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NYP Marketing FTW!

NYP Marketing FTW!. For The Winners, For The World. Done by: Liping, Celine, Gladys, Ernest, Syafiqah & Wei Jie. Overview of Dip. in Marketing. Develop critical insights into organizations marketing efforts Go through Teaching Enterprise Project (TEP) & Industrial Placement Programme (IPP)

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NYP Marketing FTW!

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  1. NYP Marketing FTW! For The Winners, For The World Done by: Liping, Celine, Gladys, Ernest, Syafiqah & Wei Jie

  2. Overview of Dip. in Marketing • Develop critical insights into organizations marketing efforts • Go through Teaching Enterprise Project (TEP) & Industrial Placement Programme (IPP) • Expect to have careers positions in marketing research, branding, public relation etc.

  3. Industry Overview • More students going for polytechnic instead of JCs • Increase in the establishments of international branch campuses from the United State, Australia etc • Rapid growth of media sector due to the use of online media • Demand for advertising and sales professionals

  4. Target segment (s) • Primary target market • Local & foreign students aged 16-21 years old • Taking their GCE O levels or have completed their ITE studies • Secondary target market • Adults  want a mid-life career change • Parents  plays a part in influencing the children decision

  5. Competitive Structure • Can opt for Junior College , ITE, Polytechnics and private schools • 5 polytechnics to choose from (Singapore, Republic, Ngee Ann, Temasek and Nanyang) • Private schools like MDIS, PSB Academy and University of Adelaide also offer business courses

  6. Market Research & Analysis Q4: Choose the 3 most important factors that influence your choice of institution.

  7. Market Research & Analysis Q5: What are the factors that affect your choice for Diploma in Marketing? (Rank from 1 to 5)

  8. Market Research & Analysis Q6: Where do you find out about the diploma in Marketing course?

  9. Campaign Objectives • Raise awareness of Nanyang Polytechnic’s Diploma in Marketing and get them to enrol for • Attract potential enrollers such as top scoring students from elite schools • To build up the reputation of Nanyang Polytechnic

  10. Overall Theme NYP Marketing FTW – “For the Win, For the World” • “For the Win” Showcase NYP’s Diploma in Marketing as a road to success in terms of career, exposure • “For the world” Acknowledge that Marketing is a universal skill and can be applied globally in any business/countries

  11. New Media Tools Used • Blogger • Easy to maintain • 55% younger users likely to keep or read a blog on a weekly basis • Facebook Page • Most popular social networking site • High penetration rate • Formspring • Questions can be asked anonymously • Provides a real time response system that sends answers directly to the query and to the Facebook page

  12. Strategies To Drive Traffic • Facebook Organizational page • Word of mouth can be spread quickly • Create credibility • Integrated social plug-ins in blog • Keep track of the number of “likes” of a particular post • Going deeper into the topics with the most “likes”

  13. Strategies To Drive Traffic • Forums – ‘Hardware Zone’ and ‘SG Forums’ • Focus on threads that discuss about further education/diploma courses • Free and easy way to get to know the opinion of the public

  14. Traditional IMC Tools • Newspaper – The New Paper • Article publish during mid December to mid January • Target readers with its sensational headlines • Radio – Gold 90.5 FM & 91.3 FM • Low cost • Gold 90.5FM targets to 35 years old and above • 91.3FM targets from 15 to 40 years old • Information played during morning and in the evening

  15. Traditional IMC Tools

  16. Execution Time Schedule (I)

  17. Execution Time Schedule (II) • Blog and facebook were launched on the 2nd of January • In line with the open house, conduct a survey on our target market • Facebook - Twice a week, Blog- Once a week • A New page is added when we found something that would be useful for our target market

  18. Measurement Metrics (I) • Pages by view • Modules’ has the most page views • People are curious about the modules that are being offered • Readers are also interested to find out the future opportunities • Support our primary research that having a good career prospect is one of the main factor students will consider

  19. Measurement Metrics (I) • Referring sites • Facebook was the next main traffic site to our blog • People can read on our news feed once they ‘liked’ the Facebook page • More information in the blog  Comprehensive and easier to read since it is easy to navigate

  20. Measurement Metrics (II) • Audience & Demographics • Primary target market • Not many foreign students viewing the page • Can arrange to go to international schools to promote Blog Blog

  21. Measurement Metrics (II) • Audience & Demographics • Primary target market • Locals of the target age, not many foreign students “Like” the page • Secondary target market • Adults was not reached effectively • Traditional media like newspapers and radio Facebook

  22. Conclusion • Important to find out who are our target market and the things they look for when searching for a diploma in marketing • Realized the using of Blogger Stats and Facebook Stats can help us in understanding our target market • Some loop holes  Parents not having a Facebook page • Both new and traditional media must be used hand-in-hand for a successful campaign

  23. Thank you! 

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