branding in the digital arena
Post on 13-Apr-2017
30 Views
Preview:
TRANSCRIPT
Higher Education Branding in the Digital Arena:
IMT DUBAIBy Pratiksha (IMT Ghaziabad)
Founded in 2006 as first international campus of IMT
Ghaziabad.
Accredited by the Ministry of Higher Education and Scientific
Research, UAE and is licensed by the KHDA, Dubai Government.
OBJECTIVES
Identify gaps in the social media presence of IMT Dubai across Facebook, Twitter and
Instagram.
Examine areas of competitive and collaborative advantage
for IMT Dubai
Identify major influencers for enrolment decisions of Indian
students
“Institutions that craft, present and manage a unified brand message, experience and environment achieve a competitive advantage in recruiting, retaining, and building loyalty amongst their students, parents, staff,
faculty, alumnae and donors.”
- Perkins & Will (2015)
Source: IAMAISocial Media Usage Across Demographics in India in 2016 Social Media Usage in India 2015
SOCIAL MEDIA STATISTICS : INDIA
SWOT analysis of IMT Dubai’s social media
pages, conducted on 1st April, 2016
SCOMA and SCOLA analysis
Competitor analysis: Hult International & SP
Jain Global Focus Group Discussion
and Survey
QUALITATIVE ANALYSIS
SWOT Analysis
Reach:
35.3K
Post Click
s: 34K
Reactions: 8.9K
Highest Engagement: 7X
Total Amount
Spent: AED 500
COMPETITOR ANALYSIS
SP Jain Glob
al
IMT Duba
i
Hult Internatio
nal
Hult Internatio
nal
SP Jain Glob
al
IMT Duba
i
RANKINGS
SCOMA & SCOLA ANALYSIS
FGD & SURVEY10
Participants: 8 MBA,
2 BSBA
Age Group: 18-24 years
Gender: 4 females and 6 males
Residents of India
74%
26%
GENDER OF STUDENTS
MaleFemale
74%
26%
COURSE CHOSEN BY THE STUDENTS
MBABachelors
50%
27%
15%6%1%
HOW OFTEN DO YOU USE ANY SOCIAL MEDIA PLATFORM IN A
WEEK?
More than 7 hoursBetween 4-7 hoursLess than 4 hoursLess than 1 hourI don't use any social media platform
Yes No To some extent0
5
10
15
20
25
30
35
40
45
50
34
46
30
DID THE COLLEGE WEBSITE INFLU-ENCE YOUR ENROLMENT DECISION?
110 respons
es
Blog
Online forums like Quora
0 10 20 30 40 50 60 70 80 90
WHICH SOCIAL MEDIA PLATFORM DO YOU USE MORE THAN 5
HOURS A WEEK?
F a c e b o o k T w i tt e r L i n k e d I n I n s t a g r a m B l o g Y o u T u b e0
20
40
60
80
100
120
Which social media platforms of your college are you aware
about?
Pagalguy
Careers360
Shiksha
Quora
CareerAnna
TopMBA
Website
Other
0 10 20 30 40 50 60 70 80
WHICH WERE THE 3 MAJOR SITES THAT INFLUENCED YOUR ENROLMENT DECI-
SION?
Brand
Placement
Alumni
Faculty
Global exposure
ROI
Other
0 10 20 30 40 50 60 70 80 90
WHAT ARE THE MAJOR PARAME-TERS FOR YOUR ENROLMENT
DECISION?
5%9%
19%
62%
5%
WHICH WAS A MAJOR INFLUENCER IN YOUR ENROLMENT DECISION?
College Facebook PageCollege WebsiteOnline forums like PagalguyInteraction with peers, alumni & present studentsOther
Important Announcements
Achievements
Interactive Content
Online Competitions
Advertisements
Events/Seminars
Industry Articles
Personal Campus Stories
Other
0 10 20 30 40 50 60 70 80 90 100
WHAT KIND OF CONTENT WILL MOTIVATE YOU TO CHECK THE COLLEGE FACEBOOK PAGE ATLEAST
ONCE A DAY?
RECOMMENDATIONS(A) Branding & Marketing StrategyPatient and rigorous approach to
branding.
Promises must be kept, especially regarding the quality of
education
Unified brand message among all strategies, stated goals and communication.
Leverage multiple angles to maximize brand growth and awareness.
Branding & Marketing Strategy
Social Media
Branding Strategies
Focused Differentiation StrategyClarity on target market
Expansion to newer regions: Market Development
strategyDeveloping a diverse portfolio of offerings
Actively encourage diversity of students on campus
Strengthen and consolidate Indian admissions
Based on SCOMA Analysis
Collaborative StrategyHandling digital media to Media & PR Committee
Selection of students handling digital media through
competitions
Collaborating with Trix Corp. for working with the students.
Improve content quality and design appeal through
workshops and training.
Based on SCOLA
Analysis
Based on Competitor AnalysisLeveraging the
experience/achievements of the faculty
Focusing on content creation for the IMT Dubai blog
Organizing mega brand IMT Dubai events throughout the year
Cross platform sharing is essential to give a unified brand message
Target major influencers of enrolment decisions
THANK YOU
top related