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NMIMSV2CS (2) Flipbook PDF
NMIMSV2CS (2)
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NMIMS NMAT MEDIA AMPLIFICATION STRATEGY
PRESENTED BY 4AM WORLDWIDE
INDEX 1. MEDIA PLAN AND SUGGESTED SPENDS 2. KEY PERFORMANCE INDICATORS 3. PERFORMANCE CASE STUDIES 4. 4AM EDUCATION SECTOR CREDS (NON PERFORMANCE)
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MEDIA AMPLIFICATION PLAN
PROPOSED PLATFORMS
FACEBOOK/INSTA
LINKEDIN
GDN
YOUTUBE
Multimedia ads, led by video and remarketed with static
Multimedia ads, targeting working professionals
Display banner ads to start the Awareness campaign
Retargeting on Youtube of traffic reached through Display ads
IND PUBLISHERS
PagalGuy.com Shkhsha.com
*Retargeting- when ad follows a user after she/he visits our web properties and doesn’t conclude the intended transaction.
MEDIA AND FORMAT STRATEGY
PURCHASE
High intent based search and site-targeted display with heavy Remarketing
EVALUATION
Search ads and review/comparison site based ads via display
Prospecting to start on Display (GDN, Affiliates, Contextual)
Start with 30 seconder video to establish the message and follow up with 10/6 seconder bumper for interest
CONSIDERATION
AWARENESS
MESSAGING APPROACH
Aware
NMAT positioning with brief details and corelation with career enhancement
Educate
What, why and how to apply. How to upgrade your career, salary and role in existing company or changing verticals. NMAT is the gateway to an exciting and rewarding career
Engage
Thought leadership, career related discussions and downloads to make them participate in the discussion or download the reports, career enhancement insights and RTBs for taking up NMAT
Convert
Direct communication of NMAT dates with CTAs and compelling add ons to encourage them to start the journey of form fills followed by registration
Assumption: 60% conversion from leads to registration.
Media Budget
Buy Type
Avg Buy Rate
Budget (INR)
Imp
Fcap
Reach
CTR
Clicks
Leads
Branding
CPM
350
20,00,000
57,14,286
2
28,57,143
2%
1,14,286
Reach based campaign
Performance 01
CPC
23
90,00,000
48,91,304
5
48,91,304
8%
3,91,304
Performance 02
CPM
300
5
1,26,66,667
4%
Total
1,90,00,000 6,33,33,333
3,00,00,0007,39,38,923
2,04,15,114
CPL
Registrations
CPR
19,565
460
11,739
767
25,33,333
50,667
375
25,333
750
30,38,923
70,232
418
37,072
758
Total Cost (2-3 months)
Cost (INR)
The calculations have been done to get 70000 LEADS on which
Media budget
3,00,00,000
Media mangement fees
16,00,000
Total
3,16,00,000
60% conversion rate yields 37,072 registrations. Numbers will increase or decrease basis the conversion ratio. If we get 75-80% conversion, we will hit 55,000K registration with this breakup itself
SALES FUNNEL
Capture
Interaction with NMAT and digital journey of lead gen followed with registrations. Drop outs will be followed with in next stage
Follow Up
Marketing Automation will enable the follow up across channels like email, sms, bots, agents, FB and others
Segment
Remarket
Non converting list will be segmented based on their inputs and labels to further put them into automation engine E.g. (Newbies, Confused, Growth, Placement etc)
Post segmented follow up across channels, non converging audience will be remarketed with RTBs, Reports and compelling messages across display and search to convert
Nonresponder Refunneling Final call of non responders filtered after 4 stages will then be re-funnelled with different messaging
Multi media rich, lead form page video, text, PDF downloads, lead form with interactive elements for better user experience and higher action rate
No Leakage UI/UX header, footer links to go off with minimal option to move to other pages, rather “assisted” navigation to move forward and apply
RTB Messaging of the page should have industry/past numbers to establish facts that this is the doorway to succeed in corporate/professional world
Variations For AB testing
LANDING PAGE ELEMENTS
Audience Reach Sample on Linkedin
Audience Reach Sample on Facebook
KEY PERFORMANCE INDICATORS
KPIs
HIGHER RATIO OF SQL AND MQL
UNIQUE VISITORS
FORM FILLS
DECREASING REMARKETING POOL
High quality leads who have expressed interest by either downloading the prospectus or interacting with web properties showing intent for applications Since the campaign is reach based, number of unique visitors to indicate better reach and therefore a strong pool for remarketing Number of applications filled for NMIMS after NMAT application
Overtime, convert more from the remarketing list and therefore decrease the pool
4AM CREDS PERFORMANCE MARKETING
Objective: To launch programs across business, finance and technology streams and drive enquiries across India
NIIT Successfully created NIIT as a brand to go to for skill enhancement and degree programs. Specially, executive MBA programs was a big hit during his tenure of managing the online campaign for this client. Search, Display, Emails, Social was heavily used in combination with other channels for these programs.
A/B TESTING
24%
8-10%
A/B testing driven campaign that improved CTR,
Increase in inbound calls and online enquiries
Decrease in Cost per acquisition
conversion and recall
Objective: To drive online sales Pan India
PIZZA HUT Search, display and programmatic channels were implemented for data driven campaigns.
10X
-50%
Daily sales went up by 10X
CPA decreased by 50%
Objective: To drive online sales for US market
ONE TRAVEL Conversion optimization best practices with search and display campaigns.
ADWORDS ONLY
140%
Optimised and targeted generic keywords which
Strategically picked only one platform for media
Lowered cost per acquisition on generic keywords
are left out by competitors and helped the brand
outreach
and added almost 27% to bottomline
IMPROVED GENERIC KEYWORDS CONVERSION
close 8X sales on a daily basis.
Objective: To drive online sales for US market
AMERICA CAR RENTAL Target those who were planning to travel to US in upcoming 10-30 days time from any part of the world. Used Search and display campaign targeting all English speaking countries of the world
POSTED PROFITS FOR THE FIRST TIME in 8 months straight, a loss making brand turned profitable for the first time
5X Online leads and conversions go up 5X which brought the CPA down significantly
50% Lowered cost per acquisition
4AM CREDS-EDUCATION SECTOR (NON PERFORMANCE)
BROCHURE NMIMS is one of Maharashtra’s leading private universities and they needed a distinct brochure for the students of their MBA Institute to stand out during placement season. We came up with a concept around “gamechangers” and presented it with a uniquely crafted illustrative style that made it memorable amongst all the other institute brochures that were being rolled out. Engaging content, sophisticated design and perfectly executed printing and fabrication resulted in a world-class brochure output.
THE LOCATION MUMBAI
ADMISSION & RECRUITMENT BROCHURES Creating a marketing tool for 2 of India’s most prestigious business schools was a challenge. But one that we tackled with elan. We crafted elaborate stories around key central concepts that helped showcase the talent at these institutes beyond the “labels” that the institute was known for. Something that helped the potential recruiter see them in an all-new light.
THE LOCATION AHMEDABAD
RECRUITMENT BROCHURES A new institute with the legacy of a premium management institute brand. We developed a brochure that struck a fine balance between giving adequate weightage to that rich legacy while also making a potential recruiter feel more than welcome while dealing with a “young” B-school brand. All of this while still keeping focus on building the institute brand -IIM “U”.
THE LOCATION UDAIPUR
ADMISSION & RECRUITMENT BROCHURES Creating a marketing tool for 2 of India’s most prestigious business schools was a challenge. But one that we tackled with elan. We crafted elaborate stories around key central concepts that helped showcase the talent at these institutes beyond the “labels” that the institute was known for. Something that helped the potential recruiter see them in an all-new light.
THE LOCATION BANGALORE
INTEGRATED BRANDING | BRAND COMMUNICATION For one of Maharashtra’s largest private universities it was important to establish an identity that reflected the deep-rooted values in a contemporary context. We crafted an identity that drew inspiration from a few key graphic elements set in a very traditional looking “crest” but rendered in a modern manner, reinforcing, “knowledge is supreme.”
THE LOCATION MUMBAI
THANKS