1 / 32

Inaugural Celebrations Doha, March 2005

Inaugural Celebrations Doha, March 2005. Agenda. Communications Strategy Objectives Reaching our audiences Events Government and Corporate Relations Media Campaign Understanding the ME media environment Media Coverage: Examples Outcomes. Objectives. Leverage Inaugural Celebrations to:

gaius
Download Presentation

Inaugural Celebrations Doha, March 2005

An Image/Link below is provided (as is) to download presentation Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author. Content is provided to you AS IS for your information and personal use only. Download presentation by click this link. While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server. During download, if you can't get a presentation, the file might be deleted by the publisher.

E N D

Presentation Transcript

  1. Inaugural Celebrations Doha, March 2005

  2. Agenda • Communications Strategy • Objectives • Reaching our audiences • Events • Government and Corporate Relations • Media Campaign • Understanding the ME media environment • Media Coverage: Examples • Outcomes

  3. Objectives Leverage Inaugural Celebrations to: • Build Carnegie Mellon’s profile in Qatar & regionally • Strengthen ties with the Qatar community • Build relationships with key players • Raise media awareness • Assist recruitment effort • Position Carnegie Mellon as a leader in higher ed, business and science & technology • Align Carnegie Mellon with Qatar’s vision for the future

  4. Reaching our Audiences Campus Tours & Meetings Symposium, Gala Event Collaborative Media Strategies 1 – 1 Meetings Palace Function Gala Event Royal Family Qatar Foundation Carnegie Mellon Qatar ‘Meet the Students’ Symposium Gala Event Symposium Media Campaign Gala Event Opinion Leaders Internal Audiences Students / Prospective Students Business Leaders Meetings Symposium Media Campaign Gala Event ‘Meet the Faculty’ Media Campaign Gala Event

  5. Events

  6. Event Highlights • 150 guests attended Leadership Symposium • 600 guests attended Inaugural Gala • Key high-level guests to Gala dinner and Leadership Symposium included: • Ali Al Hammadi, Manager, Commercial and shipping, Qatar Gas • Dr. Shaikha Al Missned, Dean, Qatar University • Dr. Hessa Al Jabor, Secretary General, Supreme Council of Information and Communication Technology • Dr. Khalid Yousef Al Derbasti, Economic Advisor, Office of the Minister • 15 of Carnegie Mellon’s leaders met with H. H. The Emir and H. H. Sheikha Mozah in a VIP dinner at the Wajba Palace • President Cohon met with H. H. The Emir and H. H. Sheikha Mozah in a one-on-one session

  7. Govt and Corporate Relations8 – 10 March, 2005 • Embassy of Korea • Embassy of Japan • Embassy of India • Ministry of Municipal Affairs and Agriculture • Ministry of Economy and Commerce • Ministry of Energy and Industry • Ministry of Finance • Supreme Council for Communication and Information Technology • Planning Council • Qatar Foundation • Qatar University • Qatar Academy • Science & Technology Park • Specialty Teaching Hospital • Texas A&M • Qatar General Water & Electricity Corporation • Qatargas • ExxonMobil • HSBC • Microsoft • Gulf Organization for Industry Consulting • Qatar Diabetes Association • Qatar Petroleum • Ministry of Planning Carnegie Mellon met and discussed opportunities for collaboration with:

  8. “It was a very beautiful presentation” Gina Coleman, Journalist “This event was fantastic. I was very much impressed” Masahiko Horie, Japanese Ambassador “(It made me) proud to be part of the enterprise” Dr Raj Reddy “Very professional. It was an honor to be invited” Jill McCarthy, Editor, Marharba “I think it was amazing. I learned a lot” Wesam Said, Student I can see the future here” Khalid Salama, Business Editor, Al Watan “The approach of Carnegie Mellon is right for Qatar” Sheikha Misned, President, Qatar University Inaugural Gala: Audience Response

  9. Inaugural Gala: Audience Recall Vision and mission 7% Distinguished alumni 7% School of Music 7% “I learned a lot” 35% University’s history 22% Breadth of academic program 22% Responses by percentage of surveyed guests to the question: “What did you learn about Carnegie Mellon?”

  10. video clip

  11. Media Campaign

  12. The Media Context Challenges • Low awareness of Carnegie Mellon among regional media • Awareness, but limited understanding, among Qatari journalists • Limited number of news media outlets • Highly parochial news media in each market Opportunities • Sheikha Mozah a powerful news ‘hook’ • Pan-regional publications a key to region-wide coverage

  13. Key Media Targets • Middle East Economic Digest: read by corporate opinion leaders in MENA. Wide international reach • Gulf Business: GCC-based publication targeting business leaders and professionals • Gulf Marketing Review: for advertising and marketing executives in GCC. Wider Western expat readership • Al Iktissad Wal-Amal: highly influential Arab business magazine • Qatar Today: News, business and lifestyle magazine with a broad readership base in Qatar • Al Hayat: the leading pan-Arab daily newspaper • All Arabic and English daily newspapers in Qatar Strategic approach: story angles tailored for each target media group

  14. SYRIA LEBANON JORDAN EGYPT KUWAIT BAHRAIN QATAR UAE SAUDI ARABIA OMAN Media Coverage: Results • Media coverage reached all key target markets in the region • Coverage achieved in key targeted media • Total audience reach: 1,957,000 • Total opportunities to see: 2,867,000 • Total advertising value equivalent: $115,000 • (low ad rates compared with US markets) • 100% positive tone of coverage • Excellent key message take-up

  15. Newspapers: Arabic Qatari (Al Watan, Al Rayah, Al Sharq) Newspapers: English Qatari (Gulf Times, The Peninsula) Newspapers: Arabic Other (Al Hayat: pan-regional) Newspapers: English Other (Kuwait Times) Magazines: Arabic (Al Iktissad, Jamila Al Watan) Magazines: English (MEED, Gulf Marketing Review, Gulf Business, Qatar Today) Online: Arabic (AME Info) Online: English (AME Info, MENAFN) Television (Qatar TV 1: Arabic) Media Coverage: VolumeBy article count Qatari Media: 72% Other Media: 28% Article count based on monitored news sources only

  16. Newspapers: Arabic Qatari (Al Watan, Al Rayah, Al Sharq) Newspapers: English Qatari (Gulf Times, The Peninsula) Newspapers: Arabic Other (Al Hayat: pan-regional) Newspapers: English Other (Kuwait Times) Magazines: Arabic (Al Iktissad, Jamila Al Watan) Magazines: English (MEED, Gulf Marketing Review, Gulf Business, Qatar Today) Online: Arabic (AME Info) Online: English (AME Info, MENAFN) Television (Qatar TV 1: Arabic) Media Coverage: Reach Qatari Media: 27% Other Media: 73% Reach = total readership, calculated at 2.5:1 circulation for newspapers, 4:1 circulation for magazines and 1:1 access points for online

  17. Newspapers: Arabic Qatari (Al Watan, Al Rayah, Al Sharq) Newspapers: English Qatari (Gulf Times, The Peninsula) Newspapers: Arabic Other (Al Hayat: pan-regional) Newspapers: English Other (Kuwait Times) Magazines: Arabic (Al Iktissad, Jamila Al Watan) Magazines: English (MEED, Gulf Marketing Review, Gulf Business, Qatar Today) Online: Arabic (AME Info) Online: English (AME Info, MENAFN) Television (Qatar TV 1: Arabic) Media Coverage: OTS(Opportunities to see) Qatari Media: 50% Other Media: 50% OTS = reach x article count, except online where reach is calculated by number of monthly visitor access points

  18. Newspapers: Arabic Qatari (Al Watan, Al Rayah, Al Sharq) Newspapers: English Qatari (Gulf Times, The Peninsula) Newspapers: Arabic Other (Al Hayat: pan-regional) Newspapers: English Other (Kuwait Times) Magazines: Arabic (Al Iktissad, Jamila Al Watan) Magazines: English (MEED, Gulf Marketing Review, Gulf Business, Qatar Today) Online: Arabic (AME Info) Online: English (AME Info, MENAFN) Television (Qatar TV 1: Arabic) Media Coverage: AVEAdvertising value equivalent (USD) Qatari Media: 60% Other Media: 40%

  19. Key Message Take-upAll coverage Dr Raj Reddy is recognized as a world leader in robotics and computing research CMQ brings to Doha its distinctive mix of programs in computer science and business Carnegie Mellon is ranked among the world’s leading universities CMQ offers students the same education to the same exacting standards as in the U.S. Carnegie Mellon is a private American school founded by industrialist Andrew Carnegie in 1900 Percentage of all articles (Arabic & English) which included these Carnegie Mellon Qatar key messages, either in full or paraphrased

  20. Key Message Take-upLeadership Symposium coverage The Leadership Symposium is part of CMQ’s inaugural celebrations The speakers are world experts in their fields The Symposium brings together experts from Carnegie Mellon and business leaders in Qatar The Symposium is sharing the latest research and insights in business management and computer science CMQ hopes the knowledge sharing will create the kind of collaborative, interdisciplinary program for which Carnegie Mellon is known Percentage of articles (Arabic & English) on Leadership Symposium which included these Carnegie Mellon Qatar key messages, either in full or paraphrased

  21. Media Coverage: Examples

  22. Gulf Times 12 March 2005 Front page Qatar Daily Circ: 20,000 The Peninsula 12 March 2005 Front page Qatar Daily Circ: 20,000

  23. Al Watan 11 March 2005 Page 3 Qatar Daily Circ: 50,000

  24. MEED 18 – 24 March 2005 Middle East Economic Digest International Weekly Business Magazine Circ: 70,000

  25. Jameelat Al-Watan March 2005 Women’s monthly magazine Circ. 20,000

  26. Kuwait Times 17th March 2005 Page 5 Daily newspaper Circ. 40,000

  27. Al-Iktissad Wal Amal April Business Magazine Circulation: 42281 Page 58 and 59

  28. Qatar Today April 2005 Page 106 Monthly English Magazine Circulation: 20,500 Gulf Business April 2005 Monthly Business magazine Circulation: 28,000

  29. Outcomes

  30. Outcomes The inaugural celebration events and communications strategy has: • Increased recognition and perceived prestige among key audiences • Raised awareness of Carnegie Mellon's leadership in higher education, • research and real-world problem solving • Engaged and cultivated relationships with key opinion leaders and VIP’s • Enhanced existing relationships with key players in education, science and • technology and business, in Qatar and the region • Increased media coverage in key student recruitment markets • Generated increased applications from qualified undergraduate prospects

  31. Outcomes • Applications from undergraduate prospects: 300% (Student applications: March 05 vs. February 05) Feb Jan Mar 2005 student applications by month

More Related