Judy.Ge

「IMP Course」Facebook Marketing 脸书社交媒体运营推广

Runned by: Group Intervision

Visit Our Facebook Page: https://www.facebook.com/2018InterVision/

Introduction

Since electronic devices are integrating into our daily life, more people are exposing themselves to the interactive media. Therefore, the course Interactive Media Practice provided by the University of Westminster is temporised and innovative. Students interested in digital media and have future ambitions in relevant careers should take notice on the course. However, due to the short history and limited information channels of this program, the course does not have enough authority among students.

Moreover, increasing competition from other educational institutions are targeting the same group of potential students; this program is losing numerous talented students every year. This year, the course recruited approximately 60 students, with a large proportion from Asian and European countries. The absence of American students shows the limitation of school enrollment. In this report, we aim to promote the course Interactive Media Practice in the United States. Facebook is our chosen platform to develop our social media campaign.

Aim & Objectives

In this campaign, our agency aims to increase the course enrollment in the next academic year. We are also looking to enhance the reputation of the university as our secondary purpose. To reach the above aims, we followed the SMART model and listed three main objectives that we are going to achieve. The objectives should be specific, measurable, achievable, realistic and timely. Our project will take place from 8th November to 13th December 2018. During this period, we would like to: 

·       Increase the number of students consulting for the information of Interactive Media Practice by 5% in relation to the 2018/19 academic year

·       Double the amount of social media discussion of Interactive Media Practice by undergraduate students from the USA

·       Increase the number of students applying for the course by 5% in relation to the 2018/19 academic year

Target Audience

In general, we are targeting undergraduate students who are interested in studying master degrees abroad. Regarding the number of student enrolled in British universities, Chinese students accounted for 95,090 registrations, which accounts for more than 20%, followed by the US students with 17,580 registrations in the 2016/2017 academic year. Hence, undergraduates from the US are a vast market group of international students in Britain. Concerning the age of undergraduate students, the National Centre for Educational Statistic (2018) pointed out that 12.3 million American undergraduate students are projected to be less than 25 years old. The figures suggest that our project should target students who are younger than 25. Most of the universities require the minimum age of 18 to enrol. Thus, we decide to target student who aged between 18 and 25.

As our target audience becomes clear, we can begin to develop the audience portraits. Through a pilot interview of 10 American postgraduates who are majoring in arts and media at the University of Westminster, we developed a specific persona of our potential audience. The questions covered in this interview include students' names, ages, genders, interests, hobbies and academic or working background. We also investigated their career plans, the reasons behind studying postgraduate in the UK, the goals or expectations they would like to achieve and their favourite APPs.

Persona

Strategy and Implementation