Communication strategy

In order for us to accomplish our mission we made a communication strategy that should point out all of our plans and events that the German students can experience not only from the beginning but also during the whole year of their studies at the school. Step 1 The target groups for this communication strategy are the German students that have already been accepted to attend the CPH school. In order for them to socialize and have a bright thinking about the school itself we will have to offer them the possibility of having a perfect memory since the vey beginning. Having to conserve a biodiversity the target groups need to take into consideration reactions such as accommodating with different international cultures and personalities, figure out good social and relationship ideas that can maintain a pleasant study environment during the period of their studies. Step 2 The targeted students have applied to the school and received a confirmation letter in which they have been accepted to attend it. Moreover the German students are going to experience how is it like to built up social and friendly relationships with other international students through leisure activities that take place within the school and outside of it. Having this type of strategy will allow them to feel integrated and create a perfect study environment. Step 3 and 4 In order to have an efficient communication strategy we need to take into value the cultural background of the German students in comparison to the Danish culture. Therefore the cultural analysis will lead us to discover the knowledges, attitudes and behaviours of the German students towards the CPH Business. Out from the index of power distance,

we find out that the informal atmosphere is being called on a first name basis and not on their last name. From collectivism versus individualism we acknowledge that both Danish and German people are both individualistic societies, with a degree of collectivism among. In terms of conflict we can see the difference to what is expected of them as an individual in the society. According to masculinity versus femininity we can observe that there is a gap between the two countries and thereby some critical issues are to be faced. Therefore it will be very important to overcome the clear challenge that lies between them and to accomplish our main goal. On the avoidance of uncertainty we find that both countries are different from each other with one part (Germany) being strict with planning and acting well when meeting unexpected issues and the other part (Denmark) where the uncertainty makes people curious and encouraged to solve the problem that lies in front of them. In terms of conflict there will be a moderate issue with making the German students coping with the uncertainty. In the last part of the Hofstede cultural analysis we can see that both countries have short-term orientation and thereby it can only be a limited degree of conflict for the German students to confront when arriving in Denmark. The most important step in finding the German students attitudes is actually the way that they communicate and try to built up friendly relationships. According to Gesteland, German people are low relationship focused with a monochromic culture and a very clear style of communication. That is not an issue concerning that some of the Danish people can also behave with a cold attitude when facing communicating with other foreigners. For the German students it is important to be independent when their future is involved. They dont actually take into consideration their parents advices and they more focused on what the school can provide and promote in order for them to study and socialize. Moreover the German people are considered to have a large sense of

humor, which is also an advantage of integrating themselves among the other Danish and international students. They also like to be punctual all the time and if something occurs, they will apologize for their delay. All in all, taking a look at the cultural background of the German people we can actually find out their attitudes, knowledges and behaviors. Having done a cultural analysis it is more likely for us to achieve our main goal which is making the German students feel integrated among the other Danish and international students. Step 5 Our message for this communication plan is: to make the German students feel integrated at CPH Business Valby. The message has a very important role in the communication strategy as it has to be clear and very specific for the targeted people. If we dont maintain an exact message then it can be really misunderstood and all of the plan can have a dreadful ending.
Step 6

In order for the German students to fell integrated, the school needs to come up with some activities that will engage them to create relations and built up a perfect study environment with the other students from the school. In addition to this CPH Business could start up by creating a comfortable atmosphere by having first of all a intro-workshop where there will be general information about the specific activities that they are going to participate in and after it a party where the students can enjoy music from a live DJ performance and lightshow while drinking, dancing and interfering with other students. Second of all, the school will plan a intro-trip consisting of a weekend in Lalandia where the German students will have the chance to get to know other students, form their study groups and maybe built up friendly relationships. Last but not least, each first Friday of the month, there should be a student party committee that will arrange a Friday bar with country themes. Depending on the special celebrations that take place during the year, they Friday Bar will take place with themes related to October Fest, Halloween, Christmas, Easter, etc.

Step 7 and 8
For the communication strategy to work there must be a plan of who is doing what. The school should delegate task to who is going to be part of the party committee, who is going to talk to different sponsors, who is going to make the budget, who is going to be part of the study consoler and who is going to handle the delivery of invitation to the specific activities mentioned above. In addition they should make sure that all tasks are delegated and have a timeline with deadlines that has to be observed.

Step 9 In order for us to figure out a specific budget that would cover all the expenses for the whole project we need to take into consideration some of the following elements: the party committee will be formed out of 4 volunteer second year students there will be 1 study counselor the intro-workshop will consist out of 2 teachers and the study consoler the intro-trip to Lalandia will be formed out of 2 teachers and 4 volunteer second year students Intro-workshop As planed CPH Business will first of all have an intro-workshop where the students will be informed about what is going to happen during the next couple of days and also what to expect from this school. For this workshop we have planned that the school needs the following: - A venue - Decoration for the workshop - 250 cans of soft drinks: 9,41 DKK per can - 20 bags of snacks: 14 DKK per bag The venue should be at the students cantina, so CPH Business will not invest and put money into a venue in a different place. As the school corporates with Hotel og Restaurantskolen, they may borrow the necessary decoration,

this will be perfect for CPH business as they can spend the expenses in other places. The soft drinks will cost the school 9,41 DKK per can, we figured that the school needs 250 cans of soda only for the workshop. For the snacks there will be 20 bags of chips which will cost 14 DKK per bag. All in all the expenses for the workshop will in total be 539,41. After-party After the intro-workshop the school will have an after-party. There will be a price on the ticket for the after-party and it will be obligatory to sign up for this. The price for the ticket will be 50 DKK per students. We assumed that 250 students will attend the school. When each student pays the 50 DKK it leaves the school to work with a budged of 12500 DKK. At this party the students can enjoy music from a live DJ performance and lightshow while drinking, dancing and interfering with other students. The expenses for the after-party will be the following: - 1000 cans of beer: 5,41 DKK per can - 700 cans of cider: 10 DKK per can - 500 can of soda: 9,41 DKK per can - A DJ: 5000 DKK - Lightning show: 1000 DKK Intro-trip For the intro-trip we have planned that the students must attend a trip for a weekend in Lalandia. Here the students will have the chance to get to know other students and maybe form their study groups. For the accommodation is will cost 583 DKK per students. The transportation will cost the school 300 per student and for the food during the trip it will cost 300. Each student must pay 1200 DKK for the trip. The expenses for the intro-trip: - Accommodation: 583 DKK per student - Transport: 300 DKK per student - Food: 300 DKK per students Sightseeing When the students come back from the intro-trip, each class will go on a sightseeing in Copenhagen. This will be a 60 minute canal tour around

Copenhagens harbor. The canal tour will cost each students 40 DKK. Expenses for sightseeing - Canal tour: 40 DKK Friday Bar Each first Friday of the month the student party committee will arrange a Friday bar with country themes. The Friday bars will be at school after classes. For the bars there should be drinks available, this should be beer, cider and soft drinks. The drinks will be sold for cheap prices so the students will be able to afford going to these bars. The beer will be sold for 10 DKK per can, the cider will cost 15 DKK and for the soft drinks it will be sold for 12 DKK. If the drinks do not sell out, the school will stoke it for the next Friday bar. This way the school will profit from the Friday bar. The profit of course goes to either the decoration for the next Friday bar or another party all depending on what the party committee decides. Expenses for Friday bars: - 600 cans of beer: 5,41 DKK per can - 400 cans of cider: 10 DKK per can - 300 can of soda: 9,41 DKK per can - Decoration: 200 DKK each month Without any sponsors or funds the school will spend kr. on the budged for this plan(Look at appendix nr 1). Step 10 The communication initiative used for this project should have a main effect upon the targeted students that will attend CHP Business Valby and will increase the number of applications within the school. Building up a communication strategy will actually illustrate to the school how can international students that have already been accepted to attend the schools programmes can relate to their other classmates not only from their class but also from the other classes with other programmes. By following the communication strategy steps the school will benefit in terms of relating the German students to their classmates and make them realize that they have made the ideal decision in choosing to study at the

schools programs. Each of the members of the team that it is dealing with organizing the events will have to take into consideration the main goal, which is actually making the German students feel integrated in the school and built up friendly study environmental relationships. At the end of the marketing and communication plan it is essential for the school to evaluate the whole process. The questions that the school needs to meditate upon are: Did the school reached the goals? How much did it cost? Was it worth it? Did the school spend too much money or did the school use less

than anticipated?