Attracting International XAMK Students to Youth Services in the Kouvola region

Abstract

Brand awareness presents an essential aspect for both profit-driven and nonprofit organisations. Marketing communications, in turn, is a highly effective way of generating greater brand awareness, and non-profit organisations utilise various marketing tools and channels to communicate with key audiences. Therefore, the objectives of this thesis were to identify potential communication channels that could be used to increase awareness of Nuorten Kouvola's youth services among international XAMK students, determine the current level of awareness, and give recommendations on how to raise awareness of youth services among international students. Both qualitative and quantitative research methods were utilised in the research process. An online survey was distributed among the XAMK students and 60 individuals responded. Two follow-up interviews were conducted with the employees of Nuorten Kouvola - one of the interviewees is responsible for the international youth work, and the other is part of the marketing group. Combining the research methods allowed for a deeper understanding of the data. Overall, the results showed a large gap between the desired and current awareness of the Nuorten Kouvola organisation and its services among the international XAMK students. Survey participants showed their motivation and interest in participating in the Nuorten Kouvola's activities. However, since there is a lack of accessible materials for international people, the participation rate is extremely low. Students expressed their preferred communication channels through which they wish to be contacted, which correspond to the current capabilities of Nuorten Kouvola. Employees of the organisation expressed their willingness to accommodate and further develop the collaboration with the international XAMK students.