, stats, example
and personal stories
Up to date design and
architecture
Track and analyze
Readers, subscribers,
conversions, back
links etc.

33. Marketing Budget

34. ANNUALMARKETING BUDGETINR3,032,590.00
Public Relations INR1,694,590.00
Pub lic Events INR180,000.00
Sp onsorship s INR0.00
PressRelea ses INR214,590.00
Web ina rs INR0.00
Conferences INR1,300,000.00
Client Events INR0.00
INR0.00
Content Marketing INR0.00
Sp onsored Content INR0.00
La nd ing Pa ge INR0.00
White Pa p ers/ eb ooks INR0.00
INR0.00
Social Media INR0.00
Twitter INR0.00
Fa ceb ook INR0.00
Pinterest INR0.00
Insta gra m INR0.00
Google+ INR0.00
Linked In INR0.00
Online INR0.00
Blog INR0.00
Web site INR0.00
Mob ile Ap p INR0.00
Mob ile Alerts INR0.00
Ema il Newsletter INR0.00
INR0.00
FISCALYEAR
TOTALS
CATEGORY
Advertising INR1,100,000.00
Online INR1,100,000.00
Print INR0.00
Outd oor INR0.00
Ra d io INR0.00
Television INR0.00
INR0.00
INR0.00
Web INR0.00
Develop ment INR0.00
Pa y-Per-Click Ma rketing INR0.00
SEO INR0.00
INR0.00
INR0.00
Market Research INR160,000.00
Surveys INR160,000.00
Imp a ct Stud ies INR0.00
INR0.00
Sales Campaigns INR0.00
Ca mp a ign A INR0.00
Ca mp a ign B INR0.00
Ca mp a ign C INR0.00
Ca mp a ign D INR0.00
Ca mp a ign E INR0.00
INR0.00
Other INR78,000.00
Corp ora te Bra nd ing INR70,000.00
BusinessCa rd s INR8,000.00
Signa ge INR0.00
INR0.00
INR0.00
TOTALS INR 3,032,590.00
The Marketing Budget includes
both traditional and Digital
Marketing costs.
The costs assume no
operational expenses, like
Salaries of head count,
Software hardware costs.

35. Launch and Marketing
Calendar

36. ASSIGNED TO January February March
Date of first Monday 2 9 16 23 30 6 13 20 27 6 13 20 27
SalesGoal 20 Salesqualified leads
SalesAc tual
Public Relations
Events Nanda N A
PressReleases Nanda, Amol N A
Social Media
Twitter Amol N, A N, A N, A N, A N, A N, A N, A N, A N, A N, A N, A N, A N, A N, A N, A
Fac ebook Amol N, A N, A N, A N, A N, A N, A N, A N, A N, A N, A N, A N, A N, A N, A N, A
Linkedin Amol A N A N A N A N A
Online
Blog Nanda, Amol N A N
SEO Nanda, Amol A N A
Whitepaper PM PM
Case study PM
Datasheet PM PM
Website Nanda N A N A N A
SEM, Linkedin Ads campaigns
Online Amol A N N A
Market Research
Surveys Person - 1 N N