I am glad to share my 2nd (#TASK1) internship task at The Sparks Foundation for batch #GRIPOCT21. The task was aimed to create a marketing plan for The Sparks Foundation. I have created a general digital marketing plan which is purely assumption-based. I strongly believe that the exact execution of this plan will bring long-term success & sustainability to The Sparks Foundation.
2. OUR FOUNDATION'S
MAIN VISION
A world of enabled and
connected little minds,
building future
To inspire students, help
them innovate, and let them
integrate to build the next
generation of humankind.
OUR FOUNDATION'S
MAIN MISSION
3. O- Objectives
T- Tactics
C- Control
A- Actions
S- Situational Analysis
S- Strategy How do we get there?
Where do we want to be?
Where are we now?
How do we monitor performance?
Who does what and when?
How exactly do we get there?
SOSTAC MODEL
Digital Marketing Plan
5. OUR TARGET AUDIENCES
Free access, networking opportunities,
online guidance, verified certificate
Millennials between the age
of 7 years to 25 years
Enthusiastic, Passion to learn,
Sincere, Flexible, optimistic
LinkedIn, Instagram, Website,
Twitter, Facebook, Medium
Worldwide but especially from Asian
Countries like Singapore, Malaysia
Skill development, get hired,
hands-on experience, networking
Delay in getting job,
rejection, bullying, isolation
6. Well established with a positive brand reputation.
Educated and skillful workforce.
Strong social media presence.
Programs are fully online with low cost to no cost (virtual).
Internship areas could have been diversified into more non-
tech fields like business management, finance, arts, & science.
Lack of visibility for particular programs like Glimpses for Kids.
Millennials are highly engaged on digital platforms.
Covid-19 has changed the working & learning culture into
work from home, virtual training, etc.
The rise of profit motive educational organization.
Rising overhead cost & increasing threat of Covid-19
pandemic
W
O
T
S
Foundation's
SWOT Analysis
Identifying internal and external factors and
their positive and negative impacts on the
foundation's performance.
8. 1
2
3
4
Objective Map
Re-fixing the digital marketing
objectives for 2 years
Our overall aim is to promote the free programs
to youngsters around the world
Objective 1: Reach
To increases the reach of our new
website from 20,000 unique visitors
per month to 100,000 over 12
months focusing on earned media.
Objective 2: Engage
To increase the number of social
share actions from 0.9% to 2.3%
within 12 months.
Objective 3: Growth
To increase new prospects
recommended by friends by 10,000
per within biannualy.
Objective 4: Retention
To increase annual repeat new
customer conversion (students) rate
by 20% over 8 months.
10. Strategies for Objective 1
To increases the reach of our new website from 20,000 unique visitors per month to 100,000
over 12 months focusing on earned media.
SEO can increase the web traffic by making sure
that The Sparks Foundation's website features in
relevant searches, and so draws in visitors.
SEO Optimization
Publishing excerpts or teasers on The
Sparks Foundation's social media along
with a link will incentivize the viewer to
go to our website to read more.
According to Statista, social media
amplification will potentially increase 4
percent of all site traffic and 5 percent
of all mobile visits in the first quarter.
Social media amplification
To double the website traffic, we can submit our
posts to other sites or we can accept posts from
external contributors.
Partnering with complementary sites
& influencers
11. Strategies for Objective 2
To increase the number of social share actions from 2.4% to 5% within 12 months.
If our target audiences benefit from what we are
publishing, they will regularly visit us for more
content. Well crafted & useful content will be
highly shared and ultimately grow our following.
Publishing branded content regularly
Getting share social buttons for use in email and
email newsletters will increase provide a
secondary call to action, where 50% of receivers
are more likely to click & share.
Embedding social sharing
within the email
Since majority of millennials use at least
one form of social media, so these
buttons enables them to share their
experience with the programs offered by
The Sparks Foundation. Their friends and
family are more likely to check in to The
Sparks Foundation's website since its
from credible source.
Installing social sharing buttons on
the website & social media pages
12. Strategies for Objective 3
To increase new prospects recommended by friends by 10,000 per within 6 months.
Referrals are low-cost but effective in
creating awareness of our brand. We can
offer incentives to students who offer
positive testimonials for The Sparks
Foundation in terms of comments,
Facebook recommendation, video
testimonials, Google reviews. When our
students recommend us to others, they
present their trust in the quality of our
services. This creates a positive impression
of our foundation.
Offering advocate incentives
Member get Member schemes are a great
way to boost The Spark Foundation's
client base. The Sparks Foundation can
build the student base while at the same
time rewarding the existing students &
interns. Potential students & interns are
more likely to stay with us if they were
referred by someone they know. So, it will
allow us to reach more youngsters.
Introducing Member-get-Member
Referral Program
13. Strategies for Objective 4
To increase annual repeat new customer conversion (students) rate by 20% over 8 months.
The Sparks Foundation can use automated
emails: If a website visitor views a landing
page but doesn’t submit the form, or When a
lead has downloaded several pieces of
content but has not contacted The Sparks
Foundation directly, or If a potential client
has started following the company’s social
media accounts. Sending a series of post-
sale emails will improve retention.
Improving marketing automation for
customer emails
Having an effective personalization
strategy can save time and resources by
sending the right message to the right
audience segments. targeted emails,
custom video messages, automatic
recommendations, website
personalization will personalize the
experience of existing clients.
Personalization strategies are essential to
driving loyalty.
Personalization
15. TACTICS
FOR
SEO
01
Publishing relevant & authoritative content.
Conducting keyword research
02
Writing information-packed Meta Descriptions.
Earning backlinks from authoritative sites
Improving website for mobile user experience
03
04
05
16. TACTICS
FOR
SOCIAL
MEDIA
MARKETING
01
Inputting website details with company info.
Adding website URL to social media profiles
02
Increasing Video & Visual content along with
suitable hashtags
Participate in public forum & create own forum.
Hosting contests, giveaways, and create quizzes
with share results features
03
04
05
17. 01
Offering affiliate links & promo codes to an
influencer for promotion
Partnering with a company with a similar goal
or educational influencers
02
Conducting Co-produced and co-promoted
webinars & Live events.
Promoting the benefits of the program using
the past & present interns.
Get involved with guest blogging and podcast.
03
04
05
TACTICS FOR
AFFILIATE MARKETING
18. TACTICS FOR
CONTENT
CREATION
01
Using Google Analytics to optimize and improve
the content strategy.
Using Online Surveys & Audience Polls on
Social Media to identify expected content.
02
Focusing on social listening.
Creating content based on common students
and intern's queries.
Creating reels, stories, live, retweet link, slow
motion video instead of text content.
03
04
05
19. 01
Adding a referral submission form to the
website & URL to social media
Informing current students about the new
referral programs with benefits.
02
Setting rewards or reward points.
Customizing referral emails and pages.
Encouraging online testimonials.
03
04
05
REFERRAL MARKETING
TACTICS
20. PERSONALIZATION
TACTICS
01
Creating Opt-in forms & Thank You pages
Using customer data to enhance experiences.
02
Sending personalized emails using the
recipient's first name
Chatting with prospects in real-time (Chatbot)
Personalized Reading Recommendations
03
04
05
21. EMAIL MARKETING TACTICS
01
Segmenting The Sparks Foundation’s
subscribers.
Adding a subscription box to the website.
02
Sending mobile-responsive emails.
a/b testing the email regularly.
Integrate email automation.
03
04
05
23. Who
Details When Budget
SEO
Email Marketing
Facebook Ad
Campaign
Taking steps to help The Sparks
Foundation website or its
content rank higher on any
search engine.
SEO Strategist
Outline the Contest Parameters,
Optimize Contest Content for
Search, Promote Contest on
LinkedIn, Choose the winner &
award.
Design and implement direct
email marketing campaigns for
The Sparks Foundation.
Sign up for Facebook ads, select
specific program to use for
promoted stories and trial for
one month.
Actions
1st of November –
3 months
$1000
User Generated
Content contest
Email Marketing
Strategist
Digital Marketing
Manager
Content Strategist
15th of December-
3 months
15th of November-
3 months
1st of December-
1 month
$1500
$2400
$200
24. Who
Details When Budget
Social Media
Maintainance
Affiliate
Marketing
Word of Mouth
Marketing
Taking steps to help The Sparks
Foundation website or its
content rank higher on any
search engine.
Digital Marketing
Manager
Organize newsletter content,
create editorial calendar,
develop themes and outsource
writing.
Building affiliate network &
engaging in the guest blogging.
Explore online customer review
systems and add onto the
website.
Actions
15th of November-
daily
$1000
Newsletter
Digital Marketing
Manager
Digital Marketing
Manager
Content Strategist
15th of December-
3 months
20th of December-
3 months
15th of November-
Monthly
$6000
Depends on the
price of the reward.
$1000
26. REACH-To increases the reach of our
new website from 20,000 unique
visitors per month to 100,000 over 12
months focusing on earned media.
ENGAGE- To increase the number of
social share actions from 2.5% to 5%
within 12 months.
GROWTH- To increase new prospects
recommended by friends by 10,000 per
biannually.
RETENTION- Increase annual repeat
new customer conversion (students)
rate by 20% over 8 months.
Organic search visits
— monthly increments
Number of Social
Share
Net Promoter Score
% of active customer
email list
Number of Emails
Forwarded
Brand mentions via
social media
Number of Refferel
Form filled
The number of students who
participate in more than 2
programs within 3 months.
Customer Satisfaction
rate- Online survey or
Sentiment Analysis
Objectives KPI 1 KPI 3
KPI 2