JC468 Digital Media BJM Campaign

1. D I G I TA L M E D I A
C A M PA I G N
B J M A D M I S S I O N A C A D E M I C Y E A R 2 0 1 4

2. B A C H E L O R O F A R T I N J O U R N A L I S M
( M A S S M E D I A S T U D I E S )
B J M

3. T H I S C A M PA I G N I S B A S E D
O N C U R R E N T “ P O S S I B L E ”

4. B J M
Faculty of Journalism and Mass Communication Thammasat University, Rangsit Campus
Bachelor of Art in Journalism (Mass Media Studies) is opened in 2006. The programs were developed
under one goal, that is to produce the best qualified graduates with a high sense of morality and social
responsibility for our country.
Communication School in Thailand (Bachelor’s degree & international programs) Now there are many
school but Why BJM?
• Reputation as the Faculty of Journalism and Mass Communication
• The medium of instruction is English
• Fully accredited within Thailand and recognized by leading Institutions worldwide
• Comparatively low fees and living costs
• Ideally located in the center of Southeast Asia
• The teaching faculty are international instructors

5. S TAT E M E N T O F P R O B L E M S
!
“ R E C R U I T M E N T S T U D E N T
A C A D E M I C Y E A R 2 0 1 4 ”

6. C O M P E T I T O R A N A LY S I S
TU : BJM
Public university
Bachelor of Art in Journalism
(Mass Media Studies)
Tuition Fees
67,000 - 77,000฿/semester
Faculty of Journalism and Mass
Communication, Thammasat
University, Rangsit Campus,
Pathumthani, Thailand
Application Period : Nov 4,
2013 - Jan 10, 2014
CU : Comm Arts
Public university
B.A. in Communication
Management
Tuition Fees
∼83,000฿/semester
Faculty of Communication Arts,
Chulalongkorn University
Phayathai Road, Bangkok,
Thailand
Application Period : January
2014
ABAC : Comm Arts
Private University
Communication Arts (BA) 6
Programs
Tuition Fees
∼75,000฿/semester
Albert Laurence School of
Communication Arts, Assumption
University, Suvarnabhumi Campus,
Samuthprakarn, Thailand
Application Period : Nov 1, 2013 -
Mar 7, 2014
*Bold is strength

7. B J M D U R AT I O N
Application Period
Nov 4, 2013 - Jan 10, 2014 (1st round)
!
Digital Media Campaign Period
“Dec 25, 2013 - Jan 10, 2014 (1st round)”
Last 17 Days

8. O B J E C T I V E
Marketing Objective
- Increase the number of candidates
Communication Objective
- Awareness and Reputation in the target group/
audience.
- Increase the number of applications (Transaction)

9. TA R G E T A N A LY S I S
1. Primary group/main target
Student : Male/Female, SES B+, Education requirements
1.1 Thai Students (Include foreigner in Thailand)
- Thai School
- International School
1.2 Foreigner
- International students
- Inbound
Objective
- Intended to be educational - Register as an option for educational

10. TA R G E T A N A LY S I S
2. Secondary group
Acquaintance of the main target : family, friend, etc.
Objective
- To telling about recruitment.

11. S T R AT E G Y / C O M M U N I C AT I O N M E S S A G E
“ F I N A L C A L L F O R B J M ”
I D E A
ฉCalling Passenger from the last moment to get on the plan
Compare with Last Chance to get in BJM

12. C O N T E N T
Banner
!
!
!
Borchure/Poster
(Send by direct mail to school, tutor,cram school for print and post on board)
Direct response : Facebook, etc - Telephone
Other content
“Final Call for BJM”
Apply Now - Jan 10, 2014
http://bjm.jc.tu.ac.th/application
Faculty of Journalism and Mass Communication, Thammasat University

15. B U D G E T
0or lowest cost

16. M E D I A

17. M E D I A
E A R N E D L E A D O W N E D & PA I D

18. M E D I A

19. E A R N E D M E D I A
How?
Spread idea content (PR News) to
- Education web board, Facebook fanpage, Twitter account
Because
- Reach target audience.
- Free media
- Effectiveness
- Target audience will awareness and share information to other people that interested

20. E A R N E D M E D I A ( O N L I N E )
1. Education web board
- dek-d.com/admission
- dek-d.com/board/education
- vcharkarn.com
- eduzones.com
- admissions.enn.co.th
- siamzone.com/board
- unigang.com
- etc. web board
2. Education facebook
fanpage
- www.educationboard.in.th
- O2dualedu
3. Education twitter
- education_board

21. O N L I N E E A R N E D M E D I A
4. School web board, web community
- Assumption College : www.assumpboard.com
- Bangkok Christian College : www.bccassociation.com
- Suankularb Wittayalai School : www.suanboard.net
- etc.
5. SEO (from PR news in educate web board)
Example

22. E A R N E D M E D I A ( O F F L I N E )
• Already student asking for spread information.
• Board at School (Direct mail)
• Board at Tutor,cram school (Direct mail)
• TV Programs (PR News)
- News popular program in every channel on the first
day in the last week period of registration

23. M E D I A

24. O W N E D M E D I A
How?
Web site for information and application
Facebook & twitter for information, Q&A (engagement)
Youtube for credential of faculty
Spread idea content (PR News)
Because
From awareness in earned media target audience will search for the
information and coming in to owned media.

25. O W N E D M E D I A
• http://bjm.jc.tu.ac.th
- Website, Microsites(Mobilesite) for Information & Registration
• facebook.com/bjm.jc.tu
- Information - Link for Registration - Interaction for Q&A
• E-mail, direct mail
- Board at School - Board at Tutor,cram school
• Twitter account (New)
- Information - Link for Registration - Interaction for Q&A
• YouTube official (New)
- Credential of faculty - BJM Activities

26. M E D I A

27. PA I D M E D I A ( A S A O P T I O N )
How?
Pay for keyword in Google Adwords
Pay for ad position in facebook
Because
Now Google is the first place for target audience who interested will
searching for an information and facebook can be personalize or
identify who is target.

28. PA I D M E D I A
• Google Adwords
- BJM, JC, บีเจเอ็ม, เจซี, วารสาร, วารสารศาสตร์, สื่อสาร
มวลชน, นิเทศ, อินเตอร์, ธรรมศาสตร์, นิเทศศาสตร์, etc.
• Facebook ad on any position
- Image of ad

29. M E D I A S C E N A R I O / R O A D M A P
!
Direct mail
!
!
!
!
!
!
!
http://bjm.jc.tu.ac.th
!
!
!
!
!
!
!
!
Transaction
Paid media
Owned media
Earned media
Engagement
Education web board
Education facebook fanpage
Education twitter
School web board, web community
PRNews
Facebook ad
TV PR News
School Board, Tutor,cram school Board
YouTube official
Twitter account
facebook.com/bjm.jc.tu
Google Adwords
Reach/Awareness
Touching Point

30. M E D I A S C H E D U L I N G
M E D I A
2 5
D E C
1 3
2 6
D E C
1 3
2 7
D E C
1 3
2 8
D E C
1 3
2 9
D E C
1 3
3 0
D E C
1 3
3 1
D E C
1 3
0 1
J A N
1 4
0 2
J A N
1 4
0 3
J A N
1 4
0 4
J A N
1 4
0 5
J A N
1 4
0 6
J A N
1 4
0 7
J A N
1 4
0 8
J A N
1 4
0 9
J A N
1 4
1 0
J A N
1 4
E A R N E D M E D I A O N L I N E
E D U C AT I O N W E B B O A R D
E D U C AT I O N FA C E B O O K FA N PA G E
E D U C AT I O N T W I T T E R
S C H O O L W E B B O A R D , W E B
C O M M U N I T Y
E A R N E D M E D I A O N L I N E
D I R E C T M A I L
T V / R A D I O P R N E W S
O W N E D M E D I A
PA I D M E D I A
G O O G L E A D W O R D S
FA C E B O O K A D

31. E VA L U AT I O N , K P I
1. Reach/Awareness
- Page views on each other website/web board
- Google Analytic on http://bjm.jc.tu.ac.th for detail about user
-Facebook insight on facebook.com/bjm.jc.tu
2. Registration compare with last year
3. Feedback questionnaire on paper testing date about
awareness

32. BE CREATIVE
BE IMAGINATIVE
BE SOCIALLY CONCERNED
For more information
Bachelor of Arts Program in Journalism (Mass Media Studies) Faculty of Journalism and Mass Communication, Thammasat University
99 Moo 18 Phaholyothin Rd., Khlongluang, Pathumthani 12121 Tel. 0-2696-6193, 0-2696-6209, Fax. 0-2696-6208 http://bjm.jc.tu.ac.th E-mail: adminbjm@gmail.com

33. M R . N O N TA W I T S U N G W O R N “ T E E N ”
S T U D E N T I D : 5 4 0 7 6 1 0 2 8 5
C R E A T E D B Y