Sumati Ahuja is applying for the position of Director of the Marketing Coordination Committee at the Indian School of Business. She has 4 years of experience in online marketing at Google, where she built marketing strategies and managed a $8M book of business. If selected, she aims to focus on five key areas: improving knowledge sharing, revamping ISB merchandise, boosting alumni outreach, promoting diversity and achievements of ISB students, and strengthening online branding of the school. For online branding, she proposes enhancing ISB's website and social media presence to highlight faculty, alumni and student accomplishments in order to better promote the school.

1. Sumati Ahuja Candidate, Director, MCC 7 th June 2011

2. Online marketing professional with Google for 4 years Responsible for building marketing strategies for clients, which includes Search, Display & Mobile advertising Managed book of business with quarterly targets of $8M Short term corporate communication projects for Google Interned with the Indian Express Worked with and for a global cross-functional team at Google – enables me to work in teams and coordinate easily Candidate Profile Sumati Ahuja

3. Expectations Both ISB and its students have varied expectations of the MCC Highlight their achievements Enhance ISB’s reputation Knowledge Sharing What does ISB need? What do ISB’s students need? Sumati Ahuja Promote ISB students’ diversity Expertise in online branding Revamp ISB Merchandise Admissions/alumni outreach Coordination & communication Traditional media outreach

4. Focus Areas Knowledge Sharing: Easy & effective Merchandising: Little thought, low sales Synergy between clubs & ISB Marketing Team Alumni Outreach: Focused mostly on Jobs Online Branding There are a few additional focus areas that ISB needs MCC’s support on Sumati Ahuja Highlight & promote peer achievements/diversity

5. The Solutions Sumati Ahuja Realistic and affordable solutions needs to be implemented for five key touch points Website needs to be more user friendly and more informative Relationship focused marketing outreach to alumni Solstice 2011 – special Online merchandise store Better distribution, pricing and variety of goods sold – need to highlight quality of ISB Promote & report significant club activities Identify/report the star achievers Knowledge Sharing portal on Atrium for clubs Marketing material for admissions needs to be revamped Representatives need to be better prepared for MBA Information sessions Website Alumni Outreach Merchandising Admissions Clubs & Individuals Maximise Touchpoint value

6. Online Branding Online Branding Revamp ISB positioned as a global B-school to prospective students, alumni & the industry ISB’s achievements and its resources available with ease What we want Given the limited budget provided to MCC, online branding needs to be effective Sumati Ahuja

7. Online Branding External website: www.isb.edu Significant faculty, Alumni, club or individual achievements will be highlighted Testimonials Links to Facebook, Twitter, YouTube, LinkedIn, admission blogs Internal website: http://atrium Significant faculty, Alumni, club or individual achievements will be highlighted Class of 2012 page for Knowledge Sharing/Archiving ISB YouTube Channel A dedicated YouTube Channel for ISB for use in conjunction with admissions/alumni/investor outreach Content Dedicated team of volunteer students/professionals to provide content for all of the above Reputation Management How we get there Given the limited budget provided to MCC, online branding needs to be effective Sumati Ahuja

8. Thank You