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Persona Campaign Brief (Overview/Introduction (Suite of 19 programmes in 6…
Persona Campaign Brief
Overview/Introduction
- Suite of 19 programmes in 6 schools across Business, Finance, Accounting, IT, Econs and Social Sciences.
- 5 USPs: Global Recognition, Interactive Pedagogy, Innovative Curriculum, Networking and Career Opportunities, City Campus
- Holistic development through Professional Development Series (PDS)
- Triple Crown: AACSB, AMBA, Equis accredited. SOA, SOE and LKCSB.
- Programme rankings: MITB, EMBA, MBA, MWM. MAF
Target Audience
- Pre-experience: 25-34 years old, 0-2 years or limited working experience
- Post-Experience: 27 - 45 years old
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Target Market
- Primary: China, Singapore, India
- Secondary: ASEAN, Japan, Korea
- Europe: russia, Italy, UK
Deliverables
- To develop framework for top 4 personas: respect seeker, global striver, career revitaliser and impactful innovator
- To develop key messaging for 4 personas unique to SMU
- To implement persona campaign for PGPP and one programme
Objectives
- To achieve a consistent brand message for SMU Masters
- To increase the effectiveness of our marketing and outreach efforts
- To reach out to the motivations of our target audience more effectively
Challenges / Key Issues
- Little or no consistency in marketing postgrad programmes across schools
- Lack of cohesive brand identity
- Marketing primarily based on product features, instead of target audience motivations
- Lack of market intelligence in target markets
- University is not ranked, due to specialised nature
Positioning Statement
- What sets us apart – Asia's economies are driving global growth. Bringing the best of the diversity of East and West is Singapore, Asia's hub.SMU is a dynamic city university in the heart of Singapore. We are a specialised university focused on Management, Social Sciences and Technology, and their intersections.
- Why does this matter – We create positive impact on business, government and society in Asia and beyond.
- Position SMU as the choice provider to acquire critical skills, network and experience to contribute positively back to society
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Budget
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$40,000 for implementation
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