Academbot marketing plan_final

Academbot Integrated Marketing Plan

Budget = $200k Timeline = 6 months

↑ Visits to

10k

per day

Click through

≥ 3 pages per visit

Duration of

≥ 2 min per visit

Goals

“Academbot easily and intuitively gives students the power to prioritize what’s important to them and create their own custom college and university rank.”

Value Proposition

IS: Content-based website

SHOULD BE: Product-based website

http://en.wikipedia.org/wiki/Website

What Academbot…

STRENGTHS

WEAKNESSES

THREATS

• Personalized school ranking tool • Proprietary content • Mobile optimized website

• Website CATTCH • Poor customer retention • Limited social media presence

OPPORTUNITIES

• Promote school ranking tool • Initiate ad program • Initiate partnership program • Build In-kind promotion

• Market saturation • Established brands → Loyalty • Diverse revenue stream channels

Marketing Overview

Initiate Ad program

Initiate partnership program

Build In-kind promotion

Limited social media presence

Website CATTCH

Poor customer retention

Target Market

• High school Juniors and Seniors

• Eligible for financial aid

• Class rank between 40th - 70th percentile

• Mid-Atlantic

• College transfers

OPPORTUNITIES

• Initiate ad program

Target Channels OPPORTUNITIES

• Initiate ad program

Ad Budget

Social Media Spend Click per day

Facebook $52,500 334

Youtube $11,250 134

Google + $5,000 65

Twitter $6,250 134

TOTAL $75,000 667

Search Spend Click per day

Google $52,500 386

Yahoo $11,250 81

Bing $11,250 84

TOTAL $75,000 551 $150k

3 mos

1,218 Clicks per

day

=

OPPORTUNITIES

• Initiate ad program

Industry Partners

z

Recognizable Partners

OPPORTUNITIES

• Initiate partnership program

• Present at conferences

• Exhibit at conventions

• Promotional emails

• Logo on partner website

• Ads in partner publications

OPPORTUNITIES

• Build In-kind promotion

In-kind Trading

• Facebook: Post often, interact with “Friends”, and endorse strategically with

Likes

• YouTube: Develop relevant videos such as new features, latest trends,

instructional demos

• Twitter: Tweet to engage audience and stay consistent with hashtags

• Blogs: Comment on pertinent articles written by others

• Google+: Create an account!

WEAKNESSES

• Limited social media presence

WEAKNESSES

• Limited social media presence

Current Google search

Academbot

Academbot easily and intuitively gives students the

power to prioritize what’s important to them and

create their own custom college and university rank

Headquarters: Baltimore, MD

Founder: The Five Group

Founded: 2013

WEAKNESSES

• Limited social media presence

Google search with Google + account

WEAKNESSES

• Website CATTCH

CATTCH

• Credibility

• Aesthetic Usability Effect

• Trust

• Typography

• Chunking

• Hierarchy

Improvements to... CREDIBILITY

• Media Placement/PR

• Partnerships

WEAKNESSES

• Website CATTCH

Improvements to... AESTHETIC USABILITY

EFFECT

• Placement of School Ranking Tool

• Color Scheme

• Content & Teasers

WEAKNESSES

• Website CATTCH

Improvements to... TRUST

• Ad Placement

• Spell Check

WEAKNESSES

• Website CATTCH

Improvements to... TYPOGRAPHY

• Use space thoughtfully

• Improve upon basic type fonts

WEAKNESSES

• Website CATTCH

Helvetica, anyone?

Improvements to... CHUNKING

• Focus on content, not ads

CONTENT CONTENT

AD

WEAKNESSES

• Website CATTCH

Improvements to... HIERARCHY

• Ranking tool takes precedence

• Still have lead-ins to content on home page

WEAKNESSES

• Website CATTCH

Now... we nurture.

• Product, then community

• Visitors must move through site

• Self-identify for improved content

• Mailing List

• Live Webinars

WEAKNESSES

• Poor customer retention

WEAKNESSES

• Poor customer retention

Nurture

$200K Budget

6 Month Timeline

Content-based to Product-based

Academbot Questions?