Integrated Marketing Strategy for I²IT

April 19,2010

By Deepak Motiramani

Objective

Increased Quality Intake Image building Better placements Lower cost of outreach Wider presence

Participatory Process

Institution-wide task force Identity focus groups... on the same

page Action teams… focused on targets Editorial priorities committees Special initiatives plans

Integrated Communication

It’s not sending out information It focuses on relationship building Prefers direct and interactive media Targets stakeholders and opinion

leaders Designs total impact communication

plans

Old media Vs. New Media

Old Media Outdoor Radio Print Broadcast

New Media Search Email Viral Social Display CRM PR

The Approach

Traditional & New Media Marketing

Community Events Campus Connect

Programs Faculty Connect

Programs Industry Connect

Programs

Admissions & Placements

Image Building Enrollments Referral Enrollments

& Phd Courses Placements

Integrated Marketing covers

Direct Marketing Personal Selling Advertising Promotion Public Relations

New ways of Marketing

Buzz Marketing Fusion Marketing Viral Marketing Influencer Marketing Evangelist Marketing Stakeholder Marketing

Social Network Marketing Framework

ObservationsKeyword “IsquareIT”

Linkedin – 34 results Twitter Updates - 8 Blogs - 249 Google News – None (Archives – few) Google Images – 392 Results Facebook: 172 Fans YouTube: 1 result

Being Cataleptic- Posted by a student Google Search

Results 1 - 10 of about 3,210 for IsquareIT

International Institute of Information Technology, Pune, India

Google AdWords – Search Reports

Website hits Jan 2009- Feb 2010www.isquareit.ac.in

Comparison of Web Traffic Between IIIT Hyderabad and ISquareIT

Communication Sphere

Implementation Plan

Phase 1 – Requirement Analysis from Stakeholders

Phase 2 – Define goal for priority market Phase 3 – Set long term goal Phase 4 – Set a budget for 1-2 year

development, implementation and measurement schedule

Phase 5 – Develop Creative methods and means to market.

Added Initiatives

Entrepreneurship Incubation Centre Mentors from Industry Collaborations with Academic Institutions

across the globe Continuing Education Cell

Short Duration Programs Delivery of lectures over Internet Faculty Development Program for Technical

Institutions

CRM

Enquiry Management System Placement Management System Opt In Newsletter from ISquareIT Alumni Database

Events

Alumni Connect Corporate Connect Technical Symposiums Webinars Summer Training Programs

Challenges

Multiple Disciplines Outreach to over 1500 engineering and

other colleges Centralized Marketing Setting Benchmarks

Case Study – UnderGrad Institutions in MP

Engineering Colleges – 204 Target location for offline/online events:

Indore, Bhopal, Gwalior, Jabalpur Fusion Marketing Marketing Audit

Incubation Centre

Incubation and seed-funding of innovative start-ups

Research on industry trends and best practices - enabling our start-ups to focus on relevant problems while learning from other's mistakes

Disseminate knowledge through conferences, publication and training a new generation of  practitioners

Forge linkages with partners, globally, to support the above activities

Centre for Life Long Learning

Audience – Alumni, Corporate, Students, Faculty from Under Graduate Colleges, Summer Project Students

Open Learning Platform Virtual University with more than 1000

courses and eBooks

Integrated Marketing Strategy Focus

Data driven marketing Long term impact Measurable results Marketing Audits Lowering the Marketing Cost Increasing reach and effect Involvement of stakeholders

Questions?