Implementation: Tactics
Summary of Tactical Process
A range of tactics and tools were developed by our communication team to meet goals and objectives. These were grouped into pre-event promotion, which was split between promoting the exchange program and promoting our event, the actual event, and post-event promotion, which focused on getting students to actually enrol. The tactics include printing promotional posters and banners, developing an information travel guide brochure, a tote bag to give students, the collaborative event and on-going social media. In general, the centre of our entire campaign was the event and the tactics were generated around the purpose of promoting the event itself and of course, the new four exchange partner institutions. Through the implementation of our tactics we had to make adjustments in order to fulfil budget requirements and deadlines.
Timeline
Initially, we proposed four different posters focusing on disciplines rather than the four countries. However, after meeting with client, it was requested to design the posters based on the country and then the discipline they offer at each destination. After consideration, we produced four different posters for each exchange country destination and one general poster printed on pull out banners.
A information booklet was produced for the event and further information about the exchange program. The communications team initially planned on developing a ‘Golden Passport’, however, it was too similar to the information passport that Global Mobility already offered. Additionally, from the primary research, students were not interested in researching about the universities so we wanted to minimise this effort by developing in depth information on the exchange destination. We proposed the idea of a travel guide, which included information about the four universities as well as the attractive locations that may entice the target audience to be interested in applying for exchange. Because of the time restraints, only 50 travel guides were made in time for the event. Consequently, we created the bookmark with a link to a PDF version of the travel guide and for students to get more information if they are interested in the event. The tote bag was not the initially planned as event material. We planned on catering food for the students attending the event. However, the students would not have taken anything away from the event except a full stomach. The tote bag provided a creative solution maintaining awareness of the four partner institutions after the event. The tote bag is durable and well designed, and as students wear it around the school the ‘Step Beyond’ slogan will be continuously promoted to wider audiences.
A information booklet was produced for the event and further information about the exchange program. The communications team initially planned on developing a ‘Golden Passport’, however, it was too similar to the information passport that Global Mobility already offered. Additionally, from the primary research, students were not interested in researching about the universities so we wanted to minimise this effort by developing in depth information on the exchange destination. We proposed the idea of a travel guide, which included information about the four universities as well as the attractive locations that may entice the target audience to be interested in applying for exchange. Because of the time restraints, only 50 travel guides were made in time for the event. Consequently, we created the bookmark with a link to a PDF version of the travel guide and for students to get more information if they are interested in the event. The tote bag was not the initially planned as event material. We planned on catering food for the students attending the event. However, the students would not have taken anything away from the event except a full stomach. The tote bag provided a creative solution maintaining awareness of the four partner institutions after the event. The tote bag is durable and well designed, and as students wear it around the school the ‘Step Beyond’ slogan will be continuously promoted to wider audiences.
1. Promotional Posters
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2. Travel Guide
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3. Social Media
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4. The Event
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5. Tote bags
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6. Bookmarks
7. Desktop Backgrounds
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8. Promotional Video
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