Digital Brand Strategy for an Online Education Brand

1. Digital Strategy For a Global Online Management Accounting Qualification Brand

2. Redigital Refreshing Brands Your Digital & Insight agency

3. Introduction Conclusions Implementation Digital Brand Strategy Audience Insights The Digital brand Key touch-points Creative development Audience & Key Opinion Leaders Messaging Strategy Steps ahead Problem definition Avenues

4. Digital Brand Strategy The Digital brand Audience & Key Opinion Leaders Problem definition Introduction A life-plan for your brand to thrive in the digital medium Need – Because the digital medium is different and stand-alone An enrichment (rather than just an extension) of your brand’s offline identity Highly measurable and rapidly adaptable

5. Digital Brand Strategy The Digital brand Audience & Key Opinion Leaders Problem definition Introduction

6. Digital Brand Strategy The Digital brand Audience & Key Opinion Leaders Problem definition Introduction Official website Campaign micro-site Marketing AdWords CT Advertising Direct Increasing Virality Social Media Presence Social Networks Forums Blogs

7. Digital Brand Strategy The Digital brand Audience & Key Opinion Leaders Problem definition Introduction Official website Specific Keywords Average time spent on site: 7 minutes/day Global Traffic Rank: 65,492 India Traffic Rank: 19,388 Sites linking in: 562 Percentage Traffic from Countries Age distribution of Audience Upstream

8. Digital Brand Strategy The Digital brand Audience & Key Opinion Leaders Problem definition Introduction Campaign specific site Keywords "karenmccarthy" lloydstsb how can cima help me shell ukcima "human resources manager" typical day branding consultant links me.com Average time spent on site: 3.2 min/day Global Traffic Rank: 2,622,896 India Traffic Rank: >296,964 (UK ranking) Sites linking in: 0 Percentage Traffic from Countries Age distribution of Audience Upstream and Downstream Official website

9. Digital Brand Strategy The Digital brand Audience & Key Opinion Leaders Problem definition Introduction Social Media Presence Wikipedia Page Mention in various blogs Youtube videos Presence in 3 major social networks popular in India Discussions in specialized forums Community answers on Yahoo answers Active Tweeter.

10. Digital Brand Strategy The Digital brand Audience & Key Opinion Leaders Problem definition Introduction Comscore Media Metrics 2009 Alexa WAT Consult Redigital Brand Scan

11. Digital Brand Strategy The Digital brand Audience & Key Opinion Leaders Problem definition Introduction Presence in the Blogosphere Average no. of blog posts in a day – 1.6 million* Peak in 6 months was (approx) 16 mentions Conversation Tracker yielded no results After elimination errors (namely spanish common word which is spelt in the same manner as the brand)

12. Digital Brand Strategy The Digital brand Audience & Key Opinion Leaders Problem definition Introduction 163 views Posted by CIMAvideo 349 views Posted by zhangyaozhou 173 views Posted by CIMAvideo 363 views Posted by drclohite 101 views Posted by drclohite 173 views Posted by inthenewswebsite Redigital Brand Scan

13. Digital Brand Strategy The Digital brand Audience & Key Opinion Leaders Problem definition Introduction Interview of India Operations Head Posted: May 2009 Posted by pitstop4performers Redigital Brand Scan

14. Digital Brand Strategy The Digital brand Audience & Key Opinion Leaders Problem definition Introduction Online video learning Redigital Brand Scan

15. Digital Brand Strategy The Digital brand Audience & Key Opinion Leaders Problem definition Introduction Mentions in Redigital Brand Scan

16. Digital Brand Strategy The Digital brand Audience & Key Opinion Leaders Problem definition Introduction Discussion topics Redigital Brand Scan

18. Industry Experts

19. Professionals

20. Business Publications

22. Audience Insights Key Touch Points Messaging Strategy Conclusions Avenues Main categories of decision-making by Indian studentsfor Higher Studies (international) Financial Considerations Entry Standards Key recommendations from influencers International Exposure opportunity Profile and Quality of Teaching Staff Relevance to industry Relations with Industry. Reputation and Ranking of the University Course Content Career Outcomes Location Profile of current students Interactions with marketing representative of the University JOURNAL OF MARKETING FOR HIGHER EDUCATION – Willis and Kennedy INTERNATIONAL STUDENT EXPECTATIONS – VOICE OF INDIAN STUDENTS – Sameena Ahmad, Univ. of Melbourne

23. Audience Insights Key Touch Points Messaging Strategy Conclusions Avenues Main categories of decision-making by Indian studentsfor Higher Studies (international) Financial Considerations Entry Standards Key recommendations from influencers International Exposure opportunity Profile and Quality of Teaching Staff Relevance to industry Relations with Industry Reputation and Ranking of the University Course Content Career Outcomes Location Profile of current students Interactions with marketing representative of the University JOURNAL OF MARKETING FOR HIGHER EDUCATION – Willis and Kennedy INTERNATIONAL STUDENT EXPECTATIONS – VOICE OF INDIAN STUDENTS – Sameena Ahmad, Univ. of Melbourne

24. Audience Insights Key Touch Points Messaging Strategy Conclusions Avenues Digital Insights User behavior Conversation Consumer Forbidding cost of known, reputed degrees (MBA etc…) Inconveniences and uncertainties of moving out Limited alternatives within India Just ‘google’ it Reputation Relevance, Rewards Faculty & Student conversations Community testimonials Netizen 2.0 “I want a truly international qualification which is easily accessible and relatively economical” Cultural Context Rising incomes, Rising expectations Family support during education ‘Youngistan’ Executive Education International Education Professional courses

26. Consultants and Counsellors

27. Professionals

28. Industry Experts

29. Peers

30. Professors

31. Surveys and Rankings

32. Direct marketing

33. Business publications

34. Events

35. Testimonials and Recommendations

36. Contacting and meeting marketing staffRedigital Qualitative Research INTERNATIONAL STUDENT EXPECTATIONS – VOICE OF INDIAN STUDENTS – Sameena Ahmad, Univ. of Melbourne

37. Audience Insights Key Touch Points Messaging Strategy Conclusions Avenues The ‘Brand advantage’, in real time, for the Future Indian Business Leader Management Accounting Global Strategic Qualification Future Indian Business Leader

38. Audience Insights Key Touch Points Messaging Strategy Conclusions Avenues *3.2 million users

39. Creative development Steps ahead Implementation

40. Creative development Steps ahead Implementation

41. Creative development Steps ahead Implementation Conversational game MCQ quiz related to Management Accounting, Corporate Governance and other relevant topics A dynamic version can be hosted on official website, in Relevant animation and design Quiz ends with request for 3 recommendations and display of score High scores can be rewarded

42. Connecting existing discussions Brand Portal

44. Creative development Steps ahead Implementation Top Financial Companies Ranking A web portal dedicated to the ranking Expert views, different rating variables, consistency rankings, opinion polls and other content related to the ranking Prominent branding for client brand Links to the official website, the Future Indian Global Business Leader Portal and other online activities of the brand Press release of yearly rankings Ranking For Financial Organizations

45. Creative development Steps ahead Implementation Ranking Methodology Definition of ranking criteria – Growth & Results, Employee satisfaction, Leadership, Learning etc… Research techniques – surveys (online and offline), year-end results, criterion-specific data over a given time period Research partners – depending on specified criteria – in-house, consultancies and independent think-tanks Time of publishing – Q3 a. Peak decision time for higher education b. Availability of fiscal results during compilation c. Initial steps by most organizations for year’s plan have been implemented d. Self-questioning phase after entry into a new course (graduation/HSC/PG etc…) Examples

46. Creative development Steps ahead Implementation

47. Creative development Steps ahead Implementation The Indian Future Global Business Leader A portal (movement) hosted separately Topics surrounding Corporate Governance, Environment, Leadership, CSR, Sustainable Development with a focus on the role of Management Accounting in all these Testimonial videos, forums, opinion polls, expression etc… Best essay/profile will be nominated for a discussion with delegates at the next Global Business Challenge Winner of a debate and presentation on Leadership given a scholarship Partners – The Leadership Institute, Sharma Leadership, Rotary Leadership etc… Offline advertising and PR across channels which cater to the defined audience segment

48. Review

49. Audience Insights Key Touch Points Messaging Strategy Conclusions Avenues The ‘brand advantage’, in real time, for the Future Indian Business Leader Management Accounting Global Strategic Qualification Future Indian Business Leader

50. Creative development Steps ahead Implementation India Marketing Calendar AdWord data Creative Execution Putting together the research team for TFC Sitemap, creatives for TFC, GBL, Other promotions

51. Creative development Steps ahead Implementation Connecting existing discussions Brand Portal

52. Thank You