Workshop & Marketing Plan 2017 Workshop 07-08/09/2017, Radio, Printed & Digital
Workshop 07-08/09/2017 Hotel Africa | Exclusive Webster & Concordia Universities Workshop
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Plan • We Plan in collaboration with Etudevents (event organization agency) to organize a workshop exclusively for Webster & Concordia Universities under the Sponsorships of GUS.
• Date: 07-08/09/2017 • Time: 17:00 – 23:00 • Estimated Cost for advertising (printed & digital) = $500 • Estimated Cost for hall renting = $1000 3
GUS Team Accommodation (suggested) • Hotel Africa • $70 / Night / Person • Breakfast Included • $86 / Night / Person
*Prices as of 08/08/2017 on expedia.com
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Printed Media Posters, Flyers & Booklets
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Flyers • We plan to distribute flyers For both Webster & Concordia Universities separately as well as a flyer for the PassWord Skill Test • Flyers need to address undergraduates and postgraduates separately • Flyers should be separate for each degree • The flyers will be distributed in shopping malls, cafes, restaurants, selected companies, private universities, selected governmental universities and student orientation workshops in selected demographic areas where students with higher household income are likely to visit. • Breakdown of numbers needed below 6
Flyers Number Needed Webster University
Concordia University
• B.A. English 1000 • B.A. Biology 1000 • B.S. Computer Science 3000
• • • •
MBA 3000 Flyer MA, Educational Administration 1000 MEd, Teaching and Learning 1000 PhD, Leadership: Organizational Leadership 500 • PhD, Leadership: Higher Education 500
• Note: MBA Flyer should have details about specialization, and mention the accelerated 1 year program 7
Flyers Design, Printing & Distribution • Design: We can submit one for approval by your side • Printing: You can send us printed posters or we can print them in Tunisia at a cost of = $250 • Distribution can be carried out professionally at a cost of
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Examples
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Booklets • Webster University Comprehensive Booklet 150 • Concordia University Comprehensive Booklet 100 • Design: We can submit one for approval by your side • Printing: You can send us printed Booklets or we can print them in Tunisia at a cost of = $460 • Sudents visiting our offices after consultation & orientation
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Rollups • Webster University Rollup 1 • Concordia University Rollup 1 • PassWord Skill Test Rollup 1 • GUS & Green Way Rollup 1 • Design: We can submit one for approval by your side • Printing: You can send us printed Rollups or we can print them in Tunisia at a cost of = $250 • Will be used in office & and workshops 11
Examples
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Digital Media Social Media & Search Engine
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Facebook Push Marketing: Branding & Lead Collection
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Facebook Branding
Lead Collection
• We plan to run a continuous campaign to brand each university separately
• We plan to collect leads for each desired degree separately
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Audience & Cost Breakdown* • Tunisia population is 10M and have 7M Users active monthly • 700K 19-20 Years Old ~ 50% Males
• 20K Frequent International Travelers • 30K Engaged Shoppers • 150K Added English as a language
• 2.5M 26-35 Years Old ~ 1.5M Males • • • • •
80K Frequent International Travelers 150K Engaged Shoppers 450K Added English as a language 800K Went to college 200K Single
• Capital Tunis have 5M Users active monthly 16
• Average Expected Cost (Age 19-20): • • • •
Reach = 0.03 $ / 1000 users Engagement = 0.04 $ / engagement Click = 0.26 $ / click Lead = 0.77 $ / lead
• Average Expected Cost (Age 26-35): • • • •
Reach = 0.04 $ / 1000 users Engagement = 0.04 $ / engagement Click = 0.41 $ / click Lead = 1.2 $ / lead
*Source: Facebook Audience Insight official website
Visual Breakdown
26-35, 2500000, 36%
Males, 350000, 5%
Other, 700000, 10% Rest, 3800000, 54%
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19-20, 700000, 10%
Rest, 3800000, 54% Females, 350000, 5%
Males, 1500000, 22%
Other, 2500000, 36% Females, 1000000, 14%
Weekly Plan Branding
• We schedule 7 sponsored posts per week about degrees in each universities targeted at selected geographic area to selected audience with proper age & other proper audience specifications: interests, languages, behaviors. • Each post is planned to have a sponsored budget of 20 $ and run for 24h not to overlap with next day post audience. • Post graphic design and text of all posts will be submitted each Thursday for approval of the up coming week campaign. • All Posts will have a link directing students to a Landing Page designed specially for each University with an application form.
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Examples
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Weekly Plan Lead Collection
• We schedule 2 Facebook pixel optimized conversion campaigns for both universities running 7 days a week and targeted at selected geographic area to selected audience with proper age & other proper audience specifications: interests, languages, behaviors. • Each campaign is planned to run 7 days a week and have a sponsored budget of 20 $ and to be renewed on weekly basis • Campaign graphic design and text will be submitted each Thursday for approval of the up coming week campaign. • All campaigns will have a link directing students to a Landing Page designed specially for each University with an application form. • Facebook Pixel data will be used to retarget users based on visited pages and who never converted as well as targeting visitors from other referral sources such as search engine who never converted
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Example
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Conclusion • Weekly budget is set to be • 20 $ *7 Branding Post • 20 $ *7 Webster Lead Collection • 20 $ *7 Concordia Lead Collection • Total = 420 $ / week
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Instagram Push Marketing: Branding & Lead Collection
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Instagram Branding
Lead Collection
• We plan to run a continuous campaign to brand each university separately
• We plan to collect leads for each desired degree separately
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Audience Breakdown* • Tunisia population is 10M and have 1.3M Users active monthly • 41% 18-24 Years Old • 30% 25-34 Years Old • 52% Males
• Capital Tunis have 5M Users active monthly
• *Source: napoleoncat.com as of May 2017 • https://napoleoncat.com/blog/en/instagram-users-in-tunisia/ 25
Facebook campaigns • Since Facebook campaigns can be set up to have a placement on Instagram that will be done to all running campaigns at no additional cost for Instagram Marketing Plan
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Example
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Other Social Media platforms • We advice to use other in Tunisia active platforms such as Twitter, , Linkedin, Tumblr, Pinterest to brand and collect leads organically with no paid campaigns. • Researched stats about these platforms shows it is unlikely to be effective to use paid campaigns on them.
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Google Search Pull Marketing: Lead Collection
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Use • According to Wamda.com 97% Tunisians prefer Google as a search engine
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Plan • Run 2 campaigns in French Language landing on Universities Landing Pages that we will create to collect leads at a weekly budget 70 $ per week each • Suggested Keywords to target • • • • • • • 31
Etude à l étranger Étudier à l'étranger Etude à l étranger Tunisie Étudier à l'étranger Tunisie Étudier aux États-Unis Etude Aux USA Etude Aux États-Unis
• Suggested Cost per Click : 74% less than average US cost • Range CPC = 0.8-2 $ • We will submit for content of the planned campaigns • Campaigns will be optimized weekly to increase CTR & decrease CPC • Google Conversion tracking will be implemented to allow Google auto campaign optimization and later setting Pay Per Conversion campaign.
Example
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YouTube Push Marketing: Branding
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YouTube Branding
• We plan to run a continuous campaign to brand each university separately
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Plan • We plan to run 2 branding Video campaigns for both universities • One for graduate studies • One for undergraduate studies • There is big list of interests and suggested keywords that will be supplied upon request
• Videos should be supplied by your side. 35
Example • https://www.youtube.com/watch?v=glBJQ0sUTGs&t
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Radio Branding
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Promotional Branding Program by IFM • 20 seconds / 3 Times for one week advert at the cost of $4000-4200
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Outdoor Branding
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Posters • We Plan to Distribute A3 Size Posters Promoting Both Universities In major shopping malls and city central train station in Tunisia • Number needed= 50 A3 Posters • Design: We can submit one for approval by your side • Printing: You can send us printed posters or we can print them in Tunisia at a cost of = $100
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Example
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Billboards • 10 m2 for 15 Days $350-$790 • 75 m2 for 15 Days $1460-2300 • 48 m2 for 15 Days $1460-2300
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E-Newsletter Branding & Customer retention
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Email Lists • 3 Email lists should be maintained • 1 for Graduates • 1 for Undergraduates • 1 Combined List
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Plan • Graduates weekly Newsletter • Undergraduate weekly Newsletter • Promote Studying in the USA as well as promoting both universities and their programs • Content can be submitted by us for approval including graphic design • Cost under a total of 2000 subscribers= 30 $ / Month • After reaching this number a detailed list can be provided 45
Example • http://mailchi.mp/9135e8d0f3e1/ 4gmkz8ee16-169519
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Promotions Converting Leads
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Discounts & scholarships • 5-20% discounts & scholarships will be marketed and advertised using all mentioned methods
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Green Way Ltd Online www.greenwayweb.com Fb.me/GreenWayGlobal https://www.instagram.com/greenwayglobal/ https://www.youtube.com/channel/UCBJQUKvcCXAf9K2e3ON yp7Q
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