In a rapidly evolving digital age, Qatar Postal Services Company (Qatar Post) is continuously investing in connecting the younger generation to the heart of its services.

In line with these efforts, the country’s national postal service provider recently joined hands with Northwestern University in Qatar (NU-Q) to gain insights into the needs of its young consumers.

The collaboration encouraged strategic communications students from NU-Q to develop new marketing strategies for Qatar Post to help invigorate the brand experience for the younger generation.

Teams were tasked with creating a fully integrated campaign to connect today’s youth with the brand’s portfolio of services and offer solutions to their diversifying needs.

This collaboration is part of the capstone project under NU-Q’s Senior Strategic Communication Course that aims to bridge the academic-professional gap and provide students with a unique real-world learning experience.

For this year’s edition, the project was technically led by the university together with Qatar’s leading communications firm Grey Doha.

During the first leg of the project which kicked off in January 2021, students were introduced to agency fundamentals that drive the end-to-end campaign life cycle – from briefing to ideation, creative execution, and post-campaign reporting stages.

Students were then challenged to a real-market scenario with an exciting campaign brief for Qatar Post including specific timelines, budgets, objectives, and campaign KPIs.

While putting lessons into practice, the students presented a plan book detailing their campaign lifecycle, content, and creative multimedia strategies as well as monitoring and evaluation frameworks.

Mr. Faleh Al Naemi, Chairman and managing director at Qatar Post, stated this collaboration has enabled them to gain insights into this particular consumer segment which has been shared by the youth themselves.

“We appreciate the innovative thinking that the students have demonstrated through this program and look forward to putting their strategies into practice,” he added.

Building on the success of these programs, Qatar Post and NU-Q will continue to empower the next generation of industry leaders to celebrate creativity in the face of adversity.

Think with innovation, thrive with resilience - will be the mantra for future talents to rebuild the communications industry in a post-pandemic world.

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