attracting more of the right customers for ogip fruit peak

Let’s see how we attract more

people for fruit peak!

“Well executed marketing campaigns work in harmony like a conductor

managing an orchestra”

Let’s spend a moment on how to design and launch an effective

campaign

But before we launch..

Your content will be the fuel for your marketing

campaign

Smart Marketing begins with understanding of customers.

Then to fuel up your marketing strategy with content and delivery.

Your Content Strategy is Key to your marketing

success

Smarketing improves your

entire lead generation and

conversion funnel

How?

By Designing around the Customer

Key Pillars of Smarketing

Awareness [ ATTRACT ]Awareness [ ATTRACT ]

Consideration [ CONVERT ]Consideration [ CONVERT ]

Decision Making [ CLOSE ]

Decision Making [ CLOSE ]

Awareness [ ATTRACT ]Awareness [ ATTRACT ]

Consideration [ CONVERT ]Consideration [ CONVERT ]

Decision Making [ CLOSE ]

Decision Making [ CLOSE ]

Goal Goal TargetTarget Channel Channel MessageMessage

Goal Goal TargetTarget ChannelChannel MessageMessage

Goal Goal TargetTarget ChannelChannel MessageMessage

Smarketing is Effective Content Marketing

So how do we develop smarketing

around our products?

Speaks to one target audience interested in teaching internship.

Focuses on a specific profile.

Content Marketing helps:

Improve your entire conversion process due to

stronger and focused messaging

People are clear on what the product is

People are clear on what the product is

People are clear on if they are the right

profile

People are clear on if they are the right

profile

People are given just enough

information so they are curious

People are given just enough

information so they are curious

People understand the value of what you’re offering

People understand the value of what you’re offering

Right Profile. Right Product.Right Time.

Objective: To set the right expectations throughout the process that lead to better conversion rates

Awareness [Attract]:

- What’s the Product?

- How does this help me?

- Why should I care?

- Who is it for?

Awareness [Attract]:

- What’s the Product?

- How does this help me?

- Why should I care?

- Who is it for?

Consideration [Convert]

- What skills are required?

- Where can I go?

- How long can I go?

- What’s the process? $$?

Consideration [Convert]

- What skills are required?

- Where can I go?

- How long can I go?

- What’s the process? $$?

Decision Making [Close]:

- Communication and Follow Up

- Reinforcement of value proposition

- Showcase past experiences

- Help them envision the journey

Decision Making [Close]:

- Communication and Follow Up

- Reinforcement of value proposition

- Showcase past experiences

- Help them envision the journey

Why? What? How?

To provide 300 senior university students who are graduating soon

on Global Talent Teaching Internships in India, Colombia, Brazil

this Summer for 3 months.

To provide 300 senior university students who are graduating soon

on Global Talent Teaching Internships in India, Colombia, Brazil

this Summer for 3 months.

What is your end goal? Everything you do from this point is to drive

the end goal.

To send students abroad!

What is your end goal? Everything you do from this point is to drive

the end goal.

To send students abroad!

G T C M

Goal: 300 EP’s raised. With a 50% conversion rate — you will need 600 qualified leads.

Target: Senior University students in English, International Relations, Business looking to develop their language skills

Goal: 300 EP’s raised. With a 50% conversion rate — you will need 600 qualified leads.

Target: Senior University students in English, International Relations, Business looking to develop their language skills

Channel: - Offline promotion: University (Events, Classroom Talks, Booths, Newsletters)- Print (3 Flyers for the 3 countries)

- Online Facebook & Website campaign - Email Marketing for Follow Up & Nurture

Channel: - Offline promotion: University (Events, Classroom Talks, Booths, Newsletters)- Print (3 Flyers for the 3 countries)

- Online Facebook & Website campaign - Email Marketing for Follow Up & Nurture

Message: Teach abroad this Summer and impact entire communities through education. Develop yourself while developing the potential of others. Keywords: Impact, Develop, Teach, Educate,

Message: Teach abroad this Summer and impact entire communities through education. Develop yourself while developing the potential of others. Keywords: Impact, Develop, Teach, Educate,

Content Creation Workflow Example:

Awareness [ ATTRACT ]Awareness [ ATTRACT ]

Consideration [ CONVERT ]Consideration [ CONVERT ]

Decision Making [ CLOSE ]

Decision Making [ CLOSE ]

Graphics CTA:5 Things Every

Aspiring Teacher Should Know”

Graphics CTA:5 Things Every

Aspiring Teacher Should Know”

Social Media CTA: “3 Destinations That Will Change Your

Life”

Social Media CTA: “3 Destinations That Will Change Your

Life”

Lead Generated Lead Generated

University Booth or Event — Physical

Offline Promotion

University Booth or Event — Physical

Offline Promotion

Day 1: Email: Send “Explore Destinations for Teaching Abroad.” Day 1: Email: Send “Explore Destinations for Teaching Abroad.”

Day 7: Email: Send “Our Internship Process in 5 steps.”

Day 7: Email: Send “Our Internship Process in 5 steps.”

Day 20: Email: Send “Success Stories of Going Abroad.”Day 20: Email: Send “Success Stories of Going Abroad.”

Lead Converted - EP RAISED Lead Converted - EP RAISED

Rolling Event: Exciting Information Session on Internship

Rolling Event: Exciting Information Session on Internship

Follow up

Follow up

Day 40: Inspiring Email focused on connecting EP to vision

Day 40: Inspiring Email focused on connecting EP to vision

Day 55: Provide Tips for Cultural Integration and Going Abroad

Day 55: Provide Tips for Cultural Integration and Going Abroad

Assuming 60 day gap between lead generated and matched Assuming 60 day gap between lead generated and matched

cccc

Email Example

Did you know?• 91% of consumers check their email daily

• 48% of emails are opened on mobile devices

• Only 11% of emails are optimized for mobile

• 35% of email recipients open email based on the subject line alone

• 91% of consumers check their email daily

• 48% of emails are opened on mobile devices

• Only 11% of emails are optimized for mobile

• 35% of email recipients open email based on the subject line alone

Powerful Emails

• Have a compelling subject line that connects value or curiosity

• Have a compelling subject line that connects value or curiosity

• Subject line has 50 characters or less • Subject line has 50 characters or less

• “Teach Abroad this Summer!” • “Teach Abroad this Summer!” • “Change Your Life This Summer by Teaching.” • “Change Your Life This Summer by Teaching.”

• Visualization of what you’re communicating• Visualization of what you’re communicating

• Personalization • Personalization

Ex: Opportunity Newsletter•Example of a JD•Put the mainly requirements•Focused in specific profiles •Gather mailing list with the university•Adapt for your local reality•Adapt in order to be used for different channels

•Insert deadlines for applications•Showcasing

Email segmentation

Segmented and more targeted perform significantly better

than blasted emails.

Segmented and more targeted perform significantly better

than blasted emails.

Your e-mail should generate curiosity and desire for interest

in the program so they click the CTA

Your e-mail should generate curiosity and desire for interest

in the program so they click the CTA

Concise, powerful and “bite-sized”

Concise, powerful and “bite-sized”

1.Launch a simple and powerful marketing campaign both nationally (online) and with

your LCs!2.Base your marketing campaign on your

products and partners3.Make your customers go through awareness,

consideration and decision making by using the right content!

ConclusionsConclusions