eMarketing Execution Plan

SMM Execution Plan – Great Lakes MDP Program Submitted by: GROUP 1 Gayatri Deshpande – FT11422 Kartik Iyer – FT11230 Nidhi Chadha – FT11435 Priyanka Grover – FT11247 Raghav Arora – FT11249

1. Introduction – Great Lakes MDP Program ‘ Storms to Sustained Success’ is a workshop by Great Lakes Institute of Management with 3 renowned personalities - Dr. Bala V. Balachandran, Mr. Ashok Vadgama and Mr. Shiva Verma It is a one day workshop that aims to provide a holistic, strategic & applicable framework to drive organizational growth It is designed for Senior Business Leaders in charge of Strategy and comes for a registration fee of Rs. 20,000 The pedagogy of the workshop would consist of lectures, participatory exercises and Interactive Plenary session including an Invited Guest Speaker

2. Customer Profile Target Audience – Top Management of small to medium Chennai-based organizations. Future top management – those who will be groomed by their organizations. Those with executive powers Focus on higher management rather than day-to-day activities Might include CEO’s, COO’s and CFO’s. Age: 35 and above For both men and women

3. What’s in it for them?! How to better manage their business in the aftermath of 2008. Given all the scams and irresponsible management, it will give them some perspective. How to put more Indian Businesses on the Global Map. Insights on Customer Centricity, Strategic Enterprise Lifetime Profitability (SAILS™), through Revenue Management and Growth, Strategic Alliances & Economic Value Add. Performance Management for successful business. How to manage enterprise. Cost optimizing process will also be discussed.

The Speakers Dr. Balachandran – the legendary management academician and mentor. Having being on the Board of top corporations and advising them over the years, he will be able to share with the participants a world of experience Mr. Vadgama – he has been running CAM-I for over 25 years and has interacted with the top management of Fortune 500 companies. Mr. Shiva Verma - Director with Grant Thornton LLP's Global Public Sector practice. His areas of focus include activity based costing, business process improvement, change management, Lean Six Sigma, strategic planning and target costing.

Will they Register? Value for money: @Rs. 20,000 they will get an opportunity to learn how to increase profitability with responsibility. Will they Refer? Hard to tell. Depends entirely on word-of-mouth.

4. Baseline Previous MDP Program What are the marketing activities done for previous programs such Great Lakes MDP program? Mostly through corporate referrals What has been the process of engagement? Online registrations by interested participants, print ads in newspapers and direct e-mails. How did we prospect for registrations? Tried to get registrations from the Great Lakes site What is done well and can be replicated? The practice of using corporate referrals often yields more conversions. This strategy can be used again What are the key things that we will do again? Should specifically target senior management as enrollment is limited to 30 participants at each venue

5. eMarketing Objectives Drive traffic to the site and increase conversions Lead generation for the MDP program through e-Marketing initiatives Spread awareness among existing as well as new customers – encourage them to “spread the word” Get at least 30 registrations for each venue. Diverse profiles are required 02/05/11 MDP Program

6. eMarketing Tactics Mix Primary eMarketing Tactics Search Engine Optimization Pay Per Click advertising Social Media Marketing Secondary eMarketing Tactics Email Marketing

6.1. Search Engine Optimization We can use SEO to drive relevant traffic to the site and to ensure that it shows up in the organic listings when relevant keywords are searched for. Things Great Lakes needs to carry out for SEO: Include relevant keywords in the page source. For example, management workshop, business workshop, Bala V Balachandran, etc. Modify the "description" meta tag as follows: <meta name="description=" content="Great Lakes Institute of Management, Chennai, presents the workshop on ‘ Storms to Sustained Success: Converting Challenges to Opportunities for India’ by three world renowned experts: Dr. Bala V. Balachandran, Mr. Ashok Vadgama and Mr. Shiva Verma"> Improve the structure of the URL by displaying relevant information in simple language on the URL

6.1. Search Engine Optimization Goal: To increase traffic to site by 10% every week To ensure Site appears within top 5 organic search listings Events: Event 1 – Search for a keyword like “Bala V Balachandran” Event 2 – See MDP Site as one of top 5 organic search results Event 3 – Click on link and visit the page KPIs: KPI 1 – Number of unique visitors (Reason: the “new” visitors will be likely prospects) KPI 2 – Average time spent on page (Reason: the more time prospects spend on the site, the more they are trying to know about MDP) KPI 3 – Rank in organic listings

6.2. Pay Per Click Advertising We can use PPC to drive relevant traffic to the site and to ensure that it shows up in the paid listings when relevant keywords are searched for. Things Great Lakes needs to carry out for PPC: Create an online PPC campaign with major search engines like Google, Yahoo! and Bing Include relevant keywords in their campaign Major aim is branding and to increase awareness, therefore, keywords must be broad and relevant Organize KWs into appropriate ad groups with specific ads Provide relevant landing pages

Goal: To get at least 10 online registrations every week Events: Event 1 – Search for a keyword like “Bala V Balachandran” Event 2 – See MDP Site as one of the top 5 paid search results Event 3 – Click on link and visit the page Event 4 – Register online KPIs: KPI 1 – Number of impressions KPI 2 – Click Through Rate KPI 3 – Position and rank of Ads on SERPs KPI 4 – Number of conversions in the form of registrations (Reason: To gain details of existing and prospective customers. Details can be used for email and mobile marketing) 6.2. Pay Per Click Advertising

6.3. Social Media Marketing SMM can be used to create an online community that connects past, present and potential customers. User reviews on social media sites are often more effective that advertising on part of the business. SMM can also be used to create “a buzz”. Things Great Lakes needs to carry out for SMM: Create pages on sites like Facebook, Twitter, Youtube etc. Make its online presence felt in the social media space because in any service industry, user reviews matter a lot. So previous students need to be encouraged to write about their experiences and learnings from the program, which will encourage more customers to join. Discussions on online forums must be encouraged Post regular updates, photos and information on these sites. Encourage customers to talk about MDP in their posts and encourage their “friends” to join as well.

Goal: To increase number of social media followers by 10% every week Events: Event 1 – Visit MDP profile & see what some of the existing customers have to say Event 2 – Participate in discussions on Twitter or Facebook and get answers to queries Event 3 – Click on the “Like” or “Follow” button to become a follower Event 4 – “Tweet” about the program, encouraging like-minded users to join KPIs: KPI 1 – Number of unique visitors (Reason: the “new” visitors will be likely prospects) KPI 2 – Average time spent on social media page (Reason: the more time prospects spend on the site, the more they are trying to know about MDP) KPI 3 – Percentage of returning and repeat visitors (Reason: these are the “loyalists”. Keeping a track of them helps determine if a community of loyal customers is being created) KPI 4 – Number of followers (Reason: To help keep in touch with existing and prospective customers) KPI 5 – Create and keep track of an Activity Timeline (Reason: to measure the “buzz” created by customers endorsing MDP) 6.3. Social Media Marketing

6.4. Email Marketing Email marketing can be used to proactively reach out to users who are interested in pursuing management courses or seek to improve their business acumen. Things Great Lakes needs to carry out for Email Marketing: Get a database of 10,000 potential customers who fit typical customer profile Create personalized email messages for each user Message should have 4 paragraphs of 4-5 lines each Each paragraph should contain a link to JUST 1 relevant MDP page Subject line should be succinct and clear Email could be in the form of a newsletter with latest updates, info and opportunities to register Giving away relevant freebies (like a popular book on management) is likely to induce users to leave behind their information or register online

Goal: To get at least 5 registrations because of Email marketing every week Events: Event 1 – See subject line and open the email Event 2 – Read email and visit link Event 3 – Leave behind contact information Event 4 – Register online KPIs: KPI 1 - Open Rate KPI 2 - Click Through Rate KPI 3 – Registrations due to emails KPI 4 – Number of users who leave behind personal information so they can be contacted later 6.4. Email Marketing

7. Metrics of Success – Non Financial On the program website No. of registrations No. of online queries Page Views Time on Site No. of recommendations No. of people joining the mailing list

On Social media channels such as Facebook and Twitter No of fans on Facebook No of followers on Twitter No. of people joining the community Participation in online polls No. of comments 7. Metrics of Success – Non Financial

8. Metrics of Success –Financial

9. Road Map of the integrated eMarketing 02/05/11 MDP Program

Details Of Review & Reporting 02/05/11 MDP Program

eMarketing Execution Plan

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eMarketing Execution Plan