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Integrated Marketing Communication Plan for BRIGHT FUTURE

ACADEMY (BFA) Higher Education Institute.

Group Name: Marketing Minds

M.H.R.C. Samarakoon 2021ms10398

K.C. De Silva 2021ms10460
S.A.S.T. Dharmasiri 2021ms9975
Y.N. Samarasinghe 2021ms10401
U.G.V.P.T. Weerasinghe 2021ms10522
W.L.D.D.N. Roshini 2021ms10388

Course: MKT 3316 Marketing Communications

Course Facilitator: Mr. Tharindu Senarathna

Bachelor of Business Administration 2021/2025

Semester V
May 2024

Department of Marketing
Faculty of Management and Finance
University of Colombo
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Integrated Marketing Communication Plan for BRIGHT FUTURE ACADEMY

(BFA) Higher Education Institute as a Table

Elements Description Justifications

01 3C Analysis Competitors • Competitor analysis

reveals that while
• NIBM competitors attempt to
• SLIM differentiate their
• LPEC Campus diplomas in various ways,
they also strive to
maintain parity with one
another. (Same course
duration, same trending
course like digital
marketing.)

• For instance, NSBM

promotes its overall
reputation rather than
individual products,
emphasizing its status as
the largest green
university in Asia.

• Additionally, some
competitors, like SLIM,
cater to exceptional
circumstances by offering
tailored programs for
university students and
professionals.
Customer • With the customer
• School leavers and undergraduates - analysis we could find
The people who left schools as well some customer behaviors
as undergraduates who already regarding the courses
decided start to their journey in the such as willingness to
marketing scheme (Already complete within a
advanced diploma completed by minimum period,
school leavers and undergraduates) Willingness for virtual
and flexible lecture
• Potential employees - The people schedules as well as
who expect to apply for jobs belong willingness to take
to the marketing scheme. knowledge from
recognized marketing
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• Working professionals - professionals of the

professionals who are willing to industry.
become the best marketers in the
industry. • But if we take the price of
the courses although
some of them like low-
level course fees most of
them consider the price as
the measurement for
measuring the quality of
the courses.
Communication • Those are marketing
• TV advertising communication contexts
• Distribution of printed files and which are mostly used by
leaflets competitive institutes to
• Mail Marketing market their higher
• Social media marketing educational degrees,
• Sponsorships diplomas, etc.
• Huge banners and cutouts
02 Target Market Target Market Our target market comprises
and Positioning Our target market comprises individuals individuals who seek to gain
Strategies. who seek to gain advanced knowledge advanced knowledge in
in marketing from recognized speakers marketing from recognized
and aspire to become excellent speakers and aspire to become
professionals in the industry excellent professionals in the
industry. The qualifications we
look for include:
• Age range within 20 -
40.
• Completion of an
advanced marketing
diploma from a
recognized institute.
• Enrollment in a
marketing degree
program as an
undergraduate at a
recognized university.
• Moderate proficiency
in English (minimum
B pass for English
Language O/Ls,
minimum C pass for
General English in
A/Ls)
We aim to enroll students with
a foundational knowledge of
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marketing because this course

is at the higher diploma level.
Therefore, we do not accept
school leavers or employees
who lack basic marketing
knowledge. Additionally, this
course is conducted
exclusively in English, so
applicants must have a
moderate proficiency in the
language.

Positioning Strategies • Competitive price -

This is the one of main
• Competitive price positioning strategy we
• Recognized people use as an institute. We
• Convenience place consider charging fair
• Convenience and flexible price from our
process applicants. But this
does not mean it is a
low-level fee. We try to
maintain our fees with
the range between our
competitor fees due to
most of the people
used to consider prices
for measure quality of
services such as
professional courses.
• Recognized people -
We use recognized,
experienced and
friendly lecturer panel
as well as friendly staff
for our institute as a
positioning strategy.
• Convenience place -
Already we have ten
branches around the
country, and we
consider opening new
branches where we still
not have branches.
This also be our good
positioning strategy
due to it make easier to
meet our customers
physically.
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• Convenience and
flexible process - From
this we try to
conducting our course
through online flatform
as well as flexible
lecture schedule for all
the students. Because
of that we must work
with not only younger
generation but also
with employees as well
as professional who
already doing jobs.
This also our
positioning strategy we
use as a institute.
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03 Marketing
Communication • Increase awareness
Objectives
• Create more queries
• Increase enrolls
• Organize a tailored educational
diploma programme
• Increase the attendance at
program-specified activities
• Increase awareness
Increase the awareness of the
Higher Diploma in Marketing
program among the audience
of the target market by 30%.
• Create more queries
Try to get 20% more inquiries
from the prospective students
• Increase enrolls
Attain 15% more applications
for the next intake than the
previous year
• Organize a tailored
educational diploma
programme
Introduce a programme for
professionals who are seeking
career advancement within
their region.

• Increase the attendance

at program-specified
activities
Conduct programmes for
SMART objectives potential students by
• Specific (S) organizing awareness
• Measurable (M programmes and interactive
• Achievable (A) programmes
• Relevant (R)
• Time-bounded (T)

• Specific (S)
Clearly define each objective
such as increasing awareness
and entries for the Higher
Diploma in Marketing
programmes.
• Measurable (M)
Setting quantifiable short-term
targets such as 30% increase
in awareness,15% increase in
entries, 20% increase in
inquiries.
• Achievable (A)
Within the number of
resources available and within
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the given time frame

objectives are established.
Because of that objectives can
be achieved in an effective
way.
• Relevant (R)
The objectives are mainly
contributed to the aim of
increasing the awareness and
increasing the entries. Try to
attract more students by
providing high quality
lectures.
• Time-bounded (T)
Align to a deadline of one year
to achieve the objectives.
Breaking objectives into
actionable small parts and
allocating resources

04 IMC Key Message • The phrase "Elevate

Components "Elevate Your Marketing Career: Join Your Marketing
Our Higher Diploma Program to Master Career" appeals to
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Modern Marketing Strategies and Drive prospective students'

Your Success" desire to advance their
careers and achieve
higher levels of
professional status.
Directly addresses
individuals who want
to make a significant
impact in their
marketing careers.

• "Join Our Higher

Diploma Program"
clearly identifies the
program, ensuring that
potential applicants
understand exactly
what is being offered.
The word "Join"
fosters a sense of
community and
belonging,
encouraging
prospective students to
join an esteemed
program.

• The phrase "Master

Modern Marketing
Strategies" emphasizes
the curriculum's
advanced and
contemporary nature,
making it appealing to
those looking to stay
ahead in a rapidly
changing field.
Suggests that the
program will provide
students with the
practical skills they
need to succeed.

• The phrase "Drive

Your Success"
emphasizes the
program's ultimate
goal, which is to
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ensure that students not

only learn but also
succeed professionally.
This phrase implies
that the program
provides tools and
knowledge that
empower students to
take charge of their
professional futures.
Media Tools • Local newspapers and
• Print Media periodicals can be utilized
▪ Newspapers by BFA to target their
▪ Magazines target market. Brochures
▪ Brochures and flyers distributed near
▪ Pamphlets Higher education centers
• Broadcast Media and schools can attract
▪ Television targeted Students.
▪ Radio
• Social Media • To reach a larger
▪ Facebook audience, BFA may want
▪ Instagram to contemplate airing
▪ LinkedIn television and radio
• Search Engine Marketing Methods commercials. The content
▪ Google Ads should emphasize BFA's
• Messaging Tools distinctive education
▪ Gmail system and competitive
▪ Normal Text Messages advantage over other
competitive higher
education institutions.

• Bright Future Academy

can use social media for
broad reach and
engagement, Google Ads
for targeted search traffic,
and email and normal
messages for personalized
communication.

Communication Tools • BFA can engage its target

• Content Marketing audience through social
▪ Blog posts media platforms.
▪ Success stories Regularly publishing
▪ Testimonials updates, responding to
• Webinars/Online Workshops customer inquiries, and
▪ Free sessions showcasing conducting contests or
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the programs. promotions can increase

• Influencer Marketing brand exposure and
▪ Collaborations with customer engagement.
industry professionals
and alumni.
• Social Media Engagement • Because of conducting
• Paid Marketing Webinars and online
▪ Tv Advertisements Workshops by the Bright
▪ Google Ads Future Academy this
academy can increase the
number of applicants for
the new intake of
diplomas in Marketing.

Corporate Logo • Bright Future

Academy uses black
and white as the theme
colors for their brand
logo. Black and white
reflect modernity and
forward-thinking.

• The shape of the logo

represents the gradual
development of a
scholar. The bottom
chevron arrow is
incomplete, the middle
chevron arrow is
partially complete, and
the top chevron arrow
is fully complete.

• BFA stands for Bright

Future Academy. The
brand name is
shortened so that
customers can easily
recall and recognize it.
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Corporate Slogan The slogan "Shaping

Tomorrow's Leaders, today"
“Shaping Tomorrow's Leaders Today.” reflects several key aspects of
Bright Future Academy

• Leadership
Development:
It emphasizes the
academy's focus on
developing leadership
qualities in its students,
preparing them to be
influential and
effective leaders in the
future.

• Future Orientation:
The phrase
"Tomorrow's Leaders"
emphasizes the
academy's forward-
thinking approach,
indicating a
commitment to
preparing students for
future challenges and
opportunities.

• Commitment to
Excellence: The slogan
implies a commitment
to providing high-
quality education in a
supportive
environment that
fosters students'
potential and assists
them in achieving their
goals.