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Digital Brand Strategy for an Online Education Brand

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Digital Brand Strategy for an Online Education Brand

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Digital Brand Strategy for an Online Education Brand

  1. 1. Digital Strategy<br />For a Global Online Management Accounting<br />Qualification Brand<br />
  2. 2. Redigital<br />Refreshing Brands<br />Your Digital & Insight agency<br />
  3. 3. Introduction<br />Conclusions<br />Implementation<br />Digital Brand<br />Strategy<br />Audience<br />Insights<br />The Digital brand<br />Key<br />touch-points<br />Creative<br />development <br />Audience &<br />Key Opinion Leaders<br />Messaging<br />Strategy<br />Steps<br />ahead<br />Problem<br />definition<br />Avenues<br />
  4. 4. Digital Brand<br />Strategy<br />The<br />Digital brand<br />Audience &<br />Key Opinion Leaders<br />Problem<br />definition<br />Introduction<br />A life-plan for your brand to thrive in the digital medium<br />Need – Because the digital medium is different and stand-alone<br />An enrichment (rather than just an extension) of your brand’s offline identity<br />Highly measurable and rapidly adaptable<br />
  5. 5. Digital Brand<br />Strategy<br />The<br />Digital brand<br />Audience &<br />Key Opinion Leaders<br />Problem<br />definition<br />Introduction<br />
  6. 6. Digital Brand<br />Strategy<br />The<br />Digital brand<br />Audience &<br />Key Opinion Leaders<br />Problem<br />definition<br />Introduction<br />Official website<br />Campaign micro-site<br />Marketing<br />AdWords<br />CT Advertising<br />Direct<br />Increasing Virality<br />Social Media Presence<br />Social<br />Networks<br />Forums<br />Blogs<br />
  7. 7. Digital Brand<br />Strategy<br />The<br />Digital brand<br />Audience &<br />Key Opinion Leaders<br />Problem<br />definition<br />Introduction<br />Official website<br />Specific Keywords<br />Average time spent on site: 7 minutes/day<br />Global Traffic Rank: 65,492<br />India Traffic Rank: 19,388<br />Sites linking in: 562<br />Percentage Traffic from Countries<br />Age distribution of Audience<br />Upstream<br />
  8. 8. Digital Brand<br />Strategy<br />The<br />Digital brand<br />Audience &<br />Key Opinion Leaders<br />Problem<br />definition<br />Introduction<br />Campaign specific<br />site<br />Keywords<br />"karenmccarthy" lloydstsb<br />how can cima help me<br />shell ukcima<br />"human resources manager" typical day<br />branding consultant links<br />me.com<br />Average time spent on site: 3.2 min/day<br />Global Traffic Rank: 2,622,896<br />India Traffic Rank: >296,964 (UK ranking)<br />Sites linking in: 0<br />Percentage Traffic from Countries<br />Age distribution of Audience<br />Upstream and Downstream<br />Official website<br />
  9. 9. Digital Brand<br />Strategy<br />The<br />Digital brand<br />Audience &<br />Key Opinion Leaders<br />Problem<br />definition<br />Introduction<br />Social Media Presence<br />Wikipedia Page<br />Mention in various blogs<br />Youtube videos<br />Presence in 3 major social networks popular in India<br />Discussions in specialized forums<br />Community answers on Yahoo answers<br />Active Tweeter.<br />
  10. 10. Digital Brand<br />Strategy<br />The<br />Digital brand<br />Audience &<br />Key Opinion Leaders<br />Problem<br />definition<br />Introduction<br />Comscore Media Metrics 2009<br />Alexa<br />WAT Consult<br />Redigital Brand Scan<br />
  11. 11. Digital Brand<br />Strategy<br />The<br />Digital brand<br />Audience &<br />Key Opinion Leaders<br />Problem<br />definition<br />Introduction<br />Presence in the Blogosphere<br />Average no. of blog posts in a day – 1.6 million*<br />Peak in 6 months was (approx) 16 mentions<br />Conversation Tracker yielded no results<br />After elimination errors (namely spanish common word which is spelt in the same manner as the brand)<br />
  12. 12. Digital Brand<br />Strategy<br />The<br />Digital brand<br />Audience &<br />Key Opinion Leaders<br />Problem<br />definition<br />Introduction<br />163 views<br />Posted by CIMAvideo<br />349 views<br />Posted by zhangyaozhou<br />173 views<br />Posted by CIMAvideo<br />363 views<br />Posted by drclohite<br />101 views<br />Posted by drclohite<br />173 views<br />Posted by inthenewswebsite<br />Redigital Brand Scan<br />
  13. 13. Digital Brand<br />Strategy<br />The<br />Digital brand<br />Audience &<br />Key Opinion Leaders<br />Problem<br />definition<br />Introduction<br />Interview of<br />India Operations Head<br />Posted: May 2009<br />Posted by pitstop4performers<br />Redigital Brand Scan<br />
  14. 14. Digital Brand<br />Strategy<br />The<br />Digital brand<br />Audience &<br />Key Opinion Leaders<br />Problem<br />definition<br />Introduction<br />Online video learning<br />Redigital Brand Scan<br />
  15. 15. Digital Brand<br />Strategy<br />The<br />Digital brand<br />Audience &<br />Key Opinion Leaders<br />Problem<br />definition<br />Introduction<br />Mentions in<br />Redigital Brand Scan<br />
  16. 16. Digital Brand<br />Strategy<br />The<br />Digital brand<br />Audience &<br />Key Opinion Leaders<br />Problem<br />definition<br />Introduction<br />Discussion topics<br />Redigital Brand Scan<br />
  17. 17. Digital Brand<br />Strategy<br />The<br />Digital brand<br />Audience &<br />Key Opinion Leaders<br />Problem<br />definition<br />Introduction<br />Audience<br />Key Opinion Leaders<br />Undergraduates<br />Fresh Graduates/Post Graduates<br />Working accountants<br />Working/Studying Chartered Accountants<br />Organizations<br />Company secretaries<br />IT development companies<br /><ul><li>Professors – Management, Finance and Related fields
  18. 18. Industry Experts
  19. 19. Professionals
  20. 20. Business Publications
  21. 21. Educational Consultants</li></li></ul><li>Digital Brand<br />Strategy<br />The<br />Digital brand<br />Audience &<br />Key Opinion Leaders<br />Problem<br />definition<br />Introduction<br />Awareness<br />“Does it have widespread acceptance?”<br />“What is management accounting?”<br />“Am I eligible for it?”<br />“What’s the advantage? How is it different from other accounting courses?”<br />“What are the course specifications – exams, course material, professional experience etc…?”<br />“What are the opportunities open to me, once I have the qualification?”<br />(for Chartered Accountants, MBA’s, experienced accountants and Post Graduates ) – “How are these different from the opportunities that are already open to me?”<br />Answered on official website<br />
  22. 22. Audience<br />Insights<br />Key<br />Touch Points<br />Messaging<br />Strategy<br />Conclusions<br />Avenues<br />Main categories of decision-making by Indian studentsfor Higher Studies (international)<br />Financial Considerations<br />Entry Standards<br />Key recommendations from influencers<br />International Exposure opportunity<br />Profile and Quality of Teaching Staff<br />Relevance to industry<br />Relations with Industry.<br />Reputation and Ranking of the University<br />Course Content<br />Career Outcomes<br />Location<br />Profile of current students<br />Interactions with marketing representative of the University<br />JOURNAL OF MARKETING FOR HIGHER EDUCATION – Willis and Kennedy<br />INTERNATIONAL STUDENT EXPECTATIONS – VOICE OF INDIAN STUDENTS – Sameena Ahmad, Univ. of Melbourne<br />
  23. 23. Audience<br />Insights<br />Key<br />Touch Points<br />Messaging<br />Strategy<br />Conclusions<br />Avenues<br />Main categories of decision-making by Indian studentsfor Higher Studies (international)<br />Financial Considerations<br />Entry Standards<br />Key recommendations from influencers<br />International Exposure opportunity<br />Profile and Quality of Teaching Staff<br />Relevance to industry<br />Relations with Industry<br />Reputation and Ranking of the University<br />Course Content<br />Career Outcomes<br />Location<br />Profile of current students<br />Interactions with marketing representative of the University<br />JOURNAL OF MARKETING FOR HIGHER EDUCATION – Willis and Kennedy<br />INTERNATIONAL STUDENT EXPECTATIONS – VOICE OF INDIAN STUDENTS – Sameena Ahmad, Univ. of Melbourne<br />
  24. 24. Audience<br />Insights<br />Key<br />Touch Points<br />Messaging<br />Strategy<br />Conclusions<br />Avenues<br />Digital Insights<br />User behavior<br />Conversation<br />Consumer<br />Forbidding cost of known, reputed degrees (MBA etc…)<br />Inconveniences and uncertainties of moving out<br />Limited alternatives within India<br />Just ‘google’ it<br />Reputation<br />Relevance, Rewards<br />Faculty & Student conversations<br />Community testimonials<br />Netizen 2.0<br />“I want a truly international qualification which is easily accessible and relatively economical”<br />Cultural Context<br />Rising incomes, Rising<br />expectations<br />Family support during education<br />‘Youngistan’<br />Executive Education<br />International Education<br />Professional courses<br />
  25. 25. Audience<br />Insights<br />Key<br />Touch Points<br />Messaging<br />Strategy<br />Conclusions<br />Avenues<br />Digital Media<br />Experience<br />Influencers<br />Search<br />Official Website<br />Related Websites<br />Communities and blogs<br />Wikipedia<br />Social Networking Sites<br />Blogs<br />Opt-in Direct email<br />Advertising<br /><ul><li>Family
  26. 26. Consultants and Counsellors
  27. 27. Professionals
  28. 28. Industry Experts
  29. 29. Peers
  30. 30. Professors
  31. 31. Surveys and Rankings
  32. 32. Direct marketing
  33. 33. Business publications
  34. 34. Events
  35. 35. Testimonials and Recommendations
  36. 36. Contacting and meeting marketing staff</li></ul>Redigital Qualitative Research<br />INTERNATIONAL STUDENT EXPECTATIONS – VOICE OF INDIAN STUDENTS – Sameena Ahmad, Univ. of Melbourne<br />
  37. 37. Audience<br />Insights<br />Key<br />Touch Points<br />Messaging<br />Strategy<br />Conclusions<br />Avenues<br />The ‘Brand advantage’, in real time, for the Future Indian Business Leader<br />Management<br />Accounting<br />Global Strategic<br />Qualification<br />Future Indian<br />Business Leader<br />
  38. 38. Audience<br />Insights<br />Key<br />Touch Points<br />Messaging<br />Strategy<br />Conclusions<br />Avenues<br />*3.2 million users<br />
  39. 39. Creative<br />development<br />Steps<br />ahead<br />Implementation<br />
  40. 40. Creative<br />development<br />Steps<br />ahead<br />Implementation<br />
  41. 41. Creative<br />development<br />Steps<br />ahead<br />Implementation<br />Conversational game<br />MCQ quiz related to Management Accounting, Corporate Governance and other relevant topics<br />A dynamic version can be hosted on official website, in <br />Relevant animation and design<br />Quiz ends with request for 3 recommendations and display of score<br />High scores can be rewarded<br />
  42. 42. Connecting existing discussions<br />Brand Portal<br />
  43. 43.
  44. 44. Creative<br />development<br />Steps<br />ahead<br />Implementation<br />Top Financial Companies Ranking<br />A web portal dedicated to the ranking<br />Expert views, different rating variables, consistency rankings, opinion polls and other content related to the ranking<br />Prominent branding for client brand<br />Links to the official website, the Future Indian Global Business Leader Portal and other online activities of the brand<br />Press release of yearly rankings<br />Ranking<br />For Financial<br />Organizations<br />
  45. 45. Creative<br />development<br />Steps<br />ahead<br />Implementation<br />Ranking Methodology<br />Definition of ranking criteria – Growth & Results, Employee satisfaction, Leadership, Learning etc…<br />Research techniques – surveys (online and offline), year-end results, criterion-specific data over a given time period<br />Research partners – depending on specified criteria – in-house, consultancies and independent think-tanks<br />Time of publishing – Q3<br /> a. Peak decision time for higher education<br /> b. Availability of fiscal results during compilation<br /> c. Initial steps by most organizations for year’s plan have been implemented<br /> d. Self-questioning phase after entry into a new course (graduation/HSC/PG etc…)<br />Examples<br />
  46. 46. Creative<br />development<br />Steps<br />ahead<br />Implementation<br />
  47. 47. Creative<br />development<br />Steps<br />ahead<br />Implementation<br />The Indian Future Global Business Leader<br />A portal (movement) hosted separately<br />Topics surrounding Corporate Governance, Environment, Leadership, CSR, Sustainable Development with a focus on the role of Management Accounting in all these<br />Testimonial videos, forums, opinion polls, expression etc…<br />Best essay/profile will be nominated for a discussion with delegates at the next Global Business Challenge<br />Winner of a debate and presentation on Leadership given a scholarship<br />Partners – The Leadership Institute, Sharma Leadership, Rotary Leadership etc…<br />Offline advertising and PR across channels which cater to the defined audience segment<br />
  48. 48. Review<br />
  49. 49. Audience<br />Insights<br />Key<br />Touch Points<br />Messaging<br />Strategy<br />Conclusions<br />Avenues<br />The ‘brand advantage’, in real time, for the Future Indian Business Leader<br />Management<br />Accounting<br />Global Strategic<br />Qualification<br />Future Indian<br />Business Leader<br />
  50. 50. Creative<br />development<br />Steps<br />ahead<br />Implementation<br />India Marketing Calendar<br />AdWord data<br />Creative Execution<br />Putting together the research team for TFC<br />Sitemap, creatives for TFC, GBL, Other promotions<br />
  51. 51. Creative<br />development<br />Steps<br />ahead<br />Implementation<br />Connecting existing discussions<br />Brand Portal<br />
  52. 52. Thank You<br />

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