NTTF BRAND ARROW - RECAP

Core Target Audience Profile

10th Standard

− 10th standard student studying in a Government school

− Parent of a 10th standard student living in a small town and running a grocery

shop

− 10th standard student studying in a local Panchayat school

− Parent of a 10th standard student living in a village and farmer by profession

12th Standard

− 12th standard girl student studying in private college

− Parent of a 12th standard girl student living in a tier 2 city and working in a

bank

BRAND INTELLIGENCE & PERSONALITY

NTTF’s Intelligence & Personality

VintellityTM

Personality

CatInt

InpInt.

ESTP‘The Doer’

SpatialLogical-MathematicalPhysical-Kinesthetic

InterpersonalEnhanced Spatial

NTTF’S Core ValencesTM

CorePrecise

ResponsiveResult-oriented

Logical

Design conscious

Understanding

Empathetic

Scientific

Accurate

Warm

Friendly

Sensory

Structured

Process-oriented

Understands spaces

Understands 2-D/3-D

Flexible and adaptable

Body co-ordination

Action-oriented

Fun loving

Observant

Nimble

Agile

Practical

Energetic

Resourceful

Adventurous

Solution-oriented

Peripheral

DECIDING THE BRAND ESSENCE

Distilling the key values to arrive at the “essence”, a phrase that sums up what the brand stands for

NTTF’s Brand Essence

Precise Responsive Result-oriented Logical

DELIVERING ON DREAMS. PRACTICALLY.

NTTF: VALUE PROPOSITION

NTTF’S Value Proposition

Functional Promise: “NTTF provides hands-on, industry-oriented, technical training that assures employability.”

Emotional Promise: “NTTF makes me feel secure about my future.”

What is a Brand-Customer Relationship?

NTTF: Brand- Customer Relationship Relationship between the lighthouse and a

ship.

NTTF: Key Motivators Functional: Employment

Emotional: Security

When we define a brand’s relationship with a customer we try to do it in real terms - in terms of a genuine, identifiable relationship that we have seen before and can recognize.

NTTF’S Brand Positioning Statement

We secure your future. With your own hands.

Desired Consumer Reaction

Whenever our consumer sees the brand he should think:

“Finally! NTTF shows me a way to secure my/my son’s future.”

NTTF: VINTELLICEPTSTM

VintelliceptsTM

Based on the Vintellity™ that has been developed for a brand, we create a few communication concepts

These are purely directional, and are not to be considered finished creative outputs in any way

We essentially use stock photographs & low resolution images at this stage to come up with the concept

They only serve to illustrate the positioning and value proposition for a brand, and how it might be communicated

ROUTE 1 – ‘THE TRANSFORMING MIRROR’

ROUTE 2 – ‘DREAMS MADE REAL’

ROUTE 2 – ‘DREAMS MADE REAL’

ROUTE 3 – ‘POWER IN YOUR HANDS’

ROUTE 3 – ‘POWER IN YOUR HANDS’

ROUTE 3 – ‘POWER IN YOUR HANDS’

MARKETING COMMUNICATION PLAN

Who is NTTF?

NTTF is a doer - a mentor, who is an extrovert, sensitive, thinker, approachable, helpful and helps you shape your destinies and realize your dreams. He is the guide with an inner strength that fires him into being an enabler, in achieving what he has envisioned for his students future. He is non-intimidating and genuine, logical, responsive and result oriented.

The Process

MarketingStrategy

RESEARCH

Core idea(Bring brand to life)

Brief Brief

VintellityTM

CONSUMER

Advertising

Direct Marketing

Public Relations

Promotions

Marketing Objectives

To increase foot falls

− From 8,000 to 15,000 applications in 2 years

− And in the following customer segments – 70% from rural and 30% from urban towns/cities

To change

− Awareness levels of NTTF in the desired target segments

− From NTTF being “what’s that?” to that of being an on-demand hands-on course that uplifts the student’s and his family status in society and offers security for the future

− Move from being seen as a run-of-the-mill vocational course – for lower end segment only to that which is sought after by all youngsters de-motivated in life due to poor performance and despair of their future.

Our Stake Holders/Target Groups

Customer Groups - Core

− All 10th and 12 std students

− Parents of the above

Influencer Groups - Peripheral

− Principals

− Teachers

− Local influencer like the doctor, banker

Target Segment Insights - Student

Is an average performer in studies

Belongs to a low income family

Aspires to strike it big without much of theoretical studies

De-motivated in life due to consistent average performance

Looks for guidance from peer group/ friends/ advisors for direction in life

Target Segment Insights - Parents

Self employed or employed in lower level of a large organisation

Supports family with meager earnings

Longs for his children to be educated well enough to earn his livelihood at the earliest

Despairs at the poor performance of his kids and is desperate to find some way of securing their future

Longs to be treated with respect in society and have a secure future

Target Segment Insights - Principals

Wants to be seen as the students mentor, guiding force and well wisher

Feels pride in his contributing to the children’s success

Want to be part of any program that shapes the destiny of his students

Marcom Plan

Objectives

− Increase brand awareness across all strata of society

− Move NTTF from being an unknown/lesser known entity to that of a sought-after institution

− Build a relationship between the parents and NTTF through taking over the mantle of growth and career

Challenges

Increasing the mind share of NTTF from 0-30% in phase 1, >50% in Phase 2

Changing mind sets and developing a trust in the brand

Make our target groups look up to the brand as a leader - a lighthouse – that shows the way

Communication Mix

Marcom Mix

Promotions

Direct Marketing

Publicity

SponsorshipAdvertising

Outdoors

MelasWOM

Corporate Identity

The Process – Advertising - ATL

Creating awareness

− To get the maximum impact we need to create a complete print media campaign that introduces NTTF to the target segment with key focus on the students and back it with a complete BTL campaign.

− For maximum impact we need to work on print ad releases in South India initially followed by a roll out across the country.

− AP –minimum size 240 sq cms to be released in Sakshi, Enadu – 5 insertions

− TN – Dinamalar, Dinathanti and Dinkaran – 4- 5 insertions

− Kerala – Malayala Manorama, Mathrubhumi – 3 insertions

− Karnataka – Vijay Karnataka,Prajavani – 4 - 5 insertions

− Total cost – 80 lakhs approx.

ATL - Radio

Urban – radio spots between 7 and 8 – both mornings and evenings

Sponsor career counseling through radio

Create a jingle and intersperse between programs

Address teenage problems – (to get maximum recall)

Outdoors

Objective – Creating Awareness

− To make people aware of the existence of NTTF as the ideal solution for career needs

− To make NTTF talk of the town by announcing various activities

− To educate the rural villagers on the need for Hands-on education for security and confidence.

Outdoors - Awareness

How

− Display visually led message across small towns and villages announcing the new “secure for life” program from NTTF

− Minimum 2 hoardings per town. Total no. of towns to be targeted in S India is 40

− Hoarding rental – 10000 per hoarding

Objective

− Instill curiosity

− Word of mouth propaganda

− Drive students/parents to action

ATL – Mobile Display - Awareness

Mobile display van to move around rural areas and display key benefits of NTTF education with leaflets that can be handed over to interested parents/kids

Cost – 40000 per month rental per van (or buy 4 vans to permanently scour the towns)

Production costs for branding – 10000 approx. per van

Outdoor Branding - Desirable

Bus shelters – A branded bus timings chart.

Telephone booths – tariff card, scribbling pad with pen in the booth

Internet cafes - branded digital clock

Buses – rural only

Video parlors

Studios

Ice cream parlors

Total cost per town branding – Rs. 100,000 approx.

Bus timings

Publicity

Campaign to be publicized through a powerful PR related activities that strengthen the campaign

PR period - minimum of 6 months

Direct Marketing – Identifying Target Audience – 1 & 2 - Completed All 10th and 12 std pass students/ Parents of the above

Touch points: All government schools, village schools, PUC colleges

How

Objective

− To attract TARGET SEGMENT through various activities that drive them to the activity point

Demand Drivers

1. Recognition

2. Security

3. Authenticity

4. Relevance

5. ROI – in this case – a career

Current Status

Recognition

− Through successful alumni meets in small towns

− Track record of entrepreneurs from NTTF

Security

− Talks from industry experts on the success of NTTF students in practical levels

Authenticity

− 27 centres across the country

− ROI – almost 100% placement

Focus On

Short duration: This simply means that this would take the students only 3 years to finish the course and start getting placed. This is also advisable to parents who cannot afford to send their children to colleges and universities because of the spiraling tuition fee expenses

Skilled professionals are in demand: Skilled workers are in demand nowadays in India and many countries of the world. All the students need to do is to secure your certificate or diploma confirming his study

Well paying jobs: With many companies and industries hiring more skilled workers, the once snubbed and underrated profession is now becoming in demand to many people who dream to succeed in life

Lack of many skilled workers to do the job required in many activities of the working force has resulted to the backlog in many projects across industries

Focus On (continued..)

In demand opportunities: A technical school graduate with a certain field of specialization can easily land a job in many developed countries of the world

Not much competition: There are very few took technical schools and only few graduates of various field of specialization. This simply means the competition is not strong in as far as looking for job opportunities. Unlike in degree courses, there is really stiff competition and it is very hard to get accepted. For example, a big corporation needs only one civil engineer, yet there are a thousand applicants. This means the possibility of landing a job is dim

Student Contact Programs

Objective

− To complement the ATL campaign with a series of programs across schools

− To educate the students on the importance of “employable” courses

− Using the influencer – the principals - to drive the initiatives

How - Tactical

No. of government schools in Karnataka – 3000 approx

Campus counseling program to be initiated 2-3 months before exams and when the results are announced

Camps to be held every week in town with the objective of creating a demand

Only 20 students to be selected from each school which makes it something to aspire for

How - Strategic

Conduct a simple practical entrance exam for admissions just after the preparatory exams

Set up tutorials for coaching for the entrance (like Brilliant Tutorials etc)

A second chance for students who have to undergo supplementary exams

Career counseling/campus interviews to be arranged in coordination with the principals of the schools

Principals to become part of the NTTF task force

The campaign theme throughout to only be “We secure your future. With your own hands”. Campaign to be run across the country in 3 phases

Task Force

A task force to be formed as part of NTTF directives comprising a team of influencers - principal, a parent, an alumni and a respected person in every town to drive the contact programs from that end. Regular sessions to be held with the various task forces

Total towns:10 in each state

1 task force per town with a core team for every 5 towns

Camps – ‘Secure your future’ campaign

Organize career melas at small towns across Karnataka. Tie up with bankers offering loans for the course at the venue

No. of towns to conduct the program – 10 each in North, South, East and West Karnataka

Collaterals needed

Banners announcing the events

Leaflets to be handed out

Simple Film

Counseling at venue

Kiosks

Mobile vans announcing the show

How – Promotional Campaigns – Phase 2

A talent show to be conducted at a central village/town in every 4 villages (10 schools per town x 4 towns = 40 schools)

Launch a selection round in schools with pre-launch activities lasting for a week, in concurrence with the principals

Moderator to be present in the school to facilitate queries on contest etc.

Weekly promotions to culminate in a mela with experts in allied segment acting as the judges

Result: Word of mouth publicity and excitement created in those 4 villages

How – Reaching Students - General

Conduct local sports competition – cricket, kabaddi etc where kids can participate

Conduct simple skills test – level 1, 2

Inter school/ Inter district students competition

Conduct free tours of NTTF for students

Sponsorship programs

Objective

− To showcase NTTF skills vis-à-vis other technical experts through an all India Contest (The Hands-on Master)

− Tie up with SAE and Times Group to conduct the Talent of the Year competition inviting participation from all engineering/technical institutions across the country

Benefits

− High visibility

− Low cost publicity through Times

− Sponsorship from automobile industries

How – Referral Program (Student gets student)

Complete campaign across the college offering an incentive to students who bring in other new students. Every student gets a waiver on his fees for enrolling 3 students

Incentives for instructors also in the form of gifts

Time Frame

Activities Jan Feb Mar Apr May June July Aug Sept Oct Nov Dec

ATL

Outdoors

PR

Direct Marketing

Promotions

Promotional Marketing - General

Tie up with book stores and offer an NTTF membership with each class books purchase

Tie up with schools and recruit students for the course through campus selection based on preparatory exam marks (thereby making it desirable)

Publicity

PR to be initiated to ensure the programs are publicized at the right time for a period of 6 months.

Pre-mela activities

Mela to be conducted between 29 and 1st of April.

10 districts each across Kerala, Karnataka, AP and TN will be targetted with special focus on areas where NTTF presence is weak. Costs have been worked out accordingly.

Leaflets/invites to be distributed across districts between 14 and 28th April.

Banners to be put up across the participating towns at every possible junction.

Towns with NTTF campus will use the same as the venue.

PR will cover all these activities and publicise the event.

Mela activities

Halls/auditoriums can be booked for the same and rentals will vary accordingly.

3 kiosks per location can be placed with coordinators to hand over application forms.

NTTF personnel to be present to finalise admissions and explain the programs

Film can be played in the background.

Some fun activities/cyber games to be included to draw in the crowds.

Computer Games will be decided based on the town and availability and charged at actual rentals for the day.

Description Detail CostFrequency or Quantity Annual Amount

Awareness - Phase 1 - S India lakhs lakhs

Print Media Local publication - South 20 4 80Outdoor 40 towns 10000twice a year 8Mobile display van 2 per state x 4 50000 2 8Radio jingle/counselling 2 3 6Production cost 50k x 5 languages 50000 5 2.5PR & activities retainer 2 6 12Direct Marketing Promotional Marketing NTTF talent shows (once a year) 10 4 40NTTF career mela (once a year) 4 40 160

Pre mela activities - distribution of leaflets etc cost per district 1 40 40

Sponsorship programs 50 lakhs - long term plan

Marketing plan with SAE to be worked out for the year

Creative charges overall 2 12 24Photography 2

Total       382.5All figures indicated in INR Lakhs      

General

 Phase I May/June    Career mela Details    Distribution 50000 per district x 40 districts    2000000Mela pre day        Hoarding  5000 x 40 locations  200000Campaign Collaterals PR activities    600000  Leaflets    200000

Banners  Rs.200 x 50 banners x 40 locations  400000

  Coordinators 10000 per day per location x 40 locations  400000

Kiosks – permission and activities  12000 x 3 kiosks x 40 locations  1440000

 Kiosks production and branding  14000 x 3 x 40  1800000Mela day Hoarding      Print Ad      Leaflets      Banners    

  Coordinators 10000 per day per location x 40 locations for 2 days 800000

  Kiosks      Radio with jingle   450000

  Phase I - BTL cost 7485000  Hall costs 4800000 Total costs

    12285000

Print Media   90 lakhs

Annual budgets have been given with detailed BTL budgets following.

Costs for hoarding, halls and media will vary according to final venue chosen.

Creative charges will be at a retainer of 2 lakhs per month.

Jingle production will be 50000 per language.

There has been some changes in the general costings based on our discussion yesterday.

Sponsorship program – tie-up with Times of India and SAE for a national challenge can be planned separately and revenues can be generated from the sponsors themselves to pay for the hosting.

Let’s discuss…