UK institutions are invited to join a three-month promotion campaign from September to November 2020 in Vietnam to promote the excellence of UK education in the field of Science and Technology. This is an integrated promotion campaign including print and online advertising as well as PR opportunities to support UK institutions in building awarness among targeting audience as well as increasing enquiries and conversion rate through interactive social media communication platforms.

The promotion campaign aims to drum up market interest in advance of the UK Science and Technology Education Mission to Vietnam to be organised by the British Council Vietnam in November (further note at the bottom).

Market context:

Why a topic of Science and Technology education in Vietnam?

Science and Technology are under the key prioritised industries for the country economic development by 2050 identified by the Vietnam Government, which was reflected in a Government’s Resolution issued in September 2019 providing policies for Vietnam to actively participate in the Fourth Industrial Revolution. National research schemes will be prioritised to develop technologies in the field of IoT, electronics engineering, energy, AI, biotechnology and bio-health electronics. (Source: https://www.vir.com.vn/harnessing-a-digital-future-71070.html)

In the field of education, Vietnam is facing a shortage of high-quality human resource to meet the market needs and economic development in the field of science and technology. Vietnamese academic experts have called for more education programmes in IT and science, focusing on areas such as web security, big data analysis, AI and block-chain. The programmes should be more practical, focus on English and embrace digital technology. In the international partnership area, local schools, colleges and universities are encouraged by the Vietnam MOET to increase TNE and student exchange activities in this field. (Source: https://vietnamnews.vn/society/537776/manpower-training-needs-to-be-in-lockstep-with-technology-advancement-experts.html#Pk21AXjK8E1tUtIg.97)

Latest HESA statistics showed that the number of Vietnamese students enrolling in Science and Technology training courses in the UK, although still modest in terms of absolute figure, has increased substantially in 2018/19 as compared to five years ago (23% in biological sciences, 14% in engineering and technology). The academic excellence of UK education and institutions in science and technology education, therefore, needs to be promoted better to the Vietnamese public, prospective students and their parents, as well as local institutions and academics, which will help lay the foundation for pushing student recruitment and developing TNE activities in this field.

Campaign description:

Over three months from September to November 2020, the promotion campaign will include three following key activities:

1. Booklet “Study UK Science and Technology – The right elements for your future’’

- The booklet will be produced by the British Council Vietnam in collaboration with a media partner specialised in doing communication projects targeting teenagers. The booklet will be designed in the format of an educational book with vivid images and tailored content to attract young readers.

- The booklet will be produced in 1,000 copies and distributed to students attending the UK Science and Technology Mission to be organised in Vietnam in November (further details at the bottom).

2. Online promotion campaign “#UKSciTechEdu”

- The online campaign will include a series of E-newsletters, Facebook promotion posts, Instagram stories and Facebook Livestream talk-shows focusing on the topics of science and technology education programmes and academic strengths of UK institutions in this field. All activities on social media platforms, especially the livestream talk-shows, will have a high level of interaction with online audience to help UK institutions generate enquiries and leads for marketing purposes.

- This online campaign will be implemented by the British Council Vietnam in collaboration with Vietnam National Education TV Channel (VTV) in its social media platforms including Facebook, Instagram and YouTube, aiming to gain 100,000 online audience reach totally.

3. A series of PR articles “#UKInnovationStories”

- A series of PR articles telling stories about research projects, achievements and innovations of UK institutions and education organisations in the field of science and technology.

- The PR articles will be written by journalists of a media partner of the British Council Vietnam and will be promoted in all online communication channels as well as to the media network of British Council Vietnam.

Benefits of participating for UK institutions:

There are various opportunities for UK institutions to participate in this campaign. Some activities are suitable not only for UK universities but also colleges and schools who have specialised programmes in science and technology.

Note:

- A bulk price of 1,300 GBP will be applied to UK institutions who want to participate in both the print advertising and the online advertising packages.

- The British Council Vietnam and China will co-organise a UK Science and Technology Education Mission in November 2019 to the two countries. More details about this Mission will be announced soon in IES website. For UK institutions who are interested in taking part in both the promotion campaign and the f2f Mission in Vietnam, please contact us for special offers.

Deadline for registration:

UK institutions who are interested in participating in this campaign should send an expression of interest via email to Lien Ta at lien.ta@britishcouncil.org.vn by 15 June 2020. Registration forms/Content submission forms will be sent in the next step.

Deadline to register for the print advertising package and the online advertising package: 15 July 2020.

Deadline to send content contribution to our series of PR articles: 30 July 2020.