RMIT asked us to help them launch an advertising campaign for their Executive Education program. The strategic objective is to position RMIT as the premier executive education provider in the Vietnamese market. The tactics are to generate enrolments and leads the market for upcoming year of 2014 and 2015. The campaign was launched in March, 2014.
We found several groups of potential customers according to the research. However, we focused on 3 different groups of target customer that we believe would respond positively to our communication campaign. They are:
• Entrepreneurs who requires extra skills to manage their business.
• Corporate HR manager who needs to train their employees.
• Expats who wants to have more insight in the Vietnamese market.
Scope of work:
Jodric was responsible for market research, brand positioning, campaign key visual and key message, media control and adaptation including print ads, brochures in different language, sale kits.
After market research, we noticed that Vietnamese office workers normally want to have a higher authority position in their work place. And for that reason, they work hard and sometimes forget that higher authority equals higher responsibility. And responsibility has to be enhanced with knowledge.