Nanyang Polytechnic

Client Story

About NYP School of Engineering

Founded in 1992, Nanyang Polytechnic (NYP) is a Singapore institution of higher learning offering quality education and training through more than 35 full-time diploma courses and common entry programmes.

Their School of Engineering offers a number of full time diploma courses as well as lifelong learning courses.

About NYP School of Engineering

Founded in 1992, Nanyang Polytechnic (NYP) is a Singapore institution of higher learning offering quality education and training through more than 35 full-time diploma courses and common entry programmes.

Their School of Engineering offers a number of full time diploma courses as well as lifelong learning courses.

The Challenges

NYP is one of the most prestigious engineering schools in Singapore.
As competition has increased, NYP has taken to social media to keep up. But their management and marketing teams have struggled to engage and maintain their audience.
With minimal expertise in social media and digital marketing, they approached Brew to assess their current efforts and help them chart a roadmap forward that would help them better engage their audience, beat out their competitors, and continue to grow.

Social Media Audit

We didn’t simply spend a few hours browsing their social media channels. Our team conducted a three month audit where we meticulously examined their social media efforts, analyzed the competition, interviewed current students, and researched their industry for a comprehensive audit with recommendations and practical action steps.

Audience Persona Research

We couldn’t begin to audit their social media efforts without knowing who they were trying to reach.

So we conducted interviews with many of NYP’s current students to put together a profile that detailed where they go for information on schools, who they seek out for advice, what they think of NYP’s marketing efforts, the top factors that affected their decision, and much more.

Capability Assessment

Next, we evaluated all of NYP’s current digital marketing efforts with a special focus on social media, analyzing what is currently being done, what’s working, and what’s not working.

We identified a few aspects where they were strong, as well as a few areas that needed improvement and refining.

In-Depth Competitor Research

We conducted in-depth competitor analysis on 5 of NYP’s biggest national competitors. We analyzed what platforms they were active on, their follower counts, rate of posting across channels, average engagement per post, and more.

In addition, we performed a qualitative assessment of each platform, noting trends across the market and identifying gaps for NYP to take advantage of.

Page & Recent Post Audit

We audited NYP’s Facebook page and extracted their best performing post over the last 12 months. We identified aspects of these posts that worked well and resonated with their audience to help guide and inform future posts, pillars, timing, and creatives.

Social Media Audit Summary & Findings

We succinctly combined and summarized all of our insights and gaps in the market. We highlighted the most important platforms that needed improvement and helped them identify the platforms that they shouldn’t spend resources on.

Big Picture Recommendations

Before diving into the practical, we outlined big picture strategy recommendations for NYP to adopt.

We put together a detailed SWOT analysis to give them an overview that would guide them in the near future, we outlined the biggest areas where they need improvement, we recommended three content pillars, we provided guidance on visual content, recommended some new channels, and much more.

Practical Action Steps

We knew the overall strategy would be helpful, but we wanted to provide NYP detailed, easy-to-follow steps to improve their social media strategy. We outlined five key steps for them and provided ample detail to help them make significant progress on their own.

We also pinpointed a few additional marketing channels and tactics we felt could improve their overall online presence.

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BREW INTERACTIVE

Digital Marketing Agency in Singapore

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