1.

Our current situation (since we have been doing a lot of activities in this
space for last 14 to 16 months).  Am assuming that you will get this idea if
you go through our FB / Insta / LinkedIn pages.

Social Media pages are good. Need to work on the content with a proper plan and
strategy. The focus is to get more followers who are our target audience. KPIs will
be more on the engagement ratio increment on monthly basis.

2. What would you propose as a plan of action to improve the situation / brand
visibility significantly – This would have immediate actions  and mid / long
term actions

For Brand visibility, few activities to be done regularly

a. Brand awareness campaigns on FB,IG, LinkedIn, Youtube, Snapchat
b. Campus Brand Ambassadors – Appoints the CBA in the right colleges.
c. Competition/Quiz – Conduct a competition or Quiz from platforms like
Dare2compete and provide the course for free of cost for the topper.
d. Free Counselling Sessions/Webinars: Conduct free webinars atleast one a
month. Free counselling sessions for all the students.

Long Term Branding activities :

i. Youtube Channel
ii. Podcast
iii. Career Counselling sessions : By bringing the top professionals from
each industry

3. What would we keep as weekly / monthly KPIs and what would be the target
we would be trying to achieve in Month 1, Month 2 and Month 3

For Branding: It will be the Cost per thousad impressions

For Lead Generation: It will be cost per lead for Joining Course, Webinar and
counselling session. Percentage of Genuine leads to total leads generated.
For Campus Brand Ambassadors: Number of students enrolled for various courses,
Webinars and Counselling Sessions.
For Company Associations (BD Executive): Number of companies reached out and
then agreed to sign for placements
For Tele-callers: Total number of calls made and number of students agreed to sign
up for the course, webinar and Counselling sessions.
4. What is the investment required to get their – investment is not only your
monthly service charges but total cost to EdgeVarsity.

Additional stipends to be given to Campus Brand Ambassadors too.

We can expect a lead cost to be 100-150 rupees in the beginning and will reduce
going forward.

5. And finally how do we link these performance targets to the service charges
we would be paying Marcamor. I have noted that you have indicated a fixed
fee plus a percentage of the revenue. But before the revenue, there would
be other Marketing Metrics we should be defining.

We have provided the costing for the services after cutting it down. So, the costing
given for the fixed fee will remain fixed and the remaining will be earned by
Marcamor from the generated revenue.