“Expect The Xtraordinary” Ngee Ann Poly 2011/2012 Ad Campaign

While working for Ngee Ann Polytechnic’s Corporate Communications Department, I was tasked with managing the polytechnic’s yearly advertising campaign. Ngee Ann Poly is a publicly-funded institute of higher-learning in Singapore with a student population of approximately 15,500. As such, the objectives of these campaigns were to inform prospective students — students leaving secondary school having completed their GCSE “O” Levels at the age of 16 or 17 — of the benefits of further education at Ngee Ann Poly and to boost enrolment.

For the first two years, we left the creatives of this campaign to advertising agencies. My job was to manage the agencies by helping them understand our brand messaging, balance the budget, fine-tune media strategies, and gain internal approval from key decision-makers.

For the 2011/2012 campaign, we decided to go in another direction. We decided to create the campaign ourselves.

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Editorials for Ngee Ann Poly

Ngee Ann Polytechnic is a publicly-funded institute of higher learning in Singapore with a student population of about 15,500. From 2007 – 2011, I worked in their Corporate Communications Department and managed their advertising and branding campaigns.

One aspect of these campaigns — which included both ATL and BTL initiatives ranging from print advertisements to online and outdoor media — were monthly editorials in local teen magazines. These are just two of the many editorials we ran (and which I wrote). Both were published in Teenage Magazine. Click on the links to view the full files:

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