BTL ACTIVITY- MARKETING STRATEGY OF

YBI FOUNDATION EDUCATION PRIVATE LIMITED

REPORT PROJECT
Submitted by
Shivam Bhardwaj
Under the guidance of
MS. Manisha Grover
in partial fulfilment of Requirements for the award of the degree of
MASTERS OF BUSINESS ADMINISTRATION
Of
Abdul Kalam Technology University

IPEM
Management department, Institute of Professional excellence & Management
A-13/1, South Side G.T. Road Industrial Area, By Pass, Ghaziabad, Uttar
Pradesh 201010

1
 DECLARATION

I undersigned, hereby declare that the project titled BTL ACTIVITY-

MARKETING STRATEGYOF YBI FOUNDATION EDUCATION
PRIVATE LIMITED submitted in partial fulfilment for the award of Degree
of Master of Business Administration of A P J Abdul Kalam Technological
University is a Bonafide record of work done by me under the guidance of Ms.
Manisha Grover. This report has not previously formed the basis for the award
of any degree, diploma, or similar title of any University.

Date: Shivam Bhardwaj

Signature:

2
 Acknowledgements
Through this acknowledgement I express my sincere gratitude towards all those
people who helped me in this project, which has been a learning experience.
This space wouldn’t be enough to extend my warm gratitude towards my
project guide Ms. Manisha Grover for efforts in coordinating with my work and
guiding in right direction.
I escalate a heartfelt regard to our Head of Department Mr. Shashank
Chaudhary for giving me the essential hand in concluding this work.
It would be injustice to proceed without acknowledging those vital supports I
received from my beloved classmates and friends, without whom I would have
been half done.
I also use this space to offer my sincere love to my parents and all others who
had been there, helping me walk through this work.

Shivam Bhardwaj

3
 EXCLUSIVE SUMMERY
The internship at YBI Foundation Education Private Limited provided me the
chance to learn about the various aspects of the Ed-tech platform. The
traditional learning is taking over the online learning. It provides me the
opportunity to interact with different people from various IT parks and Co-
workings and get to know about their work experience and the problem they are
facing while working.
YBI Foundation Education Private Limited is the India’s
top-rated higher education platform for the working professionals. The company
basically provides the courses into three different segments i.e., Data,
Technology and Management. In the future the traditional education will be
taken by the online education. Working with YBI Foundation provided me the
great opportunity to learn the various aspects of Marketing. I learned how to
convince the people to buy your product. Working with sales team taught me
how to deal with different type of people. I learned that what sort of course will
suit to which type of job profile.

4
 Table of Content

S.NO TOPIC Page No.

01. Company Profile
02. Introduction
03. Litrature Review
04. Theoretical framework
05. Research Methodology
06. Data Analysis
07. Findings
08. Recommendations
09. Conclusion

5
 10. References

CHAPTER-1
COMPANY PROFILE Introduction
YBI Foundation Education Private Limited is an online education platform that
enables individuals to develop their professional potential in the most engaging
learning environment. Online education is a fundamental disruption to the
traditional model and will be having a far- reaching impact.

At YBI Foundation, we work towards transforming the online education wave

into a tsunami! At YBI Foundation, our objective is to help individual climb
their future career ladder and transition smoothly into promising job
profile .YBI Foundation is an online higher education platform providing
rigorous industry-

6
relevant programs designed and delivered in collaboration with world-class
faculty and industry. Merging the latest technology, pedagogy, and services,
YBI Foundation is creating an immersive learning experience–anytime and
anywhere.
Vision
• Building Careers of Tomorrow
Mission
• To provide opportunities to advance your professional journey through
rigorous online programs that offer personalised support, developed in
collaboration with best-in-class faculty and industry professionals.
Founders
Alok Yadav Dí Co-Foundeí 2. Aíushi Co-Foundeí 2.Phalgun Kompalli
(Co- Founder and operations)

Chapter 2 litrature review

How it Started?
YBI Foundation began in 2015 with the conviction that in an ever-changing
industry, professionals need to continuously upskill themselves in order to stay
relevant. Since then we have always focused on building a great online learning
experience by collaborating with the right universities and industry partners. We
then steadily built a strong support system around our learners. Starting
with our first program in Entrepreneurship, YBI Foundation has created some of
India’s largest online
programs to help thousands of professionals achieve their career goals in the
areas of data technology, and management.
YBI Foundation Values & Cultural Pillars
LEAD the future of education with YBI Foundation

7
 Long Term Thinking with Clinical Execution
E
Empathy and Impact
A
Accountability and Ownership
D
Delivering Excellence

The Company is providing courses include 3 type

1. DATA
2. TECHNOLOGY
3. MANAGEMENT

8
In the field of data there are different courses like PG Diploma in data science,
Masters in Data Science and PG certification in Data Science.
Data Vertical
Post Graduate Diploma from IIIT Bangalore
It is the 12 months program. One has to complete all the courses successfully to
obtain this prestigious recognition from IIIT-B with a specialization in any of
the following: Natural Language Processing, Deep Learning, Business
Intelligence/ Data Analytics, Business Analytics, Data Engineering.
The fee for the program is Rs. 285000. Eligibility for the program is person
should be graduate with minimum 55% in his graduation. Person gets the
following benefits-
• Connect with a global network of accomplished IIIT-B Alumni
• Widely recognised and valued Post Graduate Diploma in Data Science
• Network with Data Science professionals across all industries PG Diploma in
Data Science

Key Highlights for the program

• Designed for Working Professionals
• IIIT Bangalore Alumni Status
• 14 Programming Tools & Languages

9
• 60+ Industry Projects
• NASSCOM validated 1st PG Diploma
• 360 Degree Career Support
• One-on-One with Industry Mentors
• Dedicated Student Mentor
• Job Assistance with Top Firms
• No Cost EMI Option

10
11
Masters of Science in Data Science
It is 18 months program. Student have to complete all the courses successfully
to obtain this prestigious recognition from LJMU. The program fee is Rs.
485000. The eligibility of theprogram is the bachelor’s degree with 55%. The
Key benefits of the program is-

•Connect with Global network of Faculty from LJMU

•Get access to complete digital library of LJMU.
•Earn a Master's degree same as on-campus degree at 1/10th the costFigure 2.3
Masters degree in Data Science
Key Highlights
•Only online M.Sc. in DS for working professionals
•500+ Hours of Learning
•60+ Case Studies and Projects
•Fortnightly Group Mentorship with Industry Mentors
•One-on-One with Industry Mentors
•Timely Doubt Resolution
•Dedicated Student Success Mentor
•IIIT Bangalore & LJMU Alumni Status
•Global access to job opportunities
•No Cost EMI Option

Benefits
•M.Sc.& Post Graduate Diploma without quitting your job

12
•Cutting-edge curriculum designed by industry experts.
•Alumni status from IIIT Bangalore & LJMU.
•Career transition with up to average 58% salary hike.
•Hiring opportunities from Uber, Microsoft, PwC, Genpact and more
PG Diploma in Machine Learning and AI
It is 12-months program. The student have to complete all the courses
successfully to obtain this prestigious recognition from IIIT Bangalore. The
minimum eligibility of the program is Bachelor's Degree with minimum 1 year
of work experience or a degree in Mathematics or Statistics. The program fee is
Rs. 285000. The benefits of the program are-

•Connect with a global network of accomplished IIIT-B Alumni

•Widely recognised Post Graduate Diploma in Machine Learning and AI
• Network with Machine Learning professionals across all industries
Key Highlights
•Designed for Working Professionals

13
•450+ Hours of Learning
•30+ Case Studies and Assignments
•5+ Practical Hands-on Capstone Projects
•25+ Industry Mentorship Sessions
•Timely Doubt Resolution
•Dedicated Student Success Mentor
•IIIT Bangalore Alumni Status
•Job Placement Assistance with Top Firms
• No Cost EMI Option
Admission Process
Step 1: Take the online eligibility test
Complete your application to take a 18 question online eligibility test to start the
admission process. The test is designed to assess your quantitative & logical
aptitude ensuring ready for the program.
Step 2: Get shortlisted & receive your offer letter
Our Admissions Committee will review your test score & profile. Upon
qualifying, an offer letter will be sent to you confirming your admission in the
PG Diploma in Machine Learning & Artificial Intelligence.
Step 3: Confirm your seat & begin with your prep - course
Confirm your seat by enrolling into the program by making an initial payment
of INR 25,000.
Begin with your preparatory course & start your start your career in Machine
Learning.

Masters of Science in Machine learning and AI

14
It is 18-months program. The student have to complete all the courses
successfully to obtain
this prestigious recognition from LJMU. The program fee is Rs. 485000. The
eligibility criteria for the program is Bachelor's Degree with minimum 1 year of
work experience or a degree in Mathematics or Statistics. The benefits of the
program is-
•Connect with Global network of Faculty from LJMU
•Get access to complete digital library of LJMU
•Earn a Master's degree same as on-campus degree at 1/10th the cost
Key Highlights
•Only online M.Sc. in ML & AI for working professionals
•450+ Hours of Learning
•30+ Case Studies and Assignments
•5+ Practical Hands-on Capstone Projects
•25+ Industry Mentorship Sessions
•Timely Doubt Resolution
•Dedicated Student Success Mentor
•IIIT Bangalore & LJMU Alumni Status
•Access to Global Opportunities
• No Cost EMI Option

Advance certification in Machine Learning and Cloud from IIT Madras

It is the 9-months program. Complete all the courses successfully to obtain this
prestigious certification from IIT Madras. The program fee is Rs. 200000. The
minimum eligibility for program is Bachelor’s degree with proficiency in any
one of the programming languages
R/Python/Java/C/C++ and at least 2 years of industry experience in
Software/Data domain.

15
The benefits of the program are-

•IIT Madras, India's no. 1 Rank Engineering Institute for last four years
by NIRF Ranking
•Widely recognised Advanced Certification in Machine Learning and Cloud
• Network with Machine Learning and Cloud professionals across all industries
Key Highlights
• Learn from the faculty of IIT Madras

• Designed for Senior Working Professionals

• 8+ Case Studies and Assignments

• Practical Hands-on Workshops

• One-on-One with Industry Mentors with timely doubt resolution

• Advanced Certification from IIT Madras

• Job Placement Assistance with Top Firms

• No Cost EMI Option

Management Vertical

Masters in Business Administration (MBA) Liverpool University

It is 20 months program.Become a part of global & strong alumni network of

one of UK's Top B-School - Liverpool Business School. Minimum eligibility

16
for this program is Bachelor’s Degree with minimum 50% marks and at least 2

years of Full-Time Work Experience. The fee is of the program is Rs. 400000.

The key benefits of the program are-

•Get an MBA Degree from a leading UK B-School at 1/10th the cost.

•Become a part of strong alumni network of Liverpool Business School

•Learn industry relevant skills to enhance your career

MBA from Liverpool Business School

Key Highlights

• Get an MBA Degree from Liverpool Business School

• Get a PGP in Management from IMT Ghaziabad

• Experience 1-week immersion program at University campus (included

in program fee)

•Alumni status by Liverpool Business School and IMT Ghaziabad

•Get 1:1 Mentorship from Industry Leaders

• Network with peers at Offline Basecamps

•Advance your career with 360° Career Support

•World Education System (WES) recognized. Move one step closer to working

17
•Specialize in any of the key functional domain through a 4-month long industry

project

•Learn with students from 15+ countries across the world

Key Benefits

•MBA Degree from UK's leading Business School

•Earn PG Program in Management from IMT Ghaziabad

•1-week immersion program at university campus

•Alumni Status from Liverpool Business School & IMT Ghaziabad

•Industry relevant curriculum for Career Growth

•Regular interaction with Global Faculty & Industry Experts

•Peer-to-peer interaction via offline networking events

MBA (Global) Deakin Business School

It is a two-year program. Become a part of global & strong alumni network of

one of Australia's Top B-School - Deakin Business School. The minimum

eligibility criteria for the program isBachelor’s Degree with minimum 50%

marks and at least 3 years Experience.

The program fee is Rs. 500000. The key benefits of the program are-

18
•Get a MBA (Global) Degree from Top 1% of Business Schools Worldwide

•Graduate from a B-School with dual accreditation - AACSB and EQUIS

•Learn industry relevant skills to enhance your career.

Key Highlights

•Get a MBA (Global) Degree from Deakin Business School

•Get a PGP in Management from IMT Ghaziabad

•DBS is Top 1% B-Schools Worldwide

•Alumni status by Deakin Business School and IMT Ghaziabad

•Get 1:1 Mentorship from Industry Leaders

•World Education Services (WES) recognized. One step closer to working abro

•Learn with students from 15+ countries across the world

Vorteile

•MBA (Global) Degree from Australia's leading Business School

•Earn PG Program in Management from India's leading Business School

•Alumni Status from Deakin Business School & IMT Ghaziabad

•Industry relevant curriculum for Career Enhancement & Growth

19
•Regular interaction with Global Faculty & Industry Experts

•Peer-to-peer interaction via offline networking events

MBA (Executive) with Specialisation in Business Analytics

It is the 18-month program. Become a part of a community of management

leaders with adegree and alumni status from NMIMS Global Access School for

Continuing Education. The program fee is Rs. 400000. The eligibility for the

program is Bachelor’s degree (10+2+3) in any discipline from a recognised

university with minimum 55% marks and 3+ years of work experience

OR, Bachelor’s degree (10+2+3) in any discipline from a recognised university

with minimum 55%marks and a postgraduation / professional degree with

minimum 55% marks and 2+ years of work experience. The key benefits are-

•Get an MBA (Ex) from a NAAC A+ accredited and category 1 university

•One-of-a-kind MBA (Executive) with specialisation in Business Analytics

20
•Complete your MBA (Executive) without leaving your jobFigure 2.8

MBA (Executive)

Key Highlights

•MBA (Executive) from NMIMS Global Access School for Continuing

Bildung

•Designed for working professionals

•1000+ hours of rigorous learning

•3-month industry-driven capstone project

•200+ hours of live faculty interaction

•10 hands-on projects

Executive Program in Blockchain Technology Management

21
It is a 5-month program.
Receive the prestigious certificate from IMT Ghaziabad, ranked #12 in top
B-schools in India by Business Today, 2018. The minimum eligibility for this
program is, theapplicant should have at least 2 years of work experience. The
Program fee is Rs. 118000 +taxes. The benefits of the course are-
•Earn the prestigious IMT Ghaziabad MDP Alumni status
•Connect with a global network of Blockchain Professionals
Figure 2.9 Blockchain Program
Key highlights
• Designed for Working Professionals
• 4 Annual offline workshops
• 1-on-1 Industry Mentor
• 13 Case studies and Assignments
• Personalised Resume Feedback
• Mock Interviews by Hiring Managers
• IMT Ghaziabad MDP Alumni status
• Dedicated Student Success Manager
• 0% EMI Option

Key benefits
• Executive Certificate in Blockchain Management
• Earn the prestigious IMT Ghaziabad MDP Alumni status
• One-on-One Industry Mentorship
• 200+ Hours of Learning
• 14+ Projects and Assignments

22
Product Management certification program
It is 6-months program. Joint certificate from Duke Corporate Education and
YBI Foundation. The
program fee is 150000+ GST. The mini
mum eligibility for the program is, the applicant should
have an undergraduate degree. The benefits of the program is-
•Duke CE, Ranked top 3 for 19 consecutive years in Executive Education by the
Financial Times
•Lifetime access to Duke CE’s Thought Leadership journal ‘Duke CE Dialogue’
•Certificate easily shareable across LinkedIn, Naukri etc.
Figure 2.10 Product Management
Key Highlights
• 200+ Hours of Learning
• DUKE CE Certifications
• 15+ Case Studies and Assignments
• 300+ Recruiting Partners
• 15+ Live Q&A Sessions
•1:1 Mentorship from Product Experts
• Personalised Resume-Building Exercise
• Mock Interviews with Industry Leaders
• 360⁰ Placement Assistance
•3 Years Unlimited Content Access
Key Benefits
• Globally recognised Product Management program
•Become a Product Manager without an MBA

23
•Rigorous and customised feedback on assignments
•100% placement assistance
•One-on-one industry mentorship receive a Post Graduate Certificate and
Alumni Status. Join a vibrant digital marketing community and become part of
one of India's top marketing universities. There are 4 different specialization
in digital marketing i.e. Branding and communication, Social media and
Content marketing, Marketing Analytics and Marketing Communication-
Public Relation. The course fee depends on the number of specializations the
student opts for. The fee ranges from Rs. 87750 + taxes to Rs. 127750 + taxes.
The minimum qualification is bachel degree. The benefits of the program are-

•PG Certificate from MICA

•Join MICA alumni network
•Easily shareable across LinkedIn, Naukri, etc.
•Valedictorian ceremony at the MICA campus

CHAPTER-3
Theoretical Framework

24
Sales is a term used to describe the activities that lead to the selling of goods or
services. Businesses have sales organizations that are broken up into different
teams. And these sales teams are often determined based on:

•The region they're selling to

•The product or service they're selling
•The target customer Salespeople reach out to contacts that might be interested
in purchasing the product or service that their company is selling. And the
contacts that demonstrate interest (e.g., visiting the company website,
downloading a piece of content, interacting with your company on social
media). The goal is to reach out to leads who have shown interest or fit the
description of their target customer, in hopes of providing them with a solution
that results in them purchasing your product or service.

25
Chapter 4
Research Methodology

AIDA MODEL
The AIDA model is perhaps the best known marketing model amongst non-
marketers of allthe classic marketing models. Many marketers find it useful,
perhaps since we apply it daily whether consciously or subconsciously when
we're thinking how to make our marketing communications effective. The
AIDA Model identifies cognitive stages an individual goes through during the
buying process for a product or service.
It's a purchasing funnel where buyers go to and for at each stage, to support
them in making the final purchase. It's no longer a relationship purely between
the buyer and the company since social media has extended it to achieving the
different goals of AIDA via information added by other customers via social
networks and communities.

Awareness:

26
creating brand awareness or affiliation with your product or service.2.
Interest: generating interest in the benefits of your product or service, and
sufficient interest to encourage the buyer to start to research further.3.
Desire:
for your product or service through an 'emotional connection', showing your
brand personality. Move the consumer from 'liking' it to 'wanting it'.4.
Action: CTA -
Move the buyer to interact with your company and taking the next stepi.e.
downloading a brochure, making the phone call, joining your newsletter,
orengaging in live chat, etc.5.
Retention:
We all know that this is key to upsell, cross-sell, referrals, Advocacy andthe list
goes on as companies are also focussing on LTV.
Buying Behaviour Process
The customer buying process (also called a buying decision process) describes
the journey your
customer goes through before they buy your product. Understanding your
customer’s buying
process is not only very important for your salespeople, it will also enable you
to align yoursales strategy accordingly. The five stages framework remains a
good way to evaluate the
customer’s buying process. John Dewey first introduced the following five
stages in 1910:
1. Problem/need recognition

This is often identified as the first and most important step in the cus
tomer’s decision process.

27
A purchase cannot take place without the recognition of the need. The need may
have been triggered by internal stimuli (such as hunger or thirst) or external
stimuli (such as advertising or word of mouth).

2. Information search

Having recognised a problem or need, the next step a customer may take is the
information
search stage, in order to find out what they feel is the best solution. This is the
buyer’s effort to
search internal and external business environments, in order to identify and
evaluateinformation sources related to the central buying decision. Your
customer may rely on print,visual, online media or word of mouth for obtaining
information.
3. Evaluation of alternatives

As you might expect, individuals will evaluate different products or brands at

this stage on the basis of alternative product attributes

28
–
those which have the ability to deliver the benefits thecustomer is seeking. A
factor that heavily influences this stage is the
customer’s attitude.
Involvement is another factor that influences the evaluation process. For
example, if the
customer’s attitude is positive and involvement is high, then they will evaluate a
number of
companies or brands; but if it is low, only one company or brand will be
evaluated.
4. Purchase decision

The penultimate stage is where the purchase takes place. Philip Kotler (2009)
states that the
final purchase decision may be ‘disrupted’ by two factors: negative feedback
from other
customers and the level of motivation to accept the feedback. For example,
having gone through the previous three stages, a customer chooses to buy a new
telescope. However, because his very good friend, a keen astronomer, gives him
negative feedback, he will then be bound to change his preference. Furthermore,
the decision may be disrupted duet unforeseen situations such as a sudden job
loss or relocation.
5. Post-purchase behaviour

In brief, customers will compare products with their previous expectations and
will be either satisfied or dissatisfied. Therefore, these stages are critical in
retaining customers. This can greatly affect the decision process for similar
purchases from the same company in the future, having a knock-on effect at the
information search stage and evaluation of alternatives stage. If your customer

29
is satisfied, this will result in brand loyalty, and the Information search and
Evaluation of alternative stages will often be fast-tracked or skipped altogether.

Chapter 5

Data Analysis

CONCEPTUAL UNDERPINNING
The internship period in YBI Foundation is 6 months and I joined on 20
th
January 2020. After the one-week training in Mumbai, I got assigned to the
BTL team of Hyderabad. My primary duty isto conduct marketing campaigns in
different tech parks across Hyderabad to create awarenessamong the working
professionals and to generate an intent of purchase.
APPLICATION OF CONCEPTS TO THE STUDY
1.

Lead Generation
: It is the process of attracting leads (your potential customers) into acontact
management or marketing software system with the hope of nurturing
themthroughout the buying process to help convince them about your offerings
and thenconvert them into a paying customer. Lead generation is all about
building trust withyour audience and educating them about your industry and
offerings along the way.Here are the five steps to more effective lead
generation:a)

30
Acquire Leads b)

Nurture Existing Leadsc)

Score Each Leadd)

Pass Along Leads to Salese)

Evaluate Lead Generation Process2.

Create Brand Awareness

: It is the way in which consumers recognize and rememberyour business. The
greater the brand awareness you have, the more audience will befamiliar with
your logo, messaging, and products. It is a term for how aware andinformed
people are about what your brand has to offer. Following are some tactics
toincrease brand awareness:a)

Run Facebook and Instagram ads b)

Partner with influencers to review your brandc)

Take part in Brand Partnershipsd)

Start a podcaste)

31
Improve your SEO

Start a referral program3.

Effective Follow Up with Sales Leads

: Conducting proper follow up is a subtle art. Itmust be strategically and
effectively done without letting any leads fall by the wayside
oí scaíe them off by coming on too stíongly. Following aíe a few tips foí
how tofollow up with leads and incíease youí odds of tuíning them into a
paying customeí eía)

Segment oí Scoíe youí Leads b)

Respond in a ľimely Fashion)

Peísonalize youí Communications)

Use Vaíious Communication Channels)

Cíeate a follow-up schedule)

ľíack Communications with a CRM System)

Leaín when to abandon lost causes ľhe day to day activities that I do in
my company aíe consistent with the leaíning I gained fíom vaíious
subjects like Integíated Maíketing Communications, Sales, Business

32
Communication and Consumeí Behaviouí. ľhe concepts that I leaínt
have been helping me to complete the woík assigned to me diligently
and effectively.

Chapter 6

Findings

Lack of employable professionals with the desired skillset that is required in the
market todayis the problem statement of YBI Foundation. For example, around
17 lakh engineers graduate each yearn India out of which 70% are not
employable. There is an expected shortage of 10 lakh data scientists in India and
nearly 80% companies report a shortage of qualified digital talent. Even though
India is having the largest college going population in the world, we are not able
to supply the demand of quality workforce in the market. To combat this
shortage of qualified employees in the market, YBI Foundation has created an
array of online programs in different industry relevant fields. But sadly, not
many people are aware of YBI Foundation and what it offers to people looking
to upskill themselves. Therefore, YBI Foundation has taken the initiative to start
a new vertical, that focusses on BTL marketing campaigns' marketing is short
for below the line marketing, which refers to an advertising strategy in which
products are promoted through non-traditional channels. Traditional channels of
advertising include mainstream radio, print formats, movies, billboards, and
television. Below the line marketing sets aside these formats in favour of
reaching out to people directly, either through trade shows, catalogues, direct e-
mail campaigns or ads that appear when people use search engines. The biggest
advantage of below the line marketing is its affordability. Paying for
advertisement space in traditional media channels can be expensive, and this
might be particularly harmful for smaller businesses that cannot afford to appear

33
in those channels. ABTL agency finds ways of marketing to consumers even
when a business lacks a large budget. An added benefit is that below the line
marketing, while remaining affordable, is also a targeted approach to marketing.
In YBI Foundation, I have been selected to be a part of the BTL Hyderabad
team. The campaigns by the BTL vertical of YBI Foundation were decided to
be conducted in tech parks, corporate offices, and co-working spaces in all the
major metro cities of India. YBI Foundation tied up with two different BTL
agencies named Cup Shup and Bar Code. They were hired to help get the
permissions for setting up the required stalls and kiosks of YBI Foundation
from the respective authorities of the tech parks, corporate offices, and co-
working spaces. Furthermore, YBI Foundation is planning to spread to tier 2
cities by the end of 2020 depending on the results of the BTL campaigns done
till then. Being one of the interns in the pilot batch of the BTL campaign, it is
my duty to understand the key responsibility areas and deliverables expected
from me and perform accordingly. The main areas where I will be evaluate are:
I)
do
Quantity of leads)

Conversions Iii)

Extra Initiatives STUDY OBJECTIVES Since I am working in the BTL

Hyderabad team of YBI Foundation, my main objectives are:
•Create brand awareness
•Build an intent to purchase
•Strengthen the brand image
•Generate quality leads for the sales team
•Conduct proper follow up of the generated leads
•Push foí conveísions

34
•Monitoí the maíketing stíategies used by ouí competitoís My peísonal
objectives aíe:
•Impíove my communication skills
•Leaín how to effectively delegate woík to my teammates

Chapter 7
Recommendations
Once you’ve developed and defined your brand, you’re ready to go public,
especially if you are adding value. As you build your marketing strategy, be
sure you are using education-speak. Teachers appreciate when vendors take the
time to understand the problems in education and use the right language in
response.
Use this checklist to make sure you have every edtech marketing base covered:
1. Make use of social media. Instagram, Facebook, and Twitter are the best
bets for getting your edtech solution in front of your consumers.
2. Create product demos. These videos showcase your product and reveal who
you are.
3. Blog and then blog some more. Blogging lends credibility to your work. It’s
a great way to share what you know and let potential customers know more
about your work, your interests, and your real passion outside of work.
4. Offer to do speaking engagements. One of the best ways to market yourself
is to communicate your message. Speak to teachers, administrators, and the
community at large. Don’t forget to include your peers and fellow edtech
entrepreneurs. Share your experiences to help them grow as well.
5. Make use of segmented email marketing. Rather than write one email to
send to every potential client, think in segmented groups. Develop targeted
emails for teachers, education leaders, and parents. Then send these to the
appropriate groups.

35
6. Try event-based marketing. Go where the educators are. Attend local, state,
and national conferences. Set up a booth and sign up to present an educational
session.
7. Try video. Nothing captures an audience’s attention like video. Users watch
500 million hours of video on YouTube daily. Marketing research has shown
that video marketing.
8. Start a podcast. It’s a quick and easy way to position yourself as an industry
expert. The podcast can be less intimidating because you don’t have to worry
about your appearance.
9. Create an infographic. People love visuals because they’re often interpreted
quickly. Infographics are memorable ways to create a lasting impression based
on your research.
10. Treat your customers by giving away something for free. Although bling is
beautiful, a free demo, a white paper, or even a checklist can be useful.
11. Hire a Sales Development Rep (SDR). The money you spend here will be
an investment you don’t want to miss. Aggressive SDRs can catapult your
marketing into a successful revenue stream.
12. Write a case study. The case study shows that you understand the problem
and know how to solve it. Your experience will build trust.
13. Turn the case study into a white paper. The white paper is a marketing tool.
14. Create a captivating web site – and offer a free newsletter.
15. Advertise on education web sites. These sites often have an immense
readership with millions of page views. It’s a market share that can’t be denied.
Avoid this one mistake
Many entrepreneurs hesitate to market their products and services until they are
completely finished. Instead, build your fan base while you are making your
edtech product and services. You can use the above strategies to launch your
campaign step by step.
Conclusion

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Contrary to the images and assumptions in most of the educational
technology literature, educational technology's primary impact on
schools may not be about improvements in learning or more efficient
processing of students. What educational technology may be about is the
work done in schools: how it is defined, who does it, to what purpose,
and how that work connects with the surrounding community.
Educational technology's direct effects on instruction, while important,
are probably less significant in the long run than the ways in which
teachers change their assumptions about what a classroom looks like,
feels like, and how students in it interact when technology is added to the
mix. Students' learning of thinking skills or of factual material through
multimedia programs may ultimately be less significant than whether
the new technologies encourage them to be active or passive participants
in the civic life of a democratic society. If technology changes the ways in
which information is shared within a school, it may thus change the
distribution of power in that school and thereby alter fundamentally how
the school does its work. And finally, technology may change the
relationships between schools and communities, bringing them closer
together.

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