ODI Expansion Campaign
Download as PPT, PDF•2 likes•593 views
The document outlines an integrated marketing campaign to promote the Online Discovery Island (ODI) primary English course book in Indonesia over three months. The campaign involves offline activities like school sales visits, book fairs, and teacher training workshops. It also includes online efforts such as creating an ODI Facebook page and YouTube channel. The goal is to grow ODI's market share, increase sales, and build the brand by providing a fun learning experience through interactive online games. Performance will be tracked by metrics like new school and teacher registrations, survey responses, and social media engagement.
ODI Expansion Campaign
- 1. 1
- 2. Presented by: Sherly C Gunawan 2
- 3. ODI profile: •A six-level primary English course book designed for children (primary level) in 21st century learning environment. •Infuse and combining methodologies of classroom-based ELT and games-based learning. Significant features: ODI comes with an interactive adventure games where children can review the material covered in the book. Each level presents a quest/mission to complete through series of real world like tasks, designed to engage and motivate children to learn. Benefits: •Teachers - infuse learning materials with a sense of ‘discovery’. Classroom management tool, teacher support walkthrough. •Learners - technology savvy children can share and practice their work online at school/home at their own pace. •Parents - technologically safe learning environment for their children. 3
- 4. Primary audience: •New Private Schools. •Non adopting schools who is looking to establish new approach to their method of teaching. •English teachers. Secondary audience: •Parents (medium-high disposable income). SWOT analysis Strength: •Ground breaking digital product from Pearson – combining ELT training + online digital world. •Safe and fun learning environment for children. Weakness: •Heavy competition. •Low brand recognition in primary course book segment. •Price can be considered premium (primary course book segment is very price sensitive). Opportunity: •Potential to grow the market even more through heavy promotion & after service offering. Threat: •Similar product offering and easily copied. •Customers can easily switch to competitor product. 4
- 5. Current competitors: •Local publisher – Elex Media Computiondo, Erlangga (price starts at Rp 30.000). •Cambridge University Press – Young Learners Go (Audio CD available, price starts at Rp 59.000). 5
- 6. Integrated marketing campaign: To run over three months period Objective: •Grow market share of Online Discovery Island in Indonesia. •Increase sales of Online Discovery Island. •Increase ODI brand recognition & Pearson in Indonesia. •Market leader in the primary course book segment. Key Message: Fun learning experience through interactive online games. Offline: •School field sales visitation. •Book fair at school – theme event at school e.g. Pirates Island, find Waldo the Dragon. •Pearson Day event (road show) – promoting Online Discovery Island. •Teacher training workshop. •Jakarta Book Fair (2013). Online: •Facebook – create ODI facebook page, conduct survey on facebook, URL link to the website. •ELT community webpage (pearsonelt). 6
- 8. Sales visitation to potential schools – Introduction Period Suggested regions: Java: Jakarta, Bandung, Surabaya, Semarang, Yogyakarta. Sumatra: Medan, Riau, Palembang. Sulawesi: Makassar. Kalimantan: Pontianak. Bali. Mechanics: •Collect database of all private private school in cities mentioned previously. •Sales appointment with the school principals. •Product presentation by sales team. •Call for action follow up. •Product/Price bundling. •Offer after service sales – e.g. ODI orientation day, supplementary merchandise, teacher training workshop. Book fair at school – ODI event in school •Both Pearson and schools invite parents to come and review the course book offered. •Set up a booth with a theme e.g. Pirates island & to find Waldo the dragon etc. •Merchandise supports – create mascots from ODI characters e.g. WALDO the green dragon. •Online adventure games demonstration - experiencing the product on the spot. 8
- 9. Measure and tracking results: •Number of Inquiry on ODI. •Number of new school adopting ODI course book – daily/weekly sales tracking. •Sales compared to last year. 9
- 10. Pearson Day event (Road Show) – Familiarisation period Suggested regions: Java: Jakarta, Bandung, Surabaya, Semarang, Yogyakarta. Sumatra: Medan, Riau, Palembang. Sulawesi: Makassar. Kalimantan: Pontianak. Bali. Mechanics: •Email and phone call invitation (adopting and non adopting schools). •Invite author & ELT professionals to speak and explain the product, tips to deliver the modules etc. •Interactive session – involve the audience in the presentation, show videos from schools from other countries (KOREA). •Networking sessions. •Q and A sessions. •POS/premiums will be made available for them (ODI materials, calenders, pens etc). •Rewards for the most interactive teachers/schools. •Survey at the end of the event – collecting feedback (With possible incentive reward for creative feedback). 10
- 11. Rewards: •A complete set of ODI learning material for teachers/schools. •Door prize – overseas travel to visit schools that have adopted ODI materials. Measure and tracking results: •Number of attendees/registration compared to last year •Number of new registration compared to last year •Survey •Feedback via email/facebook . 11
- 12. Teacher Training & familiarisation workshop – Growth and Development period Mechanics: •Invitation to the workshop to English school teachers (Adopting & Non adopting school). •Author / ELT professional as trainers/speaker. •Interactive sessions. •Networking. •Merchandise/premiums available to teachers. •Survey. Measure and tracking results: •Number of attendees/registration compared to last year. •Number of new registration compared to last year. •Survey / Feedbacks. 12
- 13. Online Campaign – Continuous Growth period •Facebook Facebook page dedicated for ODI. Interactive contents, contains activities pertaining to ODI e.g. product highlight, events, news, survey, ODI orientation days video from other countries etc. Through Pearson Asia facebook there will be a link to ODI website. •Youtube. Create ODI profile and upload it on Youtube. •Blog post on ODI community. http://www.eltcommunity.com/elt/groups/ourdiscoveryisland?view=blog Measures & track results: -Number of people visiting/liking ODI facebook page. -Comments on Facebook page & Youtube. -Participants on blog. 13
- 14. 14
Editor's Notes
- #7: Need to review this with Adrian