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- 1. “ Education is All a Matter of Building Bridges Ralph Ellison 1
- 2. 2 Alejandra O’Connor Frederikke Christiansen Dina Biddah Judy Assaad Merna Tamimi
- 3. Campaign for the New Mass Communication Curriculum
- 5. Planning
- 6. Target Audiences 6 Primary Audience Prospective Students Parents Demographics Millennial and generation Z Generation X and baby boomers Psychographics Influenced by technology and social media More involved in their children's lives and help make decisions Values and Lifestages Value seekers Wealth accelerator segment
- 7. 7 Secondary Audience Faculty and Staff of AUS Current AUS Students High School Counsellors
- 8. 8 Opinion Leaders Existing Groups • Arab Countries Student Forum • Educoop.com –South Asians • Educations.com – International Kris Fade Arnab Goswami For Prospective students Hala KazimSherif Fayed For Parents
- 9. Secondary Research 9 Campaigns for Universities 1. Listen to students 2. Be authentic 3. Go against your marketing instincts 4. Engage with your audience Students Preparation for the Workforce Gallup and Strata reported only 1/3 of students believe they will graduate with skills to be successful in the workplace Pew Research Centre found that 50% of students believe the main purpose of a college degree is to teach you specific skills that will be used in the workplace
- 10. Primary Research 10 Focus Group • 5/5 never visited the campus • Knew about engineering and CAAD • 5/5 did not know what Mass Communication entailed Surveys for high school students • 36.37% were interested in studying IMC and the remaining were unaware of what it entailed • Most popular social media platforms: Instagram and Snapchat Surveys for AUS students • 58% were interested in minoring in IMC • 42% were interested in minoring in Journalism
- 11. Objectives and Goals Informational Goals • 50% of high school students attending schools in UAE will be aware of the program, by Fall 2018 • 20% of high school students attending schools in the MENA region will be aware of the program, by Fall 2018 11 Motivational Goals • At least 20 new students will enroll in the new IMC program, by Fall 2018 • At least 8 new students will enroll in the revised Journalism program, by Fall 2018 Outcome Objectives • An increase in notable media mentions of the MCM Department around the UAE over the next year Process Objectives • Distribute 3 press releases over the span of 3 months • Conduct 2 employee meetings • Host 2 public events over the coming 3 months
- 12. Messages and Themes 12 Get the Experience, Not Just a Degree Building Minds, While Building Futures Even in Difference, We See Unity
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- 14. Implementation
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- 19. 19 Fade in 1 second VO Don’t miss the American University of Sharjah’s upcoming Summer Workshops for high school students. Starting June 17 to June 21! These workshops will teach you a variety of Mass Communication skills. These include social media, adobe programs and studio work, among many more! All for FREE! Visit A U S M C M dot com for more information and to sign up now! 18 seconds Fade out 1 second Radio PSA
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- 23. 23 International Education Fair United Arab Emirates Dubai Date: October 12 to 13, 2018 1st Middle East & North Africa Exhibition for Higher Education (MENA-IHE) Jordan Dates: April 21 to 24, 2018 China Education Expo Beijing: October 20-21, 2018 Shanghai: October 27-27, 2018 India Expo Spring 2019 Chennai: February 11, 2019 In Person Communication & Conventions and Trade Shows
- 25. 25
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- 28. 28 Website Blog
- 31. 31 Snapchat
- 32. 32MobileApp
- 33. 33 Podcast
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- 35. Media Kit
- 36. 36
- 37. 37 Faculty Bios
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- 39. 39 April-18 May-18 June-18 July-18 August-18 September-18 Initial Client Interview Plan Primary Research Conduct Surveys Background Research Conduct Focus Group Release Press Release Announcing the New Program Spokesperson at High Schools Release Press Release Announcing the Summer Workshops Pop-Up Photo Booth at Mall's and High Schools Release Press Release Announcing the "Communication… Summer Workshops Radio PSA Release "Communication Through Time" Event Inform Current Students and Staff of the Change in Program Event Schedule
- 40. 40
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- 42. Brochure • Cover Page • About • Head of Department Quote • Alumni Careers • Degree Requirements • Contact Page 42
- 43. 43
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- 46. Evaluation
- 47. 47 Formative: • Background Research • Pre-test for questions in surveys • Added definition of IMC in survey On-Going: • Social media management – Hootsuite and Buffer • Feedback during events Summative: • Media coverage • Audience feedback • Before-and-After comparison
- 48. Thank You