A summary of marketing channel activities for

the

Transcendental Meditation

Program

in Invincible America15th August, 2009

Our Mission

Enlightenment for every individual Invincibility for every nation

• Large groups of Yogic Flyers are key!

• Individuals need to learn the Transcendental Meditation technique before they can learn the TM-Sidhi program

• Therefore, our primary objective is to teach large numbers of people the Transcendental Meditation program

• This will lay the foundation for achieving all of Maharishi’s goals

Our Primary Objective

Our ApproachOur Approach

1.1. Improve and extend all our existing marketing Improve and extend all our existing marketing activitiesactivities

2.2. Undertake extensive market research Undertake extensive market research

3.3. Develop a comprehensive marketing strategy Develop a comprehensive marketing strategy

Our Marketing ChannelOur Marketing Channel

OtherSources

Call CenterPhone Calls

AdditionalPrograms

TM Instruction

MIC/ ICe-mails

Call CenterE-Mails

MIC /ICPhone Calls

Intro Talks

Intro/ PrepTalks

Prep TalksInternet

The 3 Main Stages in our Marketing Channel

Internet Call CenterLocal

CertifiedTeachers

Jan to June 2009

430,892tm.org visits

4% contacted our Call Center

0.5% learned TM

The importance of the Internet!

1. Did you use an internet search engine to locate your nearest teacher of the TM technique?

Yes – 69.8%

2. Did you visit the TM.ORG website?

Yes – 86.6%

MVED New Meditator Survey –May 2009

Internet Strategy

SEARCH ENGINE MARKETING (SEM)

• Search Engine Optimization (SEO)• Pay-Per-Click (PPC)• Local pages / microsites • Google business profiles• Other

WEBSITE OPTIMIZATION

• Analytics• Testing, testing, testing

E-MAIL MARKETING

• iContact - Auto-responders for enquirers and new meditators- Promotional e-mails to enquirer lists and specialist interest

groups

DEVELOPMENT OF WEBSITES & MICROSITES

• New TM.org (Call Center conversions doubled)• Doctors on TM, Business, Stress Free Schools, ADHD, etc.• David Lynch Foundation & DLF TV

BLOG TEAM

• Writing Blogs• Contributing to online ‘comments’• Keeping the internet ‘clean’

Social Networking Strategy (WIP)

• Facebook, YouTube, MySpace, Twitter, LinkedIn, etc.

Internet Strategy (Cont’n)

CALL CENTER

• Permanent and auxiliary Call Center Teams

• Approximately 90% of the enquiries are online

• Average number of monthly enquiries since March = 3,655

(206% growth)

Call Center Developments

Coming soon….. • NetSuite Auto-responder - Online enquirers will receive an immediate response in the name of Raja Hagelin or the local Certified Teacher, and their details will go into NetSuite at the time of the enquiry

• Live Person - Online or telephone Chat prompted by all our staff who will have a wealth of details and tools at their fingertips

Local Marketing Programs

• Referral strategy (under test)

• Pricing programs & scholarships (backed by fundraising)

• iContact testing

• New support materials – DVDs, Literature, PowerPoints, etc.

And that’s just for starters…

“Strike like lightning in all directions!” - Maharishi