Campaign Proposal

A Project by Firm Melons

RESEARCH: the core
 Decrease Increased Usage Unique Selling
Generation in youth
Cohort of Social Media Proposition
population Platforms (USP)

Environmental Scan
Generation Cohort
Decrease in youth population
 Increased Usage
of Social Media Platforms
Unique Selling Proposition (USP)
Competitor’s Analysis
 Diplomas for Specifically focuses More Problem- Based
design are very on digital media, arts-immersive Learning (PBL) to
reputable psychology and with a wider run lessons
research. spectrum of
cultures
 ’s School Of Design
● YouTube: Tour of school &
Temasek Poly Open House

● Facebook:
303 People Talking About this ,
34,895 Total Page Likes

● Twitter: 11.7K Followers

● Instagram: 5.9K Followers

● Exclusive t-shirts during open house

 TPRAWKS
3 Days exclusive
Workshops, Games, Performances & School Tours

Photo Print Booth (#BestDayEverTP)

Parental Guidance Seminar (PG Seminar)
Discussions on EAE
Informative sharing & facilities look of campus

TP's very own snapchat geofilter

● Open House, Youtube

● Facebook:
861 People Talking About this,
51.4K Likes

● Twitter Followers: 11.7K Followers

● Instagram Followers: 14.9K Followers

● Sure Pass Kits

Secondary School Crashes

Milo Vans to motivate secondary school students

Folkestone Festival
 ’s School of the Arts

● Open House
● Secondary school crashes

● Public Showcases; ● Facebook:

drama recitals,performances & 449 People Talking About this,
exhibitions. 53.2K Likes

● Folio Development Workshop ● Twitter: 5.3K Followers

● Instagram: 4.5 K Followers

Information Booklet

THELASELLESHOW
‘s Mass Comm &

● Open house, brochures & E-brochures

● Facebook:
381 People Talking About this,
37.3K Likes

● Twitter: 6.6K Followers

● Instagram: 2.8K Followers

 Ignite! Music Festival
(Featured on Straits Times)

Instagram Contest
● Facebook:
512 Talking About this,
57K Likes

● Twitter: 12.7K Followers

● Instagram: 14.8K Followers

● Parents Seminar
 My ‘Kind Of Xtra’ Contest

RED Camp

Open House & goodie bag

(Denim bag , Notebook and Stationery)
SW
OT
SW
OT
4 Specialisation Options

Facilities

First and most established course

(Mass Communication & Film, Sound & Video)
SW No specific
scholarship for FMS

OT
Low cut-off point - boon or bane?

No Problem Based
Learning (PBL)
SW Competition = Motivation

Film & Media

OT Successful Graduates

Timing?
SW Demand of other industries

OT Parents not supportive

Survey Results & Analysis
Students
 Good impression on Parents -> Assured to choose FMS

Student’s Opinion
 ● Students & Parents not informed of modules/
courses FMS students take

Student’s Opinion
 ● WOMM; Very effective

● Market & plan NP Events well

Student’s Opinion ● Personalized experiences

Parents
Order of ranking:
1. Ngee Ann Polytechnic
2. JC
3. Singapore Polytechnic

● NP: established with high graduate competencies

● Need to keep striving as preferred choice

Parent’s Opinion
 ● Bias response; demographics of survey participants.

● Notion ->
Less employable
Less well-paid

● Need to persuade otherwise

Parent’s Opinion
 1. Social Media (26%)
2. Ngee Ann Website (25%)
3. Email (18%)

● More information,
Parent’s Opinion more assured in entrusting their child to FMS.
 ● Busy parents.

● Reach out via online platforms

● But keep talks for personal selling

Parent’s Opinion
Key Business
Issues (KBI)
 Operations

Lack of Uninformed
Engagement about FMS’
with Secondary courses
Schools

Exclusivity of
FMS
The Role of
Communications
Students Parents
STUDENTS
Experience
Exchange
Everyplace
Evangelism
Experience
1. School crashes

2. Study kits to motivate students

3. Social media competitions before actual event

4. Successful alumni to promote school

Exchange

1. Events that increase inclusivity of the school

Everyplace
1. Instagram Ads

2. Contests on social media platform

3. Activities/ competitions to increase interaction

4. Competition to raise awareness via WOMM

Evangelism
1. WOMM for instant gratification; freebies

2. Use FMS to address social issues in SG.

3. Entertainment-based YouTube channel;

show life of FMS Students.
PARENTS Experience
Exchange
Everyplace
Evangelism
Experience
1. Virtual tour (via Youtube Live streaming)

2. Experience sharing by current students at Open House.

3. Sell experience & diploma.

4. More info on social media (survey)

Exchange
● Potential high earning job prospects for their child.

● Bursaries & scholarships.

Ease financial burden

● Opportunities for overseas learning trips.

● Social media updates & sharing session by FMS alumni.

Everyplace

1. Bring information to them.

2. Facebook Ads

3. Option to subscribe for informative emails

Evangelism
1. Create events that increase the inclusivity
of the school
Target Audience
Key Message:

“FMS, we inspire change for the

better.”
To appeal to the youths who dare to make a
difference & to assure parents that

FMS is the school of choice that delivers an

innovative school experience.
Product Positioning
Perceptual
Map
Communication
Strategies
#FMSInspiresChange
An annual event where we seek to inspire change for
the better by giving back to society.
Students
Social Media:
#FMSInspiresChange
Pledge towards helping needy children. #FMSInspiresChange.
10,000 pledges, FMS will donate $2,000 to the Children’s Society.
Fun(d) Fair Goodie Bag
Design Competition

Best entry will have their design printed

for every child to take home!
 Instagram Competition
“Come to My School, FMS”
(Secondary School Crashes)

Comment:
Eg. “Come to My School, FMS” St Margaret’s Secondary School
@Alyssa
School Crashes:
Collaboration with Children’s Society:
 Fun(d) Fair
Documentary
Open House:

“Live” marketing campaign of

Fun(d) Fair
“Discover” for Open House
Be a Radio DJ!
Parents
 Social
Media
Updates
Online Parent Talks
Virtual Tours
Alumni
Sharing
6 Month Schedule
Budget Split
 #FirmMelons

THANK YOU!