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

2. 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

3. 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

4. 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

5. Thank you