Oysterconnect.com

Below the line- Marketing Strategy & Execution Plan

- Pranay Goyal

IntroductionThis report talks about how we as Oysterconnect.com can promote the product i.e. virtual internship to the students of Delhi University such that it initiates word of mouth marketing for the company.

Tossing the old marketing jargons of 4P's, we will focus on the new marketing technique, 3E's that are - Engage , Equip and Empower.

Marketing PlanPre-requisites for the project:

College permission to set up a stall outside the college campus. An oysterconnect brand ambassador who will help in the execution of plan.

We will promote the brand through exterior location marketing.

We would require :

A table An Oysterconnect banner A side banner Boxes ( Option for buying- www.dcgpac.com, Item#P2101) Fake cheques

The stall would be strategically placed outside the college campus: 5 such stalls will be strategically placed in the north campus area.

- Kirorimal College (Prof. ND Kapoor Marg)-St.Stephens college(Vishwavidyalaya Marg)-SRCC ( Guru Tegh Bahadur Road)-Khalsa college(Guru Tegh Bahadur Road)-Hindu college(Sudhir Bose Marg)

1 outside Sri Venkateshwara college to tap the south campus students. 1 outside Gargi college to cater to students of Kamla Nehru and Gargi college.

Execution:

Step 1. Catchy tag lines:

The banner that we will place on the stall will have on its left hand side corner the name oysterconnect.com and in the middle will have the phrase " Industry Professionals need your help, Hurry up!! ".

The side banner we will summarise how oysterconnect.com works in a single line.

" Genie is in the town!! and It has made your wish come true, now Simply earn money by going online!!"

Step 2. : Once students start approaching the stall: The campus ambassador is expected to tell about the oysterconnect.com and how it works. A presentation for the same has been made and is attached with the file.

Step 3. Game :

Now to engage our prospective customers, we will play a small game with them. The game is quite simple and takes the term word of mouth marketing literally.We would ask the students to shout out oysterconnect.com, and make them shout out as loud as possible. Now if they are genuinely loud there would be a price associated with it. An Amazon e-gift voucher worth Rs 100. They will receive this voucher only after they sign up on Oysteronnect.com.

(P.S: 1.We can send this voucher by registering on the Amazon.in ID and sending them the voucher on their email ID.

2. This is just an example, we could replace this with a customised oyterconnect merchandise.)

Step 4. Finale:

Every person who approaches the stall would be given a box. The box will contain a blank cheque.At the back of cheque would be these lines:"The Secret tells us that you should simply have belief and the Universe will reward you. So here's your cheque, come and explore our site and take the first step towards your dream job and we promise you we will turn that cheque into a real one."

Thoughts behind the Ideas:

The Game: Helps in achieving the second E that is engaging the students. Since we are targeting age group of 18-24 DU students, the shout out game is perfect as they do not shy away from doing crazy things. Also with this we don't only engage the people at our stall but also increase the curiosity of people around in that area. In Simple words we get our promotion done through the students.

Amazon E-voucher: With E-commerce on a boom and the youth shifting from offline to online shopping, this information of oysterconnect.com offering vouchers for free will definitely be talked about and in this way help in higher customer engagement and increasing curiosity among people to know about Oysterconnect.com.

The box with fake cheque: This would add a surprise element to the campaign and hopefully this stint will remain in the memory of people for a long time.