Chittagong Independent University
Chittagong Independent University started its journey in Chittagong in 1999 as an additional campus of Independent University Bangladesh. IUB. However, in 2013, it became a separate university.
The repositioning of CIU faced difficulties as it failed to show changes in its attitude and activities. So, to create a new image for the university, we decided to focus on factors that are Just Noticeable Differences and use digital and modern methods to promote CIU’s five different schools.
01. The Challenge
We needed to find a solution to the problems CIU was facing and come up with a successful marketing plan.
Separate from its founding institution:
CIU had a hard time establishing itself as a new university separate from its original institution, IUB.
Activities that accompanied the repositioning:
It was challenging for CIU to show the changes in its attitude and activities that came with the repositioning.
Challenge of preserving the enriched IUBian culture:
CIU had to deal with the difficulty of preserving the cultural background from IUB while also creating a new brand image.
Competition from other private universities:
CIU faced tough competition from other private universities in the area with similar services.
Differentiate itself with USP:
CIU had to figure out a way to stand out and show what made it unique compared to other universities.
The CIU Open Day Campaign:
CIU had to find a way to increase student enrollment rates through both digital and onsite activities.
02. The Solution
Marketing Strategy:
To help CIU establish a new image and attract more students, we used a marketing strategy that included both online and offline methods. We focused on popular social media platforms like Facebook, Instagram, and LinkedIn to reach a larger audience of potential students and increase brand awareness.
Unique selling proposition (USP):
As CIU’s range of services doesn’t drastically differ from its competitors, we differentiated CIU by providing a unique company story that stands out against competitors in a certain way. Many people believe that getting a business degree can lead to a good job and a respected position in society. So, we positioned CIU as “The Best Business School” in Chittagong. This way, we highlighted what made CIU unique and attractive to students.
Social Media Engagement:
We also used social media to engage with students. We created interesting content that students would find appealing and shared it on platforms like Facebook and Instagram. This helped us get more people interested in CIU and encouraged them to visit the website for more information.
In 2018, we made animated videos and 360-degree posts to promote CIU on social media. Our target audience consisted of students from upper and middle-class backgrounds, with those from English medium schools primarily using Instagram, and those from middle-income families using Facebook. To reach these students, we ran ads on both platforms, as well as on Google(Google Search Console ads and Google Display Image ads ), to make sure our campaign reached as many people as possible.
CIU Open Day Campaign:
One of the best parts of our marketing plan was the “CIU Open Day Campaign,” which helped us get more students to enroll in the university. The campaign happened both online and at the university. The campaign ran both digitally and onsite, with the university offering admission fee waivers for on-the-spot admissions. We also organized special events like movie screenings, business talks, and cultural activities on that day. This gave students a chance to see what the university is like and what makes it special. By doing so, we were able to provide a well-rounded experience that showcased the university’s strengths and unique offerings.
03. The Result
The marketing strategy worked really well for CIU, and more students started enrolling in the university. The CIU Open Day Campaign was especially successful, with a lot of students signing up right away. The campaign used clever strategies to connect with students and show them why CIU is a great choice.
The social media and advertising efforts also paid off. More people got to know about CIU, and the university reached a larger group of potential students. This helped CIU show what makes it special and why students should consider attending.
Overall, the marketing campaign successfully changed how people saw CIU and created a new image for the university. By using smart strategies, focusing on what makes CIU different, and connecting with students online, we showed that CIU is more than just a business school – it’s a way of life.