5. Marketing Plan and Sales Strategy
5.4. Promotion Strategy
mandarin with us. Unlike other institutions we guarantee learning with native speaker teachers;
besides, these professors have a background on education or languages and the programs are not improvised, rather, they are designed specifically for every age bracket we serve. We aim to attract sophisticated and highly educated individuals who seek for alternatives in language learning, other than English.
More importantly, this specialization will allow us to keep our prices competitive against the rest of the language schools in the Queretaro area; other schools charge between $300.00 MXN and $450.00 MXN3637 per hour, which is a high price. By being highly specialized and price competitive, we can be close to the price of the competition, even below.
5.3.2. Price discrimination.
There will be a selection of discounts and benefits for certain specific cases:
Siblings joining together one of our courses; they will have access to a discount in their registration fee and monthly payment.
Students from school with which we have collaboration agreement; they can receive a discount in their registration fee.
These discounts cannot be combined.
5.4. Promotion Strategy
5.4.1. Push Marketing Presence in trade shows and education fairs. Every year different education expos take place in Mexico; offering multiple education options and extracurricular activities. One important expo that takes place in different places in the world, including Queretaro, is
36 Between $17.00 USD and $22.00 USD
37 Globoworld charges $8353.00 MXN for 18 hours of class in a month; $464.00 MXN per hour. Languages International charges $300 MXN every hour of class in semi-private lessons (groups of 2-3 people)
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EDUEXPO, which presents multiple universities, language centers, government and international institutions dedicated to offer education programs38.
Like EDUEXPO, Queretaro city holds the EXPO EDUCACIÓN CONEDUQ, which revolves around scholarship programs, education institutions, continuous education, and education alternatives39.
Direct selling to customers in education institutions with which we collaborate. Stablish a campaign where representatives of our institution visit schools and education centers of all levels, to present our programs – corresponding to each age group – and invite them to join our institution. This will include institutions ranging from kindergarten to university level.
Negotiation with Education institutions to advertise our services. One of our objectives is to permanently be advertise in the education institutions. Arrange with school administration and negotiate compensation packages or benefits.
5.4.2. Pull Marketing
Advertising and mass media promotion. Have presence in printed media in education magazines and publications. It will also be of extreme relevance to have presence near universities and basic education schools.
Word of mouth referrals. Having referral programs and benefits to our existing students will also be vital. Our customer service and attention to results will be determining for the decision of our customers to refer our services to others.
Search Engine Optimization and AdWords Campaigns. Having the correct presence on the internet will boost the number of potential students coming to our institution, tools like these
38 EDUEXPOS. http://eduexpos.edufindme.com/
39 EXPO EDUCACIÓN. http://coneduq.org.mx/Eventos/expo-educacion-2018-en-queretaro/
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will help our institution to add value, extend reach, and drive revenue from the effective advertisement and proper segment targets.
Sales promotions and discounts. Offering our services to potential customers visiting the institute and adapting our services to their needs, regarding schedule, level, and payment form.
5.4.3. Search engine optimization (SEO)
Search engine optimization is one incredible tool of marketing, especially for small businesses.
The design of our website will play an important role in the effectiveness of a SEO campaign, as it can influence the amount of time and attention the user spends in the page. Our website will be the center of most of our digital marketing initiatives; consequently, our page will have to be designed in a clear, easy to read, and interesting way. We must create a website that is up-to-date, attention-grabbing, above all, mobile friendly. Search Engine Optimization will provide us with:
Flexibility. SEO is usually dictated by the types of keywords desired to target and the type of visibility strive for. The use of search engines as a mean for solving personal doubts and obtain concrete information by all kinds of users, makes SEO an enormously flexible strategy.
Targeting. SEO is also advantageous because of its precision. Being able to track rankings and performance (the website’s performance), we can, first, analyze and understand our current audience; and, modify the parameters of optimization to adapt to the segments of the market we are not reaching.
Long-term results. The image built through the SEO campaign is relatively permanent. We will be able to continue reaping results well after we have ended the campaign.
5.4.4. Content Marketing
Content marketing serves as complement to SEO. We will perform investigative labor on the fields in which being able to communicate in Chinese, reports and potentially interviews with
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the Chinese and Taiwanese companies with operations in Queretaro, testimonials from our students sharing their experience learning and using the language, culture articles related to Asian culture like holidays and important dates. All this to create awareness on the importance of learning Chinese language and showing that it is not hard to learn.
Content creation is valuable because it brings:
Trust and reputation. Content marketing will help us building the company’s reputation and building trust within our target audience by communicating with them in an interesting manner. This will lead to an increase in customer retention and public brand perceptions in addition to core visibility.
Strategic complements. Content marketing is an excellent complementary strategy to the rest of the marketing strategies; it can significantly influence the organic search results, the SEO strategies, provide value for email marketing campaigns, and ideally, material for the social media marketing campaign.
Conversion potential. We expect that the content on the importance and reality of learning mandarin can answer the questions of potential students who are hesitant about how hard it is to learn mandarin. Furthermore, publishing success stories can also encourage others to pursue the study of the language.
5.4.5. Email Marketing
Our email marketing consists of regularly sent newsletters and promotional offers to our students and other email addresses obtained by different means like study fairs, and networking, the use of this strategy will allow us to use our created content and generate traffic to our web site. Periodically, we may send a roundup of our latest content, links of interest, and promotions, like discounts and benefits from referring our services. We can also use it to generate survey questions that will provide us with important information for our services and the content we
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create. and it, too, has distinct advantages:
Pure ROI. According to some studies, email marketing has a higher ROI (full name is needed when the term appears the first time) than any other marketing, sometimes projected as returning 400 percent of your investment40.
Retention and attraction. Email marketing is useful for both attracting new customers and retaining old ones.
Simplicity. There aren’t many practices or technical components to learn in the field of email marketing.
5.4.6. Social Media
Social media can be used for a variety of tactics, including engagement, attraction, promotion, and sales; this strategy can help us to position our services in the mind of the customer and potential customers. We will use social media platforms to show the state of the institution, the facilities and the environment in class; social media will also work as an outlet to the content created in-house, the sharing power on social media can make the company’s visibility aggressively grow. This is the medium through which content becomes viral.
Social media can also serve as a mean for communication with our students and undecided potential customers; it can be used a troubleshooting platform and solve questions regarding our services and even about the language or the culture.
40 Email Marketing ROI: What is the True ROI of Email Marketing? DECEMBER 22, 2017.
https://www.lyfemarketing.com/blog/email-marketing-roi/
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