RUMC, formerly known as Penang Medical College (PMC), has an established presence for transforming lives via quality medical education. As RUMC attains a University status and breathes new life into a Foreign University Branch Campus from Ireland, it realises the need to redefine its experience to better cater to its prospects - the students. What’s more than communicating directly to the prospects themselves?
As RUMC shifted its recruiting strategy from being parent-focused to student-focused, so does its communication platform. We helped RUMC expand their conventional communication digitally to locate prospects at the right places - mapping its digital pathways through relevant digital touchpoints.
Guidelines were set for the communication standards to complement RUMC’s narrative direction - “Transcend Borders, Transform Lives”, with language and visuals to amplify its recognition of providing a learning experience of lifetime and beyond.
In making the switch to target students as the primary audience and parents being the secondary, RUMC managed to build a digital community that was reflected through its growth of followers and engagements on social media. For RUMC? There’s just no turning back.
In activating our new recruiting strategy, we developed a digital campaign that brings focus onto students. The communication switch successfully garnered over 800 potential leads with a RM15 million conversion. Leads were coming in faster than expected, and even reached out to neighbouring countries! RUMC’s digital journey has opened up opportunities that transcend beyond boundaries. With the data collected, we’re excited to embark on our next journey with RUMC.