pac enrollment strategy
TRANSCRIPT
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PAC Enrollment Strategy
Prepared by:
Zubair Mirza0313-2463181
mailto:[email protected]:[email protected] -
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Key elements
E-mail campaign
Brochures printing
Tweets
Fliers Printing SMS
Fliers Distribution
Call Center Setup
FM Promotion
Cable TV Promotion
Bill Boards
Panaflex
News paper ads
Launching Event
Open house Sessions
Colleges Sponsored
Sessions
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Focus
Target Group
Primary Supporting Influencer
Students
CollegesParents
Media Alumni
Colleges
Professionals
Corporates
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Emails
Push Strategy
Intermediate Students
A-levels Students
Approx. 5,000 e-mails to direct
targets
Pull Strategy
An assorted database of
roughly 80,000+ residents of
Karachi
An assorted database of
approx. 20,000 bankers,
executives and professionals
INFLUENCERSTARGET MARKET
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Text Messages
Over 250,000 Text
Messages to
Target students
Influencers
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Bill Boards
10 15 Billboards at carefully selected target
points across the city announcing PACs arrival in
Karachi
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Backlit Vans
2-4 vans with PAC insignia parked or plying in andaround carefully selected target areas during peaktimings
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Leaflet Distribution
Distribution of 100,000+
leaflets in target areas via
Backlit vans
Special Kiosks at leadingmalls?
Newspapers
Direct drops in mailboxes in
target areas
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Pole Signs
200+ pole signs leading up to
Billboards.
Higher concentration in and
around competition
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Print Media
Strategically crafted 12-weeks advertising
campaign in print media
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Electronic Media
150 -200, 20 seconds prime-time ads on cable TV
in selected locations
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Electronic Media
100 minutes of drive
time promotion on most
popular FM radio
channels
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Open House Sessions
A series of scheduled advertised open house
sessions
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Student Counseling Services
A full scale student
counselors office
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USING SOCIAL MEDIA
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12X7 Call Center
2-3 seat call center working on 12X7 basis forhandling inbound call traffic
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Tentative Budget & Timelines
Activities Timeline Volume Unit Cost BudgetE-mail campaign 10-Jun-13 Count 75,000 0 0
Brochures printing 8-Jun-13 Count 1,000 15 15,000
Tweets 10-Jun-13 Count 5,000 0 0
Fliers Printing 8-Jun-13 Count 100,000 2 200,000
SMS 10-Jun-13 Count 100,000 0.5 50,000
Fliers Distribution 9-Jun-13 Count 100,000 1 100,000
Call Center Setup 9-Jun-13 Seats 2 50,000 100,000
FM Promotion 15-Jun-13 Minutes 100 1,500 150,000
Cable TV Promotion 15-Jun-13 Minutes 50 2,500 125,000
Bill Boards 9-Jun-13 Count 15 80,000 1,200,000
Panaflex 9-Jun-13 Count 100 700 70,000
News paper ads 9-Jun-13 Count 12 70,000 840,000
Launching Event 27-Jun-13 Persons 0 200 0
Open house Sessions 27-Jun-13 Count 15 0 0
Colleges Sponsored Sessions 28-Jun-13 Count 10 0 0
2,850,000
Execution Charges Approx. 10% 285,000
3,135,000