NTTF BRAND ARROW - RECAP
Core Target Audience Profile
10th Standard
− 10th standard student studying in a Government school
− Parent of a 10th standard student living in a small town and running a grocery
shop
− 10th standard student studying in a local Panchayat school
− Parent of a 10th standard student living in a village and farmer by profession
12th Standard
− 12th standard girl student studying in private college
− Parent of a 12th standard girl student living in a tier 2 city and working in a
bank
BRAND INTELLIGENCE & PERSONALITY
NTTF’s Intelligence & Personality
VintellityTM
Personality
CatInt
InpInt.
ESTP‘The Doer’
SpatialLogical-MathematicalPhysical-Kinesthetic
InterpersonalEnhanced Spatial
NTTF’S Core ValencesTM
CorePrecise
ResponsiveResult-oriented
Logical
Design conscious
Understanding
Empathetic
Scientific
Accurate
Warm
Friendly
Sensory
Structured
Process-oriented
Understands spaces
Understands 2-D/3-D
Flexible and adaptable
Body co-ordination
Action-oriented
Fun loving
Observant
Nimble
Agile
Practical
Energetic
Resourceful
Adventurous
Solution-oriented
Peripheral
DECIDING THE BRAND ESSENCE
Distilling the key values to arrive at the “essence”, a phrase that sums up what the brand stands for
NTTF’s Brand Essence
Precise Responsive Result-oriented Logical
DELIVERING ON DREAMS. PRACTICALLY.
NTTF: VALUE PROPOSITION
NTTF’S Value Proposition
Functional Promise: “NTTF provides hands-on, industry-oriented, technical training that assures employability.”
Emotional Promise: “NTTF makes me feel secure about my future.”
What is a Brand-Customer Relationship?
NTTF: Brand- Customer Relationship Relationship between the lighthouse and a
ship.
NTTF: Key Motivators Functional: Employment
Emotional: Security
When we define a brand’s relationship with a customer we try to do it in real terms - in terms of a genuine, identifiable relationship that we have seen before and can recognize.
NTTF’S Brand Positioning Statement
We secure your future. With your own hands.
Desired Consumer Reaction
Whenever our consumer sees the brand he should think:
“Finally! NTTF shows me a way to secure my/my son’s future.”
NTTF: VINTELLICEPTSTM
VintelliceptsTM
Based on the Vintellity™ that has been developed for a brand, we create a few communication concepts
These are purely directional, and are not to be considered finished creative outputs in any way
We essentially use stock photographs & low resolution images at this stage to come up with the concept
They only serve to illustrate the positioning and value proposition for a brand, and how it might be communicated
ROUTE 1 – ‘THE TRANSFORMING MIRROR’
ROUTE 2 – ‘DREAMS MADE REAL’
ROUTE 2 – ‘DREAMS MADE REAL’
ROUTE 3 – ‘POWER IN YOUR HANDS’
ROUTE 3 – ‘POWER IN YOUR HANDS’
ROUTE 3 – ‘POWER IN YOUR HANDS’
MARKETING COMMUNICATION PLAN
Who is NTTF?
NTTF is a doer - a mentor, who is an extrovert, sensitive, thinker, approachable, helpful and helps you shape your destinies and realize your dreams. He is the guide with an inner strength that fires him into being an enabler, in achieving what he has envisioned for his students future. He is non-intimidating and genuine, logical, responsive and result oriented.
The Process
MarketingStrategy
RESEARCH
Core idea(Bring brand to life)
Brief Brief
VintellityTM
CONSUMER
Advertising
Direct Marketing
Public Relations
Promotions
Marketing Objectives
To increase foot falls
− From 8,000 to 15,000 applications in 2 years
− And in the following customer segments – 70% from rural and 30% from urban towns/cities
To change
− Awareness levels of NTTF in the desired target segments
− From NTTF being “what’s that?” to that of being an on-demand hands-on course that uplifts the student’s and his family status in society and offers security for the future
− Move from being seen as a run-of-the-mill vocational course – for lower end segment only to that which is sought after by all youngsters de-motivated in life due to poor performance and despair of their future.
Our Stake Holders/Target Groups
Customer Groups - Core
− All 10th and 12 std students
− Parents of the above
Influencer Groups - Peripheral
− Principals
− Teachers
− Local influencer like the doctor, banker
Target Segment Insights - Student
Is an average performer in studies
Belongs to a low income family
Aspires to strike it big without much of theoretical studies
De-motivated in life due to consistent average performance
Looks for guidance from peer group/ friends/ advisors for direction in life
Target Segment Insights - Parents
Self employed or employed in lower level of a large organisation
Supports family with meager earnings
Longs for his children to be educated well enough to earn his livelihood at the earliest
Despairs at the poor performance of his kids and is desperate to find some way of securing their future
Longs to be treated with respect in society and have a secure future
Target Segment Insights - Principals
Wants to be seen as the students mentor, guiding force and well wisher
Feels pride in his contributing to the children’s success
Want to be part of any program that shapes the destiny of his students
Marcom Plan
Objectives
− Increase brand awareness across all strata of society
− Move NTTF from being an unknown/lesser known entity to that of a sought-after institution
− Build a relationship between the parents and NTTF through taking over the mantle of growth and career
Challenges
Increasing the mind share of NTTF from 0-30% in phase 1, >50% in Phase 2
Changing mind sets and developing a trust in the brand
Make our target groups look up to the brand as a leader - a lighthouse – that shows the way
Communication Mix
Marcom Mix
Promotions
Direct Marketing
Publicity
SponsorshipAdvertising
Outdoors
MelasWOM
Corporate Identity
The Process – Advertising - ATL
Creating awareness
− To get the maximum impact we need to create a complete print media campaign that introduces NTTF to the target segment with key focus on the students and back it with a complete BTL campaign.
− For maximum impact we need to work on print ad releases in South India initially followed by a roll out across the country.
− AP –minimum size 240 sq cms to be released in Sakshi, Enadu – 5 insertions
− TN – Dinamalar, Dinathanti and Dinkaran – 4- 5 insertions
− Kerala – Malayala Manorama, Mathrubhumi – 3 insertions
− Karnataka – Vijay Karnataka,Prajavani – 4 - 5 insertions
− Total cost – 80 lakhs approx.
ATL - Radio
Urban – radio spots between 7 and 8 – both mornings and evenings
Sponsor career counseling through radio
Create a jingle and intersperse between programs
Address teenage problems – (to get maximum recall)
Outdoors
Objective – Creating Awareness
− To make people aware of the existence of NTTF as the ideal solution for career needs
− To make NTTF talk of the town by announcing various activities
− To educate the rural villagers on the need for Hands-on education for security and confidence.
Outdoors - Awareness
How
− Display visually led message across small towns and villages announcing the new “secure for life” program from NTTF
− Minimum 2 hoardings per town. Total no. of towns to be targeted in S India is 40
− Hoarding rental – 10000 per hoarding
Objective
− Instill curiosity
− Word of mouth propaganda
− Drive students/parents to action
ATL – Mobile Display - Awareness
Mobile display van to move around rural areas and display key benefits of NTTF education with leaflets that can be handed over to interested parents/kids
Cost – 40000 per month rental per van (or buy 4 vans to permanently scour the towns)
Production costs for branding – 10000 approx. per van
Outdoor Branding - Desirable
Bus shelters – A branded bus timings chart.
Telephone booths – tariff card, scribbling pad with pen in the booth
Internet cafes - branded digital clock
Buses – rural only
Video parlors
Studios
Ice cream parlors
Total cost per town branding – Rs. 100,000 approx.
Bus timings
Publicity
Campaign to be publicized through a powerful PR related activities that strengthen the campaign
PR period - minimum of 6 months
Direct Marketing – Identifying Target Audience – 1 & 2 - Completed All 10th and 12 std pass students/ Parents of the above
Touch points: All government schools, village schools, PUC colleges
How
Objective
− To attract TARGET SEGMENT through various activities that drive them to the activity point
Demand Drivers
1. Recognition
2. Security
3. Authenticity
4. Relevance
5. ROI – in this case – a career
Current Status
Recognition
− Through successful alumni meets in small towns
− Track record of entrepreneurs from NTTF
Security
− Talks from industry experts on the success of NTTF students in practical levels
Authenticity
− 27 centres across the country
− ROI – almost 100% placement
Focus On
Short duration: This simply means that this would take the students only 3 years to finish the course and start getting placed. This is also advisable to parents who cannot afford to send their children to colleges and universities because of the spiraling tuition fee expenses
Skilled professionals are in demand: Skilled workers are in demand nowadays in India and many countries of the world. All the students need to do is to secure your certificate or diploma confirming his study
Well paying jobs: With many companies and industries hiring more skilled workers, the once snubbed and underrated profession is now becoming in demand to many people who dream to succeed in life
Lack of many skilled workers to do the job required in many activities of the working force has resulted to the backlog in many projects across industries
Focus On (continued..)
In demand opportunities: A technical school graduate with a certain field of specialization can easily land a job in many developed countries of the world
Not much competition: There are very few took technical schools and only few graduates of various field of specialization. This simply means the competition is not strong in as far as looking for job opportunities. Unlike in degree courses, there is really stiff competition and it is very hard to get accepted. For example, a big corporation needs only one civil engineer, yet there are a thousand applicants. This means the possibility of landing a job is dim
Student Contact Programs
Objective
− To complement the ATL campaign with a series of programs across schools
− To educate the students on the importance of “employable” courses
− Using the influencer – the principals - to drive the initiatives
How - Tactical
No. of government schools in Karnataka – 3000 approx
Campus counseling program to be initiated 2-3 months before exams and when the results are announced
Camps to be held every week in town with the objective of creating a demand
Only 20 students to be selected from each school which makes it something to aspire for
How - Strategic
Conduct a simple practical entrance exam for admissions just after the preparatory exams
Set up tutorials for coaching for the entrance (like Brilliant Tutorials etc)
A second chance for students who have to undergo supplementary exams
Career counseling/campus interviews to be arranged in coordination with the principals of the schools
Principals to become part of the NTTF task force
The campaign theme throughout to only be “We secure your future. With your own hands”. Campaign to be run across the country in 3 phases
Task Force
A task force to be formed as part of NTTF directives comprising a team of influencers - principal, a parent, an alumni and a respected person in every town to drive the contact programs from that end. Regular sessions to be held with the various task forces
Total towns:10 in each state
1 task force per town with a core team for every 5 towns
Camps – ‘Secure your future’ campaign
Organize career melas at small towns across Karnataka. Tie up with bankers offering loans for the course at the venue
No. of towns to conduct the program – 10 each in North, South, East and West Karnataka
Collaterals needed
Banners announcing the events
Leaflets to be handed out
Simple Film
Counseling at venue
Kiosks
Mobile vans announcing the show
How – Promotional Campaigns – Phase 2
A talent show to be conducted at a central village/town in every 4 villages (10 schools per town x 4 towns = 40 schools)
Launch a selection round in schools with pre-launch activities lasting for a week, in concurrence with the principals
Moderator to be present in the school to facilitate queries on contest etc.
Weekly promotions to culminate in a mela with experts in allied segment acting as the judges
Result: Word of mouth publicity and excitement created in those 4 villages
How – Reaching Students - General
Conduct local sports competition – cricket, kabaddi etc where kids can participate
Conduct simple skills test – level 1, 2
Inter school/ Inter district students competition
Conduct free tours of NTTF for students
Sponsorship programs
Objective
− To showcase NTTF skills vis-à-vis other technical experts through an all India Contest (The Hands-on Master)
− Tie up with SAE and Times Group to conduct the Talent of the Year competition inviting participation from all engineering/technical institutions across the country
Benefits
− High visibility
− Low cost publicity through Times
− Sponsorship from automobile industries
How – Referral Program (Student gets student)
Complete campaign across the college offering an incentive to students who bring in other new students. Every student gets a waiver on his fees for enrolling 3 students
Incentives for instructors also in the form of gifts
Time Frame
Activities Jan Feb Mar Apr May June July Aug Sept Oct Nov Dec
ATL
Outdoors
PR
Direct Marketing
Promotions
Promotional Marketing - General
Tie up with book stores and offer an NTTF membership with each class books purchase
Tie up with schools and recruit students for the course through campus selection based on preparatory exam marks (thereby making it desirable)
Publicity
PR to be initiated to ensure the programs are publicized at the right time for a period of 6 months.
Pre-mela activities
Mela to be conducted between 29 and 1st of April.
10 districts each across Kerala, Karnataka, AP and TN will be targetted with special focus on areas where NTTF presence is weak. Costs have been worked out accordingly.
Leaflets/invites to be distributed across districts between 14 and 28th April.
Banners to be put up across the participating towns at every possible junction.
Towns with NTTF campus will use the same as the venue.
PR will cover all these activities and publicise the event.
Mela activities
Halls/auditoriums can be booked for the same and rentals will vary accordingly.
3 kiosks per location can be placed with coordinators to hand over application forms.
NTTF personnel to be present to finalise admissions and explain the programs
Film can be played in the background.
Some fun activities/cyber games to be included to draw in the crowds.
Computer Games will be decided based on the town and availability and charged at actual rentals for the day.
Description Detail CostFrequency or Quantity Annual Amount
Awareness - Phase 1 - S India lakhs lakhs
Print Media Local publication - South 20 4 80Outdoor 40 towns 10000twice a year 8Mobile display van 2 per state x 4 50000 2 8Radio jingle/counselling 2 3 6Production cost 50k x 5 languages 50000 5 2.5PR & activities retainer 2 6 12Direct Marketing Promotional Marketing NTTF talent shows (once a year) 10 4 40NTTF career mela (once a year) 4 40 160
Pre mela activities - distribution of leaflets etc cost per district 1 40 40
Sponsorship programs 50 lakhs - long term plan
Marketing plan with SAE to be worked out for the year
Creative charges overall 2 12 24Photography 2
Total 382.5All figures indicated in INR Lakhs
General
Phase I May/June Career mela Details Distribution 50000 per district x 40 districts 2000000Mela pre day Hoarding 5000 x 40 locations 200000Campaign Collaterals PR activities 600000 Leaflets 200000
Banners Rs.200 x 50 banners x 40 locations 400000
Coordinators 10000 per day per location x 40 locations 400000
Kiosks – permission and activities 12000 x 3 kiosks x 40 locations 1440000
Kiosks production and branding 14000 x 3 x 40 1800000Mela day Hoarding Print Ad Leaflets Banners
Coordinators 10000 per day per location x 40 locations for 2 days 800000
Kiosks Radio with jingle 450000
Phase I - BTL cost 7485000 Hall costs 4800000 Total costs
12285000
Print Media 90 lakhs
Annual budgets have been given with detailed BTL budgets following.
Costs for hoarding, halls and media will vary according to final venue chosen.
Creative charges will be at a retainer of 2 lakhs per month.
Jingle production will be 50000 per language.
There has been some changes in the general costings based on our discussion yesterday.
Sponsorship program – tie-up with Times of India and SAE for a national challenge can be planned separately and revenues can be generated from the sponsors themselves to pay for the hosting.
Let’s discuss…