Thunderbird

Improving the online experience

Group – 2
 Thunderbird – Improving the online experience

FRAMEWORK - RACE

• Reach
• Act
• Convert
• Engage

DECISION PROBLEM
ALTERNATIVES
Performance
Assessment of the new
website and school’s • Spend selectively – more on
online media purchasing areas with high conversion
• Identify sources with high
conversion rate and low bounce
rate
 5C Analysis

COMPANY
• Thunderbird School COLLABORATO CUSTOMER COMPETITOR CONTEXT
of Global R
Management – • External Media Ad • Management • Darla Moore • Recruit best global
Founded in 1946 agency Aspirants – fresh School of Business talent
• More than 50% • Third party college graduates, • Hult School of • Keep a diverse pool
international students websites Middle and senior global of candidates
• Offered several full • Google Adwords level managers management • Maintaining your
time graduate and Google • Corporate • INSEAD position in increased
business programs, Analytics customers • London Business market competition
executive education • Researchers School
and distance learning
 RACE Framework

Plan Reach Act Convert Engage

Planning your online SEO, Social networks,
spend strategy and Publishers and blogs
define the KPI
KPI
• Unique visitors
• Value per visit
New website, Blog Capitalize on Promotion by
community, interactive marketing, get the best Candidates, referrals
tools, customer support candidates in each
program
KPI
KPI KPI
• Leads, increased traffic • Advocacy
• No of form
to programs page downloads • Increased loyalty
• Time on site, activity on towards the institute
site • No of admissions
4
 Recommended Actions

Evaluate Select Optimize

Identify the sources • Reduce the • Allocate more

with high conversion
rate and low bounce
rate
• CPC has higher
bounce rate
spending on CPC resources on referral
and organic searches
from search engines
like Google

5
 Handling Missed Opportunities

• Continue buying impressions in bulk – In that case we need to factor in ROA and optimize our spend
accordingly

• Spend selectively only on regions with more conversion – We will be compromising with the
diversity factor which is critical to any global institute

6
Thank You