Building Brand Awareness in China
Overview of Media Channels and Best Practices
Digital media (online and mobile) is the leading source of study abroad information and one of the main influencers for prospective Chinese students and their families across all regions in China. There are almost 620 million internet users in China, and of these over 90 per cent are registered to at least one social media account (compared to 60 per cent in the US) according to a report released at the beginning of this year from the China Internet Network Information Center (CNNIC).
This report looks at ways to build your university or school’s brand awareness across various media channels in China in a cost-effective and targeted manner, and endeavours to help your institution gain a better understanding of existing channels, current regulations and practices, as well as provide practical advice and examples from a range of case studies.
The online media landscape in China differs greatly to many other countries, owing to the government blocking Chinese internet users from accessing popular social media platforms commonly used in most other countries, such as Facebook, Twitter and YouTube. In true Chinese form, China has developed its own distinctive internet culture with a number of alternative and very popular platforms created specifically for the Chinese market.
This report will help your institution gain a deeper understanding of the online media channels and their reach in China, in order to improve brand awareness in a more targeted and cost-effective manner. Specifically, this report will help your institution understand:
- The Chinese media channel landscape and different channels’ reach across demographic groups and regions in China.
- Developments in online media channels and best practices for superior results.
- Advice for developing a media strategy in China, including how to get the most out of your relationships with student recruitment agencies, leveraging in-country alumni networks and how to improve your university’s website in relation to your China audience.
- Tips for improving your visibility in China.
- A comprehensive list of education related new media channels in China and their penetration rates in the market will be included in the appendix, as well as sample cost estimates for advertising in various channels.
This report is available as a Standard and Tailored report.