Promotional Campaign for Prague College

Guerilla and Diversity Marketing Scholarship activity

THE OBJECTIVE
Increase the brand awareness of Prague
College (PC)
Boost desirability with target groups
Distinguish PC from the competitors
The target group
The target group (cont´d)
High school students
In the Prague, Czech republic
In their final year (4th / 8th / 7th)
Business / Computing / Art oriented
At least with English language basics
Actively / pasivelly searching new opportunities
to study
The Message

„It ´s up to you now

which door you
open“
The criteria
A school for tomorrows´ leaders
For tallentative students
Place of many nationalities
First step to enter real world
The situation
The situation
The Instrument
The Instrument (cont´d)
The Instrument (cont´d)
The Implementation
The Implementation (cont´d)
The Implementation (cont´d)
The Implementation (cont´d)
The Implementation (cont´d)
The Implementation (cont´d)
The Implementation (cont´d)
The microsite contains
Explanation of the campaign
Link to the Prague College student programmes
Photogallery of the student lifes
3 examples of student profiles and stories
Link to www.praguecollege.cz
The benefit for schools

New opportunities for their students

A small gift to every classroom and to all
related teachers
The implementation
process
The cost estimate

The budget: 100,000 CZK

RECAP
 WHAT?

The low-budget promotional

campaign of Prague
College
 WHY?

To get new students

HOW?
HOW?
 WHEN?

At the time the students

seek new school (Feb >
May ´09)
 HOW MUCH?

For 100,000 CZK or less

 Conclusion
Do not hesitate to contact me in case of questions
or notes

Vit Horky
Tel +420 731 162 905
Eml horky@inspiro-solutions.cz
Web www.inspiro-solutions.cz
Copyright © Vít Horký, 2008
For Alexander Reidl and Douglas Hajek
Presented on December 01, 2008 at Prague College