Ad Astra Institute Marketing Analysis

This assignment analyzes the marketing strategy employed by the Ad Astra Institute, focusing on their utilization of social media platforms such as Facebook, YouTube, and LinkedIn. It delves into the content and approach used across these channels to assess their effectiveness in promoting the institute's offerings and reaching their target audience.

Running head: DIGITAL MARKETING AND COMMUNICATION
Digital Marketing and Communication
Name of the University
Name of the Organization
Author Note

1DIGITAL MARKETING AND COMMUNICATION
Executive Summary
The Ad Astra Institute is the organization considered in this assessment. The university offer
expert knowledge and hand-on experience to the students. This university also takes many
initiatives for prospering the career of the students in culinary arts and hospitality. The course
that is available in this institute enhances the market value of the students so that they can
suitable employment in hospitality sector. Ad Astra Institute operates in Melbourne City Campus
and South Melbourne Campus. The industry trends is the recruitment of expert staffs, who help
students to attain industry certified education. They also develop partnership with UCSI
University in Malaysia and Sunbird School in Chengdu, China so that international students can
also come to study in Australia. However, the concerned institute suffers from poor maintenance
of digital presence and providing match between research expectation & support. Thus, this
business report provide marketing plan through which the university can enhance their digital
marketing presence. The institute has Facebook and YouTube channels but it lack regular
updates and response to the visitors. As a result, not many people get aware if their brand and the
facility that the are providing to their nation’s and international students. This report will also
illustrate the goals and strategies to enhance their Facebook Business fan page and YouTube
Channel. However, it is recommended to the organization to create their social media channel in
all the media options like Twitter, Instagram and Google+. In this way, Ad Astra Institute can
target all the consumers through their preferable social media sites. This report also highlights
the importance of the presence of the mobile application through which the students of the
institute can access the class course easily and effectively.

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Table of Contents
1.0 Introduction................................................................................................................................3
1.1 Current business mission, strategy and operations................................................................3
1.2 Company operates, industry trends, major competitors, client strengths and weaknesses in
relation to major competitors.......................................................................................................3
1.3 Macro environmental threats and opportunities and current digital presence.......................4
1.3.1 Macro environmental threats..........................................................................................4
1.3.2 Macro environmental opportunities................................................................................5
1.3.3 Current digital presence..................................................................................................5
1.4 Marketing strategy of current service offering and target markets........................................6
1.5 Customer segments and value propositions and service positioning strategies....................6
2.0 Integrated (traditional + digital) Marketing Strategy.................................................................6
2.1 Identification of the primary marketing challenge................................................................6
2.1.1 Recommendation for enhancing university partnerships...............................................7
2.1.2 Recommendation for enhancing promotional activities.................................................7
2.1.3 Recommendation for enhancing digital presence...........................................................8
2.2 Justification for changing the marketing strategy..................................................................8
3.0 Digital Marketing Plan..............................................................................................................8
3.1 Social media marketing.........................................................................................................8
3.1.1 Strategies to increase consumers likes in Facebook business page..............................11

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3.1.2 Enhance the subscribers in YouTube Business Cannel................................................12
3.2 Mobile marketing.................................................................................................................13
3.3 Measuring the effectives of the digital marketing plan.......................................................15
4.0 Conclusion and Recommendations..........................................................................................17
4.1 Conclusion...........................................................................................................................17
4.2 Recommendations................................................................................................................18
5.0 Reference list and biography...................................................................................................19
6.0 Appendix..................................................................................................................................22

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1.0 Introduction
1.1 Current business mission, strategy and operations
The major aim of Ad Astra Institute is to offer expert knowledge and hand-on experience
to the students for prospering their career in culinary arts and hospitality (Adastra.edu.au 2017).
The concerned organization also offer world class facility, student support facility, expert
teaching staffs, pathway to learning higher and farm experienced along with the homestay
accommodations (Adastra.edu.au 2017). The prime reason behind this strategy is to improve the
market value of the students so that they can find a suitable employment in hospitality sector.
Moreover, the aim behind providing student support facility is to offer comfort especially to the
international student and they endow the students with this facility through homestay
accommodation through the Australian Homestay Network (AHN) (Adastra.edu.au 2017).
1.2 Company operates, industry trends, major competitors, client strengths and weaknesses
in relation to major competitors
Ad Astra Institute operates their education services through two campuses- Melbourne
City Campus and South Melbourne Campus (Adastra.edu.au 2017). In Melbourne City
Campus, the classes are conducted and the location is convenient for all the students. It is near
the iconic Southern Cross Train Station, a tram stop and is close to restaurants, sporting
activities, shops, accommodations and Melbourne Park. On the other hand, the South Melbourne
Campus offers Commercial Training Kitchen to the Commercial Cookery students of Melbourne
City Campus (Adastra.edu.au 2017). Bosomworth (2015) stated that the term industry trend
refers to employment, consumer behavior, technological advancements along with the
competitors and new product development. In context of employment, the industry trends thus

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described as recruitment of expert staffs, who are experts in their fields and helps the students to
attain industry certified education so that he students can place themselves in hospitality sectors.
Moreover, following the trends of globalization, Ad Astra Institute develops partnership with the
UCSI University in order to offer Malaysian student to learn hospitality knowledge in Australia
(Adastra.edu.au 2017). The partnership is also extended with the development of partnership
with Sunbird School in Chengdu, China (Adastra.edu.au 2017). In this way, the brand reputation
and awareness is enhanced in other nations. The industry trend of Ad Astra Institute also provide
language learning skills for making international students competent in communicating with
Australian or any customers. The trends can also be witnessed through their services like-
accommodations, holiday programs, career development programs and health covers for internal
students (Adastra.edu.au 2017).
The major competitors of Ad Astra Institute are William Angliss Institute, Academia
International and the Hotel School Melbourne. The strength of Ad Astra Institute compared to
these universities is that ad Astra has positive reputation in the external community, proactive
Partnerships with other universities especially in other nations, conducting accredited programs
and offering of learning skills development to enhance learning and effective student and campus
services. However, the weakness compared to these competitors is poor maintenance of digital
presence and providing match between research expectation & support.
1.3 Macro environmental threats and opportunities and current digital presence
1.3.1 Macro environmental threats
Some of the threats that Ad Astra Institute can face is the state budget crisis for
incorporating more advancement in the university services. Moreover, not all parents consider

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employment in hospitality industry as a good profession; thus, negative public perception is a
threat for the university. Development of another hospitality industry with more diverse
functionalities and offering of facilities is a great threat for Ad Astra Institute.
1.3.2 Macro environmental opportunities
The concerned university have opportunity is developing more partnerships in support of
university initiatives, Diversity of region in terms of students and industry, formulating match
between the curricular and societal interests, creating external community and university
relationship through interest in expansion of cultural activities so that internal students can
communicate with local students and customers, expansion in terms of academic program
expansion and growth in terms of university services. Moreover, Ad Astra Institute have the
opportunity of Stockton by developing University Park, bring enhancement in university
connections and incorporating large student pool.
1.3.3 Current digital presence
Chaffey and Bosomworth (2012) stated that the occurrence of the business in online is
known as digital presence. In modern era, social media networking sites is a part of digital
presence. Ad Astra Institute has their digital presence through their online website, Facebook,
YouTube account and LinkedIn (See Appendix, Figure 1, 2 and 3). It can be seen that the
performance of their digital presence is not significant as total number of members in Facebook
are not high, there are zero subscribers in their YouTube Channel and also there is no recent
activity related videos uploaded in the channel. Lastly, in their LinkedIn profile, not much
response is there. All these aspects illustrate that there digital presence need to follow an
effective strategy so that more people get aware of their brand.

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1.4 Marketing strategy of current service offering and target markets
The target market in this cases are the high school students in hospitality schools and
those, who intends to pursue their higher study or desire to be a professional in hospitality sector.
The current marketing strategy is to formulate partnership with other university of different
nations so that their students after completing their high school can pursue their higher education
is hospitality in Australia.
1.5 Customer segments and value propositions and service positioning strategies
The customer segmentation followed by Ad Astra Institute is educated families with high
income so that they can afford the fees of the university and the activities that are provided for
career development. The segmentation is also based on location (Chaffey and Ellis-Chadwick
2012). In this aspect, the concerned organization offers their services in Melbourne City and
South Melbourne. Considering the psychographic strategy, people with high standard living are
only targeted by this university. The value proposition of the Ad Astra Institute is “Ad Astra
Institute aims to provide students with expert knowledge and hands on experience to develop
their careers in hospitality and the culinary arts”. Lastly, it can be said that the positioning of the
market is only in Melbourne and even students of other nations, have to come to Australia is they
intends to study in this university.
2.0 Integrated (traditional + digital) Marketing Strategy
2.1 Identification of the primary marketing challenge
Thus, it can be said that, the prime challenge is that people are not aware of the services
and the educational course that Ad Astra Institute is providing. They do not have their branches
in other nations and students have to accommodate in their campus if they intends to study in

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their university. Most importantly, their digital channels are not properly maintained especially
their Facebook fan page and YouTube channel. Ad Astra Institute thus has to enhance their
partnership in other nations and offer their services as a joint venture so that students can
experience their services in their respective nation. Secondly, for overcoming the adversity of
brand awareness, effective promotional activities should be incorporated. Thirdly, effective plan
should also be formulated so that the digital presence of the concerned university can be
enhanced.
2.1.1 Recommendation for enhancing university partnerships
Ad Astra Institute can initiate university partnership programs so that collaboration with
Hospitality University and high schools can be established. The concerned university can also
select some extra-ordinary student and offer them scholarships to study in Australia. Partnership
can also be formed with the business partners so that the local and especially the international
students can get the campus services and other accommodation services efficiently.
2.1.2 Recommendation for enhancing promotional activities
Advertisement can be done through traditional methods like advertisement in newspaper,
digital hoardings and magazines attract students and their family members. Moreover, the
concerned organization can also adopt the strategy of advertising campaigns, demonstrations
from successfully placed students and free sample campaigns, seminars on related topics along
with direct mail campaigns. However, in order to meet the recent trends, the concerned
university can adopt the strategy of digital promotional activity through online sites especially
social media marketing through Facebook page, YouTube channel, Twitter account and others.

9DIGITAL MARKETING AND COMMUNICATION
2.1.3 Recommendation for enhancing digital presence
The design of the website should be enhanced so that people will find every small detail
in the website. Thus, it is recommended to develop a simple yet effective design, mobile-friendly
digital presence, incorporation of quality images and information related to those images and
most importantly presence of statistics. Moreover, for their social media page, one
recommendation is to stay active every time in the social sites. Based on the posts in the sites,
consumer survey should also be conducted so that the exact user demand can be observed and
relevant changes can be made on the services offered to the students.
2.2 Justification for changing the marketing strategy
All the recommendations are justified as it will enhance the brand awareness among the
community. In addition to that, these strategies will also enhance their promotional activities and
university collaborations and more people will desire to get admission in Ad Astra Institute.
These strategies will also redefine the target segmentation that is the concerned organization can
also serve their services outside Melbourne, Australia. Scholarships and other campaign also
attracts student with extraordinary merit irrespective of their family income and culture to learn
and study at their university. The digital advertisements and channel also allow the students and
their family to get aware of all the detail and contact the university directly through the details.
This transparency also enhances their brand awareness.
3.0 Digital Marketing Plan
3.1 Social media marketing
Goal Strategy Tactics
Goal 1 Audit the current social -Assess the different social networking sites and online

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presence websites
-Optimize the networks like cover images, profile
pictures, contents of the programs and details future
activities
-Assess the effective network that brings most value
-Compare the competitor’s online presence and closely
target their upcoming strategies
Goal 2 Document ideal customer -Identification of the target markets and their most
preferred digital media applications
-Customers can be segmented based on the age, location,
job tiles and income and language preferences.
-Developing same social media sites with other
languages of nations, where the university intends to
expand their branch.
-If Facebook is the most preferred application, regular
updates of the content, future courses and the ongoing
scholarship programs should be present
Goal 3 Formulate social media
mission statement
The mission statement should be close to the consumer’s
demands and fulfill their queries
Goal 4 Identification of the key
success metrics
The effectiveness of the social media should be
maintained through some metric like- conversion rates,
time spent on website, total shares and comments of the
consumers on their existing and future activities.

11DIGITAL MARKETING AND COMMUNICATION
Goal 5 Creation of engaging
content
-Upload recent images and videos of the university
campus, and the new class offered
-Tutorial videos related to the hospitality subjects by
effective staffs can also be uploaded on the media sites
-Formulation of blogs related to the newly incorporated
courses and activity in their websites
-The online website can also include interview with
successful students and academic professionals and other
hospitality icons so that faith on the university can be
attained.
-Ebooks can also be published at a regular interval of
time containing recent newsfeeds
Goal 6 Analyzing and optimizing
the contents
-Reduce redundant data and more informative data
through which more knowledge regarding the college
campus, career opportunity can be obtained
-Evaluate the preferred post by the consumers and
introduce such courses and offers so that more people can
comment in the social media pages.
Table 1: Strategies to improve the social media marketing
(Source; Created by Author)
3.1.1 Strategies to increase consumers likes in Facebook business page
Complete the home page of the Facebook Business Page profile: In this aspect, it can be said
that the Ad Astra Institute should complete the details of their institute in Facebook. The details

12DIGITAL MARKETING AND COMMUNICATION
given in the institute’s website and Facebook should be similar and presence of different details
should be avoided. Moreover, a catchy description should be used and the business page should
be categorized properly. Tiago and Veríssimo (2014) suggested that through this method not
only the potential followers can get the accurate information but it also prove the organized
business strategy of the respective organization.
Requests business partners join the business page: The Ad Astra Institute initiates many
business partnerships and the consumers should also witness the collaboration through the
Facebook business page. This strategy will ensure the authenticity of the details that is available
in the fan page.
Incorporation of the social plug-in in the business website: It is the general tendency of a
person to search for a business website. However, it is liability of the organization to present the
social plug-in of the organization in the websites. This will allow the website visitors to witness
the activities that the organization is taking for the betterment of the student.
Identify the interest trend of the visitors: Facebook has introduced a new metric tool called as
“Graph Search” that allows an organization to easily find the interest of the target consumers. Ad
Astra Institute can utilize the tool for posting relevant posts, videos and images according to the
most demanding trends like- facilities available for international students, initiatives for opening
their university in other nation with same effectiveness. This will enhance the followers in
Facebook Fanpage which will encourage more students to take admission in their university.
3.1.2 Enhance the subscribers in YouTube Business Cannel
Formulate a plan for the video prior uploading: Ferrell and Hartline (2012) stated that there are
thousands of channels based on same topic, but users only view such video that offer concise

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content in simple language. Ad Astra Institute should also prepare simple script for their videos
regarding their classroom services, class courses, details of the staffs and facilities that they will
receive. The video should not be long and use of pictorial representation should be more
emphasized.
Increase the frequency of video uploads: Ryan (2016) suggested that one way to keep engaging
the customers is to regular updates regarding the business activity and future approaches.
Channel that do not keep up with the subscribers’ demands become a less preferred channel.
Thus, the concerned university should upload more videos like twice in a day or 5 times a week.
This release of videos in a timely, recurring, and structured fashion pushes the number of
subscribes significantly.
Optimizing the title- The title of the content should contain keywords that users searches on
Google for details. Ad Astra Institute can obtain this by using “Google Adwords” so that they
can search for the keywords that users put while searching for university related information.
The title of the content should be engaging and descriptive.
Utilizing the ‘Call to Action’ annotations: These are the popups that ask users to subscribe for
the channel in order to get regular updates. All the engaging videos uploaded in the channel
should contain these annotations so that on liking a video they can subscribe to the YouTube
Channel.
Establish interaction with the loyal fan base: Managing authorities are liable to noticed that all
the users’ comments should be responded without any delay. Berthon et al. (2012) highlighted
that quick response triggers the positive sense regarding the organization and their management.

14DIGITAL MARKETING AND COMMUNICATION
3.2 Mobile marketing
The Ad Astra Institute should develop a mobile application for the students with more
accessed details so that they can get more facility from the university and can suggest their
friends to download the mobile application. The digital marketing plan for enhancing the
popularity of a mobile application is illustrated below:
Goal Strategy Tactics
Goal 1 Focus on keywords that
users mostly searches
-The mobile application should all the details that are
present in the official websites along with additional
facilities of class course and classroom tutorials but
logging-in to the application.
-Each account should be customized and contain details
related to the course mentors, assignment details and
library access from the mobile application.
Goal 2 Identification of the
resources that the
application requires
-The content should be equipped with the relevant
resources like classroom documents, presentation slides
and sometimes videos related to course so that if students
remain absent due to some reason, they can check the
classroom updates from the mobile applications
-The organization should keep proper budget for the
development of the application so that the uploaded
videos can be compatible to upload online and can be
easily downloaded from mobile also.
Goal 3 Categories the available -Everything should be catagorised in the application that

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facilities in the application is “about us”, “classroom details”, “classroom timetables
and mentors”, ”Today’s class”, “Classroom tutorials”,
“study materials”, “Course assignment” and “Library
Access”. Each categories should be sub-categorized with
additional options so that customization can be
incorporated and student can find exactly those materials
that they are searching for.
Goal 4 Collaboration of app
marketing team with a
mobile marketing expert
- The university can incorporate a IT team to handle their
digital marketing and promotions
-Otherwise hiring a third party mobile marketing expert
for taking suggestion regarding the recent technological
updates and mobile challenges. This strategy will allow
the organization to overcome challenges regarding their
mobile application.
Goal 5 Provide regular updates
with more facilities and
user friendliness
-The university should provide regular updates in the
application in terms of additional access to facilities or
class performance tracker so that the experience through
the application can be enhanced rather than the look of
the applications
-Updates options should be provided regularly so that
students can witness the effort the university take for
enhancing their experience
Table 2: Strategies to improve the mobile marketing

16DIGITAL MARKETING AND COMMUNICATION
(Source; Created by Author)
3.3 Measuring the effectives of the digital marketing plan
3.3.1 Likes & Shares: After the implementation of the strategy, measuring the number of like
and shares of the posts, videos and images by a student or visitors allow the organization to
identify the increased effectiveness of their social networking sites.
Image 1: “Like” metric of Facebook Business page
(Source: )
3.3.2 Audience Growth/Rate of Followers: The organization has to keep an eye on the number
of followers so that they can pay attention to the rate of their observers. This analytics allow the
organization to identify the potential visitors and also dissatisfied observers. This analytics also
allow the organization to look for the post and recent updates share by their dissatisfied
observers and take effective steps to overcome the adversity.

17DIGITAL MARKETING AND COMMUNICATION
Image 2: Metric for Audience Growth/Rate of Followers
3.3.3 Audience Demographics: This is a feature present in Facebook and Twitter so that the
details of number of followers or subscribers in the respective social media sites can be measured
like- age, gender, geographic location and preference of course.

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Image 3: Facebook Audience Demographics Analytics tool
4.0 Conclusion and Recommendations
4.1 Conclusion
It is concluded that, Ad Astra Institute is taken for consideration that operates their
hospitality education services from two campuses in Melbourne that is Melbourne City Campus
and South Melbourne Campus. The challenge that the university face is low maintenance and
poor representation of their digital marketing presence. They have their Facebook fanpage and
YouTube channel but they do not have much followers and subscribers in both of their digital
media presence. It is also found from the discussion that they should provide a social link of their
social media in their business websites so that people do not have to search for their social
presence separately. In addition to that, it is suggested in the discussion that the concerned
organization should regularly posted their recent videos, posts and images in their sites and
business websites so that people can get aware through their activities. Moreover, for their
students they should also develop a mobile application through which they can access their
university account and get the facilities like classroom tutorials, study materials and assessments
details.
4.2 Recommendations
It is recommended to Ad Astra Institute to create other parallel social media sites like
Instagram and Twitter that younger generation use to share their experience. In this way, the
concerned university also assesses the most effective social media through which they can
promote their brand. It is also recommended for them to take video of curricular activities of the
students and posted it on their university social media sites. Moreover, the social media pages of

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their university and business partners also be incorporated so that the authenticity if their data
can be evaluated by the visitors. Moreover, suggestion from internet experts and programmers
will also be beneficial for the university as they know the recent technological updates that can
enhance their digital marketing presence.

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5.0 Reference list and biography
Adastra.edu.au., 2017. Ad Astra Institute. [online] Available at: http://adastra.edu.au/. [Accessed
01 Oct. 2017].
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Berthon, P.R., Pitt, L.F., Plangger, K. and Shapiro, D., 2012. Marketing meets Web 2.0, social
media, and creative consumers: Implications for international marketing strategy. Business
horizons, 55(3), pp.261-271.
Bharadwaj, A., El Sawy, O.A., Pavlou, P.A. and Venkatraman, N.V., 2013. Digital business
strategy: toward a next generation of insights.
Bosomworth, D., 2015. Mobile marketing statistics 2015. Leeds: Smart Insights (Marketing
Intelligence) Ltd.
Business.qld.gov.au., 2017. Business Queensland- Choose your promotional activities. [online]
Available at: https://www.business.qld.gov.au/running-business/marketing-sales/marketing-
promotion/marketing-basics/promotional-activities. [Accessed 01 Oct. 2017].
Carlson, A. and Lee, C.C., 2015. Followership and social media marketing. Academy of
Marketing Studies Journal, 19(1), p.80.
Chaffey, D. and Bosomworth, D., 2012. Digital marketing strategy. Implementation and
Practice.
Chaffey, D. and Ellis-Chadwick, F., 2012. Digital marketing. Pearson Higher Ed.
Chaffey, D., Smith, P.R. and Smith, P.R., 2013. eMarketing eXcellence: Planning and
optimizing your digital marketing. Routledge.
Facebook.com., 2017. Facebook.com- Ad Astra Institute. [online] Available at:
https://www.facebook.com/adastrainstitute/. [Accessed 01 Oct. 2017].

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Ferrell, O.C. and Hartline, M., 2012. Marketing strategy, text and cases. Nelson Education.
https://www.business.qld.gov.au/running-business/marketing-sales/marketing-promotion/
marketing-basics/promotional-activities
Kim, A.J. and Ko, E., 2012. Do social media marketing activities enhance customer equity? An
empirical study of luxury fashion brand. Journal of Business Research, 65(10), pp.1480-1486.
LikenIn.com., 2017. LikenIn- Ad Astra Institute. [online] Available at:
https://in.linkedin.com/company/ad-astra-institute-australia. [Accessed 01 Oct. 2017].
Miller, M., 2012. B2B digital marketing: Using the web to market directly to businesses. Que
Publishing.
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perceptions of ads on Facebook, Twitter and YouTube. The Journal of Applied Business and
Economics, 16(4), p.70.
Royle, J. and Laing, A., 2014. The digital marketing skills gap: Developing a Digital Marketer
Model for the communication industries. International Journal of Information Management,
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Ryan, D., 2016. Understanding digital marketing: marketing strategies for engaging the digital
generation. Kogan Page Publishers.
Sabate, F., Berbegal-Mirabent, J., Cañabate, A. and Lebherz, P.R., 2014. Factors influencing
popularity of branded content in Facebook fan pages. European Management Journal, 32(6),
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Saravanakumar, M. and SuganthaLakshmi, T., 2012. Social media marketing. Life Science
Journal, 9(4), pp.4444-4451.

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Smith, A.N., Fischer, E. and Yongjian, C., 2012. How does brand-related user-generated content
differ across YouTube, Facebook, and Twitter?. Journal of Interactive Marketing, 26(2), pp.102-
113.
Tiago, M.T.P.M.B. and Veríssimo, J.M.C., 2014. Digital marketing and social media: Why
bother?. Business Horizons, 57(6), pp.703-708.
Youtube.com., 2017. Youtube.com- Ad Astra Institute. [online] Available at:
https://www.youtube.com/channel/UCFWanCTH-5fl3bAT0Z-2PFA/featured. [Accessed 01
Oct. 2017].

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6.0 Appendix
Image 1: Facebook Business Page of Ad Astra Institute
(Source: Facebook.com 2017)