The target audience and media mix will define who we are targeting, based on their demographics and psychographics profiles.

Target Audience and Media Mix Objective: The target audience for this campaign will be prospective AUD EMBA students. Demographically, our target audience is between the ages of 30-50 years old who have 6-11 years of experience in the working environment. Along with that, our target audience also includes local Emirati, Non- western expats and Western expats. Through our research we have come to find that 26.7% (347,805) of Dubai’s population falls within this criteria. Psychographically, the target audience of potential emba students are those who motivated for personal development, career skills and knowledge.  This campaign will aim to encourage potential students to enroll in the AUD EMBA program launch for Fall 2018 through the use of radio, activations and various forms of print ad media.

Target Audience and Media Mix Strategy: The “What’s Stopping You?” campaign will be broadcasted through different forms of media including a tvc that will be featured on various social media sites such as Linkedin, Instagram, and youtube alongside another youtube snippet, and will begin running from May until the registration period in August and ending in December. A radio ad will be broadcasted among Dubai’s most popular radio stations Virgin Radio and Dubai Eye radio that will begin in June, leading up to the registration period in August, and concluding in December. AUD EMBA brochures will be dispersed throughout local businesses in Dubai, predominantly in Media City and DIFC where most corporate jobs are located, and also during the Pre-Launch Gallery that will be showcasing the idea behind the Crack the Conventional Ceiling and What’s Stopping You campaign, and in the E lawn events, all while giving information about the program to potential students. Time Out Dubai and Gulf News will be the channels of print we use to reach our target audience.    

 

 

 

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This section will aim to explain how many consumers we plan to reach with our media strategy.

Reach, Frequency and GRP Objective: Our highest calculated reach and frequency will be with our broadcast media and social media. We are aiming to reach 54% of automobile drivers through our radio ad and billboard ad from the launch in June through December. Frequency will bottom at 3.0+. GRP=11,178(000). 71% of the UAE population is active on social media, with 12% of that number being those who are in our target market range. Therefore that 12% is our reach in social media. Reach .14 KPI.

Reach, Frequency and GRP Strategy: As of 2014, Gulf News reported that there were 1.4 million cars in Dubai with an average growth rate of 8.2% According to the RTA there are around 370,000 cars on the road on the average weekday. We are aiming to achieve the highest reach of 54% (644,000 people) in a target market age with cars during the launch period from september to december of 2018 with our radio ad. According to Global Media Insights, the average amount of facebook users in the UAE from ages 35-44 is 1,012,500 with 8% of these users being college graduates. Therefore, that 8% is our reach. For youtube, a staggering 71% of the population watches youtube videos in the UAE with 4 out of 10 MENA nationals watching online videos daily, we were able to gather information that those of ages 45 and higher were twice as likely to watch Youtube videos daily then those of ages 18-21. Based on those numbers, are reach on youtube is 3.2% reach of our target population. The social media KPI will be derived by the engagement volume/base volume (754,800/5,400,000)= .14.

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Scheduling and Timing

This section will explain when the media strategies will take place, for how long, why and what will be broadcasted within the media.

Scheduling and Timing Objective: The campaign will feature advertising and press efforts from various different media channels. Interactive media will run from the beginning of the campaign in May 2018 until April 2019. Similarly, Print and Outdoor media will also run during the same time from May 2018 through April 2019. Event marketing will take place in August through September 2018. Broadcast media will run from June 2018 until the end of the launch period in December 2018. Finally, public relations media will run from May 2018 until the end of the post launch campaign April 2018.

Scheduling and Timing Strategy:

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Interactive Media:

71% of the population are social media users, therefore, interactive media will throughout the entire campaign from the pre-launch in May 2018 through the end of post-launch in April 2019. Instagram and facebook ads will be posted during the pre-launch and will expose users and followers to the AUD EMBA “Crack the Conventional Ceiling” campaign that will reach 8% of the total social media population. A TVC will run on Facebook, Linkedin, and a Youtube snippet will also run where the greatest reach socially is attainable. 71% of the population visits the sites and the ads will run during the launch period from September 2018 to December 2018.  Instagram Post Campaign surveys will be issued through the app in the post-launch period as a measurement tool to test successfulness of the campaign in ad recall, recognition, and desire to apply. Banner ads will also be featured as pop ups on websites. A KPI of .14 will be the goal to reach with social media. 

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Print/Outdoor:

We are aiming to reach our 54% target market audience with our print and outdoor ads throughout the pre and post launch periods of this campaign. The brochure will be distributed during the pre launch stage of the campaign in various events, throughout the campus, and in local businesses throughout Dubai predominantly in the Media City DIFC areas. Billboard will run from June 2018 to September 2018 along Sheikh Zayed Road where 54% of Dubai’s population drives daily. This is peak time before registration begins and ends. Print ads and Lamp posts ads will be out during the launch period from September 2018-December 2018. Print ads will be in magazines such as Time Out Dubai and Gulf News. Post Print Ads on campus will be will be available from January 2019 to April 2019.

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Event Marketing:

Both the Pre-launch Gallery event and E lawn event will take place in August before registration period. The pre-launch gallery will be Al Serkal, and highly artisanal area in Dubai and it will showcase a gallery of some of the iconic figures that we chose who “Cracked their Conventional ceiling”. Brochures and collateral will also be available at this event to help give more information about the AUD EMBA program. The E lawn event on campus and will be more of an informative event that explains the AUD EMBA program and will have the brochures and collateral available.

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Broadcast:

The broadcast radio ad is attempting to reach 54% of Dubai’s population, who are in our target age range and drive. The radio ad will be featured from June 2018 through the end of the launch period in December 2018 to aid with brand recall, with a frequency valued at 3.

 

Public Relations:

Public relations media will run throughout the campaign life with press release and sponsorships being released during the pre-launch stage to bring awareness to the program before the beginning of the semester. Collateral merchandise will be available throughout the entire campaign from May 2018-April 2019.

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Media Budget

This section will break down the budget for the campaign and explain how much of the budget is allocated for every media source used.

Media Budget Objective: AUD’s EMBA program 10 million dhs budget will be split into various media channels. Each channel will receive a percentage of the total budget based on their estimated value.

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Media Budget Strategy: The media budget set for our AUD EMBA pre launch, launch and post launch will be 10,000,000 dhs that will be spread over May 2018- April 2019. We are estimating to attain a revenue of 975,000 in year 1, seeing as the estimated student intake is at 15, with a tuition price of 65,000 for each.

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The following graph further breaks down the budget in terms of quantity per advertisement in every media channel, the projected cost and projected subtotal per media channel.

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Geography

This section will explain the geographic locations the media strategies will take place in.

Geography Objective: This campaign will take place in Dubai and throughout the UAE, with all physical forms of media taking place within the city. To garner the most attention, printed ads will be placed on Sheikh Zayed, Media City, and DIFC, all of which are heavily corporately concentrated areas or majorly popular areas of the city. Social advertisements will be international.

Geography Strategy: Billboard will be placed along Sheikh Zayed road which is Dubai’s busiest highway. Lamp posts will be placed along Sheikh Zayed road and near the vicinity of AUD, along with in Media City and DIFC as our target audience can typically be found working in or around these areas. A pre-launch gallery event will take place in Al Serkal and will be a fun interactive event showcasing the AUD EMBA program along with prolific people in history who helped crack conventional ceilings.

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Sales Promotions

This section will aim to define what our sales goals are and how we plan to achieve them.

Sales Promotions Objective: Our goal in this campaign is to encourage potential students to enroll in the AUD EMBA program, and to have 15 students enroll in year one and 45 by the third year post launch.

Sales Promotion Strategy: In order to achieve this  goal, aside from our social media and printed advertisements throughout predominantly populated sectors of Dubai, a pre-launch activation will take place in Al Serkal which is a heavily visited area of Dubai. The activation will include pivotal people in history that have cracked the conventional ceiling. Alongside with that, brochures and and collateral will be available for potential students to learn more about AUD and the EMBA program, and receive products that support and represent the program. Another event will take place within the campus itself in the E lawn that will have booths were people will be giving out more information about the AUD EMBA program, collateral will also be given out during these events.

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