Marketing

Campaign
TELEPHONE
+46 36 - 10 10 00

ADDRESS
Gjuterigatan 5
551 11 Jönköping, Sweden
WEBSITE
https://ju.se/en.html

AGENCY: INTELLIGENTSIA
 Increase applications for the Master in

Objectives
Strategic Entrepreneurship Program by
20% in the following academic year.
Develop the visibility and awareness of
this program by 40%.
A country with ...
1. 50% of its population under the age of 32 years old
2. 25% of the country's GDP is held by the 100 largest
family-run enterprises
3. 61% of their next-generation leaders are not ready
to take over the business
VIET NAM
Where 95% of all its enterprises are family business
Target Audience Persona
THAI AN NGUYEN, 22, VIETNAM

Name: Thai An Nguyen

Age: 22
Nationality: Vietnamese
Education: Last-year student, studying
International Business Bachelor Degree
at the Diplomatic Academy of Vietnam
Desires to develop her family business
What does our target audience seek in an
entrepreneurial program?

Higher education is People management and Flexibility and

essential to leadership as the most experiential learning
becoming a CEO important soft skills programs

01 02 03
 STRENGTHS WEAKNESSES
Non Suitable for people
Flexibility
coming straight from a
Science Park
Bachelor’s degree
Centre for Family
Entrepreneurship and
Ownership (CeFEO)

Strategic Location
Business support net Technology-based
International networking entrepreneurial masters
Non-Academic education

OPPORTUNITIES THREATS
Perceptual Map
“Innovate Here, Succeed Everywhere”
ONLINE CHANNELS OFFLINE CHANNEL
 Marketing Campaign Outline
ONLINE CHANNELS Paid: using the Ads services of all these platforms

JU must set its online presence in channels the Earned: by showing what the student life at
target audience uses daily to create awareness. Jönköping University looks like.
Ex: “Shadowing a Student”

Owned: redesign the program’s landing page

Primary social media apps among Generation Z in Vietnam in 2023

Marketing Campaign Outline
OFFLINE CHANNELS

92% of Vietnamese parents and

Parents have a huge impact on students’ study-
students believe face-to-face
abroad choices => JU should market not just to
engagement with university
the students but also to their parents
representatives is important

The campaign aims to make the program

representative attend Study Abroad Events in
collaboration with study-abroad agencies in Vietnam
Media Plan
Social media ads: once a month for each
social media platform, including
Instagram, TikTok, and Facebook.

Studying abroad events: Between weeks

2-3 in September, 3-5 events will be
organized by study-abroad agencies for
students to have the possibility to ask
questions and speak with representatives.

Shadowing: Provide trial classes at the

end of each month online for the
convenience of international students
who cannot come to the university.
 Estimated Budget
ONLINE CHANNELS OFFLINE CHANNELS
The approximate cost for a study
1. Instagram ads:
abroad event in Vietnam would be
5 SEK - 10 SEK/ click for CPC
around 10,300 SEK - 32,000 SEK.
72 SEK/ 1000 impressions for CPM

2. Facebook ads:
2 SEK/ click for CPC Instagram ads

43 SEK/ 1000 impressions for CPM

Facebook ads
3. TikTok ads:
5 SEK/view for CPM => For every 1,000 TikTok ads
views on an advertisement, marketers
will pay 5000 SEK.
Study Abroad event
0 2000 4000 6000 8000 10000 12000
 Thank you for
Any questions?
your attention!
 References
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