sensibilizando para web.... em 2007

presentation

Internet in BrazilAnhembi Morumbi Positioning and

web strategy

Anhembi Morumbi web based projects prospects

Anhembi Morumbi web based projects students

index

Internet Access in Brasil

Source: IBOPE / Netratings – Period: June/05

•180 Million in habitants

•32.1 Millions access Internet

Internet Access in Brasil

Source: Mídia Dados 2005

Market Share per Class and Sex

Source: Mídia Dados 2005

94% of class-A youths have a PC at home. Internet access is more common among youths between 15 and 17 years old (76%).

The increase of Internet use among class-C youths: from 7%, in 1999 to 24%, in 2004 (Source: MTV Brasil Survey).

The number of Internet users who access the net at home reached 13.2 million people in February/2006, against 12 million in January/2006 (Source Ibope/NetRatings).

The MTV survey points out “radio and cell phone as great companions and Internet asthe best way of being informed”.

Brazilian Youth X Internet

Programs Teaching

Creativity and Innovation

Mission

Add value to society by its vision:

Be a modern, enterprising and innovating institution, with different pedagogic and administrative models, capable of

developing, in students, the competence for endeavouring and innovating on his/her professional performance.

Internet

Relationship

Advertising

Chiropraxy

Tourism

Fashion

Game Design

Gastronomy

Produce Creative and Innovating talents

EAD

Pionneer at globalizatio

n

Graduating Modules

Why is the internet important for Anhembi Morumbi?

Internet is multidimensionalEffective use of the internet can be one-to-one, one-to-many, or many-to-many

Internet is multipurposeProvides higher-quality customer service, increasing customer´s loyalty

Internet is multidisciplinaryUse in relationship, sales, advertising, promotion of public debates, creativity gains


web strategy



index

Anhembi Morumbi and Internet

Mission, Vision and Positioning of Anhembi Morumbi

Branding and relationship with INTERNET

WEB MARKETING

E-commerce/database managementWeb registrationRelationshipAdvertisingSpecial Projects

Prospects

StudentDistance EducationVirtual Register’s OfficeDay freeRelationshipSpecial Projects: Web World Cup, WEBTV


web strategy



index

prospects

E-commerce/Database generation

Channels and Sources of Prospects

Manage channels and sources in order to increase database Relationship via web and/or Call CenterUpseling and Crosseling

Relationship

prospects

Source: Marketing Dpt - AM

On-line sign ups: 23,802 - 92.8%In-person sign ups: 1,848 - 7.2%

Web registration


All process via internet:

Application formBack office managementResult Download of contract and slips of payment

Test is not available on the internet

prospects

Slip/ Payments

Congratulations and Sign up confirmation

Enrollment Reminder

On-line application form

Web registration


prospects

Relationship

Admission process 2006/1 e-mail marketing pieces: 68Forward base: 660,000 prospectsAverage reach: 145,000 prospects

Communication Channels with Prospects Goal = Enhance knowledge of the university’s products and structure, increasing the contact.

•Purchase of lists E.g.: theater and dancing

prospects

1 - Chat AssistanceLaunched in 2005 with 02 operators/ day to clarify doubts about courses and admission proccess

2 - Site ASASHub for fidelizing high schools and influencing agents: articles, subscription for lectures, monitored tours, professional guidance/toolPurpose: Generation of prospect mailing and serve as value added content

4 - Different actionsUse of SMS and Orkut for promote events. Eg.:Campus Experience


Relationship

prospects

3 – International OfficeVirtual Office to support students abroad

Advertising

INTERACTION

YOUNGERS MEDIA AGREEMENTS

CREATIVE USE

INTERNET

Greater affinity

Relationship with friends

Researches

Different formats

Search tools

Set prime time and websites

Advertisement on blogs, messenger, orkut.

prospects


Internet is obtaining substantial advertising participation on current media

Profile of open TV audience/FM Radio listeners/Access


prospects

prospects


This banner was delivered to more than 4 million page views...2 million people have clicked on this banner ...2 thousand people have accessed the website of Anhembi

Announce the association with Laureate Network (January, 2006).

Case Yahoo

prospects

Announce the partnership with Laureate Network.

A stamp on the cover of the Student’s Guide +

32 ads of careers placed on the leading article +

Promotional ad inviting to access website answering a vocational test with gifts

Student’s Guide Traditional media + web integration

prospects

Contest: The winner would win a trip to South Africa for a two-week English course, answering the question:“ Why does Universidade Anhembi Morumbi produce more innovating professionals?”

Magazines´s site

Professional of Future Sponsored content in media

prospects

Hotsite = 3,000 records


web strategy



index

2000: AM started its first post-graduation program in Fashion2005: AM started its first associate program in Business and Marketing2006: 7 programs and 133 students

EAD

students


Assessment followed by

Development Rooms

CAMILA is a project for the entire AM faculty training in a total online environment, fully developed by AM IT team.

EAD

faculty

Some services avaiable on internet:

Enrollment;Grade review requests;Changes on register information;Copy of payment slip, transport;Ticket ID card, apprenticeship,;Class schedule, access passwords...

Created in 2005 to reduce waiting time and servicing

Total of requests avaiable – 46On-Line Requests – 23

Jan to Feb/2005: 2,942 only in-person requestsJan to Feb/2006: 16,641 in-person and online requests

Virtual Register’s Office

students

Students access website and then the Virtual Register's Office

Requisition generates a protocol

Register´s Office receives the requisition through e-mail of the provider

The amount of the document to be paid by the student is added to his/her monthly fee

Register´s Office receives the requisition via e-mail of the provider

Students choose to receive personally or at home (adding an extra R$ 2.40 for postage)

The university has also invested on stands around the Campus so that students could place their requests without needing to use labs or go personally in the

Register´s Office

Virtual Register’s Office

students

Brazilian Law - 20% of the subjects can be offered at distance.AM was pioneer at this modality.Strategy: offer subjects of general information in the business area, in 2006

87 subjects are offered

Online subjects: Credit, Extra Credit, 6a-Free and Day-Free

DAY FREEstudents

E-magazine: Students’ Mail

Relationshipstudents

A powerful communication channel with the students in addition to promoting academic and corporate events.

Weekly.

Exclusive Content: news, events, space for university’s talents, surveys.

Results16,000 spontaneously accepted receive4,800 opens the magazine weekly

WEB WORLD CUP: first action

Emotion and international integration, attracting youngsters from all around the world.

A great virtual forum for discussing subjects related to soccer.

Special web based programsUniversity World Community

students

Created for allowing students and teachers from the network to know each other and interact.

WEB WORLD CUP: first action

students

•½ minute Video Festival Contest

•Video with multicultural aspects of the World Cup and the integration among the countries.

•Prize for the network student with the most creative video:

•A 6-MONTH COURSE IN BRAZIL

WEBTV - Journalism

students

• Program developed and presented by students from the Journalism course.

• Period: Weekly.

• Circulation: Internet.

• Link on the homepage of Universidade Anhembi Morumbi website.

What is to come...

The next generation of college applicants

• The first generation to born interactive...

• Tweens = 9 to 14 years old

• A whole globalized world for them...

• Daily contact with other cultures...

• In Brazil, 38% of tweens have friends or relatives abroad and 62% wish to live some kind of experience abroad

• In São Paulo and Rio de Janeiro, 49% use the Internet, and 44% of them say they’d rather surf on the web than watch televison

What is to come...

(Source: Millward Brown, published on Meio & Mensagem, 3/20/2006).

•Integrate Internet to a new educational paradigm

•Integrate Internet to other technologies on education: video, TV, newspaper, computer: Neputer, WEBTV

•Integrate the most advanced means to standard techniques, integrate humans to technology, within a new, creative, open

pedagogic view.

Internet on Continued Education

=

What is to come...

The “right now” of the globalized world of youngers is the

same immediacy that surrounds and features the behavior

of the Brazilian youngsters, which are recognized as an

impatient, in-haste generation.

With the Laureate International Universities Network

partnership and the investment in actions exploring the

Internet tool, Universidade Anhembi Morumbi presents itself

with a globalized view, concerned about keeping an

updated communication with its students, complying with

the new standards of modern language.

Conclusion

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sensibilizando para web.... em 2007

Technology

internet prospects

internet mission

customersloyalty internet

internet important

web integration prospects

web andor

sources of prospects

marketing dpt