Group Members:

2. Group Members: Edmund Toh Nora Mai Tan XuanHui Reema He Hui Ling Lee Yi San

3. Diplomaof Marketing Important function in Today’s business world DMK provided by NYP will train students in areas such as Services marketing Integrated Marketing Communications Brand Management TEP and IPP to be provided to develop student’s practical & lifelong skills in business operations.

4. Industry Overview Today, 42% of the Primary 1 cohort receives a polytechnic education. This figure will continue to grow to 45% in 2015 33% of all secondary school graduates opt for a polytechnic education, when they are qualified for Junior Colleges

5. Industry Overview Main reason being, Poly Students are ‘Industry Ready’ when they graduate. Polytechnic education has become increasingly relevant Constant upgrading and practical trainings are increasingly becoming essential.

6. Target Segments “O” Level School Leavers & Private Candidates Primary target segment ITE Graduates Eligible students Foreign Students Parents Secondary target segment

7. Competitive Structure • Strong competitiveness • Offered in all 5 Polytechnics • Many variations of marketing • Provides more choices for students

8. Campaign Theme • “Marketing for your Future” • Literal Theme • Provides focus on “now” and “future” • Academics + personal development

9. Secondary Data Collection • Based on the Figure, Polytechnic enrolment is gradually increasing every year from the period of 1999-2009.

10. Secondary Data Collection • The above diagram shows the statistics of the amount of students who enrolled into different courses in Polytechnic Education

11. What do the figures mean? • It means more students in Singapore are getting interested and focal on the possible prospect of business • The potential of growth in the Business Studies courses is very high • We believe Diploma in Marketing will continue to grow as long as we reach out to them

12. Primary Data Collection & Analysis • Choose courses according to interest & passion • Intangible assets & benefits • ‘Diploma in Marketing provides you a fun & exciting learning experience’ • Look out for variety of courses&location • Provide information on the variety of modules • Strategic location

13. Primary Data Collection & Analysis • Factors influencing students’ decisions: Families & friends • To seek advices & suggestions • Equip them with relevant information • Become an advocate for us  more credible • Popular sources of information: website, loved ones or open house • Detailed & accurate information • Interesting & interactive websites • Creative & exciting events(open house)

14. Primary Data Collection & Analysis • Respondents are most interested in food • Promote about the 4 canteens, a cafe & EMRS events (food fair) • Do not have much impressionabout NYP • Work towards a more positive & definitive image

15. Primary Data Collection & Analysis • Most popular platform: Facebook • One of the anchor platforms besides blog • Interactive platform • Halfof the respondents are not interestedin NYP’s Diploma in Marketing • Wrong perception • Lack of in-depth understanding • Educate them

16. Campaign Objectives

18. New Media Tools Used and Justifications for Choices • Facebook • Two-way communication • Majority of our target audience has a Facebook account • Blogger • 4th blog service • More informational and detailed entries

19. New Media Tools Used and Justifications for Choices • Twitter • Fast growing social media • Micro-blogging site • Networking opportunities • Youtube • 2nd most used platform • Mass market audience

20. Execution Time Schedule & Justification

21. Strategies to drive traffic Events Interaction Leaving comments on related blogs, pages & forums Included our signature at the end of each post Sending private messages to our target audience • “Be a Marketer a Day” event • Event details placed on various platforms used

22. Strategies to drive traffic Forums Affiliate with other blogs Affiliate with blogs or website that are closely related to our subject Ensure the website or blog is credible • Place our links on Forums • Using eye catching words or even pictures to capture the attention

23. Strategies to drive traffic Placing videos on • Posting status might be perceived to be wordy or boring • Videos can create a more personal interaction • More effective & efficient

24. Measurement Metrics Facebook YouTube Did not manage to achieve the objectives Videos not interesting enough Take interesting ourselves to drive traffic • Achieve the objectives of 10% active users • 140 active users monthly & 125 weekly • Constant updates

25. Measurement Metrics Blog Twitter Did not manage to reach the objectives Limited words used on Twitter Unable to get detailed information • We met the objectives • Most page view “Why Diploma in Marketing?” • We’ll be adding more information on Diploma in Marketing

26. Traditional Tools • Event: “Marketing 4 your Future” • Venue : NYP Atrium • Time: > 5.30pm on a weekday • Invited:‘O ’level school Leavers + Parents • Programs: • “Be a Marketer for a Day” Marketing challenge • Informative talk • Performances • Games

27. Traditional Tools • Radio Djs(The Muttons from 98.7fm) • “Live” interviews • Information booth and boards • Educational Talks: Secondary schools and ITE colleges • Main Speaker: 3rd Year students • Special guests: NYP Marketing graduates

28. Traditional Tools • To Publicize: “Marketing 4 your Future” event and Educational talk • Cost Effective Complement