1. Below The Line – Marketing Strategy and Execution Plan
Souhardya Banerjee

2. Stand Apart. Stand Ahead……. Marketing Communic-ation
Executive Summary
Objective
Branding for Oyster’s Virtual Internship Program through Campus Ambassadors
Undergraduate Students of Top 30 (non-engineering) colleges affiliated to Delhi University
Target
Marketing
Campaign
Stand Apart. Stand Ahead…….
Same degree and curriculum, similar faculty and mode of learning;
So how to beat the competition?
How can you earn that dream job??
How do you make a mark that will compel your interviewer to select you???
The answer lies in Oyster’s Virtual Internship Program
Marketing Communic-ation

3. Introducing Oyster and the Campus Ambassadors through Guest Lectures
Depute Skilling Coaches of Oyster to conduct guest lectures in targeted 30 colleges
Minimum one guest lecture in each of the targeted 30 colleges
2 to 4 hour session on relevant topics of today that may be decided in consultation with faculty and college authorities
These sessions will include a 30 min slot at the end to inform students on Oyster and its Virtual Internship Program , benefits of participating in the same and how the program and projects will help students to ‘Stay Apart. Stay Ahead’ of the competition
The session will end with formally introducing the Campus ambassadors to their fellow batch mates as the first point of contact between them and Osyter
Total Cost Incurred will be Nominal. Travelling and hosting expenses can be borne by college authorities as their students will be benefitting from this opportunity
Timeline: Next one month

4. Buzz to be created physically on campus
Intra college competition for eg debate competition in collaboration with orator’s club, hackathon and website designing competition in association with tech club
Campus Ambassadors to suggest the impact and reach of a particular club of their college and Oyster can then organise a corresponding event in association with that club
Atleast one event per college to be organized
Winners to be given Oyster goodies which will further increase Oyster visibility in campus; Additionally, they might be shortlisted for projects if they meet the criteria
Total Cost Incurred :Rs per event including prizes. So 3 Lakhs to cover 30 odd colleges
Competition winners “Stays Apart. Stays Ahead” from the crowd and they will form the second layer of word of mouth for their batch mates w.r.t Oyster besides campus ambassadors
Timeline : 2nd to 4th month from now
Oyster Goodies !!!!!

5. Buzz to be created Digitally
A Facebook page to be created by Oyster team specifically aimed at reaching out to
undergraduate students of the initial 30 colleges
The page will be interactive and contain a link to participate in SIMULATION Games
Campus Ambassadors will actively promote this page among their classmates
Students can register & play simulation games which will be modelled on a real life problem situation and will require application of theoretical knowledge developed by students in class
Winners to be given Oyster goodies which will further increase Oyster visibility in campus
Additionally, they might be shortlisted for projects if they meet the criteria
Total Cost Incurred :Rs 1 lakh including goodies for winners , licensing simulation games etc
Simulation winners “Stays Apart. Stays Ahead” from the crowd through this exposure and they will form the second layer of word of mouth for their batch mates w.r.t Oyster besides campus ambassadors
Timeline : 2nd to 4th month from now

6. Thank You