Business marketing course planning for jfc training college
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Business marketing course planning for jfc training college
- 1. Business Marketing Course Launch Planning Starts: 14/05/2013 Samuel Chatelain and Lanre Taylor S.P. Chatelain © 2013
- 2. JFC Training College background and overview “Trainers of Excellence for Excellence ” Director of Studies Mrs Oladimeji: "we are ensuring we can really make an even greater contribution to businesses working with all learners and achieving their personal targets” Founded in 2005 as Higher Education Institution Mission: Offering students a wide range of UK recognised qualifications Values: Flexibility, Cost Savings, and Great Facilities Excellent Support, Friendly Environment Brand proposition: JFC Training College provides high quality, innovative training to enable their students and staff to achieve their full potential Key principles: JFC Training College provides tailored, flexible training using unique materials to produce exceptional results Product Strategy: JFC Training College designs programmes to include a balance of theory, role-play, group discussions, feedback sessions and one-to- one interactive lessons with a dedicated trainer or tutor. Training programmes are updated regularly to reflect current industry trends and practices. S.P. Chatelain © 2013
- 3. Audit and brand extension Undertake market research and develop overall marketing planning and budgeting Marketing audit (SWOT) Brand revitalisation (Ansoff) P r o d u c t / S e r v i c e E x i s t i n g N e w Market Existing Market penetration Product development New Business Marketing Courses for Professionals New Market development Diversification Strengths Weaknesses • 100% achievement in all subject areas in 10 different programmes delivered in the workplace • Confidential Counseling Service • Two well planned, beautifully developed and neatly maintained campuses; Well qualified & experienced faculty members; Quality courses at very competitive fees • Room hire (from £25ph) • Reaching 700 adults or less than 0.53% of professionals from The Chartered Institute of Personal Development (CIPD) which has 133,000 individual members; • The Chartered Institute of Marketing has many too… Opportunities Threats • Women outperform men at exams • Internet and WOM is predominant: 49% of private sector organisations now use e-learning, although the public sector figure is significantly higher at 80%; Web 2.0 technologies (e.g. social networking) are opening up opportunities for informal learning • Outsourced market is currently worth about £140m, but is growing at the rate of 8.7% p.a. • Only 1% of training providers hold 50% of market shares. • 12,300 private training providers operate in the UK (22% of which provides Health and Safety courses • Training expenditure is declining following a period of relatively static market demand. S.P. Chatelain © 2013
- 4. New Training and Session Plan Launch Business Marketing Course Learn Business Marketing and Earn to Develop your Trade • This is the course title – Marketing Fundamentals – Principles of Marketing Management – The Marketing Mix Principle – Principles of Marketing Relationships – Contemporary Marketing Practices • This is what it aims to do • These are the people who will benefit from attending • These are the locations and the dates. CPD Training Session Plan • Contacting business community leaders: – city council business networks – business leaders, women leader’s groups – business based community organisations – NGOs for business development (Chambers of Commerce) • Targeting learners in employers at vertical sectors for front office staffs S.P. Chatelain © 2013
- 5. Demand-side Analysis Competitive rivalery, threat of new entrants and analysis of existing employers and leaners Competitor analysis . Resource similarity (needs) Low High MarketCommonality(overlap) High Potential Competitors Direct Competitors 1. Bywater PLC, 2. BSI Business Solutions, 3. Lloyd’s Register Quality Assurance, 4. Pera International, 5. Smallpeice Enterprises. •Internet makes local players to compete against worldwide web players, and amplifies pressure on price Low Incipient Competitors Indirect Competitors In-house trainings Existing Customer analysis • Employer expenditure on off the-job training amounted to £18.4 billion, a decrease of 0.2 per cent on 2005–2006 (LSC/NESS20 data) • Word of mouth remains predominant in the buying-decision process to book a training • 50 corporate organisations across London, the Midlands and the South East in many sectors • Over 700 delegate learners in more than 10 different programmes. • 100% achievement in all its subject areas, including training in Cleaning, Transportation, Security, Health and Social care*, Business Administration*, Customer service* and Children Care. (*) Apprenticeship S.P. Chatelain © 2013
- 6. Strategic Communication Plan Aim: to launch Business Marketing Courses in London, the Midlands & the South East blueprint for comprehensive external communications and public relations support for a successful course launch • External Communication objectives: – To promote and increase public awareness of the Business Marketing Courses and enhance the perception of JFC Training College as offering learners a wide range of UK recognised qualifications at affordable fees – Providing JFC Training College staff with the information and tools required to promote the Business Marketing Courses with print and electronic media – Providing Employers attractive, easy-to-read, easy-to-understand marketing materials that motivate them to participate in Business Marketing Courses – Developing and distributing timely, effective publicity, news and feature articles about Business Marketing Courses • Key strategic issues – To create an appealing, timely, effective promotion campaign, a tailored, flexible training using unique materials to produce exceptional results with a dedicated trainer or tutor for learning Business Marketing Courses – Emphasize the value of Flexibility, Cost Savings, and Great Facilities, Excellent Support, Friendly Environment in cover letter and press kit to marketing professional magazines and associations and feature editors and content directors for all new media. • Target Audiences: – Key UK area: London, the Midlands and the South East – Specialised and Major UK training fairs – Trade press and UK business and marketing journalists (PR) – Most important international platforms in English language: comparethe course.com • Time frame (one year ahead) – January/February for summer programmes – September/October for winter programmes S.P. Chatelain © 2013
- 7. Integrated and Multi-Channel Strategy Make readily available all marketing collaterals, branded promotional aids and sales tools for targeted audiences in all channels Internet Online marketing Directories and link building ukonlinecentres Meta search sites Comparethecour se.com Social media and online communities e-Learning Mentors E-tools and Tips for Trainers Digital Marketing Virtual Brochures App Marketing Newsstand Display Advertising Pay Per Click Advertising SEO Affiliate Marketing Direct selling multi- channel DM and EM Newsletters Onsite promotion Experiential and field Marketing Live brand experience Touring Road Shows Face to Face Marketing Leaflet distribution Poster display and lean graffitiTelephone booking/advice Customer service Channel inter- mediaries Societal Partnerships Associations NIACE, CIM, DMA, IDM, UKCES Exchange schemes Press kits Trade discounts Education Magazines Marketing Week Marketing, Brand, MME Marketer, IDM Quartely Mag Outlets, wholesalers SOURCE: direct2education.com, insight.thestudentroom.co.uk, linkcommunication.co.uk Direct and Digital Marketing aims for direct response Advertising, PR, media partnerships bring awareness and increase share of voice Relationship Management and Social Media builds user intimacy SEO optimises organic search; PPC, link-building increase viral Marketing S.P. Chatelain © 2013
- 8. S.P. Chatelain © 2013
- 9. B2B Marketing communications activities Field marketing, brand experience, organic search, display advertising, email and mobile marketing Onsite promotion Ambient media displaying, tour towns, hand out collaterals in front of schools or across student area Experiential Marketing Live brand experience Touring Road Shows Face to Face Marketing Leaflet distribution Poster display and lean graffiti Online marketing Banner advertising placement, performance marketing and sponsor section Digital Marketing Email & App Marketing Virtual Brochures Newsstand Display Advertising Pay Per Click Advertising SEO Affiliate Marketing SOURCE: direct2education.com, insight.thestudentroom.co.ukSOURCE: linkcommunication.co.uk S.P. Chatelain © 2013
- 10. The agreed creative proposition Communication and persuasion, not just affordable fees Market Brand Buyer .Market • Few training colleges are recognised that their programmes are tailored for businesses .Brand • FC Training College provides high quality, innovative training to enable their students and staff to achieve their full potential .Buyer • SMEs and large corporate organisations in the retail, insurance, banking, network supplier, security and media sectors S.P. Chatelain © 2013
- 11. Acquisition and retention programmes Quarterly Gabbitas ‘ brand advertising and customer development Apr-June 2013 July-Sept 2013 Oct-Dec 2013 Jan-Mar 2014 Brand Advertising JFC Training College: “Trainers of Excellence for Excellence” Course Promotions 1. Business Administration 2. Business Marketing 1. Children Care 2. Health and Social care 1. Business Administration 2. Business Marketing 1. Cleaning 2. Transportation 3. Security Tactical Acquisition Messages Provide learners reminders to meet deadlines for taking up courses Provide advice and assistance to International Students Offer incentives for intensely practical and highly adaptable and flexible courses to suit learners' needs. Recruitment of teachers, tutors and guardians Customer Essence “JFC Training College can offer a specialist service and individual guidance” Customer Retention Messages Ensure employers are confortable with their dedicated client relationship co-ordinators Develop learners to purchase educational books Present learners with information and reasons to further their training Entice employers in advertising by attending the Education Expo S.P. Chatelain © 2013
- 12. What are the campaigns’ objectives? the purpose of the adverts? 1. Scan a QR code (or key a URL link) 2. Access a micro site 3. Enrol the newly launched Marketing Business course. 4. Take advantage of offers and team discounts 5. Don’t already own a smart phone (to scan QR code) enter a competition to win one. 6. Receive the highest level of advice and assistance 7. Experience renowned quality programmes at affordable tuition fees. S.P. Chatelain © 2013 Learn Business Marketing Earn to Develop your Trade Don’t waste time: enrol now!
- 13. Learn Business Marketing Earn to Develop your Trade Don’t waste time: enrol now! May the Force be with your iPhone. Star Wars Campaign visual S.P. Chatelain © 2013
- 14. Campaign exposure management Build campaign reach/frequency across country and media type Campaign Cost* (£m) Rating (GRP) Coverage (%) OTS (x) Burst (wks) Buying phases Recipients Weighting/Timing 1s 2n 3r W1 W2 W3 W4 W5 Launch 1.5 630 70 9 5 5 3 5 30 12 18 10 30 Support 0.5 210 35 6 5 5 3 5 35 10 21 5 29 Issues High frequency Erratic Weighting/Timing Marketing Launch and Market Share Buyers’ behaviour Message Multiple messages Image Media plan Number of media Editorial atmosphere Reasons for media mix selection and scheduling S.P. Chatelain © 2013
- 15. Business Marketing Book Cover price: SRP £ 29.50 Wholesale price:55% £ 13.28 School price:20% £ 23.60 Trade discounts for educational books Additional revenue stream S.P. Chatelain © 2013
- 16. Offers and Promotional Discounts Likibility & perceived competitive uniqueness 10 day offers for the launch of the new course programme • Free upgrade to the next level’s programme within the first week • Free in-house one taster day course at invoiced address • Free revision cards when they by one booklet (by one get one free) • 35% promotional discount to use the QR code offer within 10 days • Enter a competition to win a smart phone (e.g. iPhone with its e- learning app) with no obligation to buy if the URL link is used instead • Free first course book when referring a new learner Promotion discounts on of the programmes already provided • 15% competitive discount for enrolling a subsequent programme course • 5% payment discount for payments received 15 days before the course starts • 10% volume discount for the enrolment of 6 or more learners • Free coffees/teas and pastries for enrolment of 10 or more learners • Free newsletter for two years • 30% discount for employers enrolling 15 plus learners in at least 3 distinct courses on a regular basis S.P. Chatelain © 2013
- 17. Measure performance Balanced scorecard Key strategic issues 1.Daily management of personnel 2.Develop individual marketing plans/budgets to achieve targets 3.Monitor activities throughout the team (setting of regular targets) 4.Provide feedback on performance to management team 5.Implement efficient systems across the board S.P. Chatelain © 2013
- 18. Thank you for listening To sum-up Here are my top priorities for the launch: • Undertake market research and develop overall marketing planning1 • Build strong relationships with external and internal stakeholders2 • Determine communications objectives, derive pricing policies3 • Make readily available all collateral and branded promotional tools4 • Evaluate channel performance and report to management5 S.P. Chatelain © 2013
Hinweis der Redaktion
- The findings of the SWOT analysis enables me to identify internal strengths and weakness as well as to be aware of potential threats and take advantage of market opportunities. Indeed, consultants are perceived as a cost. Buyers are concerned about hidden costs from cheaper service providers that will become expensive in the long run due to expensive running costs or other higher risks. Gabbitas Education would revitalise, reposition and update itself or even innovate with new products and services to lead or follow customer trends. Yet, priority target segments will favour a unique and holistic selling proposition.
- Parents, students, schools and teachers can be reached through a number of channels, both online and offline. The value chain of intermediaries will convey messages, increase visibility to customers and raise backing of key players in the education industry. Marketing communications activities for Gabbitas Education can comprise onsite and online promotion with an emphasis on brand experience and display advertising. Field marketing, organic search, email and mobile marketing are key channels for targeting pupils. The marketing strategy, along with its media buying plan, would need to be integrated across several channels to connect better with prospective customers. The delivery of an integrated marketing strategy will require the use of project management techniques to deliver each element of the promotional mix across various channels: direct and digital marketing; relationship management and social media; advertising, PR and media partnerships; dynamic web content, link-building and viral marketing.
- Before we invest every last cent in social media, we need to be aware that ‘traditional online’ channels are by far the most influential.
- Marketing communications activities for the educational consultancy services can comprise onsite and online promotion with an emphasis on brand experience and display advertising. Search engine optimasition and road show events are key promotional tools.
- What key questions do you have for the agency?Do we require surveying further reference sources, e.g. previous ads, brochures, competitor ads?Do we need supplemental brief / info for a long format, social media, direct response, or new business pitch project?Do we need to define what must be in the communication, and what might be in the communication using the information on audience and market?Do we need to have a greater understanding of client requirements versus client preferences?How can we improve the representation of client's issues, concerns and wishes?
- Creative messagesThe advertising and acquisition campaigns will need to be planned across a period of three years per category of product and services (see colour code) to avoid reiteration but ensure an optimal customer experience which would be monitored on a quarterly basis. The retention activities are then organised in line with the advertising. Each stream will follow a distinct story line with individual key messages tailored to specific target audiences and value propositions.Examples of key messages- The motto for the brand advertising could be: “Gabbitas Education: the global experts in British independent education”. - The value proposition for customer retention could be: “Gabbitas can offer a specialist service and individual guidance to you”.
- What are the objecives? We want the recipients of the campaign to scan a QR code so they can access a micro site where they will be able to purchase the newly launched Epson AcuLaser CX37 laser printer or any other printers within the range. The advert should entice them to take advantage of the offers and discounts (see above). In the eventuality they don’t already own a smart phone and type a URL link, they will be able to enter a no obligation to buy competition to win one. They should feel that they receive the highest level of service and support, to match the renowned quality of Epson products; that is to be at the forefront of digital imaging technology
- How would you expect the media to be split and what type of media, titles, online targeting would you expect to see on the plans?The task of the media planner is to deliver advertising messages through a selection of media that match the viewing and/or reading habits of the target audience at the lowest possible cost. Three set of decisions need to be made about the choice of media, vehicles and schedules. 1 - Choosing media, in combination with attempting to generate synergistic effects is far from easy (e.g. richness, social and utility issues). 2 - Selecting relevant vehicles to carry the message to the target need also to be combined. The medium is the message, as each medium message the recipient in different ways and so contributes to learning in different ways.The learning of past performance and industry indexes:Response index (1/2:122;1/2color:141;fullmono:171;fullcolor:200;inset: 1000)Response index (Mon:87; Tues:139; Wed:104;Thurs:99;Fri:116;Sat:58;Sun:90)Length/% all ad/response: (10’’/9%/42; 20’’/11%/65;30’’/59%/104;40-50’’/9%95;60’’/11%/213) 3 - The strength and weaknesses of each media and the characteristics of the target audience needs to be considered when deciding the optimal media mix. But how many GPRs are required to achieve a particular level of reach and what levels of frequency are really required to develop effective learning or awareness in the target audience?
- Printers are perceived as a cost. Buyers are concerned about hidden costs from a cheaper service provider that will become expensive in the long run due to expensive maintenance costs or other higher risks. Thus the rational within the promotion mix to dedicate offers and promotional discounts. For instance, I justify a 15% competitive discount to prompt buyers who already possess a laser printer to switch brand.
- The use of the balanced scorecard framework leverages linkage between performances at different stages: (1) financial levels, (2) customer perspective, (3) internal business process, and (4) innovation & learning angles. I can then look at evaluating pipeline performance in order to optimise each marketing channel. Therefore it simplifies new planning, forecasting and budgeting when and where necessary. - To survive: ensure revenue goals per category and geographical zone are achieved;- To succeed: repeat business, build brand equity and enhance marketing channel reach;- To prosper: augment customer experience and grab new business opportunities.Beyond setting and planning the strategy, leadership and managerial challenges would need to be addressed through regular meetings and monitoring of sales levels and marketing activities. Most importantly good communication would be a central point to ensure colleagues are fully briefed and familiar with campaign timelines and budgets which are monitored all the way through to the management team using KPIs that could include boosting qualified web traffic, number of books sold and conversion rates.
- To sum-up, my priorities will be:Develop the overall marketing planning and budgeting;Build good working relationships with stakeholders;Agree on Sales and Marketing objectives, price policies and cost structure;Design and distribute all marketing deliverables on time;Evaluate pipeline performance and report to management team.Thank you for listening. And please feel free to ask questions.