Caritas Bianchi College of Careers drew a large crowd over the weekend in the heart of Causeway Bay by showcasing edgy fashion to promote its design courses.
The aim was to increase the college’s visibility and awareness via experiential marketing.
From kids wear catwalk show, live model exhibition to knitting performance, the college brings what’s supposed to only be able to found in a fashion school on street with a mission to tempt passersby through fashion.
“Among all design sectors, fashion is the easiest to draw attentions. Street event is the most cost effective and direct way for us to reach out to potential students since Causeway Bay is a shopping district where our target students – young trendsetters visit the most,” said Gary Lam, head of Department of Design at Caritas Bianchi College of Careers.
As more and more local design programmes are emerging with only and only a small number being quality-assured, enrolling decision for design students is therefore becoming harder.
“So the industry is getting more competitive than ever before, it is time for us to come up with innovative ways of marketing.”
Lam added that due to limited marketing budget, the college relies heavily on word-of-mouth and social media.
“These two platforms play a big role in overall marketing strategy. We tend to have more interaction with potential students via experiential marketing on streets, such as creating opportunities for the public to take photos and hence increase the chances of the photos being shared on facebook so as to drive conversation and to boost online viral effect.”
The college also boosts visibility by collaborating with well known brands such as eBox and Tung Wah Group of Hospitals.