Boosting student recruitment from the APAC region

Yew Chung College of Early Childhood Education
Challenges

Raise brand awareness

Yew Chung College of Early Childhood Education (YCCECE), previously known as Yew Chung Community College, was founded in 2018 by the Yew Chung Education Foundation, an organisation with a heritage of 88 years in education. As Hong Kong’s first specialist institute focused on Early Childhood Education (ECE), their flagship degree programme is the Bachelor of Education (Honours) in Early Childhood Education (BEdECE). Open to students from all walks of life, the aim is to nurture a new generation of passionate and inspired ECE professionals who will have an enduring impact on the lives of young children and their families. 

The key challenge was to position YCCECE as the ECE centre for excellence in Asia, and raise brand awareness in the local market.

Approach

Insight The importance of ECE has become a hot topic, globally, increasing the demand for ECE professionals in the Hong Kong market. 

Strategy Developed a targeted communications strategy by redefining concise and clear key messages, aligned across all communication collaterals. 

Narrative Created a strategic narrative and story angles that focused on building the ECE profession and highlighting YCCECE’s programmes and professional insight of industry trends and research.

Thought Leadership Built advocacy of YCCECE’s local and international leadership by engaging YCCECE’s spokesperson and academic team for media interviews, showcasing YCCECE’s professionalism in different aspects in ECE.

Outcomes
36
stories in targeted local publications from Nov 2019 – May 2020
4
high quality interviews with spokespersons
92%
in coverage headline or 1st paragraph
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