Digital Marketing Short Course

October – December 2013

Ana Garcia Muñoz Deepak Dhayatker

Patricia Alba Román Rafael Garcia Sanchez Valentina Iannaccone

Agenda

• TutorLand – The Brand

• Target Audience

• Marketing Plan

• Digital Marketing plan

• Q & A

• A classified website where tutors can advertise their services and the

general public can search them • Tutors can be:

– Professional Teachers – Someone who teaches for fun or helping people – Someone who wants to earn some extra money – Can teach anything from Languages, Music, GCSE, A-Levels or

just help with homework for parents who can’t help their kids • Focus is on local area: individuals can find a tutor near where they live

or work according to their needs • Tutors create and promote their adverts • Individuals can search, review and request lessons in their areas

Target audience

Teachers who want to teach something (any age) Individuals who want to learn something (any age) Parents looking for a teacher for their kids (e.g. maths lessons in NW6) Located in London only

Some data: In 2013, 36 million adults (73%) in Great Britain accessed the Internet every day, 20 million more than in 2006. Access to the Internet using a mobile phone more than doubled between 2010 and 2013, from 24% to 53%. In 2013, 72% of all adults bought goods or services online, up from 53% in 2008. The most active age group online is the 25-34 bracket. Source: Office for National Statistics, 2013

Marketing Plan – Traditional Marketing

1. Direct Marketing • Posters and leaflets sent to community centres, youth centres and local

colleges in each borough enclosing a cover letter explaining the project and asking for collaboration

2. Outreach / Events • Roadshow across London boroughs with promotional staff distributing

flyers to passers-by and encouraging them to sign up. • Promotional staff carrying iPads to achieve instant web registrations • Leaflet distribution in existing events happening in each borough. i.e.

farmers market

3. Advertising / PR • Small ads in local media (newspapers, TV, radio) including editorial

space • Online banner placed on webs of local business • Contributions to newsletters / blogs of local partners

4. Display Advertising • Place ads on third-party websites with the goal of creating branding

awareness and/or generating traffic e. g. banner ads

5. Email Marketing • Newsletters for registered users based on the subjects and on the

locations the users are interested in. • Mailshot to local business to encourage employees to sign up for

«lunchtime» lessons

6. Search Engine Optimization (SEO) • Keyword research • Link building 7. Social Media

Marketing Plan – Digital Marketing

Connecting Private Tutors and Students

What is TutorLand ? We connect tutors who can advertise their services with the general public. Most of us have a skill we can teach to others. Join our programme to find the best learning opportunities near to you.

@2013 Tutorland | Privacy | Copy right | Terms of Service

Tutorland website

Facebook

• Facebook page will include posts about website updates with new lessons; promo events; competitions for visitors… • It should be monitored regularly to tackle possible negative comments from followers.

Tutorland

Education / Training Local lessons, Classes for all…

Tutorland

Tutorland @TutorlandUK

Looking for individual lessons in your area? Willing to teach your neighbours and get paid for it?

Visit www.tutorland.com

Tutorland @TutorlandUK

New Violin lessons for beginners at W6. Check our website and book your place now www.tutorland.com

Photos / Videos of promotional events, images of lessons taking place posted by tutors / students…

Tutorland @TutorlandUK

Visit Tutorland Stand at Camden Farmers Market next Saturday 14th Dec and win free lessons in your area for a week

Tweets to promote new lessons on the website; promo events; competitions…

Twitter We will be following individuals who are registered on our website, local partners and companies / institutions related to the fields of education, informal training, professional development…

8. Mobile Marketing

The Tutorland App is a geosocial application which allows users to locate other students or teachers. • Possible screen shot for the

search function • It runs on iOS, Blackberry OS and

Android. • It allows users to locate other

students/teachers within close proximity.

• Social networking based on where you are.

How does it work? • Photo gallery of members/users.

• GeoLocation Service (distance User to User).

• Users can build personal profile, upload photo.

• Users interact through instant messaging within the app.

What are the advantages? • You can find a teacher whenever and wherever you want.

• Its the only geosocial App related to a tuition service.

REACH ACT & CONVERT ENGAGE

Search Engine Optimisation (SEO)

Display advertising

Acquisition email marketing

Social media marketing

Site content & design effectiveness

Appealing home page

Easy to search and browse

Social media marketing

Weekly newsletters

Customer service and support

Web site personalisation

Social media marketing

Digital Marketing Strategy Planning

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