HELP CAT: Strategies for Online Presence and Marketing Campaigns

This project, conducted by a student group, focuses on HELP College of Arts and Technology (HELP CAT). It begins with a detailed background of HELP Education Group and HELP CAT, highlighting their programs and partnerships. A comprehensive SWOT analysis is presented, identifying HELP CAT's strengths (excellent staff, good services, wide range of programs, and accessible location) and weaknesses (limited space, low visibility, remote location, and lack of marketing). The analysis also explores opportunities (job opportunities for graduates, connections with employers, and quality assurance) and threats (competition, enrollment risks, and economic instability). Based on the SWOT, the project proposes strategies to improve HELP CAT's online presence through website rebuilding, increase enrollment through education fairs, and launch marketing campaigns, including campus improvements.

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.