LIVE PROJECT 2.

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Digital Marketing

Build A Business
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LIVE PROJECT 2.0

Digital Marketing Build A Business
Marketing never dies, it evolves. The latest form of marketing is exclusively digital. Marketing
is no longer about the stuff that you make, but about the stories you tell. This Project is
designed in a real time scenario where every marketer would face the challenges in designing,
execution and evaluation of the digital marketing campaign. With the fixed budget provided
by Careers360, students have to develop and run their own paid online marketing campaign.
It is an opportunity to understand the insights and practical implementation of social media
campaign. We invite all aspiring managers to conceive and execute a paid micro
Marketing Campaign -Build A Business.

Objective: Opportunity to learn, implement and evaluate Online marketing tactics required
to build any business from scratch.
Key Skills/Subject Covered: Digital Marketing, Analytical skills, Research Skills, Consumer
behaviour, Interpersonal skills, Perseverance.
Duration: 1.5 months
Eligibility: MBA: Both 1st and 2nd year students
BBA: Only 2nd and 3rd year students
Selection Criteria: Anyone fulfilling the eligibility criteria can participate. One team can have
a minimum of one and a maximum of two members. All participating members in a team
should be full time students of a college.

REWARDS
FINAL RESULT

Internship Opportunities

Cash Rewards worth up to Rs 30,000/-

Certification courses on Digital Marketing

Certificate of Excellence

PHASE 1 & 2

Gocash worth Rs 2000/- to all Registered Teams

Gift Vouchers worth upto Rs 10,000/-

Certificate of Participation/Achievement

REGISTRATION

Paytm cash worth Rs 50/- to all Registered Teams

Rewards:
Cash prize worth INR 15K to first, 10K to second & 5K to third best performer by the
end of the Live Project.
Top 40 Teams would be presenting their final learning in detail to the Management for
paid full - time internship opportunity and job opportunity (PPIs)*.
Top 15 Teams can choose from the following online Certification courses:
Essential SEO training for Online Marketing
The Complete Google Analytics Course
Ultimate Web Scraping Tools and Strategies
Build Mobile Apps and Make Money with Best Marketing Techniques
Certificates:

Participation: For all teams on successful completion of Phase 1.
Achievement: On successful completion of Phase 2.
Excellence: Top 3 Position Holders.
Paytm cash to the registered teams.
*Paytm cash to First 3000 teams in the Phase 1 to get minimum 3 reviews against their
referral code.
Gift Vouchers worth upto INR 10,000/- for the best performers of the Phase 1 and Phase 2.
Gocash worth Rs 2000/- to all the registered teams.
*Gocash to all the teams completing Phase 1 as per the Guidelines.
*Note: Final Job selection is based on your skills and presentation to the management. It also
depends upon your fitment in the organization culture.

Whats in it for me?

Platform to experiment and learn social media (Facebook) paid advertising platform.
Experience to work with one of the fastest growing organization.
An added learning/industry exposure.
A challenge/Recognition.

Competition Structure:
The Live Project is bifurcated into three Phases:
Phase 1: Product Development
This Phase involves the first stage of business i.e. creating a product. Its a mandatory Phase.
Certificate of Participation for all the teams on successful completion of Phase 1. All the
teams completing Phase 1 are eligible for Phase 2. Phase 1 involves 2 steps:
1.1.1 Share your opinion about your own college.
1.1.2 Inspire at least 5 friends to share their genuine opinion about their respective college.
Phase 2: Marketing Plan
This is an Eliminator phase and maximum two teams from each college will qualify for the
final phase.
2.1 Design a Marketing Plan to promote your product on both Offline and Online mediums.
Phase 3: Execution
3.1 Design, execute and evaluate a paid online marketing campaign to promote your product
on FB with the budget provided by Careers360.

1. Phase 1: Product Development

One of the most important factors in creating a successful business saga is knowing what to
sell/promote online.
Product Description:
The product is Review Platform at Careers360 portal. This product helps other students to
take informed career decisions.
Click on the link below to know more about your product and how it can impact the society:

http://bit.ly/Careers360-Review

1.1 Create your product in Two simple steps:

1.1.1 As an initial task we ask you to share your opinion about your college. Youve
to write your own college review with your customised link/ referral code which
youve received in your mail after the registration.
Tip: Each review should have at least one picture of the college (not taken from the
internet). The Picture can be of any place in the college (lecture hall, sports area,
seminar hall, auditorium etc.)
*For a team of 2, both the team members have to write a review.

1.1.2 Inspire at least 5 friends to write genuine reviews about their respective college
using your customised link/ referral code to qualify for task 2. Minimum 5 published
reviews per team is the criteria to qualify for Task 2.*
*Refer friends to write review by sharing the customized link containing your referral code. In case the
customized link doesnt work you can share your referral code with friends to generate reviews.

You can track all the reviews written with your referral code.
Click on the link:
http://www.careers360.com/track-referral & write your referral code to track your reviews.
Top 10 teams generating most reviews through referrals would be rewarded with a
INR 1000/- Gift Voucher each.

1.1 Guidelines for creating the Product:

Mention your own experiences. Not a general perception or what youve heard of.
Remember, a review of yours might help someone to make an informed college
choice later.
Share your positive, as well as negative college experiences. Make the review
descriptive. Refrain from using foul language and do not call names.
Your pictures and description should clearly display your perception about your college.
The pictures should be clicked by participant only.
If the review is as per the review guidelines, it would be approved and published by the
moderator at Careers360 within 48-72 hours.
Only those reviews which follow the above mentioned guidelines will be approved on
CAREERS360 portal.
*Post registration, you will be emailed a referral code and a customized link containing
your referral code. In case the customized link doesnt work you can use your referral
code to write a review at www.careers360.com/colleges/reviews/write-review

1.1 Evaluation Criteria:

Participating in both the Steps is mandatory.
Minimum 5 reviews against your referral code in 2nd Step is mandatory in order to
qualify for Phase 2.
All the teams completing Phase 1 as per our guidelines will be entitled to a Certificate
of Participation.
Paytm Cash worth Rs 50/- for first 3000 teams to get 3 published reviews.
Gocash worth Rs 2000/- for all the registered teams on successfully completing
Phase 1 as per the Guidelines.

2. Phase 2: Marketing Plan

2.1 Go through the case and come up with a Marketing Plan to promote your product.
Its time to show Entrepreneurship. Bring out the Businessman in you!
The growth of online education market in India is indubitable, with nearly half the population
of India below the age of 25 and increasing penetration of Internet & mobile devices in this
demographic. Careers360 helps a student from exam preparation to the college
recommendation and covers information of 13000+ colleges, 300+ courses, 400+ exams
and 200+ EBooks which are used by millions of students. The company was founded in 2009
and over the last 7 years, it has worked hard to be Indias most trusted brand for the students.
Careers360 website is the largest in its domain with traffic of more than eight million
students (according to Google analytics). The latest Comscore data also suggests that
the website has higher traffic than the next three competitors added together. The seven-year
old company now aims to be the biggest education marketplace which helps student
evaluate and compare products & services on all parameters quality, suitability and price.
The company has built its own review platform and has more than 38000 reviews. The Review
platform as a whole faces few hurdles as many people are not willing to share their views
regarding the college experience. Moreover, there lacks a general awareness about the
importance of the reviews and the impact it can have on the lives of other students. Careers360
aims to address two challenges through this platform. First to ensure that every aspirant
should refer to a college experience by a genuine student before taking college admission.
Secondly to provide a platform wherein all the college students can share their problems/
experiences and get them heard by the college management.
You are supposed to design a Marketing Plan to generate more reviews through online
and offline mediums. The motive is to make people aware about the importance of
reviews and enable them to write review. Also suggest the ways in which you can
increase the readership of the reviews online and get people on the review platform.

2.1.1 Submit a PPT of Marketing Plan after reading the case study for promoting your
product on both online/offline mediums covering the following points:
i. Introduction Team Name, College Name, Referral Code
ii. Objective Strategies for product development and product marketing
iii. Marketing Strategy
Product Development - Strategies to generate reviews from online & offline mediums.
[Note: Motive is to encourage people to write their college reviews. Offline mediums include
colleges or any other place that you find apt.]

Product Marketing - Strategies to promote your product Online

(FB/Twitter/LinkedIn/other platforms) and Offline (Colleges or any other location).
[Note: Motive is to increase the readership of reviews online and enable aspiring student
to take informed career decision.]

iv. Action Plan Explain in detail how you would put the strategies on action course
over a period of next 6 months.
v. Challenges List the problems that you may encounter while executing the plan.
Top 3 Marketing Plans will win exciting Gift Vouchers worth INR 1000/- each.
The teams completing the Phase 2 as per our guidelines will be entitled to a
Certificate of Achievement.
2.1 Guidelines for PPT:
The PPT should have maximum 10 slides. It should include all the 5 points mentioned
above. There should be strictly no Plagiarism.
The first slide should be an Introduction with Team name, Referral code, College Name.
The Objective is same for all the Teams.
Submit your PPT by mailing it to liveproject@careers360.com with the subject line
Marketing plan - Referral code

2.1 Evaluation Criteria:

Demonstration of clear understanding of the situation.
Marketing Plans would be evaluated in terms of its feasibility, quality & innovation.
Marketing Plan should be Clear, Measurable and have a stated time frame for its
execution.
Meeting submission deadline and following all the Guidelines.
NOTE: This is an Eliminator round and maximum 2 teams from each college will
qualify for the final phase.
3. PHASE 3: Execution
Show your Marketing fever!
3.1 Create and run your own Facebook paid advertisement campaign.
i. Run, Learn, design, execute and evaluate your own Facebook paid advertisement.
ii. Careers360 provides you 2000 INR to run Facebook paid online advertisement
for 10 days.
iii. Read and Learn Facebook paid advertisement mechanism. Promote the reviews
in an effective manner to increase the number of Upvotes/Downvotes on
WAS THIS REVIEW HELPFUL? through Facebook paid advertisement.

Top 3 teams with best ROI will win exciting Gift Vouchers worth Rs.1000/- each

3.1 Rules and guidelines for Execution:

i. It is necessary for all teams to create a Facebook fan page to run any Facebook paid
advertisement campaign.
ii. It is mandatory for teams to share the Admin rights of Facebook fan page and Facebook
Ad manager with Careers360 before the starting of Phase 3 in order to track your
performance during the campaign. We will brief the process for sharing the rights
through email after the selection of teams participating in the Phase 3. In case team
fails to do so, team will stand disqualified.
iii. Facebook likes and comments are not considered as a part of this campaign. Increase
in Feedback should be on the reviews itself.
iv. It is not mandatory to generate Upvotes/Downvotes through FACEBOOK AD campaign
only. Votes generated on review through fan page popularity and personal networking
would also be counted.

v. Evaluation of Votes generation will be done on the following basis:

Paid activity - 70% weightage
Organic activity - 30% weightage
vi. ROI is the criteria to judge in this round where number of Votes generated VS
expenditure occurred would be considered.
vii. It is mandatory for every team to enrol a professor as a mentor from their respective
institutes in Phase 3 of the live project.
viii. You need to have credit card/Net banking to run your own Facebook advertisement
campaign. Careers360 would reimburse upto an amount of 2000 INR at the end of the
Facebook paid advertisement campaign. Careers360 is not responsible for expenses
above INR 2000.
ix. Every team is required to submit the mentors contact details before the starting of
Phase 3 along with the Bank account details (Account holder name, Account number,
IFSC code, Account branch name) on the same form given by Careers360. Money
would be transferred by Careers360 after the completion of this project.
x. College Reviews for promotion in Phase 3 would be the same which your team
generated in Phase 1.
xi. Both Upvotes & Downvotes on Was this review helpful? carry the equal weightage.
Total scores would be based on the total count of votes.
xii. Participants have to send the Facebook advertisement campaign invoice at the end
of the campaign. Also include the college name and referral code in the mail.
Invoice to be mailed at liveproject@careers360.com
xiii. Reading links about Facebook paid advertisement are included. Read more thoroughly
to learn it effectively.

Links:
1. https://www.facebook.com/business/products/ads/
2. https://www.youtube.com/watch?v=hIUs36CrhHU
3. http://www.jonloomer.com/how-to-facebook-ads/

Final Result Evaluation:

Final result would be based on the cumulative points scored in Phase 3.

All the rewards, certificates, prizes etc will be processed once the campaign ends.
Results of all the intermediate rounds would be declared before the start of the
next round.

Timeline:

Registration Window: 8th - 22nd August

Phase 1- Start Date: 8th Aug (Post Registration)
Phase 1 & 2 - End Date: 26th August
Phase 2 - Result: 31st August
Share FB page rights/Advert Account rights:
1st - 6th September
Phase 3 - Start Date: 7th September
Phase 3 - End Date: 17th September
Duration to mail FB Campaign Invoice:
19th - 23rd September
Final Result Declaration: 28th September