Marketing campaign brief (nile university)
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The NU Board of Trustees meeting discussed plans for NU's 2018 marketing campaign and branding efforts. The proposed budget totals 4.28 million Egyptian pounds, allocated across various initiatives including digital/social media, on-campus and off-campus activations, branding of NU's new and current buildings, online advertisements, concerts and events, radio ads, ushers and ambassadors, and printed media. Key areas of focus included strengthening NU's brand advocacy, assessing brand health metrics like awareness and purchase intent, and improving the student experience through school visits and campus life.
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Marketing campaign brief (nile university)
- 1. NU Board of Trustees Meeting DECEMBER 17TH 2017
- 3. AREAS OF DEVELOPMENT BASED ON 2017 CAMPAIGN ▪Additional Activations ▪Presence in Hangouts ▪Brand Ambassadors ▪Strategic Alliances (Employers, Sponsorship of graduation, Media Partner, Influencers, Entertainment, School) ▪School Visits Experience (Tools, Mechanics & Task Force) ▪Student Life on Campus
- 4. NORMAL BRAND HEALTH CHECK Awareness Purchase Intent Research and Familiarity Opinion and Shortlist Consideration Purchase Loyalty Advoc acy Brand Purchase Funnel Cycle of Loyalty Next phase 2018 Achieved 2016 - 2017
- 6. PROPOSED BUDGET Category Total Budget/Remaining per Item (EGP) Vs. 2017 Budget actual spending (EGP) Digital & Social Media 750,000 426,279 Activations In –House 200,000 45,930 Outdoors 500,000 58,000 Branding 350,000 21,210 Online Advertisement 180,000 172,500 Concerts & Events 100,000 18,247 100,000 Radio Ads 100,000 bundled package Ushers & Brand Ambassadors 100,000 54,700 Give-aways 300,000 302,860 Printed Media 60,000 37,786 Miscellaneous (Subscriptions, sponsorships, banners for specific events,….) 100,000 115,620 International Collaborations (OSU Collaboration) 360,000 360,000 80,000 40,000 Outdoors Ads 1,000,000 2,706,000 Total Budget 4,280,000 4,359,132
- 7. 1. DIGITAL & SOCIAL MEDIA EGP 750,000 ▪Facebook, Instagram, YouTube, Twitter, Google Adwords, GDN, SEM ▪Influencers
- 8. 1. DIGITAL & SOCIAL MEDIA EGP 750,000 (CONT..) ▪NU Mobile Application ▪Photoshoot & Videos
- 9. 2. ACTIVATIONS A. IN-HOUSE - EGP 200,000
- 10. 2. ACTIVATIONS B. OUT OF CAMPUS - EGP 500,000 (MALLS, CLUBS, …)
- 11. NU INTERNAL BRANDING EGP 350,000 New Building Re-branding Exterior Current Building Re-branding Exterior Interior Branding and Signage
- 12. NU INTERNAL BRANDING ▪NEW BUILDING EXTERIOR RE-BRANDING • FIRST VIEW
- 13. NU INTERNAL BRANDING ▪CURRENT BUILDING EXTERIOR RE-BRANDING • FENCE SIGNS
- 14. NU BRANDING INTERIOR BRANDING AND SIGNAGE • ON CAMPUS EXTERIOR BRANDING
- 17. NU BRANDING ▪MOCK UPS • ON CAMPUS
- 18. NU BRANDING ▪FLOOR STANDS AT COFFEESHOPS
- 20. CONCERTS & EVENTS ▪Concert ▪Opening of New Building ▪EGP 200,000
- 21. RADIO ADS ▪Jock Reads on Nile FM (Statements about NU inserted within the flow of popular presenters’ talks) ▪EGP 100,000
- 22. USHERS AND BRAND AMBASSADORS ▪EGP 100,000
- 23. PRINTED MEDIA ▪NEW BRANDING IDENTITY • EGP 60,000
- 24. Thank You