Media Mix

The advertising channels that will be used to promote our campaign include social media (instagram, Facebook), broadcast (Radio, Youtube), and email marketing techniques. An in-depth explanation for each channel is provided below:

Branding

Branded stationary will be used to build the brand image and encourage individuals to participate in this year's story telling competition.

Press Release

We will be sending out a formal press release to all the highschools and universities recognized under our target market. The press release will notify the establishments along with their students of the writing competition.

Email Marketing

As universities across UAE are closed, we shall utilize email marketing which will include visually appealing flyers. This will be done to notify students from their respective universities. In addition, we will request highschools to send flyers to their students and their parents through email marketing. The flyers along with email-marketing will provide students with information on the competition and the enticing and relatable theme.

Sponsorship

Potential sponsorships from leading bookstores in the UAE such as:

Magrudy's
Kinokuniya
Emirates Literature Festival
Big Bad Wolf

Social Media

A thoroughly thought out social media campaign will be implemented across various platforms to target specific audiences such as older participants, parents of younger participants, and local schools and universities. The social media platforms we plan on using are Youtube, Facebook, and Instagram. These channels have been selected as they are the most used platforms in UAE with the percentage of users by population being 87.4%, 81.4%, and 67.1%. Canadian University Dubai will be responsible for posting content on their accounts regarding the competition, which will also include promoted content such as promoted Instagram stories, Facebook posts and Youtube adverts. We will also urge participating high schools and universities to post our content across their social media channels at least once. Targeted Facebook groups will allow us to post on groups that are niched towards literature, arts and creativity. Youtube Non-skippable video ads which appear before, during, or after a video, in which viewers cannot skip the ad until it is finished (15-30 seconds)

Radio

There are over 40 radio channels within the UAE that cater to the different nationalities present in the country, as well as individual entertainment wants/needs. Advertising on the radio is the most efficient way to gain a higher reach as consumers tend to listen to the radio while driving. Parents, specifically, often open the radio when dropping and picking their children up from school. Which signifies the fact that Radio advertising will directly reach our target audience. Radio advertising will be used during the launch cycle of the campaign. Virgin Radio and Radio 1 have been selected to promote CUD Reads’ Khawater Writing Competition as they gain the most viewers throughout the weekdays during the breakfast slot (5:30- 10am.)

In School Flyers

As high-schools remain open during this pandemic, we shall ask schools to put up flyers to help attract awareness and attention. This will not be possible on university campuses, as they are still implementing distance learning.