Advertising Campaign 2016 - 2017 SAP ublicidad
Marketing & Advertising Solutions
Situation Analysis
Competitive Analysis We do believe that Richer Education has a great opportunity in the market due the very small number of competitors in UK (based initially in London).
3. Fun Tech
Our Research results shows the top 5 in the London Market.
4. Mother Nature
1. The Royal Institute of Great Britain
2. Mad Science 5. Little House of Science
Parents Ÿ Ÿ Ÿ Ÿ
Consumer Analysis Richer Education satisfies two main consumer needs:
Education - University degree Work - Professional workers Family Income - £100,000 + per year Location - London (camp base surrounding)
Children Ÿ The need for greater education for children.
Ÿ Education - Primary & Secondary Ÿ Location - London (camp base
surrounding) Ÿ Hobbies - Reading, sports, travelling, museums, investigations, games,
Ÿ The perceived need of
entertaining while learning.
13 years old
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Education
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c c u
4 years old
13 years old
s
Brand Analysis
The current brand positions itself as intending to be a part of the Children success in London.
Another key element to Richer Education's brand is the idea of progress and constant innovation.
Richer Education must also lure new parents, who are many cases equate Richer E d u c a t i o n ' s i m a g e w i t h n e g a t i v e experiences of unreliability and poor performance.
From the beginning, Richer Education has placed heavy emphasis on the creative and entertaining education.
c u s
s ce
4 years old
ONLINE DISTRIBUTION 35% Beginning
Media Usage Analysis
31% Beginning
44% Beginning
43% Middle
22% End
55% Middle
14% End
43% Middle
13% End
43% Beginning
36% Middle
21% End
37% Beginning
42% Middle
21% End
33% Beginning
28% Beginning
19% Beginning
43% Middle
46% Middle
45% Middle
24% End
25% End
36% End
OFFLINE DISTRIBUTION
Creative Analysis
Strengths Ÿ creative and entertaining Ÿ Ÿ Ÿ Ÿ
Weaknesses
Ÿ private, new & small brand. education. Ÿ small number of products and Professionalism and well services. organized team. Ÿ target based in London and Class are more practical surrounded areas only. Ÿ online or offline campaigns yet. instead theoretical. confident of their brand. Current great ranking in google.
Opportunities Ÿ Able to open more locations. Ÿ could be positioned and ranked
Threats Ÿ Most brands have an intensive
advertising presence online and offline. importantly in the market. Ÿ Brands have an important Ÿ professionalism gives to open history and background. as many products and services, even online. Ÿ Big number of services and Ÿ products online is a trend to products. take advantage. Ÿ Visibility in search engines could get improved 400% or 500%.
Campaign Strategy “INSPIRATION, LEARNING, FUN”
Objectives Ÿ Generate higher sales in the website. Ÿ Create awareness about our products and services.
Targeting Parents of Children (and children) between 4 and 13 years old based in London UK.
Positioning & Branding Ÿ Current Position Because Richer Education is relatively new, the brand does not have a strong personality within the market. Ÿ Desired Position
On one hand, we attempt to brand Richer Education as something unique and innovative. On the other hand, we attempt to brand Richer Education as the best option to inspire your child to learn outside the box and expand their worldviews by developing problem-solving skills and teamwork from an early age. Ÿ Unique Selling Proposition (USP) Richer Education is the option to inspire children between 4 and 13 year old to get prepared for the real life, learning while have fun.
Branding Strategy Ÿ The integrated branding communication strategy will start on 1st May 2016 to
promote the 3 summer camp weeks planned. Ÿ
In terms of location we will cover selected locations in London and surrounded areas where our family target live
Ÿ for this purpose we will use flyers, direct mail, local and specialised magazines
and newspaper. Ÿ We will mix our campaign with a very strong online strategy using social media,
web, google ads, programmatic, PPC and email marketing. Ÿ After creating brand awareness and conversions we plan to get returning
customer with surveys, new offers, discounts and new services. Ÿ Also we will run a parallel campaign online to create awareness of the permanent
classes run on Saturdays.
INQUIRE
>
DEFINE
> EXECUTE >
ASSESS
Creative Execution
Goals of Campaign
Ÿ Increase and speed up sales
during every season campaign to have filled all spaces available on the month previous to every camp start. Ÿ Create awareness of our brand
and products.
Selling premise
Our campaign will appeal to consumers because we go beyond emphasizing that Richer Education brand is an inspiration for children to get prepared for real life. We speciďŹ cally tailored our campaign to reach markets prevalent in today's society. We positioned the brand to appeal to forward-thinking individuals with life aspirations, while marketing the camps and classes as a one of a kind luxury service, can compete with other upscale brands.
Message strategies Ÿ Make strong emphasis on the word “FUN”. Ÿ Use the Slogan's words “INSPIRATION, LEARNING,
FUN”. Ÿ Key words as Creativity, Fun and Innovation. Ÿ Brand and services offer important tools to develop
the 21st Century's children. Ÿ Shows brand and services in luxury way. Ÿ Richer Education challenges and encourage
children. Ÿ Tutors and mentors are professionally well prepared.
Unifying elements
The element to unify are logos, colours, slogan, luxury images and models with target identity. These uniform elements tie together all of our media advertisements that ultimately work together to convey a unique selling point for a one of a kind service and brand.
OFFLINE Ads
Exhibitions, Events & PR
Flyers & Handouts
Newspaper & Magazines
Merchandising
ONLINE Ads
Social Media
30% OFF y only
Registering toda
ONLINE Ads Richer Education <marketing@richereducation.co.uk> Newsletter April 2016
Email Marketing
Email Offer
Email Newsletter
Email Advertisement
ONLINE Ads
Paid Ads at Imperial College London
August intake now open! www.richereducation.co.uk Register your children now
ONLINE Ads
London Summer Science Camp for kids - richereducacion.co.uk www.richereducacion.co.uk Courses for ages: 4-13 - Register your children now!
Paid Ads
Media Plan
Strategy Ÿ Use interactive and traditional media to increase
awareness of and knowledge about the Richer Education services. Ÿ Establish Richer Education brand awareness in
London and surrounded areas over the course of one year. Ÿ Allocate budget to ensure a consistent media
presence across all media channels.
Frequency We will promote Richer Education on a one-year schedule beginning in May 1st 2016 and ending in the April 2017. The media plan runs on a fighting and continuous schedule, allowing for constant advertising in all market year-round and special emphasis during time periods throughout. Impact social media, email marketing and online advert placement will create a great interest into the market ensuring permanently exposure. Non-impact offline media allows for bimonthly waves and media placement on a month-to-month basis via local media vehicles as magazines newspapers and flyers.
Media Use Analysis
OFFLINE
We plan to run: Ÿ 75% of our campaign through the internet and
mobile. Ÿ 25% of our campaign through the non-impact offline
media.
Magazines & Newspapers
Leaflets & Handouts
Local and specialized media plays an important role in our campaigns, it creates awareness, conversions and branding recognition.
It plays like magazines and newspaper same role, generally it goes directly to target so, could manage faster results.
ONLINE Website
Social Media
Email Marketing
Surveys
Paid Ads
KeyWords & SEO
Our main promotional place and shop also, is our website. We need to keep it updated date t o d a t e a n d synchronized with all the campaigns. We do expect this place ready always for conversions.
It plays an important role in our advertising, basically it is our second website and representative of our branding and services, may be synchronized with all the campaigns and also be ready to be a PR online. Social media use to create primary contact with target previous to conversions.
Especial tool to create loyalty customers and followers, news, blogs, promotions and advertising may have presence on the direct touch of our market. We do plan to create and send unless 1 to 2 emails per week.
Keep loyalty, create conversions and get important feedback and information from clients and prospects. Creative Surveys use t o r i s e s a l e s immediately. We plan to create surveys to have feedbacks and get our old clients back for the following season.
Banners, AdWords and mobile ads are important in the first instance of every campaign, paid ads will create awareness in the market and support the conversion decision in the customer journey.
Every campaign may be synchronized with the most important keywords to facilitate SEO and pull up our ranking in search engines. We will create and manage it directly w i t h w e b programmatic.
DMMM
INVOLVE TARGET IN EDUCATION PROGRAMS
Create awareness about what we do and why to educate.
Generate new registrations for every single course.
highlight events, season camps and new courses.
Website Goals
Website Goals Capture new registration. Provide homevisitors info and resources.
Website Goals
Create offline - online advertising KPI Branded and issues traffic
TARGETS Visits / Month
SEGMENTS Traffic Sources
KPI Conversion (E-Newsletter) Conversion (Registration) Conversion (Contacts) Conversion (reviews) TARGETS e-Newsletter / Month Registration / Month Contacts / Month Reviews / Month SEGMENTS Converted Visits Site tools used Registration Buckets
Engage visitors with local events KPI Visitor Loyalty
TARGETS Repeat visit / Month Repeat Registration / year Repeat Contact / Month SEGMENTS Visit Buckets Registration Buckets Contact Buckets e-newsletter Buckets
ADQUISITION - BEHAVIOUR - OUTCOMES STRUCTURED 5 STEPS PROCESS
Marketing Proposal created by: SAP ublicidad
Marketing & Advertising Solutions
This Advertising proposal is created by Sapublicidad Limited and can be used and developed by Sapublicidad Limited in partnership with Richer Education only. Š Copyright 2016 Sapublicidad Limited