Promotion Strategy:
Communication Platform:
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The issue to be addressed:
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After graduating high school, the top three most chosen fields in UAE universities would be Business Administration (48.3%), Engineering (15.6%), and Media/Design (9.1%), other majors like humanities and IT follow that according to DHES data.
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This is due to the cultural traditions in the middle east.
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Communication Objective:
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Awareness should be brought to the fact that people are not choosing their passions in universities but rather what their parents want them to do in the middle east.
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To prefer studying performing arts over business, engineering, etc.
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Target Audience:
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The demographic for this campaign would be high school students that are male and female from the ages 15-19
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The psychographic should be targeted towards anyone that is interested in the performing arts field such as music and drama
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Compelling Benefit:
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The benefit for consumers & customers would be studying a field that they love
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A degree
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Creative Strategy:
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Use emotional and rational appeal to make people realize that they should study something they love rather than hate.
Logo variations:
Figure 2.2
Figure 2.3
We decided to create a unique logo for the program and went with the usage of two colours, red and blue. We chose a figure as the icon of the logo to make the logo more symbolic with the Music and Dramatic Arts. Figure 2.2 is the final logo we decided to go with, and Figure 2.3 is a different variation of the logo.
Our main promotion strategy will feature guerrilla marketing, Social media, event, Direct mailer, Sales promotion, and radio advertisement.
Guerrilla marketing. Guerrilla marketing will be mainly used to promote the new department in The Canadian University Dubai which is the Music and Dramatic Arts. We will be advertising this department in Sheikh Zayed Road which is one of the busiest roads in Dubai. We will use this promotion strategy for more of a surprise for our potential consumers. It will also be an unconventional interaction for the public.
Social media. Social media is an important platform that can be used to increase reach, build brand awareness, implementing social listening, and more. The main social media platforms that we in Beehive will be focusing on are Facebook, Instagram, YouTube, Snapchat, and TikTok.
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Events. For the new Canadian University Dubai department (Music and Dramatic Arts) we will be throwing an event in schools called “CUD’s Talent Showdown”. This event will be a talent show event where students can participate in and win prizes like a scholarship program that will be broadcasted on YouTube. The event will also have students from CUD informing the students and parents about the new department and its various programs. This will help increase engagement and help increase reach to both our target audience school students ages 15-18 and parents. The talent show will take place in the 5 schools that we targeted. It will be launched as a campaign using the #Unleashthetalent hashtag on all platforms. There will be 4 Judges (Three famous Snapchat users and Dr. Odekhiren Amaize, the dean of the Music and Dramatic Arts program) the top three students from each school will be winning the scholarships for our new program and other prizes.
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TikTok. TikTok is still considered as a new platform but they are gaining a lot of impressions and well interactivity among the app and the users. The way to promote our program via TikTok is to set a challenge under the hashtag #UnleashTheTalent that asking the TikTok users to record a TikTok video of the users either singing their favorite song, performing a poem, or dancing and the top three liked videos they will be the winners, the prizes will be Scholarships for our new program or high branded instrument and other prizes.
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Snapchat. according to https://www.globalmediainsight.com/blog/uae-social-media-statistics/, there are 2.95 million Snapchat users in UAE and this is a huge number to target via our advertising strategies, and our strategy is not only considered gaining revenue only but to share our brand (Program), the most important target is to raise awareness for the brand (Music and Dramatic Arts Program). The strategy we will be conducting to advertise the program in Snapchat is to collaborate with the three famous Snapchat influencers in UAE to be set as judges for the CUD’s Talent Show for the seven schools that CUD will implement their show in, the three Snapchat influencers will be (Taim Al Falasi – MoVlogs – Khalid Al Ameri.
Instagram and Facebook. We will be using these platforms to promote the #Unleashthetalent campaign using ads. We will also be posting on the official CUD accounts to introduce the competition and the program.
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Direct mailer. To enhance the students, experience and help build the relationship, we have created an influencer and executive direct mailer. Our direct mailer will be a box that includes a personal invitation. There will be 3 different types of boxes: Dance, Music, and Arts program. Every box will be sent to either an influencer or a VIP according to his/ her interest. For instance, if we are going to send a box to an influencer who also enjoys singing, then we will send him/her the music box. Also, each box will have complimentary gifts depending on the program. For example, The Art box will include different threads; the Dance will include scarfs, and the music will include the most iconic vinyls.
Mailer package. A box that includes a special invitation to welcome them to CUD’s talent showdown in schools.
Sales promotion. We will be offering percentages of tuition waivers for students who refer us (The department of Music and Dramatic Arts), and for companies who work with CUD to promote the department.
Radio ad. The radio ad will help target our audience. By having a radio ad on virgin radio – FM 104.4 and radio 1 – FM 104.1 for the English version. Al Arabiya- FM 99.0 and Dubai FM 93 -FM93.0 for the Arabic version. The radio ads will be revolved around people who are either on a location set wanting to showcase their acting talent and the director is constantly stopping them, or a young talented man is singing and someone and someone is stopping him too. the ads main target is to not let people stop your talent anymore and CUD's new department will help you pursue your dream
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TVC. Television commercials will help increase our target audience even more. The TV/C ad is going to be mainly showcasing the middle eastern community that whatever your parents wanted you to be for example; a doctor/nurse, engineer, or a businessman you can still defy those traditions by showing them the artistic values that you always wanted to do such as dancing, singing, and performing. And for this TV/C ad, we brought different scenes of different people that are already doctors, engineers, and businessmen. At the same time, they can express themselves by singing and dancing whereas with the new Musical and Dramatic Arts department, they can learn more about their true passions and possibly make it a career. Some of the channels that will be advertising on are Dubai TV, SAMA TV, Abu Dhabi TV.
Media Mix
AIDA Model
The figure 2.0 will be explaining the AIDA model from how our consumers will start their decision until they take the action of registering for our latest department. The figure below also explains what will be doing in each step for a significant experience for our target audience. The figure also discusses why is every stage important and how will be targeting that.
Social Media Calendar
Figure 2.1 shows our media calendar. which social media platform will be used, what time, the content, and the post text. this calendar will help us be more focused on our day to day posts.
Figure 2.1
The social media calendar used for the MDA department
Scheduling and Timing Calendar
Figure 1.9 .1 shows our scheduling and timing calendar. which campaign will start when, and on which channels. the scheduling and timing calendar will help us be more focused on our campaign durations.
Expected KPI's
Figure 1.8 shows our expected KPI's by the year 2023, which will be one year after launching the department of the Music and Dramatic Arts. The figure also shows the Social Media KPI's we will be using to determine the success of our Advertising and marketing campaigns.