Promotion Strategy Ncku Final Presentation Short For BlogPresentation Transcript
Promotion Strategy NCKU Fili An 安斐理
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 … )
Perceptions of National Cheng Kung University
No perception – Near zero international presence.
Main Competition – in Taiwan
National Taiwan University – always #1.
National Chiao Tung University, Xinzhu/Taipei
National Cheng Chi University, Muzha-Taipei
National Tsing Hua University, Xinzhu
Main Competition – Asia
“ Chinese culture ” based
World class strategy.
National University of Singapore.
British standard education.
Chinese University HK, City University HK, UHK
Leading universities (Peking, Fudan, TsingHua, JiaoTung)
Leading Asia in the last decade.
Tokyo, Kyoto, Osaka, Hokkaido Universities …
Seoul National University, Yonsei
Marketing related SWOT - Summary
Brand in Taiwan
Relatively good world rankings
Political - China
No global presence
Economic – China
50billionNT$ 5 year plan
Goals & Vision
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.
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 ”
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)
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.
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 .
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.
Integrated Marketing Plan
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)
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.
Which is just an example for simple Branding
Logo & Moto might need a slight adjustment
This one isn ’ t that bad.
“ 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.
(This is what was done for IIM student council)
“ Global embrace ” ,
But we need a professional designer
(Cost : ~1000US$)
Logo : How about something more like this
Branding - University Accessories
Promotions - give those away when ever you can …
Promotions – Get people to buy those in masses
Subsidize - Offer zero profit promotions
Buy 2 get 2 free.
Buy over 1000NT$ get an NCKU side-bag.
Costs : 10000US$, 5000US$ annually
Maximizing existing resources
Make the most of what we already have
Leverage our (International) Students
Encourage sympathetic Taiwan addicts
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 …
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.
Asia academic websites.
In English … with constant ad tracking & rotation.