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Inbound Marketing Proposal

Lead Generation Strategy
by

MOPs Marketing

on 2 December 2013

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Transcript of Inbound Marketing Proposal

Content = numbers
Be the preferred option
SIBT
Inbound Marketing Strategy
Be front of mind for students & parents
Be found when people search for our products
Be the top of our industry
Connect with students before they approach agents. They should ask for us.
Strengthen our brands
Self-Define our brand. We are expensive, we should be PREMIUM
Empower you to have greater control over your numbers
Marketing budget formulas have traditionally focused on strategies that pay for interruption and impressions, forcing us to
buy everything
ADVERTISING SPACE
mailing lists
printing and postage
online ad space

Why Inbound?
Lead Gen
gives us the ability to:
Next Steps...
Step 2
We need multiple touch points to keep us front of mind with students/parents
We want to be the preferred destination, the first school that comes to mind (after MQ)
GOAL:
Students choose us before they see an agent or try to directly enrol
How?
via 4
touch points
1. Traditional Advertising
2. Online Lead Gen
3. Inbound Marketing
4. Public Relations
Traditional Advertising
Paid search marketing still accounts for a large portion of our lead generation
Public Relations
Monitor, participate and publish

wiki blog
Everything comes in and goes out through our social media - where we engage with students, listen to what they say, publish all of our content....
Our
"little airport"
Facebook is the top channel to acquire a customer.
It helped close the gap domestically in 201301
Listen
Learn
Build relationships
Bring value to the communities with which we engage
TARGET THEM WHERE THEY SPEND THEIR TIME!!!
Social media helps us...
What is Inbound?
Engaging content = Free leads and web traffic
For example:
www.sibt.nsw.edu.au/blog
We want to engage with students, parents, agents, all stakeholders on a more personal and intimate level.
CONTENT
MARKETING

If we are not engaged with inbound marketing, then we relinquish control to everyone else.

Inbound marketing allows us to have greater control over perception of our brand.
All our content needs to be symmetrical and seamless.

Our brand's personality must flow through all of it.
How?
Blogs
Videos
Webinars

E-books
Photo sharing

Articles
Slideshare
"B2C companies that blog generate 88% more leads per month than those that do not."
(Source: @HubSpot)
PUBLIC RELATIONS
Four point approach:
Engaging with key journalists and influencers through social media
Self-published content
Website media releases (media releases posted on website that are not released to outside media)
Traditional media releases

We want to highlight interesting successful students and alumni, and also comment on public and industry issues.
Post Campaign Analysis
BUDGET SUMMARY
YOU ALL HAVE BUDGET!!!
Generate the leads, and turn cold leads into HOT LEADS
Inbound, social media, and SEO require effort, but generate low cost per leads.
INITIAL STEPS TO TAKE
BRAND DETERMINATION
1. Listen and research
What are people saying about us/our brand? Who do they think we are?
2. Define and differentiate our brands
Who do we think we are?
Define our brands' personality.
Consider our customer personas and impact on all audiences.
3. Build an integrated campaign fueled by 4 core inbound marketing strategies.
a. Search marketing
b. Social media
c. Content marketing
d. Public relations
4. Define campaign timelines
with milestones, tasks and responsibilities.
5. Measure everything
Be quick to adapt and evolve.
PROPOSED STAFFING
Charlsey Anthony
Charlotte Clark-Wilson
Phuong Nguyen
ADDITIONAL POTENTIAL STAFF:
Stephanie Nakatani
Warren Yiu
Student ambassadors

keywords / phrases / visuals
Step 1
Define your demographic
Vietnam Lead Gen Campaign 201302
Identify the best channel
Step 3
Define the budget
Step 4
Ensure we can report ROI
Online
Lead Gen
Inbound Marketing
Full transcript