The campaign, entitled “The world is our campus”, will run until June 2009 and can be seen in the press, online and outdoors. On the website, social media elements are mixed with video testimonials from staff and alumni of the university.
Alan Goh, director of SMU’s office of undergraduate admissions (OUA), said: “We think we have been the catalyst in redefining how branding ought to be done in the tertiary sphere; we do not see ourselves merely competing against the local universities but universities within Asia, where attracting top quality talents to study in Singapore remains our focus.”
“In our quest to jettison ourselves from being a Singapore-based university into a world-class university, our strategy is to embrace new media – websites, blogs, chats, social networks - which are emerging to be powerful channels of communications that are part of youths’ lifestyle.”
“We thought out of the box and rationalised spending in the print medium while espousing a medium where we can become the media owner - the web. This is culled from our findings that the top three sources of information gathering by university-bound students are word of mouth, newspapers and SMU websites.”
SMU had appointed Y&R as its creative agency following a five-way pitch November last year.
