Digital Marketing Plan for Metropolia

EVTEK University of Applied Sciences and Helsinki Polytechnic Stadia merged into Helsinki Metropolia University of Applied Sciences which began operations on 1 August 2008. The Metropolia has four fields of study: technology, health care and social services, economics and business administration, and culture, all of which will provide teaching also in English.

The new and competitive higher education institute, which measures up to international standards, will specialise in innovation and cater for the special needs of the metropolitan area. The training programmes involve close cooperation with businesses and the labour market. This has two main benefits: it improves the students' job opportunities and provides the labour market with skilled labour.

The students will number some 14,000 and the staff about 1,100.

http://www.metropolia.fi/en/about_us/

The goal of the entire marketing plan is to create visibilty for Metropolia among prospective applicants. With the approach of digital marketing we wish to create an innovative and modern image of one of leading Universities of Applied Sciences in Finland.

GOAL FOR AUTUMN AND WINTER

COLLECT MARKETING PERMISSIONS FROM STUDENTS WHO ARE APPLYING NEXT SPRING

GOALS FOR SPRING

PROMOTE DIRECTLY THOSE STUDENTS WHO HAVE INFORMED THAT THEY ARE APPLYING NEXT SPRING

DIFFERATE LIST OF PEOPLE WHO APPLY FOR INTERNATIONAL PROGRAMS, DAYPOLY AND HIGHER EDUCATIONAL PROGRAMS

Meetings with student groups who will be
applying

Presenting School - first touch

Asking Marketing Permissions

Metropolia Viral Campaign

"Win your own houseparty" or
"Win laptop for you and five friends"

Goal
Collect data with using questionnaire: How much do people know about metropolia?

Collecting marketing permissions

Application can also be used for later purposes

By sending notifications Metropolia can easily notify application owners if something happens at Metropolia

Banner Campaign
Same time as Viral Campaign

Collecting marekting permissions with facebook

Communities not recommended, not enough participants. High Costs.

Using collected lead list

Direct targeted campaigns
apply now
questionnaires for more data collection

We recommend that viral campaigns are used annually for finding new students who are about to apply

Active Email list is the key, with that message can be targeted and send out quickly

Target groups should be well differantiated

people who apply for amk do not want to hear about international programs

Starting point: 6000 active Email addresses
Core message: "We can both win holidays for our families"
954 123 Finnish people got the viral campaign
436 243 participated
231 078 gave permission for future marketing
Equivalent purchase price for that list would be 420 000 Euros

Source "suoran vuosi 2009"asml