This is My KIMEP

The 2010-2011 MCPR

Strategic Plan
Why do students come
to KIMEP?
ACCORDING TO FALL 2009 QAIR
SURVEY “WHY PEOPLE CHOOSE
KIMEP,” THE MOST FREQUENT
REASONS FOR CHOOSING KIMEP
ARE: QUALITY OF EDUCATION
(63%), KIMEP REPUTATION (51%)
and ENGLISH LANGUAGE (42%).
FACTORS INFLUENCING DECISIONS OF MOST
RESPONDENTS ARE OPINIONS OF PARENTS
(51%), FAMILY/RELATIVES (27%) AND FRIENDS
(26%). KIMEP RECRUITERS, MASS MEDIA AND
EDUCATION FAIRS ARE MENTIONED AT MUCH
LOWER FREQUENCIES (5%, 9% and 7%).
 THIS IS A CLEAR CASE WHERE
WORD OF MOUTH IS THE DECIDING
FACTOR IN OUR STUDENTS’
DECISION TO STUDY HERE.
 BRAND ADVOCACY IS EVEN
MORE IMPORTANT THAN BRAND
IMAGE OR BRAND SATISFACTION

Frederick F. Reichheld, "The One Number You Need to Grow," The Harvard Business Review
Jacques Bughin, Jonathan Doogan, and Ole Jorgen Vetvik “A New Way to Measure Word-
of-Mouth Marketing” McKinsey Quarterly April 2010
 WHILE ONLY 14% OF PEOPLE
BEILIEVE WHAT THEY SEE, READ
OR HEAR IN ADVERTISEMENTS,
90% BELIEVE ENDORSEMENTS
FROM THEIR FRIENDS AND
ACQUAINTANCES, PRIMARILY
BECAUSE THEY ARE NOT SEEN AS
HAVING ANY VESTED INTERESTS

Kirby, Mardsen Connected Marketing, Butterworth-Heinemann, 2006

 LAW OF FEW

10% INFLUENCE PURCHASING

BEHAVIOR OF OTHER 90%
 EMPOWER STUDENTS TO
BECOME KIMEP ADVOCATES AND
USE THEIR WORDS
UTILIZE ONLINE SOCIAL NETWORKS
TO MAINTAIN CONSTANT, TWO-WAY
CONVERSATION
m
MCPR HAS ESTABLISHED A PRESENCE
ON 13 DIFFERENT SOCIAL
NETWORKING SITES. INCLUDING THE
KIMEP NEWSLETTER, WE HAVE
CREATED 14,000 CONNECTIONS SINCE
THE SUMMMER.

IT’S REASONABLE TO PREDICT THAT

WE WILL EASILY SURPASS THE
READERSHIP OF ANY NEWSPAPER
BEFORE NEXT YEAR.
 THIS GROWTH WAS ACHIEVED WHILE
ACCESS TO SOCIAL NETWORKS IS
BLOCKED ON CAMPUS.

STUDENTS REGULARLY WRITE TO MCPR

ASKING FOR PERMISSION TO ACCESS
THESE SITES.
 WHILE MOVING TO OTHER
COMMUNICATION CHANNELS, WE
MUST CONTINUE SUPPORT AN
AGGRESSIVE PR CAMPAIGN TO
TELL KIMEP’S STORY IN PUBLIC AND
INFLUENCE STUDENTS’ PARENTS
AND FAMILIES
DIRECT RESOURCES TOWARDS EVENTS
THAT ENCOURAGE INTERACTION
BETWEEN KIMEP AND THE PUBLIC.
MAXIMIZE THE NUMBER OF CONTACTS
BUILT DURING THESE EVENTS.
 BUDGETED EXPENDITURES
PARTICULARLY FOCUS ON
ADVERTISING TO SUPPORT
EVENTS AND DO NOT
ACCURATELY REFLECT MCPR’S
RESOURCE ALLOCATION OR
ACTIVITIES.
 Banners on Campus (MCPR)
Roll-ups for Recruitment
(MCPR)
1%
Advertising Budget
1%
Contingency Expenses (MCPR)
2% by Type
TV Coverage (MCPR)
8%
Radio (for EM)
31%
Placing PR (MCPR)
15%

Billboards (for Colleges)

7% Regional Radio Announcement
(for EM)
3%
TV Scrolling Text (for EM)
Print Advertisement (for
3%
Colleges) Online Advertising (for EM and
15% IRO)
14%
Advertising Budgets by Department

MCPR (Event Mats, print and

video PR)
29%

EM (radio and online)

45%

IRO (online)
6%

CCE 5%

LAW 5%
BCB (print advertisements
CSS 5% and billboards)
5%
 UNDER IDEAL CIRCUMSTANCES
MCPR PRODUCES AND SHARES AT
LEAST ONE ARTICLE EACH DAY.
THIS LEADS TO A WEEKLY
NEWSLETTER WITH AT LEAST FIVE
ARTICLES.

THE STRENGTH OF OUR SOCIAL

NETWORKS DEPENDS ON THIS
CONTINUOUS, SUSTAINED
CONNECTION.
MCPR HAS PROVEN THAT IT CAN
PROACTIVELY ENGAGE WITH THE
MEDIA TO RECEIVE FREE
PUBLICITY.
FROM THIS SINGLE EVENT, WHICH COST
ONLY 1650 USD, MCPR WAS ABLE TO
RECEIVE:
• 100 RADIO ADS (4500 USD)
• 8 APPEARANCES ON TV - KTK, CTV,
Hit TV, MusZone, Iske Sat on Khabar
(24000 USD)
• 14 ONLINE REFERENCES (1000 USD)
• DIRECTOR’S ADVICE MAGAZINE (1500
USD)
IN TOTAL, MCPR GENERATED 31 000 USD
OF PUBLICITY THROUGH THIS EVENT