Vasant Singal shares a Case Study on NIIT Emperia, and how they leveraged Online Marketing in reaching out to the target market segment. The presentation was given at OMCAR 2009 - The Online Marketing Summit

1. STAY SHARP
NIIT Imperia Confidential 05Mar09

2. WITH
NIIT Imperia Confidential 05Mar09

3. Management
Programs
from the
IIM’s
Now in
your city
after office
hours
NIIT Imperia Confidential 05Mar09

4. ACADEMIC ALLIANCES
IIM Ahmedabad IIM Indore
IIM Calcutta IIFT New Delhi
IMT Ghaziabad IIM Lucknow
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5. IMPERIA’S VALUE PROPOSITION
• Sourced From The Best Faculty & Reputed Institutes
HIGH QUALITY EDUCATION • Standard Open Programs Or Customized Programs
• Programs Pitched At Different Seniority Levels
• Programs delivered conveniently to balance work with learning
CONVENIENCE • No outstation travel required: No cost or time loss
• 18 Centres across the country
TOP QUALITY FACULTY • Facilitate quick ramp ups
SIMULTANEOUSLY AVAILABLE • Common and uniform inputs
ACROSS LOCATIONS • Replicate the class room experience
CERTIFICATION • Direct from institutes
• Subject to their intern controls and evaluation systems
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6. NIIT IMPERIA MODEL
NIIT Imperia
Institute
CERTIFICATION REACH &
SALES/MARKETING
EVALUATION OPERATIONS &
ACADEMIC
PROCESSES
PEDAGOGY TECHNOLOGY
LIVE TEACHER –
CLASSROOM STUDENT
DELIVERY INTERACTION
EXPERIENCE
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7. NIIT IMPERIA STUDIOS AND REMOTE
CLASSROOMS
 Studio (5)
Remote Classrooms
running(18)
 Corporate Classrooms (6)
Operational Cities (17)
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8. “SYNCHRONOUS LEARNING”
REPLICATION OF LIVE CLASSROOM
EXPERIENCE
- Full features of face-to-face teaching
- Raised-hand seeking teacher’s
attention
- Quizzes randomly created by the
teacher
- Tabulation of responses
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9. NIIT IMPERIA - TECHNOLOGY EDGE
STUDIO VIEW CLASSROOM VIEW
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10. ALUMNI FROM CORPORATES
Telecom IT ITES Healthcare Government BFSI FMGC
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11. ADDRESSING MANAGEMENT
DEVELOPMENT NEEDS
MANAGEMENT LEVEL PROGRAM
Senior Managerial Level (above • Senior Management Program- IIM Calcutta
10 yrs. of work experience)
• Executive General Management Program- IIM Lucknow
Middle Managerial Level ( 5 to • Executive Program in Advanced Marketing Strategy- IIM Indore
10 yrs. of work experience) • Advanced Program in Strategic Management- IIM Calcutta
• Post Graduate Certificate Program in Management- IIM Indore
Junior Managerial Level (3 to • Post Graduate Certificate in International Business- IIFT New Delhi
5 yrs. of work experience) • Executive Program on Managing Business Decisions- IIM Calcutta
• Certificate Program in Business Administration- IIM Indore
• Executive Program for Young Managers- IMT Ghaziabad
Entry Level (0 to 3 yrs. of work • Executive Program in Applied Finance- IIM Calcutta
experience) • Post Graduate Certificate in Sales & Marketing- IIM Indore
• Post Graduate Certificate in Retail Management- IIM Indore
• Certificate Program in Management of Software Development- IIM
Calcutta
• Executive Program in Supply Chain Management- IIM Calcutta
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12. INTERNET – TARGETING AND
ENGAGEMENT
Offline Marketing Online Marketing
TV/Press/Radio/Outdoors etc Internet
Monologue Dialogue
Spray N Pray Aim & Shoot
Qualitative Quanititative
Attention Engagement
NIIT Imperia Confidential 05Mar09

13. PERFORMING CHANNELS
We’ve used a wide variety of online mediums to
reach out to our TG.
1. Search Marketing
2. Content Networks
3. Selective ad networks
4. Niche Publishers
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14. SOURCE OF TRAFFIC
Search Content Ad networks Publishers
• Google AOL
 Google  Tyroo 
• Yahoo content  Komli  Monster
network Cricbuzz
• MSN  Admagnet 
 Youmint  NDTV
 Ibibo  ZEE News
 Monster
 Times Job
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15. HOUR WISE LEADS
We observed a fair amount of leads during late evening hours!
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16. NON RPC PROBLEM
• Over the Jan feb lead generation cycle, we
encountered a problem of getting a lot of
leads which were non contactable over the
phone numbers mentioned
• Such leads were an issue for us and resulted in
the contact centre spending a lot of time
trying to contact such leads and the agents
ending up getting frustrated
NIIT Imperia Confidential 05Mar09

17. SMS LEAD VALIDATION PROCESS
NIIT Imperia Confidential 05Mar09

18. SMS LEAD VALIDATION PROCESS
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19. SMS LEAD VALIDATION PROCESS
SMS Going with the Brand
name
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20. SMS LEAD VALIDATION PROCESS
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21. SMS LEAD VALIDATION PROCESS
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22. INTEGRATED MARKETING
TV
Newspaper
Magazines
Radio
Outdoor
Digital Marketing
Ground Events
Direct Marketing
Trade
Point of Purchase
NIIT Imperia Confidential 05Mar09

23. PAY FOR PERFORMANCE MODEL
Advantages Disadvantages
• Pay for Results • Only CPM monitization
• Campaign Management by some publishers
by Experts
• Faster Response
• Cost Reduction
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24. ROAD AHEAD
Search Marketing
Search Optimization
Contextual Advertising
E-mail- Viral Marketing
RSS Feed
Site Target Banner
Social Networks
Blog Sites
Community Forums
SMS Alert
NIIT Imperia Confidential 05Mar09

25. vasant.singal@niit.com
9818813490
THANK YOU
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