July 26, 2021 EXPO 2021 Oral

ChangEd Digital Marketing Strategy

[et_pb_section fb_built=”1″ fullwidth=”on” _builder_version=”3.22.6″][et_pb_fullwidth_post_title author=”off” comments=”off” featured_image=”off” _builder_version=”3.23.3″ title_font=”Standard||||||||” title_text_color=”#ffffff” title_font_size=”61px” title_line_height=”1.3em” meta_font=”Standard2||||||||” meta_text_color=”#ffffff” background_color=”#000000″ custom_padding=”||60px” title_font_size_tablet=”39px” title_font_size_phone=”28px” title_font_size_last_edited=”on|phone”][/et_pb_fullwidth_post_title][/et_pb_section][et_pb_section fb_built=”1″ _builder_version=”3.23.3″][et_pb_row _builder_version=”3.23.3″ max_width=”1221px”][et_pb_column type=”2_5″ _builder_version=”3.23.3″][et_pb_image src=”https://thenurj.com/wp-content/uploads/2021/07/1-Farina-Amir.jpg” align_tablet=”center” align_last_edited=”on|phone” module_id=”circle-image” _builder_version=”3.23.3″ width=”60%” width_tablet=”26%” width_last_edited=”on|desktop”][/et_pb_image][et_pb_text _builder_version=”3.23.3″ text_font=”Standard2||||||||” text_font_size=”27px” min_height=”40px” custom_padding=”18px||”]Farina Amir[/et_pb_text][et_pb_image src=”https://thenurj.com/wp-content/uploads/2021/07/B2B5FD95-53A9-4206-B99E-27ADF090FFA3-Inaara-Gangji-scaled.jpg” align_tablet=”center” align_last_edited=”on|phone” module_id=”circle-image” _builder_version=”3.23.3″ width=”60%” width_tablet=”26%” width_last_edited=”on|desktop”][/et_pb_image][et_pb_text _builder_version=”3.23.3″ text_font=”Standard2||||||||” text_font_size=”27px” min_height=”40px” custom_padding=”18px||”]Inaara Gangji[/et_pb_text][et_pb_image src=”https://thenurj.com/wp-content/uploads/2021/07/r4OBOLNF_400x400-Khadija-Islow-1.jpeg” align_tablet=”center” align_last_edited=”on|phone” module_id=”circle-image” _builder_version=”3.23.3″ width=”60%” width_tablet=”26%” width_last_edited=”on|desktop”][/et_pb_image][et_pb_text _builder_version=”3.23.3″ text_font=”Standard2||||||||” text_font_size=”27px” min_height=”40px” custom_padding=”18px||”]Khadija Islow[/et_pb_text][et_pb_text _builder_version=”3.23.3″ text_font=”Times New Roman||||||||” text_text_color=”#000000″ text_font_size=”18px”]

Adviser: Professor Ilhem Allagui
Subject: Journalism
DOI: 10.21985/n2-c0hz-cn89

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Farina Amir is a rising senior majoring in communications with a certificate in Strategic Communications. She has pursued several research projects as part of her classes and work as a Research Assistant for professors. 

Inaara Gangji is a recent journalism and strategic communication graduate from Northwestern University in Qatar. In the past, she has worked as a research assistant for various professors and been a recipient of grants from the NU research office and the Qatar National Research Fund. Her topics of research include migrant entrepreneurship, gender and media, strategic communication and mental health.

Khadija Islow recently graduated from Northwestern University in Qatar with a Bachelor of Science in Journalism and a certificate in Strategic Communication. Her work focuses on the Somali diaspora, technology, identity and culture. She has experience covering Congress, federal policy and U.S. politics. Her work has been published in Medill News Service, UPI, Frederick News-Post and The Spokesman-Review.

 

[/et_pb_text][/et_pb_column][et_pb_column type=”3_5″ _builder_version=”3.23.3″][et_pb_text _builder_version=”3.23.3″ text_font=”Standard2|600|||||||” text_font_size=”25px”]Abstract[/et_pb_text][et_pb_text _builder_version=”3.23.3″ text_font=”Times New Roman||||||||” text_font_size=”19px” text_line_height=”1.5em”]This project aimed to create a well-rounded digital marketing strategy for ChangEd, a student loan repayment application. We were tasked with improving the awareness, engagement, and consideration, areas the application needed to improve on.

We created a digital and social media marketing strategy using primary research we conducted with their target audience (graduates, current students, and parents), suggesting ways to improve current paid and earned media, as well as introduce new approaches using our insights and learning in class.

Through our research, we found that more than half of U.S. students apply for student loans and are under extreme pressure to find a high-paying job to repay the loan. Student loan repayment applications are not popular among the group and more than half of the respondents did not use any application. In our project, we concluded that student loan applications can help people manage and repay their student loans faster. We based our recommendations and campaign on this.

The project includes suggestions for social media as well as their website, search engine optimization, and search engine marketing. We also planned out the cost, and how these would be implemented and evaluated in the campaign period.

Applications like ChangEd are useful because graduates struggle with repayment because of other obligations. Student loan applications make this manageable. The parents of these students can also use these applications to contribute to repaying the loan. Our project conveys this information effectively to the target audience using digital and social media.[/et_pb_text][/et_pb_column][/et_pb_row][et_pb_row _builder_version=”3.23.3″][et_pb_column type=”4_4″ _builder_version=”3.23.3″][et_pb_code _builder_version=”3.23.3″][/et_pb_code][/et_pb_column][/et_pb_row][et_pb_row _builder_version=”3.23.3″][et_pb_column type=”4_4″ _builder_version=”3.23.3″][et_pb_code _builder_version=”3.23.3″][/et_pb_code][/et_pb_column][/et_pb_row][/et_pb_section]