learningcurve 2
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Target MarketProduct DescriptionOur BrandsSupport Services Students Basic Mechanics & Education Institutions Basic MechanicsSupport Services Communication MechanicsSupport Services Benefits – Students & Educational InstitutionsSupport Services ValuesCreative Communication 2009Creative Communication 2010 and Beyond
Primary Target Market(BC and BB)
Students and Parents Educators Education Administrators Universities, Colleges, Design Colleges, FET and High
Schools Department of Education
Education Sector
Other Very Important Stakeholders
Staff South Africans Product Providers Media Owners
Important to get their buy-in to the positioning and promise.
Product Description
Through state-of-the art technology and highly skilled staff, Learning Curve acts as the efficient front office for Adobe (and other IT brands) in the South African Education sector, handling all software queries, and updating the client on the best possible solutions for their needs
Learning Curve is Adobe’s Gold Partner Education licensing in SA
Learning Curve also offer educational licensing on Autodesk, Extensis, Microsoft and Toonboom
In addition Learning curve offers hardware solutions, and is an Authorised Apple Reseller
Our Brands
Support Services to students Basic Mechanics
Learning Curve offers a range of services including:
Product range of IT Education Software at affordable rates
Incentivised student membership
Advice on the best IT solution for their career path
IT student consulting forum
Support Services to students Basic Mechanics
Product range of IT Education Software at affordable rates:we negotiate with software and hardware vendors on your behalf to find the best solutions for you.
Incentivised student membership:As a registered member on the Learning Curve community database you will receive redeemable reward points for every purchase made at our online store.
Support Services to students Basic Mechanics
Advice on the best IT solution for your career path: As a registered member on the Learning Curve community
database you will receive regular online advice software and hardware updates
IT student consulting forum:As a registered member on the Learning Curve community you will be able to ask professionals in their field for the best advice on software and hardware
Support Services to Educational Institutions
Basic MechanicsLearning Curve offers a range of services to streamline Educational administration and IT implementation, including:
Long-term educational IT strategy development
Adobe Enterprise Services
IT consulting
Support Services BenefitsEducation Institutions
Long-term educational IT strategy development: we negotiate with software and hardware vendors on your behalf to
find the best solutions for your institution.
Adobe Enterprise Services: the digital solution to the paper-based filing cabinet, our document
management solutions increase efficiency and lower costs.
IT consulting: with our enterprise partner Aesir, Learning Curve is able to offer
solutions that streamline processes, improve security, and optimise online and offline relationships.
Support Services Communication Mechanics
The Target Audience will be kept informed through a variety of media about new and existing products and services allowing the opportunity to sell IT solutions to meet their changing needs.
Communication channels between Learning Curve and the target audience include text messaging, e-mail, website and online store with password access to account, flyers, print Ads, Banner Ads, Seminars, Audio visual DVD, Folder, and phone calls
As far as the target audience is concerned, Learning Curve is Adobe’s and other IT brand’s education partner - always treated as a valued client
5 Absolute Values
1. Connecting2. Supporting3. Inspiring4. Developing5. Conscientious
Essence
Creating meaningful relationships,through innovative technology for
education
5 Absolute Values
1. Connecting
2. Supporting
3. Inspiring
4. Developing
5. Conscientious
Creating meaningful relationships,through innovative technology for
education
Students
Creating meaningful relationships,through innovative technology for education
Differentiator
EducationalInstitutions
Adobe& suppliers
Key Positioning Benefit
Creating meaningful relationships,through innovative technology for
education
Creative Communication Support2009/10
Product Sales Print AD
Brand Awareness and Store Sales Web site
Brand Awareness Banner ADs
Sales Promotion Student E-mailers
Sales Promotion Student flyers
New Marketing Communication Ideas
2009/10
Top line communication ideas
Touch screen interactive educational tool demonstrating careers and creative application of Adobe software, i.e.; film making, documentaries, print advertising, web design and graphic design
Adapt new web site to a Mobi site
Use cellular media as promotional tool
Build our database of students, educators and institutions
Become educational industry IT experts
Student Community Incentive
Each student will be invited to become a member of the student community which enables students to be rewarded for purchases made online through a database points system
Each student will receive a unique membership number
Registration online: name, student ID number, institution, cell number, address
Each student member will asked sign a permission based relationship authourisation form with Learning Curve allowing online and cellular media promotion communications
One Chance to Launch,One Chance to Succeed
Must invest sufficiently to launch to all the stakeholders
Advertising Media and Industry Launch Schools, Colleges, Higher Education Road Shows Target Market Marketing Collateral Internal Launch
Critical to Success
Highly skilled, highly trained staff who are well motivated, trained and incentivised
Not only leading edge hardware and software, but faultless backup and support
Important to recognise as you move into a new industry it may require new expertise
Black Employment Equity and Empowerment could well become an important issue into the future
Targeting Students
New stats from Nielsen Online show that by the end of 2008, social networking had overtaken email in terms of worldwide reach. According to the study, 66.8% of Internet users across the globe accessed “member communities” last year, compared to 65.1% for email.
Social networking plays into the 3 triggers of Human Behaviour:
- Action- Belonging - Creation
Why Social networking
MXIT Facebook MySpace Twitter YouTube Linked In Plaxo
Popular social networks in SA
“Adobe’ quest for the ULTIMATE dream design team!”
4 winners, 2 months – the challenge is on! Purchase any of the Adobe suite of products, start
designing, submit your design and stand a chance of winning the ULTIMATE design, become the product Ambassador + win awesome prizes!
Campaign
“Adobe’ quest for the ULTIMATE dream design team!”
Find the top 10 bloggers and social networkers in SA, incentivse them for 4 months to showcase the campaign on all of their sites and networks.
Encourage different personalities with a significant amount of followers in the social environment.
Drive interaction through a range of themes that can be chosen, each theme must co-inside with the specific product
Allow participants to submit their designs online and via e-mail and get their friend to vote to win, the more vote you get the better your chances are!
Campaign Mechanics
Weekly report from bloggers on dates, times and amount of exposure i.e reach.
Track web traffic and purchase accordingly Number of profiles created and friends recruited to vote. Community numbers created
Measurement
Affiliation with design publications in SA Sponsorship of designers at the design Indaba Presence on Bizcommunity and Marketingweb More presence in the marketing and advertising space
with less focus on technology. Feed “HOT” design content into the website to create
stickiness!
Digital marketing (Market presence)
Look at package breakdown over 12 months i.e. R200 p/m
80% off may create the perception of high mark ups. Punt packages through lifestyle integration.
Packages
I look forward to working with you in 2010 and beyond
Thank you
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