Advertising and Promotion Plan for Education Sector. Educational Service, Advertising and promotion plan

1. Promotion Plan
FOR EDUCATION SECTOR

2. Table of Contents
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Introduction
Situation Analysis
5 C’s Analysis
Company
Vision
Mission
Objective
Competitors
Marketing Mix
Marketing Strategy
PEST Analysis
SWOT Analysis
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Porter Five Forces
Analysis of Communication Process
Target Audience
Budget Determination
IMC Program
Advertising
Public Relation
Internet Marketing
Sales Promotion
Personal Selling
Direct Marketing
Recommendation
References

3. The Company
SFR Consulting is a team of four business
consultants. Each consultant specializes in a
particular discipline, including finance, sales and
marketing,
technology,
management,
operations, and human resources. SFR offers a
list of services for business owners to choose
from, depending on their particular business
needs. This includes; business and marketing
plan preparation & IT consulting services.
The Market
Consulting industry is very fragmented. Several
large multinational companies dominate the
industry while many smaller firms occupy their
market niches. Start-up companies are the
target market of this firm. SFR intends to stay on
the pulse of new business activity within the
local area. Additionally, business contacts,
referrals from among the group, and Internet
marketing efforts will be made in pursuit of new
clients.
Start-up
companies
are
attractive because owners often lack the broad
range of knowledge and expertise required to
launch a new business.

4. Product
Education as a service. Bachelor education, Higher Education.
Price
Price has been categorized on the basis of education level. Undergraduate Fee Structure, Graduate Fee
Structure, Financial Aid program, Scholarships program me.
Place
Pakistan.
Promotion
Broachers, Magazine ads, Face book, twitter, Emails, Exhibitions .

5. Segmentation
Divided the market into two segments.
One is 12 years education and second is 16 years education.
Targeting
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Highest Mark wise targeting
Subject Wise Software engineering, Quality Insurance, Marketing etc.
Degree wise MBA, MS,
Experience wise for executive program
Differentiation
Highly Skilled Staff
Foreign Qualified Job Placement Department
Charted Universities on Panel Recognized Degree in World Online Lecture Facilities
Online Fee Submission Free User Account Online Project Submission
Special Discount for South Asian Countries Students
Multiple Location Available
Student Loan Facility Scholarships

6. Climate - PEST Analysis
Political - The current government regulates the market with their policies and they didn’t affect the
education. They are promoting education through TV ad’s and programs Like Parha Likha Punjab. SO
Political Condition is good for US.
Economical Environment - An analysis of trend in macro economics such as Exchange rate and inflation
rate effect the Customer directly. In the case of universities and consulting firms are also offering very
competitive prices which can be affordable for middle class at least.
Social Culture Environment – Pakistani society is moving toward inclination. Every user is ready for
change and they are looking for better and better in education so they can prove himself.
Technology - To stay competitive and gain advantage over competitors, businesses must sufficiently
understand technological advances and it should be on priority.

7. SWOT Analysis
Strength
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Programming Efforts in Courses
Student Priority is First
Crisis Response effectively
Communication is Powerful
Dedicated Staff
Collaboration with all
Chartered Degree
Research & Development Department
Weakness
Internal Communication within Department
Employee Morale
Focused Priorities
Weak Promotion
Low Marketing Budget
General Awareness
Opportunity
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Promotional Opportunities
Focus on Foreign Students
Utilizing Research effectively
Make Allies with MNC’s
Marketing through Student Organizations
Partnering with Marketing Student Groups
Events & Educational Opportunities
Threat
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Lack of Funding
Future Marketing Efforts
Consistent Marketing
Huge Competition

8. Porter Five Forces
The threat of new entrant: High
Bargaining power of buyers: High
Threat of substitute product of services: High
Bargaining powers of suppliers: Low
Rival among existing competitors: High

9. Communication Objective
There are three main objectives to be served in advertising and promotion plan.
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Do not spread the consistent messaging about the Division.
Raise awareness about 5 C’s.
Promote Students and Organization Success stories
Promote Bachelor and Master Program
Communication Strategies
Use internal communications & relations as a primary communications, including the use of
students, alumni, faculty, leadership and the Division of Student Affairs as brand ambassadors.
Use existing communication to carry the message and engage current student Organizations to align efforts and
create synergy and awareness.
Consider grass roots marketing campaigns that can easily promote awareness, move people to action, promote the
Division/5 C’s such as e-mail campaigns, student success stories, graphic identity, etc.

10. Promotional Mix: Integrated Market Communication Program
Advertising
Advertising is undoubtedly the main form of promotion that we encounter. Advertising is all around us – on television
and radio, in magazines and newspapers, on billboards and bus shelters and, increasingly, through the internet. The
primary purpose of advertising in education is to inform and persuade current or potential customers.
Strategies
• Out Door Billboards
• Coffee Shops Packages
• Publications
• Air Ports Ads
• On Campus Banners
• Public Transportation
• Online Media Facebook, Twitter, Linkedin, Youtube.
• Universities Ambassador Speeches

11. Public Relation
Strategies
• Holding press conferences
• Generate news releases and story ideas for local, state and national media
• Manage an experts list of university faculty and staff who can share their areas of expertise for media
coverage, including faculty opportunities to record essays for a national radio program etx
• Getting feature articles about the University or its Courses in newspapers and magazines
• Securing endorsements by Leaders
• Issuing press notices that get widely noted and/or quoted
• Compile and update University Facts & Figures
• Publish University, a daily campus e-newsletter for employees; Around Campus, a bi-weekly e-newsletter for
students; and Bear Crossing, a monthly e-newsletter for alumni and the public
• Manage the University News website and provide customized headlines for the news sections of the main home
page and the web portals for faculty staff, current students and future students.
• Produce regular features that spotlight notable university stories
• Publish magazine that is delivered to faculty, staff, alumni and friends and made available to the campus community
for good will

12. internet Marketing
Strategies
• Templates ensure consistent look, usability and accessibility.
• Web guidelines and photo resources are provided to experienced web Authors to ensure brand consistency
Website creation information and support are available
• Promotional Sites
• Central News
• User-based Portals
• Multimedia Galleries
• Virtual Tours
• Online admission Test
• Online Admission Query
• Online Admission Form and submission
• Online Admission Status Report
• Strong Presence on Skype, Facebook, Twitter.
• User Account for submission of Projects, assignments, suggestion, complaints.

13. Sale Promotion
Strategies
• Scholarship for Toppers like First 3 Position.
• Special Discount for Foreign Students
• 15% Off for OLD students
• Direct mail and leaflet drops
• Printed advertisements
• Point-of-sale material in retail outlets.
• T -Shirts
• Wallpapers
• Ad Specialties
• Event Promotion for specific degree
• Call Doctors for MBBS , FCPS etc similarly other professionals.

14. Direct Market
Strategies
• Direct mail to old students for new admissions.
• Creative flyer distribute on every events.
• Catalogue sends to potential customers.
• Telemarketing on Huge database of prospects.
• Create event video and send to parents.
• Distribute scholarship forms to Toppers family.
• Create awesome ads on internet and have quick response.
• Create online query form on website.
• Creative use of print media, give ads in education magazine.

15. Recommendation
•In order to strengthen the image more Funds should be allocated to Marketing & Advertising programs.
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•New research will be needed to track the results of the marketing effort at Universities level and at students level.
•A geographical recruitment range has been defined to attract students.
•Image building is the first step. This will be done through the creation of television, radio and print ads. Several ads
need to be created to speak to each of the target populations.
•Promotion includes all public relations and media relations activities. The accomplishments of students and faculty
must be highlighted for the public whenever possible.
•Important resource for image building is the recent Student Satisfaction. By using the results of a survey and this
information can be sent to potential students, parents, alumni and others. It is a strong statement about the quality of
the institution.
•Web Site and E-recruiting through internet.

16. • There has been a decline in the registration of traditional freshmen students due to the competition from other
higher education institutions. University stands out from other universities by offering small class size and a caring,
involved faculty, appealing campus atmosphere with some of the newest university buildings in main campus.
• More focus on Target Audience including Fresh students, graduate students, and Transfer students, professional
should be on priority.
• E-mail can help to save on printing and postage costs; it cannot be used alone, especially in efforts to attract nontraditional and graduate students. Direct mail continues to offer the most accurate response.
• With rising tuition costs at universities, it is recommended that scholarship development continue at an
accelerated pace to help potential students.
• Enrollment Planning Committee should be more active and purpose is to establish goals, make recommendations
to the Dean, suggest strategies and assist in setting enrollment targets.
• A clear marketing plan that is tied to established enrollment goals.
• Internal Communication should more strategic.
• Internal marketing and media communication should be well organized in order to get the maximum benefit out of
it.
End of Document