the branding plan of central womens university

Branding for CWU

• An important fact of any business plan is the marketing plan.

Marketing and Communications enhances and protects CWU’s institutional reputation, advances and strengthens the university’s brand, encourages community engagement, and reinforces the university’s relevance in the lives of key target audiences, including:

•Current and prospective students;

•Alumni;

•Donors;

•Friends;

•Faculty & Staff.

• The plan outlines a series of strategies and tactics to create a unified brand, centered on the overarching Central Women’s brand (the “Big C W”).

SWOT Analysis of CWU

• Strengths

- Only private university for women;

- Less course fee than other;

- Security;

- Unity;

- Sound Cultural Environment;

- Discipline.

• Weaknesses

- Lack of departments;

- Lack of major courses;

- Lack of front ground;

- Inadequate IT facilities;

- Canteen’s insufficient facilities.

• Opportunities

- Convenient Place;

- Starting MBA Programs;

- Promotional opportunity;

- Career opportunity;

• Threats

- If competitors offer something

new and better or the same service

we provide;

- Inadequate Funds.

External factors influencing CWU Branding

Internal factors influencing CWU Branding

Strengths

Only private university for women;

Less course fee than other;

Security;

Unity;

Sound Cultural Environment;

Discipline.

Weaknesses

Lack of departments;

Lack of major courses;

Lack of front ground;

Inadequate IT facilities;

Canteen’s insufficient facilities.

Opportunities

Convenient Place;

Starting MBA Programs;

Promotional opportunity;

Career opportunity;

Threats

If competitors offer something new and better or

the same service we provide;

Inadequate Funds.

Competitive Analysis

• Competitive analysis is the analysis where one

organization can analyze its competitive advantages

and also helps to identify its competitors.

Competitive Advantage:

•Only private university for women in Bangladesh;•Less costly comparing other private universities;•Anti-terrorism zone;•Good Culture.

Competitors:

Direct Competitors:

•Central Women’s College;

•Eden Mohila College;

•Dhaka Mohanagar Mohila College.

Top Competitors:

Indirect Competitors:

•North-South University;

•East-West University;

•BRAC University;

•American International University of Bangladesh (AIUB);

•Independent University of Bangladesh (IUB);

•Dhaka City College;

Target Audience

According to a specific segment (Gender), our target

audience/customers/market are:

HSC passed students;

O-level passed students;

Any women who are interested to do graduation.

Unique Selling Proposition

• A unique selling proposition is a factor that a

business has that makes it different and or better

than others out there. It makes a business stand out

from the rest in a market. Our university’s USP is that

it is the only private university for women in

Bangladesh.

Positioning Strategy

Campaigning Print media and leaflet Word of mouth Professional advertisement Digital billboard Residential hostel Education Fair

Communication Objective

Increasing number of students;

Positioning ourselves in top 5;

Creating more & more successful women professionals;

Working on women’s safety & security;

Encouraging latent talents of students through events,

competitions etc;

Establish CWU as a model for women education, participation

and empowerment.

Communication Tactics/ IMC Calendar Tactics Reason Timing

Admission fair

Through this fair students can get admission forms of our university.They also can get these facilities: • Proper information• Admission requirements• Waiver• Interaction with current students & faculties etc.

The last month of every semester

Inter-university Sports Tournament

Talented students can take part in different types of sports. If the prizes are given by any well-known person that it can be beneficial for our university to promote itself.We can invite Wasfia Nazrin, Rani Hamid, Salma Khatun etc. to encourage our students.

December - January

Picnic

• To give students pleasure and entertainment so that they can give concentration in their study.• Vehicle advertising: When a picnic is arranged by a banner, it can be attached at the front side of the bus. So people are able to know about our university if they see the banner though we are doing so.

February

Cultural events

This type of event will help to promote our university because we take pictures during the event and post those pictures on Facebook, Instagram etc. Posting more and more pictures with good caption can attract those people who have no idea about our university but obviously maintaining privacy.

At the time of occasion

Career fair

Arranging career fair can attract people who want to

apply in different companies. If we arrange a career fair in our university

campus students from other universities can apply

for job. In this fair some companies will give stalls. From those stalls students

can get their desired information.

December

Distribution of winter cloths

To work on social responsibility for poor

people. It will help us to remain in focus. Charity

functions, events can create huge publicity for

our university.

Winter season

Study tour

To increase students’ knowledge study tour is

important. When students visit a renowned offices or

production zones which can be difficult to visit for

other persons can create a great positive impact on

them. Because after going home they share their experience with their

family, friends and other people. That time they feel

very encouraged and positive for their university,

so they tell good things about our university to

other people.

Depends on the course requirement

Telecast of different programs of universities

in a TV channel

It can promote our brand. People will know

about our university. Our own TV channel

“Deepto TV” advertises our university to

encourage more & more people. If we show

some documentary on female education and end with a message of CWU slogan, that can bring social awareness plus our reputation as

well.

International Women’s Day

International Day for

Elimination of Violence Against Women

Daughter Child Day

Content Marketing Ideas for Branding CWU

Create an alumni magazine — either online or offline. Develop a mobile app that combines functionality with compelling content.

Create an alumni magazine — either online or offline

Alumni association

Initial requirements to starting an Alumni Association

The two initial requirements to start or re-activate an alumni association are:

Interest;

Willingness to work with the University;

Willingness to contribute time;

Enthusiasm;

Ability to motivate and engage alumni.

Alumni Magazine

Importance of creating an alumni magazine

Providing more in-depth information.

More comfortable.

Receives more kudos than electronic publications.

More likely to be retained by the reader or shared with other

readers.

Fulfills a useful function as a ‘leave behind’.

Less ephemeral than electronic publications.

Can be used as vehicles for updating data and fundraising ask.

Develop a mobile app that combines functionality with compelling content

Logo of some app store

Why should we develop a mobile app?

App should be established to get that research into people's

hands, and make an impact on the world.

To present our library of content in a mobile-friendly way that

will make people more likely to engage with it.

It’s aim should be to meet the university's strategic aims of

knowledge dissemination.

It can also include an online donation button to simplify the

transaction process.

How can we develop cost effective app?

Apps development tools Apps competition

CWU Branding with IMC Tools

Advertising

We can try-Provide newer concepts for Television Commercials (TVC); (from students)Design Billboards; (By students)Set digital billboards to remote places;Ads on Newspaper & Radio.

Sales Promotion

Short term incentive; To encourage trial or purchase of a product/service.

For Example: Waiver; Providing Leaflets.

Public Relations

This tool is encouraging us to do some CSR activities.

For example:

Provide Cloths in winter;

Clean our roads;

Involve in social service;

Tree Plantation.

Personal Selling

Both the teachers & students can go in their schools

and colleges by arranging workshops. Like-

We can deliver freelancing class from BBA

department;

Programming class from CSE department;

Direct Marketing

We can sell our service through:

Websites;

Specialized TV programs;

Direct mail;

SMS.

Interactive/Internet Marketing

• This new media allows customers to perform a

variety of functions.

• We want to suggest a new and broad marketing

concept to increase yours sales at a cheaper rate.

Let’s take a look on the plan:

Search Engine Optimization (SEO) for CWU

Set proper title of the website;

Keyword Researching;

Article Writing;

Student’s Blog;

Link Building;

Reporting & Maintaining.

Social Media Marketing(SMM) for CWU

Another suggestion is that we can build a team in our

own university to do these jobs. It will benefit us in two

ways:

One is we don’t need to hire anyone from outside.

Second one is maintaining a website can be our

earning source from GOOGLE.

• “We want to change, because we care.”