Facebook Marketing Plan : Company: Language Alive! English School
Nguyen, Phuong (2017)
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Language Alive! is a start-up in language education with good methodology, which can create a new way of learning English in Vietnam. However, the fees to run marketing ac-tivities are high, the cost per lead is very expensive according to the statistic numbers given by the school. Besides, the current marketing strategy does not seem to be effec-tive; not many people know anything about the school or realize the benefit from the new methodology; therefore, they do not have any intention to put Language Alive! into their consideration list. This thesis works on this problem and finds a new strategy for Lan-guage Alive to have more effective marketing strategy. The marketing plan focuses on marketing activities on Facebook (mostly branding), instead of short-term product pro-motions only (as what are being run) because customers are in lack of acknowledgement about the school brand and Facebook is the most effective channel so far for marketing activities. Therefore, the research questions of this thesis are the effectiveness of current marketing plan and the way to create a practical marketing plan. To answer the questions, qualitative research is used with both primary and secondary data. Knowledge can be ob-tained through books and internet, information about the school is provided by the man-ager, and objective opinion about learning language and about the school is collected though surveys and observation. The theoretical framework bases on the knowledge about online marketing, Facebook marketing, content marketing, branding and models to create a marketing plan. The current marketing plan and company situation will be analyzed to have a deeper insight into the problem. Then the industry, the market and target segment are also analyzed to understand from the big picture to a more specific angle. The result of the thesis is the change in content posted on Facebook, with tactical plan, workforce and workflow to carry out the strategy. Measurement is also recommended. Other channels such as landing page and blog are not considered due to the scope of study.
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