TEST MY

COSMOPOINT COLLEGE & KLMUC
WEBSITE REVAMP PROJECT PITCH

BY SPIN COMMUNICATIONS, 13 JAN 2022

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PITCH BRIEF

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PITCH REQUIREMENT

Website assessment and provide recommendations to
strengthen online presence moving forward.

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● To strengthen our online presence (website) to build brand awareness and provide an
overview of services in order to provide credibility.

● Dual language page (English & Malay) for each website with improved copywriting.

● Improved navigation – to simplify what’s up on our website and create a very
attractive, easy-to-navigate website.

● Calls To Actions (CTA) to convert to leads.

● Website to be functional and compatible with all browsers and devices – so that it can
be the ecosystem to improve overall marketing strategies on social media, SEO, Google
ads etc.

● More targeted use of SEO – keywords and tags on pages so that our search functionality
should be exceptional, and should allow the site visitors to have a good user
experience.

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STRATEGIC DIRECTION

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KEY CHALLENGES

1. Current website is outdated and not compatible with all browsers and devices.
2. CTAs are not converting enough leads for sales team.
3. Lacking in online presence and brand awareness.
4. The right messaging to attract more students.

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CATEGORY OVERVIEW

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GRADUATE EMPLOYABILITY IS DECREASING IN MALAYSIA

Source: Rethinking Cost Education, 2019 Copyright Spin Communications. All rights reserved.
Financial Struggles University, 2019

To increase graduate employability, the ministry, employers and higher education
institutions are putting effort in offering initiatives/programmes that are not only

academic-focus, but also including soft-skills to match with employers’ demands.

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COMPETITORS’ CLAIMS & HIGHLIGHTS

UNITAR •Established in 1997 as the first virtual university in SEA and among the
earliest private universities in the country.

•First institution in Asia to be awarded a QS 5-star rating for the Online
Learning category.

•Create employable and entrepreneurial global citizens.

UNIRAZAK •Kuala Lumpur’s Premier School of Business, Government and
Education.

•Awarded with a 5-star rating under the Emerging University category
by MOHE for SETARA 2018/2019.

•90% Employability within 6 months of graduation.

MSU •A QS 5-star rating in teaching, facilities, graduate employability, social
responsibility, and inclusiveness.

•Awarded with SETARA Tier-5 rating in the Excellent University in 2017.
•98.7% Employability according to MOHE survey.

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CATEGORY TRUTH

Claims of high employability and 5-Star ratings to give assurance and
credibility to parents and prospects.

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TARGET AUDIENCE & INSIGHTS

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Demographic:
• 17- 22 years old
• Low income family or working adults.
• Completed secondary school/pre-U and want to

further study for a diploma/degree.
• Those who want to pursue postgraduate studies.

Psychographic:
• Want to have a better career path with

professional knowledge and skills.

Consumer Insights:
• Worry about being a burden to family financially

for the education fee.
• Need a lot of help to gain confidence to make

the first step.

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Source: How Malaysian Students Make Decisions Tertiary Studies, 2019 Key motivations to continue their tertiary education:
Rising Cost of Education in Malaysia, 2019 1. Career focus
2. Progress - to take them to a better position in life

Decision-making criteria that they consider when
deciding which university to enrol in:
1. Fees and financial assistance.
2. A clear pathway to further study in order to

compete in the workforce.
3. Teaching quality & technology for student

experience.

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RISING COST OF TERTIARY EDUCATION IN MALAYSIA HAS BEEN A BURDEN
AND STRUGGLE FOR LOW INCOME FAMILIES.

Source: Rethinking Cost Education, 2019
Financial Struggles University, 2019

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S COSMOPOINT COLLEGE KLMUC
W
O 1. Affordability 1. Affordability
T 2. GERAK - ”Guarantee Kerja” 2. GERAK - ”Guarantee Kerja”
3. Local colleges across all regions in 3. Metropolitan campus

Malaysia

1. Not top-of-mind choice for prospects due to low brand awareness.
2. Lack of communication, engagement and visibility.
3. Brand strengths and offerings are not highlighted, hence not seen as offering the advantage to

prospects.

To start building confidence and trust amongst prospects with:
● Heritage in the industry (Cosmopoint – 30 years; KLMUC – 15 years).
● Strong partnerships with corporations & companies – GERAK “Guarantee Kerja”.
● Affordable higher education within your town.
● MQA accredited programmes.

To communicate to the right target audience:
● Students within the location of the institutions.
● International students.

1. Category is a crowded space with many local institutions - including TVET, Polytechnics, etc.
2. Difficult to gain trust as students are spoilt for choice.

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BRAND PROMISE

AUDIENCE TRUTH BRAND TRUTH

I want to pursue further studies, Cosmopoint & KLMUC offers
but I’m also worried about the affordable tertiary education

tuition fees and the job with guaranteed job
opportunities in future. opportunities.

THE LOCAL PRIVATE UNIVERSITIES THAT GIVE ME
ASSURANCE FOR MY FUTURE

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BRAND PROMISE

THE LOCAL PRIVATE UNIVERSITIES THAT GIVE ME
ASSURANCE FOR MY FUTURE

COSMOPOINT COLLEGE KLMUC

ASSURANCE ASSURANCE
● Being in their neighbourhood so they ● We assure you a pathway to the
don’t need to spend extra money professional success with real world
living away from home. practice programs.
● Guarantee Kerja (a very unique USP ● Guarantee Kerja (a very unique USP
that needs to be highlighted). that needs to be highlighted).
● Hand holding them all the way to ● Internship & work placement.
ensure employability. ● Strong industry partnerships.

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COSMOPOINT COLLEGE

WEBSITE CREATIVE SOLUTIONS

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COSMOPOINT COLLEGE

For Cosmopoint, we want to create a strong identity using the brand colours. This is to leave a memorable
impression, especially for students who would go through other colleges’ websites. The bold colours displayed
prominently in the main pages makes the site stand out. We also want to propose more pastel versions of the CI

colours to break the monotony and also make the website easier on the eyes.
Information is kept short and concise, with illustrations and large visuals to keep the site more contemporary and

visually pleasing. Clutter is reduced with this minimalistic approach, without making the design look too bare.
We also use the circle as a visual mnemonic that is applied throughout the site. It plays off the Os in “Cosmopoint”.

This keeps the design consistent, as well as creates a clear brand recognition.

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COSMOPOINT COLLEGE

A strong anchoring colour + “O” as design style

Colour from CI Proposed Secondary Colour

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Mobile - Landing Page - Banner (ENG) + Neighbourhood College + GERAK = ASSURANCE

Handholding

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Mobile - Landing Page - Banners (BM)

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KLMUC

WEBSITE MOCK VISUALS

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KLMUC

The design for the KLMUC site is made simpler, yet still eye catching. Utilising the brand colours, we can instantly
create an identity that’s uniquely KLMUC. With large visuals, we direct the attention of the site visitors to what’s

important. The user journey is straightforward, but still interesting.
On the inner pages, we keep the information structured, so that students can easily follow a clear flow of
information. It puts the information in such a way that makes students see the benefits of each course, as well as

the unique selling points of the courses offered by KLMUC.
For KLMUC, we use more boxes, bars, and solid shapes to highlight a point or separate one point from another so

that the visitors’ vision is directed to what’s important.

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KLMUC

Colour from CI

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Mobile - Landing Page Banners (ENG)

Real World Practices + Work Placement & + GERAK = ASSURANCE

Strong Industry Partners

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Mobile - Landing Page Banners (BM)

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