Executive Summary
RMIT Vietnam recently established student exchange partnerships with four international institutions in Canada, the UK, the US and Netherlands. As these partnerships are so new, awareness among our target audience, students at RMIT Vietnam, is very low, so the primary objectives of the campaign focused on increasing knowledge and create awareness of the international partner institutions. There is a large number of potential audiences at RMIT Vietnam, and a wealth of opportunities at these international destinations, both academic and cultural.
The campaign aimed to raise awareness and encourage the target audience to enroll in the study exchange program through the construction of a concise and effective information network that included posters, a travel guide, social media, bookmarks, a video, and a large-scale event on campus, which was the centrepoint of the campaign.
The campaign strategy was based on the key message of “Step Beyond”, which was established through extensive research on the target audience. The strategy was to promote exchange as not just an academic opportunity, but also an opportunity to discover new cultures.
The campaign strategy was structured into three broad stages:
The campaign’s effectiveness was evaluated through a range of key performance indicators that established whether the objectives were achieved. The campaign was successful in raising awareness across RMIT Vietnam’s student faculty, with all promotional material assisting in disseminating this information. The event was attended by over 250 people, and included a high degree of interactivity. The campaign was also very successful in that nearly every tactic implemented, and the overall strategy, can be reused in the future by the Global Mobility Department, allowing the campaign to be truly sustainable.
As the target market matures, and RMIT Vietnam students’ perceptions of the exchange program evolve, the campaign will need to be refocused in order to address the disparity in popularity for the study destinations, with the USA proving to be most sought after so far. Further effort and research also needs to be completed at the Hanoi RMIT campus to expand the possible audience to the campaign. In the future, there is also a huge opportunity to utilise students that complete the study exchange program in the first semester of 2015. Lecturers and parents will also need to be further addressed in the future, as research found that they have a large influence on university students.
The campaign aimed to raise awareness and encourage the target audience to enroll in the study exchange program through the construction of a concise and effective information network that included posters, a travel guide, social media, bookmarks, a video, and a large-scale event on campus, which was the centrepoint of the campaign.
The campaign strategy was based on the key message of “Step Beyond”, which was established through extensive research on the target audience. The strategy was to promote exchange as not just an academic opportunity, but also an opportunity to discover new cultures.
The campaign strategy was structured into three broad stages:
- Pre-event; which focused on promoting both the exchange program in general and the upcoming event.
- The Event; which was held on campus at RMIT Vietnam and involved students gaining information through direct conversations, promotional material, and interactive games.
- Post-Event; where the tactics focused specifically on encouraging the target audience to enroll in the exchange program, and included desktop backgrounds on RMIT computers.
The campaign’s effectiveness was evaluated through a range of key performance indicators that established whether the objectives were achieved. The campaign was successful in raising awareness across RMIT Vietnam’s student faculty, with all promotional material assisting in disseminating this information. The event was attended by over 250 people, and included a high degree of interactivity. The campaign was also very successful in that nearly every tactic implemented, and the overall strategy, can be reused in the future by the Global Mobility Department, allowing the campaign to be truly sustainable.
As the target market matures, and RMIT Vietnam students’ perceptions of the exchange program evolve, the campaign will need to be refocused in order to address the disparity in popularity for the study destinations, with the USA proving to be most sought after so far. Further effort and research also needs to be completed at the Hanoi RMIT campus to expand the possible audience to the campaign. In the future, there is also a huge opportunity to utilise students that complete the study exchange program in the first semester of 2015. Lecturers and parents will also need to be further addressed in the future, as research found that they have a large influence on university students.