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TRANSCRIPT
DIGITAL MARKETING PROJECT
WHAT IS PAD?
“PAD (Production Art Department) is the only education institute in
NSW that transforms visual artists into cutting edge illustrators for the
digital entertainment industry.”
Solid partnership The Northern Sydney Institute, part of TAFE
PAD knows industry Professional program designed to attend industry needs.
Australian Market Are graduates job ready?
Competitors Where are the underlying principles of illustration? Universities lack on hands on learning.
PAD Graduates Illustrator Unlimited
WHO ARE WE TARGETING?
CAREER STARTER School leavers University students Local and international students 16-23 years of age Living with parents Tech savvy Come from an affluent household So many options out there, which one is the right one for me?
MARKET SEGMENTATION
MARKET SEGMENTATION
CAREER UPGRADER Entertainment industry professionals, concept artist, storyboard artist, visual arts tutors, illustrators, game designers and others. 24-49 years of age Working full time I need to up skill to apply for a higher position, but I can’t study full time.
HOW CAN PAD HELP OUR CUSTOMERS?
THE BUSINESS
PAD IS SO AWESOME ! BUT OUR CUSTOMERS
DON’T KNOW ABOUT US.
WHAT’S THE PROBLEM?
DIGITAL MARKETING STRATEGY
OBJECTIVES 1
CUSTOMER ACQUISITION
Generate leads and improve brand visibility online
OBJECTIVES 2
CUSTOMER RETENTION
Improve retention rates and customer lifecycle by encouraging
current customers and new customers to ingress in PAD’s new
pathway to university program
STRATEGY 1 Increase visibility within organic search and improve website user experience
KPI’S
TACTIC 1
Website UX Improvement
Website SEO Optimisation
TACTIC 2
Website unique visitors
1,000 to 12,000
12 months
Keyword ranking
2nd page to 1st page
12 months
WEBSITE SEO OPTIMISATION
• Good Technical SEO • Links • Blog Content • keyword campaign
TACTIC 1
WEBSITE - UX
Subscription form
Social buttons
Call of Action Easy
Navigation design
Mobile Optimisation
Visual Design
A/B test
TACTIC 2
STRATEGY 2 Enhance engagement with high quality content relevant to targeted audience and stage on customer journey
KPI’S
TACTIC 1 Leverage produced content through social media channels
Develop a master content plan
TACTIC 2
Social Media Engagement 0.9% to 2.5%
Social Media
Followers 25% +
REACH AWARENESS
ACT CONSIDERATI
ON
CONVERT Enquiry
ENGAGE Advocacy
Asking Questions? Research Keywords? Taking Actions?
Consume branded content
Sign up Download course brochure
Post share Comments Likes Mentions
Career Starter
How to videos Study loans Events and Meet ups
How to start a career in the film industry. What careers are available for me?
Download brochure Sign up for newsletter
Join us on… Be part of…
Career Upgrader
Recognition of prior learning Industry reports How to videos
What employers are looking for in a graduate?
Request a course syllabus Sign up for our newsletter
Be part of our Alumni program
CONTENT PLAN & SOCIAL MEDIA
Customer engagement News Events
Industry trends Alumni program Job board
Student Artwork Images #PADartwork
STRATEGY 3 Increase awareness of PAD’s professional program amongst target audience
KPI’S
TACTIC 1
Retargeting campaign targeting website visitors
SEM campaign incorporating Google Adwords
TACTIC 2
Bounce Rate 60% to 35%
6 months
Website conversion
rate 5% to 20% 12 months
RETARGETING & ADWORDS
STRATEGY 1 Use targeted email campaign to foster engagement with current customers and to re- activate lapsed customers
TACTIC 1 EDM Campaign to existing and past customers
Diploma to Degree campaign through SEM, landing page and social media ads
TACTIC 2
KPI’S Customer Retention
30% 12 months
Upsell
10 D2D 12 months
EDM CAMPAIGN
TARGETED CAMPAIGNS
CONSIDER CUSTOMER TOUCH POINTS
TAILORED MESSAGE
CALL OF ACTION
LANDING PAGE
TACTICS METRICS
UX IMPROVEMENT SEO OPTIMISATION
Time spent on website Bounce rate Call of action click through rate Volume of organic leads Keyword ranking
PAID GOOGLE ADS AND SOCIAL MEDIA ADS
Click throughs Bounce rate Call of action click through rate
EDM CAMPAIGN Open emails Clicks on link
CONTENT MARKETING
Number of subscribers Number of shares Number of mentions Social Media followers
LANDING PAGE Call of action click through rate
MEASURING KPI’S
I can see new customers coming!
