Introduction: First of all this is a pair work assignment require us to draft a creative idea to promote TARC School of Social

Science and Humanities and its various programmes using advertising via new media, specifically, facebook. Basically our target audience will be specific on primary target audience which is the local students who just graduated from Secondary school (SPM/STPM), next is the secondary target audience who those are international or what we called as Foreign students. TARC was established in 24th February 1969, is a college that 50% subsidized by the government and another 50% borne by Trustees. Its established for young Malaysian who have been deprive of the opportunities to seek for education, as well as to meet the rising demand from the private sector for trained professional, sub-professional and technical personnel in the task of nation building.1 The current situation of TARC is that many of the bad and negative image which is comments from public which include parents, guardians, graduated students, undergraduate students, bloggers and writers. The argument on the security problem such as the rob case happened recently, education problem such as certificate not been recognized by government or some of the country, cheap education no quality and etc. The online situation of TARC is basically most of them get information from facebook, some of them get from blog, even google, yahoo and flicker. Most of the information that they get from the facebook even though is so called as official page of TARC but the admin of the page is not the staff from TARC so they will have misunderstanding towards the untrue information. Those who only google up or search on yahoo and flicker get information from others comment which is only for their own opinion but not the truth and unreliable.

Research:
1

http://202.184.223.2/about/abt_history3.htm

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First of all for research part we manage to find around 50 keywords from Google and Yahoo. Among 50 of them out of 10 hit our top page, where which is not the first 5 but also consider on the first page of the search engine. (Refer to Chart 1) Apart from that among 50 of them out of 10 hit what we get also, which is reach what we aspect to be appear in the first page and on the top 5 of first page.(Refer to Chart 2). Apart from that please refer to Appendix A for keywords.

Chart 1: Result on Search engine page.

Chart 2: Result on Keywords search.

CREATIVE BRIEF

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Problem The information that could search online basically is the wrong information or lack of information. This situation cause the public has the wrong perception on TARC. The negative image has not been improved by anyone else to correct the public. There is no assistant online who may give the official voice or providing the right information to the public.

Target audiences The target audience of this college is:

a) SPM/STPM School Leaver (secondary school student)

b) Foreign student c) Student who are interested in Mass Communication course Consumer Insights Based on our research, we notice that most of the students do concern the following reasons while choosing the right institution for studies.

Topic 1. Facilities Swimming Pool Wi-fi Gym Room CITC Library

Positive Comments Swimming pool is big enough for students to have a place to relax and also provide the learning session while enroll to the college. Wi-fi can be found at most of the places in college and easy to look for information while in class. Gym room provided the basic equipment and it is only Rm1.50 per entry. CITC has more than 1000 computers for students to do assignment. 3-storey library with aircondition for student to study.

Negative Comments Usually the swimming pool is closed. Wi-fi can be found everywhere but the speed of the wi-fi is very low. Gym room usually packed and difficult to have our own spaces. Although CITC has more than 1000 computers, but most of the websites has blocked and sometimes is even packed. The security in library very strict and information is not that completed.

2. Food
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Canteen 1 Canteen 2 Cafeteria TBR

3. Staff

Canteen 1 and Canteen 2 are separately to handle the amount of students. Canteen 2s food is healthy and cheap. Cafeteria provided the nice environment which facing with the swimming pool for dining. Food in TBR provided more variety for students and it is only 5 minutes walks to reach. Staff in campus provide correct information and has the efficiency system to handle students problems. Lecturers are knowledgeable. Lecturers always provide the consultation time for students. Lecturers are taught in English.

Canteen 1 is too far for Mass Communication student to reach and it is not easy to found. Canteen 2s food is lack of taste and not nice. Most of the food in Cafeteria is spicy and oily. Stalls in TBR are very dirty.

Staff in SSSH is very rude and did not provide right information for student. School is failed to retain or acquires good lecturers. Lecture class conducted in large groups which will loss of concentration.

4. Transport College bus Public bus Taxi Personal Car

School provided college bus The buses around campus is with affordable price and lesser, sometimes have to fetch student to the bus stop wait up to 45 minutes for which is nearest to their one ride. house. The buses always block the Public bus with only main road to the campus Rm0.50 to the area near and cause traffic jam. campus per ride. Students have to apply for Taxi is always provided car sticker to park in school when student needed. with a pay of RM100 but the school did not provide Students can drive own car enough parking spaces. to school with the parking spaces also provided in the campus.

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Brand imperatives Although TARC in an institution, but it is also represent as a brand in the industry of education. Therefore, the success of graduated student and the quality of the institution has to be highlighted in public to attract more intake students. First of all, the tuition fees and development fees of TARC can be highlight in the public. This is because most of the families in Malaysia are from secondary classes. The tuition fees can help them to minimize their burden and the TARC can be ensure to the public is their tuition fees always is affordable. Second, the statistic and the news about the graduated student from TARC can get a job can be highlight among the public as we care and we understand that studies are all about a policy of future. Based on this evidence, the public will pay more confidence on the institution as they can feel that the school has a guaranteed education. Next, the achievement of TARC can be shown to the public as well to allow the public understand that our quality still maintain in a very good status and the targeted audience can have their education at TARC successfully. Besides of that, the news about the TARCs open day can be shown to be the public too as it will increase the reputation and it doing a publicity to the public that our education maintain in a stable status. Lastly, we found out that the record of blood donation campaign in TARC is very famous in Malaysia too. This topic may give the perception of good image on TARC since the annual blood donation campaign is the highlight of community service activity undertaken by TARC students. And yet, the college holds the national record of highest number of units of blood collected by the institution, and has earned a place in Malaysian Book of Records. Communication Objectives To create awareness among the public and grab attention from the foreign students. To create official voice to avoid the misunderstanding about the institution. To create an environment of College can be educational and fun at TARC.

The Proposition or selling idea To overcome the current crisis, they are three sections of ideas can be suggest to TARC to overcome the crisis as soon as possible because the current crisis may cause the misunderstanding and incorrect perception in publics minded.

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For the very first, Facebook is the most powerful tool to promote and sell your institution. But before that, we must ensure that there is someone who is in-charge for this section. For sure, the institution shall have an official Facebook pages to promote the positive image of TARC with the name of TARC SSH to aim the target audience and create the environment of Mass Communication studies with the theme of College can be education and fun!. On behalf of that, the photos and videos about every event shall be uploaded on Facebook to let the students know that they have chances to learn in physically besides on mentally. And yet, photos about facilities in or outside of the campus should be uploaded too such as the gym, CITC, basketball court, Papparich, Apple Store, Digi center, shopping mall and even the problem of living can be settle around the campus too. Especially it can target the foreign student. Open day campaign actually is the very first image to attract the student to visit the campus. Therefore, we suggest that the campaign can be promotes online to attract the target audience to log on to Facebook, e-mail their basic information to register under the page to tarc.ssh@edu.my to receive the voucher to visit the campus and receive mystery gift. Besides that, advertisement online is very important as we suggest that the school can put the advertisement on the right column of Facebook during the month of Education such Education fair will held on July or December. To avoid any exceed expenses, we suggest use the method of Paid for Click. Once the budget has reached the limit of click, the advertisement will never appear in the column anymore. Facebook plays an important role, but same goes to the TARC main websites. The TARC websites represent the platform for the students to ask question and solve their problem. Therefore, statistic proof of TARC student can get a job in future after graduated suppose to be posted on the websites too to give the confidence to the students. Meanwhile, TARC will create the TARCchat (student online services) for the student who has enquiry to provide them more accurate information. And yet, there shall be a click to link to Facebook TARC SSH pages. Besides of the two tools had provided above, others tools can be use as platform to reach the target audiences too. For example, www.rentaksejuta.com is the famous websites in Malaysia as it do have the content of music, news, advertisement online and website. It is proving that there is a big chance to attract more students or public to visit TARC websites and increase the click of going into the pages of TARC. Nowadays, Blogspot has become one of the tools to improve the images of the company or institution too as it will provide a feeling of getting closer to the targeted audiences. Therefore, stories about event, or the achievement of the institution can be posted on Blogspot often to grab the attention from the public and let them feel that they are getting closer to the institution. Lastly, we suggest that the institution suppose to create an application of TARC to target the in and out of the institutions student with the advantages of keep update with the news and allow the students to check result with no interruption as well. It somehow like the first institution that can check result through using smartphones. Support

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As the details that had mentioned in brand imperatives, we did some research on the topic to push the point will be more trustable. First of all, the financial aids that can decrease the burden of the middle class of family. The college offers the TARC College Merit Scholarship to students with 7As and above in their SPM examination such as PTPTN loan, The Star Education Fund Scholarship and the others. Next, as the support from Dr. Chua Soi Lek, there was the news about TARC student can get a job. He said that whenever graduated students from TARC may get a job within 6 months. This is actually another support to the target audiences that they may have a stable future life once they join into TARC. Besides of that, the achievement of TARC students can be highlighted. We found out that the TARC students actually have a lot of chances to go for competition and gain more experiences. Therefore, this is also a support for TARC to gain more attention from the outsider. Lastly, we had found the Facebook page that is One Heart One Love One Life which is created by the TARC Mass Communication Diploma level of Public Relations student. They created this event as they are involved and doing publicity on the particular event which is collaboration with TLC (Truly Loving Company) to fulfill the golden wishes of National Cancer Society Malaysia (NCSM). Based on the information, it directly prove that the student have more chances to get involved to their assignment in physically. (Refer to Appendix D) Creative Direction Based on our research and the ideas that had suggested, there are some suggestions to portrait the image of TARC to overcome the current crisis and negative image of TARC. For example, we can add more keywords on pages such as Google, Yahoo and others to have more chances to appear on the first or second page of search engine as it may reach more audience easily. Media imperatives Although the ideas are completed, but the time and the location to locate the information is playing an important role too to convey the message at the effective time. As what had mentioned, the time for advertising on Facebook shall be during education month and during the peak time instead of night time.

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Conclusion Based on the overall details and research that we had found, we are fully understand the current situation of the institution and we had suggested a proposal that will lead to the best chance of success and put an aim to reach our targeted audiences. And yet, we had do a research on the consumer insight, therefore we understand the needs of the consumer and we move on to fulfill their wishes to solve their problem and incorrect perception on the institution. We tried our best to lead them to understand the institution too. Then, we strongly suggest that the ideas with 3 categories can be work out smoothly and overcome the current situation. This proposal is realistic as the ideas that we had suggested is the communication way that is most direct and easiest to reach our target audience. The situation in this era is everyone search for information on Google and Yahoo search engine. Most of the people look for information which is appears on first or second pages. Therefore, the suggestion that we mentioned are reliable to reach the platform for the target audiences. The advantages of TARC will brings a lot of benefits such as the positive image of TARC, the participation on physically event and the achievement of TARC to the targeted audiences as well to fulfill their education and decrease their burden. Besides that, we believe the power of Facebook can reach our target audiences as nowadays, teenagers spend more than 2 hours and above in front of the computer. The rolling on the Facebook advertisement will keep on refreshing each time they refresh their page too. Therefore, the proposition and selling idea are explained exhaustively for the institution as a guideline by step-by-step to lead the institution get back on the right track and build up the positive image among the public. The overall proposal is to reach the main communication objective which is creates awareness towards TARC and create official voice to overcome the current problem. Therefore, we believe that this proposal is an effective way for the instituition to step up to another better stage.

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References:
(2012) [Online]. Malaysia: Kwong Wah E-newspaper. Retrieved from:http://www.kwongwah.com.my/news/2012/03/18/23.html [Accessed 4th June 2012] (2010) TAR College Holds Third Blood Donation Drive This Year [Online]. Malaysia: TARC. Retrieved from:http://web3.tarc.edu.my/v1/mainweb/press/press10/cont1025.htm [Accessed 4th June 2012] (2011) Achievement & Awards [Online]. Malaysia: TARC. Retrieved from:http://www.tarc.edu.my/sssh/achievement.html [Accessed 4th June 2012] Admin of e-smartedu.com (2011) TAR College Open Days, 11 27 March 2011 [Online]. Malaysia: Smart Edu. Retrieved from: http://e-smartedu.com/2011/03/tar-college-open-days11-27-march-2011/ [Accessed 4th June 2012] Ubi Yan, Venn Lee, Lee Marilyn and Aki Liew (2011) 1 Heart 1 Love 1 Life [Online]. Malaysia: SSSH Student. Retrieved from:https://www.facebook.com/events/183601238368457/ [Accessed 4th June 2012].

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Appendix A: List of keywords entering Google search. Affordable Cheap TARC Tar College Tarc minimum Tarc Credit count requirement Certificate Level Studies

Intakes for Tarc diploma in Cheapest tuition college 2012 hotel fees in Malaysia. management Tar Kolej Tarc in setapak www.tarc.edu.my Tarc / Form 6 Tarc merits Tarc recognize Tarc or UTAR not

Quality Form 6 A-Level Loan

Ktar Tarc College Tunku Rahman

Abdul Tarc hotel Tarc got credit? management

Diploma in Mass Communication Comm law

Where to study Which college PR in Malaysia have the best mass comm. Studies Where to study Tarc or Taylor A-Level college Best college in Tarc academic Malaysia and examination regulations Where to study Tarc facilities and mass comm. In service Malaysia. Tarc better Segi better or

Ptptn Accommodation Availability Local College

Tarc.edu.my

Advance diploma

Tarc Academic Degree College Calendar Tunku Abdul Web Rahman College Programming Diploma Malaysia Tar-x

Application Procedures

E Learning Scholarship System college

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Appendix B: Best Comments about TARC from online resources.

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Appendix C: Bad Comments about TARC from online resources.

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Appendix D: Samples of TARC students appear on online resources.

Chances to involved assignment in physically.

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Chances to get a job after graduated.

TARC donation campaign.

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TARC student Scholarship & Financial Aid

Appendix E: Samples of TARC awards of SSH those students get.

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