agse imc plan

MODERN SCIENCE & ARTS UNIVERSITY

AGSE| IMC PLAN MCOM 424| Integrated Marketing Communication

Nehal Hesham

Fall 2010

AGSE| IMC PLAN Fall 2010

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Table of Contents I. Marketing Plan Review

Executive Summary Macro Environment Analysis Micro Environment Analysis SWOT Analysis Tactical Marketing Strategic Marketing

II. Promotional Situation Analysis III. Communication Objectives IV. Budget Determination V. Developed IMC Programs

Advertising Objectives Strategy Implementation

PR/Publicity Objectives Strategy Implementation

Direct Marketing Objectives Strategy Implementation

Internet/Social Media Objectives Strategy Implementation

VI. Evaluation Program VII. Appendix


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I. Review of Marketing Plan

Executive Summary

American Graduate School of Education (AGSE) is providing an online Masters Degree in Education. AGSE has lost its leadership in the U.S market because the high competition and the economic downturn. In the same time a significant opportunity in the Egyptian market has been identified. In addition to, the fact that no one of AGSE key competitors are exist yet in the Egyptian market. As a result, AGSE now is considering penetrating the Egyptian market toward seizing this opportunity.

The marketing audit/plan provides a detailed answer for the hypothetical questions: how to seize the opportunity in the Egyptian market, what are the dimensions of this opportunity? What is the best approach to seize it?

The report has been produced to provide a full marketing audit including macro and micro environment analysis and to discuss an appropriate Marketing Plan for the launch of the Masters Degrees for Teachers from the American Graduate School of Education (AGSE) in Egypt. AGSE offers an online Master of Arts degree.

A. Macro Environment Analysis

PESTLE (Political /Economic/Environment –Social/Technological/Environmental/Legal) Political Environment

The government is responsible for offering free education at all levels. The current overall expenditure on education is about 12.6 percent as of 2007

General Election 2010.Possible change of government. Restructure of economy, law, etc impact on Low

Local government. Issues can affect education Business.

Economic Environment

Investment in education as a percentage of GDP rose to 4.8 in 2005 but then fell to 3.7 in 2007.

Budget. Anticipated slowing in public expenditure. Likely to slow growth of economy. Then the consumer becomes less affluent.

Economic factors such as interest rates, inflation, taxes etc, all affect the wealth of the consumer and hence the two affects above can be seen also.

Official legal download sites growing, coming into existence

Digital distribution is cheap.


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Social Environment

Age structure: 0-14 years: 31.4% (male 13,345,500/female 12,743,878)

The majority of the higher classes pull towards the international schools Subculture developing – online forums ,blogs ,chatrooms .

Illegal downloads not seen as a particularly bad activity by society. Especially the young.

Technological Environment

Internet users in Egypt: 11.414 million (2008)

Sophisticated and developing pirate technology.

PDAs and Smart-phones explosion. Changed the way we Accesses the internet.

Issues surround software system compatibility .

Legal Environment

Illegal sites that provide educational services

Market Description

During the period of 2003-2010 the sales history in Egypt has increased by 2%. AGSE has a 25% Market share among its competitors.

Summary of the distribution of private schools in Egypt

Region Pop. Pop. In Learning Age

No. of Schools Based on Type

Arb / English

English only

Tot

Greater Cairo 7,820,362 2,606,782 694 350 1044

Giza 5,699,013 1,899,671 324 135 459

Alex 3,853,873 1,284,664 218 139 357

Upper Egypt 20,649,963 6,882,987 376 24 400

Delta 29,723,553 9,907,851 477 384 861

Canal Zone & Red Sea 2,196,878 698,959 88 35 123

Sinai 379,685 126,562 12 9 21

Matrouh & Wady 445,802 148,600 2 6 8

Total 70,769,129 23,556,076 2191 1082 3273


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Market Size

Breakdown of students and schools (Governmental & Private ) at various levels

No. of students No. Of classes No. of schools

Stage

7,21 Million 176,621 16,159 Primary

4,18 Million 100,183 8,597 Preparatory

1,27 Million 31,058 2,081 Secondary

Current Trends & Development

During 2003 AGSE started to grow in Egypt under the name of CITA accreditation. The reason of this flourishing is that the American Diploma started to grow at that time and the schools teaching that system started to increase. CITA is the accreditation institution for all American Schools in Egypt. The AGSE or the CITA Certification as it was called during 2003 was the lead at that point, until a series of Teaching Masters Programs started to follow.

AGSE is 100% online program that depends completely on the usage of the internet which is a new type of masters programs. Due to the fact that the internet rate has grown in Egypt during

that time, so it’s benefiting the acceptance and perhaps the growth of AGSE. According to the Ministry of Communications and Information Technology, The number of Internet users in Egypt increased to 12.57 million in 2008. The figures below show the increasing in the internet from 2000 till 2009.


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B. Micro Environment Analysis

Direct & Indirect Competitors

American Graduate School of Education has both direct and indirect competitors, some of its direct

competitors are AUC; AUC offers an education certification which includes 6 courses, other than the many

certificates it provides as part of its program. AIC/ ESI is another direct competitor to AGSE; it's an

international education program that offers 10 courses within 15 months with a total price of 7,000$ with

an additional 1000$ as an application and service fee. Phoenix is an online program provides masters of art

in education, its a 2-4 years duration, it includes 30-50 credits (515/ credit hr) the total price of the

certificate would be 17,000-27,000$.

Argosy is another online program with a Masters of art in education, 2-4 years program, 12-16 courses

(595/credit hr), 12,620-28,760$ would be the total price of the program with an additional 200$ application

and graduation fee. Walden is an online education program, provides a certificate in curriculum,

instruction, and assessment, 3-4 yrs duration, it includes 30-36 credits (416$/credit), and a total of 13,195-

15,691$ for the whole program. Kaplan is another educational program that provides Masters in teacher

education, and 2-4 yrs to complete the program.

American Graduate School of Education could include various educational programs as being an indirect

competitor, such as; RITI provides an MBA, Career Gates offers Masters in various aspects as Marketing,

Fashion, and English.

Direct Competitors Indirect Competitors

International Education Program ESI

Masters of Art in Education Phoenix

Masters of Art in education Argosy

Curriculum Instruction & Assistance

Walden

MS in teacher Education Kaplan

Masters Programs AUC

MBA ESLSCA Business School

GUC Masters Programs

RITI MBA

Career Gates Masters


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Due to the crediblity and reputablity of the AUC it has the highesst market share among all, but it is declining now due to the fact that it has minimum number of courses. After the AGSE program was

introduced in Egypt it started to gain a high market share that is slightly close to the AUC. Studies proves that during the next coming year AGSE will be dominat due to its crediblity, strong Curriculum and

convineinece in price and in time.

1

1 See Appendix for Full Competitor Analysis

30%

15%27%

8%

5%5%

10%Market Share

ECL| AUC AIC| ESI AGSE Phonenix Argosy Walden Caplan

International Education Program

AIC / ESI Cairo

15 months

10 600 7,000

MBA RITI / Zamalek Cairo

22 months 16 11,000

Masters in International Education

AGSE / Online

36 months 12 4 / 300 +

8 / 600

6,100

Masters of art in education Phoenix / online

2-4 yrs 30-50 credits

515 / credit hr

17,000 – 27,000

Masters of art in education Argosy / online

2-4 yrs 12 to 16 595 / credit hr

21,620 – 28,760

Curriculum, Instruction, and Assessment

Walden / online

3-4 yrs 30-36 credits

416 / credit 13,195 – 15,691


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C. SWOT Analysis

Strength

Program is accredited from highly reputable accredited organization

CITA link endorsement

Competitive pricing compared to Local and International similar programs

High reputation of the American Education programs

Learning flexibility as it is available 24/7

Strong and diversified content

Reliable resources (content and mentors)

Convenience

Cost-effective

Practical

Condensed experience

DETC Accreditation

Accreditation in the Egyptian ministry of higher education

Weakness

The program instruction language is ONLY in English

Basic problems with Online instructions (absence of face to face instructors, connection, reliability

….)

Absence of localization of the content (mostly applied for USA schools)

Absence of content and degrees for non-teaching staff \

Capacity limitation due to the limited number of certified mentors

Difficulties and hurdles for handling registration and other administrative problems due to absence

of local help disk

lack of local degree recognition from MOE or other governmental organization

Limited awareness for the existence of the program regardless of offering the program for more than

3 years


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Opportunities

The possibility of localizing (Arabic translation) of the content to suit other potential segments

The possibility of creating other training modules to be offered as training courses of certificates

alliance

The growing trend towards granting the teaching license ONLY to professional qualified personnel

(according to the Education Reform Program - ERP)

The possibility to expand into uncovered territories

Online education has a wide market

The number of uncertified teachers

Competition between schools (Quality of Learning)

Threats

The emergence of strong competitors offering similar programs onsite

The existence of other online bodies offering similar programs

The world economic recession

The resistance of the schools’ managers and decision makers to subsidize professional development

programs because of the fear of leaving the school after they earn the degree

Swine Flu

Internet connection failure in Egypt


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D. Tactical Marketing

Product/ Price Product: Master of Arts in Education

Product Features: an online masters program in education

• Duration of the program:

Each course is three credit hours. To complete Master degree you must earn 36 credit hours (12 courses). Each student can register from one to three courses per semester. The program duration is 2 – 4 years.

• Tuition:

Total cost for the Masters program: $ 7,300

Tuition: $200 per credit hour

Administration/Registration Fee: $1002

Place: Online

Promotion

There has been a recent explosion of new media on the market. The introduction of Facebook, Myspace, Podcasts and Virals have all changed the landscape for the marketing communications mix. Facebook, which is a social networking site, has hundreds of millions of users and is a ready market for AGSE to target with pop up of special offers and a link through to its website.As we are marketing in a B2C context to We suggest the following methods:

Direct Mail Mail shot to our existing customers with information on the new model. Mail shot to significant targets, organizations who meet the size criteria.

Online Personal Selling Our sales reps will need to put this new model at the top of their agenda. We can target both new and

existing customers in this way. Our service engineers can also assist with personal selling by recommending this model while on their service rounds.

2 See Appendix for Full Product lines & Company Present Statues


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Exhibition This is a new and innovative service and we need to ensure we are at all education exhibitions over

the next year. We need to take a substantial stand in a prime position in the exhibition halls.

PR Press releases should be sent out to all relevant education magazines. We should also use PR by taking out key client out to lunch to discuss the product. We should also consider having a launch party reception inviting key clients, endorsers and press

journalists.

Sales Promotions We could think about offering free trial periods where the client has free use of our website for a

period of say one month to test our quality.

Website We need to ensure that our website is updated and that the AGSE benefits are the main focus of the

front page.

Banners We need to look at taking out a series of banner advertisements on education websites. This will help

raise our profile with potential clients.

E-marketing advertising We can use e-marketing advertising to mail-shot clients and targets on our database. We need to be

sure we do not infringe any data protection policies by mailing people who do not wish to be targeted in this way.

Advertising Finally, we should consider advertising in the relevant education press. These publications normally

come out on a monthly basis so I suggest a double page spread for a period of 6 months initially.


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E. Strategic Marketing

Segmentation

Market segmentation is dividing a market into distinct groups of buyers who have distinct needs characteristics, or behavior and who might require separate product or marketing programs. (Kotler & Armstrong, 2008). Basis for segmenting consumer markets are generally: Geographic segmentation, Demographic segmentation, Psychographic segmentation, and Behavior segmentation.

In our case we will apply only the segmentation criteria(s) that is logically match with our industry/product (Master's in Education) and ignore the irrelevant. Geographically we will segment by country (USA, China, India, Egypt…etc) and by density (urban, suburban, and rural). In demographic segmentation we will segment based on Occupation (professional teacher, educator, school administrator, other), Education level (university graduate or less, postgraduate, English proficiency, computer and internet skills level), and income level (under EGP2500, EGP2500- EGP5000, EGP5000 and over). In Psychographic segmentation we will focus on social class and personality. In Behavior segmentation we will segment based on readiness stage (unaware, aware, informed, interested, etc).

Group 1(Teachers);

We will re-segment teacher based on types of schools they are working for, as following:

1) Government Schools

Generally speaking, there are two types of government schools: Arabic Schools and Experimental Language Schools.

Arabic Schools, provide the governmental national curriculum in the Arabic Language. A governmental English language curriculum is taught starting at fourth Primary year and French is added as a second foreign language in Secondary Education.

Experimental Language Schools, teach most of the government curriculum (Science, Mathematics and Computer) in English, and adds French as a second foreign language in Preparatory Education. An Advanced English language curriculum is provided in all Educational stages. Social Studies are taught in Arabic. Students are admitted into first grade at age seven; a year older than Arabic schools.

2) Private Schools

Generally speaking, there are three types of private schools:


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Ordinary schools, their curriculum is quite similar to that of the government schools, but the private schools pay more attention to the students' personal needs and to the school facilities.

Language schools, teach most of the government curriculum in English, and add French or German as a second foreign language. They are expected to be better than the other schools, because of the facilities available, but their fees are much higher. Some of these schools use French or German as their main language of instruction, but it may be difficult for the student to study in governmental universities in Arabic or English afterward.

Religious Schools, are religiously oriented schools as Azhar schools.

International Schools, are private schools that follow another country's curriculum, like a British, American, or French system, and the degrees earned from them get official certification from the Ministry of Education, to be eligible to enroll in Egyptian universities, such schools offer even better facilities & activities than regular private schools with higher fees, but are criticized to be providing a much easier education level compared to the general curriculum, and some Egyptian universities require higher grades than those of regular schools students as a minimum for enrollment, or an extra high school certificate like SAT.

Many private schools offer additional educational programs, along with the national curriculum, such as the American High School Diploma, the British IGCSE system, the French baccalauréat, the German Abitur and the International Baccalaureate. These are the types of private schools in Egypt.

Group 2(Teacher Wannabe's);

We will re-segment following two demographic principals: Education (language and internet proficiency) and Disposal income, after that it will be useful to split them by lifestyles.


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Targeting

Having decided how best to segment the market, the strategist is then faced with a serious of decisions on how many and which segments to approach. Three factors need to be considered: 1) The size and growth potential of each segment, 2) their structural attractiveness, 3) the organization’s objective and resources. (Wilson & Gilligan, 2005)

Appling the stated theory to our case, AGSE will target two segments the following is the consumer profiling for each segment:

Consumer Profiling for Segment One:

o Professional teachers or teachers Novus o Egypt resident (large cities) o University graduate o Working in International or language Schools o Monthly Income more than EGP 2500 o Has Proficiency in English language o Has good Computer and Internet skills o Valid Bank accounts with an online payment ability o Is paying attention to his career development

Consumer Profiling for Segment Two:

o Egypt resident (large cities) o Fresh university graduate who has never worked before and seeking a career opportunity in

teaching. o Or how has non-teaching profession and want to shift to teaching career. o Upper middle class who believes in education to get a better life conditions o Financial ability to fund the program o Has Proficiency in English language o Has good Computer and Internet skills o Valid Bank accounts with an online payment ability

The rationale behind selecting those segments was several. Scanning the macro environment in the situation analysis indicate a significant potential in the Egyptian market according to the current trend an development with factors like economic and demographic factors, and since Egypt is still a virgin market.

Those targeted segment is consistent with AGSE mission ,vision, and objectives, along with the context have been declared in the beginning of this report of being escaping from the current competitive pressure (USA market in our case), besides, this marketing plan should act as a solution for the competitive pressure problem. Furthermore, these targeted segments are in line with the chosen growth strategy (Market Development) and the chosen competition strategy (Focus Strategy).


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Finally, those targeted segment are measurable, accessible and substantial to AGSE business. AGSE operations, experience, and recourses can make this target segment reachable.

After analysis of segments attractiveness considering size of the market, AGSE’s objectives and resources, we have to choose between one of the following strategies to meet the needs of this segments: undifferentiated marketing concentrated marketing and differentiated marketing. AGSE will follow concentrated marketing strategy to target those segments. Which means providing only one product (Master in education degree), to satisfying needs of different market segments.

Positioning Strategy Product position is the way the product is defined by consumer on important attributes – the place the product occupies in consumers’ minds relative to competing products (Kotler, Armstrong, Wong, & Saunders, 2008)

Based on the consumer analysis at the preceding marketing audit, researchs discovered that the most important attributes for education program consumers in Egypt are brand name, price, and the program duration.

Since Product Positioning is a relative-to-competitors attribute, we are attempting to analyze the key perceived benefit for AGSE competitors at the following table. This will help AGSE to discover the most fitting place to position its product. Key Benefits

Program Key Benefit AUC| ECL Credibility with onsite support in Egypt AIC| ESI Duration Phoenix Variety of programs Walden University is Only focusing on education Kaplan Preserved as the Strongest online university Argosy Strong Curriculum - Online Education only

Perceptual Map

Perceptual mapping help visualize the perceived product benefit for competitors against our benefit according to tow selected factor (e.g. price and quality). In our case we will use the price, and the program duration factors because they was mentiond among the most importand attribute to the targeted segments.


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Perceptual Map

Program Affiliation / Location Duration Total price $

Education Certification and license AUC / Onsite Cairo 15 - 36 months 3,050

International Education Program AIC / Onsite ESI Cairo 15 months 7,000

MBA RITI / Onsite Cairo 22 months 11,000

Masters in International Education AGSE / Online + Onsite Cairo 36 months 6,100

Masters of art in education Phoenix / Online 2-4 yrs 17,000 – 27,000

Masters of art in education Argosy / Online 2-4 yrs 21,620 – 28,760

Curriculum, Instruction, and Assessment Walden / Online 3-4 yrs 13,195 – 15,691

MS in teacher education Kaplan / Online 2-4 yrs 36,000

Based on the previous finding there is a great opportunity for AGSE to position itself based on Duration without ignoring that fact that it has very practical curriculum.

High Price

Long Duration

Short Duration

Argosy

Phoenix *Walden

*Kaplan AGSE

Low Price

AIC

Career Gates


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Positioning statement

For professional teachers who want to sharpen their teaching skills and seeking a higher position in their careers as educators, also for teachers wannabe who are striving for a jump start in a teaching career in the Egypt, and wishing to have an accredited formal degree or credible professional certificate in education, with short duration to accomplish. AGSE online Master's in Education is your best choice because it has, more than any comparator, the most practical curriculum and a short duration to accomplish with onsite support classis inside Egypt.


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Promotional Program Situation Analysis

AGSE has never developed actual promotional Materials, from 2003 till early 2010 they developed only one flyer. Until their cooperation with Heart to Heart Agency their reprehensive in the middle east, which is working for its promotional materials

2003-2010 Brochure


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After the strategic alliance between AGSE & Heart to Heart Agency the started developing brochures and Print ads that was placed in Cilantro Café and in Central Magazine, along with AL-Mal Newspaper.


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Communication Objectives

Promotion and Integrated Marketing Communication Strategy is the most visible part of the marketing mix, and should be driven, as all mix from the corporate and marketing objectives and strategy. We are going to get into the target inside and touch their inner thoughts. Our target audiences are teachers who are passionate about teaching or teacher wannabe’s who want to change the level of education in their country. We are going to refer to teaching as noble profession and a mission that can change the future of our country. We will also stress on the fact that they will accelerate in their career and achieve a high rank in their positions.

Message Strategy

We are going to refer to teaching as noble profession and a mission that can change the future of our country. We will also stress on the fact that they will accelerate in their career and achieve a high rank in their positions "in short time duration" as AGSE positioning statement says.

Branding strategy

A”corporate umbrella branding‟ strategy will be utilized as a branding strategy. AGSE name will be attached to the entire services (educational programs) e.g. AGSE Master of Arts in Elementary Education.

Product Benefits to Stress Upon

Product benefit should be very clear to internal and external customers of AGSE, since we are dealing with untenable product. AGSE Master’s in Education has three product benefits by design.

1) Credible: AGSE offers high quality, rigorous educational programs. AGSE Master of Arts degree is an accredited program that is well recognized as a concrete base in case student wants to continue and earn a PhD degree in education.

2) Convenient: AGSE Master Degree is 100% online delivery. So it is very flexible; learners take responsibility for their own learning, time management, achievement.

2) Cost-effective: AGSE, tuition and fees are highly affordable. AGSE degrees cost substantially less than what customer would expect to pay for a quality regionally accredited program.


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We are asked to create awareness among our target audience so that they are fully aware of the AGSE online degree. AGSE is a teacher’s masters program that is 100% online, so our goal is to attract as many prospects as we can. Sales objective:

During the next coming five consecutive years AGSE will be dominate the master's in Education programs in Egypt through 25 percent annual growth.

Branding:

Achieve Category Awareness among target audience so that 80% of the target audiences are aware of our product by the end of December 2012.

To make AGSE brand the preferred brand among targeted segment by the end of 2015.


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Budget Determination

Based on the recommended activities, the total marketing budget is estimated at 1.3 Million EGP in 5 consecutive years. this budget is very reasonable as it consists of about 15% of expected sales. It should be noted that this budget is considered an investment for future years as well. The following is just a table showing the budget estimation over the years. 281,000 LE will be dedicated to the first year, which the IMC Plan is based on, yet the 5 consecutive years will follow the same strategy.


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Material Type Description Quantity Price Brochure Detailing Aid A3, 4 Colors

Gram: 300 Couches’ Matt Slofan in and Out

3,000 6,400 LE

Flyer Target Awareness

A4, 4 Colors C fold Paper Gram:150

6,000 Copy 7,300 LE

Newspaper Ad Awareness Size: 20*12 2 Colors

Al-Ahram Weekly 4 Months 1 Ad a month

20,000 Per Ad

Magazine Ad Target Selectivity

4 Colors Size: Full Page inside Half Page inside Full Page inside Full Page inside

1 Ad in following mag.

Employer 5,500 Daily News Egypt 21.000 Business Monthly 2

issues 9,900 LE

Trainer 5,000 LE Posters

Club Awareness

Size: A3 4 Colors Couches’ Matt 300 Gram

200 Posters

670 LE

Total: 135,770 LE


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Distribution Plan for Printed Materials

1. Café’s

Place Branches Number of Copies Stands Cost / Each Branch

Costa Dokki, Zamalek, Maadi 300 3 700

Cilantro Dokki, Zamalek, Maadi 300 3 700

Beano s Mohandseen, Maadi 100 1 700

1,100 7 5000 LE

2. Book Stores

Place Number of Copies Posters Total Cost Diwan 100 2 A Month Free Adam’s 100 2 A Month Free

El-Shrouk 100 2 A Month Free Kotob Khan 100 2 A Month Free

400 8 FREE

3. Health Clubs

Place Number of Copies Total Cost Gold’s Gym 200 100

World’s Gym 200 100 Curves 300 100

Shake & Shape 300 150 FDA 300 200

1,500 650 LE


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4. Clubs

Place Number of Copies Total Cost

Wadi Degla 2 A3/ A4 / Month 450

Heliopolis / H. Sherouk 2 A3/ A4 / Month 450

Shooting / Sh. Qatamia 2 A3/ A4 / Month 450

Gezira 2 A3/ A4 / Month 450

Rehab 2 A3/ A4 / Month 450

10 2250

5. Cultural Centers

Place Number of Copies Total Cost French 200 FREE Russian 200 FREE Indian 200 FREE

Japanese 200 FREE Chinese 200 FREE

1000 FREE

Total Distribution Cost: 8,250 LE (Cost doesn't include transportation)

Total Advertising Budget: 135,780 LE


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Event Place Cost Hotel Orientation Intercontinental Semiramis 90,000 LE

Seminars Sawy Cultural Wheel 20,000

Publicity: Type Preparation Cost

1 News Paper Invitation Half A4: Publishing before event

5,000

1 Magazine Invitation Half A4: Publishing before event

6,000

Press Coverage Ahram Daily News Egypt Business Today Employer Trainer

Free (Gift, Open Buffet and Public Figure)

Media Coverage OTV ESC AL-Hayatt Dream NTN

Free (Gift, Open Buffet and Public Figure)

Total PR Budget: 121,500 LE


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Developing Integrated Marketing Communication Programs

Advertising 1. Advertising Objective

Our objective is to create the maximum amount of awareness by June 2010. Our goal is to reach almost 80% of our target audience. We don’t want people to just be informed by the existence of AGSE in Egypt but we want them to actually believe our message and believe in our program and take the step to enroll in the AGSE masters program.

2. Message Strategy

We are going to get into the target inside and touch their inner thoughts. Our target audiences are teachers who are passionate about teaching or teacher wannabe’s who want to change the level of education in their country. We are going to refer to teaching as noble profession and a mission that can change the future of our country. We will also stress on the fact that they will accelerate in their career and achieve a high rank in their positions.

3. Integrate and Implements Marketing Communication Strategies

We recommend creating printed materials:

Brochures Flyers A3 Posters Print Ads (Magazine and newspapers)

The Flyers will be distributed in Café’s, Bookstores, Health clubs, Sport Clubs and Cultural Centers.3

3 Place’s of Distribution: Appendix


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Print Ad for Magazine will be in the following Magazines

Magazine Ad 4 Colors Size: Full Page inside Half Page inside Full Page inside Full Page inside

1 Ad in following mag.

Employer 5,500 Daily News Egypt 21.000 Business Monthly 2 issues 9,900 LE Trainer 5,000 LE

Newspapers Newspaper Ad Awareness Size: 20*12

2 Colors

Al-Ahram Weekly 4Months 1 Ad a month

20,000 Per Ad


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Public Relations/ Publicity

1. Public Relations/ Publicity Objective

Our objective is to create media and government attention to the program so it can take a high rank in our society. We also aim to create awareness among our target audience by inviting them to events and conducting orientations and seminars for them.

2. Message Strategy

We want to create a sense of belonging between the AGSE program and our target audience we want the AGSE masters program to be the only approach that will boost the educational system in Egypt.


Our main activity is conducting an event in one of the most reputable hotels in Egypt.


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Event Fact Sheet

Event description: AGSE along with Heart to Heart for consultancy and Human Development is launching an orientation seminar, to draw media attention and create awareness between our target audiences. We will invite public figures who have a high interest in education. it will be supported by the ministry of higher education. We will also be supported by our authorized partner in the states, and their president will attend our event as well. The event will be covered by popular TV stations and magazines. Our event will have giveaways and gifts to our Media Coverage Crew along with an open buffet for our them and for all our guests. Event will be provided by a media kit.

Event type: free invitation (private and public)

Place: Intercontinental Semiramis (Conference Hall)

Date: 24th of May 2010

Time: 06-00 PM-12:00 AM

Target Audience: Private and reputable national and international schools, and teachers on our database.

Time Activity Responsibility 6:00-7:00 The Educational Level in Egypt Mona Maher

7:00-7:30 Vice-Minister Speech Mohamed Zekry

7:30-8:00 American Representative Speech Karim Emam

8:00-9:30 Buffet Yasmin Galal

9:30-10:30 AGSE Orientation Nehal Hesham

10:30-11:30 Asked Questions Mohamed Taher

11:30-12:00 Wrap-Ups


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List of Attendees:

School Name E-mail Website

Sheraton Heliopolis Language Schools(SHS) [email protected]

www.sheratonheliopolisschools.edu-eg

Cairo American College(CAC)

email of principal of Elementary : [email protected] /email of Middle School Principal : [email protected] /email of High School Principal : [email protected]

www.cacegypt.org

The International Schools of Choueifat-Egypt(Cairo)

isccairo-sabis.net, [email protected]

http://www.iscegypt-sabis.net

American International School in Egypt

[email protected], [email protected], [email protected]

www.aisegypt.com

The British School in Cairo [email protected] www.bsc-edu.com

Pioneer Language School

Kenana Language Schools

[email protected],[email protected];[email protected],[email protected] ,email of Mr. Hassan Nazim : [email protected],Mr.Ashraf Kamal:[email protected]

www.elkenanaschools.com

Cairo International College(CIC)

[email protected] , [email protected]

www.cicamericanschools.com

Canadian International School of Egypt [email protected] www.cise-eg.com

BBC International School [email protected]/ [email protected]

www.bbcinternationalsch

ool.com

Smart Village School [email protected],[email protected]

www.smartvillageschool.edu.eg

Modern English School-Cairo

[email protected] , [email protected] www.mescairo.com


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List of Attendees:

Manor House School [email protected] www.mhsegypt.com

New Horizon International School

[email protected]

http://www.newhorizon-eg.com/

Millennium International School(MIS)

Cairo English School (Mirage city)

[email protected],[email protected]

http://www.cesegypt.com

Port -Said Schools [email protected] www.psascairo.com

Modern Education Schools [email protected] ,[email protected], [email protected]

www.mes-egypt.com

Manor House International School

[email protected]

Cambridge Egypt Integrated Schools

[email protected], [email protected]

Misr Language School [email protected] , [email protected] www.mls.com.eg

Media Coverage

TV Stations:

OTV /Mehwar/ Al-Hayat / Dream /NTN/Al Youm /ESC/

Press:

Ahram /Daily News Egypt/The Employer/Business Today/Trainer

Event Hosted by: Heart to Heart for consultancy and Human Development

Sponsors:

American Chamber of Commerce Orascom EIOD (Egyptian Institute of Directors)


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Direct Marketing

1. Direct Marketing Objective

To reach our selective audience which are teachers and asking them for direct response by asking them to enroll and fill our online application. We are directly approaching our target customers.

2. Message Strategy

In order to send direct e-mails to our audience we have to create a database for teachers. In order to create this database we chose from our database of schools 21 schools that we will do directly to them and get information from teachers.


We are going to visit the mentioned schools and ask him to conduct a survey and ask their teachers about certain things. We will tell them that we are students from MSA university and this is for a project that was assigned by the UN and our university asked us to conduct a survey about schools and teachers, to see if their capabilities. If the UN found that value of schools and teachers is high, it will provide the teachers with scholarships and certificates, and it will provide the school with funds. So they can boost the quality of education.

Our main aim is to create a database for teachers so we can instantly send our e-mails to. We will tell the administration that we will conduct this survey during their lunch time and the questionnaire will take less then 10 minutes.

Survey:

Gender:_____________ Age:_____________ Education:_______________________

Subjects teaching:________________________________________________________________

E-mail: ________________________________________________________________

1. What do you think about Master’s program for education? 2. Have you thought about being a certified teacher? 3. Are you willing to pay money, for certified courses in education? 4. How Much Money Are You willing to pay? 5. Do you think you want have time to go attend courses in masters program? 6. What does teaching mean to you?


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Interactive/Internet

1. Interactive/ Internet Objective The AGSE program is 100% online so the proficiency of internet usage for our target customers should be high. So the internet is the most important marketing tool and most effective one. We want these target audience to be aware of the availability of this program, and keep up with the news of AGSE and the enrollment dates.

2. Message Strategy We chose one of the most important and active social and marketing utility on the web, which Facebook. Facebook is considered to be the most used online community not only in our country but in the whole world. So our main concentration will be on Facebook groups that is concentrated on education in Egypt. As well as creating Facebook groups so it will be the way to reach our audience and keep them informed with all the information concerning AGSE.


We searched for all the groups that is about education in Egypt so we can put a link to the website and to our Facebook group link in.

No. Group Name 1 Facebook | International Educators in the Middle East

2 Facebook | Education Reform in Egypt

3 Facebook | Developers of education in Egypt

4 Facebook | Education in Egypt , التعلیم فى مصر

5 Facebook | Together towards a better education in Egypt

6 Facebook | Changing the education in Egypt -تغییر التعلیم فى مصر

7 Facebook | معا من اجل جودة التعلیم فى مصر Together to get quality education in Egypt

8 Facebook | Schools-in-Egypt.com

9 Facebook | Americans Teaching in Egypt

10 Schools In Egypt

11 Facebook | Egyptian English Teachers

12 Facebook | Teachers of Critical Languages Program

13 Facebook | Bright Minds Centre

14 Facebook | Egyptian Scholars

15 Facebook | New Vision International Schools

16 Facebook | Egyptian Society for intercultural exchange

17 Facebook | Egyptian Education Today

18 Facebook | Egyptian American Center

19 Facebook | Higher Education in Egypt

20 Facebook | L.E.C ( lorewing education center )

21 Facebook | MESA McGill Egyptian Student Association

22 Facebook | Teachers in Egypt


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Evaluation Program

Marketing research is crucial to make sure that the performance is evaluated and monitored. It is recommended to conduct qualitative and quantitative marketing research projects before and after each major launch. In 2011, AGSE needs to evaluate consumers‟ perceptions of the Online Education, check consumers‟ reactions to the new innovation of Education, and analyze consumers‟ acceptance of the programs credibility & convenience. Further, it is recommended to monitor AGSE’s image in the minds of consumers.

It is highly recommended to monitor sales every month, and develop an updated marketing plan and sales forecasts on a monthly basis to incorporate changes and react on a timely manner. It is also recommended to write a 1-page monthly report indicating all the activities that have been conducted during this month by AGSE as well as competition. The idea is to utilize these reports in analyzing the performance at the end of the year and understanding the reasons for increases and decreases in sales.

Evaluation Methods

Focus Groups (Measuring the efficacy of the print materials) Surveys (Brand Image) Google Analytics & Webmaster (Online & social Media Advertising


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Appendix

Competitors Review

Program Benefit Promotion AUC| ECL Credibility Interactive| Direct Marketing AIC| ESI Duration Posters in Schools owned by the

program (Futures Schools) Phoenix Variety of programs

A whole College for Education 10 years experience in online education

Non in Egypt

Walden Only focusing on education Non in Egypt Kaplan Strongest online university Non in Egypt Argosy Strong Curriculum-Online

Education only Non in Egypt

AGSE Duration-Price- Curriculum Flyers| Sales promotion & Personal Selling| Print Ads| Posters at Various Schools

Kaplan University Program

MA in Teaching (for Aspiring Teachers Grades 5-12) MS in Education (for Existing Teachers Grades K-12) MSE in Instructional Technology (K-12) AAS in Early Childhood Development AAS in Educational Paraprofessional (Teacher's Aide) Graduate Certificate in K-12 Educational Leadership Graduate Certificate in Literacy and Language Teaching Graduate Certificate in Mathematics Teaching Graduate Certificate in Teaching with Technology


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Walden University Program

Adolescent Literacy and Technology (Grades 6–12) Curriculum, Instruction, and Assessment (Grades K–12) Educational Leadership (Non-Licensure) (Grades K-12) Elementary Reading and Literacy (PreK–6) Elementary Reading and Mathematics (Grades K–6) Integrating Technology in the Classroom (Grades K–12) Literacy and Learning in the Content Areas (Grades 6–12) Mathematics (Grades K–5) Mathematics (Grades 6–8) Middle Level Education (Grades 5–8) Professional Development (Grades P–12) Science (Grades K–8) Special Education (Non-Licensure) (Grades K–12) Teacher Leadership (Grades K–12)

Argosy University Program

EdD in Educational Leadership EdD in Teaching and Learning Master of Arts in Education in Teaching and Learning Master of Arts in Education in Adult Education and Training Master of Arts in Higher and Postsecondary Education

Phoenix University Program

Master’s in Education Administration and Supervision Master’s in Adult Education and Training Master’s in Curriculum and Instruction Master’s in Early Childhood Education Master’s in Elementary Teacher Education Master’s in Secondary Teacher Education Master’s in Teacher Leadership Master’s in Special Education


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Company Overview

1. Size & Growth

As mentioned in 2003 AGSE was a leading program in Egypt until others followed their trend. Other programs like the AUC education masters, Caplan and Phoenix, these programs started to take shares out of AGSE, but still it didn’t stay like that too much. In 2008 AGSE started to appear with its own name away from CITA, and due to its affordable prices it attracted lots of customers.

2. Company Present Statues

American Graduate School of Education’s Mission

The American Graduate School of Education is dedicated to encourage the excellence in the education of teaching professionals.

AGSE offers research-based instructional strategies through distance learning methodologies to provide teachers throughout the world with chances and opportunities to earn master’s degrees while becoming more effective teachers who increase the learning and success of their students.

American Graduate School of Education’s Vision

AGSE trusts that teachers throughout the world should have the ability to further their education and use the knowledge gained to achieve and reach their individual personal and career goals.

AGSE didn’t reach its desired target in Egypt, so it had to seek help from agencies and organizations inside the country. As mentioned before it collaborated in 2010 with and organization that was exclusively providing this program in Egypt with special features, as well as the responsibility for its marketing and advertising activities. Now the program is in its growth stage.

3. Product Lines

A. Master of Arts in Elementary Education Academic Courses: (Required Core Courses in Instructional Strategies) EDC-500 Power Strategies for Effective Teaching #1 EDC-510 Power Strategies for Effective Teaching #2 EDC-520 Power Strategies for Effective Teaching #3 EDC-530 Power Strategies for Effective Teaching #4 General Education Courses: (Required Core Courses) EDC-540 Classroom Management EDC-550 Child and Adolescent Development


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EDC-560 Curriculum and Assessment EDC-570 Special Needs and ELL Students Applied General Ed. Courses: (Three required and one elective course) * ED-585 Principles of Elementary Education * ED-610 Portfolio Project * ED-620 Mentored Practicum ED-575 Special Education ED-595 Principles of Secondary Education ED-577 English Language Learners

B. Master of Arts in Secondary Education Academic Courses: (Required Core Courses in Instructional Strategies) EDC-500 Power Strategies for Effective Teaching #1 EDC-510 Power Strategies for Effective Teaching #2 EDC-520 Power Strategies for Effective Teaching #3 EDC-530 Power Strategies for Effective Teaching #4 General Education Courses: (Required Core Courses) EDC-540 Classroom Management EDC-550 Child and Adolescent Development EDC-560 Curriculum and Assessment EDC-570 Special Needs and ELL Students Applied General Ed. Courses: (Three required and one elective course) * ED-595 Principles of Secondary Education * ED-610 Portfolio Project * ED-620 Mentored Practicum ED-575 Special Education ED-577 English Language Learners ED-585 Principles of Elementary Education

C. Master of Arts in Special Education Academic Courses: (Required Core Courses in Instructional Strategies) EDC-500 Power Strategies for Effective Teaching #1 EDC-510 Power Strategies for Effective Teaching #2 EDC-520 Power Strategies for Effective Teaching #3 EDC-530 Power Strategies for Effective Teaching #4 General Education Courses: (Required Core Courses) EDC-540 Classroom Management EDC-550 Child and Adolescent Development EDC-560 Curriculum and Assessment EDC-570 Special Needs and ELL Students


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Place’s of Distribution:

No Name Telephone Address Cost Remark


Cultural Centers

1 French 24193857 - free الجدیدة مصر ، الدیب شفیق ش5 24174824

have to get the managements approval first

2 Russian 37606371 - free الدقى التحریر، ش127 33370577


3 Indian 23933396 - free البلد وسط حرب، طلعت ش23 23960071


4 Japanese 25285903 - free المعادى النیل، كورنیش81 25285904


5 Chinese 35876160 - free الھرم بطوطة، ابن ش10 37798203


Bookstores

1 Diwan Bookstores 27362598 - free الزمالك یولیو،26 ش159 27362582


2 Adam Bookshop 27546353 - free مول جراند معادى ، 124محل 25195351


3 Dar El-Shorouk Bookstores 23930643 - free البلد وسط حرب، طلعت میدان1 23912480


4 Al-Kotob Khan 25194807 3/1 المعادى الالسلكى، ش الجدیدة

50 per wk for an A3 poster



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1 Curves Tel: 02-

25170390, 011-4287837

27 Rd. 263 Maadi, Cairo 100


2 Shake & Shape Tel: 02-

24141521, 010-6281010

14 Mostafa Mesharafa, Off Merghany St. Heliopolis, Cairo

150 have to get the managements approval first

3 Gold’s Gym

Tel: 02-37480003,

010-1688130, 010-0070406

121 El Nil St. Giza, Giza 100


4 Fitness & Dance Academy

19554, 02-27377500,

012-9401080, 012-9401070

3 Taha Hussein St. Zamalek, Cairo 200


5 World Gym Tel: 02-24509213

13 El Mahad El Eshtraky St.

Heliopolis, Cairo 100


Health Clubs

1 Wadi Degla 40

2 Shooting 50

3 Gezira 50

4 Rehab 40


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Place’s of Distribution:



Cultural Centers

1 French 24193857 - free الجدیدة مصر ، الدیب شفیق ش5 24174824


2 Russian 37606371 - free الدقى التحریر، ش127 33370577


3 Indian 23933396 - free البلد وسط حرب، طلعت ش23 23960071


4 Japanese 25285903 - free المعادى النیل، كورنیش81 25285904


5 Chinese 35876160 - free الھرم بطوطة، ابن ش10 37798203


Bookstores

1 Diwan Bookstores 27362598 - free الزمالك یولیو،26 ش159 27362582


2 Adam Bookshop 27546353 - free مول جراند معادى ، 124محل 25195351


3 Dar El-Shorouk Bookstores 23930643 - free البلد وسط حرب، طلعت میدان1 23912480


4 Al-Kotob Khan 25194807 3/1 المعادى الالسلكى، ش الجدیدة

50 per wk for an A3 poster



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1 Curves Tel: 02-

25170390, 011-4287837

27 Rd. 263 Maadi, Cairo 100


2 Shake & Shape Tel: 02-

24141521, 010-6281010

14 Mostafa Mesharafa, Off Merghany St. Heliopolis, Cairo

150 have to get the managements approval first

3 Gold’s Gym

Tel: 02-37480003,

010-1688130, 010-0070406

121 El Nil St. Giza, Giza 100


4 Fitness & Dance Academy

19554, 02-27377500,

012-9401080, 012-9401070

3 Taha Hussein St. Zamalek, Cairo 200


5 World Gym Tel: 02-24509213

13 El Mahad El Eshtraky St.

Heliopolis, Cairo 100


Health Clubs


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1 Costa


2 Beanos


3 Greco


4 Star Bucks


5 Cilantro



1 Wadi Degla 40

2 Shooting 50

3 Gezira 50

4 Rehab 40

agse imc plan

Documents