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VCU Brandcenter Communications Strategy
Citation preview
DoubleLife
The AmericanDream
International borders are becoming increasingly
Business+
Science
China157,558
India103,895
South Korea73,351
Canada27,546
Taiwan24,818
Macro ViewNetwork & Reach
Global Connectedness Index
HypothesisInternational students come to America
to fulfill their American dreams
ObjectivesTo understand:
1. International students as a strong consumer group in the United States2. Their engagement in American life
3. Their concepts of the American Dream4. New habits and changes in lifestyles
ObjectivesTo develop:
1. Strategic recommendations for DHL Express2. A connection between the emerging international
student market and the immense international framework DHL already maintains
MethodologyQualitative Study- Focus GroupParticipants representing India, China,
Taiwan, Korea, Colombia, Russia and Iran
Quantitative Study- Survey
Secondary ResearchOpen Doors Data 2011, Institute of International Education
Psychographic Why are they in their segments?
Experiences and attitudes
Behavioral Manifestations
Engagementin American Life
2,709,621
A Relationship With America
“America failed to meet my expectations.”
Bad experiences pushed them over the edge
Only Surviving
Straight Home
Straight Home
It’s a myth. Something that everyone says.
The AmericanDream
“I came for the opportunities but I’m not sure if I made the right choice. I’m keeping my options open.”
For whatever reason, they are not making
efforts to engage
Rely OnMeal Plan
Abroad & Home
Abroad & Home
The AmericanDreamI don’t think it’s that
strong anymore. I don’t know if I will stay here much longer.
“America is better than what I had, but not necessarily where I want to stay forever.”
Did not come here for America
Missing Something
Other States & Home
Other States & Home
The AmericanDreamIt existed once,
but not anymore.
“I’m not going to waste my time with people from my home country. America is what I want.”
Devoted to America no matter what
Eat Out
Here & Other States
Here & Other States
It still exists!
The AmericanDream
“I’m in America now. You can’t be married to someone and think about ex-girlfriends.”
Make every place they visit their home
Constantly Sampling
Here & Abroad
Here & Abroad
I believe America still has opportunities for its own people but they must be
willing to work for it.
The AmericanDream
“I love America now but I will always miss where I came from.”
1,888,605
Still drawn to their lives back home
Old & New
Here & Home
Here & Home
The AmericanDreamI don’t know if I believe in the
American Dream more than that of my home country.
Double Life
There’s a personal need to keep up with
events and stories happening back
home
DoubleLife
ExpressInternational 491,000
Total Express 1.64 millionReach 2.8 million
Across 220 countries
Competitive Landscape
1. UPS 2. FedEx
3.TNT4. DHL
Strong network Reliability
Speed Price
Brand name
ShippingConsiderations
InternationalStudentsDHL +
International
Great Package Race of 2009 University Express
StudentsDHL +
Honeymooners are leading Double Lives
Application seasonDrop in shipping for students
Opportunity:
Help the Honeymooners maintain their Double Lives
Turn shipping into sharingMerge their old world with their new world
Strategy:
Tactics:1. DHL Express Family Plan
II. DHL beyond shipping
Meet them where they are
Honeymooners as gateways
How to Reach Them:
“It is a great environment for building relationships. You share the joys and
pains, the excitements and frustrations, like a big extended family sitting around
the table for a reunion dinner.”