Marketing Report for FMS (2016)

Jeraine, S10172935A Haymun, S10171453C Sue-Ann, S10173715B Sham, S10172832C Jie Min, S10173387G Natasha, S10160387C Nikki Andrea, S10172473K

Table of Contents  Market Overview  Competitor Analysis  SWOT Analysis  Consumer Survey  Target Audience  Product Positioning  Key Business Issues  Role of Communication  Key Message  Communication Strategies  Creative Requirements  Timeline  Budget Split  Slides

Market Overview

Social 1. Cultural changes Nowadays, Singapore is trying to focus more on art elements, like supporting local films more or even performing arts. With relation to that, FMS has courses such as Film, Sound, Video (FSV) and Visual effects. Thus given that our culture is starting to change, people now are becoming more appreciative of art elements in our society. This would be an advantage as courses have been given a new perspective as to whether or not students greater prospects in the future.

2. Social media being the dominant form of communication:

According to We Are Social’s new Digital, Social and Mobile in 2015 report, 42% of the population are active internet users and 29% own an active social media account. This shows that social media is on the rise and is dominating the way Singaporeans communicate which also means that social media is becoming a more stable and effective platform to market products and brands. Therefore, FMS provides students the skills to pursue these careers as we have courses like Mass Communication and Advertising and Public Relations which provide guidance on how to perform and deliver in the social media industry. This will benefit FMS as we have the social media factor on our side which increases the demand for our school.

3. Less prejudice against poly: There has been an increase in the intake of students by Polytechnics in the last 9 years. The intake of students has increased from 20,906 to 25,777 from 2005 to 2014 respectively. Out of this 25,777 students, 40% of students qualified for junior college. This shows that students have become more receptive of polytechnics as an option for post-secondary school education.

Also, there is a growing number of students who leave their junior college education for a spot in Polytechnics. 400 to 500 students make the change each year, with some keen on choosing to pursue filming. Therefore, as more students are willing to choose Polytechnic as an option to further pursue their education, there is a higher possibility for more students opting to study in FMS, and hence the demand for FMS will increase.

4. Growth of media industry: Rapidly booming media industry in Singapore will attract more potential students to pursue careers in the media industry. The nominal value-added contributed in 2014 by Singapore’s media sector was US$6.6 billion, increasing at a compound annual rate of 5.7% since 2010. The growth of the media industry in Singapore will potentially influence students to want to study in FMS to learn more about the media industry and pursue a career relating to the media industry in the future.

Economic 1. Macroeconomic forces As for Media and Communications, more than 66,000 are employed in the media sector and more than 50 countries worldwide are distributed Made-BySingapore content. It will also remain high in demand as Singapore offers unique content and is distinctive and creative, appealing others globally. It also has a promising and favourable regional outlook. This results in many more people taking up FMS as a choice because the courses offered will be in demand.

2. The economy affects the way students make their decisions on the path they want to pursue According to an article featured in Today online, the share of national income accrues disproportionately to university degree holders. This causes students to choose their education and career pathways with income being the main factor. However, the media industry is not just one that fresh graduates can enter easily or smoothly with a university degree. One’s portfolio is extremely important as your work will be in the public eye from the moment you enter the industry. Therefore, students might be hesitant to put in so much effort into this industry which requires lots of hard work and may not earn as much.

Therefore, this makes students exclude FMS as a choice which means FMS should be marketed in a way which allows students to be exposed to the possible and promising career prospects. This will make FMS more appealing and promising in the students’ eyes and also attract more potential consumers.

3. The cost of Poly education is higher

According to statistics, about 30% of the overall population in Singapore is made up of foreigners and about 10% of the overall population is made up of Permanent Residents. According to Ngee Ann’s webpage, the annual school fees to be paid by PRs and foreigners are S$5200 and S$9050 respectively.

On the other hand, Singapore citizens only have to pay S$2600 a year. Also, There is an increase of S$100 for Singaporeans, S$200 for PRs and S$300 for foreigners from year to year ever since 2013.This is a disadvantage for FMS as non-Singaporeans may find school fees expensive for an education in polytechnics which will make them want to choose JCs. Therefore, FMS needs to make sure that they are able to appeal to the public that it is a course/diploma that is worth the school fees.

4.

The unemployment rate and standard of living in Singapore:

Singapore’s unemployment has dropped from 2% in 2015 to 1.9% steadily in the first quarter of 2016 which gives youths more confidence to pursue their interests and not making their career choices based on the income they earn in the future. This is beneficial to FMS as students would not feel that an education in poly would land them in the high risk of unemployment as it is not easy for media students to get a job.

However, the standard of living in Singapore is high and thus students tend to choose the career path that benefits them the most in the near future.

According to JCU, the living cost in Singapore is estimated to be $10,200 $23,400 per year. This means that many people would consider JCs more than Polytechnics as many still believed that JC is the right path for people to earn a higher income due to the better jobs available to them. Therefore, FMS needs to be marketed in a way that students believe that FMS can also provide them with what they need to land a good job in the future.

Competitive 1. Types of competition - Other polytechnic courses - Going overseas to specialize - Junior colleges Now Junior Colleges are no longer a strong competitor. Since people’s idea has started to shift, more students are headed towards Polytechnics. People are more willing to do diploma courses, as they are starting to see its benefits.

After their diploma they can work after graduation or do something else in university. This would be an advantage for FMS as we would be reaching a target audience that is more willing and receptive to our advertisements.

2. Lesser Barriers to Entry The USP of JCs is that the rate of students going to university afterwards is much much higher than that of poly. Yet as seen in this Straits Times article, “One in five poly graduates won a place in a degree course this year. Four years ago, it was 15 per cent - about one in seven.” Despite the USP of JCs being a significant edge over a poly school like FMS, its importance is quickly diminishing. This makes marketing FMS much easier than it would have been in the past.

3. Negative customer-generated content serves as competitors’ advantage The negative feedbacks and reviews customers post on social media strongly affects brands and consumer confidence. This means that competitors of the same industry gets to benefit from this which will decrease the demand for FMS. It is said that 4 out of 5 consumers who read about negative reviews about a brand or product changed their minds and ended up not buying them.

This will be a disadvantage for FMS as competitors will try to earn the trust of our potential consumers and will also damage FMS’s reputation. Therefore, FMS needs to constantly check and manage their reputation online to ensure customers’ optimism towards the school.

4. Partnerships, collaborations and co-creation of value FMS partners up with many different organizations and companies in the media industry to provide enriching internships for the students. Such companies like, AXN Asia, Singapore Press Holdings, Saatchi & Saatchi Singapore, and Mediacorp Private Ltd and more. Therefore, the large number of partnerships that FMS have, increases the demand for the school as potential consumers will be attracted to the experience that prepares them for their future work and studies.

Technological 1. Reliance on technology Singaporeans rely heavily on technology in order to make decisions. In their daily lives, Singaporeans unknowingly depend on technology to make decisions, such as choosing their mode of transport by checking the earliest arrival time of the bus they wish to catch, or searching up reviews of products they wish to buy. One in every two Singaporeans use social media to make purchase decisions. Due to this reliance in technology to make decisions, FMS also markets themselves online.

2. Social media It is perhaps the single greatest influence on the social lives of young people.

Internet, cell phones, text messaging and other technology dominates their communication and are an integral part of their everyday life. 74% of Singaporeans uses social media regularly and Facebook is the social media network in Singapore with 3.6 million registered users. Therefore, we can use the internet and the social media to advertise FMS, especially Facebook because Facebook has the most number of registered number of users of Singapore. In this time and age, internet use has increased. Marketing has become more efficient through different platforms, such as social media and search engines. There has been a 65% increase of social network users from 2005 to 2015 which is a great increment. It appeals not only to youths, but to adults and senior citizens as well. This is an advantage for FMS as it broadens our scope of reaching out to our target audience. In the process, we also get to inform parents of what their children are in for. This would then increase the target audience’s confidence in the school.

3. Webpage Aesthetics According to an article on uxmyths.com, web aesthetics do matter. “Studies show that emotions play an important role in the users’ experience. If a website has a pleasing visual design, users are more relaxed, tend to find the website more credible and easier to use. A positive first impression - usually based on looks rather than interaction - determines the value of the website on the user’s behalf.” This in turn could lead to the influence of choice for when a student compares the NPFMS webpage to, let’s say, SPCASS. If the student were to find SPCASS’s webpage more appealing than ours, he might venture towards exploring the courses offered there, rather than NPFMS’s.

4. The use of traditional media in Singapore Many still turn to traditional media like Newspapers, radio programs and even TV commercials. There is about 85% of Singaporeans who still tune in to freeto-air TV channels, about 1.4 millions of newspapers being circulated every day, and with radio stations like KISS 92(92.0FM) reaching cumulative listenership of 645,000. This shows that despite the rapid growth of social media, traditional media is not dead yet and consumers still refer to traditional media to find out about products. Therefore, FMS should integrate the two media forms to achieve effectiveness and reach the target audience who are the parents and students.

Regulatory 1. Our FMS slogan: Xplore, Xcite and Xcel This is something that our competitors cannot copy to use for the marketing.

Target audience who can relate to the slogan would be more attracted to the school and feel that this would be something that they’ll remember and motivate them. Whereas for the Business and Accountancy school, or Engineering school, they don’t even have a slogan to use for marketing.

2.

Ngee Ann Poly is best known for its FMS As seen in an online article written by Lim Yan Wen and Evelyn Lee, “Ngee Ann Polytechnic (NP) was founded in 1963 as Ngee Ann College. Located in Bukit Timah, it is one of the most established polytechnics in Singapore today, with more than 14,000 students. NP is perhaps most famous for its School of Film & Media Studies, which is one of the earliest schools in Singapore to teach film-making.

The Diploma in Mass Communication in NP is also well-known in courses, having groomed many outstanding media practitioners,” This shows that FMS is a significant trademark to NP, and thus marketing FMS would have an effective outreach due to the public’s correlation to the existence of FMS and the establishment of NP.

3. Requirements needed to enroll in FMS’s courses as compared to other tertiary institutions By using the Diploma in Mass/Media Communication as an example, there are only 3 polytechnics in Singapore which provides this diploma and they are: Republic and Singapore Polytechnic. In comparison to Republic Polytechnic (RP) and Singapore Polytechnic (SP), the net ELR2B2 aggregate score for Ngee Ann Polytechnic (NP)’s FMS is the lowest of 10 points while SP’s 13 and RP’s 18. In addition, both RP and SP’s minimum requirement for English language is B4 while NP’s B3. Therefore, this makes the demand for FMS’ Diploma in Mass Communication higher as people might feel that it is more exclusive and niche and that it provides them better preparation for the future.

4. FMS should/do not use any misleading or comparative advertising According to the Advertising Law in Singapore, there should not be any misleading, unfair or even comparative advertising in Singapore. Therefore, the way FMS is being marketed should be legally right and should not be marketed in a way that it is comparing itself to its direct competitors and should use credible and authentic information when promoting. Therefore, FMS advertises genuinely by using graduated students’ experiences in school. This is seen very evidently as many of FMS’ graduates became radio personalities like Jean Danker, Vernetta Lopez, and also actors and directors.

Their success stories helped promote FMS and makes it more promising to potential consumers as they are more optimistic and confident in FMS. Also,

FMS do not compare itself to other tertiary institutions which provide similar courses but in turn, FMS tries to stand out from them.

Competitors Analysis

Our school: School of Film & Media Studies Product - Targets aspiring media practitioners (film directors, scriptwriters, broadcasters, journalists etc). Offers 4 diplomas: Film, Sound & Video, Visual Effects, Mass Communication and Advertising & Public Relations.

Place - Located along Clementi. Shuttle buses are provided for students living in Hougang, Tampines and even Woodlands.

Price (Entry Requirements) – Cut-off points for: Mass Communication: 10.

Film, Sound & Video:12.

Advertising & Public Relations: 13.

Visual Effects: 16.

Students may also make use of Early Admission Exercise (EAE) and Joint Polytechnic Special Admissions Exercise (JPSAE).

Promotion - Use of social media accounts (Instagram,Twitter, Facebook etc). Hashtags on Instgram/Twitter used during FMS Camps such as FBC can attract potential students. Yearly FMS Showcase features works from students in FMS, and is open to public. Quite a good amount of interaction but can be improved.

Singapore Polytechnic’s School of Communications, Arts and Social Sciences Product - Targets aspiring media practitioners and designers etc. Offers 3 diplomas: Applied Drama & Psychology, Media & Communication and Diploma in Creative writing for TV & New Media.

Place - Located at Dover MRT Station.

Price (Entry Requirements) - Cut-off points for: Media & Communication: 13.

Applied Drama & Psychology: 12.

Creative Writing for TV & New Media: 12.

For Singaporeans, it costs $2,691.11 per year. $5,321.11 for Permanent Residents and $9,213.11 for international students. Students may also make use of Early Admission Exercise (EAE) and Joint Polytechnic Special Admissions Exercise (JPSAE).

Promotion - Use of social media accounts (Instagram, Twitter etc). Open houses are held annually. They also hold talks in Secondary schools. In addition, they give out the O’ level study kit.

Republic Polytechnic’s School of Business and Communication Product – Targets potential students who wish to pursue a career in the business or media industry. Offers 4 diplomas: Consumer Behaviour & Research, Human Resource Management with Psychology, Mass Communication and Social Enterprise Management.

Place – Located along Woodlands, have to take a bus from the station to reach the school.

Price (Entry Requirements) - Cut-off points for: Mass Communication: 17.

Consumer Behaviour & Research: 19.

Human Resource Management with Psychology: 17.

Social Enterprise management: 19.

Students may also make use of Early Admission Exercise (EAE) and Joint Polytechnic Special Admissions Exercise (JPSAE).

Promotion – Use of Social media accounts (Instagram, Twitter etc). Open houses are held annually.

Junior Colleges in Singapore Product – A 2 year programme leading up to the A-level examination. Offers 2 streams (Arts and Science). Targets students who are pursuing university education or is unsure of what to do in the future.

Place – All around Singapore Price (Entry Requirements) – A L1R5 of less than 20 is needed. School fees after subsidies is $6, along with standard miscellaneous fees of $13.50 and second-tier miscellaneous fees of $13.50. Students may also make use of Direct School Admission (DSA) to apply.

Promotion – Open houses/ Carnivals are held annually.

SWOT Analysis

1. Known for our connections with renowned media

STRENGTHS

2.

3.

4.

5.

1.

WEAKNESSES

2.

industries like Mediacorp, SPH Holdings and 987FM. Modules that give students a head start in university.

Ngee Ann’s FMS has the largest network and highest net worth of media and film talents in Singapore. The subsequent leads to a large network of alumni with impressive positions in the media industry.

First and most established media school in Singapore, making us the most experienced in producing talents for the industry.

Advanced equipment that can better help students achieve greater heights in terms of skillsets.

Too niche, students may not know what they want to do in the future and thus do not want to do in the future and thus do not want to specialize in a certain industry so soon.

Low intake of students and low cut-off points may prevent prospective students from entering the course.

1. Growing media industry in Singapore. With the rise of

OPPORTUNITIES

THREATS

Singaporean YouTubers and bloggers, more people are getting acquainted with the knowledge of the media industry.

2. Promising and favorable regional and global outlook.

This results in many more people taking up FMS as a choice as the courses offered will be able to get them the respective jobs in the Media/Design/Communication industry as they will remain high in-demand.

3. Our partnerships with prestigious companies such as Mediacorp, SPH Holdings and many others will be able to get more people into FMS. 1. Competitors such as SP, RP, TP with similar courses as well as JCs because our cut-off points are similar.

2. Social prejudice against the media industry. Most Singaporeans believe that they should pursue a more stable job and may choose alternative courses or the junior college route.

3. FMS has been quite known for having an unpleasant reputation (e.g. arrogant, extremely competitive, scary and wild)

Consumer Survey Analysis

Survey Analysis 1. We can tell that the most known course of FMS is Mass Communication, and so we need to expose our target audience to less known courses such as Advertising and Public relations and Visual Effects. We need to let our audience know what these courses have to offer, thus our campaigns will place slightly more emphasis on these courses.

2. Since most respondents consider Interests, Advanced facilities, and School Culture to be their main factors of choosing a school, we would work on these to attract our audiences. We will focus more on displaying these characteristics during our marketing activities.

3. Our audience already feel like FMS will best prepare them for the Media industry.

Thus we do not need to place emphasis on the studies aspect of FMS. 4. We will use mainly Social media for our campaigns to gain publicity and also update our audience on events and open houses. It is also important that we make them share their updates or posts to their friends. This is to get them talking to their friends about our school and this would also be effective as most get information from their friends as well.

5. The social media platforms we will use the most to promote FMS will be Snapchat, Twitter, and Instagram as these are the platforms most frequently used by our target audience.

6. We will want to establish an environment and culture that students appreciate and will convey the message of “Creating your adventure� through Word of Mouth.

7. We will be giving the audience more electronic freebies, and also have the idea of designing a nice tote or drawstring bag to giveaway, to entice the target audience.

8. We have chosen to collaborate with Nike, ASSC, and Adidas for our contest giveaways as they are among the top 3 popular streetwear brands at the moment.

9. As a majority of our target audience are willing to take part in social media contests that will raise awareness about FMS in exchange for prizes from the brands mentioned in 8, we will be hosting more than one social media contest as we are confident of its effectiveness.

10. Our marketing campaign ideas will revolve around the top 3 interests of our target audience: Music, Sports (the outdoors), Food.

Target Audience

Demographics:

Age:

15 and above

Gender:

Male and Female

Occupation:

Students

Educational Level: PSLE (doing O levels in 2016)

Psychographics: Lifestyle:

Technology-based

Interests:

Music, Sports

Criteria for selection of school:

Personal interests, Advanced Facilities, Culture of School

Channels of information:

Social media, Word of mouth

Most used social media platforms: Instagram, Snapchat, Twitter Things that appeal to them:

Technological items (Cables, Earpieces), Tote/Drawstring bags.

Product Positioning

Positioning statement: FMS is a welcoming and supportive school which opens up many career pathways for students to choose from.

We aim to increase the awareness of all the career prospects that come with a diploma from FMS in Ngee Ann This will then give us an advantage over our competitors, especially Junior Colleges which most people are aware open up many career prospects after university. This may cause students to switch their decision from JC to FMS in NP. Our campaigns also aim to reposition FMS in potential students’ minds, from a school with a competitive culture to a school with a supportive one. We will not be able to overtake JCs in that aspect as we are aware that the teaching system in polytechnics is generally one that requires greater independence from the students.

However, we will be aiming to reposition FMS as a school with stronger peer support and bonding as compared to media schools from other polytechnics.

Key Business Issues

1. Current students’ bad experiences will affect potential students’ impression and perceptions of FMS which may result in them choosing FMS’ competitors instead.

2. As Mass Communication is a course in FMS that is high in demand, it is extremely competitive for potential students to get in due to the low cut-off points of 10 and the low intake of 140 students. This may result in FMS being perceived as a school which has an extremely stressful culture.

3. The interaction between Ngee Ann and students can be improved.

For example, the fact that we have 57k likes on Facebook and only 415 interactions is good enough but it can definitely be better. This leads to information on FMS being less easily accessible, and thus less popular.

Role of Communication

1. Advertising We aim to use advertisements perceive FMS as a bonded and fun school. We plan to use both bus advertisements and social media to reach out to the largest group of people. We will be doing reinforcement advertising for current students, and advertising FMS events to potential students. This would allow us to reposition FMS in the minds of current and potential students. (KBI 1 & 2) 2. Direct Marketing We aim to directly market FMS to prospective students as well, due to our lack of interaction with our students on social media. We plan to market FMS’ USPS and successes during the various events we are holding directly to the potential students and their parents. This would reach out to the target audience more effectively and they would be able to pose their enquiries to FMS on the spot. (KBI 3) 3.

Sales Promotion

We will also be holding social media contests to make the target audience aware of our social media platforms, thus increasing the interaction between our target audience and FMS’ on social media. We will also introduce the use of specific hashtags that students/potential students can use on social media, which would increase the engagement of our target audience on social media. (KBI 3)

Key Message

“Create Your Adventure�

Our key message aims to highlight that FMS provides you with opportunities to expand your creativity and carve your own path to success in a supportive and fun culture.

Communication Strategies

Team Spirit in FMS Overnight Movie Screening: Run a movie marathon overnight for existing students in FMS, held in the Sports Hall. The Harry Potter series will be played. Students are to bring their own sleeping bags, but food will be provided. 1 CCA point can be given to each student for their participation to encourage them to take part in this bonding activity. Food will be provided, and there will be a small award ceremony for “Best Dressed” and “Biggest Potterhead” at the end of the event.

Rationale: The success of these activities would lead to current students sharing their good bonding experiences with prospective students (Juniors, Younger friends) through social media. This would reposition FMS in prospective students’ minds as more bonded and fun, rather than competitive. An overnight movie marathon will increase bonding between current students as they will have time to converse and enjoy a movie, a nice break from their daily school lives, which would contribute to their good experience.

Success in FMS Open House: We will be inviting alumni to give talks to prospective students and parents about their FMS journey and success during the Open House. They will also be stationed at FMS booths to clarify doubts that prospective students may have. They can also help facilitate the geocaching activities.

Rationale: This will show potential students that FMS is a place where they can succeed in.

Some people might not make it for the talks thus alumni at the booths gives them another opportunity to hear about their successes, and get more personal with them.

This will increase the effectiveness of the alumni’s influence on prospective students and their success stories would position FMS as a place with many opportunities to succeed. The alumni should also help in facilitating the activities as students will be able to clear their doubts about FMS with these successful alumni as they would be getting up-close and personal with them during the activities.

Adventure in FMS Open House: We aim to improve our outreach by making our open house activities more interesting. To achieve that we will integrate a geocaching session into it, by which our FMS Agents will brief the students on a “mission” to discover the FMS Block. The FMS Agents will get the prospective students to go around the FMS Block levels and scan QR codes hidden at booth location in different facilities. The first 5 people to finish the “mission” within a given duration will stand to win an exclusive FMS Tote bag (different from the free drawstring bags given out at the open house) and Zalora vouchers. The next 300 people will receive such as Typo notebooks, earpieces, portable chargers and cables.

Rationale: Previously the FMS Open House has been known to be dry, so we would like to increase interaction with the prospective students by having them discover the FMS block, corresponding with our theme of “adventure”. According to our survey results, technological items and tote bags appeal to our prospective students, thus the prizes will attract them to join the activity. The activity will also allow potential students to thoroughly find out about FMS first-hand, which might spark their desire to join FMS.

Ultra-Violet (music festival): A twist to a conventional open house. Inviting the various talent groups affiliated to FMS, such as Radio Heatwave, NRA, NP Voices etc. to perform at the music festival. Guests include Nathan Hartono, The Sam Willows, Natasha Elle(NP Voices), Pentatonix, Sonia Chew and Gerald Koh to host the event. We will also invite the alumni of FMS (e.g. Sonia Chew, Justin Ang, Disco Hue) to come down and participate in the event. Goodie bags containing vouchers and freebies will be given out, and we will invite Pasarbella down to cater food.

There will also be a Radio Heatwave booth to introduce RHW to potential students interested in radio as their career prospects in NP FMS. Also, aligned with the theme of a music festival, prospective students will be allowed to film a short 1-minute music video of their favourite tunes at an FSV/VFX booth, and there they can see their edited music video clips. They can choose to upload the video onto social media with the hashtags #FMSUltraviolet and #whyfms.

To advertise this event, we will have advertisements on social media (Facebook, Twitter, Instagram) as well as Spotify. We will also ask the guests we have invited to promote this event on social media. They will need to include the date and timing of the event and use the hashtag #FMSUltraviolet #whyfms. We will be having a social media contest to encourage those who have come down for the event to use the same hashtags and raise awareness for FMS. Rationale: The aims of the music festival are to increase the exposure of what FMS is about to our target audience and reposition the culture of FMS from competitive

and stressful to fun and exciting. This will attract more potential students as school culture is one of the top 3 main decision-making factors of our target audience. The booths set up will also give students an idea of what we do in FMS. It will also give us a chance to promote our USP, which is Radio Heatwave. Students can learn about what we do in FMS by visiting the FSV/VFX booths, which will resolve some of the indecisiveness potential students might face when choosing FMS. The information will also expose the VFX course to the students, which is one of the less known courses in FMS according to our survey.

The reason for using Spotify as a medium of advertising is because most of our target audience uses Spotify to listen to music. By asking the celebrities to advertise for our event, it will attract the potential students who are fans of the guests. Inviting Pasarbella down is also part of the efforts of attracting students as our event runs into the evening dinner time, and the food will be extra attractive during that period of time, so we hope that the food will increase the influx of the crowd.

Social Media Contests: 1. We will have students take pictures and/or videos portraying their interpretation of the theme: “Adventures in School” They will also be required to explain their picture and how it is linked to the theme in the caption. The selected winners will win prizes from our collaborators -- Adidas and the AntiSocial Social Club. There will be 3 prizes-- 2 pairs of Adidas Yeezy’s, and an ASSC Jacket. We will judge the winner by the overall appearance of the picture they posted as well as the caption.

2. Like that of the above will have the students take pictures and write about their experience at the music festival and hashtag “#ULTRAVIOLETFNS, #whyfms. Winners of this competition will get a pair of Nike Flyknits.

Rationale: Social media contests will increase interaction between FMS and potential students online, thus raising awareness of FMS. We chose Instagram as the contest medium as Instagram is the most used online platform, according to survey results, and also because photo-taking and writing are indispensable aspects of FMS. The prizes also link back to our theme of “Creating Your Adventure” as they are tools needed for adventures to take place. We chose the brands Adidas, Nike and ASSC as they were the most popular brands according to our surveys. Survey results also showed that a majority of our audience would take part in social media contests to win merchandise from these brands.

1. Spotlight Main Occurrence:

Screening of Harry Potter Movies

Date:

14 October 2016

Time:

16:30 - 14:00 (overnight)

Duration:

20.5 hours

Location:

Sports Hall, Block 22, level 2

Flow of event: Time: Activity: 1630

Administrative

1700

Harry Potter and the Philosopher’s Stone

1930

Harry Potter and the Chamber Of Secrets

2140

Toilet break

2155

Harry Potter and the Prisoner Of Azkaban

0025

Harry Potter and the Goblet Of Fire

0240

Toilet Break

0255

Harry Potter and the Order Of Phoenix

0525

Harry Potter and The Half-Blood Prince

0800

Toilet Break

0815

Harry Potter and The Deathly Hallows pt.1

1045

Harry Potter and the Deathly Hallows pt. 2

1300

End of screening + Prize Presentation

1400

Clean up and leave

Things to prepare:

Movies, air conditioning of the room, food, food booths, TypeForm for sign ups (to estimate how many people we are hosting, also to inform them of what to bring and what time to assemble for the event), prizes for “Best Dressed” and “Biggest Potterhead” awards, a Harry Potter themed backdrop for the participants to take photos at.

People to liaise:

FMSS

CCA Points:

1 point

Food Catered:

Popcorn, chicken nuggets, hotdogs, can drinks, milo, sandwiches, chips, orange juice, Pocky sticks

Instructions to Participants:

Report at 4:30pm to give time for administrative matters to be settled. Students are required to bring their own sleeping bags. The dress code will be onesies and the bringing of pillows is optional.

Food and snacks will be provided for students. At the end of the event, awards for “Best dressed” and “Biggest Potterhead” will be given out in the form of snacks. There will be a themed backdrop so the participants can take photos, and a group photo will be taken to encourage students to post this photo on their social media accounts.

List of Visuals:

Poster, social media account mentions of the success of the event, prospective students showing acknowledgement of the existence of the event.

Form of Marketing:

Social Media (Instagram posts)

Envisioned outcome of Campaign: We hope that current students of FMS post pictures of their experience online and/or spread their positive experience to their friends who are members of our target audience. This positive Word of Mouth Marketing will reposition FMS’s culture and strengthen our image in the eyes of the target audience.

Visuals:

2. Open House Date:

8-10 January 2017

Time:

1000 (for both days)

Duration:

8 hrs (per day)

Form of Marketing:

Social media (Instagram posts), invitations, bus stop ads

Flow of event: 1000 -1030

Talk by DJ Jean Danker

1030-1130

Geocaching Session 1

1130-1200

Talk by Ain Aziz (Community Manager)

1200-1300

BREAK

1300-1400

Geocaching Session 2

1400-1430

Talk by Faith Teo (Co-founder of graphic design house)

1430-1530

Geocaching Session 3

1530-1600

Talk by Anthony Chen (Film Director)

1600-1700

Geocaching Session 4

1700-1730

Talk by Roger Lee (Walt Disney Animator)

1730-1800

Wrap up

Main Occurrence 1: Location:

Talks by alumni Lecture Theatres at Blk 51

Things to prepare:

Contact alumni, set up the lecture theatres

People to liaise:

FMSC, Jean Danker, Ain Aziz, Faith Teo, Anthony Chen, Roger Lee

CCA Points:

NIL

Food Catered:

NIL

Instructions To Participants:

They are to collect a tote bag with typo notebooks and other freebies inside.

List of Visuals: parents

Bus stop ads, Invitations, Facebook post for

Envisioned outcome: Prospective students will be more aware and sure of their career prospects and consider FMS over our competitors due to the success stories that we have shared.

Parents might also be more supportive of their children joining FMS after being more aware of its career prospects.

Freebies:

ADS:

:

Main Occurrence 2:

Geocaching

Location:

FMS block

Things to prepare:

QR codes, Route for visitors (FMSC), Facilities, prizes

People to liaise:

IC for different locations in FMS, FMSC

CCA Points:

NIL

Food Catered:

NIL

Instructions to Participants:

Collect mission pack from registration booth at FMS entrance. They will start at the first location (M:idea room) and scan a QR code. Each QR code will provide directions to the next venue, and so on. They will have to receive signatures of assigned FMSS member at every location. The first 3 participants to reach the final location with signatures from every location will be awarded prizes. Consequently, other participants will be given small tokens.

List of Visuals:

FMS Instagram announcement post, QR codes of walls, QR codes on phone screens, directions to next venue on the phone screen, Instagram post by participants about the prizes they won.

Envisioned outcome: Many prospective students will take part due to the exclusivity of the prizes and will thus be more aware of what FMS has to offer, in terms of advanced facilities, which is one of the top criteria they have. Thus, they will be more inclined to join FMS.

NPFMS

NPFMS Come down to our Open House on 8-10 J anuary and get ready for a fun-filled geo-caching adventure, where you stand a chance to win lots of freebies and exclusive FMS tote bags (5 pieces only). Did I mention freebies? (Zalora vouchers, Typo notebooks, and other things you will need for YOUR adventure) Tip: Come early, the good stuff runs out fast.

See you there! #FMSADVENTURE

Tote Bag

MISSION PACK: PLACE PLACE 1 PLACE 2 PLACE 3 PLACE 4 PLACE 5

SIGNATURE

3. Ultra-Violet Main Occurrence:

Music festival

Date:

15 December 2016

Time:

1700

Duration:

3 hrs

Location:

Grandstand

Flow of event: Time:

Activity:

1700-1720

Administrative and introducing of hosts: Sonia Chew and Gerald Koh

17201735

Opening performance by NRA

17351750

Performance by Nathan Hartono

17501810

Performance by NP voices

18101820

Buffer time and talk with host Sonia Chew

18201830

Performance by Natasha Elle

18301900

Performance by Pentatonix

1900-1910

Buffer time and talk with host Gerald Koh

19101920

Performance by Disco Hue

19201950

Performance by The Sam Willows

19502000

Time for Radio Heatwave to prep for the Dance party segment Torchlight segment

20002040

Dance party

20402100

Closing and getting ready to head home

Things to prepare:

Coordinating with the celebrities and performing groups that are invited to come down for the performance. Arranging the time that Pasarbella can start coming down to prepare to cater food for the audience. Setting up of the booths and arranging tables outside their booth for a stand up dine. Setting up the stage and checking if stage lights, smoke effects, speaker and microphones are working smoothly. Setting up of the photo booth. Goodie bags. Spotify ad.

People to liaise:

FSV/VFX student volunteers, celebrities, NP performing groups, Pasarbella caterers

CCA Points:

2 points (for FSV/VFX students helping out)

Food Catered:

There will be different booths under Pasarbella such as The Bao Makers, Churros Bitesize, Coocaca Shaved Ice stall, Hombre Cantine Mexican booth, the salted egg, Smore’s for you, Fried everything, and the Bubble daze. Each booth will sell different things, there will be quite a variety of food and beverages such as churros, finger food, bubble tea, sodas, fried ice-cream and much more.

Instructions to Participants:

Try to be at the venue by 1630. Participants are encouraged to bring along a torchlight, and are to collect a goodie bag at the registration booth.

List of Visuals:

Booths, stage, poster (same one for Instagram and Spotify) , layout, Menu, performers, Spotify ad

Form of Marketing:

Social media (Instagram posts) marketing, Posters, Spotify

Envisaged outcome of Campaign: We hope to achieve the aim of repositioning the culture of FMS in our target audience’s minds to a more supportive and fun one.

They will also know more about FMS’s Unique Selling Points. This will make them more inclined to join FMS as culture of the school is one of the top criteria for selection of school according to our survey.

PACK:

SETUP:

FOOD:

FOR ADMIN STAFF:

4. Social Media Contests Main Occurrence 1:

Adventure in FMS, #FMSAdventure

Date:

15 November 2016

Time:

NIL

Duration:

2 Weeks

Location:

Social media

Flow of event: Date:

Activity:

15/11/16 Commencement of Adventure with FMS 31/11/16 End of contest 1/12/16

Choosing the winners

10/12/16 Announcement of winners 15/12/16 End of prize collection Things to prepare: start

2 pairs of Adidas Yeezy’s, and an ASSC Jacket, an FMS instagram account, and buy ads online

People to liaise: pick

Adidas sponsors, ASSC sponsors, FMS Agents (to winners)

CCA Points:

1 CCA point (For FMSA)

Instructions to Participants:

Students will take pictures and/or videos portraying their interpretation of the theme: “Adventures in School” They will also be required to explain their picture and how it is linked to the theme in the caption. They are also required to hashtag #FMSAdventure on their posts. The selected winners will win prizes from our collaborators -Adidas and the Anti-Social Social Club. There will be 3 prizes-- 2 pairs of Adidas Yeezy’s, and an ASSC Jacket. We will judge the winner by the overall appearance of the picture they posted as well as the caption. #FMSAdventure.

List of Visuals:

FMS Instagram Account, individual posts with contest instructions in the captions

Form of Marketing:

Social Media Posts (Instagram)

Envisioned outcome of Campaign: Increased engagement on social media. There will be a greater awareness raised for FMS thus more people would attend our subsequent events such as Open House and Ultraviolet. .

Main Occurrence 2:

#FMSUltraviolet #whyFMS

Date:

15 December 2016

Time:

NIL

Duration:

2 Weeks

Location:

Social Media

Flow of event: Date:

Activity:

15/11/16 Commencement of #UltravioletFMS #whyFMS 30/11/16 End of contest 1/12/16

Choosing the winners

10/12/16 Announcement of winners 15/12/16 End of prize collection Things to prepare: buy

2 pairs of Nike Flyknits, FMS Instagram Account, online ads

People to liaise:

Nike sponsors, FMS Agents

CCA Points:

1 CCA point (For FMS Agents)

Instructions to Participants:

The students will take pictures and write about their experience at the music festival. They will be required to explain their picture and how it is linked to the theme in the caption. They are also required to hashtag “#UVFMS, #whyfms on their posts.The selected winners will win prizes from our collaborator -- Nike. There will be one prize, 2 pairs of Nike Flyknits. We will judge the winner by the overall appearance of the picture they posted as well as the caption

List of Visuals:

Instagram post announcing contest

Envisioned outcome of Campaign: Prospective students who did not attend UV might become interested in FMS and would attend our Open House.

6 Month Timeline Month

Event

To-Do

August

Open House preparation

Contact alumni Design and create booth Generate QR codes for Geocaching Brief FMS Agents

Septembe r

Ultra-Violet preparation

Contact performers Liaise with RHW and FSV/VFX (students running booths) Hire PasarBella Check the menu Book venue with SDAR

October

Movie Screening

Purchase food Book venue with SDAR Obtain the movies Promote Trend the hashtag #TeamFMS

November

Social Media Contest “Adventure with FMS�

Contact Sponsors and prepare prizes Commencement of contest on the Instagram account Pick Winners

December

Ultra-Violet Music Festival Social Media Contest #FMSUltraviolet #whyFMS

Contact Sponsors and prepare prizes Commencement of contest on the Instagram account Pick Winners

January

Open House

Geocaching Alumni talks

Budget