Thoughts of Branding Specifics [1of3]

Abstract


This document is a considered collection of thoughts of branding with the intention of supporting entrée marketing for an Argosy University online presence in Indonesia.



Introduction

There is a larger paper in process. Here we address the entrée marketing strategy for an online presence in Indonesia. While later being folded into the larger paper, for now our focus is solely on the branding consideration.



Outlined strategic planning considerations for a selected market segmentation

Adult Learners

Let us first consider our specifically selected market segmentation. For the long-term, it is our recommendation to create strategic alliances wherever possible with some of the more significant corporations, seeking to produce a ready body of professional experienced learners, already in the workforce. This would be our targeted core, for the mature adult student represents the caliber of professionalism and self-reliance that not only lends cachet to the institution itself, yet also affords an easier transition for the institution to establish itself.

Corporate alliances dovetail quite nicely with the presumed geographic core of our demographic as well. While there may be no ground classes, we would be seeking a more technologically perceptive, urban demographic.

Such alliances, if negotiated properly, can afford the institution, as well as the students, a subsidy. Consequently, while there would certainly be corporate databases created, moreover they would be prioritized with an eye toward natural affiliations.



Youth

A secondary market segmentation cannot be overlooked, the classic, young academic seamlessly entering a baccalaureate degree. There is no need to be exclusionary, and we would certainly want to be friendly to such a potential client base. Simply, the suggestion is that this would not be our primary market segment. Nonetheless, both in the spirit of cooperation as well as an interest in not leaving money on the table, our secondary market segmentation, while not overtly pursued, can certainly be heavily acknowledged (and consequently made to feel welcome).