This document provides a marketing plan summary for Team Online to increase engagement on social media for Studies. The plan includes researching customer behavior and social media usage, developing a Facebook page and campaign, optimizing the website for SEO, posting on blogs and forums, running Facebook ads, and creating engaging content and contests. The goal is to achieve 5000 Facebook fans and increase course registrations. Regular posting of graphics, quotes and discounts is recommended along with creating tabs for registration, community discussions and events. Moving the website to WordPress is also suggested for security, automatic SEO and easy integration of features.
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Marketing Management: Active Learning Project
1. TEAM ONLINE
MARKETING MANAGEMENT
Presented to: Mr. Altamash Pervaiz
Amar Fateen
Samir Saleem
Zeeshan Villiani
Muhammad Haris
Muhammad Suhaib
2. Tasks
Customer buying behavior and Social Media Usage Research
Achieve 5000 Facebook Fans
Develop Facebook fan page as additional channel for course
registration and sales
Design Social Media Campaign for Launch
Develop integrated program for Facebook, Website, blogs, email and
SMS
Long-term content strategy aligned with customer needs/behavior and
company positioning
Integrated sales promotion campaign (discounts upto 20%)
Search Engine Optimization (SEO) for Studies website and fan page
3. Customer buying behavior and Social Media
Usage Research
Factors Influencing Selection Of Coaching
Centers
https://docs.google.com/spreadsheet/viewform?formkey=dHdDZF9DV
VphdzBkWVpvc0Q3Uy0yakE6MQ#gid=0
4. Customer buying behavior and Social Media
Usage Research
Factors Influencing Selection Of Coaching
Centers
Popularity of coaching center (high priority)
Location and accessibility of the coaching center (medium-high
priority)
Results and accolades of alumni (high priority)
Qualification and name of faculty (very high priority)
Size of the coaching center (medium-high priority)
Fees per course/program (medium-high priority)
Modern teaching methodologies (very high priority)
Accreditation of institution (medium-high priority)
Parents/peers review (medium-high priority)
5. Customer buying behavior and Social Media
Usage Research
Social Media Usage And Effects On Internet
Shopping (Social Commerce)
https://docs.google.com/spreadsheet/viewform?formkey=dGxtMW9oX1pvOTZsX0J
RNHE0MkstRVE6MQ#gid=0
6. Customer buying behavior and Social Media
Usage Research
Social Media Usage And Effects On Internet
Shopping (Social Commerce)
FACEBOOK MOST popular (100% respondents using FB)
Keep in touch with friends
Read interesting news
Most users are satisfied with privacy and usage of facebook
69% fans of some brand or the other on FB
69% of respondents also observed that companies sell products
on facebook
Fans find info about upcoming products, check reviews for future
purchases
More than 50% respondents gave negative response on the
safety and usage of credit card online
7. Email Marketing Attempts
A list of 900 people (mostly residing in Karachi)was extracted from
past email records to increase the number of likes on Studies
Facebook page. Account on
Gmail (mystudiespk@gmail)
AOL (studies.pk@aol)
Hotmail (mystudiespk@hotmail)
Mailchimp (stuidiespk)
Were created to market Studies Facebook are page . Mass mailing
software; Groupmail was also used.
The attempts completely failed due to spamming policy. Activity on
Hotmail and Gmail were suspended for 24hrs on count of spamming
suspicions
8. SEO (Search Engine Optimization)
Internet marketing is a lot more affordable than traditional
marketing.
Internet marketing is a lot more effective and targeted than
traditional marketing.
Every day people use the internet more and more to find products
they want to buy and services they want to hire.
16. Our Approach In Optimizing Studies Site
Installed Google Webmaster Tools
To help analyze viruses
Submission of links
Auto XML submission
Installed Google Analytics
To track visits from search engines
To track visits from social media
To measure engagement and virility
Created a 404 Error page
Redirected non-www to www
20. Engagement Strategies
Event based content
- Independence Day
- Al-Qadr
Leveraged associations with Universities/Schools
- 14th August Celebrations in NED
- KGS winning the international debate title
Leveraged general motivations
- Entrepreneurial motivations (quotes)
Leveraged humor
- Derp & Derpina jokes
25. Studies Facebook Fans
Previously there were 1500 Likes
We expect it to cross 7000 in 3 weeks period provided if we invest
in Facebook Ads
2500+
26. R&D and Suggestions
Facebook Fan page Tabs
Customized Tab Icons, 111px wide by 74px tall
‘Liquid Layout’ of studiespk.com
Enable Secure Browsing (Https)
Wordpress is easy to maintain
Easy to deploy
Available readily over 50 million web hosts and cheap as
well
27. SEO Recommendations
RSS Feed Validation/Creation
Schedule Feed to be posted on Google and Bing automatically
Discounts/Specials Feed
News Alert for subscribers delivered in their mailboxes
Dynamic Sitemap and Submit it to Google, Yahoo and Bing
To improve search ranking
Up to date indexing in Google/ yahoo etc
New Leads for Ringside Search Partners
Social media linking
Newsletter integration
Applicant tracking system integration
28. SEO Recommendations
Back Linking
To get popularity
Chance to give your intro at another online location
Get relevant traffic
Via sponsored posts and guest posts
Videos on High PR ranking sites such as YouTube via own studies
channel
Google Alerts
Will allow users to be alerted if something new comes up on studies
website
Catch the copy cats
Do some damage control
29. Engagement Strategies
Promotion Strategy:
Advertising : Advertising to get a more connected audience which is
genuine and engaged based on actual demographics such as
Age: 15-22
Interests: Education, science, math, music, arts, commerce, MBA,
physics, chemistry O-Levels, A-Levels etc
Demographics: Pakistan, Karachi
Age: 22-30
Interests: Foreign admissions, TOEFL, IELTS, GMAT, GRE
Demographics: Pakistan, Karachi
Running 5-7 ads at the same time targeting males, females, parents
etc to hit the audience and create awareness plus interest to come
visit studies and register.
30. Engagement Strategies
Cost: Keeping a monthly budget of Rs 15000 based on $.025 / click,
we can get approximate of 600+ viral reach = approximate 1000
fans / month, which will be genuine and filtered.
31. Engagement Strategies
Content based promotion
Graphic content to promote studies brand which will be posted keeping a
schedule to make a more viral effect. This is such as
Course List JPEG
Registration JPEG
IELTS Preparatory classes JPEG
Teachers names
Quotes by famous people in artwork
Discount on registration
Cover images
These images would be posted 3 times a week to make more impact and
viral effect. These would be posted at times such as Sunday, Saturdays and
Tuesdays where we believe the most engaging Facebook audience can be
reached.
Apart from that general content to be posted to engage users comments,
likes and such as statements from Einstein, polls and quizzes.
32. Engagement Strategies
Tabs
We would be creating 3 tabs for engagement and optimizing of time spent on
the page.
Registration Tab: A form that will allow us to collect data and register user
at convenience any time.
Denizen tab: Already exists
Community Tab: Comments and discussions will be taking place to
maximize discussions
Events: Announcing events and session such as at Marriot or other
places to manage people coming in or not.
Contests: To get more registrations, we can keep contests of winning USB
drives or iPods to attract users and create not only engagement but viral
reach such as
34. Web Strategies
Wordpress hosting needed
Wordpress is secure
Automatic SEO
Is available readily over 55 million hosting sites
Is cheap
Can integrate any script on the web
Groups
Forums
Registrations
Drag and Drop