EXTRAMARKS Campaign Concept
Timeline for Campaign 3 Months
Campaign Budget 1,000,000
Campaign Objective To get 1000 Subscriptions
Price per subscription 36,000
Timeline for Acquisition
Total Revenue 36,000,000
Loyalty Program
Assumption 1 Margin 25%
Assumption 2 Lead to Enrolment Ratio 30:1
Profit 9,000,000.0
Need to Get 30000
Target Customer Parents of Students in K-12
Students can come onboard as Influencers with specific awareness campaigns using SEO and Org
Ads can be designed keeping in mind that we need students as influencers (consumers) and parents as customers (buyers)
We can also try for pitching through Top Students in 10th Board and 12th Board to become influencers to microinfluencer
Channels Twitter for Customer Redressal and Trends
Facebook for Awareness - Campaigns
Google Ads and Facebook Ads for Lead Generation
Youtube Ads
Other Notes:
SEO Work based on Keyword Research
Most Impactful Keywords for Blogs and Value Creation
UTM Parameters to track on Google Analytics
Ad Groups for JEE, NEET, NCERT and CBSE
Guest Posts and Backlinkings to Higher Authority Pages
Class 10 and Class 12th have the highest costs - and most traffic
Need to optimize
Landing Pages
CTAs
Per Year Other Marketing Comms
Estimated as per a PwC report
Based on keyword research
Leads 10000 leads in one month Cost Per Bid Average
Age Bracket - 25 to 45 Years Leads Generated by Campaign
with specific awareness campaigns using SEO and Organic Reach Strategies
encers (consumers) and parents as customers (buyers)
12th Board to become influencers to microinfluencers
Organic Constantly Experimenting to lower the CPA
10% budget Working in Batches while course correcting campaigns where needed
60% Budget Closely monitoring the successes and failures
30% Budget Measuring ROAS
rd research
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ROI = (Rev - Cost)/Cost
aigns where needed ROAS = Rev / Cost of Ads Conv Value / Cost
ETG Campaigns to Generate Leads Online
Timeline for Execution 1 Month for Research and Implementation
Campaign Budget INR 10,00,000 for 3 Months
Campaign Objective To get 1000 Paid Users Monthly
Price per subscription 25,000
Timeline post execution 3 Months to test and improvise
Total Revenue 25,000,000
Loyalty Program
Assumption 1 Margin 25%
Assumption 2 Lead to Enrolment Ratio 30:1
Profit 6,250,000
Need to Get 30000
Target Customer Students in the age group of 18 to 25 Years
Parents in the age group of 45 to 60 Years of Age
Ads can also be designed keeping in mind that we can target students as influencers (consumers) and parents as customer
Pitching to Top Students in Undergrads to become influencers
Giving additional benefits and program incentives for Campus Ambassadors (referral programs) - to channelize offline mar
Channels Twitter for Customer Redressal and Trends
Facebook for Awareness - Campaigns
Google Ads and Facebook Ads for Lead Generation
Youtube Ads
Other Notes:
SEO Work based on Keyword Research
Most Impactful Keywords for Blogs and Value Creation
UTM Parameters to track on Google Analytics
Ad Groups for different courses based on website structure
Guest Posts and Backlinkings to Higher Authority Pages
Need to optimize Landing Pages, CTAs, Other Marketing Comms
Thumbrule - 10% of Revenue on Marketing
Estimate - INR 4Cr Annual Rev.
Avg. price across different product offerings Ideally different campaigns for different courses
Estimated as per a PwC report
Assumption
Based on keyword research and assump
Cost Per Bid Average
Leads for 3 Months 10000 qualified leads in one month Lead Generation Rate
Leads Generated by Campaign
Costs
as influencers (consumers) and parents as customers (buyers)
dors (referral programs) - to channelize offline marketing communication
Organic Constantly Experimenting to lower the CPA
20% budget Working in Batches while course correcting campaigns where needed
40% Budget Closely monitoring the successes and failures
40% Budget Measuring ROAS
s for different courses
Based on keyword research and assumptions
Cost Per Bid Average 20
Lead Generation Rate 10.00%
Leads Generated by Campaign 300,000
Costs ₹ 6,000,000
to lower the CPA ROI = (Rev - Cost)/Cost
course correcting campaigns where needed ROAS = Rev / Cost of Ads Conv Value / Cost
ccesses and failures