CITRUS PR AGENCY Group Assignment.

CITRUS PR AGENCY
Group Assignment
Bhaaeldin M Farag Bugaziea
B1601098
Colin Hoh
B1601585
Tay Hun Hae (Justin)
B1701809
Tan Ke Ming (Victoria)
B1602065

1.0 Background
The HELP Education Group was first started by Datuk Dr Paul Chan Tuck Hoong and his wife,
Datin Low Kam Yoke in 1986 where they had their first office in a shophouse in Kampung
Attap. With the name of the university being an acronym for “Higher Education Learning
Philosophy”, HELP strives to be a university with a strong culture of quality and leadership that
focuses on sound academic standards, continuous improvements, and the talent development of
students and staff.
During that time in the 1980s, HELP was one of the first few universities to introduce foreign
“twinning” programmes that gave it an edge over other educational institutions and in 1998, they
even received approvals to run 3+0 degree programmes with universities in the UK and
Australia.
The HELP College of Arts and Technology (HELP CAT) is a part of the HELP Education Group
and is situated at Pudu, Fraser Business Park, Sungai Besi, Kuala Lumpur. Established in 1996,
HELP CAT.
It is a purpose-designed campus, HELP CAT provides a good range of innovative academic,
professional and vocational programmes which related to art and technology. HELP CAT is
partnering with top-rated institutes, including the University of London, UK and the Normandy
Business School, France. These partnership will provide more options for academic and career
development for its students.

HELP CAT also offers various diplomas, undergraduates and postgraduates programs every
year. The credit transfer options and competency training are available for the students.
Moreover, professional programmes such as the internationally renowned Association of
Chartered Certified Accountants (ACCA) and Certified Accounting Technician (CAT)
programmes are in the academic programs offer list too.
The “Foundation Studies in Science Program” has developed a successful reputation as a reliable
along with proven pathway for the students those have completed this course for attaining a
varied range of university degree programmers within Engineering. In addition, HELP CAT has
also introduced certain education programmers in the fields of engineering, pharmacy, medicine
and other health and Applied Sciences both within Malaysia and in the foreign regions. The entry
requirements within the HELP CAT programs need a minimum of 5 credits in SPM with having
a pass degree in BM along with history subjects its equivalents (HELP College of arts and
Technolgy |Top Class Business School., 2019). Moreover, admission in these courses also needs
to clear the forecast trial examination that can be employed in provisional enrolment if the
official results that is yet to be released. HELP CAT is a purposed-designed campus that offers a
broad range of unique professional, academic and vocational programs those are indicated
below:
 The “Center of Culinary Entrepreneurship” facilitates students to attain excellence in
French cuisine within a partnership program with Institute Paul Because.
 Top-rated partners encompassing the “University of London” along with “Anglia Ruskin
University” that offers extensive options for career and academic development.

 Professional programs like the globally renowned association of Chartered Certified
Accountants along with the Certified Accounting Technician programs.
 A broad range of diploma along with short courses is also available for offering the credit
transfer options along with competency training. The HELP Cat benchmark for the
quality education along with academic achievement will continue to distinguish the
institution at HELP CAT.

2.0 SWOT ANALYSIS
Based on the research conducted by the project team, the Strengths, Weaknesses, Opportunities,
and Threats of Body Perfect have been identified based on the qualitative research interview
done. Each aspect caters to different factors of the business.
2.1 Strengths
Excellent academicians and professional staff
· Help CAT has a team of outstanding educators and well-experienced staff that are
passionate in education industry. The friendly administrative staffs prompt to help in the
matter of understanding the academic programs as well as enrollment. The counsellors
and lecturers are always available to support the students with matters that concern
academic, career guidance or even personal issues.
Good university services.
· HELP Cat aim to enhance the experience of students by providing special activities
involvement opportunities for them to develop skills in other area besides academic. The
services that available to the students include:
o Arrival and 'meet and greet' services
o Mentor-Mentee system
o Concurrent English language support

o Counselling services
o International student information and support
o Orientation
o Sporting and social clubs
o Advance information technology supported education environment
o
A reputation as employees of Choice.
· The team share their focus on the student’s success and they ensure the graduates the
head start when they begin their working journey in market. Many HELP qualifications
successfully incorporate industry placement and professional career experience. HELP
CAT is also actively committed to providing education that reflects the changing needs of
not only students but also employers all over the world.
A wide range of academic programs, with national and international accreditation
· HELP CAT provides various arts and technology programs, the students could have
more options to select their major in undergraduate or diploma program. HELP CAT has
strong and established partnerships with some other international universities. A number
of regulatory bodies such as the Ministry of Higher Education, the Malaysian
Qualifications Agency (MQA), quality assurance agencies of foreign countries and
foreign professional boards such as in accountancy and engineering guarantee the quality
of their academic courses.

Location easy access to public transport.
· HELP CAT’s students have easy access to public transport. The city LRT network is in
the vicinity to HELP CAT. Both places are safely connected with a bridge. Students can
easily walk to HELP CAT through the bridge after arriving at LRT station Chan Sow Lin.
The LRT network also connects HELP CAT to all suburban areas.
2.2 Weaknesses
The limited space of university.
· HELP CAT seems like belonging a big whole building from far, but it actually stands a
small part of the building of Metro Complex, although it is fairly adequate space for the
general college facilities. There are other shops, entities and hostels sharing the building
together. It might not be a good choice for students who wish to have a complete
university life as they are restraint to carry certain activities and short to enjoy some
facilities that required a huge space.
Not well-known in and out of Kuala Lumpur
· Under HELP group, HELP CAT is considered oneof the least known college among
others. HELP CAT offers courses for art and technology students only and the campus
may seem like a not well-established study place as it is small. Besides that, it is called a

college instead of an university, students who are looking for undergraduates programs
and above would prefer to enroll themselves in an educational institute which embodies
with a name of university. HELP CAT is not known much to people residing at other
state.
Remote and quiet location
· HELP CAT is in Metro complex, located at Pudu, in a business park, technically it is a
distance from the city of Klang Valley. Some partsof the Metro complex are left
neglected. Many shops have closed down in the complex. The whole place is appeared to
be very quiet after business hour, especially on weekends. Students who travel to HELP
CAT by LRT will need to walk pass the bridge, then into the complex, hence they need to
stay vigilant as well as not to walk alone towards HELP CAT from the LRT station as the
path is dark after certain hours and the area is not happening.
Lack of a strategic marketing and publicity strategies.
· HELP CAT charges an above average courses fees despite on the condition of the
campus and the limited access of facilities. The marketing and publicity team is seem to
not actively promoting HELP CAT. Many advertisements to promote other institutes of
HELP could be seen in social media or public but HELP CAT’s advertisement is rarely
noticed.
2.3 Opportunities

HELP CAT ensures graduates the job opportunities.
· With the reputation as employees of choices and the stories of successful HELP CAT
qualified graduates in market place, there is high chance for the parents to send their
children to HELP CAT for diploma and undergraduate programs.
Educators have connection and partnerships with local and foreign employers.
· Most HELP CAT lecturers even the staffs were once expertise in local and also global
corporate industries. Besides attached with strong academic background, some of them
were holding top positions in well-established international companies, they are still
collaborating with the employers and the companies in various projects even today. The
HELP CAT educators’ past experiences and the corporate relationships they gained
enable them to share the employment idea and even to assist the graduates to get in touch
with their ideal working companies.
Quality Assurance
· HELP CAT achieved the standard of academic program through a system of quality
assurance formed by Malaysian Qualifications Agency (MQA). They collaborate closely
with the Centre for Quality Assurance at HELP University. Therefore, checks and
balances are provided in structures, systems and processes to ensure the practice and
attainment of quality education at HELP CAT.
2. 4 Threats

Competition from public universities and private institutes
· University Melaya, Segi College, Inti College, Taylors University, The First University,
Open university, Raffles Design institute, Sunway University, Monash University
Enrolment is at risk
· The students enrolled in both diploma and undergraduates are appeared to be lesser these
years.
The expectations of students and parents towards HELP CAT are decreasing due to the issue of
the failed twining program.
· HELP CAT promised to offer a twinning program to US, IOA University with a fairly
reasonable fee for students who wanted to enroll undergraduate program majoring in
communication two years ago. Students and parents were convinced by HELP CAT to
enroll the particular program although there are doubts in between due to HELP CAT’s
high recommendation and strong encouragement. The program was ended up to become
unrealistic.
Unstable Economic
· It is a challenge to afford a college and a challenge for the college to maintain the quality
of the facilities and equipment.

3.0 Strategies for HELP CAT
Based upon these strengths and weaknesses identified in the SWOT Analysis we are proposing
the three following strategies:
(a) the mastering of HELP CAT’s online presence, including a total rebuild of their website
and increased engagement through social media.
(b) promoting HELP CAT in education fairs to increase enrollment.
(c) a Campaign
(d) bringing life to the Campus
3.1. Mastering HELP CAT’s Online Presence
3.1.1 Website Rebuild
Being an institution focused on higher education with technology as main area of
teaching, it is of particular importance that the website of HELP CAT portrays visual
aesthetic and professionalism. While providing most of the necessary information, the
current website design and layout feels outdated, uninteresting and lacking. This is
problematic when much of the traffic of the website will come from potential students,
looking to gain an impression of what to expect from the college.
We propose a total rebuild of the HELP CAT website. This will entail a brand new,
modern, clean look. This will feature a new, consistent colour scheme, logos and
branding. Graphics throughout the website will be professionally designed.

An element that the current website has a stark lack of is photos and imagery. The new,
revamped site would showcase professional quality photos of the campus, students
learning, smiling and working together to build upon their careers.
An important emphasis would also be made on Kuala Lumpur and all the city has to
offer. While not necessarily a point of interest for domestic students, it would be very
useful for international students. This will be achieved through beautiful photos of the
cityscape and a small section on the website that outlines the benefits of studying in KL.
A vibrant, affordable, safe city with great nightlife and no shortage of activities to do.
As well as photos, the new website will include a short promotional video either on the
homepage or in the about section that will further demonstrate to viewers that HELP
CAT is a high quality, enjoyable place to study.
3.1.2 Social Media Engagement
Social media in today’s marketing landscape is critically important. This is especially the
case given the target audience is overwhelmingly of the younger, tech-savvy generation.
While the current social media presence of HELP CAT is acceptable, there is certainly
room for improvement.
Due to the amount of millennials that are on social media. Taking advantage of social
media will definitely improve HELP CAT’s chances of promoting itself to potential
students as well as parents. Social media engagement revolves around the life of many
people today and is vital that HELP CAT keep up with the times in order to stay ahead of
its competitors. Certain effective social media marketing strategies developed for the
university can consider initiating an education marketing campaign on the social media

channels (Effing & Spil, 2016). This can promote the causes offered by the university
through increasing interactions with the target audiences along with engaging more users.
Such marketing campaign approach can be employed by HELP CAT in offering
educational direction to the follower base through developing a hash tag addressed “learn
here”. Through developing a university based educational theme along with developing a
hash tag, the Instagram social media page of HELP CAT will be capable to attract several
like-mined individuals quickly (Dwivedi, Kapoor & Chen, 2015). Employing user
generated content regarding courses and facilities offered by the university can be a
useful technique for increasing interactions along with reaching social media for higher
education. This will support in engaging the existing students or the alumni to get
associated ith the HELP CAT social media accounts.
i) Instagram
Firstly, we propose the creation of a HELP CAT Instagram. The posts, made every
second or third day will not only keep followers updated on any important
announcements, events or updates relating to the campus but more broadly will portray
HELP CAT as a lively, friendly place to study.
Regular photo posts will showcase students engaged in their studies, enjoying themselves
and taking part in campus events that take place regularly. Showcasing photos of club
activities as well as achievements from competitions such as sports, athletics, and so on
will not only show that HELP CAT has such achievements, but to show that HELP CAT
has much more to it than just studies.

For a potential student, this will act as a window into what can be expected while
studying. Instagram Stories will show followers anything interesting that takes place on
campus on a daily basis and create social media engagement.
HELP CAT can develop effective social media strategy on Instagram for generating and
creating effective media stories that can include combination of photos, videos, filters and
captions for making its engaging for consumers (Raza, Qazi & Umer, 2017). Such feature
is available in Instagram and along with that geotagging filters along with visual media in
order to show target audiences the location of the university along with necessary faculty
information, labs or events those are taking place within the campus. Instagram can also
be implemented as a promotional strategy by HELP CAT in increasing brand awareness
and engagement that can quickly serve as an effective tool in connecting with the
prospective students on the online platform.
ii) Facebook
The official HELP CAT Facebook page is currently maintained well with regular posts.
What we propose is more content that appeals to an international audience and the
sponsoring of particular posts to ensure that they are seen by the broadest possible
audience.
On both platforms, students will be encouraged to use the hash tag #joincat, while posts
will regularly aim to engage followers through posts asking students to comment their
opinions on particular topics and fortnightly giveaways.
Employing Facebook social media channel can facilitate HELP CAT in connecting with
the right audience. For instance, the university can develop separate Facebook groups

which can support in catering to smaller audiences within the university community like
the alumni groups, club groups, sports groups along with the group for the students’
parents. Promoting the contents, courses and the new educational activities through
Facebook social media channel on the developed groups that serves a good place to hold
discussions, share announcements along with interacting with Facebook community
members (Tuten & Solomon, 2017). Facebook adverting strategy can also be
implemented by HELP CAT in developing real-time sharing along with interactions over
Facebook and for this reason live and engaging with the target followers can serve as a
great manner to follow such trend. Live streaming on Facebook regarding the educational
course and activities can also serve as an effective way in developing a consistent social
media presence. This advertising strategy also facilitates the target audiences in attaining
valuable insights regarding the academic institution.
iii) LinkedIn
Employing LinkedIn as an effective social media adverting tool can facilitate in
developing better staff recruitment advertisements. Moreover, LinkedIn can also be
employed by HELP CAT in reaching a huge fraction of students through increased social
content sharing, paying highly prominent listing on the search engines or display
advertising that can play an integral part of the educational institution’s recruitment and
marketing strategy (Pucciarelli & Kaplan, 2016). In promoting the educational courses
offered by HELP CAT, an effective targeted content strategy will be served as an
essential aspect in maximizing ach of its LinkedIn campaigns. Through employing this
social media strategy, the institution can develop the educational courses promotional
content through ensuring increased communication with core shareholders along with

generating specific contents as peer the needs of the target students. LinkedIn social
media marketing strategy can facilitate the educational institution to attain agility for
changing copy and images within real time that can facilitate HELP CAT in improving its
future educational content. Through developing a university based educational theme
along with developing a hash tag, the Instagram social media page of HELP CAT will be
capable to attract several like-mined individuals quickly. Employing user generated
content regarding courses and facilities offered by the university can be a useful
technique for increasing interactions along with reaching social media for higher
education.
3.1.3 Education Fair
i) Education Talk and Workshop
HELP CAT will hold an educational talk and workshop during the 3rd and 4th August
Higher Education Fair 2019 at Mid Valley. The plan is to engage HELP CAT’s top
student, Ghugan Mohan to give a talk about life during in University together with study
tips to succeed in University.
Ghugan Mohan is a Certified Accounting Technician (CAT) student who scored the top
mark of 96% in MA1 (Management Information) in a CAT exam 2 years ago. His marks
was the best score in Malaysia and second best in the world. During his time in secondary
school, he was also the best SPM student of the year with a total score of 5 A+’s and 5
A’s.
When asked about his secret to his success, Ghugan said that he enjoyed Management
Information very much because it had a lot to do with cost accounting, management, and

production costs. His practice was to revise questions from his textbook on a weekly
basis and to seek the lecturer’s help if he had any trouble answering questions. Although
a simple task, Ghugan stressed that he made it a point to understand key concepts well, so
that during exams, he could understand the questions.
The aim of the talk and workshop is for Ghugan to talk about his success story, to
encourage students to take an interest, and promoting to students to further their studies at
HELP CAT.
This workshop is planned to promote active learning among students so that they get engaged
when the materials, participate within class and collaborate with one another. The active learning
strategies will be implemented in the education workshop based on CAT course design. In this
workshop the students will be encouraged to synthesis, analyze and apply reading materials both
in lectures and during their assignments (Rutter & Lettice, 2016). The education talk and
workshop will be conducted by the lecturers through the following education activities:
 Close-based problem solving exercises- Such types of excesses within the education
workshop and learning program can support the students in developing their analytical
skills along with learning the suitable methods to implement the academic theories within
the real world problem. Through employing case studies within the lecture along with
supporting students to work out learning solutions on their own independently or in small
groups through employing case studies as the basis of important projects or exams can
increase student learning (Rutter, Roper & Lettice, 2016).
 Debate- This is another important active learning process that is to be introduced within
the education talk or workshops which can facilitate in developing critical thinking long

with skills of logical reasoning. In this earning activity the lecturers will resent competing
viewpoints and assign the students to defend one or both the viewpoints within a short
debate exercise or through a classroom debate.
Event Details
· Proposed Event : Higher Education Fair
· Proposed Venue : Atrium, Mid Valley Exhibition Centre, Kuala
Lumpur
· Proposed Date : 3rd to 4th August 2019
· Proposed Time : 2pm to 4pm
Objective of the Talk and Workshop
· To create awareness about HELP CAT to the public, parents, and potential
students.
· To educate students about studying and career opportunities at HELP CAT.
· To promote and encourage students to study at HELP CAT.
· To teach students about studying habits and techniques.
· To build a relationship between HELP CAT and the public.
3.1.4 Campaign

“Join CAT, start your future NOW!” Campaign for potential Students
The aim of “join CAT, start your future NOW!” campaign is to attract potential students
to settle for HELP CAT as their university. It focuses on secondary school students,
parents, foreign prospective students and students of other universities. Furthermore,
existing students of HELP CAT are also a focus of the campaign as they function as
influencers of their friends, siblings and other contacts. In searching for the right place to
study, the location of the university often plays a role as well as future job prospects. As
part of a globalised world in the 21st century, the potential to gain international
connections and experience is increasingly an important factor. The campaign will put
emphasis on this as they are major strengths of HELP CAT.
Campaign details
Proposed Venue: HELP CAT Campus, locations of other external planned events
Proposed Campaign Duration: 21 March 2019 - 31 August 2019
Objective of the campaign
· To increase brand awareness and recognition of HELP CAT
· To encourage potential future students to join HELP CAT
· To stand out among other different competitors, universities, and institutions
· To increase the number of enrollments every new semester

Communication plan : Publicity and Marketing:
To communicate the upcoming events, we will use the HELP CAT Facebook page, web
page as well as the Instagram account. An E-poster on every planned event will be
designed and published 4 - 2 weeks ahead depending on the event.
Agenda of the campaign
· “Join CAT, start your future NOW!” campaign is planned for a duration of
about 5 months, from 21st of March to 31st of August.
· Different events will be held in which the Universities Logo and the
Campaign slogan will be presented
· First upcoming event will be a celebration of the Indian Holi. For this we will
collaborate with event organisers by providing financial support in order to
get the HELP CAT Logo and campaign slogan on promotional material for
the event and a stall at the festival. It’s here that we will distribute white shirts
with the HELP CAT Logo and the campaign slogan.
· Other events and appearances will follow, such as the technology and arts
exhibitions, job fairs, an open day at the Campus of HepCAT with field
related workshops, presentations and other activities.

College related giveaways and merchandise of HELP CAT will be dispensed in
all of these events such as pens, notebooks, pen drives, bags.
· Prospective Students will be given the opportunity to register in an email list
for further information about enrolling at HELP CAT and first steps for new
students.
● Along with the events, videos will be taken and published on the website, Facebook page
and Instagram page, implementing the hashtag #joinCAT
● Another campaign video will be released in June. This video will showcase the campus
and highlight the opportunities to study at HELP CAT. Furthermore it will point out all
the analysed strengths and opportunities of the SWOT Analysis. Within this we will put
special attention to the location of HELP CAT in the City of Kuala Lumpur as well as the
very good job opportunities and possible international connections that can be gained
during the time as a student at HELP CAT.
3.3 Bringing life to the campus
By giving student initiatives a space to use at the campus. Make it more attractive, create
an appealing campus life, lead students to identify with CAT campus in order to get them
spread good reputation.
Such a task can be done by expanding the space in campus in the future, creating more
amenities like a space for students to relax and destress with a pool table, a foosball table,
beanbags and so on. The interior of that space also needs to be designed in a manner that

creates a cozy and relaxing environment for students, such as a dim or warm lighting,
natural light, wooden floor boards and sofas.
Although creating such an environment will require time and money for the campus, it
will certainly improve student life as well as increase the interest of potential students
who look for a student friendly environment when looking for institutions for their
further studies.
Problems
One of the problems that HELP CAT has encountered in the past is the failed accreditation of the
Upper Iowa Program that was offered a few years ago. According to a student that was
previously enrolled in the said program, the whole initial Upper Iowa Program costs around
RM80,000 for a 3 + 1 program in Iowa, which expenses are all covered except for the flight,
food, and insurance. Students were promised this along with a double major. However, after the
program had ran for more than a year, there were rumors about the program being abolished
which circulated among the students. After much speculation, the program was abolished as it
did not receive the proper accreditation.
Students were then given 3 choices to choose from: To continue the Iowa program in Iowa itself
but the student has to pay additional fees with a discount; to transfer courses to HELP’s
communication’s program with credit transfers and a discount on remaining subjects; or to
receive monetary compensation. These were the choices after meetings and discussions were
carried out by the management and those enrolled in the program.

In the end, most of the students affected by it were not happy with what had happened and had
caused them to lose time and money. The problem HELP CAT is facing is a drop in reputation
among its students that know about this issue. Although it was not publicised, this issue was
spread through word-of-mouth among the students across different campuses. Although
inevitable, HELP should not have started a program that had an unsure chance of getting
accredited and pushed students to join the program. Even though HELP apologised, the damage
was already done.
HELP Cat is also observed to deal with issues related to rising student expectations in an
increasingly competitive graduation job market. With increasing cost of higher education,
changing students learning styles are causing the university to reconsider the overall student
journey during the course (Ashley & Tuten, 2015). Considering such issue, the university is
reconsidering is business model through introducing new digital engagement models and
introducing new learning programs and practices for the students. Moreover, competition of
many forms such as migration policies, currency changes along with geopolitical stability is
changing the manners in which students are attaining learning courses for which HELP CAT
must consider value added advantages in learning courses to attract and retain students globally
(Carlson & Lee, 2015).
Communication Tools
HELP CAT uses a few social media channels in order to communicate with its stakeholders and
publics. One of them is their Facebook page “HELP College of Arts and Technology - Malaysia”
with around 6,500 likes and the contents posted are regular updates of the activities held in the
university and by the students. Another media channel used by the HELP CAT is Instagram with

the tag name “helpcollege” with around 200 followers, posting once or twice a month. The
contents posted here could range from events to student’s testimonials. However, there are not
much engagement with and from the students or publics.
HELP CAT also has a dedicated website for their campus, with information regarding all their
available programs, partnered universities, resource centres, and the college in general.
International students and local students who wishes to apply admission also can find more
information about that here. Updates of student activities and events are also posted here to keep
its publics informed, showing that the college has many activities going on and that the students
are active and outgoing. News stories of certain current events on campus can also be found here.
Other than that, online enrolling can also be done here for ease of access and convenience for
people who are interested. For people who prefer to directly talk, there is also a general line
which is [phone] that can be used by anyone.
Aside from these, HELP CAT also uses emails, WhatsApp, and Facebook Messenger to directly
communicate and send messages to those who may have any questions or enquiries. They can be
contacted via email by [e-mail] , WhatsApp at [phone] and
Messenger directly at their Facebook Page.

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