NIIT Emperia - A Case Study by (Vasant Singal, NIIT) at OMCAR 2009 - The Online Marketing Summit
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Transcript of 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
NIIT Imperia Confidential 05Mar09 10
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
• 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