Regent College London: Research Project for Digital Marketing Campaign

This report provides a detailed analysis of Regent College London's initiative to launch a new digital campaign promoting its 'Thinking into Character' (TIC) brand. It identifies the college's target consumer market as the new generation seeking personal betterment and explores external factors using SWOT and PESTLE analyses. The report highlights key challenges the college faces, including funding constraints, varying student engagement levels, and competition from other institutions with better infrastructure. Recommendations for the new campaign include leveraging social media, targeted discounts, and focusing on consistent online presence. The report concludes that the college must address internal and external factors to successfully implement its new digital campaign and achieve its goals.

CW1 Research Project

Table of Contents
Introduction......................................................................................................................................3
Tasks ...............................................................................................................................................3
What are the top three issues that the customer is dealing with? ..........................................5
Conclusion ......................................................................................................................................6
References .......................................................................................................................................7

Introduction
Knowledge benefits the learners to become better citizens by helping them understand
what is right and wrong, resulting in a better society where rules are properly followed. An
educated nation knows the value of the students for the country ( Keay , Carse and Jess, 2019).
The report will outline the detailed discussion of the client as it will be a college which is based
in London which encourages its students and management to look into ways to get involved in
the community, both locally and globally (Kay and Kummerfeld, 2019). Therefore, it come up
with some incredible projects that will be worth reading about. Along with it, it welcomes any
suggestions for various partnership that may benefit the local community, particularly ones in
which the learners and students can participate. The report will also highlight the key areas of
interest to the customer, such as competitors, the target consumer market, and external influences
for that various framework will be used in order to present better information (Ishihara and
Cohen, 2021). Further, it is going to highlight the top three problems that the client is having in
the process of creating the new campaign for Regent in order to promote the TIC (Thinking into
Character) brand. Proper one key event of marketing campaign will be suggested in the report for
developing the new campaign for Regent to promote the Brand for TIC (Thinking into
Character).
Tasks
Client Overview
Name of the company is Regent College London in which students of all ages are welcome from
all over the world, with a typical age range of 18 to 35 (Brennan , 2018). The main objective is to
provide a lively and welcoming learning environment in which the students may interact, share
their experiences, and support one another as members of a wider community. In which the
programmes are designed to help the students in order to improve their employability and job
prospects. That is why, the success of the college depends on its lifelong dedication to improving
and developing students' performance with talents (Grapin,, 2019). Regent College London is
known to be the centre for academic and student assistance excellence. Along with it, being a
growing institution, it is also must to understand the value of location when choosing a college.
Hence, five dynamic campuses may be found in Wembley, Kingsbury, Harrow, Southall, and
London. With knowledgeable academics, lively communities, and motivating learning materials,

these campuses were developed with learners of all ages in mind. From student reformation
facilities to dedicated computer sets to modern classrooms, the campuses have everything which
is required to study and succeed in life for the duration of the degree. From the start, it makes
sure that every student at Regent College London feels completely supported. And the learners
here are given access to all the tools and help in building a successful future and career Hidayati,
2018).
The main goal is to enhance the character of the learners as it wants to see its students
succeed mentally, personally, and professionally. With this in mind, they have developed
Thinking into Character (TIC), a transforming agenda that will help the students to obtain the
ways, correction, and development mentality needed to succeed in all sides of life. Also, they are
provided the advantage of the free digital course if the learners want to imagine bigger, work
harder, and achieve the goals. So, the college wants to implement the New Digital Campaign in
which technology and system Infrastructure change will be one of the strategies implemented as
part of the new digital campaign.
Analysing and presenting essential areas of relevance to the client, such as rivals, target
consumer market, and external impacting elements
The target consumer market should be the new generation who genuinely want to improve
themselves in relation to the overall betterment of their personality (Counts, Katsiyannis, and
Whitford, 2018).
SWOT
Strength
The college has positive reputation in the
market and they present positive experience for
the students.
Along with it, the teachers are highly skilled
and they are committed towards the goals to
deliver the equality education and learning.
Weakness
One of the main weakness is the issue of the
management that tend to bring negative impact
on the performance of the college.
Another weakness can be if teachers do not
provide proper support to the students in their
learning process then the performance can not
be improved.
Opportunities
The college can bring new projects that is more
online degree programs and development
Threat
The treat can be the issue of funding as the
college is going to expand and implement new

projects.
The design of the curriculum must be clear so
that students feel confident in attaining the
goals.
idea.
Another threat is less experienced teachers and
the management. The competitors in the
market can be an issue.
PESTLE Analysis
In order to understand the external factors this analysis will help the college to make strategic
development of the operations while considering the various external factors which is explained
below-
Factors Explanation
Political factors Under this the changes due to government policy can bring
issues for the college. College is required to look for a city's
tax policies and any incentives it may offer new businesses.
Economical factors Due to economic changes it is must to examine the economic
climate that is by looking at interest rates, inflationary trends,
unemployment figures, and current exchange so that the long-
term forecasts can be made for the country’s economy.
Social factors As the higher education is considered to be essential to win in
the modern world. That is why, there are various factors which
are considered in it such as the level of education, income,
cultural differences and the influence of the learners.
Technological factors The education process and the learning can be provided to the
learners by making use of online alternatives.
Legal factors The college is required to follow all the legal laws and rules
which are required to be considered for better presentation of
the education to the learners.
Environment factors In relation to this factor , there are various local environmental
protection laws, any regulations regarding energy consumption

or waste management, should be taken care of.
What are the top three issues that the customer is dealing with?
As the college is planning to work on new idea that is TIC (Thinking into Character) in which
a transformational programme that will assist students in gaining the skills, knowledge, and
mindset required to achieve in all aspects of life (Mercer and Dörnyei, 2020). They may also take
advantage of a free digital course if they wish to think larger, work harder, and attain their
objectives. Various issues are explained below-
 One of the main issue is of funding as the college is trying to implement new idea which
requires new teachers, management, equipments and tools. Due to insufficient funds the
the cash flow will be affected as it will become inconsistent. The college is not prepared
for the unforeseen expenses (Oliver, 2019).
 Another issue is that some students are serious for their growth and some are not that can
waste major amount of time and efforts of the college. One of the main reason for that is
lack of interest, personal problems, difficulties and many other factors.
 Another issue is that competitors of the university who are already performing in their
field by providing various facilities to the students. The other colleges have better
infrastructures that is ultra modern seminar rooms with the latest technology, projectors
and units.
For the purpose of new campaigns the college is suggested to use social media highlighting
about the upcoming events, new stories and profiles on regular basis. Also, provide targeted
discount to attract more customers and focusing on the social media accounts (Ilgaz and Afacan
Adanır, 2020).
Conclusion
From the above information, it has been summarised that in order to expand the new idea
the college has to consider various internal and external factors with the aim of succeeding in
their field.

References
Books and Journals
Mercer, S. and Dörnyei, Z., 2020. Engaging language learners in contemporary classrooms.
Cambridge University Press.
Ilgaz, H. and Afacan Adanır, G., 2020. Providing online exams for online learners: Does it really
matter for them?. Education and Information Technologies, 25(2), pp.1255-1269.
Keay, J.K., Carse, N. and Jess, M., 2019. Understanding teachers as complex professional
learners. Professional development in education, 45(1), pp.125-137.
Brennan, W.K., 2018. Curricular needs of slow learners. Routledge.
Grapin, S., 2019. Multimodality in the new content standards era: Implications for English
learners. Tesol Quarterly, 53(1), pp.30-55.
Counts, J., Katsiyannis, A. and Whitford, D.K., 2018. Culturally and linguistically diverse
learners in special education: English learners. NASSP Bulletin, 102(1), pp.5-21.
Oliver, B., 2019. Making micro-credentials work for learners, employers and
providers. Retrieved from dteach. deakin. edu. au/microcredentials.
Kay, J. and Kummerfeld, B., 2019. From data to personal user models for life‐long, life‐wide
learners. British Journal of Educational Technology, 50(6), pp.2871-2884.
Ishihara, N. and Cohen, A.D., 2021. Learners' Pragmatics: Potential Causes of Divergence 1.
In Teaching and Learning Pragmatics (pp. 96-115). Routledge.
Hidayati, K.H., 2018. Teaching writing to EFL learners: An investigation of challenges
confronted by Indonesian teachers. Langkawi: Journal of The Association for Arabic and
English, 4(1), pp.21-31.