Post on 17-Aug-2015
Crafting careers: short term month program, 3 interviews, a million opportunities
Mission: • Source and train 25,000 Indian youth to be employment ready,
annually, by 2018
Programs Offered: • TimesPro Post Graduate Diploma in Banking
Management (PGDBM)-6 Months• TimesPro HDFC Bank Modern Banker Program-2
months
TimesPro Advantage:• Times brand name and credibility• Programs designed to give industry exposure• FinPro- world-class content from Economic Times and
ET Now • Guaranteed placements
Focus Markets: • Mumbai, Delhi, Bangalore, Pune, Chennai, Hyderabad,
Chandigarh, Ahmedabad, Lucknow, Jaipur & Bhubaneswar
• Plans of expanding to other markets
Minds we need to mobilize…
Parents
Who are we?Mrs. & Mr. Oberoi, 40+ What is our story?We want our daughter to be a banker with a leading bank in India. As Aisha takes her final undergrad exams, we are worried about her being ready for the corporate world. We feel it is important for her to pursue a program which prepares her for the banking industry.
Information source?We get our information from mainline, newspapers, business newspapers, news on TV and from our peers
Counselors/Academia
Who am I?Mrs. Vinita Chandra, 33 What is my story?As an experienced and loved Business professor, I play a big role in influencing where my college students apply. I am is a supporter of vocational educational programs to gain domain expertise and liaise with industry professionals. Information source?The usual newspapers, education supplements, looking for information online.
College students
Who am I?Ronit Roy, 23 What is my story?Final year exams are over. I want to pursue a career in banking, but my undergrad program has not equipped me well enough. I’m ambitious, hardworking and want to become self reliant. I’m looking for a finishing program that will make me job ready basis the requirements of the industry.
Information source?I read HT City, Delhi Times, The Economic Times and GQ. I use the ET and NDTV app for real time news updates. I party on weekends, go clubbing and hang out with friends
Communication Objective
Create awareness about offerings by TimesPro amongst diverse stakeholders
Build the Brand
Educate key stakeholders about the TimesPro advantageDrive preference
Establish TimesPro as a thought leader in the education and banking industry - striving to improve employability and make graduates job ready
Achieve Leadership
New Entrant: Lack of awareness about TimesPro
Communicating the message: Highlighting key differentiators in a cluttered education space
Overcoming the challenges
Editorial space: Being a Times property editorial conflict with other publications
Communication roadmap
Media Salience• Bridge
building meetings
• Leverage in-house properties
Amplify message• Corporate
announcements to sustain regular engagement with media
Thought leadership• Panel
discussion• Guest
seminars• Contributory
articles• Dial-a-quote
POSITION TIMESPRO AS CAREER CRAFTERS
Building RelationshipsRelationship engagements with key media• Coordinate relationship meetings with Deepak Lamba with key education and banking journalists with
publications both within the Timesgroup as well as other media houses• Such meetings to be coordinated in Mumbai as well as other key metros and Tier-II publications
Publications Journalist City
PTI Dhriti Ranjan Delhi
Times of India Namrata Singh/Hemali Chappia Mumbai
The Economic Times Labonita Ghosh Mumbai
Education Times Ruchi Chopda Mumbai
Education Times Aaditi Isaac Delhi
Times Ascent Viren Naidu Mumbai
Educationtimesonline.com Aditi Saxena Mumbai
The Economic Times Sreeradha Basu Mumbai
The Economic Times Anumeha Chaturvedi Delhi
Business Standard M Saraswathy Mumbai
New Indian Express Deepshika Punj Mumbai
The Week Sharmistha Chaudhury Mumbai
Banking Frontiers N Mohan Mumbai
Explore such meetings with Cat A education trade supplements
Leveraging in-house publications
• Explore relationship meetings with in-house publications to create awareness about TimesPro and its value proposition
• Tap columns of in-house publications to seed contributory articles and Q-A with Deepak Lamba
Sample columns
Publication Column What can we do
Education Times.com
Market Mantra Explore a contributory article on the need to improve employability in the banking industry
Education Times Skill Speak/Walk a Job
Explore a contributory article on necessary skill-set that banking aspirants should acquire for a successful career
Times Ascent Q-A Interview focusing on the need to improve skilling in the banking industry and challenges faced by entry level professionals preparing to enter the industry
Mumbai Mirror Your CV Tips to entry level professionals striving for a career in banking industry
TimesPro to own the space of employability and skilling in banking industry
New website launch• Host an online chat with Deepak Lamba on the new website in partnership with Education
Times o Online chat to focus on the topic of “ Becoming job ready for the banking industry”o Education Times to partner as a knowledge partner by inviting career aspirants to attend the chato Transcript of the chat to be covered by Education Times online portal
• Disseminate a press release on FYI basis with the media
Leveraging Announcements
Convocation ceremony• Disseminate a press release to announce TimesPro’s first
convocation ceremonyo Release to be shared with the media on an FYI basiso Tap in-house publications to carry the news along with note on
students experiences• Leverage TimesPro Facebook page to share student
testimonials on their experiences
Leveraging Announcements
TimesPro’s first Placements• Coordinate select 1:1 media interactions with Deepak Lamba on the placements• Talk Points
o Success of the first placements of TimesPro (no. of students placed, no. of companies part of the placement process)
o Value addition by TimesPro in crafting student careerso Future plans of TimesPro-Starting new batches, expansion to new citieso Growing demand and need for such course offerings
• Disseminate a release on TimesPro’s first placements
Leveraging Announcements
TimesPro expanding to new cities• Metros
• Coordinate select 1:1 media interactions with Deepak Lamba on the success of the TimesPro and its expansion plans
• Disseminate release in local markets• Tier-II markets
• Undertake media roundtable in select markets• Focus of discussion: TimesPro expansion plans, need for specialized and standardized vocation
training courses, need to improve employability in banking industry, hiring prospects in the banking industry
• Disseminate city specific press release to announce opening of new center
Fostering Perspectives
High impact opinion pieces• Explore contributory articles written by Deepak Lamba in in-house as well as education trade
publications• Indicative topics
o Crafting talent for the banking industryo Banking Talent: Making graduates job ready to ride the next wave of growth in the banking industryo Making Indian youth employable to succeed in the modern banking industry
• Target Media: In-house (The Economic Times, Education Times, Times Ascent)• Out-house: HR/Education supplements and portals as well as explore conversations
Explore tip related columns• Suggested topics
o 5 ways to become more career ready o 5 ways to crack your dream career in banking
Thought Leadership
Sharing perspective in relevant industry stories• Explore TimesPro’s participation in industry stories related
too Hiring trends in banking sectoro Need to improve employability and skilling in banking
industryo New bank licenses: Increased hiring activity in banking
industry
Engaging with industry leaders and key stakeholders• Explore TimesPro’s presence in Banking and education
industry events through speaker opportunities for Deepak Lamba
• Suggested eventso FICCI Higher Education Summito CII Education Summit
Create Advocates
TimesPro Guest Series• TimesPro to host seminars in select under-graduate colleges• Deepak Lamba to visit colleges to give guest lectures on a successful career in banking
industry and the right skill-set required• Leverage existing partnerships with academic institutions (Loyola College)• Depending on the city, amplify the event with the media• Partner with Education Times as a knowledge partner
TimesPro to partner with Times Ascent to host a panel discussion• A closed door panel discussion to be held based on the theme to focus on ‘Improving
employability and skilling in the banking industry’• Invite HR directors of Banks , academicians, senior representatives from colleges, along
with industry experts • Times Ascent senior journalist to be the moderator• Why this works- Positions TimesPro as a thought leader as well as opportunity to
network with potential and existing clients