1. Designing Marketing Campaigns
For Smartican

2. What is a Marketing Campaign?
A specific set of procedures and methods for promoting a product or service
Should be unique
Should showcase the use of a product

3. Design Document
A Document that explains the design and plan of a campaign in an organized manner
Contains various heads

4. 1.Name
Math in 40 days

5. 2. Concept Contains a brief description of the concept of a campaign
Example: Teaching Math to students of class 10th with video lectures, peer discussions and problem solving

6. 3. Use
What is the use of the campaign? Will it provide entertainment? Will it help people?
Example: It will help students of class 10th improve their math and probably get better grades.

7. 4.USP
What is unique in the campaign? What sets it apart from similar campaigns, which competitors have done in the past?
Example: No social media website has ever tried educating users. Many students do not take tuitions or have people to help and solve problems. We will have trusted teachers teaching students and help solve their problems for free.

8. 5.Description
Give a full description of the campaign. Include all steps, plans, procedures, and necessary details required to execute the campaign.
A topic will be created for the campaign under the education category.
There are 10 chapters in class 10th Math with each chapter having around 4 parts each. We will get a renowned and trusted math teacher to give 40 lectures spread across 40 days. The days lecture will be embedded in the canvas. Each lecture a subtopic.
Will have regular contests and questions asked by experts.

9. 5. Description Each lecture will be of 15-20 minutes
The students will ask questions and will get answers from both peers and experts.
Duplicate/Similar will be shown to the user
Duplicate/Similar questions will be deleted by moderators
The expert will be the admin of the topic
Expert will chat live for an hour.
This campaign will start in January/December so that it finishes before the board exams

10. 6. How is Smartican Marketed?
How will the campaign help in promoting Smartican? How will it educate the audience about the features and usefulness of Smartican? How can this campaign only be carried out on Smartican and not on a competitor website?
Example: Users will know about the concept of “Topics” on Smartican. If not signups, it will bring students to check out lectures and what is happening.
It will highlight multiple features of Smartican. Topic, Shouting, ratings, search, video sharing, topic chat, topic customization, discussion, sorting, anonymous

11. 6. How is Smartican Marketed?
No other website provides a platform to do all this under one roof

12. 7. Anything to add/change in Smartican?
Do we need to introduce an new feature to carry out the campaign? Why?
Example: Showing similar shouts, to show if a similar question was asked before
Video Sorting. Showing only shouts which have a video
Unpopular Sorting. When there will be many questions asked, users can sort shouts on the basis of unpopularity so that they can know which questions have not been answered.
Shout Search. Search for questions asked before.

13. 8. Target Audience
Who is the target audience? Are they tech friendly? What gadgets do they use? Will they actually be interested in the campaign and why? Give numbers. Give reasons to support your numbers. Maybe conduct surveys on different parts on the target audience and device statistics or use something relevant.
Primary: Students of class 10th all over India. Very tech friendly specially in urban. Students are very serious at that age about marks and studies. Peer pressure. Word of mouth. ~10 Lakh
Secondary: Parents of students of class 10th all over India. Can force children to have a look at Smartican. Do not want their children to lag behind others. ~20 Lakh

14. 9. Projections and Reach
How many people can this campaign bring on Smartican? How many people will be interested in Smartican after this campaign? Give numbers.
Example: Can bring 5 lakh urban class 10th students visit Smartican. High school students and parents will be interested in Smartican. 1-2 crore.

15. 10. Marketing Material What marketing material will be required?
Example: Brochures, pamphlets, t-shirts, posters

16. 11. Online promotions
How can the campaign be promoted online? Include details of probable ads.
Example: Targeting websites where class 10th students go.
Too big to write

17. 12. Offline promotions
How will the campaign be promoted offline? Can we sponsor something?
Example: Distributing marketing material to students
Sponsoring quiz contents/Olympiads

18. 13. Partnerships
What are the potential partnerships we can do for the campaign? Why and why not?
Example: Partner with schools and tuition center to arrange competitions online and offline

19. 14. Sponsorships
Can our campaign drag any sponsors for us? Who can sponsor us? Why and why not?
Example: A brand that promotes education/intelligence and targets the same audience. like Horlicks

20. 15. Media Usage
What kind of media do we need for promoting the campaign? How will the media be used? Give numbers.
Example: Print media. Need 1-2 articles in newspapers
Social Media? Radio?

21. 16. Budget
Give an approximation of how much money would be spend for the campaign. Give a breakup of all expenses.
Example: Brochures- 100 Rs 100, posters 100 Rs 1000 etc.

22. 17. Challenges
What challenges can we face while executing the campaign? Why could the campaign fail? What can we do to overcome the challenges?
Example: Not reaching the target audience with media. Need to talk to PR to make sure that we reach our target audience in large numbers.
Spamming of topic. Need to get many moderators and ban spammers. Limit max number of shouts in an hour.
Audiences’ lack of interest. Means we did not send the message across in the right way, need to restart. Test your campaign on a sample.
System changes. CBSE vs ICSE. Maybe have two topics.

23. 18. Conclusion Briefly conclude how this campaign will help.
Example: This campaign will help educate people about the concept of Smartican and how it is different from other websites. Will also spread across the message of “indianness”. It will actually help people.