RICHER EDUCATION-MARKETING PLAN

Marketing Proposal SAP ublicidad

Marketing & Advertising Solutions

THE BRIEF Objectives Generate higher sales in the website.

Targeting Parents of Children (and children) between 4 and 13 years old based in London UK.

Summer to Winter Campaign Briefing Ÿ Ÿ Ÿ Ÿ Ÿ Ÿ Ÿ Ÿ

Branding - Campaign unification and integration Timing management for every campaign Target audience - Children between 5 and 13 years old.

Use of digital campaign as main advert resource.

Position “Richer Education” Masterbrand.

Introduce “Debating” as new product.

Create overall brand awareness.

Measure favourable opinion for Richer Education.

Target Audience 13 years old

£

Education

c c

su

Parents Ÿ Ÿ Ÿ Ÿ Ÿ

Education - University degree Work - Professional workers Family Income - £35,000 + per year Location - London (camp base surrounding) Hobbies - reading, sports, pubs, friendship, travelling, parks, museums.

s s e

4 years old

Children Ÿ Education - Primary & Secondary Ÿ Location - London (camp base surrounding) Ÿ Hobbies - Reading, sports, travelling,

museums, investigations, games, friendship.

The Journey Framework

STIMULUS

FMOT

ZMOT

MORE OFTEN AN ASSIST INTERACTION Medium Education Business Journey Framework 500 - 10K transactions in 45 days.

Referral

Display Click

SMOT MORE OFTEN THE LAST INTERACTION

Generic Paid Search

Social Organic Search

Brand Paid Search

Direct

Email

DISTRIBUTION BY CHANNEL 35% Beginning 31% Beginning

44% Beginning

43% Middle

22% End

55% Middle

14% End

43% Middle

13% End

43% Beginning

36% Middle

21% End

37% Beginning

42% Middle

21% End

33% Beginning

28% Beginning

19% Beginning

43% Middle

46% Middle

45% Middle

24% End

25% End

36% End

The modern customer journey is complex. So it’s important to focus on the key moments that can help inspire people to buy your product or service. We analyzed millions of consumer interactions through Google Analytics to show how different marketing channels affect online purchase decisions. What are the most important moments along the journey for your customers?

Here is the customer journey key to implement a campaign for your business.

Integrated Campaign We need to ensure that the campaign is integrated by using the same insight, targeting, creativity and interaction between online and ofine

Flyers & Handouts

Magazines & Newspapers

Direct PR

Keep a consistent theme through the advertisement that links to our digital presence.

Use of Blippar. Blippar will allow the consumer to be physically involved in our product with 3D advertisements.

Keep a consistent theme and design that follows our digital presence.

Use of email marketing to keep customers informed and create call to action.

Keep website updated with campaign course to improve organic search and call to action.

Clear call to action linking to the digital strategy.

Relevant Touchpoints

Referral Online Displays Generic Paid search

Website Email Marketing Online coupons Social media

Website

Website / FAQ Community Forum

Social Media Blogs Reviews Surveys

ONLINE Awareness

Consideration

Purchase

Retention

Advocacy

OFFLINE Flyers PR PR Trial Day Word of Mouth Exhibitions Magazines & Newspapers

PR

Practical Class

Surveys Reviews Word of Mouth

DMMM - Digital Marketing & Measurement Model STRUCTURED 5 STEPS PROCESS

ADQUISITION

3

1

Iden fy key performance indicators

Iden fy the business Objec ves

DUMB

BEHAVIOUR

2

5

KPI

Iden fy goals for each business objec ves

4

Iden fy the segments of people, behaviour and outcomes

Iden fy Targets

OUTCOMES The way to win is a well structured Marke ng and Measurement model.

DMMM

INVOLVE TARGET IN EDUCATION PROGRAMS

Create awareness about what we do and why to educate.

Generate new registrations for every single course.

highlight events, season camps and new courses.

Website Goals

Website Goals Capture new registration.

Provide homevisitors info and resources.

Website Goals

Create offline - online advertising KPI Branded and issues traffic

TARGETS Visits / Month

SEGMENTS Traffic Sources

KPI Conversion (E-Newsletter) Conversion (Registration) Conversion (Contacts) Conversion (reviews) TARGETS e-Newsletter / Month Registration / Month Contacts / Month Reviews / Month SEGMENTS Converted Visits Site tools used Registration Buckets

Engage visitors with local events KPI Visitor Loyalty

TARGETS Repeat visit / Month Repeat Registration / year Repeat Contact / Month SEGMENTS Visit Buckets Registration Buckets Contact Buckets e-newsletter Buckets

ADQUISITION - BEHAVIOUR - OUTCOMES STRUCTURED 5 STEPS PROCESS

Measuring Success - Regression Analysis Linear Regression Analysis: - Simple regression analysis allows us to see the exact statistical impact of independent variables (our KPIs and key metrics) on any given dependant variable (in this case Total Sales).

- This will produce ‘p-values’ for each metric and allow us to work out which of our chosen KPIs have the most significant effect on the total sales of Richer Education.

Sales

Awareness Income

Selected Metrics and Platforms for gathering data: Website

Social media & Email Marketing

Offline Marketing

Direct data collection

Digital activity may be linked to: Test in Local Exhibitions

Coupons

L o c a l e x h i b i t i o n s c r e a t e Constant promotions, offers community interactions and and coupons create visits and Consideration of Purchase. consideration of Purchase.

Personalisation

Geo Targeted

Personalise work material and give merchandising material to the students will create sense of place inuenced or ownership with the branding.

Geotargeting is the last trend of mobile marketing. Creating campaigns using geolocation will catch the target on the go.

Marketing Proposal created by: SAP ublicidad

Marketing & Advertising Solutions

This marketing proposal is created by Sapublicidad Limited and can be used and developed by Sapublicidad Limited in partnership with Richer Education only. Š Copyright 2016 Sapublicidad Limited