double life
DESCRIPTION
VCU Brandcenter Communications StrategyTRANSCRIPT
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DoubleLife
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The AmericanDream
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International borders are becoming increasingly
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Business+
Science
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China157,558
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India103,895
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South Korea73,351
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Canada27,546
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Taiwan24,818
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Macro ViewNetwork & Reach
Global Connectedness Index
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HypothesisInternational students come to America
to fulfill their American dreams
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ObjectivesTo understand:
1. International students as a strong consumer group in the United States2. Their engagement in American life
3. Their concepts of the American Dream4. New habits and changes in lifestyles
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ObjectivesTo develop:
1. Strategic recommendations for DHL Express2. A connection between the emerging international
student market and the immense international framework DHL already maintains
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MethodologyQualitative Study- Focus GroupParticipants representing India, China,
Taiwan, Korea, Colombia, Russia and Iran
Quantitative Study- Survey
Secondary ResearchOpen Doors Data 2011, Institute of International Education
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Psychographic Why are they in their segments?
Experiences and attitudes
Behavioral Manifestations
Engagementin American Life
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2,709,621
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A Relationship With America
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“America failed to meet my expectations.”
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Bad experiences pushed them over the edge
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Only Surviving
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Straight Home
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Straight Home
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It’s a myth. Something that everyone says.
The AmericanDream
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“I came for the opportunities but I’m not sure if I made the right choice. I’m keeping my options open.”
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For whatever reason, they are not making
efforts to engage
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Rely OnMeal Plan
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Abroad & Home
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Abroad & Home
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The AmericanDreamI don’t think it’s that
strong anymore. I don’t know if I will stay here much longer.
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“America is better than what I had, but not necessarily where I want to stay forever.”
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Did not come here for America
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Missing Something
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Other States & Home
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Other States & Home
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The AmericanDreamIt existed once,
but not anymore.
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“I’m not going to waste my time with people from my home country. America is what I want.”
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Devoted to America no matter what
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Eat Out
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Here & Other States
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Here & Other States
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It still exists!
The AmericanDream
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“I’m in America now. You can’t be married to someone and think about ex-girlfriends.”
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Make every place they visit their home
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Constantly Sampling
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Here & Abroad
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Here & Abroad
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I believe America still has opportunities for its own people but they must be
willing to work for it.
The AmericanDream
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“I love America now but I will always miss where I came from.”
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1,888,605
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Still drawn to their lives back home
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Old & New
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Here & Home
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Here & Home
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The AmericanDreamI don’t know if I believe in the
American Dream more than that of my home country.
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Double Life
There’s a personal need to keep up with
events and stories happening back
home
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DoubleLife
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ExpressInternational 491,000
Total Express 1.64 millionReach 2.8 million
Across 220 countries
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Competitive Landscape
1. UPS 2. FedEx
3.TNT4. DHL
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Strong network Reliability
Speed Price
Brand name
ShippingConsiderations
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InternationalStudentsDHL +
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International
Great Package Race of 2009 University Express
StudentsDHL +
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Honeymooners are leading Double Lives
Application seasonDrop in shipping for students
Opportunity:
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Help the Honeymooners maintain their Double Lives
Turn shipping into sharingMerge their old world with their new world
Strategy:
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Tactics:1. DHL Express Family Plan
II. DHL beyond shipping
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Meet them where they are
Honeymooners as gateways
How to Reach Them:
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“It is a great environment for building relationships. You share the joys and
pains, the excitements and frustrations, like a big extended family sitting around
the table for a reunion dinner.”