KOREA. BE THERE.

Corrinne BollendorfAnghel ParasJoseph Chun Fall 2010

The Client

Korean Cultural Center of Los Angeles

KCCLA’s Mission: Operated by the Korean governments Ministry of Culture, Sports, and Tourism, the KCCLA is dedicated to providing insights into the rich cultural heritage of Korea. Encouraging everyone to visit and learn about South Korea.

The Campaign

KOREA. BE THERE.

What is it?

Korea. Be there. is not just a slogan, it is an honest attempt to represent the fact that South Korea is simply the best place to explore and discover the secrets of Asia.

The Problem The reality for most college students is that graduating with a degree in a specific field is not enough.

Many college students are simply unaware of the study abroad programs available in South Korea and complete information about these programs is often not immediately or easily obtainable

Students seem to overlook Southeast Asia in general and tend to choose more traditional places such as England, Italy, France, Spain etc.

Campaign’s Actions to Combat these Problems

Create awareness

Provide information, and eliminate misconceptions about South Korea.

Educate and convince college students that studying abroad in South Korea will profoundly benefit their future lives and careers—as well as manifest a life changing adventure.

The Target

Southern California college students ages 18-24 attending the following CSU campuses: Fullerton, Dominguez Hills, San Diego, Long Beach, San Marcos

College communities/international affairs office’s

Parents of CSU students

What does the campaign entail?

“Korea. Be there.” presentations

Special Lecture and discussion: “Seoul G20 Summit: A Closer Look at the Leaders Who are Attending it and the Country that is Hosting it.”

Touring exhibition: Mobile Organization for Korean Culture, History, and Art or MOKCHA

ChooseKorea.com

Informal coffee meet and greets

Messages Strategies Students:

Studying abroad in traditional locations is boring, take the road less traveled and experience an adventure that you will never forget.

Studying abroad in South Korea will benefit their long-term future by giving them the skill sets needed to compete in a global work environment.

Korea is English Friendly

Messages Strategies Parents:

Korea is actually a safer country compared to most.

Offers extensive yet less expensive programs.

Messages Strategies

College communities:Students want to travel to less traditional places.

Programs located in Southeast Asia are now in higher demand.

Studying abroad in South Korea is unlike any other conventional study abroad program in the sense that it gives students real world problem solving skills rather than just offering a glorified vacation.

Media Targeting Strategies

Goals To encourage graduate and undergraduate students to study abroad in the Republic of Korea.

Convince students that traveling to South Korea will be the adventure of a lifetime.

Provide parents with information on the benefits and steps needed to study abroad in South Korea

Dispel negative misconceptions and stereotypes about South Korea while highlighting positive attributes.

Objectives

Increase awareness informing at least 40 percent of CSU students about the various internships and study abroad programs currently offered in Korea.

Increase the number of CSU students studying abroad in South Korea by 10 percent.

To create awareness by 40 percent by informing parents and campus communities of the current programs available, along with financial aid information, and detailed material about the country.

 Drive at least 10,000 visitors to choosekorea.com

Talking Points  Korea’s economy is gaining global influence.

 Studying abroad in South Korea will benefit students long-term career and educational goals.

 Korea is very English friendly.

 Quality of life is much like America, yet less expensive.

Students want to take the road less traveled and are choosing less traditional places to study and travel.

Seoul offers a diverse and entertaining nightlife.

Campaign Print Materials

Event Flyers

Event Flyers

Poster

Radio Spot

Broadcast Video

Driving targets to choosekorea.com

Timeline

Budget

Summary

We believe that the “Korea. Be there.” campaign will create awareness that never existed before as well as generate interest, curiosity, and conversation about pursuing a study abroad program in South Korea.

Thank You Team

Korea. Be there.