Maximizing Your Online Presence: A Digital Marketing

Plan for Business Education Courses

Presented to
the Faculty of Business Education Department
Bacolod City College
Sum-ag, Bacolod City

In Partial Fulfillment
of the Requirements for the Course P Elec 1
E-Commerce and Internet Marketing

Submitted by:

BSBA MM 2-A
December 15, 2023

Submitted to:

Christine L. Cometa, RPm, MBA

Part-time Instructor

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 Class List

Abatayo, Sandara Heart D.

Alarcon, Mary Joeferin Joy M.

Alolod, Angelo S.

Andrino, Grabriel Angelo

Antiquin, Herlyn R.

Asenita, Vea Stella Mae E.

Bermejo, Aira Mae D.

Bermudez, Alisa Marie

Bilangel, Rizzia B.

Brutas, Anabela C.

Buenavista, Barbie G.

Calvario, Raymark B.

Canag, Shane Nicole

Casas, Reignlord P.

Castro, Reymark L.

Daniel, Lennon John S.

De Asis, Welrose D.

De Leon, Mary Gayle J.

Delgado, Gloryben B.

Deopita, Divine Grace L.

Docot, Christine Faith B.

Fedilo, Sophia Jane A.

Gallo, Maria Normie O.

Gayares, Rhea May D.

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 Class List

Gomez, Shiela Mae H.

Julao, Mariez Maricon

Mahilum, Princess Melanie C.

Monteverde, Kyla Marie B.

Nepomuceno, Angel Marie C.

Nolasco, Kenneth

Oquindo, Kurt Ryan S.

Rosendal, Mary Denves C.

Sante, Kristine Joy

Serrano, Julia Mariz

Sonota, Patrick Vincent

Tumbali, April Joy

Urbanozo, April K

Velez, Relene P.

Ysulan, John Mark C.

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Table of Contents Page
Title...…….....………………………...………………………………………………………………..………………............1

Class List.............................…………………………………...…………………….…………………….....….......…2

CHAPTER 1: Executive Summary....…………………......……………………………………………………..........6

CHAPTER 2: Situation Analysis..............................................................................................7

SWOT ( Strengths, Weaknesses, Opportunities, Threats) ......................................7
Opportunity- Prospective Students.........................................................................9
Opportunity- Competitor......................................................................................10
CHAPTER 3: Marketing Goals and Objects...........................................................................11
Goals.....................................................................................................................11
Objectives.............................................................................................................12
CHAPTER 4: Target Audience...............................................................................................15
Marketing Research.............................................................................................16
Segmentation.......................................................................................................16

Demographic.............................................................................................16
Geographic................................................................................................17
Psychographic...........................................................................................18
Behavioral.................................................................................................20
CHAPTER 5: Marketing Strategy and Media Plan................................................................21
Marketing
Strategy...............................................................................................21
Product......................................................................................................21
Price...........................................................................................................22
Place/Distribution......................................................................................24
Promotion.................................................................................................24
Unique Selling Proposition..................................................................................25
Market Niche and Positioning Strategy...............................................................26

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 Table of Contents Page
Media Plan......................................................................................................26
Platforms and Channels............................................................................26
Roadmap for Maximizing Online Presence...............................................28

CHAPTER 6: The RACE Framework and OSA Process........................................................... 31

STEP 1: Opportunities...........................................................................................31
STEP 2: Strategy....................................................................................................32
STEP 3: Action.......................................................................................................34
Step 1: Opportunity: Race Activities.....................................................................36
Step 2. Strategy: Race Activities............................................................................37
Step 3: Action........................................................................................................39
The RACE Framework and OSA
Process...............................................................41
CHAPTER 7: Budgeting Metrics and Measurement...............................................................43
Budget Plan.....................................................................................................
Metrics & Measurements................................................................................
Website traffic..........................................................................................
Conversion Rates......................................................................................
Social Media Engagement.......................................................................
ROI..........................................................................................................
CHAPTER 8: Social Media Calendar......................................................................................

Month 1................................................................................................................
Month 2.................................................................................................................
Month 3................................................................................................................
CHAPTER 9: Conclusion and Appendices...............................................................................

Conclusion.............................................................................................................
Appendices...........................................................................................................

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Appendix I: Marketing Plan Goals & Objectives.....................................
Appendix II: The Demographics of Possible Target Audience.................
Appendix III: Marketing Strategies.........................................................

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 Chapter 1: Executive Summary

The digital marketing plan proposed in this document aims to promote the Bachelor of
Science in Business Administration major in Marketing Management and Entrepreneurship to
all upcoming first-year or grade 12 students. The objectives of the marketing plan are to
provide information and achieve the set goals aligned with marketing objectives. This contains
marketing strategies, frameworks, analyses, and plans that Business Education will implement
to advertise and market the following courses: marketing management and entrepreneurship.

To reach the following marketing goals, implementing a 90-day calendar for the digital
marketing plan activities maximizes the online presence of business education courses.

In the ongoing digital marketing plan, a key emphasis is on social media engagement
through platforms like Facebook and Google. The objective is to establish direct connections
with the target audience by sharing compelling content and fostering an online community
aligned with the interests of prospective students. Content marketing, executed through blogs,
articles, and videos, plays a pivotal role in presenting marketing management and
entrepreneurship courses as reliable choices, aiming to build trust and encourage lasting
engagement. Additionally, the plan prioritizes search engine optimization (SEO) to enhance
online visibility and facilitate easy discovery of relevant content for those seeking information
about the courses. Paid advertising, particularly on platforms like Google Ads, strategically
drives targeted traffic by considering keywords and demographics to achieve specific marketing
objectives. Data analytics and insights are implemented to track digital marketing performance.
Progress in the 90-day plan will be measured through increased online engagement,
heightened visibility in search engine results, and a growing number of inquiries and
applications for the courses. These metrics will underscore the effective implementation of the
digital marketing plan in achieving its set goals within the specified timeframe.

The ultimate goal of a marketing strategy is to achieve and communicate a sustainable

competitive advantage over rival courses by understanding the needs and wants of the grade
12 and upcoming first-year students.

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 Chapter 2: Situation Analysis

This section outlines the current state of the Business Education Course in Bacolod City
College , including its strength , weaknesses , opportunity, and threats. It also includes an
analysis of the target audience, competition, and industry trends.

SWOT ANALYSIS
Strengths Weaknesses:

Quality Education: Limited resources:

 Acquire comprehensive knowledge and skills
in business and management.
 Enjoy engaging classes that provide a well-
rounded education.
Versatility and Transferable Skills:
 Gain skills applicable across diverse business
and management fields.
 Develop transferable skills valuable in various
professions and areas of study.
Career Opportunities:
 Open up diverse career options across
different industries.
 Reap financial rewards through a strong
foundation in business education.
Well-Rounded Education:
 Receive a well-rounded education covering
business and related subjects.
 Understand successful business methods and
learn from failures.
Free Quality Education:
 Access quality education without financial
constraints.
Real-World Strategies:
 Learn real-world strategies preparing you for
adult life and independence.
 Develop essential managerial skills for
professional success.
 Business Education may lack the
necessary funds or infrastructure to
provide students with all the
resources they need, such as
modern equipment.
Limited extracurricular activities:
 Marketing and Entrepreneurship
may offer limited extracurricular
activities and opportunities for
students to develop their skills and
interests outside of the classroom.
This could impact the overall
student experience and limit their
personal and professional growth.
Financial constraints:
 Limited funding may restrict the
ability to invest in infrastructure,
resources, and facilities.
Ineffective communication:
 Poor communication between
students lead to misunderstandings
and unaddressed concerns.

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Opportunities
 Many opportunity awaits in
Business Education field in
which we offer courses such
as: marketing management
and entrepreneurship which
can equip as the knowledge,
skills, strategies as we go
further in this business career
in which it gives us also
opportunity to explore a
variety of career paths.
 Marketing and Entrepreneur
Students will be high demand
on all businesses as this
degree will be a highly
valuable tool as it helps create  Technology-wise, Bacolod City College is deficient.
brand awareness, drive profit
and growth, acquire and
retain costumers, and
enhance engagement.
 Business Education Degree
can offer a variety of job
opportunities upon
graduation.
 Business Education Courses
does not enclosed only in
business but it also opens
different career paths as it
offers an opportunity for
masters degree in different
aspects
SWOT ANALYSIS
Threats
Competition
 The majority of Negros Occidental's educational
institutions, both public and private, provide
business administration programs, in addition to
Bacolod City College. When it comes to resources,
tools, and materials that might aid students
studying entrepreneurship and business
administration, other universities also have more to
offer in these areas.
 In addition, several universities concentrate more
on their business administration and
entrepreneurship degrees because of their
abundance of extracurricular activities and
professional associations that support students'
growth in these areas.
Technology
Nothing is more useful for research and other
academics than a computer for students,
particularly those studying of business
administration and entrepreneurship students.
Financial
 Absence of financial resources and public funding
availability: Bacolod City College lacks funding,
which makes it difficult to provide activities,
equipment, and facilities. As a result, enrollment
may be threatened by the school's inadequacy.
Under Staff
 Inadequate staff and teachers can cause problems
both internally and externally. Staff and teachers
are two of an institution's most important
fundamentals. However, Bacolod City College lacks
it due to financial inability, and if not, the salary is
delayed, resulting in employee resignation.
Furthermore, due to a lack of financial resources,
the institution is unable to hire enough employees.
It can lead to poor performance, which can harm
the institution's reputation.
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 OPPORTUNITY: PROSPECTIVE STUDENTS

Prospective Prospective Students

Students Analysis
 Individuals who are interested in studying marketing management
Who are they? and entrepreneurship. They aspire to gain more knowledge and
skills in order to flourish in the fields of business education.

What are their  A comprehensive curriculum that includes basic marketing

needs? principles, strategic planning, digital marketing, market research,
and new trends. In marketing, effective communication, teamwork,
problem-solving, and leadership abilities are required. Along with
technical knowledge, educational programs should promote the
development of these soft skills.

Where are they?  Coming from different schools in Negros Occidental that aligns their
previous strand to enroll in the field of business education.

What would attract  What attracts the student's to enroll in Bacolod City College is that
them to enroll in the school itself place a huge perspective when it comes to
the field of education and especially the main reason to enroll in Bacolod City
Business Education College is the school offers a free education to those who are
in Bacolod City deserving.
College?
What score out of  A score of 8 out of 10 when it comes to attracting potential students
10 would you give online.
your course and
school when it
comes to attracting
your potential
students online?
Why did you give  As this generation living in modernity any information is very easy
that score? to get online. Using social media as a platform to disseminate
information and ads online. Bacolod City College offers updated
news about the campus. Using Facebook as its main platform to
spread info's. It is always one click away to get in touch with the
news and update about the school. Regardless of the official
Facebook page there were also third party pages that contributes in
promoting the school. Bacolod City College has its official website an
easy to access website and is full of informative content. The only
cons about this is there is no official department managing this
program as a public college supported by the government it was
short handed in people managing this campaign.

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 OPPORTUNITY: COMPETITORS
Competitor analysis
Who are they?
How would you rate them in attracting
similar potential students?
Why did you give that score?
What would help you to compete
better/what do you think they do better
than you, currently??
Competitor
 The major competitors of Bacolod City
College are those schools who also offers a
business education course.
 A rate of 7 out of 10
 7 out of 10 because some schools that
offers business education courses are
private schools, as a result some students
find it difficult because the cost is high,
despite the fact that the knowledge they
receive is of the highest standard.
 Although Bacolod City College has free
tuition, the inadequate resources, facilities
and instructors could be a downfall of BCC
from the other universities for the reason
that these are the factors that can affect
the students learning system.
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 Chapter 3: Marketing Goals and Objects

This digital marketing plan aims to provide information and to achieve the set goals
aligning to marketing objectives. This contains marketing strategies, frameworks, analysis, and
plans that Business Education will implement to advertise and market the following courses
which are Marketing Management and Entrepreneurship.

This 90-day digital marketing plan will help determine who the target audience is, how
best to reach them, how to maximize their online presence that enables the target audience
to recognize Business Education Courses and how the courses will measure its efforts.

Goals

The following goals presented lay as the foundation to maximize the online presence of
Business Education Courses for the 90-day digital marketing plan and future marketing
campaigns.

1. Review Business Education Courses Mission Statement

Business Education Courses mission proposes to provide quality and affordable education for
the holistic development of students to become globally competitive graduates. Applying
digital marketing plan maximizes the courses online presence as a result the following courses
gains a wider scope of target audience that attains the goal of Business Education Courses
which is to increase its engagement when it comes to digital platforms that fulfill and drive the
entire marketing strategy.

2. Set Marketing Targets

Business Education Courses strives to accomplish an engagement rate of 3.5% per content in
any social media platforms. Business Education Courses will achieve this marketing target by
applying the different strategies, tactics, and activities that should be undertaken to achieve
its digital marketing goals.

3. Develop a Marketing Strategy

The next step of this digital marketing plan is to come up with a marketing strategy. The
following strategy must help achieve the goals for Business Education Courses:

• Generate 150 new leads per week by creating a post that provides useful content.

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• Create social media pages that promote Business Education Courses to increase social media
engagement by 30% within the 90-day digital marketing plan by creating high quality and
relevant contents for target audience. Use paid advertising to reach prospects.

• Boost brand awareness by implementing a long-term SEO strategy to achieve the conversion
rate of 30% on Google/Facebook campaigns to drive organic traffic.

4. Aligning Marketing Strategy to Marketing Objectives

The next goal for Business Education Courses online presence is to align the implemented
marketing strategies to marketing objectives to support and reach the digital marketing plan
goals. And the following objectives are:

• Create posts with useful content results to generate 150 new leads per week within a 90-day
digital marketing plan.

• Promote social media pages for Business Education Courses by creating high quality and
relevant contents for target audience to increase social media engagement by 30%.

• Use paid advertising to widen the target audience and increase potential audience.

• Implement long-term SEO strategy that helps the target audience to recognize Business
Education Courses and achieve the conversion rate of 30%.

5. Measure the Results

The last step is one of the most important goals in this digital marketing plan. Measuring KPIs,
conversions, and metrics determines how effective this digital marketing plan is in promoting
Business Education Courses digitally. Measuring these results shows the marketing report
progress and the learned results of this digital marketing plan maximizes the Business
Education Courses 90-day online presence.

Objectives

The following are the objectives that aim to achieve the purpose and goals of this digital
marketing plan for Business Education Courses 90-day online presence.

1. Increase Website Traffic:

Attract more visitors to recognize Business Education Courses website through effective digital
marketing strategies, such as SEO, content marketing, and advertising on social networks.

2. Drive Social Media Engagement:

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Improve Business Education Courses online presence by increasing likes, shares and
comments on social media platforms.

This can be achieved through engaging content, contests and regular updates.

3. Generate Leads:

Implement lead generation campaigns to capture contact information from potential students
interested in Business Education Courses. Utilize landing pages, webinars, and targeted
advertising for this purpose.

4. Improve Conversion Rates:

Optimize the website and marketing funnels to convert leads into actual course enrollments.
This can involve A/B testing, improving user experience, and tweaking call-to-action
elements.

5. Increase Brand Awareness:

Increase brand visibility and recognition for online Business Education Courses. Use digital
advertising, influencer partnerships, and other branding strategies.

6. Optimize for Search Engines:

Ensure that Business Education Courses' website/pages is ranked high in search engine results
for relevant keywords. Implement SEO best practices to improve organic visibility and attract a
wider audience.

7. Implement Email Marketing Campaigns:

Develop and execute targeted email campaigns that nurture leads, provide valuable content,
and encourage course registrations.

8. Use Paid Advertising:

Invest in targeted online advertising, such as Google Ads or social media advertising, to reach
specific audiences interested in Business Education Courses. Monitor and optimize ad
performance regularly.

9. Measure and Analyze Metrics:

Set up analytics tools to track key performance indicators (KPIs) like website traffic, conversion
rates, and social media engagement. Regularly analyze these metrics to make informed
decisions and refine the digital marketing strategy.

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10. Establish Thought Leadership:

Position the Business Education Courses as an authority in the industry through content
marketing, guest blogging, and participation in industry discussions. This helps build trust and
credibility among the target audience.

Here's our SMART Goals that help ensure that our goals are achievable within a certain time
frame.

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 Chapter 4: Target Audience

This section focuses on the marketing campaign, including demographics, geographics,

behavior, psychographics, and their preferences. The target audience comprises a diverse
cohort of individuals embarking on their academic journey as incoming freshmen, alongside
continuing students and those transitioning from various academic disciplines to pursue a
career in the business realm.

‘Total Respondents: 53’

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 Marketing Research
This section provides valuable information that identify opportunities, understand
target audience viewpoints, and make marketing decisions that help with our target market
and marketing campaigns. We used surveys as a marketing research method to gather data
and used segmentation that includes demographics, geographics, behavior, psychographics,
and the preferences of our target audience that contributes to our campaign regarding
Business Education Courses.

Segmentation
 Demographic
Demographic aids information that tailors our market strategies to specific age groups
and gender that aims to understand our target audience.

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 Geographic
The purpose of geographic information particularly determines the location which are
the schools wherein our target audience currently studying at. This contributes to our market
research in terms of understanding the distribution of potential incoming freshmen students
in specific areas.

18
19
 Psychographic
The purpose of psychographic information in our market research, especially regarding
our target audience’s interest in Business Education Courses aligned with their preferred
courses, is to delve into attitudes, lifestyle, and inspiration of the potential audience. By
analyzing these aspects, Bacolod City College Institution can tailor their course offering,
messaging, and approaches to better align with the preferences, aspirations, and motivation
our target audience have and thereby increasing the appeal and relevance of Business
Education Courses.

20
21
 Behavioral
The purpose of behavioral information in our market research specifically regards the
individual’s knowledge in certain areas, their reasons for choosing a program, understanding
their actions when it comes to decision-making processes, and the preferences of the target
audience. By examining behavioral patterns related to knowledge levels and program
selection reasons, we can gain insights into what influences students’ choices. This data helps
in customizing educational programs, tailoring marketing messages, and adapting offerings to
better match the motivations and needs of potential students ultimately improves the
effectiveness of our strategies and marketing plan regarding the Business Education Courses
campaign.

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 Chapter 5: Marketing Strategy and Media Plan

Marketing Strategy

In this chapter, marketing strategies are proposed based on a thorough analysis of

strengths, weaknesses, opportunities, threats, and the proposed Business Education Courses.
Marketing strategies must collectively be able to achieve all marketing objectives.

These are the following strategies that must help achieve the goals for Business Education
Courses:

• Generate 150 new leads per week by creating a post that provides useful content.

• Create social media pages that promote Business Education Courses to increase social media
engagement by 30% within the 90-day digital marketing plan by creating high quality and
relevant contents for target audience.

• Use paid advertising to reach prospects.

• Boost brand awareness by implementing a long-term SEO strategy to achieve the conversion
rate of 30% on Google/Facebook campaigns to drive organic traffic.

A. Product/Service

BSBA majors in Marketing Management and BS Entrepreneurship are the courses that
Bacolod City College offers in the field of Business Education. These courses are designed to
deliver high-quality and cost-effective education, fostering the holistic development of
students into globally competitive graduates. Through these courses, students are immersed
in a variety of activities designed to enhance their skills and capabilities, preparing them for
the dynamic challenges of the business world. The program is committed to empowering
students intellectually in the realm of business education, equipping them with the knowledge
and tools necessary for success. This initiative reflects the college's dedication to providing
accessible education that catalyzes personal and professional growth, ultimately contributing
to the students' journey towards success.

 Building Trust and Increasing Brand Awareness:

A strong social media presence is crucial for building trust and increasing brand awareness.
Regularly updating social media platforms with engaging and informative content, responding
to inquiries promptly, and showcasing the achievements of the Business Education programs
will contribute to a positive brand image.

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 Creating High-Quality and Relevant Content:

The foundation of any successful marketing strategy lies in the creation of high-quality and
relevant content. For a Business Education program, the content should not only showcase
the excellence of the programs but also provide valuable insights into the world of marketing
management and entrepreneurship. This content can take the form of blog posts,
infographics, videos, and more, tailored to engage and educate the target audience.

B. Pricing

The Business Education Program at Bacolod City College has adopted a compelling
pricing strategy by offering free tuition to its students. This initiative has received approval
from the Unified Student Financial Assistance System for Tertiary Education (UniFAST)
Governing Board, enabling eligible students to benefit from this progressive approach to
education financing.The miscellaneous fees encompass a range of essential services and
facilities, including library, computer, laboratory, school ID, athletic, admission, development,
handbook, guidance, entrance, registration, medical, dental, and cultural fees. By covering
these costs, the program aims to alleviate financial burdens on students and promote
accessibility to quality education.It is noteworthy that students participating in this program
are expected to complete their college education within a four-year time frame. This
requirement ensures that students not only enjoy the financial support provided but also
graduate in a timely manner, equipped with the knowledge and skills needed for their future
endeavors. This pricing strategy reflects a commitment to fostering education inclusivity and
timely academic completion.

Since Bacolod City College is a public institution, the Business Education program is designed
to cater to a limited number of students, specifically accommodating 250 individuals. This
reflects a commitment to maintaining a manageable and effective learning environment,
ensuring that each student receives the attention and resources necessary for a quality
educational experience.

 To enroll in business education courses, aspiring students are required to undergo a

rigorous examination process. This selective assessment is designed to identify the 250
individuals who exhibit exceptional potential and dedication to excel in the field of
business. Through this competitive examination, Business Education aim to ensure a high
standard of academic excellence and cultivate a dynamic learning environment. It not only
upholds the standards of our institution but also provides a platform for students to
showcase their capabilities and dedication.

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 Below is the School Fee Structure that UniFAST or Unified Student Financial Assistance
System for Tertiary Education approves to ensure accessibility. The structure aims to facilitate
affordable and equitable education for students in the Bacolod City College.

ASSESSMENT
TOTAL TUITION: P30 @ 29.00 : 870.00
UNIFAST

ATHLETICS SPORTS FESS : 100.00

COMPUTER FEES : 300.00
CULTURAL FEES : 100.00
DEVELOPMENTAL FEES : 190.00
Leadership Training 100.00
Student Partnership & 70.00
Activities of Student Org
Student Publication 20.00
GUIDANCE FEES :
270.00
Career Development 50.00
Career Guidance and Counseling 50.00
Employment Placement Service 50.00
Student Trainings and Seminars 120.00
Psychological Testing
LABORATORY FEE : 15.00
LIBRARY FEE : 220.00
MEDICAL AND DENTAL FEES : 60.00
Mental Health 30.00
Dental Health 30.00
REGISTRATION FEE : 300.00
STUDENT ID :
100.00
STUDENT HANDBOOK : 250.00
STUDENT INSURANCE : 100.00

TOTAL: 2,875.00

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C. Place/Distribution

The use of social networks to align the implemented marketing strategies and to
support and the goals of this digital marketing plan will help to reach the potential audience
of Business Education courses. Integrating social networks into the distribution strategy of
Business Education courses in Marketing Management and Entrepreneurship offers a
comprehensive approach to reach, engage, and influence a diverse audience. The
combination of broad reach, interactive engagement, targeted advertising, adaptability, and
brand building makes social networks indispensable in maximizing the impact and success of
these courses.

 Facebook. The Business Education program will establish an official page dedicated to
academic updates, course offerings, and highlights from the business education
department. Regular posts showcase the dynamic curriculum, faculty expertise, and
success stories of alumni, creating an engaging platform for interaction and inquiries. The
use of multimedia content, such as videos and infographics, enhances the visibility of the
marketing and entrepreneurship courses, making the information more appealing and
shareable.
 Website. Serves as a comprehensive hub for detailed course descriptions, admission
requirements, and application procedures. The website ensures that interested individuals
can access accurate and up-to-date information at their convenience, fostering
transparency and trust in the educational offerings.

By strategically utilizing both Facebook and the official website, the Business Education
program maximizes its reach, engaging with potential audiences. This digital approach
enhances the dissemination of information, ultimately contributing to the growth and
recognition of its business education courses in marketing and entrepreneurship.

D. Promotion

Promoting Business Education courses through the use of social media platforms such as
Facebook has become an indispensable tool for reaching potential audiences, building trust,
and standing out from competitors. The Business Education program recognizes the power of
social media in the digital age and aims to leverage it effectively to promote its Marketing
Management and Entrepreneurship courses.

 Paid Advertising Strategies:

Utilizing paid advertising such as Google Ads or social media advertising, can significantly
amplify the reach of the Business Education Courses. Targeted advertisements focused on the

26
key aspects of Marketing Management and entrepreneurship can be crafted to capture the
attention of specific demographics.

Online advertising allows for precise targeting based on factors such as age, location,
interests, and more. Business Education programs use this to tailor ads to reach potential
students who are genuinely interested in pursuing a career in Marketing or Entrepreneurship.

Investing in Online Advertising not only ensures visibility but also provides measurable results.
By tracking engagement, click-through rates, and conversion data, the program can refine its
advertising strategy over time to optimize for better outcomes.

 Encouraging Recognition and Enrollment:

A robust social media strategy aims not only to build awareness but also to encourage the
target audience to recognize and enroll in the Business Education courses. Implementing call-
to-action (CTA) buttons on Facebook posts, and linking directly to enrollment pages, on the
platform can all contribute to converting interest into action.

Unique Selling Proposition

Bacolod City College (BCC) stands out as an educational beacon by offering more than
just free tuition—it provides a transformative learning experience that cultivates holistic
development and empowers students for a dynamic future. Business Education Program
unique value proposition is anchored in three pillars:

Quality Education:

Business Education Program goes beyond free tuition, delivering a high-quality curriculum
crafted by industry experts and seasoned educators. Business Education Courses dedicated to
maintaining high academic standards, guaranteeing that students receive a comprehensive
education that equips them for the dynamic demands of today's rapidly changing global
environment.

Holistic Development:

Business Education Program believe in nurturing not just academic prowers but also fostering
well-rounded individuals. The comprehensive approach includes co-curricular activities,
leadership programs, and community engagement initiatives, creating graduates equipped
with the skills and mindset to excel in both their careers and personal lives.

Inclusive Community:

27
 Students from various backgrounds come together to form a supportive network, fostering
collaboration and understanding. This inclusive environment promotes cultural exchange,
broadening perspectives and preparing students for an interconnected world.

Bacolod City College's commitment to providing a quality education, coupled with its
focus on holistic development and inclusive community, sets it apart as an institution
dedicated to shaping future leaders.

Market Niche and Positioning Strategy

The market niche of Business Education fields are students interested in pursuing a
bachelor's degree in Business Education. This includes incoming freshmen, continuing (those
who have stopped and wants to continue his/her college) that are eager to gain knowledge
and skills in the field, as well as students looking to move into a business-related field from
other academic backgrounds. Business Education Courses provide free tuition and quality
education. The positioning revolves around providing an affordable choice for students
interested in getting a bachelor's degree in Business Education while maintaining the
program's academic standards and career advancement opportunities. The program seeks
students who want to get the most out of their education investment by emphasizing the
program's cost-effectiveness.

Media Plan

The following media plan is designed to support the goals and objectives outlined in Chapter 3
of the Business Education Courses Marketing Plan. The focus is on maximizing the online
presence of Marketing Management and Entrepreneurship courses through a 90-day digital
marketing initiative.

Platforms and Channels:

Social Media:

 Platforms: Facebook and Google

 Strategy: Regular posts, engaging content, and targeted ads.
 Activities: Live sessions, polls, quizzes, and student testimonials.

Content Marketing:

 Channels: Blog on the business education website.

 Strategy: High-quality, SEO-optimized content related to marketing and entrepreneurship.
 Activities: Weekly blog posts, guest articles, and downloadable resources.

Email Marketing:

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 Audience: Followers, Potential Students, and Alumni.
 Strategy: Targeted newsletters with course highlights, success stories, and exclusive
content.
 Activities: Weekly newsletters, personalized emails, and automated drip campaigns.

Online Advertising:

Platforms: Google Ads and social media advertising.

 Strategy: Targeted ads focusing on course benefits, testimonials, and promotions.

 Activities: A/B testing, retargeting, and monitoring ad performance.

Influencer Marketing:

 Influencers: Alumni from Business Education Courses.

 Strategy: Collaborate for endorsements, testimonials, and live Q&A sessions.
 Activities: Webinars and joint content creation.

Engagement Rate:

 Target: Achieve a 3.5% engagement rate per content on social media. Measurement:
Regularly monitor and analyze engagement metrics on each platform.

Website Traffic:

 Target: Increase website traffic by 20%.

 Measurement: Track Google Analytics

Lead Generation:

 Target: Generate a minimum of 150 leads.

 Measurement: Monitor sign-ups, inquiries, and downloads.

Conversion Rate:

 Target: Achieve a 30% conversion rate from leads to enrolled students.

 Measurement: Track conversion metrics through the enrollment process.

Budget:

 Allocate resources based on the chosen channels and strategies. Prioritize high-impact
activities and adjust the budget as needed.

Reporting and Analysis:

29
 Regularly review performance metrics and adjust strategies based on insights gained.
Provide detailed reports on key performance indicators at the end of each month.

The roadmaps provide a structured plan for the 90-day digital marketing initiative to maximize
the online presence of Marketing Management and Entrepreneurship courses. Regular
analysis, adaptation, and engagement are key to the success of the campaign.

5.1 Roadmap for Maximizing Online Presence

Month 1: Establishing Presence and Engagement

30
5.2 Roadmap for Maximizing Online Presence
Month 2: Building Momentum

31
5.3 Roadmap for Maximizing Online Presence

Month 3: Conversion and Enrollment

32
 Chapter 6: The RACE Framework and OSA Process

The RACE framework and OSA process are essential strategies for e-commerce
businesses. RACE stands for Reach, Act, Convert, and Engage, while OSA stands for Order,
Ship, and Activity. These frameworks help e-commerce businesses streamline their processes,
improve user experience, and drive sales. Here's how you can make the RACE framework and
OSA process work for your e-commerce business:

STEP 1: Opportunities

Reach: Optimizing Digital Marketing Strategies and Campaigns for Online Visibility

 Objective: Increase organic website traffic by 30% within the next 90 days through SEO
optimization and content marketing.
 Specific: Increase in organic website traffic.
 Measurable: 30% growth in website traffic.
 Achievable: Implementing SEO best practices and publishing relevant content can
reasonably contribute to increased traffic.
 Relevant: Aligns with the goal of maximizing online visibility for business education
courses.
 Time-bound: Achieve within the next 90 days.

Act: Building Interactions and Leads by Posting Relevant Contents

 Objective: Achieve a 3.5% increase in social media engagement over the next 90 days by
consistently sharing interactive content and actively participating in relevant
conversations.
 Specific: Increase in social media engagement.
 Measurable: 3.5% growth in social media engagement per content.
 Achievable: Regularly sharing interactive content and actively engaging with the
audience can contribute to increased engagement.
 Relevant: Aligns with the goal of enhancing user engagement.
 Time-bound: Achieve within the next 90 days.

Convert: Converting Visitors into Prospective Students and Applicants

 Objective: Improve the conversion rate on the e-commerce platform by 10% within the
next 15 days through website optimization and targeted email marketing campaigns.
 Specific: Increase in e-commerce conversion rate.
 Measurable: 10% improvement in conversion rate.
 Achievable: Implementing website optimization and personalized email campaigns can
contribute to improved conversion rates.

33
  Relevant: Aligns with the goal of converting visitors into prospective students and
applicants.
 Time-bound: Achieve within the next 15 days.

Engage: Attain User Experience to Retain Potential Audiences

 Objective: Increase target audiences retention by 30% over the next 90 days through
personalized communication, feedback collection, and community building on social
media.
 Specific: Increase in target audience retention.
 Measurable: 30% improvement in target audiences retention rates.
 Achievable: Implementing personalized communication and community-building
strategies can contribute to improved target audiences retention.
 Relevant: Aligns with the goal of building loyalty among the target audience.
 Time-bound: Achieve within the next 90 days.

STEP 2: Strategy

Reach: Optimizing Digital Marketing Strategies and Campaigns for Online Visibility

SEO Optimization

1. Conduct keyword research to identify relevant terms.

2. Optimize website content and meta tags for target keywords.
3. Build high-quality backlinks through outreach and partnerships.
4. Regularly update and add fresh content to improve search engine rankings.

Content Marketing

1. Develop a content calendar with educational blog posts, articles, and videos.
2. Share valuable insights and informative content on social media.
3. Create downloadable resources such as e-books or whitepapers.
4. Collaborate with well known Instructors.

Online Advertising

1. Utilize targeted online advertising on platforms like Google Ads and Social Media Ads.
2. Design compelling ad creatives with a clear call-to-action.
3. Set up retargeting campaigns to reach users who have visited your site.
4. Monitor and adjust ad spend based on performance metrics.

34
Act: Building Interactions and Leads by Posting Relevant Contents

Website Optimization

1. Improve website speed and mobile responsiveness.

2. Enhance navigation and user interface for a seamless experience.
3. Implement clear and compelling calls-to-action on key pages.
4. A/B test different layouts and elements for optimal engagement.

Social Media Engagement

1. Develop a social media content calendar with a mix of content types.

2. Encourage user-generated content through live webinars.
3. Respond promptly to comments and messages to foster community.
4. Use social media analytics to identify peak engagement times.

Interactive Content

1. Create quizzes, polls, or interactive infographics related to business education.

2. Host live webinars or Q&A sessions on relevant topics.
3. Implement chatbots on the website for instant interaction.
4. Encourage audience participation through surveys and feedback forms.

Convert: Converting Visitors into Prospective Students and Applicants

E-commerce Optimization

1. Encourage the audience to showcase the Business Education Courses.

2. Implement relevant content to convert visitors into potential students and applicants.
3. Create a freedom wall for prospective students for recommendations, suggestions,
complaints and confessions.

Email Marketing Campaign

1. Segment email lists based on user behavior and preferences.

2. Create personalized and targeted email campaigns.
3. Use compelling subject lines and visuals to increase open rates.
4. Implement A/B testing for email content and timing.

35
Engage: Attain User Experience to Retain Potential Audiences

Target Audiences Feedback and Reviews

1. Implement a system for collecting and responding to the feedback.

2. Encourage satisfied audiences to leave reviews on relevant platforms.
3. Address negative feedback promptly and seek resolutions.
4. Showcase positive reviews on your website and marketing materials.

Personalized Communication

1. Develop personalized email campaigns for enrolled students.

2. Use target audiences data to tailor recommendations and offers.
3. Implement a loyalty program with exclusive benefits.
4. Engage target audience through targeted social media interactions.

Social Media Community Building

1. Foster a sense of community by creating a dedicated group or forum.

2. Share behind-the-scenes content and company updates.
3. Run social media contests or challenges to encourage participation.
4. Highlight and celebrate achievements or success stories of the students.

STEP 3: Action

Reach (Days 1-30): Optimizing Digital Marketing Strategies and Campaigns for Online
Visibility

 Audit Current Online Presence (Days 1-5):

Conduct a comprehensive audit of your current online presence, including website, social
media profiles, and other digital assets.

 SEO Optimization (Days 6-15):

Identify and implement SEO strategies to improve the visibility of business education
department/courses in search engine results.

 Content Marketing (Days 16-30):

Develop and publish high-quality, relevant content that addresses the needs and interests of
your target audience. This could include blog posts, articles, or video content.

36
Act (Days 31-60): Building Interactions and Leads by Posting Relevant Contents

 Website Optimization (Days 31-40)

Evaluate and optimize your website for user experience, ensuring easy navigation and clear
calls-to-action.

 Social Media Engagement (Days 41-50)

Increase social media engagement by creating and sharing engaging content, participating in
relevant conversations, and running targeted social media campaigns.

 Interactive Content (Days 51-60)

Develop interactive content such as quizzes, webinars, or live Q&A sessions to encourage
active participation from your audience.

Convert (Days 61-75): Converting Visitors into Prospective Students and Applicants

 E-commerce Optimization (Days 61-70)

Evaluate and optimize the e-commerce process for your business education courses, ensuring
a smooth and relevant interactive experience.

 Email Marketing Campaign (Days 71-75)

Launch an email marketing campaign targeting potential applicants with personalized content
and special offers to encourage conversions.

Engage (Days 76-90): Attain User Experience to Retain Potential Audiences

 Target Audiences Feedback and Reviews (Days 76-80)

Encourage and collect target audience feedback and reviews. Use positive feedback to build
credibility and address any inquiries and concerns promptly.

 Personalized Communication (Days 81-85)

Implement personalized communication strategies, such as segmented email campaigns, to

nurture ongoing relationships with the students and applicants.

 Social Media Community Building (Days 86-90)

Foster a sense of community on social media by actively engaging with your audience, sharing
user-generated content, and addressing inquiries and concerns promptly.

37
 Overall Considerations:

 Data Analytics (Throughout):

Continuously monitor and analyze data using analytics tools to assess the effectiveness of your
strategies. Adjust your plan based on the insights gained from the data.

 Adaptability (Throughout):

Stay flexible and adapt your plan based on the evolving digital landscape, competitive
landscape, and the response of your target audience.

This action plan is a starting point and can be adjusted based on the specific
characteristics of the Business Education Department, the competitive landscape, and
emerging trends in digital marketing for Business Education courses.

6.1 Step 1: Opportunity: Race Activities

RACE Stage Your marketing Opportunities and SMART objectives

Reach
Optimizing Digital Marketing
Strategies and Campaigns for
Online Visibility
Act
Building Interactions and Leads
by Posting Relevant Contents
Convert
Converting Visitors into
Prospective Students and
Applicants
Engage
Attain User Experience to
Retain Potential Audiences
Objective:
Increase organic website traffic by 30% within the next 90
days through SEO optimization and content marketing.
Objective:
Achieve a 3.5% increase in social media engagement over
the next 30 days by consistently sharing interactive
content and actively participating in relevant
conversations.
Objective:
Improve the conversion rate on the e-commerce platform
by 10% within the next 15 days through website
optimization and targeted email marketing campaigns.
Objective:
Increase target audiences retention by 30% over the next
90 days through personalized communication, feedback
collection, and community building on social media.

38
 6.2 STEP 2. Strategy: Race Activities
RACE Stage Strategies

SEO Optimization:
1. Conduct keyword research to identify relevant terms.
2. Optimize website content and meta tags for target keywords.
3. Build high-quality backlinks through outreach and partnerships.
4. Regularly update and add fresh content to improve search engine
rankings.
Content Marketing:
Reach: 1. Develop a content calendar with educational blog posts, articles,
and videos.
Optimizing Digital
2. Share valuable insights and informative content on social media.
Marketing
3. Create downloadable resources such as e-books or whitepapers.
Strategies and
4. Collaborate with well known Instructors.
Campaigns for
Online Advertising:
Online Visibility
1. Utilize targeted online advertising on platforms like Google Ads
and Social Media Ads.
2. Design compelling ad creatives with a clear call-to-action.
3. Set up retargeting campaigns to reach users who have visited your
site.
4. Monitor and adjust ad spend based on performance metrics.

Website Optimization:
1. Improve website speed and mobile responsiveness.
Act: 2. Enhance navigation and user interface for a seamless experience.
Building 3. Implement clear and compelling calls-to-action on key pages.
Interactions and 4. A/B test different layouts and elements for optimal engagement.
Leads by Posting Social Media Engagement:
Relevant Contents 1. Develop a social media content calendar with a mix of content
types.
2. Encourage user-generated content through live webinars.
3. Respond promptly to comments and messages to foster
community.
4. Use social media analytics to identify peak engagement times.
Interactive Content:
1. Create quizzes, polls, or interactive infographics related to
business education.
2. Host live webinars or Q&A sessions on relevant topics.
3. Implement chatbots on the website for instant interaction.
4. Encourage audience participation through surveys and feedback
forms.

39
 RACE Stage Strategies

E-commerce Optimization:
1. Streamline the checkout process for a frictionless experience.
2. Implement trust signals such as secure payment icons.
Convert: 3. Offer limited-time promotions or discounts to your first
students' conversions.
Converting Visitors 4. Utilize previous students' testimonials and case studies on your
into Prospective website and Facebook pages.
Students and Email Marketing Campaign:
Applicants 1. Segment email lists based on user behavior and preferences.
2. Create personalized and targeted email campaigns.
3. Use compelling subject lines and visuals to increase open rates.
4. Implement A/B testing for email content and timing.

Target Audiences Feedback and Reviews:

1. Implement a system for collecting and responding to the
feedback.
2. Encourage satisfied audiences to leave reviews on relevant
platforms.
3. Address negative feedback promptly and seek resolutions.
Engage: 4. Showcase positive reviews on your website and marketing
materials.
Attain User Personalized Communication:
Experience to Retain 1. Develop personalized email campaigns for enrolled students.
Potential Audiences 2. Use target audiences data to tailor recommendations and
offers.
3. Implement a loyalty program with exclusive benefits.
4. Engage target audience through targeted social media
interactions.
Social Media Community Building:
1. Foster a sense of community by creating a dedicated group or
forum.
2. Share behind-the-scenes content and company updates.
3. Run social media contests or challenges to encourage
participation.
4. Highlight and celebrate achievements or success stories of the
students.

STEP 2. Strategy: Race Activities

40
41
 6.3
Focus
Reach
(Days 1-30): Optimizing Digital
Marketing Strategies and
Campaigns for Online Visibility
Act
(Days 31-60): Building
Interactions and Leads by
Posting Relevant Contents
STEP 3: Action
Action
Audit Current Online Presence (Days 1-5)
Conduct a comprehensive audit of your current online
presence, including website, social media profiles, and
other digital assets.
SEO Optimization (Days 6-15)
Identify and implement SEO strategies to improve the
visibility of business education department courses in
search engine results.
Content Marketing (Days 16-30)
Develop and publish high-quality, relevant content that
addresses the needs and interests of your target
audience. This could include blog posts, articles, or video
content
Website Optimization (Days 31-40)
Evaluate and optimize your website for user experience,
ensuring easy navigation and clear calls-to-action.
Social Media Engagement (Days 41-50)
Increase social media engagement by creating and
sharing engaging content, participating in relevant
conversations, and running targeted social media
campaigns.
Interactive Content (Days 51-60)
Develop interactive content such as quizzes, webinars,
or live Q&A sessions to encourage active participation
from your audience.
42
 STEP 3: Action

Focus Action
E-commerce Optimization (Days 61-70)
Evaluate and optimize the e-commerce process for your
Convert business education courses, ensuring a smooth and
(Days 6-75): Modifying relevant interactive experience.
Engagement into ROIs Email Marketing Campaign (Days 71-75) Launch an email
marketing campaign targeting potential customers
with personalized content and special offers to encourage
conversions.

Customer Feedback and Reviews (Days 76-80)

Engage
(Days 76-90): Attain User
Experience to Retain Potential
Audiences
Encourage and collect target audience feedback and
reviews. Use positive feedback to build credibility and
address any concerns promptly.
Personalized Communication (Days 81-85)
Implement personalized communication strategies, such
as segmented email campaigns, to nurture ongoing
relationships with the students and applicants.
Social Media Community Building (Days 86-90)
Foster a sense of community on social media by actively
engaging with your audience, sharing user-generated
content, and addressing inquiries promptly.

43
 6.4 The RACE Framework and OSA Process
RACE REACH ACT CONVERT ENGAGE
Growth
System
30% increase in 3.5% growth in 10% improvement 30%
organic website social media in conversion rate. improvement in
traffic. engagement target
over the next 90 audiences
days. retention rates.
Growth in website Regularly sharing Converting visitors Implementing
traffic within the next interactive into prospective personalized
90 days. content. students and communication
O
applicants. and
P
community-
P
building
O
strategies to
R
improve target
T
audiences
U
retention.
N
Implement SEO and Actively engage Implementing Increase target
I
publish relevant with the website audience
T
content. audiences. optimization and through
Y
personalized email personalized
campaigns to communication,
improve feedback
conversion rate. collection, and
community
building on
social media.
Regularly update and Prospective Implement Encourage
add fresh content to students and relevant content satisfied
S improve search engine applicants. to convert visitors audiences to
T rankings. into potential leave reviews
R students and on relevant
A applicants. platforms.
T
R Conduct keyword Encourage Create a freedom Implement a
E search and meta tags audience wall for loyalty program
G for target keywords. participation, prospective with exclusive
Y host live students for benefits.
webinars, create recommendations,
quizzes or suggestions,

44
 interactive complaints and
infographics confessions.
related to
business courses.
Collaborate with well Develop a social Create Foster a sense
known media content personalized and of community
instructors/professors. calendar with a targeted email by creating a
mix of content campaigns to dedicated group
types, use social increase open or forum and
media analysis to rates. run social media
identify quizzes and
engagement. challenges to
encourage
participation.
Conduct Evaluate and Evaluate and Actively
comprehensive audits optimize optimize the e- engaging with
(website, social media websites for user commerce process your audience,
profiles, other digital experience, for your business sharing user-
assets). ensuring easy education courses. generated
navigation and content, and
A clear calls-to- addressing
C action. inquiries and
T concerns
I promptly.
O Idea and implement Increase social Launch an email Implement
N SEO strategies to media marketing personalized
improve visibility of engagement by campaign communication
Business Education creating and targeting potential strategies, such
Courses. sharing engaging applicants with as segmented
content. personalized email
content. campaigns, to
nurture ongoing
relationships
with the
students and
applicants.
Develop and publish Develop Develop Use positive
high-quality relevant interactive distinctive content feedback to
content (blog posts, content to to avoid build credibility
articles, video encourage active plagiarism. and address any
content). participation inquiries and
from the concerns
audience. promptly.

45
46