Group Members:

Edmund TohNora Mai

Tan Xuan HuiReema

He Hui LingLee Yi San

Diploma of Marketing

• Important function in Today’s business world•DMK provided by NYP will train students in areas

such as Services marketingIntegrated Marketing CommunicationsBrand Management

•TEP and IPP to be provided to develop student’s practical & lifelong skills in business operations.

Industry Overview

• Today, 42% of the Primary 1 cohort receives a polytechnic education.

•This figure will continue to grow to 45% in 2015

• 33% of all secondary school graduates opt for a polytechnic

education, when they are qualified for Junior Colleges

Industry Overview

• Main reason being, Poly Students are ‘Industry Ready’ when they graduate.• Polytechnic education has become

increasingly relevant• Constant upgrading and practical trainings

are increasingly becoming essential.

Target Segments

• “O” Level School Leavers & Private Candidates

• Primary target segment

• ITE Graduates• Eligible students

• Foreign Students

• Parents•Secondary target segment

Competitive Structure

• Strong competitiveness

• Offered in all 5 Polytechnics

• Many variations of marketing

• Provides more choices for students

Campaign Theme

• “Marketing for your Future”

• Literal Theme

• Provides focus on “now” and “future”

• Academics + personal development

Secondary Data Collection

• Based on the Figure, Polytechnic enrolment is gradually increasing every year from the

period of 1999-2009.

• The above diagram shows the statistics of the amount of students who enrolled into different courses in Polytechnic Education

Secondary Data Collection

What do the figures mean?

• It means more students in Singapore are getting interested and focal on the

possible prospect of business• The potential of growth in the Business

Studies courses is very high• We believe Diploma in Marketing will continue to grow as long as we reach out

to them

Primary Data Collection & Analysis

• Choose courses according to interest & passion Intangible assets & benefits ‘Diploma in Marketing provides you a fun & exciting

learning experience’

• Look out for variety of courses & location Provide information on the variety of modules Strategic location

Primary Data Collection & Analysis

• Factors influencing students’ decisions: Families & friends

To seek advices & suggestions Equip them with relevant information Become an advocate for us more credible

• Popular sources of information: website, loved ones or open house

Detailed & accurate information Interesting & interactive websites Creative & exciting events(open house)

Primary Data Collection & Analysis

• Respondents are most interested in food Promote about the 4 canteens, a cafe & EMRS events (food fair)

• Do not have much impression about NYP Work towards a more positive & definitive image

Primary Data Collection & Analysis

• Most popular platform: Facebook One of the anchor platforms besides blog Interactive platform

• Half of the respondents are not interested in NYP’s Diploma in Marketing Wrong perception Lack of in-depth understanding Educate them

Campaign Objectives

Overall Objectives to be met Overall Action to be done

ObjectivesCreate awareness and preference of Diploma in Marketing over all the courses offeredSpecific: Facebook: To achieve 10% of active user YouTube: 10% of YouTube viewers to visit other related sites through YouTube videos. Blog: Generate higher/highest page views for informational posts on Diploma of Marketing.Twitter: To get 10% of the followers to interact and retweet their interests.

Cut through the “noise” and interact directly with our target segments through our new media channels

Target Segment Channels ( Measureable)

Objectives for each segments

Ways to execute (Actionable)

‘O’ Level School Leavers

BlogFacebookTwitterYoutube

Change the perception of target segments towards NYP and Diploma in Marketing

-Portray NYP to be fun and exciting

-Display NYP’s holistic learning method

Foreign Students BlogFacebookYoutube

Educate the target market on the study of MarketingNYP

-Provide information about Marketing-Post detailed descriptions and information of modules-Answer any enquiries posted

Private Candidates/ ITE Students

BlogFacebookTwitterYoutube

Persuade target segments to choose Nanyang Polytechnic instead of other polytechnics

-Highlight the attractiveness of campus life in Nanyang Polytechnic-Highlight the future advantages of studying in Nanyang Polytechnic over the other Polytechnics

Parents RadioFacebook

Bring focus on the attractiveness of getting a Diploma in Marketing

-Provide information on future career opportunities-Post student testimonials on the rewarding aspects of studying Marketing (e.g. fun, inspiring, etc)

New Media Tools Used and Justifications for Choices

• Facebook– Two-way communication– Majority of our target audience has a Facebook

account

• Blogger– 4th blog service– More informational and detailed entries

New Media Tools Used and Justifications for Choices

• Twitter– Fast growing social media– Micro-blogging site– Networking opportunities

• Youtube– 2nd most used platform– Mass market audience

Execution Time Schedule & JustificationWeek Jobs Accomplished

0 Define objectives & medias used, Allocated responsibilities

1 Created various media accounts and executed some fundamentals functions in the medias, E.g Welcome posts, descriptions etc.

2 More in depth posts on blogs describing various activities provided

3 Carry out strategies to drive traffic and create awareness. Further enhancement of online content & campaignGenerate insights, statistics and analytics report.

Strategies to drive traffic

Events

• “Be a Marketer a Day” event• Event details placed on

various platforms used

Interaction

• Leaving comments on related blogs, pages & forums

• Included our signature at the end of each post

• Sending private messages to our target audience

Strategies to drive traffic

Forums Place our links on Forums Using eye catching words or

even pictures to capture the attention

Affiliate with other blogs Affiliate with blogs or

website that are closely related to our subject

Ensure the website or blog is credible

Strategies to drive traffic

Placing videos on • Posting status might be

perceived to be wordy or boring

• Videos can create a more personal interaction

• More effective & efficient

Measurement Metrics

Facebook• Achieve the objectives of

10% active users• 140 active users monthly &

125 weekly• Constant updates

YouTube • Did not manage to achieve

the objectives• Videos not interesting

enough• Take interesting ourselves to

drive traffic

Measurement Metrics

Blog • We met the objectives • Most page view “Why

Diploma in Marketing?”• We’ll be adding more

information on Diploma in Marketing

Twitter • Did not manage to reach

the objectives• Limited words used on

Twitter• Unable to get detailed

information

Traditional Tools

Event: “Marketing 4 your Future”

Venue : NYP Atrium Time: > 5.30pm on a weekday

Invited: ‘O ’level school Leavers + Parents

• Programs: “Be a Marketer for a Day” Marketing challenge Informative talk Performances Games

Traditional Tools

• Radio Djs (The Muttons from 98.7fm) “Live” interviews

• Information booth and boards

Educational Talks: Secondary schools and ITE colleges

Main Speaker: 3rd Year students Special guests: NYP Marketing graduates

To Publicize: “Marketing 4 your Future” event and Educational talk

Cost Effective

Posters

• Notice boards of various schools and HDB flats

• Bus-stops’ billboards near schools

New media platforms

• YouTube video • Facebook• Blog

Complement

Traditional Tools