Avaneendra Mishra, Business HeadVibes Communications Pvt Ltd

Education Digital Marketing Plan

19.10.2016

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• Propose Digital Strategy for Education Client

• Focus areas:- Website revamp- Digital Marketing– User Engagement

Education Sector-Client Brief

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Current Audit

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Current Audit-Sample Education Client

Sample Education Website: Just taken

for reference

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Website Revamp

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Website Best Practices-Top Education Sites

Based on the looks on the following sites, we have found some great features and our website best practices are based on the same

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Who should attend

Spotlight-Month

Case Studies

Request a Call back

GalleryOnline Test

Knowledge

BankSubscription CSR Product

Microsites

Media ReleasesHooks/ offers (Marketing)

LIVE CHATLanguage Translator

Scholarships Social Media Plug-ins

About Us+Team

Innovative Creatives

Videos Testimonials

Website best practices key take outs

This is not the sitemap. These modules are taken from the best publishing websites. Scope needs to be agreed upon

Key Takeouts

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Digital Marketing

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Strategic approach1. Specific Landing pages on each product

2. The Hook for List generation

3. Content - Battery of ads, presentations, videos, testimonials

4. SEO – Techniques

5. Email Marketing 6. Traffic generation

7. Offline Events 8. Education Brand/ Social Media Branding

9. Measure/ Analytics

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Month wise Plan

Month1

• Restructure Website• Restructure Creative Strategy• Restructure Communications Strategy

Month2

• SEO Execution to start• Google Ads Execution to start• Social Media Engagement

Month3

• B2C Strategy Execution• Launch Integrated Campaign• Integrated campaign(ATL, BTL & Online)

Month4• Customer Connect-Launch CRM• Analyse the progress of last 4 Months

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Key Elements

SEO•Identify Keywords•Bring Keywords on top searches through On Page & Off Page Activities

Google Ads•Search Strategy•Display Strategy•Youtube Strategy•Mobile Strategy

Social•FB•Twitter•Linkedin•Academic websites

Mail Campaigns•New Customer Acquisition•Customer Retention•Monthly campaigns

Affiliate Marketing•Academic Websites•Finance Sites

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Integrated Marketing Campaign

ATL BTL

Exhibitions

Kiosks

Seminars

Radio

Magazines

Newspaper

Support from Online Marketing towards ATL & BTL Campaigns

• Strong Website• Microsites for key product line(s)• Strong Search Strategy• Go for Google Ads(Search, Display,

Youtube)• Social Media Connect(FB, Linkedin,

Twitter, Youtube, G+)• Mailer Campaigns• Affiliate Marketing Campaigns

ATL

BTL

ONLINE

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Go for PR

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Bring CRM in Shape

Marketing• Run Campaigns• Generate Leads• Form a Database

Sales• Assign Leads• Qualify Leads• Convert Leads• Track opportunities

Orders• Deliver products• Product invoices

Support• Manage cases• Conduct Trainings• Provide service• Develop Knowledge

Base

Vibes can help in overall process from Lead Generation to Sales Conversion.

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SEO Activity SheetNo. of Keywords 30 Keyword Research List of Common Activities

OptimizationUpto 25 Pages Optimization of Title, Description, Keyword & Image alt Meta Tags Competitor Analysis

Content Optimization

25 pages Content Optimization- Implementation of H1/H2 & Bold tags to Content

XML Sitemap Creation, Submission & Authentication on Google, Yahoo & MSN

Directory Submission 100 -150 Manual Directory Submission (Per month ) Robots.txt Optimization Other Link Building Method Google Analytics Installation Title Tag Optimization Meta Tags Optimization Meta Tags/alt tags Composition Upload

Renaming of Complete Website pages and links for creating Search engine friendly urls

Spell checking and grammatical error correction on all pages. Adding custom 404 error pages Adding 301 permanent redirect W3C Validation Image & Hyperlink Optimization Google Sitemap Creation Promotion Yahoo Sitemap Submission

1 Resource- SEO Experts

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Social Media Activity SheetFacebook User Engagement, FB Page Maintenance*

Twitter User Engagement*

Linkedin User Engagement*

Google+ User Engagement*

Blog Development & Maintenance Content to be provided by Client *

Content Distribution & Promotion in journals Cross Promotion*

Listing website product in Google Website Promotion on Google Reviews & other related initiatives

Local business listing (Google Map)

Promotion in Classifieds submissions

Press Release Promotions

Video Promotion

Youtube Channel to be developed and videos to be given by Client for updation & management. In case of new Videos, it would be additional production cost and Vibes would partner a specialized agency*

Creative Management Creative Development

Analytics Tools To be procured as per actuals

1 Resource- Social Media Experts

*Content to be provided by client

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How would the campaign go on GOOGLE

Campaign’s Objective: To get more inquiries for Client

Campaign Type Ad format Auction Type

Search Network CampaignDisplay Network Campaign

Remarketing Campaign

Text AdsImage Ads

Animated AdsFlash Ads

Banner Ads

CPC

Geo Targeting: India

Google Search & Display – Text Ads & Display Ads

Estimated Avg. CPC (cost-per-click)CPA(Cost Per Acquisition)

CPC : INR 40-70 CPA* : INR 800-1000Google Budget: As per budget

CPA: Cost per Acquisition means the cost to acquire a lead i.e. person who fills the form or calls Education Client directly.

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Cost Sheet-Vibes Retainership• Website Development– As per agreed scope– Cost can be discussed later

• Vibes Digital Marketing Cost– Covers Vendor Management, Bidding strategy, SEO,

Google Ads, Digital marketing engagement, Lead Generation Process, Idea Generation & Execution, Creative, Copy, Content Management

– Cost can be discussed later

Vibes specialisations

19

Creative Thinkers

Digital Doers

Brand Builders

Content Creators

Corp identityGraphic DesignMarketing solutionsAdvertising agencyDesign agency

Web developmentDigital PublishingSocial Media MarketingOnline MarketingMobile appsSEO & Ad words managementE commerceDigital agency

Brand StrategyBrand EssenceInfo-graphicsCompany credsBrand guidesBrand agency

Films /AvsTV commercialsViral videosIllustration agencyAnimation CopywritingVendor management

Vibes offer 360 degree Marketing solutions to its clients

Thank youA credentials presentation by Vibes DigitalContact: avaneendra@vibescom.in +91 9650858881 http://vibescom.in