Academbot marketing plan_final
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Transcript of Academbot marketing plan_final
Academbot Integrated Marketing Plan
Budget = $200k Timeline = 6 months
↑ Visits to
10k
per day
Click through
≥ 3 pages per visit
Duration of
≥ 2 min per visit
Goals
“Academbot easily and intuitively gives students the power to prioritize what’s important to them and create their own custom college and university rank.”
Value Proposition
IS: Content-based website
SHOULD BE: Product-based website
http://en.wikipedia.org/wiki/Website
What Academbot…
STRENGTHS
WEAKNESSES
THREATS
• Personalized school ranking tool • Proprietary content • Mobile optimized website
• Website CATTCH • Poor customer retention • Limited social media presence
OPPORTUNITIES
• Promote school ranking tool • Initiate ad program • Initiate partnership program • Build In-kind promotion
• Market saturation • Established brands → Loyalty • Diverse revenue stream channels
Marketing Overview
Initiate Ad program
Initiate partnership program
Build In-kind promotion
Limited social media presence
Website CATTCH
Poor customer retention
Target Market
• High school Juniors and Seniors
• Eligible for financial aid
• Class rank between 40th - 70th percentile
• Mid-Atlantic
• College transfers
OPPORTUNITIES
• Initiate ad program
Target Channels OPPORTUNITIES
• Initiate ad program
Ad Budget
Social Media Spend Click per day
Facebook $52,500 334
Youtube $11,250 134
Google + $5,000 65
Twitter $6,250 134
TOTAL $75,000 667
Search Spend Click per day
Google $52,500 386
Yahoo $11,250 81
Bing $11,250 84
TOTAL $75,000 551 $150k
3 mos
1,218 Clicks per
day
=
OPPORTUNITIES
• Initiate ad program
Industry Partners
z
Recognizable Partners
OPPORTUNITIES
• Initiate partnership program
• Present at conferences
• Exhibit at conventions
• Promotional emails
• Logo on partner website
• Ads in partner publications
OPPORTUNITIES
• Build In-kind promotion
In-kind Trading
• Facebook: Post often, interact with “Friends”, and endorse strategically with
Likes
• YouTube: Develop relevant videos such as new features, latest trends,
instructional demos
• Twitter: Tweet to engage audience and stay consistent with hashtags
• Blogs: Comment on pertinent articles written by others
• Google+: Create an account!
WEAKNESSES
• Limited social media presence
WEAKNESSES
• Limited social media presence
Current Google search
Academbot
Academbot easily and intuitively gives students the
power to prioritize what’s important to them and
create their own custom college and university rank
Headquarters: Baltimore, MD
Founder: The Five Group
Founded: 2013
WEAKNESSES
• Limited social media presence
Google search with Google + account
WEAKNESSES
• Website CATTCH
CATTCH
• Credibility
• Aesthetic Usability Effect
• Trust
• Typography
• Chunking
• Hierarchy
Improvements to... CREDIBILITY
• Media Placement/PR
• Partnerships
WEAKNESSES
• Website CATTCH
Improvements to... AESTHETIC USABILITY
EFFECT
• Placement of School Ranking Tool
• Color Scheme
• Content & Teasers
WEAKNESSES
• Website CATTCH
Improvements to... TRUST
• Ad Placement
• Spell Check
WEAKNESSES
• Website CATTCH
Improvements to... TYPOGRAPHY
• Use space thoughtfully
• Improve upon basic type fonts
WEAKNESSES
• Website CATTCH
Helvetica, anyone?
Improvements to... CHUNKING
• Focus on content, not ads
CONTENT CONTENT
AD
WEAKNESSES
• Website CATTCH
Improvements to... HIERARCHY
• Ranking tool takes precedence
• Still have lead-ins to content on home page
WEAKNESSES
• Website CATTCH
Now... we nurture.
• Product, then community
• Visitors must move through site
• Self-identify for improved content
• Mailing List
• Live Webinars
WEAKNESSES
• Poor customer retention
WEAKNESSES
• Poor customer retention
Nurture
$200K Budget
6 Month Timeline
Content-based to Product-based
Academbot Questions?