Download - York St John University Project
![Page 1: York St John University Project](https://reader035.vdocuments.site/reader035/viewer/2022062513/555bdd52d8b42a38078b4777/html5/thumbnails/1.jpg)
“Your Future” Marketing Campaign - York St John University
Kai (Kenny) Chen
![Page 2: York St John University Project](https://reader035.vdocuments.site/reader035/viewer/2022062513/555bdd52d8b42a38078b4777/html5/thumbnails/2.jpg)
Background
• Located on a large urban campus in York, England• Religious foundations• Top 100• 90% students found jobs after graduation
![Page 3: York St John University Project](https://reader035.vdocuments.site/reader035/viewer/2022062513/555bdd52d8b42a38078b4777/html5/thumbnails/3.jpg)
SWOT AnalysisS (Strengths) W (Weaknesses)
- Location in a big city- High employment rate- Religious foundations- Donations from government
and other companies
- Low reputation in the world- Not clear university image- Low ranking
O (Opportunities) T (Threats)
- International students (more Chinese students want to study in England)
- Other popular universities in England
![Page 4: York St John University Project](https://reader035.vdocuments.site/reader035/viewer/2022062513/555bdd52d8b42a38078b4777/html5/thumbnails/4.jpg)
Key Publics and Secondary Publics
• Key Publics
- Students aged 16-22
a. Chinese students who want to study in England
b. Whose IELTS are not high enough to get offers from top universities in England
c. Who prefer to study English first
• Secondary publics
- Parents
- Professors in Chinese universities
- Study abroad agencies
![Page 5: York St John University Project](https://reader035.vdocuments.site/reader035/viewer/2022062513/555bdd52d8b42a38078b4777/html5/thumbnails/5.jpg)
Goal and Objectives
• Goal
To increase the traffic to its website from China
• Objectives
- Awareness: Provide information about the website
- Acceptance: Chinese people accept the information
- Action: Visit the website
![Page 6: York St John University Project](https://reader035.vdocuments.site/reader035/viewer/2022062513/555bdd52d8b42a38078b4777/html5/thumbnails/6.jpg)
“Your Future” Marketing Campaign
Promotion Project
Using Advertising to target publics and attract them to visit the website
![Page 7: York St John University Project](https://reader035.vdocuments.site/reader035/viewer/2022062513/555bdd52d8b42a38078b4777/html5/thumbnails/7.jpg)
Where to post the advertising?
• Renren (人人 )• ChaseDream• New Oriental (新东方 )• IELTS Official Website
![Page 8: York St John University Project](https://reader035.vdocuments.site/reader035/viewer/2022062513/555bdd52d8b42a38078b4777/html5/thumbnails/8.jpg)
RenRen (人人 )
• Chinese Facebook• More than 85% high school students and 98% college
students are using this social media• (I interviewed 54 students who use Renren, 95% said
they would click universities’ advertising to visit these universities)
• Easy to post advertising• Still, the university can create its own official website in
renren to target more students
![Page 9: York St John University Project](https://reader035.vdocuments.site/reader035/viewer/2022062513/555bdd52d8b42a38078b4777/html5/thumbnails/9.jpg)
ChaseDream• Top 1 GRE, GMAT & IELTS Study Agency• All students know it• Most students trust this website because of its high
reputation and a high acceptance rate• Students trust it, so they will read all information posted
there.• My friends’ experience: clicked all advertising to visit
universities to collect more information
![Page 10: York St John University Project](https://reader035.vdocuments.site/reader035/viewer/2022062513/555bdd52d8b42a38078b4777/html5/thumbnails/10.jpg)
New Oriental (新东方 )
• Best Study Abroad Agency• Students believe most information posted there because
most teachers who are graduated from top universities around the world can add values to advertising posted on its website
• Most students who want to study abroad will choose New Oriental as its pre-college to learn languages and prepare for exams
• 65% students (from New Oriental Research in 2012) chose the universities posted on its website
![Page 11: York St John University Project](https://reader035.vdocuments.site/reader035/viewer/2022062513/555bdd52d8b42a38078b4777/html5/thumbnails/11.jpg)
IELTS Official Website
• Students who want to study in England must go to IELTS website to register the exam; it will be easy to target all exam-takers
• The high reputation of IELTS can add value to all advertising there
• Students are easy to click the advertising on IELTS official website because they believe these universities are great
![Page 12: York St John University Project](https://reader035.vdocuments.site/reader035/viewer/2022062513/555bdd52d8b42a38078b4777/html5/thumbnails/12.jpg)
Other websites?
• To target secondary publics, we still can post advertising on Youku, IQiYi, and other websites that parents always visit.
![Page 13: York St John University Project](https://reader035.vdocuments.site/reader035/viewer/2022062513/555bdd52d8b42a38078b4777/html5/thumbnails/13.jpg)
My Own Experience
• When I decided to study abroad in the United States, I didn’t know which one I could apply for with not strong background. One day, when my mother watched a TV show on Youku Website, she found an advertising posted in the left side of the website about one university that didn’t need a strong background; she clicked the advertising and read all information in the official website. She told me about this university and encouraged me to apply for it.
![Page 14: York St John University Project](https://reader035.vdocuments.site/reader035/viewer/2022062513/555bdd52d8b42a38078b4777/html5/thumbnails/14.jpg)
They are still good choices!
• Parents like to visit• They always click the advertising posted in these
websites, especially about universities.• All information they collected from the official websites
will be shared with their • Their children will visit these universities’ websites to
seek out more information.