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Digital Marketing Planning Promote a non-marketing related qualification to a defined target market.

Published byGarry Jennings Modified over 8 years ago

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Presentation on theme: "Digital Marketing Planning Promote a non-marketing related qualification to a defined target market."— Presentation transcript:

1 Digital Marketing Planning Promote a non-marketing related qualification to a defined target market

2 SWOT analysis StrengthWeakness OpportunitiesThreats INTERNAL EXTERNAL

3 Strength Comprehensive and (mostly) non-competitive course offering across all member colleges TBC institutions have strong reputation as thought leaders in their respective fields Cross-college PhD scholarships are unique in the UK (even worldwide?) Strong skill set in member colleges on international recruitment

4 Weakness Competing interest between individual colleges and TBC objectives Lack of resources (man power & budget) to implement and execute digital marketing strategy for TBC website Vision & objectives for TBC aren’t clear; missing link between TBC & college objectives TBC brand awareness is limited to UK market Expertise silos within colleges

5 Opportunities Growing demographic of educated students in Asia UK universities still carry prestige & are held in high esteem China’s 1-child policy generated a brand of driven parents Growth of social networks in Asia lowers cost of entry and engagement considerably Sheer size of Indian & Chinese population means Higher Education needs can’t be met by local universities

6 Threats Stricter student visa regulations Growing number of Asian universities partnering with US/UK institutions Falling quality standards & reputation of UK universities Substantial funding cuts in UK HE budgets US universities aggressively competing in the same market Dominance of local social networks can be barrier to entry

7 RACE: framework REACHACT & CONVERT ENGAGE Increase total monthly visits by 25% Reduce bounce rate below 50% Increase # of repeat visits to website Double monthly visits from Asia Increase # of pages viewed per visit Raise % of open/click rates for newsletter Increase referral visits to 25% Raise # applications for Bloomsbury scholarships Monitor use of ‘Bloomsbury scholarship’ phrase Monitor sign-ups to Bloomsbury scholarships newsletter

8 Evaluation / Conlusion SOSTAC planning model + step-by-step approach + assesses current situation + clearly defined outcomes -Inherent need to gather & interpret information - wrong info or wrong interpretation

9 Evaluation / Conlusion Asia is key market for growth of TBC and its member colleges Clearer vision and commitment to TBC is needed Lack of resources Power & politics

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