SIMC Digital Analysis and Strategy

Analysis of current digital situation of SIMC, Pune. Suggested strategies and inputs for better marketing to potential students.

Transcript

1. ANALYSIS  AND  SHIFT  OF   DIGITAL  STRATEGY  
2. MARKETING   OBJECTIVES  
3. Create  Brand  Awareness   Increase   number  of   applicants  to   SIMC  with   relevant   experience   by  10%  
4. SO,  LISTEN…   WEBSITE  |  COMPETITION  |  USERS    
5. ANALYSIS   WEBSITE     ANNUAL  TRAFFIC  |  ORGANIC  TRAFFIC  |  INORGANIC  TRAFFIC    
6. ANNUAL  TRAFFIC   Need  for  engagement   throughout  out  the  year    
7. OVERALL  ANNUAL  ACQUISITIONS  |   LOW  ORGANIC  ACQUISITION  LEADING  TO  LOW  AVG.  PAGE  VISITS  AND   USER  RELEVANCE    
8. WHY  ISN'T  ORGANIC  WORKING  |   LOW  REFERRALS  LEADING  TO  LOW  TRAFFIC   Most  annual  referral  traffic   through  snaptest.org  and   other  SNAP  related   websites    
9. WHY  ISN'T  ORGANIC  WORKING  |   SIMC  DOES  NOT  RANK  FOR  COURSES  
10. Paid  search  keyword  buckets  need  to  be  more  relevant   WHY  ISN'T  INORGANIC  WORKING   Irrelevant   paid   searches     Content  targeUng   and  retargeUng  not   working  |  No  need   Most  Engagement   for  Relevant   Keywords  
11. PAST  YEAR  FOR   SIMC.EDU   YEAR  LONG  JOURNEY  
12. MAY       PROBLEM  :  HAS  NO  USER  ACTIVITY     SOLUTION  :  NEED  FOR  MORE  ENGAGEMENT   AROUND  THE  BRAND      
13. JUN  –  JUL     PROBLEM  :  AT  THE  TIME  OF  CONSIDERING   AND  EXPLORING  OPTIONS  SIMC  WEBSITE  HAS   VERY  FEW  HITS       SOLUTION  :  IMPLYING  A  NEED  FOR  HIGHER   REACH    
14. AUG  –  SEP   PROBLEM  :  DREAM  PHASE  |  PEOPLE  ARE  TALKING  ABOUT  THEIR   FAVORITES,  NO  ACTIVITY     SOLUTION     •  EMPHASIS  ON  ENGAGEMENT  TO  CREATE  AWARENESS  AND   AFFINITY     •  PEOPLE  NEED  TO  INTERACT  WITH  THE  BRAND  MORE  TO   UNDERSTAND  IT  AS  THIS  IS  THE  TIME  OF  DEEP   CONSIDERATION      
15. OCT-­‐  DEC   TIME  FOR  FORM  FILLING   HIGH  HITS  ON  THE  WEBSITE       PROBLEM  :  VERY  HIGH  BOUNCE  RATE  SUGGESTING   LACK  OF  INTEREST  OR  MISGUIDED  NAVIGATION       SOLUTION  :  INCREASE  ENGAGEMENT  &  AVG.  SESSION   DURATION      
16. Jan  –  Apr   Problem     •  Highest  results  from  display  ads  but  applicaUon   closes  at  this  Ume  so  no  need     •  High  bounce  rate  implies  ads  and  referrals  need   to  be  worked  on    
17. JAN  –  APR   SOLUTION     •  ORGANIC  AND  DIRECT  SEARCHES  SHOULD  BE  HIGHER     •   NEED  FOR  REFERRALS  |  PAGALGUY,  STUDYTAAZA  AND   OTHER  CREDIBLE  SOURCES     •  MAJORITY  TRAFFIC  FROM  FACEBOOK  &  SOCIAL  MEDIA     •  MAJORITY  REFERRALS  FROM  M.FACEBOOK.COM  |  WEBSITE   NEEDS  TO  BE  RESPONSIVE     •  85%  OF  THE  WEBSITE  TRAFFIC  GOES  AWAY  IN  LESS  THAN   10SEC  
18. COMPETITION    
19. IIMC     XIC     MICA     SIMC    
22. KEY  LEARNINGS   Lowest  Ume  on  site  (need  for  relevant  content)   Top  searches  from  audience  that  is  obviously  already  aware  of  brand   Thus  we  need  to  increase  awareness  as  we  want  them  to  search  directly     No  engagement  because  of  a  lack  of  relevant  content   Paid  traffic  -­‐  95%  traffic  during  admission  season,  no  one  knows  SIMC  before  the   SNAP  form   Referral  traffic  needed  -­‐  No  wiki,  course  pages,  faculty  page  for  referral   Irrelevant  inorganic  traffic   Need  for  a  Year  Round  Content  Plan  
23. USER   ANALYTICS|  PERSONA  |  ADMISSION  JOURNEY  
24. USER  ANALYSIS  |  INTERESTS  &  PROFILES   Look  for  interesUng  content     Interested  in  educaUon  |  Already   searching  for  opUons     Majority  are  creaUvely  inclined     Need  to  exploit  the  same  through   engagement    
26. BBA   graduate   2.5  yrs   experience  as  Jr.   Client  servicing   execuUve   Slow  salary   hike   Peer   pressure  for   Masters   Enjoys  being   in  media   industry     AddiUonal   degree  to   push  career     Search  for   communicaUon   management   courses  in  India     Search   iniUated   from   Google   USER   PERSONA  
27. SPEAK   CENTRAL  IDEA  |  STRATEGY  |  CAMPAIGNS  
28. Reach:  Build   awareness  in  our   audience  through   engaging  content   and  paid  media     Convert:  Boost  credibility   and  conversion  through   informaUon  availability  and   admission    Umeline  specific   campaigns     Engage:  Develop   audience  loyalty   for  content  and   later  acUvaUon     APPROACH  
29. CHOOSE  HAPPINESS...   CENTRAL  IDEA  
30. Reach   Value  proposiUon   of  the  best   specialized  college   #1  Media  specific   MBA   Referral  MarkeUng   Convert    First  choice   specialized  MBA’s   MulUple  Paid  &   Content   campaigns     Engage   Retaining  interests   for  future   conversions   Build  brand   affinity  and   Thought   Leadership    Content   MarkeUng     COMMUNICATION   PROPOSITION    
31. CONTENT  STRATEGY   ENTERTAIN   INSPIRE   CONVINCE   EDUCATE   BRANDED     VIDEOS   REVIEWS   FORUMS   COLLEGE  INFO   VIRALS   COMPETITIONS   ARTICLES   PRESS  RELEASE   INFOGRAPHICS   &  GUIDES   CASE  STUDIES   WEBINARS   INDUSTRY  UPDATES   AWARENESS   EMOTIONAL   RATIONAL   DISPLAY   ADS  
32. PERSUADE     CAMPAIGNS      
33. CAMPAIGN  FOR  REACH   CREATING  A  VALUE  PROPOSITION  IN  THE  MIND  OF  THE  AUDIENCE   ABOUT  THE  SIMC  OFFERING   Social  Media   • Facebook  page  with  engaging  content  with   student  projects,  regular  mulUmedia   updates  and  industry  specific  content     • LinkedIn  page  with  student  projects  and   industry  specific  updates   • YouTube  videos  based  on  student  projects   (Ad  reviews)   Website   • Beler  UI   • Look  &  feel  e.g.:  black  to  white     Display  Ads   • To  create  recall   SEO   • Course  Based   • Faculty  Based   • College  Based     Referral/back-­‐linking  Websites   • MBA  sites   • AdverUsing/PR  sites   • Wikipedia  page    
35. CAMPAIGN  FOR  ENGAGEMENT   CREATING  A  CONTINUING  CONVERSATION  WITH  YOUNG   PROFESSIONALS  ABOUT  CREATIVITY  AND  THE  INSTITUTE     Virals   • Ad  Reviews   • Ad  CriUques   • Brand  personality  mapping,  etc.   CompeUUons     • Socially  run   • Based  on  our  TG  and  their  interests   • Eg:  Most  Favourite  ads,  Brand  Blunders  of   the  past,  etc.   Credible  Content     • Student  Papers   • Student  iniUaUves     • Student  Videos     Thought  Leadership   • AcUve  parUcipaUon  on  relevant  forums   and  websites     • Paid  arUcles  on  content  king  websites.  Eg:   afaqs,  exchange4media,  etc.   • Press  releases  and  arUcles  about  SIMC     • College  rankings  and  forums  like  pagalguy   and  others  for  referrals     Round  the  year  content  updates    
37. CAMPAIGN  FOR  CONVERSION  |  OCT  –  NOV(PRE-­‐EXAM)   THE  CONVERSATION  AROUND  CHOOSING  COLLEGES  DURING  SNAP   REGISTRATIONS  ARE  FILLED  WITH  INFORMATION  ABOUT  SIMC   Display  Ads   • To  create  a  posiUoning  of  the  best   in  class  college   SEO   • Based  on  generic  searches  eg  top   communicaUon  colleges,  best   adverUsing  course   Referral   • Forums   • Reviews   Social  Media   • Infographics   • ArUcles  &  Press  Releases   Website   • Comparable  informaUon  based  on   student  criteria   • Faculty  &  Infrastructure   • Course  Outline   • Placements    
38. CAMPAIGN  FOR  CONVERSION  |  JAN  –  APR(POST-­‐EXAM)   TO  MAKE  SIMC  THE  NUMBER  1  CHOICE  IN  M&C  AND  CREATE  AN   EXCITING  PROPOSITION  IN  THE  AUDIENCES  MIND   Website   • InformaUon  on   • Faculty  and  Infrastructure   • Placements   • Courses  and  EducaUon  methodology   Referrals   • Forums   • Reviews   Social  Media   • Branded  Videos   • Infographics   • ArUcles   Take  away  from  interview   • Chandan  Chalerjee’s  Speech   • Kit  (Kept  with  the  student  Ull  admission)  
40.    Jan                    Feb                    Mar                    Apr                    May                    Jun                          Jul                    Aug                      Sep                    Oct                          Nov                  Dec           Reach   Convert   Engage   CAMPAIGN  TIMELINE     100%   50%  
41. ANALYSIS  AND  SHIFT  OF   DIGITAL  STRATEGY