A workshop from the 2017 Utrecht Conference on engaging and attracting millennials seeking an educational experience beyond the degree, led by Arlene Tan, Associate Director, Strategic Communications of the Office of Corporate Relations, National University of Singapore (NUS).

What does it mean for the University’s branding and reputation when stories of successful young alumni are used in an admissions publicity campaign to ignite coffee conversations amongst students and their influencers?

Using an amalgamation of platforms, including social media (Facebook and Instagram), online profile stories and both print and outdoor publicity, NUS built a strong, student-facing campaign with the aim of highlighting the successes experienced by alumni as a result of an NUS education. In this session, Arlene Tan, Associate Director Strategic Communications, Office for Corporate Relations, led a discussion on NUS’ approach to the campaign and shared some insights and ideas on how to engage millennials wanting an education that is just beyond degrees.

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2017 Utrecht Conference: Day 1 Workshop 1 - Beyond Degrees: NUS' Approach to Attracting Millennials - Arlene Tan

Arlene is the Associate Director, Strategic Communications, Office of Corporate Relations at the National University of Singapore (NUS), where she looks after branding and strategic communications. She oversees branding campaigns that draw from NUS’ strengths through integrated strategies to raise the visibility of the University and help shape its global profile. Responsibility for these branding campaigns also means overseeing messages for digital communications, media relations, internal communications and NUS news. Prior to NUS, Arlene was with MediaCorp, Singapore’s free-to-air broadcaster, working closely with the media development authority to develop compelling content for the community in Singapore. Over the past 12 years, she has held brand communication roles in the advertising, media and telecommunications industries.

If you want to find out more about attending this year’s conference please visit our conference page or get in touch via email.