S&M INTERNSHIP

BATCH OF 2021
Abstract
The following task was undertaken as a part of the placement process for the company Planet
spark

By: Akhil Chaudhary (IIM Amritsar)

PGP/05/005
Table of Contents
INTRODUCTION.................................................................................................................2
PARENT-TEACHER MEETINGS & THE FLZ MASCOT..............................................................3
CORPORATE SPACES AND ANNUAL SCHOOL FESTS.............................................................4
DIGITAL MARKETING CAMPAIGN.......................................................................................5
SCHOOLS OF GURUGRAM..................................................................................................6
BUDGET FOR THE SHORT TERM..........................................................................................7
 INTRODUCTION

• The key decision makers in this case are the parents

• Therefore, the parents are required to be convinced for the need for
their child to spend extra hours after school in the learning zone
• Most of the parents of the selected cohort are in the age bracket of 30-
40
• The parents can be further sub divided into two separate groups for
better engagement
• Parents of kids of 1st std to 6th std can be classified as C1
• The focus of C1 is mostly around the wholesome growth of their child
which can be used as a trigger.
• As every kid goes to school and tuition, access to these fun learning
zones can add an extra skill to the kid which one can explore in future.
• Parents of kids in 6th standard and above can be classified as C2
• C2 are usually career focused for their kids. They see 10th, and 12th board
exams approaching. These fun learning zones can be exhibited as an
alternative from the traditional Coaching centers with higher learnings.
• These parents can be targeted through either of the channels
PARENT-TEACHER MEETINGS & THE FLZ MASCOT

• To target the patients the best way to approach them is through doctors. As
patients believe the doctor instead of any advertisement
• Similarly, parents trust teacher’s advice more than any advertisements for
their kids
• School teachers can be approached to become a part of the process on a
referral basis system.
• The teachers can be incentivized by Rupees 1000 per conversions
• These leads can easily be converted
• A mascot should be created as that draws a lot of attention especially
among the young children
• A campaign should be run in Gurugram schools where the students can
meet the Mascot and learn about the Fun learning zones
CORPORATE SPACES AND ANNUAL SCHOOL
FESTS

• Temporary fun learning zones could be setup in places like Cyber-hub

Gurugram. It is a hub of corporate offices where many people come to work
and for leisure purposes daily
• Similarly, temporary fun learning zones can be setup annual school fests
where parents usually come with their children
• C1 could see the activities available in these zones for their kids.
• C2 could meet the teachers of the learning zone and learn about what all
they offer at the centers
• Kids can experience the learning zones themselves
• This will generate awareness of the fun learning centers with the parents
DIGITAL MARKETING CAMPAIGN
• For the 2-month period C1 and C2 who googling things like
• After school activities for kids in Gurgaon
• Best coaching for kids in Gurgaon
• Tuition for kids in Gurgaon
• These cohorts can be added to mailers and be educated about the Fun
learning zones for their kids through mails
• Ads could be displayed on their YouTube accounts
• Separate ads for C1 and C2 as their needs are different
SCHOOLS OF GURUGRAM
• There are 45 schools in Gurugram
• (Assuming) Average number of students per school is approximately 1000
students
• Total students = 45*1000 = 45000
• Target students are till 8th standard only which = 8/12*45000= 30000
• Therefore, 30k leads can be generated
• Considering 5% conversion rate 1500 students can be enrolled in the first
campaign
BUDGET FOR THE SHORT TERM
• Corporate spaces are around 1-2 lakh rupees per day for a setup like a
temporary fun learning zone.
• For a 3-day campaign the cost would then be Rupees 3-6 lakhs.
• In a school fest the space is around Rupees 30,000-40,000
• 45 schools *30000 = Rupees 13.5 lakhs
• The Teachers who convert will be paid rupees 1000 per conversion
therefore Rupees 1000 * number of enrolments
• Approximately Rupees 15 lakhs
• This is direct conversion and not a lead generation
• A good digital marketing campaign in a tier 2 city like Gurugram will have
added costs.
• On an average a basic SEO costs Rupees 15000/month
• Therefore Rupees 30000/month
• A YouTube ad will cost, on an average, about rupees 12-14/ click or
view.
• A total of Rupees 30 lakhs will be required for the first 2 months
campaign