Marketing Campaign for SCEM
Its goal was to increase the number of students from third countries. In order to assess USPs of the university and the study program, the first step was to analyze the target group as well as the strengths and weaknesses of study location, the university and the study program. During the next step, the project team created two surveys. One focused on the Kufstein University of Applied Sciences and its perceived image. The second survey was aimed at potential students from abroad and was sent to partner universities in the USA, Canada, New Zealand, Australia and the UK. The results served as groundwork for the elaboration of a campaign idea. Based on the outcomes the team decided to focus on an integrated online marketing campaign. Its main aim was to attract attention of potential students by humor rather than information overload.