In response to the increasing number of new programmes offered by the Faculty of Liberal Arts and Social Sciences (FLASS), a Marketing and Branding Team was formed in 2010, constituting Dr Yu Kar Ming, Ms Cheung Wing Yin, Winnie, Ms Chung Hiu Po, Catherine, Miss Fok Wing Man, Fiona, Ms Kwan Hung Hung, Tanya and Mr So Ting Fung, Adrian. Some of the members are non-marketing specialists with other duties, but have taken on the additional responsibility of marketing, brand building and providing web support for the Faculty.
Since its establishment, the Team has worked closely with various internal departments and offices such as the Registry, International Office, Greater China Affairs Office, Communications Office, Student Affairs Office and School Partnership and Field Experiences Office.
Externally, the Team has promoted the Faculty and its programmes proactively by participating in and/or organising exhibitions, local and overseas education fairs, information days, onsite admission days, school visits and coordinating events with outside organisations. In 2013/14, the Team has taken a leading role in launching a branding campaign to support the UNESCO Education for Sustainable Development (ESD) agenda and to celebrate HKIEd’s 20th Anniversary.
Internally, the Team has organised marketing campaigns to familiarise students with the Faculty, such as the Logo Design Competition and the Annual Faculty First Assembly. Students have also been invited to be ambassadors for promoting the programmes and many of them have won acclaim from visitors.
Owing to the Team’s effort in raising the profile of the Faculty and its programmes among stakeholders and the public, the number of applications for places has continuously been on the rise. The Team has also spent a great deal of time and effort identifying ways to improve operational efficiency. For example, the workflow of the onsite admission process has been evaluated and enhanced to cope with the expected increase in the number of applicants.
The Team was the first of its kind among the faculties, providing a role model for other faculties to follow. The members’ passion for excellence has motivated them to deliver excellent, professional and efficient services to both the Faculty and the Institute. They have been instrumental in the success of the Faculty programmes, especially at a time when the Institute is working hard to attain university status.
