Promoting Erasmus+ Awareness: The Assessment of Europe Direct's Strategies in South Ostrobothnia
Carlos, Jennylyn (2024)
2024
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2024112529816
https://urn.fi/URN:NBN:fi:amk-2024112529816
Tiivistelmä
The primary objective of this thesis is to assess the effectiveness of Europe Direct’s promotional strategies in South Ostrobothnia and to develop a tactical plan to increase awareness and participation in the Erasmus+ program. Data were collected using semi-structured interviews with high school students in Seinäjoki, Nurmo, and Jalasjärvi and with the communication planner of Europe Direct South Ostrobothnia, the commissioner of the thesis. A thematic approach was applied, which revealed five key themes: levels of awareness and understanding, channels and methods for dissemination, content preferences for learning the program, perceived benefits of Erasmus+, and students’ suggestions for Europe Direct for raising awareness. These themes address the main research question, “How to design and implement a tactical plan for Europe Direct to increase awareness of the Erasmus+ program at high schools in South Ostrobothnia?”
The findings show that while most students were aware of the Erasmus+ program, only a few had a good grasp of its full benefits. A mixed-methods strategy was suggested, which included using the school-based platform Wilma, social media channels (Instagram, TikTok), as well as face-to-face meetings through workshops, student speakers, and support from alumni. The students indicated that they preferred brief social media videos about the benefits of Erasmus+ and personal stories of alumni.
A one-month trial period was proposed as a tactical plan for Europe Direct South Ostrobothnia, incorporating the Key Performance Indicators (KPIs), such as participant engagement metrics, feedback from participants, and Wilma analytics. With this strategic approach, an understanding of Erasmus+ and the participation of students will improve. Broadening the scope of this study will require future researchers to add more schools in South Ostrobothnia to acquire a greater perspective from other students and to enhance strategies accordingly.
The findings show that while most students were aware of the Erasmus+ program, only a few had a good grasp of its full benefits. A mixed-methods strategy was suggested, which included using the school-based platform Wilma, social media channels (Instagram, TikTok), as well as face-to-face meetings through workshops, student speakers, and support from alumni. The students indicated that they preferred brief social media videos about the benefits of Erasmus+ and personal stories of alumni.
A one-month trial period was proposed as a tactical plan for Europe Direct South Ostrobothnia, incorporating the Key Performance Indicators (KPIs), such as participant engagement metrics, feedback from participants, and Wilma analytics. With this strategic approach, an understanding of Erasmus+ and the participation of students will improve. Broadening the scope of this study will require future researchers to add more schools in South Ostrobothnia to acquire a greater perspective from other students and to enhance strategies accordingly.