Campaign Rationale
Our campaign aimed to increase awareness of, and enrollment in, RMIT Vietnam’s recently established exchange partnerships with host institutions in the UK, Netherlands, USA and Canada. Now was the perfect time to implement the campaign strategy because the four exchange partner institutions are only newly introduced RMIT Vietnam and there has been no advertising as of yet. Awareness of the program needs to be developed so that RMIT Vietnam students are adequately informed of their options and opportunities before the exchange enrolment deadline.
Most RMIT Vietnam students are only aware of Melbourne as an exchange study opportunity so awareness of the four new partnerships will expand their options. Along with raising students’ fundamental awareness of the exchange partners, this campaign aimed to generate a positive attitude to going on exchange in general. This attitude will eventually lead to an increased number in exchange enrollment.
The client, the Global Mobility Department, is already well known amongst RMIT Vietnam students, with around 45-50 students studying on exchange in Melbourne each semester. Semester One in 2015 will be the first time students from RMIT Vietnam will have an opportunity to go on exchange to these four new institutions, so ensuring awareness is gained amongst the targets before this time was key to the success of the campaign.
The Global Mobility Department wants a program that integrates their existing communication channels with updated communication channels and content that fits with their target publics, including print, social and digital media marketing, information sessions and face-to-face interactions.
The communication strategies currently employed by the Global Mobility Department are:
The ‘Step Beyond’ campaign will consolidate and improve these communication strategies, as well as introducing new and innovative ones in order to meet our client’s objectives and requests.
Most RMIT Vietnam students are only aware of Melbourne as an exchange study opportunity so awareness of the four new partnerships will expand their options. Along with raising students’ fundamental awareness of the exchange partners, this campaign aimed to generate a positive attitude to going on exchange in general. This attitude will eventually lead to an increased number in exchange enrollment.
The client, the Global Mobility Department, is already well known amongst RMIT Vietnam students, with around 45-50 students studying on exchange in Melbourne each semester. Semester One in 2015 will be the first time students from RMIT Vietnam will have an opportunity to go on exchange to these four new institutions, so ensuring awareness is gained amongst the targets before this time was key to the success of the campaign.
The Global Mobility Department wants a program that integrates their existing communication channels with updated communication channels and content that fits with their target publics, including print, social and digital media marketing, information sessions and face-to-face interactions.
The communication strategies currently employed by the Global Mobility Department are:
- Encouraging RMIT University Melbourne students to study in Vietnam,
- Encouraging RMIT University Vietnam students to study with one of RMIT Universities other four partner institutions,
- Encouraging RMIT University Vietnam students to study in Melbourne.
The ‘Step Beyond’ campaign will consolidate and improve these communication strategies, as well as introducing new and innovative ones in order to meet our client’s objectives and requests.