Educational Program Marketing: Taiwan-Australia

GOAL
Bring upper primary and junior high students from Taiwan to Australia for short-term study tours, language immersion, or longer-term schooling. Use Instagram and LINE to reach both parents and students.
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1. AUDIENCE PROFILE
Group Who They Are What They Care About
Students Age 10–15, curious about abroad Fun, friendship, animals, Aussie lifestyle
Parents 30s–50s, middle/upper-middle class Safety, academic improvement, trust, cost
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2. PLATFORM STRATEGY
Instagram
Used mainly to attract students and build emotional appeal:
• Reels: Day-in-life of a student, koalas, beaches, schools
• Stories: Quizzes, "Guess This Aussie Word", countdowns
• Highlight categories:
o “親子留學” (Parent-Child Study)
o “生活日常” (Life in Aus)
o “報名流程” (How to Apply)
Parents may browse too, but keep content youth-friendly.

LINE
Primary tool for parent communication & conversion:
• Broadcasts with program updates
• Q&A or 1-on-1 chat
• LINE Rich Menu to access:
o Program Details
o Brochure Downloads (Traditional Chinese)
o Webinar Sign-Up
o “Talk to Advisor” chat button
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3. INTERFACE DESIGN & REGISTRATION FLOW
Instagram "Link in Bio"
Use Linktree or custom mobile landing page:
1. Register for Parent Info Session
2. Download Program Brochure (in Chinese)
3. Add Us on LINE
4. View Photo/Video Gallery
5. Common Questions

LINE Rich Menu (for Parents)
Button Function
Study Tour Options Link to landing page or PDF
Parent Info Sessions Register via Google Form
Contact Us LINE chat or phone
What Kids Will Learn PDF or website
FAQ Chatbot or static answers
Watch Student Life Instagram / YouTube link
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4. REGISTRATION FLOW
Registration Form (Google Forms or Typeform)
• Parent Name & Email
• Student Name & Age
• Grade Level
• Preferred Program (1–3 months / holiday camp / long term)
• Preferred Departure Period
• Additional Notes
Automatically redirect to LINE or brochure download.
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5. CONTENT STRATEGY
Visual Themes (for both parents + kids)
• Day in the Life: Aussie schools
• Australia Highlights: koalas, beaches, parks
• School Lunches & Dorm Life
• English Class Activities
• After-school clubs and activities
• Student Stories (especially other Taiwanese kids)
• Parent Testimonials (in Chinese)
Caption Language
• Keep captions bilingual (Chinese + English)
• Prioritize Traditional Chinese for calls-to-action and brochures
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6. PROMOTIONAL ASSETS
Brochures (PDF)
Create two versions:
1. Parent Version – Focus on academics, safety, curriculum, visa support
2. Student Version – Fun design, activities, photos, friends, animals
Include:
• Sample weekly schedule
• School & accommodation photos
• Safety and support explanation
• Pricing and next steps
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7. CAMPAIGN IDEAS
Campaign Target Description
「台灣學生的一天在澳洲」 Parents + Kids Carousel post or video showing a full day
Parent Info Webinar (Monthly) Parents Hosted via Zoom, invite via LINE
Interactive IG Story Kids Quiz or poll: "What would you bring to Australia?"
"早鳥優惠/抽獎活動" Parents Early bird discount or free consultation draw
Virtual Info Booth Both Host on a simple landing page
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8. Workflow
1. Set up LINE Official Account (with rich menu)
2. Design Brochure (CN) for parents & students
3. Build Instagram presence with storytelling focus
4. Set up Google Form for info session sign-up
5. Plan monthly webinars and market via LINE
6. Create QR codes for LINE + info session
7. Print flyers or partner with local schools in Taiwan