In Singapore, competition is intense in the higher education sector, with six universities fighting for the best students in a population of just five million. To increase its share of top students, Nanyang Technological University (NTU) designed and implemented a strategic corporate reputation program to improve the perception of the university among current students and alumni, as well as prospective students and their parents.
As the communication program was intended to be longstanding with the intention to bring about attitude and behavioral changes, a study was produced and conducted over several years–in 2011, 2012 and 2013–to determine the effectiveness and longevity of the campaign. Its communication goals included:
1. Increasing positive perceptions of the NTU brand among the primary target audience of current and prospective students and the secondary audience of parents and alumni.
2. Establishing a strong NTU presence in the mainstream media and harnessing the media as a key influencer of public opinion in Singapore.
3. Branding NTU as a global university on the rise.
A winning campaign
This campaign won an IABC Gold Quill Award of Excellence for Brand Communication. For more than 40 years, IABC’s Gold Quill Awards program has evaluated the work of communication professionals around the globe, recognizing the best of the best in the profession.
In 2010 a stakeholder analysis was conducted via in-depth interviews, focus groups with current, past and prospective students and parents, and a content analysis of media coverage. This research revealed that prospective and current students were not aware of the university’s strengths. The research was also instrumental in revealing how the audience preferred to get their information. There was a lack of interest in corporate information and the younger demographics reveled that they were digitally connected, with Facebook and YouTube at the top of list of social media channels with which they engaged.
The results of the...
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