Group Members:
Edmund Toh
Nora Mai
Tan Xuan Hui
Reema
He Hui Ling
Lee Yi San
Diploma of 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.
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
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.
Target
Segments
• “O” Level School Leavers &
Private Candidates
• Primary target segment
• ITE Graduates
• Eligible students
• Foreign Students
• Parents
•Secondary target segment
Competitive Structure
• Strong competitiveness
• Offered in all 5 Polytechnics
• Many variations of marketing
• Provides more choices for
students
Campaign Theme
• “Marketing for your Future”
• Literal Theme
• Provides focus on “now” and
“future”
• Academics + personal
development
Secondary Data Collection
•Based on the Figure, Polytechnic enrolment
is gradually increasing every year from the
period of 1999-2009.
Secondary Data Collection
•The above diagram shows the statistics of
the amount of students who enrolled into
different courses in Polytechnic Education
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
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
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)
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 impression about NYP
 Work towards a more positive & definitive image
Primary Data Collection & Analysis
• Most popular platform: Facebook
 One of the anchor platforms besides blog
 Interactive platform
• Half of the respondents are not interested
in NYP’s Diploma in Marketing
 Wrong perception
 Lack of in-depth understanding
 Educate them
Campaign Objectives
Overall Objectives to be met
Overall Action to be done
Objectives
Cut through the “noise” and interact
Create awareness and preference directly with our target segments
of Diploma in Marketing over all the
through our new media channels
courses offered
Specific:
Facebook: To achieve 10% of active
user
YouTube: 10% of YouTube viewers
to visit other related sites through
YouTube videos.
Blog: Generate higher/highest page
views for informational posts on
Diploma of Marketing.
Twitter: To get 10% of the followers
to interact and retweet their
interests.
Target Segment
Channels
( Measureable)
Objectives for
each segments
Ways to execute (Actionable)
‘O’ Level School
Leavers
Blog
Facebook
Twitter
Youtube
Change the
perception of target
segments towards
NYP and Diploma in
Marketing
-Portray NYP to be fun and
exciting
Foreign Students
Blog
Facebook
Youtube
Educate the target
market on the study
of Marketing
NYP
-Provide information about
Marketing
-Post detailed descriptions and
information of modules
-Answer any enquiries posted
Private Candidates/
ITE Students
Blog
Facebook
Twitter
Youtube
Persuade target
segments to choose
Nanyang
Polytechnic instead
of other
polytechnics
-Highlight the attractiveness of
campus life in Nanyang
Polytechnic
-Highlight the future advantages of
studying in Nanyang Polytechnic
over the other Polytechnics
Parents
Radio
Facebook
Bring focus on the
attractiveness of
getting a Diploma in
Marketing
-Provide information on future
career opportunities
-Post student testimonials on the
rewarding aspects of studying
Marketing (e.g. fun, inspiring, etc)
-Display NYP’s holistic learning
method
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
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
Execution Time Schedule &
Justification
Week
Jobs Accomplished
0
Define objectives & medias used, Allocated responsibilities
1
Created various media accounts and executed some
fundamentals functions in the medias, E.g Welcome posts,
descriptions etc.
2
More in depth posts on blogs describing various activities
provided
3
Carry out strategies to drive traffic and create awareness.
Further enhancement of online content & campaign
Generate insights, statistics and analytics report.
Strategies to drive traffic
Events
Interaction
• “Be a Marketer a Day” event
• Leaving comments on
• Event details placed on
related blogs, pages &
various platforms used
forums
• Included our signature at
the end of each post
• Sending private messages
to our target audience
Strategies to drive traffic
Forums
 Place our links on Forums
 Using eye catching words or
even pictures to capture the
attention
Affiliate with other blogs
 Affiliate with blogs or
website that are closely
related to our subject
 Ensure the website or blog
is credible
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
Measurement Metrics
Facebook
• Achieve the objectives of
10% active users
• 140 active users monthly &
125 weekly
• Constant updates
YouTube
• Did not manage to achieve
the objectives
• Videos not interesting
enough
• Take interesting ourselves to
drive traffic
Measurement Metrics
Blog
• We met the objectives
• Most page view “Why
Diploma in Marketing?”
• We’ll be adding more
information on Diploma in
Marketing
Twitter
• Did not manage to reach
the objectives
• Limited words used on
Twitter
• Unable to get detailed
information
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
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
Traditional Tools
 To Publicize: “Marketing 4 your Future” event and
Educational talk
Complement
Posters
• Notice boards of
various schools and
HDB flats
• Bus-stops’ billboards
near schools
 Cost Effective
New media platforms
• YouTube video
• Facebook
• Blog