Marketing Strategy

Abstract

Before we design your marketing plan, we first align with founders and leadership on vision and goals, then run a focused market study to map stakeholders and the ecosystem (parents/students, counsellors/agents, partners, competitors, seasonality, channels). We use that evidence to craft positioning, offers, channel mix, content, admissions funnels, and measurement—optionally integrating GEO for AI-driven visibility.

How we start (before any strategy)

1) Founders & Leadership Vision Workshop (2–3 hours)
  • Purpose & positioning (premium vs mainstream), brand narrative, guardrails
  • Commercial goals & KPIs (qualified enquiries, lead-to-admit, CAC/LTV), target geographies/programs
  • Constraints & non-negotiables (fee philosophy, academic priorities, governance cadence)
2) Focused Market Study (2–3 weeks or use your existing study)
  • Stakeholders: parents/students, teachers, counsellors/agents, alumni, partners
  • Ecosystem: competitors & fee bands, admissions calendar & seasonality, feeder networks, digital communities, referral channels, regulatory context (high-level)
  • Channel/Content audit: what’s working today, gaps, and opportunities
  • Output: Stakeholder map, ecosystem snapshot, demand/price insights, and early channel priorities

(If you already have a recent market study, we work from it and fill only the gaps.)

Who this is for

  • K-12 schools & groups (CBSE/ICSE/IB/Cambridge) seeking qualified enquiries and brand clarity
  • Universities/colleges growing program demand or entering new cities
  • EdTech & education businesses (B2C/B2B/B2G) needing predictable pipeline at sensible CAC

Problems we solve

  • Misaligned narrative between leadership, marketing, and admissions
  • High traffic, low conversion; unclear funnel responsibilities
  • Uncertain channel mix and budgeting; weak ROI visibility
  • Low presence in AI answers/comparisons (optional GEO track)

Outcomes & KPIs

Qualified enquiries, improved lead-to-admit / lead-to-customer rates, lower CAC, faster time-to-enrol/deal, channel ROI clarity, consistent storytelling across web/counsellors/agents, and (when in scope) better visibility in AI answers.

What you get (deliverables)

  1. Vision & Success Brief (from the founders session)
  2. Stakeholder & Ecosystem Study (summary deck + insights)
  3. Positioning & Messaging (value prop, proofs, objection handling)
  4. Audience/ICPs (personas: decision-maker, user, influencer)
  5. Offer, Fees & Packaging (fee bands/scholarship policy; tiers for EdTech)
  6. Channel Strategy & Media Plan (organic/paid/PR/partnerships/events)
  7. Content System (12-month editorial + campaign calendar, FAQs, landing pages, email sequences)
  8. Funnel & UX (enquiry → nurture → visit/demo → application/purchase; templates & best practices)
  9. Ops & Tools (CRM/automation, lead scoring, MQL/SQL, SLAs between marketing & admissions/sales)
  10. Measurement (dashboard spec for CPL, CVR, CAC, LTV, attribution, experiment backlog)
  11. Playbooks (open-day/webinar kits, counsellor/agent enablement)
  12. (Optional) GEO Integration (AI-liftable abstracts/FAQs + citations plan)

Our method (now 6 steps)

  1. Align: Founders & leadership vision workshop
  2. Study: Focused market study (stakeholders + ecosystem)
  3. Discover: Deep audit of channels, funnel, content, competitors
  4. Diagnose: Gap analysis on narrative, audience fit, media mix, funnel friction
  5. Design: Positioning, offers, channel mix, calendar, budgets, wireframe guidance
  6. Enable: CRM/automation, dashboards, team SLAs; agency brief if needed
  7. Pilot & Scale: 90-day pilot, A/B tests, cadence; optional execution support

Tracks (pick one or combine)

  • Institutions (K-12/HE): admissions calendar, open days, feeder outreach, counsellor relations, alumni & parent advocacy
  • EdTech/B2B Education: demand gen, SDR/AE enablement, partner/VAR programs, educator communities, product launches

Indicative timeline

  • Vision Workshop: Week 0
  • Focused Market Study: Weeks 1–3
  • Strategy Sprint: Weeks 4–6 (audit → positioning → high-level plan)
  • Full Plan & Enablement: Weeks 7–10 (calendar, budgets, funnel, dashboards)
  • Optional Advisory: Quarterly optimisation thereafter

FAQs

Both. We can hand over to your team/agency or stay on to run pilots and reviews.

We’ll use it and close gaps; no duplicate work.

If in scope, we build AI-ready content (abstracts/FAQs) and a citations plan to appear in AI answers as well as search.

No. We’ll recommend a right-sized stack and provide implementation checklists.

Want a marketing plan grounded in your vision and real market insight?

Let’s scope your Marketing Strategy engagement.

Write to aurobindo@raysolute.com or call +91-9891321279.