Academbot marketing plan_final
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Transcript of Academbot marketing plan_final
![Page 1: Academbot marketing plan_final](https://reader033.fdocuments.net/reader033/viewer/2022052909/55983f951a28abfb458b4850/html5/thumbnails/1.jpg)
Academbot Integrated Marketing Plan
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Budget = $200k Timeline = 6 months
↑ Visits to
10k
per day
Click through
≥ 3 pages per visit
Duration of
≥ 2 min per visit
Goals
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“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
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IS: Content-based website
SHOULD BE: Product-based website
http://en.wikipedia.org/wiki/Website
What Academbot…
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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
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Marketing Overview
Initiate Ad program
Initiate partnership program
Build In-kind promotion
Limited social media presence
Website CATTCH
Poor customer retention
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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
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Target Channels OPPORTUNITIES
• Initiate ad program
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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
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Industry Partners
z
Recognizable Partners
OPPORTUNITIES
• Initiate partnership program
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• Present at conferences
• Exhibit at conventions
• Promotional emails
• Logo on partner website
• Ads in partner publications
OPPORTUNITIES
• Build In-kind promotion
In-kind Trading
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• 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
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WEAKNESSES
• Limited social media presence
Current Google search
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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
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WEAKNESSES
• Website CATTCH
CATTCH
• Credibility
• Aesthetic Usability Effect
• Trust
• Typography
• Chunking
• Hierarchy
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Improvements to... CREDIBILITY
• Media Placement/PR
• Partnerships
WEAKNESSES
• Website CATTCH
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Improvements to... AESTHETIC USABILITY
EFFECT
• Placement of School Ranking Tool
• Color Scheme
• Content & Teasers
WEAKNESSES
• Website CATTCH
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Improvements to... TRUST
• Ad Placement
• Spell Check
WEAKNESSES
• Website CATTCH
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Improvements to... TYPOGRAPHY
• Use space thoughtfully
• Improve upon basic type fonts
WEAKNESSES
• Website CATTCH
Helvetica, anyone?
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Improvements to... CHUNKING
• Focus on content, not ads
CONTENT CONTENT
AD
WEAKNESSES
• Website CATTCH
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Improvements to... HIERARCHY
• Ranking tool takes precedence
• Still have lead-ins to content on home page
WEAKNESSES
• Website CATTCH
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Now... we nurture.
• Product, then community
• Visitors must move through site
• Self-identify for improved content
• Mailing List
• Live Webinars
WEAKNESSES
• Poor customer retention
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WEAKNESSES
• Poor customer retention
Nurture
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$200K Budget
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6 Month Timeline
Content-based to Product-based
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Academbot Questions?