Situation 1:

You need to plan and execute a campaign, targeted towards B2B. The goal: to create B2C pull, via
educating on the ground recruiters, about the value of hiring a FLIP certified candidate. Note: On the
ground recruiters are those business and HR employees of a Bank,NBFC, etc, who actually carry out the
recruitment process thru the
year, across roles: graduates and PGs (0-2 yrs). They are not aware of FLIP certifications or the benefits
they get, by hiring a FLIP certified candidate. By educating this audience, and motivating them to seek FLIP
certified candidates, we would strongly influence the B2C audience.
1. Define the key digital (paid, non paid) activities you would run, with approximate calendar for one
quarter
2. The theme for each activity.
3. The success metrics
4. The cost.
Assume you would be driving the entire activity, by yourself. You have a graphic designer, for creatives..
Situation 2:

FLIP gets leads, from [a] off website: primarily, currently FB ads. Going forward, these could be from other
digital marketing activities as well [b] on website free downloads, registrations, wishlists, formfills at various
stages, etc. The audience is varied undergrad and engineering students, MBA students, MBA graduates,
working professionals. FLIP offers 25+ products. Some of the lead sources are tagged to a product (eg
wishlist) and some are not (eg free download of trending interview questions).
What is the process you would put in place, to convert these leads? Start from capture, collate and ongoing
activity
over a period of, say, 1 quarter. Please give the success metrics you would aim for.

Situation 3:

A corporate customer has made FLIP certifications mandatory, for applying to them. There is a large
number of candidates taking the exams. You have decided to travel to some of the key centers, to
ensure the process goes smoothly. At one center, you find an old friend your parents neighbours
son - taking the exam. He Ramesh - desperately needs the job, as his father has just passed away.
During the exam, you notice that he is cheating. How would you handle the situation?
Situation 4:

You are in charge of setting up and running a blog for [a] B2C and [b] B2B audience. Put down a
framework, with what topics, frequency and goals you would have for each. Also, please write a
sample blog article (~ -1 page), for the B2B audience, ensuring it maps to the goals you have set.