Subject: Marketing

InsideKampus Events and Workshops

Growth Project

Vedant Agarwal
IMT Ghaziabad
Dcp24vedantagarwal@imt.ac.in
9407265002
 Demographics Segmentation

Segment Age Education Level Key Traits Workshops/Events

Appeal
Undergraduate 18-19 years First or Second New to college, General career
Freshmen Year of UG exploring interests, and guidance, domain
uncertain about career exploration, and
path resume building
Undergraduate 20-22 years Third or Final Preparing for Case study workshops,
Seniors Year of UG internships, first jobs, domain-specific events,
or higher studies interview prep
Postgraduate 22-25 years Pursuing Focused on Advanced domain
Students Master's/PG specialization, workshops,
Programs transitioning from networking, career
education to career advancement seminars
MBA Students 23-28 years Pursuing Interested in leadership Case competitions,
MBA/Manageme roles, business, business simulations,
nt Programs management, and industry expert sessions
industry trends

Interest-Based Segmentation

Segment Interests Motivation Workshops/Events

Appeal
Tech Coding, software Interested in upskilling, tech Coding bootcamps, AI/ML
Enthusiasts development, AI, Data certifications, and emerging workshops, and hackathons
Science technologies
Business & Marketing, Focused on building Case study competitions,
Management entrepreneurship, business acumen, leadership startup workshops, and
Aspirants finance, consulting skills, and networks business strategy

Creative and Graphic design, video Passionate about creativity Design thinking, branding
Design Students production, content and exploring design tools workshops, UI/UX design
creation and trends events

Competitive CAT, GRE, GATE, Preparing for competitive Strategy sessions, test prep
Exam Takers UPSC exams and career-shaping workshops, and
decisions motivational seminars
Social Impact Non-profits, social Passionate about creating Workshops on social
Enthusiasts entrepreneurship, change and impact through entrepreneurship,
sustainability their careers sustainability, and
leadership

Behavioural Segmentation
Segment Behaviour Purchase Motivation Workshops/Events
Appeal
Career- Frequently engage with Looking for immediate Resume-building,
Focused career guidance and skills to land internships interview prep, soft skills
Learners internship-related content and jobs training workshops

Skill Builders Actively taking part in skill- Aiming for specific Domain-specific
building courses (both domain skills that can be workshops (e.g., finance,
online and offline) applied in internships/jobs data science, etc.)
Networking Join platforms to build their Looking for mentorship Industry expert panels,
Seekers professional network and and peer-to-peer networking events, and
meet industry leaders connections group discussions
Frequent Attend multiple workshops Eager for new knowledge, Multi-topic, frequent
Event or webinars regularly love variety, and self- workshops covering
Attendees improvement diverse areas (from case
studies to leadership)

Passive Browse but do not Uncertain of value or Introductory/low-cost

Observers participate actively in events price-sensitive, often sessions, free webinars,
or workshops seeking free content "what to expect" sneak
peeks

Competitor Target Key Weaknesses Pricing Business Unique

Audience Strengths Model Features
 Coursera Students, Global Higher Medium Freemium Global
professionals, university pricing, to high (paid certifications,
corporate partnerships, limited certificates, collaborations
learners recognized regional degrees) with top
certifications content universities
Udemy Students, Inconsistent Low to Affordable
hobbyists, Affordable, content medium courses,
professionals vast course quality due to lifetime
library, open access, diverse
flexibility marketplace subjects
model
Upgrad Professionals, Career- Premium High Paid courses Job placement
corporate focused pricing, & degrees support,
learners programs, mainly tech collaborations
strong local and with Indian
partnerships management universities
courses
Byjus K-12 students, Strong focus Focuses Medium Subscription AI-driven
competitive on mainly on K- to high model learning,
exam aspirants personalized 12, lacks interactive
learning, professional video lessons
competitive upskilling
exam prep offerings
Unacdemy K-12, Affordable Fewer global Low to Subscription Focus on live
competitive pricing, certifications medium + free model learning,
exam strong live and community-
aspirants, class focus, university driven
professionals test partnerships approach
preparation
Competitive Analysis

Current Market Trends

1. Digital Learning Acceleration 📱💻
 - Trend: Rapid adoption of online learning platforms and tools.
- Opportunity: Expand digital offerings, including interactive workshops and virtual career fairs.

2. Personalized Learning Paths 🎯

- Trend: Increasing demand for customized education and career guidance.
- Opportunity: Implement AI-driven recommendation systems for personalized workshop suggestions.

3. Skill-based Learning
- Trend: Focus on practical, industry-relevant skills over traditional academic knowledge.
- Opportunity: Partner with industry leaders to offer skill-specific workshops and certifications.

4. Micro-credentials and Nano-degrees 🏅

- Trend: Rising popularity of short-term, focused learning programs.
- Opportunity: Develop a series of micro-credential courses that stack into larger certifications.

5. Emphasis on Soft Skills 🤝

- Trend: Growing recognition of the importance of soft skills in the workplace.
- Opportunity: Offer workshops focused on communication, leadership, and emotional intelligence.

6. Career Transition Support 🔄

- Trend: Increasing need for mid-career transitions and upskilling.
- Opportunity: Create targeted workshops for professionals looking to switch careers or industries.

8. Virtual and Augmented Reality in Education 🥽

- Trend: Growing use of VR/AR for immersive learning experiences.
- Opportunity: Explore partnerships to offer VR/AR-enhanced workshops for certain topics.

9. Focus on Mental Health and Well-being 🧘

- Trend: Increasing awareness of mental health issues among students and professionals.
- Opportunity: Offer workshops on stress management, mindfulness, and work-life balance.

10. Entrepreneurship and Startup Culture 🚀

- Trend: Growing interest in entrepreneurship among young Indians.
- Opportunity: Develop a series of workshops on startup fundamentals, pitching, and fundraising.

11. Gig Economy Preparation 🌐

- Trend: Rise of freelancing and gig work opportunities.
- Opportunity: Offer workshops on freelancing skills, personal branding, and remote work best practices.

12. Industry 4.0 Skills 🤖

- Trend: Increasing demand for skills related to AI, IoT, and automation.
- Opportunity: Partner with tech companies to offer cutting-edge workshops on emerging technologies.

13. Vernacular Content

- Trend: Growing demand for educational content in regional Indian languages.
- Opportunity: Offer multilingual workshops or provide translation services for key events.

14. Data-driven Career Guidance 📊

- Trend: Use of big data and analytics in career counseling.
- Opportunity: Implement data-driven career assessment tools and workshops.
User Acquisition Plan
1. Social media campaigns
Social media is a great vehicle for engaging with the target audience-the 18-25 year-old students. Organic
and paid social media activities shall be planned to create awareness about the initiative and enroll people
into it.

a. Organic social media strategy

Platform Focus: Instagram, LinkedIn and YouTube, in student behavior.

Content Themes:
Upcoming workshops teasers. Create eye-catching posts and stories with regard to workshop topics, key
speakers and the benefits of attending.
Student Success Stories: Use student feedback and case studies from past seminar participants.
Live Q&A sessions Utilize Instagram Live or LinkedIn Live for pre-event Q&A sessions with either
workshop hosts or industry experts.
Behind-the-scene content: Provide a sneak-peek of preparation and how excited everyone gets before actual
events, creating a buzz among followers.

b. Strategy on Paid Social Media

Targeted Facebook and Instagram Ads:

Audience Targeting: Undergraduate and MBA students 18-25 years of age, from major Indian universities.
Ad formats: Carousel ads with different workshops, video ads with testimonials and stories with urgency,
early bird offers.
Budget Allocation: Start with a test budget, track the performance, and double down in the high-ROI
campaigns (retarget those who have engaged with ads but haven't converted).
LinkedIn Sponsored Posts: Promote career-focused workshops directly to MBA students or young
professionals for career counseling.

2. Email Marketing
Email still remains an effective channel for one-to-one contact, especially when it comes to promotions and
follow-up.

a. Lead Nurturing Campaigns

Welcome Email Series Welcome new users who sign up on InsideKampus via an email that lets them know
about the general platform and goodness that will be delivered subsequently in subsequent workshops.
Further provision of discount in their very first paid workshop.
Send automated reminders for workshops about to happen with limited seats; the last chance to register is
announced, and deadlines for early-bird registrations.

Post-Event Follow-ups: After each workshop, send follow-up emails thanking attendees, sharing key
takeaways, and promoting future events.

b. Diversified Campaigns Interest-based segmentation

According to the special interest of students like business, technology, or marketing, give them the specific
recommendations. Geography-Based Segmentation: Target event promotions on student regions or cities
where a workshop is of special relevance-for example, university-specific workshops.

3. Interactions with Student Bodies and Associations

Establishing strategic partnerships with student bodies and societies at all the major Indian universities will
provide InsideKampus with access to large groups of highly targeted students.
a. Engagement with University Societies
Partner with student-run career cells, entrepreneurship clubs, and case competition groups to co-host or
promote works of interest to their membership.
Offer exclusive free seats or promotions to specific student organizations alone, and then through this plan,
encourage a great number of sign-ups.

b. Campus Ambassador Program

Launch a Campus Ambassador Program wherein selected students act as brand ambassadors promoting
InsideKampus workshops in their respective campuses. Ambassadors can be motivated using incentives
such as free entry into the workshop, a certificate, or even money for achieving the sign-up number.

4. Influencer and Micro-Influencer Marketing

Influencer marketing-by means of student influencers or education-related content creators-will further buzz
around the platform.

a. Institutional and Professional Influences

Partner with YouTube content creators or even Instagram influencers who are aimed at education, career, or
life as a student. They can make content regarding the value of InsideKampus workshops, personal
experiences, or even live workshops in collaboration with the platform.
Use micro-influencers (students with smaller but highly engaged followings) to share authentic reviews and
promote event registrations. b. Sponsored Posts

Give them affiliate links or discount coupons for their followers to sign up for workshops, track your
conversions, and ensure ROI on influencer collaborations.

5. Search Engine Optimization or SEO and Content Marketing

It will create a powerful online presence with content marketing where organic traffic from students seeking
workshops or career advice is pushed.

a. SEO Strategy
Thus, the landing pages of InsideKampus Events and Workshops feature with keywords like "student
workshops in India," "career workshops for MBA students," "case study workshops for students," etc.
Target and use long-tail keywords, which would be queries like upskilling, career workshops, and student
communities.

b. Content Marketing
Start a blog or YouTube series with topics around career guidance, study tips, and industry insights-all of
which are relevant to the context of the workshops. Guest posting on popular student sites and co-operation
with career-related sites to redirect visitors from the articles to the InsideKampus workshops.
 Content Calendar (1 month)
Date Platform Content Type Theme Objective Call to Action
Week 1 Instagram Story + Post Workshop Build awareness Sign up for
Teasers for upcoming upcoming
(What’s events workshops
Coming Up)
LinkedIn Article: "Top Skills Career SEO-driven Sign up for
for MBA Students Guidance content to domain-
increase search specific events
YouTube Short Video: Past Testimonials Build trust via Join the next
Workshop social proof event
Testimonials
Week 2 Instagram Live Q&A with an Case Study Drive Register for
Industry Expert Preparation engagement upcoming
Workshop workshops
Facebook Paid Ad: Carousel Upcoming Direct response - Early Bird
(Upcoming Events registration focus Discount -
Workshops) Register Now
Blog Post: "How to Case Studies Organic traffic, Link to
Master Case value-adding relevant
Studies" content workshop
Week 3 Instagram Story + Poll: Audience Direct Drive sign-ups
Career Skills Engagement interaction, based on poll
Students Want feedback results
collection
LinkedIn Influencer Career Tips Credibility & Register for the
Collaboration: reach through next workshop
Industry Insider influencer
Post
Week 4 YouTube Workshop Career Showcase value Watch & Sign
Highlights Video Guidance and insights up
Facebook/IG Retargeting Ads Paid Final push for Use FOMO –
Ads (People who didn’t Workshops conversions last chance
convert) offer
 Email Marketing Templates

A. Welcome Email (After User Sign-Up)

Subject: Welcome to InsideKampus! Here’s a special offer for you 🎉
Body:

Hi [First Name],

Welcome to the InsideKampus community!

We’re excited to help you build your skills, network with peers, and gain career insights through our
domain-specific workshops. As a new member, we’re giving you 10% off your first paid workshop!

What’s coming up?

 📈 Business Case Study Workshop – Get real-world insights from industry experts.
 💡 Career Development Workshop – Learn how to ace interviews and land your dream job.

Ready to get started?

Use code WELCOME10 at checkout for 10% off.

[Explore Workshops Now]

Looking forward to seeing you at an event!

Best regards,
The InsideKampus Team

B. Event Reminder Email (5 Days Before Event)

Subject: Don’t Miss Out! [Event Name] Is Almost Here! ⏳

Body:

Hi [First Name],
Our [Event Name] is happening in just 5 days, and you don’t want to miss it! Here’s a quick preview of
what to expect:

 Speaker: [Speaker Name], [Speaker’s Title]

 Key Takeaways: Learn [Skill/Topic]
 Date/Time: [Date and Time]

Only a few seats left! Make sure to secure your spot today.
[Reserve My Spot Now]
Don’t forget, students who attend will receive certification and exclusive career resources.
See you there!

The InsideKampus Team

 Pricing Strategy
1. Tiered Pricing Model: Offer different pricing tiers to cater to various user segments, ensuring
affordability and value for money.
 Basic: ₹99 - ₹199 ( approx. $1.30-$2.60 USD) per event/workshop for students who want to
attend a single session.
 Premium: ₹499 - ₹999 (approx. $6.60-$13.20 USD) for a bundle of 5-10 events/workshops,
ideal for students who want to attend multiple sessions.
 Elite: ₹1,999 - ₹4,999 (approx. $26.40-$66.20 USD) for a VIP package, including exclusive
access to top events, priority seating, and personalized guidance.

2. Discounts and Promotions: Offer limited-time discounts, promo codes, or bundle deals to
incentivize early adopters, referrals, and bulk bookings.
 Launch Offer: 20% discount on the first 100 bookings for each event/workshop.
 Referral Program: 10% discount for each successful referral, up to a maximum of 5
referrals.
 Bulk Booking: 15% discount for booking 5 or more events/workshops at once.

3. Value-Added Services: Provide additional services to enhance the overall experience and increase
revenue.
 Recording Access: Offer recorded sessions for an additional ₹99 - ₹199 (approx. $1.30-
$2.60 USD) per event/workshop.
 Personalized Guidance: Provide one-on-one guidance sessions with industry experts for an
additional ₹499 - ₹999 (approx. $6.60-$13.20 USD) per session.

4. Partnerships and Collaborations: Partner with relevant businesses, organizations, or influencers to

offer exclusive discounts, promote events, or create customized workshops.
 Corporate Partnerships: Offer discounted rates for bulk bookings from corporate partners.
 Influencer Partnerships: Collaborate with influencers to promote events and offer exclusive
discounts to their followers

5. Dynamic Pricing: Implement dynamic pricing to adjust prices based on demand, ensuring optimal
revenue and attendance.
 Demand-Based Pricing: Increase prices for high-demand events/workshops and decrease
prices for low-demand ones
 Sales Funnel Diagram

Customer Support Plan

Live Chat (Website and App):
 Integrate a live chat feature on the InsideKampus website and app, where students can ask questions,
clarify doubts, and get real-time help.
 AI-powered chatbots can handle FAQs (e.g., how to register, pricing details) with the option to
escalate to a human agent if needed.
Email Support:
 Offer dedicated email support for complex issues (e.g., billing problems, technical issues with
workshops).
 Set up an automated system for ticket generation to track and resolve issues efficiently.
Social Media Support:
 Provide responsive support via social media channels (Instagram, LinkedIn, Facebook). Students can
send DMs with inquiries, and the InsideKampus team can respond quickly.
FAQs and Knowledge Base:
 Develop a comprehensive FAQ section on the website that addresses common user queries (e.g.,
"How do I access my workshop materials?", "How do I apply a promo code?").
 Include video tutorials on how to register for workshops or access event recordings.
 Customer Retention Strategies

A. Gamification

1. Leaderboard and Badges

Introduce a gamified system where students can earn badges or move up a leaderboard for their activity on
the platform.
How It Works:
 Students can earn badges for:
o Workshop attendance: Badge for attending 5 workshops.
o Referral milestones: Badge for referring 10 friends.
o Forum engagement: Badge for posting 20 helpful comments.
Rewards:
 The top students on the leaderboard each month can win exclusive prizes such as:
o Free workshops.
o One-on-one mentorship sessions.
o Special certificates or recognition on InsideKampus social media.
Example:
 A student who actively participates in workshops and forums climbs the leaderboard and wins free
access to a premium workshop with industry experts.

B. Loyalty Program

1. Point-Based System
A points-based loyalty system is an effective way to keep users returning to InsideKampus.
How It Works:
 Students earn points for every activity they perform on the platform:
o Attending workshops: Earn 100 points per event.
o Referring friends: Earn 50 points when a friend signs up using their referral link.
o Engaging with content: Earn 20 points for commenting on articles or sharing on social media.
Points Redemption:
 Points can be redeemed for:
o Discounts on future workshops (e.g., 500 points = ₹100 off).
o Exclusive content, such as free e-books, reports, or case study guides.
o Career consultations: For example, 1000 points can be exchanged for a 30-minute
consultation with a career coach.
Example:
 After attending 5 workshops, a student earns 500 points and can redeem a ₹100 discount for the next
event or access exclusive career resources.
2. VIP Access for Frequent Attendees
Reward loyal students with VIP perks based on their workshop participation.
How It Works:
 Students who attend 4 or more workshops in a semester unlock VIP status, giving them:
o Early access to register for upcoming workshops.
o Exclusive invites to high-level networking events or webinars with industry leaders.
o Personalized coaching sessions: VIPs can have a 1:1 career consultation with InsideKampus
mentors.
Example:
 A student who regularly attends workshops gets invited to an exclusive Q&A with a top consulting
firm CEO, ahead of non-VIP users.
 C. Upsell Strategy

1. Upselling Advanced Workshops

After a student attends a workshop, offer them advanced workshops or masterclasses in the same domain.
How It Works:
 After completing a basic course, suggest advanced versions or related workshops in personalized
emails.
o Example: A student who completes a basic data analytics course will be upsold to an
advanced course or certification program.
2. Exclusive Discount Codes
Provide returning students with exclusive discount codes to encourage them to register for more events.
Example:
 A student receives a 10% discount code for their next event immediately after completing a
workshop, nudging them to sign up for the next one.

D. Exclusive Certification and Job Placement Opportunities

1. Certified Workshops
Ensure that certain workshops provide certificates that are recognized by industry leaders, adding extra
value for students.
How It Works:
 Partner with recognized institutions or companies to offer certifications.
 Market workshops as certification courses in collaboration with top firms or educational bodies.
Example:
 A digital marketing workshop offers a certificate endorsed by a major tech firm, making it valuable
for a student's resume.
2. Job Placement Assistance
Offer students who complete certain workshops career guidance or job placement assistance.
How It Works:
 Collaborate with corporate partners to provide internships or job openings for students who excel in
workshops.
 Offer mock interviews, resume reviews, and job application support for students attending career-
related workshops.
Example:
 Students who attend a finance workshop are introduced to job opportunities at partner firms and
receive one-on-one sessions for interview prep.