Plano de Comunicação Integrada de Marketing da Escola Wizard: unidade Itajaí

UNIVERSIDADE DO VALE DO ITAJAÍ – UNIV LI

CLÁUDIA REINERT CRISTIANO FLORIANO GARCIA EARLE MARTINS NATÁLIA SIMÕES PIRES PRISCILLA PAESE DO AMARAL

PLANO DE COMUNIC ÇÃO INTEGRADA DE MARKETING DA ESCOLA WIZARD: UNIDADE ITAJAÍ

Itajaí  2012

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UNIVERSIDADE DO VALE DO ITAJAÍ – UNIVALI

CLÁUDIA REINERT CRISTIANO FLORIANO GARCIA EARLE MARTINS NATÁLIA SIMÕES PIRES PRISCILLA PAESE DO AMARAL

PLANO DE COMUNICAÇÃO INTEGRADA DE MARKETING DA ESCOLA WIZARD: UNIDADE ITAJAÍ

Trabalho acadêmico realizado na disciplina de Planejamento Estratégico em Comunicação: Gestão de Projetos, no curso de pós-graduação em Gestão em Comunicação Empresarial – Especialização, na Universidade do Vale do Itajaí (Univali), pelos pósgraduandos Cláudia Reinert, Cristiano Floriano Garcia, Earle Martins, Natália Simões Pires e Priscilla Paese do Amaral, sob a orientação da Prof. MSc. Sônia Regina de Oliveira Santos Luna.

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UNIVERSIDADE DO VALE DO ITAJAÍ – UNIVALI

CLÁUDIA REINERT CRISTIANO FLORIANO GARCIA EARLE MARTINS NATÁLIA SIMÕES PIRES PRISCILLA PAESE DO AMARAL

RESUMO

O trabalho a seguir consiste em um Plano P lano de Comunicação Integrada de Marketing destinado à escola de idiomas id iomas Wizard, localizada em Itajaí (SC). O objetivo é auxiliar a instituição no que diz respeito à sua administração de marketing, buscando a consolidação da escola como líder no mercado de ensino de idiomas na cidade. Para tal, foi realizada uma pesquisa de percepção com os atuais estudantes e alunos potenciais, além da construção de uma análise SWOT ( Stregths, Weaknesses, Opportunities and Threats), na qual analisaram-se os ambientes interno e externo à empresa. Por conseguinte, realizou-se a verificação de suas forças e fraquezas, juntamente às oportunidades e ameaças que a envolvem. Com base nos dados levantados na investigação de campo, paralelos à bibliografia consultada, o estudo estabeleceu o posicionamento desejado, públicos-alvo, estratégias, objetivos e metas. Ao final do trabalho, encontra-se o Plano de Ação, com as sugestões detalhadas dos programas de comunicação, que foram desenvolvidos para atender as necessidades e prioridades da escola.

Palavras-Chave: Comunicação; Itajaí; líder; Marketing; Wizard.

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SUMÁRIO

1 APRESENTAÇÃO DA ORGANIZAÇÃO ................................................................. ............................................................................ ........... 7 1.1 Dados de Identificação ............................................ ................................................................... .............................................. ...................................... ............... 7 1.2 Ramo de Negócio ............................................ ................................................................... .............................................. .............................................. ....................... 7 1.3 Histórico .............................................. ..................................................................... ............................................... ............................................... .................................. ........... 8 1.3.1 Wizard Brasil ............................................ ................................................................... .............................................. .............................................. ........................... .... 8 1.3.2 Wizard Itajaí ................................................................ ....................................................................................... .............................................. ............................... ........ 9 1.4 Organograma ........................................... .................................................................. .............................................. .............................................. ............................. ...... 10 1.5 Visão ............................................. .................................................................... .............................................. .............................................. ........................................ .................10 1.6 Missão............................... ...................................................... .............................................. .............................................. .............................................. ............................. ...... 10 1.7 Valores............................................................. .................................................................................... .............................................. ............................................ .....................11 1.8 A Empresa ........................................... .................................................................. .............................................. ............................................... ................................. ......... 11 1.8.1 Serviços ............................................ ................................................................... ............................................... ............................................... ................................ ......... 12 1.8.2 Tots ............................................ ................................................................... .............................................. .............................................. ........................................ ................. 12 1.8.3 Kids....................................................... .............................................................................. .............................................. .............................................. ............................. ...... 13 1.8.4 Teens..................................................... ............................................................................ .............................................. .............................................. ............................. ...... 13 1.8.5 Class .............................................. ..................................................................... .............................................. .............................................. .................................... ............. 14 1.8.6 Executive .............................................. ..................................................................... .............................................. .............................................. ............................. ...... 14 1.8.7 VIP........................................................ ............................................................................... .............................................. .............................................. ............................. ...... 15 1.8.8 Travel............................................................ ................................................................................... .............................................. ............................................ .....................15 1.8.9 Business ............................................ ................................................................... ............................................... ............................................... ................................ ......... 16 1.8.10 Vestibular ........................................... .................................................................. .............................................. .............................................. ............................. ...... 16 1.9 Estrutura e Funcionamento ...................................... ............................................................. .............................................. .................................... ............. 16 1.10 Mapeamento dos Públicos ........................................ ................................................................ ............................................... ................................ ......... 18 1.10.1 Público Interno ........................................... .................................................................. .............................................. ............................................ ..................... 18 1.10.2 Público Externo .............................................. ..................................................................... .............................................. ........................................ ................. 19 1.10.3 Público Misto.............................................. ..................................................................... .............................................. ............................................ ..................... 20 2 DIAGNÓSTICO ORGANIZACIONAL............................................... ...................................................................... ................................ ......... 21

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2.2.1 Fatores Não Controláveis ............................................ ................................................................... .............................................. ............................. ...... 27 2.3 Análise SWOT............................................. .................................................................... .............................................. .............................................. ........................... 32 2.3.1 Fatores Internos ............................................ ................................................................... .............................................. ............................................ ..................... 33 2.3.2 Fatores Externos ........................................... .................................................................. .............................................. ............................................ ..................... 33 2.4 Análise das Modalidades Comunicacionais .................................................. ....................................................................... ..................... 34 2.4.1 Comunicação Administrativa .............................................. ..................................................................... ............................................ ..................... 34 2.4.2 Comunicação Interna ............................................ ................................................................... .............................................. .................................... ............. 34 2.4.3 Comunicação Institucional .............................................. ..................................................................... .............................................. ........................... 35 2.4.4 Comunicação Mercadológica .............................................. ..................................................................... ............................................ ..................... 35 2.5 Análise da Concorrência .......................... ................................................. .............................................. .............................................. ............................. ...... 35 2.5.1 Análise Comparativa ............................................ ................................................................... .............................................. .................................... ............. 36 2.5.2 Vantagens Competitivas ...................................................... ............................................................................. ............................................ ..................... 48 3 MARKETING ............................................ ................................................................... .............................................. .............................................. ............................. ...... 50 3.1 Mercado ............................................ ................................................................... .............................................. .............................................. .................................... ............. 50 3.2 Posicionamento........................................................ ............................................................................... .............................................. .................................... .............51 3.3 Público-Alvo........................................................ ............................................................................... .............................................. ........................................ .................51 3.4 Mercado-Alvo.......................................................... ................................................................................. .............................................. .................................... .............51 3.5 Objetivos e Metas ................................................ ....................................................................... .............................................. ........................................ ................. 52 3.6 Objetivos e metas estabelecidos ......................................................... ................................................................................ ................................ ......... 52 3.7 Estratégias do Composto de Marketing ............................................. ..................................................................... ................................. ......... 53 4 Comunicação .............................................. ..................................................................... .............................................. .............................................. ............................. ...... 54 4.1 Cronograma Geral ........................................... .................................................................. .............................................. ............................................ ..................... 54 4.2 Objetivos e Metas ................................................ ....................................................................... .............................................. ........................................ ................. 55 4.3 Período de Realização ............................................. .................................................................... .............................................. .................................... ............. 55 4.4 Projetos ............................................. .................................................................... .............................................. .............................................. .................................... ............. 56 4.4.1 Projeto 1 ......................... ................................................ .............................................. .............................................. .............................................. ............................. ...... 56 4.3.1.1 Título ............................................. .................................................................... ............................................... ............................................... ................................ ......... 56 4.3.1.2 Justificativa ............................................ ................................................................... .............................................. .............................................. ........................... 56 4.3.1.3 Objetivos........................................................ ............................................................................... .............................................. ........................................ .................57 4.3.1.4 Metas ............................................. .................................................................... ............................................... ............................................... ................................ ......... 57

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4.3.1.9 Recursos Humanos ............................................................... ...................................................................................... ........................................ ................. 59 4.3.1.10 Recursos Informacionais ............................................ ................................................................... .............................................. ........................... 59 4.3.1.11 Recursos Financeiros .............................................. ..................................................................... .............................................. ............................. ...... 59 4.3.1.12 Cronograma de Ação ................................... .......................................................... .............................................. ........................................ ................. 60 4.3.1.13 Instrumento de Controle e Avaliação Avali ação ............................. .................................................... ............................................ ..................... 60 4.3.2 Projeto 2 ......................... ................................................ .............................................. .............................................. .............................................. ............................. ...... 61 4.3.2.1 Título ............................................. .................................................................... ............................................... ............................................... ................................ ......... 61 4.3.2.2 Justificativa ............................................ ................................................................... .............................................. .............................................. ........................... 61 4.3.2.3 Objetivos........................................................ ............................................................................... .............................................. ........................................ .................62 4.3.2.4 Metas ............................................. .................................................................... ............................................... ............................................... ................................ ......... 62 4.3.2.5 Públicos ............................................. .................................................................... .............................................. .............................................. ............................. ...... 62 4.3.2.6 Estratégia ........................................... .................................................................. .............................................. .............................................. ............................. ...... 62 4.3.2.7 Metodologia .............................................................. ..................................................................................... .............................................. ............................. ...... 63 4.3.2.8 Recursos Materiais ............................................ ................................................................... .............................................. .................................... ............. 63 4.3.2.9 Recursos Humanos ............................................................... ...................................................................................... ........................................ ................. 63 4.3.2.10 Recursos Financeiros .............................................. ..................................................................... .............................................. ............................. ...... 64 4.3.2.11 Cronograma de Ação ................................... .......................................................... .............................................. ........................................ ................. 64 4.3.2.12 Instrumento de Controle e Avaliação Avali ação ............................. .................................................... ............................................ ..................... 64 4.3.3 Projeto 3 ......................... ................................................ .............................................. .............................................. .............................................. ............................. ...... 65 4.3.3.1 Título ............................................. .................................................................... ............................................... ............................................... ................................ ......... 65 4.3.3.2 Justificativa ............................................ ................................................................... .............................................. .............................................. ........................... 65 4.3.3.3 Objetivos........................................................ ............................................................................... .............................................. ........................................ .................66 4.3.3.4 Metas ............................................. .................................................................... ............................................... ............................................... ................................ ......... 66 4.3.3.5 Públicos ............................................. .................................................................... .............................................. .............................................. ............................. ...... 66 4.3.3.6 Estratégias.......................................................... ................................................................................. .............................................. .................................... .............66 4.3.3.7 Metodologia .............................................................. ..................................................................................... .............................................. ............................. ...... 67 4.3.3.8 Recursos Materiais ............................................ ................................................................... .............................................. .................................... ............. 67 4.3.3.9 Recursos Humanos ............................................................... ...................................................................................... ........................................ ................. 68 4.3.3.10 Recursos Informacionais ............................................ ................................................................... .............................................. ........................... 68 4.3.3.11 Recursos Financeiros .............................................. ..................................................................... .............................................. ............................. ...... 68

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1 APRESENTAÇÃO DA ORGANIZAÇÃO

1.1 Dados de Identificação

•

Razão Social: Eagle High Idiomas LTDA;

•

Nome Fantasia: Wizard Idiomas;

•

CNPJ: 00.572.400/0001-71;

•

Data de Fundação Nacional: 1987;

•

Data de Fundação Regional (Itajaí): 1994;

•

Proprietário: Julio Guidi Ramos;

•

Coordenadora: Adriana Stela Bassini Edral;

•

Site: www.wizarditajai.com.br;

•

E-mail: [email protected];

•

Telefone: (47) 3348-5530;

•

Horário de Funcionamento: Segunda à quinta-feira – 8h às 21h, sexta-feira – 8h às 19h, e sábados – 8h às 12h;

•

Endereço: Rua Lauro Muller, nº 503, Centro – Itajaí, SC / CEP: 88301-400;

1.2 Ramo de Negócio

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1.3 Histórico

1.3.1 Wizard Brasil

A escola de idiomas Wizard1 pertence ao Grupo Multi Holding e foi fundada em 1987, pelo empresário Carlos Wizard Martins no município de Campinas / SP. Além da franquia Wizard, a multinacional brasileira também possui outras marcas como Skill, Microlins, Alps e Yázigi, oferecendo a estrutura adequada e necessária para a implantação e sustentação de escolas de idiomas, informática e profissionalizantes. Além de ofertar cursos de inglês, a Wizard oferece o ensino do espanhol, alemão, italiano, francês, chinês, japonês e português para estrangeiros, seguindo padrões pré-determinados.

Atualmente, a rede possui cerca de 500 mil alunos em 1.300 escolas no Brasil e no exterior, em países como Estados Unidos, Alemanha, Irlanda, Japão e outras nações européias. Almeja ser reconhecida como “empresa de capacitação lingüística que tem como missão promover, desenvolver, capacitar e respeitar o potencial de cada aluno. Através de um processo de comunicação plena, a fala, escrita e leitura são priorizadas utilizando em sala de aula situações do dia a dia, como ferramentas especiais”. A Wizard crê na utilização prática da neurolinguística e enfatiza valores humanos como método de aprendizagem inovador e eficaz. A Wizard Brasil oferece, como diferencial, o ensino de inglês em Braille.

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Travel,

elaborada a profissionais ou futuros profissionais da área de viagens, hotelaria ou

turismo,  Business, a atuais ou futuros profissionais de negócios, Vestibular , àqueles que estão se preparando para testes, Flex, a quem busca flexibilidade nos horários e deseja definir o horário de suas aulas, além do Semi-Intensivo e do Intensivo, cursos de aprendizagem rápida.

O Grupo Multi Holding é o responsável pela estruturação das franquias Wizard no Brasil e no mundo, e o relacionamento da sede com as escolas tem o intuito de padronizar a imagem da marca. Estabeleceu-se que a confecção de materiais, a estrutura física e a identidade expressa em campanhas são definidas pela matriz e devem ser seguidas pelas franquias. Caso uma escola deseje realizar uma ação própria, deve seguir as regras de uso da marca, criar seu plano de mídia e firmar parceiros regionais de forma independente. Qualquer propaganda de unidades regionais não pode ser veiculada em períodos de campanhas realizadas pela matriz.

1.3.2 Wizard Itajaí 

No quadro regional2, as escolas Wizard dos municípios de Itajaí e Navegantes lideram o segmento no que se refere ao número de alunos em Santa Catarina, sendo Itajaí responsável por 15% do faturamento total da marca no estado. Entretanto, há uma preocupação com a taxa de desistência anual dos alunos, que supera em 5% o percentual previsto pela matriz, prédeterminado em 30%. O problema mais incidente é a baixa retenção de alunos matriculados na modalidade Teens em Itajaí, que deixam os estudos durante o primeiro ano de curso.

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mercadológica. Enfrentam dificuldades em apresentar campanhas regionais, divulgar ações sociais, disseminar suas parcerias e manter um canal de relacionamento com o cliente.

1.4 Organograma

Diretor-Geral

Coordenador Pedagógico

Gerente Comercial

Gerente Administrativo

Secretárias (2) Professores (12)

Serviços Gerais (2)

Imagem 1: Organograma Estrutural.

1.5 Visão

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1.7 Valores

A empresa não possui uma política de Valores estruturada.

1.8 A Empresa

As franquias da marca, tais como a de Itajaí, adotam a metodologia roposta pela matriz e utilizam materiais editados e produzidos padronizadamente pela Wizar Nacional. Garantem, por meio de um método rá ido e eficaz, o tempo estimado de dois anos para o aprendizado do idioma. As atividades des nvolvidas na escola alicerçam-se sobre uma base ideológica que propõe promover o desen olvimento pessoal, social, profissional, cultural e acadêmico do aluno, incentivar a expre são de sentimentos, desejos e vontades p r meio do idioma, e perceber constantemente a evolução do aluno, ou seja, identificar se ele consegue expressar-se por meio do que foi ensinado. Além disso, o professor não foca seu nsino exclusivamente nas estruturas gramaticais, mas na vivência e expressão do aluno por m io delas. Dessa forma, o estudante aprende e evol i de acordo com a pirâmide de Maslow, que assim se organiza:

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1.8.1 Serviços

A unidade Wizard de Itajaí presta serviços relacionados ao ensino dos seguintes idiomas:

•

Inglês;

•

Espanhol;

•

Italiano;

•

Francês;

•

Alemão;

•

Português para estrangeiros.

Na primeira aula, o aluno já vivencia a experiência de conversação. Essa base aplica-se desde as crianças até profissionais qualificados que buscam a instituição. Cada idioma oferece as seguintes modalidades de curso, classificados de acordo com as faixas etárias:

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•

Freqüência: Regular, de acordo com o calendário do semestre letivo.

1.8.3 Kids

Especialmente voltado a crianças entre oito e dez anos, o curso Kids é lecionado com base na diversão. Embora várias brincadeiras sejam realizadas durante o curso, o ensino é ministrado com seriedade. Habilidades de comunicação oral, compreensão e desenvolvimento da leitura e escrita são trabalhados nas atividades, preparadas com cautela por profissionais qualificados.

Público-Alvo: Crianças de oito a dez anos; Aprendizagem: Inglês para crianças do primeiro ciclo do ensino fundamental; Duração: Três anos (seis módulos); Freqüência: Regular, de acordo com o calendário do semestre letivo.

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•

Freqüência: Regular, de acordo com o calendário do semestre letivo.

1.8.5 Class

Com carga horária fixa de duas horas semanais e grupos de 10 a 16 alunos, as turmas são formadas de um modo diversificado. Os alunos escolhem os horários disponibilizados pela escola e que melhor se ajustam às suas necessidades. Os estudantes assistem às aulas na unidade Wizard escolhida. Trata-se da modalidade mais tradicional dentre todas as demais.

•

Público-Alvo: Adultos, universitários e estudantes do terceiro ano do ensino médio;

•

Aprendizagem: Conversação e especialização;

•

Duração: dois anos (quatro módulos);

•

Freqüência: Regular, de acordo com o calendário do semestre letivo.

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1.8.7 VIP

Consiste em uma modalidade de aulas individuais, que podem ser agendadas e ministradas na própria escola Wizard, no trabalho ou em um local combinado. Somente a Wizard oferece o curso VIP para quem não dispõe de muito tempo livre e precisa de aprendizado acelerado. O curso pode ser finalizado em até seis meses, com carga de duas horas diárias para cada aula. Além disso, o curso VIP alia agilidade à alta qualidade de ensino.

•

Público-Alvo: Adultos com necessidade de um serviço individual e especial, de acordo com seu nível de conhecimento, disponibilidade de dias, horários e local;

•

Carga horária: Duas horas por dia ou carga intensificada conforme necessidade do aluno;

•

Duração: Flexibilidade de horários. Pode ser concluído em até seis semanas;

•

Freqüência: Flexível.

1.8.8 Travel

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1.8.9 Business

A modalidade Business foca-se exclusivamente no idioma utilizado no mundo dos negócios. Termos técnicos, formalidades e outros aspectos específicos do inglês utilizado na área são levados em consideração, em turmas formadas por estudantes ou profissionais.

•

Público-Alvo: Profissionais ou futuros profissionais da área de negócios;

•

Carga horária: 4 módulos, dados paralelamente à série Conversação Imediata;

•

Freqüência: Regular, de acordo com o calendário do semestre letivo.

1.8.10 Vestibular

Curso direcionado a jovens e adultos que estão se preparando para exames vestibulares e outros testes. Busca abranger e se aprofundar no conteúdo das avaliações em questão.

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Imagem 3: Fachada da Wizard Itajaí 

A estrutura física da escola organiza-se em dois andares, incluindo o piso térreo. A entrada é

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1.10 Mapeamento dos Públicos

No que diz respeito ao Planejamento de Marketing e Comunicação, os públicos são os pontos de maior relevância. Eles sempre representam a base e o alicerce da sensibilidade, utilizados para embasar as ações estratégicas definidas. A sua determinação e identificação é primordial, prioritária e essencial. No mapeamento dos públicos, é preciso ressaltar que as definições serão utilizadas por toda a instituição, como base de suas ações atuais e futuras. Para que as pessoas envolvidas no processo de comunicação possam conhecer sua posição diante da organização, optou-se por uma classificação acessível, buscando mais objetividade e fácil compreensão. A classificação proposta por Fortes aplica-se à Wizard Itajaí abaixo.

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Professores: Ao total, são doze professores que ensinam inglês, italiano, francês, alemão e português

•

para estrangeiros. •

Funcionários:

O quadro de funcionários é composto por duas secretárias e dois colaboradores, que executam os serviços gerais, totalizando quatro pessoas.

É interessante também destacar que a unidade Wizard Itajaí têm, de maneira formalizada, 19 colaboradores com vínculo empregatício em seu quadro funcional.

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•

Sindicatos;

•

Concorrentes.

1.10.3 Público Misto

Para Fortes (2003, p. 75), o público misto classifica-se como:

“Agrupamento oriundo do grupo-clientela, perfeitamente identificável, que tem, ao mesmo tempo, feições de público interno e de público externo. Resultados vantajosos ou

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2 DIAGNÓSTICO ORGANIZACIONAL

O Plano de Comunicação Integrada de Marketing da Escola Wizard é, antes de tudo, uma parcela importante do planejamento estratégico. Entende-se como tal o processo gerencial que visa desenvolver e manter uma direção estratégica, apta a alinhar as metas e os recursos da organização com suas mutantes oportunidades de mercado. No intuito de evitar confusões semânticas com esse planejamento, é necessário esclarecer suas três dimensões: estratégica, tática e operacional. O processo envolve a organização como um todo, e inclui os diversos departamentos da empresa. Em suma, o plano estratégico consiste na soma do plano de marketing, do plano de produção, do plano financeiro e do plano de recursos humanos.

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ocupando um local de fácil acesso no centro da cidade. Quanto aos Equipamentos e Todos os ambientes possuem mobiliário e equipamentos Instalações

adequados à realização das atividades. O processo produtivo dá-se por meio da prestação de serviços

Quanto ao Processo

de ensino diretamente aos consumidores. A relação entre os

Produtivo

prestadores e os clientes na organização ocorre da forma

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Fator: Comercial Subfatores:

Conteúdo

Quanto ao Conhecimento

O setor responsável possui o devido conhecimento das

das Necessidades dos

necessidades dos consumidores que buscam contratar os

Clientes

serviços da organização.

Quanto ao Domínio do

Compreende-se o mercado consumidor com base no know-how

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Quanto aos Produtos e Serviços Atuais da Empresa Quanto aos Novos Produtos e Serviços

Os serviços prestados baseiam-se na necessidade imposta pelo mercado de trabalho. O serviço possui a conversação como diferencial, que ocorre desde a primeira aula. Novos serviços surgem quando a matriz identifica nichos de mercado que nascem ou que a concorrência está atendendo, e a organização não.

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Quanto a Preços

A organização não barganha preços competitivos, sendo que a matriz

Competitivos

determina e exige um valor mínimo para compra de livros/apostilas.

Quanto ao Cumprimento de A aquisição do material didático é realizada sempre antecipadamente Promessas e Prazos

ao calendário de aulas e, dessa forma, as entregas são realizadas dentro do prazo determinado.

Quanto à Pontualidade nas

O fato de a organização planejar as novas compras permite ter uma

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Quanto ao Posicionamento

O posicionamento da organização é de líder do segmento.

Quanto ao Diferencial

O principal diferencial é o material didático, que é exclusivo e contém uma abordagem com base na Programação Neurolinguística.

Quanto às Vantagens

As vantagens consistem na prática de conversação desde o primeiro dia de aula, na qual o foco é o domínio da fala para ser aplicada nas mais diversas ocasiões.

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ferramentas digitais complementares à mídia terão dificuldade de se manter no mercado, independente da sua trajetória. Na Wizard, é possível perceber um contexto favorável para a utilização das redes sociais.

4.3.2.3 Objetivos

•

Estabelecer um relacionamento virtual com o cliente, para promover a troca de informações e viabilizar ações didáticas mais dinâmicas.

•

Desenvolver ferramentas virtuais interativas que tenham a capacidade de atrair novos clientes.

4.3.2.4 Metas

•

Cadastrar endereços eletrônicos de 100% dos novos alunos matriculados.

•

Garantir que 80% dos novos alunos matriculados que possuem perfis virtuais sejam seguidores da Wizard nas redes sociais.

4.3.2.5 Públicos

Alunos matriculados na modalidade Teens no período vigente da campanha.

4.3.2.6 Estratégia

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participar e interagir nos perfis eletrônicos da Wizard. A vantagem da implantação das mídias online é que sua eficácia deve-se não só à sua funcionalidade, mas à sua gratuidade com opções de investimentos optativas.

4.3.2.7 Metodologia

Os consumidores interessados que comparecerem à escola Wizard serão encaminhados ao gerente de vendas. O gerente de vendas irá fazer o atendimento padrão, informando o consumidor sobre os cursos oferecidos buscando efetivar a matricula. Obtendo a aprovação do cliente, o gerente vai realizar o preenchimento do cadastro e, no término desse procedimento, vai solicitar o endereço eletrônico no Facebook e Twitter, e também informar que o cliente será convidado a participar dos perfis www.facebook.com/wiz www.facebook.com/wizarditajai arditajai e @wizarditajai. É preciso orientar um funcionário da Wizard a monitorar os perfis corporativos da Wizard nas redes sociais essenciais.

4.3.2.8 Recursos Materiais

Quantidade

Descrição

01

Computador*

*Disponibilizado pela organização.

4.3.2.9 Recursos Humanos

Quantidade

Descrição

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4.3.2.10 Recursos Financeiros

Quantidade

Descrição

Valor Unit. R$

Valor Total R$

01

Computador*

0,00

0,00

01

Internet*

0,00

0,00

*Disponibilizado pela organização.

4.3.2.11 Cronograma de Ação

Data

Atividade

Responsável

05/12

Elaboração e aprovação do projeto

Direção

06/12

Criar perfis nas principais redes sociais Coordenação pedagógica (Twitter, Facebook e MSN)

06/12

Estruturar os perfis com informações e Coordenadora Pedagógica layout da campanha atual

12/12

Início dos cadastros durante as novas Coordenadora Pedagógica matrículas

12/12

Convidar virtualmente os novos alunos a Coordenadora Pedagógica participar das redes sociais da Wizard

12/12

Avisar aos alunos em sala de aula da Professores existência dos perfis da Wizard nas redes sociais e orientá-los a adicionar a Wizard em sua rede de relacionamentos

4.3.2.12 Instrumento de Controle e Avaliação

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as comunicações da Wizard em relação à campanha. Logo, esse projeto pode ser mantido como canal de relacionamento com os clientes, e para a prospecção de novos.

4.3.3 Projeto 3

4.3.3.1 Título

Wizard Advertising.

4.3.3.2 Justificativa

Atualmente, a campanha publicitária é primordial para a captação de clientes de uma empresa que presta serviços. As ferramentas são as mais distintas, e fortalecem a fixação da marca e até mesmo estreitam a identidade dos clientes com a empresa. Além de manter, ela tem o poder de aumentar relativamente as vendas de determinado serviço ou produto, estabilizando o negócio. Criar prestígio e identidade com o cliente é um trabalho específico e amplo, que exige muita atenção e boa vontade da empresa em relação ao seu cliente potencial. Pode-se dizer que essas ações devem ser constantes e sensíveis, e afirmar que a publicidade é a porta de entrada desse relacionamento.

A identidade visual é muito importante nesse caso, pois, sobre um estudo detalhado de cores, formas e mensagens, é possível incutir todas as características mercadológicas necessárias que levem o receptor da mensagem a adquirir o produto ou serviço da empresa. Não obstante, a Wizard que foca na liderança do mercado e faz questão de transmitir essa conduta aos seus

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paralelamente, buscando alternativas extracurriculares. A vigência de campanha é ideal, pois é oportuna neste momento em que há procura por estes serviços associados à educação.

4.3.3.3 Objetivos

•

Criar uma imagem de marca ou uma disposição emocional favorável para a marca.

•

Promover a marca Wizard em período de recesso escolar.

•

Aumentar o número de novas matrículas.

4.3.3.4 Metas

•

Concretizar 200 novas matrículas durante o período de vigência da campanha.

4.3.3.5 Públicos

Jovens que residem em Itajaí com desejo de fazer um curso de inglês de qualidade.

4.3.3.6 Estratégias

•

Veicular vídeo publicitário da Wizard em painel de LED.

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•

Criar um marca-página personalizado para distribuição e prospecção de novos alunos. O marcador de página magnético será no formato 14x3cm, cor 4x0, papel tríplex 250g, acabamento em verniz protetivo, com verso 97% imantado. Impressão de 3000 marcadores de página.

4.3.3.7 Metodologia

A Wizard Nacional tem todo o material publicitário delineado para as campanhas de captação de novos clientes. O vídeo para painel de LED já confeccionado pela matriz é disponibilizado as franquias para utilizá-la nesses períodos de campanha. A proposta é dispor esse vídeo em um painel de LED, e reservá-lo em local estratégico, próximo à avenida com grande fluxo de veículos e paradas, como por exemplo, semáforos (pois a parada proporciona o desvio de atenção do receptor, principalmente no período noturno).

Já o outdoor físico, planejou-se dispor em locais estratégicos para divulgar a campanha, que enfatiza a matrícula promocional com a Wizpen e a camiseta personalizada. Nesse caso, se matricular um amigo. No ato da matrícula, o novo matriculado ou aluno que levar um amigo para efetuar o vínculo com a Wizard será presenteado com uma camiseta personalizada. O marcador de página será impresso em material resistente para ser utilitário. Dessa forma, evitará que se descarte com facilidade, e fará lembrança da marca. Os marcadores de página serão distribuídos na Wizard, dispostos na recepção e entregue a alunos nas saídas da escolas

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4.3.3.9 Recursos Humanos

Quantidade

Descrição

01

Recepcionista,

ou

funcionário

determinado

para

panfletagem 01

Publicitária

4.3.3.10 Recursos Informacionais

Quantidade

Descrição

01

Video da Wizard Nacional

4.3.3.11 Recursos Financeiros

Quantidade

Descrição

Valor Unit. R$

Valor Total R$

3000

Marca Página Magnético

970,00

2.910,00

400

Camisetas

12,90

5.160,00

01

Outdoor de LED

2.000,00

2.000,00

04

Outdoor

550,00

2.200,00

fazer

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06/12

Criacao das artes da camiseta, marcador Publicitário de página e outdoor

06/12

Orçamentos de confecção e impressão

Publicitário

07/12

Envio da arte ás gráficas

Publicitário

10/12

Início da campanha, veiculação da peças Direção externas. Distribuição dos marcadores de página

12/12

Funcionário administrativo

Início dos cadastros durante as novas Coordenadora

Pedagógica

e

matrículas, entrega das camisetas e Wiz Gerente de vendas Pen

4.3.3.13 Instrumento de Controle e Avaliação

Para o controle de todo o processo a direção vai se valer do cronograma de ação, e para o controle da distribuição das pecas o funcionarrio encarregado fará um relatório sobre a quantidade de material distribuído em cada escola. O controle da veiculacao dos outdoors e LEDs será feita semanalmente com a verificação visual dos pontos escolhidos. O relatório final será finalizado com base no numero de matriculas obtidas ate a primeira semana de Abril.

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REFERÊNCIAS BIBLIOGRÁFICAS

APÓS FREAR CRESCIMENTO, escolas de idiomas aquecem mercado. Tribuna Popular. Borda da Mata, MG. Jul. de 2011. Disponível em: http://www.tribunabm.com.br/apos-frearcrescimento-escolas-de-idiomas-aquecem-mercado. Acesso em: 20 jan. 2012. CASAS, Alexandre Luzzi Las. “Plano de Marketing para micro e pequena empresa”. São Paulo: Atlas, 1999. KUNSCH, Margarida Maria Krohling. “Planejamento de Relações Públicas na Comunicação Integrada”. São Paulo: Summus, 2003. OLIVEIRA, Djalma de Pinho Rebouças de. “Planejamento Estratégico: Conceitos, metodologia e práticas”. 24 ed. São Paulo: Atlas, 2007. SANT´ANNA, Armando. “Propaganda: teoria, técnica e prática”. 7 ed. São Paulo: Pioneira, 1998. SERRA, Fernando A. Ribeiro; TORRES, Maria Cândido S.; PAVAN, Alexandre. “Administração Estratégica: conceitos, roteiro pratico e casos”. Rio de Janeiro: Reichmann & Affonso Editores, 2004. SILVA, Fabio Gomes da. Zambon; Marcelo Socorro (Org). “Gestão de Relacionamento com o cliente”. São Paulo: Cangage Learning, 2008.

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APÊNDICES

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APÊNDICE 1 MARCA-PÁGINA

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APÊNDICE 2 OUTDOOR