Yew Chung College of Early Childhood Education (YCCECE), previously known as Yew Chung Community College, was founded in 2018 by the Yew Chung Education Foundation, an organisation with a heritage of 88 years in education. As Hong Kong’s first specialist institute focused on Early Childhood Education (ECE), their flagship degree programme is the Bachelor of Education (Honours) in Early Childhood Education (BEdECE). Open to students from all walks of life, the aim is to nurture a new generation of passionate and inspired ECE professionals who will have an enduring impact on the lives of young children and their families.
The key challenge was to position YCCECE as the ECE centre for excellence in Asia and raise brand awareness in the local market especially during the pandemic.
Insight: The importance of ECE has become a hot topic, globally, increasing the demand for ECE professionals in the Hong Kong market. In the times of pandemic, how the new normal is created in training educators of the ECE industry.
Strategy: Developed a targeted communications strategy by redefining concise and clear key messages, aligned across all communication collaterals.
Narrative: Created a strategic narrative and story angles that focused on building the ECE profession in the pandemic and highlighting YCCECE’s programmes and professional insight of industry trends with the use of education technology and research.
Thought Leadership: Built advocacy of YCCECE’s local and international leadership by engaging YCCECE’s spokesperson and academic team for media interviews, showcasing YCCECE’s professionalism in different aspects in ECE.
