In the semi- finals teams were asked to design a campaign/model/idea to stop brain drain from Bangladesh. Team 360 Degree presented this idea. The brief has been attached with the slide.

1. TEAM 360 DEGREE
2nd Runner Up
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Organized by: IBA Communications Club &
Access to Information (A2I)-Prime Minster’s Office

2. GIVEN BRIEF (Brandwitz’15 SEMI-Finals)
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3. Team 360 degree
Azizul Hasan
Asif Ahmed Tonmoy
Sabiha Sultana
Safwat Ahmed

4. Contents Inside
• Situation Analysis
• Problem Identification
• Recommendations
• Analysis of Alternatives
• Optimum Solution: The Plan
• Marketing Campaign
• Monitoring and evaluation
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5. Situation Analysis
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Brain Drain(Out of 100)
Career Development Standard of living Secured Life Others

6. CORE ISSUES
Issues
Better
education
Living
standard
Job
opportunity
Perceptual
Value
Higher
Pay
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7. Better Education
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8. Better Education
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Every year 5000 students from different stages go abroad.
80% of them never return.
Attracted to the better infrastructure of educational system abroad.

9. Job Opportunities
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4 /10 graduates are jobless in the current market scenario; whereas in the
neighboring countries it’s only 2/10.

10. Living Standard
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Perceived socio-economic security is lower.

11. Perceptual Value
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Need for patriotism: personal development not being connected to
national development.

12. Higher Pay
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Economic incentives are approximately 2.5times higher in abroad.

13. PROBLEM STATEMENT
TALENTS OF BANGLADESH ARE LEAVING FOR BETTER LIFESTYLE ,
IGNORING THEIR RESPONSIBILITIES TOWARDS THE COUNTRY.
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14. RECOMMENDATIONS
1. To implement a plan to make the talents understand the importance of their
contribution to Bangladesh.
2. Make them understand not to leave Bangladesh.
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15. Alternatives
1. Opportunity cost
2. Hopes of a good future
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Feasible: No
Why: We cannot restrict them to gain
knowledge and skills.
Make them understand not to leave Bangladesh

16. Our Solution
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To implement a plan to make the talents understand the importance
of their contribution to Bangladesh.

17. TURNING INTO REALITY
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প্রজেক্ট
েন্মভূ মি
মিজের মিধা,
মিজের মেশ,
গজে তুমি বাাংিাজেশ !

18. THE ROADMAP
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2016 2021 2041
Short
Term
Long
Term

19. TARGET MARKET
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20. TARGET MARKET
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TG1: Higher Secondary Students in Bangladesh

21. TARGET MARKET
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TG2: Parents

22. TARGET MARKET
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TG3: Current University Students in Bangladesh

23. TARGET MARKET
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TG4: Current Professionals in Bangladesh

24. TARGET MARKET
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TG5: Bangladeshi Students Studying Abroad

25. TARGET MARKET
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TG6: NRB Professionals Working Abroad

26. TARGET MARKET INSIGHT
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We surveyed 107 participants online.
We asked them questions such as:
• Do you have any plans of migrating
abroad. If yes, why?
• What do you think of the quality of
education in Bangladesh?
• Do you think that you have better
employment opportunities in
abroad?
• Why don’t you want to return
Bangladesh after graduation?
Asif
I want security !
Nafisa
I want better education !
Atif
I want good and high
paying jobs !
ONLINE SURVEY

27. PESTEL ANALYSIS
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POLITICAL ECONOMICAL SOCIAL
TECHNOLOGICAL ENVIORNMENTAL LEGAL
STABLE GROWING LIBERAL
EMERGING MODERATE CONSTITUTIONAL

28. STAKEHOLDER ANALYSIS
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1. Loss of
knowledge
capital
2. Potential to
invest in
entrepreneurial
ventures
1. Ease of entry into the market
2. New company in a market of
established players
1. The ability to expand into new
markets via online sales
2. Able to extend the product line to
include new offers
1. Ease of entry into the market
2. Meeting high demand in a short
period of time
GOVEVRNMENT PROFESSIONALS
PRIVATE ORGANIZATIONS FOREIGN STAKEHOLDER
1. Ease of entry into the market
2. New company in a market of
established players
1. Ease of entry into the market
2. Meeting high demand in a short
period of time
STUDENTS
PARENTS

29. The Plan
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30. The Plan
Entrepreneurship
Research &
Technology
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31. Entrepreneurship
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32. For TG1: Higher Secondary Students in Bangladesh
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January 2016
Why: To bring them back to BD
after graduation December 2021
• Motivate them about their role playing in the country.
• Explaining Project Jonmobhumi to them
• Membership of Project Jonmobhumi community
Completion of
Higher
Secondary
Graduation
(Home/Abroad)

33. For TG2: Parents
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January 2016
Why: Vital role in decision
making of students’ career December 2021
• Counselling with the experts of Project Jonmobhumi
• Explain them the importance of entrepreneurship
• Emphasize on the importance of their children returning to homeland for its development
Parents
Motivated
Parents

34. TG3: Current University Students in Bangladesh
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January 2016
Why: To encourage them to
return to BD after graduation December 2021
• Motivate them to be entrepreneurs
• Offer financial incentives through A2I
• Provide monitoring & guidance through A2I
• Promotion through Project Jonmobhumi
• National recognition & certification
• Regular networking through Project Jonmobhumi
• Membership of Project Jonmobhumi community
Graduation Entrepreneurs

35. TG5: Bangladeshi Students Studying Abroad
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January 2016
Why: To encourage them to
return to BD after graduation December 2021
• Identify NRB students’ community in international universities.
• Communicate with them through Global Alliance of Project Jonmobhumi
• Select student ambassadors to promote and conduct programs of Project Jonmobhumi.
• Motivate them to return to BD and be entrepreneurs
• Offer financial incentives through A2I
• Provide monitoring & guidance through A2I
• Promotion through Project Jonmobhumi
• National recognition & certification
Students
Global
Alliance
Return to BD Entrepreneurs

36. TG6: NRB Professionals Working Abroad (Business Sector)
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January 2016
Why: To encourage them to work
for BD remotely December 2021
• Opportunity of FDI in ventures affiliated with A2I.
• Scope to extend their business or start new ventures.
• Offer contracts.
• Membership of Project Jonmobhumi
• Scope of tax waiver after discussion with policymakers.
NRB
Professionals
FDI
National
Projects

37. Research & Technology
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38. Bangladesh Hi-Tech Park
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39. Bangladesh Hi-Tech Park
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40. Research Parks
• Will be accommodated with Hi-Tech Parks.
• Application based research site.
• A platform for agriculture, engineering, health science based researchers.
• Funded by foreign direct investments, government and private sectors.
• Open for Bangladeshi students from home and abroad.
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41. Research Park Locations
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Research Park
Locations

42. TG6: NRB Professionals Working Abroad (Research Sector)
Researcher
Teacher
Engineer
Scientist
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January 2016
Why: To improve research
projects December 2021
• Scope to work as initiators/supervisors in research projects.
NRB
Researchers
Supervisors
Research &
Hi-Tech Park

43. TG6: NRB Professionals Working Abroad (Business Sector)
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January 2016 Why: To lead the projects December 2021
• Invite them to work on contract basis in different new projects..
NRB
Professionals
Contract
Top Tier
Management

44. TG4: Current Professionals in Bangladesh (Research Sector)
Researcher
Teacher
Engineer
Scientist
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January 2016
Why: To give research
opportunities December 2021
• Scope to work as researcher in research projects.
BD
Professionals
Researchers
Research &
Hi-Tech Park

45. THE LONG TERM VISION
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2021 2041Long
Term

46. THE LONG TERM VISION
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Self Sufficient in Research & Technology
Ample Job Opportunities for Newcomers
Improved Educational Infrastructure
Good Living Standard
Entrepreneurial Culture

47. The Marketing Mix
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Product Service
Price No Charge
Place Global
Promotion Conventional, Digital,
Guerrilla

48. Taking Project Jonmobhumi to People
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The Campaign

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Student Counselling: অগ্রেূত

50. Student Counselling: অগ্রেূত
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January 2016 TG: 1 & 3 Duration: 60 Months
• Will motivate the students to contribute to the country.
• Introduce them to Project Jonmobhumi.

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Parents Counselling: অগ্রে

52. Parents Counselling: অগ্রে
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January 2016 TG: 2 Duration: 60 Months
• Will motivate the parents to contribute to the country.
• Introduce them to Project Jonmobhumi.

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Innovators’ Platform: সৃমি

54. Innovators’ Platform: সৃমি
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January 2017 TG: 4,5,6 Duration: 47 Months
• Creates database of researchers from home and abroad.
• Platform to exchange ideas.

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Online Community: Global Alliance

56. Global Alliance
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January 2017 TG: 4,5,6 Duration: 47 Months
• Platform for students studying home and abroad.
• Affiliation with different Bangladeshi students association in foreign
countries.
• Promoting the idea of entrepreneurship.

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Guerrilla Marketing

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60. Guerrilla Marketing
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March 2016 TG: For All Duration: 12 Months
• To create buzz impact among expatriates.
• Painted glass walls in airports.
• Install new screens to show AV.

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TVC
January 2017 TG: For All Duration: 24 Months

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Newspaper

64. Newspaper
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January 2016 TG: For All Duration: 60 Months

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In Flight Magazine

66. In Flight Magazine
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July 2016 TG: For All Duration: 53 Months

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Billboard

68. Billboard
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January 2016 TG: For All Duration: 12 Months

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Website

70. Website
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January 2016 TG: For All Duration: 60 Months
Project Jonmobhumi

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Search Engine Marketing

72. Search Engine Marketing
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January 2016 TG: For All Duration: 60 Months

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74. 10 Reasons/ways…
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January 2016 TG: For All Duration: 60 Months

75. Search Engine Marketing
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January 2016 TG: For All Duration: 60 Months
Atif Mahmood shared Project Jonmobhumi’s video
10 education opportunitiesYou haven’t considered yet

76. Social Media Marketing
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Let us watch the AV

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E-Mail Marketing

78. E-Mail Marketing
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Researcher Needed
Jonobhumi
January 2016 TG: TG 6 Duration: 60 Months
Dear Partners & Friends,
We are excited to share with you the October edition of our monthly report on crowdfunding in
the developing world. This month, we focus on crowdfunding in the Middle East and North
Africa. We also examine how crowdfunding has been used to help the Syrian refugees, and
spotlight Ketto, a leading Indian crowdfunding platform that has introduced highly localized
features like cash pick-up donation options. We hope you find the report useful and informative.
If you’d like to get in touch with one of our team members to learn more about the analytics and

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Ambassadors & Counsellors

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Ambassadors & Counsellors

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Campaign Timeline

82. Campaign Timeline
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The Budget

84. Budget: Master
Activity Amount(BDT)
Digital Marketing 20,00,000
Billboard 5,00,000
Student & Parents Counselling
Program
20,00,000
TVC 72,00,000
Newspaper 25,00,000
Total 1,42,00,000
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85. Outreach
College Student Counselling 25,000
Global Alliance 2,00,000
Innovators’ Platform 2,000
Digital Marketing 75,00,000
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Year 1 25%
Year 2 35%
Year 3 55%
Year 4 60%
Year 5 72%
Average SROI: 1.95

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Monitoring & Evaluation

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Monitoring & Evaluation
Database monitoring for in flow and out flow of
knowledge capital.
Growth rate of participation in student and parents
counselling programs.
Total click in website and social media.
Survey evaluation on psychographic change of
target segment.
Feedback through innovators’ platform.

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Contingency Planning

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Contingency Planning
Evaluation of campaign at the end of each year.
Monitoring and modification on requirement.

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Challenges

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Financial Challenges
Attracting FDI
Attracting private sector funding
Solution
• Scope to work for own country.
• Better facility than the existing one.

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Marketing Challenges
Diverse Target Group
Solution
• Planned segmentation
• Well directed campaign

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Administrative & ManagementChallenges
Difficulty of collaboration among different sectors.
Solution
• Implementation of Public Private Partnership
(PPP)

94. Source
• Bangladesh Bureau of Statistics, www.bbs.gov.bd/home.aspx
• Ministry of Foreign Affairs, www.mofa.gov.bd
• World Bank, www.worldbank.org/en/country/bangladesh
• Scholar Articles, www.i-scholar.in
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95. Takeaways
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96. Thank You
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