Target Publics
Primary
The primary target audience for our communication campaign was RMIT Vietnam students. From research, we found that those most interested or qualified for studying abroad are aged between 18 to 25 and have a medium to high socioeconomic status so they could afford the high cost of living and studying overseas. The students also might want to work around 20 hours per work while studying overseas to assist in paying for the high cost of living. The target audience are also willing to step beyond their comfort zone, to discover a new environment and further their academic experiences.
The campaign also targeted RMIT Vietnam students who have received a full or part scholarship, as they would be able to afford the costs of studying on exchange internationally.
The campaign also targeted RMIT Vietnam students who have received a full or part scholarship, as they would be able to afford the costs of studying on exchange internationally.
Secondary
Our secondary target audience were the parents of RMIT Vietnam International University students, as research has found that parents are still very involved in the decision-making process of university students, hence our campaign was designed to appeal to them as well.