Verne Academy: prepare for the future

1.

Background.

Purpose of the brief

Manifesto.
Verne Academy is the name of a new education project that aims to instruct business owners, entrepreneurs and professionals
around key digital areas such as marketing, web analytics, UX and conversion optimization (CRO).
The name Verne comes from Jules Verne, a French novelist from the XIX century. He was one of the pioneers to write about
science fiction and the author of famous pieces like The adventure of Captain Hatteras, Twenty Thousand Leagues Under the
Sea among others.
The concepts that connects Jules Verne and Digital Education is around being visionary, anticipation and creativity. These key
elements are the values of the academy in which, for the targeted audience, will be translated into one single phrase: prepare for
the future.
Its hard to predict the future but its easier if youre visionary, if you anticipate to the late trends and youre creative to resolve
problems. Thats the spirit of Verne.
The purpose of the brief is to describe what are the branding, website and ad creatives requirements to get Verne going into
market.

2.

Audience.

The targeted audiences are divided in 3:

1. Small & Medium Business Owners
2. Entrepreneurs
3. Young digital professionals
These are the following cost per click and conversion rates per audience
Audience

Cost-per-click

Conversion Rate*

Small & Medium Business Owners

$3.05

1.6%

Entrepreneurs

$3.13

1.8%

Young digital professionals

$3.02

0.8%

*The conversion rates are benchmark from services that aims to the same audience. The estimation of the industry could result in
an average of 0.90% in a conservative estimation
Key benefits per audience: Why would they choose Verne?
Audience

Benefit

Small & Medium Business Owners

Increase sales, gain control of their marketing, save on agency costs.

Entrepreneurs

Increase sales, save on agency costs

Young digital professionals

Increase their skills to get new jobs

3.

Competition.
a.

b.

https://generalassemb.ly
i. Global presence.
ii. Online & Offline availability
iii. Average course is $4.000
iv. Financing Options
v. Good professionals
vi. Courses are 2 per week over 10 weeks at 2 hours per session. Total: 40 hours course at $100/hour
https://www.idmaustralia.com.au/

Verne Academy: prepare for the future

c.

4.

i. Australia only
ii. Online & Offline availability
iii. Average course at $3500
iv. Global certification. Official certification
v. 30 Hours course at $116 per hour
https://www.adma.com.au
i. Australia Only
ii. Official certification
iii. Courses at $4645. If member, at $3495
iv. 3 options: online, in class intensive and in class evenings
v. Evening is 1 per week for 12 weeks.

Courses: Professors, Length, Pricing

At Verne Academy, there will be 3 courses

Courses

Digital Marketing for Small

Business Owners

Conversion Optimization for

Digital Professionals.

Analytics for Digital

Professionals

Professors

Mariano Favia
Peter Luu
Sam Wellington
Dan Butcher

Sam Wellington

Peter Luu

$ to be define

$ to be define

$ to be define

Length
Format
Days
Pricing
Max number of students
Revenue per course cap

5.

Logo and branding requirements.

Jules Verne is an icon of science fiction. It represents innovation and creativity but also brings metaphor concepts as well taking the
impossible to become possible.
He is French. Their stereotype is being elegant, premium but still a bit rude to those that dont know them very well.
The pricing strategy, the concepts of premium and elegant makes Verne Academy a brand under those denominated and perceived
as Good Value.
An example of Good Value could be IKEA where prices are affordable and quality is great. If Verne Academy has the be a brand of
beer it could be Stella Artois.
The world of Internet after 2015, has brought to my attention that important brands such as Google or Qantas has changed their
logo to a sleeker design keeping the name of the company in the logo:
Google:
Qantas:

Verne Academy: prepare for the future

Microsoft:

Verne is the most important concept of the brand and, it should be the logo. The design should be sleep, simple, elegant, eligible.
The slogan of the brand: prepare for the future is a secondary element of the brand. Inspired by Google, the letter e looking up is
a factor that could be taken into consideration for Verne.
The branding will be in place in every communication from Verne from the website, to the ads, e-books and offline communication
like banners.
The tone of voice of Verne is inspiring and always looking beyond. Examples of ads promoting Digital Marketing for Small Business
Owners
-

6.

What if I tell you, you could be transforming $1 dollar into $3?

Double or triple your sales by yourself is possible.
You dont need to be an expert in Marketing to grow your sales

Structure of the Website

to be defined

Home
About

7.

Courses

Community

Our story

Digital
Marketing
Course

Become an
Instructor

Blog

Conversion
Optimisation
Course

Corporate
Training

Web Analytics
Course

Hire one of us

Website requirements.
1.
2.

Responsive design
Fully control of courses. Think a course as an event where it has its own ID and each even has different variables such
start/end date, professors, capacity, overbooking, place, valid coupon codes, pricing, program.
3. Outh support.
4. User log in / sign in via Facebook or Google.
5. The user can book, pay, cancel 2 weeks in advance, send message to admin, see courses theyve made, achieved,
enrolled.
6. Payment gateways: https://www.eway.com.au/ or https://www.braintreepayments.com/en-au
7. Admin can create events, cancel, edit events, edit users
8. Notification process that includes: successful payment, enroll, cancel, changes, achievements, etc. via Mailchimp
9. Create automated certificate once the user has finished the course. Download from their login and it should be mailed
once completed.
10. Hosting: flexible
8.

Budget

To be define.
9.

Digital Marketing Course Program

General information.
Normal

Accelerated

Length

10 weeks

5 weeks

Days

Tuesday & Thursdays

Monday, Wednesday & Saturday

Hours

6:30pm to 8:45pm (15 min break included)

6:30pm to 8:45pm (15 min break included) and 9am to 12 pm on

Saturday.

Price

$1690

$1690

What the student will learn?

Learn how to manage your own digital marketing campaigns to increase your sales by understanding the core concepts of
digital marketing.

Target your ads to your specific audience and generate sales or quality leads for your business.

Learn to dominate paid search advertising to increase sales and awareness digital channels like Facebook to improve the
exposure of your business

Understand how acquisition works and how to create marketing retention actions to generate more value from your current
customers

Create a holistic strategy to integrate your paid, display and e-mail channels to acquire and retain your customers.

Get insights from your e-commerce platforms like Shopify, Magento or Woo commerce to generate more sales with Google
Analytics.

Benefits

Understand the concepts of digital marketing to increase your sales or leads for your business.

Save on digital marketing agencies fees as you will be able to create your own campaigns and have a fully control of your
spend and return on advertising.

If you wish to keep your digital marketing agency, you will be able to provide quality feedback form them and help them define
a clear marketing strategy for your business to grow your revenue.

Add a new set of skills to your curriculum because, why not? You might be an extraordinary marketer!

Hire the right people for your business. You will understand what the requirements should be to grow your team!

FAQs
Nothing better than a good question, hey? Wed like you to feel comfortable with us so herere a list of frequent questions you might
be thinking now. Lets see how we do and, if you still have questions, please let us know via our contact form.

Why do I need to do this?

Well, Im sure you know this but the online ecosystem is growing and growing every single year in the Australian landscape. Today,
and per Google, 50% of the sales generate in any shop are consequences of digital ad. With this course, you will be able to
understand how to increase your sales in a super easy way and create your own campaigns, manage your own budget and build a
killer automated strategy that will help you a lot. Also, if you wish to outsource your digital campaigns, you will be able to guide
them per what your needs are and you will be capable to talk in the same language and aim to get great results for your business.

What am I going to learn or improve with this course?

Thank God youve asked! Great question. By the end of this program, youll be able to:
o Understand who your audience is and how to serve them ads with your products or services
o Analyze the data behind your customers behavior to create specific campaigns that will drive extra revenue for you.
o Use tools like Google Adwords and Facebook to manage your ads.
o Understand why every channel is important in the lifecycle of your customers.

Who am I will be with?

People like you including:

o Business owners
o Entrepreneurs
o Marketing Professionals.
This is not only a great opportunity to gain new skills but also to expand your network of business contacts. Who knows? Maybe
theres a potential business partner here.

Your instructors

Dan Butcher
About Dan.

Peter Luu
About Peter

Sam Wallington
About Sam..

Mariano Favia
About Mariano

Your next courses in Melbourne

10 weeks program
March 7th 11th May

Tuesdays & Thursdays

6:30pm to 8:45pm. Includes Break,

snacks and drinks after class for
networking.

$1690

Enroll now

Accelerated 5 weeks
program
March 7th 11th May

Mondays, Wednesday

6:30pm to 8:45pm
Includes Break, snacks and drinks
after class for networking
9am to 12pm
Includes Break, snacks and coffee
during class.

$1690

Enroll now

Saturday

What am I going to learn?

Week 1: Digital Marketing core concepts.
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The what, the who, the how and why in the digital ecosystem today.
Marketing for e-commerce vs Marketing for service oriented business.
Shape your strategy towards the digital world
Understand your audience and build your persona.
Key performance indicators and important acronyms from now on.
You will not forget this: (traffic * conversion rate) * AOV = Revenue.
Why data is important? What data can we collect? Do we need data?

Week 2: Digital Marketing Channels & Overview of Search Engine Optimisation.

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How does digital advertising works? Who are the key players?
Acquisition channels and Retention channels
What are the channels available to create ads?
Which channels do I need to use and why? How much do I need to spend in each?
The concept of attribution per channel and omnichannel perspective
Search Engine Optimisation overview
Create a SEO strategy
Leverage SEO and your other channels

Week 3: Goals, Introduction to Google Adwords

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What is a tag or o pixel? Why do I need a tag? How to install a tag?

Quick overview of Google Tag Manager
Prospecting vs Remarketing.
How does Google Adwords work?
Create Goals in Google AdWords
Create your first campaign on Google Adwords.
Understand results and optimize AdWords
Automate your strategy and let them do the job!

Week 4: Display Advertising & Google Shopping

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Display Advertising in Google Adwords

Build your Audience to find new customers. How to find a customer right when they are about to buy?

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Introduction to Remarketing Audiences in Google Adwords.

Create your first Display Advertising Campaign
Gmail Advertising. Yes, this is possible!
Understand results and optimize them!
Automate your strategy!
Introduction to Google Shopping! Prepared to increase your revenue.
Google Merchant & Feed quality
How to structure your Google Shopping Campaign
Optimize your Google shopping campaign once per week is easy!

Week 5: Facebook Advertising & Native Advertising

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How does Facebook work? Is it better than Google?

The Facebook tag! Create custom conversion goals.
Facebook for prospecting and Facebook for Remarketing.
Create audiences in Facebook
Ad Formats are important. Why?
Create your first campaign.
Key performance indicators. How to optimize?
Native Advertising: what is this and why do I need it?
Key players in the native advertising space?

Week 6: E-mail is not dead. Youll see why: Marketing Automation

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E-mail platforms. Which one should I pick?

Why E-mail still is important? Is it worth to focus on it?
Strategies to get e-mails from prospects and current customers.
Plan and prepare an e-mail program for your customers
How to use Mailchimp?
E-mail strategies easy to implement
Integrate e-mail and your social advertising strategy is easy
Automate your e-mail program
Build the strategy for your business.

Week 7: Introduction to User Experience (UX) & A/B testing

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What is User Experience? Dont make your customer think!

The importance of landing pages. Why do we need them?
How to create a top performer landing page? Available free & paid tools in the market
How to talk to a designer is important. See why.
What is A/B testing and why do we need it?
Key performance indicators that will help you a lot.
A/B testing tools you will love.
Get insights from your A/B testing campaigns
A/B test on Google AdWords & Facebook

Week 8: Web Analytics. Your new best friend.

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What is Google Tag Manager? How to use it? Why you should use it?
Basics implementations in Google Tag Manager that will help you
Introduction to Google Analytics
Google Analytics implementation
How to read data on Google Analytics?
Connect your Google Analytics with your Google AdWords account
Key performance indicators on Google Analytics
Custom and report automation in Google Analytics
Google Analytics for E-commerce and for Services oriented business.
Get insights from your Google Analytics and implement your learnings

Week 9: Building your leads and sales funnel.

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Define your audience

Build your lead magnet strategy.
Use Google Display & Facebook to attract leads.

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Align your leads with your marketing automation strategy

Build the audience and remarket them with the right message.

Week 10: Presentation & Consulting Day

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Presentation Day
Consulting Day