Saturday, 31 July 2021 06:03 GMT

Qatar Post, NU-Q to enhance brand experience for youth


(MENAFN - The Peninsula) Doha: In a rapidly evolving digital age, Qatar Postal Services Company (Qatar Post) is continuously investing in connecting the younger generation to the heart of its services. 

In line with these efforts, the country’s national postal service provider recently joined hands with Northwestern University in Qatar (NU-Q) to gain insights into the needs of its young consumers. 

As part of this collaboration, strategic communications students from NU-Q were encouraged to develop new marketing strategies for Qatar Post to help invigorate the brand experience for the younger generation. Teams were tasked with creating a fully integrated campaign to connect today’s youth with the brand’s portfolio of services and offer solutions to their diversifying needs. 

This collaboration is part of the capstone project under NU-Q’s Senior Strategic Communication Course that aims to bridge the academic-professional gap and provide students with a unique real-world learning experience. For this year’s edition, the project was technically led by the university together with Qatar’s leading communications firm Grey Doha. 

In the first leg of the project in January 2021, students were introduced to agency fundamentals that drive the end-to-end campaign life cycle – from briefing to ideation, creative execution, and post-campaign reporting stages. Students were then challenged to a real-market scenario with an exciting campaign brief for Qatar Post, including specific timelines, budgets, objectives and campaign KPIs. While putting lessons into practice, the students presented a plan book detailing their campaign lifecycle, content, creative multimedia strategies, and monitoring and evaluation frameworks.

Commenting on the programme, Qatar Post Chairman and Managing Director, Faleh Al Naemi, said: ''Our goal has always been to transform our products and service as we move forward in this digital era, to provide our consumers what they need. We recognise the importance of connecting to the country’s young generation and offering them services relevant to their aspirations. 

''Our partnership with NUQ has empowered us with a fresh perspective of this particular consumer segment, which is shared directly by the youth. We appreciate the innovative thinking that the students have demonstrated through this programme and look forward to putting their strategies into practice.”

On his part, NUQ’s professor, Ilhem Allagui, said: ''At NU-Q’s strategic communication programme, the students learn by doing. We are fortunate to have enthusiastic and supportive partners like Qatar Post to supplement conceptual learning with professional experience. 

''This year’s programme has been an enlightening experience not just for our students but also for our partner Qatar Post, who have mutually benefitted from unique insights and  market realities of an important demographic, that can be easily leveraged to shape future strategies and solutions”.

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