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NEW MEDIA MARKETING

NEW MEDIA MARKETING. Done by: Dang Hoang Mien Tho (080550W) Song Ruiqin (081793J) Wong Wai Tess(085786S) Park Yuqi (081574T) Stephanie Santosa Attan (084236N) Tan Shiyun (084237C). Campaign Objectives

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NEW MEDIA MARKETING

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  1. NEW MEDIA MARKETING Done by: Dang Hoang Mien Tho (080550W) Song Ruiqin(081793J) Wong Wai Tess(085786S) Park Yuqi(081574T) Stephanie SantosaAttan(084236N) Tan Shiyun(084237C)

  2. Campaign Objectives • Strategies • Implementation • Introduction & Background • Marketing research & Analysis

  3. Introduction & Background Diploma in Marketing • Overview • Teaching Enterprise Project (TEP) • Industrial Placement Programme (IPP)

  4. Introduction & Background Industry Overview • Increase in demand for polytechnic from students • Polytechnic graduates are highly sought after • Increase in the opportunities for recruitment

  5. Introduction & Background Target segment • Parents • Professionals • Students (foreign & local)

  6. Introduction & Background Competitors Singapore Polytechnic Ngee Ann Polytechnic Temasek Polytechnic Republic Polytechnic Private institutes

  7. Market Research & Analysis Target segment • Parents • Professionals • Students (foreign & local) Main target segment: Student

  8. Market Research & Analysis Primary research analysis Survey: 60 participants • Factors for Polytechnic choice • Students: Travelling distance • Parents & professionals: Reputation • Factors for Diploma choice • Students: personal preference • Parents & professionals: perception & future career

  9. Market Research & Analysis Primary research analysis Methods of getting information: • Students: 80% use social media daily • Professionals: 90% use social media daily • Less than 20% of parents use social media daily Methods of interaction with the school: • Students: 80% - e-mail 20% - Facebook • Professionals: 45% - e-mail 55% - Facebook • Parents: telephone

  10. Market Research & Analysis Secondary research analysis • Factors for Polytechnic choice • Factors for Diploma choice • Source of information

  11. Campaign Objectives Bring awareness of Diploma in Marketing to our target audiences and turn it into an interest for them

  12. Strategies Overall theme of campaign A NEW DIRECTION

  13. Strategies Traditional IMC tools • Posters • Flyers • Radio advertising • Forum groups

  14. Strategies Timeline Newsletters Radio advertising - JAE & DAE - Open house Seminar Facebook & Blog

  15. Strategies New media tools • Facebook • Blog

  16. Strategies Drive traffic to your sites • Links between Facebook fan page & Blog • Public Relations • Worth – of – mouth • Traditional media

  17. Strategies Contingency and Future Plans • Lucky draw • Competition • Facebookfanpage privacy setting: FANs only • Traditional media

  18. Strategies Measurement metrics

  19. Strategies Measurement metrics

  20. Strategies Measurement metrics

  21. Implementation • FacebookFanpage http://www.facebook.com/pages/NYP-Marketing-2011/159112897470957 • Blog http://nyp-marketing.blogspot.com/

  22. FacebookFanpage

  23. FacebookFanpage Insights

  24. FacebookFanpage

  25. FacebookFanpage

  26. Blog

  27. Blog

  28. Blog

  29. Blog Page views

  30. Q & A

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