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Media Plan

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Name: Pan Lin
Course Title: Communication to & with the Media
Assignment Title: Media plan for New Oriental Education & Tech Grp
Date: Dec 6, 2012

EXECUTIVE SUMMARY
New Oriental Education & Tech Group is a largest provider of private educational services in China. New Oriental has developed a complex and diverse media plan to help company for increase intake of students and provide more information to our shareholders. This plan is anticipated to reach out to China ’s target market, which is
Chinese students and company’s employee, ages 15-35. The campaign’s mediums will focus primarily on social media and newspaper.

BACKGROUND AND SITUATION
New Oriental offers education for a lifetime, teaching skills tha t give students a crucial competitive advantage in the workplace and help improve their quality of life. Our wide range of educational programs, services and products includes English and other foreign language training, overseas and domestic test preparat ion courses, all-subjects after school tutoring, primary and secondary school education, educational content and software as well as online education.

And today New Oriental has become the most recognized brand in Chinese private education. Based on founder Michael Yu's groundbreaking vision, our innovative and inspirational instruction combines humorous, interactive teaching techniques with traditional Chinese educational values. Since our founding in 1993, New Oriental has had over 14 million student enrollments, including approximately 2.4 million enrollments in fiscal year 2012. Today, we have a network of 55 schools, 726 learning centers, 32 New Oriental bookstores and over 5,000 third -party bookstores and over
19,400 teachers in 49 cities, as well as an online network with over 8.0 million registered users.

However we are living in an uncertain world, some of the situations and issues could be a threat to New Oriental’s business area and company’s reputation. So that New
Oriental could use social technologies and traditional media-newspaper to help company to grow healthy and increase the market share in Mainland of China.

Therefore we found four key audiences of New Oriental, students and their parents, employee who want work abroad or work for multinational corporation, Media and shareholders. New Oriental is a private educational organization in China, and the students are the biggest thing in our business area. The media can help companies do better publicity and media gets company’s message across to a wider audience. To
Shareholders New Oriental list on the New York stock exchange, social network is the fast way to help New Oriental to spread message to our shareholders no matter long term investors or shot-term investors.

Inventory of media relations resources/ asset
Asset description

Description of potential interest for

Audience

media plan

External audience

Web Page

Targeted

Web page is informative and it could be used as a communications channel by posting relevant news and events of activities among others

Social Media Platforms

External audience

Social Media can become and effective communications channel that can help increase New Oriental’s trust and manage reputation.

Contact

list(including Internal audiences It’s an easy way to contact with media

media members, staff)

members if we have news to publish.

MEDIA OBJECTIVES


Enhance brand recognition in China’s market.



Target 15-35 year old Chinese people who want take TOEFL (The Test of
English as a Foreign Language), IELTS (International English Language
Testing System), GRE (Graduate Record Examination) or work for
Multinational Corporation. Let parents know New Oriental has the best experience and service about English learning.



Use social media and traditional media-newspaper that will effectively communicate and provide more information to our students, shareholders, and other customer.



Reinforce internal communication and preserve the organizations reputation by accurately and timely informing external key audiences about the organization’s activities, plans, and results.

STATEMENT OF STRATEGY
-

Focus on social media and newspaper as the primary mediums to create awareness for the target market.

-

Provide continuing supports and service to our students and their parents at the next year 2013.

-

Use social media to communicate with our students, cooperative partner and shareholders. Competitive Analysis
Shanghai EF English Training School.
EF English first has 25 English training schools in Shanghai. At EF English first in
Shanghai we have tried to locate our schools in convenient locations that are easy to get to using public transport. Our staff and teachers in EF English First Shanghai are friendly and helpful. They are always happy to answer any questions you may have to make your English training as enjoyable as possible.

Wall Street English
WSE has 56 learning centers located in eight top Chinese cities from Beijing, Tianjin,
Shanghai, Hangzhou, Qingdao, Nanjing, Guangzhou to Shenzhen. All centers are operated directly to ensure unified quality services for every student!
Globally, WSE has been operating under the name of Wall Street Institute, the School of English. WSI currently has approximately 450 franchised learning centers in 27 territories across Europe, South and Central Asia, and so on. In China, all centers are operated directly to ensure unified quality services for every student.

KEY AUDIENCES AND SEGMENTS
External Audience
Segment

Description

Student and their parent

Age:15-60

People

who want

aboard

go Middle class with high income that could provide tuition fee to their child.
People who are interested in English or English are not good as well.
Employee who want work abroad or work for multinational corporation

Media

Local TV news channels
Local newspaper report
Local radio reports

Shareholder

Long-term investor or Short-term investor
Institution, Hedge fund and Venture capital

Internal Audience
Segment

Description

Management

Leaders, Senior manager and manager

Staff

General staff and Teacher,

RECOMMENDED MEDIA TACTICS
Social Media
Sina Weibo
Sina

Corporation

is

the

largest

infotainment web portal in China, and nowadays Sina Weibo is one of the most popular sites in China. Sina Weibo had 56.5% of China’s microblogging market based on active users and the top 100 users had over 485 million followers combined.
Furthermore, Sina said that more than 5,000 companies and 2,700 media organizations in China use Sina Weibo to help them to attract customers and public media. As a result, New Oriental has the ability to increase brand “Name” on Sina .

Tencent Weibo
Tencent Weibo acts as social network which connecting all people together. It enhances communication between friends. Users can share photos, videos and text within a 140 word limit. The reposting function of Tencent Weibo is similar to
Twitter's "retweeting", which is replied in @ form. In comparison, Tencent Weibo encourages more users to create new topics by their own. With the support of QQ,
Tencent doesn't intend to launch Tencent Weibo at a strategic level, but more in order to curb the opponent(Sina Weibo), playing a role in market defense.
Many celebrities are the members of Tencent Weibo, for example, Ma Huateng, Liu
Xiang,Jet Li etc. Tencent Weibo is the second largest microblogging in China’s market, and the active user is more than 68 million.
Advantage
Customers in today’s China are social networks, if we use the service on Sina Weibo or Tencent Weibo. New Oriental will have the ability to provide better customer

service and collect more feedbacks than never before, and i t’s an opportunity for New
Oriental. And on the other hand Weibo is the tool that could have the ability to help
New Oriental to reduce the cost of advertising.
For example, if we want to plan a new English program in the city of Shanghai, we just need to post that information on our Sina Weibo’s home page. Thousands of followers will receive that message, and know the location and timetable immediately.
If followers want to know the detail about this program, they just need to click the website below the message. So that, this experience could help New Oriental to save the time and money, provide better service to our customer at the same time. The shareholders of New Oriental have the ability to find real-time information on our microblog’s home page; we even have the ability to upload our newest financial statements on it. And most importantly, it builds trust.

Newspapers
Southern Metropolis Daily
Southern

Metropolis

daily newspaper

published

Daily is

a

in Guangzhou

with an average weekday readership of
1,845,000.Sister to the Southern Daily and part of the giant Southern Media Group. The paper is known for its investigative reporting, which often gets it into trouble with the Beijing authorities. Its circulation is mainly in the most city of southeastern of China.
Because of its readers generally has the mid -class, this paper would reach the target audiences who has ability to go to language school.

People's Daily
The People's Daily is a daily newspaper in the People's Republic of China, and published worldwide with a circulation of
3 to 4 million. In addition to its main Chinese-language edition,

it

has

editions in English, Japanese, French,
Spanish, Russian, Arabic and Korean. It maintains an online presence as The People's Daily Online

Advantage
Newspapers as a traditional media has hugely influential in today’s world. Southern
Metropolis Daily and People’s Daily are the most two popular newspaper in China, because of its wide reach and varied general content it would be the paper most likely to read in China. If we could put our advertising in those newspapers that could help
New Oriental to increase brand image and attract new investors at the same time.

Web Page
Web page like sina.com or sohu.com it will be used also for communication purposes.
It will also contain a blog sec tion where can collect feedback or add customers comments or inquiries.

TIMETABLE

January 3

January 22
2013

Internal reorganization of communication efforts and staff
Week 1 comprehensive media training seminar
Electronic memo to all staff regarding communication media plan and management changes.
Week 2 sign up Sina weibo and Tencent weibo account.

January 22

The Spring Festival, Chinese New Year, Holiday.


January 28
2013
January 29

February 8
2013
February 11

February 15
2013

Inform all audiences about upcoming unification of social technologies profiles.
Launch of new webpage which can provide News Results, Event
Calendar and Financial Reports to our Investor.
Start operation Sina weibo and Tencent weibo.
Create event, upload Financial Reports and News Results on our new webpage.
Mass media coverage about New Oriental Group.

BUDGET
Media training

Costs of training meeting including instructor ’s fee, lunch or dinner for people who comes seminar.

Social Media

Hire employee who have ability to management microbloging account. Staff time to monitor social media and do timely posts.

Web page

Cost of cooperate with design company.
Cost of training designated staff how to manage new web page.
Staff time to monitor blog and post news and events.

News paper

Paper advertisement.

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