Study in Denmark - IndiaProject Report

Danish Weekend● Copenhagen Capacity along with the Youth Goodwill Ambassador (YGA) Corp. organised a series of

events in Chennai to promote Denmark as a destination for higher education and work. The event was scheduled for the 29th and 30th of March,2014. These days being the weekend, the event was aptly named ‘Danish Weekend’.

● The event was designed to have a good mix of both informational as well as cultural elements that brought exposure to Denmark.

● 2 YGAs shared their personal experience of studying in the country and took questions from the audience.

● Representatives from Danfoss and Novozymes, two Danish companies with operations in India, were presenting their company and talking about their current focus and future directions within India.

Scope of ProjectDuration of Campaign - 2 months (3rd Feb to 3rd April 2014)

● Research and draw an engaging content strategy for both Country branding and Danish education branding

● Build and engage a niche community on Facebook

● Target people from ICT, other technological sectors and Life Sciences

● Utilise the online community platform to create awareness about the Danish weekend event

● Utilise event pages to drive sign ups and generate database of potential students for future engagements

● Popularize the Youth Goodwill Ambassador Youtube channel by driving online traffic to it

E-mailer campaigns● Event Poster mailer to 130 institutions

● Reminder to all attendees of ‘Danish Weekend’ event - 48 hours and 8 hours prior to the event

● Uber Promotion for free taxi ride to and from the Danish Weekend Event !

● Useful Resources - Sharing the presentation from the 29th evening that had useful links for students

● Event Feedback Mail asking attendees to share their feedback about the event in order to help us improve our future events

Poster for online & offline promotionAn event poster was designed for online as well as offline circulation.

● The poster was e-mailed to the principals of 130 academic institutions in Tamil Nadu, urging them to either print and put up the poster or circulate it further via email to their students

● Hard copies of the posters were also printed by one of the YGAs and were sent to a few institutions

● A few institutions like Anna University, Vellore Institute of Technology, SRM University, IIT Madras, Hindustan University were very supportive and were prompt in spreading the word about the event among their students.

Online Cross PromotionWe identified a few online communities that were relevant to our event. We actively reached out to their admins and requested them to spread the word within the community.

Online communities that we reached out to

● Indians in Denmark (1912 Members)● Erasmus Mundus Association (EMA) India Chapter

(911 Members)

Community Growth & Engagement● The ‘Study in Denmark - India’

Facebook page, at the start of the project, had nearly 540 fans. Our promise was to help grow this to 5000 fans before the end of our 2 month long campaign.

● Today, the page has 5400+ fans. Through a combinations of periodic posts and ad promotions, we were able to achieve an average engagement of 19% of the community.

Community Growth & Engagement● While Denmark may not be among the top

destinations for education for Indian students at present, there definitely has been a growing interest. The response that we got on social media within a short duration of 7 weeks makes us believe that by using the right approach and channel to creating awareness, we can generate the necessary interest.

● We have received nearly 50 queries on Facebook ranging from students wanting to do Masters degree and PhD to people wanting to immigrate for work, in the last 7 weeks.

Community Growth & Engagement

Community Growth & EngagementLearns about Denmark

Explores & gets influenced

Applies to Aalborg

Creative Content Bringing out the message of ‘Study in Denmark’ through content design that catches the attention.

Email Queries

Email Queries

Event RegistrationsEventbrite

Source Visits Registrations

FB Post 402 130

FB Ads 498 52

Eventbrite 145 17

Others 175 32

Total 1220 231

Event RegistrationsTop 10 Universities from where registrations came in on Eventbrite1. Anna University2. B S Abdur Rahman University 3. Bharath University 4. Hindustan University5. IGNOU University6. IIT-M 7. Madras School of Economics8. NIFT9. SRM University

10. VIT Vellore

Stats collected for future engagementNames, Email IDs and mobile numbers

Facebook Events

FB Page Going Maybe

Study in Denmark India 79 15

Theatre Nisha 84 30

Total 163 45

Live Event Coverage

Live Event Coverage

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