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ASPIRE Awareness Campaign Evaluation

Presented by CEC Media Lab

overview
The CEC Media Labs PR & Marcom cluster collaborated with the
Ministry of Education to produce a campaign that aims to raise
awareness about ASPIRE amongst the RP student body.

Throughout the span of April 21st - 5 June 2014, the ASPIRE team
executed the following activities.

overview
CREATING THE NOISE
Messaging the crowd
Hello, Good morning!
3000 connections

COMPETITIONS
Twitter Dash
Jingle Jangle
Snap It To Win It!

ON-SITE GIVEAWAYS
Stickers & Flyers

SOCIAL MEDIA
Facebook
Twitter
Blog

what you said


Promote

Wider familiarity of ASPIRE and its objectives among RP


students between April 21st end May 2014

Educate

Create a deeper understanding of applied study as a path to


lifelong learning and recognition that RP is already delivering
applied learning opportunities.

Engage

Encourage participation in activities and conversations


amongst students surrounding ASPIRE with the intention of
building knowledge of the value proposition.

the ambition
Establish an integrated campaign that utilises
both digital and offline mediums to support
the awareness of ASPIRE with objectives of
promoting greater awareness and educating
at least 1,500 RP students about the value
proposition of applied study; and how this has
implications for today as well as the economy
of the future.
To date, our campaign have successfully
engaged the youths in RP in a relevant and
inclusive manner and drove participation in
social media activities such as: Twitter Dash,
Jingle Jangle & Snap It To Win It!

Creating the
Noise

Messages from DP Heng

2 emails
4 videos
7 schools
Hello! Good Morning!

16,000 students
4 weeks

Messaging the
Crowd
via emails and LEO screen
{ 29th of May 30th of May }

120 classes
3000 students

7 schools

3000 Connections
through curriculum
{ 14th of May 20th of May }

4950 stickers

Stickers

Contests

15 agents
60 entries

10 winners

Twitter Dash
{ 8th of May }

24 entries
3 winners
378 views

Jingle Jangle
{ 5th of May 23rd of May }

170 followers
42 submissions
3966 likes
89 comments

To goal for what


I love #rpaspire

Shades cuz
aspire makes the
future look bright.
#rpaspire

Its hard but Ill


make it. I have to.
#rpaspire

3 winners

Snap It To Win It!


{ 22nd of May 28th of May }

22871 total reach


2942 total engagement
(likes, shares, clicks and comments)

Facebook

151 tweets
301 retweets
50 favorites
31 mentions

151 hashtags
(#rpaspire)

@rp_aspire
{ 9th of May 4th of June }

1164 visits

rp-aspire.com
{ 29th of April 5th of June }

Understanding of ASPIRE borders around the words

Social
Media

12, 845
Total Reach

Contests
& Giveaways
Measured according to points of engagement. Some could be repeated visitors.*