BELOW THE LINE – MARKETING STRATEGY & EXECUTION PLAN The North Star BELOW THE LINE – MARKETING STRATEGY & EXECUTION PLAN Anindita Chakraborty IMT Ghaziabad

Executive Summary The North Star Campaign The North Star journey Objective Using the Campus Ambassador Program to increase the brand visibility of Oyster, a platform for virtual internships Pride Seek a desired career Acquire necessary skills through the virtual internship program Awareness about Oyster Target Students of Top 30 undergraduate colleges affiliated to Delhi University Actions The North Star Campaign A Whole New World Dronacharya Award Guest Lectures Industry/Site/Lab visits Top Faculty from the 30 colleges to be felicitated Industry leaders to address students The North Star journey

The North Star Campaign As the North Star gives a sense of direction to the travelers…. The North Star Campaign is designed to guide our massive undergraduate student base in the right direction and help them to make informed choices in their career and unlock their true potential Targeted as the primary tool to be used in the Oyster’s Campus Ambassador Program for the top 30 undergraduate colleges under DU in the next 6 months

The North Star Campaign Targeted at undergraduate students of non engineering background. Students of different disciplines to be taken to their relevant industries. Eg: Chemistry graduates to Labs, geography graduates to geological survey sites This in turn will give a direction to the graduates on the environment they would want to work in. Event to happen once a month, campus ambassadors to take nominations. The campaign, hence will be a brand building exercise for Oyster. Expense to be around Rs.10K per visit considering the transport and food. Focus: Institute Dronacharya award for top faculty. Students to nominate their faculty from their corresponding colleges through the campus ambassador Oyster Management to select the winner using predefined parameters Faculty are the first point of contact for the students for career guidance Faculty to channelize the students’ interest in the right direction with the aid of the Oyster virtual internship program. Expense Rs.50k annually. Students to interact with industry experts and Oyster skilling coaches Experts to familiarize the students with the best industry practices. Current industry trends to be discussed. Personalized query sessions to be organized for a group of students. This rich experience sharing sessions gives a direction to under graduates future prospects. Inspiring them to enroll for the virtual internship program as a second step. Expense nil. College to bear the same DRONACHARYA AWARD GUEST LECTURES A WHOLE NEW WORLD

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