Creative Brief
Client
The client is the Course Management Team (CMT) of Diploma in Business Administration (DBA) in Singapore Polytechnic.
Product/Service
The product is DBA as a polytechnic course.
Product/Market Background
DBA was launched in 1986, making it the first business course offered in Singapore Polytechnic and the second local business diploma course offered nationwide. It has the largest course intake in School of Business, with a total of 280 students annually. With a long history and a large group of students and graduates, DBA’s identity seemed to have blurred over the years. Our aim to change the situation is to follow the public relations plan for the overall Integrated Marketing Communication (IMC) campaign as shown below.
Current perception of DBA students among key publics
DBA Students perceive themselves as unfriendly, unwilling to mix around with other students and stay within their own cliques and dull.
Lecturers perceive DBA students as outgoing and talkative, but only among their classes and not their cohort.
Alumni perceive DBA students as apathetic and they require a motivation drive to participate more actively.
Situational Analysis
IMC tools that were used during the previous Bonding Day event executed include:
Direct marketing
Posters were printed and placed around the school a few days before the event took place (Appendix) such as on bulletin boards and lifts. The purpose was to raise awareness of the event. The details of the event such as time, date and location were shown on the posters.
Personal selling Lecturers and student organizers went into lecture theatres to give a short briefing to students on the details of the event. Students were also strongly encouraged to attend the event due to the compulsory attendance. Questions and doubts were also addressed. A rational appeal was used to induce interest in the students. Benefits of attending the event were highlighted during the briefing to students, which are: •
The client is the Course Management Team (CMT) of Diploma in Business Administration (DBA) in Singapore Polytechnic.
Product/Service
The product is DBA as a polytechnic course.
Product/Market Background
DBA was launched in 1986, making it the first business course offered in Singapore Polytechnic and the second local business diploma course offered nationwide. It has the largest course intake in School of Business, with a total of 280 students annually. With a long history and a large group of students and graduates, DBA’s identity seemed to have blurred over the years. Our aim to change the situation is to follow the public relations plan for the overall Integrated Marketing Communication (IMC) campaign as shown below.
Current perception of DBA students among key publics
DBA Students perceive themselves as unfriendly, unwilling to mix around with other students and stay within their own cliques and dull.
Lecturers perceive DBA students as outgoing and talkative, but only among their classes and not their cohort.
Alumni perceive DBA students as apathetic and they require a motivation drive to participate more actively.
Situational Analysis
IMC tools that were used during the previous Bonding Day event executed include:
Direct marketing
Posters were printed and placed around the school a few days before the event took place (Appendix) such as on bulletin boards and lifts. The purpose was to raise awareness of the event. The details of the event such as time, date and location were shown on the posters.
Personal selling Lecturers and student organizers went into lecture theatres to give a short briefing to students on the details of the event. Students were also strongly encouraged to attend the event due to the compulsory attendance. Questions and doubts were also addressed. A rational appeal was used to induce interest in the students. Benefits of attending the event were highlighted during the briefing to students, which are: •