“Your Future” Marketing Campaign － York St John University

Kai (Kenny) Chen

Background

• Located on a large urban campus in York, England• Religious foundations• Top 100• 90% students found jobs after graduation

SWOT AnalysisS (Strengths) W (Weaknesses)

- Location in a big city- High employment rate- Religious foundations- Donations from government

and other companies

- Low reputation in the world- Not clear university image- Low ranking

O (Opportunities) T (Threats)

- International students (more Chinese students want to study in England)

- Other popular universities in England

Key Publics and Secondary Publics

• Key Publics

- Students aged 16-22

a. Chinese students who want to study in England

b. Whose IELTS are not high enough to get offers from top universities in England

c. Who prefer to study English first

• Secondary publics

- Parents

- Professors in Chinese universities

- Study abroad agencies

Goal and Objectives

• Goal

To increase the traffic to its website from China

• Objectives

- Awareness: Provide information about the website

- Acceptance: Chinese people accept the information

- Action: Visit the website

“Your Future” Marketing Campaign

Promotion Project

Using Advertising to target publics and attract them to visit the website

Where to post the advertising?

• Renren (人人 )• ChaseDream• New Oriental (新东方 )• IELTS Official Website

RenRen (人人 )

• Chinese Facebook• More than 85% high school students and 98% college

students are using this social media• (I interviewed 54 students who use Renren, 95% said

they would click universities’ advertising to visit these universities)

• Easy to post advertising• Still, the university can create its own official website in

renren to target more students

ChaseDream• Top 1 GRE, GMAT & IELTS Study Agency• All students know it• Most students trust this website because of its high

reputation and a high acceptance rate• Students trust it, so they will read all information posted

there.• My friends’ experience: clicked all advertising to visit

universities to collect more information

New Oriental (新东方 )

• Best Study Abroad Agency• Students believe most information posted there because

most teachers who are graduated from top universities around the world can add values to advertising posted on its website

• Most students who want to study abroad will choose New Oriental as its pre-college to learn languages and prepare for exams

• 65% students (from New Oriental Research in 2012) chose the universities posted on its website

IELTS Official Website

• Students who want to study in England must go to IELTS website to register the exam; it will be easy to target all exam-takers

• The high reputation of IELTS can add value to all advertising there

• Students are easy to click the advertising on IELTS official website because they believe these universities are great

Other websites?

• To target secondary publics, we still can post advertising on Youku, IQiYi, and other websites that parents always visit.

My Own Experience

• When I decided to study abroad in the United States, I didn’t know which one I could apply for with not strong background. One day, when my mother watched a TV show on Youku Website, she found an advertising posted in the left side of the website about one university that didn’t need a strong background; she clicked the advertising and read all information in the official website. She told me about this university and encouraged me to apply for it.

They are still good choices!

• Parents like to visit• They always click the advertising posted in these

websites, especially about universities.• All information they collected from the official websites

will be shared with their • Their children will visit these universities’ websites to

seek out more information.