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Marketing plan

Dace P ceA ina Soka ska

Vairis SadovskisMadis Sulg

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Agenda

Why to change anything?What is the strategy for short&mid&long term?

How to reach those goals?

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Why to change current promotion?

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Demographic crisis:Number of 19 years-olds*

- 9 % every year(2009-2014)

*Projections are based only on Latvian birth rates

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Harder competition

21 % + 5For 21% of Y1s an

alternative for SSER werestudies abroad

Every year 5 pupils takenin SSER choose other

foreign university instead

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What is the strategy forshort&mid&long term?

LR: Expand all promotion activities to the whole Baltic region

SR: Choose the rightcommunication channels tospread the right message

MR: Create traditions & Adapt to studentspreferences

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1. The right message2. The right channels:

Open Days DoorEducation FairsWeb pageAmbassadors

SchoolsInternet

SR: To Do List

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The message to send

The fee is an investment in the future careerEmphasis on:

- Successful examples of graduates- Special atmosphere & people- Modular exam system- Personal approach- International community- Specialisation via electives and Y3

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1. Open Days DoorOnline attendance of ODD eventsMore intensive advertisement:

more bannersa promotional videoposters in schools & social media

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2. Education FairsParticipation with more appealing

stand with involving activities

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3. Web PageOrganise a voluntary meeting about suggestions

regarding the web-page design and content

Separate section or entrance needed for prospectivestudents with less formal design

More information about financial aid possible,including external sources (e.g., V tolu fonds)

Include stories about graduates as a photo albumtogether with inspiring stories below

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3. Web Page (2)

Create an option to sign-up for news regarding nextpublic guest lectures & events

Provide detailed practical information for non-Latvians early

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4. Ambassadors ProgramKeep as a symbolic tradition, but do not

overemphasise the added value of it.

5. SchoolsCreate an educative video about some

economic issue & grant CDs to schools

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6 . InternetEncourage Estonian students to

create a similar blog for prospectivestudents

Create Promotional / Lip Dup Video

Create short video clips presenting

answers for FAQ

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Creating traditions:Peak Time JuniorResearch Papers competitionOffer the Soros auditorium for JAL competitionsawarding ceremoniesOffer the Soros auditorium for JAL Teachers clubmeetings

Adapting program to students preferences:Introduce more specialization elements in Y1, Y2Intensify feedback system and and implementrequested changes

MR: To Do List

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Peak Time JuniorEspecially targeting teams from Baltic region

Research Paper competition

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Offer the Soros auditorium for JALcompetitions awarding ceremonies

Offer the Soros auditiorium for JALTeachers club meetings

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Introduce more specialisationelements in Y1, Y2 through electives

Intensify feedback system andimplement requested changes

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LR: To Do List

Expanding to Poland:Partnership with Junior Achievement-Young

EnterpricesPeak Time Junior

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Partnership with

Junior

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