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ACE PROTEGE1
Contents
1. The Challenge
2. Guidelines
3. Introduction to Office Education
4. Office In Pakistan
5. Target Market Insights
6. Execution
7. Budget
8. SW-OT
9. Acknowledgement
10. References
The Challenge
Microsoft has just launched an education portal where eligible teachers and students can download Office at
no cost. How would you build a marketing strategy for students and/or teachers in Australia/Pakistan to drive:
Awareness of free Office on the portal
1 million downloads/installs of Office
Sustained usage of Office after download
Guidelines
Target Market: Clearly identify your target audience (teachers and/or students), justify this decision and
demonstrate an understanding of their behaviours and needs. You could choose to focus on secondary or
tertiary, teachers and/or students.
Objectives: What does your campaign seek to achieve? Clearly state the marketing objective(s), keeping in
mind that your campaign must have a measurable impact and drive a return on investment. Use various key
performance indicators (KPIs) to evaluate the campaign’s success.
Execution Strategies: The activities and channels you use to deliver your message is where you can really let
your creativity and innovation shine. The possibilities are endless and we want you to think outside the box, but
don’t forget your budget parameters. Helpful hint: remember Microsoft already has Education campaigns in
the market so double check your ideas are original before embarking.
Budget and Timeframe: Your initial marketing campaign must run for 3 months and work with a maximum
budget of $200,000. Over the 3 months, your campaign should address the challenge points of: awareness,
downloads and usage. Also make sure your campaign realistic and achievable in the local market.
ACE PROTEGE2
.
What is Office 365 Education?
Office 365 Education is a collection of services that allows you to collaborate and share your schoolwork. It’s
available for free to students who are currently attending an academic institution. Office 365 Education includes Office
Online (Word, PowerPoint, Excel, and OneNote), 1TB of OneDrive storage, Yammer, and SharePoint sites. Some schools
allow students to install the full Office applications on up to 5 PCs or Macs for free. If your school provides this
additional benefit, you'll see the Install Office button on your Office 365 home page after you complete sign-up.
Office Blogs
Other Microsoft sites
Office Application
Word Excel PowerPoint Outlook OneNote Access Publisher
1. Office in education
Inspire, engage, collaborate, and work wonders in and out of the classroom with Office 365. .
Get Office 365 for you and your classroom
Office 365 Education is a collection of services that allows you to collaborate and share schoolwork. It’s
available for free to teachers and students. The service includes online versions of Word, PowerPoint, Excel, and
OneNote, plus a OneNote Class Notebook and 1TB of storage in OneDrive.
ACE PROTEGE3
2. Work wonders with Office 365
Learn how to inspire, engage, and enable your students to do their best work using familiar Office applications
across devices, while simplifying your life.
3. Power your class learning experiences with OneNote
Share note-taking, develop curriculum, and collaborate in real time. Or combine with digital ink to deliver rich
educational experiences. OneNote makes it easy to share resources with your entire class or with individual
students.
ACE PROTEGE4
4. Office on tablets
View, create, edit, and print Office documents on your Android, iPad, or Windows tablet with touch friendly Word,
Excel, PowerPoint, and more.
5. Store, share, and collaborate with OneDrive
Take advantage of your 1 TB OneDrive to store and share documents, access them from any of your devices, and
coauthor in real time. Post homework assignments, collect and provide feedback on student papers, and work on
documents on the go, from all your devices.
6. Create online lessons with ease
With Office Mix you can record, write and draw on your slides, add quizzes and labs, share in the cloud, play back
on any device, and see the results of your students in real time.
7. Reimagine the ways your ideas come to life
Use Sway to create and share a polished, interactive, web-based canvas of your ideas with students or other
teachers. It’s ideal for presenting a research paper visually, recapping a field trip, and much more.
ACE PROTEGE5
Executive Summary Office 365- Central Washington University
Microsoft Office 365 for Education is a subscription-based service for Higher Education which provides access to
numerous Microsoft services and software. MS Office 365 is offered in a tiered structure of five different plans, with
increasing services and functions, and escalating subscription prices. The first 3 plans (Exchange Online, Plan A1 and
Plan A2) are free to Higher Education faculty, staff and students. A brief description of the services offered in each of
these plans is provided in Section 4 of this Business Case.
After extended evaluation, the Washington Higher Education Technology Consortium (WHETC) has selected MS Office
365 as the recommended suite of communication and productivity tools for Higher Education in Washington State. By
licensing and deploying Microsoft Office 365, CWU will not only be able to address the issues identified above, but it will
also position CWU for other benefits and requirements for the future, via licensing of Plans A3 and A4.
Since the migration to any cloud based service can be involved and expensive, CWU consulted with Lilien System,
Inc. Lilien has provided a draft Statement of Work (SOW), which is attached to this Business Case.
Education in Pakistan The literacy rate ranges from 96% in Islamabad to 28% in the Kohlu District.Between 2000 and 2004, Pakistanis in the
age group 55–64 had a literacy rate of almost 38%, those ages 45–54 had a literacy rate of nearly 46%, those 25–34
had a literacy rate of 57%, and those ages 15–24 had a literacy rate of 72%. Literacy rates vary regionally, particularly by
sex. In tribal areas female literacy is 9.5%.Moreover, English is fast spreading in Pakistan, with more than 92 million
Pakistanis (49% of the population) having a command over the English language, which makes it the third largest
English-speaking nation in the world and the second largest in Asia. On top of that, Pakistan produces about 445,000
university graduates and 10,000 computer science graduates per year. Despite these statistics, Pakistan still has one of
the highest illiteracy rates in the world and the second largest out of school population (5.1 million children) after Nigeria
Information technology in Pakistan
This is a growing and rising industry that has a lot of potential. Matters relating to the IT industry are overseen and
regulated by the Ministry of Information and Broadcasting of the Government of Pakistan. The IT industry is regarded as
a successful sector of Pakistan economically, even in financial crisis. The government of Pakistan has given numerous
incentives to IT investors in the country during the last decade, this resulted in the development of the IT sector. In the
years 2003-2005 the country's IT exports saw a rise of about fifty percent and amounted a total of about 48.5 million
USD. The World Economic Forum, assessing the development of Information and Communication Technology in the
country ranked Pakistan 111th among 144 countries in the Global Information Technology report of 2014.
As of 2011, Pakistan has over 20 million internet users and is ranked as one of the top countries that have registered a
high growth rate in internet penetration. Overall, it has the 27th largest population of internet users in the world. In the
fiscal year 2012-2013, the Government of Pakistan aims to spend Rs. 4.6 billion on information technology projects, with
emphasis on e-government, human resource and infrastructure development
Target Market Insights Demographics:
Age group:
Cambridge/O level Secondary Schools 12+ University students 17+,Teachers 21+,
Incomes: Cambridge/O level Secondary School: 15,000 PKRS/annum ,University Students PKRS. 25,000/annum
Teachers 80,000+ PKRS/annum
ACE PROTEGE6
Geographics
-More common in highly populated areas
Metropolitan or Major Cities
-However, Microsoft’s aim is to make it available nationwide and due to this there will be access for students of any area
at any time
Psychographics
- Target markets have strong skills in the computing world compared to an inexperienced school student.
- Educated Pakistanis Middle-Upper class And above
- Private Cambridge or Foreign Education
-Activities: Private students have many assignments and exams which can be done through Microsoft.
Behavorial
These exams and assignments will have to be opened through similar software and therefore teachers will be able to
easily access these in order to mark and to also set new work for the students to complete.
Pros
- High amount of activities related to this type of software
e.g study, assignments, homework, exams, presentations, marking etc
- Additional ability in using the software properly over school students
- University teachers and students often need their own computers and software while schools provide computers,
programs etc
- All official/educational-forms/presentations/documents are made by pirated office 2007 or 2010.
-Microsoft Office is usually a pricey program
Cons
-Both markets may have already pirated Microsoft office older.
*Due to this problem, as part of our marketing campaign we would offer these people with codes for free access to the
next Microsoft Office to repay loyal customers better updates add ons, features or upgrades
-Minimal of the students or teachers may use different systems such as Linux or IOS
Microsoft has solutions for Apple and Linux
-Office has been apart of Pakistan's educational system since 1998 and is comprised of the original applications
including: Word, Excel and Powerpoint
-Many years later, Office has grown substantially with the additions of OneNote, Outlook and Publisher
-Provides students and teachers with comprehensive tools with an easy-to-use interface in order to create professional-
looking documents
Objectives
Targeting all education systems on virtual level (online education)
Spreading Awareness in all Top Notch and Private plus English Medium Schools
Connecting and Upgrading all University students of Pakistan
Reaching private popular Institutes and Coaching Centres
ACE PROTEGE7
Execution
1. Target VU
The University opened its virtual doors in 2002 and in a short span of time its outreach has reached over one hundred
cities of the country with more than one hundred and ninety associated institutions providing infrastructure support to
the students. Pakistani students residing overseas in several other countries of the region are also enrolled in the
University's programs.
2. Smart Schools
At The Smart School, we use the ‘blended learning method’. This is a combination of web-based e-learning and
traditional teaching methods. By using the relevant Information and Communication Technology (ICT) teaching and
learning tools, computer labs, and web portals, the combination of e-learning and traditional teaching will assist every
student in achieving their goals in the classroom.
E-learning will assist The Smart School teachers and students in meeting subject attainment targets.
It enables every student to set their own pace of study.
It is interactive and the systems allow active student participation.
It enables topics to be shown in audio and video sequences.
It fosters student collaboration, encourages creativity and develops research skills.
Students may access the web portal at any time through the Internet.
Students may use the web for study at school and at home.
3. Brand Ambassador Competitions
These competitions are to be and at University students and student extracurricular activity or societies. Focusing on
education, t and business or Marketing
Competitions can be about show casing creativity with Office features or they can be about Office feedback experience.
Purpose of Competition is free office awareness and the brand ambassador winners will also spread further awareness in
their domains.
This will target each and every university student directly.
4. Arfa Karim
Sponsorship or Social Entrepreneurship ventures highlighting Office 365 with the Arfa Karim schools and Foundation.
5. Buzz Marketing
We will use University and school packages for free. This will lead to official registrations of students via outlook IDs.
From the institutional heads and teacher sand then students. Official agreements or campaign with universities, schools
and institutes. Official registrations and word of mouth from teachers and academic heads.
6. Sponsorships
Common way is to sponsor IT and Business events at universities. Collecting student admiration and attention.
7. Social Media Campaign and Digital Marketing 360
Target Market is youth, Youth and students are addicted to all forms of Social Media. Direct access and huge audience.
ACE PROTEGE8
Budget and Timeframe $200,000 is 200,000x 105= 21,000,000 PKRS. The budget should be spent at University students at Business Schools and
IT institutes and Brand Ambassadors.
Social Media Advertising- Digital Marketing
Small amount of print can be effective at magazines.
Time frame has to be lengthened to 6 months or two semesters.
Office 365 vs. Google Apps If 2010 saw the wide adoption of cloud based email and collaboration software, 2011 was the year of "integrated" cloud solutions. Businesses want to avoid the "cloud sprawl" of managing multiple point cloud solutions and creating
new data silos. They want to access email and other team collaboration tools from a single cloud suite.
The 2 giants of software are sparring in this arena with Office 365 and Google Apps. It has been identified a strategic
battlefront, even as the larger "Google vs. Microsoft" war rages on. But to see this market as MS Office 365 vs. Google
Apps play is myopic. The market also has smaller but more experienced players. We bring you a factual Office 365 vs. Google Apps comparison, also including HyperOffice, which has been serving SMB focused cloud solutions since 1998.
1. Microsoft Office 365
Released publicly in July 2011, Office 365 is the successor of Microsoft BPOS. Even as Mi crosoft promotes its 2010
series of its on-premise enterprise solutions, the cloud is critical to its future, as Steve Ballmer repeatedly emphasizes.
Office 365 is the next generation of Microsoft BPOS, and is a refurbished and integrated online version of its on-premise solutions - Exchange and SharePoint 2010. Office 365 supposedly improves upon BPOS, which experienced
persistent downtime issues, and adds Office Web Apps in response to Google Docs. Have these changes made Office
365 more desirable?
2. Google Apps
Google Apps brings a new "web based" approach to enterprise collaboration software. Google Apps is positioned as next generation enterprise software, specifically targeting on premise Microsoft messaging and collaboration
products - Exchange and SharePoint. More and more companies are signing up, and seeing it as a viable alternative to
Microsoft and others. It has generated massive media interest with Microsoft Office 365 vs. Google Apps comparisons rising to a fury. But with limited paid customers for Google Apps, its future success remains to be seen.
As the battle gets meaner, we bring an objective, feature to feature comparison of Microsoft BPOS and Google Apps. Also included is HyperOffice Collaboration Suite, a specialist in online messaging and collaboration software with a
laser focus towards SMBs, having served this segment for the last 10 years.
ACE PROTEGE9
General
Strengths
For Education needs of
students and teachers of
almost every academic level
Integrated with Outlook
Integrated with Skype
Ideal for elaborate enterprise
needs
SharePoint Online may be used to create custom applications
Includes Gmail, one of the best email clients around
Since it evolved from the
consumer market, it is super simple
Low cost leader
Designed with a laser focus towards SMB needs
Seamlessly integrated since it
was designed as a single solution
Customer support (for all
users/all issues) is ideal for SMBs without in house IT
Weaknesses
Expensive
Ad-hoc integration as
components are also stand
alone products (Sharepoint Online, Exchange Online)
Can be complex for some users
Not popular
Weak User status
Is seen as more a consumer
oriented product repackaged for businesses
Poorly integrated with multiple
interfaced as components are
stand alone products in
consumer market (Gmail, Sites, Groups etc.)
Lacks online authoring
capabilities
Lacks web conferencing
Features
...Online Document Management
Storage
Collaboration (version control,
notifications, comments etc.)
Desktop Web Folders
Online authoring
Full text search
...Online Project Management
Task scheduling (create,
assign, track)
Task dependencies
Gantt Charts
To-do lists
ACE PROTEGE10
...Communication and Messaging
Web mail
Outlook Synchronization
1
Calendars and contacts
Web conferencing
...Site Publisher
Publish internal site
Personal Sites
Publish external site
WYSIWYG Publisher
Advanced drag and drop
publishing
...Relational Web Databases and Online Forms
Relational Online Databases
Web Forms
2
1. No tasks sy nc, and sy ncs only 1 calendar
2. Google Docs can be used to create f orms
Mobility
...Phones Supported iPhone, BlackBerry, Android,
Nokia, Window s Mobile
iPhone, BlackBerry(1), Android,
Nokia, Window s Mobile
iPhone, BlackBerry, Android,
Nokia, Window s Mobile
...Features Supported
push email, push calendars, push
contacts, push tasks
push email, push calendars,
push contacts,
push email, push calendars,
push contacts, push tasks
...Protocols
Supported ActiveSync ActiveSync, SyncML(2)
ActiveSync, SyncML, Email to
SMS
1. Requires Blackberry Enterprise Server implementation
2 . O nly supports contacts for SyncML
Service and Support
...Phone Support Available to admin for "critical
issues" Available to admin for "critical
issues" Available to all users for all
issues
...License Terms Annual Monthly or annual Monthly or annual
Copyright © HyperOffice 2011. All Rights Reserved
ACE PROTEGE11
Acknowledgements
I would like to extend my gratitude to Mr. Navaid M Khan, He has been an
inspiration. I have studied two courses from him and find him irreplaceable. He is
my mentor, instructor, guru, coach and guide. His experience to my colleagues
(young) is a gift for us to avail. It is always an honour to take a course from him.
References Microsoft Protégé
Microsoft Office –Office365.com
Hyoer Office
Wikipedia
Slideshare By Zac Halstead, Toby Catt, Rafael Costas & Shuai Yuan - Australia
Compiled and Edited Muhammad Husayn Ace – Pakistan--IoBM