"This paper outlines a comprehensive marketing communication plan for Vertical Institute, aimed at improving customer retention and referral rates through the implementation of a targeted loyalty program. Vertical Institute, established in 2019, provides in-demand skills training in areas such as digital marketing and data analytics, but faces increasing competition. The objective of the project is to enhance alumni engagement to foster long-term relationships that encourage continued involvement and support.
The conceptual framework is grounded in Relationship Marketing Theory, Social Exchange Theory, and Customer Loyalty Frameworks, which guide the development of key initiatives. These include the creation of an alumni community platform, re-enrollment incentives, referral programs, and exclusive workshops designed to provide ongoing value to graduates.
The project implementation involves multiple communication channels, such as email marketing and alumni-exclusive events, aimed at maintaining high engagement levels. Results suggest that a well-executed loyalty program, built on these theoretical principles, can significantly improve alumni satisfaction, increase repeat enrollments, and drive new student referrals.
The paper concludes with recommendations for optimising program implementation and strategies to overcome challenges in maintaining alumni engagement, ensuring sustained growth for the institute.
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Customer Loyaltyrketing Communication, Relationship Marketing, Education Sector, Loyalty Program