STRATEGIC FOCUS AND PLAN
VISION
The “CUD Meets Social Media Influencers” event envisions a community in which every member is aware of the functions of influencers and how they affect our behavior when making purchasing decisions about products and services. However, we do not only want to analyze the public’s point of view, but also the influencers’ thoughts and opinions when delivering messages.
MISSION
Our team is dedicated to ensuring that full knowledge and awareness is spread and covered about how, why and in which ways social media influencers can have such an effect on our daily lives when it comes to the process of decision-making before purchasing.
GOALS
The goals of the “CUD Meets Social Media Influencers” campaign are:
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To raise awareness on the importance of the influencers’ role in today’s society.
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To analyze the effect of social media influencers on our daily life and, in particular, how they affect consumer behavior.
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To conduct surveys on how it affects the decision-making process at Canadian University Dubai.
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To understand the influencers’ thoughts and points of view when they influence the public.
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To promote Canadian University Dubai through our educational and entertaining event
SWOT ANALYSIS
In order to better understand how to plan and promote our event, we decided to conduct a SWOT analysis (Figure 1).
Our strengths include:
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the ability to convince social media influencers to attend our event due to the methods that we learned and skills that we gained during the classes;
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the preparation of the event before its due time;
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strong communication skills within the team to coordinate and collaborate with one another, with our supervisor Dr. Ghada and with the CUD event and marketing department;
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having a plan that serves our budget limit thanks to the collaboration of our sponsors and their willingness to participate to the event for free.
In the weaknesses section, we can find:
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cancelation in the last minute of some of the influencers;
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having to change our topic several times for it to meet CUD expectations;
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some of the influencers took too long to confirm their participation;
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a very low budget offered by the university.
On the other hand, our opportunities are:
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higher chances of attracting a larger audience on social media as well as for CUD campus;
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encouraging others to participate and present creative ideas within the campus;
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ability to influence and raise awareness within the campus and outside the campus through the message behind the event.
Finally, our main threat was that of not finding alternative influencers in the last minute of cancellation.
Figure 1. SWOT Analysis