Lost Keys - Guerilla Marketing Campaign

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 [email protected] Web www.inspiro-solutions.cz Copyright © Vít Horký, 2008 For Alexander Reidl and Douglas Hajek Presented on December 01, 2008 at Prague College