Times pro campaign plan january 22 2014

Campaign Plan

Presented by

Crafting careers: short term month program, 3 interviews, a million opportunities

Mission: • Source and train 25,000 Indian youth to be employment ready,

annually, by 2018

Programs Offered: • TimesPro Post Graduate Diploma in Banking

Management (PGDBM)-6 Months• TimesPro HDFC Bank Modern Banker Program-2

months

TimesPro Advantage:• Times brand name and credibility• Programs designed to give industry exposure• FinPro- world-class content from Economic Times and

ET Now • Guaranteed placements

Focus Markets: • Mumbai, Delhi, Bangalore, Pune, Chennai, Hyderabad,

Chandigarh, Ahmedabad, Lucknow, Jaipur & Bhubaneswar

• Plans of expanding to other markets

Minds we need to mobilize…

Parents

Who are we?Mrs. & Mr. Oberoi, 40+ What is our story?We want our daughter to be a banker with a leading bank in India. As Aisha takes her final undergrad exams, we are worried about her being ready for the corporate world. We feel it is important for her to pursue a program which prepares her for the banking industry.

Information source?We get our information from mainline, newspapers, business newspapers, news on TV and from our peers

Counselors/Academia

Who am I?Mrs. Vinita Chandra, 33 What is my story?As an experienced and loved Business professor, I play a big role in influencing where my college students apply. I am is a supporter of vocational educational programs to gain domain expertise and liaise with industry professionals. Information source?The usual newspapers, education supplements, looking for information online.

College students

Who am I?Ronit Roy, 23 What is my story?Final year exams are over. I want to pursue a career in banking, but my undergrad program has not equipped me well enough. I’m ambitious, hardworking and want to become self reliant. I’m looking for a finishing program that will make me job ready basis the requirements of the industry.

Information source?I read HT City, Delhi Times, The Economic Times and GQ. I use the ET and NDTV app for real time news updates. I party on weekends, go clubbing and hang out with friends

Communication Objective

Create awareness about offerings by TimesPro amongst diverse stakeholders

Build the Brand

Educate key stakeholders about the TimesPro advantageDrive preference

Establish TimesPro as a thought leader in the education and banking industry - striving to improve employability and make graduates job ready

Achieve Leadership

New Entrant: Lack of awareness about TimesPro

Communicating the message: Highlighting key differentiators in a cluttered education space

Overcoming the challenges

Editorial space: Being a Times property editorial conflict with other publications

Communication roadmap

Media Salience• Bridge

building meetings

• Leverage in-house properties

Amplify message• Corporate

announcements to sustain regular engagement with media

Thought leadership• Panel

discussion• Guest

seminars• Contributory

articles• Dial-a-quote

POSITION TIMESPRO AS CAREER CRAFTERS

Building RelationshipsRelationship engagements with key media• Coordinate relationship meetings with Deepak Lamba with key education and banking journalists with

publications both within the Timesgroup as well as other media houses• Such meetings to be coordinated in Mumbai as well as other key metros and Tier-II publications

Publications Journalist City

PTI Dhriti Ranjan Delhi

Times of India Namrata Singh/Hemali Chappia Mumbai

The Economic Times Labonita Ghosh Mumbai

Education Times Ruchi Chopda Mumbai

Education Times Aaditi Isaac Delhi

Times Ascent Viren Naidu Mumbai

Educationtimesonline.com Aditi Saxena Mumbai

The Economic Times Sreeradha Basu Mumbai

The Economic Times Anumeha Chaturvedi Delhi

Business Standard M Saraswathy Mumbai

New Indian Express Deepshika Punj Mumbai

The Week Sharmistha Chaudhury Mumbai

Banking Frontiers N Mohan Mumbai

Explore such meetings with Cat A education trade supplements

Leveraging in-house publications

• Explore relationship meetings with in-house publications to create awareness about TimesPro and its value proposition

• Tap columns of in-house publications to seed contributory articles and Q-A with Deepak Lamba

Sample columns

Publication Column What can we do

Education Times.com

Market Mantra Explore a contributory article on the need to improve employability in the banking industry

Education Times Skill Speak/Walk a Job

Explore a contributory article on necessary skill-set that banking aspirants should acquire for a successful career

Times Ascent Q-A Interview focusing on the need to improve skilling in the banking industry and challenges faced by entry level professionals preparing to enter the industry

Mumbai Mirror Your CV Tips to entry level professionals striving for a career in banking industry

TimesPro to own the space of employability and skilling in banking industry

New website launch• Host an online chat with Deepak Lamba on the new website in partnership with Education

Times o Online chat to focus on the topic of “ Becoming job ready for the banking industry”o Education Times to partner as a knowledge partner by inviting career aspirants to attend the chato Transcript of the chat to be covered by Education Times online portal

• Disseminate a press release on FYI basis with the media

Leveraging Announcements

Convocation ceremony• Disseminate a press release to announce TimesPro’s first

convocation ceremonyo Release to be shared with the media on an FYI basiso Tap in-house publications to carry the news along with note on

students experiences• Leverage TimesPro Facebook page to share student

testimonials on their experiences

Leveraging Announcements

TimesPro’s first Placements• Coordinate select 1:1 media interactions with Deepak Lamba on the placements• Talk Points

o Success of the first placements of TimesPro (no. of students placed, no. of companies part of the placement process)

o Value addition by TimesPro in crafting student careerso Future plans of TimesPro-Starting new batches, expansion to new citieso Growing demand and need for such course offerings

• Disseminate a release on TimesPro’s first placements

Leveraging Announcements

TimesPro expanding to new cities• Metros

• Coordinate select 1:1 media interactions with Deepak Lamba on the success of the TimesPro and its expansion plans

• Disseminate release in local markets• Tier-II markets

• Undertake media roundtable in select markets• Focus of discussion: TimesPro expansion plans, need for specialized and standardized vocation

training courses, need to improve employability in banking industry, hiring prospects in the banking industry

• Disseminate city specific press release to announce opening of new center

Fostering Perspectives

High impact opinion pieces• Explore contributory articles written by Deepak Lamba in in-house as well as education trade

publications• Indicative topics

o Crafting talent for the banking industryo Banking Talent: Making graduates job ready to ride the next wave of growth in the banking industryo Making Indian youth employable to succeed in the modern banking industry

• Target Media: In-house (The Economic Times, Education Times, Times Ascent)• Out-house: HR/Education supplements and portals as well as explore conversations

Explore tip related columns• Suggested topics

o 5 ways to become more career ready o 5 ways to crack your dream career in banking

Thought Leadership

Sharing perspective in relevant industry stories• Explore TimesPro’s participation in industry stories related

too Hiring trends in banking sectoro Need to improve employability and skilling in banking

industryo New bank licenses: Increased hiring activity in banking

industry

Engaging with industry leaders and key stakeholders• Explore TimesPro’s presence in Banking and education

industry events through speaker opportunities for Deepak Lamba

• Suggested eventso FICCI Higher Education Summito CII Education Summit

Create Advocates

TimesPro Guest Series• TimesPro to host seminars in select under-graduate colleges• Deepak Lamba to visit colleges to give guest lectures on a successful career in banking

industry and the right skill-set required• Leverage existing partnerships with academic institutions (Loyola College)• Depending on the city, amplify the event with the media• Partner with Education Times as a knowledge partner

TimesPro to partner with Times Ascent to host a panel discussion• A closed door panel discussion to be held based on the theme to focus on ‘Improving

employability and skilling in the banking industry’• Invite HR directors of Banks , academicians, senior representatives from colleges, along

with industry experts • Times Ascent senior journalist to be the moderator• Why this works- Positions TimesPro as a thought leader as well as opportunity to

network with potential and existing clients

Thank You