Promotion Strategy Ncku Final Presentation Short For Blog

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  • 1. Promotion Strategy NCKU Fili An 安斐理
  • 2. Background
  • 3. National Cheng Kung University
    • University at Tainan City of southern Taiwan (ROC).
    • Ranked Top 3 in Taiwan, 300-400 in the world.
    • Focused domestically, recently decided and begun implementing strategic internationalization as part of a Taiwan Government master-plan.
    • (But you know this already … )
  • 4. Perceptions of National Cheng Kung University
    • In Taiwan
    • Excellent Reputation.
    • Internationally
    • No perception – Near zero international presence.
  • 5. Main Competition – in Taiwan
    • National Taiwan University – always #1.
    • Uprising
      • National Chiao Tung University, Xinzhu/Taipei
      • National Cheng Chi University, Muzha-Taipei
      • National Tsing Hua University, Xinzhu
  • 6. Main Competition – Asia
    • “ Chinese culture ” based
    • Singapore
    • World class strategy.
    • National University of Singapore.
    • HK
    • British standard education.
    • Chinese University HK, City University HK, UHK
    • Uprising China
    • Leading universities (Peking, Fudan, TsingHua, JiaoTung)
    • Others
    • Japan
    • Leading Asia in the last decade.
    • Tokyo, Kyoto, Osaka, Hokkaido Universities …
    • Uprising Korea
    • Seoul National University, Yonsei
  • 7. Marketing related SWOT - Summary
    • Strengths
    • Brand in Taiwan
    • Relatively good world rankings
    • Threats
    • Political - China
    • Growing competition
    • Weaknesses
    • Location
    • No global presence
    • Opportunity
    • Economic – China
    • 50billionNT$ 5 year plan
  • 8. Goals & Vision
  • 9. Vision for the University
    • What is the university ’ s vision?
    • (I wasn ’ t able to find it anywhere, until I attended the president ’ s presentation about “ Global citizen of the 21 st Century ”… )
    • To preserve Tainan ’ s heritage as Taiwan ’ s cultural capital while aspiring to become a full-fledged internationally renowned university, NCKU cultivates future leaders with creativity, humanism, global vision and profound social concerns, and develops transdisciplinary research for the benefit of society and humanity.
  • 10. Vision for the University - Anything else?
    • From Research Express :
    • “ Equally aimed at humanity and professional training, establish the general education that covers various disciplines, and emphasize creativity, international perspective, entrepreneurship, leadership, communicating skills, social responsibility, and care for humanity ”
  • 11. What does internationalization mean?
    • Global Education Standards : “To learn the cutting-edge science, technology and scholarship”
    • Global Understanding : “To learn and understand foreign cultures”
    • Global Communication : “To facilitate international communication and establish personal contacts”
    • Global Reputation : “To upgrade the university’s standing in international community”
    • (Adopted & adjusted from President Lai ’ s presentations)
  • 12. Challenges – Do people know Taiwan?
    • Common responses :
    • Recognition : “ Did you say Thai-land? ”
    • Differentiation : “ Ah, you mean China? ”
    • Brand Image :
      • “ Isn ’ t that where all the plastic toys are from? ”
      • “ Isn ’ t that where all the cheap electronics are from? ”
      • “ But I heard it ’ s not really a country ”
      • “ There aren ’ t any foreigners there, right? ”
      • More ? : Polluted / Over-crowded / Grey / Boring.
  • 13. Challenges – Taiwan – possible solutions
    • Ignoring the Taiwan issue, focus on building the NCKU brand alone.
      • Pros : Larger audience. Simple message.
      • Cons : Not efficient. Issue unavoidable? Expensive.
    • Working with the Taiwan government to promote Taiwan and NCKU together. Where people know Taiwan, they will know NCKU.
      • Pros : Joint resources. Easier to make the next step.
      • Cons : Limited/different audience and message.
    • Actually, we can do both .
  • 14. Challenges – It doesn ’ t end there - Tainan
    • If people already heard about Taiwan, common responses:
    • Recognition : “ Tainan? I know Taipei, but what ’ s Tainan? ”
    • Brand Image :
      • Small - “ What ’ s a world university doing there? ”
      • Boring - “ Anything to do there? ”
      • More? : Rural Taiwan, “ too ” local, no English/Foreigners.
    • Solutions. Same as Taiwan , on a Tainan scale.
  • 15. Integrated Marketing Plan
  • 16. Target Audiences
    • Academic
    • Scholars (Research).
    • Prospect International Faculty.
    • Prospect International Graduate Students
    • Taiwan/Chinese addicts who want to be in Taiwan
    • American/European born Taiwanese
    • Foreigners with a Taiwan fascination.
    • Prospect International undergraduate students (Chinese language / others)
  • 17. Branding
  • 18. Creating the Brand from scratch – messages
    • Leading Asian university.
    • Top Taiwan university.
    • 21th century – The Asian Century.
      • Gateway to Asia.
      • Gateway to the Chinese market.
    • Authentic Taiwan - Modern while respecting Tradition.
    • Top 100 Plan – 50billionNT$ plan.
  • 19. Which is just an example for simple Branding
    • Logo & Moto might need a slight adjustment
  • 20. NCKU Logo
    • This one isn ’ t that bad.
    • But …
    • “ National Cheng Kung University ” is hard for internationals to remember or pronounce. NCKU is catchier .
    • “ What is this Blurb thing in the middle? ” - The logo doesn ’ t work as well if you can ’ t read or understand it.
  • 21.
    • (This is what was done for IIM student council)
    • Younger,
    • Friendlier,
    • “ Global embrace ” ,
    • But we need a professional designer
    • (Cost : ~1000US$)
    Logo : How about something more like this
  • 22. Branding - University Accessories
  • 23. Promotions - give those away when ever you can …
  • 24. Promotions – Get people to buy those in masses
    • Subsidize - Offer zero profit promotions
      • Buy 2 get 2 free.
      • Buy over 1000NT$ get an NCKU side-bag.
    • Costs : 10000US$, 5000US$ annually
  • 25. Advertising methods
  • 26. Maximizing existing resources
    • Make the most of what we already have
    • Leverage our (International) Students
    • Encourage sympathetic Taiwan addicts
    • Public relations
  • 27. Boosting world university rankings
    • It ’ s not all about publications and quotations.
    • Show all that we have.
    • Align and improve all non-academic based world university rankings by also approaching …
      • International recruiters
      • Students
      • Faculty
  • 28. Creating online presence – Advertising / SMO
    • Targeted keywords Google Adwords campaigns. Combinations of –
      • Taiwan, China, Asia, University/ies, Education, Academics, Masters, PhD, Research, Chinese (lang), etc.
    • Targeted websites
      • Taiwan websites.
      • Asia academic websites.
    • In English … with constant ad tracking & rotation.
  • 29.
    • Cost (CPC) – ~0.15US$ * 100,000 impressions annually + management costs = 25,000US$ annually
    Online advertising Adwords costs
  • 30. Creating online presence – Media
    • PR Team – 2 full time
    • Budget : 60,000US$ annually
    • English Media Kits
    • English Press Releases.
      • Goal : A major press-release every 3 weeks.
    • English Event Invitations – VIP treatment
    • English Interviews with NCKU ’ s leadership
    • Mail all top 400 universities, all the time.
  • 31. Creating online presence – New Media : SMO
    • Blogs
    • Embrace the Taiwan blogosphere – sponsorships, events , treat them as good you do with the old media.
    • Keep track and communicate with your blogging students. Listen to then, feed them information, encourage them, involve them.
    • Social Websites
    • Encourage students to post everything about NCKU on social websites (Facebook, Youtube, Flickr). Competitions, prizes , etc.
    • Put all your “ cool ” stuff in there yourself (videos, photos)
    • Forums
    • Active participation International Taiwan and Academics forums.
    • Respond to people, make relevant information available.
    • Costs : 20000US$, part of PR team. Cheap, but explosive promotion
  • 32.
    • Modern with respect to tradition.
    • Magical - Different attracts attention & arouses curiosity.
    Video advertisement – Taiwan/Tainan
  • 33. Advertisement campaign slogans
    • I ’ m not a copyrighter, but here goes …
    • Doesn ’ t NCKU sound like “ And See (K) You ” ? “ Think and See NCKU ” or maybe “ And See You at NCKU ” .
    • Doesn ’ t NCKU Sound like “ And Seek U ” ? Discover the World and Seek You at NCKU .
    • Anyways, what I like is something like this:
    • Think Global Study Local - NCKU
    • Touch Asia, See the World - NCKU.
    • Globally Asian - NCKU
    • Asian Academics Global Success - NCKU
    • © All rights reserved to me
  • 34. Advertisement – University Fairs
    • Example : 40 world cities - QS World Grad School Tour
    • There ’ s no promotion like authentic promotion: Train and send your international students …
    • Cost 2 world fairs annually:
    • 40000US$
  • 35. Summary
    • Big vision, many challenges.
    • Starting almost from zero.
    • Structured 3-year plan.
    • Resource maximization.
    • Low yet precise budget to achieve relative global marketing penetration.
  • 36. Thanks for listening Help promote NCKU…