Put together fire fighting marketing plan two weeks before show to increase registrations and generate awareness of conference across South India. Chief tools utilised, were Email Campaign, Social Media, TV interviews, Articles for Newspaper. Designed, Managed and promoted the Mentoring & Investment Counselling tracks. Results: Registrations at the start of the project were 270 which on the day of the event were 1,100.

1. PROJECT REPORT
@ TiECon Kerala 2012

2. Table of Contents
• Project Brief
• Work Done
• Result’s
• Learning's
• About The Firm
• Contact Us

3. Project Brief
Developing, executing and delivering the organization’s digital /
online marketing strategy for the TiEcon Kerala 2012 :
• Creating the brand through properties online and
offline/physical means viz. Conferences, collaterals, thought
leadership, Websites, Social Media and other digital tools
• Managing and improving online branding, communications
and campaigns through the organization website, email
marketing, attracting new members, search engine
optimisation, and search marketing
• Create all support content, creative content, as well as the
marketing support to ensure the targeted number of
registrants for TiEcon Kerala 2012
• Define and structure campaigns for various domains
• Mapping with the social media

4. Work Done: Social Media
• Created plan for social media which connects all mediums with a
strong call for action to push registrations across all channels
• Created
• Google+ profile for TiE Kerala & TiEcon Kerala Event
• YouTube channel for TiE Kerala with all necessary information and
created playlist
• Created content on a daily basis for posting stories, speakers, track
details across Google+, Facebook, Linkedin, Twitter
• Linkedin
• Sent individual emails to all group members on Linkedin inviting them to
attend the TiEcon Kerala -1191
• Member of 20 new groups in Linkedin with promotions across all groups
• 100 connections added to KC’s contact list
• Visibility of Tie as a group gone up due to nearly 40 odd people asking
for connections

5. Work Done: Email Campaigns
• 5,564 + 4,377 emails sent in 7 days
• Designed email format for email campaigns which are
more dynamic, SEO friendly & have a strong call for
action
• 2,074 clean contacts added in benchmark
• Created content for emails target specific by creating 18
sector & individual specific mails
• Segmented 26 databases for each of the above sectors
• In the ten day period spikes were noticed only on the day
after the big email campaigns

6. Work Done: Website Review
• Designed main homepage banner changes to reflect a more
conference related visual
• Created & provide charter members profile page to showcase TiECon
attendees to attract registrations
• Point of contact changes
• Download Brochure should change to Download Program Schedule
• Register now Banner from homepage should be present on all pages
• Register Now! Box is in grey colour it should be in bright Red
• Create video blog and added videos from across TiE Global to be
added
• Updated website with social media links for You Tube & Google+
• Provided suggestions for further changes to website

7. Work Done: Manorama
• Give outline of property with list of questions to be asked
and potential interviewees or categories of interviewees
• Created content for Manorama TV interview of charter
members showcasing benefit of TiEcon Kerala
• Created articles for publishing in Manaroma – 3
• Images to be used as background visuals for TV spots
sent to Manaroma
• Discuss & design the TV adverts for TiEcon Kerala on
business shows with Manaroma editors

8. Work Done: Content
• Created individual audience specific direct mailers – 18
• Created speaker invites for education track – 3
• Content created for stories to be posted across social
media
• Provided direction for content generation to blogging team
for generating conference specific material
• Created content for mentoring & investment counselling
sessions on email & website
• Created content for TiEcon website

9. Registrations
• Coordinated with placement agencies to send placement
officers & students to event
• Coordinated with incubee parks in Trivandrum & Calicut
and set up process for them to register
• Calling conducted to a database of 3000 people in order
to raise registrations with regular follow ups
• Calling conducted to educational heads and owners
• Responded to all registration requests via email / phone
• Provided format for responses to enquiries via email

10. Work Done: Mentoring Track
• Designed Mentoring Track process & floor plan
• Designed registration process for track
• Managed mentors and schedule
• 6 tracks were run
• Managed registered & spot mentees and drive attendance for track to ensure
maximum attendance
• Arranging 1-1 mentoring sessions for the registered members
• Responding to phone & email queries for details on mentoring
• Creating a database of interested members for mentoring tracks
• Calling potential members to register TiEcon to avail of mentoring services
• Creating a database of interested members for mentoring track
• Ran Sramana Mitra’s mentoring session
• Calling potential members to register TiEcon to avail of investment
counselling services

11. Work Done: Investment Counseling Track
• Designed Mentoring Track process & floor plan
• Designed registration process for track
• Managed angel investors and schedule
• Interviews were run for two whole days with the available 2 funders
(IAN & Al Barakh)
• Managed registered & spot members and drive attendance for track
to ensure maximum attendance
• Arranging 1-1 investment sessions for all the registered & spot
members
• Responding to phone & email queries for details on investment
counselling
• Creating a database of interested members for investment track
• Calling potential members to register TiEcon to avail of investment
counselling services

12. RESULTS

13. Figures
VISITS Sep 14, 2012 - Oct 11 Oct 12, 2012 - Oct
25
% Change
(Direct) / (None) 2,408 1,183 103%
Google / Organic 1,356 431 215%
Facebook.Com / Referral 402 83 403%
Benchmarkemail / Email 257 0
Linkedin.Com / Referral 98 0
VISIT DURATION Sep 14, 2012 - Oct 11 Oct 12, 2012 - Oct
25
%
Change
(Direct) / (None) 00:05:34 00:05:31 1%
Google / Organic 00:05:40 00:03:35 58%
Facebook.Com / Referral 00:04:36 00:03:10 45%
Benchmarkemail / Email 00:05:26 00:00:00
Linkedin.Com / Referral 00:04:11 00:00:00

15. LEARNING'S

16. Way Forward
• Our databases were very deficient because they were just names and phone numbers
and were not industry specific. This can be remedied by collecting some more detail
when registering attendees at TiE events through out the year
• Focus on social media is very low which is at least half as important as Print and TV
• Lack of reach to other parts of Kerala, which can be rectified for other events and
holding events in other parts of Kerala
• All communications need to reflect the key messages that you want people to receive
irrespective of medium
• Rigorous tracking of all responses through Social Media, Emails, Phone and follow up
to ensure conversions
• Telecallers to be advised on what are the key messages to be delivered
• All marketing efforts whether digital, print, outdoor adverts, media
releases/adverts/sponsorships or friends/ambassadors should be directed from one
channel and not distributed
• Marketing, Sales, Registration need to all work in a group not as independent silos

17. About Us
How do we do it Who are weWhat do we do
Growing
companies require
the support of key
functions like
Finance, Strategy,
HR and Marketing.
We provide that in
a result oriented
manner
We are people
and alliances with
deep experience &
significant results
in helping
companies
maintain their
strength and small
ones grow larger
We are a firm that
seeks to help
organizations take
the long and
exciting journey to
being a company
on the sure path to
growth

18. CONTACT US
Regina Antony
antonyregina80gmail.com | +91-9820077675
George Antony
george@ubika-hetu.com | +91-9820750135
www.ubikahetu.com | www.metisTR.com