D I G I TA L M E D I A C A M PA I G N

B J M A D M I S S I O N A C A D E M I C Y E A R 2 0 1 4

B A C H E L O R O F A R T I N J O U R N A L I S M ( M A S S M E D I A S T U D I E S )

B J M

T H I S C A M PA I G N I S B A S E D O N C U R R E N T “ P O S S I B L E ”

B J M Faculty of Journalism and Mass Communication Thammasat University, Rangsit Campus

Bachelor of Art in Journalism (Mass Media Studies) is opened in 2006. The programs were developed under one goal, that is to produce the best qualified graduates with a high sense of morality and social responsibility for our country.

Communication School in Thailand (Bachelor’s degree & international programs) Now there are many school but Why BJM?

• Reputation as the Faculty of Journalism and Mass Communication

• The medium of instruction is English

• Fully accredited within Thailand and recognized by leading Institutions worldwide

• Comparatively low fees and living costs

• Ideally located in the center of Southeast Asia

• The teaching faculty are international instructors

S TAT E M E N T O F P R O B L E M S !

“ R E C R U I T M E N T S T U D E N T A C A D E M I C Y E A R 2 0 1 4 ”

C O M P E T I T O R A N A LY S I S

TU : BJM

Public university

Bachelor of Art in Journalism (Mass Media Studies)

Tuition Fees

67,000 - 77,000฿/semester

Faculty of Journalism and Mass Communication, Thammasat University, Rangsit Campus, Pathumthani, Thailand

Application Period : Nov 4, 2013 - Jan 10, 2014

CU : Comm Arts

Public university

B.A. in Communication Management

Tuition Fees

∼83,000฿/semester

Faculty of Communication Arts, Chulalongkorn University Phayathai Road, Bangkok, Thailand

Application Period : January 2014

ABAC : Comm Arts

Private University

Communication Arts (BA) 6 Programs

Tuition Fees

∼75,000฿/semester

Albert Laurence School of Communication Arts, Assumption University, Suvarnabhumi Campus, Samuthprakarn, Thailand

Application Period : Nov 1, 2013 - Mar 7, 2014

*Bold is strength

B J M D U R AT I O N

Application Period

Nov 4, 2013 - Jan 10, 2014 (1st round)

!

Digital Media Campaign Period

“Dec 25, 2013 - Jan 10, 2014 (1st round)”

Last 17 Days

O B J E C T I V E

Marketing Objective

- Increase the number of candidates

Communication Objective

- Awareness and Reputation in the target group/audience.

- Increase the number of applications (Transaction)

TA R G E T A N A LY S I S

1. Primary group/main target

Student : Male/Female, SES B+, Education requirements

1.1 Thai Students (Include foreigner in Thailand)

- Thai School

- International School

1.2 Foreigner

- International students

- Inbound

Objective

- Intended to be educational - Register as an option for educational

TA R G E T A N A LY S I S

2. Secondary group

Acquaintance of the main target : family, friend, etc.

Objective

- To telling about recruitment.

S T R AT E G Y / C O M M U N I C AT I O N M E S S A G E

“ F I N A L C A L L F O R B J M ”

I D E A

ฉCalling Passenger from the last moment to get on the plan

Compare with Last Chance to get in BJM

C O N T E N T

Banner

!

!

!

Borchure/Poster

(Send by direct mail to school, tutor,cram school for print and post on board)

Direct response : Facebook, etc - Telephone

Other content

“Final Call for BJM” Apply Now - Jan 10, 2014

http://bjm.jc.tu.ac.th/applicationFaculty of Journalism and Mass Communication, Thammasat University

B U D G E T

0or lowest cost

M E D I A

M E D I A

E A R N E D L E A D O W N E D & PA I D

M E D I A

E A R N E D M E D I A

How?

Spread idea content (PR News) to

- Education web board, Facebook fanpage, Twitter account

Because

- Reach target audience.

- Free media

- Effectiveness

- Target audience will awareness and share information to other people that interested

E A R N E D M E D I A ( O N L I N E )

1. Education web board

- dek-d.com/admission

- dek-d.com/board/education

- vcharkarn.com

- eduzones.com

- admissions.enn.co.th

- siamzone.com/board

- unigang.com

- etc. web board

2. Education facebook fanpage

- www.educationboard.in.th

- O2dualedu

3. Education twitter

- education_board

O N L I N E E A R N E D M E D I A

4. School web board, web community

- Assumption College : www.assumpboard.com

- Bangkok Christian College : www.bccassociation.com

- Suankularb Wittayalai School : www.suanboard.net

- etc.

5. SEO (from PR news in educate web board)

Example

E A R N E D M E D I A ( O F F L I N E )

• Already student asking for spread information.

• Board at School (Direct mail)

• Board at Tutor,cram school (Direct mail)

• TV Programs (PR News)

- News popular program in every channel on the first day in the last week period of registration

M E D I A

O W N E D M E D I A

How?

Web site for information and application

Facebook & twitter for information, Q&A (engagement)

Youtube for credential of faculty

Spread idea content (PR News)

Because

From awareness in earned media target audience will search for the information and coming in to owned media.

O W N E D M E D I A

• http://bjm.jc.tu.ac.th

- Website, Microsites(Mobilesite) for Information & Registration

• facebook.com/bjm.jc.tu

- Information - Link for Registration - Interaction for Q&A

• E-mail, direct mail

- Board at School - Board at Tutor,cram school

• Twitter account (New)

- Information - Link for Registration - Interaction for Q&A

• YouTube official (New)

- Credential of faculty - BJM Activities

M E D I A

PA I D M E D I A ( A S A O P T I O N )

How?

Pay for keyword in Google Adwords

Pay for ad position in facebook

Because

Now Google is the first place for target audience who interested will searching for an information and facebook can be personalize or identify who is target.

PA I D M E D I A

• Google Adwords

- BJM, JC, บีเจเอ็ม, เจซี, วารสาร, วารสารศาสตร์, สื่อสารมวลชน, นิเทศ, อินเตอร์, ธรรมศาสตร์, นิเทศศาสตร์, etc.

• Facebook ad on any position

- Image of ad

M E D I A S C E N A R I O / R O A D M A P

!Direct mail

!!!!!!!

http://bjm.jc.tu.ac.th !!!!!!!!

Transaction

Paid media

Owned media

Earned media

Eng

agem

ent

Education web board

Education facebook fanpage

Education twitter

School web board, web community

PR N

ews

Facebook ad

TV PR News

School Board, Tutor,cram school Board

YouTube official

Twitter account

facebook.com/bjm.jc.tu

Google Adwords

Reach/Awareness

Touching Point

M E D I A S C H E D U L I N G

M E D I A2 5

D E C1 3

2 6 D E C

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2 7 D E C

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1 3

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E D U C AT I O N W E B B O A R D

E D U C AT I O N FA C E B O O K FA N PA G E

E D U C AT I O N T W I T T E R

S C H O O L W E B B O A R D , W E B C O M M U N I T Y

E A R N E D M E D I A O N L I N E

D I R E C T M A I L

T V / R A D I O P R N E W S

O W N E D M E D I A

PA I D M E D I A

G O O G L E A D W O R D S

FA C E B O O K A D

E VA L U AT I O N , K P I

1. Reach/Awareness

- Page views on each other website/web board

- Google Analytic on http://bjm.jc.tu.ac.th for detail about user

-Facebook insight on facebook.com/bjm.jc.tu

2. Registration compare with last year

3. Feedback questionnaire on paper testing date about awareness

BE CREATIVE

BE IMAGINATIVE

BE SOCIALLY CONCERNED

For more information

Bachelor of Arts Program in Journalism (Mass Media Studies) Faculty of Journalism and Mass Communication, Thammasat University

99 Moo 18 Phaholyothin Rd., Khlongluang, Pathumthani 12121 Tel. 0-2696-6193, 0-2696-6209, Fax. 0-2696-6208 http://bjm.jc.tu.ac.th E-mail: adminbjm@gmail.com

M R . N O N TA W I T S U N G W O R N “ T E E N ” S T U D E N T I D : 5 4 0 7 6 1 0 2 8 5

C R E A T E D B Y