NIIT Emperia - A Case Study by (Vasant Singal, NIIT) at OMCAR 2009 - The Online Marketing Summit

NIIT Imperia Confidential 05Mar09

STAY SHARP

NIIT Imperia Confidential 05Mar09

WITH

NIIT Imperia Confidential 05Mar09

Management Programs from the

IIM’s

Now in

your city

after office hours

NIIT Imperia Confidential 05Mar09 4

IIM Ahmedabad

IIM Calcutta

IMT Ghaziabad

IIFT New Delhi

IIM Lucknow

IIM Indore

ACADEMIC ALLIANCES

NIIT Imperia Confidential 05Mar09

• Sourced From The Best Faculty & Reputed Institutes

• Standard Open Programs Or Customized Programs

• Programs Pitched At Different Seniority LevelsHIGH QUALITY EDUCATION

• Programs delivered conveniently to balance work with learning

• No outstation travel required: No cost or time loss

• 18 Centres across the countryCONVENIENCE

• Facilitate quick ramp ups

• Common and uniform inputs

• Replicate the class room experience

TOP QUALITY FACULTY SIMULTANEOUSLY AVAILABLE ACROSS LOCATIONS

• Direct from institutes

• Subject to their intern controls and evaluation systemsCERTIFICATION

5

IMPERIA’S VALUE PROPOSITION

NIIT Imperia Confidential 05Mar09

REACH & SALES/MARKETING

OPERATIONS & ACADEMIC PROCESSES

TECHNOLOGY

TEACHER –STUDENT

INTERACTION EXPERIENCE

InstituteNIIT Imperia

CERTIFICATION

EVALUATION

PEDAGOGY

LIVE CLASSROOM

DELIVERY

6

NIIT IMPERIA MODEL

NIIT Imperia Confidential 05Mar09

Studio (5)

Remote Classrooms

running(18)

Corporate Classrooms (6)

Operational Cities (17)

7

NIIT IMPERIA STUDIOS AND REMOTE CLASSROOMS

NIIT Imperia Confidential 05Mar09

REPLICATION OF LIVE CLASSROOM EXPERIENCE

- Full features of face-to-face teaching

- Raised-hand seeking teacher’s

attention

- Quizzes randomly created by the

teacher

- Tabulation of responses

8

“SYNCHRONOUS LEARNING”

NIIT Imperia Confidential 05Mar09

STUDIO VIEW

9

CLASSROOM VIEW

NIIT IMPERIA - TECHNOLOGY EDGE

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Telecom IT ITES Healthcare Government BFSI FMGC

ALUMNI FROM CORPORATES

NIIT Imperia Confidential 05Mar09

MANAGEMENT LEVEL PROGRAM

Senior Managerial Level (above

10 yrs. of work experience)

• Senior Management Program- IIM Calcutta

Middle Managerial Level ( 5 to

10 yrs. of work experience)

• Executive General Management Program- IIM Lucknow

• Executive Program in Advanced Marketing Strategy- IIM Indore

• Advanced Program in Strategic Management- IIM Calcutta

Junior Managerial Level (3 to

5 yrs. of work experience)

• Post Graduate Certificate Program in Management- IIM Indore

• Post Graduate Certificate in International Business- IIFT New Delhi

• Executive Program on Managing Business Decisions- IIM Calcutta

Entry Level (0 to 3 yrs. of work

experience)

• Certificate Program in Business Administration- IIM Indore

• Executive Program for Young Managers- IMT Ghaziabad

• Executive Program in Applied Finance- IIM Calcutta

• Post Graduate Certificate in Sales & Marketing- IIM Indore

• Post Graduate Certificate in Retail Management- IIM Indore

• Certificate Program in Management of Software Development- IIM

Calcutta

• Executive Program in Supply Chain Management- IIM Calcutta

11

ADDRESSING MANAGEMENT DEVELOPMENT NEEDS

NIIT Imperia Confidential 05Mar09

Offline Marketing Online Marketing

TV/Press/Radio/Outdoors etc Internet

Monologue Dialogue

Spray N Pray Aim & Shoot

Qualitative Quanititative

Attention Engagement

INTERNET – TARGETING AND ENGAGEMENT

NIIT Imperia Confidential 05Mar09

1. Search Marketing

2. Content Networks

3. Selective ad networks

4. Niche Publishers

We’ve used a wide variety of online mediums to

reach out to our TG.

PERFORMING CHANNELS

NIIT Imperia Confidential 05Mar09

Search

• Google

• Yahoo

• MSN

Content

Google content network

Ad networks

Tyroo

Komli

Admagnet

Youmint

Ibibo

Publishers

AOL

Monster

Cricbuzz

NDTV

ZEE News

Monster

Times Job

SOURCE OF TRAFFIC

NIIT Imperia Confidential 05Mar09

We observed a fair amount of leads during late evening hours!

HOUR WISE LEADS

NIIT Imperia Confidential 05Mar09

• Over the Jan feb lead generation cycle, we encountered a problem of getting a lot of leads which were non contactable over the phone numbers mentioned

• Such leads were an issue for us and resulted in the contact centre spending a lot of time trying to contact such leads and the agents ending up getting frustrated

NON RPC PROBLEM

NIIT Imperia Confidential 05Mar09

SMS LEAD VALIDATION PROCESS

NIIT Imperia Confidential 05Mar09

SMS LEAD VALIDATION PROCESS

NIIT Imperia Confidential 05Mar09

SMS Going with the Brand

name

SMS LEAD VALIDATION PROCESS

NIIT Imperia Confidential 05Mar09

SMS LEAD VALIDATION PROCESS

NIIT Imperia Confidential 05Mar09

SMS LEAD VALIDATION PROCESS

NIIT Imperia Confidential 05Mar09

TV

Newspaper

Magazines

Radio

Outdoor

Digital Marketing

Ground Events

Direct Marketing

Trade

Point of Purchase

INTEGRATED MARKETING

NIIT Imperia Confidential 05Mar09

Advantages

• Pay for Results

• Campaign Management by Experts

• Faster Response

• Cost Reduction

Disadvantages

• Only CPM monitization by some publishers

PAY FOR PERFORMANCE MODEL

NIIT Imperia Confidential 05Mar09

Search Marketing

Search Optimization

Contextual Advertising

E-mail- Viral Marketing

RSS Feed

Site Target Banner

Social Networks

Blog Sites

Community Forums

SMS Alert

ROAD AHEAD

NIIT Imperia Confidential 05Mar09 26

THANK YOU

vasant.singal@niit.com9818813490