2 QUERO ESTUDAR MELHOR The Project Selection Criteria Cronogram (1st stage) Marketing Strategy (1st stage) Go Live! Editorial Cronogram (2nd stage) Marketing Strategy (2nd stage) General Data Scholarships Event QEM TV
3 How to explain it in 8 stages: QUERO ESTUDAR MELHOR THE PROJECT 1) An editorial initiative that has joined a Portuguese newspaper (Expresso) and a building company (Prébuild) to launch a national movement to promote the entry of students in higher education by granting scholarships and monitoring their academic performance and community involvement; 2) It has been created Quero Estudar Melhor website (www.queroestudarmelhor.com), where all applications are matched and where it will have constant interaction between all the candidates choosed for the program; 3) The selection criteria will bet not only on academic performance but also on the community involvement s characteristics, study s method, summer jobs and social skils using a letter or video s admission; 4) The students selection will be made by a jury composed by an Impresa s Administrator, Prébuild s Chairman (João Gama Leão) and a former Portuguese Education Minister (Mr. Roberto Carneiro)
4 How to explain it in 8 stages: QUERO ESTUDAR MELHOR THE PROJECT 5) The scholarship courses are those that can have the most impact on improving the domestic industry: Design, Marketing, Industry Management and Materials Engineering; 6) The project has editorial treatment in Quero Estudar Melhor website (www.queroestudarmelhor.com) and Expresso pages; 7) Every year, there are 30 scholarships being awarded to the students elected in a public event to be held two months after the beginning of the school s year, in November; 8) Quero Estudar Melhor project has begun already in the school s year ;
5 Candidates Request: QUERO ESTUDAR MELHOR SELECTION CRITERIA a) All the students should have Portuguese nationality b) Aged 18 until 31st December in candidature s year c) High-school frequency in candidature s year d) High-school frequency average of 14 points (scale from 0 to 20) in the following courses: a) Design b) Marketing c) Industry Management d) Materials Engeneering e) Exceptionally, students who, because of severe and / or prolonged illness, do not meet the requirements of subparagraphs b) and d) may also apply for the scholarship, provided there is a clear demonstration by the respective medical history of as the state of health precluded them from completing secondary education in the required terms.
6 Priority Selection: QUERO ESTUDAR MELHOR SELECTION CRITERIA The jury will choose the candidates using these priority selection criteria: a) High-school frequecy average b) Studying method c) Involving / Participation with the School / Community d) Professional Experience (like summer works) e) Online Video admission
7 QUERO ESTUDAR MELHOR CRONOGRAM (1 st Stage). Kick-off meeting. Editorial team definition. Communication Strategy. Brand Development
8 QUERO ESTUDAR MELHOR MARKETING STRATEGY (1 st Stage) Communication Concept Campaign : Concept of disruptive communication, seeks to use creative elements present in the imagination and memory of reversing all its connotation. At first, we seek to capitalize on the reminder / alert (WANTED concept). Secondly, we show the positive side of the initiative factor - the award of scholarships. The choice of colors tries to draw attention by breaking with the traditional and usual black and white newspapers concept.
9 QUERO ESTUDAR MELHOR MARKETING STRATEGY (1 st Stage) Communication Concept Campaign (1st Stage): Our key goal was to reach the maximum number of persons. Using the media of the Impresa Group (Expresso s owner), we ve produced a media plan that sought to impact both the target of this initiative (young students) as those in most cases, bear the costs of a college degree (parents). Media list: TV: SIC Notícias and SIC Radical Press: Expresso, Visão (weekly magazine) and Blitz (monthly magazine) Websites: Expresso, Quero Estudar Melhor (QEM) web site and Impresa media sites Social Media: Facebook Expresso, QEM, Blitz and SIC Radical Others: Newsletters Impresa
10 Media Plan: QUERO ESTUDAR MELHOR MARKETING STRATEGY (1 st Stage) Press Communication Campaign:. Expresso. Visão. Blitz
11 Media Plan: QUERO ESTUDAR MELHOR MARKETING STRATEGY (1 st Stage) Online Communication Campaign:. Websites (Expresso, Visão, QEM, Blitz, SIC Radical and Exame Informática). Newsletters Impresa Publishing TV Communication Campaign:. SIC Notícias and SIC Radical 1st Stage Communication Investment. Facebook (Expresso, Visão, QEM, Blitz, SIC Radical and Exame Informática
12 Media Plan: QUERO ESTUDAR MELHOR MARKETING STRATEGY (1 st Stage) 1 st Stage Communication Budget Distribution 32% 13% 55% TV ONLINE PRESS
13 QUERO ESTUDAR MELHOR GO LIVE! Advertising banners in several websites QEM Facebook Page
14 QUERO ESTUDAR MELHOR EDITORIAL QEM Website Key Goal: Create QEM network using schools, students, teachers, R&D and parents Tools used: Facebook, QEM Website, Video, Text, Photos Paper 1 st stage: Promotion in Expresso (project presentation) Next stages: Some key factors during the project
15 QUERO ESTUDAR MELHOR EDITORIAL SITE / FACEBOOK RESULTS FACEBOOK Likes PAGEVIEWS (first 2 months) [1 year] [2 months] [8 months] Mov. Milénio QEM Ener. De Port. Mov. Milénio QEM Ener. De Port.
16 QUERO ESTUDAR MELHOR EDITORIAL SITE / FACEBOOK RESULTS SITE VISITS DAILY BROWSERS Mov. Milénio QEM Ener. De Port. Mov. Milénio QEM Ener. De Port.
18 QUERO ESTUDAR MELHOR MARKETING STRATEGY (2 nd Stage) Communication Campaign (2nd Stage) On-Pitch: The campaign was based through personal contact, promoting the initiative among students who got placement in QEM s scholarships courses. During 1 week, several teams contacted with nearly 2,000 students. We count with the best interest and involvement of educational institutions themselves promoting the dissemination of the initiative to their students.
19 QUERO ESTUDAR MELHOR MARKETING STRATEGY (2 nd Stage) Communication Campaign (2nd Stage) On-Pitch:
20 QUERO ESTUDAR MELHOR MARKETING STRATEGY (2 nd Stage) Communication Campaign (2nd Stage) On-Pitch:
21 QUERO ESTUDAR MELHOR GENERAL DATA Candidates: 2012/ / Candidates by courses: 2012/ / % Design 3% 3% 16% 68% Materials Engeneering Industry Management Marketing 31% 17% 49% Design Materials Engeneering Industry Management Marketing
22 Candidates 2012/2013 QUERO ESTUDAR MELHOR SCHOLARSHIPS EVENT. Event occured in Impresa Headquarters. 30 Scholarships delivered. November 2012
23 Candidates 2013/2014 QUERO ESTUDAR MELHOR SCHOLARSHIPS EVENT. Event occured in Lisbon. 60 Scholarships delivered (30 relative to 2012/2013 and 30 relative to 2013/2014). November 2013
24 QUERO ESTUDAR MELHOR QEM TV QEM TV. 3 TV programs with 5 00 each. Each program is relative to QEM scholarships courses:. Marketing. Design. Industry Management / Materials Engeneering. Broadcasted by SIC Notícias (news channel), SIC Radical (youth channel) and SIC Internacional (worldwide channel). Produced in December Broadcasted in January / February 2014
25 QEM TV SCREENSHOTS QUERO ESTUDAR MELHOR QEM TV Design Industy Management / Materials Engeneering Marketing
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