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ZMOT Project

ZMOT PROJECT SAMPLE

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Kyaw Htet Po Frank
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19 views5 pages

ZMOT Project

ZMOT PROJECT SAMPLE

Uploaded by

Kyaw Htet Po Frank
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as DOCX, PDF, TXT or read online on Scribd
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ZMOT Project

Core Objective – Increase number of students in Digital Strategy class

How we will do here


Find buyers’ ZMOT and be there!!!
Diversify the traffic acquisition strategy and get traffic from different sources (both online &
offline)
Organic search, paid search, display, email, affiliate marketing, referral, offline marketing
channels, etc…

Buyer’s Journey
Ø Stimulus
o Facebook Ads
o See friends are buying and having fun
o Billboards
o Blogs

Ø Consumers’ ZMOT behaviors in Myanmar (both online and offline)


o Online search (Facebook -> website)
o Facebook Ads
o Word of Mouth (offline)
o Friends’ Reviews and recommendations (Both online & offline)
o Read blogs
o Presence of physical products (School & Branches) available (offline)
o Billboards, Leaflets, newspaper ads, journals, magazine ads etc.. (offline)

Ø FMOT
o Coupons, offers and special deals
o Referral

What to do actually!
Online!
- Create a Digital Class Facebook Page to display all the information and content of
the class there (to find the info easily online)
- Create an Introduction Lesson Video with the class environment so that potential
buyers can imagine the real class experience
- Create a Success Story Video of old student
- Encourage customers to leave a Review on social media
- Encourage customers to write Success Story Content on social media
- Presence on Instagram, YouTube, LinkedIn as well.
- Provide App or Web feature to Enroll class Online (available to enroll directly from
Ads)
- Provide coupon, offers and special deals and get listed on the websites and social
media accordingly
*Provide good User Experience on all devices (desktops, tablets, smart phones)

Offline!
- Coupons, offers, old students referral and special deals
- Billboards, Leaflets, newspaper ads, journals, magazine ads etc..
*Comfort buying offline (most ppl don’t make a purchase online)

Situational Analysis

Ø Competitors
1. CCI France Myanmar ( 6hrs/4days) (350 usd)
2. Phyo Training Center (2days per week, 1 ½months) (120,000 mmk)sx
3. Salween Studio (250,000 mmk/ 7days)
4. Myanmar Institute of Finance
5. Today Matters Institute
6. Myanmar Institute of Business
7. Myanmar Management School (not sure)
8. Myanmar Management Institute (not sure)

Ø Strategy First’s
Presence Online
www.strategyfirstinstitute.com
www.strategyfirstclasses.com
https://www.abeuk.com/study-us/centre/strategy-first-institute
https://www.facebook.com/StrategyFirstInstitute/

Ø Strategy First’s
Presence Offline
- Billboards
- Pamphlets
- SF journals

Ø Current SF’s
marketing for Digital Class
- Facebook posts
- Seasonal Promotion
- Old student’s transfer promotion
- Cash down discount promotion

KHP

Core objective
- To increase number of students for Digital Class

Where are we right now


- Number of intake is dwindling
- Increase in competition and online courses

SWOT
Strength
- Only one CIM offering school
(By promoting more about how CIM is important for Marketing professional)
- Trainer
(Having one of the best trainer who has prolific profile in Digital Marketing)

Weakness
- Long Period
(Attending a class for 6 months is challenging and needs lots of commitment)
- Exam difficulty
(Our trainer won’t lecture for exam and CIM exam is not an easy task)

Opportunity
- Digital Marketing Era
(Nearly Mature stage of DM in Myanmar 🇲🇲 but still left so many doors to open in DM -
Meaning "Myanmar’s DM era is still booming)
- SF is one of the well known schools
(Image and reputation of the school can pull more students)

Threat
- Online courses
(Easy access to high speed internet can bring more Online Education Provider)

Market insight
- We are still market leader
- There is no strong competitor in DM
How we create ZMOT?
Online
- Facebook
(Current Myanmar’s DM leader)
- Website
(For image and Some like active website schools)
- Instagram
(Passion platform can give us more DM focus audience)
- LinkedIn
(A place for professionals and we better use it)
- YouTube
(It’s okay not to be there right now but later we need it)

(We need to be at all those places and create Digital Marketing content and CIM content)

Offline
- Current students word of mouth
- Current student experience video
- Referral discount
- Digital Marketing Events
- CIM events
- Engaging with Trainer session
- Trainer video
- Billboard
- Education magazines
(Some can be used in online also)

By using those online and offline marketing for every intake can bring us more students
enrollment and will meet our objective.

Strategy
● Repositioning Target Market (from age 18 to 40)
● Creating online one-stop service place (from information search, activities & reviews,
online trial class to enrollment)
● Online short courses
● Creating on-job training programs

Tactics
Online
● Facebook
- Digital Marketing related contents
- Class Ads & Program information
- Posting winners’ contents from class activities
- Success story video clips/ articles of alumni
- Special offers for online enrollment
- Class reviews of alumni

● Website
- Digital Marketing related contents
- Class Ads & Program information
- Lecturer’s Professional Background
- Video clips of talk shows
- Online trial class
- Online short courses
- Add Live Chat Box
- Success story video clips/ articles of alumni
- Special offers for online enrollment
- Allowing Email subscription

● YouTube
- Free courses
- Talk shows

Offline
●

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