Blog 1 - Landing page

Company Overview

Otago Boys High School - International Rugby Programme

Otago Boys' High School was founded in 1863 and is one of New Zealand's longest-standing boys' schools based in Dunedin. Rugby was introduced in 1871 and has been a strong aspect of the school for over 150 years producing many All Blacks in the past like Richie McCaw and contributing to many young men's rugby development within Otago and also from a number of International countries including Japan, Argentina and the Pacific Islands. Before COVID in 2019 Otago Boys' had a number of international students from Japan and Argentina each year. However, due to border restrictions, students returned home. Now that COVID restrictions are decreasing and borders are opening the school is now in a position to open registrations for new International students to take part in the International Rugby Programme with an aim to begin in February 2024. The school receives 15 boys each year who generally attend the school as International Students. This assignment is in support of providing a starting point for the school to achieve above that figure by attaining 3 more students specifically for the International Rugby Programme from Japan. (Welcome » Otago Boys’ High School, n.d.)

Fig. 1 OBHS IRP Landing Page (Authors Own, 2022)

Assignment 1: OBHS International Rugby Programme

Objective: To increase registrations by 20% for the 2024 International Rugby Programme by the end of 2023

Strategy 1: Increase awareness with a 'learn more' CTA via monthly paid ads on LINE

Strategy 2: Post fortnightly videos 'Hoops Army News' via Youtube to increase traffic to OBHS website

Buyer persona - Mr Tanaka

Fig . 2 Buyer Persona - Mr Tanaka