Alternative marketing plan for Alfa BK

Below is a presentation combining “marketing without a budget” techniques and new positive emphases, with the goal of growing enrollment from 1,080 to 3,400 students per year. The plan includes over 20 tactics and is designed to be seasonal (spring/fall).

Slide 1. Title

Alternative Marketing Plan for Alfa BK

Student enrollment growth: 1,080 → 3,400 per year
Basis: principles of “marketing without a budget”

Slide 2. Target Audience

School children (high school students)
Parents (35-55 years old)
Young professionals (entering graduate/postgraduate programs)
International students
Grandparents (as influential advisors in the family)

Slide 3. Key Campaign Goals

Triple enrollment growth
Strengthen brand awareness through low-cost and creative methods
Build trust through real-world experience and recommendations

Slide 4. Unique Benefits of Alfa BK (Positive)

Tradition since 1993: continuity and experience
Accredited programs
Flexibility of training and smaller groups
Practice abroad: as in the era of the famous BK Banking Academy.
Alumni are shining examples of success (especially from the Academy)
AI Cluster: the only out of state data center available for research
AI training: from eminent lecturers of the country and the world

Slide 5. Guerrilla marketing - offline activity

Interactive visits to schools: Hold master classes and demonstration lessons where teachers and students talk about modern educational technologies and practical aspects of learning. This approach helps to create a lively and memorable experience, involving students in the decision-making process of choosing a university.
Flash mobs and street performances: Organize actions involving students in branded uniforms that appear unexpectedly in crowded places and create a “wow” effect. These activities stimulate social media discussions, generate viral content and strengthen the emotional connection with the audience.
Creative outdoor advertising: Use unconventional formats such as stenciled graffiti, stickers, footsteps and art installations to draw attention to the University's brand. This creative approach sets Alfa BK apart from its competitors and creates a striking visual image that is easily remembered by potential applicants.
Street labs: Organize demonstrations of experiments and science shows on city squares to visually demonstrate the capabilities of modern educational programs. These labs allow passersby to interact directly with university representatives and experience innovative approaches to learning in real time.

Slide 6. Content Marketing and Online Engagement

Blog and YouTube Channel: Launch a blog and YouTube channel that features student success stories, career advice, and helpful lifehacks for prospective applicants. Such content helps build the university's image as an expert in education by providing audiences with practical advice and inspiring real-life examples.
Podcasts with faculty and alumni: Organize a series of podcasts with faculty and alumni where they share their experiences and career paths. Real-life interviews help prospective students better understand the value of an Alfa BK education and feel connected to the university community through personal stories.
Live broadcasts and virtual tours: Hold regular live events where university representatives answer applicants' questions and give virtual tours of the campus. These formats create a sense of transparency and openness, allowing audiences to get a live, real-time view of student life and infrastructure.
Create an online community: Form private chats and groups on messenger or social media where prospective students can communicate among themselves and with university representatives. Such communities facilitate information exchange, support and create a trusting atmosphere that helps applicants make an informed decision about choosing Alfa BK.

Slide 7. Challenges and viral content

Hashtag Challenges in TikTok/Instagram: Organize a contest under a unique hashtag, such as “#WhyIWantToLearnWithAlfaBK”, where participants share their creative videos about why they chose Alfa BK. Such activity stimulates engagement, helps to create viral content and reaches a wide audience through reposts and comments of participants, which makes the brand recognizable among young people.
Video content contests: Hold regular contests where participants create videos telling personal stories related to their educational choices or future career ambitions at Alfa BK. The best works will be awarded with prizes and actively reposted on the university's official channels, which contributes to the formation of a positive image and increases audience reach through organic distribution of content.

Slide 8. Word of mouth and referral programs

Student Ambassadors: Select the most active and enthusiastic students to share their personal experiences of studying at Alfa BK through social media and at events. Their candid stories about life on campus help create a trusted channel of communication with potential applicants. In addition, ambassadors can participate in open days and video shoots, reinforcing the “word of mouth” effect.
Alumni as brand ambassadors: Engage successful alumni for interviews, meetings and webinars where they share their career achievements and experiences at Alfa BK. Their stories serve as living proof of the quality of education and opportunities the university offers. This approach strengthens brand credibility as recommendations come from people who have already achieved success.
Bring a Friend Program: Implement a referral system where current students receive bonuses or discounts for referring new applicants. This method incentivizes personal recommendations, turning satisfied students into active promoters of the university. Not only does the program increase the number of applications, but it also fosters a sense of community and mutual support within the student body.

Slide 9. Partnerships and Collaborations

Collaborations with companies: ** Organize career days and collaborative projects with leading companies so that students have the opportunity to see the practical application of what they are learning. Partner internships and projects will help to establish direct contact between students and potential employers, which increases the university's attractiveness as a source of professional opportunities. This format of cooperation stimulates the interest of young professionals and shows that Alfa BK is actively investing in the future of its students.
Partnerships with schools and colleges: Establish strong ties with educational institutions through mentoring programs and Olympiads where the best students can showcase their talents. Involving faculty and successful alumni in outreach to students helps build a positive image of the university even before students enroll. This strategy helps to establish a dialog with future applicants and convince them of the advantages of choosing Alfa BK as the next stage of education.
Collaborations with language centers and preparatory courses: Joint workshops and intensives with language centers and preparatory courses will give potential students the opportunity to evaluate the quality of the educational process in practice. These activities help to improve language skills and prepare for entrance exams, while presenting the University as a modern and internationally oriented educational platform. This format of cooperation helps to attract both local and international applicants, demonstrating the practical benefits of partnering with Alfa BK.

Slide 10. Activities and Events

Public lectures and workshops: Hold free public classes on campus where prospective applicants and their parents can experience the learning environment firsthand. At such events, guest lecturers and teachers share relevant knowledge and demonstrate practical skills, allowing participants to experience the high level of training and up-to-date educational programs. This builds trust and helps candidates to see the real benefits of enrolling at Alfa BK.
Hackathons and competitions for school students: Organize scientific and creative competitions, such as hackathons, where students can show their talents and creative approach to problem solving. Such events stimulate interest in science and technology while presenting the university as a platform for innovation and creativity. Awarding the winners and publishing their achievements creates a positive image of the university and attracts the attention of both potential students and their mentors.
Family Day at the university: Organize special tours for applicants with their relatives, allowing them to personally visit the campus, familiarize themselves with the infrastructure and talk to faculty members. This event format helps not only prospective students, but also their parents and grandparents to see all the benefits and comfort that Alfa BK offers. Family Day creates a warm, friendly atmosphere, contributing to strengthening the emotional connection with the brand and confidence in the right choice of the university.

Slide 11. Special activities for international students

Multilingual website and content: Establish a strong presence in the digital arena by creating English-language sections on the official website that detail all programs, facilities and infrastructure of the university. Additionally, develop virtual tours that allow international applicants to visit the campus online and assess the learning environment. This approach makes information accessible to a global audience and helps to overcome language barriers, helping to attract students from different countries.
Foreign Ambassadors: Engage current international students who have successfully adapted and achieved results at Alfa BK to share their stories and experiences. Their personal stories, publications and videos on social media will help build trust and generate interest among potential applicants by showing a real-life example of a successful study abroad experience. Such ambassadors become living proof of the quality of education and the university's attractiveness to students from different cultures and countries.
Partnership with international educational agencies: Partner with agencies that specialize in recruiting international students and participate with them in international education fairs. Such agencies will help to bring information about Alfa BK to the target audience outside the country by organizing presentations, seminars and individual consultations for applicants. This partnership will allow you to expand your reach and attract students who are looking for quality education with an international perspective, without significant financial investment in direct advertising in foreign markets.

Slide 12. Involvement of the older generation

Educational webinars for parents: Organize regular online webinars where experts talk about college choices, admissions and career prospects after higher education. These webinars will provide parents with practical advice and help allay fears, allowing them to better understand the benefits Alfa BK offers for their children's future. It also builds trust in the brand through transparent and informative communication.
Special meetings for grandparents: Hold customized presentations and meetings for the older generation that explain the benefits of an Alfa BK education in an accessible way and support family values. These events can include handing out specially designed brochures that reflect the university's traditions and its concern for the future of students. Such meetings help to involve grandparents, turning them into allies who can influence their grandchildren's choice of university.
Printed materials: Prepare brochures and informational flyers that include positive alumni success stories, real-life testimonials, and visualizations of the benefits of studying at Alfa BK. The materials should be designed in a traditional style that is understandable to the older generation so that they can easily absorb information about the prospects and achievements of the university. Distributing such materials in homes, public places and at events builds brand trust and helps deliver key messages to audiences that are less active in digital channels.

Slide 13. Mobile and digital tools

Mobile app for applicants: Develop a user-friendly mobile app that will be a central access point for information about programs, upcoming events, and advising. The app should be intuitive, with a simple interface that allows applicants to quickly find the information they need and apply. It may also include interactive features such as a calendar of events, push notifications of important dates, and personalized recommendations for programs of study.
Online chat and counseling: Organize 24/7 online chat support on the official website and mobile app so that prospective students can get instant answers to their questions. This solution helps to lower the threshold of entry, as applicants can communicate with university representatives in real time. It is also recommended to integrate a chatbot to automate initial inquiries and promptly resolve typical questions, which improves service efficiency without increasing costs.
Mini-CRM and analytics: Implement a mini-CRM system to track all sources of applications and feedback, allowing you to collect detailed data on interactions with prospective students. Such a tool helps not only to identify the most effective channels of engagement, but also to set up personalized interactions with each contact. Regular data analytics will allow you to quickly adjust your marketing strategy, optimizing costs and increasing the conversion of visitors into real applications.

Slide 14. Attraction through traditional media

Create as many interesting events and activities as possible that will attract the attention of media of different formats, so that the coverage is free of charge - you only need to supply journalists with ready-made PR materials. The university should organize a specialized section “For Media” on its website, where logos, marketing images, text blanks and other resources will be available to facilitate journalists' work in preparing articles about the university.

Examples of such events:

Scientific festival “Alfa BK Innovation Day”: Organize a festival where students and professors demonstrate their research and technological projects, including the work of AI-cluster. Such an event attracts the attention not only of specialized publications, but also of mass media, thanks to live demonstrations and interactive zones.
Experimental Open Day “University of the Future”: Hold a series of unusual master classes, lectures and interactive sessions where visitors can personally experience the latest educational technologies. As part of the event, you can organize “photo zones” and installations that can attract reporters and bloggers, generating free media coverage. These initiatives will help Alfa BK to build a positive image on its own and receive extensive media coverage without having to pay for publications.

Slide 15. Seasonal Campaigns

Spring:
- Focus on high school students - active visits, prep webinars, contests before exams
- Online Challenges and marathons, stimulating social media discussions
Fall:
- Open Days for graduate and postgraduate students
- Professional seminars for young professionals
- Participation in educational fairs and career forums

Slide 16. Metrics and Projected Outcomes

Objective: Increase enrollment from 1,080 to 3,400 students per year
Implement analytics system (CRM, Google Analytics) to monitor applications, engagement, and effectiveness of each method
Continually adjust strategy based on feedback and KPIs

Slide 17. Critical analysis and benefits of the new plan

Wide coverage: Methods reach not only youth, but also parental and older generations, as well as foreigners
Low-cost: Emphasis on utilizing internal resources, volunteers and partnerships.
Uniqueness: emphasis on the positive - tradition, flexibility, smaller groups, practice abroad, AI Cluster
Involvement: active participation of students, alumni and partners helps build trust and word of mouth
Adaptability: seasonal planning allows for adjustments in strategy based on the admissions calendar

This plan combines more than 20 promotional methods and covers both traditional and innovative channels. It takes into account the specificities of each target group, positive positioning (tradition, flexibility, practice abroad, AI Cluster) and seasonal changes to help achieve the ambitious goal of increasing enrollment to 3,400 students per year.

KPIs for evaluating effectiveness

The following KPIs can be used to evaluate the effectiveness of a student enrollment marketing campaign:

Number of applications and enrollments: Track the number of applications submitted as well as students actually enrolled. This is the primary indicator of achieving the goal of increasing student enrollment.
Conversion of visitors to applications: Percentage of the number of site visitors or event attendees who complete an enrollment application.
Cost of Attraction per Student (CAC): Total campaign cost divided by the number of new students enrolled. Helps determine the cost effectiveness of each channel.
Site Traffic: Number of unique visitors, traffic sources, time on site, bounce rate all help to understand how well the site is attracting and retaining potential applicants.
Social media engagement: Activity metrics on platforms (likes, comments, reposts, reach, follower growth) that show how effectively content is engaging with audiences.
Email Effectiveness:** Email open rate, click-through rate (CTR), and conversion rates from emails to leads.
Activity at events: Number of attendees at open houses, school visits, webinars and other offline/online events, indicating audience interest.
ROI of advertising campaigns: Ratio of revenue (or expected value of a new student) to marketing costs, which helps measure the return on investment for each channel.
Referral metrics: The number of students who come through referrals and the effectiveness of referral programs, which reflects the power of word of mouth and audience trust.
PR and Media Presence: Number of media mentions, publication reach, quality of PR materials and their impact on brand awareness.

These KPIs will allow you to monitor the dynamics of the campaign on a monthly basis, compare the effectiveness of different channels and promptly make necessary adjustments to the promotion strategy.

000 BK Group Alfa BK University Альтернативный маркетинговый план для Alfa BK