Interactive Marketing

Vlerick CaseGroup 3

Goal

Become the most talked about Business

School in Europe

“Create stuff worth sharing”

Tom de Bruyne

Strategy

Unused potential of your

employees

When people already support our cause? Who can help us spread the word? Build best

practices? Excite others?

Workshops, training and

coaching.

Knowledge, training and structural coaching.

Guidelines & Best Practices.

People need both negative and positive stimuli. Guidelines to set the

boundaries, best practices to get inspired and excited.

Smart projects.

Small, manageable project with clearly defined scopes

and goals that help the organization learn, change

and set next steps.

People don’t change overnight. Nor do companies. We need to use a set of tools.

All small projects

rely on the four

drivers

Strategy

Touchpoints

Offline Online

Offline

Use the most convincing asset !

Offline

Use the most convincing asset !

Send students abroad

Exchange program & blog about it

Online

Facebook

YouTube

Twitter

Flickr

Blog

Site

Facebook

More top management videos

Clean up official Vlerick

content

Short marketing courses of professors

Upload the best creative promotional movie

YouTube

Our video

Twitter

Let students participate: digital home managers

Let students tweet in class

“We want our students to be ambassadors, so we DO NOT block them from all social media”

Flickr

Keep pictures up to date in a cooperative way

Blog

Invite select number of alumni to share

their experiences and opinions

Keep the Masters’ blog up to date, but

increase frequency

Vlerick knowledge site

Website

Twitter feed

Videos Professors explaining their courses

Key takeaways from students

Live chat

Virtual building tour

Globe

Wrap upUse current assets as ambassadors

Provide easy access

Content? Think twice!

Engage students

Update!

Keep on track, increase frequency

Play on interactivity