8. 8
Opinion Leaders
Existing Groups
• Arab Countries Student Forum
• Educoop.com –South Asians
• Educations.com – International
Kris Fade Arnab Goswami
For Prospective students
Hala KazimSherif Fayed
For Parents
9. Secondary
Research
9
Campaigns for Universities
1. Listen to students
2. Be authentic
3. Go against your marketing instincts
4. Engage with your audience
Students Preparation for the Workforce
Gallup and Strata reported only 1/3
of students believe they will
graduate with skills to be successful
in the workplace
Pew Research Centre found that
50% of students believe the main
purpose of a college degree is to
teach you specific skills that will be
used in the workplace
10. Primary
Research
10
Focus Group
• 5/5 never visited the campus
• Knew about engineering and CAAD
• 5/5 did not know what Mass Communication entailed
Surveys for high school students
• 36.37% were interested in studying IMC and the remaining
were unaware of what it entailed
• Most popular social media platforms: Instagram and Snapchat
Surveys for AUS students
• 58% were interested in minoring in IMC
• 42% were interested in minoring in Journalism
11. Objectives
and Goals
Informational Goals
• 50% of high school students attending
schools in UAE will be aware of the
program, by Fall 2018
• 20% of high school students attending
schools in the MENA region will be
aware of the program, by Fall 2018
11
Motivational Goals
• At least 20 new students will enroll in
the new IMC program, by Fall 2018
• At least 8 new students will enroll in
the revised Journalism program, by
Fall 2018
Outcome Objectives
• An increase in notable media
mentions of the MCM Department
around the UAE over the next year
Process Objectives
• Distribute 3 press releases over the
span of 3 months
• Conduct 2 employee meetings
• Host 2 public events over the coming 3
months
19. 19
Fade in 1 second
VO Don’t miss the American University of Sharjah’s upcoming
Summer Workshops for high school students. Starting
June 17 to June 21! These workshops will teach you a
variety of Mass Communication skills. These include social
media, adobe programs and studio work, among many
more! All for FREE! Visit A U S M C M dot com for more
information and to sign up now!
18
seconds
Fade out 1 second
Radio PSA
23. 23
International Education Fair United Arab Emirates
Dubai Date: October 12 to 13, 2018
1st Middle East & North Africa Exhibition for Higher Education (MENA-IHE)
Jordan Dates: April 21 to 24, 2018
China Education Expo
Beijing: October 20-21, 2018
Shanghai: October 27-27, 2018
India Expo Spring 2019
Chennai: February 11, 2019
In Person Communication & Conventions and Trade Shows
39. 39
April-18 May-18 June-18 July-18 August-18 September-18
Initial Client Interview
Plan Primary Research
Conduct Surveys
Background Research
Conduct Focus Group
Release Press Release Announcing the New Program
Spokesperson at High Schools
Release Press Release Announcing the Summer Workshops
Pop-Up Photo Booth at Mall's and High Schools
Release Press Release Announcing the "Communication…
Summer Workshops
Radio PSA Release
"Communication Through Time" Event
Inform Current Students and Staff of the Change in Program
Event
Schedule
47. 47
Formative:
• Background Research
• Pre-test for questions in surveys
• Added definition of IMC in survey
On-Going:
• Social media management – Hootsuite and Buffer
• Feedback during events
Summative:
• Media coverage
• Audience feedback
• Before-and-After comparison