Lên kế hoạch Marketing cho Colorme, bài tập nhóm trường UEF môn học Direct MarketingCOMPANY INTRODUCTIONColorME is a photography and design training center for beginners. Founded in 2015 by Mr. Nguyen Viet Hung, colorME has received the trust of tens of thousands of students as a school that trains basic knowledge in design and photography, applied in many industries. To date, colorME has grown to 8 shortterm courses and 2 longterm, intensive courses. Each shortterm course lasts 8 sessions, within 1 month, students can design media publications, logos, edit photos, make slides, design CVs or even video clips. ColorME always strives to bring the best experience to students with beautiful classrooms, enthusiastic instructors, a social network exclusively for students, easytounderstand curriculum integrated online,...SWOTMarket AnalysisSTPCompetitors of ColorMe
FINAL REPORT COLORME INSTITUTE CLASS: A05E SUBJECT: DIRECT MARKETING LECTURER: LE HONG DAC GROUP MEMBERS ĐỖ THỊ HỒNG NHI NGUYỄN HOÀNG HUY NGUYỄN THỊ LAN ANH PHẠM THỊ BÍCH NGỌC HỒ ĐẮC THIÊN ÂN TABLE OF CONTENTS GROUP MEMBERS COMPANY INTRODUCTION Colorme products Offline Online via zoom Online via ColorMe's website SWOT strengths Weaknesses Opportunities Threats MARKET ANALYSIS COMPETITORS STP 10 Segmentation 10 Targeting 10 Positioning 11 TARGET CUSTOMERS 12 Customer Insight 12 FAB 13 Features 13 Advantage 13 Benefit 13 LISTS 14 House list 14 Response list 15 ColorMe HaNoi 15 ColorMe HaNoi 16 Compiled list 17 DIRECT MARKETING PLAN 18 Some previous events 18 “Đại học không học đại 2021” with Bach Khoa Universiry 19 “TMUBiz - Sổ tay hóng hớt dành cho chiếu mới” 20 “Hành trình kinh doanh” is academic competition of yec - neu young economic club 21 “Tài Năng Lãnh Đạo” is annual contest organized by the Effective Leadership Development Club - DEL under Hanoi University 22 Product 23 Price 23 MARKETING OBJECTIVE 24 Deployment Plan 24 PHASE 1: TRIGGER 25 PHASE 2: ENGAGEMENT 27 PHASE 3: AMPLIFICATION 30 TIMELINE 34 BUDGET 35 EVALUATE CAMPAIGN EFFECTIVENESS 38 Tool 38 Google Analytic 38 SMS & Email Marketing: 38 Social Media: 39 Customer service 39 Response 40 Conclusion 41 SOURE 41 KPI 42 COMPANY INTRODUCTION ColorME is a photography and design training center for beginners Founded in 2015 by Mr Nguyen Viet Hung, colorME has received the trust of tens of thousands of students as a school that trains basic knowledge in design and photography, applied in many industries To date, colorME has grown to short-term courses and long-term, intensive courses Each short-term course lasts sessions, within month, students can design media publications, logos, edit photos, make slides, design CVs or even video clips ColorME always strives to bring the best experience to students with beautiful classrooms, enthusiastic instructors, a social network exclusively for students, easy-to-understand curriculum integrated online, campuses in North - South have shown the trust and support that colorME has received from students across the country Contact Info: Hotline: 024.3550.0333 Website: http://colorme.vn/ Colorme products Colorme institute's products are courses Forms of learning Offline One class of approximately 20 students with lecturer and teaching assistant Online via zoom Same as Offline but learning through Zoom application but only available during the pandemic Online via ColorMe's website An online learning form, just enter the code provided by Colorme, students can learn through the videos available on the website With single purchase to access all E-colorME Online courses including 34 courses totaling 672 videos, and there were 9274 students studying in this form SWOT Strengths - There are many different courses - Training from basic to advanced - Modern learning environment - Young staff - Reasonable tuition fees - Direct counseling - Suitable for each type of student level - Modern and complete facilities - Modern, user-friendly website - The curriculum is constantly updated -Public students' products Weaknesses - Not many branches (only in Hanoi and HCM) - There are not many advanced courses yet - There are not many promotions Opportunities -Most of the competitors are in the upper or lower segment - Online courses suitable for learning needs during the epidemic season -Graphic design is growing in popularity in recent years - Customer demand is increasing - Knowing graphic design is an advantage when recruiting Threats - Market rends change constantly - Output quality is not guaranteed MARKET ANALYSIS According to a statistical report on human resource demand, each year our country needs more than million workers in this field Or just search on Google with the keyword "graphic design jobs" and immediately display about 74.400.000 results in 0.73 seconds, which is enough to show how great this market's human demand is any There are even a lot of companies that recruit graphic designers without any experience in the profession As evidenced by trying to search for the keyword "graphic design recruitment without experience", we see more than 8.2 million results displayed within 0.7 seconds These are proofs that the industry's huge Door-to-door Collection form PHASE 2: ENGAGEMENT Banner web 27 Social media (FB,IG) Direct email 28 SMS marketing Telemarketing Script Greetings Introducing courses Which course did the client care about? 29 Introduce the key details and present privileges Get customer’s information to regist (applied for signing applications) Confirm via email PHASE 3: AMPLIFICATION Offer 1: Upgrade the intensive learning package with only half the price ONLY 4,400,000vnd / registration course from April to April (only for those who have taken the "Multi-purpose" course) Offer 2: Give a voucher for 50% off all All courses for students who register for the first time from 08.04 - 21.04 Offer 3: Offer an official software trial package during the study period at the Multi-purpose course, applicable to students who register from April 21 to 31.05 Offer 4: Voucher discount 30% any courses for those with birthdays in April and May NOTE: Not applicable with different offers TACTIC SEO 30 Ads FB/IG Google Ads Google search 31 Display network Youtube Ads 32 Tiktok Ads 33 Telemarketing Youtube SMS Marketing Email Marketing PAY-PER-CLICK Ads SEO Social Media Data analysis Market research (Surey & collet data) Category Phase 15th November December TIMELINE January February March Phase April 34 May Phase 2000 VND/1 comment A5 C150 paper 150 VND/sheet Package of 5000 data costs 300,000 VND Trial Course Advertising Comment on reviews and trial course posts Information sheet and trial course advertisement Student data packages from teaching centers SEO Facebook Ads Facebook Seeding Leaflet/Poster Buying Data Keyword + backlink plan Trial course confirmation Email Marketing 2000 sheets 30 comments Month Months Ahrefs: 150k/month Spineditor: 30k/month 20 million for month Month Quantity Package of 20,000 Email Marketing costs 400,000 VND/month PHASE Unit Description Campaign type BUDGET STT BUDGET 35 300,000 300,000 60,000 20,000,000 360,000 400,000 Cost 2000 VND/1 comment 550đ/sms Khui lì xì tạo "New Me" Comment on reviews and FB course posts Reminder & Confirmation of course registration Email Marketing Facebook Ads Pay-per-click Sale Promotion Facebook Seeding SMS Marketing Tiktok Ads TET PROMOTION ADS 10 million for month Advertise new courses and Tet promotion Phase 200k/day Voucher 20 million for month Package of 50,000 Email Marketing costs 950,000 VND/month Advertise new courses Reminder & Confirmation of course registration Offer related courses Phase 300 VND/sheet Door to door Distributing information leaflets to promote trial courses at Universities Days 30,000 50 comments 2000 Months Months Months 2000 sheets 36 1,400,000 16,500,000 100,000 3,296,000,000 20,000,000 40,000,000 1,300,000 600,000 3% SALE PROMOTION Additional cost Tổng = 4,007,524,000 VND Voucher 37 116724000 418,080,000 NEW OFFERS Youtube 2,400,000 16,500,000 40% for Offer 50 students for Offer 100 students for Offer NEW OFFER ADS Tiktok Ads 30,000 100,000 16,000,000 NEW OFFER ADS SMS Marketing 50 comments 20,000,000 weeks 550đ/sms Reminder & Confirmation of course registration Facebook Seeding Months 20,000,000 80VND/view 50,000 views/week 2000 VND/1 comment Comment on reviews and trial course posts Pay-per-click Month 400,000 12 Days 10 million for month Advertise new courses and New Offers Facebook Ads Month 200k/day 20 million for month New offer advertising Email Marketing Package of 20,000 Email Marketing costs 400,000 VND/month Reminder & Confirmation of course registration Offer related courses EVALUATE CAMPAIGN EFFECTIVENESS Tool Google Analytic Measure new users and pageviews (based on new SEO content article, advertise ads to the page) Increase pageviews with new and updated content every month (expected effect is to increase 2000 new views per phase) Measure brand awareness with organic search (Increase by 20% in each phase) Measure clicks through links on SMS and Email (each link is shortened to a separate bit.ly for bookmarking) SMS & Email Marketing: Through the number of registrations and unsubscribes to receive mail to restatistic the number of potential customers From there, adjust the budget as well as the offer for the next strategies (80% of customers receive emails and 70% click on links) With SMS, it will measure the number of people who receive the message and click on the link (the expected efficiency will be 90% of customers receiving the message and 70% clicking on the link) 38 Social Media: Measure by reach and likes, comments and shares after each campaign (Desired measurement is 50,000 reach, 20% increase in interactions each phase) Customer service Colorme has consulting support on social media & website Survey table after each course Taking care of students continuously via SMS and Email and calling Strengthen relationships with old students and support new students in their learning Build relationships with students even at the end of the course (proposing suitable jobs and related courses) 39 Response Actively responding in class schedule reminders 40 Continuous feedback and surveys on every course that students complete Ensure students' information, progress and learning path are clear and accurate Conclusion Through the report, we can see that the Direct Marketing Campaign effectively supports Colorme in attracting new customers and creating related offers Students can choose the course that suits their needs and thanks to Direct Marketing, the conversion rate of Colorme related courses will also be highe SOURE https://inhat.vn/ha-noi/dich-vu-ha-noi/giao-duc-ha-noi/khoa-hoc-thiet-ke-dohoa-ngan-han-hanoi/#5_Cong_Ty_Arena_Multimedia_8211_Khoa_Hoc_Thiet_Ke_Do_Hoa_Ngan_ Han_Ha_Noi_So_1_Chau_A https://colorme.vn/ https://idc.edu.vn/tin-tuc-chuyen-nganh/hoc-thiet-ke-do-hoa-co-de-xin-viecanhu-cau-lao-dong-cua-nganh-nay-o-muc-naoa.html http://nganhthietkedohoa.edu.vn/co-hoi-nghe-nghiep/nhu-cau-lao-dong-nganhthiet-ke-do-hoa-hien-nay/ 41 ... media, Email door-to-door, marketing, SMS marketing, SMS Key hook response list, Website, marketing, Website, Sponsor marketing, Website, Telemarketing, Sponsor Telemarketing, Sponsor Tactic Offer,... the trust and support that colorME has received from students across the country Contact Info: Hotline: 024.3550.0333 Website: http:/ /colorme. vn/ Colorme products Colorme institute''s products... 14 Response list 15 ColorMe HaNoi 15 ColorMe HaNoi 16 Compiled list 17 DIRECT MARKETING PLAN 18 Some previous events