PROPOSED MODERN MARKETING STRATEGIES Approach: Segmented, Targeted, Multichannel Marketing 1. Differentiated marketing –will involve the decision focusing on two or more segments of the KCAU market. This could be done by selecting a limited number of clustered or scattered target markets or target the entire segment of KCAU market each with distinct marketing program 2. Concentrated Marketing: It will involve high degree of focused effort either exclusively or interpretively. Exclusively, the focus will be on a single segment of the educational consumer market e.g the high scholar or the employed. The goal is to dominate that market through total market penetration. On the other hand, Integrative concentrated marketing will involve expanding a single market segment to encompass other similar segments. 3. Orchestrated marketing – It will involve designing a distinctive yet collective marketing program aimed at meeting the shared persuasive needs or of a range of KCAU market segments e.g quality, affordability, flexibility Goal: To attract and retain students through unique and strategic value proposition. TOOLS Social Media Marketing Website Facebook LinkedIn Instagram You tube Goals Increase monthly visits and clicks Increase conversion rates Improve overall student retention Provide fans and followers with a sense of what it is like to be KCAU university Strategies Run more relevant content based ads on social media platforms Search Engine Optimization Google SEMRush MOZ Ubersugget Have KCAU highly ranked and easily noticed on search engines Enhance user experience KPIs Offer real time discounts on complimentary programs for returning students and continuing students referring others students Offer discounts to student pursuing two or more programs at the same time Enhance the uniqueness of our web content and create more informative and relevant pages to keep visitors longer on the site Optimize page URLs Build keywords and content around the KCAU ideal student/audience Highlight individual programs – have unique pages for each and optimize them for relevant keywords and keyword research Optimize website for local SEO/location based searches e.g No. of posts per day No. of visits/clicks/views/likes No. of new fans /subscribers/ followers No. of clients filling application forms Cost per prospect conversion rate No. of new students enrolled through royalty programs Rate of engagement Rate of post re-shares and responses bounce rate click through rate No of website visitors No of average time spent No. of leads conversions Email Marketing campaigns Existing Student data base-ERP Prospective students data base -CRM Optimized Pay – Per - Click (PPC) advertising Google AdWords Facebook, LinkedIn YouTube Unique Value Propositions Outstanding /customer-centric service Increase brand visibility and boost admission Enhance personalization in client communication Drive in higher traffic of valuable leads to KCAU website Boost target audience’s awareness KCAU, its programs and other offerings Scale up engagement with prospective students Attract students looking for particular ‘colleges in Nairobi’, ‘Universities in Nairobi’ Conduct customer segmentation by relevant demographics, benefit sought and motivation forces Conduct and maintain highly quality customized and personalized email marketing campaigns/offers, tailored to the particular needs and preferences of selected student prospects Create mart, well-crafted brand awareness ads and campaigns and strategically targeting keywords and audiences at the exact time that they are conducting a search promote specific educational programs e.g high demand programs, new programs Redesign the web landing page to match searches Open rates Bounce rates Reply rates Click-to-open rates Click-through rates No. of new subscriptions No of applications /conversions No. of leads conversions Churn rate/unsubscription rate impressions / no of times the ad is see video views click through rates conversion rate cost per conversion focus and optimize unique selling points/characteristics that make KCAU stand out in the highly competitive market Customer satisfaction No. of referrals No of applications No of conversions Only university instituted by Professional Body Top Graduate Employment Ranking Modern Top ranked Library User generated content marketing and peer to peer communication Referral /word-ofmouth marketing Student and staff blog posts on KCAU webpage Student testimonials and experience videos on social media pages such as Tiktok, youtube, Instagram Reels Student and staff blog posts Controlled preenrollment class sit in sessions capabilities like excellent service. Spur brand loyalty increase the inquiries and applications engage and leverage KCAU’s biggest assets: students, parents and staff as brand ambassadors to recommend a brand to their friends, family and colleagues enhancing the reputation and value added aspects of the KCAU brand to create easy and realistic ways for prospective students to get a grip on what it’s like to be in KCAU appeal to every customer through every aspect of their interaction with KCAU Re design our referral program including referral rewards. provision of quality service at all levels across the university (quality studies, training, internships, live projects training, visits, seminars e.t.c) that students can boast about creating exciting, engaging video content targeted at Generation Z – who compose the largest of our customer segment and are the highest consumers of content in Tiktok, youtube ,Instagram Identify where to host blogs based on the targeted reader audience (web, student portal or a different site ?) Design an annual calendar for class sit ins and campus tours No. of employed graduates No of active student and staff referring students Referral page hits No. of student referrals gained cost of referral click through rates/ No. of views on videos No of pre-enrollment class visits No. of conversions Brand Activism Marketing (through social or business causes that align to KCAU vision and mission) Cause promotion Cause marketing Corporate social responsibility – marketing driven by staff and or students Inbound /Outbound Telemarketing (Call Centre) Cold calls Personalized sms Whatsapp chats Events & Exhibitions Leadership programs for high school administration Student Career fairs Job fairs To drive market differentiation and purpose-driven engagement Build KCAU brand equity and trust Enhance a positive brand perception Enhance KCAU as a university of choice To connect and build lasting relationships over the phone with existing and prospective clients prior to sales To market the KCAU brand, programs and other offerings To generate leads for future recruitment To collect data in order to get market insights To create rapport and build a lasting relationship with the administration and students which can result in enrollment Identify ethical, sustainable and CSR-related activities which KCAU can use as a point of difference against competitors and can help fill a gap in the society Examples may be social activism around issues of education and student funding ; environmental activism around issues of conservation, environmental, air pollution laws and policies Create a funnel with all leads at the top of the funnel and being nurtured down the funnel with marketing messages tailored to the stage that the lead is in until they are ready to be approached with a message directed to start the application process. Develop a leadership program for high school administrators to equip them with leadership and career guidance skills Organize and facilitate free career guidance sessions for high school and post high school No of online and offline activism campaigns and events No. of people talking/engaging with the campaign on different platforms Total no. of leads No. of qualified leads No. of conversions No. of attendants No of sign-ups vs attendants Photos taken No. of applications No. of conversions Local and international subject matter expert seminars/workshops To enhance employability of our students and alumni To provides a platform to share cutting-edge and leading research such as finance and accounting e.t.c youths (in KCAU, high schools, Virtually) Identify key expert areas and design a program for local and international seminars/workshops (paid and free) – virtual and physical